Motion Picture News (Mar-Apr 1923)

March 17, 1923 1259 Results of Better Films Movement Shown Southern Enterprises in Booklet Brings Out Value of Community Leadership INFORMATION of interest to exhibitors everywhere, relating to the results accomplished by the Better Films Movement in putting over pictures of a type not usually successful financially, is contained in a booklet issued bv Southern Enterprises, Inc., under the title," " Through the Box Office," and prepared bv Turner Jones, in charge ot the Public Relations Office for that organization. The charts on the page at the left, and the information which follows, have been reproduced from this booklet by permission of Southern Enterprises. The data presented deals chiefly with high class pictures, such as can be put over only through special effort in appealing to a discerning class of people, and with pictures of a juvenile appeal, and shows what has been done with these pictures through the Better Films Movement, fostered by Southern Enterprises under the direction of Turner Jones. The booklet opens as follows: . " Through the Box Office it is possible to learn a number of facts, regarding motion pictures, which are of value in conducting any program of work for the development of screen entertainment. The Box Office records tell us two facts of supreme importance to both the theatre and the public— whether or not the picture presented attracts a sufficient number of people to render it a successful commercial venture, and whether or not it attracts a sufficient number of people to make its influence felt in the community. The Box Office measures the effect of a picture on the public just as certainly as it measures the financial effect on the theatre. "The objective of all, who are sincerely interested in developing the motion picture as a worth-while community institution, must be pictures which are commercially successful and which exercise a beneficial influence upon patrons of the theatre. " Recognizing that the motion picture business can not be stabilized until it creates, on the part of the public, a demand for and support of better pictures, this company, and many other exhibitors, have been co-operating with Better Films Committees in the southern states for some two years. ""What has been accomplished in the two vears? " John Stuart Mill has warned us that the conclusions of theory can not be trusted unless confirmed by observation; nor those of observation, unless they can be harmonized with theory. It is the accord of these two kinds of evidence separately taken, which promise the only sufficient ground for action. " The conclusions of theory (in addition to the application of the theory) are contained in the pamphlet " Moving Pictures Forward," published by the Atlanta Better Films Committee. Here, by means of four charts, the attempt is made to arrive at conclusions which are the results of observation, based on specific experience. Many variables, such as weather, counter-attractions, and other local conditions, cause a certain percentage of error in the compilation of these charts. However, these variables have been accounted for as far as possible, and it is believed that in so far . as ' the conclusions are harmonized with the theory,' the evidence here presented is valid." Chart No. 1 lists 13 pictures, mainly of the Data Presented on Results of Better Films Aid SOME months ago Turner Jones, in charge of the Public Relations Office of Southern Enterprises, Inc., wrote a series of articles for Motion Picture News, describing at length the manner in which the better Films Movement was being organized to aid in putting over pictures of the type that have to be "sold" to the better class of people through special community effort. Now, in a booklet called "Through the Box Office," Mr. Jones presents actual data as to what has happened as a result. The contents of this booklet is here reproduced, including the charts on the page at the left and the information on this page. type not usually considered strong box-office attractions, and one "sure fire" attraction. The vertical line at the center is the dividing line betwen profit and loss — in other words, " the nut " — and those pictures on which the horizontal line falls short of this profit and loss line were a financial failure. A study of the chart will show that, on the basis of attendance at 27 theatres in as many cities, in seven different states, nine of the 13 fell short of breaking even, one just reaches that point and three went over. For purposes of comparison, " The Sheik " has been included in the chart, and it will be noted that the chart was too narrow to get in the full attendance on this picture. The three going over " the nut " were " The Devil," " The Little Minister " and " The Loves of Pharoah." The one just breaking even was " Miss Lulu Bett." The nine which failed to show a profit were " Disraeli," " The Ruling Passion," " Doublin' for Romeo," " One Glorious Day," " The Bonnie Brier Bush," " Sentimental Tommy," " The Good Provider," " Hail the Woman " and " The Golem." Chart No. 2 shows the effect of endorsement by the Better Films Committee, comparing attendance in similar cities with and without this endorsement, eight cities of each sort being taken into consideration. " It is impossible to render Chart No. 2 as comprehensive as might be desired, due to the lack of available records on more than five pictures in the sixteen cities chosen. It was necessary to choose eight cities in which Better Films Committees were established at the time these five pictures were played and eight cities in which there were no Better Films Committees at that time. Another limitation was imposed in that the cities had to correspond in population. " It is not known accurately whether or not the Committees in all eight of the cities listed actually endorsed each and every one of the pictures charted or not. It is sufficient to realize that any community in which a Better Films Committee becomes active has its attention focussed upon the necessity for selection and discrimination as applied to entertainment, and that a sense of responsibility for intelligent selection is awakened in the com munity. " Beyond this, the chart speaks for itself." Chart No. 3 takes up a problem of great importance to the exhibitor, the juvenile. " It is well known that in 1921, 36 per cent, of the pictures produced in this country were suited to boys and girls less than sixteen years in age. Also, it is known that approximately 13 per cent of the theatre audience is under this age. " The motion picture industry recognizes the impossibility of standardizing an adult amusement for children, and yet realizes that many pictures, beneficial to adults, may prove harmful to children. " It is an erroneous conception, held by many, that children constitute a large portion of the theatre audience or that they play any great part in the success or failure of a picture. To demonstrate this fact, eight pictures, which make a special appeal to children and are well suited to them, are carried on Chart No. 3. " In order that a further analysis, and a more accurate one, of the theatre audience may be made in regard to juveniles, the attendance at thirty-two pictures in twentyseven cities in seven states has been taken. " Thirteen of these are considered pictures for adults only : " Fool's Paradise," " Sentimental Tommy," " The Golem," " Disraeli," " The Devil," " Lulu Bett," " Hail The Woman," " The Sheik," " Foolish Wives," " Peter Ibbetson," "The Loves of Pharoah," "The Ruling Passion," and "While Satan Sleeps." " Eleven would be considered pictures for the family group: "I Am the Law," "The Good Provider," " The Bonnie Brier Bush," "The Fast Mail," "The Little Minister," '■ One Glorious Dav," " The Old Homestead," " Turn to the Right," " Three Live Ghosts," " Silver Wings," " Doublin' for Romeo." " Eight are well suited to juveniles of any age : " Little Lord Fauntlerov," " The Bachelor Daddy," "School Days," "Grandma's Boy," " My Boy," " Penrod,' " Three Musketeers," " The Sailor Made Man." " The average attendance per day per city for the entire thirty-two pictures was 26,856, while the average juvenile (14 years or less) attendance per day per city was 3,100, or 11.5 per cent of the average attendance. " The problem would appear to resolve itself into a question of presenting the 36 per cent of pictures to the 13 per cent of the theatre audience. " There are two objectives of great value to be attained here, (1) suitable pictures afford wholesome entertainment and are of educational value to the child in the formative period; (2) a child accustomed to suitable pictures during the formative period of its life will develop tastes for clean, wholesome and worthwhile entertainment as an adult. " Chart No. 4 demonstrates the important fact that a certain leadership and direction of the children of the community can be established in the matter of their selection of cinema entertainment. " The five pictures charted reveal the interesting fact that juvenile attendance was from three to five times as great when the pictures were presented at a Boys' and Girls' Saturday Morning Matinee, as was the juvenile attendance for the same pictures, played at regular performances, over the circuit of (Continued on page 1262)