Reel and Slide (Jan-Sep 1919)

14 REEL and SLIDE Material Handling Machinery Men to Use Motion Picture For Selling By Victor W. Sebastian AT the semi-annual meeting of the Material Handling Machinery Manufacturers' Association, in New York, June 10-11, much attention was given to the subject of pictures as an aid to the industry. Mr. Paul Caldwell, of the Cleveland Crane & Engineering Co., stated that the director of motion picture film production, Mr. L. G. Harkness Smith, had already taken about 2,000 feet of film and that he would be busy for some time photographing for member companies whose orders were in. Mr. L. W. Driscoll, of the Graphoscope Development Co., demonstrated a portable suitcase moving picture projector and outlined the points of value in the use of the "suitcase" type of machine. There are several different makes of these manufactured and the opportunity of showing small groups of men just what a product may do and taking these pictures right into a man's office, may be made a very helpful means of sale for most any product, as was shown. The association has an advertising committee, which had in charge the formation of the Advertising Council, a motion picture committee, an executive committee formed from the board of governors, and a membership committee. Francis Holley Explains Work In the address by Mr. Francis Holley on the subject of "Educating the World Masses on Industrial Methods by Moving Pictures Shown All Over the World," he outlined in detail the methods of distribution of moving pictures which are followed by the Bureau of Commercial Economies of Washington, D. C, of which Mr. Holley is director. He called attention of manufacturers to the fact that he had agreed with the Material Handling Machinery Manufacturers' Association to give national and, if they desired, world distribution through the Bureau of Moving Picture Films, showing mechanical handling machinery and equipment in active service in the United States. He explained that these industrial films which the Bureau distributed must not be plastered all over with advertising, but must be developed with the idea of educating the masses on methods of manufacture used in the making of various commodities and to show the ideal conditions under which American labor is employed, and to demonstrate and illustrate through the eyes viewing motion pictures what it would otherwise take reams of paper and generations to bring to the attention of the conscience and intellect of the masses — that conditions of labor employment in the United States and the mechanical inventiveness of its engineers and manufacturers had made the channels of production in the United States a mecca for labor of. the world as compared to the long hours, low pay and unsanitary and physicallv burdensome conditions for labor in a great many countries of the world. Mr. Holley explained that the Universal Film Co. have now arranged to handle and distribute the films for the Bureau so that a manufacturer may have reports from week to week giving the details of the distribution of his films through the Bureau and explaining that it was also possible in many cases for a manufacturer to capitalize on the displays that were being made in various parts of the country through sales promotion work in the immediate territory at the time the displays were being made. Mr. Holley expressed his keen appreciation of" the need for these industrial films being displayed in the United States to offset the labor unrest and the Bureau have ordered moving pictures showing the unsanitary and burdensome conditions under which labor exists in socialized countries like Russia at present, with the idea of instilling in the mind of the man in the United States by comparison with these conditions the realization of how much better off the mass of humanity is here than anywhere else in the world. Gathering Addressed by a Woman Mr. Holley described the special trucks which they use in showing moving pictures to the masses in various cities throughout the country, telling of the co-operation they are receiving from the colleges, chambers of commerce and municipal governments, and explained clearly that all of the films which the Bureau are getting together are available to any manufacturer at any time if he will make application to the Bureau through established channels. In this way manufacturers may run moving picture film shows for their employees at the noon hour or in the evening and all of these displays at no cost to the manufacturer for films. The Bureau of Commercial Economics is financed by wealthy men in the United States, although initially the work was carried on by Mr. Holley from his personal resources. In this way manufacturers are not compelled to pav for the cost of distribution of their films throughout the United States and the world at large, as this Bureau is now co-operating with many of the foreign governments and all that the Bureau of Commercial Economics require is that the films be free from advertising display and that prints be furnished in groups of 20, so as to facilitate broad distribution. Mr. Holley stated that they are now showing pictures to over 1,000,000 people per month. Miss Camilla Donworth, Films of Business, Inc., explained the need for careful planning before moving pictures were taken to illustrate any product and gave the gathering many points on selection of subject so that the resulting picture would develop a favorable attitude from any audience which might view it. In her talk Miss Donworth explained the value of close-up views in educational work in preference to distance views showing masses, and especially where mechanical equipment was involved. She cautioned manufacturers to see to it that their machinery was properly displayed even if it was necessary to erect especially for the purpose and on this point cited the constant building and rebuilding of structures which goes on in the moving picture field just to get a proper atmosphere. She called attention to the need for selecting pleasant-faced men and women for photographing when they were operating machinery that was to appear in the picture ; to the need for sanitary and "cleaned up" surroundings for the equipment being photographed; to the value of proper titles and the requirement that the films should show the machinery in. operation as a continuous performance of a complete grouping rather than a disjointed and unrelated display of machines in operation. She further commented on the great value to mechanical handling industry which would come from a grouping of all of the different mannfacturers' devices into a series of films. Motion picture films showing mechanical handling were displayed, being furnished bv Rownson. Drew & Clvdesuale, Brown Portable Conveying Machinery Co., Heyl & Patterson, AlveyFerguson Co. and the Otis Elevator Co., are having films taken showing their automatic elevator installation at the New York Army Base, but the film was not finished in time to show at this meeting as had been planned. Mr. Caldwell particularly urged that companies who have not made a report of their desire to have their equipment and machines shown in this group motion picture production should immediately notify him of their willingness to co-operate in this work of the organization. Scientists Say Talking Pictures Are Now Possible The secret of the talking picture has at length been solved, and the public may expect to witness the first perfected combination in a short time, according to a London dispatch to the New York Sun. This announcement means a revolution in the world of cinematography. Almost since the invention of the moving picture, attempts have been made to introduce a method that would give the effect of making the characters talk. All these efforts were failures, however. The nearest measure of success was achieved by the gramophone, but these somewhat crude means often proved to be a source of embarrassment, for the talking machine and the picture rarely synchronized. The scheme was laughed out of the trade. For the secret of the new invention — well kept up to now — we have to turn to the greatest hidden force of modern science — wireless telegraphy. A representative of the Sun called upon Godfrey Isaacs, managing director of the Marconi Wireless Telegraph Company, and asked him whether it was true that the secret of the talking picture had been discovered. "Quite true," replied Mr. Isaacs, "and since you ask, I may sajr that not only is it an accomplished fact, but that the invention has reached the stage of commercial enterprise. There is no doubt whatever about its capacity to reproduce all sounds. As you know, all the nations in the world have been engaged in experimenting in order to produce the real thing, and at last wnreless has accomplished the seemingly impossible. "This development is, of course, of the greatest importance to film producers. The motion picture play has always been the goal at which they aimed. The one great difficulty of making the speech of the actor coincide with his actions has been overcome." "And will the new picture be able to sing, as well as speak?" was asked. "Dance, cry, laugh, sigh — everything," replied Mr. Isaacs. "Charlie Chaplin's famous walking slide, a hit on the head, a railwav smash, the villain's sneer — everything an ?ctor does or says. When a man speaks or sings his voice is photographed at the same time." Endeavors were made to keep the secret and to give a surprise to the public by an exhibition. As a matter of fact the invention was completed long ago, but was shelved during the war, when the resources of the Marconi company were at the government's disposal. Mr. Isaacs further explained that the new animated picture will be screened from the same roll. The actual difficulties of production are minute and the cost "not extravagant."