Motion Picture Herald (Jan-Feb 1945)

Patrons Want to Relax ^ Give Us More Escapist Films^ Exhibitors Say HERE, in sequel to those published in the last issue of Motion Picture Herald, are further observations concerning operation of their theatres by the exhibitors of the nation. Give us more musicals, comedies and escapist fare generally, and fewer war pictures, the showmen tell producers, through the Herald. Comment is had, also, on other problems which affect the theatre. The exhibitor's conclusions and observations are based essentially on what his customers think about films, and they speak in a language which reflects itself upon the showman's profit and loss ledger. Please have them curtail war stories. The public is tired, and want a lighter series of entertainment — musicals, comedies, and dramas. Avoid the war. — Beverly, Mass. The younger generation wants adventure and delightful laughter. More on the humor side. — Lynn, Mass. More humor, less sorrow. — Boston. The motion picture always keeps in tune with the times. Right now the whole world seems to be going to the dogs. —Belfast, Me. Too many shorts made, which means indirect forcing. Should be one newsreel company featuring news only. Don't make tworeelers. Features coming too long as it is. —Chattanooga, Tenn. Entirely too much of the war tear-jerker stuff. With the exception of "Dr. Wassell" and a scant three or four others, including "Destination Tokyo" and "A Guy Named Joe", the remainder of the heart-tearing war melodramas could have been comfortably shelved in Hollywood. And as for Sinatra, the "voice" could stick to radio and public appearances. The English productions are strictly from hunger. — Pittsburgh, Pa. When is the motion picture industry going to realize that entertainment is its realm — and that it is not mentally or idealistically equipped to dabble in political influence — except for factual subjects such as newsreels, March of Time, documentaries, etc.? Don't the producers know that, regardless of their sincerity, the public distrusts their motives? Mr. and Mrs. America believe that Hollywood Hoopla and political wisdom cannot possibly come out of the same cameras. — Des Moines. The war, along with the many evils it has brought, has also brought some good changes which I hope will be retained when the war is over. Among them is the premium giveaway sponsored by a merchant in cooperation with the theatre in return for so-called advertising in the theatre, in which in most cases the theatre gets much the better of the bargain. This has stopped because most mer 16 gals in young girl roles. Don't try to nr|^ a romantic lover out of Sonny Tufts. — Claude, Give us more big outdoor pictures, above all, more horse stories. — Covington, Tj Some stars might have made more mc if we had shown them more often. — Madison, W. Keep the movie "stars" out of natii politics. Muzzle Zasu Pitts. — Chit Too many war pictures. More of the fajj type series should be produced. This w^ encourage closer family ties and decrit juvenile delinquency. — Jacksonville, chants now have not sufficient goods to sell, much less give them away. I have always felt that an industry as big as the motion picture industry only cheapens itself when it approaches a merchant for an item to give away to stimulate its business. It seems to me that we are now big enough to stand on our own feet, but I suppose I will be called a reactionary or just plain lazy for saying so. — Chicago. Too much length, for too much price. — Miles City, Mont. My complaint; in making a comedy romance why don't producers stick to the old formula and have romantic endings to their story Instead of a comic. — LaGrange, 111. Please leave Negro out of pictures. — Memphis. It is almost impossible to see a show anymore that doesn't have one or more Catholic scenes in it. It is very seldom you ever see the Protestant religion on the screen and, when you do, it's always presented with such ridicule. Why is Catnolicism being shoved down the throats of the American people? — Anon. Still too many "B" pictures made with expectations of "A" rentals and grosses. — Provo, Utah. I don't think Hollywood will ever equal a picture like "Gone With the Wind". — C. E. Goldstein, Waldorf Theatre, Brooklyn, N. Y. Too many poor war pictures. —Hazelton, N. D. Less hacks t age story type musical and "assembly line" musicals. More "My Friend Flicka" types and out-of-doors dramas. No war pictures. More family comedies or "Janie" types. Some post-war pictures. More comedy, more Technicolor and more features strong enough for single billing. — Hastings, Neb. Give some of the new young players a better chance — someone who has as much charm as Susan Peters, Quit putting the old More musicals, also the "Home in Indii type. — Roaring Spring], The industry needs a more equitable tributlon of the profits from theatre p( to star. — Jacksonville Beach, The big stars do not make enough feaa year. Notice how many each of the ones made last year! ' — Oscar A. Brotman, Avalon Theatre, Chii^ Musical features with name bands al better drawing card than any other picturjf — Boise, h War information shorts are losing p and influence, by too much emphasis dramatization of the "horror" angle offi . . . and there are too many of them, public does not need impressing as for because the neighbor next door has l< son and their own boy is probably iri Pacific or in France. Women and mO} rebel against this type of propaganda they pay to see entertainment. Factu^ formation concerning the services, and tures such as "Devil Boats" accomplish more good. If we must remind them oj casualties, let it be said, but not photogralt day in and day out. — Pittsfield, jj More comedies — more gangster, morj musical, more mystery stories, more m| mysteries. Cut out the war pictures. ; —Jim Salter, Wellston Theatre, W4 Robins, Ga. j Most of the big pictures should be 90 to 95 minutes, except about two ort specials a year. — Farmingdale, Make shorter features, around 80 | minutes. — Brownwood, Tex. j r Pictures too long. Why so many Negrt nearly every picture. — Collierville, j Too many musicals being made, good melodramas, super comedies, \ Westerns, big air force pictures. Of d less percentage pictures. —Hazari Newsreels have given wonderful covf on war, but too much duplication in I I had to go to one news reel only. All pr^ii has shown great improvement. Some {Continued on opposite page, column 1) MOTION PICTURE HERALD, JANUARY 2 H