Exhibitors Herald (Jun-Sep 1924)

18 1^ X H I B rr O R S HERALD August 9, 1924 le wm Signing up for the Metro-Goldwyn product for the coming season. At left is A. H. Fischer, manager of the Metro-Goldwyn branch, Minneapolis. In center is Joseph Friedman, Tower theatre, St. Paul, and at right J. B. Clinton of ClintonMeyers Enterprises, Duluth. This is the first contract made for the new MetroGoldwyn product and represents one of the largest deals in the Minnesota territory. Clinton and Meyers control twelve theatres in the state and will open a new $400,000 theatre in Minneapolis in September. “Do’s and Don’ts” of Exploitation Written by “U” Ad Man Pittsburgh Representative of Corporation Wins Contest Conducted by Director Jerome Beatty JEROME BEATTY, director of exploitation for Universal Pictures Corporation, has just concluded a contest among the members of his staff, the purpose of which was the compilation of the best list of ten “Do’s and Don’ts for Exploitation Men’’ to further efficiency, exhibitor good will and box office receipts. The exploiation men themselves chose the winners, Jack Hays of Pittsburgh carrying away first honors ; Andrew Sharick of Cleveland, second, and Jack Meredith of Dallas, third. Following is the winning list : “DON’TS” 1. Don’t make promises you can’t fulfill. To promise an exhibitor you will help him and then fail to show up makes him an everlasting enemy — and hot air was made for balloons and congressmen 2. Don’t be a knocker. The business is full of stallers. “con” men and gold diggers, but the exhibitor does not need your advice as to who they are. His town might be worse. Incidentally “where did you come from?’’ 3. Don’t be a “know-it-all.” While you are supposed to know your business the exhibitor invariably manages to pick up a few useful helps in the course of navigating a small town theatre. He resents tlie attitude that he knows nothing of his own business. He may be a poor showman— but nobody likes to hear the truth — it always hurts. After all there was only one P. T. Barnum. 4. Don’t waste time writing heavy letters containing weird ideas. Stamps cost money and somebody’s time is valuable. 5. Don’t be afraid to use your own hands if necessary. Physical labor never hurts anybody and it makes a great hit with the exhibitor. It’s easy to tell him how to do it, but it takes a little concentrated effort to convince him that “it can l)e done.” 6. Don’t spend too much time in your exchange — it's a big town and generally a good one, but it’s the little fellow that needs help. The big boys have exploitation men of their own. 7. Don’t spend your life in bed. It’s the early bird, etc. Get up in the morning. 8. Don’t be an alibi artist. As Tlieodore Roosevelt said., “a legitimate flop is an honor, but an alibi is an accusation.” If you didn’t _Hy and failed, the less said the better and if you did, an alibi isn’t necessary. 9. Don’t forget to give the boss in New York something to show to Mr. Laemmle and the trade journals — he has to convince them there’s a staff in the field. 10. Don’t fail to note that “Pearls of Wisdom” contained herein are culled from my own method of procedure. I live up to the entire list. Honest ! A-a-a-a — ww-ww — Your’re another one ! “DO"S” 1. Answer as promptly as possible all correspondence from the boss in New York. 2. For Heaven’s sake get up in the morning. Just because the exhibitor rolls around about noon don’t keep you from doing a half day’s work before he arrives. P. S. : Go to bed at night! 3. Read all trade journals, daily newspapers and current magazines you can get your hands on. Carlyle said a mouthful when he told the world — “That man is most original who can adopt from the greatest number of sources.” 4. W^hen in the exchange,, screen pictures “incessantly.” You can’t learn too much about what we have to sell. When I strike one I’m particularly keen about I screen it twice or watch it while a salesman screens it for a visiting exhibitor. 5. Keep your exchange “plastered” with paper and accessories on the new stuff. Every onesheet is a suggestion to the visiting exhibitor — it creates an appeal and after all Psychology is not without its advantages. “Barnum had the right idea.” 6. Summer will soon be with us and some exhibitors think it a dull season. By planning a lobby campaign with proper pictures — displays, etc., you can persuade him to “mend his ways.” You will find unlimited suggestions for NEW STUFF by careful perusal of a few magazines on interior decorating. With a few changes, their application to the theatre lobby is a matter of a few hours’ thought. 7. Watch your personal appearance. A neat representative is the harbinger of success, not to mention new contracts. 7. Cultivate the spirit of co-operation between the exhibitor and yourself. Offer him help (by correspondence, of course) on all his stuff, not only Universal, but everything. Get him to writing you for suggestions — he will find Universal Pictures get over to more money than others in the long run — the main idea is making yourself his “right hand bower.” 9. Tlie “press agent’s handshake” is famous. The exploiteer’s should be the same. Keep smiling. Exhibitors are naturally a glum lot. You can sell yourself with a warm handshake and a ready smile. “Pollyanna got away with it.” 10. Cultivate the exchange as a whole. Every employee is your best friend. Get the salesmen in the habit of coming to you for suggestions or help in putting over a contract. Incidentajly T traveled with a special representative while T was with Famous Players last year. This man and I were working on “hard nuts” of years standing — it was a new idea — and oddly enough we never missed a contract in the three months travel. He was never able to do it alone. You will find exploitation a tremendous force in the sale of pictures. New YORK — Earl Gidick, now with a sumincr home at Glen Cove, finds its greatest handicap is that the trains run all night and there is no last one to miss. . . . L. H. Mitchell was elected to A.M.P..Y. membership after Walt Eberhardt and Matt Taylor said he was all right. . . . Billy Brandt says it’s great to be a private citizen with nothing to do but work. . . . Claude Eriese-Grcenc, after a couple of false starts, finally got off for London last week. . . . C. C. Burr plans a vacation in California on completion of “The Speed Spook.” . . . Ben Amsterdam takes a vacation every week by coming up from Philadelphia to buy pictures. . . . /. Gordon Edwards is expected back next week from the Coast to let the world know whether he will make “White Heat” or “The Jest” as his first. . . . K. H. Burnside, missing from his accustomed luncheon seat at the Astor, eats a noon sandwich at Paramount studios where he is directing his first picture. . . . Artie Stebbins spent a couple of days in Pittsburg last week and hopes to be forgiven. . . . Harvey Day will take lessons from Houdini, the Handcuff King, before starting on another Western trip. . . . Al Christie spent a couple of days on Broadway before sailing for foreign climes last week. . . . Joe Engel and Bill Atkinson discussed weather and other things at lunch at the Astor Thursday. . . . Lou Jacobson, hunting for a telephone book, picked up last week’s issue of Exhibitors Herald by mistakev . . . Jerry Beatty framed up a long list of “do and don’t” stuff for exploitation men and not one item refers to golf. . . . Joe Seider is glad to learn from the Broadway publications that June Mathis is married and is not married to George Walsh. . . . Tim Leahy, en route to Nantucket by Fall River boat, sends word to Broadway that his ship was not wrecked. . . . Jiay Johnson’s new office opening was well attended and a good time was had by all except Dr. Shallenberger who wasn’t there. . . . Eddie Bonus, back from the Coast, says the photograph of liim surrounded hy a bevy of blonde and brunette beauties, really doesn’t mean a thing. . . . Mysterious Harry Field gumshoed out to Cleveland last week. . . . Daind Sehnick, with a radio receiving set under his arm, sailed for London on the Leviathan. . . . Hector Pasmezoght, visiting Broadway, says the way to pronounce it is to say “pass me the glue” real fast. . . . Edmund Goulding is in New York preparing to liegin work on the first picture he will direct. . . . J. D. Williams is back from the Coast and already the rumors are about what directors he signed and how he will distribute Ritz product. . . . Adolph Zukor and Hiram Abrams lunched at the Baltimore one day last week but not together. . . . Larry Weingarten says he is the busiest young man in town trying to look busy until time to go to Chicago to escort Jackie Coogan to New York. . . . Jack Loyd has a new hobby and it’s a little horse that jumps loc Plunket will broadcast Strand programs through WMAF and Sam Rothafcl wants to know what and where is WMAF. . . . Harry Asher says when his company makes a picture with a ship wreck in it he will not be in the cast as he has had his. — SPARGO. Lloyd Handball Champ LOS ANGELES — Harold Lloyd defeated Robert A. Golden, the singles handball champ of Hollywood studios in matches here last week.