Reel and Slide (Mar-Dec 1918)

34 REEL and SLIDE "Selling" Poultrymen Via the Screen By H. H. Johnson {General Manager, The M. M. Johnson Company.) [E believe that we are the first incubator house to turn to the moving picture screen as ^ means of creating a widespread interest in our products. And as last season was the first one in which we included moving pictures in our regular advertising campaign, we have had some success in checking up returns, though actual results are not easy to arrive at. Our picture was produced by the Atlas Educational Film Co. The Johnson .Company's picture shows just how chickens are hatched. In fact, it is an educational picture. — A tlas. Our original idea was a film to lend to merchants during poultry show weeks. Then a somewhat unexpected thing Jiappened. The producers as well as our own offices were beseiged by educational institutions of all kinds, in all parts of the country, requesting the use of this picture. The result has been that a dozen positive prints have been kept busy and in quarters where they would naturally do us the maximum amount of good as a feature of the Atlas programs. What The Film Shows We realized, as did the producers, that the picture should have plenty of educational value and that it should be calculated to arouse the interest of the young people. We have realized that the school children of today — especially the rural school boy and school girl — are the buyers of tomorrow, and that children will remember what they see for a longer period of time than what they read or hear. Our picture shows the entire action of hatching and raising chickens. It also shows different varieties of poultry and feeding methods. There is a somewhat erroneous idea among city people that chickens belong only to the farm. It is true that no farm is complete without poultry, but it is a mistake to consider poultry as impractical in the village or in cities and the moving picture is an effective way of encouraging this idea generally. It is, of course, impossible to say hov/ many orders our film has brought us. We have to judge its work by the interest it attracts, especially the interest of children and the demand for it is considerable. Old Trusty Incubator Featured Many children do not know that there are many varieties of poultry, but the film shows them. Of course, the suggestion is that any of these fine chickens can be hatched in our Old Trusty incubator and the process of hatching is shown as simple, and something anyone can do. The subject of city poultry raising is important just now and entirely practical. The choice of varieties range from the small 16-ounce bantam to the mammoth bronze turkey. The film we have is the only one in existence showing the chicks hatching, the breaking of the egg shell, etc. We consider the advertising good and of more value than a printed ad could possibly be. Again, we believe it reaches a class of people who do not read a great deal and the moving picture feature is more suggestive and inspiring than cold print. Theater owners of Peoria, Illinois, are successfully holding children's matinees, with the active support of the parents and public welfare bodies of that city. te© ^^^mw ©@i0ipa)iiM IN COR POR ATED Moline . Illinois Atlas Educational Film Co., 63 E. Adams St. , Chicago, 111. Gent leiuen: - We h&ve received the first of the two films for which we recently placed an order with you and desire to express our appreciation of the capable way in which you have handled our work. The reel is far superior to anything we have ever received in the moving picture line and our dealers who have* seen this reel are enthusiastic over it. The character of the work you have turned out and the unusual service rendered by your organization has fully convinced us that we are fortunate in having delegated this work to you. Yours truly, Vdvertlsir.g Manager WHY ATLAS? Reason Number — 1 QUALITY Not merely PROOF offered by a satisfied client — But proof offered by a client who always demands the ^EST. Atlas Quality Is the Highest Standard of Industrial Moving Picture Production Let us help you solve your screen problem today THE ATLAS EDUCATIONAL FILM COMPANY 63 East Adams Street CHICAGO, ILL Please say, "As advertised in REEL and SLIDE," when you write to advertisers.