The Moving picture world (January 1926-February 1926)

Celling the Picture to the Public 1 Oliis Departmnt Was SstabLislwd September 23. 1911 bij Us Present 6dUor^ Spes WInthrop Sargent Larmour's School Popularity Contest Is Fruit of Long Qoodwill Campaign RECENTLY business has been sagging a Httle at the National theatre, Graham, Texas, and M. W. Larmour decided that something needed to be done. They did not respond as usual to lobbies and other exploitation, so he decided on a popularity contest limited to the girls in the High School. It nearly doubled his usual receipts and on the three contest nights it more than tripled business. More, it has held up business since. It was very simple. Each of the four classes elected five representatives. These girls were photographed by the local studio and slides were made. The first Friday these twenty slides were shown on the screen. Guided by the applause, eight were eliminated. The following Friday the twelve remaining girls (three from each class) appeared in person, and the most popular member of each class was decided by the same means. On the third Friday night these four again appeared and a choice was made of the most popular girl in the entire school. Brought Results Well known persons were selected as judges, and Mr. Larmour worked a number of surprise stunts as at the last contest when the girls were hidden back of paper screens, painted with the class colors, through which they broke as their names were called. Each event got a strong notice in the local paper, which praised the manner in which the event was conducted. But the manner in which Mr. Larmour obtained the consent of the school authorities pleases him more than the actual result. When he asked their approval of the idea he very frankly admitted that while it probably would arouse class spirit, his big idea was that he needed the money. That would have been fatal to the scheme in most instances. That the frank admission was regarded as a good reason is the result of a five year good-will campaign of which Mr. Larmour is not a little proud. Five years ago Graham had a not unusual form of entertainment : poorly projected, poorly chosen pictures in a converted garage. The National was the first real theatre, clean, neat and well kept. In the past five years five efforts have been made to work opposition, only one of which remains. The others had to quit. When he came in Mr. Larmour found the schools and churches actively antagonistic. It was an actual and not a passive dislike. The picture theatre was denounced from the pulpit and at the school assemblies. The pupils were virtually warned against going. Mr. Larmour's initial attempts to be friendly were repulsed. He was not wanted. He did not resent the fact, but he watched his programs carefully, eliminating all that might prove objectionable from any angle. Landed Two The second year he sent passes to the school principals and the clergy. Out of seven, only two acknowledged the courtesy, and neither of those accepting used the pass more than three or four times. The third year one of the ministers wakened to the fact that there were good as well as bad pictures. He took picture themes for his texts and even announced the coming of pictures of which he approve.d. This year the same passes went out without a material increase in the enthusiasm. But he hooked in a big picture. It was educational as well as interesting. Its theme was a subject for study in the schools. He had to play it at increased admissions, but lie asked the Superintendent of Schools to invite the entire teaching staff to be his (the superintendent's) guests. The invitation was refused, but Mr. Lar mour was told that he might invite the teachers himself, if he so desired. Most of them came, and they liked the picture. Shortly after he booked In the Days of Buflfalo Bill, he sought out the educators, explaining that this serial was the first of a number that Universal would make provided it was found that the audiences would support this semi-educational style of serial. He pointed out that the schools could help the cause of better pictures. The argument was sound, the serial made good, and the schools were sold. One of the local churches was to be torn down. For nine months, while the new edifice was building, two church services and Sunday School were held in the National each Sunday. Another church wanted to put on a Christmas pageant. They came to him for advice on staging and lighting the production. Mr. Larmour not only gave the desired information, but he rehearsed 200 amateurs for a month, staged the show and constructed a floating Star of Bethlehem that was the hit of the performance. A School Stunt Then Mr. Larmour worked a shift on the prize pass idea. Instead of the usual pass to each class, he offered a theatre party each month to the entire class having the most perfect attendance record. For a year the principal or the teacher of the winning class picked the picture, but in its second year the school sent down a committee of students to look over the bookings, select three or four titles and put these to the class vote. Mr. Larmour immediately congratulated the Superintendent on the business-like methods of the pupils. The scheme is now a regular feature, and it has a material effect upon the attendance records. The Result It was slow, and sometimes discouraging work, but today Mr. Larmour works in with the schools and churches, and when he told them that he needed the money the contest would bring, that reason was practically sufficient, though of course he pointed out that A Universal Release THE PAINTINGS USED TO PUT OVER PHANTOM OF THE OPERA AT THE ALDINE, PHILADELPHIA. Thii U a corner house and both front and side are decorated with special paintings, that on the side being nearly 150 feet long. Situated in the shopping district, the advantage of big paintings is apparent. The big smash was backed by an almost universal use of material by the phonograph shops, the main Victor store giving an elaborate stage setting. I