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62
EXHIBITORS HERALD
May 7, 1927
Paramount’s 100 Per Cent Program Marks Greatest Production Effort
A 100 per cent Paramount program, representing the company’s most ambitious production effort and embracing an attractive group of features, a nationally advertised news reel, comedies, cartoons and novelties, will be delivered to exhibitors during the year beginning August 1, 1927, and ending August 1, 1928.
This statement was the keynote of the message conveyed this week by Sidney R. Kent, general manager of Paramount, to home office executives and representatives of the Eastern sales division and the foreign department attending the annual international convention at the Pennsylvania hotel in New York.
The address of Mr. Kent was in response to an analysis of the forthcoming Paramount product by Jesse L. Lasky, first vice president in charge of production.
In summarizing the production output for the new year, Mr. Lasky stated that Paramount would release 60 starring pictures, a minimum of 20 special attractions, and would produce one extra attraction.
“Paramount, with its vast strength of resources and personnel, will make new screen history with its 100 per cent program,” Mr. Lasky told his domestic and foreign representatives. “During the last few months our studio forces have been in the midst of an intensive production drive, and the results of their earnest efforts will be quality product, which is the exhibitors’ best insurance on his box office.”
Completing the 100 per cent program, said Emanuel Cohen, director of short feature production, will be a group of short features bearing the stamp of Paramount supremacy. This program, said Mr. Cohen, will be
composed of 104 issues of Paramount News, 52 comedies and 52 cartoons and novelties.
The enthusiasm of the convention was heightened by Mr. Kent’s confirmation of reports that Paramount had signed contracts for the exclusive world distribution of the feature length and short feature output of Christie Film Company. Acquisition of this excellent product, said Mr. Kent, was an earnest of Paramount’s determination “to deliver to exhibitors a consistent supply of quality product which will click at the box offices week after week.”
“The verdict of leadership for the present season has been awarded to Paramount by exhibitors,” said Mr. Kent, “and now we are embarking on a new season confident of maintaining that leadership. For the new year we have scheduled literally an inexhaustible supply of the best pictures which studio minds can produce— pictures which will offer additional proof of the leadership of Paramount as an international institution.
“Our 100 per cent program will present new ideas. Keen production minds and talent which stands foremost in the industry have contributed to our new year’s product. These requisites, strengthened by Paramount’s policy of fair dealing with exhibitors, by its national advertising and by its expert showmanship, are big factors, and always have been big factors, in Paramount’s supremacy.”
ADOLPH ZUKOR
President
SIDNEY R. KENT
General Manager
JESSE L. LASKY First Vice-president in charge of production