The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1914-12-31
PHOTOPLAYS AND
PHOTOPLAYERS
By GARDNER MACK
Motion Picture Has
Become Great
Boon Of the
Shopper.
BY GARDINER MACK

Within the past few months a
new office has been assumed by mo-
don picture-it is now recognized as
first aid TO the shopper.
-Taatever men may say of il, and
lrs matter how much fun may be
made of it by the writer's of hui
NOR, shopping is very serious bust
ness for the feminine portion of the
city's inhabitants. 1t is not only
serious business, but it is one OF
the most exhausting labors. In the
old days it was the fashion to say
all manner of contemptuous things
about the shopper. Today the wise
business man spends quite a large
share of his profits in providing for
her comfort and convenience. Rest
rooms are fitted up in all the big
stores, attendants are employed,
magazines and newspapers are
supplied, stationery, toilet articles
in fact. everything that can tempt
the fair lady to rest moment in
her labors is being done. The in
spiration of the department store
cafe, which has become a regular in
stitution, was the convenience of the
shopper.
But there was still something lack
ing. When she sat in the rest
rooms milady was nervous and didn't
remain long amidst tho comforts
provided for her. When she was at
lunch she ate hurriedly and all the
while had her mind on her samples
or the materials she had come ex-
pressly TO inspect. The result was
that she finished her day in the
store in an exhausted condition, and
usually returned to ner home, tired
in mind and in body, cross with her
husband, the children, and her serv-
ants So much was this a recognized
fact in the best regulated families
that when the lady of the house
came home from a shopping eX-
pedition everybody in the household
kept out of her way, or expected
TO be made the butt of much ill-hu-
NOR.
But now-now the conditions are
changed and the motion picture has
done it When the shopper becomes
tlred out she goes into motion pic
ture theater and sits for an hour
and half under the compelling in
nuence of the screen actors and
actresses. She cannot think of any
thing but the picture Her senses
are lulled by the music, and she for
sets the hard work she has been
doing and is prepared to do. In the
cool, dark theater she is able to col
iect her scattered wits and prepare
herSelt for new onslaught on the
bargain counters. A picture before
tunch stimulates the appetite, for it
stops the high nervous tension and
retreshes the body as well as the
.llina- Lunch over the shopper goes
70 her work again for an hour or
Two. and then, after another visit TO
the picture theater she is ready TO
go nome, tranquil, happy, and in
just the proper frame of mind TO
greet husband sweetly on his return
from work and get the children
inn atience
This is not a theory-it is an ac-
{ ual fact And more and more WON
en- Of Washington are learning II
every day. a few months ago the
downtown motion picture exhibitors
were accustomed 10 doing their Big
SSttsI business during the evenings.
Now II Is in the afternoons when the
crowds are waiting outside their
1oors. One of them has seized upon
IN fact and has advertised his
heater as shoppers headquarters.
he has made it a point to look after
Inc convenience of his women pa
irons, and the result is that for the
asst three months his matinee bRsi-
ness has been running way ahead
N his night exhibitions Other thea
.ers have felt the effect of this
mans advertisement. as well as of
ne natural trend of women to the
picture shows.
The new idea has had its effect on
ne pictures, too. It has encouraged
the exhibitors in the shopping dis
-flcts TO show pictures that would
specially appeal to the intelligent
-lasS OF women that constitute the
arge body of the shoppers. The
result has been a decided improve
nent in the programs that have been
shown. II is hardly probable that
NE shoppers needs have been en-
lrely met 1t is not unlikely that
some enterprising department store
viii realize his opportunity
snd install a motion picture depart
nent II is understood that some
hing Of this sort has been tried in
other cities with more or less sue
'ess. II has not been done in Wash
Hg. The chance TO develop this idea
Is yet open. II seems that il would
~ perfectly natural development,
too. One Of the features that
y ould especially appeal to the de-
oartnent store people would be the
Exhibition OF films showing the
latest fashions. These would he
.onsiderably better and less ex-
1cnsive than the employment Of liv-
ny models, for practically every
-tyle Of gown in the world could be
shown in pictures On living models
BictuTe models. In New York one
II the prOprietors Of the big stores
has tried out this part Of the idea.
nd has found il TO work with great
success. His trial. however,. was
7ot as thorough as it might have
Jeen.
il is only a question Of time.
therefore, when the shoppers picture
lour viii be as important q part Of
he daily routine as the lunch hour
DT the hour sales at the bargain
COUNTERS. The women Ike the pic
lures and the pictures rest the
Women. II would seem 10 be a good
hing from every standpoint