Photoplay (Feb-Sep 1917)

Photoplay Magazine — Advertising Section 169 of his own. This man is not in any wav familiar with the story, and views the piclure from the standpoint of the audience, writing a detailed criticism of the picture as a w'hole, of the work of each character, of the technical department's work, of the sets, etc., making such suggestions and criticisms as may occur to him. He then sends the picture to the laboratory with a holding ticket attached, the stub of which is sent to the executive office, together with several copies of his criticisms on this particular picture. These criticisms are read in this office, and if the .suggestions made by tlie critic are deemed of sufficient importance to hold the picture and make the changes .suggested, sucli changes are made, if not, the half of the holding ticket which accompanied the criticism is sent to the laboratory, which releases the picture and gives permission to ship it to New York. The foregoing is a fairly accurate description of the i^ath traveled bv each picture leaving Universal City, and under this efficiency system the cost of our pictures has been jjractically cut in two and we have improved the quality to a great degree. Not the least important result of our endeavors during the past year has been the building of an organization, every member of which is intensely interested in the high standard of our output, everyone from the errand boy to the director working with his heart and soul for tlie betterment of our pictures. I feel that the future of the photoplay is entirely in the hands of the producers and I am sure that its future can be assured not only by the maintenance but bv the continual improvement of its quality. The days of the old fashioned "motion picture" are past. People are no longer interested in the mechanical movement of figures. We are making dramas and selling emotion, laughter and tears and everything in ^between, and when we fail to stir tlie emotions or fail to prox-ide entertaimiient that rill make the audience forget all but the )lay that they are witnessing, we have failed in our production. Lastly, I feel that the time has come ifhen the producer should follow the ]Mir lure through to his audience. It is not enough to make a good picture ; the pro iucer should go further and assure himself lat the audience sees the picture as he 'inade it for them to see. When you write to advertisers plea Compare It With a If You Can Tell the Difference — Send it Back at Our Expense THESE new, man-made gems will be a revelation to you. After centuries of research, science has at last produced a gem of dazzUng brilliance that so closely resembles the diamond that you'll not be able to distinguish it. Yon may see it for yonrseJf — trithout charge. We will send you any of the Lachnite Gems that you may select for a ten days' free trial. We want you to put it to every diamond test. Make it cut glass — stand the diamond file, fire, acid — use every diamond test that you ever heard about. Then, if you can distinguish it from a diamond, send it back at our expense. Write for our new, free jewelry book. Pay As You Wish If you wish to keep the remarkable new gem, you may pay the rock-bottom price at the rate of only a f ew^ cents a day. Terms an hur as ."^'j rent a a fhiy trithtmt hit e rest. No notes, mortgages or red tape. You pay only the direct, rockbottom price — a mere fraction of what a diamond costs. Set in Solid Gold Lachnite Geni3 are never set in anything but solid gold. In our new jewelry book you will see scores of beautiful rings. LaVallieres, necklaces, stick pins, cuff links, etc., etc. from which you have to choose. / Harold For New Jewelry Book / ^^5]?"^?" ^°/ 12 N. Michigan Av. Send Coupon Dept.1535 Chicago Put your name and address in the coupon or on a letter / or post card now and get / Gentlemen: Please send our new jewelry bock ab / meabsolutely free and presoluteiy free. You will be / paidyournew jew^elry book under no obligations to J and full particulars of your buy anything — or to pay ' free trial, easy payment plan, for anything. The jew / 1 assume no obligations of elrybook is free. Send ' your name and ad / / LachmanCo. / ^"'"" 12 N. Michigan Ave. / Dcpt. 1535 • Address any kind. dress now. Harold / 1535 Chicago. Illinois se mention PHOTOPLAY MAGAZINE.