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

December 15, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 19 Herald' World Starts Drive To Find Suitable Name for New Art— the Sound Picture New Problem Demanding Attention By MARTIN J. QUIGLEY /it the adjoining column the HERALDWORLD opens discussion in the trade concerning what we believe to be the very vital and pressing question of finding and popularizing a term to fit the talking picture. Obviously, none of the cheap words — talkie, speakie, etc. — that are coming into constantly wider use reflects properly or appropriately the dignity and importance of the talking picture. If the trade and the public persist in the use of these cheap terms, the industry and its product ivill suffer. It is a matter of common knowledge that the corruption, "movie," which many years ago became current has been a serious and persisting detriment to the business. Now, with the development of talking motion pictures a brand new problem is calling for attention and solution. It is still early enough — but none too eaily — for the industry to exert itself in the matter of finding an appropriate term and once the term is accepted, strong and vigorous measures should be adopted along the line of establishing the use and popularity of the new term. The HERALD-WORLD ha.s no desire to father a pet term, still we are not coming intO' the discussion empty-handed. We have a term ivhich ive believe is a good one, a proper one and an appropriate one and tve herewith luind it to the trade tvith our recommendation. If it stands the test of consideration — fine! If someone has a better term, then tve shall be for the better one. We propose that a talking picture be called an — AUDIEN Here is a short, meaningful word — one that may be rolled easily into the language of the day. Still, it is a dignified word, appropriate for the use intended. It is a corruption of the very common word, audience, and it may be applied appropriately to the talking motion picture What do you say? Shall they be called AUDIENS? If not, what word do you offer? By PETER VISCHER NEW YORK, Dec. 11. Down with dinner, on with the hat and coat, oft with the light, out with the car, and take the family to see the newest picture. Take the family to see the new . . . the new . . . what? Talkie? Sound picture? Synchronized picture? Speakie? Squeakie? Talking picture? Audible picture? Combination picture? Maybe you can think of a worse title! The new pictures, comhining sound and screen, need a name. They need a name that means something, is easy to .say and remember, and is at the same time dignified without being stiff and prudish. They need a name that is trim and honest and decent, a name that can be accepted by the industry as well as by the public. * * * The new pictures should be saved from "talkie.^' This vulgar designation is quickly winning public approval, for it is easy to say and has the popular appeal of slang. But it is no more proper for the product of a great industry than '^movie." You dont hear executives of the industry speak of their "movies." You donH hear anything about "The Movie Club." You dont read about "movies" in the HERALDWORLD. Before the public clasps "talkie" to its bosom, however, it is up to the industry to try and find a better name. The Herald-World, alert as ever, herewith starts the ball a-rolling. Scratching its metaphorical head, the Herald-World has thought and thought, has devoured pages of the dictionary, swallowed half the tliesaurus, and finally appealed to the professors of Latin and Greek and English at the universities. Only Esperanto has been spared so far. Here, then, are a few ideas. Try them over on your tongue. Throw them aside, if you like, but not until you've thought of a better one and sent it in. * * 4f Hoiv about . . . Audien? Here is a neat little word, dug from the diamond mine of the language, cut carefully and polished. It is easy to say, good to look at. It connotes hearing and seeing. It is quite txs good as . . . Radio . . . Kodak . . . Victrola . . . Audien. Try it. How about . . . Dramaphone. This is the suggestion of Dr. John William Draper of the English department of the University of Maine, at