Motion picture studio directory and trade annual (Oct 1916)

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October 21, 1916 STUDIO DIRECTORY usrC/) * W hat does This Name Signify? I I signifies the best plays we can buy, produced by the players best fitted to portray tbe characters. The best -way to hold the public is to please the public. If -we keep on pleasing the public, it will get in to the habit of coming -where our plays are shown. And the only way to please the public is to produce good plays. 1 he question of the cast must be decided after -we read the play and find out -what kind of actors we need. The best -way not to please the public is to buy the actor and make the play fit him. We can t pin our faith to the actor because the actor is migratory and uncertain. He can t play every part written and play it well. He is too human. Therefore if we follow rigidly the rule of buying the good play and casting it with people -who fit the roles best, we are giving the public the very thing it goes to the theatre to see and we are making money permanently. That is the real meaning of BLUEBIRD. It means to the photo play what the high class Standard Brand means in any commodity. It means sure and permanent quality. XA' hat more can the play-goers ask ? We have been telling this policy to millions of people thru the medium of halt page ads in the Saturday Evening Post. At a single stroke therefore, we are giving Exhibitors the supreme opportunity for profits and prestige by producing the supremely artistic in screen dramas backed by the largest advertising campaign in the history of the industry. Millions of people are seeing BLUEBIRD Photo Plays and the 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