Motion Picture News (Jul-Aug 1923)

How • he • said • it The solemn hush that followed Lincoln's Gettysburg address was not alone a tribute to the beauty and simplicity of his message. The multitude, in silent meditation, paid homage to the President as one of the most eloquent speakers of all time. What he said will never be forgotten, but the way he said it, his power of presentation, gave his words added weight. It matters little to an audience what a public speaker says, if they can not hear him or if he does not speak distinctly. Even a poor speech, well delivered, is more effective than a powerful message that is hard to understand. In motion pictures a classic of the screen loses much of its value if it is not properly presented photographically. The artistic and dramatic merit may be there, but the audience fails to appreciate it if the laboratory making negative and prints has not retained all the producers have put into the picture. The West's foremost makers of motion pictures have learned that STANDARD SERVICE and STANDARD PRINTS give their productions greater screen value. The camera-to-screen service of STANDARD LABORATORIES guarantees them better photography and assures exhibitors that the audience sees to best advantage all the producers have put into their pictures. Sfcri?c/ar(f rH'/m 1/ a/? oratories J * JbAnMMcAo/aas " SMTompkms Seward and Rom aine Streets /folly 4366 ffolli/woocl, California tStarfdavd "Prints ^ra^^a^r i