We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
The Story of the Year.
9
well. The Trade itself has always realised the falsity of this expectation, and has welcomed with due appreciation the news of what successes we have achieved in that market — few enough, but all the sweeter for that.
ON the exhibitors' side of the business, a more healthy state of affairs is to be recorded. Figures of attendances suggest that the attraction of screen entertainment is by no means failing. If something like twenty-three million people a week patronise the kinemas of the United Kingdom, the general appeal is certainly being maintained, for the competition of other forms of amusement is more year by year, and the attention and spare cash of the public is catered for as never before.
In addition to the old-established sports and amusements there have been quickly growing newcomers like ice-skating, ice-hockey, and the ever-growing football pools to cater for the recreation of men, women and children throughout the country.
But although we are doing well to keep our hold on public patronage we can hardly claim that the exhibitor is in an easy position. Admitted that there is a slowing-up in the erection of new kinemas as compared with the previous year or so, we have still a generous number of seats to offer to entertainment seekers, and inquiries have therefore been made as to the ways and means by which the gross number of picturegoers may be increased. There is room for development in this direction although the official reception of the suggestion has been chilly.
Naturally, the question is not an easy one, and no example of a national effort on the " Eat More Fruit " lines, successful or not, has the slightest value to a Trade like ours. Nor has the " movie-quiz " scheme in the States inspired showmen over here with the desire to imitate it ; they very badly want to welcome bigger audiences but regard without enthusiasm this particular panacea. We know there is a big public still to be tapped ; we also know that the one thing to bring this public past the pay-box is a good picture.
ORIGINALITY of subject or of treatment now seems to be the real magnet, taking the place of the old sentimental attachment to a star, no matter how threadbare the vehicle. And, of course, original ideas cannot come to order ; we are demanding flashes of genius, rare enough at the best