Photoplay (Sep - Dec 1918)

Photoplay Magazine — Advertising Section The Fighting Arm (Concluded from page 77) There followed the days when moving picture screens flashed forth President Wilson's neutrality proclamation for many days and nights, urging the people not to cheer and not to hiss. .Then came the German propaganda pictures— you remember them — "Behind the German Lines"? They were put forth by the German government and the story of their introduction to the screens of America has not yet been told. Their life was short, for the stories of the German atrocities began coming in. The Bryce report ended the neutrality of picture audiences. Then came the picture theatres' aid in Red Cross, Belgian Relief and kindred associations. In New York The Mayor's Committee of National Defense was formed with Jesse L. Lasky as motion picture chairman. They issued the first slide of propaganda ever flashed in a picture theatre: "If you are an American you should be proud to say so." It was the call to patriotism, the first faint call which the moving picture first took up. We got out the first propaganda posters then, one-sheet of two kinds for theatre lobbies, addressed to the exhibitor and to the public. One of these early one-sheets was later made the official poster of the Mayor's committee of New York City. The film's fighting arm was getting strong when war was declared by the United States against Germany. The film was ready for war organization immediately. The National Association of the Motion Picture Industry formed its War Co-operation Council. At last the motion picture began to show its indisputable reason for existence. Never before had there been such possibilities for service, and the story of that service and its results will redound to the credit of the photoplay, long after the war. Picture theatres began to see the possibilities of usefulness as community centers. They became the centers of propaganda instead of the churches and the schools. Fifteen thousand fourminute men were enlisted in the great cause. They had a stage as wide as the country itself and audiences from every walk and station in life. One stupendous gift of the movies at the very outset toward the winning of the war was the presentation without a moment's hesitation of films to be continuously supplied to the cantonments, training stations, transports, hospitals, and to the huts behind the lines. Then the first Liberty Loan — under the splendid leadership of Adolph Zukor. filmdom found itself prepared. Its committee cooperating with the Treasury Department distributed 70,000 slides boosting the Loan and 500,000 feet of patriotic appeal, shown throughout the country. And the tax on the motion picture industry itself cleared $200,000,000 for the government in the very first year of its effect. The motion picture industry, and its allied trades, directly subscribed in the three loans approximately $25,000,000 in bonds. It has been conservatively estimated that the industry further effected subscriptions, through the medium of theatres, the four-minute men, the motion picture artists, tours and addresses made by the motion picture artists, to the extent of $100,000,000. In the Third Liberty Loan, Famous Players — Lasky stars alone raised over $39,000,000. The United States Food Administration has successfully employed the screen for the purpose of spreading its propaganda through the distribution of many thousands of slides, the use of thousands of trailers, and the continuous and systematic use of "picturettes," short length films, and in many instances, complete stories, illustrating a specific Food Administration thought, enacted by stars such as Marguerite Clark, Mabel Normand and Elsie Ferguson. These picturettes are still having wide circulation and distribution through the medium of the several news weeklies. During the latter part of October, 191 7, 17,500 motion picture theatres each received a set of five slides, or a total of 87,500, of Food Conservation — this in connection with a single Food Administration Drive. In none of the fields of war co-operation, aside from the Federal Departments, has the aid of the film and screen been more effective than in the two campaigns to secure funds for the American Red Cross. In the first drive 200 prints of a Red Cross picture were distributed throughout the country by the largest distributing agencies in the industry, without charge. In the second drive 400 prints were released in the month ending May 28th, and in the membership campaign, October, 191 7, 1,000 trailers were distributed. It has been conservatively estimated that $26,000,000 in pledges and cash contributions came to the Red Cross through the use of the film and screen and the motion picture houses of the industry and its allied interests. Especial mention is due to the wonderful campaign conducted in New York under the auspices of the Allied Theatrical and Motion Picture Team, William Fox, chairman, which, in a single week, raised $1,150,000 as the contribution of the motion picture and theatrical interests to the Red Cross second war fund drive. The more recent co-operation with the American Red Cross has been the distribution of the two-reel motion picture by James Montgomery Flagg, entitled "The Spirit of the Red Cross." Three weeks prior to the declaration of war in 191 7 the Associated Motion Picture Advertisers, sensing the trend of events, began the planning of a campaign which would co-operate in recruiting for the United States army. Two days after war was declared this campaign, which included posters, motion picture slides, patriotic slogans, went before the public. Four posters were designed and supplied in large quantities to the recruiting offices in New York City, Boston, Philadelphia, Pittsburg and Chicago. When you write to advertisers please mention PHOTOPLAY MA Through the magic of the lights and shades of a crystal globe, filmy fancies form objects that are thought to be prophetic. You can make the vision of your future a vision of loveliness by keeping your chief charm, your complexion, constantly rejuvenated with DAGGETTfRAMSDELLS PERFECT COLD CREAM J he Kind T/ial Keeps " A multitude of beautiful women bear witness that D. 8c R. Perfect Cold Cream keeps the skin always dainty, charming, fresh and delightful. Its use is a habit of refinement that refreshes, cleanses and purifies. Tubes and Jars, 10c to $1.50. Send a tube to a soldier or sailor. It is a comfort they need and will appreciate. Poudre Amourette: The powder that furnishes the final touch of delicacy and charm. Looks natural, stays on. Flesh, white, brunette, 50c. 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