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50561
December 3, 1921
MOVING PICTURE WORLD
483
Here Are Some Current
Paramount Pictures
CECIL B. deMlLLE'S "The Affairs of Anatol" GLORIA SWANSON in "The Great Moment" "THE SHEIK," with Agnes Ayres and Rudolph Valentino A George Melford production
"GET-RICH-QUICK WALLINGFORD," a Cosmopolitan Production
GEORGE LOANE TUCKER'S "Ladies Must Live" WALLACE REID, GLORIA SWANSON and ELLIOTT
DEXTER in "Don't Tell Everything" ELSIE FERGUSON and WALLACE REID in "Forever"
("Peter Ibbetson")
A GEORGE FITZMAURICE production ELSIE FERGUSON in "Footlights"
WILLIAM deMlLLE'S "Miss Lulu Bett," with Lois Wilson,
Milton Sills, Helen Ferguson and Theodore Roberts WILLIAM S. HART in "Travelin" On" A William S. Hart production BETTY COMPSON in "The Law and the Woman" CECIL B. deMlLLE'S "Fool's Paradise" JACK HOLT in "The Call of the North" THOMAS MEIGHAN in "A Prince There Was"
WHY I SHOW
(paramount (pictures
By
Robert G. Peltier
Proprietor Bijou Theatre Mt. Clemens, Mich.
I have often been asked why I show Paramount pictures at the Bijou Theatre. The answer, to me, is a very simple one. As long as I have been in the show business, and it is rounding out nearly 25 years at this time, I have always made it a point to cater to the demands of my public. If I didn't I would have been in the showman's graveyard long ago. If an exhibitor doesn't show good pictures his public will tell him about it. We have made it a point at the Bijou Theatre to get just as close to the public as possible, and one of the methods we use is a standing invitation to the people of Mt. Clemens to call us on the telephone at any time for any picture information they want. Therefore the telephone in our offices is buzzing most of the time.
For the past few months I have made it a point to tabulate the number of queries from prospective patrons on what we were showing, together with whatever comments they might have to make. I discovered at the end of a three months period that a little more than 90 per cent of the telephone inquirers were winding up their conversation with our employes by asking, "Is it a Paramount Picture ?"
The name "Paramount" means something to me besides good, reliable pictures at all times. It means that my audiences are partly created in advance. If I never was convinced before, that telephone tabulation set me to thinking. If 90 per cent of the people that called our theatre were interested in knowing whether the day's offering was a Paramount picture or not, then the product must have a firm hold on the public mind.
A good showman can never allow himself to get into a rut and succeed I believe that an exhibitor should constantly keep up with his public's wants. Because I keep my hand over the pulse of a good percentage of the people the Bijou Theatre caters to is the reason why I am showing Paramount pictures.