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The World' 's Reading zJtColping T'iBure ^(Caga^ine
PHOTOPLAY
Vol. xxii
August, 1922
No. 3
MR. PRODUCER, IT'S UP TO YOU
ON other pages Photoplay presents the findings of its investigation into what's the matter with motion pictures.
Photoplay found its readers very clear upon the evils besetting the silent drama. The chief troubles, aside from high admission prices, found by the public jury were weak stories and over exploitation of stars — in other words a general disregard of human intelligence.
A serious public lassitude has enveloped our film theaters. The producers seem to have looked upon the recent taint of scandal to be at fault and so seriously have they been concerned with the morals of their studios that they have engaged a master organizer to win back the mass favor.
Photoplay looks upon the debility now affecting the motion picture to be much more deep seated. Briefly the motion picture needs new men, new blood, new vision, new ideals.
Photoplay is not unmindful of the great difficulties of picture production. It is not overlooking the importance of the personal factor, the dearth of real directors and the scarcity of real screen writers. It is not disparaging the sincere attempts of a few producers to train men for these crafts.
These producers are concerning themselves right now with the veneer rather than with essentials. Realizing that the public is cooling in its enthusiasm, they are resorting to all manner of expedients. They are seeking vainly to convince the public by
promises rather than performances. Will Hays' salary is broadcasted as proof of the sincerity of their purpose to improve and uplift the business. They are greatly concerned with censorship. They make great ado about the educational potentialities of the films.
All very fine but —
The trouble is with pictures themselves.
If the producers will give the American public a consistent line of good motion pictures and these pictures are advertised in an honest and convincing manner the public will flock back to the theaters — not until then.
Photoplay believes in Will Hays. It sympathizes with him and realizes the sincerity and high purpose of the man. But, unless the firms that have retained him back him up with good pictures, he is as helpless as a child pleading for the moon.
The answer is men — a new breed of men — a combination of able, resourceful, honest dealing business leaders with the men who possess artistic vision and talent for motion picture making. Get rid of the incompetents, the charlatans, the egotists, the self advertisers. Develop the new breed!
Time will do this, of course. If we are to save the photoplay, we must speed the day! The film fans can do their bit by boycotting the producer who takes their money under false pretenses and by patronizing the theater making a sincere attempt to give them what they want.
After all, the film patron with the quarter in his pocket holds the whip hand.
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