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THE PRODUCERS AND THE PUBLIC
THE PRODUCERS AND THE PUBLIC
Within the film trade it has become an accepted fact that production-companies make every effort to supply the public with exactly the type of film it desires to see most. Producers take pride in stating that their choice of subject and acting material is governed solely by the public, and on the face of the problem it would seem logical that the public should choose its own films when it pays to see them. But in actuality this is far from being a true statement of the position.
Studio-executives do to a certain extent base their films on past experience of the box-office. That is to say, if Maurice Chevalier proves popular in a particular type of picture, the firm to whom he is under contract will continue to produce a series of similar films, trading on the success of the first. The recent plethora of crime pictures, newspaper pictures, and Westerns are cases in point. But this cannot be taken as proof that the public likes to see these kinds of stories, although the first of the series may have been universally successful. Nine times out of ten the imitations usually succeed in being failures.
That the cinemagoing public does not choose its own films cannot be over-emphasized, especially when we consider the subconscious influence exerted by the cinema on the masses. It may appear a trivial situation, but there is no question that the cultural status of the general public to-day is -very largely influenced by the intellectual value of the films which it sees, or rather of the films which the producing