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« Since that date, advertisement films have found their way into all civilized countries. Germany ranks first among European countries in this field ; she has, moreover, developed the technical and artistic character of these films, along special and original lines.
« For the first time, this Congress offered Germans an opportunity to form a correct idea of the progress of advertisement films in other countries and to study the best means of launching them, while bearing in mind the fact that publicity films, no less than dramatic ones, often serve the purpose of diffusing a knowledge of national production beyond the national frontiers. This makes it most important for all publicity agents to be well informed as to the tastes of cinema audiences in other countries so as to study the best means of diffusing their films.
« An important point would be achieved in the interest of film advertisers in all countries if this Congress were instrumental in determining and making known the standard length of reels suited for projection in all countries. There are two types of advertisement film in use to-day in the German public cinemas : the standard film measuring about ioo metres and the sub-standard film measuring 25 metres. The former is nearly always projected by itself ; the latter in groups of four films, as a prelude to the regular program of the halls.
« The artistic development of advertisement films has been retarded of recent years and is still being retarded by the tendency of the big cinemas — and more especially the big consortia — to screen such films and make money by them regardless of their artistic quality.
« The international competition opened, on the proposal of the German League of Educational and Cultural Film Producers (Bund deutscher Lehr und Kultur Filmhersteller), aims at promoting interest in artistic advertisement films, not only among those directing cinematographic studies, but among the proprietors of cinema halls and all other persons concerned. The competition, moreover, aims at calling the attention of the public to this special branch of film activity, so as to promote its development. The competition had taken place under the auspices of the Reich Kunstwart, in Berlin, contemporaneously with the sessions of the Congress.
« According to information published in the Film-Kurier, there are at the present time in Germany 86 firms that devote themselves to the production and distribution of advertisement films and last year they made 365 films, having a total length of 68 thousand metres. If we compare the yearly expenditure in Germany for the production and distribution of advertisement films with the total cost of publicity which German trade and industry has to meet every year, which, according to the computations made by the Institut fiir Konjunkturforschung together with the Leipzig Fair Company, amounts to one thousand million gold marks, this
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