Dating to 1941 and made prior to the Pearl Harbor attack, “Always Tomorrow” is a corporate feature that was created by The Coca-Cola Company. Aimed at bottlers and potential investors in bottling plants and distributorships, the film presents a simple narrative. It focuses on a small town bottler named Jim Westlake (played by John Arthur) and his employee Larry Larabee (Johnny Arthur) . Westlake reflects on his company’s challenging past which included weathering the turmoil of World War I (which included sugar rationing) and the Great Depression, and then reveals plans for an optimistic future. The cast also includes Virginia Carroll, Bill Erwin, Eddie Fetherston, Kirby Grant, Wendell Holmes and many other B-movie actors.

0:39: Jim Westlake discusses the grim headlines in the newspaper, reflecting on the state of the world and the uncertainty of the future.

2:23: Reflecting on past challenges, such as the Great Depression, and the resilience shown during those times. The importance of confidence in facing the future, despite the current chaos.

3:30: Introduction of the Westlake’s Coca-Cola bottling business, and the recent establishment of a new plant in town. The need for the new plant to meet future demands.

7:25: Westlake recalls the decision making process for buying new trucks during the Depression.

9:30: Reflection on the role of luck and the popularity of Coca-Cola during tough times, highlighting its affordability and appeal.

11:27:The crucial role of dealers and salesmen in the business’s success during the Great Depression.

12:11: Importance of helping dealers sell Coca-Cola, which was key to overcoming the Depression.

12:50: A scene with a child asking for Coca-Cola, illustrating the brand’s appeal and the importance of serving it cold.

13:44: Discussion about the difficulty of retiring from a business that one has been deeply involved in for many years.

15:12: Recollection of a convention during the Depression and the decision to invest in advertising and training to overcome challenges.

16:14: The speaker reassures others about surviving the current war, drawing parallels to past challenges.

17:24: A conversation about the importance of advertising and the growth of the business from humble beginnings.

18:19: The speaker discusses the importance of continuing to grow and innovate, even in middle age, and the value of pioneering spirit.

20:30: Reflection on the success of Coca-Cola in the 1920s and the importance of maintaining that success.

22:22: The decision to hire more staff, despite concerns about costs.

23:28: A scene illustrating the importance of serving Coca-Cola cold and the effectiveness of advertising.

24:09: Discussion about the impact of new technology of radio and its potential for the future.

29:05: Reflection on the challenges faced in the 1920s.

30:14: A scene from a post-WWI parade, illustrating the community’s spirit and the business’s role in it.

31:25 : Discussion about the impact of the war and the importance of faith in overcoming challenges.

32:25: A conversation about the impact of the war on the business and the community.

34:30 : Introduction of the new Coca-Cola bottle design and its appeal to customers.

36:17: Discussion about the seasonal demand for Coca-Cola and the importance of meeting customer needs year-round.

36:37: Selling Coca-Cola after Labor Day and through the winter, with a humorous suggestion to use ice from the front door.

39:32: A flashback to the day Grover started working,.

40:00 : Grover is convinced to buy the truck and is offered a job, despite not knowing how to drive it.

41:23: Grover and Larry discuss financial worries.

42:09: Introduction of the new secretary

43:05 Mr. Laraby expresses his disapproval of women working in offices, leading to a light-hearted conversation.

44:10: Discussion about the economic panic and the new advertising campaign to boost Coca-Cola sales.

45:18: Reflection on the enduring popularity of Coca-Cola and the faith that kept the business going.

46:54 : Jim seeks a loan to expand his business, despite the economic panic, emphasizing his belief in the future.

48:10: Reflection on the risks taken by early Coca-Cola bottlers and their faith in the product.

49:29: A conversation between Jim and Larry about the challenges and future of the business, using a metaphor of chicken wire to illustrate their differing perspectives.

This film is part of the Periscope Film LLC archive, one of the largest historic military, transportation, and aviation stock footage collections in the USA. Entirely film backed, this material is available for licensing in 24p HD, 2k and 4k. For more information visit http://www.PeriscopeFilm.com