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[Motion rietm
Volume XXXVII
NEW YORK CITY, JUNE 30, 1928
No. 26
Editorial Highlights
Sound Movie Tidal Wave; Showman Power; and Other Topics
By William A. Johnston
FROM the inception of the sound movie tidal wave, we have felt that the important point was the interchangeability of records and films over the various devices ; and we have tried hard to get from the companies a clear statement for the exhibitor.
It would certainly seem that the man who installs a machine should know pretty clearly what he can expect to run through it.
The RCA Photophone comes forth this week with an advertising announcement ok this all-important matter which is certainly definite. The exhibitor will note it with interest.
# # # * HAINS AND PROSPERITY.—" 'ConIME TO WAKE UP.— Some time ago movie knocked the road show business into a cocked hat; and the interview was included in an article by the writer in a national publication.
The salient points made by Mr. Zukor are brought back to the writer's mind by the following letter from C. C. Burr of B & H Enterprises:
"For a long time I have been talking along the line of Adolph Zukor's interview on the necessity of trade advertising. If there are any additional points he w ants brought out I would do anything I could to help this idea along. I thoroughly believe that for the good of the whole industry there must be a strong revival of trade advertising. We have got to work up some general campaigns or the legitimate stock companies— which are springing up in abandoned picture houses in all parts of the country — will blast all the pictures out of the picture theatres, and we won't have any theatres left to use our nice new
'talkie' invention in. The methods I used in the early days when I was controlling the destiny, in at least an advertising way, at Paramount, can be; in fact, must be used again. We knocked all sorts of legitimates out of the theatres in those days and when we got to building nice new theatres for pictures we forgot, or most of us did at least, how it was done. In fact, I guess there were only a few people who ever knew. Anyway, there is work to be done for the good of the business and before the bankers get the remaining few dollars of the picture business and then run off to play golf and laugh. Unless the whole picture crowd wakes up pretty fast, this is what is going to happen !"
There seems little to add to Mr. Burr's statement except this: that the bankers know nothing about the show business nor the supreme place of advertising in it. But apparently they do know something about advertising as a money making force in the general business world. Xot long ago they delivered an ultimatum to the rice industry to the effect that unless the rice industry advertised its product adequately there would be no more loans. And the rice people promptly raised an appropriation of three million dollars.
How are the interested bankers to regard a film company that will not even advertise its product to the exhibitor? And how . w e may also ask. is the exhibitor buyer to regard such a company?
• • • •
C IAIN'S AM) PROSPERITY. " 'Consolidations formed to create marketable securities cannot increase prosperity,' said John R. Guernsey of the National Retail