Showmen's Trade Review (Apr-Jun 1944)

Birthplace of the motion picture theatre opened on April 14, 1894 in a storeroom on Broadway near 28th Street in N. Y. MOVIES' GOLDEN JOBILEE THIS year of 1944 has been designated as a period in which the Golden Jubilee of motion pictures may be celebrated with fitting flourish, since one of the most important milestones connected with the whole glamorous business (of permitting the public, for an admission price, to see pictures that move) occurred just fifty years ago. It so happens that the event on which is predicated this year's "golden anniversary," definitely is associated with the theatres where the pictures are seen by the pubHc. Consequently, those who are sponsoring the celebration activity have a solid basis for suggesting that the occasion affords the theatreman opportunity to blow his own horn as have few recent events. And to back up the idea, the Motion Picture Producers and Distributors Association of America has prepared a press book which is being circulated to all theatres. Those showmen who see in this occasion an opportunity for some live publicity and good-will building, therefore, will have, among the many angles to be employed in such a celebration, the following publicity and advertising elements. The 50th Anniversary of motion picture exhibition will be celebrated on April 14, and thereafter for the remainder of 1944. On this date in 1894 passersby stopped to look at, and some entered a small converted shoe store on Broadway, near 28th Street, New York. Inside they found several machines invented by Thomas A. Edison and called Kinetoscopes. The customers paid their money, looked through a pair of lenses, turned a little crank, and saw the miracle of photographed figures in action. That was the beginning of the present exhibition industry with its 16,000 theatres, its elaborate shows, and 90,000,000 weekly attendance. This is really something to celebrate, and it belongs particularly to the theatre man. The individual exhibitor's part in this celebration consists of glorifying his own theatre for his own benefit. This should come under the head of pleasure. Naturally, the theme is fifty years ago, and that means looking backward and making comparisons. Memories are wonderful things to most persons, and the public is greatly given to saving old photographs, programs and other odds and ends to remind of bygone days. That's exactly what we have to give them — photos and other reminders, all linked up with the theatre. The first job to tackle is rounding up photos of fifty years ago, or twenty-five years back, or for that matter, any photos old enough to show comparison with the present day. Your lobby should work overtime. Try to get together pictures of your theatre site before building, then photos of the theatre at dififerent stages in its career. With these intersperse scenes of the city or town as it looked long ago. Dig up or borrow from the local newspaper front pages that show historic happenings such as the blowing up of the Maine, the end of World War I, and some well-known sports events, plus famous local happenings. In other frames place scene stills from pictures as far back as you can to show the advance of the motion picture. In this connection, it is to be noted that such stills can be obtained from the Film Library of the Modern Museum of Art, 11 West 53rd Street, New York and also from National Screen Service. You should have some of your own available, but if you are short write to these sources for information. Old pictures are sure-fire for getting public interest ; you know that from past experience. That is why you can expand the idea into a general store window tieup. You are showing early pictures of your theatre ; John Jones will be glad to display early pictures of his hardware store in his window and tie it with the theatre celebration. So will Smith in his dry goods "Moving pictures" had their beginning as an attraction for the public in 1894 — at the Kinetoscope Parlor illustrated at top of page, and within eleven years this mere novelty acquired a theatre all for itself with the opening, June 1905, of the Nickekdeon Theatre (right) in Pittsburgh. This theatre, the first to give motion picture shows a theatre all their own and there to entertain the public without the aid of stage or other attractions or performers, demonstrated the power of pictures as a public favorite, and soon other theatres were opening in other parts of the country. The late Senator John P. Harris, founder of the Harris Amusement Co., and his partner, Harry Davis, had shown motion pictures in their Avenue Theatre as early as 1897, but it did not occur to them until eight years later that a theatre devoted entirely to films might be profitable. The Pennsylvania Historical Society has marked the location by a bronze tablet. store and Blauvelt in his barber shop — they will all be joining you in self-»lorification and making your own splurge that much bigger. Then there is the local Chamber of Commerce. They will be glad to help, for the city or town is also proud of its past. Displays in libraries, book stores, and schools are in order, and they should be able to provide their own material. Displays, of course, are of first importance because they will be mostly originals, but that is only one part of the possibilities. Certainly, the local newspaper is a necessity in such an exploitation effort. Since many papers have often run regular features of happenings 25 and 50 years ago the readership value of such material has already been proved. Out of their own morgue they can probably produce some photos and news stories that will give their readers a big kick. Get your theatre in it, however. In connection with furnishing the newspapers the inspiration and definite material they can use, you will have the aid of a press book being circulated by the MPPDA, which contains feature stories and a number of contest ideas. Although the radio is a baby alongside film exhibition, that medium can play its part too. Local programs of memory-stirring stuff, with oldsters recalling the big fire, or the big blizzard, all set-off with old song favorites will make mighty interesting listening that should appeal to everybody except maybe the dance hall squirts. Finally there is the matter of program-making. Every newsreel company is going to include clips on the 50th Anniversary in one of their