The Film Renter and Moving Picture News (Nov-Dec 1922)

4 THE FILM RENTER & MOVING PICTURE NEWS. November 4, 1922. By the Way: A Weekly Causerie on Trade Topics. What the Entertainments Tax Committee Are Doing. HF: C.E.A. headquarters have been remarkably busy i during the past week instructing their members in the art of secing candidates for clection, and extracting a written pledge from them that they will pledge themselves in favour of abolition. Alderman Trounson and Mr. Gavazzi King have thrown themselves whole-heartedly into the movement, and the president has taken journeys all over the country during the past few days, and is setting a splendid example to his co-workers. I was very glad to hear from him that on no consideration whatever will the Tax Committee allow their members to introduce politics into their theatres, and the slides that are being prepared are really models of moderation. The first one reads: ‘6 Do you want cheaper entertainment? ‘Then get your candidate to vote for abolition of the Entertainments T'ax.’’ The second pointedly says that ‘ This is a non-party question,’’ and states that ‘** Mr, Blank is in favour of abolition, whilst Mi. Dash has not yet pledged himself,’’ and then exhorts the publie to ‘write to him and sce him, as it is up to vou to get cheaper entertainment.” The third slide is to the effect that "We regret to announce Mr. Dash has not yet decided to support the move for cheaper entertainment. Have you written him?’ Whilst: the fourth reads: ‘! Our patrons will be gratified to learn that Mr. Blank and Mr. Dash are both in favour of the cheaper entertainment by the abolition of the Entertainments Tax.’’ 1 think it will be generally agreed that the C.B.A. are setting an object lesson in not only the hard work they are putting in, but the excellent manner in which they are conducting the agitation, which has already produced a deep effect: upon prospective Parliamentary candidates, Exploitation Gone Wrong. XPLOITATION experts have curious methods of business, and I have lately noticed there has been a distinct move among them towards expunging the word ‘‘ kinema ”’ and substituting ‘* theatre,”? whilst in other directions a film has been very carefully alluded to as a ‘“ wordless play.” Now, I have no idea of attempting to teach these worthy. gentlemen their business, but these, for the most. part newcomers into the business, would be well advised to recognise that the kinema needs no apology, whilst the general public who pay their money to go into the kinematograph theatres go to see films, and are not the slightest bit interested in their description of the product as ‘‘ wordless plays.”’ Last week we saw a very illuminating illustration of the methods of exploitation, which failed entirely because of the stupid manner in which the ~ gentleman responsible tried to suppress the name of kinema, and to treat his building as an addition to the ranks of legitimate theatres. . Another Instance. ‘ec AQ BILL OF DIVORCEMENT ” which opened at the New Gallery Kinema last Monday week, for the first few davs fell down badly, not through any fault whatever of the film, which is a prodtiction that this country can well be proud of, but simply and solely because too much was attempted with this picture. Tn the first place, on the publicity matter sent Google out to the Press from Provincial Cinematograph Theatres in connection with this film, it was carefully stated that the production would open at the New Gallery * Theatre,’’ for the first time in the history of this building the name kinema being expunged, and an impression being given that the New Gallery was now an addition to the ranks of theatres. The publicity also dilated upon the film being an adaptation of the play, and did not in any shape or form bring out the salient features that the film was far in advance of the play, inasmuch as it was able to bring in scenes that the stage producers were utterly unable to give when it was presented as a play. In addition, a cardinal blunder was made by treating the New Gallery as a theatre, and, therefore, opening for three stated performances daily with a picture which at most plays to an hour and twenty minutes, and does not constitute the full program. Kinema or Theatre? HAT was the result? — Pcople were literally being W kept out of the theatre entirely owing to the management running «a house, which, because of its very position in the West End of London, must have continuous performances. We are glad to see that the results of this poliey quickly bore fruit, for to-day the New Gallery is reinstated as the New Gallery Kinema, and a continuous performance is the order of the day, with the result that the public are flocking to see a picture which represents all that is best in British film prodiiction. Exploitation experts should remember that the kinema theatre is not a place to be ashamed of. It is a building where people congregate for the purpose of genuine and good entertainment, and all these announcements referring to films as ‘‘ wordless plays ”’ cut very little ice with the genuine kinema-goer. A film is a film, and whether it is produced by Mr. Griffith, or any other less talented producer, it does not require to be labelled as a ‘‘ wordless play.”’ Pictures get over on their merits, whatever they are called, and a kinematograph film is title sufficient for any reproduction on celluloid. There is no need to be ashamed of the name of ‘* film,”’ and still less is there any reason to be ashamed of the name of ‘‘ kinema.’’ So let’s have our kinemas and films, and a little less talk about theatres and wordless plays. ‘‘ Ginger ’’ Postponed. MEETING was held on Wednesday afternoon of A the Tax Abolition Ginger Committee, when it was ultimately decided that the committee’s activities should be adjourned sine die. A Pleasant Function. HE Press lunch given on Friday week to eclebrate the send-off of ‘‘ Cabiria ’’ at the Philharmonic Hall, was voted by all present to be one of the best little functions of its kind they had ever attended in the trade. Popular Mr. Redman, of Artistic Films (the company now handling ‘‘ Cabiria ’’) was in the chair, and the arrangements, both for the Press show of the picture and the lunch which followed it, were in the hands of Mr. W. Haywood, the film critic of the Pall Mall Gazette, and Labour candidate for Putney. The food