Edgefield advertiser. [volume] (Edgefield, S.C.) 1836-current, 1922-02-22
Picture Umpire Will Have Veto
Power ON Films. :

-
Los Angeles, Feb. 9.-Arrange-
ments have been made for a review
Of each picture that is prepared. The
report of this review will go to Mr..
Hays and his decision will be final.
If he orders the. picture changed it
will be changed. If he orders it
"scrapped" it will be discarded with
out argument.
We felt that in selecting Mr.. Hays
for a position of this kind we had
done wisely when we picked a man
who has had no previous connection
with motion. pictures. He cannot be
prejudiced and he will favor no one.
We know that his usefulness in the
post to which he has been chosen will
depend wholly upon his complete in
dependence of action.
He vas not chosen by me-. nor by
Mr.. Zukor; he does not represent Mr..
Fox nor Mr.. Goldwyn; he is not the
friend of the Universal nor OF Famous
Players-Lasky. He stands for the
whole motion picture industry, and
his Job is to view the interests of the
entire industry as against any indi-
vidual producer or collection of pro-
ducers.
Discrimination Eliminated.
For instance, let us suppose that
some film oncern turns out a picture
that is below moral tone and that MI.
Hays decides this must not be ex-
hibited. 1t is very natural that this
concern might, if this decision were
rendered by a collection of its bust
ness rivals, feel that discrimination
was being practiced against it. But
when the picture is "scrapped" by or
der of a man who represents the in
terests of the entire industry this
same feeling can not exist. Added to
this is the fact that the associated
producers also have agreed that when
ever a picture is rejected for cause
they will repay to the producer
whose film is denied presentation a
sum of. money representing a fourth
of what he expended in preparing
the picture.
Mr.. Hays will be in close touch at
all times with the exhibitor-and the
exhibitor is the individual who knows
BEST just what the people wish to see.
Some one producer might think that
a certain type OF, picture would bring
him rich returns. And his belief
might be true so far as he individual
ly was concerned. But the exhibitor
to whom the film was ey--onded for
presentation would know that the
showing of such a picture would be
bad business, 1t might increase at
tendance Of a certain class for one
week, but it would lower the tone of
the theatre and would make for heavy
losses in the long run. MI. Hayes will
get the views of exhibitors and will
take them intimately into account
when he is ~perfecting the closeup or
%ganization which we expect will re-
suit from his taking hold.
"To Keep Confidence"
Mr.. Hays will be entrusted with
the job of keeping the public conf
dence-which is something that is
basic to the success of the entire mo-
ton picture producing structure.
Very much has been said on the
subject of "sex" in pictures. But
there exists a confusion in the minds
of many regarding the definition of
sex.
A great many think that the word
sex is synonymous with ~salaciousness.
This is not true.
The sex picture will continue to
lead in presentation on the screen.
But the salacious picture will not be
tolerated.
There is an appeal of sex in every
thing. The cleanest and most whole
some love story is based-cannot help
being based-on the attraction be-
tween opposite sexes-"the love of a
man for a maid" The very world it
self and everything that goes on upon
it has sex as a foundation. But it is
not necessary to treat the appeal of
sex in a vulgar or obscene way. And
it will be one of the principal parts
of Mr.. Hays duties to see that this is
not done.
Gets No Percentage.