The theatre of science; a volume of progress and achievement in the motion picture industry (1914)

316 tizift Cljeatre in the Kinemacolor .suite. Mr. Holcomb was one of the first of the high-grade writers to find a comfortable berth in the gold-laden film field. Erstwhile critic, author of a half-dozen successful plays and operas, and formerly one of the highest-salaried advance men in the country, Holcomb has never been so active a factor in the amusement field as at this time, and the officers of the Kinemacolor Company quickly discovered his value. In the same building where the Universal Film Company has its business address, the publicity department is in charge of Joe Brandt, and this is a name to conjure with in the film world, for Brandt is essentially a product of the industry and is one of the few men to hold his position when the day came for big things in a publicity way in the larger producing companies. The Universal has an advertising equipment to-day that would cause the Barnums and Haverlys of other days to look on in amazement. Its annual expenditure for publicity is now half a million dollars. The Universal has a house organ called "The Universal Weekly," edited by George Urie Stevenson. At 29 Union Square, in the only Broadway film studio existant, Philip Mindil has charge of the Mutual Film Company's advertising plant. About the time Mindil became identified with this company the latter inaugurated a camipaign of unusual publicitj?-, paying as high as $4,500 for single announcements in magazines, v/ith no other purpose in view than to benefit the exhibitors exploiting its product; in fact, the announcements were of that character such as the telephone or the phonograph companies are wont to issue broadcast. National in their scope and directed to the attention of the general public, I believe that this was