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22 MOTION PICTURE THEATER MANAGEMENT
cannot be brought against books, with equal truth — there are good and bad pictures just as there are good and bad books.
As we grow better, motion pictures will become better — great strides have already been made — the future is bright already in this respect. The business is still going forward, ever climbing and growing. From a mere plaything it has developed into the favorite entertainment of the masses. The motion picture is constantly recording progress in entertainment and artistic values.
In 1922 the industry took a mighty step forward when the principal producers and distributors organized the Motion Picture Producers and Distributors of America, with Mr. Will H. Hays, then Postmaster-General of the United States, as their guiding counsel. The object of this association can be more readily understood in reading the code of ethics included in the articles of incorporation, filed in Albany, N. Y. Briefly they are:
"To establish and maintain the highest possible moral and artistic standards of motion picture production, and to develop the educational as well as the entertainment value and general usefulness of the motion picture/'
Those within the industry gave their confidence and cooperation to the association, which went a long way to stabilize the industry and place it on a basis which warranted and received public approval. The motion picture industry laid plans for further progress and development and directed itself to expansion of its influence and its sphere of usefulness. It not only became the means of entertaining the people, but proved to be of great influence in molding opinion and taste, as well as a force for good will among nations, because of the universal language of pictures, showing the habits of all to each, and in that way bringing them closer together and eliminating misunderstandings. Furthermore, the same sound business principles that govern other American industries direct the policies and methods of the different groups of the motion picture industry.
There are three distinct branches of endeavor in the motion picture industry: that of (a) Production, (b) that of Distri