Motion Picture Herald (Apr-Jun 1931)

• 4 ©CIB 11 04 53 MOTION PICTURE HERALD Vol. 103, No. I April 4. 1931 For the Whole People A PRINCIPAL factor in what's wrong with the motion picture business at this time is an unfortunate choice of story material. Much of the product which recently has issued from the Hollywood studios is plainly and uncompromisingly adult entertainment. We are quite aware that it is not the business of Hollywood to confine itself to juvenile entertainment, nor to gauge its product to appeal exclusively to 12-year-old intellects. Rather, it is the business of Hollywood to make product for the motion picture theatres. And that it certainly is not doing when it puts out a succession of pictures such as "Millie," "Strangers May Kiss," "Illicit," "Stolen Heaven" and "A Lady Refuses." Artistically and in a plain entertainment sense there is much to be desired in various of these subjects but they are not popular entertainment. They may be well liked by certain groups in certain places but they are distinctly foreign to the type of entertainment which made the motion picture the world's greatest agency of public amusement. These subjects presumably were made for the motion picture market, yet no sensible person would contend that they are fit, proper or logical for the motion picture market when this market is viewed — as it really is — as a combination of all ages, kinds and classes of people. Hollywood, in its creative leanings, is now too much inclined to produce what it likes to produce rather than what it ought to produce. We do not say that it was not the intention — and hope — of the producer of each one of these pictures to turn out an entertainment of world-wide appeal and popularity. But had he looked calmly and collectedly at the essential nature of the material which he had undertaken to handle he could not have helped reaching the conclusion that it was intended for the classes and not for the masses. The business needs more mass type entertainment and less class type entertainment. The latter may be giving Hollywood producers, writers, directors and actors a pleasant sensation in feeling that they have become subtle, sophisticated and mature but it is giving a lot of box-offices an acute pain. —MARTIN QUIGLEY Who Taught Jesse James? //^^RIME flourishes when youths can go to movies I and there learn the best methods for picking a lock, using a blackjack, looting a home or blowing a safe," says Lemuel B. Schofield, director of public safety in Philadelphia, according to an Associated Press dispatch. Every one familiar with history will realize that there was no crime of importance in the world prior to the opening of the first nickelodeon in 1905. Jesse James, Cole Younger, Henry Starr and Tracy-the-Outlaw are thus inexplicable. Also strangely enough the Five Points Gang and the Hudson Dusters dated back to the 80's. With no movies to blame such phenomena are hard to understand. AAA Advertising on the Screen WHAT with the current activity of a newly formed committee on screen advertising of the American Association of Advertising Agencies, the die is now cast and the motion picture theatre is committed to trial by ordeal. The queston of whether or not the theatrical screen is to be a medium of merchandising propaganda, and made at one with the radio and the publications of the printed word, will be decided in that big hard school of experience. It is perhaps well enough that it should come to this eventuation now. The great experiment has been inevitable ever since that first day that the merchandisers found that the motion picture had acquired a voice with which selling talks could be made. The precedent of the radio has been importantly provocative, both within and without the motion picture institution. Plainly enough the motion picture theatre will welcome and adopt any component of its program which will importantly add to its revenues and earning power, or even sustain them. Regardless of the opinions and forecasts for and against the theatrical advertising, or sponsored picture, the answer is now going to be had from the audiences themselves in terms of box office votes. After all, that is where the motion picture has learned most of its lessons thus far. Entirely without prejudice to this great experiment which is to be undertaken, it may be observed in passing that many years have now passed since the legitimate stage, from the metropolis to the hinterland stock houses, learned that it was unprofitable to use the syndicated advertising curtain. And it may be observed that in the world of printed pages the reader has his option, wherein he may read or ignore the pleas of advertisers. Also the selling voice on the air can be tuned out with a slight flick of the wrist. But the spectator in the motion picture theatre has no choice but to look at the screen. In the dim lighted house he is not even given the relief of observing the pretty girl three rows ahead on the aisle. This means that if the theatre screen is to present pictures with a merchandising motif they shall have to be at least as entertaining as the average of program material. That, one is sure any motion picture maker will admit, constitutes a considerable order. It has been found quite difficult enough to make screen material of adequate box office acceptance with only the problem of entertainment in sight. Now if pictures must be made not only entertaining but also laden with selling pressure and merchandising lure the problem will be found to be increased by at least the square and maybe by the cube. The requirement will be to be somewhat louder and a tremendous deal funnier. MARTIN QUIGLEY, Editor-in-Chief and Publisher MOTION PICTURE HERALD Incorporating Exhibitor's Herald, founded 1915; Motion Picture News, founded 1913; Moving Picture World, founded 1907; Motography founded 1909; The Film Index, founded 1906. Published every Friday by Quigley Publishing Company, 1790 Broadway, New York City. Telephone Circle 7-3100. Marttn Q»}Sley, Editor-iri-Chief and Publisher; Colvin W. Brown, Vice-President and General Manager; Terry Ramsaye, Editor; George Clifford, Business Manager; Edztnti S. '-''ffa. General Manager, Chicago, 407 South Dearborn street; William A. Johnston, General Manager, Hollywood, 7006 Hollywood boulevard; Jay M. Shreck, Managing H-duor; James P. Cunninaham, News Editor; London representative, W. H. Moorinq, Faraday House, 8-10 Charing Cross Road. London. W.C.2; Advertising Representatives, «ffrbert Fecke, Ray Gallagher; Better Theatres, George Schutz, Editor; C. B. O'Neill, Advertising Manager; Raymond Gallo, Thomas C. Kennedy, Harry E. Holqmsi, Aavertising Representatives. Member Audit Bureau of Circulations. .All contents copyrighted 1931 by Quigley Publishing Company. All editorial and business correspondence should be addressed to the New York Office. Better Theatres (with which The Showman is incorporated), devoted to the construction, equipment and operation ot theatres is published every fourth week as section 2 of Motion Picture Herald. Other Quigley Publications: The Motion Picture Almanac, published annually, ana The Chicagoan.