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would be able to develop their histrionic abilities and likewise to sense the public's reaction to their manner of porâ– J^raying the roles in which they had been cast.
In so far as certain types of product were concerned, such as direct adaptations from stage plays, the company's executives foresaw many advantages to be gained from a union of the stage and screen. They recognized, however, that such a union would not solve completely the company's problem. In their opinion, the production of motion pictures involved an art separate and distinct from the legitimate stage; and, although sound had provided films with an additional medium of expression, their future success rested largely upon pantomime. Therefore, while a number of motion pictures each year might be produced direct from their stage versions, most of them would have to be produced primarily as motion pictures.
Up to the present, the company has not devised an entirely adequate method for planning its product. It is not certain, furthermore, that a plan can be found that will be fully adequate. Recognition has to be given, for instance, to the effect which competitors' products may have on any planning procedure, regardless of the method's intrinsic merit. Thus, even though the company might be able to gauge public tastes accurately and to produce pictures accordingly, the production and release of similar pictures during the same year by five or six competitors would minimize the advantages to be derived from such a procedure.
On the other hand, the planning method which the company has been using might be made practicable if it were modified in such a way as to provide, for example, a study to determine the existence and extent of style cycles in motion pictures. Such a plan might include a market analysis according to types of theaters and audiences to measure the probable demand for pictures produced especially for particular groups of people. As an alternative a somewhat radical departure from the procedure in use might be made, ^namely, the partial or complete, abolition of future product