We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
92 <?> <^ <^ The Motion Picture Industry
Certain actors had been cast in parts not fitted to their particular talents. Several pictures had not met with public approval because their plots and treatment were similar, and still others, because they were either too sophisticated to suit the public or were lacking in timeliness. As a result, the company experienced a decline in sales and bookings, and in addition found it necessary to effect several changes in its planned program for the 1930-1931 season. One of the changes involved the shelving of a musical production in which over $200,000 had been invested in the scenario and preliminary work. Although the company was in a position to produce substitute pictures, their booking and release for exhibition introduced complicating factors.7
In addition to the inability of a few specific pictures to achieve success, a general decline in box office receipts throughout the industry, caused partly by the general business depression but chiefly by an increasingly discerning public, furthered the need for a more scientific planning policy. Only films of genuine entertainment value and variety of appeal were being favorably received. It was apparent that financial success was in a large measure dependent upon the ability to produce first-rate film attractions. This dependence was likely to become still greater in the future, especially because of the general adoption by the industry of percentage price policies.
In the fall of 1930, the company acquired control of a so-called "legitimate theater" located in Los Angeles. This theater was to serve as a laboratory in which the company could gauge the public's reaction to plays before they were scheduled for production as motion pictures. In addition, it was expected that the legitimate theater would enable the company to experiment with a variety of stories which could be purchased at low prices either outright or on option. A further advantage would accrue to the actors and actresses. Through the company's ownership of stage facilities they
7 See Chapter IV.