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ARE YOU READY? |
MUCH against my desire, I am showing "The Hunchback of Notre Dame"
in various legitimate theatres throughout the United States. I am making ||
a profit on these showings and at the same time I am preparing the way ||
for the exhibitor who will show it later on at popular prices. ||
The only reason I have chosen legitimate theatres is because the picture simply must have a real run, and most exhibitors up to now have been fearful of changing their policy to two-a-day and charging $1.65 top. ||
Now that I am in ihe midst of "road-showing" the big production, I find that exhibitors of importance are changing their attitude and are showing a disposition to change their policy, thus cutting legitimate theatres out of the picture business. ||
I approve of this >with all my heart and soul. I have always claimed that pictures belong in picture houses, but with a picture as great and unparalleled as "The Hunchback of Notre Dame" I positively cannot sacrifice it or treat it like an ordinary picture. • I j
Wherever I have found a first-class picture house that is willing to change its || policy by showing "The Hunchback of Notre Dame" twice a day at $1.65 top, I || have given it the preference over any legitimate theatre. ||
I am ready to do this wherever it is feasible. Sj
I am not pretending that I expect to sacrifice this production. I am satisfied that 1 j it is the outstanding picture of the past ten years; one that will last for years to come, one on which I could afford to take my time about booking. I consider it so exceptional, such a demonstrated success wherever it has shown, that I am more than doing my part when 1 offer to run it in picture houses instead of legitimate houses. ||
If I get a proper run in every community and at the same time strike the first || blow to kill the evil of running pictures in legitimate theatres I will feel more than || satisfied. ||
Of course, I don't mean that every ticket must be $1.65. I mean that a reasonable number must be sold at that price. Afterward you will want to repeat the picture at popular prices and reap a double profit from it. ||
There's my story. How does it strikeyou? If it appeals to you, wire or write || me. ||
UNIVERSAL PICTURES CORPORATION | j
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