Motion Picture Herald (Nov-Dec 1948)

MOTION PICTURE HERALD MARTIN QUIGLEY, Editor-in-Chief and Publisher. TERRY RAMSAYE, Editor Vol. 173, No. 10 mWlWM December 4 1948 TELEVISION in THE DARK WAY back in the Mauve Decade the phonograph business had some difficulties and a deal of adverse publicity by reason of the circulation of questionable, and possibly bootleg, records. A few years later the motion picture's advent was signalized by versions of the dance du ventre, so obvious that it drew official attention even in nonchalant Atlantic City. Not so long ago Radio talked a code of decency and took steps. Thanksgiving night, last, station WNBT, foremost in television performance and facilities, broadcast to the homes of America with their holiday family gatherings darksome Pearl Primus in her exhibitionist performance from the institution, or "spot", known as Cafe Society, Downtown, in New York. The d ance number is of obvious African jungle origin as to motif and purpose. The artist's rendition and equipment are as closely attuned as the pulsing tomtoms of the orchestration. The requirements of researchers in the field of ethnology and native arts will continue to be amply served by the availability of this demonstration at the night club, where those who seek may find. There is no apparent obligation to deliver it to the American fireside under the imposing and dignified auspices of National Broadcasting's electronic picture associate. Or must television learn the hard way? ■ ■ ■ MAKING THEM BEHAVE UP from the board meeting of the Allied States Association come reports of consideration of devices calculated to protect the theatre screen from product sullied by the appearance of misbehaving players. Foremost in the discussions has been "the Finneran plan" which would seek arrangements to debar the continued employment of players under cloud of charges of wrongdoing until cleared by courts or, failing legal action, a clearance by a proposed "intraagency board". The device contemplated would be to make the rulings effective by the withholding of Production Code seals for the product. The purpose is constructive and laudable. The method proposed is not. There is significant recognition of the Production Code as an instrument functioning in behalf of decency in the product. But the plan does not make adequate distinction between a set of production, or manufacturing, standards and a policing of the life and conduct of the workers. The functioning of the Code Administration is at best beset with problems, issues and complexities enough. Were its responsibility to be extended in the manner suggested, the consequences would substantially destroy it. Also, there would be legal problems and technicalities of grave import. There is, or used to be, a morality clause in Hollywood player contracts. That specifically empowered the employer to take just such action as the Finneran plan seeks for the industry. One cannot recall when that clause was ever invoked. The issue and the peril is not on the screen. It is the status of the player in the public mind. That can be measured or anticipated by the employer producer, by the distributor and, with some effect, by the exhibitor. The effective judgment is in the court of public opinion. That is why, when trouble comes, the first call is for the lawyer and the next for the publicity man. Conscience cannot be reduced to code. It is not that easy. But the industry knows how. * * * * FOR what it is worth as an index to the order of the real industry consciousness and attitude, a pause may be made to consider the current flare of screen attention to the histrionic works of Mr. Robert Mitchum. He seems to have come to extraordinary attention in sequel to, if not consequence of, a matter of a marijuana raid in Hollywood. The story broke wide and, with legal matters still impending, has come a flood of revivals and marquee displays across the land presenting substantially everything in which he has ever previously appeared. Everyone from Hollywood to Hoboken has a share in that. ■ I ■ COMMUNITY CENTERS A CONCISE statement of the place of the motion picture theatre, expressed in terms of exhibition policy to every important element of exhibition, is presented in a booklet just issued by Wometco Theatres in Miami, by Mr. Mitchell Wolfson and Mr. Sidney Meyer. In effect, it is a declaration that the motion picture theatre is an institution of the people, an institution of, for and by the community. "... It has been the policy of the management to regard itself as being ... a trustee charged with responsibility for dealing fairly with the three groups which make the company's business possible — its patrons, its employees and its stockholders." Note the order in which they are named. "The real boss is the theatre patron, the man or woman who week after week attends our theatres. 'Courtesy, service and entertainment.' Sincere application to these three cardinal principles assure success in the theatre industry.' Simple, obvious and axiomatic as that may seem, Wometco finds it essential, necessary, to set that forth in a manual to the staff and especially to incoming employees.^ The presentation of information on basic policies in operation from presentation, theatrical housekeeping and public relations in all departments, including the place and function of publicity, could well be used as a manual for the industry, with a value of guidance in other branches. Interesting illumination of the community relations policy is afforded in a section discussing Wometco's new Boulevard Drive-ln project. "Aware that not all motion pictures are for children, and yet maintaining the drive-in's reputation for being a place to bring the youngsters, the Boulevard Drive-In will have a supervised playground, complete with slides, merry-go-rounds, teeter-totters and an 18-hole golf course. A pony track is also included." The accent is on making the theatre a community center. — Terry Ramsaye