Motion Picture News (Jan-Mar 1918)

February 2 ^ , i g i 8 1087 How to Ride with Progress " If any proof were needed that big things are doing in General P'ilm then the fact that the staid old organization is tearing away from the downtown Fourth Avenue address is sufficient for us." — Editorial in MOTION PICTURE NEWS. General Film Company is a happy combination of two things — poise and progress. It may be "staid," but it has also a record for "tearing away" from the obsolete. General Film Company has been the first exchange organization to put into practice the great idea of one commercial service to handle the product of many film producers. Magnates in the wilderness, crying for economy and elimination of duplicate overhead, take notice. General Film has been the first to adopt the advanced merchandising details that prevail in stabilized American industries. General Film Company is the only motion picture concern to report its film rentals to manufacturers by the employment of electrical accounting and tabulating machinery like that used by the U. S. Census Bureau. General Film Company is one of the few who at the outset refused to impose the arbitrary 15c. per reel charge upon releases. General Film Company is the only exchange organization founded upon a market for short length pictures to make a brilliant and immediate success with feature product, as exemplified in the Paralta Plays handled through its exchanges by the "Hodkinson Service." General Film has retained exhibitor confidence from the beginning — a golden crown of good will that in this hour is more than treasure. General Film Company, in fact, does not have to resort to trick photography to simulate speed. It glides onward with power and with purpose. The way for a motion picture exhibitor to ride with Progress is, to ride with General Film. General Film Company 25 West 44th Street, New York A magazine's success is measured by its advertising. Look at the " News! "