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

of@)Cience 325 Thanhouser and Majestic Companies, a man of prepossessing personality and much dramatic force. The Eclair-American Company has forged ahead in recent years to an extent hardly expected when the big foreign institution established an American branch. The policy of this company is decidedly conservative, particularly so far as any publicity being encouraged for any of its officers. Bert Ennis, however, as the publicity chief, has managed to find v/ays and means to keep the name of his company on the moving picture map. The Eclair Company issues a house organ or bulletin twice a month. With Harry R. Raver and Joseph Farnham in charge of the business and publicity departments, the All-Star Feature Film Company, of which Augustus Thomas is the artistic head, has not lacked conspicuous representation in the general scheme of things. As a fact, Mr. Farnham has succeeded in placing any number of feature stories for the New York newspapers. These stories were not film stories, however, but were invariably confined to very readable subject matter anent the star players. In no instance can I recall where such stories were not replete with news value, aside from the effort to advertise the company's productions. To evolve a story calculated to advertise one's product and yet conceal this aim, is an art in itself, and the average editor is wont to appreciate such a gift from whence it comes. Harry Reichenbach has assumed the sole direction of the extensive publicity campaign inaugurated with the advent of the Lasky Film Company, and there has been no better work of the kind in the entire industry. In another chapter Charles M. Seay is aptly quoted as stating that the "theatrical movement" in the new