Moving Picture Age (Jan-Dec 1920)

28 MOVING PICTURE AGE May, 1920 The New Era Films JOHN F. BURHORN. Prop. Non ^Theatrical Department 207 South Wabash Avenue Chicago Telephones Wabash 5857-8-9 Presenting an unusual selection of high quality motion pictures especially adapted for use by: Churches, Schools, Y. M. C. A.'s, Clubs, Social and Civic Organizations, etc. ENTERTAINMENT Every foot of film holds interest and suspense, affording pleasure to people of all ages — entertainment for tfie entire family. CLEANLINESS These pictures are first, last and always entertaining— but they are never vulgar. They will help solve your problem of censorship and offer an evening's diversion without any fear of situations which are often criticized. EDUCATIONAL Many of these films are especially adapted for class work in the low grade schools and are now being used by Public Schools throughout the country. DIVERSITY NEW ERA FILMS may be obtained in programs of as many reels as you desire. They comprise every form of screen production — the drama, filled with human interest; the comedy-drama; slapstick comedy; refined comedy; dramatization of thrilling and important events in American history; scenics of every land; legends and folk lore; strange and unusual scenes of bird and animal life; clever and amazing cartoons; Boy Scout propaganda subjects, scientific subjects and current events; United States Navy pictures, and many other interestng topics. These programs are not tiresome. They are full of life and red blood, but the adventurous and happy side of life is presented, not the sordid, unhappy phases. Stories by eminent authors such as Robert Louis Stevenson, Richard Harding Davis, Ralph Henry Barbour, Anne Sewell, Mary Raymond Shipman Andrews, James: Wilder, etc., are found in our Library of Films. CO-OPERATION Our NON-THEATRICAL DEPARTMENT is at your service and is always vsrilling to render every assistance in suggesting programs appropriate for your individual requirements. SATISFACTION That the work of our NON-THEATRICAL DEPARTMENT is successful is evidenced by the many letters we are receiving, commenting on our service. SEND FOR OUR CATALOGUE TODAY AND TELL US YOUR REQUIREMENTS Sales Corporation Adds Moving Picture Department to Its Advertising It is the judgment of many advertising authorities that the amount of money annually expended for national advertising will be substantially increased as soon as the manufacturers of nationally advertised products develop a full realization and appreciation of the possibilities of the motion picture as a trade stimulant. The matter of film publicity is being considered by scores of producers of merchandise of general use, but too many executives and sales managers are ready to believe that the motion picture as a business developer is still in an experimental stage. There is too often a tendency to dismiss the subject with a flippant reference to some trade film experiment that because of its inadequancy or defective handling failed to produce the expected results, yet these very experiments have been the means of bringing the medium to its present state of utility. No one familiar with the subject is ready to say that the motion picture has reached perfection. There are new developments almost every day, but in its present shape the motion picture is sufficiently perfected to justify the serious consideration of the national advertiser. Naturally, its effective utilization is a job for an advertising man, a specialist with merchandising brains, vision, and a thorough knowledge of the technique of motion picture production. His training qualifies him to analyze his product and determine its salient selling points. His experience enables him to present these points through the film in a way that will make the strongest appeal to the people most likely to be interested. Instead of being restricted to printed selling arguments, illustrations and color effects, he has the whole gamut of human emotions to play upon. His advertising sense compels him to maintain a thorough and consistent effort until he has reached his goal. There is no camouflage about it. It "comes clean," as all good advertising does and all_ advertising should. This is the plan on which National Graphic Publicity Service is constructed. Advertising is news and the romance of manufacture is alluring. The advertising picture must be built with a full appreciation of the entertainment and the story value that lie in the production of a cornmodity, as well as in its educational opportunities. The public will flock to see frank advertising and pay for the privilege, as is evidenced by the patronage at the auto show, food fairs, electrical expositions, etc. They will respond in equal measure to an honest-to-goodness advertising motion picture. These films can be run in regular picture houses without interfering with the entertainment schedule or they can be used to take up the "slack" in the afternoon hours. The audience can be selective, made of just the sort of people the manufacturer wants to reach. The matter of distributing such a campaign is of paramount importance and in this respect the co-operation of the exhibitor can be counted on. To say that the theater manager is opposed to advertising films is doing him an injustice. He does object, and with good reason, to so-called "subtle" propaganda and camouflaged publicity. His screen is his stock in trade and his audience is his "good-will." He is too good a business man to deliberately stultify the one or jeopardize the other, but he is always ready to lend his aid to a legitimate proposition. With these "facilities at hand it is apparent that national advertising through motion pictures is no longer an experiment. The technical visualization of the sales message and guaranteed theater distribution are ready now for the forward looking manufacturer who has the courage to make use of them. The National Graphic Sales Corporation has added to its other advertising-motion picture activities a new department for the production and distribution of advertising and merchandising motion pictures for national advertisers. Plans are already under way for film sales campaigns that will blanket the country for several large accounts. The new department, which will be known as the National Graphic Publicity Service, will be under the direction of Fred Dowd, well known in the advertising field and more recently identified with the production of motion pictures for business purposes. An announcement from the Prizma offices states that this company now has camera men in Algiers and, according to letter received, is meeting with extraordinary success in obtaining remarkable color views of that country. The Prizma organization has camera men in practically every out-of-the-way corner of the globe and according to the statement this week, it is a matter of time only before this country will be shown some of the most remarkable scenes ever made through the medium of the motion picture camera. The fact is made doubly interesting because of the Prizma process which permits of natural colors. The first of the weekly moving picture performances at the University of Utah was presented recently under the direction of the visual instruction department. A number of films on educational subjects were shown and explanations made by Prof. F. W. Reynolds of the extension division. Please say, "As advertised m MOVING PICTURE AGE," when you write to advertisers