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Motion Pictures and the Radio
MOTION pictures and the radio must co-ordinate. It is logical that they should, for the one is "sight unheard" and the other "sound unseen." Each is an art in itself and yet, like all of the great arts, one can help the other.
There was a time when the belief among the studios was that radio would injure motion pictures, but this time is past. They are now working together for the greatest good as is proven by the fact that most of the great artists are lending their talents to broadcasting. The value of radio to the motion picture industry is easily understandable if one knows the numerous fields reached by the broadcasting stations. One of the best-known directors in Hollywood said: "While ability is absolutely necessary in the cast of a picture, it is publicity which puts the picture over." Proof of this is seen in the enormous amount of money spent in familiarizing the public with a picture both before and after it is released. Now stop to think that each evening when the broadcasting stations in this country go on the air, every word spoken is heard by more than twenty-million persons, and this number of listeners-in is growing by leaps and bounds. What would it cost in dollars and time to get the name of a picture or an artist to this many people by any other means than radio ?
You may answer the above by saying: "That may be true for the producer or the artist, but how about the exhibitor? Does he not lose out through the public staying away from the picture house to listen to their radios?" The answer is — not if the motion picture industry will co-operate with radio, for the public will be all the more anxious to see the picture of the artist whose voice they have heard over the air.
To prove that the statement in the last paragraph is not mere supposition or theory, let us quote a specific instance. Just one year ago the Los Angeles Times broadcasting station, known as Radio KHJ, put on a program known as the "Sandman's Hour." This forty-five minute program has been broadcast from this station every Tuesday evening since that time and the theme of the "Sandman's Hour" revolves around little "Queen Titania of Fairyland" who comes to earth for this period to talk to mortals. Such intense interest was aroused through
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