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86 -cy ^> ^> The Motion Picture Industry
aters where they may readily overhear the remarks of patrons. Additional information is secured from independent exhibitors, who often express their own and their patrons' opinions to film salesmen. The latter are also in a position to discuss pictures with people outside the industry, whose opinions as a rule are very frankly expressed.
Some producers have a high regard for the opinions of the executives of their distribution and exhibition departments. These officials, because of the nature of their work, maintain a close contact with the public at large and, therefore, are in a position to gauge accurately the public's reactions to different pictures. In some cases to obtain a combined opinion, large producers have formed cabinets, the members of which include the executives from all departments whose activities reach the public directly.
Assembling the results of pictures already released is a far easier task than anticipating the type of pictures which will appeal to the public several months hence. A number of aids are available, none of which, however, offers very accurate indications of tendencies in public taste.
Executives in all departments watch the newspapers, magazines, books, and the general news of the world to keep abreast of the latest developments in public interest that may constitute good picture material. In watching the movement of public interest, they attempt not merely to recognize the news of the moment, but to anticipate, as far as possible, the trend of events over a period of several months so that a picture made to take advantage of public interest in an event or series of events can be made and shown before that interest has waned.
Besides a transitory interest in the news of the moment, people have also interests which are somewhat standard for a comparatively long period. Certain works of fiction, for example, constitute the bases for screen dramas that seem to be popular at almost any time. The writings of some authors are nearly always favorably received. Certain screen actors, over a more limited period, apparently draw large