Ads Outside The Theater

Usually the theater displays colorful announcements of coming attractions outside the theater many days in advance. By experience you have no doubt learned that these ads sometimes overdo their message. If every picture that was advertised as "colossal," "stupendous," or "smashing hit" was really as good as described, there would be no need to learn how to watch your step. In their attempt to make a picture a financial success, the advertising writers often exaggerate the value of the film.

However, there are some very good ideas to be had from these advance notices of films. First of all, they do tell you what is coming and what you can look for in the papers and other places where critics write about the movies. Second, there is usually quite a bit of information about the picture that will help you to judge it if you have learned how. Here are some of the things to consider in an announcement: the author of the story, the director of the movie, and the stars who are in the cast. All of these items of information are valuable to you. There is just one word of warning that needs to be given here in connection with the stars, however. Very often a good actor whom you have enjoyed seeing in the past is cast in an inferior story. This is sometimes done because of the value the name of this star has in bringing people to see the movie. To some people it does not matter what the story is or how skillfully it has been done, so long as their favorite actor or actress is in it, but this is not so with the intelligent movie-goer.

"The Great White Way." New York's Broadway near Times Square is a center of interest for theater-goers.

Previews

Another way to get an idea of what is coming is to watch the previews. In these short snatches from the coming film you can often gather good hints, but the same caution should be used as outlined in the previous paragraph.

Newspapers

Most modern newspapers are very valuable aids to shoppers of all kinds. Whether you wish to buy groceries, clothing, or to go to a movie, it is usually possible to pick up the local paper and see what is on sale. No wise shopper would think of going to town without first looking over the bargains. This is true of motion pictures too. Usually the paper lists what is playing in the local theaters and often some movie critic writes a column that will be helpful.

The ads in the newspapers, like the billboards in front of the theater, are apt to overestimate the value of a coming movie.

You must therefore look for the same things in ads as were suggested in connection with the display boards.

The movie critic can be of more help to you, if he is a good judge of such things. Unfortunately, too many of the critics look only for entertainment value in a movie, and this is not enough. If a movie is to be entirely satisfactory, it must be more than mere entertainment. By studying the reviews of various writers you can soon find out which one most nearly fits your own taste in movies, and in this way many disappointing experiences can be avoided.

The most that a good critic should do is to help you to make up your mind about a picture. You should never get into the habit of accepting his judgment in all cases. After all, it is your own opinion that counts most to you, especially if you have learned what to look for.

Magazines

Many modern magazines carry sections devoted to current movies. Some of the reviews in these magazines are excellent and can be relied upon. Others are weak for the reasons outlined above for newspaper reviews. The ratings in most cases are based on entertainment value alone; others are rated by adults in terms of how desirable, in their opinion, the film is for young people. Usually the magazine rates the picture with stars, a four-star picture (****) being very good.

Some of the magazines that have regular reviews of motion pictures are Time, Liberty, Parents Magazine, and Educational Screen. You may know of others that are interesting to you.

Other Reviews

In many respects the most valuable rating of a movie can be had from one of the independent bureaus that make a business of such things. (See the list at the end of Chapter 26.)