Reel and Slide (Mar-Dec 1918)

42 REEL and SLIDE Why Quality Ad-Films Get Distribution By Harry Levey. (Mgr. Industrial Dept., Universal Film Mfg. Co.) i i TTOW are we to get distribution?" I I The question has been asked by every organization in America that has been approached for an order for industrial or advertising motion pictures. And it is still being asked. Distribution has been the weak link in the whole powerful chain of screen selling. Slides were accepted by the exhibitors and the public from the first, except in the leading first-run houses. And the slides were generally uninteresting and their advertising obvious. Followed the fifty-foot trailer of animated drawing and the theater-going public was sometimes interested and seldom actually antagonistic. But good photographic film that was interesting in itself was another matter, it seemed. Few dared attempt it — or run it. The question at issue, was and still is, to a large extent — will the public permit its two hours of entertainment to be broken by five minutes or fifteen of straight advertising that they cannot avoid? Obviously, there is a limit to public patience, but obviously also that limit has not been reached. My conviction is that it need not be reached — that the public is interested in advertising ; willing to learn the facts about goods of merit and especially impressed by the things shown them about goods on the screen. The secret of successful distribution of advertising film most certainly lies in the qualitv of the film itself. If advertising film is sufficiently entertaining, ingenious and well edited from the angle of the photoplay or news film maker rather than from that of the advertising man, the exhibitor need have no fear of resentment from his patrons or the advertiser of adequate distribution. War Work and The Films Industrial films do not, of course, distribute themselves and the advantage of having a great distributing organization and well-defined field is developing — is, in fact, already in existence and open to the industrial film producer with imagination enough to give the public what it wants in the matter of commercial-educational pictures. We have gone beyond arguing that motion pictures are the ideal teacher and propagandist. It is too obvious for repetition of this fact. A most eflfective example is the extensive and growing film work of the United iiiiiiiiiimiiimiiiiiiiiiiffliiiiiiiimiiniiitimiiiiiiiiniiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiimiiinii'iiiimminiiimiimir Expert Advice Expert experienced in all branches of moving picture production and screen advertising will give advice and time on installation of laboratory for large industrial firms, desiring to make their own moving pictures. Efficiency and Effectiveness Guaranteed for Minimum Investment Interview Asked Address, A-19, REEL and SLIDE MAGAZINE States government. All the military operations of the American Army in France are being filmed by army cameramen and the film is being distributed by the official Bureau of Information through the Red Cross. The educational work of the Department of Agriculture shows an increased use of the films and this is being directed along lines of our immediate needs as a country at war. The Department of Agriculture has solved part of the problem of wide distribution by the use of Universal Screen Magazine as a medium for short film subjects. Food Administration Uses Screen The U. S. Food Administration is not only issuing films itself but is co-operating with many existing agencies to carry on its work for conservation. For both the Shipbuilding Board and the U. S. Fuel Administration the Universal Company is making propaganda subjects. The latter consists of three reels, to be followed by more. The efforts of the Fuel Administration are at present centered on the establishment of better practice in the man agement of industrial power and heating plants. It claims that the waste in the factories of the country is 50,000,000 tons a year, due largely to careless methods. Let the Consumer See for Himself Why Goods Carrying Your Trade -mark Are Best We build industrial and propaganda pictures only. FILMS OF BUSINESS CORPORATION Candler Building, 220 W. 42nd Street NEW YORK CITY Telephone Bryant 1026 Judge a Producer By His Customers BIG National Advertisers, like the Westinghouse Company, and the Pennsylvania Railway, are conservative in buying advertising. When they choose a producer to make their film, they make certain of his ability to do a good job. WESTINGHOUSE AND A SCORE OF OTHERS AS BIG — have chosen us — not only for one production, but for several. The Pennsylvania R. R. Writes: Mr. George Bates, Manager. Pittsburgh Commercial Motion Picture Co. My dear Mr. Bates: The motion picture film of the Pennsylvania Railroad in the Pennsylvania station. New York territory, referred to in your letter of December 9th, received. We have projected the film and find it of very good quality, both in photography and representation of the Pennsylvania Railroad electrification. We have written Mr. Cole, thanking him for the film. Yours truly, H. T. WILKINS, Special Agent. Don't Experiment With Your Time and Money— Get in Touch With Us— Today. PITTSBURGH COMMERCIAL MOTION PICTURE CO. 938 Penn Avenue :: PITTSBURGH, PA. GEORGE BATES, Mgr. Buy Liberty Bonds \ J