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''<br />
I embarrassed<br />
>ublic Relations Versus<br />
?ublicity Expounded<br />
rom Eo*tcrn Eilition<br />
NEW YORK" Till- clUffii'iiff bilwfon piiblolty<br />
and public rtlittluns and huw both apply<br />
film business was dlscusM-d htrc rect-ntly<br />
by Maurice Bergmun,<br />
director of public<br />
relatione for Uiilversa<br />
1-ItiU-rnHtloiml.<br />
before the A&s'n of Motion<br />
Picture Advertisers<br />
udvertlslnK cla.ss.<br />
Other .spoiikcrs were<br />
Arthur De Bra. director<br />
of the community<br />
service department o(<br />
the Motion Picture<br />
Ass'n. and Gordon<br />
White, director of the<br />
Maurice Bergman advertising code ad-<br />
Unlstratlon of the MPAA.<br />
'Publicity," Bergman said, "either sensibly<br />
Inordinately, attempts to excite the public<br />
an Idea which will either sell something or<br />
11<br />
^unebody.<br />
Public relations, on the other hand, atiinpts<br />
to create an Impression reflecting the<br />
Tew hUosophy and belief of the particular enterrlse<br />
or Individual.<br />
'Our mdustry has the distinction of being<br />
he only one that gave away its merchandise<br />
uring World War II. There was very little<br />
ril ublicity about this, but there was a great<br />
If eal of public relations."<br />
Bergman said he thought this Industry<br />
lould conduct organized campaigns when it<br />
by agitators in Congre.ss or<br />
Bcomes the target of pressure groups, because<br />
lere are more pressure groups with "pet<br />
ieves"<br />
than ever before.<br />
One of the major public relations prob-<br />
15, he said, "occurs when we try to reconle<br />
the desire to the glamorous with the efto<br />
be conventional and typical of Ameribusiness.<br />
In other words, in publicizing the thing<br />
Slat interests people in the movies we must,<br />
'"^<br />
t the same time, try to neutralize thus with<br />
ta<br />
IE<br />
-^<br />
tub'<br />
le actual facts that we are a solid, .subantial<br />
element of the business community.'<br />
Izteca Xmas Film Set<br />
SAN ANTONIO—Azteca Films Manager<br />
iwell Truex has announced that Azteca's<br />
hristmas release is "Historia de un Coram,"<br />
with Charito Granados in the top role.<br />
Hope for Grandson Strong,<br />
But Girl Is 'Superior'<br />
Waskom, Tex.—Charlie and Velva Otts,<br />
operators of the Wakea Theatre here,<br />
mailed out announcements on the birth of<br />
their fourth granddaughter. The four<br />
Otts children are girls. There are no boys<br />
in their family. The notice stated that<br />
the Otts Theatre "for women only" presents<br />
"The First Grandson."<br />
Then a notice that ".-Vnother Granddaughter"<br />
was being substituted for the<br />
original announcement. The grandparents<br />
noted, however, that when they are<br />
forced to make changes, a superior product<br />
is shown. The baby is the daughter<br />
of Rose Otts Strong, daughter of the<br />
theatre operators.<br />
IIO.NOK.S lOK SOI .S.\— .\1 Liihtman. Ittt, .otli < intury-Kox dlrfit.r .i .li.lribution,<br />
shows the pUique dedicated to .lohn I'liilip Souvi as Ameriras Man h King by<br />
20th-Kx and the marine corps at a dinner ,it the l.ambs ilub in New York. ( liflon<br />
Webb, center, who plays Sousa in 'Stars and Strip
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