What the Public Wants

Hollywood showmen, always sniffing the shifting winds of popular favor, had a chance last week to savor a steady breeze. It came from a 33-city survey by Independent Producer William Pine, specialist, with his partner William Thomas, in trying to give the public what it wants. Pine & Thomas, proud to be known as "the Dollar Bills," have made money on 63 of their 64 pictures. On the theory that exhibitors are the best guides to public taste, they make an annual junket to sound the theater men out. After listening to them this season, Pine reported:

"The public is tired of pictures about the Civil War or any other war ... It wants fresh locales and fresh faces. People are tired of straight dramatic actors trying to be comedians, and sick of the same old tired stars playing youngsters half their ages. Color is a star on the marquee; the public loves it. It wants pictures that move, not talk. It wants science fiction. But it also wants pictures about people who are not afraid to say they believe in God, because people want to believe in God themselves these days. It doesn't, however, want dull pictures about religious themes. One more picture like The Next Voice You Hear, and even God will be out of business.

"The public wants pictures about kids and animals. It wants outdoor dramas. And it wants action stories . . . There is tremendous interest in Indians now. Exhibitors say: 'Give us Indians!' And the public wants titles. Titles wake up their imagination. I can sell pictures by calling off titles to exhibitors. A title like Hong Kong will sell sight unseen."

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