Reel and Slide (Mar-Dec 1918)

38 REEL and SLIDE OFFICIAL ORGAN OF THE SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD OFFICERS JOE BRANDT President New York R. R. Hollister Ist Vice-Pre»ident Dayton, Ohio Tii-ey L. Ford 2nd Vice-President W. F. Herzberg Secretary and Treasurer The Screen Advertisers' Association has notified all of the advertising clubs in the United States that they are prepared to loan films to any of the clubs to show at their meetings to members who desire to get first hand information regarding motion picture publicity. Anyone having films available for such exhibitions should send a list of same, with continuity and approximate footage, to Harry Levey, Room 707, 1600 Broadway, New York, who has been appointed to conduct these showings, which are intended to acquaint all advertising men with the possibilities of the screen as an advertising medium. * * * The Screen Advertisers' Association is revising its list of available theaters in the United States and Canada that use a film and slide advertising service. Both members and non-members of the association should send in this information, as many inquiries are received asking who places screen advertising and where, in many of the large cities. The data should consist of the names of the theaters, if they use slides or films or both, their charges for showing same, and the number of slides they will show and the approximate length of film footage. Any other information that will assist in interesting a prospective advertiser in screen advertising should be included. This data will be kept in the archives of the association and should be sent as soon as possible to Harry Levey. Chairman of the Executive Committee, Screen Advertisers' Association, Room 707, 1600 Broadway, N. Y. The information will be always available to members and others who wish it. « * » Sol Goldstandt, general manager of the Industro Scientific Film Company of Cleveland, is rapidly enlarging the studio facilities of that company and is also arranging with additional theaters for exhibitions of advertising films. The Industro Scientific Company is doing considerable producing in the industrial line, as well as processing for others. « * « The Artfilm Studios of Cleveland announce the addition of many new, small town tlieaters to their list in Ohio and Pennsylvania. Representatives are signing up theaters at the rate of about one a day, according to H. V. Stambaugh of the company. *, * * Past contributors to Reel and Slide have brought to light many interesting angles of industrial production, among them points which will, by elimination, or the boiling-down process, lead to a slogan that will express the essence of industrial picture value. To make this clear, we submit the thought expressed by "seeing is believing." Whoever dug that hoary adage from the world's collection of trite sayings and found for it so apt an application is deserving of a vote of thanks. Years ago when package goods were first becoming recognized as a gcCod thing that had come to stay, there were many skeptics among the small retailers throughout the country, and, unfortunately for the manufacturers, their name was legion. What percentage of the whole number they represent would be an idle inquiry. It is enough to know that they presented a real problem to the manufacturer who, after installing expensive package machinery, sought the wider distribution of his goods to which their new form entitled them. It was this that led advertising agencies of the progressive class to take up as a part of theil obligations to their clients, problems of distribution which vastly extended their opportunities for service. One of the first devices employed was that of impressing upon the retailer the importance to him of the advertiser's national campaign. Sixteen to twenty-four page booklets as large as a page of the Ladies' Home Journal, for instance, were prepared, which gave in detail the interesting facts regarding the forthcoming national advertising. The mediums to be used, their tremendous combined circulation, the number of readers throughout tre country who would see and be influenced by the advertising, were exploited in the most attractive manner, and the argument of "get your share pf the demand we are creating," was played up to the limit of human ingenuity. » * * Now this is palbably "old stuff." It is now, with later developed embellishments, a part of any reputable agency service. And the door thus opened led the agencies to the most exhaustive tabulation of statistics in various lines that might be used to further their client's distribution plans. "Old stuff," to be sure, but there are many of us who remember that the innovation was so violently opposed by many influential agency men that internal dissensions arose in many cases which threatened to disrupt their organizations. Progress won, as it always wins — eventually^ in America. And now a decade later the conservatives in the advertising agencies are steadfastly using only their blind eye when motion picture publicity is presented to them. In short, they not only can't, but won't — see it. Anyone who has worked behind the scenes of an advertising agency knows that an agency man always runs true to form. It is as natural for an agency man to oppose pictures as it was in the old days for him to oppose any expenditure on the part of his client that would cut down the billing, upon the commissions for which the agencies paid salaries. * * * Great things have happened to the agency consciousness in the past decade. The service rendered is incalculably more valuable to the advertiser than he ever dreamed of kicking for in the old days. And yet — Well, it is strange that the men of the most progressive profession in the world should have that queer little reactionary streak. Let it be said to their credit that they can and do recognize an irresistible force when they feel it brushing them aside in its onward march of progress, and always, as previously remarked, they run true to form. What odds that in no long period of time advertising agencies as a class will be the strongest supporters of the industrial motion picture? "Seeing is believing." Harry Levey, manager of the Industrial Department of Universal, has just returned from a trip through the middle west, where he visited the various members in that locality. He finds that business for reel and slide advertising is exceptionally good in that territory and promises to get even better now that peace is assured. The Industrial Department of the Universal Film Mfg. Co. has on hand a number of short length subjects which they will be pleased to have film manufacturers and distributors review. If those interested will send in a list of the subjects they need, and the approximate length, arrangements will be made to project same either in New York or at one of the Universal branches. This announcement comes from the office of the company. APPLICATION FOR MEMBERSHIP Screen Advertisers' Association of the World Harry Levey, Chairman Executive Committee, Care of Universal Film Mfg. Co., 1600 Broadway, New York Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen Advertisers' Association of the World. Name Date. Firm Nature of Business.