Universal Weekly (1922)

14 Universal Weekly July 22, 1922 EXTENT OF COOPERATION QIV IF Carl Laemmle, president of the Universal Film Manufacturing Company, ever needed to sum up his personal policy it could readily be covered in three words: "Nothing is impossible." How many times he has justified himself and the Universal in this since the early days — even before the formation of the present organization, thousands upon thousands of his friends, the exhibitors, will testify profusely and gladly. IT is not surprising, therefore, that when the inevitable "moving the goods" from the Exchange shelves became an acute problem, Carl Laemmle was ready with the remedy. "Why not help the exhibitor make a big success of every Universal release he books?" said Mr. Laemmle. Then and there was born the twin-six 100 horsepower advertising and publicity forces that long antedated the adoption of the term "Exploitation" and "Exploitation Department." That was early in the game when the problems created by competition were new. They have been growing more acute ever since. CHRONOLOGICALLY, then, Universal was the first producer to use nation-wide, large-space newspaper campaign — in 1915 — subjects, Universal pictures and Universal City. The year following Universal first advertised direct to motion picture patrons through a nationwide campaign in the Saturday Evening Post, popularizing brands and individual releases, and directing their attention to their local theatres. The comment in film circles caused by these, then, innovations, was as nothing compared to the 1916 announcement of the placing of a publicity man in each main exchange, thus antedating the general movement by some six years. WHILE Carl Laemmle was, as frequently he is. ahead of his time, the experiment was thoroughly tried out. Since that time all the larger exchanges have been developing along the present exploitation lines — that is, making "help the exhibitor" the keynote, and locally intensifying and expanding in each territory the work of the Home Office publicity and advertising departments. Gradually, as the work and the opportunities developed, a permanent publicity director of high character and wide experience was placed in each main exchange. So thorough has been the training of these men that during the past season they have been entrusted with the direction of such special representatives as were engaged for "Foolish Wives" — during its triumphant tour of the United States and Canada. WITH a varied programme of releases of everything an exhibitor could ask for, from a one-reel comedy, a news weekly, two-reel comedies, novelties, Westerns, five-reel weekly releases, and Jewel features to Super-Jewels, these field men, regardless of their individual experience, found opportunities such as no previous berth had ever given them. Thanks to the high standard set in their selection, the results were not only gratifying, but surprising. The Home Office Publicity, Advertising, Poster and Supply Departments were flooded with helpful suggestions. Exhibitors began to take notice and catch the enthusiasm of Universal "exploiteers " "Foolish Wives" Exploitation Men Taken Into the Permanent Exploitation Organization Under Raymond Cavanagh T HIS co-operative movement, under the skillful management of P. D. Cochrane, Director of Exploitation, grew to such proportions that Mr. Cochrane, who is also secretary of Universal, felt the need of shifting the burden, and to that end selected as exploitation manager Raymond Cavanagh, who is now directing from the home office the work of the field men. Since Mr. Cavanagh's appointment and the centralization of effort completing the development of the exploitation plans upon which the Universal has been working for the past six years, thus rounding out its pioneering endeavors, the field force has received a new impetus. The first effect was the gradual systematization of the routine publicity work in each exchange, to the end that more time could be given to individual exhibitors. E XHIBITORS have always credited Universal Press Books with setting the highest standard, but with the correlating of the efforts of the entire field force, a wealth of exploitation ideas, suggestions and tried and proven exploitation methods are now setting a new and even higher standard. It is a highly significant fact that since the early days when Carl Laemmle, on behalf of all exhibitors first gave battle to the so-called "trust," personally and unaided carrying on the fight at a cost of tens of thousands of dollars, to the present, when the Universal is rated among the oldest and soundest of producing companies, it has always been classed as an "independent." Independent in thought, in action, for one reason only, and that is that its every effort has been guided by the exhibitor's interests, upon which its own depended. SIX years ago Carl Laemmle threw a bomb into film circles with his pronouncement, "We will help every exhibitor of Universal pictures to make big money with them," and to-day a selected corps of keen, trained, tactful, resourceful exploitation men, equally at home about the theatre or the newspaper, is making good Carl Laemmle's historic words, and again justifying his faith that "Nothing is impossible." The Universal Exploitation Department Personnel is: Home Office, New York— RAYMOND CAVANAGH, Exploitation Manager. Extensive commercial advertising and advertising agency experience. Middle West, Lord & Thomas, Taylor-Critchfield Agencies, Chicago; manager large printing concern. Universal Advertising Department, 1915. Advertising Manager, Universal Industrial Department, 1918. Vice-president, scenario writer and director of Industrial, and Educational Motion Picture organization to 1922. Handled advertising "Foolish Wives"; directed field force "Foolish Wives." MARC LACHMANN, now handling special exploitation for Jewel attractions on Broadway at the Central Theatre and assistant to Raymond Cavanagh, exploitation manager, Home Office. Long has been identified with theatricals and newspapers in Chicago, police reporter on the Chicago Journal and general assignments on Examiner. Shubert's Chicago publicity department after sojourn in box offices of their various theatres. Motion pictuiv and dramatic editor Dallas Times-Herald. Special exploitation and publicity representative Thomas H. Ince on the road. Ahead of many big shows in legit, sphere. Handled