The talking machine world (Jan-Dec 1907)

THE TALKING MACHINE WORLD. 79 it it it il MOVING PICTURE AND AUTOMATIC MACHINES BUCKLE ON YOUR ARMOR And Get Busy for an Active Fall Trade — Valuable Pointers on How Talking Machine Men May Expand Their Interests — How the Moving Picture Machine Trade Grows. Nothing in the history of the moving picture business will equal the great boom that will strike the country, starting with the first cool weather. Are you prepared, Mr. Talking Machine Man, to get some of this business? If not, why not? Are you not yet awake to the possibilities in store for those who are in it? The field is as broad as you wish to make it. True, the' five-cent theatres are becoming very numerous, a great many of the desirable locations having been taken up, but there will always be room for the man who is progressive — the man who will fit up a place in an attractive but sensible manner, and who will run a good, clean, up-todate show — in other words, a man who will cater to the honest, respectable class, and who will always endeavor to give a "square deal." The motion picture theatre offers a chance to the small investor, as well as the large one. The cost ranges from $.500 to $60,000. Between these extremes are five-cent theatres of varying costs. The first thing to be considered is rent. Usually it is necessary to sign a lease for at least a year, and as the business is considered objectionable by many landlords, the rent is higher than for other enterprises. .After the rent is paid it is necessary in most cases to make alterations in the building, and these of course must be paid by the owner of the theatre. Seats have to be bought, and a good deal of lumber for the stage. (The small places dispense with this, using only a sheet, the piano or talking machine, if music is given, being on the floor.) The largest item of expense is that of the front. If the theatre is to catch the crowds, especially when there is so much competition, this must be showy. In some of the more pretentious establishments of this nature the front is of the finest mosaic, with pictures painted by recognized artists. However, most of the places use stucco or plaster, which at night is very attractive. There always must be good arrangements for light, whether it be simply the arc or a shower of electric bulbs. This cannot be had, including a sign, for much less than $200. A moving-picture machine is of course necessary; these cost from $50 to $200, though they can be rented, the same as the films. Naturally these differ somewhat in cost in various localities, the condition of the films whether old or new, make a great deal of difference. (But we will say here, don't take the old stuff and think you're saving money; nine cases out of ten your customers have seen the same thing before, and if you would increase your patronage you must give them something new.) The average rental is $50 for two reels and three changes per week; $30 for one reel, three changes. For illustrated songs there must be one or more singers and these are not easily found under $10 each. A piano is necessary and some one to The Card Printer Prints your name on five cards for one cent. It is the best slot machine ever produced. MANUFACTURED BY The Card Printer Co. 79 East ISOtli Street NEW YORK play it and one or two ticket sellers and a "barker." An operator is of course required for the machine. This man above all things should know his business. On his shoulders not alone depends the success of the show, but the safety of your patrons. An inexperienced man can also lose you a lot of money on damaged films. For illustrated songs in a small place a good talking machine can be used, thereby saving considerable in the matter of salaries. The same thing or an automatic piano can be substituted for the "barker." It might also be well to caution prospective/ investors when building a theatre to be sure and consult the legal authorities, so that they will be able to conform to the letter of the fire, health and civil laws, so as to avoid future litigation, which reminds us that these officials are still carrying on a strenuous campaign against the five-cent theatres and penny arcades throughout the country. The following article, which appeared in a recent copy of the Moving Picture World, hits the nail on the head, and only too truly portrays evils that are overlooked. "Regulation of the five-cent theatre is rapidly becoming a moral necessity. Suppression would work an injustice, both to those who have their money invested in the nickelodeons and to that large portion of the public that seeks cheap entertainment. Regulation, however, would serve the ends of public morality and at the same time protect the rights of the proprietors and their patrons. But there are other influences as well as the nickel theatres that demand regulation. For instance, there is the comic Sunday supplement. Some of the -picture stories presented in these gaudy creations are just as demoralizing to the young as moving pictures of _ the more reprehensible type. They doubtless do more damage than the latter because they find their way into the home through the medium of papers which seek to prove their moral tone by pointing the finger of shocked righteousness at the five-cent theatre's offerings. "Some of these funny supplement picture stories teach disrespect of elders by telling of the pranks of lads whose mischievousness contains a touch of viciousness, in which they get the better of those they should honor and venerate. Others make light of theft, lying, grafting, brawling and good order. Surely these comic supplements need regulation as much as do the moving pictures. "So also do the Sunday supplement's stories of grafters and thieves in which the cleverness of wrongdoers is exaggerated and their dishonesty and criminality are made to appear srhart, insidious suggestions and the calm overlooking of moral standards by institutions that are supposed to be protectors of society are fully as debasing' as the worst of the moving pictures." * * * * But here we are devoting too much space to only one branch of this enormous business and there are many others of fully as vital interest to this trade, namely, its commercial possibilities. As we have before stated it is in this phase of this new industry that the talking machine man should shine, for no other class is so well adapted to push the sale of machines and films among the public. There is still another field open to agents, however, and one that is scarcely as yet recognized, namely, public institutions such as schools, hospitals, colleges, churches, etc. or what might be called the "educational branch." Of course special films will have to be made for all these various subjects, such as geography, history, surgical science, methods and processes of manufacture, social conditions, etc., etc., but this work is now being pushed by manufacturers and talking machine men will find this a big thing for them. But it might be well to deal a little more fully with this subject, for the benefit of those who are ignorant of all but the amusement features of the busines.s, which, after all, if not the smallest financially, is most interesting from a scientific standpoint. For it is not the former but the latter that will make the moving picture one of the greatest boons to humanity as a whole that nas ever been conceived by the brain of man. "How to effectively teach geography," to quote the Brooklyn "Times," has long been a problem which has vexed schoolmasters. Various methods have been tried, but all admit that little can be done with the subject. At present a map sometimes spherical, generally flat, is set before the pupils and they are supposed to understand the length of the Mississippi River and the magnitude of Mount Everett by looking at it." Ask these teachers what they think is the only way to get any accurate knowledge of the subject and they will naturally answer: "By traveling, of course." But every one can't afford this pleasant luxury, and there is but one substitute, the moving-picture machine. This idea has been brought up before the educational boards in many cities, and is still the subject of serious discussion, many of the superintendents being prejudiced because of their inability to associate the moving picture with anything serious. However, this is wearing off, and it's only a matter of a short time before this modern method will be adopted'. As to how the plan would work it might be well to imagine a class or number of classes assembled in a school auditorium with the reader as a guest. The teacher is standing before a large white screen, pointer in hand. He announces: 'To-day we will take a trip up the beautiful historic Hudson." The room is then darkened and a click is heard as the operator turns on the machine. We find ourselves down the lower bay, with its great ships coming from and going to all parts of the globe. Up the bay the trip is taken, and soon we are off the Battery, fianked as it is by the towering walls of many skyscrapers. As we proceed we see the tops of the Flatiron and Time3 buildings, then Riverside Drive and Grant's Tomb. Here the teaclier deviates a' moment to dwell on the man who fought so valiantly for the old flag. Continuing the trip we are soon enraptured by the beautiful Palisades. Then follow Yonkers, Tarrytown, Stony Point, Irvington and West Point, all of which have historical incidents connected with them, which are brought into the lecture. The river now has grown narrow and on either side towering walls rise from the water's edge to heights of from 1,200 to 1,600 feet. Here the scenery is of great beauty and grandeur. This is Newburgh only fifty-nine miles fi'om New York, and thus we continue up as far as the river is navigable, namely, to Troy. This picture lesson would take about one hour. At its end the lights are turned up and the teacher holds a cro~s examination. Is thei'e any doubt about the advantages with this system of study over that of the old dried and cut method? This is but a sample, of course, but in the same manner one could study the whole globe MOTION PICTIRE IVIachines, Films and General Supplies Hole .\s;enls for POWER'S CAMERAGRAPH EDISON'S KINETOSCOPES The largest and only exclusive store of its kind in tlieeitv. THE SWAAB CO. 330 Spruce Street PHIUDELPHIA, PA.