Billboard advertising (Dec 1910)

DECEMBER 9, 1910. Ttic Billboard ■ > CHICAGO. ST. LOUI& irl Treat Bonding. SAN FRANCISCO. I B. C. PARIS, FRANCE. 121 Km : T vfp- s»SST No lint- AovzRTnmra. *fTf -* 'j aaat. m— —ia—t. .Tlltlt ixlf page, |70; Q.aart«i p»x». Stt- tiwment mtuaiim l«u tham 4r« liau »oo pud. So axtn ehut* to Canaatan or Fonl«n ■ ab- icnben. .3. THZ BTTT.ROABD la for ul< <m all train, and new.-itaxda tbrtjug-fcont that Unit d State* and Cicada, which art nrppliad by tha American New. Co., aad Hi brtJieW It It alio cs aala office. Homittaacas ihcnM b* mado by poot-offlco or oxpreas mouy order, or WMPWB Oj letter ad* drwd or mad* payablo to The BUlbouti Pub- liihinr. Company. - - The editor can not nsdertaka to return un- Review of Motion Picture Films In the issue of The Billboard, to bear date of January 7, will be instituted a department for review and comment on the new releases of motion picture, films. The object of this de- partment is to present to the exhibitor a true and unbiased statement of the merits of each new film released in addition to its story and the nature of the subject contained in the manu- facturer's synopsis, which department will be continued as heretofore in connection with the new one to be opened. -v^ - There are now being released and distributed through the exchanges licensed by the Motion Picture Patents Co., twenty-four releases of film weekly. Through the Sales Co. and the exchanges which get their supply therefrom, there are released about an equal number of reels of film weekly. The Billboard purposes to have the first run of each of these films viewed by a competent judge of the relative merits in motion pictures, whose opinion will be set forth in these columns for the benefit and guidance of exhibitors. We have not the slightest doubt that this plan will meet with instant and wide-spread approval by all those renters of film who have in the past found it necessary to depend on the manufacturers* own statements for ideas of merit in the various productions. It marks, more- over, another step on the part of The Billboard in advance of all other publications which devote space to news and comment relative to motion pictures. Many of these publications are so biased as to be without authority, and the others are not progressive enough to furnish the kind of matter that is of most interest to those who are identified with the motion picture business in any of its phases. ' The business of motion pictures has settled down to a safe and sane basis, while at the same time it continues to be the most popular form of amusement for the masses that has ever been devised or invented. The brilliant prospects of its future are based principally on the fact that it does not pall. Visiting the motion picture, theatre becomes a sort of pleasant and innocuous habit. It rests then with those who have the interest of the business at heart to foster and cherish this popularity. For the manufacturer, it is to produce the best possible films of the widest range and variety of interest; for the exchange man, to supply his customers according to their requests, and with the best quality of film consistent therewith; for the ex- hibitor, to present to his patrons the character of films which, if he is sufficiently alert, he will observe as most popular with them, at the same time taking care to eliminate the slightest contingency or ottense to morals, or to race or class prejudice. To this end The Billboard will institute its new department with an anticipation of its success engendered by the enthusiastic approval with which all bur previous efforts to con- serve the interests of the motion picture business have met.