Britain Accepts the Challenge

Sun (Auckland), Volume II, Issue 538, 15 December 1928, Page 13 (Supplement)

Britain Accepts the Challenge

British Dominions Films

The British Empire has been thrilled with the news that Britain is making its own pictures on a huge scale. They are productions breathing our national sentiments, upholding our ideals, our humour, our time-hon-oured traditions, our beauty, our enterprise, and our particular genius. Britain. therefore, is especially equipped to produce first-class pictures. Its brilliant artists and dramatists are now turning their attention to motion picture photography and. scenarios. Its fascinating girls and athletic men are being trained thoroughly. in the British way. to act for the screen, and not merely to look beautiful. There’s an old saying, which has been proved many times: "Englishmen lose every battle but the last”: and it is coming true again with British pictures. and America is looking to her laurels.

On Britain’s banner lias ever been. "Freedom, liberty and individualism.” She is fighting for these ideals now. in her great fight for film supremacy. Before the Great War British pictures were the world’s finest product. During the war period her whole energy and attention had to be given to winning thnt war, and it was during this period that the position was won from her. British film producers are now making pictures which will compare favourably with any other product in the world’s market. It is not through patriotism that Britishers will support British films —but because they give the best entertainment value. Next year the whole of the world will want to see British productions, because they are magnificent productions, technically and artistically perfect, brilliantly acted by the best types that the world can offer, great and splendid stories, inimitable humour, and breathing a sentiment of beauty and dl ße;Uising Britain’s stupendous effort to produce great pictures. Hoyts Theatres, Ltd., have completed the biggest contract ever made in Australia for British films. This contract is to the value of £IOO.OOO, completed through the offices of British Dominions Films, Ltd., an entirely Australian organisation formed to release tne cream of Britain’s product throughout Australia. For New Zealand, the Fuller-Hay-ward organisation has bought the enSre output of B.D.F. films, for their big chain of theatres throughout the Dominion.