Moving Picture World (Jul 1919)

228 THE MOVING PICTURE WORLD July 12, 1919 of time with the Pathe Exchange on the part of all the employees is greater than that in the case of any other concern in the business. To Extend Profit Sharing. Mr. Pathe recently announced at the dinner given in his honor that it was his desire to discuss with Mr. Brunet, on the occasion of his return in the fall, an even wider extension of profit sharing principles. Closely allied with the sales department and working in very close touch with it, are the advertising, publicity, serial publicity, art, and exploitation departments. The writer, as advertising manager, has been with Pathe for over six years without interruption, a record for tenure of service which he is told is not paralleled in the advertising or publicity departments of any film company. He writes and places the copy for the trade papers and for general advertising, such as newspapers, billboards and fan magazines. Publicity in Expert Hands. The publicity department is managed by Randolph Lewis, with Frank Dallam, a former newspaper man, as assistant. This department writes and places copy for all Pathe subjects with the exception of serials. Mr. Lewis had a long experience as a New York newspaperman before coming with Pathe, and was for a time in charge of the William Fox publicity. The art department is managed by Harry Lewis. This department gets out the posters, cuts, slides, etc., and has a staff of several artists who are on salary and spend their entire time on the Pathe work. The serial publicity department is under the management of Frank Bruner. Mr. Bruner, prior to coming with Pathe, had a long experience as publicity man in the theatrical business, and later was publicity man for Norma Talmadge. The serial publicity department specializes on serial publicity and is entrusted with the exploitation of every Pathe serial in the way of trade paper, fan magazine and newspaper publicity. Exploitation a New Department. George A. Gray, another New York newspaper man, is Mr. Bruner’s assistant. This department also gets out the Pathe Sun, the intra-mural house organ. The exploitation department is the newest of the home office innovations, and was created by Mr. Brunet to give to exhibitors and to the sales force every assistance in the way of ample material to help “put the show over.” Edgar O. Brooks, formerly sales manager with the Mutual and at one time an exhibitor, has charge of this department. This department compiles the campaign books with their extensive exhibitor helps. Changed Booking Methods. With every department in the home office carefully organized, and with close contact and harmonious co-operation all along the line, with over thirty exchanges under the managership of competent and experienced men, and with a selling force of 190 men, Mr. Brunet feels well pleased with the powerful machine which he has organized and perfected. In March, 1918, he felt that the booking methods at that time prevailing were inequitable, and changed the Pathe policy so that exhibitors were offered their choice of open booking, selective service booking and the star series plan. Credit Goes to Paul Brunet. This liberality, which is the last analysis meant that an exhibitor could get whatever he wanted, together with an unexcelled service in the exchanges, is largely responsible for the kindly feeling manifested by a very large number of exhibitors toward the Pathe Exchange. Promptness, fairness and absolute honesty are required of all in the THAT Pathe Exchange is going to live up to its title, “The House of Serials,” is evidenced by the outline of its serial program up to January, 1921, just announced by Paul Brunet, vice president and general manager. Seven serials are announced for release during the next eighteen months. This is by far the most important serial plan they have ever laid and shows that Pathe intends to maintain its position as a leading distributor of the continued motion picture. “Every once in a while,” says Mr. Bru Fred G. Quimby Director of Pathe Exchange. net, “someone declares that the serial is dead. The same pessimist will tell you that the public is tired of serials and that showmen will not book them. These announcements are possibly made by distributors who have made a failure of serial distribution or by concerns who are interested in exploiting and selling other forms of screen entertainment. Serial Popularity Increasing. “Pathe believes that the serial is today the most popular form of entertainment on the screen. Our serial business has advanced by leaps and bounds and we find a ready demand for the class we have been bringing out. Instead of a decrease of interest we find that the ‘serial public’ is growing at an amazing rate. “Every new Pathe serial brings in hun sales force in their dealings with the exhibitor. The result is that the quality of the service which Pathe gives the exhibitor is notable. Constant effort is directed toward making this service continually better. Credit for the remarkable showing which Pathe has made and is making must be given to Paul Brunet, vice president and general manager, who has built a most powerful machine and keeps it running at a high speed and efficiency. dreds of new customers who have hitherto refused to book serials. Invariably after playing their first serial they continue to play this style of picture. There is only one answer to this — serials make good for them.” Series Opens August 3. Mr. Burnet continues : “Pathe has made an extensive study of conditions. We have secured the opinions of the leading exhibitors throughout the country and have come to the conclusion that the demand for serials is going to be immensely increased within the next eighteen months. It is with the idea of meeting this demand that we have laid our plans so that we can announce at this time our complete serial program for that period. “The first release will be the Western Photoplay’s ‘The Great Gamble,’ featuring Anne Luther and Charles Hutchison. This is our next serial release and will be ready for the screens on August 3. Joseph Golden is responsible for the story, scenario and the direction of ‘The Great Gamble,’ which we are advertising as ‘The Greatest Stunt Serial Ever Produced.’ And it literally lives up to that description. At the recent trade showing on the New York Roof, exhibitors who came to see the earlier episodes burst into applause after they had witnessed the picture. Pearl White’s Final Thriller. “The release of ‘The Black Secret,’” Mr. Brunet sets forth, “marks an epoch in serials since it marks the passing of Pearl White from the serial field. This is Miss White’s last serial as she has elected to enter the list of feature stars. In addition to marking the farewell of one of the most popular of serial stars ‘The Black Secret’ is the first serial from the pen of Robert W. Chambers. “This writer’s heroines have been transferred to features on numerous occasions but never before has he done a serial. This one gives every indication of marking the high tide in serials. “Bertram Millhauser, who has written the continuities for many of Miss White’s serials, evolved the screen story and George B. Seitz, Miss White’s director for many years, directed it. We believe it is a serial that will equal any feature ever produced in point of logic, situation and excellence of production, yet will retain all the thrill and sweep of action demanded by serial fans. “Ruth Roland, who has achieved a tremendous following as a star through the many serials released by Pathe in which she has been featured’ is to con SERIALS SET UNTIL 1921 BY BRUNET Pathe’s Issues Embrace Complete Program of Fiery Features for Excitement-Loving Fans