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PRESIDENT FREULER
Says to
EXHIBITORS
THE man at the head of a successful newspaper is always a power in the com¬ munity. Doubtless you have seen such a man rise to prominence and power in your own town. At any rate if you look about now you will recognize such a man in your own community, no matter how big or how small your city.
Why?
ECAUSE this man at the head of the newspaper, whether he be editor or pro¬ prietor, is enabled to impress his ideas and opinions upon the people. His newspaper is the medium of expression of his personality. Its success depends on the success with which he expresses that per¬ sonality. If his personality has not the property of popu¬ larity, if he is not in sym¬ pathy with the people, if he can not interpret his readers as well as himself, his news¬ paper will be a failure.
MY business has made me a rather close observer of newspapers in cities great and small all over the coun¬ try. I am convinced that the newspaper which is merely institutional, which does not carry this element of person¬ ality of seme big man con¬ nected with it, is always a failure.
There is a lesson to you and to every exhibitor in this.
You, too, are a publisher.
NSTEAD of printing a paper you print your news and stories and editorials on the screen from films and slides. You are just as truly an editor as the man who sits at the desk with the editorial blue pencil. You accept and
you reject. You decide wha* you will print in the lights and shadows of your screen. You are expressing your personality at every show. You will succeed or fail by exactly the same factors as the editor.
You have the same chance for power in the community as the editor.
THIS means responsibility.
You are responsible to your patrons for good enter¬ tainment, clean entertain¬ ment. You have to be interesting EVERY DAY. You can never relax, never shirk responsibility. If you do, you get the reaction in the box office receipts.
You must learn to talk to your patrons from your screen just as effectively as the editor talks from the printed page of black and white. It can be done. You can do it if you will but try.
YOU can talk much more effectively and enter¬ tainingly than the editor. Your expressions on the screen do not have to be in¬ terpreted by a reader’s imagination because they are enacted in life right be¬ fore the audience — your “readers.”
AS the industry progresses you more and more will have need for this power of expression directly to the people. The various local and national censorship problems and fights make a very good example of this need.
Be a real picture exhibitor, and a real power in your community.