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This section is the monopoly of "JUDAS" and he writes what he likes and about things which he likes. The views expressed here are not necessarily ours, but still they carry weight because they are written by a man who knows his job.
<IIME IN PUBLICITY
In their unholy anxiety to catch the eye and get t? attention of the public, film producers do all sorts ( things. The owners of the cinemas also conspire with t! producers in inventing new methods of publicity eary day and sometimes they do invent some novel r thods which arrest attention. ^
But it is high time that producers and exhibitors juld now take into consideration the moral and the i.al aspects of this game of publicity.
We reproduce here photographs of the "Currency Notes" advertising the film "Radhika" at the Royal Cinema, Amritsar. They are printed in blue and become a perfectly colourable imitation of the legal tender. These advertising notes are distributed by thousands every day and must naturally get into the hands of all sorts of people — literate and illiterate.
Imagine, one of the city sharpers getting hold of some notes like these, going to a far off village and passing the notes as legal tender.
With 9% literacy in the country, the man has not to travel far. Out of every hundred men 91 will accept the advertising note as a legal tender not being able to read what is written on it. It is thus that an attractive method of advertising may become a source and temptation of crime to some and many poor villagers may soon find out to their regret that they have been duped.
Who knows that this must have already happened, with Alfred Talkies of Bombay printing "Musafir" Currency Notes and Royal Talkies of
'Anything for money" seems o he the slogan of the film producers. Look out, they might ?uen murder you for it somelay. Here is a "Currency Note" idvertising "Radhika", The note is a better production ithan the picture. It can "sell" In the villages where people don't read and write. In the place of King George VI is a film actress.
This is the other side of the "Currency Note" that might 'easily get the better of a poor villager. Doesn't it bring into ridicule the regular legal tender?