The Gold Mine (February 18, 1928)

L The Gold Mine, February 18, 1928 Published Weekly OF, FOR and By the Sales Department of 730 Fifth Ave., New York, N. Y. Carl Laemmle, President LOU METZGER General Sales Manager EARL KRAMER, Sales Director, Eastern Division M. VAN PRAAG, Sales Director, Western Division TED SCHLANGER Sales Director, Short Product and Complete Service Ben. H. Grimm, Editor CORRESPONDENTS Albany, C. R. Halligan; Atlanta, R. H. Con- way; Buffalo, Rose H. Owen; Butte, Keith K. Pack, Calgary, Miss B. Hutson Charleston, Inez Myles; Charlotte, Mrs. C. Glenn; Chicago, J. E. Baker; Cincinnati, Harry Woolfe; Cleve- land, M. L. Koppleman; Dallas, Mrs. Jesse W. Holiday; Denver, Florence Ferguson; Des Moines, Ruby R. Morgan; Detroit, F. Raoul Cleaver; Indianapolis, F. Helene White; Jack- sonville, Alberta Register; Kansas City, C. C. Knipe; Los Angeles, H. L. Copeland; Memphis, E. P. Kelly; Milwaukee, Anne Fleisher; Min- neapolis, L. Lawrence; Montreal, Wm. Elman; New Orleans, Ethel Nolting; New York, Jacob Hartman; Oklahoma City, Mary McGonigle; Omaha, Regina Molseed; Pittsburgh, Hannah Pettit; Portland, Madelyn Kurth; St. John, W. A. Sault; St. Louis, Miss K. Burns; Salt Lake City, Mrs. L. A. Ackerman ; San Antonio, Mrs. E. B. Smith ; San Francisco, Louise Wein- stein; Seattle, A1 Bloom; Sioux Falls, Helen Manion; Toronto, H. Law; Vancouver, Mrs. G. E. Hewitt; Washington, K. C. Johnson; Wichita, Josephine Ahlf; Wi--’’ : *'-tr, E. Turner. Mechanical Sign Boosts Drive Business For Detroit Exchange Mechanical sign in Detroit Exchange, conceived by Exploiteer F. Raoul Cleaver and Manager R. E. Moon. Constructed on compo-board with provision for changing scenery, etc., on top of “bridge.” An endless belt lies on the top and runs continuously around two pulleys which are driven by a vertical shaft and an old fan motor which is concealed in drawer of desk in front of window. Figures carrying money to bank from theatre come out of theatre and go across bridge into bank and return back along behind the scenery. Figures can be changed from time to time to autos representing a race between salesmen in the positions held for 22nd Anniversary drive, ets. Name of attraction in front of theatre is changed daily, also electric signs on tops of buildings in rear. Osserman Conveys Thanks J. C. Osserman, who was recently promoted from the managership of the Wichita Exchange to a similar capacity at Des Moines, has asked the Gold Mine to convey his sincere thanks for the congratulations which reached him in a bombardment of letters. He says he'd like to acknowledge each one personally, but that he’s devoting every minute of his time to the Drive. Facts About “We Americans” (Clip this out, mount it on cardboard, and carry it with you in your brief . wl , O y°“ 10 se d ut th e proper prices this tremendous picture, which is termed one of the greatest HEART-PUNCH dramas ever produced.) GOOD ACCESSORY LETTER BY JACKSONVILLE GIRL Manager Charles P. Lester, of the Jacksonville Office, forwards a letter on accessories which was written by Alberta Register, stenographer, during her spare time. If any accessory men want to use it, it is reproduced herewith: “Dear Mr. Exhibitor: “Here it is — Food For Thought which re- quires no ravenous appetite to be devoured. “When a real business man gets ready to make a purchase, serious thought is given the article desired—type, brand, and last, but not least, the price he has to pay for value received. Usually pamphlets are secured and read, prices compared, for it is merely the instinct of every business executive to get the best with the LEAST, that prevails, and after all is said and done—How can this be done without the Adver- tising and Exploitation of the Various manu- facturing companies? “It is so with every human being, seeking amusement. They want to first see what they are going to spend their money for, what type of story the picture deals with, what stars are in the picture, and the ‘only way to keep the public informed as to your exhibitions is to use the catchy and attractive advertising matter Uni- versal has to offer. This does not mean ad- vertise one picture a month and expect to stand ’em up, for it is consistency in anything that brings about the desired results. “ADVERTISING is just another word for PROGRESS—So let us have your Accessory Order by return mail on all pictures you have booked.” Spindler Buys New Car Salesman J. L. Spindler, of the New Orleans Exchange, has bought a new Chevrolet coupe to take the place of his old “Lizzie.” /' CARL lAEMHIE BUTTON CONTEST George Sydney Patsy Ruth Miller George Lewis Beryl Mercer Kathleen Williams Eddie Phillips Daisy Belmore Albert Gran THE CAST Michael Visaroff Flora Bramley Rosita Martina John Boles Jake Bleifer Edward Martindel Andy Devine Josephine Dunn Supervised by Carl Laemmle, Jr. Directed by Edward Sloman THE I N the lower East Side of New York live the families of Morris Levine, the pants- presser; Schmidt, the butcher; and Albertini, the fruit dealer. These people, assembled to- gether from all corners of the globe, are holding tightly to their foreign habits and customs, individualities and identities of their homelands. They get along together, as friends, but they do not realize that their children, products of Americanization, are slipping away from them. Pete Albertini, son of the vender, loves Sarah Schmidt. Phil Levine, finding nothing at home that equals what he finds elsewhere, spends all of his time away from his fond and worthy parents. Rebecca Levine, has so far progressed, that she is thoroughly a modern girl, an interior decorator, and she has been sharing an apart- ment in Greenwich Village with the cousin of Hugh Bradley, one of the members of a very old American family, descended from the May- flower pilgrims. Cannot Understand Morris cannot understand the idea of his daughter remaining away from home and finally forbids her to leave. The resulting argument ends with Beth leaving home, amidst her mother’s tears, and moving permanently into the apartment with Helen Bradley. Gloom reigns in the Levine house—a gloom that never leaves it. But Beth, now free to come and go as she wishes, has fallen deeply in love with Hugh, who likewise shares her attitude and love. Between them blooms a beautiful love affair, that not even all the social barriers in the world could wither. Children Grow Away The Levines, Schmidts and Albertinis gather together as before, to share their arguments and their pleasures. One afternoon while they are gathered together at the house of Levine, a young man Krohn, a fine young Jewish teacher, STORY comes in to return a book that he had borrowed from Beth. When he learns that Beth is no longer in the house, he tells the assembled friends that such loss of their children’s affec- tion is due to the fact that they have refused to grow up with the kids; that they have per- mitted themselves to remain aliens; that they should be ashamed of themselves. He explains about the night school of Americanization and the fathers and mothers begin to go there, making rapid progress by sheer dint of will. War Breaks Out Wh en the war breaks out and Levine thinks that Phil does not want to enlist, he denounces Phil. But Phil has already enlisted, as has Pete Albertini and Hugh Bradley—Hugh is a Captain in their regiment. Beth promises to marry Hugh when he returns from France. Amid cheers and tears, the boys march off. In France, Pete loses a leg. Hugh is badly wounded and, in trying to drag Hugh into a shell hole, Phil is killed. New Undertakings Beth returns to live with her parents when they learn that Phil is dead, and, now that they have really become Americanized, a new under- standing unites them. The boys return from France and there is the gathering at the home of Levine. Hugh comes there to claim Beth and gets the consent of Mrs. Levine. But, when Mrs. Bradley and the father arrive upon the scene, Mr. Bradley tells Mrs. Levine that she holds her son very dear to her and that he comes from aristocracy so that there is no chance of the match taking place. Hugh, however, points out that Phil saved his life in France and that if it hadn’t been for the Jewish boy, Mrs. Bradley would not now have a son at all. This argument clinches matters, and the end- ing is a happy one. Members of “C. L.” Club and Winners of Carl Laemmle Testimonial of Salesmanship: Mitchell Blachschleger, Cincinnati Jack F. Camp, Milwaukee Nate Sauber, Washington Honor Roll Salesmen Who Have Gained Permanent Possession of Buttons By Topping Their Exchange Four Weeks in Succession ♦Leon Herman, Albany R. S. Smith, Albany C. T. Jordan, Atlanta A. T. Barnett, Buffalo O. A. Siegel, Buffalo Harry Young, Buffalo G. C. Porter, Charleston ♦J. A. McWhorter, Charlotte L St. Clair and R. W. Funk, Chicago E. du Chemin, Denver *C. F. Reese, Des Moines Jerome Cele, Detroit S. C. Saffel, Indianapolis Elmer Donnellj, Indianapolis M. C. Brodsky, Kansas City ♦Ben Taylor, Kansas City C. E. Reynolds, Kansas City Joe Rosenberg, Kansas City Mat Lavin, Milwaukee Reuben Rosenblatt, Milwaukee J. H. Jacobs, Minneapolis *L. F. Britton, New Haven J ohn Tierney, New Haven lac B. Tritcn, Oklahoma City *B. R. Greenblatt, Omaha C. W. Dickinson, Pittsburgh W. Lebarton, Pittsburgh E. I. Hudson, Portland Ben Ross, St. Louis ♦A. W. Hartford, Salt Lake City E. S. Winward, Salt Lake City ♦I. Wolfe, San Francisco A1 Bloom, Seattle F. L. Davie, Sioux Falls T. L. Taylor, Sioux Falls Max Rosenberg, Washington Clarence Ross, Wichita vindicates two-time winner of Permanent Button and runner-up for Testi- monial of salesmanship and membership in the “C. L.” Club.) THE WEEK’S WINNERS Week Winner Ending Albany, Fred Duffy Feb. 4 Atlanta, F. W. Salley Jan. 28 Buffalo, H. H. Young Feb. 4 Charlotte, C. A. Anderson Feb. 4 Cincinnati, M. Blachschleger Jan. 28 Chicago, J. St. Clair Feb. 4 Cleveland, J. Lefky Feb. 4 Dallas, J. H. Lutzer Feb. 4 Denver, F. L. Davie »....Jan. 14 Des Moines, C. F. Reese Jan. 28 Detroit, H. Fowser Feb. 4 Indianapolis, S. C. Saffell Feb. 4 Kansas City, Ben Taylor Feb. 4 Milwaukee, Jack Camp Feb. 11 New Haven, A. L. Titus Jan. 28 New Orleans, V. A. Maurin ....Jan. 21 IF YOU’RE 100% UNIVERSAL, YOU’RE 47% SHORT PRODUCT