AMERICAN MONOPOLY.

New Zealand Herald, Volume LXVII, Issue 20620, 19 July 1930, Page 11 (Supplement)

AMERICAN MONOPOLY.

THE WORLD AND FILMS.

Some interesting views on the question of the moncwolv wixich the United States j* regarded as likely to exercise over the picture-going world, were expressed at a recent, luncheon in London by Mr. U i>. Cochran the famous English revue producer. Mr. Cochran voiced his remarks after' having seen a private presentation of Hollywood's latest screen spectacle in colour. " The Ring of Jazz. " Much as 1 admire American enterprise and resource." he said, "I do not believe that anv great picture-producing organisation or ariv combination ot sucti organisations can possibly turn out a sut- •. fici'ejit, number of pictures with Uie requisite universal appeal to humanity to give America anything like a monopoly. On the consrarv. I am convinced tnat everyone will have an opportunity, and that oniv the best will survive. " Nor" do I belive that the. talking pictures will prove a greater menace to the legitimate itage than any of the ot.liei .■ompeting forms of entertainment wliicti it has had to meet. A producer oi_a talk. :ng picture, which is but another iorm ot the stage piav, is confronted by precisely the same .lifficulties. but on a lar greater scale, as those which beset the processors of the older art from time immemorial. ■■ Xo one can sav with any certainty in advance what will please even a section 01 the public, far less the public of the universe. The problems the picture producer has to solve is infinitely more complex. His appeal must be made not to a section of the public, not. to the public of one r-ountrv. but to the public 01 the whole world." To succeed, moreover, lie must make not six pictures but, a thousand. Speaking of the work of John Murray Anderson, the well-known English stage producer, who was present at the aincheon and under whose direction ' Ihe King oi Jazz " was made in Ilouvwood. Mr. Lochran said that Mr. Anderson ancl lie were at one in believing that it, was not necessary to be dull in order to oe artistic: that what is good entertainment need not necessarily be" had art, Mr. Andean had gone to America determined, if possible, to raise popular entertainment to a higher artistic plane, and he had succeeded John Drink-water. tlie dramatist, said, that the only criterion an author cou.d safeiv trust was his own judgment. We bad "to ask himself the question, not "Will ihe public like this.' but vo I like it myself ?" If llje answer was in the affirmative ho could go ahead with confidence.