The Washington times., 1915-02-25
THE ONLY
Department Representing
THE PUBLIC
Ho7o Quality Rather
Than Quantity Has
Been a Policy
Of Profit.


play department of The Times was
established the policy was an
nouced OF promoting the interests
only of those motion picture ex-
hibitors who put quality above
quantity in their exhibitions of
pictures and who sought to give
the public the very best that could
be obtained in film with the idea
Of building UP permanent busi-
ness.
IT was pointed out that the ex
touched more closely the homes of
the people he served than any
other business man. And 1t was as
serted that the man who sought to
promote the interests Of those
homes by showing only pictures
that were calculated to reflect
credit on his house. would be the
man who would eventually realize
the largest returns. although his
Immediate profits would not ap-
pear to be SO great. There was
some criticism among exhibitors of
the publication of such IDEAS They
thought them opposed to the in
terest Of the motion pictures gen
orally. They declared the awaken
Ing OF a desire on the part Of the
and cleanest OF films would hurt
business irreparably.
Within the past few days there
has been published in one Of the
most important OF the photoplay
periodicals. the Motion Picture News.
statement by r. NJ. Eastwood, the
proprietor Of the Truxton Theater,
capitol street. which might prove
as interesting to these critics az 1t
Is gratifying to the photoplay edi-
tor Of The Times.
Mr.. Eastwood became manager of
the Truxton at a time when It was
showing ten reels Of film to its pat
rons. Mr.. Eastwood determined to
change this. He reduced the aver
age exhibition to Ave reels. At
first the attendance was slim. but 1t
commenced to pick up. Let Mr..
II just meant to educate tho
neighborhood to quality he re-
marked. 80 ! exhibited to small
numbers and watched the attend
ance increase. And it has. increased
sufficiently to put the theater on a
paying basis.
"The motion picture patrons, gen.
orally speaking. are intelligent and
educated. and 1t is to this element
that we must appeal. After all.
ways contended. that 1t Is quality
. thar brings success to the exhibitor"
There are three or four other mo-
tion picture heaters-neig hborhood
theaters please remcnlber-that have
had the same experience. The Ave-
nue. Grand in the southeast section
Of the city Is one OF these. 1t has
ohnNuoH ho,~ ~ kA
very best sort Of films by keeping
quality the watchword Of its pro-
gram. and has built up an extensive
clientele.
Perhaps the best example OF the
triumph Of the quality idea is found
the neiRhborhOod Of Mt. Pleasant.
These theaters have come particu-
iarlv to the notice OF the photoplay
editor because ne has been among
the patrons OF each OF them very
feQuently. although he does not
know personally the proprietor Of
either Of them. The story of two of
these Is most interesting.
The Savoy Theater, on Fourteenth
street. was opened little more than
year ago. and started out with n
policy of shoWinA the really good
things in film. 1t charged q lO-cent
admission in neighborhood that
Hdu SeNeTdl tnedteTS tnaC
were showing fairly good film. and
ran into the keenest sort OF compe-
tition. 1t maintained an answering
policy Of quality. Sometimes the
film contracted for was found to be
unsatisfactory. and was laid aside.
the management preferring to lose
the amount paid for the film rather
has usually been capacity!
Next door to the Savoy-or prac-
tically next door-is the Lyric. 1t
was regarded as impossible for two
first class theaters to get along
in such close proximity. Some
months ago the present management
Of the Lyric inaugurated a quality
Lyric has been doing a great busi-
ness. Neither OF these theaters has
encroached on the patronage OF the
other-that Is. neither has hurt the
other. Both have done well-more
than well-and the managers Of
18th are now absolutely convinced
quantity in their program service.
On U street, just a few blocks
south Of the Savoy and Lyric, is the
olympic. a house that established
the quality policy even before The
Times indorsed It so heartily and
commenced to fight for 1t. A num-
personal knowledge where the man
agement of this theatcr has sacri-
ficed rather large sums invested in
film rentals rather than show a bad
picture to its patrons. And the re-
suit Of this policy has been crowded
houses practically every night.
The Times does not assume any
credit for influencing any Of these
managers in their business, for. as
stated. the proprietors OF each of
the theaters that have been refer
red to7including Mr.. Eastwood
are personally unknown to the edi-
tor. But The Times does believe its
continual support of that policy dur
ing the past year has been Of value.
and 1t feels particularlw>gratitle to
have been OF such assistance to these
and to those other exhibitors