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572 THE MOVING PICTURE WORLD. a y l)o u a JUST PE^ABfft FACTS FROM FSLM BRAINS The past doesn't cut a bit of ice in the world of actualities. GET BUSY THEN WITH;YOUR BUSINESS. ;.[ Remember that you are living in the present and banking strong on the future and that NOW is the time to quit'monkeying with things experimental and take to concrete certainties*;' '•.-•: - Parsimony in film rental service means PENNY WISDOM ?ind POtiJND FOOLISHNESS many times.multiplied; V- > : / . ' -.1 V;.. *> v ' i&ffl r Now as -a matter of simple- truth there are film renting concerns all over the country, particularly throughout? the MIDDLEWEST, daily making promises ./which they KNOW THEY ARE PHYSICALLY INCAPABLE OF FULFILLING. Last spring these concerns laid out a few dollars in shop-worn stuff, ptherwise called film junk, and immediately inaugurated a type 1 campaign. 1 To the'man who dtdri't know the PIE.CRUST CHARACTER OF THEIR PROMISES this almost lavish expenditure of printers's ink: appealed strongly. They'BIT; they got STUNG. ' NOW LISTEN: Every reel rented costs from $96 to $125. The average reel with ordinary use, lasts ten weeks. In order then to give fresh,'clean goods to each cus- tomer a film rental house must buy from ten to -fifty copies of every subject manufact- ! ured. This -requires big money, and unless the interest on the investment is earned there is a financial famine in the film-renting house. Just figure it out yourself and you can't fail to see that WHEN A CONCERN OFFERS YOU CLASS «A" SERVICE AT CUT-RATE PRICES THAT YOU ARE BOUND TO BE MULCTED. Anything you pay for is valued, but it is an invariable law in business that when SOMETHING is offered for NEXT TO NOTHING that it isn't worth a tinker's darn. We have FOUR MILLION FEET OF CLASS "A" FILM, to which we are ADDING $60,000 MONTHLY, and for the rental of which we charge a reasonable weekly sum. We GUARANTEE every reel put out by us and in EVERY FOOT IS A REASON WHY YOU SHOULD COME TO A KNOWN-TO-BE DEPENDABLE HOUSE FOR YOUR M. Ps. If you MUST buy junk we have 2,000,000 feet that we will sell to you at a LESS RATE PER FOOT than you are now paying for your cut-rate service. But we prefer to rent you our Class A money-making pictures because it is to-your interest to have us do so. - - YOUR MOVE! ' :WALK, WRITE OR WIRE TO: 790 Turtt St San Francisco 0 259-261-S 1319 MAItSEf >i: ixtl P St I 1* Hob Theatre, Boston LPI1 i "'■-..'■■swjawBaaesK^.'■■,:.■ sksssr; .:-»j-:'~*W**>«Ww»e^7i W ^