The Moving picture world (May 1922)

206 MOVING PICTURE WORLD May 13, 1922 Better Equipment Qonducied 6s) E.T.KEYSER Exploiting Projection in California Proves Profitable and Entertaining ATTEMPTS have been made in the past to exploit projection by placing machines for a short time in the windows of local stores or in the lobby of a theatre, and occasionally by displaying them on floats paraded through the streets. Particularly progressive press agents have been known to give projection a little publicity by taking a few lines to tell about it in the space so liberally used in the newspapers to inform patrons regarding other matters connected with the showing of films. Beyond this, the public knows no more about how the picture gets on the screen than most of us understand about the theory of Relativity. Gradually, however, those who make pictures, those who show pictures, and those who spend money to look at them are beginning to realize that projection plays quite an important part in the enjoyment of good films. We say good films advisedly, because good films depend to a considerable extent upon good acting and good photography, and these lose much of their effectiveness without good projection. Our own F. H. Richardson has done much to develop proper interest in satisfactory projection and up in the little room at the top and rear of the house, we now find capable, conscientious, well-paid men with complete and up-to-date projection equipment getting results on the screen which are alrhost perfect. Out On the West Coast Out on the West Coast, however, where many excellent things originate, the American Theatre, Oakland, California, has managed to secure projection exploitation which is considerably in advance of any that has heretofore been called to our attention. When Rex W. Midgely, vice-president and general manager of the American Theatre, was in New York sometime ago, he saw Powers' G. E. High Intensity Arc Lamps used in the Central Theatre — the Universal Film oresentation house on Broadway, and resolved to be the first on the Coast to use this important improvement in projection illumination. The order for Powers' projectors with the new lamps was placed with the Theatre Equipment Supply Company, San Francisco distributors for Powers, and Mr. Midgely made up his mind to put the new equipment over in a way which would be really effective. The first step in his plans for the exploitation of the new projection was to arrange with the Theatre Equipment Company for a private showing for the benefit of local theatre owners and managers, projectionists and others connected with the motion picture industry. This private showing, in itself a broadminded idea, was highly successful and much encouraged. Mr. Midgely proceeded with his exploitation arrangements, which were to give the patrons of the American a convincing and novel demonstration of the merits of the high intensity lamp. A Well Planned Effort Of course, "projection" means very little to the average patron of a motion picture house, but Mr. Midgely had the whole thing so planned that even a child could see the difference between the new method and the old. A lecturer was engaged and a film taken showing the new equipment, and at each performance the audience was told how the General Electric Company had developed this lamp through the research work done during the war to get a better searchlight for the government. Then the lecturer explained how the Nicholas Power Company, manufacturers of the projector, had co-operated with the General Electric Company to adapt this lamp so that it might be used for showing films more effectively, and pictures of the new lamp were shown so that the audience might gain a better idea as to how the improved results were secured. After this, a picture was shown with the lamp generally used and a changeover made showirig the picture with the high intensity lamp, so that the audience could plainly see that the new light was much stronger and of a superior quality. Changes Made Frequently These changes were made a number of times during the performance, and the patrons of the American expressed enthusiastic and loud-voiced approval. The whole program went over big, and as this demonstration was kept up for sometime, the film fans of Oakland have also become projection experts. Much of the success of this test was due to the good work of the projectionists and Benjamin F. Gillard and L. S. Gibbs are entitled to honorable mention for the part they played up in the little room sometimes called the "heart of the house." Mr. Midgely has done a fine piece of work for himself and the whole industry by demonstrating the advantages of the Powers G. E. Lamp in this way, but he has won more than mere praise. The exploitation of projection in this way gained for the American much free publicity, and showed immediate and highly satisfactory results in the box office. Theoretically, exhibitors should install every new and good improvement in projection as soon as it comes on the market, and when times are very good, they do something that approximates this, but just now they must be shown that the change will be a profitable one. It is very apparent that Rex W. Midgely of the American Theatre. Oakland. California, has proved in a practical way that better projection pays. SELLING GOOD PROJECTION TO THE THEATRE PATRONS Benjamin F. Gillard and L. S. Gibbs, projectionists of the American Theatre, Oakland, Cat., demonstrating the Power's G-E High Inttnsity Lamp to the audience