Motography (Apr-Dec 1911)

12 MOTOGRAPHY Vol. V, No. 4. Moving pictures are independent of the imagination. Their realistic reproduction is such as inspires confidence, and their portrayal is implicitly believed where words galore are inadequate. The excellent advertising literature distributed by the various commercial associations through their selected channels tells, in print, of their advantages. Booklets carry in good taste half-tones which show the magnitude of manufacturing plants, crowds of prosperous inhabitants at work and play, the beauty spots and the busy spots, the places where money is being made and the places where more money can and will be made. This, of course, is effective as far as it goes, but it certainly does not carry the reader as far A Civic Demonstration in a Foreign City. as he will go after he has seen all this throbbing with life and action as it does in animated photography. A well arranged reel of moving pictures used to advertise a city or land will stimulate the interest of people whose lack of time or inclination has precluded them a view of a community, and will disclose a vista which otherwise would be an unknown quantity. To those whose procrastination has delayed a consideration of a city, moving pictures act as an incentive. Picture in motion the points of civic interest, the beauty of the parks, the home atmosphere and general advantages of a community and you will instil feelings and arouse latent desires which result in a personal visit. Picture in motion the industrial activities, manufacturing operations, transportation facilities and other business energies of a place, and you cause the outside business men and keen investors to open their eyes and sit Up. This invites investigation and solicits capital. Picture, as it is and moves, the cheerful action of a busy harvest scene — disclose the natural resources of a farming country, and show the prosperity of an agricultural district — bring to the eyes of the cavedwelling city folk busy vineyards and fruit-laden orchards. Do this by means of moving pictures and the idea of possession is nurtured, a desire which ultimately makes new residents, more development, new and bigger harvests, more freight and passenger traffic— in fact, a new prosperity. Scenic and travel moving pictures create a yearning to see the original of the subject. Their graphic depictions of the beauties of scenery are decidedly effective in actuating a desire. Thus they encourage travel by disclosing its pleasures, and benefit the advertiser by suggesting a trip over the road identified in the pictures. A co-operative arrangement among the individual business enterprises which profit by a display of the city or territory in which they are mutually interested, is desirable for many apparent reasons, one of which is economy. Following this idea of co-operation a municipal organization can secure and utilize a series of moving pictures at a very reasonable cost, for moving pictures disclosing any industrial part of a city advertise not only that particular thing which is featured, but gives cogent publicity to the location. Exhibit the sanitary conditions under which a food product or beverage is manufactured or brewed — display the care with which a machine is made, assembled and tested — show the magnitude of a plant, its facilities, advantages and volume of business, and you make an impression which will always be remembered in connection with the name of that certain firm and product, and identified with the city or place under which jurisdiction that business performs. This is true also where land companies and those who deal in real estate are involved. Views of the industrial life convey a definite idea of the extent of factory activities, and interest the working man who seeks employment amid the most favorable surroundings, and who becomes a desirable citizen of the place which offers him most and lives up to its promises. By sharing the expense along these lines as suggested, so that each interest stands its pro rata of the monetary outlay, a very complete and edifying series of moving pictures can be put at the disposal of the official municipal organization at a comparatively small cost. Under their judicious direction these pictures can be exhibited to the decided advertising advantage of all concerned. The power of moving pictures in the advertising field is far-reaching. They are admirably qualified, and peculiarly adapted for municipal and industrial Municipal Subject. The Carnival at Nice. exploitation. They are of proven efficiency in this regard ; they have a certified value. The production of moving pictures for advertising use requires an expert care. The subject must be displayed in its most concise and attractive form and the advertising feature presented logically. The circulation and exhibition of the finished pictures calls for an expert direction also. In fact, in order to secure the right sort of publicity and advertising through moving pictures, the campaign must be outlined, engineered, inaugurated, guided and executed advisedly. In other words, the extent of the development of the advertising power in moving pictures depends upon its treatment, and its demands exceed the