Record #90

Date:
21/07/1923
Record Type:
Report
From/By:
Col. Jason S. Joy
To:
MPPDA (Committee on Public Relations)
Reel:
Reel 1
Frame Start:
1-0211
Frame End:
1-0215
Legacy ID:
90
Legacy Year:
1923
Legacy Index:
MPPDA - Public Relations Committee
Comments:
Additional text in Transcription.

Discussion of the commercial motives behind the choice of salacious titles, with a representative from Famous Players-Lasky.Joy "Emphasized the fact that exhibitors had come to look upon certain kinds of titles as attractive and that this was, of course, a powerful coercive upon the producer. He pointed out that the solution lay in disseminating dependable information concerning worthwhile pictures bearing clean titles. The exhibitor, supplying what he thinks to being the popular demand, would hardly change until his community demonstrated they wanted the worthwhile more than the salacious."

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Long Description:

"Mrs. Lilly complimented the production ONLY 38 but pointed out that its commercial value was not known to the committee. She suggested that such data for a group of producers of all kinds might be highly educative to the committee. Mr. McCarthy stated his company could furnish information of this kind covering exhibitors over the entire country. Your Secretary was instructed to collate this and other data showing the relative commercial success of pictures bearing sane titles as against salacious titles and pictures of a worthwhile character as against those of trashy tendency.

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