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Technicolor
CREATES NEW AUDIENCES . .
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There are still many millions of people in the United States who seldom attend motion pictures — a vast potential audience estimated at 20,000,000. The patronage of these people must be secured if grosses are to grow. Mediocre film entertainment will not win this patronage. Technicolor will attract these people and at the same time help to satisfy the present patronage. Color is still news. It commands attention and interest because it is off the beaten track. It is the most exploitable of sales arguments. And color appeals to everybody.
THEATRE MANAGERS FAVOR
LULU K • Motion picture audiences like color. Data procured from hundreds of theatres which have featured Technicolor pictures establishes this fact beyond peradventure. Theatre managers are also enthusiastic for Technicolor, especially as exemplified in the recent hits. Big "Whoopee" grosses and repeat engagement grosses all over the country prove that outstanding productions in Technicolor will draw the business, depression or no depression.
RECENT IMPROVEMENTS IN
1 L L II .N 1. L O L O K • A new Technicolor camera lens has been developed which gives sharper definition upon the screen ; also a special method of processing the sound track which gives Technicolor pictures outstanding sound reproduction.
TECHNICOLOR NEEDS GOOD STORIES TO FUNCTION 100%
Technicolor cannot make good entertainment out of a weak story, a badly cast picture or poor direction. Nothing ever has made a hit out of such material. But a good story, reasonably well cast and directed, will be vastly improved by Technicolor. Employed intelligently, Technicolor gives that additional class to productions which distinguishes the smashing box-office hit from the also-ran.