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draw thousands of people to box-offices. The record has been so plain that the wonder is anybody ever could have been deluded with the idea that there was a substitute for good pictures.
JLhe year 1930 is behind us. We have given it this farewell glance only for the lessons it taught.
A he command is forward to 1931! Our duty is before us — and so is our opportunity.
Vve in Paramount Publix Corporation face the new year with confidence and courage. We believe that the American people have plenty of money. We believe they will spend that money if this industry, as well as other industries, offers them greater values for their dollar. It is not enough to give them the same class of product offered them last year, or even last month. Producers must give them greater and ever greater values.
JTaramount Publix Corporation wants to make it plain to everybody in this industry that it accepts the complete responsibility of leadership, and that for 1931 and succeeding years it will pursue a policy which will insure stability and reasonable prosperity to the theatres and the personnel of this great industry.
JPor the last six months we have made an intensive survey of production resources. We have quietly mobilized our forces for the production of the greatest program of pictures in the history of this business. The finest plays and novels, the most brilliant writers,
the best directors and the most popular players — all these have been brought into our studios under a policy we adopted to help the industry meet the days ahead.
.Last year we spent $25,000,000 on the production of Paramount Pictures. This year we shall spend many millions more. While sensible economy must be practised at all times, this is no time for petty trimming of budgets, no time for squeezing of pennies. The problem is here and it is our duty to face it with courage and solve it with skill and brains. Greater pictures must be made. These pictures must contain more showmanship, more novelty. This costs money, and Paramount purposes to invest this money, secure in the knowledge that the public will reward its efforts.
1 have personally gone over every detail of the production plans drawn up by my associates. I have spent several weeks in each of our studios in Hollywood and New York. Never have I been so confident of a production program. To theatre owners throughout the world I wish to impart some of the confidence I feel. I want them to know that Paramount has a complete knowledge of their problem and, more than ever before, will stand by them and support them.
JL he second article in our business faith is that good product must be intelligently and adequately advertised. In 1931 and in succeeding years it will be our purpose to support every one of our pictures with