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February, 1937 • American Cinematographer 49 American Cinematosrapher February 1937 Industry Pays Glowing Tribute to Adolph T he AMERICAN SOCIETY of Cinematographers, the oldest organization in the motion picture busi- ness, wishes to add its congratulations to those ex- tended by the rest of the industry to Adolph Zukor on his 25 th anniversary in the motion picture business. The daily and motion picture press throughout the country has told of the history made by Adolph Zukor. They have told of his modest beginning, his courage, his foresight and of his influence on the whole motion picture structure. We feel the motion picture business is fortunate that it has had an Adolph Zukor. Every important business must have an outstanding business executive. Such men as Charles Schwab left an indelible mark on steel, Henry Ford on the automotive industry. Firestone on tires and so on down through some of the key industries of this country. Adolph Zukor for twenty-five years has been synony- mous with advancement in the motion picture industry. His company was among the very first to see the ad- vance of pictures. He had a vision in the days when others believed it was merely a passing novelty to see that it would expand into more detailed stories and on to longer than one and two reel subjects. Zukor His vision dictated that prominent stage names would be valuable to the box office, because those were days when big names would appear only in the key cities of the country. The small theatres, small audiences and expensive jumps by railroad would not permit extensive travel. That Adolph Zukor was vindicated in his judgment is demonstrated by the advancement the business made under that very idea, by the very nature of the business today, which is founded on the very best plays inter- preted by the very best talent. Along with the advancement of the plays and the players Adolph Zukor also encouraged the advancement of anything technical. Better photography and better photographic equipment always received his unques- tioned approval: better studios replaced the original barns and back lots. With Adolph Zukor Paramount pictures blazed a trail that will always be recognized as of inestimable value to the motion picture industry.