Exhibitors Herald (Apr-Jun 1922)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

FOREWORD HIS booklet, in our opinion, marks a great forward step in the marketing of motion pictures. It sets before you, as a buyer, the product you are asked to purchase, in a new, novel and more finished form. It marks a milestone in the making and distributing of pictures, because it gives to you, the exhibitor, for six months ahead, a definite and known source of supply for a definite number of productions — productions which represent, on the average, in our opinion, the very highest quality * that has ever been attained by ourselves or any other organization. The most dangerous position an exhibitor can be in today is to trust to luck that he w ill secure during the year enough good pictures to make it possible for him to operate safely and at a profit. More and more it is becoming essential that theatre investments, representing in many cases millions of dollars, be protected by identifying themselves with a well-known and trusted source of supply, — a source of supply that will not fail them, no matter how hard conditions may become,— a source of supply that will continue to turn out better pictures than ever before, — a source of supply that will never resort to cheaper negatives in an effort to soke a problem in a market that responds only to better quality than it ever had before. This Organization has not attempted to meet the problems of the past year by reducing its negative investments. We believe that this is the most precarious experiment that can be made. The producing end of this business has been put to a severe test during the past twelve months of depressed times. We know now, as you the exhibitor know, that the making of good pictures is not accidental. Consistently good product can only come from one thing — a consistently good organization. We believe that in the next year the public will respond only to pictures that are better than we have ever had in our history. We believe that the motto for this coming year will be "how good is the picture.'' We believe that the producer who makes it possible for the exhibitor to live and make a profit will be the producer who puts enough brains and money into his productions to make them superior to anything he has ever given the exhibitor and at a price that is mutually fair to both sides. We believe that the best and only form of professed friendship for the exhibitor that means anything to him is to give him pictures that will allow him to make money no matter how conditions may be. And we furthermore firmly believe that by submitting this program to exhibitors for six months product beginning August 1st. we are rendering in our humble way the greatest aid to exhibitors of America that can be given by any organization in the motion picture business today. ADOLPH ZUKOR