The Moving Picture Weekly (1920-1921)

12 THE MOVING PICTURE WEEKLY Films Permanent m Advertising Harry Levey, manager of Universal-Industrial Films. IWIERCHANTS from the Drapers' Chamber of Trade of the United Kingdom, who are touring the United States under the auspices of the National Retail Dry Goods Association, were presented last Tuesday evening with a motion pictui'e "close-up" of themselves. The presentation was made at the Capitol Theatre, "the world's largest theati'e," where more than forty members from the Drapers' Chamber of Trade were entertained by Harry Levey, manager of Universal Industrial Films. Mr. Levey filmed the merchants upon their arrival in New York on Friday of last week. This film was shown on the screen of the Capitol Theatre on Tuesday evening, in conjunction with the regular performance there, and extra bits of the film, showing a miniature likeness of each merchant, were distributed among the merchants. There was also shown on the screen a composite film of portions of industrial and educational pictures made by the Industrial Department of the Universal Film Company, in connection with the educational work being done by stores throughout the country to train their employees to a better knowledge of their work and its requirements. The Universal Industrial Department has made a great number and variety of such films, and these pictures have done much to promote efficient work among the employees of the shops. As the Merchants from the Drapers Chamber of Trade of the United Kingdom are touring the United States for the pui-pose of observing American meth ods of shop management and salesmanship training, the composite film shown them Tuesday night was chosen as the best method of acquainting them with American ideals along that line. Steps in the making of silk, silvenvare, stockings, hooks and eyes, corsets, pins, shoes, and leather soles were shown. . These are only small parts of films showing the complete mechanism of these processes. The complete pictures, the only ones of their kind made, are distributed through the Department Store Circuit of the National Retail Dry Goods Association. E. B. Weeks, F. Gross, Lewis Moore, F. W. Cook, F. Chiesman, A. N. Hollely, C. P. Webber, Chas. T. Coleing, D. M. Rose, T. W. Hardwick, F. H. Barber, W. J. Hunter, Fred Longley, F. Matthew, John Boardman, Lewis Lyne, A. W. Thomas, J. Lancaster, F. Okey, W. J. Hopton, Miss D. Cook are the visitors from England. Lewis Hahn, National Director of the National Retail Dry Goods Association, New York; Homer Curtis, Secretary of the same Association; Donal Dey of Syracuse; P. A. Bergner, Peoria, 111.; S. F. Izard, Elmira, N. Y.; Z. Himelhoch, Detroit, Mich.; Mrs. Lucinda W. Prince, Boston, Mass.; Roger W. Allen, Nugent's Bulletin, New Yoi-k City; Mrs. Roger W. Allen, and James Goold, Women's Wear, NewYork City, are the local entertainment committees. D rapers from London See Universal Industrials •pHAT the motion picture has come to be not only a spectacular success in the advertising world, but that it has come to stay was the keynote of an address delivered by Hari-y Levey, manager of the Industrial and Educational Department of the Universal Film Manufacting Co., to a prominent body of advertising writers last Tuesday night. Mr. Levey was specially invited to open the weekly meeting of the League of Advertising Women. Emphasizing the place that the motion picture has attained in the advertising of the day, the program at this meeting was devoted exclusively to motion pictures. In asking Mr. Levey to address those present, the Program Committee said: "We feel that there should be this short preliminary talk, and we know of no one better qualified than you to give it." Mr. Levey spoke on "The Role the Motion Picture Plays in the Advertising of Today." "The Silken Web," a new motion picture made by him to exploit a certain brand of silk stockings, was shown. "The motion picture has achieved a pennanent place in the advertising of to-day," Mr. Levey said. "It has estab lishetl its position by reason of the fact that the Universal Film Company has built up a concrete policy of weaving entertaining and interesting films that include a certain amount of advertising message that is beneficial to exhibitor, audience, and advertiser. In these films are used stories purchased in the same manner as those for photoplays. Only recently the Industrial Department paid $2,500.00 for a story written by a prominent author and sold in book form. "The pictures are released regularly by the Universal Exchanges under a direct payment noUcy, whereby the exhibitor gets a fair return for the use of his screen and for booking with Universal." "We are in receipt of many letters from Exhibitors all over the country, telling us that Universal Industrial and Educational Films released in this manner are very well received by their patrons, and they are constantly being asked for more of such pictures. "I believe that the future will bring forth much greater growth in the industrial advertising motion picture, and that such films will be internationally impoi-tant factors in advertising."