Publix Opinion (Aug 29, 1930)

10 INDUSTRY CONFRONTED WITH DIVERSE OPINIONS ON ROAD TO BETTERMENT OF PICTURES A wide diversity of opinion confronts, and will continue to confront, the motion picture industry on the road to better pictures, according to Carl E. Milliken, secretary of the Hays’ organization, who says that better .pictures will result from cooperation and not denunciation. “There never will be a time when 100,000,000 people will be of one eye, one ear and one mind with regard to motion picture entertainment,” he says. “Praising or condemning the will continue to be the favorite indoor sport of thousands of Americans. And it’s natural that this movies, therefore, should be.” Milliken points out that the motion picture industry of the United States has been among the first to adopt the modern industrial policy Leaders of the pulpit, of the press, and of many social-welfare and educational agencies have taken advantage of the invitation extended. “They have come in with constructive criticisms, with requests and with suggestions for reflecting the better entertainment, educa of the ‘‘open door.’ tional and informative values of the screen,” he says. “But there have been others who have stood outside, ready to throw a stone, if they could collect a crowd. Their motto has been ‘denounce but don't co-operate.’ Not every racketeer works with a blackjack and a gun. Some of them, unfortunately, use the pulpit and the cloth. “Here is the way their platform runs: ‘The movies make their big money by selling crime and shame. Their offenses smell to heaven. They feed out filth. They fatten off the souls of the innocent. They deliberately create dirt and villainy. It is a degraded industry, serving the devil.’ | Seek Cash Value | “Particularly violent have been the attacks of the racketeers of this type who boast a ‘campaign of education’ to reform the motion picture industry. Fanatical? There is not even this excuse for those who thus shrewdly appraise the psychology of denunciation. “The cash value of publicity is what they are after. In addition to racketeers, there are the ‘scandal hounds,’ who either for love of notoriety or for pay as an investigator, compile mewspaper clippings and expressions of personal opinion against motion pictures.” Milliken also lists the cocksure critic, who is sure he is right and is intolerant of any opinion, and the preacher or church member who sincerely believes that attendance upon motion pictures or any similar form of entertainment is inconsistent with church membership. “And there is always the critic who relies upon legislation to cure the evils which he allegedly finds in motion pictures,’’ continues Milliken. ‘He would lay the deadly hand of political censorship upon an art which promises to make great contributions, not only in the entertainment field, but in educational and other fields. Advent of Sound “The sound picture has encouraged the development of new forms of screen entertainment and has opened a vast field of dramatic literature which, for the first time, could be reflected in both action and talk on the screen. Overnight, almost, the screen de sloped a voice and producers oppped millions of dollars worth ancudio equipment and other|’ same Cleared the desks for a netted. Ve fiubpie Lie Fa. eS PUBLIX OPINION, WEEK OF AUGUST 297TH, sensibilities cf the audience, it is provided, must regulate the treatment of low, unpleasant, although not necessarily evil, subjects. “As might have been expected, the editorial and public response to the statement of principles announced on behalf of the motion picture industry has followed three main courses: Praise for Code “First, and foremost, has come the unqualified approval of church leaders, legislators, educators, welfare workers and others, who rocognize that the new code is based on the principle of selection rather than of censorship; that It embodies the modern doctrine of social responsibility which every great industry must uphold; that it is a guide for the producer, the exhibitor and the creative artist in the production of motion picture entertainment which, broadcast through the screen, must reflect the largest possible common denominator of wholesome public appeal. “The second expression of opinjon comes from a small group, which, unable to contradict the soundness of the fundamental principles enunciated in the code, demands that political censorship be imposed upon the art. “The American people are against censorship fundamentally, just as certainly as they are against censorship of the pulpit, the press, or any other form of human expression. The demands of certain special groups for censorship—usually by themselves— are based on the premise of ‘Thou Shalt Not’ which no democratic people can long endure. Americans of today have a great awareness and they won’t thank anybody for treating them like children in cradles. Is Art Restricted | a “The third body of opinion denounces the new code as too restrictive; criticizes many of its provisions as amounting to the prohibition of truth; calls for greater freedom of expression on the screen; sees art stifled and throttled in the motion picture studio; and demands that the red, raw facts of life be regularly fed to over 100,000,000 men, women and children who weekly attend the 22,000 motion picture theatres of the country. “Much of this opinion is based on the theory that any code, except the code of public approval, is injurious to the development and progress of the motion picture art. Some of it reflects only USE THIS IDEA — NOW! ies of free Sunday ads, each, Cutten of the Publix-Kunsky ry Here are the first two of a . Tommy 5 columns, planted IY Fe aut d department of the Detott Fra Press, o, test. Each ad touches pas used, as it is nota conte. 1 ad tot on q Hinecuke Peo of the want ad classification, continuing indefinitely, new art, and installed the instrumentalities of sound picture production. “The new medium of entertainment required $50,000,000 of new capital, for it brought many urgent problems. Directors learned an entirely new art of screen production. Scenario writers became dramatists. Famous motion picture stars learned to talk as well as to act for the screen. The best dramatic talent of the stage was drafted into seryice. “ven the basie principles of production were changed by the entry, of sound on the film. For several years the industry had been operating under a code of principles agreed upon when the art was limited by silence. Now talking pictures made available a new army of writers and dramatists to the screen. Sound drew new artistic talent, unfamiliar with the many problems involved in meeting questions of mass public taste and community values. Producers, therefore, found it necessary to adopt additional and new provisions to guide the development of wholesome entertainment. Dert, appearing Bie Fe Ly Tet United Artlets Teves | lle If this Popular Coup Were Married Tomorrow | —they conld easily and Con eat suitable apartment in the Wa umns of The Free Press ae < wae ou will find a wide variety © sae and prices arranged in es aed of their locatipn. It is so easy Gaon some of the most Tikely places an aa call Inter in the day serie eee & ection « « 80 easy and all ooe ciara wasted .-« Boe pacieel * OF course Janet Gaynor may not be Waiting for you in a snappy roadster, but you'll find plenty of interesting and attractive people st the Vacation resorts which offer accommodations on today's Want Ads. Turn to the ‘Resort Properties” column now and make your selection. Free Press Want Ad Service cancy for rent you'll find ay z trot Rent” td in The Free Press will quickly bring tenants to your door. To insert your ad just phone Randolph 9400 You get the low cash rate on ads placed by phone. the ideas of the intellectual Narcissus who habitually sneers al public choice as reflected in politics, in life and in art. He wants movies for the few, and not for the many. “There is no danger that an art which appeals to every man, ‘woman and child in the country will ever be stifled by the self-imposed standards of an industry whose existence, whose progress and whose future are dependent upon its ability to serve the best interests of the public. . | Purpose of Code “The purpose of the code is to develop further and to preserve the democracy of appeal inherent in motion picture entertainment. The limitations are those imposed by public morals, by good taste and by the accepted requirements of decency. : “The code is a challenge, not a barrier, to the dramatist, the producer, and the studio director, for ‘COOLING’ PARTY GETS RESULTS the production of the best possible entertainment for the greatest possible number of people. No really great dramatist has ever written for the few; he has written for the many. “The new code is simply a declaration of standards in motion picture production adopted by the industry to meet the widening possibilities due to the advent of sound on the screen. It is manInade, and therefore not a perfect thing. It must be translated into action by a multiplicity of minds, and mistakes will occur. “But it is a public pledge, made by a great industry to 250,000,000 people who constitute the world audience for American motion pictures. The industry which makes it will gladly receive suggestions and criticisms that will enable it to carry out worthily its mission of entertainment, education and information through the screen.” SPECIAL EDITION FOR RE-OPENING | Six-page special newspaper sec tion featured the opening of the renovated Marion ‘Theatre in Clarksdale, Miss., as the Paramount Theatre. R. BE. Norman is manager of the house. Facts of Life “Mankind, generally, has realized the difference between the entertainment which tends to improve the race and the entertainment that tends to degrade. Crime, brutality, vice, are among the facts of life, but the new production code recognizes that there is a right way and a wrong way to present such facts on the screen. “The love of man and woman, the social problems that emphasize the need of religious, ethical, and moral teachings, are obviously proper plot material for motion Picture presentation. Nevertheless, the code recognizes the fact that the screen, which’ reflects the art of the multitudes with its vast popular appeal, owes a definite Tesponsibility of the public to treat all sex relationships with due care and judgment. Good taste and a proper regard for the Lyndon Young of the Publix-Kunsky publicity forces in Detroit put across a “cooling party” for kids that netted a four column layout in the Detroit Times, reproduced below. He tied up with the newspaper for the children’s party. at the Michigan theatre. A special street car was promoted to haul the youngsters THEY DODGE SUMMER HEAT from one of the city’s recreation fields. The little guests inspected the cooling plant, posed for picture in front of the theatre, then watched the Helen Kane show. Great hot weather stuff for any Publix theatre, anywhere. Papers were generous with Space prior to the opening as well. A splendid editorial praised Publix for its faith in Clarksdale as evidenced by going forward with an ambitious program of improvements at the present time. Local talent, an orchestra and dancer, provided a stage attraction for the opening night. Beauty Contest Tie-up Doubles Night’s Gross When the Union Pacific Athletic club held a beauty contest in Grand Island, Nebr., Manager Irving Cohen arranged for apDpearance of the winner and the Tunner-up at the Capitol] theatre on a usually “off” night. Percentage of the receipts were assigned to the club to help defray expenses o1 the beauty’s trip to Ogden, Utah, and the club members sold tickets for the benefit show. The Union Pacific band also aPpeared on the stage, the beauties modeled dresses from a local de partment store, and revenue to the theatre from the stunt was More than double average Te" ceipts for this week night.