H.B. FILM AUDIENCES

Hawke's Bay Herald-Tribune, Volume 81, Issue 17, 13 October 1937, Page 10

H.B. FILM AUDIENCES

"Discriniinating and Representative" plSTRIBUTOR'S TRIBU TE The view that Hastings and Napier possessed the most representative and discriniinating audiences to be found anywhere in New Zealand was exprees* od to a Herald-Tribune reporter by Mr. J. Joel, publicity manager for Australia and New Zealand for Columbia Pictures, who passed through Hastings ye3terday. This fact, he said, was generally recognieed by the film distributors, and it was on this account that Hastings and Napier not long ago had been given the distinction of having the preniiere for-Australia and New Zealand of "Tbe Lost Horizon." Tbe test had proved highly satisfactory, and it had enhaneed the prestige of Hastiflgs and Napier in providing a gujde to general appeal. It had been found, he said, by repeated experience, that if a film was well received in Hastings and Napier it would be certain of suceess elsewhere throughout Australia and New Zealand. Columbia Pictures, said Mr. Joel4 were trying to incorporate New Zealand appeal in their produetions. The producers realised that Australia and New Zealand constituted an important film market, and they were doing all that they could to cater for audiences in these parts. Mr. Joel is making a tour of New Zealand for the purpose of studying audience-reactions, In eaeh town that he visits he confers with theatre-manag-ers and newspaper-men to find out their likes and dislikes. He has spent four weeks in the South Island and is now touring the North Jsland. Mr. Joel arrived in Hastings yesterday moming and left agaia for Palmerston Nortb last night, One thing that had impressed him in the course of his travels throughout New Zealand, said Mr. Joel, wa© the modern and up-to-date theatres. By comparison with towns of similar size in the TJnited States, be said, the theatres in New Zealand towns were superior. "X have discovered that tbere is no dissimilarity between Australian and New Zealand audiences in their tastes," he added. In botb countries the musieal type of film, the good comedy aleo, wero popular. The film with a strong dTama appeal also went over well in New Zealand. It was on these lines, concluded Mr. Joel, that the company was planning future produetions. Early in the new year another Grace Moore film# " I *31 Take Romance," and a film starring Irene Dunne under the title "The Awful Trutb" would be released in New Zealand.