We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
News Reels Probably the most universally enjoyed part of the theatre pro- gram is the News Reel. It is current event and history, popular sport and the tragedy of the passing of a great statesman, war in its fright- ful reality and the Disarmament Conference in session, the religious service of the Buddha in a forbidden temple in the interior of China and the Easter Parade on Fifth Avenue, a scenic bit of African jungle set next to a trip over the North Pole. Friendship between nations grows with understanding. American news reels make neighbors of them all. The news reel is education, natural education, at its best. It is as entertaining as life itself. Advertising Code Sufficient time has now elapsed, and sufficient effort been ex- pended, to permit appraisal of the value of the Advertising Code developed by the publicity heads of the member companies and signed on June 6, 1930. At the outset we were somewhat dismayed by the fact that an average of 15,000 individual motion picture advertisements are pre- pared daily by exhibitors throughout the country. This means that the varied minds of many men, each working with enthusiasm, sometimes under heavy pressure of need for stimulating theatre attendance, bring to the writing of motion picture advertising the inevitable dangers inherent in creative sales copy prepared and issued at high speed. Nevertheless, we decided that rigorous care in the press books issued by our producing companies and constant educational work with the theatre managers of affiliated theatres would by precept and example influence the entire stream of motion picture advertising. This premise has proved to be correct.