Exhibitors Herald (1927)

August 13, 1927 EXHIBITORS HERALD 29 BADER REPLIES TO GOULD ON SHORT FEATURE ACCESSORIES The challenge of Jay E. Gould, exhibitor at Montevideo, Minn., has been answered. In the ‘‘Herald” survey to determine what theatre owners consider the proper proportion of their advertising to devote to Short Features, Gould declared producers and distributors are paying too little attention to short product in prepsuration of accessories (See July 9 issue.) Dave Bader, accessory salesmanager of Universal, answers Gould in a letter to this department of the “Herald,” and points out the many types of accessories issued by Universal. How about it, exhibitors, do you think all the companies are giving you sufficient accessories of the best type for your Short Features? But before you write in to this department, read what Bader has to say. IN reading a recent issue of your fine periodical, I noticed you ran a story headed “News Reels and Accessories Emphasized in Survey Replies.” Under this interesting heading one of your correspondents, Jay E. Gould of the Eagle theatre, Montevideo, Minn., wrote “If we were able to get accessories we could increase our box office receipts. Too little attention is paid to short subjects.” / am a little afraid Mr. Gould has never taken the trouble to get together tvith the manager of the Universal exchange that serves him. If he did, he would learn that Universal has always paid a terrific amount of attention to accessories on short features. As an example, Mr. Gould, as well as many other exhibitors who may agree with what he said, surely knows that on the “Collegians,” which are short features, Universal has gone to the great expense of preparing sets of llxH’s on every chapter; 22x28 lobby photos which can be used in conjunction with other advertising on every chapter, etc. We prepared advance one-sheets and three-sheets ; we issued pennants and banners. Universal went to the trouble and expense of preparing twenty-four sheets for these particular short features, “The Collegians,” which were given gratis to all exhibitors who would post them or use them on their marquees. Junior 24-Sheets on Serials On other short features, such as the Stern Brothers Comedies, the Gumps and serials, we have stocked buttons, heralds, all kinds of lobby photos and posters, as well as an intensive array of novelties. Furthermore, Mr. Gould will have the extreme pleasure of being able to purchase junior twenty-four sheets on all future Universal serials, starting with “Blake of Scotland Yard.” This means that we will use the identical sketch from which we used to make the twenty-four sheets, but which now will be used to print these horizontal threesheets, or junior 24-sheets. This new accessory, as you know, had its inception through the splendid cooperation and suggestions of “Exhibitors Herald” readers. Universal has never spared energy nor expense in all the years that it has released short subjects, in an endeavor to cooperate with exhibitors in getting the most from its short product. We were quite surprised to learn that Mr. Gould thought that there is too little attention paid to short features, as far as Universal is concerned. Urges Exhibitors Use Material Why only recently, to assist exhibitors who ran International Newsreels in which Lindbergh material appeared for a good many weeks, we had two styles of one-sheets, a three-sheet and a slide issued as advertising aids. Wonderful comments and compliments followed this foresight on our part in helping advertise important issues of the International Newsreel. Steadily our advertising experts, under the leadership of Mr. P. D. Cochrane, are devising ways and means to help every Universal exhibitor get behind their short subjects— -just as strongly as they do on their features. We are hoping that the time will come when exhibitors will make use of a good portion of the material we are preparing, especially for their use. Although Universal has taken losses in the past on a lot of short features material, because we wanted it ready in case exhibitors would use it, we have never deviated from our policy of issuing a “knockout” line of accessories on all our products, irregardless of the length. I sincerely hope that Mr. Gould and other exhibitors who are showmen enough to want to get behind their short features with plenty of advertising, will become better acquainted with Universal branch managers and accessory managers. There is really only one thought I do want to leave behind me here — and that is this : Universal is always ready to cooperate with its exhibitors on any product, whether it be a short feature or a super-production. This has been Mr. Laemmle’s wish throughout the years since he first organized Universal. With best wishes to you and your many readers, I am Yours very truly, DAVE BADER, Accessory Salesmanager, Universal Film Exchanges, Inc.