Motion Picture News (Sept-Oct 1918)

2166 Motion Picture .Yew ■ !::ni:9PiLijn (Editorials continued from preceding page) Big Fields 'Ahead THE opportunity for the motion picture was never so great as it is today. The War — a war demanding the light of truth all over the world — has hrought the motion picture into the world's limelight as an agent of vital need and tremendous power. It is now a shaping force in the world's greatest crisis, and rising to its magnificent opportunity, as it has, it has indicated to the leaders of thought, the even greater part it can and must play in the future. This war is the greatest crisis in the world's history; but it may be succeeded by a greater one. Big men are breathing this thought today. They know that after the war there must be a great social and economic readjustment. They know that after the war the world must be made safe for democracy with perhaps greater odds against true democracy than the present odds of military autocracy, lust and greed upon the part of a single nation. They know that democracy must be steered safely between great rocks, one of which is the radicalism that has recently shown its ugly head as never before in history. And they know that education, the true education of the world's masses, will be the one and only steering force. And they furthermore know that the motion picture will be the prime agent in the great and necessary regime of education. So there are amazingly great fields ahead for the motion picture. And it behooves this industry to prepare for them — if, indeed the industry and we who are now in it, are to expand as the motion picture will expand. * * * British Films in American Market MR. H. ROWSON, of London, makes an interesting appeal, in the issue, for less insularity in the film trade. He believes that well made British pictures, for instance, can and should find a favorable market in America. The subject is one of much discussion in the British trade press and should be as seriously viewed over here. Looking at the matter in a purely practical way, it strikes us that there will be less insularity in the distribution of pictures provided there is less insularity in the making of them. If American pictures go well throughout the world it is only because they contain the essential elements of popularity; and these we believe are due to their sharp action, story interest, enterprising and skillful direction, and those important eff ects only to be had through a considerable outlay of money. Foreign made pictures when put upon the American market have to compete with American pictures. They will have the advantage of locale — the making of better pictures constantly emphasizes the necessity of staging the story in its true home; and they have the advantage of novel appeal perhaps. But these pictures must meet the American public's demands for vivid appeal, effects and action. American directors are important, we believe, to the production of foreign made films: and, to repeat, where the expenditure of considerable money is neco-i-arv th<*r must be no hesitation ami there need be none in view o the picture's potentially wider market. A number of British pictures have done well hen Some have been given highest praise by the critics. Soto evidenced a very high type of picture making organ zation. As for subject matter, we believe Mr. Row-on an nouncement of the new Ideal pictures, the life of Lloyd George, also in this issue, is proof of the fact that Britisl pictures can be made of interest to the entire public. « • » Save the Pennies EVEN if the big and obvious economies — such as r< duced production and elimination of unnecessar; exchanges — are not effected by the industry ther< are smaller savings that can be made. They call for the patriotic effort and honor of the ex hibitor, operator and exchange. The operator who takes better care of his film is there by saving film footage and its valuable chemicals: he wil also enable the exchange to reduce its help and release its employees to war industries. The exh'bitor and exchange should bring about, bjj mutual effort, a system which rents posters instead of tin selling system now generally in vogue. Thousands oi posters are now thrown away, after use, in the best ol condition. The prompt return of cuts and accessories by the ex hibitor will enable exchanges to reduce the size of tlieii stock. These may seem to be minor savings, but the\ will loon large in the aggregate, and they will count heavily witl many an exhibitor when the new and heavy taxes, whicl now seem almost certain, cut into or cut out his presem meagre profit. The Basis of State Organization THE exhibitors of Anderson, Indiana, eight in all have formed a local league with the slogan " 1 square deal for all."' We believe thoroughly in these local leagues. First thev are necessary in order to handle quicklj local situations involving the welfare of the picture theatres. No state organization is able to tackle these local situations. Secondly, thev make the ideal and necessary basis of a state organization of till the exhibitors. Sydney S. Cohen, President of the New York State League, is organizing New York State through its fiftyone senatorial districts. Here is the sample principle — a state league made up of district locals, embracing exhibitor strength and activity and ready for local action or, in a body, for state action. Conserve ! In a recent address Samuel Lntermeyer declared: " This country will be divided into just two classes when this war is over — into those who did their duty and those who did not. And woe be to those who did not! " mm inn i rail 11 mii 11 i tinn: in iiiiiiii iiiiiiiiiiiiinin iflniii^^ iiiniii'iiiiiiiiiiiiiii mini n iiiiniiiiiiiiiiiiiiiiii iihhiiiii mm mm