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368 SOUND MOTION PICTURES
the technique of construction in play-writing, the earlier part of the action, in a measure, will establish the premise for the story that is to come. If this is missed, it is obvious that the picture will not be as enjoyable as though it were seen from the very beginning. Hence it is likely that, in neighbourhood theatres, managements will establish definite schedules for the feature portion of the programme and try to regulate the attendance of patrons. The problem is of importance in connection with downtown or de luxe theatres that depend to some extent on transient patronage. Conspicuous posting of schedules and advertising of the starting time of the various units of the programme will help the public to view the talking motion picture from the beginning.
It becomes more important than ever for management to impress upon patrons the necessity for silence so that all may clearly hear the spoken word. In the Roxy Theatre, New York, signs reading "Silence," in electric lights, carry the message at every turn. Special trailers, emphasizing to patrons that silence adds to everyone's pleasure, are a direct means in focussing the attention of patrons to this social amenity.
The dialogue picture has already worked a change in the attitude of moving picture audiences in regard to applause. Observations would indicate that audible pictures are more likely than silent ones to move audiences to applause. Though sound and dialogue pictures are now known by various names, it is expected that the American public will ultimately call them all "talkies."
With the development of sound, Los Angeles and its suburbs are likely to increase in theatrical importance. Sound will attract to the studios located there artists and writers of the greatest ability, because sound pictures, made for a world market, will promise financial rewards too great to be resisted.