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THE MOVING PICTURE WORLD
C^oldwyn^pictures
July 6, 1918
bi f h<e M Hinds and
eairts ©/Men*
ONE YEAR ago Goldwyn, then a new company, brought a new vision into the production of motion pictures. We realized then, before our first release, that a change had come over the world.
A change in the minds and hearts of men.
We foresaw many of the things that were going to happen and we applied our foresight to the productions we were making; to the stories we were choosing for the screen.
We said then: "Conflict and circumstances are going to make this a sad world for a time. We must let none of this sadness creep into our pictures. We must make them happy, cheerful, clean. We must make them earnest, sincere — and never morbid.
"We must make our pictures appeal first to the millions of women and children who remain at home. Goldwyn Pictures must enable the home-staying millions to relax; to offset the tear with a smile."
Out of these decisions came, in quick succession, a "Polly of the Circus;" a "Baby Mine;" a "Nearly Married" and "The Danger Game." A "Dodging a Million," "The Cinderella Man;" an "All Woman," a "Thais," "The Venus Model," "The Service Star" — pictures welcomed and applauded throughout the world.
The professionals in motion picture production said : "Your pictures are
too light. There isn't enough fire and action in them." A few exhibitors agreed with them at first.
Suddenly exhibitors everywhere realized what Goldwyn was doing and WHY we were doing it. They obtained their revelation through their box-offices. They found that Goldwyn Pictures brought them new commercial, profit-making values. They saw new faces in their houses.
After years of light matinee -patronage, they discovered that their matinees were now returning a profit.
Goldwyn had not proceeded along the lines of least resistance. We had not made vampire pictures or sex pictures and trailed along in the current with other companies.
We had struck at the hardest problem of the nation's motion picture showmen — how to make the daytime performances pay their own way — and we have succeeded, if the word of 5,148 contract customers has any meaning whatever.
These showmen realized what we were doing. In forty odd States of the American Union mothers or women's organizations have indorsed and stimulated the patronage of Goldwyn Pictures because of their wholesomeness and cheerfulness.
Where we have led for a year others are now following.
* * *
Goldwyn is on the eve of its second year.