Motion Picture Theater Management (1927)

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26 MOTION PICTURE THEATER MANAGEMENT the motion pictures to exhibitors throughout the country, the physical transportation of the film, as well as the proper exploitation of the pictures which are sold. The development of motion picture distribution during the last five years has truly been an achievement, and has developed a school of salesmanship of the very highest type. Intensive advertising campaigns, which are enterprising and productive, help in the merchandising of these pictures. These campaigns are backed up by efficient and concentrated selling methods. The man who is principally responsible for the development is Mr. Sydney R. Kent, who is regarded as the most advanced distribution executive that the industry has produced. The machinery of distribution is conducted through approximately thirty-three key cities in America. Each exchange is presided over by a branch manager. The exchanges are divided into two or three divisions, which are in charge of Division Managers, who conduct the business from the home office under the supervision of the General Manager of Distribution. Each exchange branch is the base from which a number of salesmen operate, under the direction of the branch manager. These salesmen cover the territory, visiting each exhibitor in person. The sales campaign is inaugurated by divisional conventions, at which every one concerned with the sale of the picture is present. Sales policies and price schedules, which have been carefully worked out, are presented to the sales force. These conventions are remarkable expositions of skill in mass selling; the film men become instilled with the enthusiasm of their leaders, and undertake their selling with an enthusiasm which just can't fail. Their extensive selling machinery brings distribution into immediate and close contact with practically every theater throughout the country. An elaborate system of shipping, presided over by experts, covers the network of theater bookings in each territory, insuring prompt delivery of film. A foreign department covers the European field in much the same way as the domestic distribution department is covered. The foreign department of a large distributing organization reaches every civilized corner in the world.