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24. MOTION PICTURE THEATER MANAGEMENT
value with heart interest, human in its appeal, that has pictorial value, with a novel theme of general attractiveness, makes for the best type of picture. In the mechanical phase, picture making has reached great heights. There need no longer be any tolerance of a standard below the best in photography, in lighting, in settings, or in technical equipment.
The stories that are made into pictures are recruited from the best material throughout the world, modern and classic; material is drawn from the best literature and from stage plays. In addition, the motion picture has developed a literature all its own; situations can be shown on the screen that could hardly be expressed in words or acted on a stage. With all of nature's background as a setting, writing for the screen involves a technique that is peculiarly its own. A stage play or a novel that is to prove successful in films must be entirely rewritten for adjustment to a different medium. Indeed, some of the biggest successes had no previous appearance in drama or literature. They enjoyed their first presentation as motion pictures — "The Ten Commandments," "The Lost World" and "The Big Parade." Furthermore, there have been instances of elevating inconsequential novels or plays to the level of such masterpieces of film art as "The Birth of a Nation" or "The Covered Wagon."
Motion pictures are designed to appeal to the majority of people. That is why the occasional "high brow" picture does not meet with the box-office success. The industry does not pretend to cater to the self-styled "intelligentsia." When sufficient people show interest in seeing a type of picture different from the sort now presented, the industry will be able and willing to supply the demand.
Those who are entrusted with the picturization of suitable material have a sympathetic understanding of picture requirements, and are guided by a pardonable pride in their effort. It is the sincere spirit in which they fulfill their task that is to a great extent responsible for the high average of the American output.
In production, the big development of the future will come through internationalization. This will bring about continued