The Moving picture world (January 1926-February 1926)

January 2, 1926 MOVING PICTURE WORLD 25 "Laugh Month" Special Edited hy Charles Edward Hastings <0«^ Gotham's Main Street in "Laugh Month" Rally; Western H ouses for "All-Comedy " Programs BROADWAY rallies to the National Laugh Month banner with the receipt this week of assurances of active cooperation from Herman S. Heller, Managing Director of Warner's Theatre. While the theatrical capital of America was taking its place in the ranks ol the ""Laugh Month" sponsors, the National Capital was likewise declaring itself in on the nationwide movement through word from its foremost exhibitor, H. M. Crandall, to the effect that the Crandall houses were lining up especially strong comedy programs in celebration of January as Laugh Month. In his letter assuring cooperation with the Laugh Month plans, Herman S. Heller, Managing Director of Warner's Theatre •characterizes the comedy as always "essential in a Broadway program." Mr. Crandall endorses the campaign in the following enthusiastic terms: "May I take this means of saying that we are heartily in favor of the 'Laugh Month' plan, as outlined in the trade papers for January. We have arranged our bookings so as to have a goodly share of our entertainment for the month of January consist of comedies. We have always in the past made it a policy to advertise our comedies along with the rest of the program, and will continue to do so in the future. I am always happy to cooperate in anything that is for the general good of the industry, and I think this present plan of a 'Laugh Month' a very happy one." Whitehurst Circuit "In" The Whitehurst Combined Theatrical Interests of Baltimore, a powerful circuit, has joined up under the auspices of the circuit's General Manager, William M. Whitehurst, who, in a letter to Jack Pegler. of Pathe's field exploitation staff, writes as follows: "Allow me this opportunity to express my full accord and support of the plan for 'Laugh Month,' as outlined in the national motion picture trade papers of recent date. "As general manager of the Baltimore string of Whitehurst Theatres I want to voice an appreciation of the worthwhile efforts of the short subject producers during the past year in giving to the exhibitors, regardless of production cost, condensed comedies that have unquestionably enhanced the value of our exhibition programs. "The advocacy of 'Laugh Month' would seem the natural deduction expected and the display of showmanship in making it a national issue is appreciated, I am sure, by the wideawake exhibitor. "The short subject comedy has come into its own and the exhibitor who fails to recognize the fact is turning real money away from the box-office. "Kindly accept my regards and cooperation." "Ike" Libion "Sold" J. M. Johnston, of the Cincinnati office of Educational Films reports that "a great many exhibitors throughoot the territory have expressed a willingness to cooperate 'glllllllllllllllllilllllllllllllllllll!llllillllllllllllllllllllllllllllllll1IIUIIIIl:iilllllll;l{lli^^ I "AllComedy Bills" f THE "all-comedy bill" seems to have become all the rage in the Kansas City territory. This is a development following the successful experiment of Walter Fenny at his Best Theatre, Parsons, Kans., recently About twenty-five theatres have contracted for all-comedly bills in the near future, it is said. with the movement. I have personally called upon Mr. Libson, who has thea-tres in our three key cities in this territory. He has given me the assurance that he will make a special effort and use additional publicity for short subjects during this period." An especially encouraging evidence of the way exhibitors are taking hold in the way of active preparations for the opening of the national campaign two weeks hence. Among those putting in heavy orders for Laugh Month banners, posters, and pennants during the past week were Roy Tillson, of the Fuller Theatre, and General Manager Beatty, of the Bufterfield Circuit. New England Theatres Among the New England theatres that have signified their intention during the past week of cooperating in an active way with the Laugh Month Campaign are the following: Massachusetts — Merrimac Square, Lowell; Empire, New Bedford; Olympia, Chelsea; Universal, Fitchburg; Palace, Pittsfield; Central Square, Cambridge; Harvard, North Cambridge; AUston, Allston; Strand, Dorchester; Codman Square, Dorchester; Fields Corner, Dorchester; Union Square, Somerville; Family, Worcester; Olympia, Lynn; North Shore, Gloucester; Strand and Plaza, Worcester; Fox, Springfield; Plaza, Salem; Modern, Lawrence; Allen's Charlotte Co., Inc., New Bedford; . Allen's, New Bedford; American, New Bedford; Capitol, New Bedford ; Casino, New Bedford ; Colonial, New Bedford; Comique, New Bedford; Orpheum, New Bedford; Princess, New Bedford; State, New Bedford; Colonial, Brockton; Metropolitan, Boston; Modern and Beacon, Boston; Lancaster, Boston. Rhode Island — Strand, Pawtucket ; Laurier, Woonsocket; Strand & Majestic, Providence. Maine — Opera House, Bangor; Music Hall and Stand, Lewiston; Colonial, Augusta; Opera House and Central, Biddeford; Opera House', Waterville; Columbia, Bath; Colonial, Belfast; Opera House, Gardiner; Temple, Houlton; Opera House, Rockland; Majestic, Rumford; Star, Westbrook; Park, Ft. Fairfield; Dreamland, Livermore Falls; Rex, Norway; Strand, South Berwick. Vermont — Majestic, Burlington; Strand and Grand, Rutland; Park, Barre; Playhouse, Montpelier. New Hampshire — Albert and Opera House, Berlin; Star, Concord; Lyric, Dover; Colonial, Portsmouth. Exploitation Contest Exhibitors in al parts of the country have signified their intention of entering the prize contest for the best exploitation tying up with Laugh Month in which the National Laugh Month Committee is to award $850.00 in cash prizes. A number of exhibitors have filled in the entry blanks which have been printed in tiic trade papers and have sent them to the National Laugh Month Committee in advance of the beginning of Laugh Month in order to "get their bids in early." As prizes are to be awarded for the best campaign conducted each week during the month, however it will be necessary for each (Continued on following page) ,