Exhibitors Herald World (Oct-Dec 1930)

Editorial BY MARTIN J. QUICLEY. The Road to the Public THE key man of the picture business, now and always, is the exhibitor. While this fact is never denied it is frequently ignored. And when it is ignored it leads to some very serious complications. When we speak of the exhibitor as the "key man" we mean that he controls the situation, that if the door to development is opened the exhibitor is the person to do it. Examine, for instance, the case of production: Producers generally are aware that both the present existence and the future growth of the picture business depends upon reaching a higher degree of merit in screen entertainment. Producers know, from experience, that the same old thing done in the same old way leads nowhere except, possibly, to the sheriff's office. Hence, the studios point their efforts toward finer and better accomplishment. In the natural course, they do not invariably succeed but everyone who knows production knows that from its earliest days there has been a constant striving after better things. Some of these efforts have led to very poor attractions but others have, to the great surprise of persons who are afraid of anything but the old formula, resulted in the production of those very fine subjects — which at the same time have been great entertainment— that dot the road of the industry's progress like milestones. The typical exhibitor attitude on anything new and different in production is a heavy load for the producer to carry. We do not hold the exhibitor blameworthy for this attitude because, as a matter of fact, the blame lies with the producer. This exhibitor attitude is a heavy load because it brings fear and apprehension to the producer when he undertakes consideration of a subject like "Liliom," "Outward Bound" and "Abraham Lincoln." He realizes that the road to the public leads through the mind of the exhibitor. He realizes that to traverse this road successfully the mind of the exhibitor must be a helpful influence and not a hindrance. The exhibitor principally judges pictures by what he thinks they will do at his box office. And it is very proper that he should do so. But in looking for a box office attraction the exhibitor, after noting merely his attendance records, is too prone to be unwilling to risk using a production unless it happens to contain elements which in the past have proven successful for him. As the result of this condition the new and different type subject starts out into the booking market under a severe handicap. We do not say that the exhibitor should jeopardize his business by passing over attractions containing the established elements of success and in their place put in subjects that to him appear of obscure if not doubtful worth. No, it is the business of the producer to keep the exhibitor so fully and accurately informed with respect to developments in production that when the producer has undertaken to do a different type of subject the exhibitor will be well aware of the reasons for this action. With more done in this direction along the line of information to exhibitors about current trends and necessities in production, the producer will have less difficulty in getting on the screen — and properly presented — those finer subjects without which the picture business very shortly would land on the down grade. Approval IN an important address in Omaha last week, His Eminence, George Cardinal Mundelein, Archbishop of Chicago, while referring to what he describes as a serious laxity in modern morals made mention of the influence of the stage and of current literature upon the existing situation. It will be very interesting to persons engaged in the picture business to note that Cardinal Mundelein did not place the motion picture alongside of the stage and current literature as unwholesome influences upon modern morals. This distinct compliment to the motion picture, we feel sure, was contributed not because there are not objectionable motion pictures as well as objectionable stage plays and books in current literature but rather because the motion picture industry has done what neither the stage managers nor the book publishers have made any serious effort toward doing. We refer, of course, to the Code for Motion Picture Production adopted last Winter by the producers association. This document is a serious and sensible effort to maintain right moral standards in motion picture production and it is very reasonable to assume that the attitude of Cardinal Mundelein, as indicated in the Omaha address, has in some measure at least been influenced by the announced policy under which production is now being carried out. The fair and liberal attitude of Cardinal Mundelein toward motion pictures is a very valuable development for the motion picture business. It doubtlessly is the result of the industry's effort toward maintaining a wholesome screen. With this effort honestly and faithfully carried out such approval from high places may be depended upon. But failure or half-success in the carrying out of this effort could — and quite certainly would — result in the quick withdrawal of such support. THE plan of the Motion Picture Theatre Owners of America to organize and maintain among their members an informational service for the guidance of production is an especially promising undertaking. The association is to be congratulated on this constructive plan. Theatremen are the general receivers of information for the industry — as well as the general receivers of revenue. Through having the information received properly assembled and systematized, a very great service can be rendered to production and to the industry at large. Exhibitors HERALD-WORLD MARTIN J. QUICLEY, Publisher and Editor Incorporating Exhibitors Herald, founded 1915; Moving Picture-World, founded 1907; Motography, founded 1909; The Film Index, founded 1906. Published every Friday by Quigley Publishing Company, 407 S. Dearborn Street, Chicago; Martin J. Quigley. President;£du»» S. Clifford, Secretary; George Clifford, Assistant Treasurer. Member Audit Bureau of Circulations. All contents copyrighted 1930 by Quigley Publishing Company. All editorial and business corre■pondence should be addressed to the Chicago office. Bitter Theatres, devoted to the construction, equipment and operation of theatres, is published every fourth week as Section Two of Exhibitors HeraldWorld, and the Film Buyer, a quick reference picture chart, is published every fourth week as Section Two of Exhibitors HeraldWorld. Other Publications: The Motion Picture Almanac, Pictures and Personalities, published annually; The Chicagoan.