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12
UNIVERSAL WEEKLY
Dec 3 1932
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rOUNG as this business is, it has created a few traditions and ideals. No business can amount to anything without them. One of these traditions is the annual celebration of the Carl Laemmle anniversary. On February 24th in 1 906, Carl Laemmle opened a two hundred seat theatre on Milwaukee Avenue in Chicago. It was a momentous occasion. It was a courageous one, too. Into that little White Front Theatre not only went all of the money that Carl Laemmle had saved up in his lifetime, but every hope he had of earning a place for himself in the greater business world and of earning a competency for his wife and children.
But more than hope and more than money went into that theatre: sound business, sense, wise forethought, a proper appreciation of economy, unlimited energy and application, and a courage beyond compare. It is this combination which every element in the moving picture business is glad to celebrate when February of each year rolls around. Each succeeding February is a new and greater milestone in this truly marvelous career of Carl Laemmle, the immigrant boy who not only carved out a fortune for himself in the New World, but kept his seat firmly in the saddle and
Carl Laemmle 27th Anniversary Celebratio
his company safely intact, his credit, his reputation for fair dealing and his good name proud by-words in this business. Carl Laemmle is still the only pioneer of that far-off day who is still the active head of the company he founded and by the forethought of his courage and ingenuity has brought to greatness.
And So We Celebrate
For these reasons, it is meet and fitting that exhibitors and distributors alike should join in celebrating Carl Laemmle's twenty-seventh anniversary. It was decided yesterday that the period for this celebration should
extend from January 2 tdfl February 28. Plans fo^ this celebration are now being formulated and will be announced in succeeding issues of the Universal Weekly. Ample opportunity will be given to exhibitors to book Universal pictures in these two months and every effort will be made to book pictures during that period which will be the kind of money-making pictures for which every moving picture exhibitor is thankful to Carl Laemmle and to Carl Laemmle, Jr., the production chief at Universal City.
Last year "Frankenstein" was the outstanding money picture of the year for hundreds and hundreds of exhibitors. Undoubtedly "The Mummy" will take its place in the cycle of money pictures of this season. It is also fairly certain that "Nagana," Tala Birell's first starring picture, will be released within the same period, but other releases have not as yet been definitely set.
Each issue of he Universal Weekly will contain the latest news in regard to Carl Laemmle's Twenty-seventh Anniversary Celebration during January and February.
This early announcement is made so that exhibitors will be in the best possible position to help celebrate. For this anniversary is peculiarly an exhibitors' celebration. And it is so this year more than ever before.
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