Reel and Slide (Mar-Dec 1918)

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REEL and SLIDE 31 Millions Get Ford Message By "Educational Weekly" Films OUR activities in the adoption of the motion picture screen are, in the main, the ideas of Mr. Ford himself, who has long realized the power of the screen to educate and direct the youthful mind along lines that are right, or, lines that are wrong, according to the nature of the picture and the intent of its producer. We have made a close study of the screen as a medium through which to express ideas to the masses of the people, and the further we have gone, the more we have realized its pov^^er. Our pictures are nearly all industrials or travelogs; they are educational. Only indirectly do they advertise our product. It is true that we get the name Ford on each reel, but every effort is made to produce pictures of the highest quality .ind of the most elevating and entertaining character. Our titles are written in the most interesting manner possible, and with much attention to their technical accuracy. We search out the most unusual, important, and most beautiful spots in the country and assign the best camera men we can get to do our cinematographic work. The great demand for the "Educational Weekly" is an indication that we have struck a popular keynote. Travel Reels in Demand "Stay at homes," who have neither the money nor inclination to travel extensively, may see the world before their eyes from the comfortable seat of the theater or school class room, in the Educational Weekly. The public demand good travel reels and this is becoming more and more of an established fact in the industry. There is, however, a shortage of high-class travelogs, interestingly produced, accurate in their statements and excellent in photography. We aim to meet that demand in a measure. Big industrial concerns who have never put the screen to use are often curious to knpw how the Ford Company has gone about this immense task of releasing what might be called "industrials" of the highest grade. The prosecution of the idea has called for much planning and investigation. The problem of distribution alone had to be scientifically studied out and a survey made of the motion picture industry as a whole. Next, we had to read the public . taste. We had to produce good pictures ; this was of prime importance. While we, in Detroit, believe in the screen as a powerful educational force, there also is no question but what, properly managed, it is a powerful force in the merchandising of goods. Actual tests' have proven this belief to be well founded. Some data on our activities will serve to amplify this statement. Our film is handled through our own branches in the following cities : Atlanta, Buf One Hundred and Ten Copies of Each Release Needed to Meet Demand for Industrial and Travelog Pictures to Go to Foreign Lands By A. B. Jewett. Photographic Department, Ford Motor Company. How Ford Name Goes Abroad AMERICA, as she really exists and works today, is being conveyed to races in foreign lands by means of the Ford Educational Weekly. These pictures are turned over by the Ford Company to George Creel, Chairman of the Committee on Public Information in Washington, translated titles being inserted in the various languages needed, and the films are sent^on their way to instruct and encourage. "In this way," writes Mr. Jewett, "the Committee has already shipped over 350,000 feet of educational film to foreign lands, visualizing America's strength and ability to do its bit, and t;arrying the Ford message to many races." Five million people see the films that are produced and distributed through the camera department of the Ford Motor Company at Detroit each week. falo, Cincinnati, Cleveland, Columbus, Denver, Detroit, Fargo. Indianapolis, Memphis, Milwaukee, Minneapolis, Oklahoma City, Omaha, Salt Lake City, San Francisco, Seattle, Spokane, St. Louis, Washington, Cambridge (Mass.), Charlotte, Dallas, St. Louis, Des Moines, Houston, Long Island City, Philadelphia, Pittsburgh, Portland, San Antonio, Scranton, Elmer Auto Co., Hartford, Conn., and Dutee Wilcox Flint at Providence, R. I. These branches act as "exchanges", and through them our films are distributed to between five and six thousand exhibitors each week and to audiences of between five and six million people. All Are Educational The films in circulation at the present time are about 75 in number. We are not producing a topical weekly — rather are we bending our energy to the structure of an educational picture. It is Mr. Ford's idea to disseminate knowledge through the motion picture of such a character that the motion picture audience will return home with some fundamental knowledge well established of the industries, resources and scenic beauties of our country. In addition to this, we have been designated by the Committee on Public Information— the Hon. George Creel, chairman— Washington, D. C, to supply the government, through his committee, with certain of our films for circulation in foreign countries, translated into the language of those countries, for the purpose of informing our foreign neighbors of America as she really exists to-day. To this end we have already supplied the committee with something over 350,000 feet of film, complimentary from the Ford Company. We have just completed and begun the circulation of a film, "The Making of a Man o' Warsman." This is an educational subject, in six reels, accurately portraying the life in the naval training stations, showing in detail how Uncle Sam prepares his sailor men for life in his service aboard the fighting ships. The Ford Educational Weekly does not include specific advertising. We carry our name on each title, as follows : "Produced and Loaned by Ford Alotor Company," and it is our firm belief that if we have assisted in establishing . in the minds of the people sufficient comfort, courage and satisfaction together with an educational program, we have gone a long way toward perpetuating that mental attitude which is necessary for good business. In addition to our weekly release, which, by the way, has been 110 copies per week, we have a film of the Ford factory which describes in detail the methods in vogue here among our 40,000 employes, and a picture of the Ford English school, which shows in detail how we teach the foreign born employe to read and write English.