Independent Exhibitors Film Bulletin (1959)

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Half-a-Dozen Questions & Answers About 20th's Sales Autonomy Plan The policy of local sales and advertising autonomy recently announced by 20th Century-fox has s)imulated much interes) and comment in exhibition's ranks. By and large, theatremen have voiced approval of the idea of decentralizing sales control, in the belief that branch managers in the various territories have an understanding of their local situations that enables them to deal judiciously with distribution problems. However, here and there questions have been raised about certain aspects of the local autonomy plan, and, In the hope of clarifying them, Film BULLETIN directed a half-dozen pertinent queries to Alex Harrison, 20/h-fox general sales manager. In the interest of giving exhibitors a clear understanding of his company's position, Mr. Harrison has answered them frankly. tditor's Note Question: Obviously, you anticipate an improvement in your company's revenue under the local autonomy plan. How do you expect this to come about — through higher terms or by means of a more efficient and wider play-off of future 20th-Fox films? Answer: Naturally, we anticipate an improvement in the company's revenue in the local autonomy plan but this certainly cannot come about through higher terms unless we have the pictures that warrant such terms. We actually expect to secure wider distribution and a greater degree of efficiency in the distribution of pictures. 0 Question: Many leading exhibitors have expressed their approval of local sales autonomy as a progressive step in distributor-exhibitor relations. A few, however, have voiced some concern lest over-zealous branch managers, in their desire to "make good," go overboard in the terms they ask for their product. What is your view of this possibility and will there be home office supervision to avoid any excesses? Answer: There may be an occasional over-zealous branch manager, but in this plan, I am sure that such a manager cannot possibly last long. Frankly, we have great pride in the ability of our branch managers throughout the United States and Canada and I am personally looking forward to the development of the greatest group of film business executives in the industry after this plan has been in operation for several months. 0 Question: Will the autonomy of the branch managers be absolute in such matters as setting runs, changing runs and clearances, increasing the number of first runs, if they deem it advisable, etc. ? Answer: The autonomy of the branch managers will be absolute in all distribution matters including film rental terms, runs, clearances, availabilities, etc. However, each manager can direct to my personal attention any serious problem he may have, especially of a legal nature. 0 Question: As part of the promotion phase of the local autonomy program, do you plan to employ an advertisingexploitation man in every branch, or in how many? Answer: We plan to engage advertising-exploitation men throughout the country, but in many instances the services of such a man may be divided HARRISON between two or more branches. This phase has not been completely resolved at the present time, but when the plan has been completed, it will be announced within the trade. 0 Question: What will actually be the degree of autonomy of these local promotion men in matters such as the type of compaign and amount to be expended? Answer: The local advertising and exploitation men will enjoy autonomy under the direction of the branch managers in working out local promotion campaigns. However, all such matters will of necessity, be subject to the overall budget which will be set up in New York. 0 Question: In view of the need in today's international market for long-range, deep-seated promotion penetration, is it correct to assume that all basic promotion campaigns on future 20th Century-Fox releases will, as in the past, be conceived and drafted by your highly regarded national advertising, publicity and exploitation department, with the local promotion men carrying through on a grass roots basis? Answer: All advertising and publicity campaigns will continue to be conceived and approved by our advertising department under the direction of Mr. Charles Einfeld. However, all of our advertising people here in New York will certainly welcome any suggestions or changes recommended by anyone on the local level. As a matter of fact, it is our hope that these suggestions will be forthcoming far more frequently than they have in the past. P„q* 10 Film BULLETIN April 27, 1959