The Washington times., 1914-07-28
PHOTOPLAYS AND
PHOTOPLAYERS
Thedter O7Uner Who
Believes Public
Ought to Be
Consulted
By GARDNER MACK.


of the moving picture theater of
the future will depend upon how far
the public is consulted in the selec-
ton of programs is being made
palmer and palmer every day. 1t
probably has occurred to but few
exhibitors that what people of one
locality are glad to get those liv-
ing in another section will not take
the trouble to step across the street
to see. Yesterday the establish
ment Of a projection room by one
exchange manager was noted in
this column. Today we print a
statement from the owner Of a
string OF theaters setting forth his
ideas Of the proper conduct Of the
business from the exhibitors point
Of view. We have been very glad
to quote the exchange manager be-
cause he is one of the most sue
cessful in the business. And We are
also glad to be able to quote the
theater owner, because he owns sew
eral of the most successful houses
in Washington. And We are espe-
cially glad to present the views of
both to the readers of this column
oCCduSc lncy agree Win
the statements We have been making
from time to time during the last
few months.
IF politicians, managers of pub
lie utilities, ETC., would take more
interest in criticisms of themselves
and their enterprises, il seems to
me they would benefit themselves
and their charges and do much TO
Kill off any prejudices that might
exist against them" states this the
ater owner. Il am interested in
several enterprises in and outside or
Washington, among them being a
number of motion picture houses. AS
the owner Of such places, l realize
that nowhere does the public play
so important a part in success or
failure.
"a few years ago a man could
rent an old store, tear out the front,
blaze 1t with lights. display bill
boards and catch lots of nickels. But
that day is passing. Now we find
fireproof buildings, ample exits,
ventilating fans, and all other pos
sible means adopted for the COM
owners fully realize the truth of the
statement that "Politeness is a gilt
edged investment and never fails to
pay a dividend" The residence dis
tinct theater particularly. depends
for Its success on a certain little
.coterie in its vicinity. and II is very
surprising to note how certain pic
lures will entertain certain section
and be dismal failure in other sec
tons. 1t is true that the films
showing Mary Pickford or the Mu-
tual Girl, or Kathlyn williams,
seem to be favorites everywhere
but there are other fine pictures
that do not have a universal appeal.
Washington fs peculiarly adapted to
the successful exhibition of motion
plctures-they are permitted to open
on Sundays. and there are many
other conditions that make for good
business.
TT seems to me that what is need
ed to insure success is to draw the
Patrons and the theater manage
that politeness pays. but politeness
must be like the quality of mercy,
1t must bless him that gives.
surely II the manager does all he
can TO give his patrons what pictures
they want-even at more cost-he Is
entitled to encouragement It is
not his fault IL the reel breaks and
LOT moment the patron is annoyed.
Then. too, the same class of pic
lures cannot always be shown.
Spring would be but dreary weather
II II were nothing else but spring
II would be very boring to the old
folks II there were all keystone
comedies and to the little folks II 1t
were all dramas So when patrons
lections with their friends Of different
tastes, get close to the manager.
tell him what is wanted-it is often
as easy for him to give a certain
feature as otherwise. and he wants
to please his patrons-that's his busi-
ness and his living.
There are coming now some un-
lar Mystery Mary Pickford, in
many of the old. beloved scenes
where she began her success; new
comedies. with Ford Sterling for the
little folks. By asking. no doubt
the home theater can give those very
attractions. especially IL II be as
sured Of the cooperation Of the
feel that 1t would be best to show no
sensational features-tp make the
show cleaner on that day. and to
add some educational attractions to
the shows-but we must have your
sanction. 1t would be suicide for us
to adopt such a Sunday policy with
out the .public's approval.
but at the same time we want
TO please and give full value. While
IL Is just about as economical for us
to give five and six reels. IL would
in the end be much more satisfactory
for all to have few reels and better
Confer with the theater man; he
knows his patrons by sight and
wants to know them personally We
would all like to have honest criti-
cisms. Personally, 1 am for good.
clean shows. and for refined Sunday
shows. Our theaters have helped
the playground fund and the
churches. We will do IL again and
again, and will meet the public more
than halfway in any honest. sincere
elevation of the picture business"