The Film Daily (1930)

■!« —JEW DAILY wmmmmmmmmmmmmm'mmmm. Wednesday, December 31, 1930 Industry's Leaders Look Into 1931 With Optimism No Overproduction in the Field of Recreation, Says Sarnoff (Continued from Page 1) tertainment, the key to greater progress is better pictures. Recreation and entertainment are vital forces in the everyday life of millions. The public at any time will beat a new path tc the door of the best olay or the best book or the best film. There, again, the strongest urge for progress has come from the fact that during a period of depression the public shops for entertainment as it shops for any other commodity that it needs. There may be temporary maladjustment and industrial confusion, but there is no such thing as overproduction in the services of recreation and entertainment, of information and education. In these lie the motives of permanent progress in the new arts of electrical entertainment." Sarnoff is one of a long list of amusement industry leaders who look into the New Year with optimism and assurance. Other extracts from statements, all of which will be published in their entirety next month in the 1931 Film Year Book, for which they have been specifically written, are quoted herewith. * * * Harley L. Clarke: "The coming year portends for the motion picture industry a period of substantial artistic and economic development. The new art of the audible screen has advanced to a point at which popular attractions' of greater scope and popular appeal may be depended upon. Various industry readjustments providing for more efficient and more constructive operation have been effected. Benefits to come from these readjustments will be apparent during the coming year — both in the wider and stronger popular appeal of the industry's attractions and in the more profitable operation of the industry's business." * * * Jesse L. Lasky: "The past year was a period of rapid development in the perfection of sound and readjustment in production technique for the motion picture industry. With this ad Year's Highlight Perhaps the outstanding development of 1930 in the motion picture field was the proof of the industry's stability as a national institution and its ability to come through a period of hard times with comparatively much better results than even the oldest, biggest and most solidly entrenched basic industries of the country. General Developments of 1 930 SOUND — Further improved by "noiseless recording" system. WIDE FILM — Aroused little interest. Disagreement on standard width. Cost of changeover too great at this time. COLOR — Marked time. Setback due chiefly to drastic reduction in musicals. Quality improved meanwhile. TELEVISION— Successfully demonstrated to public, but declared not ready for general adoption until about 1934. Probably being held back purposely for introduction at more appropriate time or via the proposed Rockefeller-N.B.C. amusement center. INDUSTRIAL FILMS— Made big headway. Received sponsorship by major companies. Most theaters favor showing them. PRODUCTION — Greater concentration and efficiency developed. Costs being reduced. Talkers become more sophisticated. Shorts gain in importance. Serials get good play. Star system revived. More kid appeal injected in pictures. EXHIBITION — Circuits curtail their expansion activities. Numerous theater closings, main causes being (1) lack of sound equipment, (2) unattractiveness of house, (3) bad local conditions. Higher standards set in comfort, service and pleasing atmosphere. DISTRIBUTION — Emerging from turmoil caused by decisions against standard contract. Zoning and protection also knotty problem. More big producer-circuits sell product to each other. TALKERS vs. SILENTS— Much discussion, with talkers retaining long end. THE PUBLIC — Still jamming the theaters when "hit" pictures are shown. vance there is every reason to believe that pictures in 1931 will be the first from every standpoint since the advent of sound. Producers have re-discovered the dramatic value of pantomime and plans for 1931 pictures call for dialogue only when it is essential to clarify and speed up plot action. This trend does not mean a return to silent pictures by any means, but only that producers and directors have discovered that screen entertainment can be made improved by stressing action rather than dialogue." * * * Carl Laemmle: "I have been in this business now for almost twenty-five years, and I still believe it's the greatest business in the world. I look for a great revival of business in all lines in 1931. The country is just as sound as it ever was, and, whatever the temporary depression, the country will of course go forward to still greater prosperity. The motion picture industry has its problems, but that is nothing new. It has always had them, and always solved them. The chief thing in this industry — the principal needis good pictures." * * * Major Albert Warner: "The trend of business in the motion picture industry in 1931 will be upward. It may be slow at first, but it will be for betterment and a real going-ahead. In my opinion the outlook is bright, for the producer, the exhibitor and everyone concerned with the industry. There is only one thing which need give concern to the industry as a whole and that is the quality of the pictures it offers the public. Never in the history of motion pictures has the competition among the producing organizations been as keen as it is at present. This is the very best thing that could happen. Through it the public will benefit and so will the exhibitor." /. R. Grainger: "In my opinion, there has been entirely too much talk about depression and not enough activity on the part of exhibitors, who have allowed themselves to believe that business is bad. In our business, where so much depends on the public taste, you cannot have business run evenly week after week. I feel that the quality of pictures to be released from January 1st on from all companies will be far better than those that have been released the latter part of 1930 All in all, we should put our shoulders to the wheel, stop talking about depression and think of nothing but prosperity which can be accomplished by plenty of energetic work and less talk." * * * Will H.Hays: "The motion picture industry enters a new phase of progress. . .We have raised the standard of public appreciation, which in turn challenges the best efforts of the screen... The spur of meeting the selective demands of the entertainment public is bound to raise the standards of the art... The industry is built upon the foundation of public service. There is only one direction in which such an industry can march, and that is forward." * * * Sidney R. Kent: "The record of the motion picture industry in 1930 has shown it to be one of the most stable industries^ the country. There is nothing in our business to lead anyone to believe that it will be otherwise in 1931. Great progress has been made in sound technique during the last year and there is every indication that 1931 will see an unprecedented number of fine pictures." * * * Harold B. Franklin: "The year 1931 will probably see changes in ownership as well as management of one or more of the important companies, resulting in a greater recognition of individuality and resourcefulness in the management of such companies. The public is now in the frame of mind that it was just before the coming of sound. Any scheme to control production costs that will lower quality will prove disastrous to those who try it. Rather, the studios must continue to develop talent that can make the type of pictures for which there is a demand. Yesterday's depression and today's uncertainties will give way to a return of recovery during the latter part of the year." * * * Lee Marcus: "We in RKO feel that business is on the up-grade and will continue to pick up gradually and we are taking the necessary steps to adjust ourselves to the economic cycle which 1931 will bring forth-" * * * Joseph M. Schenck: "Outstanding starring personalities will continue as the biggest attraction in 1931 and the trend will be toward more theaters. Prologues will become a thing a»f the pastComedy drama will b? in the ascendancy and a more extensive market will be available for the original manuscripts of capable writers." * * * Sam E. Morris: "In my opinion, 1931 bids fair to be a most successful year. Great strides forward have been made within the past few months. Judicious economy exercised in the right direction and with the proper showmanship employed in all departments of our business will assure a continued success." * * * Joe Brandt: "Successful as has been the current year in the motion picture industry, I believe that 1931 is going