Evening star., 1938-09-25

crosses are being reported from al
parts of the country.
Tracing the progress Of such films as
Snow White" TEST Pilot" and, more
recently. "Alexander's Ragtime Band, II
it seems the old theatrical line, There
isn't a sick box ONCE that cannot be
cured by q good picture" is founded
on fact. Theater men are almost
unanimous in stating that the film
business wouldn't have been seri-
ously hit this summer had its product
been up to normal.
Hollywood is now actually getting
down to business. There were a. fea-
lures before the cameras in one recent
week. Eighteen Of them could be
listed as big" ones, with large budgets
and outstanding casts. A year ago,
only IS films were in work. Two years
ago, the number was A. So production
is now at about its customary level
for this time Of year.
EMPLOYMENT, while not back to
peak figures Of several years ago,
is steady. During the slack periods
great heaps of deadwood were cleared
out of the industry and efficiency
ughtened up to point where more
and better work should be done.
If the extravaganza of a certain
few production leaders could be re-
strained. Hollywood might chalk up a
new high in economical trends. But
1t seems that stories and plays must
stu be bought at high figures and
then thrown away Nonenities from
abroad must still be brought over,
treated to million-dollar publicity
build-ups and then allowed to slip
quietly back across the water. And
its still impossible for some studio
heads to plan picture 50 they know
exactly what they want every step of
its way through production. This dis
organized system of planning Is costing
the industry hundreds of thousands
each year
The excuse offered in every in
stance is that the movies are a crea-
tive art and cannot be pinned down
to dollars and cents budget.
In spite of somewhat increased etfi-
cheney production costs have risen
steadily. Unionization of ali workers,
from extras upward, has sent nav
rolls sky-high. But that and the
generally increased cost Of nearly every
item going into picture making is
only part of the explanation. A smart
er public is costing the studios more
money. The public is now picking
and choosing its entertainment in
stead Of taking it as it comes. Con-
sequently the tycoons must spend more
time and money on story prepara-
ton and throw more Of it into actual
production to improve their product.
To balance accounts and keep prof.
its on steady level-as we'll as to
keep the exhibitors happy-the movies
are launching million dollar COM
paign this fall to attract more people
into the theaters Ct this amount some
S6O0.000 is being spent in daily news
paper advertising, while $25O,0OO in
prizes has been put up for a movie
quiz contest. The plan. devised by the
Hays organization, is a wilk one, for
TO participate contestants must see at
least 80 pictures of the "a released
from August to October 81.
A QUESTION is asked whether there
is any evidence that the movies
are falling into stride with earnings
Of firms and individuals in other in
dustries. This apparently is based
on the idea that studios, executives
and stars all earn fantastic sums.
The truth is that the proportional
earnings of producing companies have
not been as high as earnings of many
companies in other Nationwide in
dustries. They are merely better pub
hcized. One or two companies stand
out in earnings, such as Twentieth
Century-Fox and Metro-Goldwyn-
Mayer, but the others seem to be
reasonable and fair.
Average income of workers is higher
than that in other industries. How
ever, the glamour cast on the play
envelopes of most Of the actors suffers
a decided eclipse when the facts are
known. Only select few are in the
s4.00o-a-week or the Sl00, ,o00- pic
ture classification.
Your favorite character player, for
instance. draws little more in Holly
wood today than he did on the stage.
And there has been a decided tendency
on the part Of studio heads during
the last l8 months to batter down the
wages Of their famous hirelings. Actors
with options coming up on long term
contracts-most of them calling for
salary jumps at each re-signing-are
being firmly requested to continue at
the old figure-or else.
AS an indication of the new salary