Harvard business reports (1930)

UNIVERSAL PICTURES CORPORATION 135 Exhibit 2 (Continued) 5. WJiat Influences You Most To Go See a Motion Picture — The Author, Star, Direc tor, Popularity of Story, Book or Stage Play? The Star, Popularity of Story, Director, and Author influence the fans to see pictures, in the order named. 6. Do You Go To See Pictures Because of tlie Title of the Picture? Very few fans say they go to see a picture because of the drawing power of the title. 7. Do You Prefer Youth and Beauty in Leading Roles RatJuzr than Middle Age? Youth and Beauty are favored by the majority of the fans, but a great many are loyal, at least in -writing, to "old-timers." 8. Have You Any Favorite Classic or Big Story You Would Like to See Screened? The response to this question is listed separately. All new story suggestions are being covered by Scenario Department. 9. Do You Ever Communicate With the Manager of Your Favorite Theater and Tell Him What Pictures You'd Like to See Screened? The majority of the fans say "no" — though not a small number say "yes." Some say they have done so for the first time since receiving our letter suggesting this. 10. Have You Ever Done So? See Question 9. 11. If You Were a Motion Picture Executive, WJtat Kind of Stories Would You Buy? Most of the fans decline to answer this question. The ones that do vaguely suggest "all kinds," "what the public wants," " trueto-life stories," etc. 12. Woidd You Cater to Any Particidar Class of People? The fans are practically unanimous in agreeing they wouldn't cater to any particular class of people. 13. Have You Seen and Heard Any Talking Pictures? Two-thirds have seen and heard them. 14. If So, How Did They Impress You? Did You Like Them? What is Your Criticism? The fans that have seen talkies hesitate to judge from the few that have appeared, feeling that there is immense room for improvement. However, the response to talkies here is somewhat negative — unenthusiastic. 15. Which Male Stars Do You Like the Best in the Movies? Gary Cooper, Charles Rogers, Richard Dix, Hoot Gibson, Charles Farrell, John Gilbert, Reginal Denny, Ramon Navarro, Glenn Tryon, and Ronald Colman are the favorites with the fans. 16. Which Female Stars Do You Like Best in the Movies? Dolores Del Rio, Laura La Plante, Clara Bow, Joan Crawford, Billie Dove, Mary Philbin, Renee Adoree, Dolores Costello, Bebe Daniels, and Marion Nixon head the lists of favorite female stars. 17. Do You Think TJie Public Is Interested in Pictures Dealing with Prize Fights? More votes against than for. Yet it is admitted that freshness of story treatment might alter opinion. 18. // You Saw a Good Picture That Had Xo Outstanding Stars in it Would That Satisfy You as Well as a Mediocre Picture with Prominent Stars Heading tlie Cast? The almost unanimous answer to this question is "yes." 19. Do You Remember Who Directs a Picture after You Have Seen It? If picture has special merit, director's name seems to be remembered. 20. When You See a Good Picture, Do You Always Remember the Title? The "ayes" have it, in this reponse. 21. Do You Like Pictures That Have Lavish Settings, Costumes, Fashions, etc., or Do You Prefer a Simple Story, Well Told? "A simple story well told " seems to be the favorite, but a great many like both. 22. Do You Like the Lavish Stage Presentations That Precede Many Big Pictures, or Would You Like to See Them Dispensed With? Big town fans seem to like the stage presentations, if they are well done. Small town fans don't see them.