Hand in hand with the better pictures whir are being produced must continue the effort of the industry to develop greater audience appreciation for higher entertainment standards—according to the annual report of Mr, Will H. Hays, president of the Motion Picture Producers and Distributors of America, Inc. The industry is at a stage where better pictures have widened vastly the orbit of the screen. The problem is how to continue to increase the number of cultured and thoughtful people in our motion picture audience. Not all segments of the population can be reached by the same interest appeal, The success of our developing educational work is attested by the growing number of calls by individual companies for ce-operation with respect to some of their leading pictures, Such activities conducted for the organized industry have the three-fold purpose of increasing box-office receipts; of effective approach to many of the 26,000,000 adults in the United States who are only occasional moviegoers; and of fostering the prestige of the industry through public appreciation of the fine quality of motion picture production, The economies made in such work by the Association during the year have not decreased the necessity or demand for service from our Community Service Department, Many pictures produced during the past twelve montfis have high educational, literary or scientific overtones, which must be publicized on the basis of leadership opinion as well as of popular appeal. Such work should be continued, For instance, during the past year we maintained contact with 16,000 cultural leaders interested in emphasizing various aspects of motion picture entertainment,
Text read from the printed page and cleaned; old type leaves the occasional error.