Photoplay (Jan - Jun 1919)

Photopi n Magazim Advertising Se< in>\ The Better Photoplay League <>i America (Continued from, page 58) salacious film, the numerous "states rights propositions." But the men who are in the game to stay, who are investing their lives, their interests, and the reputations of their families in the motion picture industry, these .ire tin' nun who ai this legil imate business by making and exhibiting pictures that are clean and worth-while. The other greal factor in the improvement oi the 011! put is the force of public opinion — of the sane minds of wholesome Americans. There are .it present only a few producers making objectionable films. Mr. Quigley rightly calls these "the riff-raff which is merely an incident to the vastness of the business." The point is that everyone who ihc.ilthy, sane, and growing wants to sec decent pictures, and that exhibitors who are healthy, sane, and growing want to show decent pictures. Ignorance is the only reason or excuse for a desire to see the wrong kind of picture. — and as for the exhibitor who fosters ignorance by showing this kind of picture, his day is doomed. He has failed to decipher the hand-writing on the wall, and his five-cent Babylon is destined to fall about his cars. Real people, whether patrons or producer-, want cheerful, worth-while photoplays. All that is needed is a more thorough understanding between dealer and consumer. This understanding is most easily arrived at by means of a personal interview or a series of them. In many localities, this is being arranged by the branches of The Better Photoplay League of America. Exhibitors and patrons meet, find out each other's viewpoints, and unite their efforts and interests in behalf of better films. Such a mutual understanding has a beneficial effect, not only on the business of the theatre, but on the entire community. The Dearborn Theatre in Chicago is one instance of a community which has made its motion picture theatre in its own likeness. The neighborhood is old and exclusive, and consists in large part of families who have lived in that Lake Shore Drive vicinity for many years. The Cunco brothers, who also live in the neighborhood, own the theatre. It has never run objectiomble pictures. Occasionally, there is an edited copy of a '•pink permit," a picture to which only adults are admitted. H. E. McDorman, the present manager, is a true showman. He is determined to give the people what they want, and at the Dearborn they want the best. * * * Barney Balaban, of Balaban and Katz, is an idealist. Not long ago, he noticed that a certain much-heralded film which had been refused a New York hearing was included in the coming program for his West Side Theatre, the Central Park. He cancelled it, and booked in its stead "Little Women." He might have added to his usual clientele by showing the sensational feature, but he said, "I do not care to run pictures which offend the thinking class. I was satisfied to see some people stay away from 'Little Women.' " Mr. Balaban calls attention to the wonderful strides that have been taken by the industry as a direct result of the production of better films. "The class of pictures made by Paramount," says this exhibitor, "attracted the people who have made it possible to build the magnificent motion picture theatres we have toda>\ And these houses in their turn, with their handsome presentations, their .-anitary and artistic appointments, and their beautiful music, are daily compelling an improvement in the output of the entire industry. Without the Paramount pictures, there would have been no chance for the For what 87,000 other women have done you can do. I teach you how to sit, stand and ivalk correctly; give you grace, abundant vitality —courage to undertake, courage to do things. I build you up or reduce you to normal — all in your own home. In a few weeks you can surprise your family and friends. Youcanbcwcll Without Drugs It's easier to be well than to be sick, when you know how. If you are troubled with any of the following — or any other ailments — write me. Indigestion Torpid I.iver Poor Circulation Nervousness Constipation Malassimilation My 16 years' work has won the endorsement of leading physicians. Write me fniu* letter will beheld in absolute confidence, and you will be under no obi mat ions Write today, before you forget. T will fcladly send you my illustrated booklet, telling how I o stand or walk correctly, (fee. SUSANNA COCROFT freeman's FACE POWDFIZ An American product adopted by America's society leaders. For 40 years Freeman's has been the choice of particular women. 50 cents (double quantity), all tints at all toilet counters, or 4 cents for miniature box. The Freeman Perfume Co. Dept. IOI -^■■"■a^ Cincinnati. O. 624 S. Michigan Ave. Dept. 35, Chicago Miss Cocroft is a nationally recognized authority on conditioning women as our training camps have conditioned our men. When you write to advertisers please mention PHOTOPLAY MAG \'/IN'E.