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10
The Kinematograph Year Book.
and seldom indeed recognised by a courageous backer. Walt Disney was prepared to invest his own resources of money and time and he spent royally for years before " Snow White " came to life, but how many producers, even if they had the talent and vision, could have found the financial support that would enable them to risk so much on a new idea ?
Happily " Snow White " has registered an unmistakeable mark in the public mind, and it was not by accident. The lesson is that our form of entertainment has the implicit responsibility of providing always something new. If a fair response is made to this demand then its other cares will be relatively small, for the continued support of the patrons is 99 per cent, of our anxiety. Given a reasonably full tide of entertaining pictures, in which the quality of novelty is prominent, then the other cares which haunt the Industry will be seen in their true perspective.
Always remembering that our chief trouble is the shortage in number and variety of our pictures it is necessary nevertheless to watch carefully our points of contact with the world so that our journey through the not very promising year ahead may at least avoid the troubles that can be foreseen and be conducted with all possible diplomatic anticipation.
A GREAT deal of concern was shown in the autumn when the London County Council announced its disapprobation of the tactics in certain kinemas which readjusted seat prices in accordance with the pressure of public demand. The charge was that patrons intending to occupy certain seats would be told these were full up, but that others at a higher price were available, and that this was an unfair method of selling the better seats when there were the lower-priced seats actually vacant. That there may have been occasional contraventions of the truth is undoubted and people are very quick to complain to the supervising authority ; whether the response should be a rigid rule which would tar all exhibitors in the area with the same very derogatory brush is quite another matter, and one which gave a real sense of grievance to the London and Home Counties Branch of the C.E.A.
The L.C.C. instituted a rule which insisted upon the seating plan being fixed, day by day, and made observance of this a condition of the licence. So great was the resentment of the exhibitors at this public suggestion of wholesale and systematic sharp practice that towards the end of the year it was felt that the Council's attitude should be tested in a court of law.