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-THE MOVING PICTURE WEEKLY
ARE YOU GUILTY?
No. 258 Straight f rom tke Slioulder Talk ty Carl Laemmle, President, Universal Film Manufacturing Company
fPT^ NE of the worst evils practiced by small exhibitors is the use of mounted posters.
Of course no first-class exhibitor follows this practice. He is too good a showman, too good a merchant.
In other lines of business, the man with goods to sell puts his best foot foremost. Even the smallest merchant in the cheapest street makes the very best window-display he can possibly dig up. He does not put his worn-out, fly-specked goods in the window. He uses his best. In this respect he is a better showman than the theatre man who uses mounted posters.
Mounted posters are bound to misrepresent your show. They are dirty, cracked and mussy after being used only once. They are anything but an attractive invitation for people to enter your house.
The excuse given for the use of mounted posters is that the small exhibitor ''can't afford" to buy fresh, new, clean paper. The truth of the matter is that he can't afford to use anything but clean paper.
The true showman, the successful showman, never lets the people see the seamy side of his business. The first principle of showmanship in any line of business on earth is a good clean front. You can't have a clean, attractive front with dirty, second-hand posters. You might as well smear your front with dirty paint, never wash your lobby, and let things go to pot generally as to try to get people to come in by advertising your show with posters which repel !
Theatres all over the world are doing the biggest business in history. If you are not participating in this remarkable prosperity, maybe I've given you a tip on one of your worst failings as a showman!