Show Good Taste Goal of Every Movie F Producer Academy Officer Says iii Code of Advertising Ethics Adopted f t People cope Asked Not to Judge I Film Folk by Few Who Violate Violate Violate Vio Vio- late Accepted Standards F FRESNO Cal April 22 P-E P forts of ot the him film colony in Hollywood to acl achieve an nn ideal of ot good taste in plays I S advertising and the lives Ues of its I members were described here today b by Dr Clinton Wunder executive secretary sec sec- sec sec- of or the of oC motion moton academy picture pic pie ture turc arts and sciences before the convention con con- of the Uie California Federation of of Women's Clubs r Good taste Is 15 the goal of every production unit which belongs t to the Motion Picture Producers and Dis I tors of ot America Dr Wunder CODE ODE ADOPTED i He Hc told of the adoption last June of a code of advertising ethics to set act setup up VP definite standards of oC truth in ad for the motion picture In In- It must be remembered ho said that every e day approximately separate motion picture advertise advertise- appear in the press of oC the United States presenting an enormous enormous enor enor- amount of printing to be and reviewed However the entire personnel of the industry is alert In this matter and knows itself JQ to be constantly under observation a tion P r The publicity heads of all aU theater circuits are cooperating In the combined com corn blued effort cHort of or the Industry to create advertising acceptable to public good laste taste In one case a n. producer wrapped scrapped an entire press book that had cost thousands of oC dollars because the heads of oC the studio thought it was not up to the standards of the advertising code CHANGING N NAMES The speaker said screen versions of particular books often orten carry new titles because many books in transition transition transition transi transi- tion from the printed page to the screen become a new story especially in such cases In which the book cont contained con con- t tuned unsuitable material This might be pro properly rl called editorial privilege The uTho producers' producers association has developed developed de de- de- de a formula and a production code through which every proposed plot is 13 studied even cn before it is pur- pur cased Biased All AU the producers are bound by the terms of the production code and all aU publicity heads have contracted contracted con con- together to observe the purpose pur pur- pose ose of the advertising code This explains why our pictures which are sent abroad for foreign showing arc are arcas arcas areas as carefully reviewed in the item of good taste as ns those used for domestic sh showings I H. H ur LL V ne emy as s the Phi Beta Kappa of the motion motion motion mo mo- tion picture Industry comprising leading artists of the screen SOUNDS WARNING J G Dr DI Wunder also warned his Ills hearers hearers hearers hear hear- ers against Judging all screen personalities personalities personalities person person- by the lives of oC a few who vialate via vio late accepted standards The motion picture artist as I know him Is a normal happy busy useful hard working conscientious citizen he said His desire to please his public Is 15 his hi chief interest in life lire HJ II Is is well wen paid but he counts the privilege of oC entertaining his public as of ot greater value than of even the salary salary sal sal- ary paid him I |