The Exhibitor (Nov 1938-May 1939)

BETTER MANAGEMENT BM-19 Walter E. Green (Continued from page 17) I’ve really got one. I get a kick out of getting into the car with Mrs. Green, driving for several hours with no particular destination in mind.” A bit more prodding on the subject of hobbies, he owned up that he owns a most unusual stamp collection — only uncancelled United States stamps make it up. Always the practical person, he accounts for it by saying that he is sure "it can always be converted into cash.” He is also quite a bug on fishing, but has not had much time for it lately. Mr. Green does not claim reading as a hobby, rather he classifies it as his education. His lexicographer’s vocabulary is the result of avid reading. "I realized early enough that my schooling had been necessarily neglected,” he claimed, "so I took to reading as a means of self-education.” He is a down-to-earth man’s man. He greeted this interviewer with a hearty "Hello” and a firm handclasp. His modesty made it rather tough for us to pump any information! about himself out of him. His willingness to see, listen to any employee or salesman is another factor in his selfeducation and his success. He puts it this way, "It can’t do any harm. I can always learn something from them.” Our question as to whether he has given the supply industry anything tangible was answered by this anecdote: "After I had become president of the firm, one of the secretaries brought in a draft of the new employment application for my approval. It was the regular form, but at the bottom of the sheet was a blank space headed by a statement reading something like, 'What is the most outstanding thing you have done?’ I turned down the draft with instructions to cut out that last item. When the secretary asked why, I told her that I couldn’t get a job here if I had to fill out that application.” From anyone else, this Green statement might sound over-dramatic, but not if you have met "W. E.”: "I got where I am by keeping my nose to the grindstone, plugging along.” Walter E. Green is that kind of a gent. More power to him! ■ — Lewis S. Mentlik. Highlights in Selling Features "Idiot’s Delight” Philadelphia, Pennsylvania Everett Callow, in charge of Stanley-Warner theatres’ advertising-publicity, with manager Stanley Benford, prepared a splendid promotion campaign for the showing of “Idiot’s Delight,” at the Boyd, Philadelphia, Pennsylvania. A mailing list of approximately 10,000 names was secured from the press department of legitimate theatres and postcards were sent to these people. A week in advance letters were sent to the motion picture chairmen of three important women’s organizations in, near the city. To attract what might be called the "boy and girl” elements, a tie-up was effected with a baking company, whereby 100,000 circulars were distributed, 3,000 window streamers, displayed in store windows, 150 trucks bannered. With the cooperation of the United News Company, the Fawcett Publications, 1,500 cards were placed on newsstands, in store windows. The news company’s 60 trucks were bannered. Said Metro exploiter James Ashcraft, who aided: “It is a pleasure to report that the first three Bays’ business, in the face of adverse weather, has been most excellent and all indications point to a most satisfactory and extended engagement.” Baltimore, Maryland William K. Saxton, assisted by his publicity chief, George Avis, put over a splendid campaign 7 avoxi te (^vexywliexe Your STRONG UNCONDITIONALLY GUARANTEED PROJECTION ARC LAMPS Guide to Better Projection FOR SALE BY INDEPENDENT THEATRE SUPPLY DEALERS EVERYWHERE. DEMONSTRATION WITHOUT OBLIGATION. STRONG ELECTRIC COUP Ok ATI ON 2501 LAGRANGE STREET • TOLEDO, OHIO Export Office: Boom 2002, 220 W. 42nd St, New York City Today's Dominant Silhouette Display ADLER “ Streamline ” SLOTTED SILHOUETTE LETTERS ixsAcNoV ^^■pAR.SlEANNi^ SC *A»,S TO and ADLER MULTI-DECKER GLASS-IN-FRAME UNITS IN ONE LARGE OPENING IN SIGNS. FOR 8"-10"-12 "-16 -24 ADLER SLOTTED LETTERS ALL ADLER EQUIPMENT IS LISTED BY UNDERWRITERS LABORATORIES, INC., UNDER THEIR RE-EXAMINATION SERVICE Fully Covered by U. S. and Canadian Patents ADLER SIGN LETTER CO. 2909-E Indiana Ave., CHICAGO 1457-E Broadway, NEW YORK CITY CHICAGO NEW YORK TORONTO, CAN. LONDON, ENG. February 15, 1939