Chance to Gain American Market

New Zealand Herald, Volume LXXV, Issue 23115, 13 August 1938, Page 16 (Supplement)

Chance to Gain American Market

EXHIBITORS* DEMANDS Under the heading, "A Break for Eng. Pix in America," America's Variety has somo hopeful things to say of the immediate future of British pictures there. If thoy prove true they are very important. For the closed American market lias always been the thorn in tho British industry's side; and the most effective force in discouraging enterprise. The American writer's optimism is based partly on tho now 'quota law, "making it economically worth while for American companies to produce or purchase English films"; partly on tho improvement in British pictures; and partly on "an evidenced inclination for acceptance by exhibitors of tho better-type British import." Tho happy conclusion is that "probably all of tho bigger British-mado features will bo brought in by major companies for showing in America." Ono reason has been omitted —tho real reason for expecting a "break for Eng. pix in America." That is tho shortage of good American films. Kvery American cinema is crying out for films. This need lias created tho wave of revivals. It has created a demand for Continental films in America. With films liko "Housemaster," "Tho Challenge," "Owd Bob," "Bank Holiday" and "Vessel of Wrath" going about, of a higher average standard than Britain has ever previously produced, this is tho moment for British films to get an American foothold.