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came the dawn!
(J Los Angeles got a shock the other morning. Newspapers extravagant in praise of three new pictures opening down town. Sidewalks in front of the Criterion blocked at 10 A. M. by crowds waiting to see “Chang.” Similar situation a few blocks away at the Million Dollar, where “Way of All Flesh” was the attraction. A review in the “Times” hailing this as “the greatest picture ever made by a motion picture company” seconded by capacity audiences saying it with silver. Further along at the Metropolitan, S. R. O. proudly displayed for “Barbed Wire.” IJ Three Paramount Pictures simultaneously the talk of the town. Because they’re amazingly different, ultra-modern. Marking wide departures from the beaten path. Paramount has struck a rich, hitherto untapped vein of entertainment. Paramount has captured exactly the new type of pic¬ ture that wise, discriminating audiences of today demand. As up to date as a page from Vogue. As shrewdly keyed to the modern mood as a Jordan Playboy. (JThe world was sick of just movies and ripe for a change. Paramount, thanks to its foresight and resources and fresh, eager personnel, is prepared. True, rival production policies may be revised. But it’s too late for 1927-8, gentlemen. Studios aren’t revolutionized over night. Minds aren’t yanked from ruts in a day. Comes the dawn of a new day in pictures — and Paramount alone is ready. CJ Los Angeles, New York, Oshkosh — they’re all the same. Your public, too, Mr. Exhibitor, is demanding the new type of picture. The only kind that will produce big grosses in these changing times. Are you ready? If you’ve booked Paramount’s 100% Program you are. If not, you must give way to the man who has! M X X X X X XX X
showmen of today
Member of Motion Picture Producers and Distributors of America, Inc. Will H. Hays, President.