Exhibitors Herald (Jul-Sep 1922)

Something to Read Each week the HERALD publishes numerous articles pertaining to censorship, blue laws and other reform menaces. Every exhibitor should keep a file of these stories for use when the occasion demands. 'For drfEHT "i, \ W ^Zf' iSHMotion C* r-x^S PUBLIC RIGHTS LEAGUE Screen Message No. 64 The efforts of the motion picture industry "to raise the moral and artistic standard and develop the educational value of motion pictures" were endorsed at the recent biennial convention of the General Federation of Women's Clubs of the United States. Public cooperation will further these efforts, while censorship will serve only to hamper them. Catholic Pai 3er Editor Lauds Hays Campaign Will H. Hays, president of the M. P. P. D. A., through his campaign of confidence and cooperation between the industry and church, civic, welfare and educational leaders, has elicited the unbounded praise of prominent editors of the country. Especially gratifying is the constructive comment of Charles A. McMahon, editor of the "National Catholic Welfare Council Bulletin," which was published in a recent issue of that organ. Because of the source of this comment, and the influence it is certain to exert, exhibitors should reprint the editorial in full in their programs and house organs. It follows : A New Era in Motion Picture Management Those who have had occasion during the past two or three years to complain of the low moral plane of the motion picture have reason to feel encouraged at the constructive efforts which have been exerted by Will H. Hays since he took over the presidency of the National Association of the Motion Picture Industry. There were producers, both members and non-members of the national association, who regarded Mr. Hays' public announcement of his policy "to raise to the highest point the educational and moral value of the motion picture industry" as simply a gesture to the public. They did not believe that really effective measures would be taken to put into operation this high-sounding plan. The developments which have taken place, however, since Mr. Hays issued his pronouncement, are at once an indication of his sincerity and determination to make good his promise and an eye-opener to the apologists who claimed that there was nothing wrong with the movies. * * * Sensing the widespread public indignation against the reappearance on the screen of a former movie "star" whose three trials on a murder charge clearly established his unfitness for the screen, Mr. Hays, with the consent and approval of the producer, who had invested millions of dollars in screen productions featuring the antics of the alleged artist, immediately withdrew all such productions from the market, and issued a ban upon the actor's further appearance on the screen. Similar action was taken by Mr. Hays in the case of an internationally notorious actress, whose adventures have become the scandal of two continents. On May 17, President Hays, with the consent and cooperation of the members of the Motion Picture Producers and Distributors Association of America, issued an ultimatum which was posted in every moving picture studio in the country, demanding that all employees of the industry cooperate in the work of cleaning up America's films. Mr. Hays promises that any complaints received from theatergoers, where it is felt that they contain a measure of justification, will be investigated and acted upon. The following paragraph of Mr. Hays' ultimatum is an indication of the results which he is seeking to obtain : * * * "There is nothing of as much importance to the success of our efforts as to make certain that these first pictures made after the organization of our association shall clearly show successful effort towards maintaining the highest possible moral and artistic standard. These pictures now being made will come out soon, and they will be the proof either .<}f our honesty or purpose or of failure; they wfl! be the proof either of our ability to correct our evils ourselves or of our inability to run our own business." In addition to Mr. Hays' official communication, the heads of several producing companies have warned their actors, directors, and employees that if the new rules are not lived up to, dismissal of all offending persons will follow. Recently the Motion Picture Theatre Owners of America, at their annual convention, held in Washington, D. C, adopted resolutions calling upon members of the association to bar pictures that exploit actors of salacious reputation or persons whose notorious actions and brazen disregard of the decencies of life constitute their only qualifications for the screen. The theatre owners also unanimously voted co operation with Mr. Hays in his pronounced policy of motion picture improvement. The latest evidence of Mr. Hays' constructive leadership was the important conference held in New York on June 22, of representatives of the leading national civic, welfare, religious and educational organizations of the country with persons speaking for the producers, distributors, exhibitors, authors and actors' associations. The outstanding result of this screen clinic was the organization of a national committee, upon which the N. C. W. C. has representation, and which will strive to elevate the moral tone of the screen and help Mr. Hays' organization to "establish and maintain the highest possible moral and artistic standards in motion picture production." * * * Another healthy sign is noted in the demand emanating from the self-respecting men and women of the screen and of the stage, who are themselves insisting upon protection against the undesirables who have brought odium upon the whole profession. Such indications of an awakening conscience in the motion picture industry deserve the special commendation of all true friends of the screen. These and other corrective measures which are being employed will do much to eliminate criticism of the industry, and to bring about a better understanding between those who produce amusement for the public and those who patronize it. Order Your Slides EXHIBITORS HERALD, 417 South Dearborn Street, Chicago, 111. Send me, free of charge, the series of twelve slides which the Herald is supplying to exhibitors in furtherance of the PUBLIC RIGHTS LEAGUE campaign to maintain the freedom of the motion picture. I will run each slide at every performance for one week when condition* permit of this arrangement. Name (Write name and address legibly) Theatre