Kinematograph year book (1927)

5^ The Kinematograph Year Book. re-establishing herself, and taking her proper position at the head of the world's film production. At the present moment at least two of our colonies are in the hands of American distributors, who, by means of their efficient organisation and good product, have swamped all other competition, with the result that the screens of those colonies are not less than 90 per cent. American, instilling American methods, idea]s, morals and language into the minds of people whose assimilation of amrthing new and novel is probably faster than anywhere else in the world. It might be extravagant to say that one of the main objects of discussion at the Imperial Conference in London this year was the Movie Picture business ; nevertheless, it is correct to say that the whole question is, in the colonies, considered of primary importance, and the views of the responsible leaders of the colonies coincide with the aims of the British society behind which stand England's greatest industries. This society is now fully alive to the importance of the film as a means of propaganda abroad for the commercial wares of Great Britain, and it is generally felt that in the Government of the day they will receive the most sympathetic consideration they may ever expect. EUROPEAN QUOTAS. If, therefore, the British Quota is made law, it is more than possible that other European countries may follow suit by increasing their present protectionary tariffs, which will make even more difficult the trading between countries unless a scheme of reciprocity is effected. In certain small European countries, whose needs greatly exceed the home production, no alteration of the existing import duties or control may be looked for ; but in the bigger countries, where production is on a big scale and where this may be adversely affected through their exports, I think we may look for some change in the near future. CHANGE IN EUROPEAN TASTE. With the collapse of the independent producing firms of America, the consequent lessening of the supply of such films and the steady deterioration from such sources of films of high quality through force majeure, the independent renters of Europe are finding that films . of European manufacture are slowly but surely coming into public favour, whereas not more than two years ago the vast majority of European films were doubtful propositions. The situation is reversed to-day. There is keen competition to secure the type of films which two years ago would not have been considered. Furthermore, Europe can justly claim this year at least to have made a large number of films whose quality is equal to the best American and in certain countries considered better. In some of the European markets to-day it is easy to secure distribution of European films, whereas American films of the same qualfty are difficult to dispose of. A good film, no matter what its origin, will always secure an outlet, but even ordinary European productions are in demand where once they would not have been looked at. The world is ever seeking something new. New faces, new locations, new treatment. The star system still prevails, but there are not sufficient stars in the world to meet all demands.