The Moving picture world (January 1922)

January 7, 1922 MOVING PICTURE WORLD 37 explanation as to the attitude which the managers of picture theatres in the three cities are inclined to take in viewing busi- ness conditions during 1922. And yet, back of it all, there is a spirit of optimism prevalent, many of the managers admit- ting in the one breath that while business is bad at the present time, that it is no worse than in other lines, and that nothing is to be gained by continual croaking, the future holding forth evidences of better times on their way. Fred P. Elliott, Clinton Square Thea- tre, Albany, N. Y.: "While business will come back in 1922, it will be two or three years more before we reach anything like maximum. Business will pick up gener- ally. We are now on the tail end of the panic. There will not be a tremendous increase in 1922, but there will be some, and every bit helps." O. H. Stacy, Majestic Theatre. Albany: "Business can not get any worse. It is down to rock bottom now. The trouble is that if people can't find employment, you can't expect them to attend the picture theatre. However, I look for some bet- terment." George Roberts, Colonial and Hudson, Albany: "The future doesn't look over favorable. The pictures we are showing are fully up to par, but one can not expect these to pack the houses when the people making up the audiences haven't got the money." Samuel Suckno, Albany, Regent, Arbor and Delaware theatres, Albany: "I do not look for any business boom in 1922. In fact, the picture theatre will do well to hold its own. I find that people who used to come six times a week now come twice. This is due here to general business de- pression and the continued high cost of living. All exhibitors should endeavor to curtail overhead expenses as much as pos- sible without lessening their attractions. The distributor and producer should work along the same line, as such will save many houses from closing." William Berinstein, Colonial, Albany, as well as houses in Elmira: "To my way of thinking there will be no change until next fall, with from 10 to 30 per cent, in manufacturing establishments out of work, the story of poor attendance is easily accounted for." John J. Walker, Barcli, Schenectady: "I am looking forward to 1922 as one of the worst years in the history of Schen- ectady, and I have been in business here for twenty years. My present Sunday business runs from $200 to $300 below normal. Producers and distributors should not continue to charge 1919 and 1920 prices for pictures in 1922. They should be willing to do their share." J. E. Lincoln, Albany Theatre, Schen- ectady : "Economic conditions are bad. There is no money. Producers and dis- tributors are asking too much for pic- tures." William Shirley, Strand, Schenectady: "What does 1922 look like, you ask? Brutal! Business is in a chaotic state and while exhibitors are putting on the very best pictures obtainable, they are not drawing as they should. I do look for some improvement in the future, how- ever." C. W. Wheland, Proctor's Griswold, Troy: "I believe that things will pick up by the middle of next year and that we will eventually get back to the good old times. Stores are not selling the goods and the slump in business and picture theatres is no greater than that which is being experienced in other lines. The street car strike, which ran eleven months in Troy, certainly put a crimp in our business." Big Pictures and Everlasting Plugging Reap Rewards, Say Buffalo Exhibitors THEATRES that can afford to put on big shows are doing big busi- ness, those that have to rely on a routine program of ordinary pictures are having a hard time of it. Briefly, that is the situation in Buffalo and surrounding territory at present. Exhibitors have found that their pa- trons are shopping for their entertainment more than ever. They have also found that the only road to success is hard work. Successful showmanship today consists primarily of keeping everlastingly at it. Those who "plug" from morning to night are reaping tlie rewards at the box office. Those who book a picture and wait for the audience to assemble are figuring on how to keep out of the poorhouse. An excellent example in Buffalo of how big shows will put a hou=e over is seen in Shea's North Park. When this house opened its business was anything but en- couraging ; in fact, the company operating it really lost money, until Harold B. Franklin got the bright idea of putting on the same programs in the neighborhood house as shown in Shea's Hippodrome, running them day and date. From the inception of this policy the North Park, in snite of its location in the extreme northern end of the city, is attracting motor patrons from all parts of the city and several of the suburban towns. It is Buffalo's only first run neighborhood theatre. Of course few neighborhood houses can afford to put on big produc- tions first run, but it is certainly easy picking for those that can. Business has been picking up right along in most of the bigger theatres in Western New York and most exhibitors are optimistic of the future. Producers can aid greatly in bringing this era of prosperity nearer by satisfyng the public cry for originality. Patrons are tired of cut and dried stuff. "An Optimistic Bunch" Harold B. Franklin, managing director of Shea's Hippodrome and one of the most successful exhibitors in the country, in commenting on the present day situa- tion said: "If there ever was an optimistic bunch, it is the exhibitors of this country. It is this optimism and faith that will win through a very trying period. There is no question about it, picture patrons are be- coming hard boiled! Audiences are not satisfied with the picture of yesterday. They expect the industry to keep pace with progress and give them newer and better productions. "Too many pictures are inspired by the success of a particular type of story. A producer finds that his picture, in which a mother is the central theme, is a huge success. Immediately we have an ava- lanche of 'Mother' pictures. 'The Three Musketeers' is brought forth. Presto! We have twenty-six instead of three musketeers in one guise or another! Per- haps the locale is moved to Mexico or some other p'ace than la belle France— but it is still 'The Three Musketeers.' "It is surprising that producers do not realize that what the public wants most is something which they have not as yet received; that the biggest successes are those which give something new, a new twist, a novel method of treatment. In other words, what the public wants is originality. "With good pictures exhibitors will be able to pull through the business depres- sion which has hit every industry and which has rested rather lightly on the motion picture business. Three himdred and sixty-five days from now shonlfl see unbounded prosperity of which, without doubt, our industry will get its full share." Skinner's Views "Business conditions in the vicinity of the Victoria Theatre are not up to stand- ard, basing my figures on the receipts of 1920," said Arthur L. Skinner, manager of the big Mark neighborhood house. "This is due mostly to the business de- pression which is universal and our im- mediate vicinity is no exception," con- tinued Mr. Skinner. "The outlook for an immediate revival is not bright and I do not look for any material increase within the next twelve months. The reason for this is that peo- ple who have been hit hardest bv the present slump are in such financial diffi- culties with no prospect of immediate relief that it will take considerable time for them to get back to normal. "Under present conditions the cost of operation is much too hieh, owing to the high cost of film. Until the producerf