Exhibitors Herald (Apr-Jun 1922)

June 3. 1922 EXHIBITORS HERALD 23 The Tide Has Turned; Better Business Here, States Zukor President of Famous Players, in Comprehensive Analysis, Says Situation Presents Golden Opportunity to Industry He Says: "Prosperity Is Back!" ADOLPH ZUKOR A Real Treat for Exhibitors In this issue, the HERALD publishes a comprehensive and instructive symposium on theatre construction and equipment. Articles on various phases of the theatre's needs have been contributed by experts in construction, equipment and operation. This special section has been prepared with a view of serving the exhibitor and minimizing the task which confronts him in the erection of a new theatre, or at a time when his theatre must be reconstructed, remodeled or refurnished. The special equipment section may be found on pages 77 to 93. The HERALD regards this as one of the most important articles it has ever published. It reports what we all want to know — from a man who knows what he is talking about. By MARTIN J. QUIGLEY "Let this word go out to the entire motion picture industry : "Better business conditions are not merely coming; they are her< "The tide is not merely turning; it has turned. "The year-old period of depression terminated as suddenly as it commenced and with its termination within the past few weeks there was ushered in a radical improvement which places a golden opportunity at the door of the individual and the concern that is now in a position to make good." These assertions were uttered uncompromisingly and boldly to the writer in a recent interview with Adolph Zukor, president of the Famous Players-Lasky corporation. The manner he assumed in setting forth these statements left no doubt that the speaker meant what he said, that he was not feeling his way and modulating his opinion as he went but, on the contrary, his thoughts on the subject had reached the conviction stage and that he was committing himself irrevocably to a startling statement and that he was prepared to stand by it. His Messages Accepted As a Standard Mr. Zukor's assertions with reference to the existing business condition in the motion picture industry constitute a pronouncement of significant and widespread concern to the trade. There is no frontier to which the motion picture, commercially, has penetrated where the business vision, the practical knowledge of the industry in its various ramifications and the conquering sagacity of Mr. Zukor is not known, respected and — to a very large extent — accepted as a standard which many are willing to follow. Hence, what Mr. Zukor has to say about the business outlook is of interest at any time but in the present situation such a statement as we have outlined above represents a message that no thoughtful person in the industry will fail to give especial consideration with a view to determining just what application it may have to his particular interests. In a comprehensive analysis of conditions Mr. Zukor traced the beginning of the period of acute depression which became manifest throughout the business about a year ago. He referred to the victories as well as the vicissitudes of that period and among the former he pointed out the vast strides toward sanity and economy that have been accomplished in the production end of the business. His resume, in conclusion, made plain his opinion that the depression period had not been without many salutary effects upon the business and that these advantages which had been