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LINING UP FUTURE UNITED ARTISTS PRODUCT ARE THE NEW HEADS, PRESIDENT ARTHUR KRIM, RIGHT, AND VICE-PRESIDENT WILLIAM HEINEMAN.
A Revitalized L A Carries On
Under A New
Regime, Much Is Expected From The Company By Exhibitors
Matthew Fox, a leading executive in the new UA set-up, discusses a releasing deal over the phone.
AT a time when exhibitors have been calling for more good pictures to provide a partial solution to their boxoffice difficulties, a reorganized, revitalized United Artists offers promise of doing much to help fulfill their needs.
A new feeling of vitality marked opera¬ tions of the distributing corporation almost immediately after President Arthur Krim, sales chief William Heineman, and adver¬ tising-publicity director Max Youngstein took over the reins. Within two weeks, Krim announced a product schedule for the next three months.
On the heels of this announcement came plans for a" “Grad Sears Drive” in honor of the company’s vice-president, who will personally spearhead a nineweek sales push from April 1 to June 2.
Under the experienced guidance of Youngstein, the advertising, publicity, and exploitation departments are humming with full scale promotion programs to
complement the stepped-up sales efforts. The same spirit of vitality is being mani¬ fested in UA divisions, districts, and branches throughout the country, as plans are being formulated for the sales contest.
In the company’s offices overseas and in Canada, plans and operations have been intensified in all directions, reflecting the enthusiasm touched off by the organiza¬ tion’s new lease on life.
In his first message to all UA personnel, President Krim declared: “It is our objec¬ tive to merit, by careful planning and selectivity, the confidence of exhibitors that each of our pictures will represent the best the finest creative talent the world can offer. I am happy to become a part of the tradition of UA, and, with your help, look forward to a renewal of its vigor and importance in the industry.”
And in the coming months, the nation’s theatremen should look toward a new UA for a long overdue trade stimulant.
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