Moving Picture World (Jul - Aug 1918)

58 THE MOVING -PICTURE WORLD July 6, 1918 limiting himself to but ten pictures a year, in which he will personally appear and also act as director, Mr. Arbuckle brings to the exhibitor assurance that this brand of comedies will continue as a most desirable adjunct to any program. "Sixteen James Montgomery Flagg comedies will be produced and work on the first two reeler, has already been started under the supervision of Jack Eaton, directed by Martin Justice, whose O. Henry pictures are well remembered. These comedies have become established with patrons of the motion picture theater, and under the new arrangement whereby they are to be released under the Paramount trademark they are a tremendous reinforcement to the humorous releases. The finest and best theaters in America have been showing the James Montgomery Flagg pictures with remarkable success in the past, and the new series for Paramount will be the most pretentious attempts yet made by Mr. Flagg and his associates, who have laid out some very ambitious plans for the coming year. "This combination solves for the Paramount exhibitor the perplexing question covering the comedy situation in a most satisfactory manner." To Issue 104 Educationals in Year That Is the Schedule Arranged by Famous Players-Lasky — One Holmes and Pictograph a Week. IX preparing the short subject release schedule for the coming year, starting September 1, the Famous PlayersLasky Corporation has arranged for the presentation of 104 educational subjects, which offers the release each week of one Paramount Burton Holmes Travel picture and one Paramount Bray Pictograph. The distribution of these films during the coming year will be largely increased throughout the country, and various plans in connection with their production indicates that their scope will be considerably enlarged. Speaking of the new plans for the short subjects, Walter E. Greene said: "Paramount-Bray Pictographs have made a niche for themselves as 'the magazine on the screen,' and have presented some remarkable scenes during the past year. For the coining year one will be released each week. These new releases will be of great added interest and present a wider variety of subjects treated than ever before, one of which involves a new treatment of fashions, never before disclosed on the screen. The animated drawings idea, giving clear explanations of many scientific subjects in a way never before possible and which have created wide comment, will be extended considerably. "Paramount Burton Holmes Travel Pictures are having a greatly increased demand and are much more in vogue among the better theaters catering to intelligent audiences. The prestige of Burton Holmes is not to be underestimated in showing these subjects, for the famous lecturer and globe trotter is particularly a favorite among those who seek knowledge of foreign things as well as those who admire beauty of nature. One of these films will be released each week during the coming year. "The wonders of the world have been brought to the screens of American motion picture theaters by Mr. Holmes. The world war has burst the shell of nations and has excited curiosity in the minds of the public in distant countries. Cities and countries that heretofore have been merely names of passing interest have now become imbued with modern historical significance as they become associated with the great drama of life and death that is now being enacted and this has brought into interest the peoples of the entire globe. Thus the Burton Holmes subjects for the coming year will be of greater interest than ever, particularly in that they will involve an intimate presentation of scenes and conditions resulting from the war 'over there,' Mr. Holmes having left America recently to take pictures in England, France and other countries of the Allies." Square Dealing Aim of Sales Force So Says Al Lichtman, General Manager of Distribution for Famous Players. THE principles which govern the relations between the Famous Players-Lasky Corporation and its field force engaged in the selling of Paramount and Artcraft pictures have been set forth for the benefit of exhibitors by Al Lichtman, general manager of distribution. "The Famous Players-Lasky Corporation laid its foundations upon the principles of square dealing, justice and honesty and the ideal of creating and doing something bet ter than anyone else," said Mr. Lichtman. "These principles and ideals are being constantly instilled in our sales force at the periodical meetings of the district branch managers, held at the home office; through the medium of letters, office and inter-office memoranda, personal interviews and in every conceivable way which presents itself. "To the end that the Famous Players-Lasky Corporation may render 100 per cent, service to each of its customers, big or little, our men are being thoroughly imbued with the idea that the reputation of the organization lies entirely in their hands, and that if they are not adhering strictly to a policy of square dealing, justice and honesty in their transactions with their customers — our customers— they are undermining the principles we arc striving so hard to maintain. "The Famous Players-Lasky Corporation demands of every member of its field force that he shall know; first, what he is selling; second, why he is selling it; and third, why it is worth selling. These are the Three Rs of salesmanship, yet it would astonish the industry, if a check could be made of the thousands engaged in selling films, to find out how tew have learned them. They make sales, good-will, more sales. "There, in the last analysis, is the root of the whole selling proposition. No business succeeds unless it is continually going forward. No business can go forward without increasing its sales. And there can he no increase in sales without the goodwill of customers. That is a cardinal principle of all business, and every salesman of Paramount and rafl pictures is required to apply it. In meeting his customers he must have enthusiasm and transfer it to them, but in the shortest time possible, for the exhibitor — the only kind of exhibitor" he should he doing business with — is a busy man. "We teach our salesmen that the man brimful of belief in himself arid his goods and bubbling over with enthusiasm and vitality is hound to affect the other fellow. He is going to affect him in direct proportion to his own enthusiasm. A man's success with a proposition is only limited by his faith in it, and once a salesman has that faith and puts it across to his customers he need not fear that there will be any request for reductions on one score or another. "The entire proposition is one of service, and it is my opinion that when the exhibitor has become acquainted with what we are doing along these lines the word 'service,' when coupled with the name of the Famous Players-Lasky Corporation, will take on a new significance." Al Lichtman. WORLD BRANCH MANAGERS IN TOWN. Three World branch managers dropped in at the World home office last week and looked over the new World pictures, which are scheduled for release within the next few months. These were Fred Salinger, Pittsburgh; R. B. Smeltzer, Washington, and C. A. Thompson, Cleveland. All declare the outlook for business during the summer and fall is exceedingly gratifying. They also report that a number of legitimate houses are going to show pictures because of their inability to secure road attractions on account of the increased railroad fares. FAMOUS PLAYERS SIGNS WANDA HAWLEY. The acting of Wanda Hawley in "Old Wives for New" and "We Can't Have Everything," both Cecil B. De Mille special Artcraft productions, has brought her a long term contract with the Famous Players-Lasky Corporation. Miss Hawley has been in picture work only about a year but her rise has been rapid.