Juvenile delinquency (1955)

172 JUVENILE DELINQUENCY ing to hear and pass upon such charges. Oral and written evidence may be intro- duced by the company and by the advertising code administration. Oral argu- ment shall be had and written memoranda or briefs may be submitted by the company and by the advertising code administration. The board of directors may admit such evidence as it deems relevant, material and competent, and may determine the nature and length of the oral argument and of the written memo- randa or briefs to be submitted. The board of directors, by a majority vote of those present, shall decide the matter as expeditiously as possible. If the board of directors finds that the company has published, or made avail- able for sale or lease or in any way used advertising without prior approval as hereinabove set forth, the board may take one or more of the following actions : («) Direct the production code administration to void and revoke the cer- tificate of approval granted by the association for the picture so advertised and require the removal of the association's seal from all prints of said picture, and the production code administration shall thereupon do so; (6) Require the company, if a member of the association, to i)ay to the asso- ciation as and for liquidated damages, not more than .$100 for each publication, lease, sale, or use of an unapproved item of advertising which has been pub- lished, made available for lease or sale or used, provided, however, that the total sum assessed for advertising relative to one motion picture may not exceed the sum of $25,000. The amount so assessed and collected shall be used by the asso- ciation for expen.ses incurred in the administration of the advertising code. It is recognized that any violation of the advertising code will disrupt the stability of the industry and cause serious damage to the association and its members which cannot be definitively computed. The decision of the board of directors shall be final. 8. Each company shall assume responsibility for seeing that all its employees and agents comply with these regulations. Chairman Kefauver. Anything else, Mr. Bobo ? Mr. Bobo. No. Chairman IvEFAm^ER. Mr. White, what percentage of the display pictures are actual scenes in the picture and what percentage of them are pictures especially made and not taken from the actual scenes ? Mr. White. I couldn't give you an accurate percentage. The major- ity of pieces of artwork that go into these displays are scenes or they are approximate reproductions of scenes in the picture. Chairman Kefauver. Maybe it is what somebody thinks the scene is eventually going to be. Mr. White. No ; because the stills are made on the set. Chairman Ivefauver, I thought you said the advertising is fre- quently started before the picture is anywhere near completed. Mr. White. I said while it is in production and hasn't been finally completed. The stills are made beginning with the day the picture goes into production. There is usually a still man around, making pictures, every day. As a mater of fact', there has been a great growth in the last few years of the use of the high speed, small size camera, where a cameraman can simply stand on the set and shoot while a scene is taking place, while it is being acted. Those stills are printed up and they go through the process of the advertising code opera- tions, usually submited out here, and then they come back to New York and they begin to go to work on them. A picture will not be finished, completed and available for seeing until some time after the last day's shooting on it. There might be a gap of anything you want to giiess, a month or 2 months between the day of the last day of the shooting and the time you see a picture in New York. Chairman Kefauver. You said frequently, when they presented their pictures or their ad sheets for final approval, that the large bill- boards had already been prepared, is that so ?