Exhibitors Herald World (Jan-Mar 1929)

January 5, 1929 EXHIBITORS HERALD WORLD 21 Audien Drive Is Creating Wide Public Interest in Talking Motion Pictures An Entire Industry Must Decide —The EXHIBITOR —The PRODUCER —The DISTRIBUTOR —The STAR —The DIRECTOR —The SCENARIST —The ADVERTISING MAN —The PUBLICIST —The PROJECTIONIST —The CAMERAMAN —The TECHNICIAN ALL must join in selecting a name which reflects properly and appropriately the dignity and importance of the Talking Picture. The campaign seeking a decent name for motion pictures that have found their voice, to supplant such unhappy designations as "talkies," "speakies." "soundies," and some even more undignified, has progressed far beyond expectations. Not that the rose has found its name! True, there are some who like audien, suggested by the HeraldWorld, but there are others who believe it too obviously manufactured, not to say highbrow. There are others who like cinelog. the suggestion of a Greek purist at Columbia university. There are others who like dramaphone. pictovox. audifilm, just as there are some who root for 'talkies"' and "speakies!" And there are more names pouring in all tbe time, from many sections of the countrv. * * * Even though no name has icon universal approval as yet, the campaign has had extraordinary success in interesting the public in the new pictures combining screen and sound. The leading critics of the country have taken up the cry and the HERALD-lTORLD's campaign has been commented upon by Quinn Martin in the New 1 ork World. F. Mordaunt Hall in the New York limes. Robert Sherwood in the New York Evening Post. Ashton Stevens in the Chicago Herald and Examiner, and others too numerous to mention. This enlisting of the public interest, through the important press, has provided exhibitors through the country with an entirely new and refreshing exploitation angle. Thus it may be said with truth that the campaign has been eminently successful, whether it ever succeeds in erasing "talkies" from the slanguage of the day or not. Several new and highly promising suggestions have come forward. Milton Silver, advertising manager of I niversal. icho knows the public mind, comes forth with the suggestion . . . Photovoice. As a standardized term to describe talking pictures, photovoice has the virtues of simplicity, ease, familiarity. Try it . . . Photovoice. A whole series of promising suggestions comes from Richard L. Moss, assistant manager with the Loew organization. He makes one highlv promising suggestion . . . Phonoplay. This is close to a term already in good repute, photoplay. Obviously, if a photoplay is a play presented on the screen in motion pictures, then phonoplay is a play presented in sound, with every suggestion of the motion picture. Quinn Martin, particularly good-natured on the eve of a six weeks' vacation in Europe, beginning in Rerlin and the I fa studios, is u illing to try audien. This, from a critic, is quite a concession, though Martin will probably come back uith something faintly resembling Sprachkino. or Schicetzbilder. (Where's that German type anyway?) ^^llclt JVflniC Do YOU ^OD Sherwood, whose position anywhere would naturally be one of eminence. suggests in the New 1 ork Evening Post and 35 other newspapers through the SUGGEST? country that the Herald-World's campaign would add considerable class to the language. "I have lately seen several delightful audiens." Sherwood imagines himself saying, "audiens including 'Sal of Singapore." 'Noisy Neighbors,' and 'State Street Sadie.' " Joseph I. Schnitzer. president of F B 0 Productions, finds a similar difficulty NAME with audien. He considers this classy little designation a bit too highbrow. "The motion picture fan does not icant a icord u ith which he is not famil ADDRESS iar, and above all. he does not want a name for anything thrust down his throat," said Mr. Schnitzer. "any more than he wants a star forced on him. CITY and STATE The fans want to coin their own names for their entertainment and make their own stars. Although 'talkie' is cheap and slangy. I am afraid it is here [Fill in coupon and mail to EXHIBITORS 10 s'av> much like 'movie.' Personally. I don't like it. but I dont think there HERALD-WORLD, 407 South Dearborn St., is anything we can do about it." Chicago, III.'] The returns are not yet all in. And just as Herbert Hoover managed to break the Solid South so may audien or cinelog or photovoice or phonoplay succeed in . breaking the Solid Talkie. Ballots always welcome.