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WARNER BROS. PICTURES, INC. 447
The highest price was charged when a theater changed its program once a week; the lowest, when three or more changes were made every week. Silent trailer prices ranged between $5 and $25 a month, the amount being dependent upon the material contents of the trailers, the number of trailers required, and their age as based on the picture producer's announced date of release. In general, the lowest prices were paid by subsequent-run theaters. Although the Clarion Trailer Corporation made many sales to chain companies, it sold to each theater as a unit. Chain theaters were not permitted to transfer trailers within their organizations.
Concomitant with the making of a contract between the Clarion Trailer Corporation and an exhibitor, the salesman making the sale endeavored to secure a complete list of the names of the pictures that the exhibitor had booked, including for each picture its distributor, the company releasing it, the stars playing in it, and the booking dates for it if known. In most instances, however, it was impossible for the exhibitor to know every playing date far in advance of exhibition. The company, therefore, supplied the exhibitor with booking sheets and instructed him to send in his datings as soon as he knew them, requesting him to take precaution to fill in the exact starting and closing dates of each picture and the name of the company releasing it. The company further instructed him to indicate any changes in booking dates previously submitted and to note any substitutions.
Further to facilitate trailer bookings, the Clarion Trailer Corporation each week printed lists of current trailer releases and those in preparation, and sent one to each exhibitor. These announcements listed the titles of the pictures, with the names of the producers, and designated, by code, the type of synchronization; that is, whether the trailer consisted of "talk and dialogue; talking announcements; sound effects and music; talk, sound and music; singing and music; talk, singing and music; or music. " Upon receipt of a list of trailers, the exhibitor checked his list of feature pictures which he had recently dated in, against the list of available trailers, and in this way determined the booking date for each trailer. He then sent booking sheets designating his requirements to the nearest exchange of the Clarion Trailer Corporation.
In the period preceding the introduction of synchronism, Warner Bros. Pictures, Inc., for several reasons, was not concerned