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THE CINEMATOGRAPH AND PU BLICITY
On the initiative of the Spitzenorganisation der Deutsche Filmindu
trie (The Central Organization of the German Film Industry) and the
Lehrfilmbund (Educational Film Association), the first International
Congress of the Cinematograph as applied to Publicity was held in Berlin
from the 13th. to the 15th. August.
The importance attached to this Congress was evident from the number of the representatives of all Countries attending it and from the official adhesion of the leading publicity organizations of Europe and America.
The Congress opened its procedings with an address by Dr. Walter Plugge, head of the Spitzenorganisation. Dr. Plugge, after welcoming the Congress in the name of the German Film Industry, described at length what Germany had done, and what it was preparing to do in this field. He stressed the immense possibilities which the cinema offered to advertisement, especially now that new horizons had been opened up by the talking and the colour film.
Dr. Plugge referred to statistics showing the contribution of the film to publicity and mentioned^ the increment registered in the production of films of this character.
Lastly he pointed out how the cinema, while contributing efficaciously to the formation of public taste and general habits of life, had established its claim to be the most effective instrument known for the purposes of systematic publicity, propaganda, and avertisement.
Dr. Plugge 's speech, which closed amid enthusiastic applause, was followed by an address by Dr. Ciirlis, President of the Lehrfilmbund, which we have pleasure in reporting hereunder.
« Cultural film » said the speaker, is a term applicable to all films the purpose of which is to transmit a knowledge of men and of things, as contrasted with the mass of theatrical films which hold so wide a sway and are of incomparable economic value.
« There is, however, no definite line of demarkation between the two groups. Thus we have dramatic films of an educational tenour and cultural films of a distinctly dramatic character.
The term « cultural film » denotes a class ; the term « publicity film » defines a purpose. While the boundaries between the cultural film and the theatrical film are not very distinct, it is often equally hard to fix those between cultural and advertisement films. From the business stand
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