FILM REVIVAL

Wairarapa Times-Age, 9 March 1939, Page 5

FILM REVIVAL

ENTERPRISE OF HOLLYWOOD COMPANIES. EXPLOITING ALL SOURCES. Many and various suggestions have been made for a revival of the film in its popular appeal. It is recognised that the motion-picture industry, unlike certain other industries the prosperity of which fluctuates severely with economic cycles, is not a luxury service to the community. Rather has it become a necessary commodity, if entertainment can thus be classified. The new year plans of the industry indicate a better classification of films, better showmanship in their release, and a determination to exploit to the utmost the occasional film of universal appeal. Keeping up the pace established in the three months prior to November last, twelve Hollywood producing companies in that month acquired a total of fifty-nine story properties, according to a report in the “Motion Picture Herald” (New York). Topping all other buyers was Metro-Goldwyn-Mayer, which bought five originals, a novel, tw r o plays and twelve magazine stories for a total of twenty properties. Second on the list was Universal, with eleven purchases, of which nine were originals and two novels. Warner Bros, ranked third, with purchases fairly evenly distributed among three plays, two originals, a novel and n magazine story. As in the preceding three months, originals made up the basic source of

supply, with a total of thirty-four, or 58 per cent of the total, as against thirteen magazine stories, six novels, and an equal number of plays. Among the outstanding acquisitions were Paramount’s purchase of "The Cat and the.,. Canary,” famous play., ‘creen rights to which were bought from Universal; M.G.M.’s purchase of eight magazine 'stories by W. H. Tuttle, called the "Henry” stories, and Warners’ purchase of “All This and Heaven Too.”