Photoplay (1923)

The World' s a ding 'J)(Co"\>ing T'i^ure z^^^Caga^ne PHOTOPLAY Vol. XXIII April, 1923 No. THE PART THE PUBLIC PLAYS THE public is directly responsible for the advance or the stagnation of the photoplay. The player, the director, the exhibitor and the producer are all vital cogs in the great machine of the cinema — but back of the machine is the public. The public can make or break — and yon are the public. Photoplay has often concerned itself with the duties of the integral factors of photoplay making — from the star to the showman — but what of the public's duty? What are you doing? If certain producers find it profitable to fool the public with overexploitation of mediocre pictures, it is because the public does not check up on its amusement shopping as it does on its grocer and its butcher. No one possessing intelligence permits short weighting or the foisting of substitutes. Yet every day you buy adulterated photoplays and oleomargarine stars. You — of the public — are very credulous when it comes to motion pictures. If the photoplay has made tremendous advances in the past ten years, it is because you encouraged — and, by your discrimination — rewarded each step with your interest, co-operation and support. If the motion picture drama is to go onward, you must get behind it. If the silent play is at present in a state of lassitude, it is because the public — and you — are indifferent. You can change all this almost overnight. If you want better pictures you can get them by supporting the finer things of the silversheet and starving out the inferior offerings. Don't stop when you complain to your exhibitor. Use the power of your purse. Don't confine your activities to blacklisting the poorer productions. Encourage the standard bearers of the art. Boost a good picture to your exhibitor and to your friends. Don't be afraid to condemn. And, more important, don't be afraid to boost. Play your part!