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52 ^> ^> <^> The Motion Picture Industry
tising and exploitation of individual pictures and the general advertising and publicity of the company. The work was divided into such departments as the following: advertising— paid space, outdoor advertising, exhibitor helps, and advertising on theater screens; publicity — news stories and other forms of free publicity; and exploitation — stunts, contests, cooperation of merchants, and tie-ups with music distributors. The company employed an advertising agency.
For purposes of selling, the company had divided the country into four divisions : eastern, southern, central, and western. Four divisional managers located at the home office were responsible for all the selling activities, except those involved in the sale of nontheatrical product, in their respective territories. These division managers were directly responsible to the assistant general sales manager. The sale of nontheatrical films was in charge of a nontheatrical sales representative who, while under the supervision of the general sales manager, was somewhat detached from the organization because a majority of the sales of nontheatrical products were made by special salesmen and by correspondence. Educational films, while sold largely to nontheatrical accounts, were considered a part of the company's regular line and were available for theatrical exhibition.
Physical distribution was done from the branch exchanges, which obtained positive prints from the company's laboratories in New Jersey. The activities of an exchange included selling pictures and advertising accessories, booking pictures for exhibition, shipping, inspecting, and servicing films, billing exhibitors, and making collections. These activities were organized into three departments, as shown in Exhibit 19.
Each branch exchange manager was responsible directly to the manager of the division in which his exchange was located. The branch manager was largely concerned with the selling activities of the exchange; in addition to supervising the salesmen, he sold films to the large accounts in the exchange territory. The number of salesmen varied