Motion Picture Herald (Jul-Aug 1944)

MOTION PICTURE HERALD COLVIN BROWN, Publisher MARTIN QUIGLEY President and Editor-in-Chief TERRY RAMSAYE, Editor Vol. 156, No. 2 OP July 8, 1944 Kind Words THIS week of the Fourth of July, greatest of our national commemorations, and with its militant tradition intensified by the state of war, it is pleasant to record that our industry of the motion picture is achieving recognition of its service beyond all precedent. Never before has the screen theatre been so conspicuously and closely identified with the consuming interests of a cause which is at once intimately the concern of each community and its people and of the whole nation, too. The First World War saw a beginning. The industry was as patriotic then and the Government as eager. But a quarter of a century has seen evolutions in scope, capacity and organizational efficiencies. Back then, "Four Minute Men" spoke from theatre stages and Liberty Bond sellers solicited the patrons. Today every exhibitor is a Bond salesman, an .organizer, and a promoter of drives, while his screen has become articulate with pictures that talk. HERE at hand is a letter to the editor, in evidence of the new status of the screen. It is from Helen C. Tingley, secretary of the Maryland State Board of Motion Picture Censors, in Baltimore. As she observes, "No one is in a better position to appreciate the possibilities of the motion picture than a motion picture censor. CJ "What challenges the imagination is to note how, under the impetus of war, the motion picture has developed in diverse fields, all of which touch intimately the life of the common man the world over. CJ "The motion picture theatre, too, has become significant to the life of each separate community by making vivid to that community its special and vital interests. A case in point is the current bond drive. CJ "As D-Day dawned in Maryland, her progressive and popular Governor, Herbert R. O'Conor, stepped out on the screens of the motion picture theatres throughout the State in a 130foot trailer picture, and urged his people to buy bonds and give blood, as well as to pray for their men 'offering on the altar of life all their hopes for future happiness and even their very lives' All through the invasion drive, the theatres have gladly cooperated with the Governor's program by continuing to run this picture. The result amply justified this policy. Maryland has, set a new record and is the second state to go over the top in the 'Fighting Fifth' War Loan with 120 per cent of its quota." Also, while the screen has for a considerable period now enjoyed a generally friendly press, the newspapers are these days carrying many expressions both directly and indirectly contributory to goodwill. Interestingly enough, the other day at a newspaper convention one publisher remarked that it was time that the newspapers had something to say for their own good works. AN emphatic statement is presented by an editorial in the Chicago Her aidAmerican under the title, "Unique Contribution". It is to be remembered that this same paper has presented several notable approbations of the industry in the last few years. In its issue of June 21 it said: CJ The motion picture industry's contribution to the Fifth War Loan campaign in Chicago differs in one extremely important respect from those of most of the businesses that are so generously joining in the drive. All are expending effort and time. All are assuming expense in the prosecution of the campaign. But the motion picture industry alone is giving up its cash receipts. The war bond premiere plan, stimulated by the Chicago Herald-American's premiere of "The Story of Dr. Wassell", has been adopted by the motion picture industry as one of its principal methods of selling bonds in this drive. CJ Thirty-nine Chicago area theatres will hold war bond premieres this month. At those premieres, buying a bond is the price of admission. No tickets are sold. So each theatre that gives a bond premiere sacrifices its entire receipts for that night. Also, when a film-distributing company provides the feature picture for a bond premiere without cost, the distributing company gives up its cash receipts. CJ Thus the film industry makes a heavy cash contribution to the bond drive in addition to labor and thought. And thus it demonstrates once more its unselfish devotion to the cause of winning the war. In that outgiving the Chicago Her aidAmerican says something for the industry which it would not be saying for itself, but there is no reason why any showman might not communicate the notion to other editors. A glimpse of this page might do it. Also from Chicago's Sunday Times of June 25 comes an attention in Herb Graffis' column which does a bit of explaining to the layman which is of value in contributing to the public opinion of the screen. Says Mr. Graffis: JJ Any criticism of the circus necessary to sell bonds overlooks the fundamental fact that special events such as these movie premieres have sold billions of dollars worth of bonds by jarring people loose through novel appeals or unique applications of high pressure. CJ You might think that with the national income this year being about twice what it was before the war, and the increased cost of living being somewhat offset by lack of some things to buy, that most of the surplus would go into bonds to help win the war. But we're not that wise. That's why horses don't bet on people. The horses would go broke sooner than people. CJ These picture house owners and the companies supplying the premiere pictures are passing up their incomes on good nights and paying out operating expenses. They'll bring in millions of dollars to help bring the boys home sooner. They have chosen their bond-selling premiere pictures from among the very best. I see that "A Guy Named Joe" and "Lady in the Dark" are two of the favored films. There you have a sample of opinion and press on the motion picture and its theatre in the cause of the War Loans. [Continued on following page, column 1]