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“CANADA’S FIRSTBORN”
The CANADIAN MOVING PICTURE DIGEST
RAY LEWIS Managing Editor
Subscription $2.00 United States $3.00 Foreign $3.50
VOL. 13, No. 26
TORONTO, CANADA
: The CANADIAN MOVING PICTURE DiGEST
Published Weekly bp
27 JARVIS STREET, TORONTO
HARRY J. MANHEIM Business Manager
APRIL 29th, 1922
“MIND YOUR OWN BUSINESS”
N the newspaper field there is an expression “Go and get it,” used in connection with News. The rule to “go and get it” holds good in every field of enterprise. Noth
ing comes to us ‘on the wings of air” save that which we send out on these self-same wings. A fool is soon parted from his inheritance and a foolish exhibitor from his theatre. The exhibitor who rests on his oars and floats down stream may enjoy the lazy experience, if the elements are with him, but who knows when the sunshine of prosperity may become clouded over, the waves of security over which he is gliding become disturbed by the winds of adversity and the exhibitor stranded.
“Eternal Vigilance is the price of peace,” so say wise men . Eternal Vigilance means ‘Minding your own business.” The significance of “Minding your own business” has been lost since the expression has degenerated into a reproof given to the other fellow, who appears to be interfering. “Minding your own business” means exactly what it says. No one can “Mind your own business” as well as you can mind it yourself. Ixperience has proven that when someone else minds your business, you have no business left to mind. Every exhibitor should run his own theatre, select the pictures which he knows will give him the business. The exhibitor who thinks “Minding his own business” means opening his theatre every day, and letting the Exchanges select his pictures for him, keeping his seats dusted, will always have plenty of empty seats to dust. The successful exhibitor knows that he knows better than any exchange what his audience wants, and he presents his product, or wares to his audience or buyers in the most attractive manner, continually creating or finding new and novel methods of presentation. This exercises his brain, and increases his thinking capacity with good results. What kind of an exhibitor are you?
We are now hovering ’twixt the Spring and Summer Season. June is the Herald of Summer. Summer has innumerable attractions which entice your audience
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away from your theatre. More vigilance, more ‘Mind ing your own business” should be expended now and during the months of June, July and August, than you expend during the rest of the year. Don't drift. Take hold of the oars of your boat, which is your theatre, and row, row hard and evenly; and above all, know where you are heading. ‘The instinct of most humans is to be comfortable. It is uncomfortable for most humans to “go and get” their business. It means “sweating under the collar” a whole lot, for getting business is not easy. It is far easier to let someone else “Mind your business” for vou, but is it as profitable? Very few men will neglect their business to mind yours. Every man “Minds his own business” first, you come next, unless the man “minding your business” is a philanthropist. Havé you met a philanthropist in Moving pictures?
A philanthropist is a kindly disposed individual whose tendencies are to give away the money he has taken from the people, back to the people, in his own particular way. That is according to the inclination of his hobby. There are some philanthropists who give Service and Ideals, having no money. The public generally call this kind of a philanthropist a crank. As yet we have not discovered either of the two species of philanthropists in Moving Pictures. We may develop the latter species, however, the exploitation idea of moving pictures, is in this field. Ideas are given to exhibitors of how to get the most out of what they have purchased, and these ideas are given without charge. The money-giving species will not be produced. Exhibitors centralize your efforts on getting your own money. Be your own philanthropist. ‘They call Radio in connection with music, “Canned Music.” The public have never called Moving Pictures “Canned Drama.” You have a business which is big enough, vital enough and creative enough to be alive and alive enough to mind. Are you uive enough to “Mind your own business ?”
—RAY LEWIS