Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-10-26
NHIS business Of producing
and exhibiting motion pic
lures sometimes forms At


and exhibiting motion pic
lures sometimes forms It
self into a puzzle-a puzzle
not only for the aforementioned
showmen, but for the cash-pay-
ing public. Some Of the very best
pictures Of the past year-clean
pictures and worthwhile attempts
to really elevate the screen-have
been financial failures as far as
the box office is concerned. On
the other hand, some Of the most
lurid productions have caused the
box office cashiers to work over
time. What is to be done in the
matter? There is no doubt that
the producers and exhibitors pre-
fer to make and exhibit first-class,
clean pictures. On the other hand,
If 1t is the highly colored effort
which brings in the money, who is
to blame? This gets the whole
trouble, or a large part OF 1t, in
the hands Of the customer.
In going back over the list OF
the years pictures, one finds
numerous examples Of off-color
entertainment placed in the list
of the seasons successes, as far as
one can measure by dollars and
cents. One also finds many fine
productions that have been finan-
cial failures. They have been
exhibited to a cold and disinter-
ested public. During the past
geek, here in Washington, we
have been treated, at least in
name and advertising, with some
glazing examples of Flash" pic
lures, to mention "A Lady'S Nor
ais" and "a Lady Surrenders."
One of these pictures was offered
to the public as entertainment
suitable only for adults.
Who Is to blame for this state
Of affairs? OF course, the produc-
ing companies made the pictures
and gave them their titles. That
much can be placed upon the
shoulders Of the producers. They
also, no doubt, have hand in the
exploiting of certain filmS-in the
manner in which pictures are
brought to the attention Of the
public. The exhibitor, in most in
stances, follows instructions from
the hYgHer-upS when 1t comes to
local exploitation. Nearly all OF
the publicity and advertising copy
is prepared in the producing COM
pany's offices. ......
It comes to my ear that Will
Hays, Gear Of All the Movies"
was informed Of certain exploita-
ton methods used with q picture
in Washington last week, and
complaints were registered in the
"Czar's" office. The claim was
made that q certain well-known
producer had ignored the Hays
code to such an extent that his
local exploitation method was en-
tirely out Of place and not in &C
cordance with the rules Of the
movie game. Whether this pro-
Queer will be brought to account,
do not know, but 1t is my opinion
that he should feel the full force
Of "Czar's" anger. The code re-
Gently passed by the producers
was, and is, q good thing, but II
It Is to be ignored, 1t certainly
loses its value.
When one considers the fact
that the public contributes to the
success Of an unclean screen pro-
duction, this Is q matter which
comes home. am given informa-
ton that a local theater which ex-
hibited sex pictures last Winter
made q profit of around $4,000
in 10 weeks. This Is not as 1t
should be. The producers and
exhibitors who 60 In for clean en-
tertainment should be given the
patronage. In the long run,
wholesome entertainment is the
best policy; the success Of the un-
clean firm Is a temporary thing,
although it seriously complicates
the situation.
A Chicago publication recently
interviewed eight dramatic critics
in order to obtain their opinions
Of the cause Of the present state
Of the speaking stage. Four critics
aScribed the present situation to
a prevalence Of smut" The in
terviews have been noticed by the
heads of various motion picture
producing units, and they have
caused considerable concern In
some quarters.
"Unless you hare a contract,
stay dtDGy" This Is the mes
sage sent out from Hollywood,
1chere at the present time
"niedtocre scenuTists can be
bought By the carload, song
1DTiters hare about as much
chance as q Republican In
Georgia, and q pretty face will
not eUen reach first base" In
fact, the girl problem Is the
most serious. Auto caravans
filled Nth broken hopes, am
billions and aspirations are