Reel and Slide (Jan-Sep 1919)

12 REEL and SLIDE Advantages of Slide Advertising Compared With Other Media By Joseph Coufal WITH the coming of spring and more favorable weather conditions, millions of American people will come out of their winter homes, so to speak, and naturally their thoughts will drift to making purchases for their spring and summer needs. Retailers everywhere are reporting a particularly keen demand for advertised merchandise, and the manufacturers who are lending their aid in dealer cooperation are reaping. the benefits in large and increased sales. There are man} ways in which the retailer can be. helped t6 sell the advertised product, but it is doubtful if there is any more' direct or more economical method than that presented ,by the directly following the $1.00 Gem safety razor, and on the same screen you will find the slides of : power of the motion picture screen. Media of other kinds, while meritorious, cannot command the attention of all its readers like the screen can, neither can any other media present the advertisement as an individual copy at a time and in correct colors as an advertising slide can. Furthermore, each slide being prepared for the individual dealer, the name and address of the local agent alone appears on the advertising copy so that direct and immediate results are assured. When you stop to consider that a beautifully hand-colored slide with dealer's imprint neatly set up in type can be secured for 20 cents, and taking one month of thirty days as a basis for exhibition, we find that a slide costing two-thirds of a cent per day is read on an average by 3,000 people daily. When you further consider that this slide will reproduce your article, package, trademark or illustration in exact colors and that your advertising copy will reach the reader at a time when his entire attention is focused on your advertising space, you cannot help but admit that advertising by slides deserves the consideration of every advertising man. As the movie theater is patronized by young and old alike and both sexes as well, anything that the public buys can be suc ully advertised on the screen. By way of illustration, we have only to point out that $3,500 King 8 cars are advertised Pope bicycles Uneeda biscuits Stetson hats Nemo corsets Pathe phonographs A. D. S. products Gillette razors Pyrox Grover shoes Edison phonographs Royal baking powder Douglas shoes _ :S. & H. green trad1 Standard Oil prodding stamps" . "ucts ' Fahy's watches • "Kayser gloves . Eveready daj'lo ffash; WhftrnaTr randies ""lights.. . .'. "'"Eiicaspaints " The cuts usediri. this article, are by permission of the Standard Slide Corporation/ 2Q9 West 48th street, "New York, and are [black, and white reproductions of some of their work. The original designs were conceived and executed in the art department of this concern. . -' ..." :..,v-i .. , Heinz food products Columbia window shades Rexall remedies Cats Paw rubber heels Cosmopolitan magazine N. Y. Telephone ■ Company Review Board Brands St. Louis AttacE liaise and Unfair HE National Board of Review has issued a heated reply to the attack of the Committee of Fifty on Vice of St. Louis in which it declares the aspersions of the St. Louis organization are unwarranted and have no foundation in T fact. "We fail absolutely to see the connection between the American type of motion picture and vice," says the reply. "The utterly unwarranted and false statements regarding the National Board of Review issued to the press by the Committee of Fifty would deserve no answer were it not a public document. The people of Missouri, however, are being led to understand that a great social service organization is being prostituted for ulterior business ends. The only recourse left is to present the facts and allow the people to draw their own conclusions. "Had some of the honorable members of this committee taken the trouble to come to New York and investigate the work, the personnel, the principles and the standing of the national board, they would have been less free to make malicious attacks and to besmirch the reputation of a group of people who have preserved the motion picture as the most wholesome form of indoor recreation of the American people. This, however, is not the case. So far as known, not one member has made such an investigation. They have preferred to present statements which are absolutely without basis in fact. "We feel that in justice to the hundreds of thousands of persons who have daily enjoyed the motion picture they should know something of the work of the organization which has served them for ten years. Throughout this period, since 1909, the national board, composed of volunteers, has made a careful daily scrutiny of over 75,000 dramatic motion picture subjects. It has discovered that this ' form of entertainment of the people is a complex problem in social morals. Throughout these years it has grown steadily in skill, in influence, as well as in national standing, national respect and popular support. "The national board has approached the problem of regulatr ing this great commercial entertainment from the standpoint of experience rather than theory. Not satisfied with its own judgment on ethical questions, it .has striven to obtain the opinions year by year of hundreds of dramatic, social, philanthropic, religious and civic leaders throughout the country. It is fair to say that no decision has been reached until leaders of the AmcriT can people have given their endorsement. "The committee of fifty is approaching this entire problem from theory. They have no knowledge that state censorship iri Missouri will accomplish anything worth the name. The decisions] reached in other states confirm this view. The national board i<i the only organization which has had the courage and the skill tQ formulate standards which would voice the will of the people, would serveas a scientific basis for the treatment of films, and would at the same time prevent the producer from taking the first steps toward offending public morals. The fragmentary rulings adopted by state boards have been paraphrases or copies of the! principles first outlined by the National Board of Review. . • ; "This organization has been the one great agency which ha^ told the whole motion picture industry impartially and fairlv what the public thinks of definite themes and particular, scenes which appear in pictures. Again and again these themes and scenes have been stopped at the source. "We refuse to be stampeded by a few theorists who^-ioiajot know the popular wish. We refuse to change our method T%4 cause of unfair attack by groups of individuals -who make -a practice of attacking everything. We shall go on our way, performing day by day the commonplace but important task which ultimately accomplishes a great constructive good."