The Hood River glacier. (Hood River, Or.) 1889-1933, 1922-02-16
LIMIT TO PATIENCE
AND BAD WEATHER

River citizens have nothing but criti-
cism to offer for the way in which the
Rialto Is operated. For instance.
prices are too high; | don't show as
much of the film in the Rialtn as is
shown in Portland; the pictures are
worn out when they are shown here
and on and on, one continual round of
back biting and fault finding.
In regard to prices, let me quote
Carl Laemmle. president of Universal
Film Manufacturing Co.. in the Febru-
ary issue of the Moving Picture
Weekly, in an open letter to the exhib-
itors of America:
Nobody realizes better than | do
that one of the hardest things for YOU
to do-and do successfuly-is raise
your admission prices. But a change
is coming over the business.
Therefore you will probably have
to change your price policy frequently,
boosting your rates when you have the
goods and dropping back to your nor
NAL admission when you have the reg
ular run of product.
Take Foolish Wives, for example,
In addition to we'll over a million
which we spent on the negative, we
must pay for positive prints and for
ChplOiLlllB anu ildIullHR. All LDeSG eX-
penses put together will make it nee
essary for the Univerasl to gross about
$2, 10000 before we break even. To
gross any such sum we must pet re-
cord prices from you. You, in order TO
pay us record prices without damaging
yourself, will have to get record adj
mission prices from your patrons. -
' The Universal is ready to
keep on with this policy if you will
from time to time support US with
higher admission prices and proportion
ately higher rentals on genuine super
pictures. Is your policy elastic enough
to meet the new conditions of the
business?"
Does the Studebaker dealer sell you
a Studebaker for the price of a Ford? |
Does restaurant man sell you a ten |
derloin for the price of a "plainer"
Certainly not. Then why expect the |
Snowman to do practically the same |
thing. | brought the -Four Horsemen |
of the Apocalypse" to Hood Riversat |
prices less than practically any of its |
engagements elsewhere | fought with |
the owners of the picture to do so. 1t |
played here and on its opening day |
took in less money all day in Hood !
River population some $1,000 than it |
did on its opening matinee at Ontario,
Oregon. population about 1000. |
Weather conditions in both towns were
the same. 1t is getting so | am
ashamed to go into an exchange and
dicker for the big supers that come
here on percentage (the prices fixed by
the company owning them) for the
simple reason that the gross business
doesn't justify their showing in Hood
River. For instance, way Down
East" is coming here. had to guar
antee them so much money before they
would show here. They are afraid of
business here. 1t has played Portland
four different engagements and as yet
has not shown for less than SO cents,
after running total of over II weeks
Yet on its first run in Hood River it
will be shown at the same money as its
fourth run in Portland. yet you are
paying too much money to see these.
Also age in a picture means nothing.
Its cost is the same if it is new or old
until after it plays town once. A
picture ten years old would cost just as
much for Hood River, if it had never
played here, as it ever did. First run
means first time shown in that particu-
lar town.
"Over the Hip is also coming 1t
is now playing the Blue Mouse at 35,
so and 70 cents on it's fourth run in
Portland. The 35 cents admission is
for afternoons. | am bringing 1t here
at so cents, yet am Overcharging
Hood River. My admission prices are
judged on cost. Silk cannot be bought
at the price of cheese cloth, neither
can special pictures be shown at pro-
gram prices. What is there in partic
ular about Hood River that entities it
TO see pictures at less money than
other communities? This is a problem
that alone cannot solve. For an an
swer to this will offer a season pass
to any of the people who kick about
admission prices if they will advance
one good reason why should show at
a loss. | always thought | was show
man until lately. Now | know I'm
not. Instead of sailing away what
money could lay my hands on | kept /
continually spending it in the town
trying to give you something blgger
and better until at last know | am
philanthropist not a Snowman.
| didn't put up the Rialto to pay for
myself. It's the public's theatre and
they are supposed to pay for 1t. l can
see all the pictures | care to for moth
ing. | recently sent out question
naire asking about whether you wanted
to see the bigger and better pictures
and would you be willing to pay ad-
vanced prices. What answers ! re-
ceived were in the affirmative, yet
few malcontents, when they have
nothing else to do during the inclement
weather, needs must criticse busi-
ness that has advanced far head of the +
10 1Fh N (lTpunD the I
size of Hood River has show house to 4
equal the Rialto, and what other the C
atre gets as little support and as much n
knocking? a
In regard to showing as much OF the ],
picture as elsewhere, will say that we \
never cut foot of film and do not run il
on schedule. If a picture is u reels a
we run every foot and do not make 1t +
conform to a stated period for its I
showing. Also our machines are run o
at practically the same speed always
and no eliminatiOns ever made IN any 2
thing. Ii is a common occurrence IN v
the cities to cut the features and com e
edies to show in a certain period OF time
In regard TO age of pictures, what
about the big shows Hood River has
seen simultaneously with and even
ahead of Portland? | have brought II
pictures to Hood River ahead Of Port h
land and starved to death on them be- ii
cause the public did not know whether =
they were good or not because they a
had not played Portland yet. The XII n
alto was established to entertain and N
amuse YOU at the least possible cost, l.
but it cannot be operated at ailoss for q
the simple reason it is operated ~ I,
Hood River. Hood River is expected d
to pay for what it gets the same as
anv other community. OF course II is
awfully nice to sit at home by the hre.