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^^A High Pressure Campaign^^
(Commencing next month the legisibtures of forty-three states will prepare to convene in their annual sessions. Exhibitors may expect to face all sorts of unpleasant laws. The Hays organisation stands ready to fight the exhibitors' battle. Charles E. Pettiiphn is the man who will handle most of the work. He needs exhibitor cooperation as much as they need him. Be -(i ready when the tax milt starts to grind.)
No one knows the next hit
' HENEVER a new line is discovered on the stag^e or screen, it is the cue for all others to follow with productions more or less patterned after the original winner. This condition always has prevailed and probably it always will.
A successful crime play is produced, and immediately there is a flood of crime dramas. A mystery story rises above the level and the stage is deluged with other mystery dramas. In the song world the condition is even more marked. "Coon" songs, "State" songs, Hawaiian songs and now the geographic titles, each have had their cycle. :^
It is not surprising that a similar condition should arise in the screen drama, that "The Covered Wagon" should head a long caravan and that "The Sheik" should presently find himself chieftain of a small army of Arabian heroes.
Right now the war drama is still in its ascendency on Broadway as well as on the road. Most of the profitable plays thus far screened have to do with this theme. Their number does not appear to have affected their drawing powers. Apparently the public wants to see them all.
Next year the story will be different.
There must be a different theme, a different treatment, but the same strong appeal.
At the commencement of the current season it looked as though there would be a reversion to the distinctly Western type of drama, but to date there has been no distinctively Western story to loom large. The war plays still hold their ascendency.
But now is the time to figure on next season's knockout. Doubtless every production company is working toward this end, but there is no hint as to what the leading* play style will be.
Next season's winner may be the ugly duckling of the production department. That's what makes the production end something more than a business. It is a fascinating gamble in which nO' one knows the ace in the hole.
A "winter book" on next season's outstanding hit would have a decided appeal.
■a, )