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56 CELLULOID
of the film, which may be either a musical comedy or a drama in the ordinary theatrical manner, without any relation whatsoever to the product advertised. In such cases the firm in question relies for its result on a credit tide at the beginning of the picture, or on the subtle introduction at one point of the article being publicized. An example may be cited in the film version of The Silver Horde, from Rex Beach's novel, financed by the Icy Point Salmon Company of Alaska.
The success of such efforts depends largely., of course, on the theatre circulation over which the commercial film company which produces the film has a release. Paramount, for instance, have been very successful as regards short sponsored pictures because of their big theatre-circuit arrangements, but the quality of the films was not startling. I understand, also, that objections are being raised by audiences at having this form of entertainment forced upon them.
Co-operation between American Government Departments and commercial producing firms is apparent in the many films that we see of the American navy, air force and army. Films like Flight, Submarine and Dirigible are incidental but none the less forceful propaganda for American national interests, whilst the same sort of interworking is officially arranged for industrial subjects, such as Men of Steel and Danger Lights, in some cases the industrial firm sharing the cost of production.
To the student, the most interesting aspect of this increasing relation between specific propaganda and the cinema is that out of the urgency of expression, whether of an idea, an industry or a product, there