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PUBLICITY ARTIFICES 89
with seemingly little mentality of their own. Surely it is their duty to watch over the best interests of the industry and to give what guidance they are able. Between them, The Bioscope, Cinema, Cinematograph Times, Kin em at o graph Weekly, The Era,1 The Daily Film Renter, Talking Picture News, To-day's Cinema, and Film Industry, leaders of the cinema Press, and The Film Weekly, The Picturegoer, and The Picture Shozv, who have thousands of devoted readers among the public, penetrate wherever the cinema flourishes.
For the most part their pages are filled with tittletattle, ' daring ' photographs and Hollywood nonsense. Until they can take up an independent attitude and sense the pulse of the picture-goer, not the picture-maker, their influence will be limited. They should be fearless leaders, not applauding hangers-on of the industry they serve.
It may be as well to say that we are quite aware of what we have done in this chapter. By attacking the Press, the critics and the trade Press we have alienated any support we might have received by way of publicity they could give for this book. Many of them, afraid that the public will learn the truth, will probably ignore us.
But the chapter must stand. Whatever institution is attacked to-day, the Press must take its share of the blame; for with power goes responsibility.
i The Era, since the above was written, has come under the Editorship of Mr. G. A. Atkinson, and is now vigorously advocating a clean-up of the cinema.