Motography (Jan-Jun 1918)

March 9, 1918. MOTOGRAPHY 457 Exhibitors Give Increased Aid to U. S. WAR EFFORTS OF THE INDUSTRY, VIEWED COLLECTIVELY, ARE STUPENDOUS THE patriotic achievements of the motion picture industry, in co-operation with the 17,000 exhibitors of the country, have been remarkable since the United States entered the world war for democracy. For the first time Americans have an opportunity to realize the tremendous part played by the screen in modern life. Through special work in all the picture theatres of the country millions upon millions were raised for the first and second Liberty loans. The motion picture industry and its allied trades directly subscribed for approximately $10,000,000 to both of these loans, which brought forth a letter of commendation from W. G. McAdoo, secretary of the treasury. Hoover Uses Pictures Herbert Hoover, national food administrator, has been utilizing the film and screen as a direct avenue to send his food conservation propaganda to the public and another big campaign is now under preparation. Secretary of Agriculture D. F. Houston is utilizing the screen to disseminate information on such things as the canning, preserving, drying and pickling of perishable food products. National Association Responsible These wartime achievements of the industry were possible through the excellent organization of the National Association of the Motion Picture Industry, which includes the foremost film producing and distributing companies in America. President Wilson himself, in his various official utterances, has always recognized the great value of the screen as a moulder of public opinion. Consequently, immediately after the country entered the war, the president asked that the industry be mobilized for the purpose of co-operating with the various federal departments in the prosecution of the war. War Council Named Through the national association a war council consisting of eighty was appointed, also a national committee, composed chiefly of exhibitors, with one representative in each state. Since the entry of the United States into the world war, the national association has, of course, centered its efforts upon making the screen do its bit for Uncle Sam. In the first Liberty loan drive, for instance, the association dis tributed 30,000 slides to exhibitors, besides sending out 8,006 Liberty loan trailers. In the second Liberty loan drive 70,000 slides were sent out together with 500,000 feet of patriotic film. Story of Association All will be interested in the organization which made these patriotic achievements possible. The National Association of the Motion Picture Industry was formed on August 16, 1916, with only a score of companies as charter members. William A. Brady, the theatrical and screen producer, was the first president and still continues in that post. Today eighty-one companies — or 90 per cent of the film manufacturers of the country — are members of the association. The original purpose of the organization was to bring the motion picture closer to the public. Aside from its wartime activities, the national association has taken up the problems of the movie fan from a number of angles. The Sunday closing of screen theatres has been one of the unreasonable hardships it has endeavored to eliminate, believing that the motion picture is of vital value to the single day of recreation belonging to the masses. Censorship Is Curbed The curbing of narrow-minded censorship, through a sincere and careful censorship from within, has been another of its hard fought achievements. The association, too, instituted a wide and vigorous fire prevention campaign among the exchanges and exhibitors, its purpose being to make the nation's theatres absolutely safe. Legislation Big Factor In organizing the national association the founders felt that the whole motion picture world — the producer and exhibitor, as well as the screen fan — was suffering from dangerous, inimical and altogether unintelligent legislation. The association has not only fought enemies of the photoplay but it has conducted a campaign of public education and through its untiring efforts has made the open Sunday movie theatre a possibility in many sections. Victory Won In Indiana Bills were introduced simultaneously in several states, providing for the opening of picture theatres on Sunday, and a no-table victory was won in Indiana. Censorship has been met equally vig orously. The association has gone to the heart of the censorship problem by putting itself on record to censor from within. In other words, the products of its members are guaranteed ethically and morally. Should any of its members fail to abide by this agreement, they will not only be eliminated from the organization, but the association will lend every effort to prosecution of the offenders. By this action, the industry eliminated the one possible excuse for censorship. Its strenuous battle along this line has been steadily gaining throughout the country and has brought about the defeat of censorship bills in thirty-one states during the past year. Finns Shown Political Power The organization has shown the film fan his organized power in politics. In certain instances where the association has pointed out the antagonism of certain political candidates and instituted active campaigns, the candidates in question have been defeated at the polls. A notable instance of this occurred when State Senator Christman of New York, one of the sponsors of the ChristmanWheeler censorship bill of 1915, was overwhelmingly defeated. The vigorous campaign of the association in the interests of fire prevention has two aims: To safeguard the public and, incidentally, to reduce the fire hazards and thereby reduce exhibitors' insurance premiums. The adoption of a standardized film clause for fire insurance policies was obtained. Promotes Pictures In Schools The association has been taking active steps to further the use of motion pictures by churches, schools and Sunday schools. Special lists of films available for their particular needs have been prepared. A plan of co-operation has been put into effect with the International Sunday School Board, representing 5,000,000 boys and girls, reports of which are highly encouraging. Then, too, exhibitors everywhere are being aided and encouraged to give special matinees for children, presenting programs of juvenile interest. Through the association's efforts, the motion picture film has been admitted to the parcel post. The film business, consequently, is probably the one industry in America capable of existing if the federal government found it necessary temporarily to discontinue express service.