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THE MOTION PICTURE NEWS
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FORTUNE
Fortune favored Bill, the man who fished with bare hooks and caught a bag of money. Bill is the great exception. Exceptions are interesting — that's why we follow the fortunes of Bill.
Bill hit upon the happy idea of investing his money in a motion picture show. He went from city to city looking over every picture house that was advertised for sale. Proprietors of these houses invariably assured Bill that their operating expenses were little — that they were using a low-grade service which was "plenty good enough and cost scarcely anything.1' But none of these houses was doing a profitable business, so Bill went home and built a fine new theatre of his own. He spared nothing in showy decorations, upholstered seats and fine equipments. But when it came to selecting film service, Bill was once more at sea. He fell
back on his old habit of studying the advertisements. An inexperienced man, even though he uses the brains God gave him, can be misled, and so was Bill.
He put on a "sensational program," of which the feature was a three-reel, or as Bill afterward called it — a "free steal" multiple.
Bill's fishing had made him famous, and his house was packed the first night with curious townfolk. The show, of course, was bad and the people openly expressed their disgust and resolved never to come back again. Bill had about given up to despair when a man, attracted by the tremendous crowd pouring out (which he mistook for evidence of great success), bought Bill out for ten times his investment. Same old Bill.
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MORAL
The houses showing high-grade pictures are making money, and are seldom if ever advertised for sale. A lowgrade service is a false economy, and will never fool the "fans," no matter how fine the theatre and its equipment. Bill's experience should be a warning— not a temptation.
General Film service is the exhibitor's only guarantee of success. It furnishes him with the one thing the people are willing and anxious to spend their money on over and over again : — IV ell
balanced programs of the finest pictures that are now, or ever have been marketed. Selections from the output of the ten great manufacturers of the world.
GENERAL FILM COMPANY (INC.) 200 Fifth Avenue New York
in writing to advertisers please mention "THE MOTION PICTURE NEWS'