TWO TYPES OF FILMS

New Zealand Herald, Volume LXIX, Issue 21278, 3 September 1932, Page 10 (Supplement)

TWO TYPES OF FILMS

/MARKED DIFFERENCES SPECIALISED AUDIENCES - Recently, pictures seem to have been Itrongly differentiated into two classes—the super-sophisticated and the ultraroyiantic. Producers are wisely aiming at •pecialised audiences, instead of pursuing the will o' the wisp of universal appeal which 3us been such a drag on the advancement of the screen. But at the moment the cinemas are not benefiting by the distinctions brought about by the development ot ! the talkie. Films are still booked and shown almost, regardless of type and character. Family cinemas in the suburbs and provinces are still compelled, for obscure commercial reason's, to offend their patrons by screening the pictures which dalight a more sophisticated audience. The cinema proprietors are not to blame, for the big hiring organisations, representing the producers, force them to take a proportion of both classes of films. It' would surely be better to direct pictures into the two types, selling one class to cinemas of the purely family type, and the other class to I lie increasing number of cinemas where sophistication is expected and is no longer shocking. In this way the devastating " flops " so registered by wrongly placed pictures would be avoided; Meanwhile, the discerning filmgoer is fortunately able to "shop" for his or her pictures, changing the. cinema when the programme fails to please.