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THE PUBLIC: GOOD WILL AND ETHICS 329
community life. Those within the industry have demonstrated that they can conduct their business without outside interference, and the spread of censorship regulations has been arrested and found unnecessary.
Unfair and unjust taxation has been eliminated in every State except one, and the Federal Government recognized the essential necessity of the motion picture, by early withdrawal of war time taxation.
In conclusion, and at the risk of being dubbed a sentimentalist, I have one summarizing admonition, or perhaps plea, to address to the individual manager. I realize that what I have to say is liable to misconstruction, oversight, or even ridicule. Yet I am emboldened to speak for the sake of those whose insight and character will give my words the proper response, and for the sake of a great, though simple truth.
I have repeatedly urged the manager to take advantage of every possible adjunct of success, within or without his walls, within or without himself. I have urged the utilization of publicity, of service, of budgets, of lighting, of music, of advice. I have pointed out his individual resources — intelligence, effort, efficiency.
He has still one more organ of equipment to which I have not called his focused attention. He has a heart. He is human. He wants others to treat him well, not only because there's money in it, but because it makes him happy. Well, then — let him go and do likewise. The operator who, deep down in his emotions, has a sympathy and an affection for the thousands who throng his gates, who feels for their longing to play and to relish life, who respects their innate wish to be respected and dealt with fairly — there's the man whom fate has marked with a star.
He need not be a silly fool, flinging his competence to the gutter. If he is, his service is limited by his folly. He may, indeed be as shrewd and acute as the next, with a time for his ledgers and his inspections just as surely as for the joy of his guests. The more practical he, the surer his extent and usefulness of service.
But if, like any healthy child of God's bounty, he knows that he has a heart that enjoys pleasure in its own way, he