Motion Picture Herald (Nov-Dec 1948)

THE HOLLYWOOD SCENE J— ^ — ^ — — — — II ■ ■IIMIMHI— I ■Illlll ill II IIIIIWIII Illl Ill , Public Apathy Provides Incentive for Creative Effort, Opuls Believes by WILLIAM R. WEAVER Hollywood Editor The tapering oft of public enthusiasm for the cinematic form of entertainment could turn out to be very good for the motion picture, in fact could lead to a renaissance of creative endeavor worth more than has been lost in dollars, according to Max Opuls, director of ''The Exile," "Letter from an Unknown Woman" and the unreleased "Caught." The renowned director of some two score European productions is quick to remind that his American career is a bit brief to warrant widespread regard for his views of the domestic situation, but he states them earnestly. "Producers lagged behind the public in the long period of easy money," the director says, "and got into the very bad habit of trying merely to give-them-what-they-want. The result was that every picture got to look like some other previous picture, or pictures, and the screen was offering nothing new — no surprises, no stimulating changes of subject or treatment — with the consequence that the public interest began to pass on to other sources of entertainment. No Incentive for Studio Head to Take Chance "So long as making the same stories over and over again brought in the money," he goes on, "there was no incentive for a studio head to venture out, to take risks, and therefore no encouragement for producers, directors or writers to struggle for new and better things. The natural urge to create was stifled under a policy of playing safe by keeping production within the range of past box office successes. Now that the public has moved on ahead, and the old formu lae aren't paying out, studio heads are beginning to listen to craftsmen with new ideas. Some that they try out will be failures, naturally, but some will be successes, and these can rekindle the public interest that seems to have turned elsewhere." Mr. Opuls is the first Hollywood personality of standing to assess the so-called "audience apathy" in part to the columnists and syndicated journalists. He says these well-meaning people, influenced by the advertising copy writers who label every picture with extravagant phrases, have inadvertently but importantly intervened between product and consumer in a way injurious to the rightful interests of both. He argues that an average ticket-buyer no longer is permitted to enter the theatre open-mindedly, prepared to be entertained or bored by the show he is to see, but comes to the theatre pre-conditioned to witness some specific thing which has been emphasized disproportionately in printed commentary and advertising copy. Quite often, he says, the thing which has been overemphasized is the least of the picture's assets. Production Increases With 33 in Work Production broke higher ground in two respects at October's end, with the start of nine features, offset by completion of but seven, to bring the numerical level to 33. But more significant than the numerical increase is the fact that a preponderant majority of the new undertakings are in the Grade-A category, which is in contrast to the state of affairs prevailing throughout the summer. MGM started two. "The Stratton Story" is produced by Jack Cummings and directed by Sam Wood, with James Stewart portraying the heroic baseball player and with June Allyson, Frank Morgan, Agnes Moorehead and Bill Williams in support. MGM also started "Neptune's Daughter," directed by Edward Buzzell, which co-stars Red Skelton and Esther Williams, with Ricardo Montbalban, Betty Garrett, Keenan Wynn and Xavier Cugat, with orchestra, in the cast. Jerry Wald, whose "Johnny Belinda" is a current sensation, started "Task Force" for Warner Brothers. Delmer Daves is directing Gary Cooper, Wayne Morris, Walter Brennan, Julie London and Bruce Bennett. Paramount launched "Easy Does It," a Bob Hope vehicle, with Rhonda Fleming opposite the star. Edmund Beloin is the producer, and Alexander Hall is directing the comedy. Columbia Starts on Two, "Bonanza" and "Mutineers" Columbia also started two pictures. S. Sylvan Simon is producing "Bonanza," with Glenn Ford, Ida Lupino, Gig Young, William Prince and Edgar Buchanan under direction of George Marshall. Sam Katzman rolled "The Mutineers" with Jon Hall, Adele Jurgens and George Reeves. Jean Yarbrough directs. Argosy Productions, producing for RKO Radio release, went to work on "She Wore a Yellow Ribbon," produced by Merian C. Cooper and directed by John Ford. It presents John Wayne, Jeanne Dru, John Agar, Harry Carey, Jr., George O'Brien and Ben Johnson. Republic started "Montana Bell," produced by Howard Welsch and directed by Allan Dwan, with Jane Russell, George Brent and Scott Brady. Monogram's Barney Sarecky turned cameras on "Crashing Through," directed by Ray Taylor, presenting the new cowboy star, Whip Wilson, with Christine Larson and Jan Bryant. STARTED COLUMBIA Bonanza ! The Mutineers M-G-M The Stratton Story Neptune's Daughter MONOGRAM Crashing Through PARAMOUNT Easy Does It !Illlllllllllllll!!lllimillll REPUBLIC Montana Belle RKO RADIO She Wore a Yellow Ribbon (Argosy) WARNER BROTHERS Task Force COMPLETED COLUMBIA B 1 o n d i e Hits the Jackpot Rough Sketch (Horizon) M-G-M Big Jack MONOGRAM Bomba, the Jungle Boy REPUBLIC Wake of the Red Witch Sheriff of Wichita 20TH CENTURY-FOX Triple Cross (Belsam) SHOOTING ALLIED ARTISTS Bad Boy Stampede COLUMBIA Wild Bill Doolin The Devil's Henchmen M-G-M The Great Sinner The Secret Garden The Barkleys of Broadway PARAMOUNT Bitter Victory Samson and Delilah El Paso (Pine-Thomas) RKO RADIO The Set-Up Stagecoach Kid Roseanna McCoy (Goldwyn) 20TH CENTURY-FOX Down to the Sea in Ships The Beautiful Blonde From Bashful Bend UNITED ARTISTS Impact (Popkin) UNIVERSAL-INTERNATIONAL The Amboy Dukes The Life of Riley Calamity Jane and Sam Bass WARNER BROTHERS This Side of the Law Colorado Territory Flamingo Road Happy Times Montana :iiiimi!!iiH!iiiiiiiitiiiiiiiimiiim MOTION PICTURE HERALD, NOVEMBER 6. 1948 25