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Wednesday, Julj 30, 1941 9 "The Guy Who Wrote That Review Knows What He's Writing About" A film reviewer just doesn't sit down and dash off a film review, riety's reviews ore not written that way. Va- Voriety believes its reviews are important. They're important to us. anyway, because we know how tough it is to write a good review, cmd how long it takes to develop a good reviewer. The picture business knows about critics and criticism. It ought to, for it has suffered enough from poor criticism, trade or daily paper, since the industry's inception. The newspapers used to scoff at pictures; allowed any- one ^to 'catch' q film. And that was the public's guide to the local picture. It's better now. But how much better? The trade papers? They tied their reviews to advertising. Still do. Variety was the first trade paper to fight for the independence of its re- views. It's still fighting. And if you're still reading well mention that Variety is the first paper, trade or daily, which ever printed a film review. It is also the paper that gave the industry 'Running Time.' About that fighting for reviews. In last week's Variety (July 23), on Page 9, we carried on ad to boost ourselves. That ad showed how REO reprinted a Variety review on cm RKO pictiure and sent it to exhibitors, and its own salesmen, to help sell that film. This week REO has barred all ad- vertising from Variety because of Variety's review of 'Here Is a Man,' cm REO picture. Certainly, Variety believes its reviews are important. VVlien it costs us money you can bet it's important. But it's proof to the trade of the claim that our reviews are on the level We've said it for 35 years. It still goes. Variety's film reviews are primarily aimed at the theatre men, the ex- hibitors. 'Will it get money?' Answer that one first. Variety always has. They are also iiitended to be of interest to the studio production staff and the cast. Film reviewing, to us, is not simply a matter of trying to tell on exhibitor how to exploit the picture. It's got to give him a complete picture of the picture, and accurately. Picture men all over the world read Variety's film reviews. So do some of the bankers in Wall Street. Are they interested in the chances of a new picture? Is their dough tied up in pictures? Whort do you think? Yes, film reviews are imj^rtcmt. At least, we think they're important—^ and we thiiik oivs are the best. W believe that the highest praise a .Vccrieiy tilm review can attain is for an exhibitor, director, periormer, banket or stockholder to say: **THE GUY WHO WROTE THAT REVffiW ENOWS WHAT HE'S WRITING ABOUT" NEW YORE 154 West 46th SL HOLLYWOOD 1708 N. Vine St. CHICAGO 54 W. Randolph LONDON 8 St. Martin's PL