Motion Picture Herald (Apr-Jun 1931)

62 MOTION PICTURE HERALD May 16, 193 YOUR PUBLIC By RITA C. McGOLDRICK WITHIN the past two weeks the large producing companies have released their tentative programs for the next 12 months, and these we have scanned with more than common interest, and not a little anxiety. In all of the impressive schedules two significant facts stand out : First, that sex and gangster pictures are on the wane ; second, that there is a concerted movement on the part of the producers to supply adequate features and shorts to meet the leaping demands of juvenile patronage. William Le Baron, vice-president in charge of production of RKO said at the recent sales convention of his organization: "For us, sex and gangster pictures are out! We will replace them by productions depicting healthier and more virile phases of life. Strong melodrama and comedies stressing the normal and human side of living will be our new policy. We will add colorful adventure and interesting metropolitan background, with glamor, romance, and the spell of illusion as dominant keynotes." Carl Laemmle in a personal interview within the past few days said, with that forward looking wisdom that has made him a dominant figure in motion picture making: "This year we shall specialize in things for children — good things, clean and fine entertainment. We plan to make more serials, a whole series of two-reel juvenile subjects, and an outstanding feature in Teck's Bad Boy'." These encouraging predictions, like fresh wind from the sea, should bring sunny weather to your box office in the coming year ! Your public is as eager as you have been for a lifting of the fog. AAA Children the World Over Apparently, children in every country are fundamentally alike in their movie tastes, whether in Sydney, Bombay, the Ukraine, America, Japan or Russia. A formal study was made recently of 370 children of school age in Kharkov in an attempt to classify their reactions to their screen entertainment. Half of these Russian children were found to be attending motion pictures at least once a week, and were practically unanimous in declaring the cinema to be their favorite form of amusement. The traditionally melancholy Slavic temperament did not reveal itself in their frank answers. On the contrary, comedies were their first choice, with those relating to sports next in order. Third in place were films of the Russian revolution and these were followed by pictures of adventure. Strictly educational films were the least popular because, of course, they lacked the elements of excitement and combat which were characteristic of their favorite pictures. The educators who made the survey are taking these preferences into serious consideration in making a new school film library. AAA Sentenced to the Movies With fine psychology, and a true understanding of what the motion picture does mean to the average boy or girl, probation officer John H. McElroy of Providence, R. I., decided, with the ancient philosopher that "you can catch more flies widi molasses than vinegar." He does not believe, with the New York Times, that every budding criminal has been taught waywardness by the movies. On the other hand, he has undertaken to use the local movies as a corrective measure for the young delinquents who have become his charges. The Hollywood theatre in East Providence, cooperating with Officer McElroy, offers 20 tickets each week for the Saturday morning show, for those boys on parole whose report cards from their teachers bear the highest ratings. This has stimulated a competition in being good among boys who have made themselves conspicuous by trying to be bad. There is a thought in it that makes one pause for a moment, to consider ! AAA Mary Pickford Offers Suggestion Mary Pickford whose interpretation of children's parts won her the first of her triumphs says now she realizes that not enough pictures have been made especially for children, but that she believes the current development in this direction is of tremendous importance. At the same time she stands squarely against the possibility of all pictures being made to the level of children. "The answer," she declares, "is for parents to choose the pictures suitable for their children to see. It is not difficult to select the right pictures and send the children to the theatres where they are playing. The motion picture industry does not want children to go indiscriminately. This whole problem of the maladjustment of children to certain pictures is one for serious parental thought and responsibility. If the screen is going to be a household article the family has to know how to use it intelligently. A housewife would not give her children a rare Sevres vase or a loaded revolver to play with !" In the word "selection" Miss Pickford has sounded the keynote for the parents, and women's clubs of the country. And it is a word for the theatreman to remember when he is reproached for booking worthwhile adult entertainment. AAA Lists of Endorsed Pictures This department offers you as a free service those lists of endorsed pictures which have been compiled by the leading national organizations engaged in previewing and selective rating of motion pictures. These lists are a help in determining the audience suitability of the picture you are booking. A postal card addressed to Motion Picture Herald will bring you one, or all of them as a regular service. AAA The Loew Theatres Act Within the past week the three Loew theatres of Cleveland have begun a series of Saturday morning matinees for children. These were in accordance with the new policy recently announced by Loew theatres over the country. The managers have planned entertainment of special interest to young people, their program to start promptly at 10 :30 on Saturday mornings. The three houses in Cleveland have booked for this week George O'Brien in "The Last of the Duanes" ; and "Our Gang Comedy" ; a "Flip the Frog" cartoon and the best newsreels. The admission price has been made less than half the ordinary charge. Two of the theatres have arranged for added attractions to the regular program. In one, a dancing class of 450 children will be a featured number — and a valuable one ! At another, there will be a pony sliow sponsored by the merchants of the town. The third theatre has arranged for a showing of "The Lone Star Ranger." "We are trying," Loew officials said, "to give chiefly Western features at these Saturday morning matinees for children for the very simple reason that the children love them. They frankly do not want society dramas or problem plays, and so we shall try to give them what they do want!" AAA Massachusetts Women's Clubs An attractive small gray folder from the State Federation of Women's Clubs of Massachusetts has listed importantly, among their activities, the work for better motion pictures. They announce as their slogan "Cooperation, Not Censorship, Makes the Best Pictures Pay Best." Tlie aims of the groups are defined : 1. Cooperative support of good pictures. 2. Development of programs for children. Their program is as follows : 1. A Motion Picture Chair)naii in every club. 2. Establishment of contact with exhibitors and producers in order that suggestions and wishes of the Federation may be made known directly to the motion picture industry. 3. To keep the departments of the Federation advised of motion pictures which they can use in furtherance of their departmental work and to assist whenever practical, to obtain such productions. 4. To classify and to make available to the membership, insofar as possible, lists of films of special interest and value, in an effort to guide motion picture attendance. 5. To encourage Family Night programs and to give support to programs for children zvhen suitably presented. 6. To encourage each club to devote at least one meeting a year to the study of the motion picture in order that the problems which face ns and the industry alike may be better understood. 7. With your own club as a nucleus, solicit the interest of every organization in town and organize a Motion Pictures Council to work for and support better pictures in your communities. AAA Facts Worth Remembering It is estimated that more than 115 mil lion people go to motion pictures ever) week. Due to non-support some of oui best pictures have been shown at a tre mendous loss to the producers. Selec. your motion picture entertainment aj carefully as you would your drama, oi your books. If a picture pleases you, tel! your friends; if not, tell your exhibitor, You should also take the time and trouble to write your criticisms directly to the Motion Pictures Producers & Distributors of America at 28 West 44th Street, New York City. AAA This definitely constructive, forward looking program from conservative Boston and its environs makes one feel that the sun is actually rising over the hills! AAA Suffern Sets an Example < I In Bergen country. New Jersey, and Rockland county. New York, adjacent counties meeting at the dividing lines of the states, a bus line has been established on a Saturday morning schedule to take hundreds of eager youngsters to the town of Suffern where special Saturday morning matinees are given for their particular benefit. From a dozen towns they come. Tuxedo and Nyack, Haverstraw and Ridge wood, more than 1,000 of them, and it is, for these gay young passengers, the happiest day of the week. At the door of the movie house buses and autos unload groups of enthusiastic youngsters who greet each other with cheers and yells of delight upon arrival. Some come with their parents ; while a line, a block long, waits patiently for the hostesses to arrive who are to sponsor their admission. Two inexperienced but courageous women began this astonishing adventure in better pictures in the community for children. They believed that boys and girls could be trained to appreciate artistic, educational and moral values in their entertainment, and that with the taste properly developed in their youth they would grow up as intelligent citizens demanding the best that the screen, or literature or the stage might have to offer. These young mothers, Mrs. F. F. Russell and Mrs. Ogden B. Hewitt have brought the children's programs through a first season into a second established year of success. They select the program features — an educational film, a comedy, a newsreel and a clean feature picture which keep the children amused for nearly two hours. Each week's program is sent in advance to the schools and some school work is attempted in coordination with it. "We think our experience proves," Mrs. Hewitt says, "that even rural communities can have selected motion picture programs. The mothers of these towns feel safe in putting their children on a bus on Saturday mornings. Our Fire Chief and Chief of Police wouldn't miss coming every week. They enjoy it as much as the youngsters. These officials watch traffic after the show and keep things moving smoothly and safely." AAA With the club women of the country taking the situation into their hands there is active need for exhibitors to cooperate and collaborate !