Exhibitor's Trade Review (Nov 1925 - Feb 1926)

December 26, 1925 Page 83 No More Sinecures ( Continued from page 81 ) and more developing than we ever had before. The small exhibitor had to become a specialist, the same as the small producer; with the result that they became experts and are even in a better position to compete with corporate management. It must always be remembered that necessity is the mother of invention, and the man who is put to the task of live or die will use greater efforts to survive than the salaried employee or the firm with which it is only a question of bigger or smaller dividends. No man or group will ever control the thousands of theatres, nor* control brains and enterprise to make pictures, and no man or group can ever dictate to the public where it wants to go and what it wants to see. Entertainment being almost as essential as food itself, there will always be a market for those who know how to entertain. No trust has ever been created that hasn't brought about other trusts and combinations, and when those are formed other developments take place — there is competition, progress, growth, and as it should be. The smaller men in this business have learned that this is no different as far as business principles go, from any other business. That there are no 1000 percent profits — that it requires as much technical knowledge to produce, distribute or to operate theatres, as any other undertaking — that the conditions which always exist at the beginning of a new industry where some people succeed in spite of themselves, are no more — that honest effort and honest investment will bring honest returns, and those that cannot operate that way must be left by the wayside and must make room for those who can. There has always been the cry of too much product, and a just cry at that. Yes, and what's more, too much product but not enough of the right kind. This is a matter that need not be remedied by any individual or association— it will take care o-f it self. There will be less product if for no other reason than the fact that investors will not continue investing and facing losses; and for even the better reason, that the producer who makes too much product cannot give it sufficient thought and effort to make it good. The distributor with too much product becomes an ordertaker instead of a salesman and an exploiter, and the exhibitor who uses too much product — changes too often — does not give the meritorious products the right kind of exploitation and presentation and as a result hurts himself, the producer and the public as well. Short Product Boon To Many Exhibitors By CARL LAEMMLE President Universal Pictures CARL LAEMMLE The President of the Universal Pictures Corp., at one of his favorite pastimes, when not engrossed with the pressing duties of the director's table. Universal is behind National Laugh Month 100%. As the oldest and largest company making and distributing Short Products we have long been cognizant of the important part comedies — westerns and news reels, too, for that matter— play in the industry. That many of the country's most alert showmen recognize the drawing power of Short Product is evidenced by the increasing number of theatres presenting all-comedy programs. The public's appreciation of this innovation is conclusively proved by the attendance increase and augmented receipts. Although many exhibitors realize and capitalize the patrons' liking for Short Product, few have troubled to derive the maximum benefit of the public's marked appreciation for programs of this sort. Not until showmen exploit, advertise and publicize their comedies, westerns and news reels as whole-heartedly and intensively as they do their features, not until then, I repeat, will they obtain the greatest patronage and profits. Not only because Universal believes its Short Product worthy of its best advertising and exploitation efforts, but also because it is eager to have exhibitors reap the greatest possible benefit from Universal comedies, westerns and news reels, I have insisted on backing these short-reel features with the best exhibitor-aids available. Just as Universal produces Jewels and features that lend themselves to effective exploitation, so has our company made a point of making comedies and westerns that afford exhibitors unlimited tie-up possibilities. No other comedies on the market have the advantage of such wonderful, nationwide, advance publicity as "The Gumps," the newspaper cartoons of which are read daily by millions of readers in more than three-hundred newspapers. The Century series of "Buster Brown" Comedies, not only share the advantage of being based on the nationally-read and nationally-popular R. F. Outcault comics, but also has the . additional advertising value of its trade mark possibilities. Buster Brown Shoes, Buster Brown Hose, Buster Brown this, Buster Brown that — all offer splendid tie-up opportunities to the enterprising showman. Gur western stars, too, have been tied-up nationally; special exploitation stills of these popular players lend themselves to patron-pulling window displays, newspaper hook-ups and cooperative ballyhoos. Stills from your current issue of International News Reel will suggest innumerable exploitation possibilities. The same can be said for many of the stills from all Bluebird Comedies. The same psychology that induces your patrons to bestow their patronage on those comedies boasting the prettiest girls should be utilized as a means of obtaining additional newspaper publicity. Editors know their readers like to see pictures of attractive young girls ; the next time you submit a publicity still from your feature, include one or two scenes from a Century Comedy with its dozens of cuties — you'll find the editor not only publishes it, but also gives it preferential space. National Laugh Month is destined to succeed. But why stop at a month devoted to laughs? If the project meets with the success it merits, we may look forward to National Thrill Month, devoted to westerns, and, for serials, National Narrow Escape Month.