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JUVENILE DELINQUENCY 157 Mr. White. Not necessarily. I would have to look at the press book on each one of these separately, to see what the poster was. I couldn't possibly remember what the poster is, of course, on each one. Some of the art work included in these, certainly, just be included in some of the posters also. ^ As you would find in the case of, for example, Marty and the Country Girl and Magnificent Obsession; the same thing would apply there. Mr. BoBO. Does the particular theater have the option of choosing from quite a number of press releases or pictures, as to the posters he will put up ? Mr. White. As to posters, he doesn't have very much choice. That is, I was trying, for your information, to make a distinction as to what a poster was. As to posters, they are expensive and they are prepared usually in possibly two styles in each size, so that the exhibitor who wants to use a poster doesn't have a great deal of choice. In tlie advertising going into the newspaper, he does have more choice. You will see in these press books there are usually a number of ads. There are usually 2 or 3 different types of ads on any particu- lar campaign. The exhibitor, of course, has that choice and then tlie exhibitor also has the right, where he has the equipment he has the right to prepare advertising of his own. That, of course, we have no control over. The things we do pass upon are the items of advertising publicity and poster items that go into these press books, on pictures which carry our production code seal. Chairman Kefauver. Very well, Mr. White, you go on with your statement. Mr. White. All right. The advertising code is an integral part of the motion-picture industry's voluntary adopted system of self-regu- lation, and as I said earlier, has been in effect since 1930. As with the production code, all members of the association sub- scribe to the advertising code and its services are open alike to non- members and members. There is no discrimination between them. There is no differentiation. Any producer or distributor of a picture bearing the production code seal of approval voluntarily agrees to keep the film's advertising in line with the advertising code. In conformity with the principles of the advertising code, it is the job of the advertising code administration to maintain good morale standards and decency in advertising copy submitted to it. The administration has two offices. One is in New York, where I am located, and where much of the film advertising originates. The other is here in Hollywood, in charge of Mr. Simmon Levy, associate administrator. While the production code administration and the advertising code administration have identical principles and purposes, there are im- portant differences in operations that I would like to discuss with you. The production code administration has to do with the content of the gory, the substance of the story, with the whole substance of a story. Producing a motion picture is one thing but writing an ad to promote IS quite another. Of necessity, in advertising a man can only high- light some idea or theme in the picture. It reflects, it represents, it treats symbolically of the picture. It is designed to attract attention 64765—55 H