The Canadian Motion Picture Exhibitor (Oct 1, 1941)

Thos doesn’t have to be a loser! When business is good, there's enough for everybody. Good pictures are what make business good. The producer of good pictures deserves an investment return that the exhibitor should be glad to pay. The partnership trust between the man who makes hits and the man who shows them should preclude the desire on the part of either to prosper at the expense of the other. The exhibitor who underpays for fine pictures that bring him good profit is committing a business folly against his own theatre. If he wants to stay in business next month he'll need worthy product as badly as he needs it today. But where will he get it, if he stifles creative incentive at its source? No producer who is human is going to continue to make great pictures at the cost of financial disaster to himself. The producer who conscientiously holds up his end of the partnership with exhibitors, doesn't hastily whip up mediocre ingredients with the wish ful thought that by some miracle a “sleeper” will be born. The producer who is worth dealing with at all gets the best value money can buy in script, stars and finished production. He gives the exhibitor a saleable commodity and when that commodity is sold at a profit, he is entitled to a price high enough to be awarded on his investment and to obtain capital for future pictures. We both can win... without stealing from the pockets of the other. Great attractions make heroes of both distributors and exhibitors. Great attractions sold on terms fair to those who produce them and fair to those who buy them will be found this year at This advertisement, while dealing with a subject of industry-wide concern, is paid for by United Artists.