The Moving picture world (May 1922)

May 6, 1922 MOVING PICTURE WORLD 41 The "Noes" Have It>—Don 't Reduce Prices; Gillespie, Truitt and Schade Give Views ADDITIONAL evidence to support the contention of many exhibitors that the security of their theatres depends upon holding admission prices at their present level is at hand this week. Probably the ablest statement of the case is set forth by H. A. Gillespie, manager of the Liberty Theatre, Yakima, Wash. The Liberty is one of the Jenson & Von Herberg chain of northwestern houses, most of which are holders of Associated First National franchises. "The theatre that cuts admission prices is, in many cases, the kind of a theatre in which the price of admission is the chief bid for patronage," is Mr. Gillespie's epigrammatic way of stating the case in defense of present scales. "In the first place, it would appear to me that it is impossible to compare present admis-^ sions with those of the pre-war period. Within the past four or five years a class of entertainment presented by the leading theatres of the United States, together with the method of presentation, has advanced so far ahead of the prewar period, that there is no comparison possible. "Discriminating patrons demand a different atmosphere nowadays than they were content with five years ago. In my opinion, it will be absolutely impossible for first-class theatres to reduce their prices and maintain their standard of entertainment and presentation. A Bid for Patronage "It is certain, however, that a large number of theatres will undoubtedly reduce their admission prices, but in many cases the price of admission of such theatres represents their chief bid for patronage. "The fact that some theatres make reduction of admission prices will undoubtedly bring forth a more or less insistent demand for the general public that admission prices, generally, be reduced. I believe, however, that those theatres who steadfastly maintain the highest possible class of entertainment, together with all the little refinements connected with the first-class motion picture theatres, will alwavs secure a major portion of the bu.siness in their vicinity without cutting prices to secure it. Cutting prices would mean cheapening the entertainment provided, and T do not believe our patrons want that." Tack Truitt, of the Sedalia Theatre, Sedalia. Mo., and the Grand Theatre. Moberly, Mo., is equally set against further reduction of admissions. He cites his own personal experience as proof of his position. Small Reduction Useless "The way condtions are and have been for some time," says Mr. Truitt, "it is hard to see as far ahead as next season, but it seems sound to say that present admissions are low enough for the class of entertainment offered in most of the picture houses. However, in cities where competition is great, especially with vaudeville theatres playing vaudeville and pictures at a minimum charge, admission prices must be given some consideration. But unless a decided cut is made — one that is radical enough to be felt — it would be useless to reduce them, as I cannot think that a reduction of 5 or 10 cents would be adequate enough to make much difference. "In one of my theatres I reduced my regular prices 5 cents and was sorry afterward, as I cannot help but think it hurt the house, and instead of playing to more people I played to less, and while I did not reduce the class of entertainment, it was generally thought that, in order to make the reduction, I must have done so. Bargain Matinees Drew "In one of my other theatres I gave a series of bargain matinees one each week for three weeks, cutting my matinee prices in half, and my receipts on those particular afternoons were three times greater in dollars and cents than my usual matinees at regular prices. Whether or not the cut in admission prices would stimulate business if these prices were made permanent, is problematical and I have my serious doubts. Until further experience with them I am not going to make any further reductions, but on the other hand I am going to watch my expenses closer and also the standard of my shows, appealing more to the masses than to a class, as perhaps I have too artistic a presentation for the masses. "It is my personal opinion that a slight raise in admissions rather than a slight reduction would be better business judgment under existing circumstances." Lower admission prices? "Not on your life," says George J. .Schade. owner and manager of the .Schade Theatre, .Sandusky, O., a First National franchise holder. .Schade drew a little price lesson from a boxing show that was pulled off in Sandusky a few nights back. The Lesson Branson Learned "Rav Bronson, former welterweight champion of America, is the promoter of fistic entertainments in and around Sandusky," said Schade. "A lot of fans told him that if he would stage a show at popular prices, he would pack his hall. So Bronson staged a show at popular nrices. He sold ringside seats that had been .selling right along for nlus war tax, for $L6.S, tax included. Reserved seats that had been selling for $2 plus the war tax were sold for $1.10, tax included. and bleacher or general admission tickets that had sold for $1 plus war tax, for 85 cents, tax included. "Did 'they' pack Bronson's hall? They did not. The fellows who had been paying $1 and war tax, paid 85 cents, tax included. The fellows who had been paying $2 and $3 were not interested in the mediocre show that Bronson, in the face of prospective returns, was able to present. They did not patronize. After everything was over Bronson figured up to find that he was approximately $150 out of pocket. 'Never again,' " he said. "The lesson's this," continued Schade. "The people — that is, the people who make things pay — want class and unless you give it to them they won't patronize. There are always a lot of fellows who are crying that if you'd do this or do that you'd make a barrel of money, but when you accept their suggestion you come out — in nine cases out of ten — like Bronson did. "Then you believe that to reduce prices would be a mistake?" Schade was asked. "A most serious mistake," was the reply. "You have a sample of just what would happen. You'd have to present a mediocre show and the result would be that the people who make your business pay would quit you, just as the people who made Bronson's shows pay by coming up with $3 and $2 respectively for the seats they occupied, quit Bronson." Sell Knickerbocker Site The site and ruins of the Knickerbocker Theatre, Washington, D. C, will be sold at public auction this week for the benefit of litigants, it has been announced. There are at present two liens again.st the property, amounting to $90,000, which the purchaser must assume. The Columbia Road Business Improvement Association some time ago sought to induce Harry M. Crandall to rebuild the Knickerbocker and he has had the matter under consideration. This announcement gives evidence that he has concluded not to comply with the organization's suggestion. While the business men have declared that trade in the vicinity of Eighteenth street and Columbia road has fallen off 25 per cent, or more, there has been some opposition upon the part of individuals sentimentally inclined. Grauman Books It .Sid Grauman has booked the first threereel Bull Montana comedv special, "A Ladies Man," for its world premiere at Grauman's Million Dollar Theatre. Los .Angeles, beginning Monday, April 24. Releasing arrangements are now being negotiated and will be announced later by the Hunt Stromberg Productions.