The billboard (Feb 1911)

14 Tti e 0111 board FEBRUARY 11, IMt Motion Picture News MOVIIMI PICTURn :;iN' ADVfR. Tisitra. Haw great an advance baa been made In moT- Isc pictures as tber concern adTertislog will be-realized by anyone stndrloc tbe laitue. The advertisers at present nalnff tbis method of lUaatralloo are all gettlns resollK. As a mat- Mr ol tact, bowerer, wbUa morlns pictarcs •ajaar • WMM-wtd* popnlarlty. tbeir aiIn>rtMns nadbUltln bare not been lareatlcated tboroBKb- V> That tbrr are apparait to tb« mauj. and "^Mg jBst Boir mncb ootlca fraaa tbe adeer- tiatoratty any bo attrlbntcd to tbt abeor ttar Md.tlwte. ai Bi t lM rW r «wr m -mi '■y 'i; AS AN ADVEBTISINO MEDltTM. ' WtHng ptctnrvs as an advertising medium are icllable. efllcieat and practical. Tbey are no tonser an experiment. Tbeir cost Is msde Tea- •onable bj reason of mecbanlcal mnltlpllcatlnn. Tbeir iDtrodnctlon to tbe poUie has been accom- pUabed. tbeir power of -UIwIivtlOB Is Obrloas. ■ad wbtlr tlie aarfhoo tt thia.givat Md has boaa mcrct7 leratcbcd it baa nuAr food Its -fnadaw ao fw and la rick la poaalbnittea wbtcb wn.. taUni: tba asnat oatraTagant claims aa to Tbo aireet of well-IIInatratcd ad*ertlslDK Is kaown. Fbolocrapblcallr Ulnttratcd ailTcrtlse- - Bents are decidedly more attractlee tban the advertisements prtsented by words slone. The better Ibe pbotograpb tbe moro powerful Is Its adTertJsloc sppeal and beyond all iiut>atlou and deobt aalBsated pbotagnpbj la tbe aaparlaUee '.Merles* toiaa. - "ljunuATB oBcw' Bmntnt iani> Tbe nltlmate naera ot moelnc pletnrca fnr adTcrtlslng pnrpoaca will come tram every walk Of bnsloesB. At tbe pirneat moment a asm- Sot Oma tkat ■aaalaetore heavy maeblnerr. I .aa'iiini omaratan. loa-laaders, ami na- m Mtd to hatVMllas. mining and Itrfsatlns. an. gMw. a nal demonstration which has all th»'Situtasrs and effects of tbe original fmm —tbe negative was taken, sad posseswi SUCCESS ALBEADT DEMONSTRATED. Those who hsve so fsr tsken tbe moving plc- care oat of tbe smosement categorr bave foand that tbeir theory has worked ont la practice far beyond even their Boat cntboaiaatte antlcl- iMtlon. When an advertising stotr ta bring told OB tbe aaieea there bt nolblng which distracts tfa ■ttaottoa e( Hm gs^ooker. Tbe argnments It*tbe ar* aaautiirbcd by diverting '— iftfsr aovtlty oC-Oa aeheme ^» jaPiSss ' No sl'nale pbotoKrspb csn conlore to tbe mlad's •ye so sctlon Implied by a stationery pletnie. The tbrob and moveaient ot lito adda atot and Interest lo sny sceaa MdWhtM tUr actin <n- plslmi s proe^'T's or daBoaatetaa • ajo Boea Baa bMa accompIUbed llMcfe .W ijapuaaOili ky any iiMe^ Ja ^posalb la ky , 'BOfnv :9leivaaa 'BOW Many large advertlsois lay moch stress on ma^ltade of tbeir plants. Ibe •u>lt<><7 J tlle iBBgajnHie wi ijivir »mw ■■■■■» a ty condl- tiona of their faetoric*. tbe care with which they sssemble their msehlnes. their sbipplng facilities, etc.: by moving pictores thriw fi-s tnres can be depicted as tbey actnally exlxt and pure assertions are backed op by pictorial proof. I'kiitographlc sccnrscy Insplrso eanBdence. Therefore, moving pieturta aia rrtiable e»- poaenta. They.a«aOT.a imlqna podtloo In »h'» nnrd aad asa tka aMIy power wliioh can brinK tbp notataia of coBBorcial and agrtcoitnrai aetlvltlea to the poblle posing as Uahomet. EASII.T THANSrOBTKD. A reel of moving pictures welgtis ab oot eight pounds. It may bo •aally-eanM and axpirwMd lo any part of the conntrr. There, la baldly s hsmlet where a .iw^Mtlag mmMaf J» »•» avaDable. Movlog plelano are of atandard alie. Tba* It wOl-be am "^^SSSM^Ii? cany with him tba aetnal records, operations and aeenes vrbleb bym«» words sie tnsnillelently TEw^aiT aifv^tlaEg''ampalgns are fonnded on tbe Idea that the cnstomer is Interested ta wberv the article comea from and how It Is made? How many people are altrartpil to an ■rtida or product because of the fasclnatmg Masw which Is woven around It? The answers tSaalh these questions are many. THE DE8CBIFTIVK STYI.B. Tako tbe atesT of antamobne Urea Mm ladnstir from tree to boolevard. BIww bow tba grata to taken from tbe llelds, made tato floor and prepared for the public Picture the coMtraetlon ot an satootablle and the exciting taata It must undergo before It U pnf on sale.- nadoM Intensely InterestlDg scenes of indoa- trial activity In any line and identify the name cr' trade-mark of the maker and yon hsve at mar disposal a wondcrfnl advertlaing force. ntn there U the moving pietnre day which entertains tbe coaaojw wbOo bla biglng ta- stlnet U beiacamaed. TMa.pla n «»«••»{>•' snbtle advernn* aoar -conealTad. Advertising upanDtly^aSSSR tSnttlaIng b dtddaUr more BOtnt than a direct commercial announcemenl. Ana wfU rememlier a name connected with an laeMeBt long after tbo memory of P™",'" SwdTbas faded. • Moving pictoree makedetolte impressions and produce lasting recoUccHOBg. ADVEBTISINO INTENT BBOnU> BE <30N- CEALED. In atranglng a moving pletore. play o* ^- vtrUsIng latmt, ,mt mS^tti^BW ^shorfd be deftly caaec8Mr<i:|>Sn'aiiBt he taken Oat ac;- cnracy la not aaiiiBi I (i to dfaaatle effect aad that tbe anbject Is not bnrleaiiaad br too comedy. These picture playa- ^an^gf- compiebenslve. attractive and CUBtlBBIff mn the andlble or printed "bow.** Trade msrks. slofcsns. cstcb ohrsses and namea become living things In moving pietnres. ncy have new aad broader slgalOcaneo. they BEST AD NEVER WRITTEN.- ' The advertlflof: valne of moving pletaraa la now recognized by all progressive advertisers. I bave stated that "the best advertisement In tb« world vrtU BOfar be written becaose moving plctatc* an: IIm auperlatire adTertlsIng me- dium and agaatd the limitations of tbe pen." I do Ml Irtit ttat this ssserUoa la too strong. COST IS SMALL. ' Tbe cost of morlog pictures. Is not pro- hibitive aa so many Imafllne. Tfaeir ovpenae. as compared to tbe results accomplltthed Is ridiculously small. Mechanical mtiltipllcatlon is responsible for tbe Ion- coKt, for after tbe iwgBtlve has been llnlshed tbe positive prints M. P. D. AND SALES CO. BALL. A social affair tbst all connected with the Sales Co. will long remember took place at Albambra Hall, New Xork City. Friday even- ing. >'eb. 3, 1011. It was given by the em- ployees ot tba Sales Co. and was most libersUy patronised by tbe manufacturers ot accessories snd friends. Tbe big ball was thrown open to entertainment at the boor of nine and from Ibis time until 11:M aooga were rendered by talent sent from the vanooa muale publishers Including Edwards. Shapiro, Havnand, Reln- wlck, Morse and Ctompany, the Music House of l.n<*romle and Leo Pelat. Between tbe various vocal selectloaa tbe latest, retoaaaa of tha In- C. B. HOADLEY, which are used for ezhlMtlOB coat hot vary little. To be more defloite they may be had St from tee cents to tweoty-flre cents a run- ning foot. The cost of tbe negative depends largely on tbe magnitude of the production and the pre- paratlooa of tbe setting. In picture plsys t»an- tomlmlsts poee for tbe plerurea and special arenic effects are In maay loataaew dsmable. The nsnsl iadustrial aablset depieta bminess and mannfaetnrlBg oparaiiooa aa thay dali.i eztat; eoaseqaentlr tM OlMni an feaa but to take care that ha MUM Mi MIHtanity and cboosee bla secnaa with a le g ar a ree their valtte to the advertiser. It Is adrlsalile In using a moTlog pletore dim that s specialist direct the work. Tbe negative corrvspoods to tbe ordinary "eofky** and quite as moch depends on Its pulling pow- er. EXHIBITING THE nCTDBE. Tbe circulation of course, abonld be laid out along logical Hues. That Is to aay. tbe pic- tnres to secure liest resnUs shonid be exhibited t>erore the class of people most likely to n*. «pond to the sdverttslnir. Manufacturers of farm Implements, Irrlgstlng machinery, etc. seek the state and coimty fhira and agrladtaral rtag^jilctnroa of mining ma- communities. chlaeiT find lug THEIR PLACE AS ADTBBmiI«|.'ld|MDM8. Uevtag pletnrea have a snbataatMl place as an advertising medium. Tbey sre reeogntasd by Bosrds of EdncsUon all over the world for their power to niustrste. They are distinctly superior ss a supplemeotarr advertising force, sre sofflclent unto themselves when used In- dependently and will only be supplanted in their snbeie of mwftdasaa by Imotovcffioata on J, MHU time was also foimd for an occasloaal daace. After tbe conclualoo of this form of entertain- ment the grsnd msrcb wss sunouoced and tbe ball started with Mr. Bronlatour, presldsnt of the Bales Oompsny. and Mrs. Herbert L. Miles tsking tbe lesd. Daacea irete thereafter tbe order of tbe even- ing, ooe being dedicated to each of the vartotu maaufacttirera who operate luder the Sales Company banner. Messsnlne boxes areio re- served tor each' ot tba oiaaofaetntaia pnaant and tba foUowlag facia wet» lo ba Caaad ee- cnpylaa . tbsB naa tlaaa to tlaai Oarl t ll M a. a. O. ^Bawaa. B. U lUM, loe Uaife Dtatsofsss. Pat O. Powers. Oao. A. Ma- cce, Devid Rorsley. B. Olfemsn. Harry Raver, n. Blsche. Tom Evsns. Bertrsm Adler, Mr. Hlockel. Rdw. 8. Porter. H. J. 81 Mr. Hleraaad aad Yaaanh eipre time. RK«tULATINa PICTURK •HQWt. Sin Francisco. Feb. 1 (L hoard).—Tbe Poliee OommlttM gf Supervlsan hsve taken oadir 1 pending proposition ao to aaMBd tba ozlatlng nlebelodeoB ordltuaos aa to Bibt. u apply not only to moving picture ahowa. bat ta aay other entertsloments st which moving pl g ta i aa ars part of tbe attraetloa. The chaaga to daatgaad to block certain alleged plans to gyada the law IB queatlon by mixing a little Taadevllle. entertainment with picture displsys In order that a claim msy bo made that places la qnes- Hon are not "blae l as as n.a»» the «wa la A special light la being made fbr tbe propoaad kmendment by Rev. Or. J. o. tlntbrie, of tbe Presbyterlsn Church, becaoae It la atnght la prevent ooe of tbe mixed entertalDmeat bowN being establlahed only tbtrty.flve feet ^ta»jtat from the rear line of tbe church lot. no loce forbids nlckelodcoDs within two'b feet of tbe front of sny cburcb or aeboal -baOBL or within one hundred feet ot the laog aV^HW prapcrty line ot aneb structurss. OMiilb^CR YSTAL CURTAINi. ' The Cbemo-Crystal Curtstn Co.'. ot Bpokaaa. Wssb.. hsve pstented s curtata whlo^ thay dlalm bss all tbe good polnta of othsr em^ tslos snd s few more. It sll tbe good tb' tbey hsve to say for tbe srtlcle in their spectns aie to be found In the enrtala, aniely. have oae ot tba beat — - kind OB tbo aurket. CRISWELL'S SOUT HERN TOUR. Fni P. Crlsweii was In Claeinaan laat waab, making preparations to start hto aia wctk^ tow of the South as lecturer of the dim, Coirbap oaf Indian Celebration at Chayaaae. Ao f Febnair • at — FILM CLKAlilllMiMBl ■ V, vwv M atomto deaanj rewoBad A device for cleaning mevlag plelnto fllaM has been Invented snd placed oB tbo marbat by Frederick E. Mortimer, of Portlaad. Ha. Oae of Its principal objects Is to provide sort efflclent meana for tborooKbly both sides of the film as It Is being „ on the reel. Another object Is to provlds a simple device sdspted to be secured to the shelf upon which tbe reels sn- mounted; tha device comprising a pair of removable peas far tbe upper snd lower surface of tbe dim. Thaia pads are removably aecured to a pair of hiaalf binfted tnsetber and provided with rneaM tST lorkluE them In position to permit the Ub to nsss between tbe psds as It Is rewound gaia the reel. A nsir of brushes are aecored to tba device, tbe brushes being desired for ssrsep* Ing off any particles which would be liable t» Injure the flim in tiasslng Ibe pads. Tbe In- vention Is of simple conatructloa. aisd ia aa|d «• Ja. 'gciynt.fBr It. purpose oC^aaaaBbls cleaaaf BM itdn of the nim. PILM IXOHANaB* St. Lonls. Me.. Peb. 4 (Special to Tbe BUI- t»oarrt>.—The New York Film Exehanae. lie sag by Sol Carragieo. laat week eoasolidatcd with the Carngiaa Mg pgfritoafat, M B W| t J|gr la TWO W KW D RVidW.' Illatnrv In iH-liig made rspldl.v In the BOtlM picture hiii«lricn.. llie!«4> dsys. Wbst with tac- tical romiucrrlal cbaisces and new scleottOC dlo- coverles. the rw-ople lu the Blm Interests are kept busy sdjantlng themselves to tbe tlnually chsnglac order of things. Two pro- jection devleee thet eio nroaleedby their ac» mofers to ravoiotloalaa tba praaaat showing moving pletaraa arc beiag sroimd nreater New Tork. Tbsae aia tba l-hotoplanr or Daylight Picture, contmlled " Tbe Motion Pbotoplaaa Ooapaap, 1408 ~ way. New Totb, aad Iba BMat IM .Motion PIctnra r—~™ ~" - - Cssey. the vao" New Tork. Pnth Inventions sre ssid to overcome the eb- tectlona raised Ivy patrons of moving pictvro houses to tbe dsrkneas tbst baa hitherto beea ronsldeiad eaaeatlil to a proper ibowlng of tha r>lrtnre. Tbeoa objections which sre sppsreat to everyooe. raa tbe whole gamot or posslbW •iinsster, from ataBpcdc to larceay. Tba to iM • loos also maka MaaMa tba pwijutlM « sbsnlntHy clear. Uiterieaa plctof*. The Pbotoplsne consists of s ebemleallr pr^ pared screen and a projecting machine, tlw ta* vention of 8, L, Botbapfrt. The stage to dsrkeaed, and tha aereen la placed ten feet be- hind the foolllabts. boodlog the nictnre. sad canslag It to stsnd ont In bold relirf. with aa ahondsnce of light lo guide every pstrvo out. The Photnnlsae Is lostslled In msoy of tbe tbeatras of the Keith tim*. smoax others tbe Hippodrome in Cleveland, tba OolDBbla la ~ rianitl, and tba Krith Tbsatra hi Pblla ~ Columbus, O.. aad tba r " R.'h. Herbat's Invention wbleb Hr. Pat I cootrols, makes It possible to ezblbit ai. pictures to a brilllsntly lighted aodlteelnm ar In sn outdoor gsrden. Its utility aa sn sdjonet for anmmer parks will thus be seen at a glance. Tbe apparatna is In snceessfnl operstlon la Bcrsntnn. Pa.: Montreal. Bridgeport. CoUB.: Sprlngfleld, Maaa.. snd Altoons and Warreaa- bnrg. Pa., among other niteea. Tba Beibat ntaehine works upon a dIrMlly oppeoite prlB- elple^trom the ordinary projection msdilne. AccoTdlog to Its proBOteca, ioslesd of project- tof a tight It projeeta a Aidow, whieb ptoccaa Iba aMat brIUisnt rsys of niomlnatta.. : ... . REX PATRI OTIC. >■. bMplk* wllb tba aatrlatlc birthday aea- aaa. tha Raa Uoving PIclBta Oompaay aabaa Ma Jnt raleaae, Tha flivt Ub to ba iilaead *5f.JK"'** *Ws eeowaar Is to dsal w|tb aiwtrlotlc subject. entlUed Tbe HorohM ot 1*. Which exhibits a itoiy centering ahont Waab- mgton in one of his aecoBpliibmenta dnrtag tbe llevolntlonary War. The dim Is to be nisassd six days before our flrst President's birthday. The new plant of the Rex Moving Pletatt Company, located In the Csmersgrsph Bolld- tng OQ Eleventh svenne. is very complete sad np-to-date In its equipments. Tbe prnrssa of taklng.;,deTelopiog aad flniihinc the pictara l* itlcsilv snd pn accompltsbsd very _ sivelv from tbe time tba i to the. time tha (iBtaM I vcei.; Kdwta 8... PaHatt Ipi, atlve tstest la woaad ai ■•■a a( tba I