Reel and Slide (Mar-Dec 1918)

32 REEL and SLIDE Efficiency Is Basis of Operations in Big Industrial Picture Studio By E. J. Clary. TO the general public, as well as men of big business, the motion picture screen has long been associated with the tinsel and glitter of the theater. "Behind the scenes" (or behind the screen) are actors, scenery and camera men, carpenters, electricians, etc. ; there is an author, a story which unfolds itself naturally. So much for the film drama. But with the steadily increasing growth of the motion ^Dicture as a phase of merchandising and advertising, the tinsel, the glitter has given way to efficiency. Industrial film production involves the best elements of the advertising science coupled with the best standards of business administration and factory production. This change ~from the old days when sloppy and costly waste was the order of the day, is permeating the entire commercial film business. Engineers who have improved film producing machinery have perfected appliances which seem to be almost human. An example of this is the Rothacker Film Mfg. Co., of Chicago, which is the result of years of steady growth and development. In answer to several queries which have reached this office concerning the production methods in advertising film, I take this opportunity of describing how things arc done in the Rothacker plant. Efficiency Experts, Attention. A few of the outstanding facts in the operation of this plant are: Every drop of water used in the plant is filtered. An expert chemist tests every chemical used in production. "Airtight" rooms where film is handled keep out all dust from the time it arrives as raw stock until it goes out of the shipping room door. W. R. Rothacker. Every reel of positive is tested by an expert, using a projector and screen corresponding precisely to the average equipment of the biggest picture theaters of the country. • The route followed by a reel of film runs through a well-oiled "groove," five inspections being made of everj' print. Seventy-five expert splicers attach the sections one to the other. Every reel of 'film when it comes out of the washing bath is tested against a special light for slight defects. If any are found, the film is discarded. A Building of Steel Throughout A battery of a dozen latest model print-, ers, operated by automatic timing devices, insure absolute uniformity of color and density. Labor saving in this plant has reached the N th degree. Splicing rooms are as clean and dustproof as a hospital. Sixteen perforators of the newest type are in constant operation perforating the holes in the raw film stock used in the Rothacker plant. In this 'way, the superintendent is certain that his perforation is absolutely uniform. Eight huge drums in a daylight drying room, kept at 85 degrees throughout the year, dry millions of feet of film a month. The building is steel throughout; even the {Continued on page 34) PHOTOPLAYLETS Make Your Local Merchants Glad to Use SCREEN ADVERTISING PHOTOPLAY FOR MILK DEALERS Scene L What will so stir the hearts and Ijring a smile to the lips of all as will this happy, wellnourished baby lying contently in his crib? Scene 2. Tliere can lie no qiiestion but tliat its contentment is directly traceable to good food — but alas! here is another judge of good food! Scene 3. Although seemingly the same as Scene 1, a close Inspection will show Miat "Yo\i Would Cry Too If You Lost Your Best Friend" hits the mark. Scene 4. And the picture is not complete without another view of the little looter — boldly seeking our approval of her good judgment. (Note: The advertising copy may precede, and follow, the action. ) Real Actors in Real Settings — Any "Copy" desired by the Individual Advertiser appears Simultaneously with Action, making Screen Space 100% Efficient. PHOTOPLAYLET FOR FURNITURE TRADE Scene 1. Any selected "copy" suiteti to the individuality of the a-dvertiser ai»pears for a sufficient time and continues throughout the picture. Scene 2. Then tliis beautifully furnishetl bedroom ' "f ades-in ' ' gradually above the copy. It_ first impresses by its beauty of detail. Scene 3. The next impression is curiosity about tJie occupants of the betl. Children's faces always appeal strongly and stick in the memory. Scene 4. Naturally and easily after the pleasant picture of baby faces the dainty room again returns to illustrate the copy. Scene 5. And then, as naturally and easily, the room fades away to leave th© copy alone — its meaning now deeper and more convincing. Exclusive Territory — Wonderful Sample Outfit— Helpful Cooperation — Investigate ROTHACKER FILM MFG. CO. "= ! 1339-51 Diversey Pkwy., Chicago, Illinois The Drying Room.