THE FILM INDUSTRY

Dominion, Volume 28, Issue 217, 11 June 1935, Page 11

THE FILM INDUSTRY

Publicity Expert Visits Wellington “BUSINESS BOOMING” Business in the film industry in Australia and New Zealand is booming, according to Mr. J. Joel, publicity manager of Columbia Pictures Proprietary Limited in Australasia, who is this week in Wellington iu the course of a six-weeks tour of New Zealand. It is Mr. Joel’s mission to survey publicity conditions in New Zealand, and to study the taste of Dominion picturegoers,

“New Zealand is a very important territory in the eyes of the American film industry," explained Mr. Joel, adding that it was the purpose of his company, which had now established a system of direct representation tn New Zealand, to cater as far as possible for the local taste. “Business in Australia and New Zealand is very good, and the keen competition between producers is resulting in a higher class of production,” he continued. "The variety of choice offered by the many cinemas allows the public, by supporting the better films, to express its preferences. Just now the light musical type of show is proving the popular favourite throughout the film industry.” Although Australian productions had been going for comparatively few years, and lacked the finesse of technique and production which only experience could give, they were distinctly and rapidly advancing, said Mr. Joel. The American companies had the advantage of experienced technicians, actors and producers.

An impetus to Australian film production would be given by the introduction of the Quota Act. stipulating that a certain percentage of Australian films should be shown at every theatre. .Such an Act was already in operation in Great Britain, as a safeguard to the British film industry. A great deal of discussion had taken place recently as to whether the big United States film corporations would contemplate making their own films In Australia or New Zealand. It was not likely. The costs of shipping out companies, cameramen and other essentials would prove toq expensive. Local production, however, was booming, and no fewer than live Australian shorts had been showing simultaneously on Broadway recently. Of course it was too early to observe the public’s reaction to new Australian films, but it had been noticed that English films had a natural appeal, and several theatres in Sydney were showing them only. Mr. Joel added that fils own company, though American, bad made several films in England. This was rendered possible by the modern system of loaning and exchanging studios. The same to film stars, and in this Columbia Pictures were pioneers, instead of maintaining a number of fixed stars on long-period contracts, and having them idle a great deal of the time, they would exchange the two or three first-rate stars they had on contract with those of other companies, and they would engage freelance stars for short periods. One film company would say to another, “We have a good director; you have two popular stars —let’s swap.” Thus the expenses of the industry, always high, were in some degree moderated.