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Metropolitan Photo
LUNCHEON in East Ballroom of the Hotel Astor for the judges and guests.
a pessimistic note. On the contrary, I personally feel that business will hold to a very comfortable level."
"The competition for Quigley Awards serves our industry as the best medium through which managers have an opportunity to be heard and to receive deserved recognition for outstanding talent in the field of advertising and exploitation," Mr. Schwartz observed to his audience.
"'The high plane on which this competition has been conducted is a tribute to the entire Quigley organization — as is the important place in our industry now held by former Award winners."
In introducing Mr. Schwartz, Martin Quigley characterized the awards competitions as having "a direct and vital stimulus to that kind of thinking and that kind of action which leads to the effective and profitable presentation of motion picture shows."
Selling Methods as Important As Quality of Entertainment
The two principal factors which determine the public relation status of the motion picture, Mr. Quigley indicated are "the character of the screen entertainment itself and "the way in which this screen entertainment is recommended to public attention."
"It is important," he declared, "that screen entertainment shall be of the right character ;
it is hardly less important that the selling methods employed shall be of the same right character. It is upon these two principal factors that the reputation of the motion picture and the theatre mainly depend."
"While remembering this;" he continued, "let us also remember that while they tell us that the public will beat a path through the woods to the builder of better mousetraps, it has never been suggested that the path might not be made a six-lane highway if the better mousetraps were effectively advertised.
"And then, also, there is the unfortunate fact that the theatreman occasionally finds on his hands what may indeed be a better mousetrap but certainly is not a better theatre attraction. . . . There arises that test which distinguishes a real showman from just a pretender."
Because he does not think it likely that war-time prosperity for the industry will continue indefinitely, Mr. Quigley is of the opinion that it is "likely that the exploitation forces of the theatres may soon be confronted with a very real challenge. The manner in which this challenge is met will, I am sure, be another demonstration of the imagination, ingenuity and energy of the men and women who conduct the business of exploitation for the motion picture theatres in this country and around the world."
Of particular interest to the judges was
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Rob't. Mochr/e, S. A. Schwartz, Mr.Quigfey, G. S. Eyssell.
Chester Friedman, F. J. A. McCarthy, W. J. Heineman.
Charles M. Reagan, J. J. Fittqibbons.
Charles Schlatter.
W. R. Ferguson, H. R. Emde, Gerald Keyser.