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ARTS AND SCIENCES
PHOTOPLAY
Vol. xxi
January, 1 922
No. 2
CLsVLake Your Kick Count
WHEN you see a bad picture — kick. When you see a sex picture foisted on you under the guise of a picture with a moral — kick.
When your exhibitor overadvertises or misrepresents his wares — kick.
Don't just tell your friends. Tell the man who got your money. Hunt for the owner or manager of the theater, and tell him that you feel you have both been cheated. Tell him the man who sold him the picture cheated him, and that he, in turn, cheated you.
Don't just say this to the man who takes the tickets at the door; don't just tell the girl in the box office. It is nothing in their young lives. They get their pay every Saturday night, whatever you think of the pictures. They will just label you "Grouch" and let it go at that.
But if you tell the man who runs the place that he isn't going to get any more of your money if he shows that kind of pictures, you're going to receive a respectful and attentive hearing.
Don't be afraid of hurting his feelings. He wants to know what you think. He doesn't want to show pictures that you don't want. He's a business man.
If you bought a package of raisins from your grocer, and found they were mouldy, you wouldn't murmur your woe to your next door neighbor. You'd go back to the grocer and get your money back. And he would send the raisins to the wholesaler, and the
wholesaler would send them to the packer, and everybody would be set right. If you didn't, the packer would go on putting up his raisins in an improper manner.
And another thing — when you see a picture that is deliberately bad, remember the name of the producer. Put him on your black list, and, if he repeats the offence, boycott him. If the picture is openly, deliberately filthy, don't even give him a second chance. Tell the manager of the theater that you will not enter his house again so long as he shows pictures made by this man or firm.
You who pay your quarter — and war-tax — to see a picture, are the boss of this huge industry. But nobody can be boss by going around sulking because things are not the way they want them. You have to speak out loud — kick.
Also you must be fair. If your kick is the result of a nasty disposition, or a mean prejudice, or stupidity, it will have no effect, because there won't be many like it. But when you kick in a righteous cause, there will be a lot more of the same kind, and the result will be felt clear into the studio where the picture was made.
Don't be afraid to boost when you are pleased. It makes your kick that much more effective. But whether you boost or not, kick when you feel you have a kick coming, and land where it will do most good — with the man who got your money; and if he continues to mislead and disappoint you, stay away from his theater.