Back to our on-going series on how to set up your own cinema, taken from the publication How to Run a Picture Theatre (c.1912). Having got the building and equipment all prepared, the staff recruited, it is time to select the films we are going to show and to decide how we are to present them:

The Programme. In the selection of the program, the tastes of the locality in which the show is situated is the governing factor. Films that will please the audience of a theatre located in a neighbourhood made up of the labouring classes will not gain favour in a house situated in a high grade residential district, but it is surprising how well the films that please in the exclusive neighbourhood are received by the lower classes. I refer to high class subjects, such as classic romantic dramas, travel subjects etc. Theatre owners will do well to cultivate the taste of their audiences by gradually increasing the number of high class film subjects, thus cutting down the demand for some of the rubbish sold as comics …

Proper film selection is really a system of insurance. It is the best policy of protection against competition and loss …

The shame or embarrassment that many cinema owners had for their lower class audiences is noticeable throughout the literature of this period. There was an insistent drive towards higher-class presentation, in venue as well as in the films. This was partly a strategy to attract a more genteel clientele which would pay more for tickets, of course, but also just a general wish for ‘class’. Nevertheless, it is odd to see the dismissal of ‘rubbish’ comics which were the bread-and-butter entertainment for so many cinemas.

Sunday Selections. … the films shown on that day should differ from the general run on week days. They should be of a more sacred and educational character …

Much of the odium attaching to the opening of the kinematograph theatre has been due to the lack of judgment shown in the selection of the Sunday programs …

The question of Sunday shows was hugely controversial at the time. The audience was naturally interested in finding cheap entertainment available on what was generally its one free day of the week, while others were shocked at the idea of entertainment – and particulaly such vulgar entertainment – on a Sunday. Many cinemas put on special Sunday shows of a more ‘suitable’ character to overcome such censure, and to protect their licence. It was common for these to give the profits from Sunday shows to charity.

First Runs and Repetitions. “First runs” faddism was born of a desire to compel the other fellow to follow suit. The “first-run” fiend figured that if he could get the newest picture first he would kill it for future use in his town, and that those who came next would just be “imitators” …

There is a mistaken idea among picture theatre managers that if a picture has been once run in a town, it is useless to show it again.

Keeping Track of Films. The card system should be adopted for keeping track of films, both coming releases and films that have been had from the renter …

When you get your KINEMATOGRAPH WEEKLY go carefully through it from first page to last and make a careful lists of all the films that have not been previously released …

The Kinematograph and Lantern Weekly was one of the main British film trade papers (its big rival was The Bioscope, of course), and the publisher of How to Run a Picture Theatre.

How to Make Feature Films Money Earners. Feature films may be divided into two classes, firstly those running well into 3,000 feet or over, such as Vitagraph’s “Tale of Two Cities”, or “Vanity Fair”, Nordisk’s “In the Hands of Impostors”, Selig’s “Christopher Columbus”, Jury’s “Lady of the Camelias”, E.S. Williams’ “Carmen”, or Clarendon’s “Saved by Fire”, and secondly those of 1,000 feet, such as Selig’s animal pictures, B. and C.’s “Lieut. Daring” and Clarendon’s “Lieut. Rose”, or Vitagraph’s Life Portrayals.

A fascinating selection of what were considered strong sellers in 1912. American productions predominate, but there is still some merit seen in the output of British producers British and Colonial (B. & C.) and Clarendon. In the Hands of Impostors was a sensational ‘white slave’ melodrama from Denmark. The 3,000-foot film (50 minutes or over) indicates that the feature film is on its way; that is, a main attraction of an hour or more in length, around which the rest of the programme has to fit.

There is no doubt that the three reel subject has come to stay and as a money earner, provided care be taken in its selection and it is properly handled, there is nothing to equal it …

… These three reel subjects are in great measure handled on the exclusive system by renting houses and are in many cases let out on the principle of one hall, one town …

Program Number Indicators. Nearly every kinematograph theatre that is worth speaking of now has programs printed describing the pictures, and it is therefore most desirable to install some form of number indicator so that each forthcoming item is made known to the audience.

Finally, it is worth remembering that the early cinema was full of song. There were films which were synchronised to gramophone disks (such as Hepworth’s Vivaphone) and live singing, often to lantern slides. Interestingly, this was more popular in the provinces than in London, and a necessity in Australia.

The Singing Picture and Singing to Pictures. In all up-to-date picture theatres it is now the custom to provide one or more singing pictures, or one or two vocalists to sing to the pictures, and this even where a fairly large orchestra is employed. This may not be so general in London, but in the provincial towns this variety in the program is much appreciated, whilst in Australia and the Colonies it is a necessity for success.

We will end our series with the eighth part, on obtaining a cinematograph licence.