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Production <^<>^><^<^><^>^><^ 95
tures regardless of their histrionic ability. Stars of the legitimate stage were recruited almost at random. Little thought was given to artistic perfection. Pictures were produced as rapidly as possible and at great expense. To protect their interests, producers entered into long-term, flatsalary contracts with writers, musicians, directors, actors, etc. The primary object of the major companies was to expand their facilities.
Beginning in the spring of 1930, however, it became apparent that conditions in the industry were not entirely sound. From the spring through the fall months, box office receipts declined from 20% to 30% below the average for the same period in 1929. One large chain was reported to have lost $480,000 in one week in October.8 It was not uncommon throughout the country for theaters to be dark, regardless of whether they were units of a chain or independently owned and operated. It is true that this decline was caused partly by the prevailing general business depression and by the popularity of such attractions as miniature golf, night football, and night baseball. However, without discounting the effects of the depression, it is scarcely to be doubted that the lack of novelty, effective dialogue, and entertainment value in films was largely responsible for the decline. With the passing of the novelty stage in the development of talking pictures the public, according to both critics and experienced showmen, not only lessened its interest in motion pictures, but also became far more discriminating in its selection than ever before. The outstanding success achieved by several very good films of different types during the period from May to November maybe taken as further proof that decline in the quality of product more than any other factor was responsible for the decrease in box office receipts.
A number of reasons may be given for the production of the low quality of pictures shown during 1930. Probably one
8 Film Daily, November 4, 1930, quoting the American Cinematographer.