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November 7 , 19 2 5
2123
Britain Must Face the Facts,
Rowland Declares
If British Pictures Are to Find Market Here
By William A. Johnston.
Copyright, 1925, by Motion Picture News, Inc.
(t(i\7~ ES, they can make pictures for this market. I Certainly. But they've got to open their eyes, see things just as they are, and proceed accordingly."
R. A. Rowland, General Manager of First National, just returned from Europe, gave the above summary when asked by Motion Picture News to comment upon the present moot subject of British films for America.
"I'll tell you," said he, "just what I told some of the leaders of the British trade.
"We want foreign pictures in our theatres — British, French, German, Italian pictures. Now that may be construed, coming from an American, as so much bunk. All right. But I mean it, and every sensible man knows it's true. Our theatres count most over here — more than American distribution, more than American production. We've got to keep an increasing hold upon the public with our theatres, or some other amusement will take place of the picture — and then, up goes the whole business, here and everywhere.
So we want novelty, all the time, from every possible source of supply.
Analyzing the Situation "Now, about British production and this market.
"Let's analyze the situation. Call a spade a spade. Get down to the facts.
"American pictures have the hold today. Why? Because of the capital invested, the personalities built up, the showmanship back of them, the studio technique acquired. These are the big essentials.
"So if British pictures are to compete with American pictures, British producers must acquire these very same essentials. Nothing else will do, nor will any skimping do.
"Put them down in order:
What Britain Needs
"Money: it will take a lot. In my opinion a government subsidy is the only thing. They've got to go right into the open market and compete for our stars and featured players. You know what that means. Maybe they will need a national distributing system here; maybe theatres, too, here and elsewhere. Then they've got to be prepared to pay, and pay well for the big plays, books, stories.
"Stars : stars bring the people to the box-office, no question about that. The bulk of our theatregoing public is the youth of the land, and the young people are talking stars all the time. How can you attract them without these well-known names?
"Showmanship : showmen have got to step to the front in British production — men of practical and broad experience, of proven success; men who know the peoples and tastes of the world, not merely of Great Britain.
"Studio technique: that can be had, with money expended in materials and men. But again they've got to compete for the best technicians, just as we do here.
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