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No distributor can succeed in arousing excitement over a product which he fails to get excited about him- self. The last approximate three years are dotted with the full evidence necessary to prove the point. If exhibitors were given more reason to be enthused about product, the conditioning would reflect more fre- quently in their own operations. It is not unlikely that ef- fort would be made to give attractions longer runs rather than abruptly pull them when the fresh first money is exhausted. However, exhibitors, too, have to roll back the limi- tations of their current horizons. For their own ultimate benefit lest the sources of supply dry up too quickly, they should consider husbanding whatever worthwhile prod- uct gets up on their screens by making certain all possible values are extracted. They also ought to be willing to share production's experiments in new directions by demonstrating under- standing and cooperation. New fields cannot be ventured unless there is a reasonably balanced split of the obliga- tion incurred. There must be encouragement for hitherto untried trends if this industry is to progress. The same old things cannot be made and re-made year in and year out, and the same old campaign cannot be used again and again, for such a road terminates at a mediocrity from which audiences eventually will demand relief elsewhere. community service DuRING the war the motion picture theatres of America did a job of selling war bonds and making col- lections for many worthwhile causes that was unprece- dented in scope and accomplishment. It was a public service that became an integral part of the American way of life. This service made the theatre a focal point of patriotic activity in most cities and towns throughout the nation. Now seems the time to revive such community service which will bring the theatre back into the public spotlight and recreate the good will that the theatre and the motion picture industry enjoyed during wartime. The practice can be reinstated easily by offering the theatre's facilities in making collections for local Red Cross Drives, March of Dimes Campaigns, Church and Hospital fund raising efforts, and the like. Prominent local citizens will thus be drawn to the theatre again for their community effort. A survey of patrons will determine for theatre men whether or not this community service is desired. Many theatres already have revived this custom.