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518 HARVARD BUSINESS REPORTS
forwarded the booking sheet to New York, where final approval or disapproval of the suggested changes was given.
The approved alterations were made, together with the alterations thus necessitated in programs of other theaters, and a corrected booking sheet was prepared. Copies of this were sent directly to the theater managers, to the district and division managers, and to the district booking offices that the company maintained in the key cities of the industry, which were those in which most of the distributors had the exchanges through which they sold and distributed their pictures. While the Publix theaters used largely the pictures produced by the Paramount Famous Lasky Corporation, they all found it desirable to use the pictures of other producers as well. The district booking offices arranged with the local exchanges of the companies from which the pictures were bought for the showing of the pictures on the dates desired, and confirmed the dates to the theater manager. If a film of the picture desired was not available for showing on the date set, the booking office reported back to the New York office, which then made the necessary changes in the program. It seldom happened that a film was not available, since the distributing company arranged to have a sufficient number of prints of the films of its pictures available at all exchanges to meet ordinary demands.
Further to insure that the programs assigned to the various theaters would be as attractive as possible to the public, the district and division managers and the district bookers held conferences every two weeks to discuss the programs of the theaters in their districts or divisions. Whenever possible the theater managers were in attendance at these conferences. The theater managers' ideas were always given careful consideration.
While to a casual observer it might appear that this method of selection of programs somewhat neglected the interests of the theater-going public in a specific community, the executives of the company believed that the method was more sensitive to the demands of the public and more capable of giving the public new and original programs of pleasing entertainment than was the system by which the selection of programs was left to the theater managers.
Almost every executive of the Publix Theaters Corporation had had wide experience in the operation of theaters, and, since