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Exhibitors DAILY REVIEW, THURSDAY, NOVEMBER 8, 1928
"And The World
Laughs With You"
No. 613 — Straight from the Shoulder Talk by Carl Laemmle, President of the Universal Pictures Corporation*
"LAUGH AND THE WORLD LAUGHS WITH YOU; WEEP AND YOU WEEP ALONE."
I DON'T REMEMBER WHO SAID THAT, BUT THERE NEVER WAS A TRUER SAYING— IN this business or any other.
THE WORLD LOVES THE CHEERFUL FELLOW; IT GROWS FEARFULLY SICK OF THE
moper, the knocker, the kicker, the complainer.
YOUR PATRONS -YOUR WORLD — WILL LOVE YOU AND PAY YOU REAL MONEY IF you make 'em laugh. That is the principle underlying the yearly success of "Joy Week" — which will be celebrated in every theatre in the land, December 23rd to January 2nd. Incidentally it is the principle underlying the success of Universal Pictures, year after year in every civilized spot on the globe — for Universal has made more happy pictures and fewer gloomy ones than any producer in the business.
AS USUAL, YOU WILL HAVE TO LOOK TO UNIVERSAL FOR THE RIGHT KIND OF PIC* tures for your own "Joy Week" — and, as usual, you will find our supply full and running over with joy and happiness and laughter.
THE VERY THOUGHT OF GETTING READY FOR YOUR OWN "JOY WEEK" WILL BRING many a smile to your own frontispiece. You will find to your amazement that your frown wrinkles have disappeared and that grin wrinkles have taken their places.
PLAN A REAL ADVERTISING CAMPAIGN FOR "JOY WEEK." GET YOUR LOCAL
merchants to jump in with both feet. Get your house staff to show the spirit of " Joy Week " in everything they do. Use some or all of the many ideas and suggestions now ready and waiting for you in Universale exploitation and advertising departments.
YOUR "JOY WEEK" WAS NOT AN ACCIDENT. THE FACT THAT IT COMES AT A time of year when holiday spirit is in the air was figured out from pure showmanship. It is a time of year when peace and good will prevail and enemies and hatreds disappear from human thought.
WITH THE PEOPLE IN A GALA MOOD, IT IS A POOR SHOWMAN WHO CANNOT pick and choose exactly the right program to fit the mood.
WATCH FOR THE "JOY WEEK" ISSUE OF THE UNIVERSAL WEEKLY DATED DECEMber lst.\ In it you will find more than enough to fill your every need. Without any other guide whatever, you will be able to select exactly the right variety.
"JOY WEEK" IS A WHALE OF A THING IF YOU GIVE IT HALF A CHANCE— AND you're giving it a whole chance if you use Universal Pictures and tell your people about it!
ESPECIALLY RECOMMENDED FOR UNIVERSAL "JOY WEEK" ARE UNIVERSAL'S MASTERful shorts, unquestionably the outstanding hits of the year .... Dickens' "CHRISTMAS CAROL" (sound effects, singing, dialogue), "THE WOODEN SOLDIER" (extraordinary for special holiday presentations), "FARMYARD FOLLIES" (Oswald cartoon comedy), "COME ON, HORACE" (Horace in Hollywood series), and "THE COLLEGIANS."