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THE MOVING PICTURE WEEKLY^
SPADE A SPADE
That's exactly what has happened and is continuing to happen every day.
If you give your patrons a mixed program of short subjects, they will stand for one or two that they might not like; because they are bound to be pleased by at least a part of your evening's program. But if you give them a five-reel picture and the whole thing is rotten (as is all too frequently the case nowadays) they are sore at you and sore at the photoplay in general.
The Universal program was NEVER SO STRONG AS IT IS RIGHT NOW. The pictures are better in every detail. Our one, two and three-reelers contain more actual entertainment than ninety per cent, of the fivereelers being released nowadays— and simply because we tell a better story in one, two or three reels— and tell it better— than most of the five-reelers do!
The people CRAVE entertainment. They hate to be bored. You are boring them to death with long features and yet many of you are actually afraid to quit feeding the people the stuff they don't want!
The Universal has no special pet. We don't care a rap whether we make one-reelers or five-reelers. Our equipment is as good for one as for the other. But it is maddening to see so many theatres insisting on the kind of pictures that the people are sick of. It's time for you to quit fooling yourself and CALL A SPADE A SPADE!
UNIVERSAL FILM MANUFACTURING COMPANY ^^^^^^e^i^af^^^
"The Largest Film Manufactunng Concein in the Universe" New York