Moving Picture World (Nov - Dec 1918)

1480 THE MOVING PICTURE WORLD December 28, 1918 • was another price away from the Dollar scheme, but it .worked fine. In the last two graduations of prices we did not need the extra draft, but to go the> let him know if they work out any improvements on the scheme. Here is a practical idea ; a proved plan to do something unusual, to attract a spe This Ticket is Good For Any Performance ( FACE VALUE ) — AT POLFS THEATRE, Meriden, Conn. Given in connection with u. s. Government War Tax has been paid on this Courtesy. «^,3 S DAY SALE Value, n c.8. The object of this Sale is: Promote Sale of Tickets in Advance through with the idea we went ahead as shown. Kept the $ Sign Before the Public. "In all the display we used or wherever we could get the slogan before the public eye we said: 'You'll Be There; Poli's $ Day' — using the $ sign prominently. In our 'readers', on throwaways, in store-window cards and everywhere, we stuck the '$ Day' slogan before the eye of the public. We made a special trip to the city editor of the Journal and 'planted' the story we were anxious to get. "So well are we satisfied that we are after it again, in the worst week in the theatrical year — the week before Christmas. But in all the 'boosting' we do, for this Christmas sale, will be the idea of 'Christmas Presents' — advising that the ladies cut out the green nec< ties, handkerchiefs and cheap perfumery and give hubby something that she can help him use. Tickets are to be sold in nice envelopes, holly and all that on the out What It Means To You fDaylPoli'sf ™ Dec. 11th W 2 O Hal. or forSI.OO ( Would cost you' $2.20 ) War Tax Paid. 7 17 Cent Evening tickets for $1.04 ( Would cost you $1.19) War Tax Paid. 5-12 Cent for 90 CIs. (Would cost you $1.10 ) War Tax Paid. Tickets purchased are Good for face value at any Performance. Don't forged he Dale Wednesday, December the 11th Box Office Opens al 10 A. M. for the $ DAY POLI SALE! $ side, making it a regular Christmas present." Manager Griffith advises The World that exhibitors everywhere are welcome to use his "$ Day" plan, but asks that cial attention to the moving picture theatre, big and little, and to benefit the business along legitimate lines. Clark Moves to East to Direct Exhibitors Mutual WILLIAM J. CLARK, president of the Exhibitors Mutual Distributing Corporation and vice president of Affiliated Distributors Corporation, has resigned as president of the William J. Clark. City Commission of Grand Rapids, Michigan, to come to New York to direct the activities of Exhibitors Mutual. He became president of Exhibitors Mutual upon the recent reorganization of the Mutual Film Corporation "hen a group of exhibitors acquired the ownership and control of the Mutual exchanges. Mr. Clark entered the field of distribution as vice president and general manager of the Affiliated Distributors Corporation, which was organized last spring. Early in November exhibitor interests acquired control of the Mutual exchanges. Mr. Clark has been for a long time a practical exhibitor. He has for a number of years personally directed the Consolidated Theatres of Grand Rapids, which owns the Majestic Gardens, Strand, Orpheum, Idle Hour and Original, all downtown theatres and every one a successful house. Mr. Clark's other interests are extensive. He is president of the Little Rock Lumber and Manufacturing Company, Little Rock, Ark.; president of the Clay Brick Company of Grand Rapids, Mich.; president of the Surety Land Company of Grand Rapids ; vice president and secretary of Consolidated Theatres, Grand Rapids; treasurer of the Kent Storage Company, Grand Rapids; treas urer of the Sanitary Milk Company, Grand Rapids, and a director of the Grand Rapids Ice and Coal Company and the Commercial Savings Bank of Grand Rapids. He is a Shriner and has tilled all the offices of the Masonic order up to Potentate of the Shrine. Mr. Clark plans to move to New York immediately after the first of the new year and establish his home in New Vork City. Rothacker Insures Employes. W. R. Rothacker, president of the Rothacker Manufacturing Company of Chicago, after spending a few days in New York and its vicinity, boarded his train for "back home" on December 19. His business here consisted chiefly in supervising the making of some industrial films in New Jersey. The Rothacker plant in Chicago is well known as one of the largest and most prosperous moving picture plants in the country, being continually busy with films of either a novel or educational value. His latest series of pictures, known as the Outdoor Series, is being handled by the Affiliated Distributors' Corporation. One of the most attractive of these, "Peaks, Parks and Pines," was the featured educational number of a recent program of the Rialto Theatre, New York. Mr. Rothacker, apart from his business interests in the east, was absorbed in a plan of practical benefit for his several hundred employes. In place of the usual gold piece bonus he is presenting each and every one of them with a life insurance policy on which he pays the premium for the period of time which they remain in his employ. These policies range from $500 to $1,800. Phillips Picture Goes to Broadway. Jewel Productions, Inc.. has announced the opening of the premiere showing of its master picture, "The Heart of Humanity," at the Broadway Theatre, New York, Sunday, December 22. The film will remain at the theatre indefinitely and will be presented with elaborate musical accompaniment and stage effects. Manager Kashin is making extensive preparations for the showing and ex-oects to boost it with manv original advertising stunts. The premiere public showing will be preceded on Friday, December 20, by a special showing for critics, at which Dorothy Phillips, star of the production, and her husband, Allen Holubar, who created it, will be present. "America's Answer" Booking Well. Although the war is over, it is the experience of exhibitors that there is no lessening of the demand of the public for official war pictures. This is shown in the remarkable record of bookings for "America's Answer," the second official United States war piclure. The picture was first shown officially in New York in July, after which official presentations were made in a number of the principal cities. It was released through the World Film October 11. Up to the present time "America's Answer" has played in 1,819 theatres and contracts are made for its exhibition in 3,204 other theatres. Contracts are now being made at the rate of ISO or 200 each week.