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12
EXHIBITORS HERALD
February 11, 1922
Why I Show Paramount Pictures
THEY say that a picture is only as good as its story. The same is true of a theatre. No matter how large and beautiful an edifice an exhibitor may erect, when it comes to box office receipts it simmers right down to bare facts — the kind of pictures that are shown therein.
That is why I believe that any exhibitor is foolhardy who builds a motion picture theatre without some concrete idea of what kind of pictures he is going to show therein. People today want something besides beautiful decorations, sweet smelling incense or merely pictures that move. They must be insured of a finished production in every respect, something that is up-to-date or just a little ahead of the times.
To me Paramount pictures represent the ideal product for the motion picture patronage of today. Because the public knows Paramount pictures and knows what the trade mark stands for — consistent quality — Paramount service is the one best bet for the exhibitor. It is theatre insurance that grows more valuable every day.
The Fitzpatrick-McElroy theatrical interests are represented in Benton Harbor, St. Joseph, Three Rivers, Ludington, Manistee, St. Johns, Cadillac, Traverse City, Big Rapids and Cheboygan and I know personally that Paramount pictures are better known in these towns and draw more people than any other brand on the market.
I believe this big following for Paramount has been built up, not alone by advertising, but by backing the advertising with the real goods. Anyone can put on a big advertising campaign, if they want to spend the money, but it doesn't take the public long to discover whether an advertiser has the goods. It is this consistently good service, together with a knack of keeping the name Paramount before the public in the most psychological places, that makes it a winner for any exhibitor who plays the service. •
My experience has always been that it is the service in every instance that counts and not the size or class of the theatre. And Paramount service in any theatre is pretty positive insurance against failure. The public wants it. And that is the thing that counts.
By Kenneth Fitzpatrick Fitzpatrick-McElroy Theatrical Interests
Here Are Some Current
(paramount (pictures
CECIL B. DeMILLE'S "Saturday Night" GEORGE FITZMAURICE'S "Three Live Ghosts" BETTY COMPSON in "The Law and the Woman" AGNES AYRES in "The Lane That Had No Turning"
POLA NEGRI in "The Last Payment," UFA Production
BEBE DANIELS in "Nancy From Nowhere," Realart
GLORIA SWANSON in "Her Husband's Trademark"
WILLIAM deMILLE'S "Miss Lulu Bett" WANDA HAWLEY in "Too Much Wife," Realart CECIL B. DeMILLE'S "Fool's Paradise" WILLIAM S. HART in 'Travelin* On/' Wm. S.
Hart Production BETTY COMPSON in "The Little Minister" ELSIE FERGUSON and WALLACE REID in "Forever," GEORGE FITZMAURICE Production
"GET RICH QUICK WALLINGFORD," Cosmopolitan Production
MAY McAVOY in 'Through a Glass Window," Realart
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