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12
THE MOVING PICTURE WEEKLY
THE BOOM IS HERE!
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No. 198 Straight from the Shoulder Talk by Carl Laemmle,
President of the Universal Film Mfg. Co.
VERY exhibitor I have talked with during the past three weeks has reported a sharp improvement in business.
Every exhibitor with whom I have been corresponding during the same period has said conditions are much better.
Every manager of every Universal exchange has, in his last three weekly reports, either jotted down a marginal note to the effect that ^'exhibitors are more cheerful*' or else has reported new business to prove that we've all of us seen the worst of the depression and are due for better times.
When this condition exists, it is time to quit saying that the boom is coming and to say, instead, "TAe Boom Is Here."
As I have said on several previous occasions, "as goes England, so goes America" in the film business.
For several months after the war broke out in 1914, business in England was mighty poor in spite of the "Business as Usual" slogan which the English business men displayed so bravely. Moving picture theatres throughout the kingdom had a terrific struggle to keep their heads above water. But, finally, the tide turned and people took up their old habit of jamming the picture houses every night.
That's what happened in England and that's what has just happened in the United States. When we entered the war, business began to slump until it hit the very bottom of the toboggan in December and January.
But now the rebound has come. It's time for all of us to put away the long face we have been wearing and cultivate a few smiles. The boom is here. A few smiles and some hard work will keep it here. A few scowls will scare it away.
Get out your boom smile, dust it off and wear it!