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, 1921, Universal Film Mfg. Co. All Right Reserved.) Vol 13 APRIL 16, 1921 No. 9 Better Booking Service For Exkititors Closer co-operation with film patrons and elimination of flickering in films decided at Chicago ^conference jgETTER service to the exhibitor showing Universal pictures and an improved booking system has resulted from the important conference of Universal's Traveling Auditors recently held at the Universal Exchange in Chicago. Many plans were discussed to increase the efficiency of the present booking system and thus render the exhibitor a service one hundred per cent, efficient. The conference which was held under the supervision of J. B. Ohrt, Comptroller for Universal, lasted four days. It was attended by the following auditors in charge of maintaining Universal service in their respective territories; W. K. Lendon, auditor for the eastern district of the United States ; G. B. Howe, head of the middle western district; C. H. Griffith, of the far western section; N. Shrin, of the northwestern district and H. Henigson, traveling auditor for Universal's foreign branches. Under the present booking system being developed as a result of this conference, the booker in each exchange will be enabled to advance his notification of play-date from three to six weeks. This will enable the exhibitors to know, far in advance, just when they will play Universal pictures. It is the opinion of Universal executives that this will result in greater exploitation of Universal features. CLOSER EXHIBITOR CONTACT Another of the important questions discussed at the Chicago meeting was the importance given by Universal to the personal relationship between the exchange office booker and the individual exhibitor. This revised booking system gives each booker an opportunity to discuss individual bookings with the exhibitor patrons. This is very important in many cases if complete satisfaction is to be given to the exhibitor and is if there is to be close cooperation between him and the film company. So efficacious is the new Universal booking system that it advanced billings and programs in one office from three days to three weeks within a few days. Another important matter tackled by the traveling auditors, was the elimination of flickering in pictures caused by perforated numbers in the film. It was decided to do away with perforated numbers in Universal films. Instead, embossing machines, which impress numbers not apparent in projection, are being tentatively installed in the larger Universal exchanges. If they prove successful, the entire Universal exchange organization will be equipped with them, it is promised. Steps also were taken at the conference of auditors, to perfect the keeping of a physical inventory of all film and film property in the Universal offices. Universal has arrived at so complete an inventory that the exact whereabouts of every foot of film is on record. This, it is explained, enables the distributing department to supply sudden orders for rare prints, as well as to meet shifting changes in the wholesale booking of current favorites. Comptroller Ohrt, in advising the assembled auditors, laid great stress upon a close inspection in each Universal branch in respect to fire law observance. Universal is striving to be the leading film company in the obser\'ance of all local fire law changes. EXCHANGES MORE EFFICIENT Another important step in working for closer co-operation between the exhibitor and the Universal exchanges was the recent tour of Harry Herman, General Manager of the Universal Exchanges to all the branch offices. Mr. Herman returned to his desk on Monday morning after a flying trip to Universal City and a visit with the managers of the exchanges along the coast to coast route. In discussing the conditions which he noted and the plans for the future Mr. Herman said that reports which the exchange system will make on this years' business will be far and away the best that Universal has ever turned out, and this in spite of the fact that we have been reputed to be passing through an era of unusual hardship for the moving picture exchanges.