Music Trade Review
Issue: 1927 Vol. 84 N. 10 - Page 31
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Photoplay Houses Present Publishers
With Greatest Factor in Exploitation
Constant Development of Music Programs in Those Houses Make Them Assume
Greater and Greater Importance in Publishers' Song Publicity
D H O T O P L A Y houses throughout the country
are being built larger and larger each year.
They are a predominating influence in Ameri-
can life and they are making great inroads in
all other forms of entertainment. Their pro-
grams, however, are not by any means confined
to photoplays, for one of the factors which
has won them huge success, and which is gen-
erally recognized, are the musical programs.
Besides large orchestras of the symphonic
character, all modern photoplay houses are
equipped with an organ, and these organ pro-
grams are not confined by any means to
standard organ works, as it is quite the thing
to use popular song slides with the organ ren-
dition in at least one part of the program.
These song slides are unusual productions.
They are prepared by the popular publisher
often in the form of a sketch. Through this
means the organist introduces with the slides
and accompanying music a background by which
is introduced the popular song itself. The
variety of these song slides seems to be quite
endless, as no two sets of slides are similar in
character or in method of approaching the audi-
ence. In fact, the larger popular publishers
to-day have a special department that does noth-
ing else but write exclusive material for these
built-up song presentations.
Besides the orchestra and the organ, the
larger photoplay houses to-day are booking
vocal artists and singing acts of every descrip-
tion. They are able to obtain the very best
talent for these purposes, as they have in their
favor not only larger seating capacity but also
modern sales methods whereby houses are
opened early in the day at unsually popular
prices. At the regular afternoon show period
these prices are raised and in the evening they
are raised again. Thus the photoplay house
is able to appeal to all sizes of pocket-books
and keep the house filled during much longer
hours than is possible for any dramatic, music
or strictly vaudeville house.
The popular publishers recognize the modern
photoplay house as probably the best means
of song exploitation available. It is much better
than the dance orchestra, where the dancers
hardly have much knowledge of the title of
the number being played. Popular publishers
say it is far superior to radio because the pho-
toplay program is confined to fewer songs well
presented to a receptive audience.
At the opening of the new Roxy Theatre S.
L. Rothafel, who has long been an originator
in presenting musical programs in combination
with photoplays, is to introduce further inno-
vations as regards music. These can be awaited
with interest because they will mean much to
music exploitation and doubtless will be the
forerunner of a new type of musical program
in photoplay houses everywhere.
Visitors who have recently toured Europe
freely state that the European music hall and
some other types of entertainment are fast be-
coming passe. The photoplay house, with its
feature pictures and its musical programs, is
making great inroads into other fields every-
where. In a large way this is the history of en-
tertainment in this country and it shows that the
taste and appeal for music is universal. For
many months English producers and publishers
have been complaining that the music hall did
iiot pay. Recently one photoplay exhibitor pur-
chased a string of twenty such houses, which
are to be turned into photoplay theatres. It is
music that is making this possible, because
when the old character of photoplay houses
was in its glory it made no inroads upon vaude-
ville, the music hall or other forms of enter-
tainment to any great extent. The new era of
photoplay music can be watched with interest
because it will mean considerable to the music
industries and to musical life.
New Harris Waltz
My Wild Flower," "Yakonwita," "The Grand
Canyon," "General Sherman Tree," "Mount
Rainier," "The Lost Arrow," and similar titles.
In the catalog, besides carrying thematics,
are brief descriptions of the background that
served as inspiration to the composer and these
descriptions are generally illustrated.
Charles K. Harris, pioneer popular publisher,
is still a very active figure in the industry, as is
indicated by the release of his new waltz suc-
cess, "The Last Dance of the Ball." The num-
ber is being widely sung and played and is billed
as the real successor to Harris' famous "After
the Ball." An unusual number of orchestrations
arranged by Frederic Watson are being sent to
musical combinations, and arrangements for
trade co-operation are under way.
Great Western Numbers
The Great Western Music Co., Visalia, Calif.,
which has been organized by Robert Elmer
Smith, author and composer, has forwarded to
the trade a catalog of its publications. This
company specializes in Indian songs and in
works of high standard. Among its composi-
tions of interest are "Hopi Indian Snake Dance,"
"Nature Songs," a folio; "Indian Song Cycle,"
in two books, and "Indian Love Songs," a folio.
Among its sacred compositions are "O Light
Eternal, O Light Divine" and "I Heard the
Voice of Jesus Say." The compositions con-
tained in the folios and cycles are all in West-
ern setting, including such title as "Tsianina,
New Firm in Tacoma
Songs that SeH
Blue Skies
Irving Berlin
Here or There (As Long aa I'm
With You)
Carolina Mine
Swanee River Trail
Rags
What Does It Matter
Irving Berlin
I Never See Maggie Alone
That's My Hap-Hap-Happiness
My Sunday Girl
My Baby Knows How
Yankee Rose
C'est Vous (It's You)
Some Day
Just a Little Longer—I'rving Berlin
When the Red, Red Robin Comes
Bob, Bob Bobbin' Along
Put Your Arms Where
They Belong
Always
Remember
I'm on My Way Home—
Irving Berlin
That's a Good Girl—Irving Berlin
I'm Tellin' the Birds—
Tellin' the Bees
(How 1 Love You)
I'd Climb the Highest Moutain (If
I Knew I d Find You)
That's What I Call a Pal
So Will I
In the Middle of the Night
Because I Love You
Irving Berlin
At Peace With the World—
l'rving Berlin
How Many Times Irving Berlin
I Never Knew What the Moonlight
Could Do
BOOKS THAT SELL
New Universal Dance Folio No. 12
Peterson's Ukulele Method
World's Favorite Songs
Tiddle De Ukes
Strum It With Crumit (Comic Uku-
lele Song Book)
TACOMA, WASH., February 15.—A new firm of
song publishers has just been announced here,
known as the Lincoln-Perry Publishing Co.
This company is organized by Charles F. Lin-
coln, baritone and composer, and Reine M.
Perry, of Boston. Offices are at 1012 A street.
The first song by the new company is a high-
rlass offering entitled "You, Just You."
the piano departments of several leading local
music houses.
New Westlake Manager
Bitner Goes to Coast
Los ANGELES, CM.., February 25.—Frank A.
Guyette has just been appointed manager of the
Westlake Music Salon of the Birkel Music Co.,
2402 West Seventh street. Associated with him
is Karl Birkel Eichorn, nephew of George J.
Birkel, president of the company. Mr. Guyette
has been identified with the piano business since
his early youth and has been associated with
Edgar F. Bitner, general manager of Leo
Feist, Inc., is away on a six weeks' trip to Cali-
fornia.
Mr. Bitner, while presumably going
away for a rest, will undoubtedly look over the
possibility of Far West compositions, which, in
recent years, have quite often proved popular.
Undoubtedly also he will find much pleasure in
meeting his many trade and personal friends.
31
IRVING BERLIN In,
1607Broadway New York City
IN THE WORLD OF MUSIC PUBLISHING
Conducted By V. D. Walsh
Photoplay Houses Present Publishers
With Greatest Factor in Exploitation
Constant Development of Music Programs in Those Houses Make Them Assume
Greater and Greater Importance in Publishers' Song Publicity
D H O T O P L A Y houses throughout the country
are being built larger and larger each year.
They are a predominating influence in Ameri-
can life and they are making great inroads in
all other forms of entertainment. Their pro-
grams, however, are not by any means confined
to photoplays, for one of the factors which
has won them huge success, and which is gen-
erally recognized, are the musical programs.
Besides large orchestras of the symphonic
character, all modern photoplay houses are
equipped with an organ, and these organ pro-
grams are not confined by any means to
standard organ works, as it is quite the thing
to use popular song slides with the organ ren-
dition in at least one part of the program.
These song slides are unusual productions.
They are prepared by the popular publisher
often in the form of a sketch. Through this
means the organist introduces with the slides
and accompanying music a background by which
is introduced the popular song itself. The
variety of these song slides seems to be quite
endless, as no two sets of slides are similar in
character or in method of approaching the audi-
ence. In fact, the larger popular publishers
to-day have a special department that does noth-
ing else but write exclusive material for these
built-up song presentations.
Besides the orchestra and the organ, the
larger photoplay houses to-day are booking
vocal artists and singing acts of every descrip-
tion. They are able to obtain the very best
talent for these purposes, as they have in their
favor not only larger seating capacity but also
modern sales methods whereby houses are
opened early in the day at unsually popular
prices. At the regular afternoon show period
these prices are raised and in the evening they
are raised again. Thus the photoplay house
is able to appeal to all sizes of pocket-books
and keep the house filled during much longer
hours than is possible for any dramatic, music
or strictly vaudeville house.
The popular publishers recognize the modern
photoplay house as probably the best means
of song exploitation available. It is much better
than the dance orchestra, where the dancers
hardly have much knowledge of the title of
the number being played. Popular publishers
say it is far superior to radio because the pho-
toplay program is confined to fewer songs well
presented to a receptive audience.
At the opening of the new Roxy Theatre S.
L. Rothafel, who has long been an originator
in presenting musical programs in combination
with photoplays, is to introduce further inno-
vations as regards music. These can be awaited
with interest because they will mean much to
music exploitation and doubtless will be the
forerunner of a new type of musical program
in photoplay houses everywhere.
Visitors who have recently toured Europe
freely state that the European music hall and
some other types of entertainment are fast be-
coming passe. The photoplay house, with its
feature pictures and its musical programs, is
making great inroads into other fields every-
where. In a large way this is the history of en-
tertainment in this country and it shows that the
taste and appeal for music is universal. For
many months English producers and publishers
have been complaining that the music hall did
iiot pay. Recently one photoplay exhibitor pur-
chased a string of twenty such houses, which
are to be turned into photoplay theatres. It is
music that is making this possible, because
when the old character of photoplay houses
was in its glory it made no inroads upon vaude-
ville, the music hall or other forms of enter-
tainment to any great extent. The new era of
photoplay music can be watched with interest
because it will mean considerable to the music
industries and to musical life.
New Harris Waltz
My Wild Flower," "Yakonwita," "The Grand
Canyon," "General Sherman Tree," "Mount
Rainier," "The Lost Arrow," and similar titles.
In the catalog, besides carrying thematics,
are brief descriptions of the background that
served as inspiration to the composer and these
descriptions are generally illustrated.
Charles K. Harris, pioneer popular publisher,
is still a very active figure in the industry, as is
indicated by the release of his new waltz suc-
cess, "The Last Dance of the Ball." The num-
ber is being widely sung and played and is billed
as the real successor to Harris' famous "After
the Ball." An unusual number of orchestrations
arranged by Frederic Watson are being sent to
musical combinations, and arrangements for
trade co-operation are under way.
Great Western Numbers
The Great Western Music Co., Visalia, Calif.,
which has been organized by Robert Elmer
Smith, author and composer, has forwarded to
the trade a catalog of its publications. This
company specializes in Indian songs and in
works of high standard. Among its composi-
tions of interest are "Hopi Indian Snake Dance,"
"Nature Songs," a folio; "Indian Song Cycle,"
in two books, and "Indian Love Songs," a folio.
Among its sacred compositions are "O Light
Eternal, O Light Divine" and "I Heard the
Voice of Jesus Say." The compositions con-
tained in the folios and cycles are all in West-
ern setting, including such title as "Tsianina,
New Firm in Tacoma
Songs that SeH
Blue Skies
Irving Berlin
Here or There (As Long aa I'm
With You)
Carolina Mine
Swanee River Trail
Rags
What Does It Matter
Irving Berlin
I Never See Maggie Alone
That's My Hap-Hap-Happiness
My Sunday Girl
My Baby Knows How
Yankee Rose
C'est Vous (It's You)
Some Day
Just a Little Longer—I'rving Berlin
When the Red, Red Robin Comes
Bob, Bob Bobbin' Along
Put Your Arms Where
They Belong
Always
Remember
I'm on My Way Home—
Irving Berlin
That's a Good Girl—Irving Berlin
I'm Tellin' the Birds—
Tellin' the Bees
(How 1 Love You)
I'd Climb the Highest Moutain (If
I Knew I d Find You)
That's What I Call a Pal
So Will I
In the Middle of the Night
Because I Love You
Irving Berlin
At Peace With the World—
l'rving Berlin
How Many Times Irving Berlin
I Never Knew What the Moonlight
Could Do
BOOKS THAT SELL
New Universal Dance Folio No. 12
Peterson's Ukulele Method
World's Favorite Songs
Tiddle De Ukes
Strum It With Crumit (Comic Uku-
lele Song Book)
TACOMA, WASH., February 15.—A new firm of
song publishers has just been announced here,
known as the Lincoln-Perry Publishing Co.
This company is organized by Charles F. Lin-
coln, baritone and composer, and Reine M.
Perry, of Boston. Offices are at 1012 A street.
The first song by the new company is a high-
rlass offering entitled "You, Just You."
the piano departments of several leading local
music houses.
New Westlake Manager
Bitner Goes to Coast
Los ANGELES, CM.., February 25.—Frank A.
Guyette has just been appointed manager of the
Westlake Music Salon of the Birkel Music Co.,
2402 West Seventh street. Associated with him
is Karl Birkel Eichorn, nephew of George J.
Birkel, president of the company. Mr. Guyette
has been identified with the piano business since
his early youth and has been associated with
Edgar F. Bitner, general manager of Leo
Feist, Inc., is away on a six weeks' trip to Cali-
fornia.
Mr. Bitner, while presumably going
away for a rest, will undoubtedly look over the
possibility of Far West compositions, which, in
recent years, have quite often proved popular.
Undoubtedly also he will find much pleasure in
meeting his many trade and personal friends.
31
IRVING BERLIN In,
1607Broadway New York City
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