Photoplay (Jul - Dec 1919)

H Photoplay Magazine The commission also supervises the advertising of films. "Advertising of all forms," reads one of the bulletins, "must be free from deception, must not be misleading, and must not be based on a sensuous appeal.' One of the side-street theatres some lime ago came out with an advertisement "For Women Only," although the film had been approved by the commission foi general audiences. The manager was asked to discontinue this form of advertising. He refused, saymg his attorney had assured him that his license could not be revoked for any such reason. A meeting of commission and exhibitors was called in the mayor's office. The mayor explained that he had appointed this commission to be his advisor in all matters concerned with motion pictures, and that he would turn the meeting over to them. Mr. Radley then told all the stages by which the commission had arrived at the decision to make all films so free from harmful elements that it would not be necessary to exclude any age, sex, race, or class. As long as all theatres lived up to this standard he said, no one theatre would have any advantage in making special profit out of sensational films, and by keeping the ""family" standard the ultimate yearly profit to all theatres in the city would be greater than if the plan of making occasional unhealthy appeals to curiosity were followed. The result of this explanation was that the exhibitor on whose account the meeting had been called was the one who arose to make a motion that the exhibitors' association go on record as being opposed to misleading advertising. The citizens' commission believes it is a poor business principle, and not to be tolerated, for a man to advertise goods he does not possess and cannot sell. Six years ago, Milwaukee people were dissatisfied with the sort of pictures being shown in their theatres, but did not know exactly what to do about it. One of the aldermen introduced into the city council a tentative ordinance for the censorship of motion pictures. This was Alderman Braman, now Deputy Commissioner of Public Works. While the matter was under consideration, the City Club of I\Iilwaukee began an investigation on its own account. It resented the idea that censorship should be necessary, and it believed that the citizens were fully able to cope with the situation themselves. G. R. Radley, head of the present commission, was made chairman of the investigating committee. A meeting was arranged with some of the aldermen, the municipal reference librarian. a representative of the National Board of Review, and the motion picture exhibitors, -to talk matters over. As a result, it was decided not to urge a censorship ordinance. The mayor was to create a sort of "jury," a board of seven men from various walks of life, to hear complaints made by any citizens regarding any motion picture shown. However, under this plan the complaints did not reach the "■jury" soon enough to obtain the desired effect. Ten aides. most of them women, were added to the board, whose duty it was to visit the theatres and report on performances. Gradually, the present co-operative plan, which has proved eminently satisfactory, was evolved. When the present mayor. Daniel W. Hoan, came into office. he retained all but two of the commission inherited from his predecessor. Politics has played no part in the workings of the committee. Mr. Radley, who has retained his position at the head of the commission despite changes in administration, is given credit by his own bo^rd, as well as by the genera! public, for his sincerity and efficiency in the execution of thi« labor of love. The fact that the commission has been entirely unpaid, is considered of the utmost importance. Business is excellent in Milwaukee, and the exhibitors are satisfied. Ralph A. Wettstein of the Toy Theatre says he expects business in the screen industry to be phenomenal for A/f RS. Minnie Moore-Willson, "guardian angel" of the Seminole Indians, and better film enthusiast. After a twenty-years struggle she succeeded in putting through legislation giving the Seminole Indians a legal home. the next five years at least. His theatre, although it is only a tiny one, as the name implies, is making money. The Alhambra, with an immense auditorium and an absolutely clean bill of health, "turns 'em away." bo does the Merrill, where E. C. Bostick is the manager, and so does the Butterfly, presided over by Leo Landau. The Strand is two blocks out of the beaten path, and Mr. Bostick, who manages that as well as the Merrill, occasionally has to do some unusual advertising in order to get people there, but he has always co-operated with the commission in the past, and there seems no reason why he should not continue to do so. ""We have no desire to run objectionable pictures," say these men. "We are in the business to stay, and we enjoy the feeling of confidence that has been built up as a result of co-operation and friendly feeling. It is a genuine pleasure to know that the whole family attends our theatres." Such is this feeling of confidence between patrons and exhibitors that the former have no hesitancy in asking for special films when they happen to want them. M. Price, of the outlying State Street Theatre, frequently puts on pictures asked for by the church members of his neighborhood. They carry out informally the plan utilized in many towns by branches of The Better Photoplay League of America. "In fact," says Mr. Radley, "'in some respects The Better Photoplay League goes a step farther than our commission can go, because it is constructive. The Photoplay I\I.\gazine is making a laudable stand in its plea for better pictures, and its dissemination of knowledge concerning what others are doing. But I feel that we have built up two very precious things, the confidence of the public in regard to what is shown at our motion picture theatres, and the co-operation of all persons concerned. Our plan is not absolutely perfect. There are occasional loop-holes in it. For instance, eliminations made by managers of first-run houses are sometimes placed back in the films when these go to other cities, and thus reach our exhibitors in the outlying portions of town at a later date without the proper changes. This is not always called to our attention immediately. But I do not doubt that we shall soon find a way to handle that difficulty. This plan of ours is fluid, it is hum.an, which is the reason so many people are satisfied with it. It seems to me the American way to handle the problem. "I do not believe," says Mr. Radley. "in state censorship. Ironclad rules in this respect do more harm than good, for people are held to the letter of the law, and lose the spirit of it. Under our plan, the exhibitors rarely attempt to put on pictures that do not come up to the requirements. When there are definite legal rules to be observed, the attempt is to get just 'within the law,' and constructive ideas for the community are lost sight of. Then, too, localities within the state differ. One committee cannot judge for all these." Mr. Rad'ey believes it is the business of the citizens themselves to see that the community views wholesome, cheerful, stimulating stories on. the screen, since these add to the welfare and happiness of all. The other citizens of Milwaukee agree with him. They have demonstrated the value of cooperation. "Instead of turning your picture troubles over to a censor board that doesn't care a whoop about them," they say "handle them yourselves by means of a citizens' commission." THE best minds in America are concerning themselves with motion pictures and their effect on the nation's welfare. Editors, writers, school superintendents, clergymen, librarians, all recognize the screen's power, and are anxious that it should be used for the benefit of mankind. More and more these individual thinkers are learning to appreciate the value of or(CoJttitmed on page io~)