Time was when the word that "Griffith has done it again," echoing out of Hollywood, meant to the exhibitors of the nation that the "Old Master" had produced another natural which would be available presently to reap the customary box-office reward for solid entertainment delivered in good order. Doubtlessly the best boxoffice news of the current Hollywood week is the woir, not at all dissimilarly conditioned, that "Disney has done it again," and today, as in the case of D. W. Griffith two decades back, details are irrelevant.
"Pinocchio" is a better picture than "Snow White" was, for reasons which can be dug out and talked about by such as wish to, and the fact that it is a better picture seems to provide about as much exploitation material as any showman need have to work with.
The chief reason for the superiority of "Pinocchio" doubtlessly is the assurance with which Walt Disney proceeded in its manufacture. He knew, this time, that the market for the picture is surely there. He knew, too, that he had whetted a keen appetite, that the extreme measure of success which his first feature cartoon had experienced was at once a promise and a challenge. His second one couldn't be merely just as good. It had to be a very great deal better, in the nature of things, to get an even break.
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