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i34 HARVARD BUSINESS REPORTS
regular weekly column in the Saturday Evening Post of November 24, 1928. It requested all readers to write their answers and opinions in letters addressed to the president of the company.
This advertisement elicited a large number of replies and, on the whole, the replies were of a more intelligent nature than usual. Persons in all walks of life seemed to take an interest in the questions. A large number of men seat in their opinions: the final count showed the replies to be divided about equally between men and women. Altogether, approximately 350 replies were received. As in the past, the company answered all letters.
A general report of the answers to the questions was prepared for the president of the company. It is shown in Exhibit 2. This report was circulated among other executives as well and exerted considerable influence over their decisions when planning new pictures.
Exhibit 2
Report of Answers to Questions in Advertisement of Universal Pictures Corporation
1. Do You Like Happy Endings?
The majority of fans favor the happy ending, but agree that, rather than force an ending, the sad one is preferable. LOGIC is tJie element of prime importance according to these writers.
2. Do You Think When Fuming a Great Play, Book or Classic of Some Famous Author, We Are Justified in Changing What May Be the Original Sad or Tragic Ending to a Happy Ending?
Most fans would rather have some well-known work transferred to the screen "as is," unhappy ending included. However, a sizable number feel that we are perfectly justified in changing the ending, if it in no way detracts from the story.
3. Which Do You Like Best:
Love Stories Heart Throb Dramas
Tense Drama Spectacular Productions
Thrill Pictures Adventure Dramas
Comedies Underworld Stories
Problem Plays Western Pictures
Sex Stories Society Dramas
Comedy Dramas College Pictures Historical Pictures
Here we meet great divergence of opinion, but Love Stories, Comedy Dramas, Thrill Pictures, College Pictures, Underworld Stories, and Society Dramas seem to head the list. The sum and substance of it all seems to be that any story Well Made will be well received.
4. Do You Like "Teams" in Pictures — TJiat is, Two Stars Linked Togetlier Always Playing as a "Team"?
The fans like stars to "team" in two or three pictures, but get tired of seeing them play together continually. This was very definite.