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A Studio Pledge A FTER carefully studying boxoffice reaction of the past few months and consulting with theatre operators concerning needs to build patronage to higher levels, we have come to this conclusion; theatres must have more quality motion pictures. It is obvious that there can be no compromise with quality. We ourselves have educated the public to demand the best. Given that type of product, motion picture patronage, I feel con- fident, will prosper. The future of motion pictures as an entertainment medium is bright, for a challenge from any quarter will only spur us to create an ever increasing quantity of better screenplays. We here at 20th Century-Fox continue to muster and utilize every effort to deliver to the exhibitors of the world an uninter- rupted flow of such attractions, for our confidence in the future of our business never was greater than it is now. W E believe so firmly in that future that we have adopted a far-sighted and far-flung program of expansion. We are spending $5,000,000 for the construction, of more sound stages and modern studio facilities. We are going to produce more "A” pictures than in any pre- vious year. We will deliver more such pictures this year than we did in 1949. And, we will make more "A” pictures in 1951 than we will have released this year. • As a matter of fact, we will produce as many "A” pictures as we can find suitable stories and casts for. We have and will continue to cut cost wherever we can on individual pictures, but not where reduction could possibly affect quality and entertainment. W E have increased the budget in certain showmanship subjects with exceptional universal appeal. Among these are; "The Black Rose”, "No Way Out”, "Rawhide”, "All About Eve”, "Zapata”, "My Blue Heaven”, "American Guerrilla In The Philippines”, "Old 880”, "Lydia Bailey” and "Trumpet Of The Morn”. These pictures—most of which we contemplate releasing during 1950—have larger budgets than any comparative group on last year’s program. Virtually all of this year’s pictures have been completed or will have gone into production by the end of the month. Y OU will recall that three years ago when the boxoffice first showed signs of declining there was much publicized retrenchment in many sections of the industry in Holly- wood. At that time 20th Century-Fox continued production full blast and I believe the result of our decision to go forward at that time has been reflected in the product that has emanated from this studio during the past two years. We continue watching costs, but we will not retreat or sur- render. The best defense, in showmanship, as in war is an aggress- ive offensive. Going to the movies will never permanently lose its faci- nation for the public. \