The film daily year book of motion pictures (1932)

President, Educational Pictures E. W. MAMMONS In our industry, as In every other, there have been many factors contributing to the unsatisfactory business status of the past year. Elements beyond our control affected us very definitely. But it seems to me that the film Industry worked an extra hardship on itself when it allowed the double feature policy to spread to the extent it has. What was started by a few in a desperate hope of adding extra dollars to the box-office, has developed into an insidious evil which has not only proven a failure for the exhibitor, but has had a demoralizing effect on our entire industry. First of all, showing two long features on one program is contrary to the primary laws of showmanship. Secondly, the practice has created an abnormal demand for product, and the hectic efforts to meet this demand have resulted in a turnout of Inferior pictures. The ill effects of the poor product are particularly lamentable in view of the artistic heights achieved by some of our pictures recently. It Is gratifying to note that many leaders of the Industry have recognized the evil of the double feature and that plans are being formulated to correct the situation. That will be our important work of the New Year. JOSEPH M. SCHENCK Most of the evils of the motion picture Industry — evils which musf be corrected in the new year — are directly traceable to an overproduction of pictures. With so many major companies each turning out from 50 to 70 pictures a year, and not enough patrons in the country to patronize that many, how can one expect to lower the costs of production, distribution and exhibition. Each of these companies feels that it must have a first-run house in each large city, and the result is that, in many localities, theaters have become a drug upon the market. There is only ome way out of the problem, and that is fewer pictures and fewer theaters. And solution of the problem will automatically bring better pictures, for each company will then be free to devote more time and thought to its output. It will mean, also, that prosperity will return to those towns which now have too many picture houses, for by a weeding-out process only can ruinous competition be overcome. One must not overlook the undoubted fact that there still Is a thriving market for pictures. The steel industry might be cramped, and the same may be said of countless other leading industrials of the country, but the art of entertainment is still in lively demand. So that, although I enter 1932 with a feeling of trepidation, I have no fear that the industry as a whole will survive. The heads of the companies now existing will find the right solution to our difficulties and the Industry will thrive again. President and Chairman of the Board, United Artists Corp. LEE MARCUS The past year was a critical one for our Industry. The new year will be even more critical. This Is the year In which the industry must face the gigantic task of putting Its house in order, of definitely reducing production costs, and at the same time improving the quality and entertainment value of pictures. This will be a year of readjustments In all countries. It Is the Inevitable step to follow the protracted world-wide depression. It can be reasonably expected that the motion picture industry will accomplish Its task In a direct and thorough manner and will emerge from this crisis a bigger, finer, better and stronger Industry. Vice-President, Radio Pictures 41