Moving Picture World (Dec 1917) - Learn About Movie Posters

Eteceftfcee 22±\9\7 THE' /'MOVING PICTURE WORLD 1753
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TO MOTION PICTURE EXHIBITORS,
MANUFACTURERS AND DISTRIBUTERS:
Effective at once* the General Film Company takes the initiative in a tremendous
reform in the motion picture industry. In association with the W. W. Hodkinson
Corporation, which distributes Paralta Plays and other high class feature
productions, GENERAL FILM COMPANY includes in its vast exchange system the
merchandising of the Hodkinson productions. In this expansion the brilliant
constructive genius of Mr. W. W. Hodkinson, originator of the most logical and
consistently successful methods in the industry, indorses and reinforces GEN-
ERAL FILM COMPANY'S highly intensified organization for the conduct of
advanced merchandising of motion picture film.
Mr. Hodkinson's decision to avail himself of this exchange service is thoroughly
consistent with his well-known principles. Living up to an axiom long championed
by him, he chose the short cut to results by refraining from establishing another
duplicate exchange machine with its added saddling of overhead expense upon the
trade. He chose instead to send the Paralta and his other product, personally
directed by his methods, through the already comprehensive and smoothly running
GENERAL FILM COMPANY machinery without waste or needless new
expense. This product comprises such gilt-edge feature releases as "A Man's
Man" with J. Warren Kerrigan, "Madam Who?" with Bessie Barriscale, and other
Paralta Plays featuring these stars, as well as Henry B. Walthall. These two pictures
are now ready for immediate bookings at all GENERAL FILM COMPANY
Exchanges.
A colossal advance in the plans and scope of GENERAL FILM COMPANY is only now
disclosed. It is a revival of its traditional leadership in a new direction. For the present
announcement is the first shot that is to break up the stagnation in the industry that has long
been baffling; it being in fact the shot that is. to do away with the ruinous duplication of service
and the wasteful overhead in distribution and all other practices that have been so opposed
to real business principles. It is the beginning of progress and efficiency in motion picture
merchandising, with distribution cost restricted to basic sales necessity and economy applied to
the moving of product of all manufacturers.
GENERAL FILM COMPANY is destined to be the Union Station of the Industry, providing
plain, logical, sane and sound Union Station facilities to its clients, to the exhibitor, and
to the public—becoming the routcing headquarters of the bulk of worth-while motion picture
films and operating as a huge efficiency unit.
With one of Mr. Hodkinson's vision and inspiration approving GENERAL FILM COMPANY'S service
as the logical nucleus of motion picture exchange service for working out his advanced ideas for the
industry, the other progressive elements in the trade can easily see the importance of its position. And
upon its part GENERAL FILM COMPANY for a year past has been studiously preparing its facilities to
deserve such approval,
r.
GENERAL FILM COMPANY has dedicated itself to the scientific and comprehensive merchandising
demanded by the times as the inevitable salvation of the industry. It is ready.
J
Very truly,
GENERAL FILM COMPANY (Inc.)
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