Motography (Jan-Jun 1918)

268 MOTOGRAPHY Vol. XIX, No. 6 Vitagraph Men Preach Optimism Representatives Under Instructions to Show Exhibitors That Year Is Bound to Be a Good One THE sales chiefs of the Vitagraph dis-tributing organization, following a series of important conferences held at the home office last week, have taken the field again and carry with them instructions from Walter W. Irwin, general manager, that the entire sales force must act and preach confidence. "I have instructed our division managers to carry into every branch of our organization the spirit of big business, which is an honest reflection of our sales records for the last six months," said Mr. Irwin. "Vitaglraph has" just gone through some of the best months in its history, and our outlook for the coming season contemplates the biggest business in the history of the company. "Much of the industry's present-day trouble is due to fear and lack of courage. That fear is unfounded and that lack of courage to push ahead should not enter the breast of any one is proved by the history of the industry in England. At the beginning of the 'war the picture business in England became panicky, but within a few months they were and still are doing a biggerbusiness than ever before. This was because wholesome entertainment for the people at home as well as for the men at the front is even more necessary in times of war I? than in normal times. . .. -.'.'With the financial stress in mind; through which England, has gone, and of which we, by comparison, are sure to continue to be relatively free, how can any thinking man in any branch of the industry lose courage instead of gain it? "Where local conditions are for the moment unfavorable, the industry as a whole should recognize that these conditions are only temporary, and accordsingly there should.be no let-down in confide^ce-ior let-up in efforts. The moment a person loses confidence or lets his courage ebb, his efficiency and earning capacity are at once reduced to a point farO>elow par. ' "Ij want our entire sales organization to sdl courage. I want theni to sell their goods not only on merit, but by selling confidence. I want them to carry good cheer, based on confidence, into every theater that they visit, whether they sell film or not, for just to the ex.;',., tent; tha.t the various sales forces imbue '"tlie Spirit of confidence into the exhibitors will the exhibitors' radiate optimism to their patrons. "An exhibitor who meets his neighbors with cheerfulness and confidence draws to his house not only those of a similar disposition, but those who are unduly frightened and need the warmth of the atmosphere of confidence and optimism. "A great deal of criticism has been heaped upon President Wilson because he at one time said that business depression is psychological. To a very large extent, the President is right, and as recognition of this fact all great national businesses recognize their duty to keep business normal by destroying pessimism and plowing ahead and shouldering their taxation burdens with a smile. The greater the burdens, the greater the necessity for bigger business. "Our own faith in business conditions is witnessed by the program we now have under way. At a tremendous cost we are in the serial field for one episode for every week in the year. We have in preparation 'Over the Top,' in which Sergeant Guy Empy is featured, the greatest drawing production ever offered to the exhibitors. "We have the New York state patriotic film, in which Governor Whitman appears, and which teaches a lesson not only of what a state can do, but what every individual in the United States can do to aid the Government; and we have a varied and well-rounded program for every need of every theater. "All of this involves an expenditure of hundreds of thousands of dollars for pro motion and advertising work alone, to say nothing of production and distribution costs. If we did not feel certain of the market, regardless of temporary handicaps, we certainly would not have, the courage to undertake the tremendous projects now under way. "But, as I have stated above, the market is right, and we are going ahead with every assurance of big, sound business for 1918." Leonhardt to New England on Special Mission Harry Leonhardt, general western manager of Goldwyn Pictures, with headquarters in Los Angeles, has been called east and is now on a special commission for his organization in New England, and temporarily stationed in Boston. Mr. Leonhardt, who is one of the bestknown executives in film salesmanship, has direction for Goldwyn in the Denver, Los Angeles, San Francisco and Seattle zones and is one of the outstanding figures in the west coast country. Owing to his years of experience and his business association with the Keith and Proctor interests, he is known to theatrical men in every part of the east. Mr. Leonhardt's family are remaining in warmer California, where there are no such things as coalless days and where sunlight does the work that Edison current is called upon to do in the Yankee states. The above is a quarter-page newspaper ad used by S. Barret McCormiek, mannger of the Circle Theater, Indianapolis, Indiana, at the time of the showing of the Goldwyn production, "Thais," in which Mary Garden was starred.