PRAISING POOR FILMS

Radio Record, Volume VIII, Issue 40, 12 April 1935, Page 5

PRAISING POOR FILMS

HE extravagant phrases used to laud forthcoming talking pictures is the subject of an article on our film page to-day. As our film critic rightly points out, the constant use of such adjectives as "glorious" and "magnificent" to describe mediocre pictures is breeding in the public a distrust of and a contempt for film advertising and criticisms. The newspapers have it in their power to render a great service to the film industry, but while they continue to praise inordinately all and every’ picture that is screened the public cannot be induced to put any trust in theatre announcements, For instanre "Viennese Nights," which had its Australian and N-w Zealand -premiere in Christchurch. was extravagant] praised in the Press, but its week’s season was something of a flop. But word-of-mouth publicity did the film so much good that it has since been brought back to Christchurch half-a-dozen times-and its:success.is now a matter of film history, ~e