Motion Picture Herald (Apr-Jun 1931)

10 MOTION PICTURE HERALD May 9 , 19 3 1 DEMONSTRATE PRACTICABILITY OF "SCHOOL AND SCREEN" Motion Picture Herald's formula for direct cooperation between pupil and theatre, through the department, "School and Screen," has been adopted by the RKO theatres in the Greater New York area for the showing of "Cimarron," a Radio picture. More than 100,000 questionnaires on "Cimarron," as compiled by Rita C. McGoldrick for "School and Screen," were reprinted for distribution by history instructors in public schools in proximity to the more than 40 neighborhood RKO houses in the metropolitan district. These questionnaires were used as the basis for 250-word compositions by pupils on the historic background of the picture. Seven prizes were awarded by each theatre, with the teachers determining the merit of the contributions. First award at each house was $5 ; second, $2.50 ; with a pair of guest tickets for the next five prizes. The campaign in which the Motion Picture Producers & Distributors of America participated, brought into active service on behalf of better pictures the Boy Scouts of America, this cooperation having been pledged by James E. West, chief scout master of America. At the showings of this historic picture in the RKO metropolitan houses, the Scouts were present as monitors. Realizing that in some instances the juvenile attendance might run into the thousands, one women's club group had five chaperons in attendance at all matinees. One school in Manhattan sent more than 2,000 pupils to see the picture. Upon each one of these girls and boys devolved the problem of writing a thesis. The winners from this and other schools will be announced shortly. The New York situation, according to those who have handled the details, has been a difficult one. First, the problem of "minor" law of the state had — to be overcome. In this no cooperation was received from the school board, although principals and teachers individually felt that the cause of better pictures was one demanding their personal attention. Because of New York's "minor" law, and the vigilance of the Society for the Prevention of Cruelty to Children, RKO managers hesitated some days before finally approving of the plan. Prior to the opening the Hays office had mailed letters and questionnaires to 1,000 teachers in schools served by the neighborhood theatres. Through the mail there was little response, owing, it was said, to the fact that the school board had not placed its official stamp on the plan. However, the reaction as sensed by the various managers was so convincing that it was decided that this promotional plan should be carried through irrespective of the S. P. C. C. It is felt in motion picture circles that once it is shown in New York that the plan is practicable, its adoption in the key centers of the country will be a simple matter. The Hays office, in its endeavor to promote better pictures, believes that in the New York campaign a formula may be evolved for application throughout the country. In bringing the "Cimarron" campaign to the attention of the teachers Carl E. Milliken, secretary of the MPPDA, sent the following letter to principals and teachers : "Doubtless you will recall the special showing of "Cimarron" arranged through the courtesy of RKO for teachers of history in the New York City schools at the Cameo Theatre. It was well attended and practically every teacher present took advantage of the offer to supply tickets which might be presented by her to honor students in her history classes. "At the Saturday morning showing. May 2, 10 a. m. (11 a. m. at the houses playing vaudeville) and on each afternoon of the ensuing week at 3:15 p. m., the RKO theatre managers in Greater New York are asking various groups of women to have hostesses at each of these theatres ; the Boy Scout organizations to supply Scouts as monitors ; and the Police Department to so control traffic conditions that the children will be safe going to and from the theatre. These showings, as a consequence, will be ideal for students and school children to attend with their parents or teachers. "The RKO folk are making up questionnaires, like that attached, which they will be happy to deliver to your history teachers through the managers of theatres in your immediate vicinity. Each theatre will supply seven prizes for the best essays of 250 ivords or less covering these questions ; a first prize of $5, a second prize of $2.50, and five prizes of a pair of tickets. It is RKO theatres in metropolitan New York adopt cooperative service plan in promoting Uimarron hoped that the teachers will utilize these essays as a part of the instruction requirements, thereafter turning them over to the theatre for the awarding of prizes. "We think you have in this splendid picture, featuring the origin and development of the State of Oklahoma, a means of vitalizing your instruction in American history in a unique way. "I enclose also an announcement of the special showings of 'Cimarron' for posting on j^our school bulletin board and I should welcome a note from you indicating that you wish the manager of one of the RKO houses to send you the details and literature for this essav contest." Ticket Tax Passed In North Carolina Raleigh, N. C. (QP)_The luxury tax of 10 per cent on all theatre tickets has won out in the North Carolina legislature. Senator R. Grady Rankin having capitulated after a two-weeks deadlock. The bill calls for a levy against a number of commodities, but the amusement assessment is considered heavier than the graduated tax recommended by the state tax commission, and no distinction is made between the small and large theatre. The revenue measure had failed three times in the senate. MOTION PICTURE HERALD:— The inauguration of your new department, "School and Screen" as a regular feature of the MOTION PICTURE HERALD is. I think, timely and useful, alike to the motion picture industry and those in charge of schools. I believe you know how enthusiastic I am over talking pictures as a factor in education. Our children can learn much from the right kind of pictures in theatres, and I have no doubt but that in the future they will learn much from the pictures they will hear and see in their schools. A closer tie-in between the school and the screen will mean more education and better, and I congratulate your paper on its editorial support of this development. J. E. OTTERSON, President, Electrical Research Products. Canadian Parliament To Press Copyright Bill Ottawa — C. H. Cahan, government secretary, states that the bill to amend the Canadian Copyright Act has passed its second reading and will be adopted at this session of Parliament. Provision has been added to the effect that the seat tax imposed by composers or authors, must be approved by the government. The government will regulate the amount of tax to be imposed by holders of assignments of music copyright or others. Warner Lot Overcrowded Hollywood — Crowded for space with eight productions in work, Warners have been obliged to utilize not only the Warner ranch for the circus scene for "Sideshow," which Roy Del Ruth is directing, but also the old Vitagraph lot for exteriors for the George Arliss film "Alexander Hamilton."