Reel and Slide (Mar-Dec 1918)

REEL and SLIDE 33 ders & Co., and a long list of others whose products are known to every man, woman and child in the country. Mr. Rothacker has built up his organization by hiring the best young brains he can get, by working closely with them himself, and by sticking closely to the rules of experience he has gained in his years of trail blazing. He is a man who has let no outside element take him for an instant outside of his field of specialization — industrial moving pictures. He has rejected alluring opportunities to divide his energies between his own special field and other branches of the industry. Since the United States entered the war he has freely given the benefits of his study and experience to the government, but the master hand is ever on the throttle in the big Chicago studio, whether Rothacker is in Canada, New York or on the "Century." He knows that the well-oiled system is running smoothly, because he knows his men and he knows his organization — he made it. I asked Mr. Rothacker upon what rules he has built up his powerful organization, an organization which grows stronger each year. Ideas on Screen Advertising "We are everywhere recognized," replied Mr. Rothacker, "as the leading, as well as the senior specialists, because we tell the truth about moving picture advertising, we make good with our customer, I mean the assertions we make to him as a prospect when we solicit business. Then, we are equipped and qualified in every way to make moving pictures photographically good. We know how to develop an advertising "punch" on film — and we do it — and we effectively direct the punch. We constantly maintain an enduring and helpful personal service that relieves our customers of all details. And we do all this sincerely and well, and because our proposition works out as well as it sounds, we have a list of thoroughly satisfied customers who can truthfully vouch for our ability and reliability." So few films made have an actual study of screen advertising that I felt an impulse to bring out the views of this specialist who has devoted so much of his life to the subject and so successfully. "The truth is," replied Mr. Rothacker, "it is an established fact that advertising apparently without advertising is decidedly more effective than a direct commercial announcement in actuating a desire. In arranging a moving picture play of advertising intent, this point is uppermost in the mind of the producer, and should govern his direction. The aim is to put on film a story which will hold the interest of the audience and entertain the onlooker while graciously delivering an advertising message. "When writing ordinary advertising copy, the object of the writer is to say something, or use an illustration, which will arrest the attention, then tell his story in a manner which will hold interest, and say things in the advertisement which will arouse the buying instinct. "If a certain manufacturer of automobile tires took the trouble to tell you all about the countiy from which the crude rubber comes to him, the manner in which it is taken from the trees, the method by which it is prepared, etc., wouldn't you favorably remember his name and retain a regard for this product? "If you were to be taken to the grain fields to see the harvest, and your eyes followed the crop of wheat or corn to a magnificent modern factory, where the best was selected and amid surroundings of absolute cleanliness made into breakfast food or bread, wouldn't, when your mouth watered for breakfast food or bread, your mind suggest the name of that brand which was identified with that which you saw? "If you were taken through an automobile factory and impressed with the care with which the machines are made and assembled and the rigid and trying tests which they have to undergo before they are submitted for sale, wouldn't you long remember the name of that particular car?" 2,000,000 Feet a Week The organization which Mr. Rothacker has founded and borne to success is also engaged in laboratory work for some of the biggest producers in the United States. The new plant occupies nearly a city block, fronting on Diversey Boulevard, Chicago. Here the air is clear and free from smoke. On a one-day shift, this laboratory has a capacity of 2,000,000 feet of film each week. But behind it all is the dynamic energy and administrative genius who created it — Watterson R. Rothacker — just as much "on the job" to-day as he was when he began to build up on an "idea." Behind his creative ability and his farsightedness he has likewise shown the ability to execute. He has turned good theories into solid, substantial results and deeds. When I left him I felt more than ever that the future of the industrial and educational screen is a brilliant one. mi IT SHOULD BE Somebody's Business to keep closely in touch with all the best new ideas in screen advertising. Methods of production, and distribution of commercial films advance and improve so rapidly that somebody must make this their ONL Y business. REEL and SLIDE Service Department attends to this business exclusively. And it is done for the benefit of its readers. Whatever you want to know about screen advertising, our Service Department can tell you That Is Our Business— and No Charge Write to Us Today m Long Experience in one line of endeavor leads to Efficiency that produces Results For years, we have made a careful study of screen advertising and the production of novelty subjects. This experience and knowledge is at your service. Write us today for our plan. E. H. Fitzhugh Film Co. DALLAS, TEXAS Please say, "As advertised in REEL and SLIDE," zuhen you write to advertisers.