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THE MOVING PICTURE WEEKLY
The millenium had milleniumed. Utopia had utoped. Moe kissed the exhibitor smack on the mush with a brotherly open-market kiss. Everybody was happy and yappy. Spring was in the air. All nature, plus Moe, expanded under the beautiful sunshine of love and goodwill 'n everything.
Then something happened quietly to the spring blossoms. Most of the blossoms became broken, like promises, or else they developed into bloomers. Nearly every Moe in the business who had been right down on'the ground playing leapfrog with the lowly exhibitor, suddenly remembered his dignity. His publicity and advertising men suddenly quit talking about open bookings. Moe — became Moses and then Mr. Moses — and promptly forgot that there was such an animal as the exhibitor.
This, gentlemen, has been the history of this business. Broken blossoms. Forgotten promises. And yet each year's crop has been eagerly grasped by the eager exhibitor.
A careful survey of present booking conditions, as far as I can see, shows that only two companies have lived up to the letter and spirit of the open-booking promises. One of these companies is the United Artists. The other is the Universal.
This is no new thing for the Universal. It has always booked according to the needs and desires of the exhibitor. Any exhibitor can book any Universal picture separately, or he can book a group, or all of them. Any other plan is a false basis. The Universal plan is correct and fair in principle, and when a company stands on principle it stands on the only solid foundation on earth. The very fact that the Universal is doing by far the most tremendous business in all its career is proof enough that the Universal way is the only right way!
Spring is coming soon. And with it, very likely, a brand new set of promises will blossom forth. It will be interesting to see whether you've learned your lesson or whether you will patiently gulp down the same old guff !