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26
THE ART OF SOUND PICTURES
fore follow the program announcements of the different companies and, if possible, should secure advance information from the film publications as to future pictures. A list of these publications will be found in Appendix III. He should also watch carefully the box-office figures, given in Variety, on newly produced and released pictures, to see how solidly the picture “clicks.”
If a new type of picture is successful, the mode it establishes may run from three to nine months, or even a year. During this time, writers of originals may hope to sell stories of this same type to Hollywood producers. Having assured themselves that a new vogue has been started, writers should hasten to work out story plots and characters along the same line.
Hollywood producers were not convinced of the potential success of pictures in natural colors, with revue numbers, until Warner Brothers produced On With The Show, which made an instantaneous hit. Thereupon, every other company rushed to release revue pictures. A hurried scramble for color photography also began. Nobody can say precisely how long either of these vogues will last.
Follow carefully the newspapers. While an event, especially one which carries a very strong emotional appeal, is being headlined in the newspapers, it is forced upon the public’s attention. If a story can be written, and the picture produced, before this tremendous effect has worn off, there is additional assurance of public response to the picture. This is especially true of a news event which has been repeated several times over a period of months or years, with cumulative emotional interest.