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indicate trends. Frequent conferences were held within each department, and an occasional conference of the executives of both departments was held for the exchange of opinions and the formation of a composite judgment.
The company made use of the reports and recommendations of the managers of its theaters and of its salesmen's reports with regard to the type of pictures which the exhibitors believed that their audiences would like to see. Expressions received from theatergoers about the pictures which they would like to see in the future were of some assistance; they were not given much weight, however. The company believed that in most cases the public based its opinions on past reactions, and not on well-thought-out analyses of its own likes and dislikes. The company believed also that, as in styles in clothing, the public was more able to indicate its reaction to offerings as they were made than to present original ideas.
Some attention was given to the opinions of dramatic critics, who, while their principal activity was to write reviews of pictures already produced and exhibited, frequently expressed opinions on the type of entertainment which the motion picture producers should try to furnish, sometimes offering ideas worthy of study by producing companies. At times these expressions were the opinions of the critics themselves, based on the experience gained while writing reviews, and at times they were reflections of opinion which they had heard or read. While these opinions were not overlooked by the company, it was believed that they frequently evinced a lack of comprehensive understanding of the technique of motion picture production.
On the basis of these types of information, and governed by the available story material, the company in the spring of each year planned a program of pictures to be produced during the ensuing theatrical year. For some of its story material and the adaptation of that material to motion picture use, the company depended upon the services of a staff of writers and readers which it maintained in Holly