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FOLKS'
perience with this territory. Fox has this experience. We have been here the longest; our name is established. Fox is a real trademark througnout Southern Europe for quality in pictures.
Some sections lean toward the dramatic comedies, especially those based on pictures and plays of well-known and popular authors. In other parts
Bilboa
Lille
of the territory, and I might add in the greater part, the films must have action and a touch of sentiment. That accounts for the extraordinary popularity of Tom Mix and Buck Jones throughout Southern Europe. Their recent trips abroad substantiate that statement. Never in the history of the industry has such wide-spread and heartfelt acclaim been given to anyone as these two leading western stars received. The jmblic wants to be agreeably entertained.
Lyow Rome
Page Sixteen
The actual mechanics of the distribution of motion picture films throughout Southern Europe is essentially the same as it is in the U.
We have our associations similar to the American film clubs which are composed of the distributors and many of the exhibitors. Censorship is in force, but is exercised in an extremely intelligent way and does not harrass the distrihutor as it does in many sections of the U. S. Newspaper and trade paper advertising and the use of accessories while not on such a thorough and advanced scale of usage as in the U. S., has nevertheless progressed far beyond the point that most people imagine it to be.
It must be remembered that family life in the Southern European territory is in a certain sense more intensely developed than it is in the U. S. It is no surprising thing to find that most of the families of moderate means in France and the other countries under my supervision have their evenings of amusement planned so that a regular night each week
(Above) : Barcelona. (Right) : Valencia.
throughout the year is devoted to theatre-going in some form. It is almost unnecessary to add that this form in 90 per cent of the cases means going to the local cinema. They do not dribble in one by one, but whole families arrive at once and stay throughout the entire show. This constitutes a very dependable audience, but it also means that the quality of the pictures necessary to hold this audience cannot possibly be of the too sophisticated type. They must have the appeal to the heart and action to give the proper satisfaction to these people seeking complete enjoyment.