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It was the only selling language that was absolutely universal. The chief administrators of the Government were warm in their praise of its co-operation. Paramount-Artcraft advertising has had the supreme advantage at all times of being closely related to what is uppermost in the heart of readers. There never was a campaign that depended so little on professional cleverness and so much on sincerity and vision. The fact is that in the presence of phenomena of such formidable possibilities as occur in the development of a new means of expressing the great public heart, tti2 only genuinely valu- able equipment is sincerity and vision—plus the ability to gradually perfect the immense machine of distribution. In any national advertising of Paramount-Artcraft at any time one can sense this atmos- phere of a large and tenacious purpose, a purpose to make the screen really count in the upward and happier evolution of humanity. Volumes could be written about Paramount-Artcraft advertising without saying more than this. The advertising is the voice of the organization. It is the continual message of reassurance to the public ear. There is not a human being to whom the good or bad development of motion pictures is not important. There is not a man, woman or child in America whose opinion of Paramount-Artcraft is not valued. All the developments of Paramount-Artcraft advertising in the future will be an expression of the spirit stated here. The co-operation with exhibitor's advertising, the r^gil enlightened exploiting of every avenue of sympathy rX- jt I to the heart of America, will continue. The direct, tangible result of all this is that Paramount-Artcraft Motion Pictures are every week worth more and more to exhibitors every- where. Worth more in terms of the box-office, in sta- bilizing as well as developing the theater's income, and worth more, best of all, in making the theater an institution of rock-like permanence because deep-rooted in the very fabrics of local happiness everywhere. If all the exhibitors of America were to pool their funds for the purpose of advertising motion pictures they could not do more for themselves than the Paramount-Artcraft advertising is doing for them. In effect it is their campaign. It is their campaign to precisely the extent they please, namely, to just the extent that they identify their theaters with the best motion pictures made— Paramount-Artcraft. There are some things whose development seems to have something of elemental force and certainty. The screen is one of these. The screen has become an integral part of the daily life of the civilized world. It will partake of its prosperity. At all times its best activities will be expressed by Paramount-Artcraft. And the national advertising of Para- mount-Artcraft will at all times be the only authentic memoranda of the screen's [ 53 ] Art Department Poster Room, Art Department