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Nothing But
By L. W.
THE speech made by Mr. Hays before the Associated Motion Picture Advertisers in New York last week characterized an occasion second to none in importance since the new era in the industry started.
His appeal, summed up, was for truth and dignity in the advertising of motion pictures. What he said vitally concerns everybody in the business. Certainly, the way in which the industry represents itself to the public in its advertising has a great deal to do with the way in which the public regards — and will continue to regard — the industry.
g PEA KING to the men who write advertising and publicity copy, Mr. Hays very correctly reckoned them as among the first, if not the first, in service to the picture world. Nobody informed on the subject would disagree with him for a moment. It is just as vital that word or illustration about the motion picture shall be truthful and free from any trace of suggestiveness as it is that the pictures themselves shall be clean, sincere and intelligent.
This, of course, is not an appeal to prudishness, nor is it intended as a ban on cleverness. Sticking to the facts about a picture need not be an enemy of resourcefulness, or of effective advertising*. In the same way, the use of the salacious defeats the purpose it is supposed to accomplish. There never was any excuse for it, a fact proved by its gradual disappearance.
(Copyright, 1922, by E:
The Truth *
BOYNTON
HpHE response to the appeal made by Mr. Hays was. instantaneous. The members of the A. M. P. A. showed very clearly that they were in full sympathy with the spirit of what he said, and there could be no doubt in anybody's mind that the public opinion of this organization stands for the very things he advocated.
There remains, to be sure, the job of making this public opinion thoroughly effective. This, we have no doubt, will be done — is being done — and in the undertaking these men should have the fullest support and co-operation.
^ND while we are on the subject of the proper kind of advertising and publicity, let's not forget that the picture theatre also has its part to play. Improvement of standards in exhibition has brought a corresponding improvement in methods of "putting the picture over." There is work still to be done, however, before those few — very few — cases where an exhibitor deliberately misrepresents a picture to the public, entirely disappear.
He who indulges in wild exaggeration, and calls it clever exploitation, is not doing himself or his industry any good. And the men — there are not many of them — who step over the line of decency in advertising are enemies of the motion picture and the best interests of the business which gives them their bread and butter.
tors Trade Review, Inc.)