Exhibitors Herald (Jan-Mar 1920)

44 E X H IBITORS HERALD March 20, 1920 Quimby Believes "Perfect Plan"of Cooperation Found in New Combine General Manager Gives Analysis to Show That the Associated Exhibitors, Inc., Came Into Being An Active, Operating Organization The national power and far reaching purposes of the Associated Exhibitors. Inc., are set forth by Fred C. Quimby. general manager, in an analysis which emphasizes the first announcements of the combination of interests and shows that the new factor in the motion picture industry, with its 250 first run theatres and the assurance of 8,000 smaller houses, came into being an active, operating organization with unlimited capital. The men back of it are dealing, it is said, with a public of millions of theatregoers. They have noted the taste of this following for better pictures, and while being practical men, are nevertheless moved by a fine idealism in seeking the perfect thing and perfect conditions for the handling of it. With this purpose and no problems as to operatin-; capital, these men feel justified in speaking in superlatives. They are sure that they have the best of all such combinations, perfected after most careful expert study, and that they will obtain the best in production, the best in direction and the best of individual stars. Profit by Mistakes All this is made apparent in the statement of Mr. Quimby. He gives the first insight of the idea back of the newly former exhibitors' combination and explained how the new organization, in the very beginning, profited by the mistakes of previous organizations so that it was lacking in any element of experiment. Messmore Kendall, its president and also president of the Capitol Theatre Corporation, New York, with Edwin Bowes of New York, vice president, submitted the financial scheme to the most astute minds in finance; James Q. Clemmer of Seattle, second vice president, and Harry Crandall of Washington, treasurer, with other big exhibitors, studied the problem from the angle of the showman's interest, and Mr. Quimby gave his intimate experience to the adjustment of distribution and selling. Pathe to Distribute Pathe Exchange has been selected as the medium of distribution, and Paul Brunet, vice president and general manager of that organization, is a member of the hoard of directors of the big exhibitor body. The Associated Exhibitors soon will make an announcement, which, in the beginning, will show the largeness of its program for the acquisition of the very best productions, and individual stars. Mr. Quimby thus outlines the plan: "Various organizations have been formed for the purpose of giving exhibitors throughout the United States the opportunity of participating in a plan that would give them protection and result in many other mutual advantages — advantages that are bound to come from a sound exhibitors' co-operative organization. These plans have met with varied degrees of success and many of them, while containing great merit, were formed in such a manner as to leave loopholes that proved them* ineffectual in some way or another. Solution Arrived At "The Associated Exhibitors, Inc., has profited by the mistakes and partial successes of all of -these various organizations. In 'the perfect plan' it believes that the solution of virtually all exhibitor problems has been arrived at. "The exhibitors' sub-franchise, which is part of the plan of Associated Exhibitors, Inc., will be equitable and sound in its application to every exhibitor — not only to exhibitors holding immediate franchises in the association, but also to every exhibitor who becomes part of the enterprise through the possession of a •-ub-franchise. Enter On Equal Basis "Under the plan of Associated Exhibitors, Inc., all franchise holders enter into an agreement on an equal basis. There will not be a single exhibitor who will have a better proposition than gniiiiiinuinimiuiiuimniiintiniiniiuiiiiniiiuiiiiiiiininiuiiiiiniiiimnimiiiiiiiiiniiiiiiiniiiiiiiiiiinitt Salient Points of Cooperation Plan Excerpts from a statement by Fred C. Quimby, general manager of the Associated Exhibitors, Inc., which express the fundamental 1 principles upon which the organization was founded, follow: "In the 'perfect plan' it (Associated Exhibitors) believes that the solution of virtually all exhibitor problems has been arrived at." "The exhibitors' sub-franchise will be equitable and send in its application to every exhibitor." "Tinder the plan all franchise 1 holders enter into an agreement on § an equal basis." "In Associate-' Exhibitors, Inc., j the director will find an organiza | tion that is capable of marketing \ his product in a manner that will I meet the artistic and commercial 1 value of his work." "To stars of renown, the plan 1 also offers the best nossible me j dium of reaching: the largest audi 1 ences: it permits them to know j that their triumphs shall receive j | the full amount of appreciation." | ~.ririTTTmiiifMifii!!!iMir[|fiii!iiiiiTuiiiiiitiifiiitiifiiiiHiniiiiindTiiiririiiiiiifiiiiiiiniiiHimtiiinnniiifEiiiiiiltii^ any other franchise holder. Everyone comes in on an equal share of everything. "The plan will have a tremendous appeal for the reallv talented director who is a producer of big. special productions. In Associated Exhibitors. Inc., he will find an organization that is capable of marketing his product in a manner that will meet .to the highest degree, the artistic and commercial value of his work. Associated Exhibitors. Inc.. assures such a producer a ready made audience and high class presentation. Also, it assures him of full and equitable protection and appreciation for his part in the work. Offers Best Medium "To stars of renown the plan also offers the best possible medium of reach ing the largest audience; it permits them to know that their triumphs shall receive the full amount of appreciation. Also, it gives them the knowledge that their works shall be offered to the public through the medium of the screens of the foremost theatres of the country, for premier showings in the most prominent theatres throughout the country are guaranteed even before the picture is produced. "And the producer who spends thousands and thousands of dollars making a truly commendable picture is also certain of the full benefits that accrue from exhibitor co-operation. This is true because the producer can know, even beforehand, that in dealing with Associated Exhibitors, Inc., he is dealing with from nine to ten thousand exhibitors in the L'nited States. Sell to Ultimate Consumer "From the producer's end the plan can be likened, in a sense, to the proposition of a manufacturer selling his product to the ultimate consumer through a representative body of consumers, as opposed to the more costly and less profitable scheme in merchandising, of selling the product to the consumer through a middleman who must get a profit merely for handling the goods. "A very easily understood simile is the plan of community stores. The employes' associations of many big corporations have formed their own stores for the purchase and subsequent sale to members of foodstuffs, and even in these days of high prices it has been found that the elimination of the middleman has resulted profitably. Not only have these co-operative stores been able to undersell even the big chain stores, but every one of them also has shown a neat profit." Branch Officials of RobertsonCole Will Confer in New York The first semiannual convention of the branch managers and field supervisors of the Robertson-Cole Distributing Corporation will be held at the Hotel Astor, New York, on March 16, 17, 18 and 19. This session is being held, it is announced, so that the men who represent Robertson-Cole in the field, can receive first hand information as to the future policy of RobertsonCole. As soon as Robertson-Cole announced its intention to invade the film business their motto of close exhibitor-producer cooperation, officials announce, has been carried out to the letter and in spirit. It is to further acquaint the exhibitor who shows the biggest pictures that Robertson-Cole wants to familiarize its repreesntatives so that the plans for the season of 1920-21 will be divulged in detail to those who are believers in the Robertson-Cole policy of fair play. A. S. Kirkpatrick, vice president and general manager of the Robertson-Cole Distributing Corporation, has sent invitations to the twenty-six branch managers and three supervisors. In asking them to this session, Mr. Kirkpatrick made it clear that the trip across the country to New York was not a "jaunt" but four days in which to learn more about the RobertsonCole method of doing business. Architect Submits Plans NORFOLK, NEB.— Plans for the Howard theatre, which will be erected immediately in South Third street, have been submitted by the architect. The playhouse will be 60 by 140 feet.