Exhibitors Herald (Jun-Dec 1917)

18 EXHIBITORS HERALD MERCHANDISING PLANS FIT FILM TRADE, SALES CHIEF OF GENERAL FINDS ON TRIP S. R. Kent Visits MidWest Branches and Exhibitors, Finding That Up-to-Date Methods Are Industry's Greatest Need After a trip of inspection of various mid-western branches of General Film, including among others Detroit, Chicago and Minneapolis, General Sales Manager Sidney R. Kent has returned to New York with this important section of the field confirming his expectations in regard to various new merchandising methods. Also Sees Exhibitors Mr. Kent is the expert who was recently induced by Vice President Harold Bolster of General Film to leave his successful career with the American Druggist Syndicate in the handling and working out of big sales problems to apply his experience to the motion picture business. His tour was devoted not alone to branch managers, but to exhibitors in each branch territory. His main purpose, however, was directly to instruct branch managers in the application of modern systems and policies that have been adopted by General Film. His trip was part of the educational campaign waged from headquarters and which includes every member of the vast organization. Merchandising Plans Fit "We are requiring that our branch managers discard many of the obsolete policies that seem to be a sort of tradition in the film industry at large," says Mr. Kent. "Many merchandising methods new to this business are being introduced as swiftly as the magnitude of the organization permits. We find that most of these plans not only fit well into the distribution of motion pictures, but are badly needed. In fact, the old cry that up to date merchandising methods used with conspicuous success by large organizations in other lines of industry cannot be applied to film salesmanship is completely disapproved." REX WEBER DIRECTING SERIES OF COMEDIES FOR FOLLIES OF WEEK Initial Film, "Garden of Allie," Stars Ernest Truex, Stage Player; Producing in Chicago Rex Weber, the comedy director, now is at work on a series of comedies for the Follies of the Week, Inc., of Chicago, in which several well known players will be featured. Mr. Weber's first picture is "The Garden of Allie," starring Ernest Truex of the "Very Good Eddie" Company. The second production is "The Hawaiidiot," featuring Charley Grapewin. In making the latter picture Director Weber established^ a new record, it is said, completing the comedy at the Rothacker studio in four and one-half hours. BILLY WEST WORKS ON THIRD KING BEE FILM, "THE MILLIONAIRE" Billy West, the King Bee comedian in his sixth comedy, now approaching completion at the Flushing studios, plays the part of a young millionaire whose wealth and social position involve him in all sorts of difficulties with all sorts of people. "The Millionaire" is a comedy of contrasts in which the star is well supported by a good cast, which includes Babe Hardy, Leo White and Bud Ross. MR. CICO TOODLES OF CAHILL-IGOE FAME NOW IS AMONG US Mr. Cico Toodles, who has been appearing in the "Herald's" advertising columns lately, with a word or two declaring his intention of coming in and settling down amongst us, has arrived. And this is the message he brings: He hails from the Cahill-Igoe Company, with whom you are acquainted. His business is to help the exhibitor through the summer, by directing a forceful appeal to the children of the nation and through them to the grown folks. His method is this: the Cahill-Igoe Company have designed a series of thirty cards, which are known as Cico Toodles cards. Each one of them contains a verse and an accompanying illustration. The verse is one of the well known Mother Goose rhymes so arranged that it appeals to the reader to hasten to the nearest film show. The picture has a like appeal. There is room on the face of the card for the theater name and the back has been left blank for the weekly program or for any special announcement the theater may care to make. The distribution plan on Cico Toodles cards as a program is this: those who receive them will save them. To further instill this saving idea into the public's mind, albums have been designed, just large enough to hold the entire set of thirty. These can be purchased at a low price by the exhibitor and distributed or sold. In a number of tests in different neighborhoods of Chicago the Cico cards have proved their popularity beyond even the expectations of the firm publishing them. The firm is extremely confident that it has hit upon a novelty that will prove immensely popular not only among exhibitors but with the public. SAMUEL S. HUTCHINSON LEAVES CHICAGO FOR N. Y. BY AUTOMOBILE Samuel S. Hutchinson, president of the American Film Company of Chicago and Santa Barbara and the Signal Film Corporation of Los Angeles, left Chicago this week by automobile for New York for a month's business and pleasure trip. Mrs. Hutchinson accompanied him. Immediately upon their return to Chicago Mr. Hutchinson will leave for the Pacific.