Word: themes
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Dates: during 1940-1949
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Sponsored by the Graduate School of education, theme of the conference is, "Where We Are; Where We Are Going." Included in the conference will be the regular annual meeting of the New England School Development Council on Wednesday afternoon...
...cows grazed amiably around the dairy barn. In the barn stalls a pianist raced through the Bach-Busoni Toccata in C Major; in the hayloft upstairs a madrigal group worked over Purcells 17th-Century masque opera, King Arthur. Somewhere in a clump of birch a lone flutist piped the theme of Ravel's Daphnis et Chloe. Down by the shores of inky Lake Mahkeenac, a brass section blared Moussorgsky's A Night on Bald Mountain, and inside the lakeside clubhouse 23-year-old Composer Lukas Foss, a Koussevitzky favorite, beat out a frenzied boogie-woogie...
...picture's market value (or Want-to-See) depends on four basics: 1) theme -not necessarily the same as plot, 2) title, 3) cast and 4) a relatively unimportant item, treatment (script, direction, acting, etc.). By testing the first three elements on a cross-section audience, A.R.I, can predict, before a foot of film is exposed, whether the finished picture will panic them or put them to sleep...
...title is all-important. More than one-fourth of all moviegoers buy tickets without knowing anything about the feature except its title. (Example: with an almost identical theme, two titles registered at opposite poles on A.R.I, popularity tests: Hitler's Children was a beauty; The Master Race...
Even if both title and cast are downright thrilling, A.R.I, may discover that customers look bored at mention of the proposed story about an unhappy North Dakota farm wife. The manufacturer who persists in going through with such a dubious theme is warned to soft-pedal it in advertising. (Paramount's Double Indemnity suffered when advance publicity tipped off audiences that Fred MacMurray was cast as a heel...