Motion Picture News (Jan-Feb 1922)

344 Motion Picture News T o Exhibitors Who A Sensational Offer Which Is Backed Up With the Resources of the Strongest Company in the Business Cards on the table, face up! Prove to me that you are actually operating at a loss and I will authorize Universal’s nearest representative to cut film rentals enough to enable you to at least break even! This offer does not apply to any exhibitor who is breaking even or making a profit. It is intended only to prevent theatre failures. Every producer in the business knows that some of you are losing money. For a long time your complaints were taken with a grain of salt, because some of you complain all the time, even when you are cleaning up, just to hammer rental prices down. But there is no denying now that your complaints, in many cases, are justified and true. Therefore, regardless of whether you are now using Universal pictures or whether you have never used them, you can get them at a price which will stop your losses the instant you prove to our representative that there is a loss. The best houses in the country have discovered the amazing improvement in Universal pictures. They know we have improved our stories, they know we use the best settings in the world. They finally realize that we have the best photography and the cleverest lighting. And what’s more — WE’VE GOT THE BEST STAFF OF DIRECTORS EVER GATHERED TOGETHER IN ONE STUDIO! We’ve cut the waste from thousands to hundreds, from hundreds to dollars and from dollars to pennies. We can make better pictures than anybody else for less money than anybody else — and we’re doing it every day! Never in the history of the industry did any company produce such a STEADY SUPPLY OF EXCELLENT PICTURES. Never were such fine pictures sold on such a close margin of profit. CARL LAEMMLE, President