Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

14 EXHIBITORS HERALD and MOVING PICTURE WORLD December 22, 1928 EXHIBITORS HERALD &i MOVING PICTURE WORLD Martin J. Quigley, Publisher*^ Editor Incorporating Exhibitors Herald, founded in 1915; Moving Picture World, founded in 1907; Motography, founded in 1909; and The Film Index, founded in 1909 Published Every Wednesday by Quigley Publishing Company Publication Office: 407 So. Dearborn St., CHICAGO, U. S. A. Martin J. Quigley, President Edwin S. Clifford, Secretary George Clifford, Asst. Treasurer Member Audit Bureau of Circulations Copyright, 1928, by Quigley Publishing Company All editorial and business correspondence should be addressed to the Chicago office Other publications: The Chicagoan and Polo, class journals; and the following motion picture trade publication published as a supplement to Exhibitors Herald and Moving Picture World: Better Theatres, which is published every fourth week. Whole Vol. 93, No. 12 (Vol. 36, No. 2) December 22, 1928 "Audien"— or What? THE HERALD-WORLD is gratified to note the tradewide interest in the discussion, opened in these columns last week, which is intended to lead to the selection by the industry of an appropriate name for the talking picture. The positive as well as the possible accomplishments of this discussion should not be overlooked. We are not proceeding on the theory that a new and proper term actually will be agreed upon and, after this is done, that it will be promoted to an extent which will make it a part of the public's language of the day. Such a result, of course, would be highly desirable and it is to be hoped that it may be accomplished. But even failing in this, it is very obvious that a great deal of thoroughly constructive work on the promotion and exploitation of the talking picture may be realized as the result of a great popular discussion of a term to describe the new development. Immediately that the discussion is opened there is created an opportunity to register the importance of the talking picture as a development in the amusement world and to point to its certain influence and effectiveness. The Hebald-Wobld has started the discussion in the trade and it is to be hoped that, now the discussion has been started, » li « industry will carry it to the public, giving the public an opportunity to make itself heard. Exhibitors who are looking for a sound and constructive campaign to carry on locally for purposes of publicity and promotion can find in this discussion excellent materials to work with. Contests aimed to bring out the most appropriate term for the talking picture may be easily arranged for. These will have an especial appeal to children and the children's interest in the household leads inevitably to an awakening of interest on the j»;irt of the adult members of the family. • • • WHILE the publicity feature* of this discussion offer excellent possibilities that should bo striven for, the fact should not 1« overlooked that there is really a serious and urgent necessity for the industry to get, and to put into use, a proper and appropriate name for the talking picture. There is probably no one in the industry who has not at some time or other been impressed with the fact that the motion picture has lost standing, prestige and influence because of having had tacked onto it the light and trivial term, "movies." The public, in the early days of the upbuilding of the business, would not accept the two word* — moving picture or motion picture — and, insisting upon a single, easily-spoken word, the term "movies" came into existence. While the public has steadfastly held to the term "movie" the industry has never accepted it legitimately — and never could accept it because the very nature of it is an adverse reflection upon the dignity, importance and prestige of the motion picture. In fact, the word "movie" has long been a word of disrespect and bitter criticism in the trade. To speak of a production as being "just a movie" is as severe a condemnation as may be voiced. It is incongruous and illogical that the great motion picture subjects should be spoken of as "movies." But this term, for the lack of a better one, got into the language of the day and has even gotten into the dictionaries. It will remain, perhaps forever, as a belittling term, adversely affecting the prestige of the motion picture. The same sort of thing is likely to happen in connection with the talking picture unless the industry succeeds in finding an appropriate term and then proceeds to back up the term selected with the necessary promotion. It looks now as if "talkies" were the term that the public is liable to favor. To have this word describing the great talking motion picture subjects is certainly not a prospect that will contribute anywhere in the business to the maintenance of an easy mind on the question. » » » TO have the talking picture described and referred to by the public as a 'talkie" would be nothing short of disastrous. In actual dollar loss the result of this would be great, and in the abstract matters of prestige it would be even greater. The writer has proposed the term — audien. We like the word, its looks and its sound. It is an easy word to say, yet it is dignified and meaning-ful. It, obviously, is a coined word, a corruption of a word which is in common, every-day use by the trade and by the public — audience. It is short and it admits of no confusion with any other word or subject. The term, "audien," could easily and quickly be made to mean the talking motion picture. While it is a coined word, it readily and logically associates itself with the talking motion picture. As an abstract advertising question the choice between the following is certainly very plain: William Fox Presents "In Old Arizona" An Audien or — William Fox Presents "In Old Arizona" A Talking Picture As used in an announcement, "a talking picture," has the suggestion of a dime museum novelty. It is not a new, logical and appropriate term and, besides this, the public, instead of calling it "a talking motion picture" certainly will be referring to it as a "talkie," "speakie" or some other belittling and cheapening term. Let's get a term for the talking picture! What's your choice? —MARTIN J. QUIGLEY.