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Dr. Curlis's speech was followed by an address by the Director of the International Educational Cinematographic Institute, who had been invited to take part in the Congress and to take the Chair. Dr. De Feo, after some opening words of greeting, described the present state of the cinema as applied to propaganda and advertisement in the various countries, and expressed his admiration of the work done in Germany by the organizers of the Congress. He expressed his pleasure in accepting the invitation which gave him a further opportunity to make contact with those who, in the different countries, were devoting their efforts to the cinematograph as an instrument of education and uplift of the people. The International Institute had greatly at heart all forms of international cooperation in this domain. Few of the conquests of science have such a universal value as the cinema, this language of the eyes, which neither knows nor tolerates frontiers, which acquaints the mind and soul directly with all that human nature and the mind of man can devise to recreate, to educate, and to elevate.
The International Institute would always welcome any opportunity to take part in such gatherings and would bring to them all the force of an enthusiasm based on its deep faith in the future of the Cinematograph. What are thirty years to a rising industry ? what is such a period in the life of a people ? Yet, in this brief lapse of time the Cinema had established its sway ; it had become one of the greatest world industries ; had claimed the attention of Governments, of men of intellect, of the financial world, and lastly of that body which is the official expression of international cooperation: the League of Nations. Conscious of the immense moral force accruing to the Institute from the fact that it had been created by the League and was under the supreme guidance of the League's Council, the speaker had not the least doubt that everything possible would be done to cement ever more firmly, through the universal language of the film, mutual understanding and collaboration between the peoples of the earth.
The Institute was interested in all the educational aspects of the film.
What does advertisement represent to-day in the life of the peoples ? asked the speaker. What are its ends ? What are the outer and visible characteristics which it manifests more and more clearly ? We may say that, at the present day, the word « publicity » has come to be synonimous with another word, « knowledge ». With the progress of general culture, the development of all those social forces which tend towards the general welfare of the working masses, and the needs which are constantly arising in daily life and the daily battle for life, the necessity for knowledge is increasingly felt. A knowledge of our environment, of what is likely to benefit ourselves and those dear to us, and to bring strength, welbeing and civil progress to society and the community at
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