Motography (Apr-Dec 1911)

72 MOTOGRAPHY Vol. V, No. 5. ture theaters in the United States — are not allowed to run moving pictures that carry an advertising message. The opposite faction in the film business, the Motion Picture Distributing and Sales Company, believes that it has no right to dictate to the theater manager it serves ; but the theater manager who boasts of his independence has a voice of his own and he does not speak kindly of the ordinary advertising picture. The thing to do, then, is to insure your subject so that when it is motographically presented it is above the ordinary. Picture theater proprietors who use the product of the independent manufacturers have, in a number of instances, been approached by schemers who propose to give them so much per week for every advertising film they put on view before their regular audiences. This sounds all right but it is not practical, for it is an acknowledgment that the pictures are not strong enough to stand on their own legs. The theater manager who attempts to foist these blatant adpictures on his public commits business suicide and the advertiser will find his subject unfavorabl)r received if it is instrumental in "putting something over" on the people who pay an admission price to be entertained. It is possible to make moving pictures advertise a proposition so that the commercial appeal is implied in a manner which makes it replete with interest and entertainment. Industrial activities and certain agricultural activities can be presented so that they reflect credit and certainly advertise, without impairing their value in the eyes of the public. Publicity can be gained by featuring a name, trade mark, or product in a story wdiich is put on film in an amusing fashion. The advertiser, however, must operate advisedly in order that his particular problem of circulation be solved most effectively. If he desires a general circulation he must see to it that the production of his subject is made to conform with the -conditions governing the film business represented by those who are engaged in purveying this sort of entertainment. If he desires a class circulation he must plan to exhibit his pictures by means of their display before those who are, in his opinion, "prospects" for his business. Moving pictures are the up-to-the-minute thing in advertising ! The thing in moving picture advertising is to know what you are doing, and employ the co-operation of those who know what can be done with moving pictures, and who are qualified to do it. Brooklyn Educators Consider Films The probability of moving pictures being introduced in public schools as a means of educating children and the declaration that they have tremendous power for good in any community provided they are of a moral character, were brought out by Justice Robert J. Wilkin of the Children's Court and Dr. J. P. Warbasse at a meeting of the Monday Club of Brooklyn. "Moving Picture Shows" was the subject under discussion. Dr. Warbasse first gave an interesting talk on the subject, after which Justice Wilkin led a discussion in which a number of members, representing many institutions and associations interested in charitable work, participated. Dr. Warbasse gave it as his opinion that much of the prejudice which has grown up against moving picture shows is largely unfounded. He considers them an institution of great educational value. That they are money making is indicated by the fact that about 4,000,000 persons attend these shows in the United States daily. Clergymen in many cities have recognized their value and introduced them in their churches giving vivid presentations of religious themes. Dr. Warbasse admitted there is a state of chaos existing in the legal aspect of the moving picture business. Seven city departments are constantly pestering the proprietors of these places to meet the requirements demanded of regular theaters, the proprietors of which are antagonistic to the new enterprise because it is detracting from their business. Some of the bad features of the picture shows are insufficient lighting, poor ventilation, inadequate protection in case of fire and over-crowding. "Perhaps the most iniquitous feature is the music and vaudeville which many of the establishments provide," he said. "They are in the main only cheap, silly acts, and have no relation to the great moving picture enterprise. In regard to the practice of some proprietors in admitting minors to witness the pictures, the law prohibiting this should be more strictly enforced. And then there is a lack of uniform laws governing the shows," he concluded. Justice Wilkin said the people cannot expect the large number of boys and girls who frequently enter the darkened halls Avherein picture shows are given to be angels. The darkened halls of many of these theaters are a bad feature of the business, but the character of some of the pictures presented is probably a worse and more detrimental feature. Still he believed the motion pictures have come to stay and have a great field and a bright future. In fact, he expressed the belief that the time is not far off when they will be introduced in our public schools as a means of aiding in the education of children. Picture Snow Men Philanthropists Every nickel and dime handed to the pretty cashiers of the various moving picture shows of Kansas City March 21, brought the Girls' hotel fund just that much nearer the desired goal of $75,000, for every moving picture show, big and little, promised the proceeds of this one night for the cause which is recognized as oae of teh most urgent confronting the people of the city. It is a remarkable tribute to the generosity of Kansas City's business interests that of the many places of amusement visited by the "picture show" committee, in the interest of the Girls' hotel, not one refusal was encountered. Fish Industry Shown in Pictures A set of moving pictures that will be unique has been secured recently through the efforts of the Harriman lines for presentation in the East. The pictures show the harvest of the crop of smelt in the Cowlitz river in Oregon when the recent run of fish was at its height. Fishermen dipping the small fish from the water in countless thousands and seining them in with big nets are shown in the moving picture films.