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Page 5
1930
wears a
Showmans
A
New
Y ear’s M essage
From
The
Leader
Of
The
Foreign
Legion
A New Year!
Ordinarily that simply calls for a lot of new resolutions. But 1930 is not just another new year. It’s a revolutionary New Show World year!
And you can’t fight revolutions with resolutions!
1930 demands action!
I,t clamors for a lot of hard work and plenty of sweat. It puts a premium, as never before, on super-showmanship. It cries aloud for more aggressive selling, more intensive exploitation, more concentrated thinking.
There may be a budget limit on advertising dollars, but there is no budget limit on effort, energy, enthusiasm and ideas!
Mark my words, you’ll need every ounce of originality, resourcefulness and merchandising ability you possess to do justice to the staggering array of Paramount hits that are coming — “The Love Parade,” “Welcome Danger,” “The Virginian,” “Glorifying the American Girl,” “The Vagabond King,” “The Mighty,” “The Big Pond,” “Paramount on Parade” and other giant productions.
You’ll soon discover that well enough in 1929 is not good enough for 1930!
Times have changed !
Sound has turned this business of ours topsy-tu rvy!
The New Show World is creating bigger and better records every day. You can’t apply a “silent” yardstick to a “talkie” picture. Last year’s standards don’t fit this year’s changing conditions. 1 he phrase “long run” has assumed a new and more expansive meaning! 1 he box office has become more elastic. The possibilities are unlimited.
That is why I say to every member of the Foreign Legion: never before in the history of Paramount have you had a better opportunity to show the stuff you’re made of — to p rove yourself either a somebody or a nobody — either a showman or a sham!
Are you going to alibi yourself or glorify yourself in 1930e