Motion Picture Herald (Sep-Oct 1938)

16 MOTION PICTURE HERALD September 3, 1938 By These Advertisements FOR these many years the public has been hearing about the motion picture industry. Now at long last it is hearing from the industry. The instrument of this first direct, official, hearing is the advertising of "Motion Pictures' Greatest Year." Often before, in behalf of this and that special phase of interest, spokesmen in the news of printed page and on the air have addressed the public with proclamation of this and that with claims of uplift, cultural values and various other pieces of publicity cumshaw, usually defensive. Now comes the motion picture industry itself, in its own proper and authoritative person, to say in space that it pays for that its business is entertainment — that "Motion Pictures are Your Best Entertainment." It is merchandise copy about a merchandising institution, the merchandise being entertainment. THE copy of this campaign, specimens of which appear on these pages, is unique in its approach and in its avoidance of the perils of proclamations of the obvious. The problems of its preparation were many and complex, as complex as the structure of vigorously competitive production and distribution units could make it. Yet, out of it, a committee including Charles McCarthy, Robert Gillham and Howard Dietz, has contrived to bring advertising to serve the common interest of all purveyors of pictures to the public. Commonly the best way to get nothing done is to give it to a committee. This time, probably the first in history, it worked. WITHIN the few days that the proofs have been in the hands of the motion picture selling community of New York the advertising has had the scrutiny of many experts, real and professed. It has been entertaining to observe the surprise of the many constitutionally committed to proclamations of the obvious that the advertisements did not contain the bologna to which they have been accustomed. The advertisements do not pretend to sell hoopla, nor lure nor glamor. The advertisements do essay a plausible presentation of the notion that the motion picture theatre is the place where the customer can go and get the lure, glamor and thrills. This is born of a realization of the guiding minds that while the goods may be, and must be, evanescent, volatile, fleeting, the institution itself must have stability, continuity of performance, resources of substance and a character of substantiality. After all, the motion picture, for all of its {Continued on following page] FOUR WALLS THAT HOLD A WORLD! GOING TO THE MOVIES" has become as much a part of modern life as going to work or going home lo dinner. It is a habit that survives wars, strikes, political upheaval and national crises. The first "movies" were gaped at in much the same way as their contemporaries, the first aulomobiles. Today nobody stands at the curb lo yell. "Get a horse!" at the streamlined version of either. The modern motion picture is as far a cry from the nickelodeon "flicker" as the sleek sixteen-cylinder This development was possible because "going to the movies", like automobiling, became a national habit. Why? Why do we "go to the movies"? It is because the motion picture has taken unto itself some ba.-ic functions in society. Motion Pictures intensify life! For the younger generation, especially, an evening at the "movies" offers nearer kinship with other people — a greater insight into life — than a visit with neighbors. The "movies" have given our eyes new ways of screen in a hundred-square-foot "close-up", we are more familiar with her features than with those of our sister. A portrait of a motion picture audience would show peace in the darkened theatre, happiness . . ■ freedom from care . . . hands held. As the audience reacts to what is taking place on the screen, it shares its feelings — and affirms that man is a social being. It is a group experience that is good for each of us, good for our individualities. Mo i pictures are today the chief cultural posof the average man and woman. Millions e removed from the other arts find in the film their literature, their expressions of beauty in form Interpretations of the world about For the "movie" is, by ils very nature, a democratic product — the cooperative effort of ihe talents of manv people. Their work is subject lo the approval of the box-office, a referendum as accurate as that of the ballot-box itself. It is in this public expression thai lures have found their greatest inspin constant challenge to new endeavor. Now, to provide the finest array of productions ever released, the Motion Picture Industry has mobilized all its skill, all ils imagination, all ils nd design, th them. While the i classroom in latch! seeing star's face appears bef oi ii the vhich our generatic uiauiutKi nnuwledge of far regie standing of distant peoples. There is more than a passing c the American way of life and A in the world of motion pictures. picture theatre is itself a great acquired id under between leadership 1 motion pic iheir Great stories splendidly produced . . . love-filled romance, stirring drama, gay adventure, hilarious comedy, tuneful musicals — star-studded casts filled with your favorites — new talents for which the world has been searched. One after another these fine pictures are coming to the screen of your favorite theatre — a uorld within four walls. Entertainment, relaxation, freedom from care are yours in overflowing measure, brought to you week after week by the supreme efforts of the Motion Picture Industry to make this fall season one you will never forget. $250,000.00 5,404 CASH PRIZE? 1st Prize . . . $50.000 1 5 of $2,000 each, $10,000 2od Prize. . . 25.000 10 of $1,000 each, 10,000 2 of $10,000 each. 20.000 [ 40 of $500 each, 20,000 40 of $250 each, 10,000 300 of $100 each. 30,000 Watch for these new season's pictures or your favorite theatre MOTION PICTURES ARE YOUR BEST ENTERTAINMENT