Motion Picture Herald (Apr-Jun 1931)

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14 MOTION PICTURE HERALD May 9 . 193 A.A.A.A'S COMMITTEE DECLARES SCREEN ADS ARE YET EXPERIMENTAI Agents Convention Reports Circuit Operation ''Ritualized/' So HughesDistribution a Problem Franklin Will Be ''Chain Operation Debunked! n Organization Holds Secret Session To Discuss Issues Over Use of Film Merchandising Medium Washington, D. C. — In anticipation of a sharp series of conflicts over the motion picture theatre screen as an avenue for advertising expression, the annual convention of the American Association of Advertising Agents in session here this week held a strictly secret and executive session for the discussion of the subject. It became known, however, that representatives of interests identified with the exploitation of the media of the printed word and page gave voice to vigorous criticism of the movement toward the use of the theatre screen. This did not result in any final expression of disapproval of the screen by the advertising agents as an organization. Issue To Be Worked Out In substance the works of the convention have left the issue where it was at the beginning, still to be worked out in the field of experience. The report of the committee on screen advertising, submitted by R. L. Strobridge of New York, vice chairman, favored the use of the screen, emphasizing the while that it is still in the pioneering stage. "It is easy to get pictures made," Strobridge asserted, "but adequate distribution is neither simple nor certain. Your committee can perhaps be of no greater service to you at this stage than by emphasizing the highly experimental character of the medium at present. There is ground for belief that, properly handled, it can prove a highly profitable mediuui for advertiser and agent alike. "There has been some loose talk lately in opposition to screen advertising. Most of it emanates from competitive interests in the motion picture business but, curiously enough, few complaints have come from the real judges — the public. Certain of the entertainment films, sponsored by advertisers, have already so established themselves in public favor that the first title of a new subject is applauded when shown. Films Must Be Interesting "Sponsored films, designed for showing to the general public, should be sufficiently entertaining to deserve a place on the programs of first run theatres." The report referred to, and was followed by discussion of, the four types of films which are used for advertising: entertainment films, industrial films, educational pictures, and direct advertising films. In the last named class, it was pointed out that the motion picture industry itself is a prominent advertiser, through the use of trailers. Howard Hughes Hughes-Franklin circuit executives have decided that the string will be operated with "chain operation debunked!" "Like all other branches of the show ganne," they state, "exhibition, particularly by circuits, has become ritualized." H-F managers were told that "one of the foremost complaints of American exhibition is that it has time for everything but exhibition; what with filling out forms, attending meetings, goose-chasing with pet ideas from some executive who never ran a theatre in his life, and assorted kinds of other windy business that doesn't mean a nickel at the boxoffice. "Naturally the boys in the fle'd feel this virus; they get infected with a peculiar distemper; they begin to roll logs, worry more about form than substance, and spend a lot of time selling themselves, figuring that that means more than selling their shows. "Maybe you can't blame them. It is not yet regular enough for the big jobs in this business to go to the deserving. You can still comb home offices and find there, at the Important desks, not enough of the boys who have put over the Individual theatres out In the territory. "But — and it's a big but — maybe you haven't found those things as they should be heretofore; but you're going to find them at Hughes-Franklin . . . and howl "We're going to cut out the hooey!" Decision of Hughes Franklin executives to "debunk" chain operation, as they term present methods of circuit management, follows action of major interests In eliminating many of the so-called clerical duties from shoulders of managers In an attempt to rehabilitate the Individual as a theatre operator. Considerable leeway In operation has been given circuit Harold B. Franldin house managers within recent weeks, when orders went forth from New York home offices to field personnel to hereafter drop "form-filling" duties and concentrate on upbulling of local community contacts as a goodwill factor for the respective theatres. Wide Film Goes Back on the Shelf as Lens Makers Quit Reichenbach's Condition Is Unchanged as of Thursday The condition of Harry Reichenbach, seriously ill at a New York hospital, remained unchanged on Thursday afternoon. Reichenbach, dean of motion picture press agents, was forced by illness several months ago to discontinue activities in connection with his free-lance publicity company. Producers Definitely Abandon Ne\ Size Because It Would Threaten Industry's Economic Structure Carillo Double Checked Andy introduced Leo Carillo to news and trade press representatives at a luncheon tendered Carillo on Wednesday by Tiffany at the St. Moritz Hotel. Wide film has been definitely abandoncand not just postponed until a more con \ venient opportunity, it is indicated by rt ' suits of a checkup made by important tech i, nical interests with major producer-dis j tributors. P'oreign lens makers have been instructd by their agents in Hollywood to discontinue the development of wide-film lenses, as pro {Continued on page 23) II