MOTION PICTURES

Evening Post, Volume CXVIII, Issue 101, 26 October 1934, Page 14

MOTION PICTURES

LOCAL PRODUCTION

ITS ADVERTISING VALUE

The point that local production of motion pictures had a distinct value in advertising the country of their origin abroad was mado by Mr. Alan J. Williamson, Australasian representative of the Gaumout-British Picture I Corporation, Ltd., in an interview with a "Post" reporter. The American viewpoint was that every foot of film sent out from tho United States was worth a dollar in foreign trade, he said, and there was no doubt that that opinion was justified. Mr. Williamson mentioned the possibility of tho Gaumont concern giving the assistance of its system and equipment to tho development of tho pic-ture-making industry in Wellington, as had been done on a large scale in Sydney. Speaking of the public taste in pictures, he said it was a peculiar thing that a production that succeeded in England invariably met with a similar reception in New Zealand. In Australia it was a different matter. The tastes of the people in the various States differed very greatly. One thing common to both Australian and New Zealand, however, was that the people wanted entertainment, pictures with a typical story, whereas in London and New \Tork, with their vast populations, audience.) could always be found for what might be termed cpie pictures. With such audiences it was a question of interest rather than entertainment. Nevertheless it was thoroughly appreciated that New Zcalandora approved and liked the .epic type of production as :t supporting film. Mr. Williamson referred to tho keenness with which the Gaumont-British concern was meeting the American producers on their own ground and competing for new stories and new i stars. It was the first time, ho said, j that a British company had gone into the American market. George Arliss had just completed "Tho Iron Duke" for Gaumont-British and was under contract for two other pictures. The firm's policy was to produce the "super" typo of picture, one of which was "My Song for You," starring Jau Kiepura of "Tell Me Tonight" fame, and it was having remarkable success. In England the quota called for 221 per cent, of British pictures, but already programmes were averaging 35 per cent., said Mr. Williamson. The quota would rise to 25 per cent, next year and would then cease. Four years ago the quota was barely filled, : but in the last two years increasing ' preference had bei3n shown for British films. Mr. Williamson gave some interesting details of visual education in i schools by means of suitable apparatus : and film libraries. The system, he said, was very extensively in use in : England and the educational authori- i ties in Australia were keenly inter- ! ested in the idea. The films in all i cases wero required to fit in with the : school curriculum and their value, par- i ticularly with backward children, was 1 obvious. He anticipated that many of tho films would have to be produced locally, ,but a largo number would bo available that would be valu- ' able generally. ' "I think that tne Dominions particu- ; larly have failed to see the value of ' films as the finest means of making ' themselves known overseas," Mr. Wil- I liamson added, on the subject of local ( production. "There is very little ' doubt that a film that is purely scenic ' is not to be compared with one that uses a country as a background for a ' feature picture." J