The box office check-up of 1935 (1936)

THE PUBLIC'S MANDATE by MARTIN QUIGLEY 1 The Box Office Check-Up is intended to disclose guidance upon that single question which in the daily operations of the industry overshadows all others; namely, the relative box office values of types and kinds of pictures and the personnel of production responsible for them. It is the form-sheet of the industry, depending upon past performances for future guidance. Judging what producers, types of pictures and personalities will do in the future must largely depend upon the record. The Box Office Check-Up is the record. Examination of the record this year and every year must inevitably disclose much information of both arresting interest and also of genuine importance to the progress of the motion picture. It proves some contentions and disproves others. It is a source of enlightenment, the clarifying rays of which must be depended upon to light the road ahead. ^ Striking is the essential character of those pictures which month in and month out stand at the head of the list of Box Office Champions. Since August, 1934, the following are among the subjects in this classification: "Treasure Island," "The Barretts of Wimpole Street," "Flirtation Walk," "David Copperfield," "Roberta," "Love Me Forever," "Curley Top" and "Top Hat." Among those subjects which appear in the second position in these several monthly classifications are: "Handy Andy," "Judge Priest," "One Night of Love," "Bright Eyes," "The Little Minister," "Lives of a Bengal Lancer," "Ruggles of Red Gap," "Life Begins at Forty," "Naughty Marietta," "Oil for the Lamps of China," and "Steam Boat 'Round the Bend." This imposing group of attractions, each one of which has commanded world-wide audiences of vast millions, answers in thundering tones the dominant question of the theatre, which is, "What Does the Public Want?" If we are to take this list for our guidance, which indeed we must, the lesson which it very obviously teaches is that the public wants decent, wholesome entertainment; that it most certainly does not want smut, sophisticated or crude, blatant sex or criminal glorification. ' The public obviously is not afraid of a classic of literature if it is sufficiently well-done, nor of a genuinely intelligent dramatic story. Its preference is plain for the handsomely staged, tuneful musical play. The simple and homely, when they are done with talent and sincerity, are in very genuine demand. The adventure story reasserts its time-honored appeal. Although the inescapable mandate of all of this is sufficiently plain and emphatic, there is even further evidence to be gleaned from the record. It is to be found in Motion Picture Herald's list of the Biggest Money Making Stars of the year, herewith reproduced. Standing at the head of this great list is the little child who during the past year has led countless millions to the doors of the theatres of the world — Shirley Temple. This little star's wholesomeness, simplicity and charm are the screen's attributes at its best. Next in the list is the revered Will Rogers, whose characteristics, so well known to the whole public, give enduring emphasis to the mandate covering what the public wants. 1 Here, then, is the lesson of the record. May it during the succeeding year be so reflected into the operations of the industry as to insure a continuance of the popularity which the motion picture has won by giving the public what it wants! The Box Office Checlt-Up is published annually by the Quigley Publishing Company, Inc., 1790 Broadway, New York, (address after February I: Rockefeller Center, New York). Martin Quigley, editor-in-chief and publisher. Colvin Brown, vice president and general manager. Terry Ramsaye, editor. Hollywood office: Postal Union Life Building. Chicago: 624 South Michigan Avenue. London: Remo House, 310 Regent Street, Wl. Price per copy 50 cents. Contents copyrighted 1936 by Quigley Publishing Company, Inc. Other Quigley Publications: Motion Picture Herald, Motion Picture Daily, Better Theatres. Motion Picture Almanac.