"Love" in Film Titles Unpopular
Films with the word "love" in their titles are not popular with the cinema public, according to an English theatre manager. Many distribution companies agree with this and a Ga uniont-British official stated that, although he did not think it wise to generalise, there was no doubt that the word "love" used in a "sugary" sense was unpopular. "If you use the word in its best sense," he continued, "it is all right, but if used in a catch-penny wav there is a definite drop in takings wherever it is shown."
As an example, he quoted "One Night of Love as being far from a success when first shown. Exhibited at second and ,third-run theatres, however, after people had learned it was good, it was much better supported. "The trouble is that producers do not realise that the cinema-going public is much better educated than it was several years ago. They still try to play down to the public, which I believe is a mistake."
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Bibliographic details
New Zealand Herald, Volume LXXV, Issue 23061, 11 June 1938, Page 16 (Supplement)
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170"Love" in Film Titles Unpopular New Zealand Herald, Volume LXXV, Issue 23061, 11 June 1938, Page 16 (Supplement)
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