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"NUMBER 11
THOSE "GOOD OLE" DAYS
We often hear allusions to those good old lush days, whenVanybody in ‘the picture business, big or little, was a Mr. Big, and couldn't shovel is receipts into the vaults as fast as they kept pouring in at his box offices ... It appears that the story has changed a little ... That game exhibitor, with the same theatre in the same good lotetion, the game line-up of produst, plus the many innovations introduesd into cur business during the past few years, is crying the blues ..Buginess isn't so good anymore. Profits are dwindling ... any day
now he's: going to be foreed out of business and right into the breadline.
What exactly were the “lush” years? ... If the reference ig to the war and immediate post-war years ... whe all one had to have was a
box office, a couple of projectors, a screen and some film any kind of film = When even in spite of the negative efforts of scve in this business, in spite of laci¢ of know-how ... or even basic effort, the €ash registers jingled merrily aleng and fortunes ware made over night. If those are the oft-lamented "gone" lush yearge ... then 2 certainly agres ..» They are gone.
But ... our business is still here, and it’s a good, healthy business. We who had builded on a solid foundation need have no feareWe who had slugged ous way through the dirty thirties .,. stood up to the many new foms of opposition yin’ eh have cropped up over the years ..have taken in our stride 3-D, wide screens, new projection and sound systems .., We. I say. are 45 better shape than ever before to weather any and every obstacle we may be faced with in the years to cone.
Profits may be a little lower ... mostly because of increased operating costs ... So ... we've got to become good business men again ..We've got to make sure that we don’t spend more than we take in, Simple isn't it? We've got %o operate our properties with intellige nce, efficiency amd judicious economy,
And above all ..we've got to do more selling than we've ever done before .-. Our population is increasing by the hundreds of thousandeLet us reach out into this new potential audience .., Lette gst then into our theatresThay are our best fora of insurance, Reach out to our New Canadians ... and don't ignore the youngaters who are grow.ng up ail around you.
You're in a good business, and YOU can keep it good. The state of our industry, my friends, depends on ever ry single one of you. YOU TAKE“IT FROM TERE.
D.E-K.