American cinematographer (Feb-Dec 1922)

10 THE AMERICAN CINEMATOGRAPHER March 1, 1922 Cinemdtocjrdp tier The American Cinematographer in making its bow as a monthly publication on April 1, 1922, will offer a program of real entertainment and useful interest to its readers. Among other features there will be: Another letter from Jimmy the Assistant, right off the bat, on a subject of timely interest. A new department of "Pans and Tilts," by Phil H. Whitman, A. S. C, of interest to all cameramen. The second installment of Eugene B. Downing's article entitled, "Camera Exposure and the Working Latitude of Motion Picture Negative Film." The first paper of a serial article on lenses which will treat of the subject exhaustively and which is designed to run several months. The editorial arrangement of this series will be in the capable hands of Mr. Karl Brown, A. S. C. "Wayang-Wayang," by Herford Tines Cowling, A. S. C, the most traveled cameraman in the world, chief of cinematography for Burton Holmes-Paramount. This story tells of filmless movies of the Orient more than one thousand years old. It is amazing and of wondrous interest. It will be embellished with many illustrations. "Shooting Amidst the Giants," by H. Lyman Broening, A. S. C, a sketch of the California redwoods. An authoritative article on the financing of motion pictures by a financier whose knowledge is first hand. News of the laboratories and laboratory people. Something about "The Society of Motion Picture Engineers.'' And this isn't all there is. There is a lot more and it's all good. Why is the Cooper Hewitt Lamp "Standard Equipment" in the Studio ASK THE MANAGER: "He knows — he knows — he knows" He says: "Because they are the cheapest to operate and maintain. They require the least attention and renewals. They satisfy the whole outfit, from the Director 'stars,' and cameraman down to the electricians and stage carpenters. They make it possible for me to get perfectly uniform work, and that of the highest quality, at any hour of the day or night. The remarkable growth of the moving picture industry is due in no small measure to the use of Cooper Hewitt's." Cooper Hewitr^3^ Electric Company General Offices and Works, Eighth and Grand Streets, Hoboken. N. J. Bo.ion-101 Summti Suet Oic.go— 215 Fliher Building Cineinn.ti — F.mi Nluon.l Bank Bldf CW*«Uim1— EagioMn)' Builduf Detroit— Foid Building Lot Ang«l« "' Mil-aukcPtuUdtlphia PiiuburgS— W«tin«ttoute BuildmK St Louit— Otm.1 rWtonal Bin " SfiacuM— UoWMky B*nldin£ Mr. %>thacker's New Book ^NOTHER of Watterson R. Rothacker's books on motion picture advertising is just off the press. Advertising men, who have seen advance proofs of the book, say it is the most comprehensive contribution ever made to the motion picture shelf of Advertising's library. It is considerably more comprehensive than any of the author's previous writings on film advertising. Among advertising men Mr. Rothacker is regarded as a foremost authority in the film advertising field. He was the pioneer specialist in motion picture advertising and wrote the first book ever published on that medium. While the book deals with the science of screen advertising in a technical manner, it is by no means lofty brow stuff. It is entertainingly easy to read and beautifully illustrated. During the war at a conference of advertising men Mr. Rothacker was asked how motion pictures could be used in keeping up the morale of the Yanks in France. Mr. Rothacker evolved the "Miles of Smiles" idea. Leading newspapers all over the country got behind the idea with the result that thousands of homesick doughboys "over there" saw movies of the loved ones at home. Mr. Rothacker produced advertising pictures a number of years before entering the film laboratory field. He has not permitted his Chicago plant or the Rothacker -Aller Laboratories of Los Angeles to interfere with his personal contact with the Rothacker practical picture organization. He asserts furthermore that the laboratories he is going to build in London and New York will never "alienate" him from the advertising field in which he was the trail blazer.