Motion Picture Herald (Apr-Jun 1931)

June 6 . 19 3 1 MOTION PICTURE HERALD 49 MANAGERS' ROUND TABLE CLU Cha.b.i.ejs EXhichT Lewis Qhaltman and ^ditat^ cA^tv d^ntefnatiortal C^uoclatwn c^cfkoffmerL. <Z^eetln^ ir, wil. M^^^^^N PICTURE HERALD S^&ti^ QVeeA ^fot. d\(t4/ua/ Sene^ct cm^ j^^ot^^fp^ Conducted By An Exhibitor For Exhibitors in. — c> Showmen and Business Men! SHOWBUSINESS is as much of a business as any commercial line, yet many dyed-in-the-wool showmen refuse to handle themselves in a good, businesslike way. A merchant in a commercial field conducts his affairs in such a manner that he is always prepared, no matter what comes along. If it's automobiles he's selling, he keeps records and files which immediately disclose everything there is to know about the line he is handling. If it's clothing, he is likewise prepared with all the information at his fingertips. Why can't showmen, selling entertainment, handle themselves the same way? Why should they turn up their noses at the proper filing of information about the pictures and attractions they must sell. Why must they find themselves entirely unprepared for a sudden switch in attractions without the slightest information about the new picture they must sell to the public ? One of the keenest showmen we ever met was city manager for a certain chain with four houses under his supervision. Our first surprise came when we entered his office. It was as clean as a pin and every detail of it was as well laid out as a banker's office. His files, at first glance, appeared to be too numerous for the position he occupied, but a brief survey of what they contained and the part they played in his administration of those houses soon dispelled any notions that he was going in for too much efficiency. His regular correspondence was filed in proper order. Then he had a folder in which he placed every bit of information pertaining to pictures not as yet released or ready for showing in his town. A five by seven card file revealed a brief outline of each picture as soon as such information was available. These cards showed the exact length and running time. Type of production. Cast, director, author. And other important dope, together with his own notes jotted down as he went along. Still another part of his filing system was the socalled tickler file, which was laid out to fit most any kind of picture or event. Anniversaries. Carnival Weeks. Blue Ribbon Campaigns. Celebrations. Merchants' tie-ups. Ballyhoo gags. Exploitation of different kinds. In short, any item dealing will show merchandising was filed away in proper, neat order. From the moment a trade paper carried any information regarding a picture in production, right up to the time it was reviewed and played elsewhere, he made sure that his files included such information. That is what we would call applying commercial methods to showbusiness. And it is also why this showman advanced from an assistant manager to city manager, and will continue to advance to the highest posts in his chosen field. He is efficient, thorough and businesslike in the conduct of his position. To such men trade publications mean more than just newspapers. They look to the trade papers for every bit of information they can secure. And then they put that information where it will help them when the time arrived. All of this did not require a large staff of office workers. By no means. Just this one man with the office assistant he employed handled the entire layout. And they were not crowded for time, either. In addition to all the valuable dope he had on attractions to come, he also had complete records dealing with pictures already played. He could tell you at a moment's notice just what types of stars and stories were best liked in his city. He could tell you (without revealing figures) whether this or that picture played to average, above average or below average business. And he could also tell you whether too much or too little had been spent to merchandise those pictures. Other showmen would do well to profit by this man's methods. They, too, can run their offices and theatres in a more businesslike manner. And they, too, would soon leave the rut and climb to the top. The sooner showbusiness is put on a more businesslike basis, the sooner it will be a pleasure to be a part of it. No matter what the restrictions may be that are piled on to a manager, he will never be criticized for running his theatre like any other well-run business. "Chick"