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28 Wednesday, September 3, 1941 ; 1 ; » I I I I I \ i I * ; ( .1 / HOW LONG WILL ^ ' YOU STAY IN BUSINESS? w ^ "e hope for many yearsl United Artists itself has been a going concern (since 1919 and that's a long time in picture busi- i (ness. What's more, we expect to be going places u (and getting there for many decades to come. Exhibitor cooperation has been the most impor- : ,tant factor in maintaining United Artists' year-after- i ^ year success. But this year the cooperation we I solicit is an intensified one that will be felt not just ; between one company and its friends but one that I; ^will extend industrywide in a new concept of part- I 'nership between producers and exhibitors. !; ^ This industry will have many hits during 1941-42 I; but these hits must get their iust share of revenue for j: the men ^ho make them so that this money can i\ be re-in"ested in developing films to satisfy the [j entertainment needs of America's millions — and I t; I thus keep all of us in business. I What are you doing to help carry the industry j load? What are you doing to protect the invest- i ment that your own theatre means to you? Are you } taking good pictures one at a time and giving ' ihem all you've got in showmanship? Good pictures don't come off the assembly line of production like robot automobiles. Pictures don't respond at the box-office to the assembly line type of selling. Profitable pictures are no less the result of imaginative producing than they are of imagin- ative selling. There is no cure-all that works in every situation — except the determination of every theatre op- erator to do his darndest to put that picture over as though it were the biggest picture he ever ex- pected to play and to concentrate effort on it until the last show on closing day. In the interest of the years you hope to stay in business, this year put individualized knowledge of your own situation to work on the great hits from all companies! THE AVENUE OF QUALITY Thii tdvertismeut, while dealing with a subject of industry-wide concern, is paid for by United Artists.