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Parental responsibility.
The problem of children in theii attendance at pictures is one which every father and mother might settle, but which unfortunately they do not settle. These children, therefore, must be protected and guided towards the proper type of pictures. This responsibility cannot be thrown altogether on the producer and the exhibitor. We must share the responsibility with them.
Our advertising problem.
In every consideration of the motion picture problem, the vital problem of advertising comes to the fore. In thouands of cases, pictures that were in themselves wholesome were spoiled, as to community effect, by the efforts of some exploitation man to concoct a sensational advertising appeal. In America this phase of the problem is made complex by the fact that each day 15,000 separate motion picture advertisements are published in our newspapers, and that most of them are given the final touch by some local theatre manager. We have educated all our local committees to watch for bad advertisements and to bring such lapses forcibly to the attention of the responsible source. In addition, we impress repeatedly on the producers their responsibility to see that press books, posters, and other basic advertising material, which they distribute widely, shall set a wholesome keynote.
As a result, the American motion picture industry adopted last year an Advertising Code. These standards coincide with the aims of the Production Code, and here again the influence of woman's work had a marked effect in achieving a definite step forward. We intend to follow up our efforts in this field with increasing diligence.
Porposes of national council.
II will be the purpose of the Motion Picture Department of the National Council to correlate, insofar as possible, the various programs undertaken by individual member groups, and to lend such assistance as we may in the further development and execution of these programs.
While the form and procedure of the individual groups vary, it is possible to draw general conclusions from all, which would indicate that the women of America lean towards the following motion picture policy: 1. To influence the motion picture industry through constructive suggestions and criticism in the development and execution of a program of selfregulation, whereby standards, the safeguard oi public morals and social behavior, will be reflected in motion pictures; and whereby the public will be protected, not only against the indecencies, but against any lowering of those standards of family life, home and country,