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

14 EXHIBITORS HERALD and MOVING PICTURE WORLD December 29, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD Martin J. Quigley, Publisherc^ 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 Georce 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. W hole Vol. 93. No. 13 (Vol. 36, No. 3) December 29, 1928 What's in a Name! THE discussion relative to an appropriate name for talking pictures, recently introduced in the trade and with the general public by the HeraldWorld, has regularly been growing more vigorous and energetic; in fact, among certain people and in certain places the discussion actually has become heated. Within the trade two distinct factions have appeared. One faction is actively interested in finding a new and appropriate term and the other faction vigorously insists that nothing can he done about it. These defeatists insist that the public will choose its own term, when and if it sees fit. and in the meantime all other efforts will be futile. Perhaps they are right, but we don't think that Mr. George Eastman and associates of the Eastman Kodak company will agree. The Eastman company has succeeded in putting the word, "Kodak," in the dictionaries and on the tongues of millions of people the world over when they speak about cameras. Also we don't think that the Victor Talking Machine company will agree after having made "Victrola"' mean phonograph to millions of people, here and abroad. And — of very great interest to the motion picture business at this time — it may be noted that in each of these two instance* referred to the results of coining and popularizing appropriate terms have resulted in huge financial gain. At the outset of this discussion we suggested the term, "audien," but in making the suggestion we undertook no heroic defense or recommendation of it. We simply thought it wax a good term and a possibly acceptable one, and the more we see of the others, the better we like it. Hut our effort is not directed toward the selection and popularization of any particular term hut rather that SOME appropriate term should be selected and popularized. We admire, for instance, the tactfulness of Mr. Will II. Hays v*ho agrees that the discussion is apt and timely but refrain* from nominating a term or casting a vote. Mr. Hay« thus hold* himself free from criticism — for himself or his suggestion -but unfortunately does not prove very hc]|>riil in the discussion. We are being told that "audien" i« lacking in appeal; in Hollywood, we believe, they are saying it is lacking in sex .i|>peal. The indictment, specifically and generally, is probably correct hut if there i« anything essentially appeal ing in the word "Kodak" we have yet to discover it. Still, this word "Kodak" has done a similar job in a manner of such proficiency that if the motion picture industry could duplicate it there certainly would be little cause for complaint. Rut let the discussion go on . . . In the meantime a better identification of the talking picture is being brought about which is decidedly constructive — for the trade and for the public. * # * Made in Chicago THE Western Electric company through its subsidiary, the Electrical Research Products, Inc., last week undertook and carried through most successfully a promotional effort directly to the public in connection with sound pictures. Mr. J. E. Otterson, president of the Western Electric subsidiary, delivered an address before the Chicago Association of Commerce to a large group representative of the leading business interests in Chicago. Mr. Otterson, in his usual effective manner, told of the origin and development of the sound picture and sketched the directions in which it is tending. Following Mr. Otterson's address a group of the best sound pictures which have been made were presented. Their reception was most enthusiastic. There is little, doubt that the event will result in an excellent stimulant to the popularization of sound picures in representative quarters in the Middle West. Incidentally, Mr. Otterson interested his audience in revealing that the world's center of the industry engaged in the manufacturing of equipment essential to sound picture ecording and reproduction in Chicago. / Organization IN the face of the many changes that have taken place in the trade paper branch of the industry, and among its personnel, it is gratifying to be able to refer to an unique continuity of service among the principal members of the staff of the HeraldWorld. The reference is timely this week on account of the conclusion of a decade of service by Mr. Edwin S. Clifford who joined the staff in January, 1919, as managing editor, later becoming general manager, the office he now holds. Mr. James Reecroft, New York advertising manager, is now in his thirteenth year of service and Mr. George Clifford, business manager, has rounded out a decade. In all, six of the principal editors and managers have either reached or are approaching ten years of continuous service on the staff. The energetic and intelligent effort, together with unvarying loyalty to the best interests of the publication, of these men and their colleagues has been the means toward enabling the Herald-World to reach its present position of unqualified leadership in its field. # * » Government in Business ELSEWHERE in this issue there appears an exceedingly keen and understanding statement from Mr. Charles C. Pettijohn on the important subject of the government's policy toward business and its attitude generaUy toward business. Mr. Pettijohn points to the truth that the financial welfare of the country depends not upon governmental initiative and enterprise but upon individual initiative and enterprise. He insists that the present reasonably healthy and growing state of the motion picture industry is based upon conditions which the industry itself has brought about, and that favorable conditions were not created by I lie government, nor can be maintained by it. He counsels that the industry carry its own burdens and not look to governmental agencies which, in fact, cannot he of any real assistance. Good advice for the picture business and every other business. —MARTIN J. QUIGLEY.