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MERCHANDISING UNLIMITED
WHEN MOTION PICTURE HERALD installed its present editorial policy and format a year and a half ago, the change was hailed in all branches of the industry.
"Henceforth," the announcement of the new policy said, "primary emphasis will be on product, product merchandising and product presentation in the theatres."
In the eighteen months since then, that policy has developed through performance in the pages of the HERALD and has gone beyond them to establish Merchandising Conferences on forthcoming film product.
Calling the Conferences "an unselfish and valuable industry service," the Theatre Owners of America, in a resolution of its 1959 convention, urged "not only all its members, but all theatre owners" to give "all possible support to the Quigley Merchandising Conferences to the end that they may be continued as a regular industry activity."
ALREADY THE CONFERENCES have set a pattern of rising attendance. There have been three, all in New York, each of th ree days, and attendance has been increasingly representative of exhibition across the continent.
As an extension of the HERALD's emphasis on Merchandising, the aims of the Conferences are reflected in the pages of the HERALD itself. And this concern with Merchandising includes "product presentation in the theatres"— the technical and other physical facilities of its exhibition. Indeed, it reaches to the refreshment service which adds to the fun of theatre-going.
Merchandising is a cover-to-cover word in the HERALD.