Reel and Slide (Jan-Sep 1919)

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REEL and SLIDE 15 Sales-Scenario That Grips and "Sells" Outline of Unusual New Advertising Picture Produced for Stafford Ink Company Combination of Instruction, Entertainment and Publicity Values Evenly Balanced By E. J. Clary There are probably many skeptics among the advertising fraternity who might doubt the ability of the sales-scenario writer to make an effective reel on commonplace office necessities such as ink, paste and carmon paper. And while ink is responsible for the world's greatest romances and "thrillers" in a degree, it has little of itself to offer in the way of human interest — apparently. But only apparently. "Ruth" Films of Business has produced for the Stafford Ink people a picture that impresses me as being one of the most complete undertakings of its kind I have ever examined. I have been particularly impressed by the clever manipulation of the script in its treatment of the educational, interest-holding and advertising elements necessary to serve the purpose of the ink company. There are elements in this production which will be of value to advertisers and producers no matter what their product or commodity may be. The underlying principles are the same and the scenario is printed in full herewith because of its valuable hints for others contemplating the use of the screen for advertising purposes. All through, you will note, the quality of the Stafford product is kept in the mind of the audience, yet there is not a single dull moment and many features would have the warmest welcome from the average school teacher with a -projector in the class room. I am not certain but what the average profit-seeking commercial exhibitor might not consider this film a welcome addition to his evening's program on most any basis. Here's the story — it is easy to imagine the visualization when I say that the photography is excellent and the direction most unusual : 1 — Main title, "One Drop of Ink Makes Millions Think." Picture, Panorama of New York. 2 — Title, S. S. Stafford, Incorporated, 1858. 3 — Title, Making tests in the laboratory. Picture, Attendant with decanter and test tube looking through microscope. 4 — Title (N), This little gaul wasp inhabits Syria and the banks of the River Jordan. Picture, Gaul wasp on pin. S — Title (N), The same wasp under the magnifying glass. Pitcure, Wasp under the magnifying glass. 6 — Title (N), The wasp stings an oak tree and with the secretion forms her nest, the Allepo gaul nut. Picture, Long shot of attendant in laboratory fading-in to close-up of same with gaul nuts in hand running into close-up of just hand and gaul nuts. 7 — Title, After the insect has escaped the value of tannic acid decreases. Picture, Long shot of attendant in laboratory fading-in to close-up of same with gaul nuts in hand. 8 — Title, The broken gaul nuts are placed in a solution of distilled water so as to distract the tannin. Picture, Close-up of broken gaul nuts in same hand running into attendant placing broken nuts in distilled water. 9 — Title (N), Sulphate of iron is dissolved in distilled water. Picture (R), Show crystals in hand running into close-up of crystals being dropped in water. 10 — Title, Tannic acid and iron combined make the "body" of ink. Show pouring tannic solution into container, followed by solution of iron, which causes the solution to change color. 11 — Title, Coloring matter is added. Picture, Show pouring coloring matter into the container. 12 — Title, Solution remains in maturing vats for 30 days. Sample of each run is tested for the proper amount of tannic acid and iron. Picture, Show little pot in the laboratory making this test. 13 — Title, Carefully filtered, the ink goes to another vat where it remains for fifteen days. Picture, Show men placing filters in place and starting ink to flow. 14 — Title, Testing the ink for specific gravity. Picture, Show this test. Taken at the vats. 15 — Title, The ink is again filtered before being bottled. Picture, Flash of two-ounce bottling machine. 16 — Title (N), This machine has an average output of 28,800 two-ounce bottles. Picture, Show machine filling two-ounce bottles. 17 — Title, Corking. Picture, Show process. 18 — Title, Every label is dated the day it is used. Picture, Show process. 19 — Title, Labeling. Picture, Show labeling two-ounce bottles. 20 — Title, Making ink since 1858. Picture, John Young at tub. 21 — Title, Bottling, corking and labeling indelible ink. Picture, Show process. 22 — Title, Assembling the non-leakable stoppers. Picture, Show process. 23 — Title, This machine has an average output of 7,800 quart bottles per day. Picture, Show process. 24 — Title, Testing the non-leakable stopper. Picture, Show process. 25 — Title, The man who invented the non-leakable stopper. Picture, Show Mr. Depperman. 26 — Title, Labeling. Picture, Show labeling large bottles. 27 — Title, Putting the bottles in the cartons. Picture, Show process. 2S — Title, On the way to the trade. Picture, Boxes coming down the runway. 29 — Title, Mixing the paste. Picture, Show process. 30 — Title, Viscosity test to determine consistency. Picture. Show process. 31 — Title (N), Each run of paste must be put in the bottles hot. Picture, Show process. NOTE. — This machine fills and caps 14,400 bottles per day. 32 — Title, Filling and sealing the tubes. Picture, Long shot of process running into close-up. 33 — Title, Manager of Carbon Department. Picture, Miss Cherry at desk. 34 — Title, Rotary steel mills grind pigments and oils to the consistency of cream, forming ink for typewriter ribbons. Picture, Show process. 35 — Title, Carefully selected English cotton fabric is used for the ribbons. Picture, Show fabric. 36 — Title, Eighteen dozen standard ribbons are inked in fifteen minutes. Picture, Show this machine. 37 — Title, The man inspecting the machine is its inventor. 38 — Title, Inking two-colored ribbons. Picture (R), Show process. 39 — Title, Ribbons are automatically measured, cut and spooled. Picture, Choice between new and old. Interesting phases of laboratory work are shown in the Stafford Ink Company production. 40 — Title, Each ribbon is wrapped in tinfoil, boxed and labeled. Picture, Show process. 41 — Title, Ingredients of ink formula for carbon paper coating are weighed and melted. Picture, Show process. 42 — Title, Ready for steel roller mills. Picture, Show lifting pedal. 43 — Title, Grinding colors into waxes and oils. Picture, Show process. 44 — Title, Steam-jacketed melting kettle where ink is melted to the consistency of thick cream. Picture, Show process. 45 — Title, Each machine coats 100,000 sheets of carbon paper a day. Picture, Show process. 46 — Title, The equalizers assure an even coating. Picture, Show process. 47 — Title (N), The paper is inspected and aujomatically counted. Picture retake, Show daylight inspecting machine. 48 — Title, Cutting to size. Picture, Show process. 49 — Title, Boxing. Picture, Show process. Fade-out on new picture of Ruth. Government Has Play Produced Depicting Dangers From Venereal Diseases urp] | HE End of the Road," a play written at the behest of United States government officials by Lieutenant Griffith and Dr. Katharine Brunnell Davis, is a sevenreel feature. This is an educational picture and being written and staged for a definite and necessary purpose, at the instances of government officials, has not suffered at the hands of the censor, like so many reels of a somewhat similar character. Dr. Davis was former commissioner at the head of the Woman's Division of Training Camp Activities. The picture attacks the venereal disease problem from all angles. There is nothing in this picture that could be construed to offend; there is nothing eliminated that is needed to drive home the great truths of the play.