Harvard business reports (1930)

136 HARVARD BUSINESS REPORTS Exhibit 2 (Continued) 23. Do You Object to New Stars in Prominent Parts in Big Pictures, and Would You Prefer tiie Older and Better Known Stars to Be Cast in Those Leading Roles? The fans seem to think it all depends on the story. See also answer to Question 7. 24. Would You Object to Seeing a Big Picture in Two Parts — One Part on Each of Two Different Evenings? To see a picture all at one showing is the preference of the majority of fans. Many give as their reason the too great expense for just one picture, if they have to pay the same price for two evenings. 25. Do You Like Serial Pictures That Are Well Made? The letters do not represent a group of people with whom the serial is a popular source of entertainment. 26. Do You Read the Fan Magazines? Most fans read the fan magazines. 27. If So, Which Do You Prefer? Photoplay seems to lead. Screenland next. 28. How Much Faith Do You Place in the Reviews of Pictures by Magazine and Newspaper Critics? Most fans enjoy reading criticisms, etc., but are rather dubious about placing their faith in them. Like to see for themselves, especially when a favorite player is being presented. Commentary: The present case furnishes an example of an attempt on the part of a producer-distributor to determine by means of a questionnaire the type of pictures the public desires. This problem, as suggested elsewhere, is extremely difficult. The problem is similar, in some respects, to that confronting publishers of books and producers of style goods generally. The producer of pictures is interested in knowing what type of pictures will sell to the public. Moreover, this must be known months in advance of production, since the selection of the scenario and the cast and the actual making of the picture take considerable time. An error may be extremely costly. Yet up to the present time no producer has been able to find a method by which he could be assured, in advance of production, that any given picture would prove a box office success. On the other hand, any method that would provide a basis for more accurately forecasting the value of a production would be distinctly worth while, even though by itself it did not entirely solve the problem. As to the particular method adopted by the Universal Pictures Corporation, too much should not have been expected of it. The public cannot be depended upon to interpret specifically its desires. In this case, furthermore, but a very small number of returns were received, too small to be of any particular value. There is also a question as to whether or not those that were received were typical of the average theater patron. We would be inclined to venture the guess that they were not. A further issue arises as to whether the particular form of advertising suggested in this problem might not be of worth even though the ostensible purpose indicated was not accomplished. In the sale of