Reel and Slide (Mar-Dec 1918)

32 REELand SLIDE "^ The best industrial reels will be described in this department. We aim to print rcTiew* of all the newest, worthy productions, but age does not bar a feature which is of sufBcient CsS quality to be of interest to our readers. Railroads and Electricity. The Westinghouse Company (East Pittsburgh, Pa.) are releasing an interesting picture, entitled "Steam Railroad Electrification." This set of films pictures the New York extension of the Pennsylvania Railroad tunnel and the terminal electrification of the New York, Westchester & Boston Railroad, as well as the New Haven. Dodge Brothers Adopt Screen. The Dodge Brothers Motor Co. (Detroit) have completed motion pictures of their factory in operation which are of general interest to the public. How materials are tested, how the parts are assembled and how the final adjustments are made furnish an interesting industrial of the highest class. "Detroit to Duluth." A trip from Detroit to Duluth via the Northern Navigation Company's lines has beert filmed for that company. This picture is being shown before Chambers of Commerce, Rotary clubs, real estate boards in Indiana, Michigan, Pennsylvania and Ohio. It is educational as well as entertaining. "Through a Bakery." An interesting and instructive moving picture taken in the Ward Baking Company plant (New York) is being distributed throughout the United States as an advertisement for this company's product. The film takes the audience through a huge, modern bakery, showing how, step by step, the loaves are carried through a maze of machinery and appliances that seem almost human. Procter & Gamble Use Film. Procter & Gamble (Cincinnati), makers of Ivory Soap, now have motion pictures taken in their plant which are used in their dealer help work and for general exhibition, when requested. These films give a good idea of modern soap manufacture and are entertaining as well as instructive. Milady's Corset Pictured. Two motion pictures, produced by Essanay Industrial Department (Chicago) for the H. W. Gossard Corset Company of the same city, depict the processes which enter into the production of the newest corset styles. These pictures, while particularly of interest to women, have been shown extensively among the trade by the sales organization of the Gossard Company. Midland Machine Co. Use Film. The Midland Machine Company is using film to carry its operations to all parts of the United States. These pictures, which are of interest chiefly to foundrymen, offer an example of the vast possibilities of picturing huge machinery in operation under conditions which are, to say the least, decidedly unfavorable. The Rubber Industry. The important rubber companies having headquarters in Akron, Ohio, are turning to motion The meat packing industry has been filmed by Universal Fihn Mfg. Co., and depicted in their Universal Screen Magazine. pictures for advertising their products as well as their plants. One of these, the B. F. Goodrich Tire and Rubber Company, has included films in its regular advertising campaign as a medium of first importance. Saws — In the Making. Universal Industrial (New York) has produced for the Disston Saw Company of Philadelphia an industrial picture showing how saws are made in the big factory of that company. Other industrials now being worked up by Universal include the apricot industry of California, testing and bottling milk, shipbuilding in the United States, logging, industrial schools of the New York Reformatory, hydraulic mining, corset manufacture, the goat farm, production of veils, gold fish industry, diamond cutting, etc. Films On Social Hygiene. Among the films issued by the National Cash Register Co., Dayton, Ohio, is a reel on social hygiene, _ which has been shown before over 200,000 soldiers in France and America. The "Awakening of John Bond" is another picture by the same company which gives a lesson in efficiency to the retail storekeeper and which is designed also to stimulate the sale of the company's products. How Slides Sold High Grade Cosmetics THE low cost of reaching the general public by means of the commercial slide is illustrated by an Eastern manufacturer of high quality beauty preparations. He divided his advertising into three groups, billboards, periodicals, and lantern slides. The entire campaign was co-ordinated. That is, the slides and ad copy was very similar in its appeal. First, he used the billboards, then followed liberal space in selected publications circualting among women; then came the slides. He could not tell how many "readers" he reached by the billboards, though a rough estimate was essayed, and he could not trace actual results. He got results with his magazine copy, but it cost him too much to make his profit worth while. He ran his slides in 200 picked theaters, patronized largely by well-to-do women. He knew the average attendance at each theater and he knew the percentage of women among them. And by co-ordinating his local drugstore and beauty parlor window and counter displays, he was able to determine what his profits had been on the pittance he had invested in slides and rental of the theater screens. He had made his slides artistically good, using an attractive girl. The theater men were tempted to run them for nothing. He is a confirm^ slide ucer now. Change the Slides That's all there is to "operating" the Victor Portable Stereopticon The original Victor features that a few years ago made possible the popular use of lantern slides have been further improved. The same solid cast aluminum construction is used. Service and genuine satisfaction is guaranteed. Write today for information on the variations of lenses and lamps that provide for every need. for "trial-before-purchase" Ask terms. Victor Animatograph Company 125 Victor BIdg., Davenport, Iowa, U. S. A.