Exhibitors Herald World (Oct-Dec 1930)

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Editorial BY MARTIN J. QUICLEY. The Danger NEW YORK stage producers are up in arms over an attack recently expressed by His Eminence, Cardinal Patrick Hayes of New York in which the current stage was denounced for its lapse from decent moral standards. The stage producers assert that the Cardinal should have distinguished in his remarks between the unfit subjects that are on the boards and the other subjects which are not guilty of moral laxity. They point out that there are several good and wholesome plays now running in New York and because of this the Cardinal was unfair in his references to "the stage" without making distinction between the two kinds of plays. Because of his widely known attitude of tolerance and fairness there is every reason to believe that Cardinal Hayes intended no unwarranted criticism of the stage as a whole. There is every reason, also, for believing that when considering the stage his concern over the several unfit plays now running resulted in these plays receiving his entire attention and the others undoubtedly were forgotten about. This incident has a very direct application to the motion picture situation. At this time pictures are receiving the highest support and approval. The industry's serious and determined effort to maintain a wholesome screen is not only saving it from criticism that would be most hurtful but it is enabling it to receive the support referred to. But this fact must not be overlooked: Just as the stage is now paying the penalty for certain objectionable shows that have been offered, so will the motion picture business as a whole suffer if any substantial percentage of its product falls into the objectionable classification. The immoral subject gets attention. Just as has happened in the case of the stage, that type of subject tends toward a general disrepute. It has the faculty of giving color to the whole institution with which it is associated. Consequently, even an occasional motion picture subject which is of bad moral character represents a real danger that may lead to serious complications. AAA Uniform Advertising THERE is a tendency in certain instances for large theatre circuits to undertake to produce for their own use a larger portion of the advertising accessories required, rather than to depend upon the material produced by the distributors' advertising departments. There is, of course, a class of smaller items of accessories which quite obviously may be gotten up to advantage locally but when it comes to the production of special lithographs it commences to appear as if an uneconomic and generally undesirable situation was being reached. The home office departments of the distributors are better equipped for the production of the chief items in accessories and in the long run at least the work turned out is certain to be of a higher merit. If there is an exception to this case the trouble lies with the home office personnel and not with the system. It is quite conceivable that on an occasional subject an especially meritorious creation might be achieved but the larger and more experienced home office staffs can unquestionably do better work over the long period and at lesser costs. There is in addition however a very important reason why the chief items of accessories should be produced in the home offices. It is because such an arrangement permits of centralized authority and greatly lessens the industry's task of avoiding wrong tendencies and adhering to right principles of showmanship, together with the essential dignity and respect for moral considerations. In New York facilities for outside criticism and discussion are available. This may not always be the case elsewhere. AAA Product Problem CERTAIN of the smaller companies including Sono ArtWorld Wide and Big Four are solving for a certain class of exhibitors what has been a difficult product problem. With much of the big theatre product consisting of sophisticated and adult subjects many of the smaller theatres have been encountering difficulties in obtaining subjects which appeal to the juvenile appreciation and to adult patrons who do not wish to have their minds taxed while attending picture theatres. The action-full Westerns, to which have been added the advantages of sound and dialog, which appear in the programs of these companies offer the solution. These subjects were once a staple of the business and their return in the new form is very likely to reestablish them on that basis. AAA Progress AN interesting feature of an informal talk given last . week to the press by Mr. John E. Otterson, president of Electrical Research Products, Inc., was his references to improvements in recording and reproduction which may be expected periodically. Mr. Otterson pointed out that these improvements were in view when the present apparatus for recording and reproduction were designed and that their accommodation will be effected with only slight alterations. Mr. Otterson indicated his belief that another five years of progress and development will be necessary before talking pictures will have achieved a state of practical perfection. He emphasized that a substantially higher degree of quality may be expected. With the high degree of quality which is now present in the talking picture which is competently recorded and properly reproduced, it is pleasant to contemplate the expected betterment which Mr. Otterson refers to. Such scientific improvement, coupled with production advances which the studios may be depended upon to make, presents a tremendously encouraging forecast of the talking picture of the coming decade. Exhibitors HERALD-WORLD MARTIN J. QUICLEY, Publisher and Editor Incorporating Exhibitors Herald, founded 1915; Moving PictureWorld, founded 1907: Motography, founded 1909; The Film Index, founded 1906. Published every Friday by Quigley Publishing Cohfamy, 407 S. Dearborn Street, Chicago; Martin J. Quigley. President ;Edwin S. Clifford, Secretary; Gtorgi 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. Bitter Theatres, devoted to the construction, equipment and operation of theatres, is published every fourti week as Section Two of Exhibitors HeraldWorld, and the Film Buyer, a qu-ick reference picture chart, is published every fourth week as Section Two of Exhibitors Herald-World. Other Publications: The Motion Picture A.hanac, Pictures and Personalities, published annually; The Chtcaooan.