Motography (Apr-Dec 1911)

July, 1911. MOTOGRAPHY 21 Tke Ne Plus Ultra of Publicity -By Watterson R. Rothacker General Manager of the Industrial Moving Picture Company, Chicago. THE terrific pace of modern business is a matter of astounding record, and it is generally acknowledged that there has been greater development in the advertising world than in any other branch of commercial endeavor. In fact, advertising has been a potent and leading aid to this wholesale progress. Moving pictures are typical of this wonderful advance. They deserve a place in the consideration of every advertising expert because animated photography is foremost among all inventions as an illustrative force. Such reproduction and precision of movement as is notable in moving pictures has never before been obtainable. By their means a scene or subject is vitalized and is comprehensively depicted, proportioned and moving as in life. Too much emphasis cannot be placed on their superiority in this regard. The value of illustrations in advertising is -decided and needs no discussion. Quite as obvious are the advantages of moving pictures in advertising where illustrations are influential and beneficial. Moving pictures are popular with the public — their novelty attracts. All over the world this is recognized and statistics indicate that this popularity is growing. Their value as an advertising medium is likewise established and advertising specialists in general are sitting up and taking notice — and are investigating so that they may advisedly consider the new-comer and apply it to the needs of their particular business. Moving pictures are adaptable and can be used to advertise a city, a land, a product, a name, a trade-mark, etc. They act as a sales stimulant — arouse community patriotism, general interest and attract notice, buyers and capital. Moving pictures have a subtle charm and, properly produced and presented, they arouse the buying instinct of the audience they entertain. As a publicity force moving pictures offer a complete and comprehensive service and are sufficient unto themselves. When used conjointly with other media they capably contribute their pro rata as a supplementary agent. The syrup company which advertises that its product is "made by the old plantation 'open kettle' process"— the firm in the same business which makes use of the catch-phrase "from camp to table" — the canning company which boasts of its high standard of manufacture — the automobile company which lays stress on the care with which its machines are manufactured, assembled and tested — the commercial organization whose interests are injured by the alluring misrepresentations of unscrupulous land agents — in fact, any proposition that will stand for a pictorial proof of pure assertion can find in moving pictures an invaluable asset. A reel of moving pictures can be conveniently carried so that the traveling representative of a heavy machinery firm, or one who has land to sell or a process to explain, can give a reliable exposition and demonstration of that which he has to offer in a manner which will impress his "prospect" as is possible by no other method. The negative film corresponds to the ordinary adver tising "copy" and is deserving of quite as much care in its construction and arrangement. ' Knowledge leaves no room for chance, and the judicious use of moving pictures in advertising depends largely on a knowledge of the conditions which exist in the moving picture business. To illustrate this point : The theater managers who serve their patrons with moving picture entertainment, and who are known to the trade as "exhibitors," are practically all allied with a larger governing power. There is no central power with jurisdiction over the whole; neither are the exhibitors absolutely controlled. They are firmly guided, however, in their operations by powerful mentors whose edicts carry more than a little authority. One of these strong organizations has decreed that the exhibitors with them associated shall not exhibit in their theaters moving pictures of advertising intent. The opposite faction, which is known as the Motion Picture Distributing and Sales Company, has taken no action whatsoever in this regard and takes the stand that the theater managers who are served by the film exchanges combined with them are independent and that no person or persons, save the individual manager himself, should say what class of film service be put on view before his patrons. The point is this : The average layman knows nothing about the vexatious political problem which is being worked out in the film business and consequently in his ignorance jumps at the conclusion that he can have an advertising film made and the theater managers will jump at the chance to show it for him. This is far from true, but it is possible to carry on a moving picture advertising campaign through the medium of theaters. Also it is possible independently to deliver advertising messages by means of moving pictures so that the theater manager is not involved. In moving picture advertising the gain is worth more than the investment. The actual cost of the negative is comparatively reasonable and the positive prints which are used for exhibition purposes are, by reason of mechanical multiplication, ridiculously cheap. The expense incurred by the distribution and circulation of the finished film depends entirely on the method employed and the scope of the campaign. Government Pictures of Hawaii A form of publicity that undoubtedly will awaken a deep interest and be productive of results is that adopted by the federal government to advertise the territory of Hawaii. Motion pictures illustrative of the scenic wonders of the islands and the gorgeous festivals held there are being sent throughout the United States. The pictures are not only interesting but they are also instructive. Following are the subjects : The native sport of surf-riding, the annual floral parade, the Shriners' parade, the Atlantic fleet in the harbor of Honolulu, the sugar cane industry, Prince David's funeral, the cattle industry and a remarkable view of the great volcano of Kilauea in action, belching lava and smoke.