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after is another example of its great interest
to the mass public.
On the whole, the program this year was wellpaced
and. despite those wh(j criticize the commercials,
they were less intru>ive than in the
past, with the exception of those for a brand ol
tooth paste. The rest of it was in kcejjing with
the aura of glamour generally attached to motion
picture people and an aildefl fillip for the
UDinen viewers.
It has been brought up Ipcfure, liut we would
like to reiterate that there should be more of
the industry doing a good commercial for itself.
True, much is implicit in mere mention of motion
pictures that were nominated and, of course,
for those that emerged as winners in one or
another facet. But what seemed to be greatly
amiss was the lack of some expression on behalf
of the nation's motion picture theatres. Just a
closing reminder that the pictures whose titles
were mentioned would be showing at "your
favorite theatre" is not enough.
Another suggestion that has been made from
time to time concerns inclusion of so many
technical awards. Without doubt, they are
merited, but recognition for the accomplishments
by technicians and others that mav come
under that category are of comparativelv little
interest to the general public. Cognizance of
this fact was demonstrated by having .*ome of
the Oscar presentations made off-camera while
the commercials were on the air. H, in some
way, this could be extended, the air time might
1)(> held to an hour or 90 minutes at most,
instead of over two hours, which, in the East,
has been carrying the program well bevond midnight,
causing many not to tune in. and others
to tune out before it is over.
If this is feasible, it might, as one exhibitor
wrote to us a week before the event and, as others
have done in other years, make possible tlie
filming or taping of the "main event" and making
it available for showing all over the world.
Such a film would have interest for people who
do not watch television (and they are legion)
and it could make a good attraction for theatre
showing, in this country as well as abroad.
Be that, as it may, we think the Oscar showhas
a great value to the industry.
It engenders an
inestimable amount of talk about and interest
in motion pictures generally and, particularlv. in
those pictures tliat spawn a winner for whatever
merit cited. Again, we say, congratulations to
all who had a |>art in the Oscar event this year!
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