BRITISH FILMS

New Zealand Times, Volume LIII, Issue 12614, 26 November 1926, Page 8

BRITISH FILMS

AN EMPIRE MARKET HOW TO COMBAT THE AMERICAN PRODUCT MR HENRY HAYWARD’S IDEAS The president of the New Zealand Picture Supplies, Mr Henry Hayward, yesterdav gave a brief outline of a project to develop the film industry throughout the Empire for the pur-

llliiliiiiiliiluiiilniiiiiiaiiiiiiiiluiniiiliißiiiiiaiiiiiiiiiiiiiiiiiani pose of. making it independent of American productions, which largely dominate British picture houses to-day. Although a showman primarily, said Air Hayward, he was also a British citizen, and as such was anxious, with other showmen, to see an end to what was practically an American monopoly of films in the theatres of the Empire. He had a great respect for American civilisation, but he believed British civilisation was better fitted for the British Empire, if not for the world. The moving picture had a most potent influence on modern life, which was exemplified in New Zealand by the fact that at least 600,000 people attended the theatres every week. The programmes were mostly made by Americans, and breathed the American atmosphere, and this was gradually influencing the British character, even in the .language we spoke. The great question was how to combat this practical monopoly. Mr Hayward said he firmly believed that eventually British art m film-making would assert itself. Certainly in literature, in music, or in any of the other arts Britain did not in any way play second fiddle to the United States, and it was only a question of time and enterprise when the British film would take a place equal with the American. As to how that objective could be more rapidly achieved, Mr Hayward said one idea was the method adopted by Germany, by which American film importers and producers had to purchase a quota of German, films for export before their own films could be imported. He did not think*.that method the right one for the British to employ, nor that it would succeed. Most Government interference with trade or art was a failure. This had been exemplified over and over again, and the latest case in point was that of the position of the butter market to-day. Another method advocated was that the theatres of the Empire should be compelled to exhibit a oertain proportion of their programmes of film made within the British Empire. That, too, was a very unfair proposition to the showman. Why should any business firm he compelled to buy goods which it knew it, could not trade in profitably, and which its customers did not want to buy? It had always to be remembered that in New Zealand at least ten complete programmes per week were required for the service of the cinema theatres. Britain did not produce more than one programme on the average per week, whilst America produced at least twenty. It was impossible, therefore, for a majority of the picture plays for use in New Zealand, or, even a, fair proportion of them, to be taken from Britain until Britain produced sufficient supplies.