Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

Editorial Sensational Advertising THE recent controversy in Chicago over the showing of “Party Girl” resulted in bringing into action various persons and organizations which seek to continue and to fortify the existing scheme of political censorship. This result is not surprising because almost invariably this type of subject leads to developments of this character. The unfavorable aspect of this case was greatly exaggerated by a tactless advertising policy which was followed. Over the protest of the Chicago hoard of censors an injunction was obtained relative to “Party Girl,” restraining the police from interfering with the showing of the picture. This is a course which is frequently followed in cases where producers or distributors are unwilling to abide by the dictates of the censor board. Usually, however, persons obtaining such an injunction have the good sense to use the injunction for the purpose for which it was intended and to let the matter rest there. In the case of “Party Girl,” however, just having the injunction, and the accompanying liberty to show the picture in Chicago, was not enough; it was thought proper and practicable to use emphatic references in advertising material to the fact that the picture was being shown under a writ of injunction. The use of this sensational appeal conveyed to the minds of many persons that, very likely, the censor board was quite right in its opposition to the showing of the picture. At any rate, the agitation created — due in a considerable part to the character of the advertising used — led to a reversal of attitude on the part of the judge who issued the injunction. The writ was dissolved. Apparently there will always be press agents of highly restricted taste and judgment. But if the industry is to escape the severe penalty which inevitably follows in the wake of such efforts as the advertising used in connection with “Party Girl” the responsible heads of the business must see to it, that their agents in the field are properly instructed as to what they may and may not do — and after such instruction has been delivered they must see to it that it is understood and obeyed. If camival-like methods are to he employed and exhibited broadcast before the public, the industry must know that the public will credit it with but very little in the way of responsibility and trustworthiness. Sound Costs ADDED evidence of hastening the day when the whole . industry will be placed on an audible basis is to be seen in the recent announcement that there is now available to the smaller theatres Western Electric reproducing equipment at a cost of only $42.28 per week, with no down payment required other than the first week’s rental. This places their equipment within the reach of many BY MARTIN J. QUIGLEY additional thousands of houses. In fact, aside from an occasional reactionary exhibitor such a proposition makes their equipment possible for practically any type of theatre regardless of where it may be located. The new Western Electric offer, together with other good sound facilities at reasonable cost being offered the theatre owner, contributes in a very important way toward what amounts to the most thoroughly practical help that has been offered the smaller theatre. As pointed out on this page last week sound has been relatively a greater benefaction to the smaller theatres than to the larger theatres. It has helped attendance in the larger theatres but in the smaller theatres it has created thriving enterprises out of dying businesses. Good reproduction equipment — necessarily at a fair price — means the salvation of the smaller theatres; it means the continuance in profitable operation of thousands which, under silent policy, were slipping away. Caution on Wider Film THERE are grounds for gratification in the present attitude toward the wider film which is being shown by several of the leading executives. This new development is not being rushed into and it apparently has become the policy of several of the leading companies to proceed slowly and cautiously, thereby to avoid plunging the industry into the change before it is ready to assimilate it. This course eliminates the risk of hasty action and at the same time no worthwhile advantages will be lost. The industry still needs time to compose itself after the radical changes brought about by sound. The wider screen is inevitable and, coming in due time, it will bring with it many substantial advantages. When the subject of wider film again makes its appearance in the trade as an active agent we trust the principal producers will have agreed on a standard width, saving the theatreman from the confusion and cost that would result from the appearance of wider films in various widths. AAA THE trade is now approaching the season which is the most important in the year. It is the season of product announcements, sales conventions and the opening of the period in which the independent exhibitor selects the product which he hopes will be profitable for him during the ensuing year. The relative standing of the various producers will to a considerable extent be established by what they will be prepared to say to exhibitors within the next few weeks in connection with the product. Hence, it is not only important but actually vital that producers prepare to make known to the theatre field, comprehensively and in detail, what they intend to offer to the theatre market for the coming year. Exhibitors HERALD-WORLD * MARTIN J. QUIGLEY, Publisher and Editor Incorporating Exhibitors Herald, founded 1915 ; Moving Picture World, founded 1907 ; Motography, founded 1909 ; The Film Index, founded 1906 Published every Wednesday by Quigley Publishing Company, 407 S. Dearborn Street, Chicago ; Martin J. Quigley, President ; Edwin S. Clifford, Secretary ; George Clifford, Assistant Treasurer. Member Audit Bureau of Circulations. All contents copyrighted 1930 by Quigley Publishing Company. All editorial and business correspondence should be addressed to the Chicago office. Other publications: Better Theatres, devoted to the construction, equipment and operation of theatres, published every fourth week in conjunction with Exhibitors Herald-World ; The Film BuyEr, a quick reference picture chart, published every fourth week as Section 2 of Exhibitors Herald-World; The Motion Picture Almanac, Pictures and Personalities, published annually ; The Chicagoan and Polo, Class publications.