Moving Picture World (Mar 1919)

March 29. 1919 THE MOVING PICTURE WORLD 1771 of which are not influenced by advertising." Challenges Exhibitor Intelligence. And I will go further than this and say that in trade journal exploitation the unadorned announcement of the name of the producer, the story and the star is adequate for the average exhibitor to determine whether a picture possesses a box office value. The extravagant, overbalanced, top-heavy advertisements reflect upon the intelligence of the exhibitor and are unworthy of the producer who is capable of making pictures of intrinsic value. It is enough to ask that one keep in touch with the motion picture industry through leading publications devoted exclusively to the interests of the trade; it would be unreasonable to suppose that an exhibitor occupied in season and out of season with varied and exacting details could give even the most casual perusal to those publications whose interests are divided; or to that less worthy class whose interests are prejudiced. Fixing the Responsibility. There is a certain fine sense of the fitness of things that should govern the publishers who concern themselves with the exploitation of pictures. But back of the trade journal is the manufacturer who in the final analysis is responsible for the manner in which his product is presented, and it is for the producer to choose those mediums for trade journal advertising whose exploitation will maintain the integrity of his product and keep faith with the exhibitor. By F. R. Smith Manager Bijou Theatre, Fond du Lac, Wis., Who Regularly Subscribes to Four Out of the Five and Believes Five Is Enough. IN reference to the First National Exhibitors' Circuit's new policy of trade paper advertising, wish to say that we think the policy as outlined is correct. Why any company should feel it is necessary to use more than the five leading publications, is beyond us. Most anyone familiar with this game can easily pick these five; and while exhibitors may take other magazines, there is not one worth being considered an exhibitor that does not have his name on the subscription book of at least one of the five. When you are sure you have reached a man once, why repeat? Personally we take four, all of which we consider are numbered with the five. While we do not have time to read through each one, we always find enough valuable material to be worth more than the subscription price. There is no doubt but what we are getting a repetition of the ads in these journals, but we doubt if the average theatre takes this number of publications. From Family Theatre Jackson, Mich., the Management of Which Names the Favorite Four and Passes Up the Dramatic and Circus Papers. 1 CANNOT help but express admiration for the stand taken by the First National in regard to trade journal advertising. It is a policy that is bound to win out, and one which film producers will be quick to see the logic of and follow suit. We've waited a long time for someone to break the ice and make a stand such as the First National has, for we, as film exhibitors, are sure to benefit indirectly. There are four trade journals which we find great help in, namely the Moving Picture World, Trade Review, News and Exhibitors Herald. The Question of Confidence. These wc have confidence in, while the other various pamphlets, trade journals and magazines we find are only publishing motion picture matter and advertising as an auxiliary and are taking no live interest in the bettering of the motion picture industry, but are after the easy dollars they can pick up. Many a good picture has been side tracked and killed through an unauthentic report or an amateurish criticism by some so-called motion picture editor of one of these promiscuous publications. The First National is right. Their stand is well taken. They are willing to advertise in and receive just criticism from authentic trade journals who are honest in their efforts to elevate the motion picture business. This is the age of the specialist. Get five live publications who specialize ;n the motion picture industry and stick to them. There is no sense in having to tear through a gist of carnival pub licity, circus matter, vaudeville and legitimate dramatic articles, etc., to finally run across a half hearted review of films and advertising matter pertaining to them. Let some of these producers cut their advertising space out of these journals ;ind see how quickly they, the publications, will proceed to forget that you were ever in existence. Appropriate your advertising amongst the five best publications and if you have more money to spend for advertising, give it to your local franchise holders in better cuts, screen helps and advance notices. You're on the right track, First National, and it won't be long before you have a lot of company. By J. A. Cornelius President Cornelius Amusement Company, Operating the Lyric and West End Lyric, St. Louis, Mo., in which He Favors the Innovation. THE trade journal advertising policy of the First National, as outlined in Moving Picture World for March 22 by William Sievers, of St. Louis, centainly hits the nail right on the head. And now watch the sparks fly! The article by Mr. Sievers is exceptionally well done and it certainly covers the subject — not only from the yiewpoint of the First National but from the common sense angle of every producer, exhibitor and others of the motion picture industry. As I see it, any other policy would be a fallacy — a useless waste of money. Like the First National, I feel that five trade journals are enough to represent the motion picture industry. Personally I take the five leading journals. There are two of them that I read first and very carefully, every week. Then, so far as is possible, I read the other three in the order in which they arrive. There are very few weeks that I find the time to read all of them. And I believe that the great majority of those in the industry are in the same position, as regards the reading of the journals. There is no question but what we need the "Weeding Out" that is suggested in the article. There are too many papers in the field and too many that are entirely without merit. In my opinion, a strong point Nazimova's Coming Metro, "The Red Lantern/' Is Majestically Staged. As These Sets for the Picture Directed by Albert Capellani Illustrate.