The Washington times., 1914-03-23
THE BEST
Photopldy Department in
WASHINGTON
One Reason for Empty
ThedterS Is Lack of
EnterpriSing
Managers

try to produce cnly the
best photoplays by the
best companies. and give tie utmost
care to the projection of the pic
ture and the comfort OF my patrons?
This query by the manager of one
OF the best equipped photoplay
houses in the city was answered by
another question::
What are you doing. Mr.. Manager.
to inform the people you expect to
become your patrons of the quality
Of your productions, the comfort of
your house. or the way in which you
greet your visitors?
The manager is a conscientious
man Who Is actually trying to sive
the public the very best there is in
the photoplay world. While he has
improved on the old type of play
house. on the old style of putting
out posters. he hasn't improved bit
on the old style of publicity.
Just where the idea originated,
there seems to be no data, but in
long been a notion that if the manu-
facturers told the exhibitors what
they had and the exhibitors put out
a poster or two in front of their
tkoaters. the public would come tail
ing in. Suppose the same kind Of an
idea was to gain supporters In any
other branch of the amusement busi-
k~i-
ager should content himself with
putting out a couple of posters in
front OF mis- theater? How much
patronage would he get?
The fact is. the motion picture
exhibitors are making absolutely no
effort to inform the public of what
they have to offer. Sometimes when
they have a particularly good feature
hlm they will have handbi!ls printed
ard distribute them in the neighbor-
hood of the theater. How many
people read handbills? How many
PEOPLE wouid be brought into a the
alter by means Of handbills?
1t is only a matter of tine when
some reform association will call at
terton TO the hideous posters that
cover the fronts of so many of the
theaters and the authorities will
order them removed under the same
law regarding unsightly objects that
Permits them to cut the billboard
nuisance down TO 4 very small dis
riay here in Washington. Then what
are the manager going to do?
II Is surprising fact that with at
least a dozen good feature films in
existence there is only one that is
being advertised by either managers
on producers IN Washington. "The
MUTUAL Girl of the Mutual program,
The Dolly Daily series of the Edi-
son. and several others that are re-
leased on regular days are anso-
Mtey unteralded in Washington.
Ihey are both of the type of film
ffat bring people hocking to the
hoCses and yet there isn't a single
manager Using them for this pur-
pose
suppose q manager should take the
Mutual Giri'' series for instance
and announce that on a certain day
1t would be shown. This is a weekly
release. Suppose a manager should
advertise that every Wednesday
evening. say, the Mutual Girl''
PIE who want to see the Mutual
Gfrl' would flock to the place.
There are thirty Famous Players
features released during the year,
and as many All-Star Players. Why
not have a Famous Players night
and an All-Star Players Night al
,ernately every week, and adver-
tise It?
II is not. necessary to get first re-
leases of these films The people in
your neighborhood would rather see
them at house nearby than go
elsewhere. Mr.. Manager. Ali Of
these films are being shown here.
Every good feature comes to the
Washington houses. But except for
one. the people who go to the pho
toplay tbeaters know nothing about
them until they get to the theater-
and then sometimes they 90 to the
wrong theater because the whim
seizes them TO do so. If they knew
in advance that on Wednesday the
In Hearts Adrift," or King Bag
rott. in a detective play. would ap-
pear at a certain theatcr in their
vicinity they would undoubtedly go
there. rather than take chance
elsewhere.
The photoplaygoers are beginning
20 take very strong interest in the
personality Of the men and women
who act for the film. Mary Pick
ford. Mary Fuller. King Baggott,
Lois Weber. Warren Kerrigan-
people Of this type are drawing
cards-no matter what they are play
ing. Let the people know what you
have. Mr.. Manager, that is the ans
wer TO your question. G. NJ.