The Moving Picture Weekly (1920-1921)

The moving Picture Weekly A MAGAZINE FOR MOTION PICTURE EXHIBITORS Published Weekly by the MOVING PICTURE WEEKLY PUB. CO. 1600 BROADWAY, NEW YORK CITY Paul Gulick, Editor. {Copyright, 1920, Universal Fihn Mfg. Co. All Rights Reserved.) Vol. 10. AUGUST 7, 1920. No. 25 Comtme Exploitation witk Skowmg A FAR-REACHING method of combined film selling and picture exploitation was arrived at by Universal officials in a pow-wow recently held in Chicago, and which was attended by a score or more of sales managers, exploitation specialists and salesmen, headed by Harry M. Herman, general manager of exchanges for the Universal sales organization. A new departure in the presentation of photo-plays to exhibitors was inaugurated and will be installed with "Shipwrecked Among Cannibals," the Universal feature filmed in the wilds of New Guinea. Henceforth, projection-room presentation will be accompanied by elaborate exploitatation including lobby displays. In this way, the exhibitor will be able to see various ways of exploiting the picture at the time he books it. Arrangements have been completed to make the initial exchange showings of "ShipwTecked Among Cannibals" a model of exploitation suggestion. Among the added displays available for the use Of the exhibitor on this feature are six oil paintings 20 x 68 inches, of the most unusual type of Kia-Kia cannibals and four attractive signs, also 20 x 68. There also are display cards bearing excerpts from the diary of William F. Alder and Edward Laemmle, the two cameramfeh-rrW ho were shipwrecked among tiie Kia-Kias. It is planned to put in the hands of each exhibitor who will use it, a lobby display exactlyvsimiliar to those used during the initial showing of the picture, in the Astor Theatre, New York City and duplicated at the La Salle Theatre, Chicago. These lobby displays attracted great attention and resulted in greatly enhanced box office receipts. The assembled Universal sales managers saw a pre-view of the Cannibal picture while in Chicago. All were enthusiastic over it and united in saying that the country is ripe for a screen novelty such as the two Universal camera-men brought back from the South Seas. Among those present at the conference were Art Schmidt and Louis Baum, district managers for Universal exchanges in the Middle West, Cleve Adams, manager of the Cincinnati exchange, Ralph Abbett of Indianapolis, W. D. Ward, of Detroit, M. A. Chase, of Buffalo, J. H. Calvert of Kansas City. H. F. Lefholtz of Omaha, I. Gettlesman of Minneapolis, Edgar B. Haines of Des Moines, George Levine of Milwaukee, I. L. Leserman of Chicago, Barney Rosenthal of St. Louis, as well as the exploitation men of the various exchanges. Upon returning from Chicago, Mr. Berman spoke with great enthusiasm of the success of "Shipwrecked Among Cannibals" at the La Salle Theatre in that city. FEATURE NEWS SERVICE 'J'HE backbone of a service of pictures is a crackerjack news release. Every big releasing company has felt the need of that because every exhibitor wants a fine news reel to bring his show up to the minute. Universal has always been in a very fortunate position on that account because it has always had the best news release on the market at any price. The peculiar advantages that accrue to International News through an unlimited newspaper alliance have given it the title of "The Feature News Reel" among exhibitors. During the past two weeks International has spent a barrel of money in getting the cream of the yachting news for the lovers of international yachting. One of their best beats was the release of the first moving picture ever made of an international cup race. It is a picture of the old Columbia. Of this years race the International has pictures taken from every conceivable angle even from the clouds. The most recent feature of the "Feature News Service," is the presentation of the Republican and Democratic presidential candidates taken together. Of course they haven't been seen together since the nomination, but by the means of double exposure, the International has given to the country a singularly graphic and comparative picture of these two Ohio newspapermen, one of whom will sit in the White House next year. NEW EXCHANGE CREATED ^N important re-arrangement in the alignment of its sales force has just been made by Universal, it was recently announced by H. M. Berman, general manager of exchanges. A new sales district has been created, embracing a large section of the Atlantic seaboard, with headquarters in Philadelphia. . A new sales district to be known as the Atlantic Division, will include such important centers as Philadelphia, Baltimore, Washington, Wilkes Barre and Richmond. Parts of New Jersey, Pennsylvania Maryland, Delaware and Virginia, are included in the new territory. Later it is expected to include the Carolinas. The new district will be supervised by E. J. Smith, as District Sales Manager. For the last year he has been Manager of Universal's Cleveland Exchange. He attracted the attention of Universal officials by going "over the top" in a whirlwind sales contest last winter and winning first prize with the Cleveland Exchange. Smith has been with Universal for five years. He started in as a salesman in the Buffalo exchange. His personality and salesmanship soon started him on the up-grade. The affairs of the Cleveland exchange are being managed temporarily by Art Schmidt, District Sales Manager.