Exhibitors Herald (Apr-Jun 1922)

THE THEATRE PRACTICAL An Editorial Worth Reading The following editorial, powerful screen doctrine, appeared in "The Chicago Tribune" of March 30 under the title, "Smilin' Through." The newspaper advertises a daily circulation of 521,123. At Woods' theatre there is a play presenting life as a stupid and dirty joke. At the Chicago theatre, a block east, is a movie presenting life as a spiritual romance. In about a block the theatre goes from the mud to the skies. To what we have already said of the bath house production at Woods' we add the suggestion that people who have wasted several hours there go to the Chicago to clean up. "Smilin' Through" was here with Jane Cowl last year. Norma Talmadge does it for the movies with the advantages of the movies. On the screen the influence of the spiritualized love story can go into every town in the country. Ten thousand people can see Miss Talmadge where one could see Miss Cowl. This is a tremendous increase in influence and a reason for commending the exercise of a good influence. The drama itself is one which forces the belief in the sublimination of human emotions, purposes, and character. It insists to many people who have lost some of their belief in the possibility of romantic good that human life can be developed into forms which are beautiful, clean, and spiritual. It says that men and women may have ideals which are not lost in contact with realities, that they may be well bred, tenacious in their love, simple in their lives, and clean in their thoughts and emotions. The minor sins of some movie productions sre lacking in the screening of "Smilin' Through." Charms of simplicity arc not so often sought by a producer. Out in Hollywood they generally think that if wealth is indicated in the characters it must be represented by bathing girls jumping into marble pools in the blue moonlight and by doubling up the butlers as the de luxe Uncle Tommers double up the Topsies. The producer of "Smilin' Through" has kept it in the garden where it belongs. Wealth is indicated, but there is only one servant, the housekeeper. Good breeding creates the atmosphere, and there are no offenses against it. In the charming garden the story is (Concluded on page 55) Th e s e D ays I R N these days of rock bottom business conditions it ill becomes any man to drift along the line of least resistance and greatest momentary promise. There is dire consequence in store for the little fellow who seizes upon the trifling advantage put in his grasp by circumstance or accident of position and squeezes from another less opportunely situated the meagre gleaning that is his defense against defeat. Such periods as the present toss into illogical control queer individuals, unfitted and unfit for their part in the work. That is life. In the motion picture business it is especially imperative that certain obvious facts, often overlooked by shallow thinkers in their hysterical scramble for pennies, be set down in such simple terms that even the stupid and the self-blinded may grasp their full import. In these days of change the film future may be made whatever film people determine to make it. It may be made glorious or dismal in degree exactly proportionate to the wisdom or unwisdom of its direction in this period. ADICAL steps are being taken by showmen everywhere to effect certain ends. A definite hysteria, abating somewhat as weeks pass and business survives, has led to ill considered statements, arbitrary policy changes, in short to the erection of a business machinery designed to serve the moment. In not all cases have precautions been taken to construct this machinery in such manner that its removal will reveal the theatre at the peak of its advancement. In many instances ground will have been lost that, only through long and tireless effort, and perhaps never, may be regained. One single consideration kept constantly in the foreground is sufficient to avert the establishment of irremovable obstacles at any time. The man who realizes clearly that this is a passing condition, that the picture theatre is young and must be trained to grow straight and strong, will unfavorably influence that growth through no conscious act. THERE are no theatre prophets. At no time has theatre development followed the course mapped out for it by its sages. There is no reason to believe that this healthy misbehaviour will not continue. The less excuse, therefore, for the verbose person who points out painfully that this or that new thing will lead the motion picture to certain oblivion. The less cause to give ear to that great headgear chorus which is heard endlessly in this business. If it were possible for all in the industry to leave off bickering, haggling over trifles, to say in all honesty, each to the other, "Here's the way I'm fixed ; let's get together, split up the grief and end this mess," much misery that seems inevitable might be obviated. That spirit does not exist to any great extent as yet, although depression is forcing it upon many. There are, however, other means to the same end. Happily, a clear understanding of facts as they exist leads through rage to knowledge of their nature.