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are HalT die shcn. Aim at the 100% p I 4 No matter how good the feature pic- ture, how fine the story, or how prom- inent the name of the star may be, such a picture is only half of a motion picture theatre program. The other half is comprised of Short Subjects, such as the news reel, the scenic drama, the comedy, the special- ties in short length. You are entitled to a whole evening's entertainment, and will get it at thea- tres whose owners pay for high qual- ity throughout their entire programs and give as careful thought to the Short Subjects as they do to the feature. These conscientious exhibitors select their Short Subjects from this list of guaranteed entertainment-value mo- tion pictures: CHRISTIE COMEDIES HAMILTON COMEDIES MERMAID COMEDIES CAMPBELL COMEDIES TORCHY COMEDIES CAMEO COMEDIES THE ADVENTURES OF SHERLOCK HOLMES «y Conan Doyle WILDERNESS TALES 'By Hobert C. "Bruce Tony Sarg'S Almanac EARL HURD COMEDIES Kinograms-NewsWeekly and Short Length Specials All the above may be identified by our trade-mark on postersand lobby-cards in theatre entrances. When you see it. Go In—It's the Sign of a 1VH0LE Evening's Entertainment Show How many shows were saved last year by short subjects? How many exhibitors had to count on the comedy or novelty reel for the words of commendation that tell them when patrons are coming back again? "Don't exercise the utmost of judgment and shrewd show- manship on the selection of your feature attraction now— and then decide to 'take a chance' on the short subjects as they come along. "That's only half doing your job. "Book short subjects that are worthy of it—then advertise them! There are opportunities here for creating a follow- ing that will bridge over many a weak offering." EDITOR-IN-CHIEF MOVING PICTURE WORLD. Educational Pictures have a following Because their quality has been high and sustained through two years of successful distributing. Because Educational pounds away with paid advertising in publications like THE SATURDAY EVENING POST and THE LADIES' HOME JOURNAL, teUing 24,000,000 people constantly that good showmen present EDUCA- TIONAL PICTURES on their programs. It pays to book EDUCATIONAL PICTURES and LET THE PUBLIC KNOW YOU HAVE THEM. Display our posters and lobby-cards prominently and talk about them in your newspaper advertising! THIS AD APPEARS IN The Saturday Evening Post ( THE LADIES' HOME JOURNAL ( AND October 7th> Issue , November ^ Issue "THE SPICE OF THE PROGRAM"' EDUCATIONAL FILM EXCHANGES, Inc. E, W. Hammons, Presidemt EDUCATIONAL FILM EXCHANGES, Inc. B. "W. Hammons, President BXBCUTIVE OFFICES—NEW YORK I