Exhibitors Herald (1926)

EXHIBITORS HERALD Editorial Ay Martin J. Quigley 'HE New York Herald-Tribune, obviously speaking for itself, says editorially that New York City woke up last week to realize for the first time that the “movies” constitute one of the greatest forces of modern times. The New York newspaper referred to the profound sensation created by the death of Rudolph Valentino. It is startling that so intelligent a newspaper as this should make such an admission. When it stated that New York City had just awakened to the importance of the motion picture it was not asserting a fact; New York City, the United States and the civilized world at large have all been aware of the importance and significance of motion pictures for a long time hut in some spirit of contrariness a considerable group of educated minds in New York and elsewhere have stubbornly shut out appreciation of the motion picture. The HeraldTribune editorial writer plainly has been included in this group. To anyone who has been intelligently aware of what the motion picture has been accomplishing the sensation created by the death of Valentino should have afforded no surprise. The people we know and the things we know are the matters which afford real interest. Valentino, because of his appearance in motion pictures, was known and appreciated by a vastly greater public than has ever been reached by any medium save the motion picture. And, it is to be noted, the publicity which the motion picture affords is not merely name and word publicity but a form of revealment that discloses the living, breathing personality of the subject. In the death of Valentino millions of the public lost a character whom they had known as intimately as they know their personal friends. They had lived with him through romance and adventure. His misfortunes and his triumphs were theirs. Is it any wonder that his death should have created a sensation? Valentino, in death, continues to serve by making known to reactionary minds what they would have long since realized if they had observed the phenomenon of the motion picture without prejudice. * * « THE decision of the Department of Justice on the Film Boards of Trade is a significant development because it removes all doubt of the continuance of this application of the principle of arbitration in the motion picture industry. There are no longer grounds for reasonable doubt as to the value of arbitration in the modern world of business. The saving in time and money is tremendous, together with its minimum hindrance to the normal process of business operation. Being a human institution, no particular system of arbitration can be considered at all times and under all conditions as being absolutely perfect and equitable. Adjustments and revisions are called for to accommodate the system to the particular times and conditions under which it is operating. But none of this can amount to any successful attack upon the principle of arbitration itself. After much painstaking effort this industry has developed a system which has received in the decision referred to above the following approval from the Department of Justice of the United States Government: “This plan, as conceived and executed, provides a fair, just and economical method of dealing with disputes.” This approval affords grounds for real gratification. The decision refers to certain practices which it specifically disapproves of — a not unexpected eventuality in such a complex and difficult business as the motion picture industry. We are advised that the disapproved practices immediately are to be discontinued. With this done we may expect still greater satisfaction to all concerned in the settlement of trade disputes. * * * STRANGELY enough, New York City — the headquarters of the industry — has lagged behind every other great city of the country in theatre accommodations. Outside of the central theatrical district, very little in the way of modern theatres, comparable with the outlying houses of other cities, are to be found. In many centers of great population there still lingers a type of theatre that almost generally in other leading cities throughout the country has gone into the discard. A great theatre building era must come right in New York City. While theatre executives have been lavishing their attention upon points removed from New York they seem to have overlooked vast opportunities for theatre development right near their own headquarters. It is staggering to speculate on what the future theatre attendance in New York City will be. It is certainly a fact that the inferior and out-of-date houses that stand in many of the neighborhood centers have been a discouragement to theatre attendance. New, modem and thoroughly attractive houses will stimulate attendance. This coupled with the theatre-going proclivities of the great polyglot population of New York City makes the future for America’s metropolis exceedingly bright. # * * MR. DOUGLAS FAIRBANKS, a great star and great producer, was quoted upon his recent return to New York as saying: “The finest pictures I have seen in my life were made in Russia. They are far in advance of the rest of the world.” Somehow, this assertion is reminiscent of Mr. Fairbanks’ highly enthusiastic approval of Mr. Joseph von Sternberg’s “The Salvation Hunters.” And it may also he remembered that after this approval of Mr. Fairbanks, in which he was joined by various colleagues, many people looked at the picture to find out the reason for the enthusiasm — and are still trying to find it.