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472 HARVARD BUSINESS REPORTS
apparent. In the present instance, moreover, it appears that the exhibiting interests did not whole-heartedly support the program advanced by the French producers. Their failure to do so, in the light of the subsequent events, illustrates the ultimate power of the public and of the exhibitor over producer-distributors.
A second very fundamental question arises, although little emphasis is laid upon it in the case. The subtle power of the screen to influence public opinion has long been recognized. Many foreign countries are much concerned about the effect of the American film upon the mind and thought of their nationals. It is a matter of primary concern to the United States that pictures exhibited abroad truly interpret American life and that they properly interpret American ideals. Unfortunately this has not been the case. This whole problem, too, is closely related to that of promotion of international peace. The complications become even more serious, since European exhibitors find it difficult to get along without American films, when American producers, secure in this knowledge, are indifferent to the effects of American-produced films exhibited abroad upon foreign thought and policy.
In the long run, the best protection of American motion picture interests abroad, assuming that a solution is found to the problem of producing multi-lingual sound pictures, appears to lie in a willingness to distribute good foreign-made films in the United States and to exhibit abroad only pictures which do not arouse antagonism or friction and which truly present America to the world. Definite and constructive thought to the ultimate consequence of distributing abroad pictures not arousing resentment and misunderstanding is demanded. To forego from time to time some immediate profit may be necessary if such a policy as is here suggested is to be adopted. Whether or not such a long-time point of view will be developed and maintained still remains to be seen. February, 1930 H. T. L.