The story of the Famous Players-Lasky Corporation (1919)

Fred F. Creswell Branch Manager Chicago Exchange that the Famous Players-Lasky Corporation is doing business at a lower operating ratio than any other concern in the motion picture business, first because its volume of business is so much greater than that of its contemporaries, as shown in Part V, which would give a lower proportionate cost, even if conditions were equal. But conditions are all in favor of the Famous Players-Lasky Corporation, which has perfected a scientific system for the operation of every department. In the tireless quest for new ways to serve the exhibitor, on the principle that whatever is good for him must necessarily be excellent for it, the Famous Players-Lasky Corporation will introduce a system of distribution that is nothing less than revolutionary September i, 1919, which is the first day of the New Year in the motion picture industry. At first blush, contracting for pictures might seem to be a matter of salesmanship rather than of service; but in this instance the whole purpose of the new plan is service. To explain: Before the Famous Players-Lasky Corporation was organized some of the producing and distributing companies which later became subsidiaries and finally, component parts, of the corporation, sold pictures on the states rights system. When the corporation was first created it began business on what is known as the "program" system; that is, it sold the exhibitor on a month- to-month contract a complete program for the evening. Later the ''star" series system was instituted, under which the ex- hibitor contracted to take a series consisting of a specified number of productions featuring a given star. This system continued in vogue until August 31, 1919. Under the new dispensation, known in trade vernacular as "selective book- ing," each and every picture will be sold individually on its merits. Or perhaps it would be more accurate to say that each and every picture will be sold according to the united judgment of the exhibitor and the Famous-Players Lasky Corporation of its box office value. Selective booking gives the exhibitor complete freedom of action. As for the producer, while the new system will vastly increase a volume of office labor already large, the Famous Players-Lasky Corporation regards the selective booking system as a step in advance; and in its experience, as in that of others, progress and profits are synonymous. Through its branch exchanges, the Famous Players-Lasky ^-j ^i . Corporation comes in contact with exhibitors. Special pains "~ ! "'* have been taken, naturally, in the selection of physical sur- roundings and personnel, not merely to render service, but also to attract patronage. Clever motion picture producers would not be likely to overlook the psychological factor in business affairs. For this reason each exchange has an indi- viduality of its own. Here is the order in which they are listed for conve- nience in adminis- tration: District No. I— Har ry Asher, district manager; headquarters, Boston, Mass. Branch No. 1—No. 8 Shawmut Street, Boston, Mass.; J. A. McConville, branch manager. With a staff of 79 persons and working quarters occu- pying an area of 15,000 square feet on two floors, J. W. Allen Special Representative Headquarters at Chicago Exterior, Chicago Exchange Personnel of Chicago Exchange [35]