Moving Picture World (Sep 1916)

September 2, 1916 THE MOVING PICTURE WuKU) For a Mailing List. P, H. Mortens, or the Imperial Alrdome nnd Apollo and Regont thaato ada In ■ program for the alrdome, The usual cut ou the front is replaced for holiday week with an American nag, It Is a three by live four-page Issue, with the program nleely lined up on the two middle pages. It gives merely the titles, but the well displayed and the Whole thing Is neatly done. Mr. Mortens runs get-acquainted coupon on the back for one issue nnd In regard to *nlf he writes : The coupon on the hack was not intended to draw out any extra OTOWd this we. k, as we are ordinarily opposed to price, cutting, souvenirs or bargain! of any kind. Our object was to get a mailing list, and though this Is but the BMOnd day of the wo already have ISO good names so far. What do you think of the idea.' In substance the coupon reads : LADIBS' SPECIAL Acquainted" Coupon When properly filled out this Coupon and 5 cents entitles the holder to one 10 cents ticket to any SHOW DURING WEEK OP JULY :ird Name Address This Coupon Will Not Be Accepted From Children There are many ways of working up a mailing list, but most of them are based on a coupon of some sort which must be filled In, and this get-acquainted coupon serves the double purpose of getting the names and drawing strangers who can be made into regularsx That they come — even at half price — shows them to be interested. The eucceedlng programs will do the work. Try the Cumberland. Here is a reproduction of the inside pages of the program of the Cumberland, Brooklyn. This is the first time we've gotten hold of one on white paper, which explains the delayed reproduction. Where tut 153/ all SUNDAY a~J MONDAY. JULY ZM «M mi, ll„.J «., JowpJ. L.,i -THE MAKING OF MADDALENA' TUKSOAY. JULY Mt* EDWIN CAREWE THE 5NOWBIRD WEDNESDAY. JULY MM ■ >n -i . •.. HOBART BOSWORTII PHI 51 -AN ODYSSEY OF THE NORTH A {..miopia; ,u »»« lURdlfatftl |.a.i». I>, Jata LiWui THURSDAY and ■flara— D«, Firacliuta OASIFL PROHIfAN TRFSENTs MARGUERITE CLARK In Oik ol He (...a.,,. Phmo-pla, Trial". "SILKS AND SATINS' CAST OF CMAnaCTCM* one feature is run the make-up is easy. Where there are added reels they can be gotten in by cutting a little. The program type page is Z%xU%. the page being 4,{,x(>. The size is such that it goes into the regulation envelope with one fold. A matched make-up is better as a rule; half a page to each program, but it often happens that it is better to lay the space as shown to get in the most attractive matter. The front page carries the house cut and the last page the remainder of the program and the underline. Unwise. Frank W. Eurkc has taken charge of tile Strand, Cedar Rapids, la., and also of the Strand News, the joint issue of the Strand and Palace. One of his nrst announcements is an invitation to the patrons to write criticisms of the plays. "Knocks as well as boosts will be printed," he announces, and he does not realize that he is encouraging unfavorable comment and teaching at least a part of his clientele to be hypercritical and to spread a feeling of dissatistaction with the program. Criticism is appraisal, and not merely adverse expression, but it is almost impossible to make most persons realize this, and this includes a few critics as well. They feel that to criticize they must be blase and discontent and prove their superiority by having a supreme contempt for everything. It is a dangerous spirit to foster in a patron. The News is a little too much clip stuff, but the locals are not well done. This paragraph is given a box on the front page : Three women entered the Strand theater at 8 o'clock this morning. When questioned by the management as to what they wanted, the party said nothing but cast a parting glance at the canaries. Their names could not be learned. Later it was found out that they wished to procure the birds for a social function. Knowing that the management would not let them have them, they intended to kidnap the little songsters. "Some birds — are they not?" This advertises the fact that they have canaries, but it does not sound convincing. It is unfair to comment on a first issue, and this Is Mr. Burke's first, but the paragraph leaves a bad taste. It gives a suggestion of a disobliging management in that "knowing that the management would not let them have them." The item is not real and yet the suggestion of discourtesy is. Something Different. ha\ .■ bad page oul and two . but In ■ i: , ton, i od ■ half out, which a a novelty in makeup that tumid oommend ii .ii to othoi Both ftrrw rtm the Third Street and its sister house, the Lehigh-Orpheum, gets out novel ideas and does not rest content with just one idea, but demands many new ones. This reduction can only suggest the effect, and it might be well to note that the effect will not be so good with a solid cut. Another One Pager. Volume 1, No. 1, of the Strand Weekly, Monon, Ind., has made Its appearance. It Is a one sneet, one side paper, 10 by 15 inches, with the program in the center and two columns of reading flanking It. Just before the issue the management put out a very exhaustive set of questions, and an incomplete return shows 25t! for five reel features and four in favor of singles. On the question of reducing the cost of the film service and adding vaudeville four favored vaudeville and 148 preferred good pictures. Mary Pickford and Marguerite Clark broke even as feminine favorites, with Dustin Farnum as the favorite actor and William in second place (Joe seems to have been left at the post), with the others scattering. Only 93 voted for the pictographs, with 5'J against. The Weekly promises to be intresting if the first issue is lived up to. What has become of all the old one pagers? We miss them. Summing It Up. The Victoria, Buffalo, gives this complete summary of what a picture entertainment is. It is worth copying : It takes more than a star to make a photoplay — the addition of a real story and a real producer does not assure sue ^ss — It does take a star, a story, a producing organization and adequate support and, above all, a director. It takes more than a few chairs, a canvas screen and a machine to make a picture theater — it takes more than a fiddler or two, a piano and a mechanical organ to make good music — It takes an especially constructed house — an expertly built screen — the best mechanical'equipment — the finest ventilation — perfect sanitation, acoustics and lighting — to make a modern picture theate-. BUT— To make a complete show it takes a real star, playing a real story, produced by a real company and directed only by au expert— it takes a regular orchestra to interpret it and an especially constructed and not reconstructed motion picture in which to present it. 'mere's only one answer THE VICTORIA. A NEW HELP FOR MANAGERS Picture Theatre Advertising Bj EPES WINTHROP SARGENT (Conductor of Advertising lo Exhibitors in the Mo<in; Picture World) 3 TEXT BOOK AND A HAND BOOK, a compendium and a guide. It tells all about advertising, about type and type-setting, printing and paper, how to run a house program, how to frame your newspaper advertisements, how to write form letters, posters or throwaways, how to make your house an advertisement, how to get matinee business, special schemes for hot weather and rainy days. All practical because it has helped others. It will help you. By mail, postpaid, $2.00. Order from nearest office. Moving Picture World, 17 Madison Ave., New York Schiller Building Chicago, 111. Haa» Building Loe Angeles, Cal.