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

December 29, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 17 By DOUGLAS HODGES HOLLYWOOD, Dec. 26. Eighteen producers ceased their work on pictures this week and let their busy brains labor with words. They are "in" with the HeraldWorld's aim to get a word for the new arrival. "Vitamo" and "Diafilm" came bounding out one executive's doorway; "Picturelog" and "Moviesound" were flung at another magnate's secretary for experiment These producers are intense in their desire to find a word that will suit the public better than "Talkie" and that will be more worthwhile to the industry. They are combining syllables of all kinds and they are talking to themselves. Adolph Zukor's genuine interest in the "hunt" brought nearly the entire Paramount studio into a campaign to get a name that will work. He admitted that he has already given the problem considerable thought. "We want to find a word," he said, "that has dignity and is also descriptive. Phonofilm is explanative but is too long for the public to accept. "Many years ago we tried to substitute the word 'Photoplay' for 'Movie' but we found the word was too long for people to accept. "Movietone is an excellent word except for the fact that it is much too long." * * * Jack L. Warner, production head of Warner Brothers and of First National Pictures, says we'll have a word for the process quite simply by accepting the brand name "Vitaphone." Although his suggestion has a good basis it met widespread disapproval when broached to men on other lots last week. Warner explains that animation of a picture suggests the "Vita" part; and that the audible effect suggests the word "Phone." Chief dissension to this lies in the argument that the masses have little idea that vita suggests life. Louis B. Mayer joins Zukor in the contention that "Movietone" is a good word. He goes further in saying that it should be adopted in place of "Talkie." He said: "In view of the fact that much time, effort and money has been spent on popularizing the word 'Movietone,' it seems to me that the adoption of this word in place of 'Talkie' would be a logical thing to do. "Should this be impossible I believe Professor Reiley has hit upon a good word in 'Cinelog.' It is easy to pronounce; it is short, and as Professor Reiley points out, it is a literal Greek description of a talking picture. "At any rate I certainly agree with the Exhibitors Herald-World that a better word than 'Talkie' should be used in connection with this new entertainment." J. Boyce-Smith, United Artists producer, head of Inspiration Pictures, holder of college degrees and bar memberships, and no mean linguist, holds out for another word because he insists that the public must have an easy word and one that at the same time has good technical basis. He chooses a very simple word "Phonopicture" — and adds that "it is the most descriptive word that means talking picture." He also leans toward "Phonofilm" as a good catch word for the device. "The word 'Scofflaw,' " he recalls, "was generated by a group of people in an effort to win the public over to it. But the public dissented. It didn't care for the word. "A word must be found that is better than 'Talkie' and if it isn't better than 'Talkie' the public will cast it aside quickly." Charles Furthman, writer and Paramount supervisor, has tossed off the word "Dialo" after a moment's thought. He is confident it is tiiuch more dignified than "Talkie" and is phonetic, meaningful and appetizing to the masses. He adds that the word can be shortened to "Dilo" with ease in case the public wishes to vernacular-ize the word that is given it. Suggested Names TALKING PICTURES —F. S. Pooler Chicago LOGOS — Rosalie Murray Chicago * * * SCREEN SHOW — P. S. Greenberg Philadelphia, Pa. * * * VOCAL FILM VOCAL PHONE — Joe Goetz State theatre Dayton, 0. * * * ORALFILMS —Mary C. Leinen Chicago * * * PICTAPHONE CINASOUND PHOTOLOG SOUNDAPHONE —E. M. Talbot New York City SYNEMA — H. L. Nathenson Boston, Mass. * * * REELISTIC — Mrs. J. D. Swabb Oxford, Kan. VIVAVOX — John T. Jackson Coldwater, Mich. FOTOVIL — Jonas Perlberg Chicago