Motion Picture News (Sept-Oct 1916)

October 21, 1916 STUDIO DIRECTORY Wkat do es XKis Name Signify? I T signifies the best plays we can buy, produced by tbe players best fitted to poriT^ t cbaracters. Tbe best way to bold tbe public is to please tbe public, it we keep on pleasing tbe public, it will get in to tbe babit of coming wbere our plays are shown. And tbe only way to please tbe public is to produce good plays. Tbe question of tbe cast must be decided after we read tbe play and find out wbat kind of actors we need. 1 he best way not to please tbe public is to buy tbe actor and make tbe play fit bim. We cant pin our faitb to tbe a^r because tbe actor is migratory and uncertain. He can't play every part written and play it well. He is too buman. Therefore if we follow rigidly tbe rule of buying tbe good play and casting it witb people wbo fit tbe roles best, we are giving tbe public tbe very tbing it goes to tbe theatre to see and we are making money permanently. That is tbe real meaning of BLUEBIRD. It means to the photo play what tbe high class Standard Brand means in any commodity. It means sure and permanent quality. What more can the play-goers ask ? , 1 have been telling this policy to millions of people thru tbe medium of half page ads in the Saturday Evening Post. At a single stroke therefore, we are giving Exhibitors tbe supreme opportunity for profits and prestige by producing tbe supremely artistic in screen dramas backed by the largest advertising campaign in tbe history of tbe industry. Millions of people are seeing BLUEBIRD Photo Plays and tbe attendance is growing daily in all theatres showing BLUEBIRDS. When are you going to join the prosperity crowd ? Be sure to mention " MOTION PICTURE NEWS " when writing to advertisers