Arizona republican., 1919-08-31
B|C DR|VE: FUR
 TER MOVIES 5OONU UNDER WAY
Public to Have Chance In Selecting Pictures to Be Shown At Local Houses
 By Paramount Go.

nation wide drive for better mo- tion pictures, designed to bring the standard of motion picture presenta- ton throughout the United States to the highest level and to make the showing of films in the smallest town as brilliant as in the largest city. will occur during the week of August 31 to September 6. under the direction of the Famous Players Lasxy Corporation, which has designated that period as Paramount Aircraft week. Film pro- auctions of that organizations will be shown exclusively during the seven days at hundreds of theatres through out the country as demonstration to the public of the companys efforts to constantly better it's pictures and as pledge of the standard quality of its offerings of the coming year.
 Paramount Aircraft week will be great cooperative movement for the hest in pictures in which the producer, the exhibitor and the public will join forces. A tremendous national cam paign of advertising, using periodicals with the largest circulations, as well as the daily publications of nearly hun dred large cities. and 400 other towns directed and financed by the Para mount Aircraft organization, will point out to the public where they can see the best. pictures
 Ninety eight per cent of the 17.130 motion pictures in the United States, as listed by the Internal Revenue Depart nent, are already showing Paramount Aircraft pictures in response to popular demand
 September 1 is the New Year in the motion picture world September l, oy-1-e har ,f in screen history Tn addition to new and unusual features to be presented during the coming season a. new system of booking Paramount-Artcraft pie lures. called the ssselectiTe booking" system, guarantees to the motion pie lure loving public a new standard of film entertainment Under the new system the exhibitor is enabled to pre- sent only those films which he knows his patrons desire Every picture of fhe Paramount Aircraft output. after September 1. may be purchased indi- vidualiy on it's own merits: the exhibi tor will be privileged to shop around and will not be forced to contract for one film only on condition that he ac- cepts another and less attractive pie tuFe at the same time.
 It is the desire of Paramount Art
 
 lures in the small towns of the country IS attractive and as complete as in the larger cities. To insure this result a system of repair and renovation of films has been tablished so that the small town exhibitor who only re celves film it has filled engagements at first and second run theatres. can give his patrons as brilliant a per formanee on the screen as the theatres of the metropolis Two large renovat- ing plants have been installed in New York and when it is found that a film is no longer in first class condition it is withdrawn from circulation and is for warded to one of these plants where damaged portions are replaced and tFs rest dipped in a revivifying solution which cleans and freshens it.
 Paramount Aircraft week this year will demonstrate to the public that the Famous Players Lasky Corporation headed by such men as Adolph ZuFor Jesse L. LaslSy. has aimed for a higher type Of service to it's patrons and has successfully reached it. The theatres qualified by reason of their contracts to show the first productions of the new 1919-1920 plan under the 'selective booking" will be privileged to offer twC big features to their audience thi. week: "The Witness for the Defense.' with Elsie Ferguson In the star pafg and "The Valley of the Giants. if which Wallace Reid appears in one .. the most scongeniaf rbfes of his cafser sQthe4 releases for tf.e week include ths < AiHsfest of rcliseblag comedies excelienI sNenias an1 other short subjects o tnpara quality The corporation fin xaqlts have been ransacked for,tsse T. rest motion pictures that have been pro dpced and distributed under Para mount Aircraft trademarks, with { result that the week will, from na. lional standpoint, mark the high water mark in motion picture history for tho Ajpited States. It will demonstrate ts the public the high standard that ha: been reached in motion picture de velopment and will forecast the further development of the coming year.
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