Exhibitor's Trade Review (Nov 1925 - Feb 1926)

February 20, 1926 Page 9" Go After the Big Business and Deliver! Dealing in Coaly or exhibiting motion pictures, each is a business, and requires salesmanship An interview by Ed. L. Ways with George J. Shade Sandusky, Ohio, Exhibitor FOR A COAL DEALER to get into the motion picture business as an exhibitor and, in less than five years, occupy a high place among the exhibitors not only of his state but of the United States — well, some might think it less than impossible, but it isn't. George J. Schade did it— George J. Schade, of Sandusky, Ohio. Ask most anyone in New York or Chicago — or Denver or San Francisco for that matter — who Schade is and they'll tell they've "read about him" even if they've never met him Schade, as an exhibitor, has a reputation. The reason is that he really makes exhibiting a business, that he has been successful and has made money, and has taken genuine pleasure in letting the fact be known in every way possible. It was ten years ago this spring that Schade got into the motion picture business. He had staked an acquaintance who was operating a "cigar box" and awoke one morning to find that he had what his friends termed a "white elephant" on his hands. Instead of sitting down and bemoaning his fate Schade got busy. He instituted an investigation and as an investigator, picked up quite a little bit of information about running a picture theatre. "By golly," he remarked, once he had "found" himself ; "I believe I can open up that place and make some money." So it wasn't long before the "cigar box" was open and doing business again. And then — to make a long story short — it wasnt long until the "cigar box" was being replaced with a handsome new picture house, said to be one of the finest— the Schade Theatre, opposite the City Building, in the city of Sandusky, Ohio. While the "cigar displaced in favor Schade never lost a were given afternoon and evening, day in and day out. box" was being of the Schade, moment. Shows Most of us know Shade as a fine exhibitor. This story talks about his activity as one. It is interesting to know also that friends persuaded Shade to become a candidate for a seat on the five-man commission, the body that governs Sandusky under charter. Schade ran. He was elected. That was in 1921. In 1925 he ran again and was re-elected. That speaks pretvy well for Schade. The "cigar box" was abandoned one night after the last performance of that day had been given, and the "Schade" was opened up to the public the next day at noon. It didn't take Schade — who some time before the "Schade" was opened up, was out of the coal business and in the movie theatre business exclusively — it didn't take Schade long to recognize the fact that in order to get business you've got to go after business. A period of exploitation that is still in progress, — and has been for nearly nine years and no doubt will be as long as Schade is in the picture business — was the result. Schade rarely presents a picture until he has exploited it to the limit, and in this connection it must be said that when it comes to exploitation*., Schade is a real genius. You don't have to look far if you happen to be in or around Sandusky, for evidence 6f the fact that the "Schade" theatre is in Sandusky. And you car* inform yourself in no time as to just what the Schade is offering, for Schade is a firm believer in advertising and advertises in every way, shape and manner. Placing an attractive cut-out over the marquise in front off his theatre is one of Schade's favorite means of drawing attention to the "Schade" and its offering. PULLING some "stunt," like, for instance, stationing: a ballyhoo man in the garb of aKu Kluxer, and a phony "wireless" rigging, near the entrance,, is another. Schade originates and works out himself, the most of the business makers he pulls. And,, not only this, but he has made of himself quite an artist, signwriter and decorator. "Practice makes perfect, you know," he'll tell you. As a result of his having interested himself in exhibitorship, paying close attention tf> business and specializing in the art of "pulling 'em in" by resorting to various means devised by him from time to time, Schade has not only made a success of exhibiting but has won a high standing as a business man. "When does he sleep?' you ask. Schade gets plenty of sleep. He alsogets plenty of recreation. And, furthermore, he has found, and is still finding, time for civic work which is helping materially to make him more and more financially and otherwise, each day. Schade is making money. Business with him is good when a whole lot of exhibitors are complaining, dodging the sheriff or throwing fits in an effort to stay bankruptcy proceedings. "You're pretty sure to get business if you go after it and, when you get it, deliver the goods," is his slogan.