The sun., 1916-08-20
WOMEN SEEK BETTER
AND MOVIES

~ xN
AFFORD to pay the prices demana,a =,
big salaries and . thousand other oom.
b%inations. even for fourth ana am
releases. Neither can he charEe mora
for the I'VE and ten cent rate IL ths
greatest his own particular er~fno IN
bear.
80 for the lest yeas q - the smsn
exhibitor has felt the tail OF the An
rapidly slipping through his inssrs
while every minute the animal n
threatening TO leave him STANDING IN
the middle OF the road with NOTHING 10
show for his work and worry ~
heartaches but a bunch Of hairs.
But now the picture chansea Ne
tragedy begins TO develop Into no.
nance These things are easy IN tAs
Aims and lightningliks change ~
no moro unusual in tho ~undercurrenu
that wreck or save the little financial
barks on motion picture waters tAan
they are on the screen itself. 20 4
good fairy has come to the rescus q
the poor downtrodden small exhibitor,
This good fairy has been etirr,ne u,
women's clubs, she was IN active NJ
byist at the recent convention Of the
American Federation Of womsnS
Clubs in this city: she has been arou.
ing educators and the clergy. She be-
even carried the campaign to ne pent
that an association 10 being formed
the purpose OF which 10 the resotW
that the small motion picture exhfoit~
must not and shall not b driven out
OF the business that he has helped =
make.
The picture wrl stop hssS - q
explanatory caption showing WY the
phenomenon Of q nationwide campaign
for rhe financial succor Of q c,aAs
whose usefulness. to all business IN.
tents and purposes. seemed to end
with tho discovery that there wses
people in this world. and enough q
them. who would pay from 80 cents 70
So 20 see a motion picture. The II.
PLANTATION les in the remarkable d.
ccvery that the small motion p,ctuc
exhibitor. inconseGuent!al al no may
seem To tho kings Of the business, who
think in terms OF from Ave to e.e.t
reels. Is after all . great moral agent
for the regeneration Of the world.
HE doesn't know he Ia that q.
course. and 1t Is doubtful II he would
believe 1t If you told him. Bu, IN.
fact remains. according to social work.
,rs who have studied the question arr
had unexceptional opportunity 70 o..
serve. wherever the small motion pie.
,ure house flourishes the saloon II or
IN. wane. crime Is less and juvenile
delinquency at n minimum.
These statements will como - .
surprise to those who recall tho CT.
a OF n few years ago on the par. n
social reformers against the ,no.,cn
picture houses: they were practically
al small In those days. That many
or them were not conducted properly.
and that all of them were the better
Tor wise regulation. IL unden!abie. HI.
the right aboUt change N front on TIE
part of thou"htful social WORKERS TO-
ward the small motion picture roU,.s
L. u not 50 much To tie =. MS
h!r!"d hv this regulation ~ by -
discovery that the evils Of ,ae hus
ness. while they were e.ar!ns. were
easily eradiCable and were outwc!Shed
by the benc!iccnt leaven work.rg
slowly hut none the less effectively
Tor the greatest good for the creates.
number.
The logic by which the small motion
picture exhibitor has been placed upon
n pedestal! as an element ~ reform IL
''mph. Just as tho Roman rArper'r'
llEt hkVFEI 'hDf . n,,Is,,,, 80 ,,...f,
amusement. such, gor instance. as
a few score christians
thrown to the lions. contributed 10 tho
and Contentmcrt ~ mo
p%opulace. So has the cheap movie con-
tributed to tighten tho dull drab Of AZ.
for countless thousands
Tho demand for rela Ration 10 IN.
herent in the race. Tho much catered
tired business man NAV havs e
along broadway at price. HIS
brother of tho pick and shovel ny
tho advent Of the mov..s vrs
for his relaxation 10 ths 'pnr
club
Now the logic IL incontrov"r''Nls
mat when the tired w%orkinginnr "a n
a movie theatre he Cannot vel = 10
4 saloon. Neither can tho dime 'N7:
goes FOR tho thrills that come on 80
screen also 20 to purchase ~. 'Nr'l
comes in a glass. And corsrl'7'
'lon or tho census reports on arr-asa
income will SHOW that OF the l5,'"'" .'
who daily attend motion p!ctur" . ''.
the number who can ar'rd y
are In an immense mliorit" over