Moving Picture World (Jul-Sep 1915)

July 10, 1915 THE MOVING PICTURE WORLD 31o Simplex at the Exposition Has Comprehensive Exhibit in Departmental Theater No. 2, Equipped With All Latest Appliances for Projection. THE Panama-Pacific Exposition is unique and different from any other of the large Expositions that have ever been held here or abroad, because of the use of motion pictures. Their use stands out so prominently that even a casual observer cannot help but notice that they are every Office of Simplex Exhibit. where, no matter which way you turn. You cannot go into a building without seeing them. The magnitude and importance of this change is not appreciated until one stops to realize that the projection machine and the motion picture is almost universally used at the Exposition, not only by Government Exhibits, foreign and domestic, but also because of the fact that the larger industrial corporations have introduced them into their daily routine and have brought them to the Expostion as part of their regular equipment and to illustrate their methods. These industrial corporations, bear in mind, use the motion picture in a hundred different ways, to instruct their men in the operations they are to perform in manufacture and illustrate to and convince the public of the advantages and purity Exterior of Departmental Theater Number 2. of their product by showing the operation o fthe entire plant and the scientific methods used. Probably the most significant fact of the use of motion picture at the Fair is that it was brought about regardless of the action in this direction on the part of the Directors of the Fair, as the preceding statement indicates. This emphasizes more forceably the fact that the projection of motion pictures is not a thing of the past, or a temporary thing, but a progressive growing industry, which is bound to increase and will eventually influence and become a part of every activity whether industrial, or educational, to mention nothing of the large field of influence from an amusement standpoint. This statement is further emphasized by listing a few of the Exhibits using Simplex machines: U. S. Government, U. S. Steel Corporation, Yelolwstone National Park, Hoard of Education, Vidaculture Exhibit, United Shoe Machinery Co., New Zealand Building, Palace of Education, Departmental Theaters Nos. 1 and 2. California Building and many others. The Simplex was selected after a competitive trial and installed in Theaters No. 1 and No. 2. Accompanying photographs show the theaters and the model operating room and Operating Room Theater Number 2. the office of the Precision Machine Co. Frank B. Cannock, inventor of the Simplex, spent the month of June in San Francisco and received many congratulations upon the perfection of his machine. Fred A. Clark has been on the ground since the opening of the exposition, and L. W. Atwater, sales manager, is now in San Francisco arranging for the Exhibitors Convention. Kalem's "Maxim Girl" Button That exhibitors realize the advertising value of the business booster which Kalem is issuing in the form of the "Maxim Girl" button, is demonstrated by the fact that over a million of these buttons have already been sold. A New Jersey exhibitor's order received by Kalem last Saturday boosted the quantity sold past the million mark. The exact size of the "Maxim Girl" button is seveneighths of an inch and it is being sold for $4.50 per thousand, f. o. b., New York. There is no denying the attractiveness of this business booster and it should prove invaluable as a form of advertising prior to the exhibition of "Midnight at Maxim's," or as a souvenir when this fouract feature is shown. PATHE TO FILM "SIMON THE JESTER." Pathe has acquired the picture rights to another William J. Locke novel, "Simon the Jester," -which will be produced byEdward Jose and feature Edwin Arden. "Simon the Jester" is written in Mr. Locke's best vein and proved to be one of the biggest sellers of its publication year. Judging from Mr. Arden's interpretation of "Paragot" in "The Beloved Vagabond," he is well cast for the title role. RAY LINCOLN WITH HORSLEY. MinA Films announces the addition to their producing force in Los Angeles of Ray Lincoln, who has appeared in many motion picture productions. His first apearance with MinA Films is in "The Fighting Kid," a comedy in one reel, to be released through the licensed exchanges on July 15.