Show Film Rentals CutTo Cut 0 1 iTo To T 0 Halt HaIt Failures The first move made b by a a big producing pro- pro company in motion pictures to toc c Cooperate operate on a large scale with photoplay photoplay photo- photo play exhibitors throughout tte un un- un run run-ning try for the purpose of ot reducing runDIng run run- DIng expenses In order that hundreds s dt t tho exhibitors may not be forced out jut of business has been made by the Universal Film Manufacturing compan com- com pan pany Carl Laemmle president re recently recently re- re told of ot his new plan It Is he said to prevent as many picture theatres as possible from goIng going go go- ing Into bankruptcy We have placed our our cards absolutely on the table We e have e sent Bent out word to exhibitors In all ali the little towns and cities throughout through through- out the countr country telling them that If they y w will ll rove prove to us they are operating operating 1 ing ing- at a f loss loss wt we will authorize Universals Uni- Uni t nearest representative to cut film rentals nt enough to enable them at f rt at least t to break even The offer does not apply appl to any ex exhibitor exhibitor ex- ex who Is III breaking even at this time making or a profit It is Intended Intend Intend- ed only to prevent theatre failures Mr Laemmle said he did dd not expect the the offer offer to remain entirely Universals Universal's own nc added But t If Universal b others afo dont don't will I 1 f follow stand l d 8 suit back he heI of I the Uhe proposition with every bit of ot Its Us t resources The Universal Un company although the Hie strongest in the business today is feeling the terrific depression of the present times and we are in exactly the same ame boat Comparatively as a lot of our exhibitor friends But Rut we are selves probably rv through better t tr t troublous able ebl to s finance times than ourselves our our- J they are That is why we Wl take upon ourselves the burden of ot this offer He explained that there were no strings airings tied to the plan IN Jack Mulhall handsome leading man nas bas just completed the principal male i role In support of ot Constance Binney In The Tha Love Contract a a. picture pie pic ture tore produced at Lasky by Director IX E. J. J Lesaint Patsy atsY Ruth Miller has a big part partin Three Rave Range Lanning the Tom o Mix tc starring vehicle which Arthur gu guo Rosson I la directing at Fox Gerald i has nas been b en cast as the heavy During her stage career Georgia celebrated fe 1 footlight 0 played lt l In star t support of every I.- I. William Machin was born In Coventry Coventry Coven- Coven try England the historic town through W which Lady GodIva rode to save the poor people from taxation |