Reel Life (1915-1916)

News and Gossip from Mutual Men THE Mutual Film Corporation's just completed a survey of the Canadian film market in connection with plans for betterment of service to the exhibitors in all parts of the Dominion. Emphatic and official denial of the rumors that the Mutual had stopped or would stop releasing in Canada is issued from the office of John R. Freuler, president of the Mutual. Hunter Bennett, sales director of the Mutual, has just returned to the home offices in New York from a rambling excursion of investigation in Canada, and a series of conferences with C. B. Price, Canadian general manager for the Mutual. “The reports that the Mutual was to slacken activity in Canada have come from some unsportsmanlike competitors who feel the pinch of competition with our service,” observed J. C. Graham, assistant to the president. “Our progress in Canada is becoming commensurate with the effort that we are making to give the exhibitors there service on a higher standard than that to which they have been accustomed. “I find that the announcement of the Mutual’s acquisition of Charles Chaplin is having a noticeable effect in Canada, as well as in the States, as an unmistakable evidence of the aggressive purpose and policy of the Mutual Film Corporation.” The Mutual Film Corporation serves Canada through seven exchanges : Toronto, Montreal, St. Johns, Winnipeg, Regina, Calgary and Vancouver. The Mutual Film Corporation, in producing Damaged Goods, has given the world its biggest success in sociological drama. This drama, with the big moral lesson back of it, has proved one of the biggest drawing cards ever shown. Hardly a day passes which does not bring in a letter of congratulation and approbation to the home office. Writes the Broadway Amusement Enterprises, of Louisville, Ky. : “We played your Damaged Goods in our suburban houses— at the West Broadway, Ideal, East Broadway and Highland theatres. They are located about one and one half miles from the center of town and their seating capacity ranges from 700 to 1,500. At each theatre we played to big houses, in fact we began our shows one half an hour earlier than we usually open and at each house crowds were waiting to get in. Damaged Goods was one of the biggest drawing cards that we have had in our houses in many a day. We believe that the exhibitor will make no mistake in booking this picture. It is a good moral lesson and ought to be seen by every person, young and old.” It might be added that this picture was shown in the above mentioned suburban houses after it had been exhibited in the Walnut Street Theatre for two weeks, a down-town house with a seating capacity of 1,000. Benjamin Lubin, proprietor of Lubin’s Grand Theatre of Vineland, N. J., also showed Damaged Goods with remarkable success. “Having shown for the past two years the latest and most up-to-date photoplays produced, I’ve never had a feature that appealed to the public, both young and old, as Damaged Goods did. Furthermore, we Mutual to increase , not slacken , its business in Canada , declares President Freuler. are located in a town of 6,000 inhabitants yet we showed the feature to 2,500 people in one day, with as many again not able to get in.” Arthur W. Blankmeyer, owner of the Grand Circus Theatre of Detroit, Mich., also adds these words of praise : “We cannot refrain from congratulating you on your film Damaged Goods. We not only consider it good from the box office standpoint, but from the moral and social end as well. We ran this production eight weeks — one of the most phenomenal runs in the city of Detroit — the first five weeks playing to capacity houses. In fact, with a continuous show from 9 A. M. until 11 P. M. and we could not accommodate the crowds. “Have been in the picture business for over seven years and yesterday proved to be my greatest experience and most successful day of all,” writes Harry E. Lerner, treasurer and manager of the New Bucklen Theatre of Elkhat, Ind. “I rejoice to state that ‘Damaged Goods’ did the business for us. Our total receipts for the day were $978.50. George Devlin, manager of the Bijou Theatre, of Plainview, Neb., is an exhibitor who finds that Mutual pictures are filling his house and that Mutual Service is all that can be desired. As a publicity dodge, he has a business card advertising his theatre. On the back of this is a verse which points out the fact that the Bijou is a house of “high motives”, and that it has been a redeeming feature in the lives of many young men, who, previous to the days of the motion picture, made the corner saloon their hangout. It has proved very satisfactory in raising the standard of his theatre in the community. The Minusa Cine Products Company, through its distributor, the E. E. Fulton Co., of Chicago, 111., has taken the contract to equip the Joliet High School with a Minusa Gold Fibre Screen, specially constructed for use in the Auditorium in that institution. The Board of Education, after an extended investigation, finally selected a Minusa Gold Fibre Screen. This screen is being constructed by the Minusa Cine Products Company as a model for other institutions of learning throughout the country to pattern after, and they are now specializing in this branch of the business, devoting a large portion of their laboratory work to enable them to meet the requirements of this special line of business. Inspiration, the Mutual Masterpicture featuring Audrey Munson, the beautiful artist’s model, was so successful at a recent showing at the Garrick Theatre in Los Angeles, that the management insisted on holding the film, even though it was booked at a theatre in Phoenix. The Los Angeles branch had difficulty in getting another copy to supply the Phoenix house, so great is the demand for the feature. The Denver copy was unavailable, so it was necessary to send to Salt Lake City for a copy. Following a showing of the three-part American Mutual picture, The Alternative, F. H. Smith, proprietor of the Empress Theatre, Lindsay, Cal., writes as follows: “I desire to inform you that your program, which I had the pleasure of exhibiting at this theatre tonight, proved most favorable to the consideration of all. Your three-reel feature, The Alternative is decisively excellent, a most wonderful and artistic production. It is without question deserving of unlimited support.” The Jai-Ali Building in St. Louis, one of the largest amphitheatres in the Middle West, is to be dismantled. It seated over five thousand people and was built about ten years ago at a cost of $200,000. The Lears Theatre Supply Company, of St. Louis, has bought the entire fixtures and will place them on the open market. “W’e highly recommend The Girl and the Game to other exhibitors,” writes J. E. Smith, manager of the Palace Theatre, of Washington, Ohio. “We take pleasure in advising that the two chapters of this feature which we have shown drew big crowds and our patrons are very enthusiastic in their praise of the actions, photography, settings, etc. If the remaining chapters of this great story are as full of thrilling incident as that which held the attention of the spectators at the very highest pitch during the first two chapters, it will undoubedly be the best serial and the biggest money getter we have ever billed.” F. D. Kiltz, manager of the Kansas City branch of the Mutual, sends along three letters from exhibitors which indicate that the Mutual is giving satisfaction out Missouri way. E. E. Baker, theatre manager of Powersville, Mo., writes, “Every one liked last week’s show. Would like some more of the same.” “I desire to take this opportunity to thank you for sending the films desired last Saturday,” writes J. Q. Baumgardner, of Weatherby, Mo. “It is a pleasure to transact business with people that strive to please as you do.” The third letter was from P. W. Hampton, manager of the Majestic Moving Picture Theatre of Kingston, Mo. “Enclosed find check for Saturday night’s program — the most satisfactory one we’ve ever had. The Mutual Traveler and cartoons made a great hit and would like to have them regularly if possible.” WRITE ME TODAY for particulars about my ad service for exhibitors. — My expert snappy ads and write-ups, written especially for you will increase your profits. SMALL cost — BIG results. C. H. LYNCH Ad Specialist Spring Valley, 111. REEL LIFE — Page Twenty