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sense. By such means real little works of art were created, though used for publicity pure and simple. Such advertisements not only do not irritate the public, they interest and amuse it and arouse admiration for the new technical achievements and the new expressions of cinematography and art.
This double mission of spreading knowledge, on the one hand, and of artistic publicity on the other, ensures the fullest development of the cinema. Already in many countries enterprises organizing cinematographic publicity are thriving and multiplyng and are managed on the most thorough and serious lines. Other centres will no doubt follow. Just as commerce is intrinsically international, so also this new development of the cinema tends to become international.
In closing his speech, Dr. De Feo expressed his hope and confidence in the most cordial collaboration between the International Institute in Rome and the several Nations interested in advertisement and propaganda films.
Dr. De Feo, whose speech was warmly applauded, was followed by several speakers who expressed the hope that the Institute would become a centre for the study of this aspect of the cinema and promote cooperation between the different countries. Dr. Curlis took the opportunity to give a public welcome to the International Review of Educational Cinematography, which he described as a splendid expression of will and enterprise. He proposed to the Assembly that the report of the Congress should be published in the Review, which should be considered as the official organ of all producers and users of educational films in all countries. The Assembly adhered unanimously to this proposal.
Dr. Pinshewer, a renowned veteran in the camp of the educational cinematograph in Germany, and the Director of the Pinshewer Film Co., spoke next :
((Advertisement is an outstanding feature of the economic life of to-day » said the speaker. Advertisement opens up markets to production, an essential condition to the rationalization of all business enterprises.
The time-worn methods of propaganda, by copy and posters, have now to make room for the advertisement film, which assumes therewith a politico-social importance.
« Advertisement films count barely twenty years of life in Germany. She preceded all the other countries of Europe in the use of this type of film.
« Indeed, when the speaker went to London in 191 3 to exhibit some of the earliest advertisement films (which Germany had been making since 191 1) to British manufacturers, he discovered that the latter were still unacquainted with this means of publicity.
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