Exhibitors Herald (Dec 1921 - Mar 1922)

MARTIN J. QUIGLEY Publisher & Editor » ISSUE OF * February 18. 1922 Printers Ink for Pictures By MARTIN J. QUIGLEY TT appears to us that the moment is at hand for the leaders of this industry to give thought to the suhject of telling the world about the motion picture business. It seems to us that conditions render imperative the adoption of a publicity program under which the true mission, the true character and the true aims of the motion picture business would be made plain. The industry as such has been accorded very little constructive publicity throughout its entire history. Individuals and firms in the business have not failed to act on the understandable and proper impulse to keep in the public eye and to tell the public what they are doing but as far as the business itself is concerned the public is possessed of little authentic information but, on the other hand, has a great deal of mis-information about pictures, the picture business and about the people concerned in the business. This fact more than any other accounts for the progress made by the radical and the unscrupulous reformer in telling his fanciful story about the iniquities of the business, about the inability of those controlling the business to direct it along right lines and about many other things which have no foundation in fact. TX a great many instances the forces of constructive publicity have proven a salutary bulwark for the protection of modern industries. The dissemination of correct information affords the greatest shield against the assaults of those who would misrepresent an interest for the purpose of bringing into existence the various forms of regulation and legislative duress which they seek. When one reviews the character of the publicity concerning the motion picture business which has been delivered in great quantities to the public it is not difficult to understand the reaction which occurs in the minds of thinking men. With certain conspicuous exceptions the so-called "fan" magazines have been guilty of shoveling before the public great quantities of utter drivel which has not even had the virtue of being harmless because it has presented a picture of the industry and its people which not only has not inspired regard and respect but has actually offended and disgusted every thinking person who has encountered it. Newspapers actuated only with a selfish eye to circulation have given space either to meaningless gush about petty personalities or have pounced upon every item in any manner suggestive of sensation and, regardless of the facts, have colored it to suit their purpose. X/jE AX WHILE, as the industry itself remained mute, persons seeking power and personal publicity have come forward and assumed the role of telling about the picture business. Being on the outside their function has been to tear down; to paint the industry as something of some essential merit yet so badly directed and mismanaged as to comprise an actual evil. All of this has created a crying need for the leaders of this industry to undertake collectively to tell the American public the true story of the picture business. While a publicity bureau conducted by persons aware of the ideals of the industry and able to interpret current developments for the general press should be created the major campaign of establishing the industry in the minds of the public should be carried on by means of paid advertising space, with no favors asked and none granted. The expense of such an undertaking is negligible as compared not only with the possible but also with the assured benefits to be earned. Such a course is not marked with the perils of the stupid proposition of going into politics for protection against legislative interference yet it affords promise of a greater and a more permanent protection than would be yielded by political activities even if political activities were a legitimate prerogative of the business.