Exhibitors Herald World (Jan-Mar 1929)

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20 EXHIBITORS HERALD-WORLD January 5, 1929 EXHIBITORS H E RALD WORLD Martin J. Quigley, Publisher & Editor Incorporating Exhibitors Herald, founded in 1915; Moving Picture World, founded in 1907; Motography, founded in 1909; and The Film Index, founded in 1909 Published Every Wednesday by Quigley Publishing Company Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martin J. Quigley, President Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer Member Audit Bureau of Circulations Copyright, 1929, by Quigley Publishing Company All editorial and business correspondence should be addressed to the Chicago office Other publications: Better Theatres, devoted to construction, equipment and operation of theatres; published every fourth week as supplement to Exhibitors HeraldWorld; The Motion Picture Almanac, Pictures and Personalities, published annually; The Chicagoan and Polo, Class publications. Whole Vol. 94, No. 1 (Vol. 36, No. 4) January 5, 1929 Quality Test THE exact status of the question of interchangeability among sound picture devices, from both a practicable and a permissible standpoint, is revealed in the following statement just issued by Mr. J. E. Otterson. president of Electrical Research Products, Inc.: "We have just reached an understanding with the producers licensed by us that they will play their productions on any equipment which in their judgment gives results of satisfactory quality. If they find, or we demonstrate, that the equipment is not up to standard, then they will cease to serve such equipment." Here, then, is the latest word, and it is a word of such definiteness that it admits of no misunderstanding. The Western Electric Company interests are not standing in the way of the freest, fullest and earliest development in the use of sound pictures. The insistence upon quality reproduction is only the insistence that the industry unitedly must make. The present standards, and constantly bettering standards, obviously must be the common objective of both exhibitors and producers if the public's present interest in sound pictures is to be developed into a substantial and lasting patronage. * * * The Name Hunt THE merry discussion looking to the christening of the talking picture goes on. During the past week all branches of the industry, together with a large public representation, have busied themselves with thought and discussion about an appropriate name for the talking picture. There is no scarcity of suggestions. Words and combinations of words of many kinds and descriptions have been proposed. Unfortunately, too many of them are severely and forbiddingly Greek and Latin. These may be sound enough in their derivation but they simply will never fit into the popular tongue of the day. Mr. Jack Warner offers a short-cut to a solution of the problem with the suggestion that the brand name, "Vitaphone," be the elected term. Similarly, Mr. Louis B. Mayer advocates, "Movietone." One thing that may be noted in connection with both of these suggestions is that Vitaphone and Movietone are words that already are deep in the language of the theatregoing public. The public is not using the terms exactly; in other words, they are not using them in a brand-name sense but are employing them to refer generally to talking pictures. We do not know the precise origination of "Vitaphone."' It was offered by Warner Brothers at the birth of the synchronized picture to describe Warner Brothers' sound and picture entertainments. It may have been suggested by "Vitagraph," the name of the pioneer company absorbed sev eral years ago by the Warner Brothers. "Vitaphone" is a fine, upstanding term and it could very consistently — if brand name considerations would not prevent— become a creditable word for the public and the trade to use in referring to talking pictures. We understand that "Movietone"' is the personal invention of Mr. William Fox. It has been used from the start by the Fox company in connection with its synchronized and talking pictures. This word has already gone far with the public. The combination of "tone"' with "movie" removes much of the objectionableness of the latter term when used alone. The coined term, 'Movietone,"' has much to recommend it. It rolls easily into the language of the day and. as is the case with "Vitaphone." it is already in wide use by the public. However, until the ballots are counted we continue to urge consideration of the term — AT DIEN. "Allied States' Head THE election of Mr. Abram F. Myers, now chairman of the Federal Trade Commission, as president and general counsel of the Allied States Association of Motion Picture Exhibitors is a development that may be regarded with widespread satisfaction. While it has not yet been made plain as to just how soon Mr. Myers may be released by the President from his official duties at Washington, it is to be hoped that his efforts in behalf of the exhibitors may be taken up at an early date so that the many immediate and pressing problems may have the benefit of his attention. The election of Mr. Myers is really the outcome of several vears* agitation among exhibitors for the selection of a strong and experienced personality from outside the industry to head an association. There is regret that such an arrangement had not been made earlier but there is gratification in the fact that at least now it has been done. It is not yet timely to comment generally on the plans of the Allied States Association under the leadership of Mr. Myers because thus far an official statement referring in any detail to the plans and purposes of the new arrangement has not been issued. But it is timely to congratulate Mr. Myers and the association jointly on the new arrangement. Exhibitors certainly are entitled to, and certainly need, the benefits of a strong and active association. And such an association requires the full time and attention of a chief executive who is expert and experienced with respect to the problems and necessities involved. Mr. Myers made an excellent impression upon the motion picture industry generally during the time of conducting a trade practice conference. This will be an advantage to him in setting out on his new duties. Also, he has behind him a creditable and convincing record generally and is plainly qualified to play an important part in entrenching and rendering more secui-e the business of exhibiting motion pictures. The best wishes of the Herald-World are extended to Mr. Myers and to the Allied States Association. —MARTIN J. QUIGLEY.