Year book of motion pictures (1930)

And it will be, if all the producers of short comedies are sincere in building up a substantial and permanent institution, rather than taking advantage of the new popularity in an effort to make quick gains, as some have already shown an inclination to do. * * * Caution Needed as Watchword By ABRAM F. MYERS President, Allied States Association FROM an economic as distinguished from a political point of view there is as much danger to be apprehended from too much optimism as from undue pessimism. Billions in paper profits have been wiped out and plans made in reliance on such profits must be curtailed or canceled. To go on producing and buying as if this had not occurred would lead to worse conditions than are to be apprehended from a clear recognition of conditions as they exist. Curtailment will be largely in projects, not in ordinary business, and the problem is to get into a "business as usual," instead of a "more business than ever" frame of mind. The producers will have to give more thought than ever to producing the kind of pictures that the public will like. They will do well to make pictures with a view to their subsequent run, as well as their first run, possibilities. The exhibitors will have to buy with as much discrimination as possible and will have to make their houses as attractive and their service as pleasing as they can. They will have to exploit the idea that what they are selling — recreation — is a necessary, not a luxury, and that they are selling it very cheaply. What I seek to flash is not so much the red light of danger as the amber light of caution, believing that by greater thought and more work a satisfactory year, not a record breaker, may be had. * * * Constructive Forces to Unite By C. C. PETTIJOHN President, Film Boards of Trade IN requesting me to "prognosticate" as to the trend in motion pictures during 1930, you honor me beyond my deserts and accomplishments. Of astrology, horoscopy, divination, necromancy, or prognosis, I can honestly say that I am a baby in arms. But since the Columbus convention I have begun to take note of stylish words and the length of same; to shed my rhetorical duds and nut on lexicographical long pants. So I note that "prognostication" has fifteen letters, while "pusillanimous" has but thirteen. And those who attended the Buckeye convention will be able to divine, conjecture, surmise what this is all about. Let's now do a little prognosticating: I believe that 1930 will bring about a definite organization of the constructive people of this country, people who are engaged in all forms of American business ; and that such a necessary getting-together of legitimate business may result in the formation of a group that will sweep all present existing parties, cliques, and blocs into the discard, where they belong. It is time to forget politics and have a thought of common sense and sound business. Now for a dip into divination : The Government of the United States itself, like most all other forms of business, is today in the same position as is the motion picture industry. No political party today has a definite policy, and party lines cannot be seen with a microscope. Ninety-nine per cent of the blame for the present uncertainty of all forms of business in the United States may be fairly placed in the laps of both branches of Congress, as well as several of the governmental departments functioning, — or not functioning, — at Washington. Here is necromancy: With all the talk about stimulating business, the fact remains that legitimate business does not dare to go forward. And why? Simply because the Government on one hand is engaged in a drive to "stimulate," while certain departments of the government. — and cer tain members of Congress, by their malfeasance, non-feasance, and mis-feasance, — are threatening, hampering and hog-tieing ambition, confidence and industry 1 It is time to get together the real, constructive bankers, business-men and manufacturers. I do not include in this group promoters, "apostles of the ticker," or waterers of common stock; but those who produce, build, expand, and carry on. A little horse sense: The manufacturer must be encouraged and have reasonable safe-guards and protection for the things he creates. I include the agriculturist (and by agriculturist, I mean farmer) who produces; the farmer, who does not ask for subsidies, or doles, but who wants, and should have the same reasonable protection for what he produces and creates, as all other forms of business enjoy. Apply this same formula to the motion picture business, — substituting various branches and elements of the business to fit the above description,— and you have something that, in my humble opinion, is necessary and workable. * * * Music More Important By HERMAN STARR President, First National Pictures IN looking forward to the new year, and the many important productions certain to be revealed during that period, we must take into consideration the increasingly essential factor of music. Musical accompaniments and theme songs have become an integral part of motion picture production. Also, and this is highly important, the popular theme songs, taken up on the radio and marketed by producers of records, are of inestimable advertising value. As we all know, there have been startling advances in the making of talking pictures during the past year, and we have reason to look forward to even greater achievements before another year rolls around. We have a perfected reproduction mechanism in Vitaphone. The beauty of pictures such as "Sally" is immeasurably enhanced by Technicolor. We are steadily progressing in the development of the musical phases of the talking screen, which are keeping pace with the other elements, combining to make the finest dramatic and comedy entertainment that the world has ever known. * * * Sees Doom of $2 Picture By LOU B. METZGER General Manager, Universal Pictures Corp. THERE will be many important developments in the industry in 1930. One of the most striking will be, I believe, the definite passing of the $2 picture. With the public aware that this is only a show window and that the $2 picture will be presented, with no great period of time elapsing at the popular-priced theaters, the end of this practice is at hand. As a matter of fact good pictures do not need artificial stimulation of this kind, and bad pictures do not derive any real benefit from it. I expect also to see wide film come into general use, and there will be great progress made in the handling of sound. This year will also see very important developments in the theater field. One of these will concern the status of the small theater owner. I predict that he will entirely recover from the conditions brought about by the sound revolution and will regain the same position in the industry which he held before sound came along. * * * Keeping Ahead of the Fans By MAJOR ALBERT WARNER Vice-President, Warner Bros. WARNER BROS, are entering the new year confident of their own prosperity and that of the industry at large. Although talking pictures are stabilized, they are by no means 561