The film daily year book of motion pictures (1933)

Before starting a file, of course, some thought should be given to its physical make up such as kind and type of folders and headings to use. These should be chosen for their convenience. The best folder is legal size because it is roomy. Ends of tear sheets, heralds and other large pieces will protrude from small folders, getting torn and giving the file a messy appearance. Main headings such as Exploitation, Advertising, etc. should go on divider cards of the type that have a framed segment sticking up for writing in the heading. This allows instant access to any division of the file. Use Special Dividers Because the first main division of the file, "Exploitation," is broken down twice instead of once, it might be a good idea to get special dividers for this section. In glancing at the file it is easier to note the breakdown instantly if the sections numbered "1", "2" and so on have headings somewhat to the right of the main head "Exploitation." Don Chambers, Home Office ad contact for the Northwest, has a file in which he uses this position idea. It has three positions. Major headings are at the extreme left. The first breakdown is somewhat to the right. The second breakdown is further to the right. In marking dividers and folders it will be worthwhile to take some pains to see that everything is clear. A scrawled heading is confusing. All headings should be typed or printed. Source of Material Where will the material to file come from? There is no definite answer for this. Part will be stories clipped from press books. Some will come from various departments in Home and Field Offices. A good bit will arrive from producers. Some will be tear sheets or descriptions of stunts the manager devised himself. Other material will be ideas used by houses in the manager's district or division used by the opposition. Some will be found in trade papers. It stands to reason that not everything coming along ought to go into the file. Judgment in selection has to be exercised here. But any idea that looks useful ought to go in. It also stands to reason that sometimes a manager may come across a good idea when he is too busy to file it instantly. If a folder marked "File" is kept on the desk, such material can be temporarily slipped into it and filed at convenience. It is probable that once a file expands additional breakdown folders will be added because of the mass of material collected. For that reason it is a good idea to keep a typewritten list of all folders in the file in the exact order they appear. This shows at a glance exactly where all folders are located. Where to File It is sometimes problematic just where to file some ideas. Occasions arise when the same thing may logically be put into two or three or even more folders. Take, for instance, a Roller Skate Matinee sponsored by a department store. This could go either into the Child Patronage folder or into the "Department Stores" folder under Merchant Tie-ups. The Child Patronage folder would be the best one in which to file the stunt because a description of how to run it is more important than the fact that the department store sponsored it. Other types of merchants might be induced to sponsor a similar matinee. In all such instances as this, the thing to do is to file the stunt where it will be of greatest value. Using the File A file, especially when it becomes wide in scope, is most valuable if the manager knows how to get best use out of it. It is not always possible to find complete information in a single folder. Take the case of a manager wanting to put on a special kid matinee during Easter Week. The first thing he will do, naturally, is look in his Easter folder. But there are other folders in the file that possibly contain stunts adaptable to the occasion. Next he ought to go to his Child Patronage folder. Even then the possibilities are not exhausted. He still can look in some of the folders under Exploitation, such as "Dairies," "Department Stores," "Newspapers," "Miscellaneous" and "Transportation Companies" as well as the one labelled "Contests." There might even be adaptable ideas in various folders for other special occasions, such as Christmas, Fourth of July and Lent. Also it is probable hints can be found in some of the folders under Stage Attractions. It is not necessarily the old, filed ideas which will fit the occasion, but the ideas which they will suggest. Almost any stunt used in the past can be given a new slant to fit a particular situation. It is this flexibility of used ideas that makes them particularly valuable to have on tap. Keep a good file! It will prove itself a real assistant in making any manager a better showman. jll READER INTEREST, PLUS— THE FILM DAILY 666