The Moving picture world (November 1926-December 1926)

December 11. 1926 MOVING PICTURE WORLD "Joe" Friedman — The Man Who Puts Them Over With a Punch Recently Appointed General Manager of UniversaVs New York Exchange Puts ''Personal Publicity'* Into Hv^ Remarkable Work By Charles Edward Hastings *^H( ^UGH MONTH"— "JOY WEEK"— bring 'em on. Set 'em up. "Joe" jl^ Friedman is waiting for them [ The recently appointed General Manager of Universal's New York Exchange ("Big U") at 1600 Broadway, takes 'em as they come and passes 'em down to history somewhat after the manner of a man who carves a niche in the stock of his gun. "Joe" Friedman put the "personal pubHcity" and "individual selling" angles into Universal's Reginald Denny laugh classics. He took Universal's big star half way across the United States, into exchanges and theatres last summer, on a remarkable exploitation stunt, coupled with sale. Then he came back to New York City and they designated him manager of the "Big U" exchange. "Joe" Friedman edged into the "movie" game in Detroit way back in the old General Film days, when "edging in" wasn't so tough, but "sticking it out" was quite another matter. After roughing it a while, Friedman moved into the theatre end of the game with John Kunsky, where he remained for several years. George W. Weeks, now General Manager of Distribution of Paramount, was in charge of the Universal Exchange in Detroit when "Joe" Friedman decided to slip out of the theatre end of the game, but it was not until Harry Berman, then head of Universal sales, working out of New York City, visited Detroit, some time later, that Friedman actually got into the exchange end. After quitting Kunsky, Friedman acquired two theatres in Detroit, the Bijou and Mon roe, and had a lot of fun as an exhibitor. But the exchange "bug" got him, and durmg Berman's visit, when the latter was sellnig Lon Chaney in "Pay Me," Friedman disposed of his theatre holdings and accompanied Berman to New York City. After a lirief visit, Friedman returned to Detroit, and took up the sales of Universal-Jewels, then being sold separately. Comes to New York In October, 1919, Friedman "took charge of Universal's Detroit exchange, where he remained until January, of this year, when he was called into the home office in New Vork City, where, under Lou Metzger, sales head of "U," Friedman set about injecting sales ideas into several groups of Unive/sal oictures, notably "The Collegians," the Reginald Denny specials, etc. 397 JOSEPH FRIEDMAN appears to be "all set," in this picture, for "National Laugh Month," although "Joe" insists every month is a laugh month with him. As General Manager of "Big U" in New York City, he is head of one of the busiest exchanges in the United States. Friedman was designated general manager of the "Big U" exchange last Fall, when W. C. Herrman retired. Just now, the hustling exchange, having been thoroughly reorganized since Friedman took charge, has a full head of steam on with "Michael Strogoff,' "The Collegians," "The Fourth Commandment" and "The Cheerful Fraud," engaging the attention of the sales forces. He Knows Hollywood "Big U" Exchange in New York is a 12yi per cent territory, covering New York State up to Poughkeepsie, and Northern New Jersey. Mr. Friedman has made two trips to Hollywood, and is thoroughly conversant with the production end of his company's business. He has Dave Brill for his New York sales manager; Fred Kraemer for his service manager, and Nat Goldberg in charge of bookings. In the personnel of his sales and office staff are the following: Personnel of Staff J. Hartman, F. W. Kraemer, H. Stern, Teddy Abrams, Elsie Orbach, A. Lube, J. Yancu, B. Ginsberg, G. Brosseau, Sam Simon, Helen Engel, C. Sonand, Miss Drexler. Rose Hossner, E. Weisber,ger, Kate Burke, Joe Weinberg, Mrs. Coogan, E. Schwartz, Walter Bernard, L. Levy, Jack Fallis, V. Stewart, S. Liggett, L. Abrams, D. Brill, J. Liggett, Phil Winnick, Max Cohen, Jack Meyers, B. Edison, J. Cummings, B. Price. S. Kusiel, E. Backer, M. Abraniovitz, Joe Friedman, H. Tissot, S. Solomon, H. Richland, N. Goldberg, H. Marcus, R. Crouch, P. Guss, D. Stone, M. Coleman, J. Joel, L. Hahn, S. Rockman, M. Lasker, B. Kirsch, S. Zemack, L. Schefflin, N. Saseen, E. Zelkowitz, B. Murray, J. Ei :hler, J. Murphy, M. Barton, R. Melaugh, R. Bannon, M. Marchand, H. Bruen, J. Berliner, H. Strom, Mr. Earl, H. Bass, R. Lane and K. Egan. "Smiling Joe" Friedman, head of New York's "Big U" Exchange, surrounded by hit corps of assistants, comprising high tension sales experts, of courteous, efficient office girls and men.