The film daily year book of motion pictures (1930)

standardized and the approaching twelve months will see as many Vitaphone innovations from Warner Bros, as they have offered in the past. In the days of the silent screen, box-office appeal meant conformation to a certain successful pattern. Today box-office appeal consists in keeping ahead of the public's taste and constantly giving them something new. That is Warner Bros, purpose. * * * Producers' Bright Outlook By JESSE L. LASKY First Vice President, Paramount Famous Lasky Corp. NEVER in the history of the motion picture industry have producers faced better prospects than those which appear on the horizon for 1930. Talking pictures have hit their stride and their popularity has been proven beyond any doubt at the box-office. Our studios have come through the transition from silent to sound pictures in a manner most gratifying to those of us primarily interested in production. Increased resources and facilities already are available for the production of greater talking pictures during the coming year. With such productions as "The Love Parade," "The Virginian" and "The Vagabond King" as a criterion, Paramount's production forces both in the East and West have been geared for the greatest production year in the company's history. Pictures of epic quality, more natural color productions, better production efficiency, and perfection in recording and reproduction will be some of the major accomplishments during 1930. Readjustment in 1930 By HAROLD B. FRANKLIN President, Fox West Coast Theaters THE year 1930 will be one of adjustment made necessary because of excessive prosperity and extravagance during the country's most prosperous period. The introduction of sound resulted in excess costs in virtually every department oi the industry. Stutlios were erected under pressure, while personnel and technicians were added to meet the demand for a new type of entertainment. In a similar measure, theaters were built, acquired and officered to fulfill an abnormal demand, resulting in increased overheads and excessive operating costs. In planning for the year 1930, therefore policies established should anticipate that there will be a tendency for people to become more economical in their expenditures. Motion pictures will appeal at the box office in accordance with entertainment value, as the novelty of sound in itself will cease to attract. Economy in operation will take the place of extravagance, which in the long run should prove beneficial to the industry. Circuit operations will continue to expand where the need requires. Progress in chain operation will be made where managements are constructive and conservative. It may be expected, however, that the year will sec an improvement in connection witk individual operations where exhibitors study the requirements of their clientele. There is a certain type of operation that will show better result> under individualized management because of the economies that can be effected by the close scrutiny of the owner. * * * Popular Demand for Sound By HERBERT J. YATES President, Consolidated Film Industries DURING the past year the tremendous popular demand for sound has created revolutionary changes in the production, distribution and exhibition of motion pictures. This in turn has favorably affected the earning of those companies which immediately equipped themselves to meet the technical requirements of the sound era. Others which did not prepare for the changed conditions or which expanded too rapidly have naturally not lared so well. In my opinion providing the public with popular priced entertainment such as motion pictures furnish, is one of the so-called "depression proof" industries and the well maintained earnings of the leading companies during the recent period of stock market panic seem to prove my contention. Consequently in 1930 we may confidently expect a continued demand on the part of the public for well-made sound pictures. That means undoubted prosperity for those companies which can supply this demand, overcome the technical difficulties and eliminate excessive cost The prosperity of these profitably managed companies will naturally be reflected in their dividends and the price of their securities. * * * New Developments Certain By JOE BRANDT President, Columbia Pictures WITH talking pictures well established more attention will be paid to the development of new technique in color creations, stereoscopic effects and better audition. The arts of stage and screen will be blended with the outstanding figures in each field cooperating to bring forth a fresh medium ot entertainment which will draw an en"a." u"eW PatronaSe to the cinema theater. Although the stage play will continue in great tavor, as a basis for talking pictures, the new vear Will witness the birth of a new formula by which the stage and screen writers will join hands' for the development of a new art designed solely for the audible screen. As a result the purely musical vehicle, so predominant during the past vear will give way to real dramatic values and "a screen art equal in every respect to the highest expression of the stage. On the whole I predict that the year 1930 will be one of the greatest in the history of the industry. While it will be fraught with prosperity there will be a general weeding out of excess baggage The result will be a high degree of efficiency in all branches. * * * Future Unsettled By LOUIS B. MAYER Vice President, Metro-GoldwynMayer NEVER before in picture industry has it been so difficult to predict which way the industry may jump. There are so many new and thus tar but vaguely appreciated or developed factors, that no one can say with much confidence what the future holds in store. Technicolor in the past year is an example of How picture production can be vastly altered within a short period of time. The new 75 mm. processes, together with other technical changes of a revolutionary character render a prediction extremely hazardous. There must necessarily be a new order of things in picture writing construction, as the first group <>t patterns used in dialogue pictures has now become too trite and stereotyped to survive. * * * Story Material Improved By CECIL B. DE MILLE Producer for Metro-Coldwyn-Mayer MUSIC has been a tremendous asset in sound pictures, although it may not have been a good thing for Broadway since we have the best song writers at the coast now. Practically every director who achieved success in a silent picture has, with the new experience, adapted himself to talking films and has turned out even better work than formerly. It is needless to say that we have a wider range of story material now and that we can present it to the public in a more dynamic and believable way. The coming year should see continued rapid development, particularly m very small towns and abroad, where houses ire now being wired. 562