Moving Picture Age (Jan-Dec 1920)

28 MOVING PICTURE AGE February, 1920 ^gmpoiiiii Ad Slides — Good and Bad A Department of Criticism, Edited for Moving Picture Age by Jonas Howard IN the controversy now growing warm concerning just how much advertising theater owners are wilHng to permit on their screens, there is Httle mention made of advertising slides, though it cannot be said that the ad slide is ignored entirely. A certain association of moving picture theater owners seem to desire to raise the rates for screen accommodations and also to have more to say regarding what shall be shown than has been the case in the past. There seems to be no intention to elimiate the slide from the screen or even to restrict it. There is a feeling, though, that advertising films concern the theater owner who shows them and that it is high time to look into things. Slide users need fear no curtailment of their screen advertising. It is unlikely that theater owners will collectively throw out what has always been a welcome source of revenue, especially in the smaller houses. Furthermore, the display of slides carrying advertising can in no way be compared with the use of films for such purpose. The slide has never been more than a "filler" ; it does not pretend to be more. It is not exploited as something the people ought to pay to see. The time it appears on the screen is time used for emptying the theater. No one is ever lured into a picture show by means of programing the advertising slides to be shown there. The audience does not resent the showing of artistic ad slides; if they are amusing, so much the better. Another point. The exhibition of an ad slide is paid for by a local merchant, as a rule. The local merchant can often do something to help the theater owner get his message to the local population. An Eastern firm has taken advantage of the popularity of the "Literary Digest" paragraphs, "Culled from the press of the world," and which are being thrown on the screen of leading picture houses and which are rivaling Chaplin himself as mirth-producers. This concern has selected fifty of the cleverest and funniest paragraphs they can find (not necessarily timely) and put them on lantern slides. The paragraphs are "tied up" with the merchandise put on by this firm and are loaned to theater men free of charge. They carry very little pictorial advertising, and the purpose is one of publicity rather than one of advertising. They figure that people want to laugh, and if you make a man laugh he at once becomes friendly to you and what you may want to sell him. It is a trademark campaign in its present stage; the paragraphs carry the trademark with them wherever they go. The popularity of this form of screen material is very great just now, hence success is anticipated. iK * * Moving Picture Age is printing some information these days about the new "stills on film" slides which certainly threaten to change, more or less, the whole slide industry. The "still on film," described elsewhere in these columns, eliminates most of the common objections to the glass slide. This system of slides, together with the new stereopticon designed to insure their proper projection, is worth the serious attention of every advertiser using or intending to use advertising slides. Light weight is only one claim made by the sponsors ; superior artistic possibilities also are claimed, and higher photographic quality. This system is certain to fill a need in visual salesmanship and, as a matter of fact, there are already users who report complete success. The United States Navy has ordered enough machines to equip some of the lareer ships of war for the purpose of entertaining the men. The mechanical details of this system of projection are given elsewhere. This department is in receipt of a letter of which the following is an excerpt : The Camel Film Company 950 EDGECOMB PLACE, CHICAGO Can secure showing of short length moving pictures in high class theaters in Chicago and Vicinity Figures and terms supplied on request Producers of the New Graphic Advertising Films and Industrial Pictures "Our firm has used slides through local dealers for advertising our soap brands for nine years. But we carry on our campaign differently than any other slide user I know of. We do not make up what are commonly termed 'ad slides'; we have made up or buy from a slide house several fine sets of 25 each on subjects of general interest — usually travel. We have 'By courtesy of the company, makers of ■ brand soap,' lettered on each slide across the bottom. No other advertising appears. We loan these desirable sets to any school or church that wants to show them if they will pay carrying charges. Each applicant takes his turn. We have even had theater men request these sets, as they are of the highest class. Needless to say, the sets are kept busy, and before audiences such as we most want to reach. Last year we had 20 sets busy; we had 2,000 showings in four states with a total audience of about 400,000, of which we estimate 310,000 were women or young girls. The total cost to us for the campaign was $780, including circular matter and slide cost. And the slides are still 'at work.' How could we get such effective publicity in any other way?" This New York soap house may be congratulated upon freeing itself from the worries that go with theater exhibitions. I ?— ASK US—? I ifiliiiilillllllllllilillliililiiiiiiiliiiiliiiiiiiiiiiiiiiiiiiiliiiiiiiilliiilliiiliiii^^ What is the National Committee for Better Films? How is it supported ? Answer : The secretary writes as follows : The National Committee for Better Films is financed chiefly out of the regular funds of the National Board of Review. It would be illuminating if we in turn could learn what impression this answer makes upon our correspondents — whether they do not feel any worth while movement which has been organized for a year and a half should be, to a substantial extent, self-supporting. No appeal has been made heretofore for help in the national aspects of the work other than is involved in the customary furnishing of reports. Beginning this fall, however, we propose to open to the affiliated committees, in addition to the present non-contributing membership, several classes of membership scaled according to amount of contribution. If the affiliated committees can co-operate in this way as they are able, not only the continuance and extension of the work of the National Committee will be insured, but a problem will be solved for the National Board. The members of the National Board are opposed to all negative devices aimed at the improvement of motion pictures, such as legal censorship. The inspiration for their work comes through the satisfaction of developing a constructive plan such as the Better Films Movement. The tasks of the National Board have greatly increased this last v/inter and spring, for the board has felt it to be its duty to supply on a voluntary basis to the Committee on Public Information and various other war agencies the help in motion picture matters which it is in a unique position to furnish. In the meantime, the Better Film Movement has grown with consequently greater demands upon the National Board. * * * How is it best and quickest to determine whether your image is sharp to the edges? — Horton. Answer : Reliable machines have reliable lenses. To determine uniformity of detail, use a map or outline slide with small lettering at the center and near the corners. Radio ^// Slide PATENTED PS . --your typewritten messages hold the ij attention best be o ^: cause individual ^ ^^ 25 Radios - tape #^ ',o and glasses $1.00 ^ 1 • Patented .