Motion Picture News (Jan-Feb 1922)

Motion Me tore News The Exhibitor’s Opportunity A SHORT time ago we stated in a small paragraph what seems to us a big truth. In effect it was this: that if the exhibitor doesn’t want to see the picture go to the school and church he must bring the school and church to the picture theatre. That is just one reason — a commercial one. The exhibitor does not want to lose this large patronage. And he need not. But there are other reasons — and still greater ones. If the exhibitor does not want censorship — everywhere, he must bring the school and the church to the picture theatre. And so — if he wants his theatre to remain open on Sunday. And so — if in general he wants to make his theatre the solid, prosperous and enduring institution it must and can be. He must, in short, establish a full contact, a regular, intelligent and sympathetic relationship with the educational, religious and civic spirit and growth of his community. * * * The entire motion picture industry — all of its interests— need this public relationship as never before. The need, in fact, is imperative and immediate. It’s the plainest nearest sign on the picture horizon today. * * * Last Fall the Motion Picture Theatre Owners Association announced a department of Public Service. It was just this idea of a new public contact that its leaders had in mind. The first plan offered was that of a free showing to school children, on Saturday mornings, of a program of industrial pictures. To prove to other exhibitors how feasible this is Messrs. Woodhull and Collins of New Jersey have just started regular Saturday morning shows, to which the local schools, women’s clubs and civic societies have given their enthusiastic support. The first exhibitions were crowded. Next, the M. P. T. O. A. adopted a regular weekly release, a picture magazine of general interest and instruction called “ Movie Chats.” It will have “ tie ups” with various welfare organizations, government bureaus and patriotic Societies. It is the exhibitor’s weekly voice to his communit)'", an evidence of his active association with public progress. All of this is a big, fine, progressive step. * •* ^ This important movement toward a closer, truer relation with the public is under way everywhere. In Cleveland, Indianapolis, Memphis, Fort Wayne, Salt Lake City, Hartford, Minneapolis, Columbus, Atlanta, Providence, and in other communities exhibitors are working cordially and successfully with women’s clubs, newspapers and school, church and civic organizations. Pictures are selected for the family circle and the children; lists are published in the local newspapers, together with articles on “ better films.” Meetings are held, efforts are made in every possible way to build up family patronage at the theatres. If the exhibitor everywhere puts his best energies into this broader contact with his community — and certainly it is to his immediate financial advantage to do so — there will be no further development of official censorship; and the blue law reform will die a-borning. Legislative reform begins from the top down. Its advocates must at least admit that — and all its fallacies and inefficiencies that inevitably follow this false start. To begin from the ground up is the right way — the American way. And that means simply, for each exhibitor “ a full contact, a regular, intelligent and sympathetic relationship with the educational, religious and civic spirit and gro\vth of his community.” It isn’t merely that this will kill legislative oppression : it is the fulfillment of the true and broad function of the motion picture theatre. The motion picture is more than a show: it is the great maker, today, of public opinion. And that fact must be fully realized. VOL. XXV FEBRUARY 25, 1922 No. 10 1