The Hollywood Reporter (Jan-Jun 1933)

WHAT DO THE f ANS WANT? •ON THIS page today we present the most comprehensive and sensible analysis of motion pictures, their faults and how to cure them, that we have ever read. It was written by an exhibitor in an average American city, whose theatre draws average American audiences. Obviously he has studied the reactions of these audiences to all types of pictures, he has talked with his patrons about their likes and dislikes and the reasons therefor. He has analyzed these reactions and opinions and has reached his own conclusions. Fortunately for the motion picture industry — if it w'll heed — he is abjp to put these conclusions into average American language, to tell in words as simple and understandable as the type of pictures he advocates, just why. in his estimation, some pictures please the public while others fail, and what should be done to lessen the number of failures. He doesn't generalize, as most analysts have done. He gets down into the meat of his subject and he picks the bones. His findings are perhaps, as he himself says in his apologia, rather a sad commentary on the tastes of the 80.000,000 motion picture patrons of this country, but those tastes exist. The trouble seems to be that pictures are no longer made for those 80.000,000 average Americans as they used to be. The industry, during its marvelous growth, has become conceited, self-opinionated. It thinks that it knows what is wanted by those 80,000.000 better than they do. Producers have made pictures for one another. They have made pictures to please the Broadway reviewers. They howl with glee over a good Broadway notice, forgetting that Broadway and Sauk Centre are two different places. They have lost their perspective. The importation of sophisticates — at enormous expense — has turned the producers into pseudo-soph isticates. They have become convinced that smartness is the proper thing. They gloat over a suggestive situation, they 'Continued on Page 6) New Warner Stock Goes On Exchange New York. — The Stock Exchange has approved the listing of the new Warner Brothers common stock with a par value of $5 a share. The application was for the listing of 4,619,754 shares. Prominent Exhibitor Makes Analysis of Picture Faults And Suggestions for Cures Talkie Rights Co With The Silent New York, — Judge Shientag, of the New York Supreme Court, has ruled that the owners of the dramatic rights and the silent picture rights to a play also own the talking picture rights. The decision, which was given in the case of Bercovici against the Cinema Corporation of America, is of farreaching importance to the picture industry. The ruling will be appealed. Ralph Kohn Assistant To President of Para. New York. — Adolph Zukor announced yesterday that the Paramount executive committee had appointed Ralph Kohn assistant to the president. Kohn continues as treasurer of the corporation, as well as being vicepresident of three of the company's new subsidiaries. He has been with Paramount since 1916. Craves Resigns At MCM Ralph Craves tendered his resignation as a producer at MCM yesterday. He is leaving in a day or two for New York and a rest. In answer to two questions "What's wrong with pictures? want?" — a noted midwestern from the standpoint of his own he has played during the past few months. He tells why. in his opinion, the good ones were good and the bad ones were bad. Furthermore, he makes suggestions, based on his analysis and experience, which, he believes, may answer the question, "What does the public want?" The Hollywood Reporter feels that not only will producers here in Hollywood be interested in the findings and suggestions, but that everyone in the businsss — exhibitor, distributor, artist, writer and director, will find profitable reading in the reactions of this showman. Thirteen Analyzed Thirteen pictures are dealt with in (Continued on page 3) Wurtzel to Work At Western Ave. Plant Sol Wurtzel. who has just become one of the associate producers for Fox Films, will make his group of from 12 to 16 pictures at the Fox Western avenue studio He will have a complete production organization of his own there, including writers, casting and all other departments. LOWERED ADMISSIONS FORCE FLESH SHOWS OUT With the Paramount theatre discontinuing stage shows January 25 and the FWC Pantages and Loew's State dropping Fanchon and Marco presentations next week, three of the leading nouses in Los Angeles go back to straight picture policies. The drastic move, which is reflected in similar actions in other key cities of the country, is necessitated by the downtown first runs dropping admission prices between 30 and 50 per cent of former scales. Crosses at these figures make it impossible for (Continued on Page 7) Mae Clarke Cast For Lead In MCMs Rivets* Mae Clarke has been engaged by MCM for the female lead in "Rivets," with John Gilbert and Robert Armstrong. Tod Browning will direct the picture, which is from an original story by John McDermott. Phil Friedman III Phil Friedman, casting director at Fox studios, is home with a fiu attack. vital to the picture industry — and "What does the public exhibitor has made an analysis, audiences, of a group of pictures Ten Per Cent Cut Hits Radio Lot Starting with salaries paid next week, the entire Radio lot. with the exception of contract writers, artists and directors, will take a 10 per cent cut in pay. This is the first cut instituted generally on the lot, other than a realignment of salaries from time to time in an effort to get costs down. Along with the cut comes an order that all department heads and executives will hereafter draw their checks on the 1st and 15th of the month instead of weekly as heretofore. The contract writers, directors and artists will not be approached on this cut. but will get a salary slash at option time. MCM Execs Leave N. Y* For West Coast Studio New York — Nicholas Schenck. Felix Feist and Howard Dietz left here for Hollywood last night. Robert Rubin, who has been ill with the flu, leaves tomorrow or Sunday. Universal Borrows Maureen O'Sullivan Universal yesterday completed a deal with MCM which permits Maureen O'Sullivan to take a featured spot in '"Salt Air" for the former company. Warren Doane is supervising the production, which will star Charlie Murray and George Sidney. Myron Selznick In N.Y, New York. — Myron Selnick returned from his trip abroad yesterday and will leave here for Hollywood next Tuesday. Lasky After Morris Chester Morris may go into a leading role in "Warrior's Husband," the Jesse Lasky production at Fox. ^Courtenay Terrett ORIGINAL STORY IN CONSULTATION wirii WARDEN LEWIS E. LAWES '20,000 Years In Sing Sing"