TASTE IN FILMS

Dominion, Volume 37, Issue 239, 6 July 1944, Page 3

TASTE IN FILMS

Proposal That Industry Consult Public

SOCIALLY IMPORTANT ART

Saying that theatre box-oihee takings should not be used as the only guide to the public’s wants in moving*i>ictures, Professor L. Lipson strongly advocated in an address to members of the movingpicture industry last night in Wellington that exhibitors.establish a lilm-goers advisory council i” co-operate with them in presenting their patrons’ requests to the producers of films and in helping to raise the general standanl »>f taste. “Have you thought of seeking the cooperation of the public?” Professor Lipsou asked. “Have you thought of seeking their opinions? Don’t rely on the box-ofiice as a gauge of the social value of the cinema. Why not get together representatives of your own organization and some representatives of enlightened public opinion, whom you would invite to collaborate with you? Then suggestions for improvement could be routed through such a eommilte. businesses generally voice (heir objections to governmental control, which they call interference. One remedy is for "the business to set its own house in order. If an industr.v seeks the co-operation of the public in that, way the public will not be found wanting. Whatever the commodity it: sells, no business that seeks the goodwill of the public through the co-nperalion of the public Jias ever, or can ever, make a mistake.” ./ Professor Lipson pointed out that the film industry had a social responsibility to the public whom it served, and the fact that exhibitors had invited an educationist Io address them indicated their awareness of that obligation. In one sense the films were a business, and a very big one. Films were not only popular entertainment, and a big business, but also art of a new kind and a political and social force. Because of their visual medium films made a deep and vivid impression on all manner of persons. Every New Zealander, on an average, visited a picture theatre once a fortnight, ami the regularity of the visits imprinted on Jne minds of the filmgners the ideas, habits, tastes and attitudes that were seen on the screen, and thousands modelled themselves on what, they saw and heard in the theatre. That, was why moving-pic-tures were a great social responsibility, and nu/rc than mere entertainment. .In that: way, too, the cinema acquired political significance, countries with rival ideologies having banned each others productions. r l'he democracies, hy producing such films as “Grapes of W’rath” and ‘‘Love on the Dole.” had done an honest service in truthful reporting. It. was questioned whether the' films should cater to the public taste as it was or should try to raise that taste. As a rule the public wanted that with which they were familiar, but the moving-pic-tures. like the radio, could familiarize people with new tastes. Stokowski had been made as palatable as Micky Mouse, said the speaker, who pointed out. J hut all education consisted of familiarizing people with something that was better for them than what they already knew.

Professor Lipson said many more good docn manta rias, short films conveying truthful information on some topic of social interest, were needed. There should he a bigger production of British films, which, as a rule, were distinguished for their tone of sincerity. Hollywood itself would improve it met stiffer international competition, and it. might learn to portray more ordinary, natural persons and fewer glitter gods and glamour goddesses. Horror films as an entire class, and their accompanying advertifceniciits. he would like to see banned outright by producers, distributors, the censor and exhibitors. Producers should be urged to make more films specially designed for children and adolescents.

The address, entitled “Public I’elafions of tin? Film Industry.” was given under the auspices of the New Zealand Motion Picture Exhibitors’ Association, the. annual meeting of which is being held in Wellington.