Reel and Slide (Mar-Dec 1918)

30 REEL and SLIDE the fact as does the moving pictures in which the papers are actually seen being delivered from the presses. In preparing a survey for a motion picture film it is not difficult to introduce entirely extraneous matter which has the value of focusing attention on the main idea. A furniture house conceived the idea of buying a hundred feet of Charlie Chaplin in the role of a furniture mover. This was incorporated in their reel on furniture. The value of featuring Mary Pickford in her dressing room in an advertising motion picture on the perfumery business, would be a "beat" of the first order, though the cost of such a feature might be prohibitive unless it could be secured on the basis of publicity. A movie of Wm. J. Bryan drinking a new soft drink would not only add to the human interest in an advertising picture as a whole, but would make its reception by the exhibitor and public more welcome. In examining your proposition for movie purposes, it is well to consider this element of human interest. Probably there is no line of business which does not offer some opportunity of introducing an attentiongetter. Until a survey has been done — and done well — there is no use writing your script or having it written. Until you have examined the exhibitor's needs — until you have discovered the points in your proposition which will attract, appeal to, and hold a mixed audience, you should not consider your own case at all. Your ability to sell by films is dependent entirely upon your ability to secure audience attention and audience interest. Western Co. Films Kitchen Devices THE Western Electric Company, whose screen campaign handled by the Industrial Department of the Universal Film Mfg. Co., has attracted wide attention, offer a one-reel subject entitled, "The Education Of Mrs. Drudge." This pictureis designed to advertise electric kitchen appliances manufactured by the Company. There has been a heavy demand for it among institutions using the screen. The picture tells the story of Mrs. Drudge who, as her name indicates, is a slave to household tasks, and her neighbor, Mrs. Bright, who enjoys all the comforts and conveniences of electricity. The shadow of too much housework hangs heavy over the Drudge home, causing misunderstandings and domestic difficulties^ Mrs. Bright, learning the state of affairs, decides to show her neighbor the wisdom of keeping house electrically. She succeeds in "electrically educating" her friend; and the picture shows how an electric washing machine and iron lightened labor — and restored happiness — in the Drudge household. This well-acted and interesting story proves to be a strong sales stimulant. It is in one reel — 1,000 feet long. iiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Link Bear Brand Yarn Film With War Relief Work CO-OPERATION given the Industrial Department of the Universal Film Mfg. Co., by Anne Morgan, head of the American Commission for Devastated France, has enabled that film organization to obtain some unusual views showing the extent of the relief society's work in the war zone. Miss Morgan is the daughter of the late J. P. Morgan, and her relief work has been so productive of good results that tlie French Government has bestowed upon her the highest honors at its disposal. Lack of warm clothing has caused intense suffering arnong the people who.'-e homes were in the path of the Hun. As a measure of relief, the American Commission undertook to provide these people with knitted garments. The various steps in the process of obtaining the wool for this work is shown in the picture made by the Universal Industrial Department for Bernard Ulmrin & Co., makers of Bear Brand Yarn. 'First is shown the shearing of the sheep, then the various methods used for getting the wool into a ball ready for use. All the old ways are compared with the modern. The final scenes show the actual distribution by Miss Morgan of garments made with the yarn. Among the famous theatrical and film stars associated with this society in this work are Sarah Bernhart, Julia Marlowe and Mary Garden. Do you contemplate the production of motion pictures for an advertising or selling medium? Then don't forget that Your films MUST be photographically perfect. They MUST be properly arranged from^an advertising and selling standpoint. You MUST have a plan for their efficient use. MOTION PICTURES THAT WILL SELL YOUR PRODUCT Commercial Motion Picture Mfg. Co. 2436-40 Sheffield Ave., Chicago, 111. We sell the dandiest little portable projector. Please say, "As advertised in REEL and SLIDE," when you write to advertisers.