The motion picture “industry” has reached its present importance because of the exaltation of the “star.” But this has its inconveniences, too. Edu¬ cate the public to demand a star, and that demand will eventually rule the business. Jewish control will not permit that. The way to break the control which the public may exercise through such a demand, is to eliminate the stars. Then all pictures will be on the same plane.
This is occurring now in filmdom. Some of the stars have taken the hint and have set up their own studios. But steadily the doctrine is preached through¬ out fandom that “the play’s the thing,” not the star. You don’t see so many star names before the theaters; you see more and more the lurid names of plays. The star is being sidetracked.
There is a triple advantage in this. The bloated salaries of the stars can be eliminated. The public can be deprived of a point on which to focus a demand. Exhibitors can no longer say, “I want this or that,” even within the narrow margin they recently had; they will have no choice because there