American cinematographer (Nov 1921-Jan 1922)

8 THE AMERICAN CINEMATOGRAPH ER January 7. 1922 Endorses Movies in the Schools United States Commissioner of Education John J. Tigert Speaks About Visual Education Movies in the schools have never been given a stronger indorsement than they were by Dr. John J. Tigert, United States Commissioner of Education, in his address before the Maryland Branch, National Congress of Mothers and Parent-Teacher Associations, at the Emerson Hotel, Baltimore, December 10. According to the Baltimore News, Dr. Tigert emphasized the point that moving pictures are an essential part of education and that no one who had given any thought to modern forms of education could fail to realize their value. The much-vexed problem of the quality of the movies shown in the moving-picture houses would vanish, the speaker intimated, if the taste of the children were educated by means of good movies in the schools. More Effective Than Schools This would also be a most effective way, Dr. Tigert urged, of meeting the argument of the movie people that they produce the kind of pictures th^.t the people want. Speaking directly to the mothers in the audience, he said that it was easy to see why the movies are having a greater effect upon our citizens, present and to come, than all the schools combined, and for that reason the kind of pictures shown in the theaters is of great importance. "The producers themselves," he added, "say they have to satisfy public demand or fail. You women are directly responsible for the character of the movies demanded by the public. If the movies are brought to a higher plane, you women must lend aid."' As an estimate of the almost staggering influence of the movies on modern life. Dr. Tigert called attention to the fact that more than 20,000,000 persons attend the moving pictures every day, whereas only 10,000,000 students are attending school, where most of their studies are confined to the classroom. And it is not only because of the number who are affected, he said, but because of the very nature of the moving picture itself that its influence is to be reckoned with. Makes Btc Impression "The picture is more impressive upon the mind," Dr. Tigert maintained, "than oral instruction and, when the sc! oo's throughout the country adopt the motion picture as an educational medium, the type of education in the schools will improve 100 per cent." Much of what Dr. Tigert said fell upon ears already attuned to his ideas, for the question of inculcating good taste in school children by means of educational movies is one that has been fostered by the Maryland Branch of the Mothers' Congress. In fact, several of the parent-teacher associations affiliated with the Congress have secured moving picture machines for their own schools, and as the result of December's meeting it is very probable that many other schools will soon have them. At the business meeting preceding Dr. Tigert's address the question was discussed by the members and the sentiment of the meeting seemed to be that if there is to be any improvement in the quality of commercial movies the most practical way of bringing it about is through creating a demand for better movies by showing good films in the schools. Buddy Wales Goes Home The members of the A. S. C. were saddened recently by the passing of C. II. Wales, who a few weeks before had been invited in become a member. Mr. Wales, affectionately known to his friends as "Buddy," was not only an ornament to his profession, but was one of those radiators of sunshine who make the world better for having lived in it and who inspire their friends to find happiness even amidst the cares of daily life. Buddy leaves behind him a good name and a host of friends. Kings do not do so well. Back to Ten-Twent-Thirt? Exhibitors and producers are complaining that the big superspecial pictures cost too much to exploit. Of late the big cities have not been patronizing the screen as liberally as in the past and the over-exploited pictures have not been making much money. This has set up pessimism in some minds and some people have assumed to believe that the screen is losing its lure. In a symposium on the subject participated in by several independent producers recently, Mr R. R. Rockett said: "It was the nickels and dimes of the common people that made the motion picture industry what it is. When the movies came the people adopted them as their own for it was the first time in the history of the world that people had had a form of amusement thoroughly satisfactory and at a price within the reach of every man's pocketbook. "Then came the feature, the special-feature and the superfeature and pictures instead of costing thousands began to cost hundreds of thousands. The movie passed away — the photoplay took its place, and as a natural corollary the five and ten-cent admission became a thing of the past in the best theaters. The feature was not able to carry itself at the increased admission and vaudeville, atmospheric prologues and musical features were added. Then came the $2.00 picture with its burdensome exploitation, showing only at exclusive houses, the price barring some ten millions of people who cannot pay it, and boosted so high because the waste in production, the expensive exploitation and publicity must be paid for. "Looks to m)e like we need to get back to the movies to save the industry. I believe that the great need is simple, natural human stories of everyday life — stories that will instruct, entertain and help people solve their problems — than can be made into pictures at, say, 175,000 and exhibited at a price very little above the price of the old movie. A new type of theater with a new type program may easily be evolved to meet this need and I look every day for an announcement that some bright exploiter has done it. If they don't hurry we'll beat them to it for we have such plans in mind ourselves." Call it latitude — call it long scale or call it gradation — Eastman Positive Film Has that pliable, reproductive sensitiveness that responds to the quality of the negative — that registers brilliancy in every detail of highlight, halftone or shadow. It carries quality through to the screen. Eastman Film, both regular and tinted base, is identifiable throughout its entire length by the words "Eastman" "Kodak" stenciled in the film margin. EASTMAN KODAK COMPANY ROCHESTER. N. Y.