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AUDIOVISUAL CONSER\\-\TION amn ^^- m- ^- J.

at T!u- LIBRARY. jf CONGRESS

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Packard Cannpus

for Audio Visual Conservation

www.loc.gov/avconservation

Motion Picture and Television Reading Room
www.loc.gov/rr/mopic

Recorded Sound Reference Center
www.loc.gov/rr/record

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4 Monthly Magazine — To Make the Screen a Greater Power in Education and Business

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And Slide

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This Magazine is your
guide to the best in clean,
instructive Moving Pictures
and Slides.

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It helps solve^
lems.

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It is the dimVier To"rA th^Jbest,
new ideaVpn flie In^Strial
and Educational S&r^en.

You need it.

You can have it a whole year
for one dollar.

Order it today.

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(5 Cents a Copy

MARCH, 1918

One Dollar a Year

This Portable Projector Is Used by Uncle Sam

to Project the War and Publicity Films

You Want One for Your Educational Work

SPECIFICATIONS:

Operates on the
current from any
ordinary electric
light sockets with
100 to 200 volts on
A. C. or D. C.

It has its own
motor for feeding
the film. So, after
once started, it runs
itself.

It takes the regu-
lar 10 in. reel of 1000
feet film.

It makes a clear
picture up to 10 foot
wide at any distance
up to 50 feet.

It has its own elec-
tric driven rewind
for the film.

SPECIFICATIONS:

It weighs only 22
pounds.

SIZE

17 inches long

18 inches high
7?^ inches wide

It has professional
style and quality
lens.]

It has special in-
candescent lamp in
place of arc lamp.

The film may be
stopped and pro-
jected as a slide for
lecture work.

It is absolutely
fire proof.

Send for Free Booklet giving full description. Price $180 complete

Where electric current cannot be obtained we can

urnish our "Hallberg" Portable Electric Light

Plants, Direct Connected Type .... $450

Belted Type 380

We are the distributors for "Powers" Cameragraphs
The better professional M. P. machine

We carry everything for perfect moving picture and stereopticon

projection

Power* 6-B Cameraitraph

BRANCH OFFICES:

Hallberg Electric Li^t
■ Plant

New York, N. Y.— 729 Seventh Ave
Boston, Mass.— 28 Piedmont St.
Philadelphia, Pa.— 1233 Vine St.
Pittsburgh, Pa.— 940 Penn Ave.
Cincinnati, O.— 115 W. 7th St.

Kansas City, Mo.— K. C. Machine & Supply Co., Inc., 813 Walnut St.

Detroit, Mich.— 57 E. Elizabeth St.
Omaha, Neb.— 13th and Harney Sts.
Minneapolis, Minn.— 16 N. 7th St.
Cleveland, O.— Columbia Bldg.
Chicago, 111.— 154 W. Lake St.

United Theatre Equipment Corporation

H. T. EDWARDS, Pres. Executive Offices: 1604 Broadway, New York. J. H. HALLBERG, Vice-Pres.

"LARGEST MOVING PICTURE EQUIPMENT HOUSE IN THE WORLD"

Please say, "As advertised in REEL and SLIDE," when you zt/rite to advertisers.

\

REEL and SLIDE

PERFECTED PROJECTION

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The DeVry

Portable Motion Picture Projector

^^-v

— the Standard of Portable Projection for over
three years — made possible the unlimited use
of Motion Pictures in Sales and Advertising,
Education, Entertainment and the Home.

The Proof of the Pudding

Motor Drive and Rewind 17"xl7"x7"

Weighs but Twenty Pounds

Attaches to any Light Socket

Takes Standard Size Reels and Film

Any size Picture up to 12 feet

Any Throw up to 80 feet

No Setting Up. No Adjustments

Ready Instantly

Equally Desirable for a Small Room

and Auditorium

Universally Applicable

No Special Wiring Required

Simplest to Operate

Built to Last

Ford Motor Co. use 50 De Vry's
Packard Motor Co. use 25 De Vry's
Dodge Brothers use 25 De Vry's
Barber Asphalt Paving Co.
Borden's Condensed Milk Co.
Burroughs Adding Machine Co.
Champion Ignition Co.
Chicago Tribune
General Electric Co.
Goodrich, B. F., Tire & Rubber Co.
Larkin Company
National Lamp Works
Standard Sanitary Mfg. Co.
Todd Protectograph Co.
Toledo Scale Company
United Shoe Machinery Co.
Ward Baking Company
Western Electric Company

A GREAT ADVERTISEMENT

We have six of your machines
in use at all times in various
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cently our representative who
returned from a six months'
trip from South and Central
America stated that the machine
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one of the best advertising
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THE RITTER DENTAL
MFG. CO.

SALESMEN REPORT
SUCCESS

Our salesman takes the De
Vry into his prospect's store,
and as it is all ready to op-
erate, it takes him but a minute
to put the canvas up and in
this way he can tell the entire
selling story of Finck's "Detroit-
Special" Overalls, in an interest-
ing way. The men who have had this machine
report unusually good success with it, both
in its operation and in the obtaining of orders.
W. M. FINCK & COMPANY.
CONVINCES THE PROSPECT
AN'hen they see our machinery in operation
on the screen they are convinced that the
machinery does the work automatically and
we have found it much easier to do business
with them. It also gives the impression that
we are \vide awakes, and using the latest de-
vices in introducing our goods.
THE RAYMOND W. DULL COMPANY.
REFER TO PACKARD
Should there be anyone that you know who
is in doubt of what to think of the De Vry —
ask him to write me a letter and I will tell
him what we have gone through before we
decided. Motion Picture l5ept.,

PACKARD MOTOR CAR COMPANY.

WANTS OTHERS TO KNOW

As stated above, we can only tell you how
this machine appeals to us, and it is possible
that we have gone into this more loquaciously
than is necessary, but the writer is and has
been for the past eight months, very enthu-
siastic about this apparatus and thinks that
other people should know of the good that it
can do. WELLER MANUFACTURING CO.

GENUINELY PORTABLE

I used your type C-2 machine in presenting
Moving Pictures of our Trip from Detroit to
Duluth and return, first using it in window
work and later in showing our trip before
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states of Michigan, Ohio, Indiana, and Penn-
sylvania, and it proved very satisfactory, giv-
ing a good, clear picture and was especially
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universal connection with Electric outlets.
NORTHERN NAVIGATION COMPANY.

ENTIRELY SATISFIED

Would advise that we are entirely satisfied
with the service it is giving and are very much
pleased with the machine.

ILLINOIS STEEL COMPANY.
NEVER OUT OF ORDER

The De Vry Projector has given entire sat-
isfaction at our Paulist Settlement House.

We have never had to return it to the fac-
tory for repairs in the year we have owned it.

The children, who are good critics of the
"movies," consider the pictures clear and sat-
isfactory, so we are satisfied.

With sincere good wishes,

THE PAULIST SETTLEMENT HOUSE.
STANDS UP UNDER STRESS

I have used the De Vry Portable Projector
in home, shop, theater, auditorium and outside
work, and have found it to meet every need.
The educational value which this machine has
had in our work cannot be overestimated, be-
cause it has been one of the chief methods of
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equipment, I have been able to get in touch
with a larger group of people than would have
otherwise been possible. The mechanism of
the machine is very simple and still very com-
plete. It has stood up under this stress and
strain which, undoubtedly, it could not have
done had it not been constructed in the best
manner. THE WISCONSIN ANTI-TUBER-
CULOSIS ASSN.
SUCCESSFUL IN SCHOOLS

I wish to state that your little portable ma-
chine serves a very important place in our
school organization. We have four centers
equipped for use of motion pictures. At two
of these centers we use standard machines, at
two others we use machines which require a
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course, is not always satisfactory. The De Vry
Machine makes it possible to use standard film
in a very satisfactory way at the school where
we do not have a standard machine. The De
Vry machine can play a very important part in
the educational program of any school.

GARY PUBLIC SCHOOLS.
FORD HAS 50 DE VRY'S

Please be advised that we have experienced
excellent results from the DeVry Projector.

We have fifty of them in use under varied
conditions and have yet to receive a serious
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We have utilized one machine to the extent
of projecting 50,000 feet of film through it
each week, and under this severe test the ma-
chine stands up admirably. We have used the
machines just about a year.

FORD MOTOR COMPANY.
THE GREAT MAYO CLINIC

We feel that the De Vrv Portable Projector
is all you claim for it. MAYO CLINIC.

GREAT FOR HOME USE

The writer has had a great deal of pleasure
in using your machine to project pictures of
my family. MR. GEORGE MANIERRE.

THE DE VRY CORPORATION »'*^ '^-^-^^^

CHICAGO, U.S.A.

Please say, "As advertised in REEL and SLIDE," ivhen you write to advertisers.

And Slide

Lyne S. Metcalfe, Editor

F. J. McCoNNELL, Eastern Representative

CONTENTS

' PAGE

Dr. Reisner Adopts Screen For All Religious Instruction — By Dr.

Christian F. Reisner, Pastor Grace Church, New York 3

Color Motography Achieved 4

87% of Human Knowledge Comes By Way of "Eye Gate" — By

Morton A. Bassett 5

Kangaroo, Mice and Coyote in New Motion Picture 6

Reel Shows Song Birds of France 6

"Better Films" Educator's Work 6

Films to Japan and China 6

The Kalem Travelogs 6

Demand For Clean Films Develops Educational Pictures — By A. C.

Derr, D.D., Ph.D 7

Madison Has Its Own Picture Show — By M. F. Blumenfeld, Super-
intendent Public Property, Madison, Wisconsin 9

New Stereopticon Uses Moving Picture Film 9

Birds, Fish on Color Films Tried by Stone 9

? — Ask Us — ? — Department of Questions and Answers on Any

Subject Pertaining to the Screen 10

"Produce More — With Less Help" 12

"Man Without a Country" Filmed 12

Films and the Youthful Mind 12

Projection — Questions and Answers on Use of Projectors and Stere-
opticon 13

PAGE

Educationals — Review of New Educational Moving Pictures 15

Announce Automatic Stereopticon 17

Ask Him 17

Editorials 20

Slides — A Department of Questions and Answers on Educational
and Entertainment Lantern Slides 21

With the Globe Trotters — Scenes from Travel Reels and Slides. .. 18-19

INDUSTRIAL FILM AND SLIDE SECTION

81 Out of 86 Are Buyers After Seeing Motion Picture — By Jack
W. Speare 25

Armour Uses Picture Screen to Reach Public Effectively 28

Industrials — A Department That Tells What Some of the Best New
Industrial Reels Are 29

Officials Study Films 29

"Time and Motion Study" on Screen ^. . 30

Westinghouse Reels For Housewife 30

Cincinnati a Film Center 30

Millions Get Ford Message By "Educational Weekly" Films — By
A. B. Jewett, of the Ford Motor Co 31

"Close Ups" of Screen Leaders — No. 1 — W. R. Rothacker 32

Ad Standards Govern Slide Makers — By Louis T. Eraun 34

Levey Plans Industrials For Screen Magazine 34

Interesting Announcements to Be Found
in the Advertising Pages

PAGE

EQUIPMENT

United Theater Equipment Co Inside cover

De Vry Corporation 1

Atlas Educational Film Co 6

Victor Animatograph Co 8

Isaacs Co., Inc., Walter L 10

Campbell, R. J 10

Curtis, Arthur E 11

Autopticon Co 12

Owen Automatic 13

Lea-Bel Co 14

Mcintosh Stereopticon Co 17

Moore, Hubbell & Co 21

Bond Co., Geo. W 21

Lincoln & Parker Co 22

Runey, Clarence E 26

Commercial Jlotion Picture Mfg. Co.
Hollis, Venning P

PAGE

. . 29
. . 30

SLIDES

Isaacs & Co., Inc., Walter L 10

Autopticon Co 12

Owen, Thomas J 13

Mcintosh Stereopticon Co 17

Moore, Hubbell & Co 19

Bond Co., Geo. W 19

Runey, Clarence E 26

Phillips, Tom 32

Columbia Slide Co 34

INDUSTRIAL FILMS

Atlas Educational Film Co 6

Todd Protectograph Co 27

PACE

Curtis, Arthur E 11

Camel Film Co 24

Runey, Clarence E 26

Commercial Motion Picture Mfg. Co 29

Hollis, Venning P 30

Fitzhugh Film Co 33

Diamond Film Co 35

Essanay Film Mfg. Co 36

Rothacker Film Mfg. Co Back cover

EDUCATIONAL FILMS

Atlas Educational Film Co 6

Curtis, Arthur^ E 11

Lea-Bel Co 14

Educational Films Corporation 16

Lincoln & Parker Co 22

Community Motion Picture Bureau 23

Reel and Slide is published on the first day of each month, by the Reel Publishing Company, Herald Bldg., Chi-
cago, 111. Phone Franklin 1866. New York Office, 1902 Times Bldg. Subscription price, 15 cents per copy,
$1.00 per year, jmstj^aid, in the United States, Mexico Hawaii, Porto Rico and Philippine Islands; Canada $2.50.

(Copyright, 1918, by Reel Publishing Co.)

REEL and" SLIDE

Dr. Reisner Adopts Screen
For AH Religious Instruction

GEORGE BERNARD SHAW says:
"Motion pictures will form the mind
of England," and adds later, "The
discovery of motion pictures was more
momentous than that of the printing
press." What Mr. Shaw says of England
is tremendously true in America._ Prob-
ably the three most influential mediums to-
day in this country are the church, the
newspaper, and motion pictures. The or-
der need not now be decided.

Motion pictures are the fifth industry in
the land.

Through them the saloons have been
hard hit. Men formally went from small
homes where discord and noise ofttimes
upset them to find their company in the
neighboring saloons. They now take their
whole families to the picture show and
spend the evening happily. When "John
Barleycorn" was first produced, the liquor
interests offered $25,000 to the owners of
the picture if they would not show it in
certain states until after the election.

The saloonists frankly admitted that it
would affect votes.

Pictures will reach people when nothing
else will. The tired will look and learn,
the foreigners will read, even though Eng-
lish words cannot be understood.

The illiterate will be awakened in thought
by pictures when reading is impossible.
The dull will shake off drowsiness and
put on ambition and energy in the pres-
ence of many of them.

The atmosphere is thoroughly demo-
cratic. The poor sit close to the million-
aire for the price is within the reach of
all. Motion pictures may become the great
Americanizing institution. In fact, pic-
tures have been a potent influence in
awakening patriotism and in merging the
people together in recent months.

President Wilson wisely called in Mr.
Bi-ady, the president of the National Board
of Producers, and reels were created and
theaters oft'ered to co-operate. D. W.
Griffith supervised a seven reel feature
which was sent to Russia and shown free
all over the country to prove there that
America was actually preparing for war,
and that we were honestly eager to help
them retain their liberty.

Paul Rainey, the courageous maker of
animal pictures, went over with Pershing
to give us a first-handed vision of the
work of our boys. The training camps
have been invaluably aided by motion pic-
tures of actual maneuvering and fighting
at the front. In fact, a motion picture re-
cently produced makes it possible for sol-
diers to shoot moving objects and a me-
chanical devise immediately registers what
part of the object was hit.

Both Good and Bad

Of course, there have been objections to
motion pictures. At first they were crude
and immediately catching the eye, became
large money makers. This attracted many
who had no principle or who were uncon-
sciously ruled by the greed for gold. Pic-
tures were ruined by yellow-hearted folks
even as advertising was in the beginning.
But every valuable thing gets purified.
Ninety-eight per cent of the manuscripts
submitted to the motion picture producers

Pastor of Grace Church, New

York City, Tells of Exhibitions

and Tests Now Being Made

In His Own Pulpit and

Sunday School

By The Rev. Christian F. Reisner,

(Pastor, Grace Methodist Episcopal Church,
New York City).

are rejected today. Money making is not
so abundant and the business must be re-
duced to a real science. Vampires do not
receive the largest salaries. The best fun

democracy that does not root its faith in
a Father God. Immorality in public word
or picture will destroy faith as frost does
blooming fruit. It, therefore, behooves the
church and motion pictures to work to-
gether most heartily, earnestly and con-
stantly, for then the construction of virile
citizens becomes possible.

Edison Makes Bible Scenes

The first multiple reel feature was a re-
ligious one, made by George Kleine and
entitled "Quo Vadis." Edison began early
to picturize Bible scenes and characters,
but because of the great caution of the
church and the early impossibility of se-
curmg economical machines, these pictures '

Technically correct Bible pictures are now being made by many import-
ant companies. This is a scene from "From Manger to Cross," produced in
the Holy Land by the Kalem Company.

maker is gradually slipping out of popu-
larity because he slips too much into the
suggestive. The greatest successes are
those who make clean pictures like Mary
Pickford and Douglas Fairbanks.

It. was the writer's privilege to address
the National Convention of Producers and
Exhibitors last July. Never in his experi-
ence was he so heartily received or so en-
thusiastically applauded as when he pro-
posed that churches and motion pictures
should work together, both in producing
and in exhibiting. And since that time
very hearty co-operation has been offered
by the producers.
. No nation can preach and fight for

were not profitable. These same pictures
are now, however, coming into wide use,
even though they are worn and poor pro-
ductions. The Edison company is mak-
ing an attractive, entertaining group of de-
sirable pictures for churches called the
"Conquest Pictures."

These pictures are well made and will
set a new standard in quality, undoubtedly.

It is sometimes difficult to get many re-
ligious reels for Sunday evening in the
churches.

There is one, however, which can be
taken as a pattern for others. Nothing
more realistic, beautiful, impressive and
teachful could be shown than the Kalem

REEL and SLIDE

* "The Sojourn in Egypt" — another scene from Kalem's Bible study pic-
ture, "From the Manger to the Cross" — a picture shown in Dr. Reisner's
church.

picture, "From the Manger to the Cross."
It was taken in Palestine in historical sur-
roundings, and is not cheap and tawdry,
but serious, solemn, stately and splendid.

The man who took the part of Christ in
it spoke in the writer's pulpit while the pic-
ture was being shown and did it gracefully
and effectively. He is now fighting in the
trenches in France. Another life of Christ
equally beautiful, but not quite so histori-
cal, was shown in this country under the
title of "Christus."

Some others have appeared, but they
have not been stately and strong as have
these two.

Indorses "Honor System"

The "Honor System," made by Wm.
Fox, is worthy of being shown on a Sun-
day night. It is beautifully helpful to em-
ploy a scenic picture. At present, Grace
Church is showing the Burton Holmes
Travelogues, made by the Paramount com-
pany.

The writer has known of a great many
churches which had been empty, but when
the}' employed one or two reels Sunday
night to draw the people in, were filled.
This gave the preacher a chance to deliver
his message. The conscience of the people
do not quite approve their attendance on a
strictly entertainment program Sunday.
But when they come to a church where
they are partially entertained and where
they get a conscience stimulator and
strengthener, they go away happily and
will come back again promptly.

There arc limitless possibilities of mak-
ing pictures to be used by the church. The
Gethsemane scene in the picture "Intoler-
ance" is matchlessly fine. Some day Mr.
Griffith will put himself to building a won-
Before the war is over it will be sadly
needed. Old Testament dramas lend them-

"The church, the newspaper and
motion pictures are the world's most
influential mediums," says Rev. C. F.
Reisner.

subjects. Why should it not be done again
in motion pictures?

It is reputed that a new cure for drunk-
ards consists in taking a motion picture of
the victim and at the same time recording
in a phonograph his sayings while drunk.
When he is sober, the picture and the
sayings are turned loose on him until he
sees what an utter fool he was.

Prof. Coe Investigating

At the writer's church, during the past
winter, a careful experiment is being
made of the effect of various motion pic-
tures upon children. Prof. George A. Coe
of Union Theological Seminary, the great-
est religious educational expert in the
country, is directing it carefully. Methods
are being employed to find out what kind
of pictures and what features in the pic-
tures affect the children and how they
affect them. Out of this will come con-
clusions that will guide in the selection of
pictures and in the production of pictures.
Questions are asked, exclamations are
watched, applause or disgust is noted and
other methods are employed to discover
what stays in the mind after the picture
is over. In the sarrie way, larger pictures
are being used for adults in the church to
see what they object to and what they ap-
prove, and how it influences their char-
acters.

It is hoped that ultimately the motion
picture industry will form a bureau into
which they can put the pictures no longer
valuable for commercial use so that they
will be within the range of the financial
resources of the churches. The churches
must also look after entertaining the
people.

It is the church's duty to get closer to
its people by taking a broad view of their
natural longing for entertainment and to
see that they get the right kind. A won-
derful opportunity is at the same time
offered to bring them closer to the church.

Nothing finer is offered than motion
pictures. Some day the church will preach
through motion pictures, both gladness and
deeper spiritual things, for more truth goes
effectively through the eyes than through
the ears.

selves to marvelous reproduction in pic-
tures. The first dramas in war presented
derful picture for religious propaganda,
on the stage were built around religious

Color Motography
Achieved

LEON FORREST DOUGLAS of San
Rafael, Cal., recently exhibited a new
process of producing motion pictures
in colors at the Wurlitzer Fine Arts Hall in
New York. His device reproduces every
hue, shade and tint of the colors of nat-
ure in a manner said to be both practical
and inexpensive. In addition to producing
color, the range of tint is apparently un-
limited, every shade and color being pos-
sible.

Mr. Douglas has in his collection pic-
tures of bathing girls, Indian scenes and
features of the Yosemite Valley, animals
and scenes in the Yellowstone Park, water-
falls, rainbows, flowers and many Cali-
fornia scenes.

The most remarkable feature of these
pictures is the flesh color, which is very
natural. One picture was a close-up of a
girl's dimpled face, surrounded by roses
in their natural color. The girl's hair and
blue eyes were naturally reproduced. De-
spite the fact there has been many recent
color inventions, Mr. Douglas is said to
have received encouragement from some
of the largest producing companies.

REEL and SLIDE

87% of Human Knowledge
Comes by Way of "Eye Gate''

It is our purpose in the present
monograph to cover thoroughly, al-
though somewhat briefly:

First, the theory of visual instruc-
tion;

Second, to point out some of the
uses to which visual instruction may
be practically and advantageously ap-
plied;

Third, to suggest, in a general way,
sources from which slides and motion
picture films may be obtained;

Fourth, to present a discussion, free
from technicalities and complicated
terms of the different kinds of projec-
tion-— their comparative values and the
means employed for their accomplish-
ment.

No. I — Theory of Visual Instruction

THE theory of visual instruction is
based on the fact established by our
experimental psychologists, that, as a
perceiver, the sense of sight is worth
nearly seven times as much as all the other
senses combined. To apply figures, in the
average normal person, perception is
achieved approximately as follows :

87% through the sense of seeing.

7% through the sense of hearing.
3^% through the sense of feeling.
IV2% through the sense of smelling.
1% through the sense of tasting.

Suppose I asked: "Would you rather
be blind or deaf?"

It doesn't take you very long to decide,
does it? But the chances are you do not
know how vastly more terrible one of
these afflictions would be than the other.
It would be twelve and one-half times as
bad to be blind as it would to be deaf,
according to these figures.

The point of all this is that your sense
of sight is by far your keenest perceiver.

Not only is it the keenest, but it is al-
most the most retentive. In old days they
used to "sing" the multiplication table.
Why? Because it was easier to remember
what they sang than what was just spoken
— because the multiplication table did not
create any mental picture which could be
called up at will.

The constant endeavor of the modern
educator is to create in the student a men-
tal picture. That mental picture in 87
cases out of 100 can be best created vis-
ually.

The efficiency of visualization is due to
two facts — first, that the sense of sight is
by far the keenest for perception ; second,
that of all things created, innumerally
more are capable of being perceived vis-
ually than in all other ways.

Gorilla as a Test

Let us consider the gorilla (I have se-
lected the gorilla because he is unfamiliar
to most of us). Describe as nearly as you
can to your class, or any member of it, the
gorilla and ask him to write a description
of it. Then show them or him the pic-
ture here shown and ask for another writ-
ten description.

You will be amazed at the discrepancies
between the two and, particularly, at the

Student of Visual Instruction
Outlines Theory of the Screen
as an Aid to Modern Educa-
tion— Gives Interesting

Example and Test
By Morton A. Bassett

wrong impressions conceived from your
description.

Manv a pupil is called stupid or willfully
obstinate, when another pupil, who, by rote
and parrot-like, learns only to repeat what
the teacher says or the way the descrip-
tion sounds, he gets credit for being very

The sense of sight is the keenest.
Morton A. Bassett points out why in
this article.

bright, while, as a matter of fact, he has
no more conception of the actual appear-
ance or real state of the thing than the
pupil called "stupid."

If both pupils were made to think for
themselves you would find their mental
pictures of the same thing, conceived by
themselves from your description, utterly
different, each basing his mental picture on
his previous visual experience.

If you could take your class out travel-
ing all over the world, showing them riv-
ers, mountains, lakes, plateaus, industries,
agricultural operations, flowers, birds, ani-
mals, and the like, you would be giving
them the very best possible education.

Obviously, then, the most efficient way to

teach is through the "eye gate." Actual
experience is the best teacher. A pupil
who has never seen a locomotive, for in-
stance, has no mental picture of it, except
that derived from photographs and de-
scriptions, and looks forward with wonder
and amazement to the actual seeing of it.

How Pictures Do the Work

The next best thing is to show pictures
of geography, science, industries, history;
to present and explain correct visual
images which may be quickly perceived
and quickly called up.

This, then, explains the use of pictures,
maps, globes, models and charts.

The question arises at once as to the
relative expediency of stereopticon slides
and motion pictures as compared with
small pictures and diagrams which may be
handed around. It is answered immedi-
ately on the ground of comparative effi-
ciency.

A number of small pictures may be
handed around the room, but, in this case,
one or, at the most, a very few can look
at the same picture at a time. The small-
ness of the picture which can be handed
about most destroy the value of its de-
tails, and the teacher must go about from
student to student explaining first one pic-
ture and then another, or else sit idly by
until the picture has been handed around
the entire class, by which time the first
student has forgotten much of it.

A screen picture is presented to the en-
tire class at one time, explained to every
one at the same time, questions may be
asked during the explanation ; in addition
to which, the rest of the room being dark-
ened or at least partly so, the picture
stands out as the brightest spot, naturally
concentrating all the attention, and secur-
ing the interested attention of the class is
half the instructive battle won.

(Copyright, by Morton A. Bassett.)

"Describe the gorilla to your class-
in words — then show them his pic-
ture— see zvhich they remember m,ost:
clearly."

REEL and SLIDE

Kangaroo, Mice and Coyote
In New Motion Picture

Two reels of unusual bird and ani-
mal pictures have been filmed by the
Universal Film Companj- (New
York) under the supervision of William
L. Finlej-, superintendent of the Oregon
State Fish and Game Commission.

The title of the first reel is, "Taming
Wild Birds," and the second, "Wild Birds
and Animals at Home."

In this picture it is shown how the
gardener may depend upon birds to keep
insects from destroying his crops, also how
some children raised a family of young
bluebirds; how the birds bathe, and how
they live.

That birds are easily tamed, and that they
are timid because they have been perse-
cuted is shown in this interesting picture.
Close-ups of the bob white in its nest, and
the owl family at home are clearly shown.
In this section the owl eating his dinner,
■which happens to be a white mouse, is a
feature.

Other creatures filmed are the kangaroo
rat, coyote, raccoon and skunk.

''Better Films'' Educator's Work

Reel Shows Songbirds
of France

i <rpt

!HE Songbirds of France" is the
title of an interesting educational
reel issued by Pathe. The home
life of the birds, what they eat, how they
eat it, various close-ups of the birds in ac-
tion, make up a pretty and instructive addi-
tion to any program.

(From pamphlet issued by Friendly House,
Davenport, Iowa.)

Hf\VE you heard that some time mo-
tion pictures would help you to make
things clear?

Have you done anything more than wish
for that blessed day?

The producers of motion pictures have
done their part. The men who conduct
picture theaters have tried out educational
reels and done their part. The public who
look only for emotional jags and a chance
to laugh will have none of the seriousness
of mental improvement.

Surely not ! As well expect them to
storm the public library for the non-fiction
or invade the school buildings to pore over
the text-books gathered there. A picture
with a lesson is the opportunity for those
whose business is to teach.

If the motion picture is ever to brighten
and deepen instruction in American class
rooms the initiative must come from the
teachers who control the situation.

They must arrange for motion picture
producers an adjutant curriculum of vis-
ual instruction, determine the classification
and sequence which will make the indi-
vidual creations of motion picture pro-
ducers educational and specify the subjects
which will bring this rapid instruction in
line with the psychology of mental develop-
ment.

This is scientific work for which teachers
are fitted by training and experience. It is
their field. It cannot be expected that a
producer of pictures, skillful as he may be
in the technique of his calling, could un-
dertake the fabrication of a course of

study with its due proportion of the sub-
jects which give knowledge and power.
This is the schoolmaster's job. He has
done it for the education of books.

No one who teaches school believes that
pictures can supplant books in American
school rooms. The mastery of many
groups of ideas is possible only through
review and drill, but when allowed to do
so, cinematography will fill an important
educational field all its own, subordinate,
but immensely valuable.

Films to Japan and China

EACH week Chicago ships, from one
studio- alone, over 10,000 feet of
feature, serial and educational film
to Japan and China. This same company
has also signed contracts for Russia, Spain,
Norway, Denmark, Sweden and Portugal
for film aggregating 75,000 feet of positive
film each week.

The Kalem Travelogs

THE Kalem Company, 235 W. Twenty-
third street. New York City, are re-
leasing a series of high-grade travelog
reels, especially adapted for use in churches,
schools, and colleges. One of these, on
Rome, is of particular interest just now
when Italy is playing such an important
role in the European war. The Vatican,
panoramic view of the St. Angelo Castle
and the river Tiber figure in this reel, as
well as the famous Swiss Guards. The
Capuchinian Monastery, the Brunco Market
and the old Colosseum are also depicted.

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The Atlas
Educational Film Company

ANNOUNCE A

"HELP WIN THE WAR"

Series of Films on Agricuitural and Animal Husbandry

POULTRY RAISING
DAIRY INDUSTRY
MODERN FARMING
STORY OF TWO PIGS
STORY OF SHEEP
DOMESTIC ANIMALS OF U. S.
CONTROL AND PREVENTION
OF HOG CHOLERA

The above subjects are ready now — other subjects in preparation.

Specialists in furnishing films to meet the needs of schools, community
centers, clubs, churches, etc.

Affiliated with the Better Films Clearing House, furnishing only "approved"
films — clean, wholesome dramas and comedies with no objectionable features.

Write for complete film catalog — complete line of Projectors and accessories.

ATLAS EDUCATIONAL FILM CO., 63 E. Adams St., Chicago, III.

I'lease say, "As advertised , in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

7

Demand For Clean Films
Develops Educational Pictures

THE first pictures made represented
moving trains, fire department runs
and horse racing. Their length
ranged from 50 to 200 feet. The first
showings throughout the country were
made by men who traveled from one large
city to another, showing in halls.

The first attempt to show moving pic-
tures in a permanent way was in a room
in the rear of a saloon on the corner of
Halsted and Adams streets, Chicago.

These pictures were used for gambling
purposes, only gamblers being admitted.
The next place of a similar character was
operated on the Bowery, in New York,
for the same purpose. A few of the fre-
quenters to these rooms saw the possibil-
ities of charging admission. Soon, pro-
ducers began to make other pictures such
as "Scenes from a moving train," chase
pictures for comedies, and trick pictures
to mystify, thinking they had exhausted
all the available subjects.

Then short stories were admitted.

As the first pictures were shown in the
slums the early producers soon began de-
veloping pictures that appealed to the
morbid minds of the people frequenting
these localities.

But, as the industry grew, better pic-
tures were admitted and better communi-
ties were entered. The producers, how-
ever, continued making many suggestive
subjects. As these were brought into bet-
ter communities, a protest was made. This
led to censorship.

For a time, the making of objectionable
pictures and the development of censor-
ship kept about even pace. Then protests
to city officials was the first attempt at
city censorship. In Chicago it began by
the police using a theater in North Clark
street. This continued for a couple of

Advent of "Passion Play"

Then .came the announcement of a re-
ligious moving picture. Over in Paris,
Pathe was getting out a 2,000-foot produc-
tion of the "Passion Play" at a cost of
several thousand dollars. The ministry
criticised, the laity gasped in amazement,
and the general public wondered. The un-
expected happened. The showing of these
pictures was greeted with tremendous
audiences and packed houses. Audiences
sat in awe and amazement.

The educational value of moving pic-
tures began to make a deeper impression.
Settlement workers started an agitation for
a more strict censorship. Various clubs
and organizations interested in the better-
ment of society began to appeal to local
aldermen, and in this way better steps for
censorship were taken. Sometimes these
methods of censorship were wisely 'used,
and sometimes not, but the manufacturers
saw the trend and tried somewhat to fol-
low it.

Then the pictures were changed from a
one-reel comedy or drama to a three to
eight reel feature. Women's clubs, civic
workers and educational people became
more alert to the possibilities of better
pictures and the needs of closer super-
vision. Largely out of this feeling grew
facturers realizing that there was a very

From Early Exhibitions of Trick
Pictures in Slums, Trend Has
Been Steady Toward Sub-
jects That Uplift and
Inform, Says Writer
By A. C. Derr, D. D., Ph.D.

the organization Congress of Mothers and
the Parent-Teachers' Association.

During the last few years a larger num-
ber of educational and clean entertaining
pictures have been made, and the manu-
pronounccd and growing demand for bet-

to work toward this end. Local clubs
began appointing committees making sur-
veys and recommendations. The first
recommendations were "better pictures for
children," but as time and development
went on this changed to "clean children
and family programs." i

Ask for Juvenile Program

Committees frequently went to their
local theater men asking them to put in
special children's programs for matinee,
but these were not sufficiently patronized
to pay the cost of the film. The situation
seemed to be that parents wanted better
pictures, but when theater men arranged".

"Hiazvatha" i<.<as filmed witli real Indians and gives the child a new
conception of the great American classic. (Lea Bel Film Co.)

ter pictures began to make and furnish
travelogs, covering nearly every country
on the globe. Topical reels were offered.
These included scenic views, progress in
agriculture and manufacturing, the devel-
opment of the auto and the airship and
new discoveries in science, while at the
present time there seems to be no limit
to the possibilities of the moving picture
in delineating nearly all branches of hu-
man activity.

More of a co-operative feeling devel-
oped, until nearly every prominent woman's
club convention was discussing better films
for children. Committees were appointed

for them the parents were not sufficiently
active to spread the good word to the
various families and urge them to send
their children.

It was simply left for the children to go
if they felt like it. The children had been
accustomed to seeing pictures of a more
stirring character and questionable in
moral tone, but, childlike, they wanted
something with action.

Parents came to realize that there was
another part for them to perform outside
of making the request for better pictures.
They must co-operate, combine, educate
the public to the importance of the matter.

REEL and SLIDE

either sending or accompanying the chil-
dren to these matinees. This led to an ex-
tensive organization among the various
women's clubs and organizations in this
co-operative movement.

Daily papers contributed liberally in edi-
torials. Pictures were carefully reviewed
before being shown to the children. Fairy
and clean dramatic stories were added to
the list of scenic and travelogs. This
effort has been showing satisfactory and
tangible results.

As the company, with whom the writer
is associated, was handling "Modern
Mother Goose," special efforts were made
to meet these large organizations and
work in through a general cornmittee
planning to arouse greater interest and
prepare the way for continuous showing
of such programs.

At another theater in Chicago the same
method of work resulted in total attend-
ance of nearly five thousand. In South
Bend, Indiana, 18 school buildings worked
in unison with the women's clubs and more
than 3,000 school children saw the picture.

What They Did in Elkhart

In Elkhart, Indiana, the Council of Par-
ent-Teachers' Association and women's
clubs gave a Friday afternoon matinee and
evening performance where a total of 2,500
attended. As Elkhart had a number of
poor families who could not afford to go,
private individuals and organizations fur-
nished these children with free tickets. In
Gar}', Indiana, the same picture was given
by women's clubs, schools and churches as
a benefit for the Neighborhood House with
a total of more than $800, the children of
Gary having an opportunity to see it.

These facts are simply mentioned to

show that co-operative work along this
line will bring results. Any other good
fairy story or clean picture would have
brought the same results with the same
combined efforts. The desire for better
pictures has spread so rapidly, entered into
so many different avenues, that it has be-
come known as "The Better Films Move-
ment."

Under this plan, schools and churches
are co-operating and announcing pictures
that have been endorsed by persons or
committees within this movement, who are
reviewing and giving them their approval.
Occasionally a minister has been found to
say, "I am not working to build up an
attendance for the theater." By this he
meant, where there was no moving picture
machine in the schools, or a centrally lo-
cated organization, and the committees ar-
ranged with the theater on a co-operative
plan, his first thought was, he was not
willing to encourage pictures when shown
in the theater.

Not having given serious thought to the
matter, he did not fully grasp the im-
portance of doing so.

But, when "the better films movement"
was more fully explained to him and he
was shown that every organization inter-
ested in the uplifting of children and pub-
lic morals were in the movement, furnish-
ing clean, interesting, wholesome, enter-
taining and instructive pictures, he changed
his mind and was ready and willing to an-
nounce it in his Sunday school and church.

He then recognized it as a part of prac-
tical Christianity.

At a convention of producers not long
ago the subject of "the better films move-
ment" was discussed. A large majority
seemed to express the opinion that sug-
gestive pictures should be eliminated. Pic-

tures having parts tending to direct young
boys' and girls' minds toward robbery and
crime should be eliminated. They also ex-
pressed themselves as feeling that a new
and different field of literature would be
profitable and highly satisfactory. This
indicates that the trend of the times is
inward and upward to still better things —
to good and worthy things.

Legislation Is Proposed

The work of "the better films movement"
has taken another step in advance. As a
result of the discussions in various dis-
trict and state conventions of women's or-
ganizations, educational and religious
movements, a bill was offered in congress
for a national board of censorship of
scenarios. This board was not to be po-
litical. It was to contain representation
from every phase of society interested in
art, drama, education and entertainment
who were to review the scenarios. If
objectionable parts were marked to be
eliminated, or after leaving the censorship
board phases were added which had not
been approved by the board, there was to
be a penalty of $5,000 to $10,000 fine and
three to five years' imprisonment. But
when war was declared there were other
issues which crowded this out for the time

General interest in "the better films
movement" is becoming apparent. Its field
of usefulness is just beginning to be real-
ized. Great things may be expected along
this line in the near future. Those inter-
ested along this line will find it to their
advantage to co-operate in every way. It
will bring more and better pictures into
our schools and churches. It will increase
the attendance and bring better pictures
into our theaters.

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor Animatograph

ThaQ in Any Other Motion Picture Projector

designed with, not merely adapted to, the new high power Mazda
projector lamps.

Guaranteed — a motion picture image of standard illumination, clear-
ness, sharpness and steadiness — entirely free from eyestrain.

There are other features that make the Animatograph the superior
projector — simplicity, economy, light weight, lasting quality. It's all
explained and illustrated in a new catalog.

Write for information and terms.

VICTOR ANIMATOGRAPH COMPANY

125 Victor Building

Davenport, Iowa, U. S. A.

Please say, "As advertised in REEL and SLIDE," ivhen you write to advertisers.

REEL and SLIDE

Madison Has Its Own Picture Sho^v

As a forerunner of what we might ex-
pect in the future, the enterprising
capital of Wisconsin, Madison, has
inaugurated a pubhc picture show, open
to the general public and in the best room
of the capitol building.

How was it done?

In the first place, I decided that if I
could aid in educating the public to the
fact that our nation is at war, I would be
doing a worthy thing in helping to win it.
This was my first thought. Naturally I
turned my attention to the moving picture
screen, and began looking around for the
right kind of subjects in the educational
.and industrial line.

I found plenty of good reels from which
to make a selection. But, I wanted, chiefly,
pictures that would come under the head-
ing of "war educationals." And I wanted
to entertain as well as to instruct, in order
to make my exhibition a success. Next
came the question, where shall we give
the show?

^f^J^t-ja»n?P'^^^\5-^T(P^^

Wisconsin uses the best room in
its capitol building to show educa-
tionals.

Perhaps the finest and most beautiful
room in any public building in the country
is the Hearing Room in the capitol build-
ing at Madison. It offered ample seating
capacity and first rate conveniences for
projection.

My plan was to give a show every Sat-
urday, since there are more people with
the time to attend on that day.

I started to use one of the larger Edi-
son machines and gave three free shows
,to at least 250 people at each show.

At the first Saturday matinee, the first
picture shown was "Paul Revere's Ride,"
followed by "Civilian Preparedness" re-
peated at the three shows.

The next Saturday we showed four reels,
■"How England Prepared," 'The Birth of
the Flag."

Wisconsin Official Takes Over

Finest Public Room in Country

to Show Industrial and War

Preparedness Subjects

— Plan a Success

By M. F. Blumenfeld.

Superintendent of Public Property, Madi-
son, Wisconsin.

The third Saturday we showed four
more reels, "How England Prepared," "A
State Fair Picture" of one reel, showing
the unfurling of the battleship Wisconsin
flag which, by the way, was won by the
ship in target practice, and "From Grass
to Glass," a dairy subject conserving food,
from the cow in the pasture to the milk in
the home.

The fourth picture was also an agri-
cultural picture, "The Kernel of Wheat,"
showing the seed, how cultivated, finally
manufactured into flour and the family at
the table eating their meal.

We shall try to continue showing free
pictures on Saturday afternoons, not in
competition to the movie houses, but
purely for educational purposes, which has
been our intent from the start.

The attendance has been more than we
ever anticipated, and therefore I will soon
be obliged to use the assembly chamber,
which will seat 600.

We have enjoyed the very valuable as-
sistance and co-operation of the State
Council of Defense.

There is no reason why other cities can-
not do as well as we have done. All that
is needed is a little co-operation on the
part of those in office.

New Stereopticon Uses
Moving Picture Film

A STEREOPTICON that uses standard
width motion picture film in place
of glass slides is being put on the
market by the Autopticon Company of
Chicago. This machine is designed pri-
marily for educational and church work,
though it offers also a wide range of use
in advertising.

"We have aimed to produce a stereop-
ticon that would overcome - many disad-
vantages," said Mr. W. R. Mengel, "and I
believe we have hit the bullseye. Above
all, the Autopticon is convenient. We have
made elaborate preparations to manufac-
ture film on any subject wanted, but we
are chiefly going to concentrate on sub-
jects created by our users. We are able
to turn out excellent 'slides' on standard
width motion picture film, at a very low
cost, which can be hand-tinted or stained
if desired. This film can be easily rolled
up and mailed in a can for a few cents
with no fear of damage. Our machine will
take from 1 to 100 pictures at one load-
ing.

"The screen has become so widely used
in educational and church work that we
have seen the need for a compact and at
the same time efficient stereopticon of this
type for some time."

M. F. Blumenfeld conceived the
idea of shozving educational reels at
public expense. He is Wisconsin
state superintendent of public prop-
erty.

Birds, Fish on Color Films
Tried by Stone

GEORGE E. STONE of Berkeley, Cal-
ifornia, who is undoubtedly one of
the most successful photographers
of educational subjects in the country, ha?
just completed a year's work experiment-
ing with the new Prizma color method.

In an especially built hothouse he has
been filming flowers of the rarest kind.

Other subjects which Mr. Stone has
been working on include the trout in the
Eel River, Mendocino County, California,
in which he also used the fish hatcheries
on Mount Shasta. It is shown how the
trout are able to leap waterfalls. Mr.
Stone pictures an interesting forest fire
near Mount Shasta.

Besides the above, Mr. Stone has se-
cured excellent pictures of the cormorant,
the pufiin, the petrel, the gull and the
murre.

In Nature study especially is this new
process important.

10

REEL and SLIDE

iWivSri^^^-T'.'^-'^'^

This department supplies information to
readers of "Reel and Slide" on any subject
related to visual Instruction. It does not
handle or supply film. Address "Ask Us,"
Reel and Slide, Herald Bldg., Chicago, 111.

SEVERAL concerns directed by men
with adequate technical experience
are producing an ever-increasing
number of films on technical subjects for
general class room and church vi^ork.

They are setting about this work seri-
ously and their scenarios are written and
their reels edited by specialists in various
branches of science and industry. Only
recently a prominent Chicago minister of
the gospel resigned his pulpit to direct a
series of religious pictures which are de-
signed to aid in the teaching of Sunday
school lessons and Bible class instruction.

It is as highly essential that such sub-
jects should be absolutely correct and re-
liable from a technical standpoint as that
school books should be beyond question in
their authenticity. For this reason, with
the entry of the motion picture as a real
aid in education, some of the best brains
in the country are turning their attention
to it.

All this means a greater number of re-
liable subjects from which the educator
may make his selections and the assurance
of an ample supply of pictures to supply
all wants.

The editors of "Reel and Slide" have
gathered a vast amount of information on
the subject which is of great value to
school superintendents and ministers. It
has taken stock of the films now on hand

in the most important studios and is al-
ways glad to serve its readers in placing
this information before them.

Question: Where can I get a motion picture
on Montenegro? B. J.

Answer: No. 20 of the Mutual Tours Around
the World contains good scenes taken in Montene-
gro. On the same reel is included Cintra, Por-
tugal, and pictures taken in the Channel Islands.
Address any Mutual Exchange or Gaumont Stu-
dios, Flushing, New York.

Question: I -^m looking for a film showing ex-
periments with air. I understand there is such a
reel. Holmes. ,

Answer: Write to the Bureau of Visual In-
struction, University of Wisconsin, Madison.
They list, as reel No. 4, in the Domestic Sci-
ence Classification, a subject entitled, "Air, Its
Composition and Jproperties."

Question: We want to show the dangers of
the fly pest in our school early this spring. Is
there a film covering that subject fully? B. N.
Laurence.

Answer: Yes, the University of Wisconsin,
Department of Visual Instruction, list a fly film
as Number 109.

Question: We are anxious to show a good
gardening reel this spring, in connection with our
school "war garden" work. Where can we get
one? Davenport.

Answer: The Extension Department of the
International Harvester Co., Harvester Building,
Chicago, has an excellent picture covering the
"war gardens of Chicago." Write to them; they
have several prints.

Question : Can you tell me where I can get a
good historical picture for a special patriotic en-
tertainment we are getting up in our church?
Charles Wilsey.

Answer: The Atlas Educational Film Company,
63 East Adams street, Chicago, lists "The Mid-
night Ride of Paul Revere" in two reels.

Question: Where can we get a clean picture,
with some excitement in it, to show at a meeting:
of local merchants? J. F.

Answer: The Todd Protectograph Company
of Rochester, New York, has a four-reel feature
called "A Modern Black Art," which is described
at length in another part of this issue.

How long will it take me to learn to operate a
projection machine? B. M.

Answer: Only a short time-^a very short time,
if you are naturally inclined to it. The manu-
facturers give you instructions with each ma-
chine, or, the operator of your local theater will
be glad to help you out, if you ask him.

Question: Where can we get some good indus-
trial reels which are both entertaining and in-
structive, for use in the evenings, after school
hours? B. H.

Answer: Write the advertising manager of the
Armour Packing Company, Chicago, 111. They
have some interesting films covering many phases
of the Packing industry.

Is there a stereopticon on the market that
permits cither the use of film or slides? William
Reeves.

Answer: Yes, several. Consult the avertising
columns of "Reel and Slide."

Biblical, Historical, Travel,
Educational and

War Slides 35c each

Guaranteed to be finest quality both in photog-
raphy and artistic coloring.

Write for Our Catalogue. Depi. R

Slides made to order at lowest possible cost

THIS COMPLETE

Professional Stereopticon

With Nitrogen Lamp, $35.00

One week's trial allowed. Over 1,000 of these
outfits now in use.

WALTER L. ISAACS CO., Inc.

Establishsd 188.5 36 East 23rd St., New York

Titles Arc Hall the Picture

Ince, Griffiths, Brady and other giants of the
silent drama appreciate the value of titles of a
high artistic quality. Their screen results show
that.

I am prepared to decorate a limited number of
sets, for educationals, industrials or dramatic
reels, in a highly artistic, original and "atmos-
pheric" manner.

Send me an outline of your script and number
of titles needed and I will submit samples and
quote prices.

R. *J. CAR/IF»BELL

studio, 16th Floor Monroe Building, Chicago

Flense say, "As advertised in REEL and SLIDE," zulien you write to advertisers.

REEL and SLIDE

11

■i)iiiMiiliiiiiiililiiliiiiHl*itlilMiitf^^^

Finest Films
A V a i 1 a b 1 e

■T'

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Complete, Pe r-
sonal Service

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients 1 00% personal service — -service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through m}' connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

lAU YoulHave to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures -
from the lists.

At present I am supplying a widespread demand for

; War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu-
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Norma], Kalamazoo, Mich.

"We find we can depend on you to the limit."

Berea College, Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago;

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, 111.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse in
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, 111.

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval 'Officers' School,
Chicago:

"The films were bully;
keep them coming."

oupon

Arthur E. Curtis fA.B

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY

A. E. Curtis,

16 West Jackson

Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

(A.B.)

Institution

Address

Send information also to: (Indicate someone who is interested.)

Name.

Address

12

REEL and SLIDE

"Produce More— With
Less Help"

CA. REHM of the Atlas Educational
Film Company is engaged in pro-
• ducing an interesting series of pic-
tures, entitled "Produce More — With Less
Help." The Shaw publication, "System
On the Farm," is aiding in the preparation
of the scenarios on the first, which deals
with labor saving on the farm ; the second
will be under the auspices of "Factory
Magazine."

Says Mr. Rehm: "This summer and
next fall will witness a shortage of labor
on the farms and in the factories of the
country. School boys will be called upon
to help raise and harvest the crops of the
country. We believe we are doing a
worthy thing in showing, under expert di-
rection, how easy it is at times to save
labor. That is what our series will en-
deavor to do effectively.

"Man Without A

Country" Shown

T^ VVENTY-FIVE THOUSAND people,
including members of the cabinet,
diplomatic corps and government offi-
cials, recently witnessed the exhibition of
the film, "The Man Without a Country," at
the Sylvan Theater, Washington, D. C.

The picture was shown under the aus-
pices of the Bureau of Commercial Eco-
nomics. Music furnished by the United
States Soldiers Home band was a part of
the program.

"School boys will harvest Amer-
ica's crops in ipi8," says C. A. Rehm,
zvho has set about to show them how
— on the screen.

Films and the Youthful
Mind

ORRIN G. COCKS, of the National
Board of Review, has given much
time and thought to motion pictures
as they affect the juvenile mind. In a re-
cent bulletin of the Affiliated Committees
for Better Films, appears this statement
by him :

Our young people are now brought into
contact with drama which interprets life far
more vividly than books. The knowledge
they gain of life from the good, the bad, and
the misunderstood people of their own town
is never complete. It is given to them, so to
speak, in small chunks with little stress on.
causes and almost no indication of ultimate
consequences. Very often, therefore, that
which appears horrible to the elders, because
they know the ultimate effects, appears most
attractive to young people. You know the
town gambler or drunkard, for you have
watched him deteriorate for twenty years,
but often your boys see only a jolly, hail-
fellow-well-met person.

The stories thrown on the screen are in-
tensely real to young people. The curtains,
the machine, even the actors fade into the
background and they live through the experi-
ences depicted. To those of us who are older
they are really illusions, the products of
skillful writers, acted by cardboard men.

Please remember that there is no preach-
ing or advice in the motion picture drama.
The story brings its own lesson. In the
course of two hours the idea rushes on in a
fashion to compel the closest attention to the
dramatic climax. The argument is complete,
and the emphasis as in life when seen as a
whole is overwhelmingly in favor of the good,
the innocent and the heroic. This is entirely
different from advice offered with the best
of intentions by elders.

The part of wisdom, therefore, appears to
be to indorse the motion picture as ati aid
in the development of character and be close
to our young people to assist in clearing up
their minds when they become confused.

• — clear, sharp, brilliant pictures on your .screen.
— -^^— _ — — - ^ myrii" — ^ stereopticon that is light, durable and compact'and simple to use.
Y^||¥ T \]L/ A N|T^» — ^^ operate with the least possible cost.
K V/ w ff /mil JL • — to do away with hot, breakable glass slides (and express charges).

■ — no dirty carbons.

—to use many pictures of your own — atjminimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

I t! A FILM STEREOPTICONTI

THE AUTOPTICON

Uses no volt current nitrogen

fiUed-tubular-lamp.
Connects with any electric light

plug, instantly.
Film threads in a few seconds.
Has special condensing system.
Inclosed in a durable asbestos

lined, nickel trimmed black

case i8J^ inches long, 12 high

and 7}^ wide.
Does not need to be removed

from case to be operated.

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to 100. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

13

PRQJE

Any questions pertaining to the projection of
films Eind slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, Herald Bldg., Chicago. If an answer
by mail is desired, enclose stamped envelope.

(By The Extension Division,

Indiana Universi ty, Public

Welfare Service)

FOR class room use a small lantern
with acetylene burner is quite satis-
factory and is the type obtainable at
the least cost. Nearly all stereopticon
manufacturers make this type.

Acetylene comes in small or large tanks
obtainable wherever there are automobiles.

After acetylene probably the next best
non-electric light is the oxyhydrogen or
calcium. A special calcium gas-making
outfit is required. One method of cutting
the projection outlay to a minimum and
yet securing the calcium light is to have
the generator purchased by the county su-
perintendent, who will circuit it to his
schools to be used in place of the acety-
lene. In some instances county superin-
tendents have purchased the complete
equipment, including lantern, allowing each
school to use it in turn, but this leaves
each school without a lantern for most of
the time.

If this outfit is purchased the burner
should be adapted to the use of the pastil
instead of the lime.

Where electricity is available the arc or
the Mazda lamp should be purchased.

County superintendents have in some in-

stances attached a dynamo to an automo-
bile motor and furnished current for stere-
opticon arc lamps. This can be done with-
out a rheostat.

Purchasers of stereopticons (not motion
picture machines or microscopical project-
ors) should consider the advisability of
securing a model which uses, or can use,
the high power Mazda light.

These lamps are the gas-filled Mazda
with concentrated filament especially
adapted for projection purposes. They
have several advantages over the arc
lamp. They furnish an automatic, steady-
burning, efficient and economical light.
The manufacturer claims that they have a
life approximating 200 hours' use. If the
bulb burned only one-half its rated life,
the cost of operating, including renewals,
is probably much less than the cost of an
arc light giving the same degree of illum-
ination— there is a saving in current and
carbon consumption. The lamp works just
as any ordinary electric bulb, turned off or
on by a thumb switch, and it is noiseless
and steady in operation. With the ex-
ception of the 1000-watt lamp, these Maz-
das may be attached to any regular lamp
socket and require no resistance (rheo-
stats, etc.,) on circuits of 110 to 115 volts.
For 220-volt circuits a resistance is neces-
sary.
The following slide sets are announced by the

Extension Division of the University of Indiana

at Bloomington:

After the War— What?

35 slides dealing with the events in the war

during the month of October. 1917.
U. S. Navy.

50 slides — colored.
U. S. Army.

SO slides — colored.
European War.

50 slides — colored.
American History.

13 slides-colored — reproductions of famous

marine paintings, which depict thirteen chap-
ters in American history.

5 slides — colored — reproductions of other

paintings.
Playgrounds (2 sets).

SO slides — -colored.

100 slides — plain.

(Special attention should be given to play

and recreation in war time.)
Process of Legislation in Indiana.

30 slides. Indianapolis views.
The Tourists' Paris and the Peasants' France.

100 slides — colored.

Is it possible to secure a second-hand moving
picture projector that is reliable?

Answer: Certainly. Many of the big houses
have used machines on hand that they will sell
at reduced prices. Usually they are completely
overhauled before being resold.

Question: Can you tell me where I can get
Shakespearean pictures that are well produced
and accurate? Des Moines.

Answer: The Atlas Educational Film Com-
pany, 63 E. Adams street, Chicago, lists "A Win-
ter's Tale;" also, you might write to George
Kleine, 63 E. Adams street, Chicago.

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

Size of machine, 19x26x7 inches. Runs continuously, or
poses, starts or stops at will.
(We guarantee the Owen machine .)

I or lecture pur-

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will)

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to 5 cents per hour.

The machine, complete, includes a 400-watt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or direct current).

Address

^ THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard Lantern
Slides for every use.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

14

REEL and SLIDE

Educational and Religious Moving Picture Dept.

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy features
in harmony with " The Better Films Move-
ment.'*

For Schools, Colleges, Churches, Y. M. C. A.s,
Settlements, Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House" for
he best pictures from the best producers for

he Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-,
riculum" for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not "how cheap," but "how

good." Pictures and service speak for them-
selves.

Write us about our "co-operative plan" by
which you obtain funds to buy equipment.

We outline special working plans to fit your local
field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index of
Films

1 — One Reel Drama.

2 — Two Reel Drama.

3— Three Reel Drama.

4 — Features (4 to 8 reels).

5 — Feature.s from Literature.

6 — Comedy Drama.

7 — One Reel Comedy.

8 — Scenic-and Comedy. ,

9 — Educational and Comedy.
10 — Army and Navy Pictures.
11 — Patriotic and War Stories.
12 — Children's Pictures.
13 — Athletics and Sports.
14 — Customs and Habits.
15 — Educational.
16 — History.
17 — Industrial.
18 — Zoology.

19 — Topical or Pictograph.
20 — Lea-Bel Library.
21 — Bray Picto Studies.
22— Reel Life.
23 — Scenics.
24 — Topical.

25— Tours Around the World.
26 — South American Travelogs.
27 — Burton Holmes Travelogs.
28 — Moral Stories and Religious.

Machine and Supply Department

Tell us your needs. We can supply them.

We recommend the right equipment to fit your work. Can furnish different
kinds at prices ranging from $150.00 to $600.00.

In buying new equipment, we recommend the Newr Mazda Nitrogen Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

M .

rm

A

■^'

L

Z !

'.(11^

A

M

D i

A 1

P

De Vry Portable
C-90 — Complete, $200

20 amp., 30 volts, Mazda Equip-
ment. Complete, $287

|lamp line| II

Lea-Bel Transformer

Jobbers in Our Line, Dealers Write for Discounts

A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPANYdNo

64 W. Randolph Street CHICAGO, ILL. 610, 612, 614 Schiller Bldg.
THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

w

REEL and SLIDE

15

This department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

Paris and the River Seine.

JUST now, when popular interest centers on
Paris, George Kleine of Chicago offers an
especially attractive picture showing scenes
taken on a trip along the River Seine, beginning
at the massive Auteuil viaduct and taking the
visitor under the many beautiful bridges that span
the stream. The Pont de la Concorde and the
bridge of Alexander III are featured, as well as
the House of Deputies, the Palace of Justice,
Hotel de Ville and Notre Dame.

"From Manger to Cross."

"From Manger to the Cross" is the title of
a beautiful religious picture put out by Kalem .
studios. New York. This picture has received the
praise of many ministers. It was taken in Pales-
tine, amid historical surroundings, and is authentic
and well produced in every way. It depicts the
life of Christ. Recently, the actor who took the
part of Christ spoke in a New York church while
the film was being shown.

Film Teaches Health Conservation.

An interesting and valuable picture showing
how anybody may conserve their bodily fitness
by means of certain physical exercises, is the
theme of a new issue of the Physical Culture
Screen Magazine, directed by Bernarr McFadden.
This reel also contains advice to women regard-
ing what they should do when bothered by
"mashers."

In the same picture Henry Elionakey demon-
strates the use of proper swimming strokes, and
there are exercises for the baby and some tips
on jiu jitsu by Prof. Allan Smith.

Sailors and Battlefields.

The Mare Island Navy Yard in California is
the subject of an interesting feature in a new
Mutual-Gaumont Weekly (Mutual Exchanges). In
this picture the physical training of a tar is
shovyn in detail, and the fact that among the
jackies there are many good athletes is proven.
There are pictures in this reel taken on European
battlefields, as well as the work of the French
engineers in restoring devastated territory.

Victoria, the "Garden City."

The general publicity department of the Cana-
dian Pacific Railway at Ottawa is releasing an
excellent picture of Victoria, capital of British
Columbia, and known as the "garden city on the
Pacific." In this reel we are shown beautiful
gardens. Parliament Building, docks, scenes taken
on Oak Bay, and the picture ends with a beau-
tiful scene titled, "Moonlight on the Pacific."

"Animals in Midsummer."

"The Animals in Midsummer," is the title of
a new release by the Educational Films Corpora-
tion (New York) in the series, "Raymond Dit-
mars' Living Book of Nature." How the rhino
and the bear take a shower bath offers plenty of
amusement and educational interest; how the deer
seeks shelter in hot weather to escape the pesky
cattle fly, and how the Shetland poney uses his tail
to gain the same end, is shown interestingly. The
buffalo comes in for his share of attention, roll-
ing in the dust before the lens, and the ourang
outang follows the lead of the traveler in the
tropics by stuffing his hat with cooling leaves.

Water and Crystallization.

The .Visual Instruction Department of the Uni-
versity of Wisconsin announces a subject dealing
with water and crystallization. The first section
shows tests with water's component parts, hydro-
gen and oxygen, as follows: Electrolysis; snow,
stagnant water; sterilization by ultra-violet rays;
a waterfall; the sea; clouds. The second section,
dealing with crystallization, is divided as follows:
Purifying chemical salts; crystals of copper sul-
phate; alum; acetate of soda; sulphate of soda;
acetate of copper; sulphur; sugar; quartz; gyp-
sum; pyrites; naphthaline; hydroquinone; pyro-
gallic acid; sea salt, etc.

Film on Combination Dress.

A new Paramount Pictograph contains "The
New Art of Dress," in which Bertha Holley, an
artist, shows how several dresses may be made
from the same material. A simple slip contain-
ing four yards of material is the basic principle
of this garment.

Life Among the Reptiles.

"Among the Reptiles" is the title of an educa-
tional reel offered by George Kleine. It shows
several species of snakes in their natural habitat,
feeding, sleeping, etc. This film is intended to
be of use to the student of zoology and is pro-
duced with that idea in mind. On the same reel
we find views of the frog, the salamander and
the toad, caught in most interesting activities.
There is much of scientific interest in the picture.
For instance, experiments are conducted which
show the presence of electricity in the muscular
system of the frog.

Scientific Hog Raising.

This film story starts with the selection of a
thoroughbred boar and brood sow and compares
them to the ordinary scrub hogs found on the
average farm. The litters of both are then fol-
lowed in their growth from birth to the time they
are 200 days old. The picture is offered by
Atlas Educational Film Co. (Chicago).

The Dairy Industry.

Atlas also lists a 1,000-foot subject covering the
modern dairying industry. This reel illustrates
the different kinds of dairy cattle, how to judge
them, keeping records, barn views, etc.

Canadian Agriculture Filmed.

In a new feature released by the Essanay Film
Co., "The Agricultural Opportunities of Western
Canada," are depicted. The picture is booked
through General Film Co.

Snow-Clad Peaks, and Natural
Beauty.

Robert Bruce of the Educational Film Corpo-
ration of America offers a beautiful scenic sub-
ject in a reel entitled, "A World o' Dreams."
The beauties of snow-clad peak^ and mountain
valleys are blended in such a way as to make
this a strikingly original and interesting treat-
ment of the scenic subject.

Cartoons, Science and Novelties.

"Novelty Films" is the title of a new release
produced by the Merkle Film Co. (Cincinnati).

This reel is issued twice a month and con-
tains an animated cartoon in each issue. In the
first issue also we find "A Gallery of Patriotic
Heroes," also interesting pictures of "America
Making War."

Burton Holmes Films Sidney.

A new Burton Holmes Travelog shows Sidney,
Australia, which is the one hundredth Travelog
released in this series. The picture shows the
entrance to the harbor, the villas skirting its
shores, the business buildings, the botanical gar-
dens, the circular quay and other points of inter-
est. (Paramount Exchanges.)

"Modern Mother Goose."

The "Modern Mother Goose," released through
the Lea Bel Film Exchange (Chicago), is the
pretty story of the adventures of the old woman
who lived in a shoe. It was acted by Chicago
school children and is replete with pretty wood-
land scenes and tableaux. (In five parts.)

The Joys of Surf Riding.

The Educational Films Corporation of America
announces a new picture depicting the pleasures
of water sports, taken on the beaches at Coeur
d'Alene Lake, Idaho. There is much good humor
in this picture, though tjiere is no surf to speak
of on the shores of this lake. The boards upon
which the surf-riding is accomplished are attached
to the rear end of a power boat. On the same
reel are scenes of the Columbian River port of
Astoria, where various forms of aquatic amuse-
ment are indulged in.

Lima and the Andes.

An unusual travel picture is being released by
the Lincoln & Parker Company, Times BIdg.,
New York City, entitled "From Lima to the
Top of the Andes." This picture shows, by
means of beautiful photography, the city of Lima
and takes the audience to Cerro de Pasco in
Peru, the highest mining town in the world,
15,000 feet above sea level.

Niagara as a Source of Power.

In the Universal Screen Magazine No. 57, the
proposal to furnish the eastern part of the United
States, and west to Cincinnati, by means of 8
huge hydro power plant harnessing Niagara'!
rapids is interestingly illustrated.

Machinery of the type that might be used, mov-
ing pictures of the gorge and rapids are aug-
mented by diagrams and animated drawings. On
the same reel we find pictures showing how lake
steamers are cut in half like a piece of cake to
enable them to pass into the ocean.

The American Museum of Natural History is
now engaged in teaching geography to children
whose eyes are weak from over-study, by means
of relief maps. This is also shown in the Screen
Magazine. On the end of the reel we are given
some intimate views ol shrimps. (Universal, New
York.)

Life in Insect World.

Raymond Ditmars of the Educational Films
Corporation offers a new subject entitled, "Life
in the Insect World," in which he shows by means
of photography that camouflage is by no means
confined to the European battlefields. Caterpillars
that arrange themselves to look like flowers, and
worms that are able to fool the unsuspecting wan-
derer in the woods and fields, are depicted in
their antics.

New Finley Nature Pictures.

Pathe, New York, announce a new Finley na-
ture picture entitled "Wild Birds and Animal
House." The Bob White, wild duck, teal, hawk,
owl, skunk, raccoon, weasel, kangaroo, rabbit,
and coyote are represented interestingly.

A Film on Smyrna.

The Educational Films Corporation of New
York announce the release of a one-reel "split"
picture which should be of much interest to
schools. The first part of this picture takes the
audience to Smyrna, introduces them to country
life there, scenes on the canals, and gives some
amusing pictures of performing bears. On the
same reel we find a Ditmar series depicting "Tree
Animals," including the honey bear, Brazilian
opossum, phalanger, etc.

Engineering Toys on Screen.

A. C. Gilbert has produced for the E. I. S.
Motion Picture Company, of New York, an in-
teresting and instructive reel entitled "Engineer-
ing Toys and Models." This series takes the
boy through a series of simple lessons in the
manufacture of mechanical toys; also some in-
teresting experiments in "magic" are shown.

"Pilgrim's Progress" Filmed.

Atlas Education Film Company of Chicago an-
nounces that it is now in a position to offer ex-
cellent prints of Bunyan's "Pilgrim's Progress"
for releases in churches, schools and colleges.
The film was made in Italy and the prologue
covers a few scenes from Bunyan's life, before
his conversion. The story ends with the meet-
ing with Christian in the Celestial City. It is in
4 reels.

Ohio River Ice Gorge

The Cincinnati Motion Picture Company, Cin-
cinnati, Ohio, has just completed a one reel sub-
ject for Pathe, showing the ice jam in the Ohio
Riv;r and another reel depicts the flood that in-
variably follows the jam. They are strikingly
produced, showing huge walls of ice, wrecked
steamers and debris caused by the flood. The
Cincinnati company also announces the comple-
tion of a ten reel series of films of an educa-
tional nature on military activity, which will also
be released through Pathe, one reel a week.

Snow Storm in Maine.

Paramount-Bray Pictograph No. 103 gives some
strikingly beautiful views of a New England
snow storm. In this reel also is included inter-
esting animated pictures which show the Hohen-
zoUern plan to rule the world. This feature is in-
dicative of the value of teaching a history class
in a manner so graphic that even the youngest
pupil may clearly understand. (Paramount, New
York.)

16

REEL and SLIDE

The one company in the industry that devotes its entire
energy to the production of Educational Films

RODUCERS OF

THE BRUCE SCENICS

Adventures of pack train, men, and a Great
Dane in the Wonder Lands of America. Photo-
graphed and titled by a man with the artist's
eye, the poet's soul, and the unconquerable
gayety of youth.

DITMARS'
LIVING BOOK OF NATURE"

a

Human and humorous studies of animals, birds,
insects, photographed by Raymond L. Ditmars,
Curator in the New York Zoological Park.

THE NEWMAN TRAVELS

The romance of the unknown. Life in far
countries; the wonder and beauty of lands that
be, beyond the ordinary pen. Brought to you in
pictures taken in every corner of the globe by
the noted traveler and lecturer, E. M. Newman,
M. A.

Exhibited as soon as released at The Rialto, The Rivoli,

The Strand, New York's greatest Motion

Picture Theaters.

Educkhonal Films Cdrpor/oion

7297^AVE{^UE

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

17

Announce Automatic
Stereopticon

OF interest to all devotees of the stere-
opticon comes the announcement of
the new Owen Automatic Stereop-
ticon, which is especially designed for
store and window advertising, fairs, ex-
positions, conventions and educational pur-
poses.

The Owen has many features which are
distinctive with this machine. It projects
50 standard slides automatically on the
screen and repeats them in the same order
as long as the machine is kept running.

The appearance of the pictures coming
on the screen is the same as that made by
a hand-operated stereopticon using a double
slide carrier; that is, the machine moves a
slide horizontally into position before the
light, where it remains for 12 seconds —
just long enough to convey the desired im-
pression to the observer. Its place is then
taken by the next slide. The entire fifty
slides are shown every ten minutes.

Dimensions of machine, 19x26x7 inches.
The outfit may be carried in a suitcase. By
attaching to any electric light socket the
machine is ready for operating.

The complete machine includes a 1,000
candle power nitrogen tungsten projection
lamp, condensing and objective lenses, and
motor (either alternating or direct cur-
rent).

The machine is driven by a small motor.
Thomas J. Owen, 4009 Jackson Boulevard,
Chicago, is the inventor and manufacturer.

A New Jersey minister is said to have
invented celluloid film, upon which the en-
tire motion picture industry has been
erected.

Educators are leaving the class
room for the studio. Arthur E. Cur-
tis, Br A., is one of them. Mr. Curtis,
will contribute to Reel and Slide
from time to time, on subjects pertain-
ing to the educational screen.

?— Ask Him—?

Do you want a film on native life in
the South Sea Islands? Do you
want to see on the screen how the
steel puddlers work? Do you want to
study chemistry or engineering by means
of moving pictures?

If so, ask Arthur E. Curtis.

Dozens of college heads and ministers
throughout the United States have "asked
him." Perhaps no man in the United
States is better acquainted with the educa-
tional film productions of recent years than
Mr. Curtis. He has them all at his finger
tips. He is one of the steadily increasing
group of experienced educators who have
given up their desks for the studio — men
who believe in the screen as a powerful
aid to instruction, and who see the need
for properly directed educationals. As Mr.
Curtis will contribute from time to time
out of his broad experience, to the columns
of Reel and Slide^ his story is of interest
here.

He is a graduate of the University of
Michigan. He spent some time in news-
paper work and taught for several years.
He resigned his position as managing edi-
tor of an important film journal to engage
in the criticism, distribution and production
of high-grade educational subjects, and he
has become a national authority. He is
consulted by more than one educational in-
stitution who make a regular practice of
using the screen.

Eighteen state universities either have in
successful operation now or are planning
visual instruction departments, including
both films and slides as their mediums.

Some of the best minds in these institu-
tions are engaged in the work.

"Mcintosh Lanterns Are Honest Lanterns"

It's Up to You,

you schoolmen — you pastors — you community leaders, to be
efficient as never before.

Your boys and girls are undertaking new ventures^ — ^farm-
ing, Red Cross, canning, conservation of all sorts.

You can guide and teach and help them more, visually — •
thru the eye gate^ — than in any other way —

especially if you show your pictures with a Mcintosh
honest lantern.

This is the Automatic Stereopticon — the
last word in projection lanterns.
Complete, $40.00.

Stereopticons, $31.00 up. 150,000 slides for sale or rent.

Catalogs for tfie asking.

Mcintosh «*-«°^*-°"

485 Atlas Block

Company

CHICAGO

Please say, "As advertised in REEL and SLIDE;" when you write to advertisers.

18

With the

Motion pictures bring the zvorld to your door. This is a striking

scene from "The Royal Gorge of Colorado," produced by

the Atlas Educational Film Company of Chicago

Fishing scene in the Banff National Park \

scenic picture, "Banff National Par'

of Canada." (Releci

.North woods in winter as the motion picture cainera saiu
them in the White Pine Lumbering
Picture

Making copper cooking utensils in India-
from a slide set issued by the Geo.
Bond Slide Company, Chicago

Globe Trotters

19

Banff Springs Hotel, taken from a one-reel film issued by
the Canadian Pacific Railway and produced by
Essanay Industrial Department

'Strict of Canada, shown in Essanay' s one-reel

A Trip Through the Great Playground
i through General Film.)

To the great
North we look
for our pine.
This is a scene
from "Tom Day
Makes Good," a
White Pine In-
dustrial, p r 0 -
duced by V. P.
Hollis, 3035 Irv-
ihg Ave., Min-
neapolis

#»

'Modern" ploughing in India — from a set

released by the Geo. Bond

Slide Company

20

REEL and SLIDE

EDITr^ODlAlS

For Clean Films

BY ORRIN G. COCKS.

(Secretary of the Committee for Better Films and Ad-
visory Secretary of the National Board of Review
for Motion Pictures)

MANY exhibitors need to be shown that the
people around their theaters are whole-
some lovers of clean fun and inspiring
stories.

While the public eats ice cream, and candy,
their regular fare is something else.

The patrons of the theater are not forever keyed
up so that they pine for broken homes, tragic
movements and the battle of the sexes.

Audiences will grow better in quantity and
quality if the exhibitors maintain "family days"
with carefully selected pictures.

Visualizing Ideas

Let the Film Do It

OUR libraries are loaded with leather, cloth and
paper-bound reports of commercial bodies and
industrial summaries. But how often does the
average workaday man read them or know anything
of what they mean?

Figures are dull enough, since they lack human in-
terest. The smoky furnaces of Pittsburgh, the hum-
ming mills and looms of Fall River, and the busy fac-
tories of the South lack color and therefore interest
when described in the cold column of "bales, barrels or
crates produced," or "wages, salaries paid," terms so
beloved by the statistician.

Now, the moving picture screen steps in and dra-
matizes this industrial world to Mr. Average Man, and
in a language he can understand. And it is not the
language of the adding machine ! It is the language
of the eye — a language that is understood by Slav,
Turk, Indian, Chinaman and every race on the globe.

Statistics are lost in the shuffle. They, at best, may
only tell how many ingots the toilers in the white heat
produce, while the "universal language" SHOWS how
many.

And the average man can more easily remember and re-
call what he sees tlian he can what he reads as is told in
words.

Industrial reels — even the best of them — are statis-
tics turned about, reports "dramatized" — the undra-
matic dramatized into action.

More and more, big business is looking to the film to
tell its story quickly and effectively.

A picture of mechanic Jones, narrowly escaping death
through carelessness in the shop yard, more effectively
wins Smith over to the adoption of "safety first" meas-
ures than a long row of figures showing how many men
have been injured, as Jones might be injured, "since the
year 1901."

Let the film do it.

THE power to express ideas by means of the writ-
ten word, so that another may understand
clearly, is a gift possessed by only a few. Our
greatest speakers, our greatest writers are those who
have this gift.

To convey what one wishes to transmit to another,
and especially to the young and the unthinking, the
motion picture in many cases excels.
Collier's Weekly says :

"You ponder what you have to say, you adapt it
to the individual hearer, and you speak — as you think
— in crystal. But your meaning never reaches your
friend's brain in the shape it left yours. In writing,
in speech, you seem blocked at every turn. Is there
no infallible telegraphy to convey your thought?
None whatever, except that of action." Which means
the picture that moves !

Pictures in the Class Room

NEARLY every new High School in the United
States, as well as many public schools, are
using films or slides in their class work,' in
geography, mathematics, chemistry, biology, etc., as
well as many technical colleges and universities.

It is almost impossible for these institutions to keep
closely in touch with the makers of subjects.

There are scores of churches in the United States
which use motion pictures and slides of A. high order to
stimulate attendance and to make clear the Sunday
school lesson.

These churches are unable to- select their film as they
would like because they are not familiar with the ex-
cellent educational and other kindred subjects which
lie on the shelves of the studios who are engaged in
making them.

Reel and Slide will bring them together.

* * *

Filming The Bible

ANEW YORK film company will soon begin
filming the Bible for use in Sunday schools.
Report says that these subjects will be of
high quality and will be hand-colored. A committee of
ministers and students of several denominations have
prepared the lessons.

These lessons are being directed by men who have only
one motive — to produce pictures that are correct from a
theological standpoint.

The value of this innovation will readily be seen, and
more than likely the majority of churches throughout
the country Avould welcome such a service were the
pictures technically dependable and well done.

There are plenty of interesting "stories" in the Bible
which , lend themselves to filming. And the best part
of it is. most of the subjects can be shown well within
500 to 1,500 feet.

REEL and SLIDE

21

Questions on Educational Lantern
Slides will be answered by mail if
stamped envelope is enclosed.

The States and the Stereopticon

What is the attitude of the state educational
officials concerning the screen ? J.

Answer: Many state departments of educa-
tion which are supposed to, and usually do, blaze
the trail in the adoption of modern methods of
teaching, are encouraging the use of the stere-
opticon screen in high schools, public schools and
rural schools of their respective states. Many of
these states are forming their own collections of
slides which are "circuited" to the various
schools and institutions entitled to use them. For
instance, the State Department of Education of
New York, at Albany, is now collecting slides
of a high grade and are extending their depart-
ment of visual instruction in other directions. In
this work C. W. Adams is taking an active part.

* * *

Are there any good slide sets on ores and
mining? ECKSTROM.

Answer: Write to the Moore Hubbell Slide
Company, Masonic Temple, Chicago, 111. Also,
refer to other slide advertisements in "Reel and

Slide."

* * *

I recently got hold of some slides made in
England. They are very fine, but don't seem to
fit my slide carrier. What can I do?

PERPLEXED.

Answer: Your lantern slide supply house will
provide you with the necessary materials to make
your slides uniform. The process is simple.

* * *

How can I keep my slides clean? STERNS.

Answer: Equal parts of warm water and of
wood alcohol. Never use cold water. Rub a
little on the surface of the slide and wipe dry.

« ♦ *

How can I best make my own announcement
slides? LAURA M.

Answer: Your dealer will supply you with
special gelatine blanks, slide size. Type what
you want to screen on these with a typewriter
and dust with bronze powder. Apply the powder
before your ink gets dry.

* * *

What does it cost to have slides made to order?

EBBETTS.

Answer: That depends on your copy and qual-
ity of workmanship you want. Consult the ad-
vertisements of the slide houses in this maga-
zine. They are all reliable and reasonable in
their prices, consistent with good work.

Where can we get good slides on textiles to
show before a class?

NEIGHBORHOOD HOUSE.

Answer: Nearly all of the slide companies
whose announcements appear in Reel and Slide
have something in this line to offer.

I live in Dubuque, Iowa. I am a school
teacher. Where can I get help in laying out a
course in history with the aid of the stereopticon?

BOGARDUS.

Answer: Write to Visual Instruction Depart-
ment, State College, Ames, Iowa; or, any reputa-
ble slide company will help you arrange a course
in history.

* * »

Where can we secure slides dealing with vari-
ous phases of the Y. M. C. A. Army work?
Pana.

Answer: The Geo. Bond Slide Company, 14
W. Washington street, Chicago, announces a new
set of 98 hand-colored slides showing the work
done by the Y. M. C. A. organization with the
United States Army on the Mexican border.

* « *

We are anxious to show some slides on road
making. B. L. G.

Answer: A set of excellent slides on building
concrete roads are being issued by the Mcintosh
Stereopticon Company, 30 E. Randolph street,
Chicago.

« « «

Where can I get dependable religious slides?
First Congregational.

Communicate with the Walter L. Isaacs Com-
pany, 36 E. 23rd street. New York.

* « *

What will it cost to have a set of special slides
made from my photographs? J. B.

Answer: Several slide companies advertising
in Reel and Slide make a specialty of this work.
Communicate with them.

Electric Lanterns $19.50 to $40.00

Low in Price — High in Quality

SLIDES— RENT and SALE

One of the largest collections in America.
Special List — Subjects of the Present Hour —
Patriotic, Home Economics, etc. Authentic
lectures with all slide sets. Slides made to order
from your negatives or any copy. Write us.

MOORE, HUBBELL & COMPANY
B 6 1 0 Masonic Temple Chicago, III.

Geo. W.Bond Slide Co.

Our Reputation:
"As good as the best
and better than most"

ILLUSTRATED

HYMNS
2 SONGS

^."^ POETRY

We make and sell stereopti-
con slides of the highest
quality for churches, schools,
colleges, clubs and general
use.

We have slides on Bible
Subjects, Travel, Agricul-
ture, Science, Holidays, Pa-
triotism, Missions, and can
supply sets on any subject
to order at reasonable prices
for the very best grade of
work.

Send for These Bulletins
Today:

Old and New Testaments, No. 22
Travelogs and Missions, No. 23
"New" Nation Series, . No. 24
Prices and Rental Terms, No. 25
Educational Lectures, . No. 26
Christmas Sets, . . No. 27

AGENTS FOR ALL

RECOGNIZED MAKES OF

STEREOPTICONS

Send for our catalog of new prices on
Kodaks and Cameras

GEO. W. BOND SLIDE CO., Inc.

14 W. Washington Street,
Chicago, III.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

22

REEL and SLIDE

VISUAL INSTRUCTION

93% of the leading School Superintendents in the
United States advocate the use of motion pictures for
teaching purposes.

Lincoln & Parker Film Corp. of Worcester,
Mass., supply portable fireproof projectors that
comply with all laws, and complete school courses

on safety film, — geography, agriculture, hygiene,
physiology, domestic science, English literature, etc.

Also clean entertainment films in great variety
for churches and schools.

You can buy a projector for your school or church,
and make it pay for itself. Ask us how.

Lincoln & Parker Film Corporation

Worcesfer, Massachusetts

New York Office: 1214 Times Building

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

^^For Community Service''

Community Motion Picture Bureau

The Community Motion Picture Bureau, with an organization
extending from the Pacific coast to the American lines in France,
offers its services to schools, churches,, clubs — all organizations
interested in developing community life. For years its programs
have been used in courses presented for widely differing purposes :
instruction, recreation, propaganda. The Community Center, the
Chautauqua, the Boys' Club, the school, the Women's Club, the
church, the Y. M. C. A., are using the Bureau and its courses in
carrying out their many-sided plans.

We are serving many such groups. How can we serve you?

Do you wish to present pictures which will teach history,
science, literature, geography, sanitation, civic development,
patriotism? Do you Avish to organize specific propaganda on any
of these or any of countless other subjects? Do you wish to pro-
vide recreation that entertains and at the same time is thoroughly
wholesome? Tell us what is in your mind. We then organize
the course of pictures which will develop your ideas and carry out
your wishes. We build courses expressed in terms of motion
pictures.

Notice we say "courses." We are not interested in single
"shows." We are not amusement brokers.

Yes, we supply the films also, but what we sell you is our
service. Furnishing the films is no more an essential part of the
service than is running the college book store part of the function
of the college dean.

Why can we do this work for you better than you can do it
for yourself? For two reasons among others:

We know community needs. We have been studying these
needs for years. On our staff are experts trained in the concrete
sociology of Community Service.

Second, we know the resources of the screefi. We have
viewed, studied, analyzed thousands of film subjects. Our staff is
in constant touch with all the current releases. We know film
literature, what it teaches and preaches and where the best screen
treatises on any subject can be found.

We can, therefore, adapt to the service of the community the
resources of the screen. We are experts in our field. In all your
personal or group activities, from plumbing to preaching, you call
upon the expert for his service. You should do no less in directing
this specialized activity.

What will it cost? We adapt the service to your budget. Be
sure of one thing, however ; it will cost you no more if you under-
took to do the work yourself. Moreover, if your treasury happens
to be empty, we can show you how the enterprise can pay its
own way.

The Bureau is not a film agency — as that term is ordinarily
understood — hecause its services are based on a knowledge of the
entire field of motion pictures, because it exercises uncommon care
and diligence in studying the requirements of widely varying
clients, and because its facilities and affiliations are nation-wide.

Write us. We have no canned courses to offer. The funda-
mentals of our service are standardized, but each community prob-
lem is studied independently. Tell us your needs. We will tell
you how we can help.

Warren Dunham Foster, President

Just a Word

About

Our Camp Work

We will say more
about it another
time, but did you
know that the full,
exclusive responsi-
bility of supplying
film to the Y. M.
L. A. m Its camp work, here and in France, is
in the hands of the Community Motion Pic-
ture Bureau? The Boston Herald says this is
a task which "breaks records in the motion
picture business." On February 15, we were
circulating 8,000,000 feet a week in the camps.
And Lee Hanmer, Esq., of the War Depart-
ment Commission on Training Camp Activi-
ties, says that the "service has been one hun-
dred per cent efficient."

A New and
Better Weekly

The Community Mo-
tion Picture Bureau

now issues each
week The World
Today — In Motion
Pictures, in which
, ^ , , 'are collected the

best o± the motion pictures of current events
ot our troops in training here and abroad of
the distinguished personalities and the war ac-
tivities among our allies; in short, of the strik-
ing events and the interesting figures of this
critical, even memorable period through which
we are passing.

The World Today— In Motion Pictures cir-
culates widely in the camps. As nothing is
too good for the soldiers, prospective sub-
scribers may be sure that great care is taken
to make The World Today— In Motion Pic-
tures interesting, effective, significant. Much
of the material is drawn from the films
taken by official government photographers of
France, England and the United States
Each issue of The World Today— In Motion
Pictures takes a half hour or more for exhibi-
tion. It is thus about twice the length of the
ordinary "news weekly," and allows ample
scope for the full depiction of striking topics
The selecting and editing of the material is in
the hands of trained journalists and film ex-
perts. The World Today— In Motion Pic-
tures IS not a casual by-product, but a concen-
trated effort to picture the times with the
choicest work of hundreds of devoted and en-
ergetic cinematographers. Write for terms
and sample programs.

Film
Production

The Community Mo-
tion Picture Bureau
is prepared to ap-
ply the resources of
its personnel and
equipment to the
making of high-
grade motion pictures for corporations and for
private clients. The possibilities of the mo-
tion picture in instruction, in industrial and
civic betterment, in publicity, in the recording
of cherished events, and in many other direc'^
tions not contemplated by those who know
oply the theatrical "movies," are only begin-
ning to be realized. If you have an idea that
the interest nearest your heart can be furthered
by a motion picture, let us, with no cost or
obligation on your part, confer with you.

COMMUNITY MOTION PICTURE BUREAU

46 West 24th Street, New York City

Other Offices in Boston, Washington, Atlanta, Chicago, Cincinnati, San Antonio, San Francisco

24

REEL and SLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

3715 Grand Avenue
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

— And Slide —

imiDinaiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiffiiiiiiiiiniiiiiiiiiiiiiiiiiiiiim^

Industrial Film and Slide Section

MARCH, 1918

81 Out of 86 Are Buyers -
After Seeing Motion Picture

(Note: "A Modem Black Art" was
produced by Essanay Film Film Mfg.
Co., Chicago, exclusively for exhibition
among the business men of America,
and in order to instruct them in wsurd-
ing off a danger to which every busi-
ness man is subject today.)

4 i A BLACK ART" was written to
/a prove a pet theory that I have
cherished and burned to test out
for a dozen years, ever since the use of
motion pictures became a commercial pos-
sibility— viz., that people learn more
through pictures than through words.

The proof of this theory, I believe, is
that the film has been shown to thou-
sands of bankers, members of chambers
of commerce, rotary, credit men's associa-
tions, etc., in every state, and we have sel-
dom had a report on anyone who wit-
nessed it without admitting to our sales-
men afterward that the Protectograph is
a highly important item of office equip-
ment.

We have 500 salesmen in our organiza-
tion, and they can "demonstrate" and spill
out eloquence until they are black in the
face, without convincing some men that
unprotected checks are as dangerous as
dynamite. But the film "gets across"
where the most skilful salesman some-
times fails — proving that the motion pic-
ture has a place all its own in propaganda
work.

Myself, I claim no credit for special
skill or "high art" in the writing of the
"Black Art" script. I have written the
whole thing, piecemeal, a thousand times
before, in countless booklets and maga-
zine advertisements. Some of these en-
joyed circulations of "Over Two Million
a Week," at an advertising rate of many
dollars per word. They were carefully
prepared, attractively arranged, entertain-
ing, and illustrated by some of the best
artists in the country.

An Aid to Unsuspecting

They appealed, probably, as widely as
any printed advertisement for an office
"specialty" can appeal — that is, to a cer-
tain fluctuating percentage of all the active
business men who received the booklets
or bought the magazines.

But never, I must say, has any "copy" of

Jack W. Speare, of Todd Protecto-
graph Co., Tells How "A Modern
Black Art" Was Filmed, Dis-
tributed and Tabulates
Actual Results Ob-
tained
By Jack W. Speare,

Advertising Manager, Todd Protectograph,
and Author of "A Modern Black Art."

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiii

"Films are sure fire salesmen," de-
clares Jack W. Speare of the
Todd Protectograph Co.,

who uses them.

iniinuiuiuiiiiiuiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiniii

mine "pulled" 100 per cent of its total cir-
culation, or elicited universal response —
until I finally wrote it in the one universal
advertising medium that never fails to de-
liver its message to every subscriber; the
one medium that is indelible, that sinks in

25

so deep that it can never be entirely erased
from memory — the film that carries a
timely message in story form.

The whole story of the "Black Art" is
merely a slice out of real life, something
that has actually happened to thousands of
flesh-and-blood "Crustys" — honest business
men who thought others as honest as
themselves — and will happen to thousands
more, so long as we pay for 92 per cent
of all our purchases in this country by
check (as we do), and some of them are
allowed to go out unprotected.

The characters, the incidents, the raised
checks used as "examples" in the "Black
Art" close-ups; the men who signed them,
and those who raised them, are all taken
from life. Real names are given, real
banks are shown, and we have letters and
the original checks themselves on file to
prove the genuineness of every detail in
the film.

94 Per Cent Sold

All the parts except one in the picture
are played by professional actors, and
some of them are very good — particularly
that old veteran, Harry Dunkinson, as
"Crusty," and Ed Ashley, the director, as
"Scratcher" the penman. But the greatest
thing in the picture, to my mind, is the
sincere and utterly natural work of "Sun-
ny Jim" Gooding, the star salesman of the
Protectograph organization, in the "lead"
of "B. Good." It is the skilful work of
this real salesman, in sticking to an ap-
parently hopeless customer, with a velvet
smile but an iron grip on his attention, that
has made this film talked about among
business and professional men as a novel
and helpful entertainment feature.

Something approaching a world's record
for percentage of sales out of a "possible"
86 was made by our sales organization in
Chicago, in connection with one of the
many "Black Art" showings in that city in
1917. This particular show was given at
one of the meetings of a certain mer-
chants' association. Some 60 odd of the
members were present. Three of our sales-
men then took a copy of the entire mem-
bership list — 86^ names in all — worked it
closely, and at "the end of sixty days we
had checked up 81 sales of forty-dollar
Todd machines.

Out of the entire 86, not one failed to

26

REEL and SLIDE

mention the film. Those who did not at-
tend the meeting had heard all about it,
nevertheless, from fellow members. This,
naturally, is a very exceptional case, and
might never be duplicated; but it indi-
cates the selling possibilities.

Incidentally, this particular show was
given with a small suitcase projector (in-
candescent lamp) mounted on two or three
tables placed one on top of another to
shoot through a transom from an adjoin-
ing room. The entire expense of pro-
jection in this case was barely $5.

The "Black Art" is not released to
theaters, nor for showing to any audiences
except those properly restricted to bankers
and responsible business men and women
of mature years. The reason for this re-
striction is found in the close-ups, which
are unique in motion photography, in that
they show "professional" penmen actually
at work, how they secure their "raw ma-
terial," and all the technique of the way
they ply their pens.

These close-ups were very expensive and
difficult to photograph, and thousand? of
feet of film were wasted before the de-
sired results were obtained.

What the Film Told

"B. Good," a salesman of the scientific
school, is trying to sell a Protectograph to
"I. M. Crusty," an Illinois horse and mule
trader, for the purpose of protecting his
bank checks. Crusty is a hard customer,
and has ordered Good out of his office many
times. Good persists, and, with the aid of
the pretty office girl, finally gets Crusty to
consent to "just three minutes." Good then pro-
ceeds to make a most uncanny demonstration
of "raising" numerous checks by adding little
pen strokes to the original words and fig-
ures. Crusty brings out some of his old
canceled checks, and these are raised as fast
as Good can dash his pen over the paper.-
Then Crusty says his checks are always care-

fully written, forgetting that these were hi3
own checks, so Good says, "Write a check as
carefully as you can." Crusty complies, fill-
ing in a check very cautiously for $3, and
Good boosts it to. $800 so swiftly that Crusty's
cigar falls out of his mouth in alarm.

Still, he is unconvinced that this could
happen to him, and Good opens his scrap-
book and shows him photographs of dozens of
genuine checks that have been raised and
used to swindle their signers. He points to
a check for $480, issued by a little shoe
dealer, and the hands of time are turned
back 25 year* and the shoe dealer is seen
sitting in his old-fashioned store issuing this
check for only $8.50 to a customer, who is
then shown in the act of washing it off with
acid and raising it to $480. Again the sales-
man turns the page to a check for $27,000,
and a Chicago contractor is seen in his office
drawing this check for only $27 to his sales-
man. Somebody else is seen taking this
check to a Chicago bank and having it certi-
fied. Then the crook is shown in a hall bed-
room adding five little pen strokes after the
"twenty-seven and," making it a certified
check for $27,000. It is taken to another
bank and cashed; there is a search for the
crook, who cannot be found; the contractor
himself is suspected of raising his own check,
and the incident ends with his arrest and
showing him in prison. These are both actual
cases, shown in detailed action to the life,
and are selected from hundreds of other
actual cases in the salesman's album for the
purpose of convincing the customer.

Crusty's "just three minutes" stretch into
a half hour, and he finally picks up his pen
and is about to sign the order for the ma-
chine when "Mrs. Crusty" bursts into the
office and sizes up the situation. Some more
money to be squandered for "useless junk."
She grabs the order book, kicks the poor sales-
man's bag out of the door, and leads her
protesting husband away by the ear.

Later, Crusty has occasion to mail his
check for $6.75 to the U. S. Revenue Collector
for taxes. He is very cautious in drawing the
check, and even insists on mailing it himself.
Nevertheless, it falls into the hands of a noto-
rious gang of check raisers, who are watch-
ing the Revenue Collector's mail. They seize
Crusty]s $6.75 check along with many others
from different points. Then the den of forgers
is seen, with "Scratcher," the "prince of pen-

men," hard at work with his acid bottles and
mysterious tools. He boosts Crusty's poor
little check from $6.75 to $1,875, makes it
payable to "Bearer," and hands it to hia
confederate, "Presenter," with a large bundle
of other checks that he has raised. "Pre-
senter" departs on his travels, with instruc-
tions to visit each of the towns from which
these checks were mailed, including, of course,
Crustytown. (This is typical of the work
of this particular type of check-raising swin-
dlers, and the character of "Scratcher" is
said to be copied to the life from one Wil-
liam Boland, known to the police as the most
skilful in his trade. Boland, by the way, is
his real name in the police records.) "Pre-
senter," in the course of his trip, reachei
Crustytown, manages to secure an introduc-
tion to Crusty, and makes him believe that
he has a big contract to buy horses and mules
for the Army. Crusty sees a big deal in
sight and "falls" for Presenter. When Pre-
senter feels worried over having so much
money on his person. Crusty gets a flash
at the roll and takes Presenter over to his
bank and introduces him to the Cashier.
While they are in the bank. Presenter man-
ages to convey to the Cashier the idea that
he is going to sell horses to Crusty — instead
of the other way around. Then, with the
stage all set, Presenter gets Crusty out of
town by a fake telegram, strolls into the bank
with Crusty's little check raised to $1,875
and the date changed to that day. He in-
forms the Cashier he has finished his deal
with Crusty and has taken his check for
$1,875, which he wishes to turn into cash
and N. Y. drafts. The Cashier examines
the check, says "Mr. Crusty's check is as
good as gold," and hands over the drafts and
currency. "That is the last seen of Pre-
senter.

Crusty learns a few days later that his
bank account is overdrawn. He has a fit,
which is not helped by the fact that Mrs.
Crusty hears the bad news immediately and
rushes in to denounce him; for "Why didn't
you have sense enough to buy the check ma-
chine from that fellow who was here the
other day, then this couldn't have happened?"
So they wire for Good, and the fourth reel
fades out with Crusty signing the order for
the whole darned Todd system, and Mrs.
Crusty pretending that she has been trying
for years to induce her husband to purchase
this machine.

ONLY GROUND FLOOR MOTION PICTURE STUDIO

WITH SKYLIGHTS, STAGE, SCENERY, MERCURY LIGHTS IN

CINCINNATI

OCCUPYING THEIR OWN TWO ENTIRE BUILDINGS.

PRODUCERS SPECIALIZING IN SINGLE REEL FEATURES

BOOKED THROUGH PATHE EXCHANGES, AND THE
MANUFACTURING OF COMMERCIAL REELS FOR CIVIC AND

INDUSTRIAL PURPOSES

PHOTOGRAPHED

BY ELECTRICITY— 160,000 C. P. PORTABLE LIGHTING

SYSTEM CARRIED IN GRIPS ~ BETTER THAN FLASHLIGHTS

STILL AND MOVIE

COMMERCIAL— 8XT0 — CIRKUT— BIRD'S EYE VIEWS

FREE TESTS AGAINST ANY COMPETITOR, ANYWHERE,
ANY TIME. CAMERA MEN SENT ON WIRE.

CINCINNATI MOTION PICTURE CO.

RITUALISTIC — INDUSTRIAL — EDUCATIONAL
Special Reels to Order. Estimates Furnished

POSTER

BLOCK AND TYPE

PRINTING

BEST EQUIPPED Exclusive SHOW PRINTING PLANT
24 SHEET <n»i {\n EACH— 2 COLORS,

$1.00

35.00

STANDS *]P±.V/V/ RED AND BLACK.

IN LOTS OF 25 OR MORE — DISPLAY TYPE ONLY.

ONE SHEETS ZINCOGRAPHED — 4 COLORS

PER /^ COLOR fi» o n n n ^^^

1000 ^TYPE *P ^V.\J \J 1000

innn osheets

lUUU ©ENGRAVED

500 Half-Sheets, $8.00 — 500 One-Sheets, $10.00— 100 Three-
Sheets, $9.00— Type — Dates — Soft printing — Shipped same day.
500 WINDOW CARDS, $15.00. 10,000 6x9 DODGERS, $10.00

Cash with Order— Union LabeL Express Only.

RUNEY SHOW PRINT

160.00

POSTER MAKERS
PHOTOGRAPHERS

ZINCOGRAPHERS
STER EOTYPERS

CLARENCE E. RUNEY

RUNEY BUILDINGS, CINCINNATI. OHIO, MANUFACTURERS — FIVE DISTINCT PLANTS
Motion Picture Studio, Portable Projectors, Photo Engravers, Poster Printers, and Lantern Slide Makers

LANTERN
SLIDE

^ $16.00

PER 100
COLORED

PORTABLE
PROJECTORS

$175

CARRIED
IN GRIP

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

27

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The Mysterious

Black Art

These curious little characters represent the pen strokes that "professional"
forgers add to figures on genuine checks, changing $10 to $90, $100 to $700,
$3,000 to $8,000, etc., zvithout rubbing anything out. Hundreds of amazing tricks
like this, acid-bleaching, mail-box rifling, etc., are shown to the life in close-ups,
holding the audience spellbound in

*'A Modern Black Art"

Four Reels, the Most Elaborate and Entertaining Film
Ever Produced for the Instruction of Business Men

Something never before seen on stage or screen.
Usually draws a record-breaking attendance.
A novelty entertainment and educational feature for
private release to meetings of accredited

Chambers of Commerce
Business Men's Clubs
Rotary and Salesmanship Clubs
Credit Men's Associations
Real Estate Associations
Insurance Associations
Retail Merchants' Associations
Salesmen's Conventions
Bank Officials

Builders' Exchanges

Conventions of Public Officials

Advertising Clubs

Doctors' and Dentists' Societies

Police Associations

And High-Grade Commercial Associations
of all Kinds Having Membership Re-
stricted to Responsible Men and Women
of Mature Years.

"A Black Art" has been shown and highly endorsed by hundreds of the largest and most influ-
ential commercial bodies in the coimtry. For example, at the annual conventions of most of the
State Bankers' Associations.

The purpose of the "Black Art" film, naturally, is to advertise the need for check protection and
the Todd System, but there is no direct advertising of any nature in the film, and no goods are of-
fered for sale in any wa)^, shape or manner.

Inquiries addressed to the Todd Company at its Home Offices will be promptly referred (by
wire if necessai-y) to the nearest branch office for attention. We have branch offices in practically
every leading city of 50,000 and over in U. S. and throughout the world.

After you see the "Black Art" you may agree with us that
if everj'bodj' knew what we know about check frauds, there
would be no more checks issued without this Todd "shred-
ded" form of protection —

(Amount words in red; Denominations in blaclc)

TODD PROTECTOGRAPH CO.

(ESTABLISHED 1899)

1175 University Avenue, Rochester, N. Y.

Todd T^vo-Color
Patents

World's Largest Makers of Check- P rot ecting Devices

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

28

REEL and SLIDE

Armour Uses Picture Screen
To Reach Public Effectively

DURING the past few years Armour
& Co. have adopted the educational
idea as the basis of their advertis-
ing. This poHcy has been one of slow
evolution for the most part rather than
sudden change. As the idea developed
naturally enough the screen became a part
of the mediums used.

The influences leading to this policy have
been the growing importance of the food
problem and the increasing number of
products sold by Armour & Co. and, nat-
uralh', an increased public interest in Ar-
mour & Co.

These reasons have led the company to
set themselves to the task of informing
the public of their part in the preparation
and distribution of foods, and how they
are working with the government and the
food administration in every possible way.

What better way could we adopt than
motion pictures? They are the logical
medium.

In adopting motion pictures, we have
never lost sight of the fact that they are
simply another link in our chain of educa-
tional activity. It is our belief that the
public is interested in how its meat is pre-
pared, what becomes of inedible portions
of the animal, and how the health and
well-being of those engaged in the prepara-
tion of these important foodstuffs are cared
for.

This belief has been the basis of our
films to date. Our first film shows the
processes involved in the preparation of
one of the best-known of our foods — ^ham.
The film is called "The Stor.v of Star
Ham."

It will be seen from the title that no
effort has been made to conceal what the
film is or where it comes from. Neither
have we attempted in the film to create an
artificial or temporary attention by intro-
ducing a story.

Film Shows Production of Hams

The film has but one purpose, showing
how our hams are made. The story be-
gins with the arrival of the lowly porker
at the Union Stock Yards. Then step by
step is pictured the buying; the killing;
how the meat is guarded to see that it is
the best; the selection of the choicest of
the hogs for hams ; and finally the stock-
inetting of the hams so as to keep in all
the good flavor.

Such, briefly, is the story of the film.
The details of the film can perhaps be
gained from the following synopsis :

The Story of "The Ham What Am"

Scence 1. — Scientifically fed hogs with
visions of the future.

Scene 2. — Union Stock Yards, Chicago.

Scene 3, — Arriving and unloading.

Scene 4. — Buying hogs on the open
market.

Scene 5. — Hog capacity of 15,000 per
day.

Scene 6. — Shaving and cleaning.

Scene 7. — U. S. Government inspection
of Viscera.

Scene 8.— Final Government inspection.

Scene 9. — Modern sanitation, antiseptic

Reels Showing Ham Production
Reach 2,000,000 Through Branch
Exchanges of Firm— "A Good
Investment and Educa-
tional Force"

By L. W. Covdson,

Advertising Department, Armour & Co.

wash shower-bath, steel lockers and day-
light dressing rooms for empolyes.

Scene 10. — Cooler — where hogs chill 48
hours. Temperature 32 degrees.

Scene 11. — Selecting and trimrning
"Star" hams.

Scene 12. — Removing hams from curing
vats.

Scene 13. — -The hams are thoroughly-
washed.

Scene 14. — Final Government inspection
of the hams and branding.

Scene IS. — Stockinetting hams.

Scene 16. — Putting Stockinet Hams on
ham trees and into smoke house over
smoldering hickory fires.

4 i T) EPORTS on the distribu-
M~\ tion of our films show
that they have been run
in every state in the union. Near-
ly 500 regular theaters have shown
them during the season as part of
their regular programs, to ap-
proximately 2,000,000 people. So
we must admit that they have
been a good advertising medium
as well as an educational one.
That they are fulfilling their edu-
cational purpose is proved by the
increasing number of requests we
are receiving for the reels by all
kinds of exhibitors." L. W. Coul-
son, Advertising Dept., Armour &
Co.

Scene 17. — From the smoke house after
hours of smoking to the labeling room.

Scene 18. — Loading hams in refrigerator
car.

Scene 19. — Hams in the branch house.
Scene 20. — Shipping to retail markets.
Scene 21. — The discriminating house-
wife.

Following the preparation of the ham
film, we next prepared a film to illustrate
the numerous by-products of the packing
business. As the packers have added
product after product to their list, more
and more the people have desired to know
where these products originate, and their
real relationship to the packing business.

How the idea is developed can be ob-
tained from the following brief:
"THE SOURCE OF ANIMAL BY-
PRODUCTS AND THEIR USES."—
UTILIZATION OF ALL ANIMAL
PARTS REDUCES PRODUCTION
COST OF FOOD PRODUCTS.
Scene 1. — Showing source and uses of

steer's horns, hoofs, hair, switches, hide.
Scence 2. — Showing source and uses of
steer's blood, gall, glands, fats. Scene 3.
— Showing source and uses of steer's
weasand, bladder, intestines, stomach (of
calves). Scene 4. — Showing of bones of
steer. Scene 5. — Showing source and uses
of hog's bristles, skin. Scene 6. — Showing
source and uses of hog's head, blood, fats.
Scene 7. — Showing source and uses of
hog's pancreas, stomach, intestines. Scene
8. — Showing of bones of hog. Scene 9.
— Showing source and uses of sheep's wool,
skin. Scene 10. — Showing source and uses
of sheep's intestines, blood, glands, fats.
Scene 11. — Showing uses of sheep's bones.

Reel on Welfare Work

The next step in Armour & Co.'s educa-
tional film program was to show how the
employes producing these foods were cared
for.

When it first became known that we
had these films, we were flooded with re-
quests for them. It being a new field, the
distribution of the films was quite a prob-
lem. This has now been worked out to
our satisfaction, by dividing the country
into territories and using our branch
houses as distributing points.

This method is based upon the ex-
change system used by the regular dis-
tributors and has proved to be exception-
ally efficient.

By this means we are getting what we
consider one hundred per cent service
from each film. But even so, we have
been unable to fulfill the many demands
for the showing of these films, and have
found it necessary to limit the showings to
branch house requests.

The reports on the distribution of the
films show that they have been run in
every state in the Union. Nearly 500 reg-
ular theaters have shown them during the
season as part of their regular program to
approximately two million people. So we
must admit they have been a good adver-
tising investment. That they are fulfilhng
their educational purpose is proved by the
increasing number of requests we are re-
ceivinar for the reels.

^^

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Films are used extensively in the
teaching of dairying. This is a calf
judging scene from a picture re-
leased through Atlas Ediica-
. tional Film Co., Chicago.

N

REEL and SLIDE

29

Do you contem'plate 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 adver-
tising 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.

The best industrial reels will be described in
this department. We aim to print reviews
of all the newest, worthy productions, but age
does not bar a feature which is of sufficient
quality to be of interest to our readers.

Dairying and Evaporated Milk.

An entertaining and instructive picture is being
released by the Carnation Milk Products Company
of Seattle, showing many interesting dairy scenes,
and taking the audience through the process of
milk evaporation. The practical uses of evaporated
milk _ are delineated, also many activities in the
interior of a model condensery. The handling of
the milk from the time it is received until the
time it is canned is revealed.

Electricity in the Home.

"Romance of the Old-Time School" is the title
of a two-reel picture being released by the pub-
licity department of the Westinghouse Company,
East Pittsburgh, Pa. This picture reveals in an
interesting way the use of electricity in a modern
home and factory. The pretty love story of
Dorothy Goodworthy and Bob Brighton is cleverly
interwoven with the pictures, giving the proper
degree of "human interest." These pictures are
particularly of interest to institutions specializing
in domestic science.

Films on Soap Industry.

The Larkin Soap Company of Buffalo, N. Y.,
are releasing a series of films describing their
product. These pictures show the various proc-
esses involved and give a clear idea of the soap
industry as a whole.

Shows White Pine Lumbering.

Attractive scenes of winter logging in the North
woods are the feature of a six-reel industrial-
educational picture recently made for the North
Pine Manufacturers' Association by the Diamond
Film Company of Chicago. The picture is now
in the hands of the White Pine Bureau, St. Paul,
Minn. The entire process of logging, transporting
and cutting the pine logs is depicted by means of
good photography.

Studebaker Motors Pictured.

A series of reels showing how Studebaker
motor cars are made, the material that goes into
them, and scenes taken in the Studebaker work-
shops, are being distributed by that company
through its dealers in various parts of the
country.

Food Products in New Reels.

The H. J. Heinz Company, Pittsburgh, is dis-
tributing a series of moving pictures showing the
development of their food products from the sower
to the consumer. These films are now being
released through the Heinz Educational Food
Show Bureau. They depict the growing of the
vegetables for the "57 Varieties" and their han-
dling in the sanitary factories.

"Goodyear Tires" on Screen

The Goodyear tire people have adopted the
screen to exploit their product, the picture be-
ing a 1,000 subject in which interest was in-
trodticed by means of a huge elephant in the
Cincinnati zoo. This film is being shown to
mixed audiences in various parts of the country.
Excellent results are reported. The picture was
produced for the Goodyear people by the Cincin-
nati Motion Picture Co.

"Pittsburgh, the Steel City."

"Pittsburgh, the Steel City," is the title of an
industrial picture recently issued by the Ford
Motor Company of Detroit in their "Ford Edu-
cational Series." This picture shows the various
places of interest in and about Pittsburgh, and
takes the audience to the vast industrial district
thereabouts. The furnaces, foundries and mills
are shown in an interesting series of views.

Many of these fire belching furnaces are en-
gaged in America's war work, which gives the
picture timely interest.

Railroad Sends Out Reels.

The Missouri Pacific Railroad is releasing a
series of moving pictures taken along the lines
of that road. They are excellent from a photo-
grapJiic standpoint, and, the company says, are
much in demand.

"A Footwear Romance"

Krohn-Fechheimer of Cincinnati are releasing an
industrial picture of general interest, entitled "A
Footwear Romance," exploiting Red Cross shoes.
Mr. Irwin W. Krohn is enthusiastic with results
obtained through the distribution of the picture.
(Produced by Cincinnati Motion Picture Co.)

Officials Study Films

IMPORTANT state and government
officials are turning their attention to
the screen as an educational medium
and as an aid to war work.

In New York State, among those who
are investigating the use of the screen to
teach war-time economy, are : John Mitch-
ell, chairman New York State Food Com-
mission ; Arthur Williams, Federal Food
Administrator for New York State; Dr.
Jacob Gould Schurman, member New York
State Food Commission and president
Cornell University; Chas. F. Treman, Fed-
eral Food Administrator for New York
State, and Chas. A. Weiting, member New
York State Food Commission and of the
Federal Food Board for New York State.

30

REEL and SLIDE

"Time and Motion Study'* on Screen

i i TV yf'OTION pictures have entered a

IV I new field of usefulness in big

industrial plants," says A. E.

Gundelach, sales manager of the De Vry

Corporation, Chicago.

"Many important institutions are having
motion pictures made of special applica-
tions of tools used in assembling, repair-
ing and manufacturing automobiles and
machinery. The men in branch establish-
ments who often cannot get the direct
benefit of an accurate understanding of
factory practice, because of their distance
from the workshops, are thus enabled to
study them minutely on the screen in actual
operation.

"Recently we sold the Ford Motor Co.,
50 De Vry Projectors. With these ma-
chines a time clock arrangement is used
which indicates the various motions of
machine work and permits the operator to
stop the film at any point desired, while
detailed explanation is made possible. In
this way, 'time and motion study' is re-
duced to a fine art, and the branch me-
chanic is offered the benefit of the best and
newest ideas and their application in the
home factory.

"Unquestionably, the success of the Ford
experiments will extend rapidly to other
institutions who have highly standardized
their product."

Westinghouse Reels For Housewife

THE Westinghouse interests, through
their Lecture Service Bureau, are
putting out a large number of care-
fully selected motion picture films and
stereopticon slides through their publicity
department, which is under the direction
of Mr. A. B. Cole.

Films showing the application of elec-
tricitj' to the modern home, and steam rail-
road electrification, are among the most
important subjects.

Says Mr. Cole of the service :
"Since the use of motion pictures for
presenting electrical developments and pro-
moting the sale of electrical products has
assumed so much importance in modern
merchandising, we have arranged a series
of films to meet these conditions in the

most effective manner possible.

"With the exception of the electrification
films, the pictures are held together by a
story which makes them interesting as
well as instructive. These films will be
loaned free of charge for presentation be-
fore electrical associations, engineering so-
cieties and clubs, women's clubs and insti-
tutions.

"There is a very intense demand for
these films and arrangements for their use
should be made well in advance of the date
on which they are to be shown. Arrange-
ments for obtaining films should be made
through the nearest district office, which
will in turn make applications for them to
the Department of Publicity, East Pitts-
burgh, Pa."

Cincinnati a Film
Center

THE Cincinnati Motion Picture Com-
pany announce plans which will carry
them into every branch of screen ad-
vertising, including the manufacture of
high-grade educationals and novelty reels,
many of which they are releasing through
Pathe exchanges.

"We believe in the possibilities of the
screen," writes Clarence E. Runey, general
manager of the company, "and we are cov-
ering the southern industrial district thor-
oughly. There is no single branch of the
screen business in which we cannot excel
without going outside of our own plant
and organization.

"We are giving particular attention to
high-grade industrial pictures, producing
them of as good quality as we produce
pictures for the important eastern ex-
changes."

FOR SALE

DeVry Motor Drive
Projector

Has 500-foot magazine, con-
tinuous operation; good as
new; a bargain at .$75.

Address A. I.,
Reel and Slide

Ixtading White Pine I^gs in

Northern Minnesota

From "Tom Day Makes Good"

Industrial and Educational
Photoplays Are My Specialty

Not merely a series of unrelated
scenes, but pictures which tell
your story in an interesting and
convincing way. I furnish
everything from scenario to
finished print.

My equipment and experience make
possible the taking of pictures under
very trying conditions, such as the
scenes illustrated here. One of which
was taken half a mile underground in the
damp tunnels of an iron mine, and the
other in severe winter weather, 20 miles
from a railroad, in the North Woods.

Your correspondence is solicited.

VENNING P. MOLLIS

3035 Irving Avenue So. MINNEAPOLIS, MINN.

c -

mm M>'4^

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X

J, 0(1 I II t I iidcTKrouiKl — Injured

.Mnur Kiteiving I'irst Aid

From •■The Ma/i Who Didn't Think"

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

31

Millions Get Ford Message By
"Educational Weekly" Films

OUR activities in the adoption of the
motion picture screen are, in the
main, the ideas of Mr. Ford him-
self, who has long realized the power of
the screen to educate and direct the youth-
ful mind along lines that are right, or,
lines that are wrong, according to the na-
ture of the picture and the intent of its
producer.

We have made a close study of the
screen as a medium through which to
express ideas to the masses of the people,
and the further we have gone, the more
we have realized its pov^^er.

Our pictures are nearly all industrials
or travelogs; they are educational. Only
indirectly do they advertise our product.
It is true that we get the name Ford on
each reel, but every effort is made to pro-
duce pictures of the highest quality .ind
of the most elevating and entertaining
character. Our titles are written in the
most interesting manner possible, and with
much attention to their technical accuracy.
We search out the most unusual, import-
ant, and most beautiful spots in the coun-
try and assign the best camera men we
can get to do our cinematographic work.
The great demand for the "Educational
Weekly" is an indication that we have
struck a popular keynote.

Travel Reels in Demand

"Stay at homes," who have neither the
money nor inclination to travel extensively,
may see the world before their eyes from
the comfortable seat of the theater or
school class room, in the Educational
Weekly. The public demand good travel
reels and this is becoming more and more
of an established fact in the industry. There
is, however, a shortage of high-class
travelogs, interestingly produced, accurate
in their statements and excellent in photog-
raphy. We aim to meet that demand in a
measure.

Big industrial concerns who have never
put the screen to use are often curious to
knpw how the Ford Company
has gone about this immense
task of releasing what might be
called "industrials" of the high-
est grade. The prosecution of
the idea has called for much
planning and investigation. The
problem of distribution alone
had to be scientifically studied
out and a survey made of the
motion picture industry as a
whole. Next, we had to read
the public . taste. We had to
produce good pictures ; this was
of prime importance. While we,
in Detroit, believe in the screen
as a powerful educational force,
there also is no question but
what, properly managed, it is a
powerful force in the merchan-
dising of goods. Actual tests'
have proven this belief to be
well founded.

Some data on our activities
will serve to amplify this state-
ment.

Our film is handled through
our own branches in the fol-
lowing cities : Atlanta, Buf-

One Hundred and Ten Copies of

Each Release Needed to Meet

Demand for Industrial and

Travelog Pictures to Go

to Foreign Lands

By A. B. Jewett.

Photographic Department, Ford Motor
Company.

How Ford Name
Goes Abroad

AMERICA, as she really
exists and works to-
day, is being conveyed
to races in foreign lands by
means of the Ford Educational
Weekly. These pictures are
turned over by the Ford Com-
pany to George Creel, Chair-
man of the Committee on Pub-
lic Information in Washington,
translated titles being inserted
in the various languages need-
ed, and the films are sent^on
their way to instruct and en-
courage.

"In this way," writes Mr.
Jewett, "the Committee has al-
ready shipped over 350,000
feet of educational film to for-
eign lands, visualizing Amer-
ica's strength and ability to do
its bit, and t;arrying the Ford
message to many races."

Five million people see the films that are produced and

distributed through the camera department of the

Ford Motor Company at Detroit each week.

falo, Cincinnati, Cleveland, Columbus, Den-
ver, Detroit, Fargo. Indianapolis, Mem-
phis, Milwaukee, Minneapolis, Oklahoma
City, Omaha, Salt Lake City, San Fran-
cisco, Seattle, Spokane, St. Louis, Wash-
ington, Cambridge (Mass.), Charlotte, Dal-
las, St. Louis, Des Moines, Houston, Long
Island City, Philadelphia, Pittsburgh, Port-
land, San Antonio, Scranton, Elmer Auto
Co., Hartford, Conn., and Dutee Wilcox
Flint at Providence, R. I.

These branches act as "exchanges", and
through them our films are distributed to
between five and six thousand exhibitors
each week and to audiences of between
five and six million people.

All Are Educational

The films in circulation at the present
time are about 75 in number. We are not
producing a topical weekly — rather are we
bending our energy to the structure of an
educational picture. It is Mr. Ford's idea
to disseminate knowledge through the mo-
tion picture of such a character that the
motion picture audience will return home
with some fundamental knowledge well
established of the industries, resources and
scenic beauties of our country.

In addition to this, we have been desig-
nated by the Committee on Public In-
formation— the Hon. George Creel, chair-
man— Washington, D. C, to supply the
government, through his committee, with
certain of our films for circulation in for-
eign countries, translated into the language
of those countries, for the purpose of in-
forming our foreign neighbors of Amer-
ica as she really exists to-day.

To this end we have already supplied the
committee with something over 350,000 feet
of film, complimentary from the Ford
Company. We have just completed and
begun the circulation of a film, "The Mak-
ing of a Man o' Warsman." This is an
educational subject, in six reels, accur-
ately portraying the life in the naval train-
ing stations, showing in detail how Uncle
Sam prepares his sailor men for
life in his service aboard the
fighting ships.

The Ford Educational Weekly
does not include specific adver-
tising. We carry our name on
each title, as follows : "Pro-
duced and Loaned by Ford
Alotor Company," and it is our
firm belief that if we have as-
sisted in establishing . in the
minds of the people sufficient
comfort, courage and satisfac-
tion together with an educa-
tional program, we have gone a
long way toward perpetuating
that mental attitude which is
necessary for good business.

In addition to our weekly re-
lease, which, by the way, has
been 110 copies per week, we
have a film of the Ford factory
which describes in detail the
methods in vogue here among
our 40,000 employes, and a pic-
ture of the Ford English school,
which shows in detail how we
teach the foreign born employe
to read and write English.

32

REEL and SLIDE

"Close-Ups" of Screen Leaders

(No. I)

"The best advertisement in the
world will never be written be-
cause moving pictures are the
superlative advertising medium
and exceed the limitations of any
pen." — Watterson R. Rothacker.

By Lyne S. Metcalfe

SOME years ago, when the American
public was being treated to_ its first
"canned drama," an advertising man,
who was particularly wideawake, saw _ in
moving pictures a tremendous selling
power. He did not find many others in
the advertising business of the same opin-
ion, but he believed he was right and he
proceeded to pioneer by making a study of
the subject. He who had been selling
merchandise by the cold, written word, saw
in the screen a living "argument to buy."
He saw the clothes we wear and the food
we eat and the houses we live in — the
whole huge world of production and con-
sumption utilizing this amazing new force
as the "master salesman"^the silent but
potent and convincing "representative" who
never grows tired or who goes to the
eventual waste basket like the printed
word.

This man was Watterson R. Rothacker,
president of the Rothacker Film Manufac-
turing Company of Chicago, the greatest
power in the industrial film industry to-
day.

Mr. Rothacker, in the last 8 years, has
proven the truth of his beliefs of a decade
ago. He has seen the industrial film busi-
ness and his own business grow to propor-
tions never deemed possible even by the
first pioneer — himself. To-day he talks of
film by the million feet ; to-daj' he operates
a plant which no film magnate fails to visit
and inspect when he lands in Chicago.

A Busy Man? Look Here!

I found the leading specialist in screen
advertising at the helm of the biggest in-
dustrial studio laboratory in the world — a
moving picture plant that reflects the ex-
perience and
self - confidence
of a man whose
dream has been
realized — and
who has proven
himself big
enough not to

^4l»l*6

grow with his time, but to always keep just
a little ahead of his time, making an exact
science of his specialty, and directing the
multitudinous activities of what has come
to be recognized as the most efficiently
managed studio of its kind in the world.

My first impression of the man who
penned the motto at the head of this arti-
cle, a motto which sums up his attitude
toward the screen, was the amazing order-
liness everywhere apparent. Most of us
who frequent studios have come to look
upon them as "palaces of waste" and
monuments of disorder. But not so in the
mammoth plant in Chicago. Mr. Roth-
acker's office rug, his polished furniture,
his well-lighted room, the nifty neatness
of papers are only the beginning of a s}'s-
tem which extends to the shipping rooms
in the rear of the building.

Yet, one feels that there are big things
transpiring behind the huge walls of this
place. And there are — always.

Many important decisions concerning in-
dustrial film production have been made
therein.

Mr. Rothacker, known far and wide as
"Watty" among the big men in the film
and advertising game, besides managing
the biggest industrial film laboratory in the
world, finds time to accomplish a few other
things — yes, quite a few. Just at present
he is, among other things, on the National
Cinema Commission, of George Creel's
bureau, engaged in the interesting job of
gathering educational and industrial film
subjects on America to be shown abroad,
through the Y. M. C. A. and other organ-
izations. He is a member of the War Co-
operation Commission, appointed with Mr.
William A. Brady, by the National Asso-
ciation of the Motion Picture Industry.
He is chairman of the Studio Committee
of the Society of Motion Picture Engi-
neers. ■ He is a member of the Advisory
Board of the Motion Picture Department
of the American Red Cross and was first
vice-president of the Motion Picture Board
of Trade.

These indicate just a few of Mr. Roth-
acker's activities in the really important
modern movements in the world of film.

A Little More History

Mr. Rothacker was the first and is one
of the few experienced and successful ad-
vertising men who have turned their at-
tention to motography as a powerful edu-
cational force, as well as an unequaled sell-
ing medium. The industrial pictures he
has directed and manufactured have made
screen advertising his-
tory. Here are a few
of the national adver-
tisers from whom he has
acted as a specialist in
{>in screen advertising: Du

•••• Pont Powder Co., Pos-

tum Cereals, Hart,
Schaft'ner & Marx, Win-
chester Arms, C, B. &
Q. Railway, H. J. Heinz
Co., Imperial Oil Co.,
General Fireproofing
Co., United States Gyp-
sum Co., Kewanee Boiler
Co., Ritter Dental Man-
ufacturing Co., Under-
writers' Laboratories,
State of Illinois, Wilson
& Co., Mayer Bros., Ar-
mour & Co., W. G. Sou-

The Longest in the Business

Tom Phillips

5728 State Street, Chicago
Maker of

SLIDES

For Every Purpose

Service With a Personal Touch

REEL and SLIDE

33

ders & Co., and a long list of others whose
products are known to every man, woman
and child in the country.

Mr. Rothacker has built up his organi-
zation by hiring the best young brains he
can get, by working closely with them him-
self, and by sticking closely to the rules of
experience he has gained in his years of
trail blazing. He is a man who has let no
outside element take him for an instant
outside of his field of specialization — in-
dustrial moving pictures. He has rejected
alluring opportunities to divide his ener-
gies between his own special field and
other branches of the industry. Since the
United States entered the war he has
freely given the benefits of his study and
experience to the government, but the mas-
ter hand is ever on the throttle in the big
Chicago studio, whether Rothacker is in
Canada, New York or on the "Century."
He knows that the well-oiled system is
running smoothly, because he knows his
men and he knows his organization — he
made it.

I asked Mr. Rothacker upon what rules
he has built up his powerful organiza-
tion, an organization which grows stronger
each year.

Ideas on Screen Advertising

"We are everywhere recognized," replied
Mr. Rothacker, "as the leading, as well as
the senior specialists, because we tell the
truth about moving picture advertising, we
make good with our customer, I mean the
assertions we make to him as a prospect
when we solicit business. Then, we are
equipped and qualified in every way to
make moving pictures photographically
good. We know how to develop an ad-
vertising "punch" on film — and we do it —

and we effectively direct the punch. We
constantly maintain an enduring and help-
ful personal service that relieves our cus-
tomers of all details. And we do all this
sincerely and well, and because our pro-
position works out as well as it sounds,
we have a list of thoroughly satisfied cus-
tomers who can truthfully vouch for our
ability and reliability."

So few films made have an actual study
of screen advertising that I felt an im-
pulse to bring out the views of this spe-
cialist who has devoted so much of his
life to the subject and so successfully.

"The truth is," replied Mr. Rothacker,
"it is an established fact that advertising
apparently without advertising is decid-
edly more effective than a direct commer-
cial announcement in actuating a desire.
In arranging a moving picture play of ad-
vertising intent, this point is uppermost in
the mind of the producer, and should gov-
ern his direction. The aim is to put on
film a story which will hold the interest
of the audience and entertain the onlooker
while graciously delivering an advertising
message.

"When writing ordinary advertising
copy, the object of the writer is to say
something, or use an illustration, which
will arrest the attention, then tell his story
in a manner which will hold interest, and
say things in the advertisement which will
arouse the buying instinct.

"If a certain manufacturer of automo-
bile tires took the trouble to tell you all
about the countiy from which the crude
rubber comes to him, the manner in which
it is taken from the trees, the method by
which it is prepared, etc., wouldn't you fa-
vorably remember his name and retain a
regard for this product?

"If you were to be taken to the grain
fields to see the harvest, and your eyes fol-
lowed the crop of wheat or corn to a mag-
nificent modern factory, where the best was
selected and amid surroundings of absolute
cleanliness made into breakfast food or
bread, wouldn't, when your mouth watered
for breakfast food or bread, your mind
suggest the name of that brand which was
identified with that which you saw?

"If you were taken through an automo-
bile factory and impressed with the care
with which the machines are made and
assembled and the rigid and trying tests
which they have to undergo before they
are submitted for sale, wouldn't you long
remember the name of that particular
car?"

2,000,000 Feet a Week

The organization which Mr. Rothacker
has founded and borne to success is also
engaged in laboratory work for some of
the biggest producers in the United States.
The new plant occupies nearly a city block,
fronting on Diversey Boulevard, Chicago.
Here the air is clear and free from smoke.
On a one-day shift, this laboratory has a
capacity of 2,000,000 feet of film each
week.

But behind it all is the dynamic energy
and administrative genius who created it —
Watterson R. Rothacker — just as much "on
the job" to-day as he was when he began
to build up on an "idea." Behind his
creative ability and his farsightedness he
has likewise shown the ability to execute.
He has turned good theories into solid, sub-
stantial results and deeds.

When I left him I felt more than ever
that the future of the industrial and edu-
cational screen is a brilliant one.

mi

IT SHOULD BE

Somebody's Business

to keep closely in touch with all the
best new ideas in screen advertising.
Methods of production, and distribu-
tion of commercial films advance and
improve so rapidly that somebody must
make this their ONL Y business.

REEL and SLIDE

Service Department

attends to this business exclusively.
And it is done for the benefit of its
readers.

Whatever you want to
know about screen ad-
vertising, our Service
Department can tell you

That Is Our Business— and No Charge

Write to Us Today

m

Long Experience

in one line of endeavor leads to

Efficiency

that produces

Results

For years, we have made a careful study
of screen advertising and the production
of novelty subjects.

This experience and knowledge is at your
service.

Write us today for our plan.

E. H. Fitzhugh Film Co.

DALLAS, TEXAS

Please say, "As advertised in REEL and SLIDE," zuhen you write to advertisers.

34

REEL and SLIDE

Ad Standards Govern Slide Makers

FOR years, the stereopticon has been
regarded as an important advertising
medium, as well as a source of enter-
tainment and a valuable aid to education.
In this time there has been considerable
development in the line of commercial
slides, not merely as to their pictorial qual-
ity, but as to their conformity to the ac-
knowledged rules of good advertising.

Many of the leading national advertisers
of the United States whose standards are
of the highest have closely co-ordinated
their magazine and newspaper copy with
the peculiar advantages that the screen
offers.

Many experts of long experience in the
preparation of advertising copy for the
printed page have turned their attention
to this auxiliary, carefully studying the
possibilities of the screen, and likewise
considering its limitations. Rapid strides
have been made in the use of the stere-
opticon in "dealer help" campaigns and in
the sale of bulky merchandise of which
samples cannot be easily transported.

The chief underlying principle of slide
advertising lies in the fact that many peo-
ple get the message it conveys who seldom
or never read a newspaper or magazine.
For this reason it is the quickest and most
effective medium for certain classes of
merchandise, and it offers an artistic range
impossible with the moving picture, bring-
ing out natural colors and driving the mes-
sage succinctly home.

Many important industrial organizations

By Louis T. Braun.

like the International Harvester Company
have adopted the steropticon to promote
"safety first" and efficient workmanship
among their thousands of employes. Land
companies find the slide a first-class mes-
senger to exploit their farm and fruit
lands in the Far West, sending their rep-
resentatives about the country to give ex-
hibitions before chosen audiences — the peo-
ple they want to reach.

The appeal of the screen in advertising
is stronger in many respects than is the
appeal of the published word or the sign-
board.

Perfection of several makes of stere-
opticons have added greatly to the power

of the slide as a message bearer. They
are found in show windows, attracting
great crowds, all lured by a "free show";
they are found in rural communities bear-
ing the message of nationally distributed
products to the farms and villages. With
men who have made a study of the science
of advertising, preparing the copy and art
work for the commercial stereopticon
screen, there has been a tendency to recog-
nize this form of appeal more widely each
year. It has grown into an important
branch of the advertising business. And
with the ever increasing use of the screen
in advertising, we may look for a higher
quality of product than is the rule today.

Levey Plans Industrials For Screen Magazine

MAY IRWIN, the actress, is shown
making "war bread," surrounded by
a group of important government
food administration officials, in a new is-
sue of the Universal Screen Magazine.

It is the purpose of Harry Levey, head
of the Industrial Department of the Uni-
versal Film Mfg. Co., to follow up the war
bread lesson with an exposition of Amer-
ica's most important industries.

The United States government officials
are deeply interested in the project and
have promised their aid in its further
encouragement. The following sub-
jects are among those which have already

been publicly screened in the maagzine.

The ship building industry and the con-
struction of Uncle Sam's new merchant
marine ; the rubber industry, showing the
harvest and boiling and refining process ;
activities in the realm of automobile manu-
facture; manufacture of silk veiling as an
industrial fine art, and the corset industry.

Says Mr. Levey: "These and innumer-
able other subjects demonstrating the de-
velopment of the more vital industries of
the United States form the weekly review
of the Screen Magazine, and as mediums
of industrial educational value are efficient
in the highest sense."

— they have been getting results for America's
largest National Advertisers. They'll get re-
sults for you. Our corps of copy men and
artists will co-operate with you in putting
your slide advertising on a profit paying basis.

A line from you will put samples and complete
information before you.

COLUMBIA SLIDE COMPANY

America's Most Effective Slide Makers

19 So. Wells Street, CHICAGO, ILL.

'I' I ease say, "As advertised in REEL Mid SLIDE," zuhen you write to advertisers.

REEL and SLIDE

35

NO MEDIUM IS SO EFFECTIVE in reaching a great volume
of buyers as the motion picture screen. None get results as
quickly and as profitably, in many lines of business.

THIS IS PROVEN by the ever growing number of big, national
advertisers who are using the screen TODAY — wise and experi-
enced buyers of advertising who always buy for actual results.

That is why scores of them have selected

"DIAMOND FILM SERVICE"

to get their products efficiently and effectively placed before
America's well-to-do theater going public, the substantial popula-
tion— in the best theaters, in the best cities.

Here are a few of the important National advertisers who
have investigated and used Diamond Film Service:

SWIFT & CO.

GAGE DOWNS CORSET CO.
SELZ-SCHWAB SHOE CO.
PERCEVAL B. PALMER CO.
OVERLAND AUTOMOBILE CO.
CONTINENTAL «& COMMERCIAL

BANK
VESTA BATTERY CO.
MELBA CO.

B. KUPPENHEIMER & CO.

CHICAGO HERALD

FLORSHEIM SHOES

WHITE PINE LUMBER ASSN.

JOHN V. FARWELL CO.

BRUNSWICK-BALKE-COLLENDER CO.

BALDWIN PIANO CO.

COLE STOVE MFG. CO.

KING MOTOR CAR CO.

It will profit you to investigate
DIAMOND FILM SERVICE.

Write to us or call on us TODAY.

Address

THE DIAMOND FILM CO.

4108-4122 Lincoln Ave.

W. W. MILLER, President

EFFICIENT POWERFUL

CHICAGO, ILL.
INEXPENSIVE

Producers of high class industrial and commercial subjects, printing, developing and all
branches of finishing, with all modern equipment, approved by motion picture engineers.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

36

REEL and SLIDE

Dramatize Your Selling Points With

Essanay Motion Pictures

LET them advertise your name and product as they can be advertised in no other way.
There is a novel and human interest appeal in motion-picture advertising that other media of
publicity lack. It is the appeal of motion and realism as opposed to still life.

Just as motion-picture advertising in general is good advertising — so Essanay films are the best.
Aside from the interest that Essanay prestige automatically stimulates for your films — it is a fact that
Essanay equipment and experience assure you films that in nearness to perfection cannot be approached.
We have every facility for coping with the unusual and difficult features of the individual proposition;
our staff of photo-playwrights are capable of scenario arrangements that breathe life into the driest
seeming subject — and into these story-plots or scenarios they weave the essence of sales idea.

May We Suggest a Plan for You?

Whether you consider motion pictures as a supplement to your other advertising — or whether you
judge them as a thing apart from the whole — -you will find they have distinct sales-getting qualifications that you cannot
afford to overlook. If you will simply indicate your interest we will be glad to formulate a plan suitable to your business.
Simply drop us a line — NOW.

Educational, Travel and Comedy Films

We have a complete library of educational, travel and clean
comedy films, in sufficient numbers to make up a varied program for all
occasions. Correspondence invited.

Film Manufacturing Company

1333 Argyle Street Chicago, Illinois

Please say, "As advertised in REEL and SLIDE," ivhen you write to advertisers.

1

■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■I
■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■I

ilHlHlHlalalHlalHlHlalHlHlalB

72

$25,000 to Kill
"John Barleycorn"

WHEN Jack London's famous tale, "John Barleycorn," was
dramatized for the moving picture screen, the 'liquor men
offered the producers $25,000 to suppress the picture.

Even the liquor men knew the tremendous power of the screen
to impress the mind and to influence.

This wonderful power has now been made the servant of
P>USINESS and EDUCATION by many farsighted business men
and educators whose desire is to guide it along lines that are right.

Wouldn't you like to get authoritative, dependable information
about this new and fascinating science? Wouldn't you like to be in
touch, with what others in your profession, whose judgment you can
respect, are doing with the right kind of pictures in industry and
education ? Wouldn't you like to read this publication, covering every
phase of VISUAL INSTRUCTION, regularly? A magazine edited
intelligently — by men who believe in "clean films," and also in helpful
films?

Business Men, Ministers, College Heads, School
Heads, University Men,

KEEL

— and Slide —
Offers You a Distinct Service

It helps you get the best results with your moving picture pro-
jector and stereopticon. It tells you truthfully what the best reels
and slides are.

We wish we could give you, in advance, the articles, pictures,
tests, reviews and general information on this absorbing subject for
coming issue's of Reel and Slide.

YOU cannot afford to be without the only publication in the world
devoted to all that is good on the educational and industrial screen.

, To get one year of Reel and Slide and the serv-^ice it offers, write

your name and address on the coupon bcIoAv — tear off and mail to us
with a $1 bill.

Send in This Coupon with $1.00

■I

■■

■■
■I

DO IX TODAY

H

I

THE REEL PUBLISHING CO.. Herald Bldg.. Chicago, 111.

Please put me on the list for one year of Reel and Slide, beginning AT ONCE, for which I enclose $1.

Name ^ Address

City State Profession .

'The Reliability of a Product
Depends on the Responsibility

of its Maker"

In 1910 we pioneered the Moving Picture
Advertising field — the first to specialize in
the profession of developing and directing
the advertising power of cinematography.

We point with pride to our record of actual
moving picture achievement — we have out-
performed all others.

Our Laboratory Studio is the biggest and
best in America. Don't take our word for
it-^come and see for yourself ,

Our ability and reliability are firmly estab'
lished. We are everywhere recognized
as the leading and senior specialists in
moving picture advertising.

Send for Our Free Booklet

which illustrates and describes how
moving pictures are made to advertise.

There are reasons-
Come and see them.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

A Monthly Magazine — To Make the Screen a Greater Power in Education and Business

And Slide

"1

n

1

M

1

1

M

K r ■:

15 Cents a Copy

APRIL, 1918

One Dollar a It ear

^

XXX

*'// a man .... can make better chairs or
knives, crucibles or church organs than any-
body else, he will find a broad, hard-beaten
road to his house."

What Emerson said of familiar household
goods is true of films.

NOTHING QUITE LIKE

The Bruce Scenics

The Newman Travels

Ditmars' "Living Book of Nature

99

Has ever been presented to the public, and the theatres
showing them have found a steady stream of patrons com-
ing for these pictures alone.

In beauty, humor, artistic conception and execution
there is nothing quite like them.

Ask your local exhibitor to show these pictures in his theatre. He will appreciate
them as highly from a box office standpoint as will you from the criterion of aesthetic
pre-eminence.

DucKnoNAL Films QpRPORAnQi

729 T^AVENliTi,, '^.irNEWTORK, n.y.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

PERFECTED PROJECTION

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

The DeVry

Portable Motion Picture Projector

— the Standard of Portable Projection for over
three years — made possible the unlimited use
of Motion Pictures in Sales and Advertising,
Education, Entertainment and the Home.

The Proof of the Pudding

Motor Drive and Rewind 17"xl7"x7"

Weighs but Twenty Pounds

Attaches to any Light Socket

Takes Standard Size Reels and Film

Any size Picture up to 12 feet

Any Throw up to 80 feet

No Setting Up. No Adjustments

Ready Instantly

Equally Desirable for a Small Room

and Auditorium

Universally Applicable

No Special Wiring Required

Simplest to Operate

Built to Last

Ford Motor Co. use 50 De Vry's

Packard Motor Co. use 25 De Vry's

Dodge Brothers use 25 De Vry's

Barber Asphalt Paving Co.

Borden's Condensed Milk Co.

Burroughs Adding Machine Co.

Champion Ignition Co.

Chicago Tribune

General Electric Co.

Goodrich, B. F., Tire & Rubber Co.

Larkin Company

National Lamp Works

Standard Sanitary Mfg. Co.

Todd Protectograph Co.

Toledo Scale Company

United Shoe Machinery Co.

Ward Baking Company

Western Electric Company

A GREAT ADVERTrSEMENT
We have six of your niachines
in use at all times in various
parts of the country and re-
cently our representative who
returned from a six months'
trip from South and Central
America stated that the machine
had given him no trouble of
any kind and that he found it
one of the best advertising
methods that he had ever' used.
THE RITTER DENTAL

MFG. CO.
SALESMEN REPORT

SUCCESS
Our salesman takes the Ue
Vry into his prospect's store,
and as it is all read3' to op-
erate, it takes him but a minute
to put the canvas up and in
this way he can tell the entii'e
selling story of Finck's "Detroit-
Special" Overalls, in an interest-
ing way. The men who have had t'nis machine
report unusually good success with it, both
in its operation and in the obtaining of orders.
W. M. FINCK & COMPANY.
CONVINCES THE PROSPECT
\A"hen they see our machinery in operation
on the screen they are convinced that the
machinery does the work automatically and
we have found it much easier to do business
with them. It also gives the impression that
we are wide awakes, and using the latest de-
vices in introducing our goods.
THE RAYMOND W. DULL COMPANY.
REFER TO PACKARD
Should there be anyone that you know who
is in doubt of what to think of the De Vry —
ask him to write me a letter and I will tell
him what we have gone through before we
decided. Motion Picture Sept.,

PACKARD MOTOR CAR COMPANY.

WANTS OTHERS TO KNOW

As stated above, we can only tell you how
this machine appeals to us, and it is possible
that we-have gone into this more loquaciously
than is necessary, but the writer is and has
been for the past eight months, very enthu-
siastic about this apparatus and thinks that
other people should know of the good that it
can do. WELLER MANUFACTURING CO.
GENUINELY PORTABLE
T used your type C-2 machine in presenting
Moving Pictures of our Trip from Detroit to
Duluth and return, first using it in window
work and later in showing our trip before
Chambers of Commerce, Rotary Clubs, Real
Estate Boards, Associations, etc., through the
states of Michigan, Ohio, Indiana, and Penn-
sylvania, and it proved very satisfactory, giv-
ing a good, clear picture and was especially
serviceable on account of its portability and
universal connection with Electric outlets.
NORTHERN NAVIGATION COMPANY.

ENTIRELY SATISFIED

Would advise that we are entirely satisfied
with the service it is giving and are very much
pleased with the machine.

ILLINOIS STEEL COMPANY.
NEVER OUT OF ORDER

The De Vry Projector has given entire sat-
isfaction at our Paulist Settlement House.

We have never had to return it to the fac-
tory for repairs in the year we have owned it.

The children, who are good critics of the
"movies," consider the pictures clear and sat-
isfactory, so we are satisfied.

With sincere good wishes,

THE PAULIST SETTLEMENT HOUSE.
STANDS UP UNDER STRESS

I have used the De Vry Portable Projector
in home, shop, theater, auditorium and outside
work, and have found it to meet every need.
The educational value which this machine has
had in our work cannot be overestimated, be-
cause it has been one of the chief methods of
attracting the general laity. With the De Vry
equipment, I have been able to. get in touch
with a larger group of people than would have
otherwise been possible. The mechanism of
the machine is very simple and still very com-
plete. It has stood up under this stress and
Strain which, undoubtedly, it could not have
done had it not been constructed in the best
manner. THE WISCONSIN ANTI-TUBER-
CULOSIS ASSN.
SUCCESSFUL IN SCHOOLS

I wish to state that your little portable ma-
chine serves a very important place in our
school organization. We have four centers
equipped for use of motion pictures. At two
of these centers we use standard machines, at
two others we use machines which require a
special film. The use of special films, of
course, is not always satisfactory. The De Vry
Machine makes it possible to use standard film
in a very satisfactory way at the school where
we do not have a standard machine. The De
Vry machine can play a very important part in
the educational program of any school.

GARY PUBLIC SCHOOLS.
FORD HAS 50 DE VRY'S

Please be advised that we have experienced
excellent results from the De Vry Projector.

Vv'e have fifty of theni in use under varied
conditions and have yet to receive a serious
complaint in regard to any of them.

We have utilized one machine to the extent
of projecting 50,000 feet of film through it
each week, and under this severe test the ma-
chine stands up admirably. We have used the
machines just about a year.

FORD MOTOR COMPANY.
THE GREAT MAYO CLINIC

We feel that the De Vry Portable Projector
is all you claim for it. MAYO CLINIC.

GREAT FOR HOME USE

The writer has had a great deaf of pleasure
in using your machine to project^ pictures of
my family. MR. GEORGE MANIERRE.

THE DE VRY CORPORATION ^'^,?aXS

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

And Slide

Lyne S. Metcalfe, Editor

F. J. McCoNNELL, Eastern Representative

CONTENTS

PAGE

Maeterlinck's "The Blue Bird" — Photographic Study from a New

Paramount Production 4

Adds 500 Per Cent to Attendance by Using Screen in a Charch —
By Rev. G. H. Ashworth, Pastor, First Universalist Church,
Sycamore, 111 5

Sees Projector in Every School — By Arthur E. Curtis, B.A 6

Canada's Rookies Study German Army Pictures 6

Analysis of Test on Yellowstone, Aid to Instructor Using Screen

—By A. C. Derr, D.D., Ph.D 7

Newman in Traveltalks 8

Graded School Courses Are Filmed 8

Films Used in This Law Suit 8

Screen Used in 451 Dakota Schools — By A. P. Hollis, Chief of

Extension Division, North Dakota Agricultural College 10

Ticket Sales Earn Church Projector — By Rev. Leonard E. Elack-

mer. Pastor, St. Paul's Universalist Church, La Crosse, Wis. 11

Projection — A Department of Questions and Answers on Sub-
jects Pertaining to Projection 13

Educationals — Review of Moving Pictures Suitable to School and

Church Use 13

? — Ask Us — ? — Questions Answered on Any Subject Pertaining

to the Screen 16

With the Globe Trotters — Double Page of Scenes from the New

Travel Reels T 18-19

PAGF.

"Educationals Must Justify Existence" 20

Picture Famous Stock Farm in Educational Reel 20

Slides — Questions Answered on Any Subject Pertaining to Edu-
cational and Entertainment Lantern Slides and the Stere-
opticon 21

Start a Sltde Club in Your Community — By Jonas Howard 23

Plan for Patriotic Slide Program in Schools — By Joseph F. Coufal. 24

Editorials 25

INDUSTRIAL FILM AND SLIDE SECTION

Screen Proves Its Selling Power for National Cash Register Co.

—By Clarence B. Greene 27

Ritter Company Adopts Films — Reach Dentistry Dealers 28

Short Screen Ads Offer Chance for Retailers in Many Lines —

By H. H. Dewey 29

Santa Fe Railroad Uses "Moving Moving Pictures" 30

Y. M. C. A. Enlists Screen 30

Standards Oil Screens Cartoons as Selling Medium for Stoves —

By N. H. Reed, Advertising Manager, Standard Oil Co 31

Industrials — A Department Describing, the New Commercial Films. 32

Patriotism — Industry and Farming Covered in New "Right of
Way" Films — By Irvin L. Peil, Advertising Manager, North-
ern Pacific R. R 33

Sales Plan on Linweave Fabric, Links Films With Show Win-
dow— By Ernest K. Heilway, Advertising Manager, John V.
Farwell Co 34

Interesting Announcements to Be Found
in the Advertising Pages

EQUIPMENT

De V-ry Corporation ' 1

Acme Motion Picture Propector Co 3

Lincoln & Parker 9

Atlas Educational Film Company 10

Enterprise Optical Mfg. Co 11

Simplex Photo Products Co 12

Arthur E. Curtis 13

Standard Publishing Co 13

Lea Bel Film Co 14

Mcintosh Stereopticon Co 16

Community Motion Picture Bureau 17

Autopticon Co 20

Underwood & Underwood 21

Geo. W. Bond Slide Co 21

Walter L. Isaacs Co 23

PAGE

Chicago Transparency Co 24

Commercial Motion Picture Mfg. Co 28

Victor Animatograph 32

Cincinnati Motion Picture Co 34

National Cash Register Co Inside back cover

EDUCATIONAL FILMS
Educational Films Corporation. .Inside front cover

Lincoln & Parker 9

Atlas Educational Film Co 10

Arthur E. Curtis 13

Lea Bel Film Co 14

Community Motion Picture Bureau ,. 17

SLIDES

Mcintosh Stereopticon Co ^ ,. . . 16

Autopticon Co 20

PAGE

Underwood & Underwood 21

Geo. W. Bond Slide Co. 21

Walter L. Isaacs Co - 23

Quality Slide Makers 23

Novelty Slides, Inc 24

Chicago Transparency Co 24

INDUSTRIAL FILMS

Camel Film Co 26

Commercial Motion Picture Mfg. Co > . 28

Pittsburgh Commercial Motion Picture Mfg. Co. 30

Cincinnati Motion Picture Co 34

Diamond Film Co 35

Rothacker Film Mfg. Co Back cover

CLASSIFIED ADVERTISING

Page

Reel and Slide is published on the first day of each month, by the Reel Publishing Company, Herald Bldg., Chi-
cago, 111. Phone Franklin 1866. New York Office, 1902 Times Bldg. Subscription price, 15 cents per copy,
$1.00 per year, postpaid, in the United States, Mexico Hawaii, Porto Rico and Philippine Islands; Canada $2.50.

(Copyright, 1918, by Reel Publishing Co.)

REEL and SLIDE

./\cme of Perfection
Carries a Guarantee
IVlotor Driven
tiasy to Operate — Anyone Can Run It

E ortable and Professional
Vrperated From Any Lamp Socket
Kuns on Alternating and Direct Current!
Takes Standard Film and Reels
r%lways Ready and Reliable
IJuilt by the Portable Projector Pioneers
Lenses of the Best Quality
Exclusive Features on the Acme

i^atented Framing Device

Rewinds a Full Reel of Film in 55 Seconds Without Running the Machine

vfur Magazine Means Safety First

J ust the Machine for Advertising, Sales Promotion andjWelfare Work

tiducators Use Them Everywhere

V/ertainly, the Largest Moving Picture Equipment House in the World Sells the Acme

Mhe United Theatre Equipment Corporation; Executive Office, New York

vrffices in All the Leading Cities

Kight Now — Write Us for Booklet

ACME MOTION PICTURE PROJECTOR CO.

1134 AUSXIIN AVE.

CHICAGO, ILL.

Flease say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

jMaeterlmtfe'g. "tlfje Plue Pirb"

^1 ■

(Produced in five reels by Paramount and handled by Arthur E. Curtis, Chicago, 111.)

MAY -4 hl8

REEL and SLIDE

Adds 500% to Attendance
By Using Screen in Church

BEING asked to write out of my ex-
perience upon the use of moving pic-
tures in Church work, I submit here-
with a few ideals and practical results
gathered from three years' application of
pictures to the educational work of the
Church upon Sunday evenings.

The average man~ has lost his interest
in the old fashioned sermons that specu-
lated about the glories and horrors of the
after-death world. The once popular dis-
cussions and debates of a theological char-
acter no longer interest either professional
students or the average people. The dis-
covery that this is God's world and that
he lives in it, enlarges the horizon of the
Church, enables it to connect the laws of
nature and the laws of life with the Creator
of the universe whom we worship as God
and Father.

The Church, then, in interpreting God
must recognize and use the agencies God
has instituted for the enlightenment and ele-
vation of the human race. And conspic-
uous among those agencies are the tongue,
the ear, and the eye. These constitute a
marvelous co-ordination of forces through
which God speaks to man. And the pic-
ture speaks more forcibly than the spoken
or written word. Rightly used, it will
carry a message to masses of the people
that would not be delivered to them so
easily in any other way.

In making the transition from the old
thought of the Church as a "pulpit" with a
roof over it, to the new thought of the
Church as an educational institution; that
it is to spiritualize the thoughts of men
and "brotherize" the motives of the com-
munity, a tactful policy of procedure must
be formulated and important steps taken
progressively with due consideration to all
circumstances.

Our Use of Pictures

The first step is a resolution to make
the Church more effective in delivering its
message to the people and making itself
felt in the life of the community. The
second step is a willingness to recognize
that it is far more important to minister to
the needs of today than strain every eccle-
siastical effort to preserve the traditions
of yesterday.

The third step is a desire to so organize
the Church and equip the plant with such
apparatus as will enable it to speak to the
people and attract them to its pews, its class
rooms, and its social halls, in all of which
one overarching purpose shall run, viz : —
that of uniting the people in a fellowship
of helpful service.

The fourth step is a determination as
one enters this new fieM to "hue to the
line" of humanitarian ideals and say to all
purely commercial temptations, "get thee
hence, Satan."

Equipment of such a modern Church
should include a stereopticon and moving
picture machine. And both machines
should be of the best and most modern
make, the screen to be of the opaque type
with sufficiently yellow in the color to
reflect all the rays of light and make the
picture efficient.

We use the pictures only in the evening
service which we emphasize as educational

Minister of Universalist Church

in City of 4,000 Gives Results of

Three Years Work With Films

and Slides — Plan Proves

Success

By Rev. G. H. Ashworth

Pastor, First Universalist Church,
Sycamore, III.

and which we put upon the lecture basis,
but never omit the "devotional introduc-
tion" to the evening's program, which in-
cludes special sacred music.

Increase Audience 500 Per Cent

If I give a stereopticon lecture upon the
Yellowstone National Park; Glacier Na-
tional Park ; Mt. Ranier National Park :
or the Rocky Mountain National Park, I
follow the lecture with one or two reels
of moving pictures covering some of the
same scenes as shown in the still pictures.
Our scenic programs always draw good
audiences and through them I endeavor to
emphasize the majesty of the mountains,
the grandeur of America, the magnitude
of the world, and connect all created things

"The picture speaks more forcibly than the

spoken or written word," says

Rev. Ashworth

with the Divine Hand that is directing the
course of human history.

If I speak upon the story of Abraham's
Sacrifice, I follow the "sermon" with one

Churches may select entertainment pictures with care. This is a scene from "Snow
White" — shown in Dr. Ashworth' s church. {Lea-Bel Film Co., Chicago)

REEL and SLIDE

The problem of films is a complicated
one, especially for those who hold to the
more traditional views of the Church. Be-
cause of the antagonism between the
Church and the theater those occupying
the stage have too often voluntarily ab-
sented themselves from the Church and
maintained standards of life that were de-
nounced by the Church.

The dramatic work of these people be-
fore the moving picture camera has not
always been in accordance with the stand-
ards of the Church and the books drama-
tized have not always been those the
Church would have selected. Again, when
the professional actors have taken Biblical
stories or the lives of religious leaders,
they have not had the background of
Biblical history to bring out the religious
value of the story and the sacred picture
breathes the secular spirit of the theater.
But better films will come as the people
demand them. Religious and educational
institutions must pioneer the way.

I believe any film portraying a moral
tone can be of service • to the Church.
Pageants picturing the progressive events
of secular history have an educational
value that equals the educational value of
dramas picturing the storied events of
sacred history.

And, there are successions of events in
which the religious value of a secular pic-
ture equals the religious value of a so-
called sacred picture.

Sycamore is a city of 4,000. It has one
moving picture theater that runs week
days by which service to the community
the manager gets his living. It has one
Church equipped with a moving picture
that runs only on certain Sunday nights
and then without paid admissions. There
is thu^ maintained a friendly feeling be-
tween the Church and the theater and by

or tv^ro reels of moving pictures covering
the same story, and the subject matter of
the discourse is amplified and illustrated
and the whole is more effective than either
would be alone.

And the audience is increased from two
hundred to five hundred per cent because
of the picture. If the Church is to deliver
its message to the people, it must do one
or two things : It must attractively induce
the people to come to the Church and give
them something when they come, or it must
employ nurses and social workers to carry
the message to them.

This is our third year in the use of the
screen. We give once a month the whole
evening to a moving picture feature film,
using films that measure up to high moral
standards, such as "Snow White" staged
by the National Organization of Woman's
Clubs, "The Old Homestead," "Hulda of
Holland" and David Harum," which we
secured from The Lea-Bel Company, Chi-
cago. One Sunday a month we use the
stereopticon alone. Another Sunday a
month we use a straight lecture or sermon
by an imported speaker. The fourth Sun-
day is taken care of by an endowed union
service, "The Stevens Free Lecture and
Concert Course" which is put upon the
community basis by the trustees of our
Church.

The Problem of Films

Our pictures are used exclusively upon
Sunday nights and form a part of our
regular Church service. The evening offer-
ings are applied toward the expense of
films and slides, etc. Whatever deficit re-
mains at the end of the year the guarantors
gladly pay, rejoicing to assist in an enter-
prise that is rendering such religious serv-
ice to the community.

iniraiiniiiiiiiiiiiiniiiiiiiiiiiinniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^

the right co-operation a higher grade of
- films are presented both week-days and
Sundays.

A Message for Modern World

The moving picture, like many other
good things, has been "tabooed" by the
Church until it was finally moved by the
spirit of its manhood to place the "re-
jected stone as the headstone of the cor-
ner." The educational and inspirational
value of pictures is not fully realized by
those who shape the policies and direct
the progress of the Church. Beautiful pic-
tures appeal to the best that is within man.
Pictorial presentations of moral courage,
the righteous spirit, and conscientious
persistance combating the forces of evil,
call forth nobility and the heroic qualities
from the depths of the soul.

I wish the Story of Ruth were filmed so
as to preserve the marvelous affection of
one woman for another as portrayed in
devotion to domestic duties ; the conflict
between religious ideals and economic con-
ditions ; and the social changes wrought
through the dissipation of wealth.

I wish the book of Job were rightly
dramatized for the moving picture screen.
It has a message for the modern world
that could be delivered to the people if pre-
sented where the people gather. The Story
of Esther could be another marvelous pro-
duction both from the standpoint of beau-
tiful court scenes, strong religious con-
victions, and the just consequences that
follow deceptive plotting.

There is no end to the possibilities in this
religious field for moving pictures, but
until the rejected stone is fully and prop-
erly built into the true arch of life, we of
the Church shall have to "feel our way"
along the highway to larger usefulness.

Sees Projector in Every School

By Arthur E. Curtis, B. A.

i i f WOULD rather have one reel of
I film on certain subjects than all
the teaching one teacher can do
in a week."

This brief but powerful statement was
delivered to the writer a few weeks ago
by the principal of one of the Chicago
schools. And he is considered a conserva-
tive man, too.

His words of wisdom are directly in
line with those of Thomas Edison, who
some years ago made the statement:
"Every subject in the schools, except
mathematics and grammar, can be taught
effectively by motion pictures, and per-
sonally, I don't care whether grammar is
taught or not."

Having been a grammar teacher, and
having witnessed many terms of grammar
shed from pupils' minds like the proverbial
"HsO" from the duck's back, I agree with
the last clause in Mr. Edison's sentence.
Perhaps I did not know how to make the
H2O stick, but I did my best.

A New Force and Power

I second Edison's entire statement with
all the weight of my conviction. I do not
mean that pictures will supplant texts ; they
will complement them. They will be the
mental clincher. They will make the stu-
dent an eyewitness to the real life of book
abstractions. And with many students they
will be the chief source of information.

To the largest percentage of pupils, pic-

tures are the butter on the bread of knowl-
edge which they glean from text books.
Much depends on the subject and the
teacher.

Motion pictures are developing a new
kind of pedagogy and a new type of
teacher. "The instructor and professor of
the future will have a new and powerful
and elaborate force to handle. The uni-
versities and normals will train him to use
it. It will make the teacher's work at once
more pleasant, more complicated, yet more
effective.

Can Show Pond Life

The first normal schools and teachers'
colleges turning out teachers skilled in the
handling of the instrument of visual in-
struction, and equipped with the practical
knowledge of securing and using films, are
blazing an educational trail which will be
written as one of pedagogy's most impor-
tant advances since the invention of print-
ing. And what professor or teacher who
ever used a map or illustrated book can
doubt this?

You and I will live to see motion picture
equipment built into every new university
hall, college chapel and school assembly
room. We will See portable machines for
every class room. The school board of one
of the largest cities of the middle West
has passed a rule that no school building
can be built without a motion picture booth
included as a part of the architecture of
the auditorium. Other cities will follow
suit.

One limitation up to the present time
has been the lack of information concern-
ing available films and equipment suited to
the educational institution.

How many teachers of zoology are
aware that there are available, films which
make microscopic pond life live before
your eyes? How much can a professor
add to his course by commanding the
amoeba, the paramoecium, the stentor and
the hydra to perform their natural evolu-
tions on the screen, magnified thousands
of times with each minute detail brought
clearly out?

Canada's "Rookies" Study
German Army Pictures

C.\NADA'S new recruits have been
studying the German army with the
aid of moving pictures. Since the
outbreak of the war the censors have
placed a ban on practically all German war
pictures, but an exception has been made
in the case of nine reels which were taken
at the eastern front and show Von Hinden-
burg's army.

These were first exhibited in Canada, in
Camp Borden, under military auspices and
were viewed by large numbers of "rookies."
The pictures give the new recruits a very
good idea of how the German soldiers look
and act, and for that reason are considered
of real value in the training camp.

So interested were officials in securing
these nine reels, it is said, that one of
the battalions paid the duty on them. This
idea may be taken up by Uncle Sam.

REEL and SLIDE

Sample Lesson in Advance Geography for Seventh Grade

Analysis of Test on Yello\vstone
Aids Instructor Using the Screen

(The test upon which this sample
geography lesson was made with a sev-
enth grade school class. In some schools
the same grade of work is used in the
sixth grade. Yellowstone National Park
was the subject. A lecture was given
with the exhibition of the films and
slides.)

THIS lesson in advanced geography
was divided into three periods, the
study period, the lesson, and the re-
view or examination.

The day before the picture was to be
shown, we requested the class to get as
much information as possible regarding
the following things : Rivers, lakes, moun-
tains, mountain peaks, and the divide. As
a matter of history, we asked them to tell
when and by whom discovered, when
taken over by the government as a national
park, when the cornerstone at the entrance
of Gardner was laid, by whom, and the
inscription on the arch.

As a matter of government, where Fort
Yellowstone is located and why it was
there. Of interest to tourists, the number
of hotels in system, transportation and
route traveled.

As a matter of scientific observation.
Liberty Cap and what it represented; the
terraces, where and how formed, and what
territory covered; the Golden Gates, where
and how made; Obsidian Cliffs, of what
formed; the Mud geysers and "Growler";
the following Water Geysers: Old Faith-
ful, Excelsior, Grotto and Morning Glory;
Yellowstone Lake and how surrounded;
Hayden Valley, Grand Canyon, the falls,
petrified forests and animals of the park.

Pictures are taken to be shown at the
rate of two minutes for each 100 feet, or
twenty minutes per reel of 1,000 feet.
Theaters often run them in ten, twelve or
fifteen minutes. For educational purposes
they should be run very slowly, taking from
twenty-six to thirty minutes for a reel.

Use Slides Too

Where the five-ampere Mazda light is
used, the film can be stopped, the auto-
matic shutter raised and a "still" scene
shown while describing parts in detail.
Where a stronger Mazda light or arc light
is used, slides should be interspersed to
give an opportunity for this detailed ex-
planation.

Before starting the pictures we asked
for the names of the first three persons to
enter the park and the dates and results of
their stories upon returning home — the size
of the park and when it was taken over by
the government.

We opened with a slide showing the
archway and asked for the inscription,
which was given and repeated by all,
namely:

"For the benefit and enjoyment of the
people." Also referred to the cornerstone
that was laid by Ex-President Theodore
Roosevelt in 1903, and that it was made
of the lava from the park.

Pupils Who See National Park
Film, Remember 90%— Those
Who Only Hear Lecture on
Same Subject, Remember
10%, Six Months Later-
Can Be Applied to Any
Geography Lesson

By Albert C. Derr, D. D., Ph. D.

The moving picture then showed the
train approaching Gardner station, passen-
gers boarding the coaches, passing through
the arch, down Gardner Valley, a distance
of six miles, past Fort Yellowstone to
Mammoth Hot Springs Hotel, the first of

A picture of a geyser impresses the mind
more than a description of it.

the chain of five hotels and three lunch
stations.

In passing Liberty Cap, we explained
that it was the monument of the dead gey-
ser extinct for many years. Going to the
terraces which cover nearly 200 acres, near
the Mammoth Hot Springs Hotel, we ex-
plained its slow process of formation by
hot water passing over it for centuries.

Different chemical combinations caused
the various shades of the rainbow to be
imbedded in the formations. Different

names are given to different appearances
of formations, as the Pulpit Terrace, so
called because it had the appearance of a
pulpit, and also a minister at one time de-
livered a sermon from it.

On the regular journey through the park,
a distance of 175 miles, the Golden Gate,
near Bruiison's Park, was shown. It was
explained what the government had done
and is doing in building roads and via-
ducts. Then past the Obsidian cliffs,
which is composed of black glass from
which the road at its base was made. This
glass was used by the Indians to make
arrows and instruments of war.

The Silver Gate or Hoodoos were shown.
This gave an opportunity to explain how
the porous rocks were formed centuries
ago by a great glacier. The Black Growler,
which can be heard at a great distance,
was next, showing smoke and steam escap-
ing. Then we entered Norris Geyser basin.
This gave timely chance to explain how
the heat of the earth caused the various
geysers of the park to emit more hot and
boiling water into the air in a day than
is used by the city of Chicago in the same
length of time.

Story of Laundry Man

(At this point, to "make the permanent
existence of the hot water more impres-
sive on the minds of the pupils, we told
the story of the Chinaman who said this
would be a fine place for a laundry, and
the farmer who said it was a good place
to scald hogs for butchering.)

Passing Old Faithful Inn, in the lower
geyser basin toward Yellowstone lake, we
then crossed the Divide. We pointed out
a spring where part of the water went to
the Pacific ocean and a part through the
Yellowstone, Missouri and Mississippi riv-
ers to the Gulf of Mexico.

Approaching the western shore of Yel-
lowstone lake we pointed out the mud gey-
sers. This afforded the opportunity of
explaining that a lesser amount of steam
and boiling water simply caused the mud
to bubble like boiling mush. Different
chemical combinations produced the vari-
ous colors. We explained that Old Faith-
ful Inn and the Fountain Hotel had deco-
rated their walls with this in place of paint
or calcimine.

Reaching the lake at the point of the
fishing cone, a person was seen pulling a
fish out of the lake, dropping it into the
boiling water of the cone and cooking his
fish. Across the lake the snow-capped
Teton and Shoshone mountains could be
seen.

Passing down the Hayden valley, the
Yellowstone river made its way to the
Grand Canyon. It had many tributaries,
among them Alum Creek. To impress for-
mation of rivers and tributaries, we told
two stories of Alum Creek. Alum is sup-
posed to cause contraction. A man with a
team of horses and a load of logs drove
through Alum Creek. The water was sup-
posed to contract the horses into ponies

REEL and SLIDE

and the logs into fence posts. A lady
wearing number six shoes, bathing her
feet in the creek, was then able to wear
number two.

Continuing the journey across the con-
crete viaduct approaching the Grand Canyon,
the view of the beautiful canyon with its
many colored rock formations, the falls in
the distance were shown. This gave an-
other opportunity to explain glacial effects
in forming canyons, cascades and valleys.

From the Grand Canyon a side trip was
taken to the Petrified Forests. This gives
an opportunity to explain how trees and
logs become petrified.

Various animals were now shown and
the class told how the government retained
the forests in its virgin purity and pro-
tected the animals from hunters. Fort
Yellowstone with its two regiments of
soldiers were seen, and explained how they
protected the park. If a person should
write his name on the rocks or trees the
soldiers would perhaps require him to re-
turn with soap and brush to erase it.

Two reels were shown covering a period
of fifty minutes. I particularly asked the
teachers to watch the expression of the
children's faces while viewing the pictures.

Third— The Review

The next day after the pictures were
shown, they were asked to write a letter
telling all they had seen and learned re-
garding Yellowstone Park.

They seemed to forget that they were
writing an essay or composition. It was
the natural spontaneous writing of a story
of a live interest. They were telling it to
a friend.

These letters brought out the natural,
weak and strong points of each writer,
thus giving the proper key to that which
needed correcting. The oral descriptiion
can also be used with the same good re-
sults.

A parallel lesson had been given to the
eighth grade without seeing the pictures.
The writer personally gave a. more ex-
tended explanation and description than
used with the pictures. Six months later
he returned and asked to meet the same
classes with the same teachers to observe
the contrast. The pupils were questioned
concerning what they knew of Yellowstone
Park, those who had seen the pictures and
those who had not.

The result proved that those viewing the
picture remembered 90 per cent of what
Siey had seen and learned, while the other
class remembered only 10 per cent. This
very clearly demonstrates that visual in-
struction is far more effective, will give
more practical knowledge and prepare
scholars for the active duties of life in less
time.

Newman in Traveltalks

THE Educational Films Corporation
of America has contracted with E. M.
Newman, the famous traveler, for
thirty of his Traveltalks during the com-
ing year.

It is Mr. Newman's intention to make
his future reels even more highly instruc-
tive, and at the same time entertaining, than
ever before. This connection, it is an-
nounced, will not interfere with the release
of the regular Newman Series of Travel-
talks.

Five months out of each year, Mr. New-
man spends in globe trotting with his mo-
tion picture camera.

South America is much in the public mind these days. This is a scene from a new
reel on Lima and the Andes, offered by Lincoln & Parker.

Graded School Courses Are Filmed

Mr. F. H. Lincoln, president of the Lincoln
& Parker Co. of Worcester, Mass., is
directing the completion of a
long list of technically cor-
rect educational reels
for school use.

ONE of the most serious and import-
ant moves ever made in visual in-
struction is being brought to fruition
by the Lincoln & Parker Company of
Worcester, Mass., and New York.

This organization has produced, and is
still producing, one of the most compre-
hensive and complete set of school courses
in the World, covering nearly every branch
of study, and which are described in an-
other part of this issue of Reel and Slide.
These films have been supervised, in each
case, by a well-known student and they
are correct in every detail and fully up to

the standards of the best new facts and
ideas of the standard textbooks, according
to Mr. John H. Parker, speaking for the
company.

The reels are designed for practical use
in the public schools of the United States
and have the indorsement of leading edu-
cators. Each course is carefully graded.

"Many times Mohammed cannot go to
the mountain," said Mr. Parker, "and the
mountain cannot be moved to Mohammed.
But, through the medium of the motion
picture, the mountain and all moving things
upon it can be brought to the pupil and so
vitalized by the cinematograph that only
the lesser senses of learning are not em-
ployed.

"Beyond the shadow of a reasonable
doubt, education by motion pictures affords
the pupil the most efficient and surest way
known to science for him to learn about
certain things. The average child of today
who has been a regular attendant at a mo-
tion picture house has a fund of knowledge
mostly good but some very bad, which
places him in a class by himself.

"It is the object of this company to
equip the schools and churches with such
material that the child may lose nothing
of the good he might absorb at the theater,
but, in addition, will be put in touch with a
vast body of knowledge never set forth
there.

"The films put out by the Lincoln &
Parker Film Company will be a guarantee
that all the information is accurate and in-
offensive, and, at the same time, supply
every pupil's craving for entertainment."

Films Used in This Law Suit

THE Window Glass Machine Company
of Kansas City recently used motion
pictures as "evidence" in a civil suit
brought in a patent infringement case.
The case was tried in the Federal court
and the pictures were projected on the
wall.

It was calculated to corroborate testi-
mony and is said to have fulfilled its pur-
pose admirably.

REEL and SLIDE

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VISUAL INSTRUCTION

93% of the leading School Superintendents in the
United States advocate the use of motion pictures for
teaching purposes.

Lincoln & Parker FOm Corp. of W^orcester,
Mass., supply portable fireproof projectors that
comply with all laws, and complete school courses

on safety film, — geography, agriculture, hygiene,
physiology, domestic science, English literature, etc.

Also clean entertainment films in great variety

for churches and schools.

You can buy a projector for your school or church,
and make it pay for itselL Ask us how.

Lincoln & Parker Film Corporation

Worcester, Massachusetts New York Ollice: 71 West 23rd St.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

10

REEL and SLIDE

45 1 Dakota Schools Now Use Screen

By A. P. Hollis,

(Chief of the Extension Division, North
Dakota Agricultural College)

FOR some reason in many states agri-
cultural colleges have not recognized
their direct relation to improving the
farmers' schools as they have the improv- ,
ing of the farmers' crops.

In North Dakota, extension departments,
through boys' and girls' club work, had
learned that they could do nothing with-
out the help of the rural school teacher
and superintendent.

I started out to reciprocate — to see what
help the college could give the rural schools
in their own field.

The North Dakota College Extension
Service helps rural schools in the follow-
ing manner:

1. Assists county and state officers in
consolidated schools campaigns through
lectures, moving pictures and slides.

2. Assists in conducting and giving lec-
tures at teachers' institutes and county
school directors' meetings.

3. Courses of lectures, music and en-
tertainment for social centers out in the
country during slack times on the farm.

Conveying the Outfit

Special attention has been attracted to a
battery lamp outfit developed at the col-
lege, which allows films to be shown in
country school houses where electricity is
not available.

FILMS AND THE FARMER

"W

E hold 9 o'clock even-
ing meetings in the
spring — even during
seeding time, and since most of the
farmers now have autos, they can
finish up the day's work and still
have time to load the family in an
auto and speed three or four miles
to the school to see the pictures.
* * * Favorite reels are "Learn-
ing and Earning," "An Agricul-
tural College in Action," and "Your
Uncle Sam at Work." And we
have more calls for pictures than
we can meet." — A. P. Hollis.

Mr. Roy Corbett, instructor in the en-
gineering department, who worked with
me in evolving this outfit, has been trans-
ferred to the college extension service', and
now gives his whole time to assisting in
this form of service to the rural schools.

The outfit can be taken on the train, in a
specially built trunk, or in an automobile,
whichever is most convenient.

The state superintendent of education,
N. C. McDonald, has made immediate use
of the Agricultural College aid and has
effected a working agreement with the col-
lege extension service for co-operation be-
tween the two departments in state-wide
campaigns for better rural schools.

Ninety per cent of the county superin-
tendents of the state have called on the
new department for aid in their coun-
ties, and more calls are received from
school officers than can be met.

The Agricultural College has found that
the most direct and promising way in
which it can help the farmer is -to help the
farmer's boy and girl, now studying in the
one room and consolidated rural schools of
the state. North Dakota now has four
hundred fifty-one (451) of these consoli-
dated schools.

Take the Whole Family

We hold nine o'clock evening meetings
in the spring, even during seeding time,
and since most of the farmers now have
autos, they can finish up the day's work
and do the evening chores and still have
time to load the whole family in the auto
and speed three or four miles in a few
minutes to the school house and see the
pictures. The result has been even larger
audiences at these nine o'clock spring
meetings than at earlier but colder meet-
ings, when the thermometer stays at 30
below and makes even a short trip a hard
task.

The favorite lectures and pictures at
these meetings are "Making the Most of
Farm Boys and Girls" — first-hand pictures
of how consolidated schools work; and an-
other lecture on "Learning and Earning,"
which pleads for vocational education for
farm youth.

iniiiODanniminiinuiunjnnifliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiin

USE THE ATUS SERVICE BUREAU

As hundreds of schools, colleges, churches, YMCA branches and Community Centers
are doing.

Look to it for guidance in the preparation of programs suitable for your individual
needs — to get motion pictures upon which you can absolutely depend.

Our Library Covers

Wonderful Travelogs.
Reliable Sociological Studies.
Interesting Nature Studies.
Clean Dramas (without objectionable matter).
Wholesome Comedies (that ainuse,without offense).
Patriotism. Aninnal Husbandry.

Army and Navy. Religion.

Agriculture. Industry.

If what you want isn't listed here, write to us.
We have it, or will get it for you.

r^ikaJK TIT

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PwBB

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**"^ " III

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100 eggs to 100 chickens shown
in two minutes

From "Poultry Raising."
Shows eggs actually hatching

We are afhliated with the Better Films Clearing House, furnishing only "approved"
films, with no objectionable features.

Our co-operative work with leading institutions proves the value of ATLAS SERVICE.

Complete Line of Projectors
and Accessories.

Sepcialists in Producing and Circulating
Educational- Industrial Pictures.

THE ATLAS EDUCATIONAL FILM COMPANY

63 East Adams Street, Chicago, 111.

REEL and SLIDE

11

Ticket Sales Earn Church Projector

As a minister of the gospel, I have
long looked upon the moving picture
screen as a power for good, and,
misdirected, capable of becoming a decided
power for evil. I have always realized
that the story a picture tells always im-
presses the great majority of people more
strongly than a narrative of words. I
have also realized that pictures are more
apt to result in emulation than are written
words.

The motion picture theaters in our city
are little better and little worse than those
of other cities. There are notable excep-
tions to showmen, who believe that the
pubhc has a perverted taste and who are
entirely committed to the policy of objec-
tionable drama ; and I have not seen that
their box office receipts have suffered as
against the purveyor of films depicting
crime^

Getting at the Source

A habit that so vitally touches the every-
day life of so many of our people certainly
deserves the close study and attention of
the church and those who head it. Believ-
ing this, I long ago began to study the
motion picture as an institution. I found
out many interesting things. Above all, I
found out that the theaters, in many cases,
were making inroads on Sunday church at-
tendance and that the recreation activities
of our church were suffering from the
condition which took our young people to
see the "movies" when they should, by all
manner of means, be in the church or
Sunday school.

I decided that the situation should be
investigated deeply, and that the best place
was to begin at the source. I had read
some of educational films and of the value
of the stereopticon. I now began to read
more and to lay my plans. Why could not
St. Paul's show pictures and thus bring
the people to the church, swelling attend-
aftce, and at the same time having some-
thing to say about the class of subjects
shown? '

Could it be done? How would I do it?

La Crosse Pastor Describes Method

of Raising Funds for Moving

Pictures and How They Are

Used in Bible Study

By Rev. Leonard E. Blackmer,

(Pastor, St. Paul's Universalist Church,
La Crosse, Wis.)

Where would I get a projection machine?'
Where could I get film? And for how
much money?

I interviewed a picture house manager
and got his advice. I found where I could
purchase a machine of the substantial type
reasonably. This would throw a picture
big enough to care for our needs. I found
that there were plenty of films available
along educational lines, but I did not de-
mand that all of our subjects be entirely
informative. Good, clean drama, pointing
a high moral and free from suggestiveness
of crime, could be rented for small sums.
Travel reels are plentiful. Good indus-
trials, in many cases, may be borrowed
free from the owner. I decided to see the
thing through.

In the first place, at this time, our Sun-

BIBLE STUDY

44

WE have a program of
Bible study. The story
is selected by the teach-
ers and superintendent. This is
told to different classes in Ian-
gauge varying as to the ages of
the pupils. Then, in a general
assembly, where all foregather, we
show the moving illustrations of
the lesson as taught textually by
the teachers. This method has
worked out well." — Rev. Leonard
E. Blackmer.

day school had run down to 14 pupils
average. One by one they had dropped
off. The Sunday picture show was the
answer. The reason? Old-fashioned
methods of teaching ; old stories ; old
songs. The picture show would do the
work. But how about the money to pay
for the machine and the films?

One day I got an idea. I took a chance.
I bought all the seats in the two leading
picture shows outright. We worked hard
to sell extra tickets. As a result, we now
have in a steel booth, complete moving
picture' projector and all right up to regu-
lations. We earned the money to pay for
our oufit and now it is fhe property of the
church.

Where to Get Films

Then the question of pictures came up.
We experienced considerable difficulty in^
securing good, reliable pictures on religious
topics. We got some films from the state
university and others from a well-known
educational motion picture concern in Chi-
cago. They were very satisfactory. We
are now constantly on the lookout for good
pictures of the 1, 2 and 3 reel variety. We
run industrials and agricultural subjects
when they are entertaining and at the same
time helpful. We amplify our textbook
Sunday school and Bible class lessons with
the screen and the congregation are eager
to attend, knowing, as they do, that the
lesson and sermon will have added interest
because of the films.

Our method has worked out well.

We have a program of Bible study. The
story is selected by the teachers and the
superintendent. This is told to the differ-
ent classes in language varying as to the
ages of the pupils. Then, in a general
assembly, where all foregather, we show
the moving illustrations of the lesson as
taught textually by the teachers.

Motion pictures, to my mind, are the
real, live method of amplifying the Sun-
day-school lesson. Undoubtedly they will
aid the sermon. Gradually the barrier bar-
ring such innovations from the church are
being torn down. Ministers are learning
that in the screen there is much good.

League Encourages Films for Young

By Adele F. Woodard,

(President, National Juvenile Motion Pic-
ture League)
DAY after day our children are at-
tending the movies. One million
children in our land, each day, help
form the audience of the regular show.
Motion pictures which are played in these
performances are produced, sensored, and
selected for adults, with no thought of the
child.

Indeed, the managers of theaters would
be relieved of a big problem, they tell us,
if mothers would only keep their children
out of these shows. They are glad to give
a Saturday morning perfornaance for chil-
dren, so that they can be relieved of the
big responsibility of the child at the movies.

Here is an opportunity for every individ-
ual mother to add a bit of strength to-
wards solving this problem.

The National Juvenile Motion Picture
League has no connection with the Motion

Picture Industry, having no financial in-
terest in any film, theater, exchange, or
any other phase of the business. It is thus
enabled to be impartial in its activities. It
selects films, establishes separate perform-
ances for children and 3'oung people, and
carries on an educational campaign for
better subjects.

Would you like to help the children of
your neighborhood to see good, wholesome
films? Organize a committee of your
friends and write us for full directions. It
will not take more than a few hours of
your time each week — our league views and
selects the films and plans your perform-
ances. The manager of the theater fur-
nishes funds for the booking of films, etc.,
working through the already well-estab-
lished system of educational film distribu-
tion. The local committee supervises the
performances and provides chaperons tG
care for the children, and the work is car-
ried on without further expense to the lo-

cal committee than the annual membership
fee in this organization.

Among those who are actively engaged
in the direction of this work are Mr. Gus-
tave Straunenmuller, acting superintendent
of the New York City Public Schools ; Mr.
James Minnick, superintendent of Chicago
Tuberculosis Institute ; Mr. Daniel Carter
Beard, Boy Scouts of America; Mr. Virgil
Prettyman, Columbia University ; Mrs.
Frank E. Jennings, Florida Federation of
Parent-Teachers' Associations ; Mr. Owen
Lovejoy, National Child Labor Associa-
tion; Mrs. T. C. Morehouse, California
Federation of Women's Clubs, and Mrs.
Mable Graham, Censorship Board, Saska-
toon, Canada.

- Eighty-seven per cent of the knowledge
you gain in a lifetime comes through your
eyes.

The Chicago School Board has ordered
50 projectors of the portable type for edu-
cational work.

12

REEL and SLIDE

For TAKING-PRINTING-PROJECTION

Northern Light

_ The most efficient portable ligliting
system for Motion Picture and Por-
trait Photography. An essential requi-
site for all progressive Photographic
Departments. Price, complete in

carrying case. $68.00

Alamo Baby

Daylight loading, interchangeable
magazines, fitted with film counter,
capacity 50 ft. of standard motion
picture film; weight 4% lbs.

Price, $38.00

Alamo Junior

Double the capacity of the Baby
Alamo; has automatic Focusing and
Finder tilting device, Film Marker,
Film foot coimter and adjustment for
single exposures; weight 8% lbs.

Price, $85.00

All sizes and models of motion pic-
ture cameras ranging in price from
$38.00 to $250.00, manufactured by the
Simplex Photo Products Co., are illus-
trated and described in a complete
catalogue which will be mailed upon
request.

Precision Portable
Projector

Accommodates standard Motion Pic-
ture film in any length up to 1,000 ft.
Invaluable for cutting and editing film.
Screenlite lighting system permit hold-
ing film indefinitely for lectures or
demonstrating purposes.
Price, Hand driven, complete, $150.00
Price, Motor driven, complete. 175.00

NO. 1 NORTHERN LIGHT

Multi Exposure
Camera

For tourists, sportsmen, explorers,
scientists. Greatest capacity, highest
efficiency and lowest cost per negative
ever achieved in the history of pho-
tography. Daylight loading, capacity
25 ft. of standard film; will record 400
single or 200 double size exposures,
yielding enlargements sharp in detail
up to 11x14 inches in size.

Price $25.00

SIMPLEX PpPo?o^c% CO

RICHMOND HILL, L.f.
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Motor Drive $58.00

Please sav, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

13

PROJECTION

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, Herald Bldg., Chicago. If an answer
by mail is desired, enclose stamped envelope.

A STEADILY increasing number of educa-
tional institutions and churches are adopt-
ing various types of standard projectors,
such as are commonly used in moving picture
theaters. These are distinctive from the portables
and fill a somewhat different need. The standard
cannot be easily moved around as is the case with
the portable; but in many institutions there is no
necessity for this.

Much has been said concerning the danger
from fire. Most of these statements are exag-
gerated and do not apply to the most modern
types which are made practically fireproof.

Film properly handled is not dangerous, while
film handled carelessly is apt to be. Makers of
portables, which have achieved a reputation for
their machines have given every protection pos-
sible to the exhibitor.

A number of letters have reached this depart-
ment asking what is necessary for the proper
showing of films with standard projectors.

It is best to secure a fireproof booth for the
handling of the standard projector. These are
usually constructed of 24-guage galvanized iron
and provided with doors that open outwards.
The holes for lookout in the walls of the booth
are provided with gravity drop doors held by
string, which permits them to drop automatically
in case of intense heat.

Outside ventilation should be supplied and a
ventilator at the top is desirable. A rubber mat
should be placed on the floor. Scraps of film
should not be permitted to lie there.
« « »

Will my film right itself when the film leaves
the sprocket. I have a standard projector in. my
church?

Answer: Ko, you will injure your film if you
depend upon the film to adjust itself. Stop your
machine at once, then make the adjustment.

* * *

Is it essential to disconnect my current when I
stop the machine? B. H.

Answer: Yes; throw off the current immedi-
ately whenever the machine is stopped for any
reason whatsoever.

* * »

What will it cost our school to install a stan-
dard, machine? Hess.

Answer: The cost will vary according to con-
ditions. What kind of current have you avail-
able? What voltage? What amperage? What
kind of resistance? All of these matters enter
into the cost. (Fill in the blank below and mail
to this department.)

* « »

What length reels do the portables take? J. N.

Answer: Most modern portables take 1,000
feet. There is a rewind on some makes which
enables you to rewind your film by motor or
hand, in the film chamber.

* • «

Can I get my electric light from an automobile?

RAINEY.

Answer: The best way to work the automobile
generator is to use the storage battery lamp, a de-
scriptive circular of which may be obtained from
the Mcintosh Stereopticon Company, 30 East
Randolph street, Chicago.

This lamp operating in connection with the
starting and lighting battery of the average auto-
mobile consumes 17 amperes of current, a very
considerable drain on the battery if long con-
tinued, but a battery will stand without injury for
two hours at l?ast.

SEND IN THIS BLANK AND FULL PAR-
TICULARS WILL BE MAILED
TO YOU
Do you contemplate using motion pictures?

For what purpose ?

What kind of an institution ?

- Do you prefer a portable or

standard (stationary) projector?

What current do you use ?

What voltage? What amperage?

What kind of resistance?

Usually the arrangement is such that a gene-
rator driven by the motor of the car charges the
battery all the time that the motor is running.
The only discharge is for starting the motor,
which uses for the moment or two before the
motor fires and begins running as much as 300
amperes. This, of course, could not continue long,
but the fact of its being possible to draw so much
current from it even for only a short time, indi-
cates that a drain of 17 amperes would not in-
jure it in any way.

The battery is usually fully charged, particularly
after the car has been driven for a while, and
there is no difficulty in getting all the current
needed to operate this 6-volt, 108-watt lamp.

After showing pictures for a couple of hours,
the automobile motor is usually started up and
the battery recharged. If it seems advisable, the
motor can, be kept running during the exhibition.
The lamp is always connected direct to the battery.
It is well to be sure that heavy enough wire is
used to carry the current. If it is connected up
to one of the extension lights of the battery as,
for example, the tail light, the wire would burn
out when subjected to heavy current required by

the 108-watt lamp.

This lamp is not the equal in illumination of
the regular 400-watt gas filled Mazda lamp or even
the 250-watt gas filled Mazda, but it is superior
to the acetylene, and where a county superinten-
dent or a rural community club can avail itself
of an automobile equipped with an electric starter,
it is recommended as the best possible illuminant.

Something New, Important
and Practical.

What are the uses of motion
pictures? How can I employ
them in my work? What will
it cost? All these questions —
and many more — fully covered
in this new book by Ernest A.
Dench. Cloth, 12mo. Price,
postpaid, $2.00.

THE STANDARD PUBLISHING
CO., Desk 21, CINCINNATI, O.

#

TO schools, colleges, churches,
social centers, et cetera, I am
furnishing the finest of motion
pictures, selected for their purposes from
the thousands of productions of the entire
film industry : : : : Complete, personal
service gratis : : : : Specializing in patriotic
and war pictures, taken in Europe.

Short on^-reel stories such as
Oliver Twn'st and Rip Van Winkle.

Motion picture equipment of all
kinds. Practical, suitcase size pro-
jectors.

It will save you money to write for
further information — NOW. Specify
the sort of films in which you are
interested.

Arthur E. Curtis (a.b.)

(Former High School Instructor)

16 West Jackson Blvd., Chicago

14

REEL and SLIDE

Educational and Religious Moving Picture Dept

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy features
in harmony with "The Better Films Move-
ment.**

For Schools, Colleges, Churches, Y. AI. C. A.s,
Settlements, Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House** for
the best pictures from the best producers for

the Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-
riculum** for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not " how cheap," but " how
good.*' Pictures and service speak for them-
selves.

Write us about our "co-operative plan'* by

which you obtain funds to buy equipment.

We outline special working plans to fit your local

field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index

1 — Arm}- and Navy.

2 — Athletics and Sports.

3 — Botany.

-I — Bray Picto Studies.

5 — Commerce.

6 — Customs and Habits.

7 — Children's Pictures.

8 — Comedy and Magic.

9 — Comedy Drama.
10 — Dramas — 1, 2 and 3 Reels.

Dramas — Features 4 to 8 Reels.
Dramas — From Literature.
11 — Educational.
12 — Educational and Comedy.
13 — Geography.
14 — History.
15 — Industrial Courses.
16 — Lea-Bel Librar}' (Classified).
17 — Pictographs or Topical.
18 — Physical Geograph}'.
19 — Patriotic and War Stories.
20 — Religious and Moral Stories.
21— Reel Life (3 to 5 Ed. Subjects).
22 — Scenics.

23 — Scenic and Comedj--.
24 — Scientific.

25 — Topical (3 to 6 Subjects).
26— Tours of the World.
27 — Travelogs —

General — Dr. Dorsej'.

S. American — Burton Holmes.

Machine and Supply Department

Can furnish different

Tell us >'our needs. We can supply them.

We recommend the right equipment to fit your work,
kinds at prices ranging from $150.00 to $600.00.

In buying new equipment, we recommend the New Mazda Nitrogen Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

M
A
Z
D

r\

C-90— De Vry Portable

20 amp., 30 volts, Mazda Equipment.

IJLAMP LINeH |1
Lea-Bel Transformer

Jobbers in Our Line. Dealers Write for Discounts

A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPANY(.nc )

64 W. Randolph Street CHICAGO, ILL. 610, 612, 614 Schiller Bldg. ^'

THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

15

'iiiis department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

A Firearms Subject.

THE Colt Fire Arms factory at Hartford,
Conn., is the subject of an educational pic-
ture filmed by the Universal Company's In-
dustrial Department, and which will be shown in
a coming issue of the Universal Screen Magazine.
How machine guns are constructed for use by
American soldiers in France is one of the most
interesting parts of this picture.

"Dogs of War," Filmed.

Dogs are now used on the battlefields to search
out wounded soldiers. These animals are trained
to nose around shell holes after a charge and un-
der fire, undergoing all of the dangers of "no
man's land." The Hearst-Pathe News No. 14
contains moving pictures of these dogs in action.

Why the Aeroplane Flies.

J. F. Leventhal has drawn an animated picture
for the 107th release of the Paramount-Bray^ Pic-
tograph, entitled "The Rudiments of Flying."
This feature explains simply the principle upon
which the aeroplane is sustained in the air.

Astronomy on the Screen.

The Educational Films Corporation of New
York announces "The Mount Wilson Observa-
tory," which takes the audience into a modern
astronomical observatory and shows interestly and
instructively the instruments with which science
is now studying the heavens. Included and in-
troductory to the reel is a picture of the trans-
portation of a huge telescope up the mountain
side to the observatory, in sections. Machines
driven by clock work are given in closeups.
Glimpses of the "milky way" and various import-
ant stars, photographed through a microscope, are
also shown. (This reel is booked through the
Hoffman-Foursquare Exchanges.)

"From Here to Summerland."

"From Here to Summerland" is the title of a
picture issued by the Educational Films Corpora-
tion. It takes the audience through bleak, snow-
swept landscape and then on to beautiful spots
where summer reigns supreme. Beautiful scenery
and contrast mark this release.

People of the Mountains.

The Paramount-Bray Pictograph photographers
(in Pictograph No. 106) have gone into the wild
mountain country of the South, where primitive
methods of living are still in vogue and cinemato-
graphed w-omen using the spindle, beating hides and
grinding grist much as they did a hundred oi
more years ago. Being well done, this picture is
full of human interest and is of much educational
value.

Horse in Action-Travel.

Pathe offers a split reel feature, through Pathe
Exchanges, depicting, by means of the Pathe speed
camera, the harmony of movement as typified in
a running horse. "The speed camera makes 120
exposures to the second against sixteen made with
the ordinary camera. The result is a detailed
study of the beautiful workings of the horse's
body and muscles, which is capable of analysis by
the student. On^-the same reel we find "Rocama-
dour and the .Valley of the Lot," showing the an-
cient castle in that French town which rises di-
rectly from the rock. It offers a beautiful scenic
and, at the same time, an instructive picture.

Primitive Indians — Fishing.

"Indian Fisherman" is the title of a new re-
lease distributed through Universal Exchanges and
produced by Commissioner Finley of Oregon, who
has taken moving pictures of the Columbia River
section. The Indians are shown spearing fish
from rocks on the shore of a salmon stream.

Films on Surgery.

The Clinical Film Libraries, 110 West 40th
street, New York City, announce a long list of
important subjects on surgery which are for ex-
hibition among physicians, surgeons and medical
students. These medical subjects have been pro-
duced under the direction of eminent physicians
and medical men and are highly technical.

Complete School Courses.

Subjects made especially for use in graded
schools and high schools are offered by the Lin-
coln & Parker Company, Worcester, Mass., as
follows: United States history (60 reels), physi-

ology and hygiene (25 reels), domestic science (25
reels), agriculture (25 reels), world geographj
(200 reels), nature study (25 reels), English
classics (40 reels), civics (25 reels), physics (25
reels). These pictures are arranged for individual
grades, from the first grade to the high school.
Most of them are complete, though several are
still in process of production under competent
specialists in each branch of study.

World Travelogs.

Lincoln & Parker Company are distributing
high-grade travel reels under the general title of
"World Travelogs," which have entertainment, as
well as instruction, as their motive. There are
many industrial subjects among them, taken in
out of the way places in far corners of the world.

The Egypt of Moses,

"Egypt in the Time of Moses" (1,000 feet) is
offered by the Kalem Company, New York, as es-
pecially interesting to churches. The primitive in-
dustries, still much in vogue along the Nile, are
depicted by excellent photography. The making
of straw brick from the first operation of digging
the clay to the baking of the bricks in the sun's
heat is especially instructive.

"The Royal Gorge."

Unusually beautiful and interesting moving pic-
tures taken of the Royal Gorge have been pro-
duced and are being distributed by the Atlas Edu-
cational Film Co. (Chicago). This picture also
contains views of an elk herd.

Mark Twain gave

'Tom Sawyer" to the youth of America.
living boy. (Arthur E. Curtis.)

The film has made him a

"Les Miserables" Pictured.

A twenty-reel educational, "Les Miserables," is
being released to schools and colleges through the
Pathescope agencies. The Pathescope Company
also lists over 600 subjects of educational films,
including reels on hunting, religious, reconstructed
history, science, military sports and war scenes,
natural history, industries, manners and customs,
travel, etc.

"Alice in Wonderland."

An unusually attractive six-reel semi-educa-
tional subject is offered by the Eskay Harris Fea-
ture Film Corporation, 126 West 46th street. New
York, in "Alice in Wonderland," Lewis Carol's
English classic. This picture introduces all the
well-known characters in the literary phantasy,
bringing them to real life to the joy of young
children (and of grownups as well). This picture
has been called one of the most delightful sub-
jects ever offered to children on the screen.

United States Govt. Films

Arthur E. Curtis of Chicago announces that he
can now co-operate with schools and churches
which are interested in the new United States
Government pictures, released through the State
Councils of Defense. There are seven reels up
to date showing the various training activities of
the army and navy.

"Birth of a Plant"

Instructors will be interested in a picture en-
titled "The Birth of a Plant," one of a series of
reels on nature study, handled by Arthur E.
Curtis of Chicago. There are other reels in the
series on zoology and engineering.

Dalmatia and Sea Birds.

Universal offers a new series of sea bird pic-
tures in the Finley Nature Pictures, which shares
the reel with some unusually beautiful pictures of
the rocky coast of Dalmatia. The pictures of the
birds are exceedingly intimate and offer an ex-
cellent opportunity for detailed study. (One thou-
sand feet.)

What Camouflage Is.

The Paramount-Bray Pictograph (108th issue)
contains instructive and interesting pictures de-
signed to show that the word "camouflage" really
means. It is shown that this art began with ani-
mals, many of which have been equipped by nat-
ure to protect themselves by means of harmonizing
with their environment when trouble approaches.
The picture is augrrtented with animated drawings.

Reels on Australia.

The Bureau of Commercial Economics, Wash-
ington, D. C, has among other subjects, some in-
teresting pictures taken in the commonwealth of
Australia, "The Pleasure Side of Australia," "The
Australian Cattle Station," "Frozen Meat Indus-
try in Australia," "Irrigation in Australia," etc.

With Bruce in "Skyland."

Robert C. Bruce, whose unusually entertaining
and highly instructive reels are issued regularly
by the Educational Films Corporation (New York),
offers a picture taken on the heights of a moun-
tain peak which affords a valuable study of cloud
formations, beautiful and cleverly done in the ex-
treme. This subject is titled, "Where the Clouds
Come From."

16

REEL and SLIDE

Where can I get good screen periodicals suit-
able for high school use? D. R. Henry.

Answer: Communicate with the Community
Motion Picture Bureau. 46 West 24th St., New
York. They issue "The World Today." Also,
try Paramount and Universal Exchanges.

* * *

Perhaps you can tell us where we can secure
some good films for an anti-saloon league meet-
ing. Clough.

Answer: Write to the Atlas Educational Film
Company, 63 East Adams St.. Chicago, and the
Lea Bel Film Exchange. 64 West Randolph, same
city. You might also try Lincoln & Parker, Times
Bldg., New York, N. Y.

* * *

What is a good subject for children of 10 and
12 years? Sfibbs.

Answer: The Edison Company, Orange. New
Jersey, on their Conquest Program are offering
some special children's subjects. Also The Eskay
Harris Film Co. has filmed, "Alice in Wonder-
land." Their address is 126 West 46th St., New

York, N. Y.

* * *

Are there any strictly religious pictures on the
market? S. T. R.

Answer: The Bible Film Company is prepar-
ing to make high grade Bible pictures at Las
Vegas, Texas. The Company has bought a huge
tract of land on which they will soon begin opera-
tions. Reel and Slide will announce their plans
in detail later on. Also, write to the advertisers

in this magazine.

" * * *

Is there such a thing as an inexpensive mov-
ing picture camera, one that will take regular
width film? L. James.

Answer: Yes. The Universal Camera is in-
expensive. Write to Burke & James, selling
agents, 350 East Ontario St., Chicago. Also write
to the Simplex Photo Products Co., Richmond
Hill. Long island. New York.

3III!I

How many copies of each picture do the film
companies make? B. R.

Answer: That depends on the subject. Films
wear out in time and new prints must be made.
On educationals. perhaps six or ten will be suffici-
ent. On dramatic works, sometimes 75 are made.

What is the cost of stereopticon outfit?

SCHOOL TEACHER.

Answer: Lantern, from $30 to $50; screen. $4
to $12; screen standard. $6 to $16; tank, $8.50 to
$15. Consult the advertisements in this issue of
Reel and Slide.

What will a motion picture screen cost? L.

Answer:' Anywhere from $4 up. Write to the
equipment houses advertising in this issue. They
will be glad to send you their lists.

Is any resident of the state entitled to use the
lantern slides issued by the state university?
Indiana.

Answer: The extension department of your
own university writes: "Any responsible repre-
sentative of a school, library, club or other or-
ganization in Indiana may borrow lantern slides
on application to the division."

* » *

What is the best way to darken a classroom
for using the stereopticon? B. H.

Answer: Special preparation for darkening a
room in many cases is unnecessary if a strong
electric current of 15 or 20 amperes is available.
When extra shades are required, they should be
hung as a wide window shade, from center to
center of casing.

* * *

How is it best and quickest to determine
whether your image is sharp to the edges?

HORTON.

Answer: Reliable machines have reliable lenses.
To determine uniformity of detail, use a map or
outline slide with small lettering at the center and
near the corners.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

Classified Advertising

A market place for the sale and exchange
of equipment. Remittances must accom-
pany all orders for notices in this column.
The publishers expect that all statements
herein will bear investigation. Rates: 3
cents per word, on copy.

OPPORTUNITY— Educational Film Company,
with many years of successful operation behind it,
offers opportunity for young man with push, to
come in as partner and direct business end. Rea-
son, one partner retiring and present manager
must devote all time to production work. A com-
plete organization of high standing, with regular
customers among schools, colleges and churches
and social centers. Controls long list of high-
grade films. Experienced man preferred. Invest-
ment expected. Address A-2, Reel and Slide.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel and Slide.

PROJECTOR — De Vry motor drive projector.
Has 500-foot magazine, continuous operation. As
good as new. A bargain. Address A-3, Reel and
Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, Herald
Bldg., Chicago, lU.

BARGAINS — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES — Excellent sets of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5, Reel and Slide.

One New York educational film pro-
ducer is handling over 2,000,000 feet of
film a year.

"Mcintosh Lanterns Are Honest Lanterns"

of community work, for extension, for education, in fact for every application
of visual instruction, there is a Mcintosh Honest Lantern.

The adaptation of the gas-filled Mazda Lamp, the superior optical system, the

high grade of material and workmanship, and
the Mcintosh Guarantee, make them excep-
tional values.

In the new Mcintosh slide catalogs are listed
slides illustrating Agriculture, Extension, Rural
Improvement, Science, History, Civics, Geog-
raphy, Industry, Travel and Religion.

Slide sets are in preparation on conservation.

Ask for any information or service you need.

The Automatic Sdopticon with IfiO w. Mazda
Lamp and Automatic Slide Change . $4-0.00

Other Lanterns From, $30.00 up.

IVIcIntosl-i **^S^^^«r

4S5 Atlas Block
CHICAGO

Please say, "As advertised in REEL and SLIDE." when you write to advertisers.

REEL and SLIDE

17

FOR COMMUNITY SERVICE'

The Place for the Motion Picture Is in the Schools,
Mr. Superintendent. In YOUR Schools

How can you, in the capacity of an educator, longer
be content to sit idly by and see the motion picture
theatre absorb the interest and attention of the boys
and girls of your schools at a time when the school
should, and can, be made the very center of commu-
nity and student life ! How can you hope to compete
with the local "movie" theatre when the children can
see portrayed on the screen the great events of past
and current history, invention, drama, and comedy.
Your schools should use modern methods. The mo-
tion picture should be as much a part of the school as
the text-books on the students' desks. It is the most
potent educational factor known to modern times. It
will bring your schools into touch with the outside
world. The Bureau offers a Motion Picture Service
for Schools. In this service w;-e select and compile
programs of pictures in well-balanced courses that
round out the curriculum, supplementing and aug-

menting the formal class room instruction, and make
of study a recreation. The motion picture will put
the truant officer out of business.

The vast amount of subject matter available per-
mits us to prepare programs that will meet every re-
quirement of the class room. It permits a quality of
service that has established high standards in the Bos-
ton schools, in Springfield, at Chautauquas and other
educational institutions.

Your schools must use the motion picture if they
would perform their highest and best service to the
community.

You can make the motion picture a self-supporting
institution of general community interest and helpful-
ness. Give us an outline of the kind of service you
want, what subjects you wish to emphasize, and the
amount of funds available. From this information we
will plan the course best suited to your requirements.

Motion Pictures Built Up Church Attendance 2500% in New
England City. Let Them Help YOUR Church

The Congregational Church of one of New Eng-
land's most conservative cities was just an average,
normal church organization. Sunday night audiences
numbered fifteen to twenty persons. The minister of
this church heard the vice-president of the Community
Motion Picture Bureau speak on the religious value
of the Motion Picture, and being a man with ambi-
tions for a growing, strong, virile church, he made
arrangements for the presentation of our Motion Pic-
ture programs at his Sunday night meetings. Attend-
ance jumped! up — up — up to capacity audiences of
500, an increase of 2,500 per cent, and these audiences
were folks who would not attend any church under
the former methods. Now they come to see the pic-
tures, hear the sermons and prayers, and sing the

"The World Today— In Motion Pictures"

The important events of the world are instructively
compiled by trained journalists and educators in a
new and better kind of news weekly. "The World
Today — In Motion Pictures" should be shown in every
school, church and community center. It visualizes
and animates the news in the magazines and newspa-
pers. "The World Today — In Motion Pictures" is
presented regularly in every Y. M. C. A. army camp.
Through it the vast army of men now in training keep
abreast of the times. "The World Today — In Motion
Pictures" is longer and more carefully prepared than
is usually the case. It runs about thirty minutes and
every minute is crowded with instructive pictures of
intense interest. "The World Today — In Motion Pic-
tures" is ideally constructed to meet the needs of the
educator, the minister, and the community theatre.
Its cost is extremely reasonable.

hymns. They go to their homes uplifted by the de-
votional spirit that dominates the services.

The minister does not worry about the cost of our
service. The collections take care of that. He frankly
tells his audiences that it is their proposition, and
must support it if they want it. They take him at his
word.

The Motion Picture made this church a real church
of the people. It fulfils the true mission of the church
by becoming a center of community interest.

There isn't a church in America that cannot be
helped through the Motion Picture. Our service will
build up your church attendance, and at a nominal
cost. Tell us what you want to do. We will suggest
the plan that will do it.

We Build Motion Pictures for Industry

This magazine is read by America's leading manufacturers
and advertisers. Do you realize, as you must realize some
day, the tremendous possibilities that lie in the organized
use of the motion picture for your business? Let the people
know what you make and how you make it and they will
create a demand for your goods. You can conduct thousands
of motion picture audiences, men, women, boys and girls,
through your factory and explain to them, individually, each
step in the manufacture of your product from the raw ma-
terial to the finished product, and, in most cases, its uses
as well. The motion picture is the most intensive educa-
tional medium ever discovered. You can educate the public
in the merits of what you have to sell best by showing how
your product is made. We will build a motion picture for
you that will so scientific3,lly combine instructional, recrea-
tional and publicity values that it can become a permanent
part of the educational force of the film world. Isn't that
ideal worth while in your business?

Tell us what you make. We then will take up the matter
of production, distribution, and costs.

8,000,000 Feet of Motion Pictures Are Presented Each Week

The Community Motion Picture Bureau is pre-
senting each week, on behalf of the National War
Work Council of the Young Men's Christian
Association, more than 8,000,000 feet of motion
pictures in the Camps and cantonments of the
United States, in the Transport and Fleet service,
comprising over 95 per cent of all motion picture
presentations made in the war service. This is

the greatest achievement in the history of the film.
You can safely and advantageously entrust to the
Bureau the task of supplying a motion picture
service to meet your requirements. There is no
other service just like it. There is no other
method that so satisfactorily meets al! conditions.
We want to help you. Tell us what you want to
do. We can suggest ways and means to do it.

COMMUNITY MOTION PICTURE BUREAU

WARREN DUNHAM FOSTER, President 46 West 24th St., NEW YORK CITY

Branch Offices — Boston, Washington, Atlanta, Chicago, Cincinnati, San Antonio, San Francisco

"FOR COMMUNITY SERVICE"

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

Ford Motor Company have film
tional

e — honey?"

cenic, produced by Educational Films Corporation.

"Paper, paper and more paper.
Logging "jack ladder" as
shown in a new film taken in
Newfoundland.

— Courtesy of "Vision.

Lndian Pueblos hi their "Educa-
series.

Moving pictures
of "Life and Cus-
toms" of people
in far-off lands
offer endless op-
portunities for
the teacher. This is
a Japanese idol
from a reel on
Japan.

— Lea Bel.

"Pulpit Terrace,"
at Mammoth Hot
Springs, Yellow-
stone National
Park, are shown
in an interesting
reel suitable for
the study of
geography.

— Lea Bel Film Co.

20

REEL and SLIDE

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Motion pictures will soon shoiv this famous thoroughbred herd at Orchard Lake Farm,

Kentland, Ind., in a reel on "efficient farming," produced by

Atlas Educational Film Co.

"Educationals Must Justify Existence''

4 4 T N school teaching, entertaining, and
I salesmanship there is this in com-
mon — and it is fundamental — there
must be a point of contact in knowledge
or mood between the active agent and the
recipient before the next step can be taken
and the two be in accord," is the conten-
tion of Mr. G. A. Skinner, of the Educa-
tional Films Corporation, New York City.

A Pioneer in the Educational Field

"The Educational Films Corporation
realize this and have acted on it. Every
picture offered by us to the public must
answer the 'why' of its own existence, be
it scenic, nature study, or scientific subject.
It must convey information that the spec-
tator would like to acquire, and do it in a
concise, interesting fashion ; or it must
justify by its artistic or humorous quality
the spectator's demand for entertainment.

"The success achieved by the Bruce
Scenics issued by the Educational Films
Corporation, is due not only to their beauty
as pictures, but to the delightful manner in
which they reflect, through the personality
of their producer, Robert C. Bruce, the
love of outdoor adventure resident in every
healthy man or woman.

"The Ditmar's 'Living Book of Nature,'
photographed at the New York Zoological
Park, is no mere illustrated catalog of ani-
mals, but studies of beasts, birds, and curi-
ous little creatures from an affectionately
human and humorous viewpoint.

"The Newman Travels, to cover life in
all corners of the globe, is promised by the
company and should prove of equal merit.

"Pictures such as these are welcomed,
remembered, and sought for by persons to
whom the ordinary 'movie' is anathema."

Picture Famous Stock Farm
In Educational Reel

THE Atlas Educational Film Company
of Chicago is engaged in the produc-
tion of a 1,000 foot film on farming
efficiency, which, it is said, will set a new
record in pictures of this class.

The picture will be made under the per-
sonal supervision of Mr. C. A. Rehm of
the Atlas Company, who has specialized in
this class of pictures.

One of the finest and most modern farms
in the world is the place in which the
scenes of this picture will be laid, "Orchard
Lake Stock Farm," located near Kentland,
Indiana.

This farm has attracted the attention of
stock men and agriculturalists all over the
country. It is held up as a model farm,
combining the raising of fine beef and
dairy stock with general crops.

Concerning this production, Mr. Rehm
says : "The new Atlas picture is designed
to show why this firm has been such a big
success and the lessons it points out so in-
terestingly in pictures will be of the utmost
value to schools and colleges teaching mod-
ern farming. The highest grade cattle only
are raised on the Orchard Lake farm, the
head of the herd, "Perfection Fairfax,"
having produced eighteen breeding animals
which have sold for $65,250. At one sale
recently $160,000 worth of animals were
sold.

"We have the co-operation of the own-
ers of this famous farm in making our
picture, and the result will be an addition
to our series on dairying and fanning that
will be invaluable."

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

AH Objections to the Old Style Stereopticons Are Overcome in the New

t: A FILM stereopticon"!:]

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to loo. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St. CHICAGO, ILL

REEL and SLIDE

21

Underwood & Underwood's

Lantern Slide Lectures

of the World War

Our up-to-the-minute lantern slide lec-
tures of the GREAT WORLD WAR — the
most stupendous struggle in all the
world's history — comprising many won-
derfully colored slides — made from actual,
thrilling, photographic scenes from the
far-flung battle-line — are now ready.

These lectures cover the War's activ-
ities in France, Germany. Austria. Bul-
garia. Turkey, Egypt, Greece, Switzer-
land. Portugal, Rumania, Servia, America,
England, Italy and Russia, combining in-
tense interest, entertainment and instruc-
tion.

1. The Conquest of Belgivmi and the

Advance on Paris, 100 slides.
One rental $6.00

2. The Teutonic Allies and Their

Military Efficiency, 100 slides.
One rental 6.00

3. Russia at War. 100 slides. One

rental 6.00

4. Constantinople and the Struggle

for the Dardanelles, 100 slides.
One rental 6.00

5. The Great World War. 105 slides.

One rental 6.30

6. Our British Allies and the World

War, 80 slides. One rental 4.75

7. The Land of Lafayette and the

World War, 80 slides. One
rental 4.75

8. Belgium's Pathetic Story, 65 slides.

One rental 3.90

Prompt bookings will be necessary.

Title lists may be supplied in advance.

Mammoth British Gun Spreads Gloom Midst
Germans in Flanders.

Other War Lecture Sets in
Preparation :

Red Cross World Activities

The Riddle of Russia — The Land of

Turmoil and Rebellion.
America at War on Land and Sea.
The College Boy in the War.
Italy at War.

We can also sugply lantern slide lec-
tures covering a wide list of subjects.
Write for our list of lectures and lecture-
sermons — yours for the asking.

Ask for our special offer on stereopti-
cons for church, school and lecture-hall.

Underwood & Underwood, inc.

Department N

417 Fifth Avenue

NEW YORK

Questions on Educational Lantern
Slides will be answered by mail If
stamped envelope is enclosed.

(By the Extension Division, Public Wel-
fare Service of the University
of Indiana)

What system is usually followed in circuiting
stereopticons and slides in rural communities?

J. B. M.

Answer: There are usually too many schools
in a county to share one instrument. It is ad-
visable that the schools club together in clubs of
5 to 8, depending on the size, making themselves
community headquarters not only for the educa-
tion of their pupils, but also for agricultural ex-
tension and general community service.

These different schools arrange for the use of a
Rtereopticon on successive nights, together with a
set of slides, the lantern and slides being sent
from one school to the next until the end of that
particular club circuit is reached, when the slides
go on to the next club circuit and the lantern
goes back to the first school in it. These clubs
can avail themselves of slides from a number of

sources.

* * *

I have a second hand stereopticon. Where can
I get special holiday slides? MONROE.

Answer: Christmas, Easter, Washington's Birth-
day and such holidays are well covered in the
listings of the companies advertising in this maga-
zine. Consult them.

Are there any real good slides on astronomy?

BIGGERS.

Answer: The Mcintosh Stereopticon, 30 East
Randolph street, Chicago; The Moore-Hubbell
Co., Masonic Temple, same city; the Walter L.
Isaacs Co., 36 East 23d street. New York, and the
Geo. Bond Slide Company, 14 West Washington
street, Chicago, can all help you out. Write to
them.

* • •

What is the best type of screen to use with
slides?

Answer: A screen should be perfectly white
and opaque. Otherwise light which passes through
may be reflected from the surface behind the
screen. It should be on a spring roller, like a
window shade.

* « *

What strength lamp do I need for entertain-
ment purposes? GEORGIA.

Answer: The 400-watt Mazda is strong enough
for fairly long-distance projection. The 2S0-watt
for classroom use. A 1,000-watt lamp is also
manufactured, but is needed only for unusual
work where very hiijh illumination is required.
The bulb alone can be mounted by anyone in a
box to replace the arc lamp in case it is desired ,•
to change from arc light to the Mazda. This has tr",
been done by owners of older models.

* * *

Is the stereopticon adapted to microscopic work?

A. K.

Answer: Yes. Microscopists find frequent use
for the stereopticon slide in their most delicate
work with small organisms. Your supply house
will give you further details on this work. Write
them.

* * *

If slides are broken in transit, who stands the
loss? WELLER HILL.

Answer: Most reputable slide companies in-
sure your shipments at your expense when parcel
post is used. The rates are: 2!2C for shipments
of $10 value; 5c for shipments of $25 value; Vy^c
for shipments of $35 value, and 10c for shipments
of $50 value.

* * *

Where can we get new war subjects and patri-
otic series? J. M.

Answer: Consult the advertising columns of
this issue. A wide selection can be had by se-
curing the catalogs and running through their
indexed lists.

* * *

Editor Reel AND Slide: My father, Daniel H.
Briggs, made the first collodion wet plate slides
in the United States. In 1872 we came from
Massachusetts to Phfladelphia and bought out a
man named Langenheim, who was making albu-
men slides, and we are now making wet plate
collodion slides for the trade. I believe this will
be of interest to your readers, as very few people
realize how many years the lantern slide has
been in use.

C. W. BRIGGS.

628 Callowhill St., Philadelphia.

ii;

Geo. W.Bond Slide Co.

Our Reputation:
"As good as the best
and better than most"

ILLUSTRATED
HYMNS
SONGS

-n.' POETRY

We make and sell stereopti-
con slides of the highest
quality for churches, schools,
colleges, clubs and general
use.

We have slides on Bible
Subjects, Travel, Agricul-
ture, Science, Holidays, Pa-
triotism, Missions, and can
supply sets on any subject
to order -at reasonable prices
for the very best grade of
work.

Send for These Bulletins
Today:

Old and New Testaments, No. 22
Travelogs and Missions, No. 23
"New" Nation Series, . No. 24
Prices and Rental Terms, No. 25
Educational Lectures, . No. 26
Christmas Sets, . . No. 27

"mrn^

AGENTS FOR ALL
RECOGNIZED MAKES
STEREOPTICONS

OF

Send for our catalog of new prices on
Kodaks and Cameras

GEO. W. BOND SLIDE CO., Inc.

14 W. Washington Street,
Chicago, III.

22

REEL and SLIDE

B. A. AUGHINBAUGU,
Prill cipaJ,
ilineot Champaign ConntT,
Obio.

Public Schoot^s

MINGO

RUSALi SOHOOti I>I8Ti»IOT

3/l^/l8

Editor,

Reel & Slide,

Chicago, 111.

Dear Sir:

We have been running a public motion pictiire
show on a comneroial basis in our school auditoriiup.
for the past year.

We started on borrowed funds but have cleared
the original debt, bought a second machine, added a
p5.ayer-piano to our school auditorium and made many other
lesser improvements.

And we enjoy the use of the machine for class room
work. The shows given every Friday night pay for all oxir
expenses on film, etc. I cannot see why any school should,
be without a picture machine, if its pupils and teachers
are alive. Our purpose is to give wholesome recreation
at small expense. We have notably accomplished this.

Very Truly,

High School Principal,

Mr. Aughinbaugh tells in detail how his school made motion pictures augment teaching,

entertain the pupils and actually clear a profit, in the

MAY ISSUE of

AND

What the Mingo school has done, any educational institution or church can do

BE SURE TO READ THE ARTICLE IN MAY REEL and SLIDE

Send in This Coupon witli$l-. OO
OO IX TODAY

THE REEL PUBLISHING CO., Herald BIdg., Chicago, 111.

Please put me on the list for one year of Reel, and Slide beginning AT ONCE, for which I
enclose $1.

Name Address

City : State :

Profession '

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

Start a Slide Club in Your Community

By Jones Howard

THE lantern slide industry has grown
so rapidly in the past few years, and
the quality of the slides and stereop-
ticons has increased so noticeably, that
there is scarcely a remote part of the
world in which the stereopticon is not now
in use.

From a simple plaything for the enter-
tainment of youth, the magic lantern has
increased in its usefulness, and not only
do we find it assuming a place of extra-
ordinary importance in schools, colleges
and churches, but it has been adopted by
some of the biggest business houses in the
country as means of conveying to others
the virtues of products and properties.

In hundreds of counties in the United
States, rural schools have clubbed together
and purchased stereopticons. In many
counties where there are a large number of
schools, more than one machine is in op-
eration. And these school groups have
worked out a system of "circuiting" which
is as effective and complete, in a small
way, as the distribution of moving pictures.
And not only schools, but groups of
churches, clubs, and even private homes
have found this plan a success.

How to Form a Club

I have in mind the successful plan
adopted by the rural schools of an Iowa
county. These schools have a library of
slides, some of which they own and others
which they rent, and which are the com-

mon property of the schools in that county.

Each school pays its share of the rental
or cost and has an investment in the stere-
opticon njachines. A librarian is appointed,
by vote, whose duty it is to keep track of
the slides and to see that they are kept
moving from one school to another.

Each school, whether for entertainment
purposes or for class work, files an appli-
cation for the slides it may want within a
period of 30 days with the librarian. Each
school ships the slides sets on to the next
applicant when they have been projected.
Programs are adjusted by common consent
so that a perfect schedule is maintained.
Sets are purchased from the reputable slide
companies as funds accumulate in the
treasury. Often special photos are sup-
plied by the schools and the slides are
made to order by a slide company.

This system of circuiting slides reduces
the investment of each school to a small
figure. It permits the showing of enter-
tainment slides and slides of an educational
character. The rural schools of Stephens
County, Oklahoma, have such a club in op-
eration and with great success.

Clubs in small towns have also adopted
this system with success.

The modern stereopticon is such a won-
derfully improved instrument that it is sim-
ple to operate and inexpensive to purchase.
Its illumination is brilliant and its projec-
tion almost perfect. Attachments are made
which reduce the amount of labor to a
minimum in lecture work. Many of them

have dissolving facilities by which one pic-
ture fades rapidly into another.

Vast Libraries of Slides

There is. scarcely any subject under the
sun that the more important slide makers
do not cover. Some of them have hun-
dreds of thousands of negatives available,
the result of many years of expenditure
and accumulation. The editorial depart-
ments of several established houses employ
qualified experts to edit sets on religious,
agricultural and scientific subjects.

This makes it an easy matter, when once
a stereopticon has been secured, to get the
subjects wanted.

With the rapid spread of visual instruc-
tion, the stereopticon has developed into a
medium as important for the school room
as a blackboard. This is due not alone to
the supply of slides, but to the improve-,
ment in the projection apparatus. And new
improvements are being announced regu-
larly.

An eastern producer has filmed 200 reels
of world geography for class room use.

Prof. Geo. A. Coe, of the Union Theo-
logical Seminary, has been making scien-
tific tests of the effect of moving pictures
on the juvenile mind.

Five hundred reels of medical opera-
tions, performed before the camera by the
world's most eminent surgeons, are being
released for use in colleges and univers-
ities.

Biblical, Historical, Travel,
Educational and

War Slides 35c each

Guaranteed to be finest quality both in photog-
raphy and artistic coloring.

Write for Our Catalogue. Dept. R

Slides made to order at lowest possible cost

THIS COMPLETE

Professional Stereopticon

With Nitrogen Lamp, $35.00

One week's trial allowed. Over 1,000 of these
outfits now in use.

WALTER L. ISAACS CO., Inc.

Established 1885 36 East 23rd St., New York

Quality Slides-at Quantity Prices

uu

ru
O

s

> ^

CI

oi

160N0.WEILS si: cHGo,

MAIMERS OF SLIDES \F
' THAT BRING RESULTS

ARTfsrrcALLy oesraNED ;

Beautify l(y H»^r\d Colored

Q
■3c

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o

Our facilities enable us to give you the
best service and lowest prices consistent
with the highest grade workmanship

Let us make a sample slide for you from your
own wording and illustration^ — ^FREE

24

REEL and SLIDE

Patriotic Slides

Beautifully Hand-Colored, 25c Each

Spirit of '76
The Army and Navy Forever

(Soldier and Sailor)

Americans Must Protect America
Are You Too Fraud to Fight?

(Uncle Sam)

Betsy Ross
Miss Liberty and Uncle Sam

AMERICAN FLAG SLIDES

With Sunrise Effect

Waving in the Clouds

Flag and Two Wreaths

Patriotism and Preparedness

Uncle Sam With Flag

I Pledge Allegiance

With Eagle on Globe

In God We Trust

If It's Good Enough to Live Under

Land Where My Father Died

Oh, Long May It Wave

American Flag With All Allies— 50c

PATRIOTIC SONGS

On Indestructible Mica, 25c per Slide

Columbia the Gem of the Ocean

(3 slides)

1st verse 2nd verse 3rd verse

Yankee Doodle (2 slides)

1st verse and 2nd verse: Chorus

Flag of Our Union Forever (2 slides)

1st verse and Chorus 2nd verse and Chorus

Flag of the Free (4 slides)

1st verse 2nd verse 3rd verse: Chorus

Star Spangled Banner (4 slides)

1st verse 2nd verse 3rd verse 4th verse

My Country *Tis of Thee (4 slides)

1st verse 2nd verse 3rd verse 4th verse

The Battle Cry of Freedom (3 slides)

1st verse 2nd verse; Chorus

We're Tenting To-Night (4 slides)

1st verse 2nd verse 3rd verse: Chorus

Marching Through Georgia (3 slides)

1st verse 2nd verse: Chorus

Hail, Columbia (3 slides)

1st verse 2nd verse: Chorus

Battle Hymn of the Republic (3 slides)

1st verse 2nd verse; Chorus

Over There — Chorus

Smile, Smile, Smile — Chorus

Keep the Home-Fires Burning — Chorus

PATRIOTIC FILM TRAILERS

Write for complete list

NOVELTY SLIDES, Inc.

115 East 23rd St.

NEW YORK

Plan for Patriotic Slide
Program in Schools

By Joseph F. Coufal.

DURING these stirring days when the
world's history is in the making and
our own country is taking active
part in "making the world safe for democ-
racy," it is only fitting and proper that
motion picture and slide performances be
presented with proper attention to the spirit
of patriotism.

Screen performances should commence
with some patriotic feature that will re-
mind us of our obligation to our country
and make us proud of it. This is particu-
larly important when children form any
part of the audience, for patriotism is re-
posed in the hearts and minds of our
j-oungsters and a patriotic presentation of-

fers an occasion to vent feelings that may
otherwise lie unawakened.

An interesting and inexpensive feature
along these lines can be arranged with
slides projected in the following order:

"Spirit af "76."

Betsy Ross Making First American Flag.

Paul Revere's Ride.

Washington Crossing the Delaware.

Abraham Lincoln.

Grant and Lee before the American flag.

Destruction of the Maine.

Admiral Dewey at Manila Bay.

Colonel Theodore Roosevelt.

United States Flag and Oath of Alle-
giance. (Pledge may be repeated by audi-
ence.)

Statue of Liberty.

President Wilson.

Army and Navy Forever. (Then accom-
panied by the piano or orchestra the Star-
Spangled Banner sung by the audience
while slides bearing the words of the four
verses are projected on the screen.)

Beautiful U. S. Flag with sunrise effect.

"There are many other good slides which
can be added, but the above suggested ar-
rangement has been tried and found to
make up an excellent program.

Slides on recruiting, liberty loan, war
savings stamps. Red Cross and explana-
tory' slides dealing with other government
campaigns can be used with particular ef-
fect when presented as part of this pa-
triotic review.

Short film trailers are also being used
to wind up the performances. There is
being exhibited a twenty-five-foot film
showing the American Flag floating in
the breeze into which fades a picture of
President Wilson and then fades out again
leaving the flag alone to close.

Patriotism is a splendid virtue to encour-
age and there is no better means for do-
ing this than through slides.. The school
board, church, educational society, lodge,
club or Sunday school will be "doing its
bit" by observing the above suggestions
when arranging its next screen program.

CHICAGO

TRANSPARENCY

COMPANY

25 Years in the Business

The high GRADE
SLIDE HOUSE

QUALITY OUR MOTTO

Large Variety of Slides on

Travel, Art

Religion

Patriotic and

Historical

SPECIAL SETS OF

Architecture for Visual

Instruction in
Schools and Colleges

Slides made to order from
photos, negatives, etc. Our
fine color work is famous.

The C. T. Opticon

The MACHINE /or CHURCH
^ SCHOOL and HOME

CHICAGO

TRANSPARENCY

COMPANY

143 North Dearborn St.
CHICAGO

REEL and SLIDE

25

^^

EDIT^ODIAUS

(£5 — XD

Experience Tells

ADVERTISING is no longer a "hit and miss"
game.
Fifty years of experiment and test have been
reduced to concrete facts. Human nature and human
needs are no longer elusive subjects to the advertising
expert. As new mediums have developed, specialists
have appeared to guide their destinies.

This is particularly true of the screen, which is rap-
idly taking its place in the foremost rank of mediums
through which the advertiser may "talk" to great
masses of people, quickly and directly.

Many men who have studied and directed advertis-
ing in other mediums have entered this field, studied
its problems and are solving them rapidly. They, too,
are making use of the fifty years of accumulated ex-
perience ; but they are using a medium so potent with
possibilities that innovations and new methods are
developed almost over night.

Motion picture and stereopticon slide campaigns are
now planned with as much care and exactitude as
periodical or newspaper campaigns. In other words,
screen advertising is becoming standardized.

Stereopticon in the Home

WHEN the first so-called "magic lantern" came
into use many years ago, it was considered a
toy designed for the amusement of children.
But, even at that time, grown-ups were not beneath
using it.

Then came the improved stereopticon which soon
attracted the attention of educators and lecturers. Year
by year, facilities for the projection of pictures on the
screen have improved as the quality and range of slides
broadened.

And now there is being put on the market a stere-
opticon that projects sections of moving picture film
on the screen. This machine, while of value in educa-
tional and advertising purposes, is also intended by its
makers to enter into the family circle as offering novel
entertainment and instruction.

With it the operator may show 100 feet or more of
"slides" which are in reality celluloid "frames" from
moving picture film. These are easily shipped and in-
expensive to make. And sections from any picture de-
sired may be projected.

Picture Writing

IN Peru, there lived a race, thousands of years ago,
who had no written language. They built palaces
wonderful in their beauty, had bathrooms, reared
churches. They left their history written only in pic-
tures, on the walls of their buildings. Science is now
deciphering these pictures.

Even the ancients, recognized the picture as the "soul
of brevity."

The Novelty Film

EACH day it is becoming more of a certainty that
purely dramatic films are not the sum total of
screen entertainment.
Especially is this the case when overproduction and
a growing skepticism on the part of the public precludes
the possibility of a return to the "easy money days,"
when the cry was for cheap, trashy pictures and lots of
them.

The market is flooded with inartistic, distasteful and
uninteresting dramatic features now.

There is a cry for something new and the novelty
film offers it.

Moving Pictures in Court?

A LAWYER, making a plea for the defendant in
a criminal case, brings to bear all the power of
his oratory in summing up his case to the jury.
He endeavors to lay the facts before the jury, so as to
impress them and to sway them. The better he is as
an orator, the more successful he will be in working
on the human emotions of the twelve men who hold
his client's future in their hands.

These pleas are usually "word pictures." They are
designed to make the jury SEE the pitiful side of the
client's case and thus show mercy. It is all legitimate
and ethical. Many lawyers handling criminal cases do
little else but bring their powers of oratory and knowl-
edge of human nature to bear in the final summing up.

Recently there has been a movement among promi-
nent members of the bar to utilize motion pictures as an
aid. The idea oiTers vast possibilities. Just how such
a picture would be "staged" or what it would consist
of is a question. Perhaps each case would require sep-
arate and distinctly original treatment. Such films
would unquestionably hold the attention of a jury more
closely and impress them to a greater degree than any
speech that could be delivered by the human tongue.

This is because the mind is too often incapable of
visualizing a suggested fact or condition, of seeing it
as it really is. And yet, the chief function of the law-
yer in speaking before a jury is to make the jury see
his side of the case.

Films have been used in court in civil cases. They
have been used to prove patent .infringements and other
civil cases in several states. They offer a powerful
and unique brand of "evidence," and evidence that, as
a rule, it would be hard to refiite.

The cost would not be prohibitive, ordinarily speak-
ing, when it is seen that in many important cases, thou-
sands and thousands of dollars are spent in attorney's
fees. Maybe, some day the screen will be a factor of
every important civil case. An enterprising producer
could doubtless do much to make this possible.

It is certain that a well-staged film, depicting the
action of the case as it is to be opened for trial, would
tell a greatly more clearly and quickly than a brief
would do.

26 REELandSLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining-
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

3715 Grand Avenue
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

— And Slide —

iiuiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiuiiiiuiiiiiiiiiiiiiiiiiiii

Industrial Film and Slide Section

APRIL, 1918

Screen Proves Its Selling Power
For National Cash Register Co.

EACH day brings forth new ways to
utilize the motion picture. When the
first movie shows were opened, the
world scoffed and predicted failure. The
art of motive photography had not as yet
been fully developed ; the fine points of
illustration were still imperfect. The only
professionals who would play, with a few
brilliant exceptions, were out of engage-
ments and felt passionate yearnings to re-
sume the pleasant habit of eating.

In brief, the moving picture was an un-
explored, untried, and unproven science.
It was an experiment and unprecedented,
and the people had little faith in it then.

As a glorious monument to the determ-
ination and courage of the few men who
saw the vision and followed it, we have the
huge motion picture industry as it is to-
day. The films are better, and afford a
far better vehicle in many ways than the
legitimate.

Now the whole world is learning rapidly
that the movies can instruct as well as
amuse. The news weeklies and travel
series have conclusively proven this. And
if these can be called adequate proofs, one
can easily understand why the public
schools are incorporating moving pictures
in their regular courses.

One of the first men to give the screen a
fair opportunity to prove its educational
worth was John H. Patterson, head of the
National Cash Register Company. He has
always believed in "teaching through the
eye" and, as early as 1891, was using
stereopticons in instructing an industrial
school, composed of his employes.

He developed this, and still uses it to a
great extent in connection with the many
lectures he maintains on the road, and
many of his sales agents have projection
rooms in their salesrooms, where they show
motion pictures and slides to illustrate the
uses of the cash register to their prospec-
tive customers.

Makes First Industrial

The N. C. R. now owns, perhaps, the
best non-professional collection of slides,
numbering over 100,000 which are used in
schools, colleges, Y. M. C. As., churches,
clubs, commercial and civic organizations.
They cover a large range of topics, such
as landscape gardening, boys' gardens, in-
dustrial and health activities, welfare and

John Patterson, User of First
"Celluloid Salesman" Now Owns
500 Reels Which Exploit Pro-
ducts in All Parts of the
World— Slides Enlisted
Too

By Clarence B. Greene

Of the Ptiblicity Staff, National Cash
Register Co.

improvement work, travel, history, and
many others which can be borrowed by re-
sponsible societies and schools. An excel-
lent response has been given this generous
offer, and the 65 stereopticon machines

$13,000 IN SALES— ONE
WEEK'S RECORD FOR
THIS FILM
4 i rpHE N. C. R. film, 'Trou-
I bles of a Merchcint and
■■■ How to Stop Them' (3,600
feet) was shown to a quarter of a
million merchants and clerks.
In one week recently $13,000
worth of sales were directly at-
tributed to the lesson it taught.
Hundreds of letters proving its
pulling power are in the files of
our company. It deals with retail
failures and causes, store organiza-
tion, retail advertising, window dis-
play, clerks' efficiency, selling meth-
ods, credit business, delivery prob-
lems, system in retail stores, etc.,
and it stimulates the sale of Na-
tional Cash Registers and N. C. R.
Credit Files." — Clarence B. Greene.

owned by the company are in constant use.
As soon as the preliminary experiments
in motion pictures were made, Mr. Patter-
son saw the unlimited future and appli-
cability of the new vehicle, and in 1902,
after using rented films with indifferent
success, had the first industrial picture in
the history of the commercial world made
for exhibition in Dayton.

27

This was called "The Dream of the
German Storekeeper" and compared the
success of the average small storekeeper
working without and with the N. C. R.
system. The film was made by Gaumont,
and a revised version was produced by
the same company shortly after under the
title of "GROCER JOHNSON." Another
similar film was soon made, called "The
Awakening of John Bond," perhaps, the
most ambitious film of the time.

The first Kinemacolor film ever pro-
duced in America was taken for the N.
C. R. in 1911. The company now owns
several of these films, and is the only indus-
trial concern in the country using them,
the enormous expense almost prohibiting
display outside the best theaters. They
cover many subjects, and Kinemacolor films
showing backyard and neighborhood im-
provement, and the development of flowers,
from seed to full bloom in a few minutes,
are used in the lectures Mr. Patterson
sends throughout the country to stimulate
landscape gardening for residences, and
welfare work.

The N. C. R. film library covers 500
topics. From it are drawn the materials
for many illustrated lectures that Mr. Pat-
terson and his speakers present on many
subjects throughout the country. The
Company possesses the necessary equip-
ment and facilities for taking and develop-
ing pictures, and during the recent conven-
tion of the wives of N. C. R. salesmen, it
presented a daily snap film showing the
ladies in impromptu groups throughout the
big plant and about the city.

"Troubles of a Merchant"

The most important selling film owned
by the N. C. R. is "The Troubles of a
Merchant and How to Stop Them" of
about 3,600 feet, which was produced for
the company by Essanay. The film is used
in connection with a store management lec-
ture, and together they represent the re-
sults of 34 years' close study of business
methods. It is a complete course in store
management and is presented free of
charge by the company in all parts of the
country.

It is probably the most successful in-
dustrial film now being operated. It has
been shown before a quarter of a million

28

REEL and SLIDE

representatives in all parts of the coun-
try. There are six outfits, composed of
advance men, lecturers, and operators, on
the road, and the lecture is delivered free.
It shows before conventions, Chambers
of Commerce, business organizations, and
wherever it is possible to do the most
good.

Among the subjects it deals with are re-
tail failures and causes, store organization,
retail advertising, window display, clerks'
efficiency, selling methods, credit business,
delivery problems, system in retail stores,
et cetera.

Of course, the film has its excuse for
being, because it stimulates the sale of
National Cash Registers and National
Credit Files.

Films Bring Big Returns

In one week, for instance, over $13,000
worth of sales were directly attributed to
the lesson it taught. Of course, there is
no way of knowing exactly how many
sales were influenced by the film, but such
letters as the following prove that it has
great value.

"Dear Sir: —

"Will you kindly step in the store as soon
as possible? The exhibition last night con-
vinced me that we need a cash register and
credit file.

"Syracuse, N. Y."
"Sales Department, N. C. R. Co.,
"Closed this order the morning after the

lecture by Mr. Sullenberger. Have been

working on this man for over six months.

He has been trying to buy second-hand.

The lecture convinced him. That picture

and lecture are great stuff.

"That picture and lecture are great stuff.
"R.L.J ,

"Sales Agent ,111."

Hundreds of these letters are in the files
of the lecture bureau of the N. C. R. Co.,
and many come in each mail. Many of the
agents, particularly those in the larger
cities, have their own copies of the
"Troubles of a Merchant" film, and deliver
the lecture to prospective buyers.

The lecture brings the company much
free publicity, particularly lauditory edi-
torials, of the kind and position that can-
not be bought. Other industrial concerns
are awakening to the fact that this is a
paying investment and delegations go fre-
quently to Dayton to inspect the workings
of the Lecture Bureau and projection de-
partment.

The latest venture of Mr. Patterson is
his "Wake Up, America!" war lecture. It
deals with the ways and means of win-
ning the present conflict, and points out
graphically the necessity for united action
on the part of the people. The lecture and
the accompanying motion pictures and
stereopticons have been shown before the
Committee on Public Information, Wash-
ington, D. C, and several outfits compris-
ing lecturers, advance men, electricians,
operators, trumpeters, sound-effect men,
and male quartettes will be sent out to
present the lecture all over the country.
One outfit is now operating in Ohio. The
lecture was prepared at great expense by
Mr. Patterson, and contains absolutely no
advertising. It is a warning to Americans
■ from a business genius who loves his coun-
try and his countrymen.

The stereopticon slides are mostly from
official photographs, and the motion pictures
include selections from the French official

film, "The Walce of the Huns" (distributed
by Pathe) and others.

The results from the many lectures that
John H. Patterson has gievn and sent
throughout the United States augur well
for the position of the motion picture as an
educational factor. If a practical business
men like Mr. Patterson saw the value of
educational films and has used them for
twenty years and more, then motion pic-
tures certaianly must supply a need that
nothing else can.

Ritter Company Adopts
Films — Reach Dent-
istry Dealers

THE Ritter Dental Mfg. Co., of Roch-
ester, New York, are making good
use of the screen in reaching their
dealers and dentists throughout the coun-
try. These films are shown by dealers by
means of portables" carried by their sales-
men and also located in their distributing
centers.

The films are not for public exhibition,
being technical in their nature. But they
show, intimately, the processes of manu-
facture and are designed to keep dealers
and dentists posted on the newest ideas in
dental equipment.

Mr. H. O. Bodine, sales manager of the
company, says of these films : "They are
made for showing to people interested in
dentistry only. With us, they have been
very effective indeed. We are able to
show many things which cannot be de-
scribed in the time a busy man has to talk
to a representative."

mniininninninnHiimMiBiiuniiiiiniimiiiiuiiimnniiiiiumiiiiiiniiiiiiiiiiiiiiiuiiiiHiiiiiiiiiniiiiiiiiiiniiiniiiin

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 adver-
tising 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.

REEL and SLIDE

29

Short Screen Ads Offer Chance
For Retailers In Many Lines

IN the rush of every-day affairs it is
easy to lose sight of the basic reasons
for things and to be influenced by the
impulse of the moment rather than by the
rules of a predetermined policy — adopted
after reflective research and intelligent rea-
soning.

It has been proven time and again that
proper advertising is an absolute essential

PHOTOPLATLET FOR FUKNITDRB TRADE

Scene 1. Any se-
lected "copy" suited
to the individuality
of the advertiser ap-
pears for a sufficient
time and continues
throughout the pic-
ture.

Scene 2. Then this
beautifully furnished
bedroom "fades-in"
gradually above the
copy. It first Im-
presses by its beauty
of detail.

Scene 3. The next
impression is curi-
osity about the oc-
cupants of the bed.
Children's faces al-
ways appeal strong-
ly and stick in the
memory.

Scene 4. Naturally
and easily after the
pleasant picture of
baby faces the dainty
room again returns
to illustrate the copy.

Scene 5. And then,
as naturally and
easily. the room
fades away to leave
the copy alone — its
meaning now deeper
and more convincing.

to any considerable business success. As
we are all anxious to make our efforts
count as much as possible, let us get back
to fundamentals and consider just what is
"proper advertising" under present-day
conditions.

Briefly, proper advertising is an economi-
cal way to bring the light out from under
the bushel at a profit. In other words, it
is necessary, if we advertise properly, to
secure public approval of our sterling
qualities, fine workmanship, or good goods,
as the case may be. Public approval works
by averages and, once obtained and regu-
larly stimulated, is bound to produce the
sales in quantity that make for successful
business.

But to advertise properly, public approval
must be secured without spending more
money than will be returned by the aggre-
gate profit on the sales it provides.

And this little question of profit entails
the selection of the most productive me-
dium— ^no easy task nowadays.

Advertising Ever Changing

In getting down to the real fundamentals
of advertising, we must take into accouiit
the rapid shifting of our environment.
Time was when advertisements in periodi-
cals or newspapers, as we see them today,

Expert Cites Value and Reason

for Photoplaylets— Ninety Per

Cent of Buyers in Each

Commuity Visit

Theatres

By H. H. Dewey

(Manager Dealer Service Department,
Rothacker Film Mfg. Company)

were unheard of. Then the more adven-
turous merchandisers perceived the possi-
bilities of publicity. Today about three-
fourths of the ordinary magazine or news-
paper is made up of advertising — good, bad,
or indifferent. And sometimes a good ad,
measured by conceded standards, is nulli-
fied by being buried in a mass of bad and
indifferent ones. Its display, or attention-
getting qualities, may be of the best, but its
environment renders it valueless. So the
successful advertiser must keep his eye on
changes that are constantly taking place
and turn to account the modern mediums
of communication as they are brought to
a higher and higher standard of efficiency.
Without going back over the history of
man to demonstrate that a picture is the
best method of communicating an idea, it
is sufficient to state that a single photo-
graph will convey more information and
give a better idea of the subject than will
pages of printed words.

Circulation vs. Buyers

Furthermore, in looking at a picture a
man can form his own conclusions and
exercise his own judgment, instead of tak-
ing that of another. It is an effort to
read, but a picture is understood without
effort, and we feel instinctively that it tells
the truth. It is this inherent inclination
on the part of mankind to rely on pictures
that has led to the startling development
of the moving picture. And who will say
that this method of communication is not
the ultimate and ideal medium? It bridges
the gaps of education, nationality, language
and disposition, and its message is ab-
sorbed without conscious effort on the part
of the viewer.

So we can safely affirm that the modern
motion picture, properly made and ex-
hibited, is today's ideal means of passing
along an idea.

Given then the right medium of com-
munication, let us inspect its possibilities
for reaching a sufficiently large number of
buyers.

Under modern competitive conditions we
must use the right medium of communica-
tion and we must direct it to buyers — not
mere readers or "circulation." The evolu-
tion of the photoplay theater from the va-
cant-store nickelodeon to the elaborate
present-day establishment is a story in it-
self— a story which is based on the uni-
versal appeal of the moving picture.

But here we must consider only condi-
tions as we find them, take stock of what
we have at hand and turn it to good ac-
count. And it may be said that the shift
in conditions has been so rapid that many

of us will be surprised to find that the
motion picture theater of today constitutes
an ideal circulatory medium for the right
kind of motion picture advertising.

To get right down to cases, approxi-
mately 90 per cent of the buyers in every
community gather daily in photoplay
theaters. There they sit at ease — their
minds free from the cares that infest the

PIIOTOPLAYTjET FOTl MII.K llEAT.iatS

Scene 1. Wha,t will
stire the hearts and
bring a smile to tlie
lips of all as will
this happy, well-
nourished baby lying
contently in his crib?

Scene 2. There can
he no question but
that its contentment
is directly traceable
to good food — but
alas I here is an-
other judge of good
food!

Scene 3. Although
seemingly tlie same
as Scene 1, a close
inspection will show
that "Tou Would
Cry Too if You Lost
Your Best Friend"
hits the mark.

Scene 4. And the
picture is not com-
plete without another
view of the little
looter — boldly seek-
ing our approval of
her good judgment.

(Note: The adver-
tising copy may pre-
cede, and follow, the
action.)

day and open to every impression por-
trayed on the screen before them — willing,
even eager to absorb the message of that
most efficient medium — the screen.

Every class is represented and the mes-
sage can be localized by the simple expedi-
ent of projecting it in any desired theater.
Or it can be nationalized through the effi-
cient service agencies that have sprung up
to supply this demand.

Was ever a more ideal situation created
for the benefit of the astute and progres-
sive advertiser?

The calmer judgment of the few has
viewed with chagrin and disappointment
the crude efforts which have been made by
the inept to take advantage of this fertile
field. Exploiters have rushed in where
angels should have feared to tread. They
have noisily vaunted their hastily prepared,
ignominously executed, and worse than
futile products. The reaction set in in-
evitably and some theaters, which allowed
this to go on unchecked, have passed away.
Others wisely limited the demands made
upon them and have accepted dignified,
clean, and clever pictures designed for ad-
vertising their local concerns without pros-
tituting their screen privileges, and no pro-
ducer doing business today can afford to
overlook this fact.

Value of Short Films

As usual in the attainment of the ideal —
the obvious wins and one word will ex-
press the result of years of experience in
making proper motion picture advertising —
photoplaylets. Just as the word implies.

30

REEL and SLIDE

Santa Fe Railroad Uses
"Moving-moving ^
Pictures"

THE Santa Fe Railroad has in opera-
tion a specially constructed railway
car in which are given moving pic-
ture shows to farmers and residents of the
smaller towns along the route.

This car carries a standard projector
and is equipped with seats like any other
picture show. The performances are free
to the public and a lecturer travels with the
car.

Valuable and interesting information
concerning the road and its right of way
as well as entertainment, is given effect-
ively in this way.

Animated maps which are calculated to
clarify shipping routes and passenger
traffic are shown, as well as pictures of the
industries and enterprises lying adjacent tr
the road's territory.

Y. M. C. A. Enlists Screen

RECENTLY, the South Chicago Y. M.
C. A. has been using motion pic-
tures to evangelize the city's foreign
population to the American idea and to
bring them to American citizenship.

Over 30,000 aliens in the steel mills and
industrial plants have been reached. M. R.
Gabbert, industrial secretary of the Asso-
ciation, lectured on the "Ideals of Amer-
ica."

Many other Y. M. C. A. branches are
using films in their educational work and
for entertainment purposes.

The National Cash Register Co. were among the first to use advertising films and
slides. Their screen department has now grown to immense pro-
portions. This is the firm's projection room.

Financial concerns have adopted short
films which illustrate the variations in sta-
tistical tables by means of animated charts

and diagrams. These serve to visualize
clearly in the mind the trend of the mar-
ket over certain periods.

uuiinimuuuiyimiuinuniuuuinuiuiiiiiiiuiiiiuiiiiiiiiiuiiiiiiiiiiiiuiuiiiiiiiiuiiiuiiiiiiiiiuiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiu

If you let us takefyour moving pictures you will be sure of the following
results:

Perfect photography,^and|your films|will be as clear as crystal.

THE RESULTS PERFECT

A few of our nationally known customers

Welch Grape Juice Co., Westfield, N. Y.

Pennsylvania Railroad. Co.

McGraw Tire & Rubber Co., East Palestine, Ohio

Telling Belle Vernon Co., Cleveland, Ohio

Pennsylvania Rubber Co., Jeannette, Pa.

A. M. Byers Co., Pittsburgh, Pa.

Miller Saw Trimmer Co., Nevvr York, Chicago, Pittsburgh

Oliver Iron & Steel Co., Pittsburgh, Pa.

Westinghouse Electric & Mfg. Co., Pittsburgh, Pa.

ASK THEM

PITTSBURGH COMMERCIAL MOTION PICTURE CO.

Manufacturers of

ADVERTISING & INDUSTRIAL MOVING PICTURE FILMS
938-940 Penn Ave. Pittsburgh, Pa.

REEL and SLIDE

31

Standard Oil Screens Cartoons
As Selling Medium for Stoves

(The Perfection Stove films were pro-
duced by the Camel Film Co. of Chicago
for exhibition in picture theaters through-
out the United States.)

CARTOONS are as effective in adver-
tising when properly projected on the
motion picture screen as they are
politically when displayed on the front
page of your favorite newspaper.

They attract attention, hold the interest
and enable one to present short, crisp sales
argument effectively.

We first employed this medium in the
spring of 1916 when searching for some
novel method to
exploit the virtues
of "The New Per-
fection Oil Cook
Stove."

There were some
apparent o b j e c -
tions at first, the
most serious of
which was the dif-
ficulty of getting
distribution. After careful investigation,
in which the experience of others had
been gone into as thoroughly as possible,
we decided that this difficulty might be
overcome if we could get the co-operation
of even a small percentage of the dealers
who were selling the New Perfection
Cookers.

We had a product which was in steady
demand throughout the summer. It was of
especial interest to women who did their
own cooking, as it
enabled them to
prepare meals,
wash, iron and do
all other household
duties where a
stove was needed,
without the dis-
comforts incident
to a wood or coal
range.

In a word, it gave the woman in the re-
motest farm home the advantage of gas
cooking where gas was not obtainable. It
was to these women that our entire cam-
paign was directed.

See Value of Humor

In planning the cartoons — which had been

decided would suit our purpose better than

staging a direct picture with live models —

we endeavored to get as much humor into

the action as was

possible. This we

felt would make
the picture more
entertaining and
cause favorable
comment from
those who saw
them, which fact
would make the
films welcome by
the average exhibitor. For the same rea-
son we made the films short, none of
them running over thirty-five feet, includ-
ing a five-foot tail piece giving name and
address of the dealer who had arranged
with the theater to run the film.

As an example of how these short films
could carry the story in one ad, we opened

Advertising Manager Outlines

Method of Production and

Distribution of Short Ads,

Exploiting Product

By N. H. Reed

(Advertising Manager, Standard Oil Co.)

with a kitchen scene with an old wood
range in the center and a tired woman
standing over it. In comes a "New Per-
fection Oil Cook Stove," which grapples
with the ancient horror and eventually
kicks it out, settling into its place. The
water boils and the letters carrying our
message fly up and form against the
wall. The woman brightens up and be-
comes animated, and then, "For Sale by
Jones & Smith, 403 Front Street," is
flashed on.

We decided that we probably could get
twenty-five dealers to co-operate with us
in this experiment, and with this in view
we ordered twenty-five prints of each of
four cartoons.

To interest the dealers we then sent out
a letter, a copy of which went to every
merchant on our list who had stocked the

1

1,055 PRINTS

"W

'E had planned on mak-
ing, at the most, 25
prints of each of the
four cartoons. The offer had
scarcely been made before orders
began to roll in, and before we
could stop the flood, 1,055 had ap-
plied for the films! The salesmen
reported favorably on the results
and the public went to see them
and enjoyed the pictures. The
general publicity, too, was a factor
worth all the campaign cost." —
N. H. Reed.

New Perfection Oil Cook Stove. This
letter explained in detail just what the sev-
eral pictures were and how they tied the
advertising directly to the dealer's place of
business. We offered to send the entire
series free of all cost if the merchant
would arrange with the manager of the
local theater to run them.

"Orders Roll In"

The first film was run from three weeks
to a month and returned to us for reissue.
As soon as it was received we could send
out film No. 2, and so on until the entire
set had been run.

These letters had hardly gone out before
orders began to roll in, and before we
could stop the flood 1,055 merchants had
signed the agreement to co-operate.

One letter did the business and the re-
sults were entirely satisfactory, so much so,
in fact, that our second year's campaign
was undertaken because our co-operators
demanded it.

During the time the films were running
we urged dealers to make attractive win-^
dow displays and to place the stoves in ad-
vantageous positions in the stores.

While an accurate check on the results
of such a campaign is, of course, impos-
sible, the fact that our dealers came back
and called for more, indicates satisfaction.
Their salesmen reported favorably on the
results and the public went to see them and
seemed to enjoy the pictures, all of which
points to real value.

The general publicity, too, was a factor
worth all the campaign cost.

How many people saw these pictures?
It's hard to say,
but certainly more
than ten million
people were in the
theaters during
the time they were
being shown, and
it is impossible to
think that any one
failed to get the
message.

In planning the second year's campaign,
we decided to experiment with stage set-
tings and living models. In these pictures
we showed in detail the operation of the
"New Perfection Cookers." Naturally, we
could not introduce comedy into the films,
but by getting an attractive girl to operate
the stove we made an interesting demon-
stration possible with an average footage
of under 75 feet. A very convenient length
in many ways.

855 Prints Are
Needed

To do this we
found it necessary
to dispense with
the usual titles,
but as such selling
talk was absolutely
essential we de-
cided to have this

matter painted on placards, which the
model displayed to the audience from
time to time. This simple device proved
very effective.

Our second series being so much longer
than the first did not go into as many
theaters, but we had to print 855 positives
to meet the demand.

As to which series proved the most
effective in sales opinions differ, but T am
inclined to favor the cartoon. They are
shorter, more
amusing, carry the
interest of the
average person
better, and, if well
done, are easier to
sell the theater
man.

Each advertiser
must approach the
question of films
as they apply to his own individual prod-
uct. At the same time, the accumulated
experience of others is no doubt of value
to one who wishes to venture into this
interesting and unique field of exploitation.

It is a rapidly developing one and new
ideas and new methods are constantly be-
ing applied.

32

REELand SLIDE

"^ The best industrial reels will be described in
this department. We aim to print rcTiew*
of all the newest, worthy productions, but age
does not bar a feature which is of sufBcient

CsS quality to be of interest to our readers.

Railroads and Electricity.

The Westinghouse Company (East Pittsburgh,
Pa.) are releasing an interesting picture, entitled
"Steam Railroad Electrification." This set of films
pictures the New York extension of the Pennsyl-
vania Railroad tunnel and the terminal electrifi-
cation of the New York, Westchester & Boston
Railroad, as well as the New Haven.

Dodge Brothers Adopt Screen.

The Dodge Brothers Motor Co. (Detroit) have
completed motion pictures of their factory in op-
eration which are of general interest to the public.
How materials are tested, how the parts are as-
sembled and how the final adjustments are made
furnish an interesting industrial of the highest
class.

"Detroit to Duluth."

A trip from Detroit to Duluth via the Northern
Navigation Company's lines has beert filmed for
that company. This picture is being shown before
Chambers of Commerce, Rotary clubs, real estate
boards in Indiana, Michigan, Pennsylvania and
Ohio. It is educational as well as entertaining.

"Through a Bakery."

An interesting and instructive moving picture
taken in the Ward Baking Company plant (New
York) is being distributed throughout the United
States as an advertisement for this company's
product. The film takes the audience through a
huge, modern bakery, showing how, step by step,
the loaves are carried through a maze of machin-
ery and appliances that seem almost human.

Procter & Gamble Use Film.

Procter & Gamble (Cincinnati), makers of Ivory
Soap, now have motion pictures taken in their
plant which are used in their dealer help work
and for general exhibition, when requested. These
films give a good idea of modern soap manufac-
ture and are entertaining as well as instructive.

Milady's Corset Pictured.

Two motion pictures, produced by Essanay In-
dustrial Department (Chicago) for the H. W.
Gossard Corset Company of the same city, depict
the processes which enter into the production of
the newest corset styles. These pictures, while
particularly of interest to women, have been
shown extensively among the trade by the sales
organization of the Gossard Company.

Midland Machine Co. Use Film.

The Midland Machine Company is using film to
carry its operations to all parts of the United
States. These pictures, which are of interest
chiefly to foundrymen, offer an example of the
vast possibilities of picturing huge machinery in
operation under conditions which are, to say the
least, decidedly unfavorable.

The Rubber Industry.

The important rubber companies having head-
quarters in Akron, Ohio, are turning to motion

The meat packing industry has been filmed by Universal Fihn Mfg. Co., and depicted in

their Universal Screen Magazine.

pictures for advertising their products as well as
their plants. One of these, the B. F. Goodrich
Tire and Rubber Company, has included films in
its regular advertising campaign as a medium of
first importance.

Saws — In the Making.

Universal Industrial (New York) has produced
for the Disston Saw Company of Philadelphia an
industrial picture showing how saws are made in
the big factory of that company. Other indus-
trials now being worked up by Universal include
the apricot industry of California, testing and
bottling milk, shipbuilding in the United States,
logging, industrial schools of the New York Re-
formatory, hydraulic mining, corset manufacture,
the goat farm, production of veils, gold fish in-
dustry, diamond cutting, etc.

Films On Social Hygiene.

Among the films issued by the National Cash
Register Co., Dayton, Ohio, is a reel on social
hygiene, _ which has been shown before over 200,-
000 soldiers in France and America. The "Awak-
ening of John Bond" is another picture by the
same company which gives a lesson in efficiency
to the retail storekeeper and which is designed
also to stimulate the sale of the company's
products.

How Slides Sold High Grade Cosmetics

THE low cost of reaching the general
public by means of the commercial
slide is illustrated by an Eastern
manufacturer of high quality beauty prep-
arations. He divided his advertising into
three groups, billboards, periodicals, and
lantern slides. The entire campaign was
co-ordinated. That is, the slides and ad
copy was very similar in its appeal.

First, he used the billboards, then fol-
lowed liberal space in selected publica-
tions circualting among women; then
came the slides.

He could not tell how many "readers"
he reached by the billboards, though a
rough estimate was essayed, and he could
not trace actual results.

He got results with his magazine copy,
but it cost him too much to make his profit
worth while.

He ran his slides in 200 picked theaters,
patronized largely by well-to-do women.
He knew the average attendance at each
theater and he knew the percentage of
women among them. And by co-ordinating
his local drugstore and beauty parlor win-
dow and counter displays, he was able to
determine what his profits had been on the
pittance he had invested in slides and
rental of the theater screens.

He had made his slides artistically good,
using an attractive girl. The theater men
were tempted to run them for nothing.

He is a confirm^ slide ucer now.

Change the Slides

That's all there is
to "operating" the

Victor Portable
Stereopticon

The original Victor features that a
few years ago made possible the pop-
ular use of lantern slides have been
further improved. The same solid
cast aluminum construction is used.
Service and genuine satisfaction is
guaranteed.

Write today for information on the
variations of lenses and lamps that
provide for every need.

for "trial-before-purchase"

Ask
terms.

Victor Animatograph
Company

125 Victor BIdg., Davenport, Iowa, U. S. A.

REEL and SLIDE

33

Patriotism—Industry and Farming
Govered in "Right-of-Way" Films

(The Northern Pacific films were pro-
duced by the Rothacker Film Mfg. Co.
of Chicago.)

SOMETHING like eight years ago, the
Northern Pacific was attracted to the
use of motion pictures in advertising,
at a time when this branch of the industry
had not nearly reached the point it has
arrived at today.

We saw distinctive possibilities of ex-
ploiting the road's properties and facilities,
as well as an opportunity to build up its
territory, financially, industrially and agri-
culturally. It was our belief that an im-
portant railroad owes considerable to the
people living along its lines, and the mo-
tion picture, even at that time, offered the
very best opportunity to aid them.

A conference with a leading screen ex-
pert resulted in our decision to go ahead.

Our early pictures consisted of several
thousand feet, taken along our right of
way between Missoula and St. Paul. We
also made several thousand feet of film
in the Yellowstone National Park. Our
intention was to produce pictures of a
high educational character.

Every facility that the road could offer
was placed at the disposal of the film ex-
perts. This included a special train, op-
erating under special schedule with a heavy
flat car attached to the engine.

Upon this flat car the camera was
mounted and the engineer governed ■ the
speed of the train to the needs of the film
director and his assistant. Signals were
passed from the car to the engine.

Given With Lecture

Since these early productions were
made, we have had many others. Among
them are:

Rainier National Park.

Crow Indians.

Columbia River Highway.

Camp Lewis, in Washington.

Voyage on Great Northern Steamers.

These films were not merely scenics.
They covered industrial activities, agricul-
tural and much other material of an edu-
cational value.

Many millions of people have seen these
reels projected on the screen. The result-
ant publicity has been a good paying in-
vestment. Besides, they furnish a valuable
record of our territory, which will be of
considerable value in time to come.

Charles Norton Hunt, a lecturer of note
has exhibited our films throughout the
country _ with a lecture on the various
places pictured. A route and schedule was
laid out by the road over which he traveled.
This carried him into all states.

We have worked along the lines of en-
tertainment as much as possible. A sur-
vey of our subjects will show how we pro-
duced a travelog or educational of the
highest quality, at the same time getting
the benefit of the advertising value.

For instance, the Crow Indian film
shows a recent patriotic celebration at the
Custer battlefield in Montana, where Custer
was killed in 1876. The Indians are
shown in parade, and also grouped about

Official Sums Up Extensive Pre-
War Screen Campaign — Na-
tional Park, Battle Grounds
and Indian Subjects
Carry Ads

By Irvin L. Peil,

(Advertising Manager, Northern Pacific
Railroad Company)

nniiiniiiuuJiiiuifliiuuiuuiiiiiiaiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiuiiiininiiiiiiuiiiiiiiiiiiiiiiiiiiniiiiiuiiuniiiiu

LECTURE WITH FILMS

4 'T 11 7E sent a noted lecturer
Y Y' throughout the United
States with our films.
His route was planned by the road
officials. Many millions of people
have seen our pictures and even
now they are in great demand.
They are made up, primarily, in
1,000-foot reels, and there are vari-
ous combinations to meet certain
situations." — Irvin L. Peil.

the Custer monument, listening to patri-
otic addresses by both white men and
Indians.

The Camp Lewis film shows the breaking
up of the camp at the time that the Wash-
ington troops were encamped at American
Lake, the former name for Camp Lewis,
on their return from the Mexican border
two years ago.

In Great Demand

These films have been in great demand
and are in constant use.

They are made up, primarily, in thou-
sand-foot reels, and there are various com-
binations arranged to meet certain situ-
ations.

Such films not only are useful in pass-
ing away an evening in a healthful and
recreative manner, but they are educative
and beneficial in other ways. At this time,
particularly, when patriotism is being ex-
emplified in many and various ways, they
afford another form in which it can be
shown by causing those who see them to
visit the various national parks of the
country and thus become acquainted with
the wonders of America.

There is a lure about the screen that is
not found in any other medium of expres-
sion. Many people who would not find
time to read a book on national parks
would gladly spend thirty minutes looking
at a film which tells the same story.

Thus, the film is a condensation of the
book as it were. And it enables the poor
man to "visit" the playgrounds of the rich.

iiiuiiiiiuuiuiiinininiiiiiiiniiiuuiiiiiiiiniiiniiuiiiiiuiinuiiiiiiuiiiuiuiiiuiiiiiutuuiuiiiuuiuiiiuiuuuiinniiiuiiuiiNiii^^

Motiograph-MazdaEquipment

assures you professional quality motion pic-
ture projection in your school, church, Y. M.
C. A. lodge or club work.

Brilliant light, simplicity of operation and de-
pendability— the ideal outfit if you want to do
really serious work in education or entertain-
ment.

No. 1008-MZ equipment, consists of fireproof
construction, motion picture and stereopticon
lenses, slide carrier, one corrugated and two
piano convex condensers, switch and box,
collapsible brace leg stand, asbestos leads,
lamphouse, special MAZDA LAMP fixture,
one extra lamp socket, one spherical reflector,
regular 1917 model MOTIOGRAPH mechan-
ism with 2,000-foot magazines.

Complete as described, F. O. B.

Chicago, $225.00

(Shipping weight, boxed, about 245 lbs.)

Motor drive attachment can be supplied, 100
volts, D. C, and 60 cycle, A. C, price $65.

Write today for our FREE Booklet, describing Motiograph-Mazda Equipment.

Address

THE ENTERPRISE OPTICAL MFG. CO.

564-572 West Randolph Street, Chicago, III.

Western Office: 833 Market Street, Sart Francisco, CaL

34

REEL and SLIDE

Sales Plan on Lin^veave Fabric
Links Films With Show Window

(The Linweave Films were produced
by The Diaxnond Film Company of
Chicago.)

OUR motion picture films have been
made an integral part of our dealer
help service on "Linweave" Guaran-
teed White Goods. There are thousands
of dealers selling Linweave White Goods
throughout the country.

Our problem was to reach all of the
women in towns where Linweave was sold.
We realized from the beginning that the
screen must not be used alone as an ad-
vertising medium, but to realize fully on
our investment, we must place the goods
conveniently before our customers and
must correlate the screen with our already
well-organized dealer co-operation.

Linweave goods is used for dresses,
waists, under and outer garments for
women, misses and children. Our first
film, used throughout 1917, was a sixty-

"The poster fades out and a live model

fades in. The girl tests texture of

holt of fabric, turning to audience.

Then comes the dealer's trailer.

foot subject of first-class quality. Of this,
we originally made 100 prints. The de-
mand increased steadily, however, and we
now are placing films in every town where
Linweave is handled.

We had adopted a window and show-
case five-color poster, shown herewith, with
which this particular line of goods had
become identified. Besides this poster we
supplied our dealer with a series of news-
paper announcements and cuts for use in
his local medium.

Poster on Film, Too

This poster, carrying our trade mark,
was the first thing that appeared on the
screen. We were fortunate in securing a
live model who closely resembled the girl
on the poster. As the poster faded out,
the girl faded in, in the same position. She
turned slowly around, smiling, and instead

Sixty-foot Life Subjects Co-ordi-
nated With Newspaper Cuts
and Dealer Window Dis-
play, in Small Towns

By Ernest K. Heilway,

(Advertising Manager, John V. Farwell
Company, Chicago)

of the lantern, as in the poster, she held a
bolt of Linweave.

Turning to the audience, she unrolled
the bolt partially, and in a close up, dis-
played the texture of the fabric. She also
called attention to the guarantee tag that
goes with every bolt. This was likewise
shown in a closeup view. Of course, the
girl was dressed in a neat Linweave frock.

The "trailer" then followed, naming the
local dealer and extolling the various merits
of the fabric.

On the same days upon which the film
was shown, the dealer displayed Linweave
prominently in his show window and in his
store. Many of the dealers also ran Lin-
weave ads in the local newspaper on the
same day.

This proved a most effective advertising

medium. It not only aroused the woman's
buying instinct by showing how attractively
the fabric appeared on a well-dressed girl,
but it told her while she was in the buying
mood just where to get it. Thus, the ap-
peal was direct. And for those who might
forget, the newspaper announcement caught
her eye as a reminder when she got home
or the show window display freshened her
memory when she passed the store on the
way home.

So successful was this campaign that we
are repeating it this year, with few varia-
tions. Our method is to serve dealers in
their turn and applications are carefully
filed and the stores are notified when the
films will be available as far in advance as
possible. This enables them to carry out
every detail of the sales plan effectively.

A Good Plan Needed

To be effective, experience has taught us
that the advertiser using the screen must
have a plan. He must consider his film
merely as an added, but valuable, aid to
his general sales plan, if properly used.
Dealer response, with us, was immediate.
Applications for the film increased rapidly
and the films were promptly returned to us
for inspection and reshipment on schedule
time, with few exceptions.

«iiiiiiiiiiiiiiiiuiiiiiiiiiiiniiiiiiiiiiiiiniiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiuiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii

Get Your

FACTORY

in the

MOVIE

Free Tests

Against Any Competitor

Any Where, Any Time

Cincinnati Motion Picture Co.

Runey Building, Cincinnati, Ohio

I

REEL and SLIDE

35

Let "Diamond Films'^
Swell Your Sales, Too

The Greatest Selling Force of Modern Times — the Screen

If you have goods to sell that the American people can buy, you can-
not afford to overlook this short cut to miUions of money spending
consumers.

"Silent Salesmen" That Can "Sell" 5,000 People in 15 to 25 Seconds

Our pictures "get over" and create the buying instinct — conveying
to multitudes what YOU KNOW and FEEL about your goods.

Reach Millions of Buyers via the Direct, Small Cost Route

Our productions are all based on tried and proved SELLING
STANDARDS, They reach many people who n^ver read advertis-
ing in magazines or newspapers.

Here are a few of the impor-
tant National advertisers who
have investigated and used
Diamond Films and Diamond
Service :

Swift & Co.

Gage Downs Corset Co.

Selz-Schwab Shoe Co.

Perceval B. Palmer Co.

Overland Automobile Co.

Continental & Commercial Bank

Vesta Battery Co.

Melba Co.

B. Kuppenheimer & Co.

Chicago Herald

Florsheim Shoes

White Pine Lumber Assn.

John V. Farwell Co.

Brunswick-Balke-Collender Co.

Baldwin Piano Co.

Cole Stove Mfg. Co.

King Motor Car Co.

"Sure Fire," Quality,

Interest Compelling Productions

We have put years of experience and TEST
behind our 15 to 100 foot pictures — the
length the audience enjoy and the exhibitor
welcomes.

Diamond Films-Diamond Service-f or Results

A letter or telegram from you will bring a
sales-scenario and plan to your desk — especially
adapted to your product, plant or property.

It Will Cost You Nothing to Investigate,
So Do It Today.

Address

THE DIAMOND FILM CO.

4108-4122 Lincoln Ave.
EFFICIENT

POWERFUL

CHICAGO, ILL.
INEXPENSIVE

Producers of high class industrial and commercial subjects, printing, developing and all
branches of finishing, with all modern equipment, approved by motion picture engineers.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

36

REEL and SLIDE

/

/ -/ \ / /

7

r

/ "

C

J /

/

/

The Mysterious Black Art

These curious little characters represent the pen strokes that "professional"
forgers add to figures on genuine checks, changing $10 to $90, $100 to $700,
$3,000 to $8,000, etc., without rubbing anything out. Hundreds of amazing tricks
like this, acid-bleaching, mail-box rifling, etc., are shown to the life in close-vtps,
holding the audience spellbound in

"A Modern Black Art"

\Four Reels, the Most Elaborate and Entertaining Film
*Ever Produced for the Instruction of Business Men

Something never before seen on stage or screen.
Usually draws a record-breaking attendance.
A novelty entertainment and educational feature for
private release to meetings of accredited

Chambers of Commerce
Business Men's Clubs
Rotary and Salesmanship Clubs
Credit Men's Associations
Real Estate Associations
Insurance Associations
Retail Merchants' Associations
Salesmen's Conventions
Bank Officials

Builders' Exchanges

Conventions of Public Ofiicials

Advertising Clubs

Doctors' and Dentists' Societies

Police Associations

And High-Grade Commercial Associations
of all Kinds Having Membership Re-
stricted to Responsible Men and Women
of Mature Years.

"A Black Art" has been shown and highly endorsed by hundreds of the largest and most influ-
ential commercial bodies in the country. For example, at the annual conventions of most of the
State Bankers' Associations.

The purpose of the "Black Art" film, naturally, is to advertise the need for check protection and
the Todd System, but there is no direct advertising of any nature in the film, and no goods arc of-
fered for sale in any way, shape or manner.

Inquiries addressed to the Todd Company at its Home Offices will be promptly referred (by
wire if necessary) to the nearest branch office for attention. We have branch offices in practically
every leading city of 50,000 and over in U. S. and throughout the world.

After you see the "Black Art" you may agree with us that
if everybody knew what we know about check frauds, there
would be no more checks issued without this Todd "shred-
ded" form of protection —

(Amount words in red; Denominations in black)

TODD PROTECTOGRAPH CO,

(ESTABLISHED 1899)

1175 University Avenue, Rochester, N. Y.

Todd Two-Color
Patents

World's Largest Makers of Check- P r o te c ting Devices

I'leasc say, "As advertised in REEL and SLIDE," zvhen you write to advertisers.

Register for Motion Picture Theaters

Customers' view. See how easy
it is to take the ticket

This register is specially de-
signed for moving picture
theaters. It gives quick service,
protects money, saves Work
and pleases customers.

^ View from the insidie
of the box office

It issues the ticket instantly

This register prints and issues tickets from two blank rolls of paper. Each roll is of a
different color, representing a different priced ticket. Price of admission may be
cheinged to as many as fourteen different amounts, any two of which may be used at
one time. /

It adds the tickets, and sales /

The register counts the tickets as they are issued. At the same time it adds into one y

total the amount of all sales. From one to five tickets may be issued at one time. . ^

/ The

/ National

A color for each price y Cash Register

Different priced tickets are easily distinguished by the color. This helps / ' *

keep the crowds moving. Different colored tickets also help when / Please send xA further de-
showing feature films at advanced prices. Adults' tickets are /^ tails about your latest model.
quickly told from children's by means of the color. / two-color, ticket-printing regis-

^ ter, and what it will do for my

/ business.

This register saves time and work in issuing tickets. /

It saves counting tickets. It 'saves totaling and class- y Name

ifying the day's sales. It will help you make y*

more money. y Address ....!

The National Cash Register Company, Dayton Ohio
Offices in all the principal cities of the world

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

■m

Mm

Perforatiug 2oom.

HERE you see just a few i,g

of. the departments of <^ur Lab- '. |
oratory-Studio; it's the largest
and most modern in America.

WE INVITE YOU to

visit us and see for yourself j ust
how we secure the quality and
render the service upon which
depend screen success and sat-
isfaction.

OUR NEW PHOTO-
PLAYLETS for local adver-
tisers satisfy both audiences and
exhibitors. They provide a per-
fect medium for successfully
utilizing the wonderful adver-
tising possibilities of motion
picture theatres.

SAMPLES containing

real film in intimate association
with a detailed description of the
action are now ready. Send for
them today and participate.

.Printing iEQbm..4^"'-i

;'^ssethblin^.jRc?^

There are reasons-
Come and see them.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

A Monthly Magazine — To Make the Screen a Greater Power in Education and Business

And Slide

15 Cents a Copy

MAY-JUNE, 1918 One Oollar a Year

■^«5»i

^^^^^

V&L

\*V^

m

v^^j^^^^^^^v

''//a man .... can make better chairs or
knives, crucibles or church organs than any-
body else, he urillfind a broad, hard-beaten
road to his house.''

What Emerson said of familiar household
goods is true of films.

NOTHING QUITE LIKE

The Bruce Scenics

The Newman Travels

Ditmars' "Living Book of Nature

99

Has ever been presented to the public, and the theatres
showing them have found a steady stream of patrons com-
ing for these pictures alone.

In beauty, humor, artistic conception and execution
there is nothing quite like them.

Ask your local exhibitor to show these pictures in his theatre. He will appreciate
them as highly from a box office standpoint as will you from the criterion of aesthetic
pre-eminence.

Educkhonial Films GpRPORAnoN

729 rUVENlJE

NEWTORR,N.Y,

50000000C

Please say, "As a*v,nxsed in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

MICROSCOPIC MOTION PICTURES

FOR SCHOOLS

The remarkable microscopic and other scientific films
produced by Argus Laboratories, Inc., are now avail-
able for the teaching of Biology in the class room.

The films are prepared and edited under the direction
of the scientific staff of the American Museum of
Natural History, and will be furnished in short, com-
plete reels averaging two hundred and fifty feet each,
with full captions and data. (

The productions of the Argus Laboratories, Inc.,
include not only motion pictures of the Micro-Organ-
isms studied in the various courses in Biology, but
many insect and animal studies are being added from
time to time.

Our laboratories and studios are the most completely
equipped and finest in America for the production of
scientific films. We shall be glad to make up on
order anything that is required. We have at our dis-
posal every facility for making any kind of motion
picture anywhere, backed up by years of experience.

ARGUS LABORATORIES

INCORPORATED

INSTRUCTIVE MOTION PICTURES

Travel : Scientific : Scenic : Microscopic

220 West 42nd Street

NEW YORK, N.^Y.

Please say/- "As advertised in REEL and SLIDE" when you zvrite to advertisers.

REEL and SLIDE

''Me and My Dog;

^^

"Me"-

Robert C. Bruce, creator of
the Bruce scenics, whose
productions have been
' called "poetry on the
screen" — a pack train bard
who penetrates Nature's
hidden corners, the moun-
tains, fields and streams,
with a camera.

"My Dog

J f

The Great Dane, "Hound
of the Hills," America's
most traveled and most fa-
mous dog, known to mil-
lions of American picture
fans, and a constant com-
panion to Bruce on his
travels.

(Courtesy Educational Films Corporation, New York)

"^^

EDIXODIAUS

C£5 — W

The Screen Advertisers

WITH this issue, Reel and Slide becomes the
semi-official organ of the Screen Advertisers'
Association of the World.

This means that it opens its columns to the men
who are carrying on the fight to improve the quality of
commercial film, to raise the standard of screen adver-
tising, to more firmly establish the high ethics of their
organization ; in other words, to serve the user of screen
space intelligently, fairly and efifectively.

Merchants and manufacturers in general have come
to recognize this powerful new force as it bears on the
sale of their products. They have patronized the mem-
bers of this Association liberally. They are patroniz-
ing them more liberally month by month.

It should be the desire of producers of screen advertis-
ing to merit this patronage. To do this, good service is es-
sential, and good service calls for standardization and
progress within this branch of the industry.

There is a need for a "pull together" spirit to be
fostered among those who are guiding its destinies.

It is the aim of this magazine to strive for the- devel-
opment of new ideas, standardization, quality produc-
tion and efficiency.

At the coming convention of the Association in Cali-
fornia, many problems that now confront those in the
commercial film business should be solved in a manner
satisfactory to all.

War Films for tlie Future

"S'

The Atlas Plans

CA. REHM of the Atlas Educational Film Com-
pany, who is one of the practical educational
• film producers and distributors who have
made a notable success of this branch of the industry,
announces an Industrial Department, to be under the
direction of Mr. E. G. Kuhn.

Mr. Rhem finds it necessary for he and his staff to
devote their entire attention to the production and dis-
tribution of strictly educational subjects, and the new
department will therefore be operated as an entirely
separate unit, being under Mr. Kuhn's personal direc-
tion and guidance. Thus, Atlas will have two distinct
organizations, neither interfering or connected with the
other.

Mr. Kuhn, who was formerly with the Rothacker
Company and who is a specialist in the production of
industrials and their distribution, has already gotten his
organization in operation, now being in the midst of
production on several big and important industrial
orders.

"We have been forced into this move," says Mr.
Rehm, "because of requests for industrial productions
and because of our experience and knowledge in distri-
bution. Being too busy with the production and dis-
tribution of Educationals — another field entirely — I feel
fortunate in securing the services of an expert like Mr.
Kuhn. He will work under the Atlas name, but we
feel it will give better results to segregate the educa-
tional and industrial departments entirely."

UPPOSE we had today a moving 'picture
showing Lincoln, Grant and Logan as they
were when they left Illinois in the Civil War
days to take their places in world history," writes Wil-
liam H. Stuart, in the Chicago American. "Would it
not be wonderful? Would there be any historic pos-
session more prized?

"Today we have the marvelous moving picture, and
today men are going out from Illinois and into world
history. Maybe some one or two v/ill achieve fame as
great on the battlefield as did Grant and Logan. Pos-
sibly a man of this crisis might even measure to the
greatness of Lincoln.

"At any rate, our heroes of today, the tens of thou-
sands of soldiers and sailors, should live for posterity ;
should teach through the generations the lessons of
patriotism and self-sacrifice.

"And how better can their fame and ideals live than
through the screen?"

The governments of the fighting nations of Europe
are perpetuating their armies at the front on the film.

The value of pictures delineating the actual events in
motion would be of far greater value, sentimentally as^^
well as educationally, than the same events staged with
actors.

Undoubtedly, the millions of feet of film being made
on war activity will supply the next generation with a
priceless medium for conveying facts and conditions
concerning the great war.

The New Way

_^K rr "JVITHIN the next decade the Moving Picture will be the indispensable
^1 I I adjunct of every teacher and Educational Lecturer. On the public
^BJ I platform the cinematograph will inevitably have its recognized place, and
J I it may even invade the pulpit. As the attention and interest ofeduca-
^^ tors are more and more drawn to its merits, the future usefulness of the
educational cinematograph bids fair to surpass the predictions of its most sanguine

advocates." — From Report of U. S. Department of Education.

Lyne S. Metcalfe, Editor

F. J. McCoNNELL, Eastern Representative

CONTENTS

PAGE

"Me and My Dog" — Photographic Study of Robert C. Bruce and

His Famous Great Dane 2

Editorial 3

Mingo School Plan Explained — By B. A. Aughinbaugh, Principal,

Mingo Rural School District, Champaign County, Ohio 5

Church Bodies Study Film Question — By Herbert F. Sherwood,

Assistant Secretary, National Board of Review 6

Life Cycle of Micro Organisms,' Animated for Class Room Work —

By H. D. Ashton, Director, Argus Laboratories 7

Indianapolis Board Indorses Films — By Mrs. Fred Stitz, Secretary,

Indianapolis Board of Indorsers of Photoplays S

For Correlation of Screen and Text — By Kenneth G. Smith, Di-
rector, Engineering Department, Iowa State College 8

Game Commissioners Picture Work in State of Ohio 8

Screen Course in Chemistry, Planned and Used at Earlham — By

Lloyd Van Doren, M. S., Ph. D 9

Among the Schools and Colleges — Department of Screen News

Items ■ 10

How Do You Choose Scenic Reels? 10

With the Reel Observer — Department 11

Educationals — Department Devoted to Educational Film Produc-
tions, on a Wide Variety of Subjects 13

? — -Ask Us — ? — Department of Questions and Answers 16

Welfare Group Heads Community Bureau 17

Stereopticon Invades New Fields of Teaching — By Morton A.

Bassett 20

PAGE

International Slides Go to F'armers — By Jonas Howard 21

Camera Work Now Possible for All. 21

Slide Service Now on ^asis ef Complete Efficiency — By B. ].

Knoppleman 22

Slides — How to Make Lantern Slides — Part 1 23

INDUSTRIAL FILM AND SLIDE SECTION

"Truth-Acme of Advertising." Guide to Screen Association — By

Lyne S. Metcalfe 25

Screen Story Is Used to Reach Buyers of Kitchen Appliances —

By T. H. Bailey Whipple, of the Westinghouse Company 27

Indirect Screen Publicity Sells High Grade Stoek Food to Farms —
By E. T. Hall, Manager, Promotion Department, Ralston
Purina Mills 29

Industrials — Review of New Industrial Film Productions 30

Association Page 31

Efficiency Is Basis of Operations in Big Industrial Picture Studio

—By E. J. Clary 32

The Other Fellow's Idea — Department of Useful Suggestions on

Scenario, Production and Distribution 33

Photoplaylets Bring Picture Screen Within Reach of Country's Re-
tailers— By H. H. Dewey, Manager Dealer Service Department,
Rothacker Film Co 34

Projection — Mazda Light Projection — By A. C. Derr, D. D., Ph. D. 35
Ore to Finished Pipe — In Demand 36

Interesting Announcements to Be Found
in the Advertising Pages

l-AGE

EQUIPMENT

Argus Laboratories 1

Lea Bel Film Co 12

Simplex Photo Products Co 14

Arthur E. Curtis 15

Educational Film Co 16

Autopticon Co 17

De Vry Corporation 18-19

Excelsior Illustrating Co 20

Mcintosh Stereopticon Co 20

Victor Animatograph Co 21

Owen Automatic 22

Geo. W. Bond Slide Co 23

Novelty Slides, Inc 23

Camel Film Co 24

PAGE

Commercial Motion Picture Mfg. Co 26

Atlas Educational Film Co 28

EDUCATIONAL FILMS

Educational Films Corp Inside front cover

Argus Laboratories 1

Lea Bel Film Co..^ 12

Arthur E. Curtis 15

Educational Film Co 16

SLIDES

Autopticon Co 17

Excelsior Illustrating Co 20

Mcintosh Stereopticon Co 20

Victor Animatograph Co 21

Owen Automatic 22

PAGE

Geo. W. Bond Slide Co 23

Novelty Slides, Inc 23

INDUSTRIAL FILMS

Rothacker Film Mfg. Co Back co'ver

Universal Film Mfg. Co Inside back cover

Nelson Motion Picture Studios 36

Cincinnati Motion Picture Co 23

Rothacker Film Mfg. Co 32

Todd Protectograph Co 29

Atlas Educational Film Co.
Commercial Motion Picture
Camel Film Co

28

Mfg. Co 26

24

CLASSIFIED ADVERTISING

Page

15

Reel and Slide is published on the first day of each month, by the Reel Publishing Company, Herald Bldg., Chi-
cago, 111. Phone Franklin 44. New York Office, 1902 Times Bldg. Subscription price, 15 cents per copy,
$1.00 per year, postpaid, in the United States, Mexico, Hawaii, Porto Rico and Philippine Islands; Canada, $2.50.

(Copyright, 1918, by Reel Publishing Co.)

.

MAY 27 1918 '

C^CLB-JlSUw

KCEI

And Slide

VOL. 1

M\Y and JUNE 1918

NO. 3

"Mingo School Plan" Explained,
As Developed By Its Originator

INGO is a small village in
central Ohio, its total popula-
tion not numbering more than
two hundred. Located in the
village is the Mingo Central-
ized School, which takes care
of the school children from an area of
about twenty square miles.

The children are brought to the school
in four wagons that collect and distribute
them morning and evening.

The building was erected in 1916-17 and
was first occupied for school purposes in
September of the latter year, although the
auditoriurn of the building was put in use
much earlier the same year.

While planning and constructing the
building, we kept in mind the fact that at
no distant date motion pictures were to
play an important part in education. We
were therefore very fortunate in seeiijg to
it that _ the following equipment was in-
cluded in plans and specifications :

First, a special number five wire in con-
duit was specified in the wiring contract to
be run from the engine room to the back
of the auditorium where it connected with
a large theatrical "plug-in" box.

Second we specified that the lighting
plant should consist of a seven and a half
kilowatt dynamo, 125 volts, 60 amperes,
and be driven by a ten horsepower engine.

Third, the house wiring and special wire,
already mentioned, should both be con-
nected to and controlled by the main
switchboard.

Fourth, the auditorium floor should have
a slope of one inch to the foot and the
stage an elevation of three and one-half
feet.

Had Films in Mind

Now, I do not believe that all the things
I have mentioned are at all essential to
using motion pictures, but inasmuch as we
were erecting a new building and we had
in mind the use of pictures in our aiidi-
torium, it was expedient to make special
provisions for it. Do not get the idea that
we expected to open a picture show as
soon as the building was completed. We
thought, or rather foresaw, that such pic-
tures might be used in the future and
merely roughly planned for them. " '

The pictures came much sooner than we
expected however — perhaps the mere plan-
ning for them helped them along, for For-
tune usually knocks at the doors of those
who are ready for her and passes those
who happen to be looking the other way.

Not long after the completion of the
building and before it was time for school
to open,_ a motion picture theater in a
nearby city failed and its equipment was

Ohio District Institution Uses
Films in Class Work, Entertains
and Enlightens Rural Com-
munity, Pays for All Equip-
ment and Clears Profit
From Year's Proceeds

By B. A. Aughinbaugh

(Principal, Mingo Rural School District,
Champaign County, Ohio)

B. A. Aiighinhaugh believes any district

school can do what the Mingo

school has done

offered for sale. The writer immediately
secured a quotation on the machine, screen
and booth, which was the sum total of one
hundred and ten dollars. This amount the
president of the school board loaned, per-
sonally, and with it the equipment was pur-
chased.

The machine was an American Standard
(though a first-class portable projector, such
as the De Vry.is ample for many schools),
model four, in medium condition; the
screen was a so-called "Sunlight" screen
very similar to other aluminum screens.

The booth was a metal . "two by four"
affair that would hold one machine and the
operator with some squeezing.

We state the latter fact for the benefit
of those following us. Have an operating
room (not a booth) built into your audi-
torium. I thought of this and tried to
have the architect include it — I even tried
to have the board require him to do so —
but they all considered the picture business
too far in the future to go to that ex-
pense. The wire, you see, cost little at that
time, and had to be put in as the building
went up. The dynamo and engine also
had to be specified for other uses and were
therefore merely specified a little larger
to take care of the pictures. But the booth
or operating room was an extra expense
and called for quite a little planning.

Two Purposes in View

It was some months after the outfit
mentioned was purchased before the audi-
torium was seated and the engine and
dynamo were installed. It was not until
May 31, 1917, therefore, that we were
ready for our first show.

It should be understood at this point
just what we had in view. We presented
these shows with two purposes in mind.
First, we wanted to supply our rural com-
munity with wholesome recreation — the
one thing that will prevent any class of
people from becoming stale and musty.
That most rural communities had been (or
should I say are in) this condition is un-
questionable, and that while in such a
plight they are a prey to every evil that
comes along is equally as evident.

Then, too, this lack of recreation has
driven so many farmers from the farms
that the nation has become menaced by the
lack of foodstuffs and its consequent rise
in price. Our second and perhaps equal
purpose was to visualize our school work.

We reasoned that if the makers of text-
books found it expedient to fill their texts
with thousands of still pictures illustrative
of what the writer was trying to say, why
not do better and put these pictures in mo-
tion and let the child mind grasp the situ-
ation through its owner's eyes?

How frequently do we come across the
phrase, this or that "beggars description."

That much valuable time is lost in read-
ing about something (for word descrip-
tions must necessarily be long and de-
tailed) goes as axiomatic. I can show
twice as much geography on a screen (and
it will stick) in one hour than the best
writer can describe in a day.

Then, too, my screen description will be
giving a correctly formed imoression I am
sure, whereas there is no knowing how

REEL and SLIDE

crude a conception the written description
ma\- be forming.

Films in Microscopic Work

Ne.w uses for the pictures develop for us
at Mingo every day. I could fill a book
with them. Now, for example, did this
ever occur to you?

A generous use of the microscope is es-
sential to most of the natural science
studies. But you who have taught them
know some of the difficulties you en-
counter. Take that class in biology that is
studying rhizopoda or infusoria. You have
some fine specimens of paramoecia under
the microscope — ^j'ou know how active they
are. You have" about one compound mi-
croscope to ten pupils and you must ar-
range to have each pupil get a detailed
view of the specimens.

Not only does this take much time, but
are you very sure that all saw the things
you wanted them to see when their various
turns at the instrument came?

No, you are not.

Now, there are fine motion pictures pro-
duced of the actions of infusoria, etc., that
you can run on the screen and lecture
about as they are shown. All the class
sees the same thing at the same time and
you know just what they are seeing. There
is no eye straining and j'ou know no child
is saj'ing he or she is seeing something
which he or she is not.

Our first public entertainment consisted
of Mary Pickford (Paramount) in "Cin-
derella," a Bray cartoon with Ditmar ani-
mal pictures and a Burton Holmes travel
picture. The auditorium was crowded, and
financially our project was a success from
the start.

We booked shows for each Friday night,
making each show consist of seven reels.
Although naturally our programs varied
with the length of the main features, our
programs consisted of about five reel fea-
ture, one reel educational (booked to treat
on some subject being studied by some
class) and one reel of comedy. In a very
short "time our net profits were large
enough (after paying our original debt)
to buy a second machine (so as to give
continuous pictures on the screen) ; a
seven hundred dollar player-piano with a
library of nearly one hundred music rolls ;
to build a commodious booth; buy many
records for our Victrola ; equip our audi-
torium with special curtains for darkening
it; pull a $300 lecture course out of bad
financial hole; pay for all our public show
and class films and have a neat balance in
the bank.

We will be operating just one year this
May, and we started on borrowed funds.
We now have one imitatoi- in this county
and two getting into it, with many others
looking with wondering eyes at the project.

The Mingo school auditorium is the social center of the district.

' We secure our films from regular film
exchanges for the most part, but do not
hesitate to get them any place we can
where proper material is available.

Show Literary Reels

After reading such books as Oliver
Twist, Tale of Two Cities, Vicar of Wake-
field, Treasure Island, etc., we make the
films of these stories our feature in our
auditorium for that particular week.

The children thus get a proper idea of
the customiS of the times and a better idea
of the situations involved. The public
admissions pay the bill.

To date, we have made no regular con-
tract with any concern, but have been con-
templating doing so for one show eveiy
other week. Leaving every second week
for open bookings.

We have been able to find shows cover-
ing every field of school work, and at from
a dollar to two per i-eel. A good show can
be put on for from six to fifteen dollars,
and in our case our net profits have run
to about $35 per week, besides accomplish-
ing the work in view.

For the most part I believe that the nov-
ice trembles at the matter of projecting
the pictures. But this is not a difficult
task. Now I do not mean to say there is
nothing to learn about projection. Not at
all. It is a most wonderful study — that is

Church Bodies Study Film Question

By Herbert F. Sherwood

(Assistant Secretary, National Board of
Review of Motion Pictures)

THE subject of the use of motion pic-
tures in churches is receiving fresh
attention.
It is felt that they should be of great
service in increasing the usefulness of the
church and in the promotion of religious
education. The office of the National
Board of Review and of the National Com-
mittee for Better Films is constantly re-

ceiving inquiries regarding suitable films.

The subject occupied a full session of a
conference at the recent meeting of the
Religious Education Association, held in
New York City. The chief problems to be
met in adapting the motion picture to
church use are those involved in the de-
velopment of a plan of distribution and
the acceptance by religious leaders of the
conditions which interfere with the produc-
tion of pictures intended especially for
church- audiences.

The smallness of the profit, the relative

why so many regular picture houses fall
down. The operators of these houses are
little short of crank grinders. They have
no desire to know the "whys and where-
fores" of projection. We have experi-
mented here along this line imtil we get
better projection than the regular picture
houses around here.

There have been wonderful improve-
ments in picture machines, especially on
the light proposition, which is the most
difficult problem the operator has to handle.
We use 40 amperes at 110 volts of direct
current on our arcs — any one versed in
projection knows what such a light means
in screen brilliancy (it is a 4,400 watt light,
you see).

You may meet with quite a little envy,
some prejudice and some "knockers," but
so did Galileo and Columbus. You are
not fit to be a public servant and esoe-
cially a teacher unless you can lay aside
thoughts of your "job" for righteous con-
victions.

"It is with nations as with individuals,
those who know the least of others think
the highest of themselves, for the whole
family of pride, prejudice- and ignorance
are incestuous and mutually beget each
other." — (Colton). Motion pictures are
the greatest help since the invention of
printing to make you and your community
acquainted with the other fellow.

lack of interest in definitel}' religious sub-
jects, the differences in point of view re-
garding the methods of treating Biblical
stories in order to give them dramatic
form, the absence of standards to serve as
a basis for the selection of pictures, ^d
the difficulty of picturizing satisfactorily in
physical form highly idealized personages
all serve to complicate the problem.

The National Board of Review answers
questions so far as it is able to do so.

The Board of Sunday Schools of the
Methodist Church is taking up the subject
of motion pictures in religious education.
The Federal Council of (Churches is also
doing something to stimulate the idea.

REEL and SLI D E

Life Cycle of Micro-Organisms
Animated for Class Room Work

|0 many queries have come to
us concerning our production
of microscopic subjects for
educational w^rk, that it
would seem an explanation of
this work just now is in order.
We are engaged in supplying a definite
need in- the educational picture field, and,

The woolly alder blight — a small insect
which infests the stents of the alders.

we believe, are pioneering in the fullest
sense of the word. The Argus Laborato-
ries are equipped with the most modern
facilities that money can buy to produce
pictures of a quality that will be accept-
able to the educator.

We are very busy just now in the prepa-
ration of a series of microscopic motion
pictures which clearly show the life cycle
and characteristics of the various micro-
organisms studied in the biological labora-
tories of the schools and colleges.

These films are being prepared in lengths
of two hundred and fifty feet or shorter,
for convenience in handling, and for econ-
omy.

Prints are to be made for this purpose
on a non-inflammable stock. The films. are
edited and titled under the direction of
well-known and recognized authorities on
protozoology.

In the production of these microscopic
films certain actions which, by reaso-n of
their slow performance or their minute
details, such, as nuclear division, etc.,
will he accurately recorded in animated
diagram by the process now used in ani-
mating cartoons. .

Seen by Entire Class

By supplementing the regular wall
charts on biology with these motion pic-
tures, taken from life, the advantages are
obvious ; the examination of the living
micro-organisms in the laboratory entails
the expert manipulation of a highly com-
plicated microscope, which is a difficult
feat, unsatisfactory to the average stu-
dent.

At best, only a general idea of its physi-
cal nature can be thus determined, and the
student must take the word of his in-
structor for most of his knowledge.

When there are several students in the

H. D. Ashton Describes Short Mi-
croscopic Subjects to Be Sold
Outright for School Labo-
ratory Use — To Issue
Bulletin

By H. D. Ashton

(Director, Argus Laboratories, New York.)

cium, Rhizopod, Colpidium, Amphileptus,
Stylonichia Vorticella, Stentor, Synura
Uvella, Rotifera, Daphnia, Cyclops, Hydra.

Entomology — Life of the Locust Borer,
The Bagworm, Scale Insect, Thrip Garden
Monsters (common insects), Garden Spi-
der.

Chemistry — Gravitation of Liquids,
Liquid Drops and Globules, Peculiar Prop-
erties of Sulphur, Crystallization.

laboratory, which is usually the case, only
one can view a certain organism at a
time, and each succeeding spectator ob-
tains a different view, depending on the
activity of the object viewed.

List of Subjects

With the motion picture film, on the
other hand, the preparation of which took
weeks or perhaps months, a clear and
comprehensive picture is shown to the en-
tire class at once. This makes it much
easier for an instructor to lecture on any
specific subject, as he can point out defi-
nitely just what characteristics to look for
in a certain organism, and by following up
the lecture and showing of the film by
laboratory research, will find that its in-
terest has been greatly enhanced with a
clearer understanding.

This work is largely of a pioneering na-
ture.

The films so far produced by Argus
Laboratories can be classified as follows :

Zoology — The Star Fish, The Sea
Horse, The Beaver.

Protozoology — The Amoeba, Parame- "

#-

-*r.

The actiiiospharium — one of the most
beautiful of the rhizopods

Physics — Air Pressure, A Sand Pendu-
lum, Cohesion and Adhesion.

More subjects are being added to the
above list, and as soon as arrangements
are made for getting in touch with the
schools, bulletins will be issued periodi-
cally, listing the latest additions.

The motion picture made through a microscope is revealing nature's phenomena to the

class room. H. D. Ashton, director of the Argus Laboratories, and

J. J. de Vyvers, entomologist, are directing the work

REEL and SLIDE

Indianapolis Board Indorses Films

By Mrs, Fred Stitz

(Secretary, Indianapolis Board of Indors-
ers of Photoplays)

OUR Board, during the past year, has
carefulh- indorsed -for juniors and
family night, all suitable pictures
shown at the first release houses in In-
dianapolis.

A number of the managers of local
plaj-houses co-operated with the Board and
gave, during the summer and fall, one
night a week, when indorsed pictures could
be seen.

Twenty-seven Parent Teachers' clubs of
the city work with the indorsers and an-
nounce, in the schools, special indorsed pic-
tures, when given in the vicinity of these
school houses.

In February, 1918, a truly philanthropic
movement was started in Indianapolis when
a projector was purchased by the Board of
Indorsers and educational and patriotic
programs were planned free of charge, for
the foreign, colored and poorer sections
of the city. These programs consist of
one educational and one patriotic film, a
patriotic address of from ten to fifteen
minutes, national music and the salute to
the flag given by the children, when the
"Making of Old Glory" is thrown on the
screen.

Machine for School, Too

It is our desire to use the projector as
soon as possible in the different school
houses, main library and branch libraries,
churches and club houses.

A plan is now being perfected to send
out the projector to the various counties
of the state, when food conservation and
other patriotic and educational films for
the farmer will be shown.

The Board is working in conjunction
with the Educational Committee of the
Women's Section of the Indiana State
Council of Defense. An effort is to be
made to assist the state of Indiana to raise
a fund for the government for the war pic-
tures, and for which each state is assessed
a certain amount. One of these films is to
be used at every entertainment.

There is absolutely no purpose to com-

pete with any picture show house, but sim-
ply to aid in every way possible the cause
of patriotism.

The Old Glory Society of the Carolin
Scott Harrison Chapter of the D. A. R.
gave the first program of this kind at the
main library. A free-will offering was
taken and the money used for the purchase
of a liberty bond. Two other entertain-
ments were given at the main library, un-
der the auspices of the Women's Depart-
ment Club, six hundred children were pres-
ent at the first meeting, after which fifty
children took out library cards and there
was a very noticeable demand for patriotic
books.

The projector has been used three times
by the city dispensary, and upon inquiry
it was found four children were buying
thrift stamps as a result of these exhibi-
tions.

At the Emerson School, under Miss Ma-
son, the principal's supervision, six hun-
dred children saw the pictures and enjoyed
the program. A free-will offering was
taken and enough money secured to enable
every child in the building to become a
member of the Red Cross.

Board Work Is Expanding

A large gathering was held at the Broad
Ripple High School and the money raised
there was given to the French orphans. A
grateful letter of thanks from this school
for the use of the projector was written
to the Board.

School 27 used the projector twice with
the Lincoln films as a lesson on Lincoln.

School 10, the Westminster Place Pres-
byterian Church and the Methodist Hos-
pital have also used the machine with good
results.

The Board of Indorsers is happy to find
the work growing in many directions, and
the members are constantly called upon for
unexpected duties. During the week of
the thrift stamp drive, many members
spent their entire time at the Board of
Trade, selling thrift stamps.

The main objects of the indorsers at
present is to get before the public, clean
entertaining, patriotic and educational pic-
tures.

l|V;i!:^llll!ll:llllllllllllllllllllllNlllllllllllllllllllllllilllillllllllllllllll!llll!IIIIIIIIIIIIIIIIIIIIIIIIII!IIIIIIIIIIIIIN

For Correlation of Screen and Text

By Kenneth G. Smith

(Director, Dept. of Engineering Extension,
Iowa State College)

AVERY large amount of educational
film (by which is meant whose con-
tent is informational) has been pro-
duced and is available. The use of this
film for its general educational value is in
itself worth while.

It is obvious that to make it effective
some central distributing agency is nec-
essary. More than a beginning has been
made in this field. This is, however, in
reality the smallest part of the ultimate
educational possibilities of the motion pic-
ture.

Enough scattered experimenting in in-
struction has been done to prove that in
many courses, kindergarten, geography,
natural sciences, industrial science, history
and literature, the motion picture adds life
and appeal to the printed page.

But school people are even now away
behind the procession. Schools in general

are not equipped with machines to use the
film which is available. Outside of some
thirty in Iowa, they are uninformed on
the mechanics of the motion picture, have
gathered no experience in its use and
withal are not in oosition to go ahead and
make their contribution in assisting to
work out lists and plans to correlate this
material with school courses.

Films paralleling the curriculum can and
will be secured as fast as interest and ex-
perience point the way.

Some valuable films cannot now be pur-
chased at any price. Thev can, however,
be rented and, if a co-onerative scheme is
employed, at a reasonable figure. A be-
ginning in this work has also been made.

We have said nothing about the valuable
contribution of the motion picture to the
social, and community center. It is too
obvious to need comment.

"From Alice in Wonderland," produced by
the Eskay-Harris Film Co., for ex-
hibition in churches and schools.

Game Commissioners Picture
Work, in State of Ohio

THE hunting population of Ohio have
learned to their complete satisfaction
what becomes of the money expended
for hunting licenses under the new law.

The Fish and Game Division of the
Agricultural Commission of the state has
spent 50 per cent of the money taken in
for the licenses, which amounted to nearly
$100,000, for Hungarian partridges, dis-
tributed through the woods of the state.
The Hungarian partridge is a bird slightly
larger than the quail and will stand the
climate better than the quail.

They have contracted to show the un-
loading and distributing of these birds
through motion pictures. Clarence E.
Runey recently accompanied the Ohio State
Fish Commissioners' special train bearing
the officers, showing in detail the method
of restocking the streams, throughout the
state, with fish, in motion pictures.

President Francis C. Jenkins of the So-
ciety of Motion Picture Engineers makes
the recommendation that the operating
booth be constructed of glass so the audi-
ence ma3' keep tab on the operator.

Motion pictures form 55 per cent of all
recreation afforded American soldiers in
the training camps.

The University of Wisconsin has pur-
chased two Motiograph projectors from
the Enterprise Optical Company, one of
them for use in a 250 armorv-. Also a
new Motiograph has been purchased by the
state of Wisconsin for tise in the capitol
building at Madison.

REEL and SLIDE

"Screen Course" in Chemistry,
Planned and Used at Earlham

THE fact that visualization of a
process, or object, is of the greatest
assistance to the retention factors of
the mind, is too well established to need
further evidence in substantiation, and to
attempt an exposition of many observations
as additional proofs might appear as a mere
act of pedantry.

I shall, therefore, refrain from stating
any substantiating observations. The main
purport of this short resume being to set
forth the work which I have been permitted
to do, thus far, on the problem of pre-
paring a complete and a comprehensive
series of lantern slides well suited as a
means of giving visual instruction in the
study of inorganic chemistry; organic
chemistry, and industrial chemistry.

After several years of teaching experi-
ence, the statements of our leading psy-
chologists, to the eflfect that the eye is a
most valuable aid to the memory devel-
oped to a fuller and a fuller realization
until the idea of presenting the subject of

Priestley's experiment with the burning

lens. (Courtesy Mcintosh Stereopti-

con Co.)

chemistry with the assistance of lantern
slides, became a predominating one.

Consequently, in the summer of 1916, I
looked about to find a set of suitable slides
on chemistry. This search availed not
anything. It was not possible to obtain
a comprehensive series.

Two Methods We Used

The only way open was to undertake
the preparation of a series, and after sev-
eral weeks of correspondence, the co-
operation of the Mcintosh Company, of
Chicago, was secured, and the work actual-
ly started. Two methods for securing the
original material were followed ; first, the
use of plates and diagrams found in stand-
ard works ; second, the use of original
photographs obtained through the cour-
tesy and collaboration of manufacturers.

After compilation it is found that the
slides divide themselves, rather sharply,
into two classes : those adapted distinctly
for courses in general chemistry, and, those

Professor Lloyd Van Doren De-
scribes Method of Editing and
Producing Lantern Slides
Covering Manyj_Phases
of Instruction in
This Issue

By Lloyd Van Doren, M. S., Ph. D.

(Professor of Chemistry, Earlham College,
Richmond, Indiana.)

« iiNiiiiiiiiiii:iiii iiiiiiiiii:iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii:i;j

particularly suitable for industrial chem-
istry. For those in the first division the
first method for securing material was
largely used, while for those in the second
division, original photographs were em-
ployed.

The employment of motion picture films
and of slides by companies of high repute,
as The Pennsylvania Railroad Company,
The General Electric Company, National
Tube Company and many others, shows
the importance which is attached to the
vision as a means of instruction.

A few of the slide subjects to be found
in the various lists are herewith given
with the idea that they will show to some
extent the scope of the work already com-
pleted.

Construction of the Meker burner.

Diagrammatic comparison of the Fahrenheit and

centigrade scales.
Priestley's experiment with the burning lens.
Diagrammatic illustration of Boyle's law.
Sand filter- for purification of water supply for

cities.
Isometric crystal system.

Crystallization of a supersaturated solution.
Berkland and Eyde process foi^the fixation of

nitrogen.
Weathering, illustrating the effect of mass action.
Deacon's process for the preparation of chlorine.
Electrolytic production of hypochlorites and of

chlorates.
Electric furnace in which Acheson-Graphite is

made.
Charcoal pit burning.
Reciprocal combustion.
Silicic acid deposit about a hot spring.
Shell form of calcium carbonate.
Apparatus arranged for the determination of the

arc spectrum.
Dalton's symbols and their meaning.
Lavoisier's apparatus for showing that hydrogen

is contained in water.
Construction of the oxy-hydrogen blowpipe.
Apparatus for the production of argon from air.
Sieman's glass furnace.

Diagram showing the manufacture of the double-
dip match.
Apparatus for the determination of molecular

weights. Boiling point method.
Manufacture of sulphuric acid.
Blast furnace.
Crystolon furnace burning.
Grading the crystolon wheels.
Trinidad asphalt lake.

Porous condition of the crude Trinidad asphalt.
The United-Otto coke oven.
Diagram showing the products usually obtained

from retort coke ovens.
Camera ends of bakelite.

Gold saving tables and sluices No. 4 dredge.
Map showing parts of the world drawn upon for

raw materials used in the manufacture of ink.
A bag of gum arable as it arrives at the factory.
The mining of high-grade fire clay.
Manner in which brick are stored in stock sheds.
Pig lead as it comes from the smelter.
Dry white lead and storage hopper.
Diagram showing the process of corroding the

lead in the Carter White Lead Process.
Details of the Vosmaer Ozone Generator.
Mining kainite.

In addition to the eight hundred slides
that I have used in my work, I have made
use of an equal number of plates and dia-

grams pasted on cards and thrown on the
screen by means of the opaque projector.

Advantages of the Stereopticon

The material for the opaque projection
has been secured from catalogs, pamph-
lets, and books, cut to size for proper pro-
jection and pasted on a moderately heavy
cardboard of size readily placed in the
lantern. This method has been used wher-
ever photographs for slide making could
not be obtained, and has proven satisfac-
tory and economical.

It has been my privilege to use a stere-
opticon in my class work during the past
two years, and my experience has con-
vinced me of the value of the procedure
for the general presentation of the various
phases of the subject.

It permits one to give particular em-
phasis to present details not possible to
obtain from a text-book, or from a lec-
turer's discourse : to bring the student into
close contact with the mechanism of the
processes, and to give the subject a live
and a human touch which brings the stu-
dent to a realization of the truth that he
is studying something that is extremely
close to him and to all life and progress ;
that he is studying a subject that is not
mysterious or occult ; that the function

Sand Filter for ptirification of water sup-
ply in cities. (Courtesy Mcintosh
Stereopticon Co.)

of chemistry is more than merely com-
pound and purveying drugs.

He is brought closer to the truth that
chemistry — although many to-day think it
a purely destructive science — is a most
human, humane and constructive science.
Wherever the stereopticon is being used in
connection with classroom work, a survey
will make evident the general opinion that
the stereoptfcon, or visualization, is an in-
dispensable adjunct to the text and lec-
ture work. It is to be hoped that as the
years pass by we shall find this means of
presenting a subject being more and more
generally adopted.

That it is good cannot be denied. The
only difficulty that arises being that of find-
ing sufficient time to give all that one
wishes to give, for it is quite possible that
one may fall into the error of using the
stereopticon as the main means of presenta-
tion rather than confining it to its proper
place as an adjunct means of presenta-
tion.

10

REEL and SLIDE

Among the Schools
and Churches

How Do You Choose Scenic Reels?

Prof. C. A. Kent, principal of the Eugene
Field School, Chicago, is a licensed motion
picture operator and for manj' years has
devoted much thought and attention to the
use of moving pictures and lantern slides
in education. Prof. Kent has been instru-
mental in influencing the Chicago School
Board to recognize the value of the screen
in education. Prof. Kent shows high class
entertainment films along with strictly class
room subjects.

* * *

The Goshen, Indiana, schools are adopt-
ing the screen in class room work. They
contemplate giving every school in the sys-
tem the benefit of the innovation by using
portables. A well balanced program of
subjects will be shown each week.

* * !(!

E. W. Horton, Supt. of the Mishawaka,
Indiana, schools has been using motion pic-
tures in high school work for two years.
It is said the plan has worked out well in
Mishawaka

* * *

Eighteen South Bend, Indiana, schools
are now getting the benefit of a projector
which is taken around from school to
school. Educational pictures, including
travel, industry and approved dramas, are
shown for the instruction and entertain-
ment of the pupils.

* * *

Rev. Robert E. Brown, of Rochester, N.
Y., is using motion pictures and lantern
slides in connection with church and Sun-
day school work.

* ^: *

D. R. Henry, Township High School,
Jerseyville, 111., has purchased a projector
and is superintending a series of entertain-
ments and class room gatherings at whiqh
a selected list of pictures are exhibited.

Altoona, Pennsylvania, now has a church
which shows motion pictures. Rev. A. F.
Heltman of that city is the pioneer.

USERS of educational pictures, as a
rule, aim to select their subjects
with an idea to their entertainment
possibilities,, as well as for their instruc-
tive qualities.

Clara De Lissa Berg, educational film
critic of the Motion Picture News, writes
interestingly on this subject:

"The Scenic. — It must have beauty and
action. Have you ever noticed how uni-
formly pleasing on the screen is moving
water? Crashing surf, waterfalls, geysers,
and rapids almost invariably win applause.
Nature in repose is often wonderful be-
yond words. For the purposes of an oil
painting she is admirable. But in motion
pictures nature must move. Sometimes
the beauty of the scene or the picturesque
quality of achitecture plus scenery tempts
the camera man. If he is of the old-fash-
ioned, unthinking type he grinds off a few
hundred feet and gives us a succession of
slides. And we yawn. But if he realizes
that his product is to compete with slap-
stick and 'the play with a punch,' he will
take care that against his beautiful back-
ground are humans and animals engaged in
characteristic and interesting activities.

"Then it's up to the editor and title man.
If the material is of unusual excellence, he
may venture to let it go to the extent of a
thousand feet. But he is on dangerous
ground. Better a half-reel titled tersely
and to the point, and in itself noticeably

attractive and interesting, than a longer al-
lowance that conscientiously tries to render
an impression complete.

"A scenic is not a lesson in geography.
It is, or should be, a brief glimpse into a
land beyond our present ken. It should
refresh, stimulate, fascinate. It should be
over almost before the spectator realizes
that it is well under way.

"The Nature Study. — No type of short
subject is capable of more sympathetic
handling. Men naturally love animals, and
respond instantly to whatever is appealing
or amusing in them. The wise film editor
treats his furred and feathered subjects as
real human beings, emphasizing in the
titles the qualities that are more or less
apparent to the spectator. A bit of story
woven round one or two of the actors
adds greatly to the entertaining quality.

"The educator who wishes to impart
biological information has a valuable in-
strument in the camera, but his product is
for the classroom, not the theater. Hap-
pily, the old idea of prefixing a fifty-word
title to each separate picture on a 'nature
study' film is passing away, and producers
are treating this type with an increasing
appreciation of the fact that it is not a
textbook but a diversion. As we pointed
out last week, there are two varieties of
animal picture, each excellent in its way,
and each filling a legitimate place as a
theater offering."

Rev. H. E. Peabody, of the First Con-
gregational Church, Appleton, Wis., is
showing religious motion pictures in the
church auditorium, regularly.
* * *

A novel course established at the State
University of Ohio consisted of a two
weeks' course of lectures and discussion
of good roads and special efforts were
made to have all county commissioners of
the state attend. Moving pictures de-
picted how roads should be constructed
and rolled. An asphalt company agreed
to use moving pictures depicting every step
in the production of
asphalt. A fee of $2
was charged to those
entering in the two
weeks' course.

The citizens of Des Moines, la., have
voted in favor of motion pictures as a
regular part of the course of study and on
one night of each week a regular picture
program is given. Special attention is paid
to pictures of weekly news events and car-
toons. The high school students have pur-
chased a complete motion picture outfit
with the proceeds of a play they staged.
In class work the motion pictures will be
used in commercial geography to depict
industrial conditions and in the domestic
science department to explain food analy-
sis and the preparation of food products.

Elephants at Udaipur, Central India. From a Burton Holmes
Travelette, soon to be released by the Touriscope Company.

Grand Stairway, Doges' Palace, Venice.
Travelette.

From a Burton Holmes

WITH
THE

REEL OBSERVER

The Community Motion Picture Bureau distributes 8,000,000
feet of educational films each week. Warren Dun-
ham Foster is the head of this organization

COMMUNITY'S WAR
WORK IN CAMPS.

The Community Motion Picture Bureau sends out
more than eight million feet of films every week to the
national army camps, to France, to transports and battle
ships.

This represents 95 per cent of all the moving picture
programs the soldiers see.

Just now, Mr. Warren Dunham Foster, the president
of the bureau, with his secretary, Mr. P. A. McCord, is
in France, where he has gone to extend the bureau's
work, to organize the motion picture service in France
and to study thus, at first hand, the needs of our boys
"over there." Mr. Foster was, before the war, one of
the editors of the Youths' Companion. He gave up this
work to ofifer to the government, through the War Work
Council of the International Young Men's Christian As-
sociation, his services and those of the Community Mo-
tion Picture Bureau, which he had founded.

ATLAS PICTURES
THE MOUNTAINEERS.

The picturesque mountaineers of the Blue Ridge
country are to be filmed in their mountain homes by the
Atlas Educational Film Company, of Chicago. A stafif
has been dispatched east for that purpose and the nega-
tive will be ready for editing some time in June.

FILMS OF A FISH
OF MANY TRICKS.

A high standard has been set by the Educational Films
Corporation in all productions which they issue. Con-
cerning this standard, the company writes to Reel &
Slide : "We, in this company, did believe, when we
started, that there was a certain and sure market for
really good pictures and we believe we have produced
the best of our special class. * * * The theater
world is certainly beating a pathway to our door."

A new Educational Filins release, the work of the
Raymond Ditmars Studios, takes the audience under the
sea. It is called "Depths of the Sea." Included in this
reel are some startling pictures of the cuttlefish in which
he is shown up as a fish of many parts. He is an expert
crab catcher, can change iiis color like a chameleon and
is endowed by nature with the power of giving out bil-
lows of black smoke to aid him in his retreat from an
enemy.

"Depths of the Sea" is being released in two parts.
The first deals with the atrocious behavior of Mr. Octo-
pus. And there are other curious phases of marine life
well worth seeing.

THE NEW FINLEY
WATER FOWL REEL.

The Finley Nature Studies, released through Univer-
sal, have attracted considerable attention, not only among
the patrons of theaters but among students of wild birds,
which this series presents in an especially charming
fashion.

A new subject in the Finley series depicts life among
certain members of the water fowl family. The gull is
shown to be an ardent and courteous suitor ; Mr. and
Mrs. Snipe are given a prominent place with their fam-
ily, shown at the time when the birds are nesting and
three weeks later, when the little snipe are ready to
begin the fight of life.

The blue heron's young have been caught by the camera
man and some interesting scenes of birds diving are
included. The title of this reel is, "Wild Fowl Nurseries
of Southern Oregon." It offers an excellent illustration
of what proper direction will do in a production of this
type.

FAMOUS EXPLORER
HAS ALPINE FILMS.

The man who descended into the crater of Vesuvius
1200 feet— -Frederick Burlingham^has been filming the
Alps. Burlingham, who is in New York with his nega-
tive, brings with him some most unusual views of moun-
tain grandeurs, including pictures of the Zinal-Rothorn
at Zermatt.

Burlingham defies danger and will go any place at
any time to get pictures he wants. An ice cornice which
breaks when the Burlingham party is scaling the top of
the Blumlisalp; the accident was filmed by Burlingham.
Further information concerning these pictures and their
release will be announced later.

— L. S. M.

11

12

REEL and SLIDE

Educational and Religious Moving Picture Dept

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy features
in harmony with " The Better Films Move-
ment."

For Schools, Colleges, Churches, Y. M. C. A.s,
Settlements, Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House" for
the best pictures from the best producers for

the Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-
riculum" for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not "how cheap," but "how
good." Pictures and service speak for them-
selves.

Write us about our "co-operative plan" by
which you obtain funds to buy equipment.

We outline special working plans to fit your local
field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index

1 — Army and Navy.

2 — Athletics and Sports.

3 — Botany.

4 — Bray Picto Studies.

5 — Commerce.

6 — Customs and Habits.

7 — Children's Pictures.

8 — Comedy and Magic.

9 — Comedy Drama.
10 — Dramas — 1, 2 and 3 Reels.

Dramas — Features 4 to 8 Reels.
Dramas — From Literature.
11 — Educational.
12 — Educational and Comedy.
13 — Geography.
14 — History.
15 — Industrial Courses.
16 — Lea-Bel Library (Classified).
17 — Pictographs or Topical.
18 — Physical Geography.
19 — Patriotic and War Stories.
20 — Religious and Moral Stories.
21— Reel Life (3 to 5 Ed. Subjects).
22 — Scenics.

23 — Scenic and Comedy.
24 — Scientific.

25 — Topical (3 to 6 Subjects).
26— Tours of the World.
27 — -Travelogs —

General — Dr. Dorsey.

S. -American — Burton Holmes.

Machine and Supply Department

Tell us your needs. We can supply them.

We recommend the right equipment to fit your work. Can furnish different
kinds at prices ranging from $150.00 to $600.00.

In buying new equipment, we recommend the New Mazda Nitrogen Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

M
A
Z
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C-90— De Vry Portable

i

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;LAMP LINES

Lea-Bel Transformer

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A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPANY .no

64 W. Randolph Street CHICAGO, ILL. 610, 612, 614 Schiller Bldg. /^'

THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

This department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

{Among others, the foliowitig subjects have been
approved ^by the National Juvenile Motion Pic-
ture League for children under 12 years of age.)

Stories

The Son of Democracy (a serial of 20 reels).
Reels, 10; producer, Zukor; exchange, Paramount.

Mother. Reels, 6; producer, McClure; ex-
change, McClure.

The Thing We Love. Reels, 5; producer,
Lasky; exchange, Paramount.

The Wooing of Princess Pat. Reels, S; pro-
ducer, Vitagraph; exchange, V. L. S. E. ; remarks,
Gladys Leslie.

The Spirit of '17. Reels, 5; producer. Famous;
exchange. Paramount; remarks. Jack Pickford.

Petticoat Pilot. Reels, 5; producer, Artcraft;
exchange, Paramount.

Modern Forestry Screened

Released on the Conquest Program, Edison has
filmed an interesting picture entitled, "Man's Con-
quest Over the Mighty Forest." Logging and
lumbering in the great woods in which entertain-
ment and amusement are furnished. How logs
are cut into planking also is shown.

Humors of Animal Life

The Educational Films Corporation offers a one-
reel subject, "Humors of Animal Life," which in-
cludes pictures of the rook, raven, owl and cuckoo.
While chiefly of entertaining value, this picture
likewise contains much that is instructive con-
cerning the creatures named.

Civil War Picture

"Within the Enemy's Lines," a Civil War pic-
ture in two reels, is listed by the Atlas Educa-
tional Film Company of Chicago. This picture
is based on Thomas Nelson Page's story, "A Cap-
tured Santa Claus," and is especially adapted to
church and school use.

On an Ostrich Farm

Lea Bel Film Exchange offers an ostrich farm
picture made at Pasadena, Cal., that is both in-
structive and amusing. This subject runs a full
reel — 1,000 feet. How the ostriches are cared
for, they are fed and herded and how their
feathers are cultivated for the market is enter-
tainingly explained.

Deer of Other Lands

The Educational Films Corporation offer, in the
Ditmars Living Book of Nature series, an espe-
cially valuable picture on the deer herds of South
America, Europe and Asia. The contrast between
the various breeds is clearly brought out and the
varieties of antlers in the deer family shown is
surprising.

An Ocean Liner's "Toilet"

George Kleine lists an educational picture, of
special significance in these days of submarines,
entitled, "The Toilet of an Ocean Greyhound."
In this reel we are shown how the big ships are
washed, polished, cleaned and made ready for a
trip across the ocean.

Game at London's Zoo

Now that the London authorities are consider-
ing doing away with the food consuming monsters
in the zoological parks, George Kleine's reel show-
ing the London Zoo inmates, is of special interest.
Indian oxen, Hindu cattle, red deer, giraffes,
elands, Persian deer, gnus, bison, elephants,
tigers, the rhino and bears are the chief "actors"
in this drama.

Cotton Growers and Makers

Lincoln & Parker Company of Worcester,
Mass., have filmed the cotton industry. This
picture is of special interest to institutions teach-
ing industrial activity by means of the screen,
as it searches deeply into the activities of the
cotton mill.

Maple Sugar Industry

The "Maple Sugar Industry" of Canada is the
subject of a release announced by the Lincoln
& Parker Company. How the trees are tapped,
how the sugar is prepared and refined, furnish
a valuable lesson for young and old. There is
much beauty in this reel as well.

Film "Red Riding Hood"

The Wholesome Films Corporation, of Chicago,
has produced a modern version of the famous
nursery yarn, "Little Red Riding Hood," which
is especially suitable for use in school and church
entertainment. Little Red Riding Hood is sur-
rounded by modern conveniences and many in-
terpolations have been added.

Kalem Film on Palestine

Many churches req.uest films made in the Holy
Land for use in Sunday School work. The Kalem
Company offers a short subject, "Palestine" (321
feet). The audience is taken from Ramleh, the
residence of Nicodemus and Joseph of Arumathea
toward Jerusalem and on through the land of
Abraham. One of a Bedouin blacksmith, prac-
ticing his ancient art, is found among the scenes,
as well as views of the garden of Gethsemane
and the Mount of Olives.

Waterfalls of Canada Pictured

General Film announces "The Water Powers
of Eastern Canada," produced by Essanay in
their Canadian series. The film is chiefly educa-
tional, though there is much scenic beauty. How
Nature supplies power for the use of mankind is
most entertainingly presented.

Sea Anemones

In its undersea series, produced by the Ditmar
Studios, Educational Films Corporation announce?
"Sea Anemones." This picture is remarkable in
its portrayal of life under the water. Crabs and
clams share the limelight with the sea anemone
in this reel. The picture is not only educational,
but is also highly amusing.

Film Women Sharpshooters

In the 113th issue of the Paramount-Bray Pic-
tograph, scenes are given which show how women
are being taught to use the rifle, directed by Miss
June Haughton, international champion woman
rifle shot. This reel also contains "A New Use

now offers "Bruges Before the War." The
mediaeval features of the old Belgian city are
brought before us with most unusual photography.

Warfare in the Italian Alps

With the Italian armies in the snowclad Alps
IS found in a new issue of the Universal Ani-
mated Weekly. The methods by which these
soldiers are compelled to battle with old Boreas
as well as the Austrian legions, and how" they
suffer untold hardships in their fighting, is plainly
shown. Besides, the King of Spain is shown in
this reel as well as the activities of American
surgeons in the train of Caranza's army, hunting
down Pancho Villa. There are also views of
street urchins which are amusing.

Story of the Busy Bee

In the Universal Screen Magazine No. 54,
there are some unusually interesting pictures of
bees. It IS a highly instructive feature, showing
how the bees work and how they swarm, and
telling us how the bees are harmless upon these
occasions, a thing which has mystified the un-
initiated many times. This release also explains
how the dictophone serves detectives and reveals
the date industry of California, while the Depart-
ment of Agriculture has edited, "How Macadam
Roads Are Made," for the Universal Screen
Magazine Editor.

"Snow White" Available

Two hundred school children took part in this
production of "Snow White." A fifteen-year-old
school girl played the name part. It offers a
combined nature story and fairy tale and is ex-
ceptionally well done. (Offered through Lea Bel
Film Exchange, Chicago.)

Doll Subjects

An interesting series of short subjects under
the general heading of "Motoys" is now available
for lower grades in schools and for church enter-
tainment purposes. These pictures depict the

By working close to the fences on a twenty-acre grain field ten additional bushels

may he secured, we are shown by a new reel on efficient farming.

{Atlas Educational Film Co.)

for a Houseboat," showing how pedigreed dogs
are being bred on a houseboat in the middle of
a river, a political cartoon entitled, "Me und
Gott," and an animated drawing showing the re-
lationship of the bone structure of man and the
lower vertebrates.

The Quaint City of Bruges

Not long ago Pathe issued a reel entitled, "The
Waterways of Bruges." The wonderful beauty
of this picture made it extremely popular. Pathe

13

adventures of life like mechanical dolls which move
with almost human regularity. (Lea Bel Film
Exchange.)

Film English Resort

Pathe announces colored moving picture views
taken in Devonshire, England, showing the en-
virons of the town of Bruxton and the country
seat of the Duke of Devonshire, Chatsworth, as
well as many quaint pictures of Engilish country
life. (Five hundred feet.)

14

REEL and SLIDE

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All sizes and models of motion pic-
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Simplex Photo Products Co., are illus-
trated and described in a complete
catalogue which will be mailed upon
request.

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Invaluable for cutting and editing film.
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demonstrating purposes.
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REEL and SLIDE

15

"Outing-Chester" Scenics
Show Canada Rockies

IN collaboration with the Outing Maga-
zine, C. L. Chester, through Jesse L.
Goldberg of New York, is releasing a
series of high-class travel pictures made
in all parts of the world.

These pictures, now being seen in the
leading theaters, and soon to be available
for educational institutions, combine in-
struction with human interest and above
all, possess great scenic beauty. The titles
may be rightly held up as models for the
care with which they have been written
and lettered, and their decorative effects
set a new standard for reels of this kind.

In a late release, we find "Kaeitur, The
Perfect Cataract," and "A Jungle Joy
Ride." This depicts a thrilling boat ride
with the natives of British Guiana. The
cataract, it is shown, is many times more
lofty than Niagara and is located in the
heart of a vast jungle. Primitive life in
the Guiana forests are clearly depicted in
this reel, which should not be missed by
those interested in high-class travel pic-
tures.

((

How Life Begins" — Film For Schools

A BIOLOGICAL subject which should
be of considerable interest to all
educational institutions using the
screen is being released through Mrs.
Katherine F. Carter, 220 W. 42d Street,
New York City.

The title of this picture is "How Life
Begins,'' and it has brought considerable
comment from educators and other people
of prominence who have seen it. Already
it has been exhibited by special request in
the New Jersey State Normal School, in
the Trenton, N. J., High School and in the
New Jersey State Institute for the Deaf
and Dumb.

The picture was produced by George E.
Stone, who has been supplementing its ex-
hibition with a lecture in the training
camps. It covers an important subject in-
offensively, clearly and with perfect pro-
priety, at the same time offering an excep-
tionally interesting exhibition.

In exhibiting the film Mr. Stone acts un-

der the auspices of the War Department
Commission on Training Camp Activities,
and is showing it in the Y. M. C. A. audi-
toriums, the Knights of Columbus Halls,
the Liberty Theaters and the Regimental
Theaters. For the reason that more or
less material of the same class had been
presented in rather a disgusting way pre-
viously, considerable opposition was met
with in trying to gain an inning at the
camps. •

Finally after one or two tryouts, one of
which was before the negro soldiers, the
film won and the interesting and inspiring
lecture was delivered by Mr. Stone. The
audiences which have been viewing the film
in its entirety range from 300 to 400 men.

Every battleship in the navy is now sup-
plied with a motion picture projector by
which the men aboard are -entertained with
the latest and best releases.

Educationals Soon to Show
Nature in Own Colors

THE Artcolor Pictures Company has ^
been formed, with a plant at White-
stone, Long Island, to produce mo-
tion pictures by a three-color process.
L. J. Dittmar of Louisville is the head of
this company. Mr. Dittmar was interested
in the old kinemacolor company and in the
Natural Color Company.

It is the intention of this company to
produce color films of the highest grade,
including scenics and nature studies as well
as dramatic features.

m

Classified Advertising

A market place for th^ sale and exchange
of equipment. Remittances must accom-
pany all orders for notices in this column.
The publishers expect that all statements
herein will bear investigation. Rates: 3
cents per word, on copy.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
fchool use. Address A-2, Reel anl Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Pept., Reel and Slide, Herald
Bldg.. Chicago. 111.

BARGAIN — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES^Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5. Reel and Slide.

MOTION PICTURE CAMERAS! Save money.
Write at once for latest list of tested and guar-
anteed used motion picture cameras, and still
cameras. America's modern camera exchange.
Bass Camera Company, 109 N. Dearborn St.,
Chicago, 111.

CHEAP! — Adjustable, high grade standard tri-
pod for use with motion picture camera, in first
class condition. Will sell cheap. Address A-6,
Reel and Slide.

FOR SALE — Slightly used Atlas motion pic-
ture projectors, $75 to $125, former price, $155.
Guaranteed to be in fi.rst-class condition. Address
A-7, Reel and Slide.

FOR SALE — Used De Luxe cinematograph
camera with tripod, list price, $925, will sell for
$600. In first-class condition. Address A-8, Reel
AND Slide.

411

Better Pictures

TO schools, colleges, churches,
social centers, et cetera, I am
furnishing the finest of motion
pictures, selected for their purposes from
the thousands of productions of the entire
film industry : : : : Complete, personal
service gratis : : : : Specializing in patriotic
and war pictures, taken in Europe.

Short one-reel stories at low rates: Oliver Twist,
Old Curiosity Shop, Cinderella and Aladdin —
Splendid educationals: Strange Things of the Sea
and How a Butterfly is Born, on one reel; Un-
familiar Fishes and Some Non- Poisonous Snakes
(colored) one reel; Lesson in Liquid Air and the
Wonders of Water, one reel; a beautiful short reel
of Venice in color; Rome, Vatican Gardens and
Pope Pius X, one reel. Write for dates on these NOW.

Motion picture equipment of all
kinds. Practical, suitcase size pro-
jectors.

It will save you money to write for
further information — NOW.

Specify the sort of films in which you are interested.

Arthur E. Curtis (a.b.)

(Former High School Instructor)

16 West Jackson Blvd., Chicago

Please say, "As advertised in REEL and SLIDE," ivhen you zvrite to advertisers.

.

16

REEL and SLIDE

^

?-,t^*t:^

isi^fe

What is the best kind of a projector for class
room work? L. K.

Answer: That depends on what line of work
you want to do. If your school has an audi-
torium, you do not need a portable; if you want
to move the machine frorri room to room, the
portable is best. There are many reliable makes.
Consult the advertisements in this issue.

* * *-

What is being done toward the production of
strictly scientific films? H.

Answer: The Argus Laboratories, 220 W. 42nd
St., New York City, are filming microscopic sub-
jects for schools. The Bray Studios have much
material of a scientific nature in their vaults.
Lincoln & Parker Company of Worcester, Mass.,
could help you; write to them.

* * #

Do the scenic film exchanges make their own
pictures? J. H. Lowell.

Answer: The more important educational
companies assign camera men to tours in various
parts of the world. The camera man often has
an assistant. He follows an itinerary laid out
for him by the home office.

* * *

What could be fairly charged for admission
to a school screen show? Hibbert.

Answer: That depends much on the kind of
films you are showing. If you show big features,
your charge must be enough to at least break
even. An ordinary program could be given in a
school for five cents, as there is no big "over-
head" to meet.

, Why do the producers color their scenes? Hop-
wood.

Answer: In a scenic, tints are used to suit
the atmosphere of the picture. Moonlight is
tinted blue, generally, sunset red, and so on.
This is done merely to add to the artistic effect.

Do the film companies object if sections are
cut from the films? Teacher.

Answer: Most certainly. Never putilate a
film that you rent. You are liable to damages.

* * *

Why do the film producers invariably use car-
toons with scenics? Ames.

Answer: They don't, as a rule, now. Scenics,
a few years ago, were considered a drug on the
market. Now thousands of people prefer them
to anything else. Cartoons, unless they are very
clever, get tiresome if they run over 500 feet.
As the 1,000 foot unit is more marketable, the
film men conceived the idea of combining the
scenic and cartoon feature in what is called a

"split reel."

* * * •

Are there any books published covering the
subject of films in education? Dodge.

Answer: Yes. Write the Standard Publishing
Company, Cincinnati, Ohio, for information con-
cerning the books of Ernest A. Dench.

* * *

Are educational reels censored? Manhattan,
Kansas.

Answer: Not strictly speaking. The Board of
Review sees most of the educationals as they are
released, however.

* » *

Are moving pictures supplanting Slides? Fos-
ter Sum.

Answer: By no "means. Both fill a different
need. Nearly every institution using films also
uses slides.

* * *

What large city has put motion pictures to the
most practical use?

Answer: The New York City Board of Educa-
tion has had a visual instruction department in
operation for some months, the chief function of
which is to secure the best results with the screen
for entertainments as well as class room use.

Universal-Magazine Offers
"Movie Interviews"

IDA M. TARBELL is the subject of the
first "Animated Interview," a new se-
ries scheduled for the Universal Screen
Magazine.

In this "interview," the authoress, of
Standard Oil fame, discusses the subject
with the audience, "Is the Man or Woman
Happier?" Examples of Miss Tarbell's
views on the subject are given pictorially
on the screen.

The home life ahd labors of the house-
keeper is contrasted with the daily labors
of the husband.

The Universal plans to carry this idea
further and "interview" many of the most
important and prominent thinkers in the
country.

Mother Goose Film Series
Offered by Wholesome

OLD MOTHER GOOSE stories will
be made to live on the screen. The
Wholesome Films Corporation of
Chicago announces "The Cow Jumped
Over the Moon," "Humpty Dumpty," "The
Cat and the Fiddle" and "The House That
Jack Built."

These films, made from the classics of
childhood, will soon be shown throughout
the country. Others in this series will be
announced later.

The ever-interesting Bruce scenics in-
clude a reel, entitled "The Hound of the
Flills," in which the Bruce great dane is
the leading "actor."

^Ae ZENITH PROJECTOR

Manufactured by SAFETY PROJECTOR & FILM CO.

Portable Motion Picture Projection Machine

For Churches, Schools, Lodges,
Homes and Commercial Purposes

Safe, Durable, Simple, Perfect Projection

Operated from any electric light socket

Motion Picture Films Supplied for All Occasions

DISTRIBUTING

"Bruce Scenics Beautiful"
"Newman Travelogues"

"Ditmar's Animal Pictures"
"Katzenjammer Kids and

Happy Hooligan" Cartoons

Released by Educational Film Corp. of America

FOR FURTHER PARTICULARS WRITE

EDUCATIONAL FILM CO. '"iSr MINNEAPOLIS, minn.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

17

Famous Cartoons on Reels
With Nature Studies

ANNOUNCEMENT is made of an
agreement reached between the Edu-
cational Films Corporation of Amer-
ica and the International News Service,
whereby the International Animated car-
toons will be released through Educational.

The cartoons consist of "The Katzen-
jammer Kids" and "Happy Hooligan,"
short subjects that have been popular on
the screen for some months.

The cartoons will be on "split" reels
with Ditmar Nature studies and the Bruce
Scenics series, which are controlled ex-
clusively by the Educational Films Corpo-
ration and which have been popular with
the patrons of the biggest theaters in the
country.

Institutions renting the Educational reels
in future will also be able to show the
cartoons.

"Our Boys and Your Boys"
Shows Naval Relief

THROUGH the Hoffman Four Square
Exchanges a reel depicting the work
of the Great Lakes Relief Training
Station is being distributed. This film is a
war propaganda subject and shows the
work among the jackies at the Great Lakes
Training Station under -the direction of
Mrs. Moffett, president of the Naval Re-
lief League and wife of the commandant.
Another one reel war film, to awaken
the people, "Food Will Win the War," is
to be handled through the Rothacker Film
Mfg. Co. of Chicago.

"Tank" Subject of Picture
Distributed by Pathe

THE Official Government Picture, Inc.,
has produced two reels of interesting
and highly instructive scenes show-
ing the British "tank" in action. This sub-
ject will be distributed through Pathe ex-
changes. The title, of the picture is "Our
Fighting Ally — the Tank."

Most of the scenes were made at Camp
Dix, New Jersey. It is shown that the
tank is merely an outgrowth of the cater-
pillar tractor and can be used for tilling
the soil as well as going "over the top."

Welfare Group Heads Com-
munity Bureau

MR. WARREN DUNHAM ppSTER,
president of the Community Mo-
tion Picture Bureau, who is now in
France with his staff, heads a group of
prominent welfare workers who have seri-
ously adopted the screen as a means of
bettering social conditions and as an edu-
cational factor.

Years ago Mr. Foster's attention was
challenged to the educational possibilities
of the motion picture and ever since he
has been working actively to help realize
those possibilities. Out of these efforts
has grown the Community Bureau.

Mr. William Horton Foster, the vice-
president of the Bureau, is known as sec-
retary of- the Ford Hall Foundation and as
a leader in Open Forum work. He has
also been prominent in writing and speak-

ing for prohibition and other public and
social reforms. He is secretary of the
Anti-Saloon League of Massachusetts.

At the head of the educational depart-
ment is the editor, Mrs. Edith Dunham
Foster, a social worker of wide interests
and a student of sociological problems of
the unemployed. She was one of two
women appointed by the Governor of
Massachusetts to sit on a board created to
consider the means of providing work at
the time of stress of unemployment.

With all of these interests centering in
this group of social workers, naturally the
quickest and most vivid medium of bring-
ing these interests proved to be the motion
picture.

It is not to be wondered at, therefore,
that the Young Men's Christian Associa-
tion War Work Council so quickly recog-
nized so valuable an aid ready with its
equipment and organization to serve hun-
dreds of camps at a moment's notice.

Says an officer of the Bureau : "While
this war 'work is the largest of the Bu-
reau's activities at this time, it is but one
of many. It best illustrates what the
Bureau can do in the way of serving one
group, and this the largest single group
where motion picture service is needed that
the world has ever seen. The Bureau
serves also any other group, such as
schools, churches, chautauquas, boys' clubs
and women's clubs.

"Through the trained and expert staff the
Bureau is in constant touch with the new-
est film releases.

"Through a weekly called 'The World
To-Day in Motion Pictures,' the Bureau
offers on the screen an excellent and accu-
rate record of the events of the day."

<llll^!|;ll;||||l!llllllIllllllllllllllllllllllllllllllllllllllllllllllllIllllllllllll^|||lUllilll^llllllllllllllllllNlllllllll^^

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to'use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own^at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

I t^ A FILM STEREOPTICONTI

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to lOO. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St. CHICAGO, ILL

,. , /r%..

ij^^^^H^^H

^

,^r^i

1

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

18

REEL and SLIDE

Some users of the

DE VRY

American Cast Iron Pipe Co.

Avery Co.

Barber Asphalt Paving Co.

Borden's Condensed Milk Co.

Burroughs Adding Machine
Co.

Byers, A. M., Co.

Cement Gun Co.

Clipper Belt Lacer Co.

Cornell Wood Products Co.

Crown Cork & Seal Co.

Daniel Hayes Co.

Dodge Bros.

Finck. W. M., Co.

Ford Motor Co.

General Electric Co.

Goodrich, B. F., Tire & Rub-
ber Co.

Goodyear Tire & Rubber Co.

Koehring Machine Co.

Larkin & Co.

Litchfield & Co.

McGraw Tire & Rubber Co.

Midland Machine Co.

Packard Motor Car Co.

Paige-Detroit Motor Car Co.

Pan Motor Co.

Parker Rust Proof Co. of
America

Ritter Dental Mfg. Co.

Southern Structural Steel Co.

Standard Sanitary Mfg. Co.

Staude, E. G., Mfg. Co.

Todd Protectograph Co.

United Shoe Machinery Co.

Ward Baking Co.

Waller Mfg. Co.

Western E'ectric Co.

Westinghouse Elec. & Mfg.
Co.

«5^^ Poriablo Pn
Has Modornized S

u

ODAY the salesman who has to talk his ms
time of it. Selling has been revolutionized,
and efficient basis through the application

The salesman who carries a DeVry Portable Pre
He is invited into the buyer's office, puts his ca
DeVry to the electric lamp socket and presses a t
minutes the salesman does little talking — the less
sells himself because the film illustrates the ad
product, unmistakably, comprehensively, convinci

When the last picture is shown, the buyer feels he knows more
him in half a day's time. And in reality he does.

That's the modern way of selling — the meth
some of the smallest manufacturers in the co

The DeVry is the first pc
quality. It throws a clean-c
2 to 80 feet from the screen
how far it is projected.

The DeVry weighs only 20
a traveling bag. It requires
instantly. Moreover, it is i
operate it without difficulty

The DeVry runs standard
feet of film. Our advisory t

The all-steel contruction of 1
projector. It is built for ye;
by a bona fide registered gu£

iia- NORTH • Wl

REEL and SLIDE

19

r

Thai
Moikods

ito buying is having a pretty hard
las been placed on a more modern

Inoving pictures to sales work.

I

jor rarely fails to get an audience,
bn a table or chair, connects his
pn. During the next five or ten
f ^better. The prospective buyer
tages and strong features of the

ut the product than a salesman could tell
mployed alike by some of the largest and

p motion picture projector of professional
aarp, f lickerless picture at a distance of from
ze of. picture up to 10x12 feet, depending on

nds and is more convenient to carry than
i setting up and is ready to operate almost
Tfiple and trouble-proof that anybody can

I a few moments' instructions.

I

', and films and accommodates up to 1000
will aid you in obtaining suitable films.

jDeVry insures durability and long life to the
'if service and every DeVry sold is covered
lee.

¥

• •

20

REEL and SLIDE

LECTURE
SUDES

Our special depart-
ment catering to this
work produces slides of
the finest photography
and hand coloring, at
reasonable prices.

We make. such slides
from any material
(books, prints, photo-
graphs, drawings) you
may furnish.

Lecture Department

EXCELSIOR

ILLUSTRATING

COMPANY

219 6th Ave.
N. Y. City

Please say, "As

Stereopticon Invades New
Fields of Teaching

By Morton A. Bassett

IN church work the illustrated sermon
has come, in many churches to be a
regular fixture. Illustrated song serv-
ice also is growing in favor. Evangelism
with the stereopticon is extremely success-
ful— missionary talks, lectures and stories
are increased marvelously by the use of a
stereopticon and slides, in interest and
value.

Church extension work, civic betterment,
particularly the type of extension work
which is done by the church, which follows
the modern tendency to make itself a com-
munity center, must employ visual instruc-
tion for some of its entertainments, and a
very large proportion of its more serious,
constructive work.

Under the Smith-Lever law, each county
is granted a federal appropriation and
each state makes an appropriation for the
maintenance and operations of the coimty
agriculturist. Usually the extension de-
partment of the state tmiversity, or the
state agricultural college and United States
Department of Agriculture, co-operate
with the county agent, which, in ordinary
terms, means doing agricultural extension
work among the farmers.

Slides Used in the Lodge, Too

The county agent is a practical agricul-
turist spreading the gospel of scientific
agronomy, stock raising, and every other
phase of agricultural improvement. He
also urges and suggests plans and conducts
rural improvement, good road building,
farm forestry and home ground adorn-
ment, and in his work, visual instruction
is indispensable.

Lodges tise lanterns and slides in the
visual instruction of their members, in the
meaning of their symbols and in illustrat-
ing the historic events upon which they are
largely founded.

Visual instruction to a considerable ex-
tent enters into every home. Inexpensive
lanterns can be used as the basis on which
to construct games and entertainments
which are really instructive, beneficial to
the youngsters and at the same time, re-
markably entertaining and free from the
dryness of the "instructive game."

Lanterns and slides make a great appeal
to amateur photographers, and we are tak-
ing the liberty of mentioning this, although
it is, not strictly speaking, in line with
visual instruction. When his friends call
to see the pictures of his summer vaca-
tion, instead of asking them to pass around
some prints, while he hops nimbly from
one to the other, explaining the details of
them, he now gets out the box of slides
which he has made, screws the attachable
plug of his lantern into an ordinary incan-
descent socket, and shows the pictures^ to
all the callers at the same time, life size,
and full of interest.

The Sources of Supply

There are a number of other practical
applications of the theory of visual instruc-
tion, but these suffice to illustrate its force.

From a chronological viewpoint, let us
consider the sources of supply.

Visual instruction, projectionally, may be
divided into three particular cases: First,
the projection of still pictures from lan-
tern slides or transparencies; second, the
projection of still pictures from postcards,
photographs, prints and other opaque ob-
jects; third, the projection of motion pic-
tures.

{Continued on page 22)

advertised in REEL and SLIDE," when you zvrite

"Mcintosh Lanterns

Are Honest Lanterns"

Mcintosh Slides

are not just simply pretty
pictures. They are selected
and made

WITH A PURPOSE

The new educational cata-
logs contain lists of slides
selected after a careful study
of curricula and textbooks,
and both per se and in
arrangement are thoroly
pedagogic. They are ready
to apply.

The teacher need not spend
a long time in study and
preparation of the lesson and
its illustration. Mcintosh
Slides are ready to illus-
trate it.

This is true also of McINTOSH
HONEST LANTERNS. Just
screw the plug into the socket,
switch on the current, focus and
change the slides. That's all there
is to operating the Automatic
Sciopticon. But better than all
that — the automatic, instant
change, no eyestrain slide changer
is an exclusive feature, which
makes the old side-to-side slide
carrier an obsolete relic.

Automatic Sciopticon with 400 w. Mazda

lamp ready to connect and show pictures,

$44.00. Other lanterns, $32.00.

It is remarkably efficient and exceed-
ingly simple.

You can have one on approval for five
days' trial. Ask us how.

Any of the following educational cata-
logs will be sent on request:

SLIDE CATALOGS
A — Agriculture and Extension,
E — Geography and Industries.
H — History, Civics, Biography.
S — Science.

Religious, Travel, and general slides
are listed in a separate catalog.

We are projection experts and will
gladly advise and assist you in the
selection of apparatus

McINTOSH SS.T^°"

485 Atlas Block CHICAGO

to advertisers.

REEL and SLIDE

21

International Slides Go to Farmers

By Jonas Howard

HE soil is the nation's capital
"because it furnishes the
farmer's medium of produc-
tion, and the farmer is the
source of a vast part of the
nation's wealth. If the soil
is properly worked, not only with a view
to present productivity, but with an eye to
the future, the nation is taking a far-
sighted method of insuring future "in-
terest" on its investment.

How shall the farmer be most deeply
impressed with the results of efficient farm-
ing and soil conservation? By books, and
by the co-operation of agricultural colleges,
certainly ; by lectures and by the govern-
ment bulletins, too. But, it has been found
that the great majority of farmers are in-
clined to be indifferent to many truths they
read in cold print. They have little time to
study scientific farming literature closely
and small inclination to follow'it.

Upon this hypothesis, the International
Harvester Co. has adopted the screen as
the most effective means of "showing" the
farmer, so he can see with his own eyes,
the results of efficient, scientific soil con-
servation, and also of wasteful and in-
efficient methods. He is shown how the
former methods increase the money in his
pocket book, and how the latter methods
knock holes in his profits.

A Film on Gardening

Perhaps no business organization in the
United States has undertaken a bigger task
in the field of visual instruction than this
company. An Extension Department in
the Chicago offices works closely with rural
schools, colleges and other institutions in
presenting interesting and yet helpful
charts, films and stereopticon slides to the

4,891,000 SEE HARVESTER
SUBJECTS

FROM January, 1916, to Janu-
ary, 1918, 4,891,000 people got
the "message" of the Inter-
national Harvester Company by
means of the screen. Here are the
figures: Campaign meetings, 10,-
276; chart and lantern slide meet-
ings, 39,721; total meetings held,
49,997; attendance chart and slide
meetings, 3,756,000; attendance all
meetings, 4,891,000. "The success
of the venture has been evident
from the start," says an officer of
the company.

4,891,000 people got the Harvester message
in one year — mostly farmers.

younger generation who are destined to
get the most out of the soil in the future.

Recently, the company produced a mo-
tion picture on gardening which has been
much in demand arrlong the superintendents
of rural school districts in various parts

Camera Work Now Possible for All

AGRICULTURAL colleges, normal
schools and big business organiza-
tions have recognized the possibili-
ties_ of using a motion picture camera, in
conjunction with their screen work, ac-
cording to Mr. O. A. Meyer of the Sim-
plex Photo Products Co.

"It has been found convenient and useful
to have an Alamo camera on the spot by
many of these institutions," says Mr.
Meyer, "as the Alamo is simple to operate
— any novice can soon learn to use it.

"The most important question camera
workers' want answered is, 'How can I
take up this line of work with the mini-
mum of cost for apparatus and materials?'

"After a thorough review of existing
equipment for motion photography and
eliminating the expensive and cumbersome
professional apparatus, the answer is, the
Alamo, made by The Simplex Co., is a
camera at once small, light, compact, mini-
mum film capacity, and at a price which
places it within the reach of everyone.

"No commercial photographer need re-
fuse orders for motion films now that the
Alamo is available, and his profits on a
single job would pay for the camera many
times over in many instances.

"Possibilities here for the home por-
traiture man that we need only hint at, as

he is a 'live wire' to begin with. The
Alamo is furnished with a rapid aplanat
lens working at f-6, with a focal length of
two inches, and, at full aperture, will ren-
der sharply all objects at distances of eight
feet or more from the camera.

"For experienced workers or those to
whom the added simplicity of a fixed-
focus lens would not appeal, the camera
may be had with any of the standard ana-
stigmat lenses designed for motion picture-
cameras, which are supplied in focusing
mounts, such as the Zeiss Tessar, f-3.5, of
two-inch focus. Such lenses, of course,
add superior facilities for interior work
and for outdoor work under poor light.

"The use of a camera of this kind would,
in many cases, mean also the use of a suit-
able projector, especially in the hands of
the amateur photographer who wishes to
follow up his work to the final triumph of
projection upon the screen.

"The manufacturers of the Alamo have
provided for this in their Precision Port-
able Projector, designed for home, school,
or commercial use. A staunch, practical
machine, embodying the most approved
forms of film-moving mechanism and with
simplifications in details which make its
use a success in the most inexperienced
hands."

of the United States. The film is instruc-
tive and entertaining and shows what can
be done, with small space, by any one
who has the wish to try.

The company's list of lantern slide sets
cover nearly every branch of marketing,
poultry keeping, stock raising and crop
rotation.

Screen Popular in the Country

The success of this department has been
evident from the start. Lectures are sup-
plied with the slides and charts, prepared
by experts in various branches of agri-
culture and all are loaned free to schools
and colleges who apply for them.

To give an idea of the popularity of the
screen among people living in rural com-
munities, the following figures are taken
from the reports of the department cover-
ing the period from January, 1916, to Janu-
ary, 1917:

Campaign meetings $ 10,276

Chart and lantern slide meetings 39,721
Total number of meetings held. . 49,997
Attendance chart and slide meet-
ings 3,756,000

Attendance campaign meetings... 1,135,000

Attendance (all meetings) 4,891,000

Thus, it will be seen that a total of
4,891,000 attended the chart and slide
meetings during that period.

Change the Slides

That's all there is
to "operating" the

Victor Portable
Stereopticon

The original Victor features that a
few years ago made possible the pop-
ular use of lantern slides have been
further improved. The same solid
cast aluminum construction is used.
Service and genuine satisfaction is
guaranteed.

Write today for information on the
variations of lenses and lamps that
provide for every need.

A^k
terms.

for "trial-before-purchase"

Victor Animatograph
Company

125 Victor BIdg., Davenport, Iowa, U. S. A.

22

REEL and SLIDE

Stereopticon Invades New
Fields of Teaching

{Continued .from page 20)

The first and quite the most efficient of
these is the projection of still pictures
from lantern slides, and there are many
sources of supply from which slides may
be obtained.

There are, first and foremost, distributed
here and there over the country, several
great commercial collections of lantern
slides. These collections usually represent
years of study and endeavor on the part
of their compilers to assemble the most
satisfactory pictures. As a rule, slides
from these collections can be either pur-
chased or rented. In the latter case, the
renter is held responsible for any breakage
which may occur and for transportation
charges both ways, from and back to the
source of supply. These collections are
usually complete and right up to date.

From the viewpoint of practical peda-
gogy, they offer a wonderful variety of
selection.

The source of supply which is becoming
more general and efficient, is the state
bureau or division of visual instruction.
Not all states have such bureaus, but a
number of them have, and they are becom-
ing more general all the time. These bu-
reaus are endeavoring to select from the
above collections and from other sources
shdes, arranged in sets, or in combina-
tions, which they send out at a nominal
rental charge to schools and educational
institutions all over their respective states.

KnUBUIUlIll

Usually, the circuit plan is adopted in
this distribution.

In some instances, public libraries have
collections of lantern slides to which they
are constantly adding and which may be
rented to churches and schools in the same
town or county.

Atlas Produces New Picture
on Farm Help Problem

THE Atlas Educational Film Company
will soon release their new two-reel
subject, "Solving the Farm Help
Problem."

This film is calculated to give practical
information to the farmer so that he may
introduce a greater degree of efficiency
into his management and increase the pro-
duction of crops — at the same time reduc-
ing the number of his helpers. -

The picture was directed by C. A. Rehm
of the Atlas Company, in which work he
has been benefited by the advice of expert
agriculturists.

Slide Service Now on Basis of
Complete Efficiency

By B. J. Knoppleman

TEN thousand slides are produced in
New York City alone every day of
the year ! Eighteen thousand theaters
are showing slides to 20,000,000 people
throughout the land, and practically every
school, church, community center and col-
lege in the United States either uses the
stereopticon regularly or occasionally.
Slide distribution service as now -offered

by many leading slide makers is on a par
with the most efficient film distribution.
The problems of the slide advertiser are
strikingly similar to those of the film ad-
vertiser. Each field aids the other. Hun-
dreds of concerns use both, adopting each
medium for its individual benefits.

The problem of distribution on a lantern
slide campaign has been solved very easily,
and it offers not only a fully efficient, but
also an inexpensive medium by which great
masses of people can be reached.

In the first place, lantern slide advertis-
ing differs from most other forms of ad-
vertising in that an audience must read
the slides and concentrate on them.

When a slide is thrown on the screen in
_a darkened room, the screen is the center
of interest.

The truth of the matter is, lantern slide
advertising is one of the most economical
and effective forms of publicity known.
The principle of slide advertising as em-
ployed by big national advertisers is this :

Let us suppose that you are a manu-
facturer of automobile tires ; and you sold
through garage men and accessory deal-
ers. You would furnish each of your
dealers with one or a number of lantern
slides, which include their name and ad-
dress and they in turn would pay for their
projection on the screen in their local mov-
ing picture theaters.

You do not have to trouble yourself
with the shipping of the slides to your
dealers. The slide maker takes care of
that for you. Clients furnish the names
and addresses of their dealers, and the
-slide company mail the slides in specially
prepared cartons, charging only for post-
age.

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

Size of machine, 19x26x7 inches. Runs continuously, or, for lecture pur-
poses, starts or stops at will.
(We guarantee the Owen machine .)

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will)

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as . that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to 5 cents per hour.

The machine, complete, includes a 400-watt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or direct current).

Address

THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard Lantern
Slides for every use.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

Geo. W.Bond Slide Co.

Our Reputation:
"As good as the best
and better than most"

ILLUSTRATED

HYMNS

SONGS

"^ POETRY

We make and sell stereopti-
con slides of the highest
quality for churches, schools,
colleges, clubs and general
use.

We have slides on Bible
Subjects, Travel, Agricul-
ture, Science, Holidays, Pa-
triotism, Missions, and can
supply sets on any subject
to order at reasonable prices
for the very best grade of
work.

Send for These Bulletins
Today:

Old and New Testaments, No. 22
Travelogs and Missions, No. 23
"New" Nation Series, . No. 24
Prices and Rental Terms, No. 25
Educational Lectures, . No. 26
Christmas Sets, . . No. 27

AGENTS FOR ALL

RECOGNIZED MAKES OF

STEREOPTICONS

Send for our catalog of new prices on
Kodaks and Cameras

GEO. W. BOND SLIDE CO., Inc.

14 W. Washington Street,
Chicago, III.

Questions on Educational Lantern
Slides will be answered by mail If
stamped envelope Is enclosed.

HOW TO MAKE LANTERN
SLIDES

(Reprinted from a booklet, republished by courtesy
of the Mcintosh Stereopticoti Co., Chicago.)
Making a lantern slide from a good negative
is a comparatively simple matter and easily ac-
complished by anyone who has had the average
arnateur's experience in photography.

This booklet is intended to convey the simplest
possible instructions in the making of good slides.
By the plan outlined in the following pages, the
ordinary amateur developing and printing outfit
will fully answer the purpose.

Before starting, the beginner should have a
definite idea of what a good slide really is so
that he will recognize it when he produces it.
The right way to judge a slide is to view it upon
the screen; it should then have all the brilliancy
and detail of a good print from the same nega-
tive. A few inspections by projection will make
it far easier to judge the slide, as observed when
held to the light. Where the picture shows per-
fectly white, on the screen, the slide should be
clear glass, and where the shadows are deep the
slide should be correspondingly dark. The nega-
tive from which any slide is made is not any-
where near as transparent as the slide, and one
naturally falls into the error of producing slides
of the same appearance as a negative. This will
not answer the purpose, as the resulting projection
will appear dull and foggy upon the screen.'

* * *

To prepare for making slides by contact, which
method the beginner will utilize the most, gather
together a printing frame with a clear glass bot-
tom as a large or larger than the negative to be
used.

One rubber developing tray 4x5 inches or 5x7
inches in size.

One glass or rubber tray of the same size for
the fixing bath.

One 8-ounce graduate or measuring glass.

One glass stirring rod.

One set of chemical scales.

Two 16-ounce glass bottles.

Onf package of absorbent cotton.

One galvanized iron wash box.

One box of grocer's matches.

One dozen of some good brand of lantern slide
plates.

One package of lantern slide binding strips.

One package of mats and a quantity of cover
glass, size 354'^4- inches.

Mix the developer according to the formula
below, utilizing the two 16-ounce bottles, and
label them, respectively, A and B.

Formula:

Hydeochinon Developer
A

Water 15 oz.

Sulphite of Soda (dry) ' Yn oz.

Hydrochinon ; 54 oz.

B

Water 15 oz.

Carbonate of Soda (dry) 114 oz.

Bromide of Potassium 1 dr.

Use equal parts of A and B.

By the aid of ruby light (which can be some-
what stronger than used for ordinary dry plates),
open up your package of lantern slide plates and
place one of them with the film side against the
film side of your negative. Remember that the
inside of a standard mat for lantern slides meas-
I ures 25^x2% inches — the longer dimension being
the horizontal way. From this you will see that
you cannot utilize all of even a 3i4x4i/4 inch
negative. Any negative is usually very much
clearer and definite in the center than at the edge.
For this reason practically all negatives up to
4x5 inches can be used for slides by the contact
method.

* * *

After having placed the lantern slide plate in
position against the negative, clamp in the back
of the prnintg frame and place it in a vertical
position, light a match and hold it about 10
inches from the center of the glass side of the
frame. A little practice will indicate in what
position it should be held, in order to have it
burn most steadily.

With a negative of average density, the ex-
posure will probably not be more than 10 or 12
seconds to produce a good slide. At any rate,
the first exposure will be more or less an experi-
ment. After having extinguished the flame the
plate should be placed in a tray, film side up, and
about two ounces from each bottle, A and B,
should be mixed and poured over it.

(To Be Continued in July Number)

PATRIOTIC

FILM TRAILERS

No. 10 B — American Flag Floating in

Breeze (Any length desired), 15c per foot.

No. 12 B — Patriotic Special — Large
Beautiful American Flag, unfurled with
natural sky as background, waving in
breeze. In center there fades into view
head of President Wilson — this remains
until finish of trailer when both fade out.
Length 30 feet. Price, $4.50.

No. 14 B— The Three Greatest Presi-
dents of the United States — This film
opens_ with a picture of Washington in
beautiful red tint, this color and picture
fades into Lincoln in white and then into
Wilson in blue. Very effective and care-
fully done. Length 30 feet. Price, $4.50.

17 B — Our Patriotic Leader. Amer-
ican Flag Floating in Breeze. Into
this the Capitol fades and the flag dis-
appears. President Wilson then fades
into the Capitol and the flag appears
as his face fades out. /^ 1 d>C A A
Length 40 feet. UlllyJ|>D.UU

Any of above beautifully Hand -Colored,
20c cents per foot extra.

Special films made up in Cartoon, Trick or
Life Action. Write for Prices.

Novelty Slides, Inc.

115 E. 23rd Street

NEW YORK

YOU NEED ONE OF THESE

SLIDE CASES

^ Strongly constructed slide
-^ boxes for J^eeping i;our slides
systematically filed — saves looking
for slides and avoids frequent dam-
age. Sole leather strap handle
permits of carrying case around.
Secure catch on front; cloth cov-
ered. Holds 50 slides separated
by individual partitions.

Weight, 2 lbs. packed. Add
postage for parcel post shipment.

NOVELTY SLIDES, Inc.

115 E. 23rd Street : NEW YORK

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

24 REELandSLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

3715 Grand Avenue
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

- — And Slide —

^iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiip^

Industrial Film and Slide Section

SEMI-OFFICIAL ORGAN, SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD

"Truth — Acme of Advertising"
Guide to Screen Association

Joe Brandt, President, Screen Adiertisers'
Association.

"We pledge ourselves to the truth
— the acme of advertising."

HIS motto crystallizes the pol-
icy upon which has been built
the Screen Advertisers' As-
sociation of the World. And
it is a policy upon which all
' successful advertising has
been accomplished ; and screen advertising
is becoming of so much importance in
American commercial and industrial life
that the activities and the standards of the
men with whom it is entrusted is of inter-
est to all.

The universal use of the screen, which
even now is to be reckoned with as a
power equaled only by the press and the
lecture platform, is to play even a de-
cidedly more important role in the life
of the average man all over the world in
time to_ come. Early exploiters of the
advertising screen were not, generally
speaking, men with a professional knowl-

Leaders in Commercial Film and
Slide Industry to Labor for
Fair Treatment of Adver-
tiser and Higher Stand-
ard of Product

By Lyne S. Metcalfe

edge of advertising. Abuse was common
and problems were solved only slowly.
Important buyers of advertising were not
attracted to a fresh medium of which G.ven
the men in the business knew little.

Blazing the Trail

Poor quality of production, hit or miss
"circulation" of films (or no circulation

W. F. Hersberg, Treasurer.

25

Harry Levey, Chairman, Executive Com-
mittee, Screen Advertisers' Association.

at all) tended to defeat the attainment of
efficient service in the earliest stages of
its growth.

. A few years ago certain far-sighted men,
many of them prosperously engaged in the
general advertising business and schooled
in its best traditions and standards, came
to realize that films and slides offered the
most effective and rapid route to the
masses, an alluring way to talk to them in
a language everyone can understand; a
"ready-made" audience of "readers." But
a number of obstacles presented them-
selves which, in such a big undertaking,
were only capable of solution by the
trained expert.

So, trained experts laid down their pen-
cils and turned their attention to the
studio and the slide laboratory.

From that period, screen advertising has
developed rapidly. There is scarcely one
national advertiser in the United States

26

REEL and SLIDE

foe Brandt President

New York, N. Y.

R. R. HoUister 1st Vice-President

Dayton, Ohio

Tirey L. Ford 2d Vice-President

San Francisco, Cal.

W. A. Harris Secretary

Cincinnati, Ohio

\V. F. Herzberg Treasurer

Chicago, 111.

EXECUTIVE COMMITTEE

Joe Brandt, General Manager

Universal Film Manufacturing Co.

New York, N. Y.

Tirey L. Ford, President

Animated Film Corporation

San Francisco, Cal.

VV. F. Herzberg, Secretary

Camel Film Co. Chicago, 111.

R. V. Stambaugh, Manager

Artfilm Studios Cleveland, Ohio

R. R. Hollister, Manager

Pyramid Film Manufacturing Co.

Dayton, Ohio

W. A. Harris

P. O. Box 324 Cincinnati, Ohio

Fred C. Lafln

Illinois Athletic Club Chicago, 111.

A. V. Cauger, President

Kansas City Motion Picture Co.

Kansas City, Mo.

Harry Levey, Manager Industrial Dept.

Universal Film Manufacturing Co^

New York, N. Y.

Mr. A. V. Cauger

Care of United Filmad Service Co.

1015 Central Street Kansas City, Mo.

Mr. Leo Berry

Care of The Theatre Advertising Co.

Whitney-Central Bldg. ^ New Orleans, La.

Mr. E. O. Blackburn i

Care of The Metropolitan Co. =

908 Peter Smith Bldg. Detroit, Mich. 1

Mr. H. B. Hornaday |

Care of The Ideal Curtain Co. g

224 N. Meridian Street Indianapolis, Ind. E

Mr. J. S. Finkenbiner g

Care of St. Louis Publishing Co. =

Syndicate Trust Bldg. St. Louis, Mo. =

Mr. Geo. L. Fix f

Care of Fix Advertising Service Co. =

722 Columbia Bldg. Cleveland, Ohio 1

Mr. A. R. Morse g

Care of Motion Picture Adv. Co. g

504 Scollay Bldg. Boston, Mass. §

Mr. S. Guthmann =

Care of National Theatre Adv. Co. g

Victor Bldg. East St. Louis, 111. s

Mr. N. A. Weinbaum i

Care of Motion Advertising, Service =

304 Caswell Bldg. Milwaukee, Wis. i

Mr. Wm. A. Lochren g

Care of Lochren Film Adv. Service. Inc. g

706 Film Exchange Bldg., Minneapolis, Minn. =

Mr. Fred C. Lafln |

Care of Camel Film Co. =

3715 Grant Avenue Chicago, III. g

Mr. Byington Ford =

Care of Animated Cartoon Film Corp. g

Hewes Bldg. San Francisco. Cal. i

Mr. G. H. Whitcomb M

Care of Animated Ad Service =

904-5 Ohio Bldg. Toledo, Ohio =

Scenic Cartoon Film Co. g

Atlanta, Ga. =

Pyramid Film Co. g

Dayton, Ohio s

Kansas City Motion Picture Co. g

Kansas City, Mo. =

Mr. H. N. Nelson i

Detroit, Mich. M

Federal Development Co. g

Cincinnati, Ohio - g

Art Film Company g

Cleveland, Ohio g

who has not used the screen, either slides
or films, to exploit his plant, product or
property. This has been brought about

by reason of the real brains that are now
directing the screen advertising of the
United States, the solution of the problem

of distribution and exhibition and the ease
with which films may be made a part of
the campaign of any advertiser in any
line.

This group of men have banded to-
gether, to work hand in hand, in an effort
to carry their efforts to full fruition. It
is their aim to devise and adopt high
standards of practice, to raise the quality
of the films and slides produced, to im-
prove service rendered to advertisers, to
apply the principles of good advertising
to celluloid and glass, to study the intri-
cate problems of this medium and to play
even a more important role in the exploita-
tion of the products of the American loom,
factory, foundry and farm.

Following are the standards of practice
of the Association :

We, the undersigned, members of the
SCREEN ADVERTISERS' ASSOCIA-
TION OF THE WORLD, pledge our-
selves to the best of our ability:

In all our business dealings with the
public, with our employees and other film
producers, to advance the interests and
conform with the objects of this Associa-
tion.

To strive to accomplish the purposes
of the Associated Advertising Clubs of the
World and advance the interests of the or-
ganizations affiliated with it.

To co-operate with each other and with
all other producers to standardize produc-
tion of screen advertising.

To act in unison in giving to all ad-
vertisers equal fair treatment in service
and rates.

We pledge ourselves to the truth, the
acme of advertising.

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 adver-
tising 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 end SLIDE," when you write to advertisers.

REEL and SLIDE

27

II

Screen Story Is Used to Reach
Buyers of Kitchen AppUances

The Maid places the Turkey and Vege-
tables in the oven. She kiioivs that the
Electricity will be automatically
turned on at just the right
time

(The Westinghouse "Romance of the
Old Time School" was produced for the
company by the Essanay Film Co., In-
dustrial Department.)

HE photoplay speaks a uni-
versal language : it appeals to
all races, classes, and to the
young and the old. Its utili-
tarian function is growing
more and more manifest. It
carries the world and its products to each
community. It portrays its lessons indeli-
bly : hence it is not strange that its agency
of sale is being recognized and put into
action.

Among those who liberally employ this
agency is the Westinghouse Electric and
Manufacturing Company. One of our
reels, "A Romance of the Old Time
School," has pleased thousands, a large
percentage of whom have bought the prod-
ucts, around which the "romance" is built.
This photoplay certainly links together the
three dominant human interests — industry,
home, and love.

The plot is appealing and has been
wrought out with thoroughness and skill.
THE CAST

The Cir^ (' •P'-'P''-'' o^ '^h*: Old Time School

LATER
Mr. Goodworthy (The Boy).. A House-
holder and Business Man of Today
Mrs. Goodworthy (The Girl).... His Wife

Dorothy Their Daughter

Bob Brighton. A Young Electrical Engineer
Mr. and Mrs. Goodworthy were fortu-
nate in the progress and consummation of
a romance beginning in early childhood
and ending in marriage, success, and per-
manent happiness.

Girl Gets Dad's Consent

They are blessed with a daughter,
Dorothy, a fine example of the best prod-
uct of present-day education and culture.
She attends a domestic science school and
learns the convenience, comfort and excel-
lence of electrical cooking appliances. She
grasps some of the problems of both her
father and mother, and knows the psycho-
dietary influence upon the one, and the
household problems of the other.

Outline of the Westinghouse

"Romance of Old Time School,"

A Film Seen by 231,944

Interested "Prospects"

In One Year

By T. H. Bailey Whipple

(Of the Westinghouse- Electric & Manu-
facturing Co.)

To satisfy her father's needs and her
mother's means of supplying them, she
suggests the use of electricity for cooking.
Mr. Goodworthy, taking pride in his beau-
tiful and only daughter, and sympathizing
with the culinary problems of his wife,
acts upon Dorothy's suggestion and con-
sents to the electrification of their kitchen,

And here enters Bob Brighton, an elec-
trical engineering salesman : his entry upon
the scene introduces another romance. Bob
is a salesman of the right caliber and char-
acter, and the best sale he ever made was
that of his personality to the beautiful and
charming Dorothy.

"All the world loves a lover," so it is
not surprising that electricity applied to
cooking appliances, associated with the

PRIZES THAT BOOSTED A
SCREEN CAMPAIGN

TEN prints of the Westing-
house "story ad" were circu-
lated through branch offices
of the company. In some cases
prizes were awarded to the audi-
ences, numbered tickets being given
to each patron. The person hold-
ing the chosen number was given
a 'Westinghouse percolator or elec-
tric iron by calling on the nearest
dealer. Another branch distributed
handbills, announcing the presenta-
tion of the film and the award of
prizes. The results passed even the
most optimistic expectations.

romance of love, and portrayed by the film,
should prove an ideally effective advertis-
ing medium.

Up to January 1, 1918, this film had been
exhibited before 231,944 people, or to an
average of slightly over 23,000 for each of
the ten sets in use. At first thought, this
may not seem to be-a very high average,
but when it is considered that in over fifty
per cent of the exhibitions the witnessing
assemblage numbered less than 500, it ap-
pears quite commendable. This distribu-
tion, and the publicity derived therefrom,
were obtained only through the co-opera-
tion of each of our district offices.

Ten million people, it is estimated, see
The Saturday Evening Post each week, but
it is doubtful if the cost per capita of
readers of advertisements in the Post is
more effectively expended than is the per

The Goodworthys and their guest, Bob
Brighton, celebrate the wiring of the
home by partaking of an Elec-
trically-cooked dinner

capita expense connected with the exhibi-
tion of this film to the number of people
who have seen it.

231,944 See "Romance" Film

Last year 231,944 people sat for thirty
minutes, with their attention concentrated
on a small square of illuminated screen
where the lesson of the convenience and
necessity of Westinghouse electric equip-
ment in the home and factory was being
taught. It was a pleasant lesson, too, for
it was absorbed unconsciously, while the
viewers were watching the romance of Bob
and Dorothy. Certainly this is advertising
effort well worth while.

The "Romance" film has been displayed
before meetings of the National Electric
Light Association, the Jovian Order, and
kindred electrical organizations, rotary
clubs, mothers' clubs, and it also has been
exhibited at many places throughout the
entire country during America's electrical
week.

It was used very effectively by electric
dealers and central stations, in conjunction
with special advertising and merchandising
carnpaigns.

In connection with these special cam-
paigns, it was found to be an excellent
idea to award prizes of some description
if the film was exhibited at a local theater.
For instance, each person attending a per-
formance was given a small numbered
ticket. Between reels it was announced that
the person holding the chosen number
would be given an electric iron or per-
colator.

Folder Accompanies Film

This plan was tried out in a number of
instances and it always obtained a large at-
tendance. One central station in the mid-
dle West tried it in connection with an
appliance and range campaign. The prizes
were announced by means of a small hand-
bill, distributed several days previous to
the show, and the results passed even the
most optimistic expectations.

A blank page folder, entitled "A
Romance of the Old Time School," is de-
signed to promote and to increase the ad-
vertising value of this film.

(Continued on page 36)

28

REEL and SLIDE

'fe

A'

^^»-

-^^'''r*

-.bd

<a»r

■ A

-«'C^%|

YOU Would "Fire"

a Lazy Salesman

No matter what his ability, a salesman napping
under a tree is a liability. Only a working sales-
man is a profitable investment.

IT IS THE SAME WITH YOUR FILMS

Fair expenditure will assure
advertising films. But to get
in sales and profits, the films
stantly working, every hour
day. You must be certain that
see them — good, substantial
audiences who can buy your

you of effective

your dollars back
must be kept con-
possible, of every
quality audiences

, money-spending
goods.

AtldS Pioneered Distribution

Film itself doesn't bring sales and profits — only the
exhibition of the film does. ATLAS has spent years
and ' money building up class audiences for its customers.
ATLAS brings your message to hundreds of thousands.
ATLAS SERVICE is widespread. It assures you a chance
to "talk" to and show your product, under conditions
that are ideal.

AtlsiS Insures You Against Idle Films

Before you film your product, plant or property it will pay
you to investigate the ATLAS organization. Scores of
the Nation's most judicious buyers of screen advertising
have investigated ATLAS Service and are using it. A list
of them will be sent to you on request.

A Letter or Telegram From You Today Will Bring
An Expert to Show You More About Atlas Service

SAY WHEN

The AtmS Educational Film Co.

63 East Adams Street

CHICAGO

Please say, "As advertised in REEL and SLIDE," when you zvrite to advertisers.

REEL and SLIDE

29

Indirect Screen Publicity Sells
High Grade Stock Food to Farms

(The Purina reels on farming effi-
ciency were produced for that company
by the Atlas Educational Film Com-
pany, Chicago.)

T the Detroit Sales Congress,
two i'ears ago, it was stated
on good authority that the
eye is twenty-two times as
strong as the ear in a selling
argument. A salesman may
have all of the descriptive power of
Charles Dickens and yet be unable to put
across his idea in half an hour. An actual
model or sample of the object itself would
"get across" in half a minute.

The writer has long been one of that
rapidly increasing number of active adver-
tising men who have awakened to the
power of this e\e selhng medium. He be-
lieves that its peculiar appeal to great
masses of buyers who cannot as easily or
effectively be reached in any other way,
makes films almost an indispensable ad-
junct to publicity campaigns in certain
lines of merchandise, though undoubtedly
motion pictures can and will be an im-
portant factor in the development of every
line in time to come.

This Case a Peculiar One

Our particular proposition, when we de-
cided to add films to our campaign, was
a peculiar one, decidedly complicated, to
say the least. The effective use of our
horse, dairy, poultry, pig and calf feeds
depend to a large extent upon factors that
are entirely beyond our control. Farmers
who fail to~maintain cleanliness and order
on their property, who neglect sanitary
precautions in dairy, poultry house or
drinking fountains, cannot get the best re-
sults with any stock food in the world,
no matter how good it may be.

Our problem, then, was to influence the
farmers — our customers — to sustain their
farms on a sanitary and efficient basis in
order to maintain the reputation for our
products. It was a far-sighted "educa-
tional campaign," beneficial to us, in the
end, but likewise of value to the whole
country.

.What better medium could be used than
motion pictures?

Our films were produced in a way that
brings home to the farmer the benefits of
efficient farm management. They are de-
signed to meet the every-day requirements
of the American stock farm. They offer
a_ good example of what might be called
"indirect screen advertising," since they do
not directly sell Purina products, but in-
directly they do, and in quantity beyond
expectations, as has been proved by our
campaign.

Educational Importance of Reels

By means of a good picture you can
tell a thousand people in two minutes a
story that without pictures would require
much more time and leave a less distinct
impression. By use of moving picture reels
\ye can easily show the proper construc-
tion of a house and how simple it is to
keep the dropping boards clean and the
crevices clean from lice and mites.

Some farmers shrink from the idea of

Ralston Purina Mills Circulate
Motion Pictures Designed to In-
crease Farm Efficiency and
Sanitary Conditions — Now
Part of Regular Adver-
tising Campaign

By E. T. Hall

{Manager, Promotion Department, Ralston
Purina Mills)

raising a calf on a milk substitute. By
use of pictures we can show how easy it
is to mix Purina Calf Chow with hot
water and save from $20.00 to $30.00 over
the cost of cows' milk.

The problem of distribution, after pro-
duction was well under way, we studied
carefully. The company who produced our
reels have given us distribution through
their well organized Service Bureau, and
we also enlisted the aid of our dealers to
get these pictures before the greatest num-
ber of people in rural communities.

In this way, we have managed to get the
pictures shown to millions of farming peo-
ple to whom the massage of our pictures

had a direct appeal, in that they have an
important bearing on farm income, and
therefore the welfare of the farmer and
his family.

Films to Develop the Farms

Another important point is that pictures
appeal to a large class of non-readers.
Busy farmers who do not have time to
keep posted concerning recent develop-
ments in scientific feeding, can attend a
picture show and in a single evening get
ideas that will be worth hundreds of dol-
lars to them.

Moving pictures are certain to be a
tremendous factor in the development of
farms during the present critical situation.
It is more important than ever before to
show farmers how to save grain and get
better results ; how to utilize their home-
grown crops by scientifically balancing
them with concentrates.

The moving picture industry of the
country can do a great deal toward win-
ning the war by running the best educa-
tional reels in all farm communities.

Summing up, we are so pleased with our
motion picture campaign, and the results
it has achieved, that we consider it an in-
dispensable part of our merchandising
plans. Naturally, we learn as we go in
this work, and the more we learn the more
faith we have in the screen as a medium.

iiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiliiiiiliiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

"A Black Art"

The Mysterious Forgery Film — a Graphic
Expose of Professional Forgery and Check
Raising. Shown only to restricted audi-
ences at meetings of

Chambers of Commerce
Business Men's Clubs
Rotary and Sales Clubs
Credit Men's Ass'ns

Todd Two-Color
Patents

Merchants' Associations
Bankers' Conventions
Professional Men's Ass'ns
Public Officials, etc.

There is no charge
to Reputable Busi-
ness Organizations
for the use of the
"Black Art" film.
No admission
charge is made
where it is shown.

Write for open dates

(Amount words in red; Denominations in black)

Todd Protectograph Co.

(Established 1899)

1175 University Ave.

Rochester, N. Y.

World's Largest Makers of Check-Protecting Devices

Please say, ''As advertised in REEL and SLIDE" when yon write to advertisers.

The best industrial reels will be described in
this department. We aim to print reviews
of all the newest, worthy productions, but age
does not bar a feature which is of sufHcient
quality to be of interest to our readers.

Standard Sanitary Has Films

The Standard Sanitary Manufacturing Co.,
Pittsburgh, has produced a motion picture of
their plant in operation and showing how their
products are turned out. This company, doing a
big national business, has a distribution campaign
w£ich is based on the dealer-help idea.

Asphalt Paving Screened

Motion pictures showing street paving done by
the Barber Asphalt Paving Company of Philadel-
phia are being distributed and exhibited by means
of Oe Vry portable projectors. The merits of
asphalt and the Barber system are set forth in
well chosen scenes, which make a decidedly in-
teresting subject, aside from their value as an
advertising medium. These films are exhibited
largely for the benefit of city officials.

Ignition System Pictured

Scarcely an important concern connected with
the automobile industry has failed to recognize
the ,ralue of the motion picture. The Champion
Ignition Company of Flint, Mich., is among the
latest to adopt the screen as a means of display-
ing graphically the merits of their output.

The Flint, Michigan, Films

To "boost" Flint and its surrounding Michigan
territory, the Flint Board of Commerce has had
produced a reel of interesting scenes showing the
industrial expansion and the commercial possibili-
ties of the Jive little Michigan city. These pic-
tures are intended for general circulation and
have proven quite popular among the business
men's associations who have seen them.

For National Lamp Dealers?

The National Lamp Works, Nela Park, Cleve-
land, are releasing motion pictures showing scenes
in their big factories at Nela Park. These films
are strictly of the "dealer help" variety and are

Illllll

shown by each dealer in his territory. The films
are designed to inform the general public as to
values in the various types of lamps, as well as
to show how they are manufactured.

A Scale Screen Campaign

Toledo is known as the "home of Toledo
Scales" — perhaps, as well as for being the "home
of the Willys Overland." The Toledo Scale Com-
pany has made pictures of their big workshops,—
which are of a sufficient general character to in-
terest the public at large. Films are now to carry
the Toledo Scale message to all corners of the
world, according to the plans of the company.

Brown Shoes Screened

One of the biggest shoe factories in the biggest
shoe manufacturing center in the world — St.
Louis — has turned to the motion picture as a
ready medium for the exploitation of their prod-
uct— the Brown Shoe Company.

Avery Company Makes Pictures

Practically all of the implement manufacturers
rely on the motion picture to convey to farmers
the merits of their seeders, reapers, plows and
other implements. Films are especially valuable
in this connection, because of the weight and size
of much of this machinery and the impracticability
of moving it around readily. The Avery Com-
pany of Peoria has completed a set of moving
pictures, showing their farm implements in use.

J. I. Case Adopts Screen.

The J. I. Case Threshing Machine Company
(Racine, Wis.) is preparing to make motion pic-
tures of their operations, on a large scale. The
Diamond Film Co. (Chicago) is in charge of this
work.

Portland Cement Filmed.

Essanay recently produced an interesting pic-

ture for the Universal Portland Cement Company
of Chicago. This film shows some interesting
things in the process of Portland cement manu-
facture and in the uses to which it is put.

United Shoe Machinery Go.
Uses Screen "Evidence"

RE-U. S. GOVERNMENT vs. The
United Shoe Machinery Company,
in the recent dissolution suit insti-
tuted by the government on the ground
that the company has effected an unlawful
monopoly, the movies were employed to
illustrate the operation of machines manu-
factured by the company and to familiar-
ize the jurors with the mechanical proc-
esses involved — exhibition lasting forty
minutes.

Sidney W. Winslow, president of the
company, and one of the defendants in the
dissolution suit, explained the pictures as
tliey were thrown on the wall of the court
room.

The entire process of manufacturing
soles and heels to the uppers, known as
"bottoming," was demonstrated. This
process is regarded as the most important
branch of shoe manufacturing. The gov-
ernment contends that the United Com-
pany has secured *an unlawful monopoly
of the "bottoming" machines.

When the picture show was ended Presi-
dent Winslow resumed his testimony.

New Reels Feature Boy Scouts
and Baden-Powell

4 4 r> OY SCOUTS TO THE RESCUE
r^ or Aids of the Nationa," is the
title of a ten-reel feature pictu-e
produced in England and now being re-
leased in this country.

_ It was made under the personal super
vision of Lieutenant-General Baden-Powell,
as a message to the boys of the world and
is a dramatic story, cleverly introducing in
its plot the work of the Boy Scouts and
the training provided its members, enabling
them to aid themselves, others and their
country.

The picture will be shown in this coun-
try, under the auspices of the Boy Scouts
of America. The distribution is being han-
dled by the Universal Film Manufacturing
Company, and will be part of a nation-
wide drive to increase the membership of
the Boy Scouts of America.

We Use Portables in Selling
Furnaces to Dealers

BEN HOFFMAN, furnace manufac-
turer of Decatur, 111., recently had
the Cincinnati Motion Picture Com-
pany produce a series of short subjects
showing the various improvements and
merits of his furnaces.

Each salesman was supplied with a port-
able projector. In calling on dealers, the
films were used to illustrate the salesman's
talk.

Clarence E. Runey of the Cincinnati
Company says of this campaign :

"Mr. Hoffman reports extraordinary re-
sults with this campaign. More orders
than the factory could fill were secured."

Uniz'ersal has produced a six-reel feature

for the General Electric Co. -This is

a scene from the first tzvo reels

in the series.

Fifteen Hundred Car Dealers
Get Mitchell Films

THE Mitchell Motors Co., Inc., of De-
troit are exploiting the Mitchell plant
and Mitchell cars through their 1,500
dealers in all parts of the United States.
The care with which the cars are manu-
factured, the quality of material that en-
ters into their production, is shown on the
screen clearly.

Frank A. Kapp, advertising manager of
the company, says : "Since Mitchell cars
are sold all over the country, ours must
necessarily be a mass appeal. We secure a
large and effective exhibition through our
chain of dealers. Our films are particu-
larly of interest to Mitchell dealer's pros-
pects. They have been a very effective
medium."

Ghase & Sanborn Gompany
Plan New Set of Screen Ads

THE Chase & Sanborn Company of
Chicago, pleased with the results of
past experience with the screen, have
contracted to produce some new short sub-
jects for general distribution throughout
the country, exploiting their coffee brands.
These pictures are to be of the highest
quality and will show models demonstrat-
ing the proper concoction of coffee.

The production and service on this cam-
paign is in the hands of D. R. Himmel-
hoch, sales manager of the Diamond Film
Co,, Chicago.

Separator Firm Includes
Reels in Sales Plan

THE Warren Swedish Separator Com-
pany of Chicago has produced a reel
of interesting moving pictures which
offer an excellent demonstration of their
separators.

These films will be distributed largely
through the company's dealers and will
be shown for the benefit of farmers and
dairy men.

The peculiar features of the separator
are easily demonstrated by means of pic-
tures.

REEL and SLIDE

31

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS'
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. Hollister 1st Vice-President

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W. A. Harris Secretary

W. F. Herzberg Treasurer

NEWS NOTES

At a meeting of the Executive
Board it was unanimously voted to ap-
point "Reel and Slide Magazine" the
official organ of the Screen Advertis-
ers' Association. Members are respect-
fully requested to mail each week to
Harry Levey, 1600 Broadway, New
York, items of interest for this page.

During this month the Screen Ad-
vertisers' Association will give a mov-
ing picture entertainment and smoker
in New York, under the personal di-
rection of Joe Brandt, president, and
Harry Levey. The purpose of this
afffir is to raise sufficient funds for
the treasury to enable the Association
to make a representative showing at
the convention of the Associated Ad-
vertising Clubs of the World in Cali-
fornia in July. All members are in-
vited to show some of their film pro-
ductions and donate toward the ex-
hibition expense. Advertising men of
all kinds, buyers and sellers of space,
will be present and it will be quite an
advantage for any members to have
examples of their work projected.
* * *

"California and You." So went the
popular song.

Are you going?

Yes, in July the convention of the
Associated Advertising Clubs of the
World, including the Screen Advertis-
ers' Association, of which you are a
member (or should be), takes place in
California.

The Screen Advertisers' Association
must make as good if not a better
showing that at St. Louis last year.
Come along and let us exchange a few
ideas for the betterment of everybody's
business in general and our business in
particular. Reservations should be made
for the showing of your work in the
advertising field. This is going to be
the biggest event of its kind and you'll
never have the opportunity to meet so
many men who buy the goods you sell.
Shoot a wire to Joe Brandt, 1600

MEMBERSHIP

Article From Constitution

All reputable manufacturers of advertising, industrial or
commercial Alms or advertising stereopticon slides, and all
corporations. Arms, co-partnerships and individuals offering
a service approved b,v this Association, for the distribution
or release of advertising, industrial or commercial films, or
stereopticon slides, shall be eligible to membership in this
Association, upon signing the pledge of the standards of
practice of this Association, and the payment of the initia-
tion fee, hereinafter provided for, providing such manu-
facturers, corporations, firms, or individuals shall have
boen engaged in the business of manufacturing advertis-
ing, industrial or commercial motion pictures, or advertis-
ing stereopticon slides, or the release or service incidental
to the distribution of advertising, industrial or commercial
motion pictures or stereopticon slides, for a period of at
least six months prior to acceptance of application tv>r
membership in this Association, and shall have produced
or handled at least two national or local accounts for
•eputable firms in a satisfactory manner, and shall have a
net worth of not less than $10,000.00 lawful money of the
United States, or can furnisli a satisfactory bond in lieu
thereof. —

Each application for membersliip in the Association shall
bo endorsed bv at least two members of the Association,
in good standing, and shall be referred to a committee
on membersliip, to consist of not more than five, nor less
than three, members of the Executive Committee of this
Association, to be named by the President, and to hold
office until the next annual meeting held after their ap-
pointment; it being provided that in the event such com-
mittee on membership shall favorably report the applicant
for membership, such application shall be voted- upon by
the members of tlie Executive Committee. In the event
that two or more members of the committee shall vote
against the admission of the applicant, such application
for membership shall be refused and the applicant shall
not be considered again for membership prior to six
months from date of such action.

An initiation fee of $100.00 shall accompany the appli-
cation of any manufacturer, corporation, firm, co-partner-
ship, or individual engaged in the manufacture of adver-
tising, industrial, or commercial film, which shall be
returned to applicant in the event application is refused.
An initiation fee of $50.00 shall accompany the applica-
tion of any firm, co-partnership, or indi\'idual solely en-
gaged in the distribution of advertising, industrial or com-
mercial films, or stereopticon slides, whicli shall be re-
turned to applicant in the event tlio application is refused.
An initiation fee of $25.00 shall accompany the applica-
tion of any manufacturer, corporation, firm, co-]>artn6r-
ship. or individual engaged in the manufacture of stereop-
ticon slides. An initiation fee of $100.00 shall accompany
the application of any manufacturer, corporation, firm,
co-partnership, or individual, engaged in one or more of
the above classifications.

NEWS NOTES

Broadway, New York, telling him to
put you down with the rest of the
bunch. Now!

Harry Levey represented the Screen
Advertisers' Association at a meeting
of the Division of Advertising of the
Committee on Public Information, held
at the New York Advertising Club,
Tuesday evening,. April 23d. H. W.
Johns, chairman of the division, asked
Mr. Levey to address the meeting and
report how far the film industry has
advanced in government work.

Mr. Levey said;

"The screns of the country are open
for any propaganda the government
wishes to carry on. The motion pic-
ture theaters furnish a circulation of
20,000,000 people a day. We have
been boosting the different drives being
conducted by the government in every
motion picture produced and have made
film, especially for the Liberty Loans,
War Savings Stamps, Red Cross, Fuel
Administration, Food Conservation,
Shipbuilding Board, Department of
Agriculture and the Treasury Depart-
ment. The motion picture industry
has co-operated with every department
of the army and navy and has done
some remarkable recruiting work. We
have also furnished our boys with en-
tertainment and have assisted in pro-
claiming the supremacy of American-
made products.

"We are ready to receive any copy
to be exploited from this division at
any time, or any pictorial matter that
they wish to show in animated form.
The Screen AdveTtisers' Association in-
tends to hold a meeting in the very
near future and we wish all the gentle-
men here to attend."

Mr. Johns told Mr. Levey that every
effort would be made to devise special
copy for the screen advertising, and
Charles Dana Gibson, chairman of the
Pictorial Display Division, said that
work would immediately be begun on a
series of cartoons to be animated for
screen production.

APPLICATION FOR MEMBERSHIP

-

Harry Levey,
Chairman Executive Committee,

Screen Advertisers' Association of the World

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

"

Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becom
Advertisers' Association of the World.

ng a member of the Screen

Date

Name

Firm

Nature of Business

i

32

REEL and SLIDE

Efficiency Is Basis of Operations in
Big Industrial Picture Studio

By E. J. Clary.

TO the general public, as well as men
of big business, the motion picture
screen has long been associated with
the tinsel and glitter of the theater. "Be-
hind the scenes" (or behind the screen)
are actors, scenery and camera men, car-
penters, electricians, etc. ; there is an author,
a story which unfolds itself naturally. So
much for the film drama.

But with the steadily increasing growth
of the motion ^Dicture as a phase of mer-
chandising and advertising, the tinsel, the
glitter has given way to efficiency. Indus-
trial film production involves the best
elements of the advertising science coupled
with the best standards of business adminis-
tration and factory production.

This change ~from the old days when
sloppy and costly waste was the order of
the day, is permeating the entire commer-
cial film business. Engineers who have
improved film producing machinery have
perfected appliances which seem to be al-
most human.

An example of this is the Rothacker
Film Mfg. Co., of Chicago, which is the
result of years of steady growth and de-
velopment.

In answer to several queries which have
reached this office concerning the produc-
tion methods in advertising film, I take this
opportunity of describing how things arc
done in the Rothacker plant.

Efficiency Experts, Attention.

A few of the outstanding facts in the
operation of this plant are:

Every drop of water used in the plant
is filtered.

An expert chemist tests every chemical
used in production.

"Airtight" rooms where film is handled
keep out all dust from the time it arrives
as raw stock until it goes out of the ship-
ping room door.

W. R. Rothacker.

Every reel of
positive is tested
by an expert, using
a projector and
screen correspond-
ing precisely to the
average equipment
of the biggest pic-
ture theaters of
the country.
• The route fol-
lowed by a reel of
film runs through
a well-oiled
"groove," five in-
spections being
made of everj'
print.

Seventy-five ex-
pert splicers attach
the sections one to
the other.

Every reel of
'film when it comes out of the washing
bath is tested against a special light for
slight defects. If any are found, the film
is discarded.

A Building of Steel Throughout

A battery of a dozen latest model print-,
ers, operated by automatic timing devices,
insure absolute uniformity of color and
density.

Labor saving in this plant has reached
the N th degree. Splicing rooms are as
clean and dustproof as a hospital.

Sixteen perforators of the newest type
are in constant operation perforating the
holes in the raw film stock used in the
Rothacker plant. In this 'way, the super-
intendent is certain that his perforation is
absolutely uniform.

Eight huge drums in a daylight drying
room, kept at 85 degrees throughout the
year, dry millions of feet of film a month.

The building is steel throughout; even the
{Continued on page 34)

PHOTOPLAYLETS

Make Your Local Merchants Glad to Use

SCREEN ADVERTISING

PHOTOPLAY FOR MILK DEALERS

Scene L What will
so stir the hearts and
Ijring a smile to the
lips of all as will
this happy, well-
nourished baby lying
contently in his crib?

Scene 2. Tliere can
lie no qiiestion but
tliat its contentment
is directly traceable
to good food — but
alas! here is another
judge of good food!

Scene 3. Although
seemingly the same
as Scene 1, a close
Inspection will show
Miat "Yo\i Would
Cry Too If You Lost
Your Best Friend"
hits the mark.

Scene 4. And the
picture is not com-
plete without another
view of the little
looter — boldly seek-
ing our approval of
her good judgment.

(Note: The adver-
tising copy may pre-
cede, and follow, the
action. )

Real Actors in Real Settings — Any "Copy"
desired by the Individual Advertiser appears
Simultaneously with Action, making Screen
Space 100% Efficient.

PHOTOPLAYLET FOR FURNITURE TRADE

Scene 1. Any se-
lected "copy" suiteti
to the individuality
of the a-dvertiser ai»-
pears for a sufficient
time and continues
throughout the pic-
ture.

Scene 2. Then tliis
beautifully furnishetl
bedroom ' "f ades-in ' '
gradually above the
copy. It_ first im-
presses by its beauty
of detail.

Scene 3. The next
impression is curi-
osity about tJie oc-
cupants of the betl.
Children's faces al-
ways appeal strong-
ly and stick in the
memory.

Scene 4. Naturally
and easily after the
pleasant picture of
baby faces the dainty
room again returns
to illustrate the copy.

Scene 5. And then,
as naturally and
easily, the room
fades away to leave
th© copy alone — its
meaning now deeper
and more convincing.

Exclusive Territory — Wonderful Sample Out-
fit— Helpful Cooperation — Investigate

ROTHACKER FILM MFG. CO.

"= ! 1339-51 Diversey Pkwy., Chicago, Illinois

The Drying Room.

_ SCENARIO — PRODUCTION — DISTRIBUTION ,

M OIHER FHiOW'S IDEA

A PECULIARLY effective method of
bringing business to a Ford motor
service station has been adopted by
the Bleoo Motor Company of Chicago.
The Diamond Film Company has produced
a short subject for this concern, cartoon
style, in which a Ford, car is shown crash-
ing into a street car. The debris is shoveled
into the Bleeo garage and the debris is
quickly "put together" again in a few sec-
onds. Appropriate titles accompany the
cartoon. The film is being shown in neigh-
boring theaters, where it is said it always
brings a laugh.

ings and afternoons. The De Vry projec-
tor, motor driven, was adjusted in the
show window and the picture projected on
a sheet of tracing cloth. Passersby stopped
before the show window to watch the
screen upon which the story of an "electri-
cal household" was displayed. The image
showed plainly through the tracing cloth —
on the opposite side from the projector. It
was very effective.

AN industrial reel, idle on the shelf, is
a loss. To be effective and bring in
its maximum returns, it must be kept
busy. Most advertisers realize tjiis. A
unique method for getting the maximum
return on their film, "A Romance of The
Old Time School," has been adopted by
the Westinghouse people. This film is
designed to arouse interest in the use of
electricity in the home and to create a
bigger demand for Westinghouse electrical
appliances. Dealers who agreed to run
the film in local theaters were also shown
how they could make it "work" during the
period when the theater is closed, morn-

1N short subjects — those running be-
tween 50 and 100 feet — it is often nec-
essary to use up considerable of the foot-
age on titles, in order to get the "sales
talk" over properly. A ten word title takes
ten feet — a 20 word title, 20 feet and so
on. A Chicago screen advertiser conceived
the. idea of doing away with all regular
titles and using placards. His product is
a household necessity. A woman demon-
strates its use before the camera. She
holds up black and white printed cards to
explain the merits of the product. A
trailer follows. The picture holds atten-
tion while the cards are being read.

A

WISCONSIN furniture firm adopted
the screen to exploit a special line
of upholstered parlor sets. It was

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Get Your

FACTORY

in the

MOVIE

Free Tests

Against Any Competitor

Any Where, Any Time

Cincinnati Motion Picture Co.

Runey Building, Cincinnati, Ohio

realized that the lack of action in such a
product might prove uninteresting to the
audience. Accordingly, the reel wound up
with a couple spooning on the comfortable
couch; "father" enters and there comes a
"scene" quickly followed bv a title. This
proved to be a good attention-getter and
holder.

A HjBJisewife Demonstrates Perfection Oil

Staves on the Screen for the Standard

Oil Co. (Camel Film Co.)

ONE recognized difficulty experienced
by screen advertisers lies in the nec-
essity for saying much in few words
on the screen. Screen titles, unlike the
printed ad, are seen only once by the
"reader"; the title is flashed on the screen
and held there for a certain number of
seconds, then flashed off again. If the
audience misses its meaning, the effect is
gone. The Brunswick Balke Collender
Company, in producing the new Brunswick
Phonograph pictures, (Diamond Film Com-
pany) have adopted the double exposure
title. The title is exposed over an actual
film of the instrument standing in an at-
tractive room. The title is brief. During
its presence on the screen, the instrument
it is designed to advertise is there also.
A "reader" who might not read a "sales-
talk" title, or notice an ordinary wash
drawing decoration, is attracted by the pic-
torial value of this device, quite common
in dramatic pictures, but seldom used in
screen advertising.

A PARTICULARLY novel screen de-
vice has been used with great suc-
cess by the Firestone Tire people
in a "film talks to dealers," campaign. The
salesmanager is shown talking to a group
of salesmen. As he takes up point by point,
his ideas are illustrated in a "fade in" just
above his head on the screen, driving home
the various points in the sub-titles and
visualizing effectively just what he means.
The novelty of the idea is only one indica-
tion of the many short cuts the film offers
in securing brevity and clarity in transfer-
ring the experience of one man to the
brain of another.

— E. J. CLARY.

33

34

REEL and SLIDE

"Photoplaylets'' Bring Picture Screen
Within Reach of Country's Retailers

By H. H. Dewey,

{Manager Dealer Service Department

Rothaeker Film Mfg. Co.)
(Second of two articles on the short
screen photoplaylet, by Mr. Dewey.)

S well try to make bricks
without straw as to make
photoplaylets without equip-
ment and experience — equip-
ment, photographically speak-
ing— experience, in many
things other than the main requisite, ad-
vertising.

That is why photoplaylets have been so
long in arriving. Now that they are an
actuality it is time to relate some of the
trying experiences that attended upon
their creation.

First of all, the making of photoplays
takes money, or as some prefer to call
it — capital. If you have ever wooed this
elusive lady you may have some faint con-
ception of the travail of attempting to
make her smile upon anything so ephem-
eral as a photoplaylet during its existence
as an idea.

Something besides photographic excel-
lence is needed to make a photoplaylet, al-
though of course all the finest ideas are
worthless if not transferred properly to
the wonderful medium of the moving pic-
ture.

Expert Knowledge a Necessity

Hard years of experience in the field of
retail advertising in every one of its more
than thirty major lines have taught that
no one man can possibly acquire the vast
store of knowledge .necessary to expertly
cover the field. So arrangements were
,made to enlist the best brains of the en-
tire country and the ideas so gained from
specialists in each line were assembled and
adapted for incorporation into a series of
perfect little motion pictures.

The nature of these connections and the
quality of the productions may best be il-
lustrated by an amusing incident that oc-
curred when our first Styles in Women's
Apparel were released. Several merchants
in the country towns to which samples
found their way, refused to have anything
to do with them because they were "out
of date." Nine months later these same
merchants gladly ordered and exhibited
the very films they had condemned. We
got the styles direct from Paris, some of
the models, too, and the small town mar-
ket had not as yet been educated up to
them.

Only once or twice have we had to pick
a few monkey-wrenches out of our own
machinery, for it always takes some time
to adjust a business to run within a busi-
ness. Photoplaylets are an impossibility
without a vast and complete organization
to back them up.

No undue haste to cover a multitude of
businesses has marked the progress of
photoplaylets. The field for them is prac-
tically unlimited and we are continually
besieged to produce one for this and an-
other for that. While this would result
in immediate sales of one or more prints
we have held to the line of .production
for quantity and thus made possible the
incorporation of that intrinsic merit which
has often been lacking in the "short"
film. Genuine quality cannot be included
in a motion picture by the mere waving
of a wand.

PHOTOPLAYLETS FOR CANDY MANUFAC-
TURERS OR CANDY DEALERS— BEAR-
ING ANY COPY SPECIFIED BY THE
INDIVIDUAL USERS.

Scene 1 — A beauti-
ful girl, dressed to
receive an evening
caller, sits playing
grand piano as her
maid announces the
soldier-lover.

Scene 2 — Tho u g li
placed on the piano
aaid forgotten for the
moment in the joy
of the meeting, the
gift lie bore is soon
remembered.

Scene 3 — As they
seat themselves the
girl expectantly re-
moves the WTappings
and discloses a pic-
ture of Uncle Sa.nr
on the cover.

Scene 4 — A respect-
ful salute is tendered
by the soldier to the
design in which the
contents of the box
liave been arranged.

Scene 5 — The rep-
rimand. Natty little
sailor has slyly
raided HER box as
she toolv a bite of
HIS stick of candy
— but what cares he ?

Scene 6 — Refusing
to take matters seri-
ously, he demands
and receives a salute
in return for his —
then laughingly runs
away.

In a photoplaylet the ^story must be told
in less than one minute and the advertising
copy digested simultaneously in the same
period. _ The showing of the advertising
copy simultaneously with the action saves
valuable screen space and secures the de-
sirable intimate association of ideas.

Photoplaylets keep the audience on its
toes and even get applause. The extent
of their pulling power is also shown by
the fact that we have even been requested
to furnish paper and stills for lobby dis-
plays ! ■

Something New Is Needed

Photoplaylets have done, more to pull
screen advertising for retailers out of the
mud in a number of lines than any other
single factor. Their quality is high ; any
first class theater will no more hesitate to
show them than will a high class publica-
tion refuse to run good advertising copy.
Time was when such has been the case,
but present day efficiency demands every
possible increase in revenue that can be
had without shortsighted screen prostitu-
tion.

The old idea of a smashing climax —
usually produced by sacrificing the dignity
of the advertiser, or of the point to be
emphasized — that marked the school of car-
toon productions for retailers has been en-
tirely eliminated. So many bombs have
been exploded, cyclones released, Zeppelins
destroyed, heads broken open by falling
cocoanuts, etc., etc., all in order to release
swarins of block letters to form the ad-
vertising copy, that the long suffering pub-
lic deserves a rest.

(Continued from page 32)
desks are steel. A studio which rivals that
of the biggest dramatic producers, lighted
by vapor lights on movable cranes, gives
the industrial user assurance of ideal light-
ing conditions, proper settings and direc-
tion.

A Job Printer on the Job.

This plant has its own job print shop,
an art department of several men, recrea-
tion facilities for its employes, is built of
concrete and steel. Its storage vaults are
bigger than those of the average big city
bank.

It has a camera man's room where out
of town camera men can splice their own
film when occasion demands.

Its advertising staff, under the personal
direction of Mr. Rothaeker, who has
studied screen advertising for a decade,
supplies the scenario ideas and aids in the
preparation of the titles and continuity.

The Rothaeker plant prides itself, above
all, on its printing and developing: in other
words, in the quality of its finished product.
This efficiency, which has become needful
on account of the greater cost of film pro-
duction and keen competition, is perhaps
more than needful in the production of
films for big industry. It is a principle
that was slow to develop in the film indus-
try as a whole. It has always been Mr.
Rothacker's principle. Aside from his huge
industrial orders, the Rothaeker plant
prints all the positives of the First Na-
tional Exhibitor's Circuit features, includ-
ing Charlie Chaplin comedies.

It is this huge bulk of production that
makes possible the operation of a plant
of this magnitude and size.

Financial House Uses Slides
To Aid Bond Salesmen

i ^W T^ have found lantern slides
V V/ effective in educating our bond
^ " salesmen," says a writer in
System Magazine.

"Recently we marketed the bonds and
some of the stock of an industrial enter-
prise, the possibilities of which were little
known or understood in our vicinity. We
obtained slides illustrating all the steps in
the manufacture of the commodity. The
plant's location, its source of power, its
shipping facilities, and .its geographical ad-
vantages, were all clearly shown.

"Then we gathered all the salesmen in
a meeting; as the slides were shown, an
officer of the concern who was thoroughly
familiar with the business explained them
and answered all questions.

"The men became enthusiastic about the
enterprise. This was because they were
not confined to the reading of a mere cir-
cular or announcement, but were able to
visualize all its possibilities through the
illustrated talk. They could discuss it in-
telligently and understandingly with their
prospective purchasers.

"We never have had an issue of securi-
ties which our men sold more easily or
quickly."

The "expository" style of action ,has
been used mostly. It retains the dignity
of the subject and at the same time com-
mands the attention of every audience.
The simultaneous- showing of the copy
with the action, secures the desirable in-
timate association of ideas and saves
valuable screen space.

Prominent manufacturers have already
made considerable investments in these
short screen ads for intensive dealer service.

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, Herald Bldg., Chicago. If an answer
by mail is desired, enclose stamped envelope.

MAZDA LIGHT PROJECTION
By Albert C. Derr, D. D., Ph.D.

The arc light has passed through a varied his-
tory of changes and improvements, until today
it has evidently reached its zenith. Improved
degrees of efficiency or higher screen illumina-
tion have depended upon the various kinds and
forms of control. First came the ordinary rheo-
stat or choke-coil, then the oil rheostat, a com-
bination of oil and choke-coil. This was followed
by the compensarc, which proved to be quite an
advancement, then the mercury arc rectifier,
motor-generator set, rectifier and rotary con-
verter, changing the alternating current to direct
current. The last four methods are costly and
the equipment expensive.

The best carbons used with the arc light were
made in Germany. When the European war
broke out, shipments were discontinued. Many
and varied attempts and experiments have failed
to develop a very satisfactory carbon. Necessity,
the mother of invention, then suggested a new
turn, which has resulted in developing and
standardizing the new Mazda nitrogen lamps.

The two divisions of the General Electric Com-
pany have developed satisfactory lamps. The
National Lamp Works developed a 2U ampere,
30 volt or 600 watt lamp which is very satis-
factory. They have been working on an 80
ampere, 12 volt or 960 watt lamp. This, how-
ever, is not ready to offer to the public. The
Edison Department has developed a 20 ampere,
30 volt or 600 watt and the 30 ampere, 25 volt
or 750 watt. The Westinghouse Lamp Company
have developed a 20 ampere, 30 volt or 600 watt,
30 ampere, 25 volt or 750 watt and a 30 ampere,
40 volt or 1,200 watt.

* * *

The perfection of the lamps and putting them
into actual satisfactory operation has proven to
be two separate, distinct and difficult problems.
The developing of the lamps was one problem;
putting them into actual, satisfactory operation
was quite another. The question of proper hous-
ing and control proved a more vital question than
at first anticipated. The old apparatus is too
crude, of wrong voltage and the lamphouses un-
suitable, hence cannot be used.

Many problems enter into the Mazda question.
When the line voltage on the arc light was low,
a higher adjustment, or in other words, jumping
a portion of the resistance, produced satisfactory
results. This was often accomplished by tamper-
ing with the resistance. A difference of 5 or
10 amperes, or 10 to 20 volts clid not hurt the
lamp. With the Mazda light proposition it is
different.

To explain fully we will use the 20 ampere,
30 volt or 600 watt lamp, as all others work
on the same principle. The filament of the lamp
burns at a very high temperature and when pass-
ing much beyond the 600 watt point will soon
burn out the lamp, the average life of which is
estimated at 100 _ hours. Ten to twenty watts
above the 600 point materially shortens the life
of the lamp. At 19 amperes or 570 watts there
is a 25 per cent reduction of light.

To take care of the variation in line voltage,
different tapping points at 105, 110 and 115 volts
have been used in different transformers. This
had to be mechanically adjusted by plugging from
one point to the other, which has proven that
a difference of 5 volts is entirely too great, either
giving a loss of 10 to 30 per cent or burning
out the filament.

Floating adjustment has not proven sufficiently
stabilizing. Automatic adjustment or "fool-
proof," also leave too "wide a range, with prac-
tically the same injurious results. The closest
experiments yet made with the automatic have
proved that the amount of energy caused by the
difference of one ampere is not sufficient to prop-
erly adjust to burn at accurate 600 watts. Other
difficulties have been that the operator wishing to
increase the light has gone above the 20 ampere
point and burned out the lamps, which cost $6
each.

As we are the most familiar with the Lea-Bel
tr.tnsformer, built by the Imperial Electrical
Company of Union City, Ind., we will describe
their overcoming of these difficulties. We have
found this transformer meeting the many exact-
ing requirements, the best of anything found up
to the present time.

« • *

The following types are being made:

Type A — Two unit for 20 ampere, 30 volt or
600 watt for two machines. Extra controller for
the second machine.

Type B — Single unit for 20 ampere, 30 volt
or 600 watt for one machine.

Type C — ^Two unit for 30 ampere, 25 volt or

750 watt for two machines. Extra controller for
second machine.

Type D — Single unit for 30 ampere, 25 volt
or 750 watt for one machine.

Type E — Two unit for 30 ampere, 40 volt or
1,203 watt for two machines. Extra controller
for second machine.

Type F — Single unit for 30 ampere, 40 volt or
1,200 watt for one machine.

It utilizes a shell type auto-transformer, the
most rugged and durable type known, with special
characteristics, which has been developed and per-
fected by an electrical wizard who has already
presented to the electrical world a number of
satisfactory End surprising developments.

Each transformer is equipped with a very ac-
curate and reliable meter, built for a special am-
pereage. The transformer takes care of the varia-
tions in line voltage, ranging from 100 to 125
volts. The anipereage is regulated by a con-
trolling knob, making a series of contacts. The
first is a focusing point varying from 10 to 12
amperes, according to the line voltage. This de-
livers a cherry-red light, permitting the accurate
focusing of the filament and also heating it.

The next step delivers 18 amperes, then ad-
vances by 2-10 ampere steps. By a special ar-
rangement the final delivery of current is made
from the secondary, which, responding to the
turn of the controller, accurately delivers the
proper ampereage and voltage to the lamp, and
at all points carries the proper ratio between the
ampereage and voltage.

Six tyoes of transformers are now standardized.
Two are for the 600 watt, two for the 750 watt
and two for the 1,200. Types B, D and F are
respectively for 600, 750 and 1,200 watts, _ con-
trolling one machine only. These last are built in
a single unit, containing the transformer and reg-
ulator, weighing less than 20 pounds and intended
to be bolted on the wall immediately in front
of the operator, below the opening through which
he views the screen.

It is only necessary to see that the indicator
is at the 20 ampere point at all times. If line
variation advances he must turn it back; if too
low, turn it forward. Types A, C and E are
made in two units — namely, transformer and con-
trolling board, for two machines in the moving
picture booth of a theater.

The cut illustrating type A shows the trans-
former. Types C and E are identical in appear-
ance. One set of wires lead to the incoming
line. At the other terminal they branch and
lead to each of the two controlling boards, which
are the same in appearance as Type B, and are
located the same in the booth.
♦ * *

Type A transformer in an endurance test at
the factory carried a double load of 40 amperes
for two hours, and at the Underwriter's Labora-
tories for three hours without heating. As a
destructive test it carried 120 amperes for about
15 minutes, then gradually dying out. This shows
the wonderful capacity of the transformer which
takes care of two machines while changing from
one to the other. The remaining types are built
along the same fundamental lines as Type A.

The 600 watt is for short throws; the 750 watt
for medium, and the 1,200 for long throws. Al-
ternating and direct current have the same effect
on Mazda lamps, hence the alternating and trans-
former should always be used. Direct current

35

The transformer

requires a rheostat with 72^4 per cent of wastage.

The loss in transforming is but 2^ to 7 per
cent, the Lea-Bel loss being 2^^ per cent. By-
actual light measurement the 20 ampere, 30 volt
Mazda gave the equivalent of the 55 ampere a. c.
arc light. The light from the arc is white and
harsh. The Mazda is a yellowish tinge similar
to the effect on the gold fiber screen. It is soft,
penetrating and as easy on the eye.

A transformer being sensitive in its operation,
care must be taken in following instructions in
installing. When built for the 110 volt, 60 cycle,
no mistake must be made in permitting it to go
on a 220 volt connection which would burn out
the lamp and transformer. The two wires marked
"line" must lead to the incoming line wires
through a switch.

The remaining two on Types B, D and E must
lead to the lamp. On Types A, C and E they
must lead to either side of the separate con-
trolling board, and the remaining two wires go
to the lamp. Controller should always be at the
low focusing step at the beginning, then gradually
advance. When these instructions are followed
they will absolutely give and deliver satisfactory
results.

Additional helpful features are a close adjust-
ment of the reflector. An arc light loses 75 per
cent of the light in the lamphouse. Without the
reflector the Mazda does the same. With the
reflector only 30 per cent is lost. In adjusting,
the reflected filament must be thrown between
the filament of the lamp. If thrown on it, it
increases the heat and causes the filament to
buckle. If the reflector is l-50th of an inch out
of adjustment it will lose IS per cent of the re-
flected rays. If l-25th of an inch out you lose
30 per cent. If l-16th of an inch out you lose
40 per cent, hence careful adjustment is neces-
sary.

* « «

A metallic surface screen, such as aluminum,
gold fiber or mirror screen, add to the brilliancy
and clearness of the picture. The specially made
prismatic condenser also utilizes a greater per-
centage of the light, the center part being a
bull's-eye diverges, while the prismatic rings con-
verge, _ thus overlapping.

An interesting feature is the saving in current.
A 55 ampere arc light consumes about 3,500
watts per hour, while the 600 watt, Mazda con-
sumes only about 615, or a saving of nearly
3,000 watts_ per hour with equal screen results.

Another important matter is a properly fitted
lamphouse, which has screw adjustment for the
Mazda lamp (operating it backward and forward,
up and down, and _ sideways), which is not easily
effected by the vibration of the machine, and
can be entirely adjusted from the outside. Pro-
vision must also be made to instantly change
lamps, in case one should burn out during the
showing of pictures.

The Motiograph has a very satisfactory lamp-
house of this kind. The Powers lamphouse- is
arranged to hold two lamps, and instantly turns
from one to the other. The Simplex lamphouse
is not quite ready, but will be soon.

The "Nu-Movie-Lite," invented and furnished
by H. M. Livingston of Peoria, 111., is an
adapter placed on the inside of the standard
lamphouses and used with the Piano condensers.

The "Lea-Bel Lamphouse" is equipped with
Mazda lamp, reflector, prismatic lens and screw
adjustment operated from the outside, complete
and ready to replace the arc lamphouse on the
Simplex, Powers and Motiograph back to 1912
models.

Benefits — (1) Saving in current. (2) Steady,
soft, smooth light. (3) No gasses or dust, and
less heat for the operator. (4) Less danger and
lower insurance rate.

(Copyright 1918)

36

REEL and SLIDE

"Ore to Finished Pipe'' — in Demand

WHO would think that metal tubing
would furnish a subject for a mo-
tion picture which would interest
not merely mill foremen, ore experts and
people in the foundry business, but the
school boy and girl, the Y. M. C. A. mem-
bers and others?

This has been accomplished by the Na-
tional Tube Company of Pittsburgh, whose
motion picture, "From Ore To Finished
National Pipe," has been shown to thou-
sands of such people in all parts of the
United States.

W. L. Schaeffer, advertising manager of
the company, has received scores of letters
from people of many kinds who have seen
this picture. Here are a few of them:

From the Professor of a University in
Louisiana : "The accompanying newspaper
clippings, which are self-explanatorj-, will
give you an idea of how much all of us
enjoyed 'From Ore To Finished "National"
Pipe,' which were shown on the evening
of January 5th.

"I wish to add that your Messrs. White-
head and Coker, who were instrumental in
making the pictures even more interesting
and instructive, will be pleasantly remem-
bered by all of us."

From a Department Manager of a Large
Supply House in Ohio : "We are pleased
to say. that the Motion Picture Exhibition
of Shelby Seamless Steel Tubing was held
last night, under the auspices of the Pur-
chasing Agents' Association, and Mr. F. N.
Speller, metallurgical engineer, delivered
the talk. This exhibition met with a very
favorable reception, indeed.

"The attendance was very satisfactory

and all of the pictures were well put on
and well received."

From the President of a Y. M. C. A. in
Indiana: "While I expressed the sincere
appreciation of the Young Men's Christian
Association to representatives of your
company, I wish again to convey to your
company our thanks for the fine entertain-
ment that was made possible through your
generosity. The films were splendid and
were much enjoyed by all, and the lecture
and explanations given by Mr. Texter were
very good. I have talked to a number of
our foremen who attended this lecture and
fihd that they obtained much information
from both your films and slides and the
descriptions given by Mr. Texter. The
slides showing the effect of clearance for
cutting steel and iron pipe were especially
interesting and I know that our men will
profit from this discourse."

One of the incidents mentioned in the
mayor's proclamation, and impressively
shown in this first film of the campaign, is
the usual result of carelessness on the part
of a workman who believes he is employed
in a fireproof building which is deemed
safe from any sort of conflagration.

It also shows the necessity of having a
properly equipped watchman to prevent
disaster which may arise from carelessness
of this nature. Of particular timeliness is
the preventative methods suggested as a
means of combating the spread of havoc
caused by the Kaiser's arson agents, who
are now proving themselves so effective in
hindering the production of war necessities.

Show Fire Prevention Tips
For Public Education

RECENTLY, Mayor Hylan of New
York issued a proclamation on fire
prevention, which gave the Univer-
sal Film Company the idea of filming the
mayor's advice and giving it national wide
pictorial exploitation for the benefit and
protection of the general public.

Fire imderwriters, fire officials and gov-
ernors of states are giving their support to
the picture.

This campaign is receiving the personal
attention of Harry Levey, manager of the
Universal's industrial department..

{Continued from page 27)
It may be used to circularize dealers and
central stations to get them to schedule the
film in their community. It contains a de-
tailed synopsis of the story and is illus-
trated by various "stills" from the actual
negative. A well written circular letter
accompanied by one of these little booklets
is sure to result in a number of requests
for the film.

It may also be imprinted with the deal-
er's or central station's name, and passed
out at the exhibitipn.

When used in this way, it serves to re-
call the story to the prospect after the
show is over, and it re-emphasizes the
points brought out by the film itself. It
acts as a followup in this respect. The
folder is rather expensive, and it has been
found that it is- not advisable to hand it
out at general exhibitions of the film.
When it is exhibited before a mothers'
club, however, or any exclusively women's
organization of this nature, the idea is a
good one.

iiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiioiiiiiiiiiiiiiiiiiiiiiiiiiniiimiiiiiniiiiniiiiiiuiiiiiiiiiniiiiuiuiiiiiiiiiiniiiiM

"Motion Pictures"

We undertake to produce Motion Pictures
of industrial plants for educational and
advertising purposes. We also make Ani-
mated Cartoon Advertising Films, and little
Playlets for the Retail Merchants.

Excellent Developing and Printing for the .
Trade.

Perfect Titles. Efficient Workman.

We can serve you well.

NELSON MOTION PICTURE STUDIOS

63 East Elizabeth Street, Detroit, Michigan

Cadillac 6703

Please say, "As advertised in REEL and SLIDE," when yoii write to advertisers.

GENTLE

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i^iis

DISTRIBUTION

Is the Point That MUST Interest You!

National Advertisers admit that the motion pic-
ture is 100 per cent efficient, but many of them are skepti-
cal about the distribution. That's the point we wish to make clear
to you. It is one thing to produce the high class industrial motion picture that
carries a real message and that "gets over" — but it's an entirely different matter
to distribute that picture.

That's where the huge organization of the Uni-
versal Film Manufacturing Co. comes to the front. With

branches in every large city throughout the entire country, the
Universal is equipped to distribute every industrial motion picture in a manner
surpassing any distribution ever attempted in the picture business. Com-
municate with the Firestone Tire & Rubber Co. for steel bound facts about
our ability and power of distribution.

At the present time we are giving the Firestone

Tire & Rubber Co. a circulation of over 18,000,000 on the

industrial film we created and produced for them, titled "CARELESS
AMERICA." 100 copies of a one reel picture are now at work spreading the
news of Firestone. These are but a very few of the big facts about Universal
picture making and distribution. Our representative will tell you loads more.
Write — Wire — Phone.

Universal Film Manufacturing Company

INDUSTRIAL DEPARTMENT 1600 Broadway. New York City

Largest Manufacturers and Distributors of Films in the Universe
Owners of Universal City, California Members of Screen Advertisers Association

^TSiu^p.- "

The Human Appeal of
Pictures That Move

HARNESS the attraction power of motion to your advertising and you tie one of the greatest
forces in nature to your campaign. Forge this most effective link in selling to your chain
of sales-producing sources, and you inject the human appeal of moving pictures into your prod-
uct that paves the way for your salesman. Pictorially prove to wholesaler, jobber, dealer or
public — that the printed words of your advertising are facts that are found in your product,
and you win their confidence. Investigate —

The Eye Is
Pathway to the Brain

Through it you can sway your prospect's judgment and
favorably influence opinion. Motion is eye-catching.
Utilize it and you build the first step of any sale.

Put the sales demonstrating influence of living truths
into anirriated pictures of your industry and you arouse
buying action at lowest cost through this form of
intelligent appeal.

Industrial
Motion Pictures

Pictures Are the
Universai Language

Pictures know no race, creed or country. Their
appeal is equally intelligible to the educated
and the illiterate. All mankind is their audi-
ence-— every class of prospect is susceptible to
their advertising value. Put your trade mark
into action.

Dramatize Your Industrial Story

Put it into motion — into pictorial form. Surround it with a scenario — with an adver-
tising punch in every foot of film. Draw out its sales points in an interesting, action-
arousing, result-getting story. Eight years specializing in industrial exploitations has
given us control of signal advantages in industrial pictures.

We create, design and produce industrial moving picture advertising with logical, im-
pressive effects. We accentuate each sales value — furnish the ideas — film your story com-
plete, at a very economical cost. We guide you in obtaining its circulation before any audience.

Animated Cartoons Rothacker Ideas Get Write for FREE

and Superior Titles Results Quick

Booklet

title room contains appara-
for production of superior
titles. Mystery of animated
cartoons, art titles and trick-
photography is controlled
here. Intricate instruments
actionize drawings to the
highest power of realism.

We suggest and invite your inquiry .

ROTHACKER
FILM MFG. CO.

Watterson R. Rothacker, Pres.
1339 DIVERSEY PARKWAY

Chicago, Illinois
U.S.A.

Whether your problem is sales-
demonstrations, employees, in-
struction, distribution through
wholesaler, dealer or public —
Rothacker Idea-films will prove
the solution in an economical
way.

which describes our plant
and plan, and shows how
motion pictures aremade
to advertise.

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Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

iiiriiill»«ii>

To Make the Screen a Greater Power in Education and Business

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M A CUM

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IN THIS NUMBER

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/5 Cents a Copy

JULY, 1918

One Dollar a Year

Simplicity is the ¥ Tl\IIQ#^#^OI7

Keynote of the

FIRE-PROOF MAGAZINES WITH
SELF-CLOSING SAFETY DOORS

T R A. 1E> -is.

IVl A R K

FILM FIRE TRAPS]-

{iNTERMITTENT SPROCKET
{upper and LOWER FEED SPROCKETS
FILM GATE

FOCUSSING ADJUSTMENTJ"
-PmOTOR speed CONTROL

NOTE: THE OPERATING SIDE OF UNISCOPE-
HOW SIMPLE AND ACCESSIBLE

MOTION PICTURE
=PR0JECTOR=

For

Visual Instruction
Entertainment and
Sales Promotion

Careful selection of materials assures the pur-
chaser that there are no hidden flaws.

Fewer parts, meaning less trouble and all parts
manufactured to a rigid standard — making the
parts interchangeable.

Mechanical details take care of themselves in
operation, permitting the operator to give his
entire attention to the results on the screen.

Every convenience and protection has been in-
corporated for the operator — the magazines are
fireproof, one below and one above — each with
a capacity of 1,000 feet of standard film, and
equipped with roller fire traps.

Operated either by hand or motor and project-
ing a brilliant, rock-steady, flickerless picture.

These are only a few of the reasons why you
should own a UNISCOPE.

Write Us and Learn More.

UNISCOPE COMPANY

NOT INC.

500 So. Peoria Street .. .. .. .. Chicago, 111.

REEL and SLIDE

Finest Films
Available

Complete, Per-
sonal Service

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients ioo% personal service — service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

All You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu-
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Normal, Kalamazoo, Mich.

"We find we can depend on you to the limitf

Berea College, Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago:

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, 111.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse in
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, 111.

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval Officers' School,
Chicago:

"The films were bully;
keep them coming."

Clip

Coupon

NOW

A. E. Curtis,
16 West Jackson
Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

Arthur E. Curtis (a.b

Institution.

(A.B.)

Address.

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY

Send information also to: (Indicate someone who is interested.)

Name. .

Address.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

^FTT "f^^ITHIN the next decade the Moving Picture will he the indispensable
^1 1 1 adjunct of every teacher and Educational Lecturer. On the public
^B J I platform the cinematograph will inevitably have its recognized place, and
^j I it may even invade the pulpit. As the attention and interest of educa-
^^ tors are more and more drawn to its merits, the future usefulness of the
educational cinematograph bids fair to surpass the predictions of its most sanguine

advocates . — From Report of U. S. Department of Education.

Lyne S. Metcalfe, Editor

Arthur G. Battersby, Eastern Representative

CONTENTS

PAGE

Editorial 3

Films and the "Melting Pot" 4

Screen to Teach Life and Customs — By Prof. Frederick Starr.... 5

Aquatic Life Taught by Films— By Walter Brind, A. B. Z. S 6

Calls Educationals Lure to Theaters 6

Cleveland Takes Movies to Home — By Dean Halliday 7

Y. M. C. A. Branches Have Film Exchanges 8

Government Announces Military Films ■ 8

National Army Men — Then and Now 8

Lincoln & Parker Screen Cuzco 8

Native Life in Southern Peru 8

College Circuits 15 Programs — By Charles Roach 9

Device Brings Movies Into Your Home 10

With the Reel Observer (Department) 11

Educators Edit Reels for Producer — By F. H. Lincoln 12

Among the Schools and Churches 13

Projection (Department) 15

Educationals (Department) 17

Portable "Ceiling Movie" in Use Over There 17

PAGE

Ask Us (Department) 18

Portables , 19

Movie Camera "Captures" Beasts of Many Climes — Double-page

spread of animal scenes from new reels. 20-21

Lecture Slides Show Y. M. C. A. Work— By Marc N. Goodnow.. 22

Slides (Department) 23

How to Make Slides 24

New Use for Lantern Slides in Educational Work 26

Eastern Slide Firm Engages Scientist 27

INDUSTRIAL FILM AND SLIDE SECTION

Film Aid to Plant Exploitation— By H. W. Vanderwert 29

Silk and Telegraphy Motion Pictures at Strand and Rialto 30

How I Sold My Boss on Films — By Jack W. Speare 31

Selling Food Products by Films — By C. F. Ohliger 32

The Other Fellow's Idea (Department) 33

Association News 35

Screen Advertisers at Convention of Ad Clubs 36

Industrials Should Be Made by Script— By D. R. Himelhoch, Sales

Manager Diamond Film Co 39

Interesting Announcements to Be Found
in the Advertising Pages

PAGE

EQUIPMENT

Uniscope Co (Inside front cover)

Arthur E. Curtis 1

Educational Film Co 10

Capital Merchandise Co 12

De Vry Corporation 13-37

Victor Animatojraph Co 15

Lea Bel Film Co 16

Filmgraphs, Inc 18

Atlas Educational Film Co 19

Thomas J. Owen 22

Geo. W. Bond Co 23

Touriscope Co 24

Ai'.topticon Co 25

Novelty Slide Co 26

Mcintosh Stereopticon Co 27

Commercial Motion Picture Mfg. Co 30

Smalley & Klein 34

Cincinnati Motion Picture Co 36

PAGE

EDUCATIONAL FILMS

Arthur E. Curtis 1

Educational Film Co 10

Capital Merchandise Co 12

Cosmofotofilm Co 12

Educational Films Corporation 14

Lea Bel Film Co 16

Filmgraphs, Inc 18

Atlas Educational Film Co 19

LANTERN SLIDES

Filmgraphs, Inc. 18

Thomas J. Owen... 22

Geo. W. Bond Co 23

Excelsior Illustrating Co 23

Burden & Salisbury 25

Autopticon Co ^ 25

PAGE

Greater New York Slide Co 26

Novelty Slide Co 26

Mcintosh Stereopticon Co 27

Vic.or Animatograph Co 27

INDUSTRIAL FILMS

Filmgraphs, Inc

Camel Film Co

Commercial Motion Picture Mfg. Co.
Pathe — Leggett & Gruen.

... 18
... 28
... 30
... 32

Animated Ad Service 33

Diamond Film Co 34

Cincinnati Motion Picture Co 36

Pittsburgh Commercial Motion Picture Co.... 36

Nelson Motion Picture Studios 37

Universal Film Mfg. Co (Inside back cover)

Baumer Films, Inc (Back cover)

I^EEL AND Slide Magazine is jniblislied on the first day of each month, at 418 So. Market Street, Chicago, III
I 'hone Waba.sh 912. New York Office, S\ East 42nd Street. Suhscri])tion price, 15 cents per copy, $1.00 per
year, post])aid, in the United States, Mexico, Hawaii, Porto Rico and PhiHp])ine Islands; Canada, $2.50.

(Copyright, 1918)

EDIXODIAUS

NOTICE TO SUBSCRIBERS

If you fail to receive your copy of Reel and Slide Magazine
promptly please do not think It has been lost or was not
sent on time. Remember there is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible is being done to expedite prompt delivery.

What Every School Should
Know

GOOD educational reels cost anywhere from 50c
to $2 per foot to produce. Many of these reels
rent as low at $2 per day. It takes a long time
for the reliable educational exchange to secure its
profit, assuming that the picture was produced by the
exchange.

Depreciation mounts up when films are handled care-
lessly. A foot of film destroyed by carelessness in
handling means a dollar out of the pocket of the man
who entrusted it to you and this film cannot often be
replaced.

The renter of film owes it to the exchange to use
care in handling the property.

* * *

Quality in Commercials

4 4 T" WOULD rather produce three good, well-

I planned commercials a year at $2 per foot than

X 50 of indifferent quality at $1," said Camilla

Donworth, America's only woman commercial film

producer recently.

Many industrial film men are learning that cheap,
poorly constructed productions make the advertiser
shy at the screen — the second year.

Big firms first and all want good film. The price is
secondary. Price cutting means quality cutting. This
works great harm on the industry.

Motion Pictures and
Soldiering

UNCLE SAM has enlisted motion pictures as a
means of teaching the art of soldiering to the
men in the new National Army.
At great expense the general staff in Washington
have had prepared three reels of film visualizing the
manual of arms for the boys in the cantonments.

As the films are displayed, an officer reads over the
sub-titles aloud and explains the pictures.

The films are, of course, only an adjunct to the regu-
lar drills. But they offer some entertainment and
focus increased interest in the manual.

What the Slide Can Do

DESPITE the increase in the use of motion pic-
tures in lecture work, the slide business does
not seem to suffer. True, many colleges and
schools, and churches, too, for that matter, are buying
slides instead of renting them, and this, naturally,
pleases the slide maker. They would rather sell out-
right. A great deal of capital must be tied up in nega-
tive, storage costs must be considered and the deprecia-
tion caused by age.

A New York slide maker of high repute recently told
the writer that, while he gives all due credit to the
movie in educational work, there are certain advantages
that the slide offers that cannot be denied. The chief
of these is the tendency of the slide to give time for
thought and study while the picture is on the screen.
A slide may remain 30 minutes or more to allow the
idea to sink in ; the movie' is gone in a flash.

* * *

A Real Pioneer

GH. ASHTON, of New York, is a naturalist
turned movie man. It is through the movies
• that he can best bring to others what he finds
in the woods, fields, ponds and streams — the minute
life in the water, revealed only through the microscope,
magnified many hundreds of times for those who ad-
mire the marvels of creation.
Ashton is pioneering.

He is a man much in earnest. He has the knowl-
edge; he has the experience. And he has what is, per-
haps, the only complete equipment for the filming
micro-organisms in the United States. His Argus
Library, soon to be completed, should interest every
educator.

The Ad Clubs Meet

THE Associated Ad Clubs, in convention at San
Francisco July 7-13, are going to give two after-
noons to the discussion of screen advertising.
It is even possible that more speakers will be added
to the program printed elsewhere in this issue. There
is much to say about moving pictures in advertising;
there is much to settle.

Recognition of the screen among the country's lead-
ing advertising is becoming more noticeable. As time
goes on, it will become more so.

Next!

THE New York School Board has contracted with
Pathescope for 125 projectors. A system of
film service has likewise been worked out. One
by one the school boards are waking up.
Next!

REEL and SLIDE

Films and the ''Melting Pot"

Uncle Sam Has Chosen the Moving Pictures as the One Universal Language to Instil Patriotism in Amer

ica's Great "Melting Pot." This Scene Is From a Reel, "The Navy at Play."

(Educational Films Corp.)

By Arthur E. Curtis, A. B.

(From an address delivered before the Annual Better Community Conven-
tion, held at the University of Illinois, April 4-7)

STANDING by the side of the kaiser as one of
the foes of the United States in this war are
the grim figures of Ignorance and indiffer-
ence.

To fight these subtle foes, Uncle Sam chose,
along with the press, the one universal language
in the world — the motion picture. IVIillions of feet
of film have been sent to many countries of the
world, for the purpose of showing them what
America is actually doing in the preparation for
war on behalf of the allies.

The screen Is also being used as a means of
patriotic education among our own people — in our
own "melting pot." The government had made a
number of pictures for that purpose. These are
distributed by State Councils of Defense and
every community house should show them. It
is one of these reels that I shall show you here
tonight.

I need not dwell on the fact that all the big
forces in the war are employing the screen as
one of the most effective of weapons — the Na-
tional Security League, the Red Cross, Food and
Fuel administrations, Y. M. C. A., K. C, etc.

But the value of pictures for the community
center extend far beyond the important matter
of patriotic education. The screen is one of the
most powerful forces to be had for all kinds of
social and civic and community work. You may

wonder where the films are to be had that hit
the nail on the head in your particular line of
work. But the films are to be had. And it is
the business of those in the educational film field
to find them for you. There are films on every-
thing from better babies to bees.

Motion pictures are now the chief means of
recreation among the masses. Twenty millions
of people attend them in the United States every
day. The screen is the friend beloved of the
children.

How long are we going to leave this wonderful
entertainer, this great teacher, alone in the hands
of the commercial Interests! The average exhib-
itor is naturally more interested in making an
extra dollar than in presenting a picture that will
be wholesome and beneficial!

It is time for the community centers and for
educators and parents to wake up to the fact that
the screen can be a wonderful aid to the com-
munity. With equipment perfected so that the
smallest center can afford to show its own pic-
tures, the movement should be rapid toward the
common use of this powerful social and educa-
tional force.

(Following the talk, the U. S. government reel,
"Soldiers and Sailors at Play," was shown by Mr.
Curtis for the Illinois State Council of Defense.)

OCT -/ 1918 ^'C\.B4202r^8

AND

M A G A Z. I Nf E

VOL. 1

JULY 1918

NO. 5

Screen to Teach Life and Customs

Chicago University Faculty Mem-
ber Makes Plea for More Scien-
tific Productions and Suggests
Treatment of Subjects in
"Life and Customs"
Course

By Prof. Frederick Starr.

{University of Chicago.)

JFIRMLY believe in the educa-
tional value of motion pic-
tures. When the first experi-
ments were being made, I felt
that there were untold oppor-
tunities, and particularly in my
own field, the science of man, I saw
wonderful possibilities.

I have watched anxiously for the out-
come. So far there is little. There has
been much hurrah ; there has been expendi-
ture of marvelous ingenuity. For example,
there has been much claimed in physiology
and surgery. For whose instruction are
the much vaunted pictures in this line in-
tended? As "educationals" when do they
serve? Probably they are intended for the
child in the public school, or for the profes-
sional student in the medical college. The
child certainly- gains little from the mechan-
isms, whereby tubes and moving water
simulate some physiological activity : he
gains little from the manipulation of an
ox-heart to show contractile movement ; he
gets no information whatever from the
near view of a surgical operation.

A picture of the circulation of the blood
in a frog's foot, or one giving the general
effect of a surgical operation — the amphi-

Prof. Frederick Starr of the University of Chicago was
pioneer in the use of moving pictures in
educational work.

"The object of the picture is to show every

detail of operation." A fisherman of

Ceylon. (Touriscope Co.)

theatre, the subject, the operator, the
watching students — ^may be and are really
instructive to a child, but most of the in-
geniously devised illustrations in this field
are wasted upon him.

Are they of any real value to the profes-
sional student?

Not All Are Educational

My own field of instruction is largely
concerned with human life and customs.
Good pictures in this line should be instruc-
tive to adult students of ethnology and to
children in geography. Information
through the eye should appeal to both.

Is there good film material in ethnology
and geography? We are speaking of
educational values. Are there many films
that give real information about peoples?
A picture may be a beautiful scenic, may
amuse and delight a general audience, and
may give no information regarding life.

The stereoscope artists used always to
try to mass people; the movie men do the
same. Burton Holmes can easily get any
number of people crowded into a pic-
ture— grinning, laughing, pushing, looking
at the camera; such a picture suits his
purpose admirably, but it is not educational.

When a natural crowd is engaged in

legitimate occupation — in market, at work,
in procession, in a great ceremonial — obliv-
ious to the machine, a mass picture may
be attractive and instructive. We need
such stuff; there is very little of it.

To us also, the vocational and occupa-
tional are very important; here the numlaer
of persons is small, may be reduced to one.
The possible subjects are infinite. The
object of the picture is to show clearly
every detail of the operation. In Japan,
for instance — greeting, eating, home-life,
the potter, the fan-maker, the top-spinner,
the planting of rice, preparation of tea,
wrestling, jiu jitsu — are all interesting and
instructive. Of course, to have value, they
must be sharp and well focussed ; many
are not.

Picture Should Be Well Made

Good pictures for educational use should
not be posed. Whether one is dealing with
the crowd, the handful, or the individual,
the pictures should be as little arranged as
possible. False instruction is worse than
no instruction and the pose is false. The
actor should be as nearly as possible un-
conscious that he is being taken.
{Continued -on next page.)

i

REEL and SLIDE

Aquatic Life Taught By Films

Fork fish — good for

food — hut doesn't

taste like

pork.

Cyclops qiiadnccritis-

tiny crustacean —

food for other

fish.

The spade fish — iiioz'ic-
ized by Air. Briiid.
Habitat south-
ern waters.

Angel fish — beautiful
on the movie screen .
— blue and yel-
lozv.

I' rum mkruscupic-X-ray
moving pictures show-
ing brain, eye and
heart of young fish.

/OR a great many years I have
made a close study of aquatic
life. I have spent many years
breeding salmon and trout for
the stocking of private waters
in England.

In the course of my work, I have paid
much attention to the possibilities of the
microscope, and it is but a natural sequence
that I should, at length, turn my attention
to the motion picture screen.

Films are destined to play such an im-
portant role in the teaching of zoology and
aquatic life in time to come that I seized
upon the film at once as a vital and impor-
tant auxiliary to the printed book and my
experiments have given me even a deeper
insight into this most marvelous art.

My productions to date have proved be-
yond any doubt that the film is to be an
indispensable medium for the technical as
well as the general educational field. It
brings life under the water more closely
and intimately to the -understanding of the
pupil than can be done in any other way,
and those who are directing our educa-
tional institutions are rapidly coming to a
realization of this fact.
Screen of Great Value in Education

The films I have produced and now con-
trol therefore cover a wide field of life in
the water, as is only fitting and proper,
that element constituting so large a pro-
portion of our own bodies and those of
what we are pleased to call the "lower ani-
mals."

Water is the element in which the earli-

Pisciculturist Outlines Production

and Application of Curriculum

on Water Life, Suitable for

Schools and Colleges

By Walter Brind, A. B. F., Z. S.

(Formerly Member Board of Council,
Royal Aquarium, Westminster, and
Practical Pisciculturist, Zoolog-
ical Society of Great Brit-
ain, London.)

est and simplest forms of life originate.
The first stages of our own existence are
passed in water, which element we breathe
before we breathe air. Nature study has
been taught in schools for many years but
not to the extent that it should be, and
visual education by means of the motion
picture will facilitate and amplify the work
of the teachers of the present day and of
the future. There is, too, a vast economic
field to be covered by films depicting
aquatic life, for this includes ichthyology,
and nowadays fish constitute one of our
most valuable foods.

At the present time, when the demand
for fresh meats is so great by reason of
the war in Europe, Mr. Hoover very
rightly calls our attention to the valuable,
palatable and nutritious food which is at
our disposal in the fish with which our
waters teem and which the American people

have not utilized to anything like the ex-
tent that they should or could do.

Many of these fish I have already por-
trayed in film and many more remain to
be done, some of them in the embryonic
stages of their existence.

In order to be thorough, I also am film-
ing some microscopic views of the minute
life in the water, on which the young fish
depend for their existence and growth to
the stage when they will be ready for the
table.

Work for Scientific Man Only

The use of the microscope in making
moving pictures is no simple operation. It
is not only costly, but takes great patience
and much time. It involves both a knowl-
edge of aquatic life and an understanding
of the more technical applications of pho-
tography.

This class of work should only be en-
trusted to a scientific man, since the proper
interpretations of the pictures in the titles
and in the peculiarities of the species may
do much harm if they are not correctly
executed.

I am planning a curriculum which will
cover water life as fully as it can be cov-
ered. It is my plan to work with educa-
tional institutions closely in connection
with these reels.

I am, first of all, interested in the more
scientific phases of my work, but I have
come to realize that the film is an auxiliary
which offers unlimited possibilities of ex-
pression.

He Calls Educationals Lure
To the Picture Theatres

You may not think that better films
can be profitable. You may believe
that the better films will have to be
forced from the manufacturer in the face
of an actual financial loss. If that is your
belief, you are mistaken, writes Wallace
Thompson, formerly assistant secretary of
the National Association of the Motion
Picture Industry, in the Woman's Home
Companion. Even the "uncultured" person
who makes the pictures knows better than
that, whether or not he admits it.

He remembers how, eight years ago, the
audiences at vaudeville shows would leave,
as on a signal, when the motion picture
screen appeared. He remembers that what
saved the picture business was the creation
of the high-class dramatic feature.

Three years ago the educational film, as
a part of the programs of theaters devoted

to amusement, was scorned by both manu-
facturers and exhibitors. A few far-
sighted houses, like pathe Freres of Paris,
had begun storing up beautiful scientific
films against the arrival of the demand for
that type of picture, but no one was pro-
ducing, as a regular issue, a high-class
travel or educational film. It is little over
two years ago that the first "magazine on
the screen" was launched, amid the skep-
tical smiles of the knowing ones.

Yet from that humble beginning (which
was not so humble, for it cost nearly two
hundred thousand dollars before it got on
its feet) have come fully a dozen weekly
issues of scientific and educational interest.

These dozen reels, trailing the pioneer,
show clearly the trend of the minds of the
motion picture manufacturer and exhibitor
toward better things. It is as yet only a
trend. Talk to your local exhibitor and
he will tell you that he considers the "Pic-
tograph" and "Reel Life,"' the animal pic-
tures and the travelogues merely "fillers ;"

and he will be utterly astounded and prob-
ably will not believe you when you tell
him that you know a dozen patrons of his
theater who come on the nights certain
despised "educationals" are shown.

Life and Customs

{Continued from page 5)

If a picture is worth making it is worth
making well and the operator will wait
hours if need be to get natural action.

In educationals there should be unity in
the reel and not too much should be given
at once. Thus, a reel devoted to Japanese
life may be useful, while one on which
scenes from various lands are given in hap-
hazard succession would have no value.

Lastly, real education through films re-
quires preparation and follow up.

The film remains but a few minutes be-
fore the eye. Its function is illustration.
Before it is shown, the things it is to illus-
trate should already be in the pupil's mind.

REEL and SLIDE

Cleveland Takes Movies to Home

:LEVELAND has set about to
save the lives of 827 babies
this year as part of the gov-
ernment's program for Chil-
dren's Year, which calls for
the saving of 100,000 infants
and >'Oung children throughout the coun-
try. Cleveland health officers, a special
Children's Year Committee, as well as a
representative Committee of One Hun-
dred are in charge of and directing the
work, but the real job — the saving of the
babies — must be done by the mothers, the
kind of mothers who in former years let
their babies die because they didn't know
what to do to keeo them well.

This year these mothers in Cleveland
will know what to do because all that is
necessary for them now is to step to their
front or back door, as the case may be,
and there on a moving picture screen they
will see the simple precautions that save
the babies.

The motion pictures are brought to their
very doors on the roof of what is known
as Cleveland's "Baby Saving Special." This
is a perfectly equipped child welfare dis-
pensary mounted on a standard army
ambulance truck to which are attached two
spacious, folding side tents, which, when
set up, furnish a waiting room and an ex-
hibit and lecture room. On the roof of
the truck is mounted a De \'ry portable
motion picture projector and folding
aluminum finished screen, four by six feet
in size. A twelve-
foot throw is ob-
tained.

Cleveland Takes
the Lead

Cleveland is the
first city in the
country to utilize a
traveling dispensary
for child hygiene
work and the "Baby
Saving Special'' is
being made a feat-
ure of the Children's
Year campaign.

The truck is op-
erated on a regular
schedule in each of
the eight health dis-
tricts into which the
city has been di-
vided. Slums and
better sections are
visited in turn, al-
though special effort
is directed to 'work
in the poorer dis-
tricts. Morning and
afternoon trips are
made daily but the
best results in the

crowded districts are obtained when the dis-
pensary rolls in and is set up in the late
afternoon to remain for evening work.

It is at this time that mothers with babes
in their arms, and fathers too, surge into
the streets to enjoy the cool of the eve-
ning. It it also the time of day when they
have plenty of leisure to listen to the in-
struction and moving picture lectures given
by the doctors and nurses.

A policeman who travels on the truck
forms the mothers, with their babies, into
line and one by one they are admitted to
the examining rooom. If a child is found
to be ailing the mother is referred to

Portable Projector Mounted on
Army Ambulance Truck Ac-
companies Lecturer to
Homes of Poor Fami-
lies^— Baby Saving
Move

By Dean Halliday.

{Chief, Bureau of Health Education, Divi-
sion of Health, Cleveland, Ohio.)

Cleveland's traveling dispensary z'isits
the homes to teach bab\ care.

physicians of good standing in her own
district if she can afford to pay. If not, she
is sent with the baby to the Babies' Dis-
pensary and Hospital. If the baby is well
the mother is turned over to a nurse who
gives her simple instructions in child h}'-
giene, literature on the subject or actual
demonstrations with model outfits.

Film Lecturer Answers Questions

By the time the examinations are
finished it is dark and then the throngs
of mothers are given the real treat — a free
motion picture show. The projectiing ma-
chine on the roof of the car is put into
action and pictures showing incidents in
the daily life of a health}^ well cared for
baby are exhibited. As the pictures are
projected on the
screen, a physician
explains them to the
audience. When
some particular
point is to be em-
phasized, the picture
is held ; this is made
possible through the
still picture attach-
ment on the De Vry
machine and the de-
tails or special sig-
nificance of the
scene allowed to
sink in. As the pic-
ture is held on the
screen, the lecturer
asks if anyone in
the crowd wishes to
ask a question. As
a rule there is a
ready response from
the interested moth-
ers. One mother
will explain, per-
haps, that in the
"old country" they
were taught to do
so and so for the
baby whereas the
picture shows some-
thing that is just the opposite. She wants
to know which is best. This is the golden
opportunity for the lecturer who proceeds to
answer not only the mother, but the entire
assemblage in full and convincing detail.
The show ended, the mothers whose
babies have been found upon examination
to be well, are instructed to go to one of
the city dispensaries in their neighborhoods
on certain days of each week to receive
further free instructions in child hygiene.
In this way the city health authorities reach
and keep in touch with mothers and babies
formerly not under their care.
This is not the first time, however, that

Dean Halliday

Cleveland has

made use of the

motion pictures

in baby saving

campaigns. This

vital feature of

the work of the

Division of

Health was

started late last

summer when

through the co-
operation of the

Cleveland Plain
Dealer, Motion

Picture maga-
zine, a series of pictures, entitled, "Six
Ways to Save Your Baby," were run in
downtown and neighborhood theatres. It
was estimated that 400,000 mothers a week
were reached in this way.

The pictures were worked up by Dr.
Richard A. Bolt, Chief of the Bureau of
Child Hygiene and filmed by the Argus
Co. The regular staffs of physician and
nurses appearing in the scenes. This series
showed the "Wrong and Right Way to
Bathe a Baby" ; "How to Make a Home-
Made Ice Bo.x That JNIay Save Your Baby's
Life"; "Wrong and Right Ways to Dress
a Baby" ; "How to Weigh a Baby" ; "How
to Modify Milk for Baby"; "How to Pro-
tect a Bab}- From Infection" ; and "The
Importance of Birth Registration."

Subjects Are All Short Ones

Each subject was held in to 150 feet and
the various operations made short, graphic
and forceful. Many mothers found the
pictures of special interest because they
recognized the dispensary wards or the
physicians and nurses who took part in
them.

These same pictures are now being used
in connection with the traveling dispensary.
In addition, the mothers who flock about
the car are shown pictures portraying the
anti-fly campaign, for which Cleveland is
famous, as well as a special two reel feature
film, "The Great Truth," which is released
by the National Tuberculosis Association.
This film which has been worked out in
dramatic form, explodes the old miscon-
ceptions regarding tuberculosis and shows
in graphic fashion that consumption is
curable if proper treatment is begun early.

"Although most of the lessons in hygiene
which health officials are striving to get
over to the mothers are exceedingly sim-
ple," says Dr. R. A. Bolt, "we are finding
out that to talk to a mother about modern
scientific care of her baby we leave her in
wonderment, 'but show her the same idea
in picture form and we leave her wanting
more."

Since Cleveland's "Baby Saving Special"
with its motion picture outfit has been put
into operation Dr. R. H. Bishop, Jr., Com-
missioner of Health, has received requests
for an outline of the plan from other
Health Departments in practically every
state in the Union. Later in the summer at
the request of the State Department of
Health tours into the various rural centers
of Ohio are to be undertaken.

A technical college in Chicago recently
exhibited "Cinderella" to entertain stu-
dents, who are also given educational pic-
tures as an every-day program.

REEL and SLIDE

A perfectly equipped child welfare dis-
pensary on wheels, and, with a motion
picture projector on the roof, is
Cleveland's newest health
enterprise.

Y. M. C. A. Branches Have
Own Film Exchange

WE know that the Y. M. C. A.
branches throughout the world are
furnishing upHfting and entertain-
ing motion picture exhibitions as part of
their plan to keep young men out of the
pool rooms and ofT the streets. Informa-
tion has been printed in Reel and Slide
concerning the work of the Community
Bureau In the army cantonments. But,
aside from this, the Y. M. C. A. main-
tains a Bureau of Motion Pictures and Ex-
hibits at 71 West 23rd St., New York,
entirely separate but almost as wide in its
scope as the camp activities.

This Bureau, under the direction of
George J. Zehrung, supplies and circuits
high class industrial pictures, comedies and
dramas to all Y. M. C. A. branches desir-
ing the service, and Mr. Zehrung recently
told the writer that there are thousands of
them.

Government Announces Military Films

UNCLE SAM is making movies now.
The mind of the government is
often slow and ponderous, but it is
sure. Therefore, the Department of Pub-
lic Information at Washington has pro-
duced several motion pictures showing the
various army and navy training activities
and will continue to make more films on
war and patriotic subjects. These will be
given a wide distribution through the State
Councils of Defense.

The government has arranged for two
kinds of service : First, the weekly serv-
ice that distributes one new subject a week
of educational or propaganda value; sec-
ond, the feature service, pictures compris-
ing a whole evening's entertainment, are
entirely of a propagandist nature.

The films the government has thus far
released are the following:

The 1917 Recruit (Training the National
Army).

Ready for the Fight (Artillery and Cavalry
maneuvers).

Soldiers of the Sea (Marine Corps in training).

Torpedo Boat Destroyers.

Submarines.

Army and Navy Sports.

In a Southern Camp.

The Spirit of 1917.

The Medical Officers' Reserve Corps in Action.

The Use of Fire and Gas.

American Ambulances.

Labor's Part in Democracy's War.

Annapolis (Naval officers in the making).

Three large features are in the making: "The
Immigrant," "Columbia" and "German Spies."

The scenario department of the government
films is in charge of Professor George Pierce
Baker of Harvard University.

(For further information concerning these
reels, address Editorial Department of Reel and
Slide.

Film as Government Aid
Even After War Ends

THE United States Government has
seized upon the motion picture screen
as a rapid and effective method of
educating the public to war conditions, in
a manner secondly only to the press, accord-
ing to J. H. Hallberg, of the United Thea-
ter Equipment Co., New York.

"Before the United States entered the
war," said Mr. Hallberg, "the Government's
motion picture activities were confined
largely to agricultural reels and though
their use was growing rapidly in many de-
partments, 'few ever believed that films
would take such an important part in gov-
ernment work as they are taking today.

"We recently delivered a big order of
Acme portable projectors to Uncle Sam for

use in showing government films through-
out the country. These machines are in
constant use, 'doing their bit' in war work,
and the production of films for the gov-
ernment is going forward rapidly and near-
ly every phase of official activity concern-
ing which the public should be informed is
conveyed in pictures.

"The war is establishing the screen firm-
ly as a part of government work and this
will last when the war is over. Film
has made good for Uncle Sam along with
the newspaper."

Then

National Army Men

and Now

IN a new issue of the Gaumont Mutual
Weekly has already shown the boys
who were caught in the first draft, are
pictured_ as they left their homes and as
they arrived at camp in "awkward squads."
In succeeding issues they have shown them
being initiated into the intricacies of drill,
trench digging, artillery practice and other
essentials which go to make up capable
fighters.

The efficiency of the selective draft in
making soldiers is now impressively shown
in No. 7 of the Mutual Weekly. The 308th
Infantry, National Army, is shown in its
parade down Fifth Avenue, New York,
with all the snap and spirit of seasoned
regulars.

Scenes in this number from the war zone
include views showing how the French and
Italians have stopped the Prussians on the
Piave ; how Pershing's "pets" were taught
to handle big guns ; the training of war
dogs at the front, and views of ex-Premier
Caillaux, who conspired to overthrow
France.

Lincoln & Parker Screen
"Cuzco"— City of Sun

THE Lincoln & Parker Company of
Worcester, Mass., and New York
have received from their staff camera
man in South America an unusual picture
showing the ancient city of Cuzco, known
as the "City of the Sun."

It is shown that Cuzco was formerly a
stronghold of the Incas and is located 11,-
000 feet above sea level in the Andes.

The fortress built of blocks of blue
limestone without the aid of cement is a
curiosity for reason of the fact that these
blocks are so closely fitted together that
the blade of a knife could not be forced
between them.

The city is still inhabited by Indians, and
among the interesting sights are some
scenes at the market place where these In-
dians sell their goods. We learn from the
picture that the chief food of these people
is frozen potatoes.

The Rodadent, a natural rock formation
in which steps have been hewn by the
ancients apparently for the purpose of ap-
proaching a throne chair at the top, is an-
other interesting feature.

Native Life in Southern Peru

THAT charming land, Peru, the land
of history and romance as it exists
today, is the subject of a new reel
released by the Lincoln & Parker Company'
of Worcester, Mass. Intimate glimpses of
Spanish life among the natives are illumi-
nating. Beautiful pictures which show the
snow-covered Andes heights under artistic
conditions lend beauty to this picture. Also
the liazaars of the citv are pictured in a
colorful manner and the future corn crop
is shown being planted by a native family.

REEL and SLIDE

Iowa College Circuits 15 Programs

Young Hydea — budding from the parent

stem (the Hydea reproduces by

budding like a plant)

I HE Visual Instruction Sendee
of the Iowa State College_ is
operated in connection with
the Department of Engineer-
ing, Extension Division. This
department has done all in its
power to increase the number of Iowa
schools using their own moving picture
projectors. In the main, the plan has been
a success. Much more work is necessary,
but a resume of what we have done and
what we are doing would undoubtedly be
of interest to others with the same prob-
lems to solve.

This college has been sending out motion
picture programs to no less than twenty-
five schools, colleges, state institutions,
community centers, Y. M. C. A. and
churches. Our programs usually contain
some Industrial film, a subject in science
and an occasional scenic. We cover the
field of agriculture and mechanical arts,
including home economics and veterinary
medicine.

Next year we are going to attempt to
make up a combination program. By that
I mean we shall combine certain lantern
slides with motion picture films and accom-
pany same with complete lecture notes.

Short Subjects Are the Best

As an illustration, we shall have slides
and film showing the manufacture of var-
nish and shall take each step from the
gathering of the gums to the final step of
applying to the wood surface. We shall
then send specimens of the raw materials,
packed with
the slides
and film,
thereby mak-
i n g the
teaching
value of the
visual in-
struction as
nearly per-
fect as is
possible. We
shall do the
same thing
for rubber.

We believe
that such
combination
pro grams
will be ex-

Iowa State Institution Develops

Plan of Supplying Schools With

Reels and Brings Influence to

Bear on Purchase of

Projectors

By Charles Roach

(J'isual Instruction Service, Iowa State
College, Ames, Iowa.)

tremely valuable to the teachers of com-
mercial geography as well as those teach-
ing sciences and the trades.

The home economic department of this
college has planned to use film programs to
take the place of some of the library work.

Report of the Visual Instruction Work done
from Sept. 5, 1917, to May 30, 1918:
We have supplied:

1. Canning and Drying Film to above twenty
theaters during the fall of 1917. Food Con-
servation.

2. Motion picture exchanges with War Garden
Propaganda Slides. These slides were distrib-
uted over the state through the exchanges.

3. Motion picture programs to Camp Dodge
Y. M. C. A.

4. Sixty-eight schools with agriculture slide
and chart circuit.

5. Programs for several short courses over
the state.

6. In addition to the above the Visual In-
struction Service has assisted the Home Eco-
nomics, Dairy and Poultry departments, the
Y. M. C. A., the Highway Commission and the
Industrial Science Division at various times
during the season just past, and are now sup-
plying programs for the summer school Satur-
day evening entertainments.

7. Thirty-five schools, Y. M. C. A., colleges,
state institutions and community centers with
15 motion picture programs.

No definite record could be made which would
indicate the number of persons in attendance
wherever programs were exhibited, but out of
934 exhibitions reported, a tojtal of 94,372 pa-
trons were present. See below.
Slides and Charts.

7 circuits, 613 reported 25,624

Other dates, 90 reported 5,333

Total 30,957

Film

1 circuit, 215 reported 60,148

Other dates, 16 reported 33,267

Total 63,415

Grand total 94,372

This year the scheme was tried with very
satisfactory results. Recently we closed a
fifteen-program educational film service.

For general program service and espe-
cially for school use, one and two reel
subjects are best. There are, however, a

Educational Motion Pictures

Will You Provide a Motion
Picture Macliine

if

We Furnish ttie Films?

A List of Good Films
of Educational Char-
acter Now Available
to Iowa Schools and
Organizations.

Bulletin No. 22

Engineering

Extension Department

Iowa State College

Ames, Iowa

77(1' Imva State College, at Antes, has become the educational motion picture and lantern slide

bus.

center of the state. This is a view of the campi

Many colleges are using their influence to get

projectors in rural schools. This appeal

has been made by the Iowa State College.

number of three, four and five reel sub-
jects which can be routed on special cir-
cuits. In the state of Iowa a reasonable
expectation of the number of dates which
can be filled on each one of these feature
industrials would be from fifteen to twenty-
five each year. The film might be worn
out in the course of a few years in legiti-
mate service of this kind.

We now have a working arrangement
with one or two concerns whereby such a
feature is consigned to us indefinitely for
this service. We arrange as many dates
for it as possible in the state and use it
as we do one of our own films. We specify
the condition that there is apt to be idle
time on the film sometimes for two . or
three weeks, and especially through the

summer va-
cation. Otir
arrangement
permits that
this feature
film be used
by institu-
tions outside
of the state
for scattered
dates in this
section of
the country,
but it must
be available
for use with-
out"strings."
We ai m
{Continued
on p. 12.)

10

REEL and SLIDE

Device Brings Movies Into Your Home

"Kodak movies" enable the family to perpetuate domestic events in animated form.

By Jonas Howard

IT has been the dream of picture men
for years past to get the movies into
the home. Numberless elements have
held back the full realization of this ideal.

Now, it looks as if the films will actually
get into the American home, and that the
householder will -be his own producer,
camera man and operator.

Portables are used extensively in private
homes. Probably thev would be used even

to a greater extent if the supply of films
was such as to make home projection easy.
However, this is coming about and there
are sufficient "neighborhood shows" in pri-
vate homes to indicate what may be ex-
pected in the future.

In the meantime, there has been put on
the market a camera, no larger than a
small size kodak, which not only takes
moving pictures but projects them as well.
The film used 'by this instrument is of
standard size and "professional" in every
way. It can be set up on an ordinary tri-
pod. Equipment permits the movie maker
to develop his own film, choose his own
subjects and project in his own way.

Several companies have gone deeply into
this question of the "kodak movies." One
companj', the "Klix" people, have perfected
their instrument to such a degree that it
is sold, like a kodak, to the general public
at a price that is moderate in the extreme.

The Autopticon Company of Chicago,
makers ^ of the Autopticon — a film-using
stereopticon — are selling their product wide-
ly for use in private homes, and an eastern
company will shortly announce an amateur
moving picture outfit.

In order to make moving picture pro-
duction and projection inexpensive and
practical, much time and money has been
spent on experimentation. It has been nec-
essary to get down to the A. B. C. point.
The instrument must be "fool proof" ; it is.

Just think of the possibilities that are
opened up with the perfection of this
device ! Movies of the family, from
Grandma to baby Joe; of the holidays,
vacations, of neighborhood events and even
of the production of amateur photoplays.

H6e ZENITH PROJECTOR

Manufactured by SAFETY PROJECTOR & FILM CO.

Portable Motion Picture Projection Machine

For Churches, Schools, Lodges,
Homes and Commercial Purposes

Safe, Durable, Simple, Perfect Projection

Operated from any electric light socket

Motion Picture Films Supplied for All Occasions

DISTRIBUTING

"Bruce Scenics Beautiful"
* 'Newman Travelogues"

**Ditmar's Animal Pictures"
**Katzenjammer Kids and

Happy Hooligan" Cartoons

Released by Educational Film Corp. of America

FOR FURTHER PARTICULARS WRITE

EDUCATIONAL FILM CO.

Film Exchange
Building

MINNEAPOLIS, MINN.

J'lease say. "As advertised in REEL and SLIDE," when you write to advertisers.

p

WITH
THE

REEL OBSERVER

By Henry MacMahon.

(Special Correspondence of Reel and Slide)

NEW YORK.— The war has called the attention of film
men to useful pictures, and, in fact, useful pictures will
be the salvation of the industry in the stressful times
now coming. While the purely fictional pictures are
not likely to be abolished and there is a recognized need of
so-called "best seller" stuff, nevertheless the Government will
undoubtedly sharply curtail film production, that has no bear-
ing on the supreme issue of winning the war.

Makers of film must prove the worth of their output or else
get out of business or into some new film line that helps na-
tional wartime efficiency.

These thoughts struck me forcibly while making the rounds
of Broadway picture attractions and while studying the field from
the insider's viewpoint of the executive offices and the trade
journals. Among the current features that have direct patri-
otic use are "Pershing's Crusaders," "My Four Years in Ger-
many," "The Kaiser," "Stolen Orders" and "Your Fighting Navy
at Work and at Play." They all quicken the war spirit and
they attract big audiences and get large hox office receipts.

This sort of direct patriotic appeal depends fully as much
upon the titles and the music as upon the actual films. For
example, "Pershing's Crusaders." The titles were written by a
master hand ; the music at the Lyric Theatre, New York, anyway
is as pulse-stirring as a Sousa concert. The average layman
who saw the films "cold" (without the music or the titles) would
get scarcely a thrill out of the endless evolution of troops, the
countless details of camp life or the comparatively short scenes
of the front trenches. The producers of "Your Fighting Navy
at Work and at Play" have realized that the film values are
only about thirty-three and one-third per cent of the total values
of the picture.

The other two-thirds are equally divided between the titles and
the music. "Your Fighting Navy" presents corking good films ;
they were recently taken and they show the Navy in all its
maneuvers exactly as in anti-Hun patrol and in battle prac-
tice. But without the proper captions, the everyday American
could not understand what the bluejackets were about, so Lieu-
tenant Henry Reuterdahl and a staff of journalistic experts were
employed to supply the gap.

CUE sheets were ingeniously thought out for the music, giv-
ing the naval atmosphere and the inspirational touch to
the pictures of the grim, gray seafighters. The trifold com-
bination is bound to be irresistable, for everything one wants
to know about the Navy is joined with the vivid visualization
of its activities and with the swing and lilt of the patriotic sea
melodies.

Frankly, almost everybody I know is scheming to make some
picture with an objective over and beyond idle entertainment.
All the new organizations for expansion of American trade are
installing projection machines in their lodges and club rooms,
and many of them are figuring on making the pictures as well
as showing them. Nearly every traveler is cranking up his
camera on the things he sees instead of focusing the still kodak
or graflex. The business men are knocking at the doors of
the game, but instead of being mere "angels" to finance vast
program companies, they are planning for the production of
definite sorts of film to illustrate their industries. Lt other
words, the production side of the movies is changing from a
"theatrical game" into a business with definite and realizable
ideals.

Amid the welter caused by the gradual passing of the old and
the coming of the new. it is well to utter a warning to enthusiasts
who believe they can help by the making of useful films. First,
the novice must learn the business. Until he does, his work
will be amateurish, no matter what his abilit''''. Second, each
useful film must be founded on a scenario and executed under
the orders of a director. The run of travel pictures particularly
has suffered from the lack of intelligent direction. A routine
unauthored, undirected motion picture "travel" is of no more
value than the average person's hurried letter of impressions
from a foreign land. A similar statement is true regardins'
natural history pictures, would-be sociological pictures an''
thrown-together industrial films. Third, labor is entirely wasted

unless the maker is assured that he fulfills a public need, and
not a whim of personal gratification. Just as the publisher does
not issue books on whimsey, but only on appreciation of the
public's wants, so must the makers and producers of the useful
pictures figure on their market and the way to cater to it.

SO many educational concerns have fallen by the wayside that
I may be pardoned illustrating these points by reference tO'
the activities of the Educational Films Corporation. The four
big series of Educational's single reelers succeeded by virtue of
conforming to the canons before alluded to. I mean, of course,
the Robert C. Bruce scenic pictures, the Ditmars Living Book
of Nature, the Newman travels and the Mexico Today pictures
of George D. Wright. Each of these producers for Educational
was a professional and not an amateur. Each laid out a scenario
for each travel or natural history story in advance and hired a
capable director. Each foresaw a definite need of one or other
kind of useful picture and met that need.

For example, Mr. Wright knew that America wanted to get
better acquainted with Mexico ; Mr. Bruce saw the entertain-
ing as well as the instructive possibilities of the Great North-
west for motion picture spectators ; Professor Ditmars sensed
that the cinema was the cheap and easy and efficient method of
teaching the wonders of natural history; and E. M. Newman
realized that the fruits of his twenty years of worldwide travel,
research and lectures upon the same could be summarized and
put 'before the public by means of a series of short films.

IN going about New York City, I have found that most of the
first-run motion picture theatres show the Bruce, Ditmars,
Newman and Wright educationals. There are other good educa-
tional, too. Many concerns will go into the game as its use-
fulness, fascination and commercial advantages are increasingly
evidenced. If I mistake not, a number of the program com-
panies will soon make the educationals a part of their work.
There is no good reason why the Pathe, Fox, Paramount,
World or Triangle should not alternate a non-fiction story with
a fiction story right along in the regular course of production.

The idea that only a love-story will sell is purely a fetish.
Fiction book publishers may have thought so, but the}- have often
been proved wrong in the astonishing success of non-fiction books
or of fictional books that do not deal with love.

"My Four Years in Germany" is journalism pure and simple.
So is "Your Fighting Navy at Work and at Play." The in-
stances in films can be multiplied. The more the Government
puts the screws on non-essential industries, the more will the
producers realize the necessity as well as the wisdom of getting;
into worth while subjects.

11

Scene from "Mother Goose." (Lea Bel)

12

REEL and SLIDE

Educators Edit Reels For Producer

By F. H. Lincoln

{Of the Lincoln & Parker Co.)

WITH the advent of the motion pic-
ture, came a great opportunity for
vitalizing the different subjects of
the school curriculum.

But strange to sa3% the subject of mo-
tion pictures correlated with school
courses seemed never to have entered the
minds of those who had originally gone
into the motion picture field. Educational
films were produced, many at great ex-
pense and of wonderful informative value,
but they were isolated attempts without
any effort being made to produce films
which were correlated to standard texts
on the same subjects.

The idea of issuing complete, standard-
ized motion picture courses in instruction,
properh' edited, developed in several sec-
tions of the United States, but the Lin-
coln & Parker Company was the first to
put this idea into actual practice.

Our prints are made in lengths of about
five hundred feet and on safety stock. The
courses are arranged according to the cur-
ricula as laid down in syllabi and catalogs
of representative schools and colleges
throughout the country.

The matter of adapting film to form a
complete course in any subject and the
editing of these films, marks the work
done b}' this firm.

If we consider United States geography,
which is taught in the elementary and
secondary schools, normal schools, and col-
leges, the method of procedure was to
outline a course according to state divis-
ions, pick out the leading physical, indus-
trial, and social features in each division,
make an exact outline of scenes and foot-
age required for - each film, photograph
them and submit the print to the editor.

The film was cut and logically arranged
under the direct supervisiori of one ed-
itor, tentative titles, were written, and the
film Avas then submitted to at least three
other editors for criticism and revision.

niiimiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiii
College Circuits 15 Programs

{Continued from page 9.)
to take care of its physical _ condi-
tion and to make shipments in ac-
cordance with instructions from the com-
pany, to pay all transportation charges when
so directed for service outside of the state,
and submit a statement at the end of the
year to the company concerned, and collect
the amount of expressage on these ship-
ments.
College Acts as Film Distributor

Exhibitors in this state pay all express
charges. Our own dates are scheduled in
advance and reports on showings and at-
tendance are received in this office. This
information is forwarded to the company
twice a year.

The arrangement cited above _ has the
advantage that it makes film available for
our use indefinitely, and, at the same time,
it does not hold the film out of circula-
tion.

We also act as a distributing center for
film in this section of the country. If we
had to write in to the company to arrange
every special date which we might secure
for films of this class the office detail would
be more than we would care to handle. I
may say in conclusion that our lantern slide
service has proven quite as successful as
our moving picture activities.

These criticisms and revisions were con-
tinued until the film and titles were ac-
ceptable to the entire Board of Editors.

One editor was then assigned to write
an abstract embodying the following fea-
tures : a synopsis of scenes contained in
the film, and explanation of the subject
or industry portrayed, including a brief
historical sketch, questions, topics, and
suggestions for further intensive study, a
list of references dealing with the matter
of the film; and lastly to emphasize the
visualization of the subject in the pupil's
mind, a list of questions on the film itself.

References to the page or chapter num-
ber of leading geographical texts were
carefully made, so it is possible for the
teacher exactly to assign all the reading
matter contained in the texts in use in
her own school as matter for study be-
fore or after the film is shown.

After the completion of the film and
the abstract they are sent to one of the
national advisory editors for final ap-
proval before final release.

In addition to their use in schools, these
films are suitable for educational societies,
teachers' associations, churches, granges,
and clubs and societies of all kinds.

In order to make the films available for
actual class room use and for small
schools without booths, the firm is also
manufacturing a portable projector
equipped with a special sprocket made to
use specially perforated non-inflammable
film.

The Lincoln & Parker Company has just
taken over the New York offices, studio
and laboratories of one of the oldest film
producers in America.

It Is the Duty of Every

Institution with a

Projector

— to show that most
amazing of educational
spectacles —

The Men of the Hour

— featuring the PEER-
LESS AMERICAN
ARMY AND NAVY.

D

uplifting — inspiring — gripping —
interesting, full of wholesome
amusement and — plenty of action.

□

Write to us today for
our plan — Address

Cosmofotofilm Co., Inc.

220 W. 42nd Street
NEW YORK

Moving Picture Projector

To churches, schools, colleges, Y. M. C. A.
branches and community centers who are
interested in moving pictures, we recom-
mend the ROYAL PROJECTOR above all
others. It is built for institutional use. It
is giving satisfaction in all parts of the
United States.

A Projector of Highest
Quality at a Price
Within Reach of All

To reliable educational institutions, we will be glad
to quote special prices. Any school, college or church
can make a ROYAL pay for itself in a short time.
Anj'body can _ operate the ROYAL. A clear, sharp
image is certain at all times with the ROYAL.

Send for Our List of Religious
and Educational Films

In addition to a high-grade projector at moderate
price, we can supply you with a varied assortment of
religious and educational films, including science
reels, geography, history, chemistry, biology, litera-
ture, industry, agriculture and foreign travel, all at
fair rentals.

M
M.

^g some, elegantly fitted, carries 2,000 i^ addition to a high-grade projector at moderate ^

ri^ feetof film without reloading. Has price, we can supply you with a varied assortment of x>A

^ many distinctive and exclusive religious and educational films, including science »

^^ 536 South Dearborn Street Chicago

Write Ua Today for Full Information,

THE CAPITAL MERCHANDISE CO.

536 South Dearborn Street

We also sell a semi-portable projector and handle a full line of supplii

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

13

Among the Schools
and Churches

Earl E. Childs, superintendent of public
schools, Litchfield, Connecticut, is now
among the Eastern educators who have
turned their attention to the screen.

* * *

David K. Niles is in charge of the mo-
tion picture work in the Milwaukee public
schools.

* * *

The Lane Technical High School, Chi-
cago, is showing educational and entertain-
ment reels regularly. Recently "Cinderella"
was exhibited as the feature of an even-
ing "show" for the students and their
friends.

sji ^ ^

Prof. Ross Rogers, principal of the Pen-
sacola, Florida, high school, is arranging
to show motion pictures in that institution
early in the fall.

J}c Jj; ^

Arthur E. Curtis, former high school in-
structor and recently actively engaged in
supplying educational films to schools and
colleges, has entered the govevrnment serv-
ice. Mr. Curtis writes to Reel and Slide :
"Following similar work I have been doing
for the State Council of Defense in Chi-
cago, I was asked by \N'ashington to joint
the Division of Films of the Committee on
Public Information and aid in the distribu-
tion of the United States motion pictures
in the twenty larger cities of the country.
It will fall to me to secure in each city the
co-operation of the educational and other
institutions and the various organizations —
to set in motion the wheels which will
[)ring as many people as possible in contact
with Uncle Sam's message by means of the
films. The first pictures are called "Per-
shing's Crusaders."

The public schools of Rushville, Indiana,
have a Powers 6A Improved machine
which they have had in use for three years.
The Indiana State University has furnished
many films and slides, and many others
have been rented from educational ex-
changes. The feature is usually announced
to the pupils several days before the pic-
tures arrive. The teachers assist the pupils
in looking up information pertaining to the
feature. After the show the pupils dis-
cuss the picture in the separate school-
rooms and then often use the material thus
worked out. for written composition. One
show every two weeks has been given for
three years.

^ ^ ^'

Dr. A. C. Derr of the Lea Bel Film Ex-
change, Chicago, is now completing plans
with a number of school supply houses to
book the Lea Bel curriculum of class-room
pictures in various parts of the country.
* * *

The Ohio State Agricultural Commission
has bought a moving picture camera. The
camera is being taken all over the state,
making pictures of everything that may
interest farmers, farmers' wives or chil-
dren, who attend the farmers' institutes.
Ohio is the first state which has ever taken
its own moving pictures for display at
farmers' institutes, according to President
Sandles.

Mechanical
Brains?

/

f Ron {.mi

TO GL^^

The first
essential
pedagogy, as
recognized by the
modern educator, is to
create in the student a reli-
able mental visualization of the
subject matter of the text. The
stimulation of a true mental image at once so vivid as to
induce the student to discard any erroneous preconceived
ideas he may possess on the subject and so lasting as to
insure its retention against possible contradictory influences
of later environment has heretofore been dependent on the
teacher's ability to draw word pictures.

But with the entrance of motion pictures into the educa-
tional field the teacher is enabled to give to his class a vision
of things as they really are. Excellent films for supple-
menting the text book study of practically all school and
college subjects are obtainable without charge or at a very
small cost, and with the aid of such films a class may be
given — far more comprehensively and interestingly and in a
few minutes' time — a more thorough knowledge of the sub-
ject than could be gleaned in hours of the laborious study
of text books.

The DeVry Portable Motion Picture Projector, taking stand-
ard size reels and film, and requiring- only to be attached to an
ordinary light socket for operation, offers to the educator the
means of making possible his unlimited use of film, in the simplest,
most convenient and least expensive way.

Write for our catalogue a?td
complete specifications — today.

The DeVry Corporation

113 North Wells St.,

Chicago, U. S. A.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

14

REEL and SLIDE

ippf^^'

*>:s*

'^^-^^^^^^^^^J^S^^

Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZENJAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS—

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Pont Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
THE ODDITIES OF THE MOST REMOTE BYWAYS

Fun, Too, in

OLD MEXICO TODAY—

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program — if none
available, write us.

CbRPGRAnON

NEVWRR,

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, Herald Bldg., Chicago. If an answer
by mail is desired, enclose stamped envelope.

The New Mazda C Lamp for
Movie Projection

BY \V. L. BRANDEL
{Nela Specialties Division, National Lamp Works)

A new field for Mazda lamps has been opened
up recently with the introduction of the new
Mazda C lamp for motion picture projection. At
the present time the carbon arc dominates this
field, but, as in the case of industrial lighting, it
is bound to give way in favor of the more ef-
fective and convenient incandescent lamp. *

In order to adapt the incandescent lamp for
projection purposes it has been necessary to over-
come certain inherent limitations, principally the
intrinsic brilliancy of the light source and the
concentration of sufficient wattage into a small
space.

After exhaustive research and developmental
work in the design of both the lamp and the op-
tical system to be used with it, the National Lamp
Works has accomplished the results desired.

The Mazda lamp now recommended for projec-
tion purposes is the 20-ampere, 28-30-volt, Mazda
C lamp. The filament is enclosed in a bulb 2^2
inches in diameter, which, with the mogul base,
has a maximum over-all length of 10 inches. A
special single-plane filament construction has been
adopted. The lamp is mounted in the housing of
the motion picture machine so that the plane
of the filament is perpendicular to the optical axis
of the machine. This permits the radiation of a
maximum amount of light toward the condensing
lens.

* * *

The success of this lamp depends upon the abil-
ity to utilize as much of the total light radiated
from the filament as pos-
sible. This is accomplished
by means of a spherical
mirror and special pris-
matic condensing lens. The
mirror is used to redirect
the light thrown backward
from the filament, and is
focused so that the image
of the filament fills in the
space between the filament
segments, thereby appro-xi-
mating a solid band of
light and increasing the
light projected forward
upon the screen by from
65 per cent to 80 per cent.
The prismatic condensing
lens, because of its short
rear focus, subtends nearly
twice the angle of light
from the filament as does
the old plano-convex lens.
It is highly important
that this lamp be held at
its rated current, because
the filament is operated at
an extremely high temper-
ature iu' order to take ad-
\w vantage of all the light

/ possible. When operating

the lamp on commercial
circuits, therefore, it is
necessary to use equipment
that accurately maintains
the current and that re-
duces the voltage. On di-
rect current a resistance
may be used in the line,
or a rotary converter in.
stalled to change to alter-
nating current.

The new 20-ampere, 28-
30-volt, Mazda C lamp will
satisfactorily replace any
a.c. arc now being used,
and d.c. arcs up to 35-40
amperes. It is recommended for installation in in-
stitutions for projecting pictures up to 14 feet
wide and with a throw as far as 80 or 90 feet.
According to estimates this covers 70 per cent to
80 per cent of the theaters in the country in addi-
tion to schools, churches, homes and small audi-
toriums.

This 20-ampere Mazda lamp represents the
climax of three years' experimentation on the part
of our laboratories, and is the one "moving-pic-
ture lamp" whose quality and performance we can
now unreservedly endorse.

An increase in the rated amperage of an incan-
descent lamp does not necessarily mean an in-
crease in screen illumination. The 20-ampere lamp
utilizes to a maximum degree the effective light-

Tiventy ampere
I\Ia.::da C lamp
for motion
picture pro-
jection.

source area. Lamps which operate at higher am-
perages have been tried out experimentally, but
if the same area of filament is used as in the
20-ampere lamp, the reliability of the lamp is de-
creased considerably, due to the close spacing of
the turns and the segments of the filament, anC
if the area of filament is increased beyond the
effective area, the additional light cannot be
utilized on the screen.

Consequently, such lamps do not produce any
better results than the 20-ampere lamp, at ap-
proximately the same voltage. Furthermore, even
better screen illumination can be obtained with
the 20-ampere lamp, because of the more efficient
mirror and condensing lens equipment which it is
possible to use with the smaller lamp.

Again, the 20-ampere lamp is operating up to
and above its rated life of 100 hours, both in
tests and in actual service. For the remaining
20 per cent to 30 per cent of the theaters now
using d.c. arcs above 40 amperes, experiments
have been conducted on a 25-ampere, 50-60-volt
lamp and 80-ampere, 11-12-volt lamp.

Most encouraging results have been obtained
from the 80-ampere lamp, which has been in oper-
ation in a large Cleveland theater for the past
year. We do not intend, however, to place this
on the market until it is absolutely perfected, as
is the 20-ampere Mazda C lamp.

The principal advantages of the Mazda lamp
for motion picture projection are:

(1) Simplicity of operation, no continual ad-
justments are necessary.

(2) Great saving in current consumption.

(3) Absence of dust and vapors.

(4) Improved sanitary conditions for opera-
tors in booths.

(5) Steadiness of light — no flickering at light
source.

(6) Less eye fatigue in viewing pictures.

For any further information, consult Projection
Department, Reel and Slide Magazine.)

Editor, Reel and Slide:

On page 13 of the March, 1918, issue of Reel
AND Slide there is an article on Projection, which
contains the following statement: "With the ex-
ception of the 1,000-watt lamp, these Mazdas may
be attached to any regular lamp socket and re-
quire no resistance (rheostats, etc.) on circuits of
110-115 volts."

As a matter of fact, all incandescent lamps
which are rated in terms of voltage, require no
resistance when burned on circuits of a voltage
corresponding with the rating. On the other
hand, where lamps are rated for current, as is
the Mazda 20-ampere lamp for motion picture
projection service, it is essential that the current
be accurately regulated. It is not the wattage of
the lamp that determines whether or not a resist-
ance or regulator must be used.

It might be well to bear in mind that Mazda
lamps do not all have the same base; the larger
ones are equipped with what is called a Mogul
Screw base and the smaller with a regular Me-
dium Screw base, which will fit the sockets ordi-
narily used in the home.

Adapters are, of course, readily available, which
will permit either style of base to be used in
either socket, but in the larger sizes we regularly
fit the lamps with Mogul bases.

J. T. Caldwell,
National Lamp Works.

Do I need a license to operate a machine in
our church? Hargraves.

Answer: In some cities a license is required.
In others not. Ask your license commissioner.

At the recent convention of the American
Medical Association in Chicago, motion
pictures formed an important part of the
discussions.

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor
Animatograph

Than in Any Other Motion
Picture Projector.

Designed with, not merely adapted to,
the new high power Mazda projector
lamps.

Guaranteed — a motion picture image of
standard illumination, clearness, sharp-
ness and steadiness — entirely free from
eyestrain.

There are other features that make the
Animatograph the superior projector —
simplicity, economy, light weight, last-
ing quality. It's all explained and illus-
trated in a new catalog.

Write for information and terms.

Victor Animatograph Company

125 Victor Building

Davenport, Iowa, U. S. A.

15

16

REEL and SLIDE

Educational and Religious Moving Picture Dept.

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy features
in harmony with "The Better Films Move-
ment.**

For Schools. Colleges, Churches, Y. M. C. A.s,
Settlements. Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House" for
the best pictures from the best producers for

the Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-
riculunj" for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not "how cheap,*' but "how

good." Pictures and service speak for them-
selves.

Write us about our ''co-operative plan" by
which you obtain funds to buy equipment.

We outline special working plans to fit your local
field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index

1 — Army and Navy.

2 — Athletics and Sports.

3 — ^Botany.

4 — Bray Picto Studies.

5 — Commerce.

6 — Customs and Habits.

7 — -Children's Pictures.

8 — Comedy and Magic.

9 — Comedy Drama.
10 — Dramas — 1, 2 and 3 Reels.

Dramas — Features 4 to 8 Reels.
Dramas — From Literature.
11 — Educational.
12 — Educational and Comedy.
13 — Geography.
14 — History.
15 — Industrial Courses.
16 — Lea-Bel Library (Classified).
17— Pictographs or Topical.
18 — Physical Geography.
19 — Patriotic and War Stories.
20 — Religious and Moral Stories.
21— Reel Life (3 to 5 Ed. Subjects).
22 — Scenics.

23 — Scenic and Comedy.
24 — Scientific.

25— Topical (3 to 6 Subjects).
26— Tours of the World.
27— Travelogs-
General — Dr. Dorsey.
S. American — Burton Holmes.

Machine and Supply Department

Tell as your needs. We can supply them.

We recommend the right equipment to fit your work. Can furnish different
kinds at prices ranging from $150.00 to $600.00.

In buying ne>v equiment, we recommend the New^ Mazda Nitrogegern Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

M
A
Z
D
A

/*X

w

L
A
M
P

20 amp., 30 volts, Mazda Equipment

C-90— De Vry Portable

Jobbers in Our Line. Dealers Write for Discounts

A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPAN Y inc )

64 West Randolph St. CHICAGO, ILL. 610, 612, 614 Schiller BIdg.

THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

This department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

Films for Juveniles

(Some important new releases recom-
mended for children under 12 years
— reviewed by the National
Juvenile Motion Picture
League, New York
City )

Stories

The Benefactor. Reels, 3; producer, General
Electric Co.; exchange, same; remarks: Boyhood
days and inventions of Thomas A. Edison.

Cinderella and the Magic Slipper. Reels, 4;
producer. Wholesome Films Corporation; ex-
change, same; remarks: Modern adaptation of
folk-lore.

Little Red Riding Hood. Reels. 5; producer.
Wholesome Films Corporation; exchange, same;
remarks: Modern adaptation of folk-lore.

Romance Land. Reel, 1; producer, Peter Pan
Corporation; exchange, same; remarks: Story of
Pierrot and Pierette.

Comedy

The Magic Match. Reel, V2 ; producer, Toyland
Publishing Co.; exchange. Educational Film Cor-
poration of America; remarks: Motoy animated
dolls.

Jimmy and Jams. Reel, 5/2 ; producer, Educa-
tional Film Corporation of America; exchange,
same.

"Pershing's Crusaders" — War Film

The fir.st American official war film shows
the grim determination of the United States
Government to stamp out Kaiserism. Americans
taking over the first line trenches are shown in
this picture, depicting more clearly than anything
yet offered the way in which America is mobil-
izing its resources to win the war.

Religious and Moral Films

The Lea Bel Company has compiled a list of
subjects that are especially adapted for school
and Sunday school use. So many readers have
written Reel and Slide expressing their inability
to get Bible subjects that this list is especially
useful now:

"The Death of Saul." A Biblical story.
"Dinny's Story." Judge Willis Brown. Judge
Brown's Juvenile Court in Salt Lake City — a
neglected boy — in jail — sent to the Boys' Farm.
"A Baby for Sale." Judge Willis Brown. Baby
left with mother's sister. Because of drink did
not care nor want to keep it. "The Stain of a
Soul." Judge Willis Brown. Innocent girl,
through bad companionship, led to drink. "Drink!
Drink! Drink!" Judge Willis Brown. Judge
Brown sees child in alley eating from a garb-
age can. Crippled child sent to hospital. Mother
visits hospital and tells her unfortunate story.
"Missionary Work in China." From Dr. Dorsey,
showing cantonments, students' activities, build-
ings and the missionaries in China. "The Face
on the Bar Room Floor," Temperance. Por-
traj'al of the poem of the above name. "His
Faith in Humanity." Optimistic view of human
nature. "My Rosary." Strict Puritan times.
Story of Christ. The burning at the stake.
Repentance. "From Her Father's Sins." Re-
sults of sins of parents suffered by children.
"Power of the Angelus." Catholic; Mexican.
Deceiver brings sorrow and repentance. Then
punishment as the angelus rings for victory.
"Passion Play." Life of Christ. Pathe hand-
colored. "The Boy and the Law." Judge Wil-
lis Brown. Hardships of a Russian boy. Be-
comes mayor of boy town. "The Waif." News-
boy waif and ultimate success. "Choosing the
Better Part." Wealthy Christian daughter intro-
duced to Washington society. Tempted, tried,
then chooses the better part. "Martyrdom of
Phillip Strong." Portrayal of the book by the
above name. "Satan." Undisguished method of
evils. "From the Manger to the Cross." Kalem
production. Entire picture taken in Palestine.
"The Life of Christ." Pathe hand-colored.
Pathe's latest and best picture yet taken. "Les
Miserables." Careful portrayal of the book.

Cremation on the Ganges

One of George Kieine's most interesting sub-
jects is found in "Cremation on the Ganges
River." How the Hindoos cremate their dead,

following the same ceremonial for hundreds of
years, is shown in this reel, which offers an ex-
cellent opportunity to study the people at close
range.

Czar Reviews Russian Army

Not recently, of course, but before the revolu-
tion. This picture is offered by George Kleine.
It is especially interesting just now when the
deposed Czar is the subject of so many wild rum-
ors and when the eyes of the world are centered
on Russia.

Through Canadian Rockies

Curtailment of railroad travel will bring scenic
reels into greater favor than ever in the weeks
to come. As the Rocky Mountains are the great
vacation land of America, all institutions with a
projector will welcome the Essanay film on the
Canadian Rockies, produced for the Canadian Pa-

Good pictures in the "life and customs"

line should be instructive to adult

students. (Touriscope Co.)

cific Railway and booked through General Film
Exchanges. The film includes pictures of a tally-
ho party.

Feeding the Fish Eaters

No man in America has done more worthy
things for educational moving pictures than Ray-
mond L. Ditmars, whose faunal subjects are re-
leased by the Educational Films Corporation of
America. According to officials of the Educa-
tional, the Ditmars pictures will be available for
institutional use as soon as a catalog of the
early subjects is completed. Ditmars, among oth-
ers, produced "Feeding the Fish Eaters," show-
ing fish-eating animals, their food and the quan-
tity they consume. There are some unusual close-
ups of sea lions in the ijicture.

Modern Farming

Atlas Educational Film Co., which has gone
in for better farming and agricultural pictures,
offers, among others, "Modern Farming." This
reel shows tLe new type of farm buildings, taking

17

the place of the old type; the wonderful develop-
ment in thoroughbred stock; the right and wrong
way in caring for farm implements, etc.

Domestic Science in Movies

Through Universal's Domestic Science Depart-
ment, Ida Bailey Allen is conducting a series of
interesting kitchen features in the Universal
Screen Magazine. Mrs. Allen is a famous do-
mestic economy expert. The subjects are short
and to the point, being photographed in Mrs.
Allen's model kitchen.

Pathe Films Mine Sweepers

Pathe Exchange, Inc., announces the release
of a picture of high educational value, entitled,
"With the Drifters and Mine Sweepers in the
Danger Zone." This is number 5 in a series en-
titled Britain's Bulwarks. How steel nets are
placed to capture prowling submarines, and how
the mines are prepared and laid is featured. 'The
destroyers that took part in the famous raid on
Zeebrugge are shown.

How to Plant Beans

In Paramount-Bray Pictograph No. 22, Miss
Grace Tabor illustrates some interesting facts
concerning the proper way to plant lima beans.
This is in her series on "War Garden Hints"
running in Pictograph.

St. Thomas, Virgin Islands

Pathe has filmed St. Thomas and the Virgin
Islands, now the property of Uncle Sam. "Blue-
beard's Castle" and the "Street of 100 Steps"
are interestingly portrayed, besides a good idea
of the purchased territory is given.

Salmon Fishing Filmed.

Essanay, in its series of de luxe scenic pictures,
offers "Salmon Fishing in New Brunswick" (1,000
feet). Featured in this release are several fa-
mous American writers and sportsmen who are
shown taking a vacation in the Canadian wilder-
ness. (General Film Exchanges.)

Anti-toxins, Vaccine and Serums

Among the new educationals listed by the Uni-
versity of Wisconsin Extension Division is a
4,000 foot subject on vaccines, serums and anti-
toxins, which goes pretty deeply into the matter
and which would be of paramount interest to the
layman as well as the student.

Other reels recently added to the University
collection include: "Asphalt Demonstration,"
taken at r.,ake Trinidad, "Birth of a Big Gun,"
"Shad Culture," "The Making of Silverware,"
"The Wool Industry," "The Cotton Industry,"
and "Conserving the National Timber Supply."

Portable "Ceiling Movies"
in Use Over There

ANEW use for the portable projector is
indicated by word from the war zone
in 'France.
Wounded French and British patients,
lying on their cots in the base hospitals,
suffer from long hours of idleness as well
as from the pains from their wounds.
Many of these men are compelled to lie
for weeks on their backs, unable to move.
Several dozen portable projectors have
been purchased to entertain such patients.
The projectors are placed on a table or
on the floor next to the bed. The image
is thrown directly on the ceiling. The
patient, in this way, does not have to
move to see the film run off. Comedies,
scenics, dramas and even news reels are
shown.

In many cases, the beds are close enough
together to allow half a dozen patients to
see the same picture at the same time.

The plan has worked out successfully.

18

REEL and SLIDE

What has the New York School Board done
with moving pictures? H.

Answer: The New York School Board has just
bought over a hundred new Pathescope project-
ors. Ten thousand dollars also has been appro-
priated for the renting of films during the com-
ing fiscal year.

Can you tell me whether Luther Burbank has
produced any floral films? Jessie Bergman.

Answer: This office has no record of any such
productions.

What does a "fade out" mean? H. L.

Answer: A fade out is used when the producer
desires to soften the end of a scene. The image
gradually dissolves, often into another scene. The
fade out and fade in have many other uses.

What are the Williamson films, showing sea
life? H. F. M.

Perhaps you mean the undersea moving pictures
produced by the Williamson Bros., which featured
a battle with a shark under the water. These pic-
tures were made in Bermuda and offer an excel-
lent opportunity to study not only marine life in
general, but marine botany in particular. The
reels had a great vogue. They are still being
shown in the United States.

I understand there is an amateur camera that
both takes and projects the moving pictures. Who
makes it? Ella B.

Answer: This issue of Reel and Slide con-
tains an article on the subject. Write to The
Klix Camera Co., Hearst Bldg., Chicago, for full

particulars.

* * *

Where can I get religious pictures? Swinton.

Answer : Write the educational film exchanges.
The Canital Merchandise Company, 536 So. Dear-
born, Chicago, have an extra good list of Biblical

reels on hand. Write to their educational depart-
ment for descriptive matter.

I am an experienced lecturer. Could I connect
up with a film exchange to lecture on the road
with moving pictures? Hipsh.

Answer: Not likely. Write, instead, to the Y.
W. C. A. or the Chautauqua circuits.

Does the University of Wisconsin loan slides
and films outside of the state? I have been un-
able to get a reply from them. J. G. Janert.

Answer: No. Their extension service does not
loan films outside of Wisconsin.

Classified Advertising

A market place for the sale and exchange
of equipment. Remittances must accom-
pany all orders for notices in this column.
The publishers expect that all .statements
herein will bear investigation. Rates: 3
cents per word, on copy.

Three De Vry Projectors Run
During Medical Meet

THE doctors have found in the movie
a helpful means of studying modern
surgery and medicine.

At the recent convention of the Amer-
ican Medical Association in Chicago, three
De Vry projectors were in constant use,
showing important medical operations be-
ing performed by the famous specialists
of the world. Among the medical films
shown were some produced by the Mayo
Brothers and some from the medical library
of Clinico Films, Inc., New York.

The physicians, lured by the novelty of
the screen, swarmed into the projection
room in the Hotel Sherman and the ma-
chines were kept constantly busy from 12
to 14 hours each day.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel anl Slide.

VVANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, Herald
Bldg., Chicago, 111.

BARGAIN — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES — Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5, Reel and Slide.

MOTION PICTURE CAMERAS! Save money
Write at once for latest list of tested and guar
anteed used motion picture cameras, and still
cameras. America's modern camera exchange
Bass Camera Company, 109 N. Dearborn St.
Chicago, 111.

CHEAP! — Adjustable, high grade standard tri
pod for use with motion picture camera, in first
class condition. Will sell cheap. Address A-6
Reel and Slide.

FOR SALE — Slightly used Atlas motion pic
ture projectors, !j75 to $125, former price, $155
Guaranteed to be in first-class condition. Address
A-7, Reel and Slide.

FOR SALE — Used De Luxe cinematograph
camera with tripod, list price, $925, will sell for
$600. In first-class condition. Address A-8, Reel
AND Slide.

SCREEN LECTURES

Something new in slides telling the whole story

FILM LECTURES

Motion pictures which will give 100% advertising

We specialize in producing Scientific, Welfare, Safety and Propaganda films and lantern
slide lecture sets. We will compete in technique with any producer and deliver only the best

/ FILMGRAPHS-Educationals
PRODUCING PICTUREPOEMS-Vizualized Poetry

Novel and Original FUNNYGRAPHS-Original Comedies

Subjects ^ JOKERGRAPHS-Original Comedies

POPULAR SCIENCE SCREENGRAPHS

— Scientific Educationals

FILMGRAPHS, Inc.

Operated by the Lessor, J. Frank Martin, P*f|. L w'tvY* Po
981A Union Arcade, rillSDUlgll, I 21.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

19

Uses for Portable Machine Show Wide Variety

By Jonas Howard

PICTURES know no Nationality. They
are a common language the world
over. Their appeal is universal. The
human race has been looking at pictures
for fifty thousand years; it has been read-
ing words for less than ten thousand.

Pictures will reach people when nothing
else will. The tired will look and learn,
the foreigners will comprehend, even though
the English words cannot be imderstood.
. The illiterate will be awakened in thought
by pictures when reading is impossible.

There is no publicity organ in the world
like the motion picture. The use of film
offers the most novel and forceful way of
appealing to the human mind. And when
used for commercial purposes, motion pic-
tures have a compelling interest not possi-
ble to secure in any other form of pub-
licity. They tell in a flash what would
take minutes to explain or pages to describe.

The Projector and the Church

That is why, when the present day sales-
man starts out on a trip to visit prospects
in his territory, he takes the company's
stock in trade with him in the form of a
portable motion picture projector equipped
with film which tells the sales story far
more clearly and convincingly than it could
be told in any other way. For while pros-
pects may listen to persuasive word argu-
ments, they believe what they see.

Educators everywhere are coming to re-

alize the efiicacy of visual instruction when
continued with the text book. Since more
than 80 per cent of all human knowledge is
acquired through the "eye gate" no text
book can surpass the motion picture in the
vivid presentation of a subject or give to
the minds of the students an .impression at
once so clear and so lasting.

In religious work, as well, the motion
picture is being accorded a high place as a
medium of reaching the human mind. It
fulfills the true mission of the church in
making it a center of community interest.

Motion pictures constitute by far the
greatest percentage in the form of amuse-
ments afforded our men in the service.
Just how much motion pictures mean to the
boys in khaki is well told in a letter from
an officer of the 165th New York Infantry
to one of the editors of a moving picture
publication and published recently in the
"Evansville Courier" :

"You don't know what a factor in life
the motion picture is until you have re-
turned from your first round in the trenches
to a dinky French village, as cheerless as
a wet night at the North Pole would be,
and find that some kind Providence has
brought a projection machine and some
film to the depot.

"A big barn is cleaned out hurriedly, a
sheet stretched across one end, and in a
few minutes the space is packed with mud-
bespattered men. Say, the cheer that goes
up when the first picture flickers on the
screen would warm your heart.

"After that all is silent. The men seem

to be breathing in every flicker on the
sheet. The motion picture brings home
right smackup before your eyes — and bring-
ing home to the boys in France is work-
ing a miracle."

iFor "movies" in our cantonments, on
our transports and in the camps in France,
the National War Work Council has
adopted the portable projector made by
the De Vry Corporation, Chicago. This
projector is also being used by many manu-
facturers of world repute in the showing of
industrial films as an aid to sales promo-
tion. The Ford Motor Company are
equipping a number of cars with the De
Vry — a thoroughly practical arrangement
since the projector may be operated from
the generator — for overseas shipment in
their "after the war" propaganda.

Portable Broadens Field

The increased value and possibilities for
usefulness of the motion picture through
the invention of the portable projector can-
not be overestimated. Only with a por-
table projector can this most potent force
in selling be used by the commercial
traveler. And while a permanently in-
stalled projector in the auditorium or a
certain classroom of an educational institu-
tion undoubtedly has its value, the school
using a portable type has a decided advan-
tage in the fact that the projector may
be carried from one room to another and
thus none of the classes or grades need be
deprived of this aid to learning.

iiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^^^ iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiN

USE THE ATLAS SERVICE BUREAU

As hundreds of schools, colleges, churches, YMCA branches and Community Centers
are doing.

Look to it for guidance in the preparation of programs suitable for your individual
needs- — to get motion pictures upon which you can absolutely depend.

Our Library Covers

Wonderful Travelogs.
Reliable Sociological Studies.
Interesting Nature Studies.
Clean Dramas (without objectionable matter).
Wholesome Comedies (that amuse.without offense).
Patriotism. Animal Husbandry.

Army and Navy. Religion.

Agriculture. Industry.

If what you want isn't listed here, write to us.
We have it, or will get it for you.

100 eggs to 100 chickens shown
in two minutes

From "Poultry Raising."
Shows eggs actually hatching

We are affiliated with the Better Films Clearing House, furnishing only "approved"
films, with no objectionable features.

Our co-operative work with leading institutions proves the value of ATLAS SERVICE.

Complete Line of Projectors
and Accessories.

Sepcialists in Producing and Circulating
Educational-Industrial Pictures.

THE ATLAS EDUCATIONAL FILM COMPANY

63 East Adams Street, Chicago, III.

Please say, "As advertised in REEL and SLIDE," when you lifrite to advertisers.

20

REEL and SLIDE

©¥ie Camera ^^Captuares^^-

Scenic Reels Take Naturalist to
Haunts of Wild Animals

I

'Whoa'." The Ford Educational Weekly catches Mr. Donkey at the bottom of

the Grand Canyon.

rUnts arc perpetuating the rapidly disappearing Buli

Stone camels! They guard the entrance to the Ming Tombs, China. E. M. Newman
filmed them for the Educational Films Corporation.

E. M. Newman, the noted traveler, feeding t
sacred deer in the park at Nara, Japan.
{Educational Films Corporation)

REEL and SLIDE

21

amij Clim'

Any of These Films Offer Chance for
Class Room Instruction

-^ From the Antipodes — A reel showing the characteristics of the kangaroo; produced
by Raymond Ditmars for Educational Films Corporation.

om "Banff," produced by Essanay for the Canadian
nenf.

arer home! A pri::e winning steer. From a
reel entitled "Our Domestic Animals"
released by th£ Atlas Educa-
tional Film Company.

How Air. Elephant gets his clean-up. Pictured in the Raymond Ditmars series for Educa-
tional Films Corporation.

ill

::

22

REEL and SLIDE

Lecture Slides Show Y. M. C. A. Work

By Marc N. Goodnow

(Publicitx Director. Central Department,
Y. M. C. A.)

AT a time of world-crisis, such as the
present one, when great human
agencies such as the Red Cross and
the Y. M. C. A. are taking a bit of "home"
to the boys "over there," and doing their
Hmit to sustain the morale of the fighting
troops, we cannot afford to neglect any
avenue or channel through which our par-
ticular message can be conveyed to the
people.

News or advertising space is not in itself
sufficient. \\'e must appeal in an even
more intimate fashion, preferably through
the eye to the heart.

. ^ i.-' 1

i-A^|fc|^^Smy°

■-■J

%

Y. M. C. A. camp zvork is being sho-wn by

■means of lantern slides.

(Geo. IV. Bond. Co.)

By the use of the reel and slide, the
Y. M. C. A. is now making this human
sort of "round trip," from the eye to the
heart, then to the pocketbook, and back
again. Wherever possible we are supple-

fro;;; one of the 98 slides produced for
the Y. M. C. A. {Geo. W. Bond Co.)

menting by the use of still and moving
pictures the work we do to bring this
message of making a "home from home"
for the boys overseas to the American
public.

You do not reach so many people, per-
haps, but you do your work with the pic-
tures in a much more personal, and for that
reason more effective, way. You make the
story so very much more real and vital
that the thing in itself becomes a process
of salesmanship.

While our New York publiciti' office is
now having motion pictures taken of the
work of the Y. M. C. A. for the A. E. F.
in France for release via Hearst-Pathe,

Gaumont, Universal and a number of other
American agencies, our department offices
in this country are developing the stereop-
ticon field and placing a lecture on "The
Army Y. M. C. A. at Home and Abroad"
in the hands of Y. M. C. A. secretaries in
every Association city as well as witb
clergymen, lecturers and interested busi-
ness and professional men who have a
knowledge of the aims and purposes and
accomplishments of the Y. M. C. A. in the
present struggle.

My own connection with the movement
has been only to prepare the lecture cover-
ing some 60 slides, about equally divided
between the work in this country and that
in Europe.

The demand for this sort of service,
which is handled through the George W.
Bond Slide Company, of Chicago, was im-
mediate once notice was given to our Y.
M. C. A. secretaries. From every quarter
of the Central Military Department, where
the lecture originated and has been most
used, there has been an enthusiastic re-
sponse, convincing leaders of this move-
ment that in future both the reel and the
slide must be given more attention than
ever before, especially since such organi-
zations as ours are almost wholly depend-
ent upon the cultivated or educated atti-
tude of the public.

Personally, I am convinced that if both
reels and slides are continued throughout
the summer as a recognized phase of our
publicity work, when the time comes for
another fund-raising campaign, probably
for $100,000,000, we will be able to "go
over the top" without the slightest diffi-
culty.

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

Size of machine, 19x26x7 inches. Runs continuously, or, for lecture pur-
poses, starts or stops at will.
(We guarantee the Owen machine.)

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will)

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to S cents per hour.

The machine, complete, includes a 400-vvatt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or direct current).

Address

THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard Lantern
Slides for every use.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

Geo. W.Bond Slide Co.

Our Reputation:
"As good as the best
and better than most"

ILLUSTRATED
HYMNS
SONGS

<■"<' POETRY

We make and sell stereopti-
con slides of the highest
quality for churches, schools,
colleges, clubs and general
use.

We have slides on Bible
Subjects, Travel, Agricul-
ture, Science, Holidays, Pa-
triotism, Missions, and can
supply sets on any subject
to order at reasonable prices
for the very best grade of
work.

Send for These Bulletins
Today:

Old and New Testaments, No. 22
Travelogs and Missions, No. 23
"New" Nation Series, . No. 24
Prices and Rental Terms, No. 25
Educational Lectures, . No. 26
Christmas Sets, . . No. 27

AGENTS FOR ALL
RECOGNIZED MAKES
STEREOPTICONS

OF

Send for our catalog of new prices on
Kodaks and Cameras

GEO. W. BOND SLIDE CO., Inc.

14 W. Washington Street,
Chicago, 111.

Questions on Educational Lantern
Slides will be answered by mall If
stamped envelope is enclosed.

What does it cost to have slides made to order?
Eggers.

Answer: That depends on our copy and the
quality of workmanship you want. All slide
makers who advertise in Reel and Slide are
vouched for by the publishers.

Where can I secure slides dealing with Y. 1\I. C.

A. army work? H. G.

Answer: The George W. Bond Slide Co., 14
West Washington St., Chicago., will be able to
help you out. They have just completed a new
set of 98 slides on this subject.

* * #

How can I best make my own announcement
slides? B. L. K.

Answer: Your dealer will supply you with spe-
cial gelatine blanks, slide size. Type what you
want to screen on this gelatine on a typewriter.
Then dust with bronze powder. (Apply the pow-
der before your ink gets dry.)

What strength lamp do I need for entertain-
ment purposes? J. M. B.

Answer: The 400-watt Mazda is strong enough
for fairly long-distance projection. The 250-watt
for classroom use. A 1,000-watt lamp is also
manufactured, but is needed only for unusual
work where very high illumination is required.
The bulb alone can be mounted by anyone in a
box to replace the arc lamp in case it is desired
to change from arc light to the Mazda. This has
been done by owners of older models.

Is the stereopticon adapted to microscopic work?

B. C.

Answer: Yes. Microscopists find frequent use
for the stereopticon slide in their most delicate
work with small organisms.

* * *

If slides are broken in transit, who stands the
loss? Des Moines.

Answer: Most reputable slide companies in-
sure your shipments at your expense when parcel
post is used. The rates are: ZYiC for shipments
of $10 value; 5c for shipments of $25 value; 7^c
for shipments of $35 value, and 10c for shipments
of $50 value.

Where can we get new war subjects and pa-
triotic series? J. M.

Answer: Consult the advertising columns of
this issue. A wide selection can be had by secur-
ing the catalogs and running through their in-
dexed lists.

Are slides sent on approval? North Dakota.

Answer: A leading lantern slide house gives
this information: "Slides will be sent on ap-
proval wherever we have sufficient duplicates on
hand, not to deplete our stock. Approval means
subject to 10 days' inspection and selection, and if
slides are not to be retained, they must be re-
turned promptly at the expiration of that period,
in good condition, and free of transportation or
other charges to us. Slides sent on the approval
basis are at the customer's risk of breakagj or
damage while out of our possession."

* * *

What is meant by opaque projection? Briggs.

Answer: Opaoue projection makes it possible
also to use ordinary paper prints, half-tones
clipped from a newspaper or book; in fact, prac-
tically anything which is not transparent.

* * *

What kind of light is available in using a lan-
tern when there is no electricity? M. Heller.

Answer: Many people who are traveling about
from place to place where electricity is not avail-
able and calcium light seems impracticable, prefer
Alco-lite to acetylene, because of its greater com-
pactness and portability.

What charge does the Cincinnati Public Library
make for the use of their sets? B.

Answer: The Cincinnati Public Librarv makes
no charge, if you are a resident of Cincinnati.

* * *

In a bulletin issued by the Cinema Club
of Cleveland, the following recommenda-
tion to members appears : "To advertise
the recommended films, use library, church,
club and high school bulletins, talk freely
and use anv other method available."

Your Stereopticon
Image Can Be
Only as Good
as Your Slide

No matter what degree of
excellence you get in your
original picture, the quality
of your slide determines how
it will look on the screen.

No matter how good your
stereopticon may be, the
slide determines the clear-
ness, sharpness and the
artistic effect — on your
screen.

Therefore,

Your Lecture Depends
on the Slides You Use

and the SLIDES depend
upon the SLIDE MAKER.
EXCELSIOR SLIDES have
won and held a national rep-
utation for QUALITY. YOU
can recognize EXCELSIOR
SLIDES in thousands of the
biggest theaters in the
United States.

Excelsior Excellence

— is now at your service
through the LECTURE
BUREAU of the EXCEL-
SIOR ILLUSTRATING
CO. This BUREAU studies
the special needs of lec-
turers, educational institu-
tions and churches —
moderate prices — prompt
service — excellent results.

You Don't Know Slides
Until You Have Tried
EXCELSIOR SLIDES.

Try EXCELSIOR SLIDES Now—
Write the EXCELSIOR LECTURE
BUREAU Today.

Excelsior Illustrating |

219 Sixth Ave. (]q^ New York City |

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

24

REEL and SLIDE

How to Make Slides

(Reprinted, by permission, from a booklet

published by the Mcintosh

Stcreopticon Co.)

(CONTINED FROM LAST MONTH)

It is important that the developer is made
quite slow in action so that the amateur can
watch the progress and be able to take the
plate from the tray when the exact degree
of development has been reached. Should the
picture flash up very quickly it indicates over-
exposure. If it takes an extremely long time and
will not come up strong with any amount of de-
velopment, it has been under timed. When the
picture appears slowly and darkens steadily, the
exposure is probably correct and the plate should
be taken from the developer when it appears —
when held in front of the ruby light — to be
somewhat darker than the finished slide it desired
to be, and it should be immediately placed in a
tray containing S or 6 ounces of the fixing bath.

rormula:

A

Water, 1 gallon 128 oz.

Hyposulphite of Soda 32 oz.

B

Water 32 oz.

Dry Sulphite of Soda 3 oz.

Sulphuric Acid C. P Y2 oz.

Powdered Chrome Alum 2 oz.

Note. — Be sure to mix solution B exactly in
given proportions and in rotation. Always pour
B into A while stirring well. If this is not done
precipitation will take place.

This contains a hardening agent which will
prevent the film from running in warm weather
and also makes it possible for the slide to be col-
ored without the brush scratching or marring the
film surface. After the plate has been in the fix-
ing bath until the white has entirely disappeared
from it, it should be placed in the washing box
and washed for from IS minutes to half an hour,
according to the flow of the water.
♦ * ♦

When the negative is extremely dense, so dense,
in fact, that it takes a long time to make a paper
print from it, the exposure should last until two
or more matches are totally consumed. These
matches, of course, should be burned one at a
time. I3o not attempt to make an exposure by
electric light or gas light. The plates are so
sensitive that they will fog before any note can
be taken of the time of exposure. After having
been washed and the slides swabbed gently with a
piece of cotton, place them on an ordinary drying
rack in a clean place, free from dust. When
thoroughly dry, a lantern slide mat of the proper
slide opening may be plated on the gelatine sur-
face and the cover glass applied to protect it
from finger marks, scratches, etc. This is fas-
tened to the plate by means of the binding strips.
The binding strip is about 2 inches longer than
the entire edge of the plate, and enough lapover
allowed so as to seal the slide tightly.

ANOTHER method of producing lan-
tern slides is by reduction. Of
course, when the larger part of a
5x7-inch or 8xl0-inch negative is desired,
it cannot be produced by contact, and the
reduction method must be utilized.

For this purpose, a camera (A) with a
good, long bellows is necessary. The nega-
tive is placed in the center of the wooden
frame (B), which is about 18 inches
square, and the opening in which should
be equipped with kits to accommodate the
different sizes of negatives that are to be

used. This frame should be placed verti-
cally about 6 inches from the end of a
board (C) about 4 feet long, made of 1-
inch stock 12 inches in width.

Make a frame (D) 18 inches square out
of Ixl-inch sticks, and cover opening (E)
with clean parchment or other translucent
paper and attach it to the end of the board,
parallel with the negative frame (B).
Upon the center of the ground glass of the
camera, paste a standard size opening slide
mat. The camera should be tentatively at-

tached to the board and a focusing cloth,
as per dotted lines in illustration, which
has been tacked around the negative frame,
coned down and tied to the camera front,
allowing the shutter bulb and tube to ex-
tend outside. This prevents light from get-
ting in between the negative and the cam-
era lens, except what comes directly
through the negative. See that the camera
is raised on the board so that the lens is
pointing directly at the center of the nega-
tive and not tilted in the slightest degree.
For this reason, a block (F) may have to
be employed. In focusing, see that the es-
sential part of the image on the ground
glass comes within the mat. Fasten the
camera securely to the board, and provide
for some means of focusing by slotting
the board and bolting the camera down
with a bolt and wing nut. The length of
the slot will be determined by the size of
the different negatives put into the nega-
tive frame. A large negative will make it
necessary to move the camera back a little
farther on the board, while a small one will
bring it quite close. The whole affair
should be tilted toward the sky at a short
angle so that the shadowy effect of the
outside objects will not make one part of
the slide darker than the other. Place the
lantern slide plate in the plate holder,
using a kit of the proper size to adapt the
slide plate to the holder.

{To he continued next month.)

Uniscope Go. Announces
New Portable Projector

HE Uniscope Company, 500 South
Peoria street, Chicago, announces
the new Uniscope Portable pro-

A NATIONAL SAFETY FIRST WARNING

ThrillinSly presented in Motion Picttire,/»
Under tlve Aii?pice,/' oF

PWOOOC8D' ftY TH6 UHlvgWg^KL PILM M-P'O. CO

T

Five thousand slides heralded Universal's

"Careless America" film, produced and

distributed for the Firestone Tire

& Rubber Company.

jector. This machine weighs only 20
pounds and has many distinctive fea-
tures.

C. J. Peterson, the inventor, recom-
mends the Uniscope for commercial as
well as for educational work.

"For some time," said Mr. Peterson,
"I have been making an exhaustive
study of the light projector. We are
now ready to supply an unusual machine
on reasonable notice.

"The Uniscope has fireproof maga-
zines with self-closing safety doors. It
is equipped with film fire traps, is com-
pact and simple."

AT LAST!

BEAUTIFUL LANTERN SLIDES ON NON-INFLAMMABLE, NON-COM-
BUSTIBLE, DURABLE FILM, AT LESS COST THAN GLASS SLIDES.

ELIMINATES

BREAKAGE

WEIGHT

EXPRESS CHARGES

CARRYING CASES

MUCH OF THE COST

IF YOU ARE A
LECTURER
TEACHER
MINISTER
Y. M. C. A. WORKER
SALESMAN

You Should Know About The TOURISCOPE

100
Glass
Slides
Weigh
20 lbs.

100

Slides

on Film

Weigh

6 oz.

THE TOURISCOPE IS MORE THAN A STEREOPTICON— IT IS AN

IDEA— A SERVICE. IT IS TO THE ILLUSTRATED LECTURE WHAT

THE PHONOGRAPH WITH ITS RECORDS BY WORLD-FAMOUS ARTISTS

IS TO MUSIC IN THE HOME.

For Information Address

THE TOURISCOPE COMPANY

14 W. Washington St.
CHICAGO

1216 Aeolian Hall
NEW YORK

REEL and SLIDE

25

^^iliiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiilllillliiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiilliiill^

iliiiiiiiiiiiiiiiM^^^^^ ■

To AH Users of Lantern Slides

An Open Contest

We want to contest for YOUR business. We want to compete for it fairly
and openly. We know that PEERLESS Slides will please you — ^will satisfy
your most exacting demands. We know that once you use PEERLESS
Slides, you will use no others. So,

Make This Test

Ask us today for sample slides. Take our slides and compare them to any
others. Put them side by side — project them side by side, if you like.

You will realize what a difference there can be in lantern slides. Probably
you have used many slides. Possibly you are a good judge of slide quality.
So much the better. You will appreciate the fine qualities of our work at once.

COMMERCIAL
ARTISTS

PUT OUR SLIDES TO A TEST
SEND FOR SAMPLES RIGHT NOW

PHOTOGRAPHIC
ILLUSTRATIONS

Address,

BURDEN & SALISBURY CO., Inc.

259 Monroe St.

PEERLESS ADVERTISING SLIDES
AND ADVERTISING SERVICE

Rochester, New York

Ifiiiiiiiliiiliillllllllllllllllilllllllllllllilllllllllliliiiiiiiiillliiliiiililiiilliilliiilllllllllll^^

liiiiliiiiiiiiiiiiiiliiiiliiiiiiiiiiliiiiiliiiiliiiiliiiiliiliiiiiiiiiiiiiiiiliiiiiiiilliiilllilllilliiiillliiiii^

Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll!llllllll»^^

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

—a stereopticon that is light, durable and compact and simple to'use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

AUTC>PTI(X)N

I tjA FILM STEREOPTICON "^

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to loo. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

The

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

26

REEL and SLIDE

i!iiiiiiiiiiiiii!i!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy

The

Greater New York
Slide Company

— offers its unequaled
facilities to users of
lantern slides for any
purpose whatsoever.

This firm enjoys a repu-
tation for the excellence
of its productions, the
promptness of its serv-
ice and its moderate
prices.

Its advertising slides
are being used by many
of the biggest adver-
tisers in the United
States.

Its song, scenic and
DOse slides are standard.

Colleges,

Schools,

Churches,

Universities and

Advertisers

— using lantern slides
should first get our
prices and samples be-
fore giving an order.

Write to Us Today

THE

Greater New York
Slide Co.

154 West 45th St.
NEW YORK

New Use for Lantern Slides
in Educational Work

By John S. Bird, A. B.

FOR some months — in fact ever since
America started out to defeat Prus-
sianism — I have found a novel way
of teaching the lessons of the war to young
people.

We select the most important movements
of the week in Europe. It may concern a
city or it maj' concern a district where
fighting is intense. We secure slide sets
bearing on these locations and show them
in conjunction with an especially prepared
lecture brought right up to date with the
news.

When the Austrians were threatening
Venice seriously, we had a lecture and pro-
jected slides on Venice. Likewise we
covered Rheims, Arras, Mesopotamia and
our evening on Bagdad was a big success.

In this way, the news of the day — the
big events of the world war — are brought
to the attention of the younger student
clearly and with added interest. It has
not been difficult to secure the subjects and
the lectures have been prepared with as
much regard for the news as they have for
the historical significance or geographical
interest of the subject under discussion.

I believe our system could be carried out
in any school with a stereopticon. No
doubt many have adopted a similar work.
(I know of two.) It is difficult to over-
estimate the value of this system. I am
speaking from actual test.

We have been able to impress upon the
minds of the youngsters what the shell-
ing of a cathedra! means; we have been
able to show forcefully what their construc-
tion and preservation has involved through-
out the ages, a knowledge they could
scarcely get from the pages of cold text.
In man}- cases we have been able to pic-
ture the cathedrals and towns before and
after destruction by the Huns.

"Men of Hour"--For Schools
Has Patriotic Appeal

WHEN the war is won and we can
look calmly back on events, the
motion picture will have been found
to have more than done its bit. Uncle Sam
has enlisted the screen in war work to an
extent undreamed of in the past. Just
now, much attention is focused on "Men
of the Hour," a ten reel production re-
leased through the Joseph Totton, 220 W.
42nd St., New York. "Men of the Hour"
is being shown widely in educational in-
stitutions as well as in theaters. It depicts
the making of a soldier and sailor, inter-
estingly, instructively and patriotically. It
is one of the most valuable and interesting
motion pictures yet produced in connec-
tion with America's preparation for vie-,
tory abroad.

The Pastor's Lantern Slide Bureau,
Mount Morris, 111., is supplying churches
in its territory with special religious slide
sets and sets suitable for church work.

Rev. H. P. Barnes, head of the Bureau
reports a lively demand for the subjects
listed.

"We have made a special study of the
needs of the small church,"- says Rev.
Barnes, "and we aim to help them profit
by the use of their stereopticons. Our Bu-
reau co-operates with the churches in giv-
ing wholesome and instructive entertain-
ment and in adding to the church funds by
holding illustrated lectures."

Please say, "As advertised in REEL and SLIDE," when you

^ PATRIOTIC^

FILM TRAILERS

No. 10 B — American Flag Floating in

Breeze (Any length desired), 15c per foot.

No. 12 B — Patriotic Special — Large
Beautiful American Flag, unfurled with
natural sky as background, waving in
breeze. In center there fades into view
head of President Wilson — this remains
until finish of trailer when both fade out.
Length 30 feet. Price, $4.50.

No. 14 B — The Three Greatest Presi-
dents of the United States — This film
opens with a picture of Washington in
beautiful red tint, this color and picture
fades into Lincoln in white and then into
Wilson in blue. Very effective and care-
fully done. Length 30 feet. Price, $4.50.

17 B — Our Patriotic Leader. Amer-
ican Flag Floating in Breeze. Into
this the Capitol fades and the flag dis-
appears. President Wilson then fades
into the Capitol and the flag appears
as his face fades out. r\ i *r aa
Length 40 feet. Ullly $D.UU

Any of above beautifully Hand-Colored,
20c cents per foot extra.

Special films made up in Cartoon, Trick or
Life Action. Write for Prices.

Novelty Slides, Inc.

115 E. 23rd Street : : NEW YORK

YOU NEED ONE OF THESE

SLIDE CASES

^ Strongly constructed slide
•^ boxes for I^eeping ^our slides
systematically filed — saves looking
for slides and avoids frequent dam-
age. Sole leather strap handle
permits of carrying case around.
Secure catch on front; cloth cov-
ered. Holds 50 slides separated
by individual partitions.
Onl>^ $1.25
Weight, 2 lbs. packed. Add
postage for parcel post shipment.

NOVELTY SLIDES, Inc.

115 E. 23rd Street : NEW YORK

write to advertisers.

REEL and SLIDE

27

"Mcintosh Lanterns

Are Honest Lanterns"

Mcintosh Slides

are not just simply pretty
pictures. They are selected
and made

WITH A PURPOSE

The new educational cata-
logs contain lists of slides
selected after a careful study
of curricula and textbooks,
and both per se and in
arrangement are thoroly
pedagogic. They are ready
to apply.

The teacher need not spend
a long time in study and
preparation of the lesson and
its illustration. Mcintosh
Slides are ready to illus-
trate it.

This is true also of McINTOSH
HONEST LANTERNS. Just
screw the plug into the socket,
switch on the current, focus and
change the slides. That's all there
is to operating the Automatic
Sciopticon. But better than all
that — the automatic, instant
change, no eyestrain slide changer
is an exclusive feature, which
makes the old side-to-side slide
carrier an obsolete relic.

Automatic Sciopticon with 400 w. Mazda

lamp ready to connect and sho^v pictures,

$44.00. Other lanterns, $32.00.

1 1 is remarkably efficient and exceed-
ingly simple.

You can have one on approval for five
days' trial. Ask us how.

Any of the following educational cata-
logs will be sent on request :

SLIDE CATALOGS
A — Agriculture and Extension,
E — Geography and Industries.
H — History, Civics, Biography,
S — Science.

Religious, Travel, and general slides
are listed in a separate catalog.

We are projection experts and will
gladly advise and assist you in the
selection of apparatus

McINTOSH l^oSTv^'"""

485 Atlas Block CHICAGO

Eastern Slide Firm Engages Scientist

R MEYER RIEFSTAHL, PH.D., of
New York City, a student well
known in educational circles for
his scientific work, has been retained by
the Beseler Lantern Slide Company of
New York as chief adviser of the com-
pany's department of arts and sciences.

Each set of slides produced by this com-
pany must have Prof. Riefstahl's approval.
Robert Pariser, general manager of the
Beseler Company, in making this announce-
ment added :

"We have adopted the policy of enlist-
ing specialists in each line in the produc-
tion of our sets. In turn, th<= l^i^ors of

these specialists and of our editorial depart-
ment are edited by Prof. Riefstahl. This
results in a high grade product, technically
correct and of greater use to the lecturer.
Prof. Riefstahl has traveled in nearly
every part of the world and is an accomp-
lished student in many branches of science.
We believe his connection with our com-
pany will be of vast benefit to those who
are doing business with us and who de-
mand slides that are correct.

"We believe that any money spent on
editorial labors prior tO' production will
come back to us many fold in the faith we
are thus able to inspire among our pa-
trons."

Tractor Put in the Movies
by Harvester Company

THE International Harvester Company
is circulating motion pictures show-
ing the operation of the kerosene
tractor.

These films are intended to acquaint the
farmer with the various uses to which this
tractor can be put on the farm by actual
demonstration.

Maurice J. Swan, advertising manager
of the company, says of these films :
"Where a dealer is making a special drive
on tractors, this film is shown locally. We
hitch it up with a special dealer-help sales
campaign in small towns located chiefly in
farming communities. Our distribution is
strictly through dealers."

Charts are being used with slides by the

International Harvester Co. These

charts are designed to aid the farmer

in producing Alfalfa.

Change the Slides

That's all there is to "operating " the

Victor Portable Stereopticon

The original Victor features that a few years ago made
possible the popular use of lantern slides have been fur-
ther improved. The same solid cast aluminum construc-
tion is used. Service and genuine satisfaction is guaranteed.

Write today for information on the variations of lenses
and lamps that provide for every need.

Ask for "trial-before-purchase" terms.

Victor Animatograph Company

125 Victor Building, DAVENPORT, IOWA, U. S. A.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

28 REELandSLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

3715 Grand Avenue
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

M A. G A z: I N e:

iiiiniiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

INDUSTRIAL FILM SECTION

SEMI-OFFICIAL ORGAN, SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD

Film Aid to Plant Exploitation

(There is a tendency among the industrial firms
of the country to apply motion pictures to other
purposes rather than purely advertising. The
United States Steel Corporation make films the
keystone of their "safety first" work. To save
labor and expense, other corporations are taking
visitors "through the plant" via the seat of a
movie show. Thus, the National Lamp Works
has found the plan successful. It is described
here. — Editor.)

JN our film, "The Building of
a Mazda Lamp," we believe
we have aimed at and struck
a novel and most interesting
goal in the application of the
moving picture to both the
educational and advertising idea.

Our picture is 1,000 feet in length. We
have gradual!}' been called upon to in-
crease our number of copies as the de-
mand broadened for the exhibition of the
subject.

Nela Park is a "show place." Thous-
ands of people visit the Lamp Works,
where everything is attractively arranged
to make working conditions pleasant as
well as to encourage visitors. As is the
case with other large industrial organ-
izations making a product of use to the
general public, the greater part of our
visitors are anxious to see how the lamps
are made. In order to meet this demand
the Company sometime ago installed an
efficient guide service. In fact, it was
this guide service that actually gave us
the idea of making the film.

A Good Educational Film

"The Building of a Mazda Lamp," is
first and all a good educational. The
demand for it among film using institu-
tions has proved that its value is appre-
ciated by the educator. Our chief aim
in producing this reel, however, was to
show our visitors those phases of con-
struction which are not a part of the
functions of the Nela Park works, as
well as to reduce the number of guides
required to serve visitors.

No doubt many other plants facing the
visitor problem could adopt the moving
picture as an aid in much the same man-
ner as we have done and with the same
degree of success.

That this reel offers excellent adver-
tising for the Nela Park plant and product
is evident. The copies are kept almost
constantly busy. Our film is prefaced
with views of the property. Then follows
the "story" of Mazda lamp construction
from raw material to socket.

The more important operations in the
manufacture of incandescent electric
lamps were photographed at the various
factories, and the complete films story
was prefaced by views of Nela Park.

National Lamp Works Produces

1,000-Foot Educational— "The

Building of a Mazda Lamp"

— Pictures Nela Park Plant

and Advertises Product

By H. W. Vanderwerf

(Engineering Department, National Lamp
Works, Nela Park, Celeveland.)

Wherever it was found necessary to use
artificial light to get good photography,
this light was applied by racks. of MAZDA
C lamps. As a result, the film is typical
of the lamp in three ways — subject, pho-
tography, and projection.

Success of Film Immediate

The success and popularity of the film
were immediate. Few people realize that
the manufacture of incandescent lamps
is a most complicated process for which
the raw materials are drawn from widely
separated localities in all parts of the

world. As interest in the film increased,
a number of copies were made for dis-
tribution by the Pubhcity Department.
These copies are accompanied by a lec-
ture, timed to the film, which explains
the various processes of manufacture in
simple English.

An idea of "The Building of a MAZDA
Lamp" may be obtained from the follow-
ing synopsis which is composed of certain
titles describing the processes shown:

1. Nela Park. The Laboratories and
Home Offices of the National Lamp
Works Organization at Cleveland, Ohio.
The Home of National MAZDA Lamps.

2. Life testing racks.

3. In the laboratories — lamp photom-
etry.

4. Laboratories for the development
of lamp making machinery.

5. A few of the operations in the manu-
facture of National MAZDA Lamps.

6. One of the glass factories.

7. Blowing the lamp bulbs.

8. The stem machine assembles the stem
flange, the button rod which supports the
filament in the lamp, and the lead-in wires

The more important operations in the manufacture of incandescent electric lamps 'were
photographed at the various factories.

29

30

REEL and SLIDE

which carry the electricitj- from the base
to the filament.

9. Inserting hooks to support the fila-
ment (by hand).

10. This operation is also accomplished
automatically.

11. The stem with the hooks to support
the filament is called the spider. On this
is wound the drawn-wire tungsten filament.

12. Winding the drawn-wire filament.
This operation completes the mount.

13. A small hole is pierced in the large
end of the bulb and a tube attached through
which the air will be exhausted. This
operation is called tubulating.

14. Sealing the mount into the bulb.

15. The air is exhausted through the
tube on top of the bulb. Sealing this off
to preserve the vacuum leaves the familiar
tip.

16. The lamp is lighted for the first time.
The current heats the filament to a very
high temperature, , which causes chemicals
previously placed in the bulb to destroy any
traces of air that many remain.

17. A felt separator prevents short cir-
cuiting of the lead-in wires.

18. The base is cemented to the bulb,
and the lead-in wires which carry the cur-
rent to the filament are soldered to the
base.

19. After a final test and inspection, the
lamp is labeled and packed in the familiar
blue carton, ready for the journey to the
lamp user.

20. You have seen onlv a few of the
many operations, each followed by an in-
spection, which enter into lamp making.

21. National MAZDA— The Way to
Bettter Light.

Silk and Telegraphy Motion

Pictures on Rialto-Strand Programs

IT is announced that the Rialto theater,
in New York, the most famous motion
picture theater in the world, will shortlj^
try out an all-educational program. By
this is meant, the educational reel or reels
will be the exploited feature for a period
of weeks, as a test.

It is the belief of Mr. Rothapfel, the
managing director of the Rialto and Strand,
its sister house, that the New York public
welcomes educational reels of the high
class. For some time past the Rothapfel

Featured zvith the IVorld's greatest Dra-
matic productions, the reward
of excellence.

houses have pioneered in this direction.
Seldom has a week passed during which
an industrial or scenic has not been a part
of the program in both houses, accom-
panied by special music and scenic effects.
Industrials have found prominence in the
Rialto and Strand programs.

Recently "The Whispering Wires of
War," produced by the Leggett & Gruen
Corporation of New York and released
through Pathe, was featured in the Rialto

EU 8J

6. VOCAI-

Duet, NILE SCENE. 3rd ACT. ••AIDA" Vtrd.

ROSA LIND. Soprano— RALPH ERROLLE. Tenor
^>^OTE^— MlBS^LJnd an^a Mr^ Errolle will appear In duo at tha

7. WAR EDUCATIONAL

THE STRAND lakes great pleasure in prcsenlinR for the

as done bj ihc indispensable telephone on the battle-
field.
■WHISPERING WIRES OF THE WAR-
CURTAIN

8. ORGAN SOLO
■IL TROVATORE" X- V.rdi

Result of Rothapfel's Educational Program

policy — high-class Advertising Film

in a high-class theater.

program and "The Growth and Manufac-
ture of Silk," produced by the same com-
pany for Belding Brothers, was part of the
program at the Strand.

As the Rialto and Strand largely influ-
ence the policies of every important pic-
ture theater in the United States, their lead
will undoubtedly be followed generally if
the educational feature idea proves a suc-
cess.

There could, perhaps, be no better in-
dication of the growing popularity of the
educational film than this indorsement.

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 adver-
tising 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 end .SLIDE," when you write to advertisers.

.

REEL and SLIDE

31

How I "Sold" My Boss on Films

(Paper read before the Office Appli-
ance Manufacturers' Association at Buf-
falo, March 15, 1918.)

AM glad you assigned this
subject of advertising by mo-
tion pictures to me, because
for over ten years this has
been my pet hobby.

Ever since the days of the
nickelodeon and the \\'ild West thrillers, I
have speculated on the propaganda value of
the film for commercial purposes, but it is
only within a very few years that the film
industr\- has developed to a point where this
medium of publicity is available for the
average advertiser.

The thing that fully opened my eyes to
the future of film in advertising was a
visit I made to East Orange nearly ten
>'ears ago, when Mr. Edison first announced
the completion of his home kinetoscope,
which was a pet idea with the wizard at
that time, and he confidently predicted that
it would become a standard fixture of
equipment in schools and class rooms. But
he was somewliat ahead of his time.

Sees Films on American History.

At the East Orange studios they showed
me the home kinetoscope, and they pro-
jected for me a most wonderful series of
films they were making for use with this
projector in the public schools, entitled,
I think, "Our History." And in those
wonderful films.. I saw the Pilgrims land
again at Plymouth Rock, and the Boston
Tea Party, and the skirmish at Bunker
Hill, the "Midnight Ride of Paul Revere";

and I saw John Hancock and Thomas Jeff-
erson and Ben Franklin and those other
grand old patriots of the Continental Con-
gress, stamping up to the desk in Inde-
pendence Hall and scrawling their signa-
tures on the immortal Declaration, just
as they did on that fateful July day in 1776
when our country was born, and when

In Address Before Office Appliance
Manufacturers' Association, at
Buffalo, Jack Speare Points
Out Merits in Screen Ad-
vertising— And the
Pitfalls

By Jack W. Speare

(Adz'crtising Manager, Todd Protcctograph
Company.)

. iiii>:i:::::N:<i>:!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiii!iiiiiiii!iiiiii»iiiiiiiiiiiiiiin^

Franklin said : "Gentlemen, we must all
hang together or assuredly we shall all
hang separately."

It took me nine j'ears of "selling" my
boss before he finally gave in and author-
ized what seems to every advertiser the
high cost of producing film. I sometimes
think that he finally let me have my way
only because my nine-years' canvass on this
subject had worn him out, and he decided
it was worth the money to get rid of my
constant argument.

So we went ahead and made the picture,
and the day the boss saw the first un-
trimmed scenes projected in the studios he
was tickled to death, thought it was the
greatest thing he had ever seen, "Never
fully realized myself how interesting our
business was before," "Why didn't you
tell me it was going to be like this?" etc.

And there you are — after nine years of
"canvassing" and reading scenarios to him,
etc. But that is the thing about the motion
picture : you can't describe it, you can't
read it ; you have to see it.

Now, I want to tell you some of the rea-
sons for my devotion to film in propaganda
work, and also some of its limitations.

A film authority writing in Reel and
Slide A'Tagazine, which is devoted to the
educational and commercial side of the
film industry, said recently that "87 per
cent of human knowledge comes through
the eye gate." And my experience leads
me to believe that his statement is under
rather than over the truth.

What is a story without pictures? What
would our magazines be without illustra-
tions? The truth is. we can grasp ten
times as much through our eyes as we can
through our ears, and "Seeing is believing."
The salesman who. depends upon his pow-
ers of oratory, without anything for his
customer to look at while he is talking, is
wasting about 90 per cent of his efficiency.
One of the distins'uished members of vour
association, Mr. John H, Patterson, of the
NCR. has always made that fact a vital
principle in the sale of cash registers, and
we know what NCR salesmanship is.

Where the Movie Is Supreme

The picture sinks in to the mind, where
words glance off without making a dent.
The picture requires the mind to concen-
trate, to focus. It has no competition for
attention. Its message is complete and
never forgotten.

Now, I say that for any sales problem
requiring educational or propaganda work,
the motion picture is sunreme, and the
average selling proposition of this kind can
hardly realize 100 oer cent of its possibili-
ties without it. Some of you here have
advanced beyond dependence upon propa-
ganda. You typewriter men have stand-

ardized your product in the puWic mind to
a point where the typewriter as a business
tool is accepted beyond question. But thirty
years ago, the motion picture would have
saved you years of time and millions of
dollars in reaching your present proud posi-
tion. There are many office appliance lines
which stand today where the typewriter
did thirty years ago.

They must educate the public if they are
going to get to the point where you have
gone. And the motion picture is our
greatest single educational force today. It
is greater, potentially, at least, than the
pulpit, the lecture platform, or the printed
page. I do not mean that it can take the
place of the printed page or other mediums
of publicity — but as an educational force,
pure and simple, it is in a class by itself.

There are pitfalls in motion picture ad-
vertising, many of them, and dangerous
ones. First and foremost, is the price.
You cannot buy a cheap motion picture.
If the price is low, the result is bound to
be extremely costly, because the men who
have the skill and the facilities for mak-
ing a good picture will not take the risk
of making it without a reasonable margin
for profit and for unforeseen emergencies
that swell the production cost.

What the Prints Should Cost You

I would say that a fair average price to
pay for a good negative is between $1 and
$2 per foot, according to the subject —
say $1.50 as an average. You can find
people who will undertake to do it for 50
cents. Watch your step ; their work will
prove much more costlv than that of the

P

$2 man. A flat price of $1.50 per foot,
means $1,500 for a single reel picture,
$3,000 for a two-reeler, etc. I know of
pictures made for financial and political
organizations which have been charged for
at prices as high as $5 per foot, but I think
in those cases the price was based more
(Continued on page 38.)

J

32

REEL and SLIDE

Selling Food Products by Films

H. J. Heinz Official Outlines Five
Year Screen Campaign. Films
Show Sanitary Factory Con-
ditions and Are Based on
the Educational Idea

By C. F. Ohliger

(Of The H. J. Heinz Company, Pittsburgh.)

[ UR plan in applying moving-
pictures to the exploitation of
Heinz pure food products has
not been a "hit or miss" one.
We have studied our product
and our field thoroughly. And
while our moving picture activities have
extended over a period of five years, we
are working along the same original lines,
though many innovations have been made
as occasion warranted from time to time.
We have not gone out into the straight
"industrial story" field. Rather, we have
endeavored to make our products and
the method by which they are handled in-
teresting in themselves. This is not diffi-
cult because of their nature. And we have
given them a high educational rating at
all times.

Distribution on Reels Restricted

Five years ago Edison made a tomato
film for us. It was our first motion pic-
ture experience. A year later we added
to this original picture. Then we followed

The public is shown how viodern machin-
ery prepares their food in the Heins .
sanitary kitchens.

with films on pickles, beans, preserves, all
produced by the Rothacker Film Manufac-

turing Company of Chicago. Recently,
Films of Business Corporation, of which
Miss Camilla Donworth is president, pro-
duced our spaghetti picture. Rothacker is
now producing a vinegar picture for us.

At no time have we aimed at general
circulation of our films in picture theaters.
Our films have been exhibited largely be-
fore audiences at the food shows and on
the Heinz Pier at Atlantic City.

Educational circuits, chautauquas and Y.
M. C. A. branches have given us consid-
erable circulation on our reels. Distribu-
tion has never bothered us as it has many
advertisers in other lines. We have not
cared so much for quantity audiences as
we have quality audiences. Films form
only a part of the Heinz advertising cam-
paign, though we consider them an impor-
tant one. For instance, in no way can we
so easily show the processes entering into
the manufacture of our products as on
the screen.

Adopt Conservative Screen Plan

It has been the Heinz policy to control
the raw materials entering into Heinz prod-
ucts. From the seed to the finished product
has been explained and brought out clearly
in our reels. They have been much in de-
mand among schools and colleges anxious
to exhibit this class of subjects.

The more important food manufacturers
nowadays have no better argument to offer
than sanitation and quality — in production.
{Continued on page 34.)

"The Motion Picture in Advertising"

FA'

C-h

INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, *'THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street NEW YORK

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

SCENARIO — PRODUCTION — DISTRIBUTION

IHE dER FEILOWS IDEA

IX the exploitation of soft drinks, mov-
ing pictures are rapidly taking a lead-
ing place. A great many breweries
that have turned their attention to the
production of non-intoxicating beverages
are using films as a means of reaching
large groups of consumers. An especial-
ly appealing series of screen ads are being
put out by the Wander Company of Chi-
cago through the Diamond Film Company.
The films are short. They are designed to
advertise Ovaltine and Swissade Malted
Milk. The contents of this popular bev-
erage consists of eggs, milk, malt and
cocoa. The film shows the container and
the various items that enter into the mak-
ing of Ovaltine and Swissade. One by
one, the contents enter the container in
rapid succession. Appropriate titles attest
to the purity and excellence of the bev-
erage. These pictures will be distributed
via the picture theaters.

MOTION pictures have now become a
medium by which salesmen are
quickly trained in the selling points
of highly specialized products. An illus-
tration of this was recently furnished by
an official of the W. A. Ives Mfg. Co., Wal-
lingford, Connecticut, manufacturers of
woodworking tools. This firm needed some
new salesmen for immediate activity. To
take them through the factory would con-
sume time. Yet, it was essential that the
"green" hands understand how the augers
and bits were made, as quality of produc-
tion furnishes a strong selling argument in
this line.

It so happened that the company's 700-
foot moving picture depicting the detailed
production of its products was just com-
pleted and ready for exhibition in New
York. The company had this film run off
four times for the new salesmen. In this
manner they secured an excellent idea of
the production end of the business.

MANY theater owners object to run-
ning advertising film during inter-
mission. A Denver advertiser, ex-
ploiting a local product, made arrangements
to have his 100-foot ad tacked on the end
of the feature picture. This made it easier
for the operator to project the short length
and gave the advertiser the benefit of audi-
ence attention.

HUMAN interest is as essential in the
production of an industrial picture
for general distribution as it is in a
dramatic work. Perhaps more so. To in-
ject this degree of human interest — to seize
upon the bright idea that has selling value
as well as interest-creating value is, or
should be, the function of the producer.
Too often good opportunities are over-
looked.

A good illustration of the value of an
idea is found in the production made for
the \V. A. Ives Company, makers of auger
bits. The picture is 1,200 feet long. In
preparing the scenario, the producer seized
upon Mephisto as symbolic of the auger
drill. An actor was dressed up as Mephis-
topheles. The reel depicts the making of
wood-boring tools from the raw material

to the finished product, with tests of the
bits made by the Devil, at the end. Camilla
Donworth, president of Films of Business,
Inc., made the production.

M"

"ANY firms using short film sub-
jects through their dealers and in
connection with their dealer help
campaigns, have systematized the work of
bookings by incorporating the "film depart-
ment" in the regular advertising staff. The
John V. Farwell Co. of Chicago finds only
forms necessary in order to keep their
films moving and to insure priority.

One form is a circular letter, signed by
the advertising manager, describing the
film. This goes to all dealers on a certain
date. Attached to the bottom is an appli-
cation form. This the dealer fills out,
stating when he would like to run the film
and how long he wants it. The second
form accompanies the film, telling the
dealer where to ship the reel when he is
through with it. The third form is a re-
port he is asked to make concerning the
exhibition of the film in his territory.

This plan has been found to work out
well. — E. T. Clary.

From industrial picture produced for Ives
Tool Co., by Films of Business, Inc.

No business man in the United States
can afford to overlook motion pictures
— to understand their significance — their
function in enlarging his field of opera-
tion. Reel and Slide is the only publica-
tion in the world that keeps him posted.

MANUFACTURING

S

TUDIO— 206 HURON ST.

TOLEDO, OHIO

Our Studio and Laboratory Equipment
includes everything essential to the
production of Advertising, Educational,
Scenic and Cartoon Films.

Theater service throughout N. W. Ohio.

We employ artist (cartoon) and scenario
writer.

THE ANIMATED AD SERVICE CO.

33

REEL and SLIDE

Fisk Co. Millinery Subject of
New Film Series

CHICAGO millinery houses are going
rapidly into the field of motion pic-
tures as a means of reaching not
only consumers, but retailers and jobbers.
The D. B. Fisk Millinery Company , one
of the leading houses of the West, has
just signed a contract with the Diamond
•Film Co;, which covers the production of
short subjects showing the newest hat
styles.

Attractive models are being posed before
the camera. The model is faded out and
faded in wearing first one hat and then
another.

The Heinz spaghetti pictures offer an ex

aroused in

cellent example of the interest that can he
an industrial.

Selling Food Products by Films

{Continued from page 32.)
The film will depict this more clearly than
almost any other medium if it is a fact.

Our screen campaign has been conserva-
tive. It has been gradually enlarged as the
need developed.

In the marketing also of food products,
the screen can be used to great advantage —
perhaps more so than in most lines where
great numbers of consumers are to be
reached.

Many thousands of people have seen the
Heinz films and we believe we have bene-
fited thereby greatly, not only in direct
returns realized, but in the general pub-
licity value received.

It is necessary and desirable to go be-
3-ond a mere advertisement to get the
best results. Moving pictures are no
longer a novelty ; the reels must have a
definite value to the audience in order to
make any kind of an impression that may
rebound to the credit and advantage of the
advertiser.

In our case this was simple enough. Our
films included farm scenes, seeding, trans-
portation of the product, preparation in the
factory and consumption. We have always
insisted upon film quality and have secured
it.

products. Only in one case does the firm
name appear on the screen, in a "close up"
on a tag. The picture is getting limited
distribution among interested audiences.

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gives you a screen campaign complete in every detail.

Let Us Show a Sample Picture to You
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The DIAMOND FILM COMPANY is a pioneer
organization with scores of successful screen campaigns
to its credit— the DIAMOND STUDIO, newly fitted
up, contains every modern facility known to moving
picture production. Quantity production enables
us to give highest grade work at lower prices.

History of Woolen Fabrics
Shown in Three Reels

A COMPLETE history of the produc-
tion of woolen fabrics under modern
conditions has been filmed for the
American Woolen Mills Co. by the Educa-
tional Films Co. of New Qork.

The picture is in 3 reels. The various
stages of production delineated extend from
the shearing of the sheep to the finished
bolt of goods, including an insight into the
mills where hundreds of looms are busily
at work.

This picture is not especially designed
to promote the sale of the company's

Please say. "As advertised in REEL and SLIDE," when you write to advertisers.

Our Customers Include Many of the Leading Advertisers
of the Country :: Send for Full Information Today.

ADDRESS

THE DIAMOND FILM COMPANY

2624 Milwaukee Avenue

CHICAGO

REEL and SLIDE

35

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS'
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. Hollister 1 st Vice-Preside n t

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W. A. Harris Secretary

W. F. Herzberg Treasurer

News Notes

Tirey L. Ford, recently sent the
following letter to Joe Brandt, pres-
ident of the Screen Advertisers' As-
sociation :
My Dear Mr. Brandt :

Replying to j'our letter of June
12th, 1918, permit me to say that,
although I am entirely out of the
advertising business and am in no
waj' connected with the film indus-
tr}', I shall take pleasure in attending
the approaching convention.

I look forward with pleasure to
meeting you and the other gentlemen
of whom I have heard favorable
things from my son Byington.
\'ery truly yours,
(Signed) TIREY L. FORD.

* * *

A number of new members will
be admitted to the Association at the
next meeting, which takes place in
San Francisco on July 7th, at the
Convention of the Associated Adver-
tising Clubs of the World.

* * *

H. V. Stambaugh of the Artfilm
Studios, Cleveland, says of the San
Francisco convention: "I appreciate
the importance of this meeting and
the opportunities it offers us. It is
our desire to continue to co-operate
with you and avail ourselves of th«se
opportunities."

^ ^ ^

If you have the advertising priv-

ileges for motion pictures or slides
in any or all the theatres of your
city let the Association know, because
frequent requests for such informa-
tion are made to us by national ad-
vertisers.

* * *
W. A. Harris, formerly president
of the Screen Advertisers' Associa-
tion, is now in the Government Ser-
vice. He is Supervisor of Produc-
tion, Ordnance Department, U. S.
Army for the District of Cincinnati.
In a letter to President Brandt, he
says : "Give my best wishes to all
of the members of our Association
and convey my regret at being unable
to attend the San Francisco conven-
tion."

^ ^ ^

Many examples of commercial and
industrial films and slides will be
shown in the Projection Hall at the
San Francisco Convention. All mem-
bers having subjects to exhibit should
bring them along to the "big show."

A canvass of the members of our
Association shows that numerous
contracts have been given for screen
advertising, denoting big business for
the year. Numbers of national ad-
vertisers are beginning to use the
screen exclusively of all other medi-
ums to test out its power. So far
the screen is more than holding its
own.

May Irwin, the famous comedienne,
culinary expert and cattle fancier, is
soon to appear in a two-reel indus-
trial film, made by the Universal
Company, entitled, "Thoroughbreds."

To make this picture a stock com-
pany was formed that will remain
intact for the filming of the many
other commercial stories, with heart
interest, that the Universal has in
preparation.

"Thoroughbreds" was made at
Southington, Conn., for the American
Jersey Cattle Club, and is intended
as propaganda to interest young folks
in raising Jerseys.

Miss Irwin enacts the role of an
up-to-the-minute business woman
who, although ignorant of matters
rural, wins success as a farmer
through perseverance and sound busi-
ness methods.

Among the prominent stars in the
half million dollar cast of cow per-
formers appearing in this picture is
Oxfords Briar Flower, for which the
Brooks Farm at Baryville, N. Y.,
recently paid $10,000.

Miss Irwin is a prominent member
of the American Jersey Cattle Club
and was the first to call their atten-
tion to the need of a film advertising-
campaign to increase interest in the
raising of Jerseys.

"

APPLICATION FOR MEMBERSHIP

Harry Levey,
Chairman Executive Committee,

Screen Advertisers' Association of the World

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

Kindly send iiie the Pledge of Stan
Advertisers' Association of the World.

dards of Practice and all particulars necessary for my becoming a

member of the Screen

Date

Name

Firm

Nature of Business

•

36

REEL and SLIDE

Screen Advertisers at Convention of Ad Clubs

By E. J. Clary.

THE Convention of the Associated Ad-
vertising Clubs in San Francisco,
Puly 7 to 11, will have considerable
to do with motion pictures, according to
all indications.

Not only will the advertising film men
attending be given ample time to speak,
but there is a greatly increased amount of
interest in the screen among advertising
men in general. Two afternoons have been
allotted to the screen men to discuss the
issues facing the screen advertiser today.
Here is the program :

CONVENTION AUDITORIUM

Mondav Afternoon

2:00^"Motion pictures as an advertis-
ing medivun (illustrated with slides and
films). W. F. Herzberg, Camel Film Co.,
Chicago, 111.

2 :30 — Discussion.

3 :00— Questions and answers.

3 :30_Distribution problems. Harry
Levey, Universal Film Manufacturing
Company, New York City.

3 :40— Discussion.

Get Your

FACTORY

in the

MOVIE

Free Tests Against Any

Competitor Any

Where, Any

Time

^Y^

3

Cincinnati

Motion Picture Co.

Runey Building
CINCINNATI OHIO

Tuesday Afternoon

2 :00 — Cost Systems in film production,
Tirey L. Ford, Animated Film Corpora-
tion, San Francisco, California.

2 :20 — Discussion.

2 :40 — Laying out a film advertising cam-
paign, R. V. Stambaugh, Art Film Studios,
Cleveland, Ohio.

3 :00 — Discussion.

3 :20 — What the motion picture has done
to help win the war, Harrv Levy, Universal
Film Manufacturing Companv, New York
City:

3 :40 — Discussion.

It is more than likely that the Associa-
tion will allow additional speakers to ad-
dress the Convention on the subject of
moving pictures. At least, officials of the
Associated Advertising Clubs say such
action is likely.

Mr. Herzberg, of the Camel Film Com-
pany, has given, perhaps, as much study
to the subject of advertising film distribu-
tion as any man in the United States.

Harry Levey of the Universal, fresh
from his launching of the big Firestone
campaign, will have much of interest to
say, as a result of his broad experience.

Mr. Ford and Mr. Stambaugh are well
known.

Besides the addresses and discussions,
the Screen Advertisers' Department has
arranged to exhibit films in the National
Exhibit of Advertising to be held in the
City Hall of San Francisco during the
week.

1

New York Strand Books Film
Showing Paper Making

THE Strand Theater, one of New
York's picture palaces, whose show-
ings always place the stamp of na-
tional approval on motion pic,tures, recently
exhibited a three reel industrial produced
for the International Paper Company. This
picture, it is said, even won applause from
audiences who, it might be thought, demand
greater excitement than is usually found
in the average educational.

The International film takes the audience
to the North woods where the trees are
felled, gives them a good idea of lumber-
ing, beautiful views of the woods, the
conveyance of logs to the mill and the
grinding of the trees into pulp for paper.

Judge a Producer By His Customers

BIG National Advertisers, like the
Westinghouse Company, and the
Pennsylvania Railway, are conserva-
tive 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 ter-
ritory, 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 repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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.

Please say, "As advertised in REEL and SLIDE," ivhen you ivrite to advertisers.

REEL and SLIDE

37

The Modem Way of Selling

When the modern salesman starts out on a trip to visit prospects in his
teiritory, he takes the Company's stock in trade with him in the form
of a DeVry Portable Motion Picture Projector ec^uipped with film which
tells the sales story in the most effective way. The DeVry weighs less
than twenty pounds, is easier to carry than the suit case it resembles,
and in this case the salesman may carry anything, from railroad trains
and printing presses in motion to dynamite explosions.

The man who is buying an expensive machine that is designed to last a
lifetime and that seemingly represents an investment disproportionate with
the value received, is probably not inclined to sign the order on the evi-
dence of the salesman's talk alone, even though it be backed up by testi-
monials and drawings. Doubtless he will want to see the machine in
action. How does it work? What can it do?

So the salesman places the DeVry on a table or desk, attaches to a con-
venient electric light socket, touches a button and throws on the wall a
series of "movies" which shows the machine in the course of construc-
tion and in actual use, perhaps, in various parts of the globe. When the
last picture is shown, the buyer feels that he knows more about the
product than the salesman could tell him in half a day's time. And so
he does. That's the modern way of selling. The DeVry has become a
part of the standard equipment of the sales forces of many of our notably
successful business houses.

Let us tell you more about the DeVry, and something of the benefits of its
application to your sales promotion work. Write today for catalogue G.

^%K

The DeVry Corporation

113 North Wells St.

Chicago, U. S. A.

"Motion Pictures"

We undertake to produce Motion Pictures
of industrial plants for educational and
advertising purposes. We also make Ani-
mated Cartoon Advertising Films, and little
Playlets for the Retail Merchants.

Excellent Developing and Printing for the
Trade.

Perfect Titles. Efficient Workman.

We can serve you well.

NELSON MOTION PICTURE STUDIOS

63 East Elizabeth Street, Detroit, Michigan

Cadillac 6703

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

38

REEL and SLIDE

How I "Sold" My Boss on Films

{Continued from jui:^c 31)
on the value of the "pull" possessed by the
producer than on the merits of the picture
or the cost of production.

Having j'our negative, you require prints,
or positives, just as you do with Kodak
pictures. Positives can be purchased at
from 5 to 10 cents per foot— $50 to $100
per reel. Positives will wear for several
hundred showings if carefully handled and
kept in repair.

Another deep pitfall in undertaking mo-
tion picture advertising is the all-too-com-
mon type of boss who hires an advertising
man to do certain things and then wants
to do them himself. If my boss was a
man like that, I would never have been
able to get up an advertising picture —
but then, I wouldn't work for that kind of
a boss, anyway. The fussy kind of boss
I have in mind, and you have all met him,
is the chap who can't visualize a thing for
himself, but insists that he knows how it
should be done, nevertheless. He thinks
of a thing like an advertising picture from
a standpoint of his own entertainment, and
he knows that the thing he would like to
see on the screen is a picture of the old
plant, where we started business 75 years
ago; and of grandfather, who started it;
and of father, who perpetuated it ; and of
the present boss, who is still struggling
to keep it going. And then he wants pic-
tures of all our products and our packages
and labels strewn in good and thick, show-
ing all our brands of candy and chewing
gum.
Must Make Picture for the Public

And, if you must have anything more
than that, why make them get Mary Pick-
ford to play the lead — goodness knows,
they're charging enough to throw in Doug
Fairbanks and Charlie- Chaplin and the
whole outfit ! And then for the final fade-
out you can have (Friend Boss handing a
stick of Our Own Chewing Gum to Little
Mary, and the childish smile of delight on
her dimpled face as she tastes the nutty
taste of Our Own !

(Mary Pickford must always be secured,
by the way, to play the lead in every ad-
vertising picture — until current quotations
on Little Mary's services have been ob-
tained and the boss has recovered from
the resulting attack of heart failure.)

These, I say, are pitfalls to be avoided.
Otherwise, as Bert Williams used to say,
"let it alone." You must sidetrack the
boss, and construct a picture that will ap-
peal to the public — which sometimes means
getting as far away as possible from the
boss's point of vieyv.

After all, what vou are after is to get
a picture that will create a good impres-
sion for your goods or your house, in the
public mind.

Cordage Firm Enlists Screen
in Vocational Training

A UNIQUE method of applying the
screen to industry has been devised
by the Schlichter Jute Cordage
Company of Philadelphia.

These pictures have been made in the
company's plant and depict the various op-
erations carried on in the production of
Jute cordage, including scenes taken of the
most modern equipment in operation.

The films are not adapted, or are they
to be used, for advertising purposes or ex-
ploitation. They are designed merely to
teach vocational training in a highly skilled
branch of labor.

Department Store Uses Films
in Seventeen Theaters

AN unu:.ual screen campaign which has
been in operation for some time is
o itlined in a letter addressed to
Reel and Slide by The La Salle & Koch
Company, the largest department store in
Toledo.

The films were produced and the service
was given by the Animated Ad Service
Company of that city.

The firm writes : "The actual value of
screen advertising is still an unknown
quantity. But we have used it for some-
time and are now running in seventeen
theaters.

"We use the Animated Ad Service car-
toon suggestions coupled with actual photo-
graphs. We have used it to advertise our
new building, a removal sale, sporting
goods, fishing tackle, golf goods, and we
now have a film in preparation featuring
our children's barber shop.

"We recently held a style show in our
auditorium and had the models filmed, and
are now showing that part of the film
devoted to the children. We had ten chil-
dren, ranging from 2 to 16 years of age,
take part in this spring revue. Keep-
ing our name constantly before the pub-
lic is one of the duties of the advertis-
ing department, so we have, from time
to time, used the screen.

"As we said in the start, the actual value
is an unknown quantity, but we believe that
if not over-done, if worked out carefully
and followed up with regular publicity, it
should be productive of results."

Nelson Studios Plan Reels
on Alaskan Wilderness

MR. H. N. NELSON of the Nelson
Motion Picture Studios, Detroit,
who has been directing his efforts
to the production of high-class advertising
films for such firms as the Ford Motor
Co., is preparing to produce pictures of
wild animal life in Alaska.

These reels will be educational in char-
acter. Among the subjects planned will
also be several scenics.

Mr. Nelson is the producer of a group of
well-known surgical films.

"The educational field," writes Mr. Nel-
son, "is almost unlimited, but high-grade
work is absolutely essential. While the
Nelson Studios have not specialized in edu-
cationals, we are paying more and more
attention to this field all the time. Hence
the decision to take camera men to
Alaska."

"Mephisto" Augers and Bits

F"ilms Of Business Corporation has pro-
duced for the W. A. Ives Mfg. Co., makers
of wood working tools, a one reel sub-
ject showing how the augers and bits are
made, beginning with the raw steel and
ending with a severe test on the metal and
workmanship. This picture is exceptionally
interesting and unusually well directed and
edited. It is for general distribution among
interested groups of tool users.

This picture was made under the direc-
tion of Camilla Donworth, who prepared
the scenario. The central idea is the
use of Satan as a symbol of the products.

"A Black Art"

The Mysterious Forgery Film — a Graphic
Expose of Professional Forgery and Check
Raising. Shown only to restricted audi-
ences at meetings of

Chambers of Commerce
Business Men's Clubs
Rotary and Sales Clubs
Credit Men's Ass'ns

Todd Two-Color
Patents

Merchants' Associations
Bankers' Conventions
Professional Men's Ass'ns
Public Officials, etc.

There is no charge
to Reputable Busi-
ness Organizations
for the use of the
"Black Art" film.
No admission
charge is made
where it is shown.

Write for open dates

(Amount words in red; Denominations in black)

Todd Protectograph Co.

(Established 1899)

1175 University Ave.

Rochester, N. Y.

World's Largest Makers of Check-Protecting Devices

Please say, "As advertised in REEL and SLIDE/' when you write to advertisers.

REEL and SLIDE

39

Industrials Should Be Made by Script;
Study Subject Before You Begin

By Dave R. Himelhoch,

(Sales Manager, Diamond Fihii Co )

,H no, I never use a scenario,"
remarked a producer of indus-
trial film recently, "it takes too
much of my time and, besides, I am not
a writer ; I carry the scenes in my head
and do my editing in the cutting room."

Many industrial subjects show plainly,
when projected, that the producer was too
busy to prepare a scenario. They lack
sequence, jerk back and forth from one-
-theme to another and fail to hold the in-
terest of the audience.

On the other hand, the experiences of
industrial studios who have come to realize
the necessity for the well written and well
planned script, show conclusively that it
pays, even if an outside writer must be
hired to prepare it. No good picture can
be made in a slipshod way, no matter how
full of "color" and interesting things the
subject may be.

iFor a camera man to go out with his
camera on orders to "shoot 1,000 feet of
stuff," is to determine in advance that his
product will be a failure, in so far as the
exhibitor and audience is concerned. On
the other hand, the industrial picture made
from a well prepared scenario is welcome
in nearly every theater and is much sought
after by educational institutions, both for
its entertainment value and the informa-
tion which it conveys.

Gathering Data

We have carried our script activities to
great lengths — and with profit. We first
gather all the available data on the industry
to be filmed, by reading up at the library
and by visiting the plant, note book in
hand. Then we write out a 500 word
synopsis of what the picture is to be and
submit it to the owner of the property.
The latter then adds his own thoughts and
a general discussion follows. From this
data, after, say a day's work, the scenario
is blocked out roughly.

Each scene is numbered and each title
has its place. The studio man does all in
his power to rnaintain the quality of the
film from the standpoint of general in-
terest.

Of course, this doesn't always please the
man who pays for the film, but the studio
man makes it a point to explain the neces-
sitv for making a picture that people will
reallj' want to see.

In writing titles we use the utmost care,
aiming to make them brief and in words
of one syllable.

To get 1,000 feet, this studio usually
takes 1,500. In the cutting room each
scene is edited carefully. Nothing tire-
some is tolerated ; but, where a scene
must be explained, or some semi-technical
process is pictured, the titles are made cor-
respondingly "fluffy" and, if possible, a
joke is "gotten over" in the title, thus
"sugar coating" what might prove to be a
tiresome scene to the average audience.

The Forty Foot Limit

It is seldom good policy to permit one
scene to run over 40 feet in an industrial
reel. This can be prevented by the use
of many devices more or less confined now
to dramatic reels.

To merely "sandwich" in titles and pic-
tures gives an atmosphere of monotony.

Any motion picture, whether educational,
dramatic or industrial, should contain
a certain amount of tenseness or sustained
interest. Expectancy is one of the chief
emotions which maintain the interest of
any audience.

Use a title only where a title is neces-
sary to clarify the idea. Do it with a
picture if you can. Do not let two long
scenes, .split only by a title, follow each
other. If necessary, go to a close up.

In filming an industrial plant, always
select the prettiest girl operator among the
lot to demonstrate the action you desire
to convey. Then get her to laugh into
the camera and thus break your scene. The
self consciousness of the girl alone will
tickle and amuse the audience.

A factory scene in which 500 operators
are at work is not nearly so interesting as
one operator at work — close up. This in-
timacy of a close range picture is a strong
element on sustaining interest. It plays
upon individual personality.

Moving pictures are being made by a
New York producer which will show, by
means of animated drawings or diagrams,
the trend of the stock and grain markets
over certain periods.

An Eastern company is planning the ex-
hibition of moving pictures aboard the fast
trains of the United States, when the war
ends.

Films to Instil Carefulness
in U. S. Steel Plants

THE United States Steel Corporation
whose appropriation for employes'
welfare work runs well up to a mil-
lion dollars annually, have just had pro-
duced by the Educational Films Company,
New York, the second two reel unit of a
series on "Safety First," which are designed
to prevent accidents arrlong the steel work-
ers.

These pictures were produced partly at
the Gary, Indiana, plant.

According to one of the ofiicials of the
Steel Company', motion pictures have
proved to be the most successful medium
by which the perils of carelessness may
be conveyed effectively to workmen. It
is the company's plan to add to this series
at regular intervals. The two units of 2,000
feet each can be shown together or separ-
ately.

Famous Watch Factory on
Picture Screen

NGERSOLL watches, the "watch that
made the dollar famous," has been
movieized in 2 reels by the Educational
Films Company of New York.

How the famous timepieces are made
in huge quantities, from the raw materials
to the finished product, have been much in
demand by educational institutions and by
the dealers who are agents for the Ingersoll
watches. Factory efficiency and model
working conditions are featured in this pro-
duction. The picture was directed by
Arthur T. Zellner.

I

IT SHOULD BE

^^omebody's Business

to keep closely in touch with all the
best new ideas in screen advertising.
Methods of production, and distribu-
tion of commercial films advance and
improve so rapidly that somebody must
make this their ONL Y business.

MAGAZINE

Service Department

attends
And it
readers.

to this business exclusively,
is done for the benefit of its

% Whatever you want to

I know about screen ad-

% vertising, our Service

I Department can tell you

That Is Our Business— and No Charge

Write to Us Today

40

REEL and SLIDE

"How Can I Get
My Product In
The Movies?"

?

::>w!ijlitiilifih;

•.-..-..,u!i,h-i:!Hfi5jii„|jjHMw;;f^-.H««iH<fe
:,.:;;,;;;;■; :-;;:;^--!'l!lli!:tilims«iumiJtiiii ^

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Courtesy De Vry Corporation.

This Series of Articles

WOl Pay You 10,000% Profit

"How can I reach the milHons of buyers who go to the picture show every day?
How can I SHOW them what I know and feel about my goods?

"How can I impress my dealers with moving pictures of my factory?

"Shall I use cartoons? Shall I use i,ooo, 2,000 or 5,000 foot 'photoplays' of my
plant or product? How shall I distribute my films? What effect will it
have on my other advertising? What will a campaign cost? What results
. may I expect?'"

Many Times You Have Asked Yourself These Questions:

You [Will Find the Answer — Right Here

The men of big business are going to tell you how. Profit by the money
they have spent and the experience they have bought. Read the most
important series of special articles ever printed on screen publicity

"HOW CAN I GET MY PRODUCT IN THE MOVIES?"

beginning in the August number of

REEL AND SLIDE

Reel
/ & Slide
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y Chicago

. Please send

me your Mag-

/ azine, beginning

y with August issue,

three months,

/ FREE. If I like the

^ magazine, I will send

you $1 by Nov. i, to pay

for balance of year.

Name .

The actual facts, in detail, of some of the most successful screen campaigns in
American business, experiences that can be applied to any line, from peanuts to
threshing machines — and can be applied to your line, too.

Street.

Three Months' Trial of Reel & Slide
No Cost to You — No Obligation to Subscribe!

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Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

-{en. S^^Aju^aJCnJ^cpJL 3vU.^^^ 4uo^ ARRIVED

To Make the Screen a Greater Power in Education and Business

A <^-

H"

,^'

/■

41

'-<2-

-O

KK V'

a 7'/

IN THIS NUMBER

By Cranston Brentori (Board of Review)
Growth of the Screen as a Teacher

By Rev. Christian F. Reisner.
Tests Show Films Govern Conduct.

By Guy W. Firor (Georgia College of Agriculture)
Farming Taught by Films in South.

By Lyne S Metcalfe.
How Can I Get My Product in the Movies.

By E. J. Clary.
Firestone Film Tenches Safety First.

By Rev. H. P. Barnes, Ph. B.
How the Stereoptkan^Saved a Rural Church.

By H. H. Johns^Sk (ifiiyt||(li;?H. Johnson Co.)
SellingiP^ltf'ymen Via tji^ Screen

By Harry ;^gV^y. (Univl^L Filitt Mfg. Co.)
The Bluda^^ jvs. the'^miregfrScr^h Appeal.

^

//)

OTHER^A^V4c£eS, p(CttJRES,
reiSTUFE^ AND'
DEPARTMENTS

laTfflS

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ifesii'

&

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_ *W*B^'-

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AM-

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5 Cents a Copy

AUGUST, 1918

One Dollar a Year

REEL and SLIDE

IIMIIIIIIIIMIIWIimffllllliilBlMIIMIM

Finest Films
Available

■y^

IMIWMIIIIIIIMIIPlMrf

Complete, Per-
sonal Service

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients 1 00% personal service- — -service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

All You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu'e
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Normal, Kalamazoo, Mich.

"We find we can depend on you to the limit.

Berea College, Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago:

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, III.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse In
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, III.

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval Officers' School,
Chicago:

"The films were bully;
keep them coming."

Clip

Coupon

NOW

A. E. Curtis,
16 West Jackson
Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) - war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

Arthur E. Curtis (a.b

(A.B.)

Institution ' ^.,:.-

Address i ...:,...

Send information also to: (Indicate someone who is interested

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY '^

Name..
Address' '

Please say, "As adz'ertised in REEL and SLIDE," when you write to advertisers.

f "THERE is no source or method in the world so valuable for the educa-
tion of the public, for the education of the college student, the education of
the child in the kindergarten, as the motion picture. * * * / will live to see
the day, I hope, that in every school room in the world, from the highest
class in Harvard to the smallest class in the kindergarten, there will be a motion
picture machine. * * * The great trouble with the motion picture business and the
people connected with it today, is that they believe it is only for entertainment
and amusement." — william a. brady

Lyne S. Metcalfe, Editor

CONTENTS

PAGE

Editorials ^

Around the World With Burton Holmes ^

Growth of the Screen as a Teacher — By Cranston Brenton, Chair-
man, National Board of Review 5

Committee on Information Issues First War Review 6

Peon Farmers Featured in Mexican Reels 6

Tests Show Films Govern Conduct — By Rev. Christian F. Reisner,

Pastor, Grace Church, New York ^

Movies Explain America to Brazilians °

Farming Taught by Films in South— By Guy W. Firor, Secretary,

Extension Department, Georgia State College of Agriculture.. 9

Government Use of Motion Pictures— By Henry MacMahon 11

Beginning of Life Reels Described— By J. A. Long, Ph.D., Uni-
versity of California 12

Scenarios of Physics Re-Is for Use of Teachers 13

Among the Schools and Churches — What Institutions Are Doing

with Films and Slides 14

How the Stereopticon Saved a Rural Church — By Rev. H. P.

Barnes, Ph.B IS

How to Make Stidcs— Third Instalment 16

Big Feature Films Must Have Big Slide Campaign 16

Joint Educational Meeting Speakers Discuss Teaching Value of

Films 17

Slides — Dep.-irtment of Information 18

With the Reel Observer 19

PAGE

With the Movie Man Along River, Brook and by Waterfall —

Double Pages of Scenes from New Travel Reels 20-21

Films and Slides Make Patriots of Foreigners — By M. R. Gabbert,

Industrial Secretary, South Chicago Y. M. C. A 22

Better Films Idea Spreading 22

Educationals — Department 25

Projection — Department 26

Ask Us — Department of Information 27

Moving Pictures 40 Years of Age— rBy W. K. Hollander 27

Burton Holmes Travelettes Ready on Film-Slides — By Jonas

Howard 27

INDUSTRIAL FILM SECTION

How Can I Get My Product in the Movies? — By Lyne S. Metcalfe 29

Western Electric Company Films Kitchen Devices 30

Firestone Film Teaches Safety First — By E. J. Clary 31

The Bludgeon Versus the Indirect Screen Appeal — By Harry
Levey, Manager Industrial Department, Universal Film Manu-
facturing Company 32

How to Reach the "Class" Audience — By Willis H. Post, of The

Postum Cereal Mills 33

Selling Poultryraen Via the Screen — By H. H. Johnson, of The

M. M. Johnson Incubator Co 34

The Melodrama as a Screen Salesman — By John M. Bright 37

The Other Fellow's Idea — Department 38

Association Page 39

Interesting Announcements to Be Found
in the Advertising Pages

EQUIPMENT

Arthur E. Curtis 1

Educational Films Co 10

Capital Merchandise Co 12

De Vry Corporation ....13-35

Bass Camera Co 14

Victor Animatograph Co 14

Touriscope Co ' 15

Geo. Bond Slide Co 16

Autopticon Co 17

Greater New York Slide Co 18

Excelsior Illustrating Co 18

Filmgraphs, Inc 22

Lea Bel Film Co 24

Camel Film Co 28

Commercial Motion Picture Mfg. Co 30

Smalley & Klein 32

PAGE

Atlas Educational Film Co 34

Blakely Printing Co 36

Uniscope Co (Back cover)

EDUCATIONAL FILMS

Arthur E. Curtis 1

Educational Film Co 10

Capital Merchandise Co 12

Cosmofotofilm Film Co 12

Filmgraphs, Inc 22

Educational Films Corp 23

Lea Bel Film Co 24

Camel Film Co.. 28

LANTERN SLIDES

Victor Animatograph Co 14

Touriscope Co 15

Geo. Bond Slide Co 16

Autopticon Co 17

Greater New York Slide Co 18

Excelsior Illustrating Co 18

Filmgraphs, Inc 22

INDUSTRIAL FILM PRODUCERS

Baumer Films, Inc (Inside front cover)

Filmgraphs, Inc 22

Camel Film Co 28

Commercial Motion Picture Mfg. Co 30

Diamond Film Co 32

Films of Business Corporation 33

Atlas Educational Film Co 34

Nelson Motion Picture Studios 35

Pathe — Leggett & Gruen 36

Pittsburgh Commercial Motion Picture Mfg.

Co 38

Universal Film Mfg. Co (Inside back cover)

Reel and Slide magazine is published the first day of each month by Class Publications, Inc., at 418 S. Market
street, Chicago, 111. Subscription price: 15 cents p&r copy, $1.00 per year, postpaid, in the United States and
possessions; Canada, $2.50.
Edward F. Hamm, President. William Eastman, Vice-President. William C. Tyler, Treasurer.

(Copyright, 1918)

To

w

EDIT^ODIAUS

(£5"^^

NOTICE TO SUBSCRIBERS

If you fail to receive your copy of Reel and Slide Magazine
promptly please do not think it has been lost or was not
sent on time. Remember there is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible Is being done to expedite prompt delivery.

Visual Instruction and the
N. E. A.

AT the Pittsburgh Convention of the National
Educational Association, one whole morning
was given up to the discussion of the moving
picture in education. Considerable interest was mani-
fest in the subject. Considerable interest was also
shown in the exhibit maintained there by Reel and Slide.

Educationals^Officially O.K.

THE United States Government is favoring those
motion picture productions which have some
educational value. The result is that dozens of
film producers are turning to the educational film as
their savior.

As Uncle Sam has gone pretty deeply into the sub-
ject of films on his own account, the value of the
screen in impressing, uplifting and teaching the peo-
ple has official recognition. This action certainly will
have a beneficial effect on the whole motion picture
industry.

* * *

Mr. Brenton's Report

THE attention of all readers is directed to Mr.
Cranston Brenton's article in this issue. Mr.
Brenton was asked for some actual facts con-
cerning the use of films in educational work. This
article is illuminating and will undoubtedly surprise
many readers who have given the matter very little
thought.

The Board of Review is closely watching the develop-
ment of the Educational screen. Matter is being tabulated
showing the trend of the subjects produced and the uses
to which they are being put. An effort is being made in
many directions to get some kind of an organized method
of production, distribution and exhibition of films in this
class. Mr. Brenton points out this need. Perhaps the lack
of such uniformity in the educational field has been in-
strumental in holding back those educators who believe in
the screen as a medium, but who are not satisfied with the
present facilities for using it.

Reaching the Farms

"O

NE thing was demonstrated beyond doubt,"
writes Prof. Firor of Georgia in this issue,
"rural people will come out and see these
things (agricultural moving pictures) and take an in-
terest."

Many devices and schemes have been used to get
the farmer to take more interest in scientific farming.
Progress, on the whole, has been slow. A tired farmer
doesn't make a good listener when the lecturer talks ;
he hasn't a great deal of time or inclination to read
and in many cases he hasn't the power of putting the
best discoveries into actual practice.

But he will look at, understand and instinctively
follow the object lesson he sees on the screen.

Films and Labor

REEL AND SLIDE has received a letter from
David K. Niles, of the United States Depart-
ment of Labor, of which the following is a por-
tion :

"The Honorable George W. Coleman, Director of
Information and Education of the Department of
Labor, has asked me to come to Washington to assist
him in disseminating information regarding the Gov-
ernment labor policy. At present, our department is
especially concerned with making the American public
familiar with the work of the U. S. Employment Ser-
vice, which is aimed to mobilize and stabilize labor as
a war necessity, and to do away with 'labor poach-
ing.' "

"The labor turnover, as you well know, has been
tremendous and has resulted in the curtailing of pro-
duction. As a motion picture man, I was glad to learn
how essential the motion picture industry has become
to the Government as a means of reaching the people.
I am anxious to secure for the Government the still
further co-operation of motion picture theaters, espe-
cially in labor centers where U. S. Employment Service
bureaus have been established. With the aid of slides
and, perhaps, motion pictures, each theater can be of
vital service to our country, and will in reality become
an agent of the Department of Labor."

U. S. Films in Brazil

WORD comes from Brazil that the enlighten-
ment in that country concerning the United
States is due to the widespread exhibition of
American made movies in South America since 1914.
In nearly every case the producer or distributor
finds it necessary to translate all titles into Spanish
for the Brazilians and Argentinians. But the educa-
tional value lies chiefly in the pictures between the
titles. Pictures need no translation. Their appeal is
universal.

REEL and SLIDE

Glimpse of the Tap Majal — from a
Burton Holmes Travelette.

><i&i«?j

Burton Holmes has brought the East to
the West.

Around the World With Burton Holmes

Burton Holmes has brought the
world to the door of the armchair
tourist. He has made globe trot-
ting a profession. He has taught
geography to young and old alike
in a manner calculated to impress
and inform. Heretofore, to see
the fruits of Holmes's jonrneys, we
have been compelled to visit the
theater. Not so any more, how-
ever.

The Touriscope Company has
secured exclusive rights to seventy-
five of the most important Burton
Holmes Travelogs.

The chief scenes in the moving
pictures have been reproduced on
the new lantern slide film strips
which are projected from the
Touriscope machine. These films
contain as many as 200 hand-
colored "slides" which are passed,
one by one, before the lens.

The more recent Holmes re-
leases, sent out on the Paramount
Program, will be included in the
Touriscope Library* as they are
needed.

The seventy-five lectures are
now ready for Touriscope users —
the fruit of many years of travel-
ing.

Along the beautiful Colombo Strand,

"Shake hands'

C'Ci.B4220a7

AUG 23 1318

IVT y\ G A Z. I N E

VOL. 1

AUGUST 1918

NO. 6

GroAvth of the Screen as a Teacher

■HAT are the educators do-
ing with films? What prog-
ress is being made? What
are present facilities for
showing films in schools?
Many times these questions
have been asked of those whose business
it is to watch the enormous output of mov-
ing pictures and to try and guide the
efforts of the producers aright, in so far as
it is in their power to do so.

We have collected considerable data on
the subject.

The development of the motion picture
has been so rapid and farreaching in its
appeal as a means of recreation, that the
use and value of this successor of the
cave man's medium of communication as
an educational force has been over-
shadowed. When we speak of motion
pictures, photoplays are immediately
brought to mind. The use of the motion
picture in the educational, or rather in-
formational, field is growing.

Many Made For Entertainment

There are a number of commercial or-
ganizations furnishing educational or in-
structional pictures. The field is limited

Authority Outlines Nation Wide

Extension of Educational Film

Idea- — Schools, Colleges,

Churches and Libraries

Show Keen Interest

By Cranston Brenton

(Chairman, National Board of Review of
Motion Pictures, Nezv York City.)

and some of these films have been made
from the standpoint of entertainment rather
than the intimate processes of education.
There are films dealing with science, such
as physics, chemistry, geology, botany,
zoology, and pathology, and films showing
insects, wild and domestic animals, sea
life and microscopic life. A vast number
of pictures are also in existence — of travel,
geography, tribal and national customs, in-
dustries, outdoor sports, medicine, surgery,
and inventions.

No effort has been made to gather to-
gether such films in one place and by one

Cranston Brenton.

group. It is nec-
essary to search
for the individual
film. In many
cases also the
subjects are pres-
ented as a part
of a whole film
dealing with
many subjects in
somewhat the
same way that a
magazine pres-
ents many frag-
ments of ideas.
The existence
of such films, however, does not guarantee
the possibility of obtaining many of the
subjects, since they are made an integral
part of the commercial service and are
circulated through business exchanges of
the different film companies.

Films Americanize Employes

The most complete use of motion pic-
tures in connection with the Visual
Education Department in any state, per-
haps, has been worked out through the
(Continued on page 6.)

Fox produced Dickens' "Tale of Two Cities," which has been pronounced one of the most effective illustrations of the power of

the screen in teaching literature.

REEL and SLIDE

Growth of Screen

(Continued from page 5.)
University of Wisconsin at Madison.

The Iowa State College at Ames, Iowa,
through J. Will Parry, the Secretary, has
been interested in the larger use of better
motion pictures both in the colleges and
schools as well as in the commercial houses
throughout the state. They have published
a bulletin dealing with the physical equip-
ment and the circulation of films for
schools and other organizations.

The University of South Dakota, which
some time ago installed a bureau of visual
education, has extended its influence into
Wyoming. The films supplied by the South
Dakota institution are playing an important
part in the Americanization of employes
of the Colorado Fuel and Iron Company
at Sunrise, Wyoming.

Carson Busy in California

The films are supplied free, with the
exception of the payment of express
charges and upon the condition that no
admission fee is charged. Men in the
mining camps are particularly interested
in industrial subjects, such as those deal-
ing with automobile manufacturing, rail-
roading and trips to industrial centers of
the United States.

In Pasadena, Cal, Mr. Carl H. Carson,
the president of the Visual Education
Association of California, has been work-
ing for some time on a state-wide organ-
ization of educational institutions for co-
operation in the use of motion pictures
and other visual aids. His organization
has representatives in many of the cities
and towns throughout central and southern
California.

In Los Angeles, the director of Visual
Education, Mr. H. S. Upjohn, has de-
veloped a system of furnishing films to the
schools and has issued a comprehensive
pamphlet answering questions repeatedly
asked regarding motion picture work m
education. The pamphlet contains also a list
of entertainment and semi-educational films.

Motion pictures have been used in New
York in some of the public schools for
several years. The newer schools have
been equipped with motion picture booths
and machines. In community center work
in some of the schools the motion picture
has been used regularly. In the Spring
of 1917, Miss Clara Berg was employed
to make a survey and to gather together
a comprehensive list of educational pic-
tures which might be used in the grades.
An examination has been held for the
director of a department having to do with
educational films.

Cleveland Schools in Line

The National Community Center Associa-
tion, of which Mr. Edward L. Burchard
of Chicago, now with the Committee on
Public Information in Washington,^ is the
secretary, advocates the use of motion pic-
tures in the schools and other community
centers. They publish monthly a selected
list of pictures in their bulletin. _ The
aim of such community groups is to
make use of entertainment as well as educa-
tional films.

The Cleveland public schools are inter-
ested in the educational use of films. Mr.
Wilson B. Little, the chairman of the
School Committee of the Cleveland Cinema
Club, is interested in supplying the schools
and especially community centers with de-
sirable films both entertainment and educa-
tional.

The Better Films Committee of the Illi-
nois Congress of Mothers, in Chicago, is
posting a list of selected pictures in every
school in Chicago and expects to have the
same list exhibited in every branch pub-
lic library. There are many committees
of this Association and other groups who
are interested in larger use of entertain-
ment and instructional films in the cities
and towns of Illinois. The subject is also
being intelligently handled by Mr. Hierony-
mous, community adviser of the University
of Illinois at Urbana.

Among other schools interested in the
subject are those of Pontiac and Galena.

The Kansas State branch of the National
Congress of Mothers and Parent-Teacher
Associations has developed a system of
giving information to the local branches
and the public schools of Kansas regard-
ing better motion pictures and films for
educational purposes. The chairman is
Mrs. J. L. Beggs. A similar movement is
to be noted in the Texas State Branch of
this organization.

The headmaster of the Phillips Academy
at Andover, Mass., has been following the
pictures exhibited in his town and has
successfully co-operated with the exhibi-
tors in seeing that satisfactory pictures are
shown both to the townspeople and to the
students of his institution.

This is illustrative of the action taken by
many superintendents and school officials
in smaller cities and towns where schools,
normal schools, academies, and other sec-
ondary institutions are located. The edu-
cation officials in many cases have devel-
oped co-operation with the exhibitors. In
the larger towns they have purchased ma-
chines and have tried to obtain regular
service. In many smaller towns where no
exhibitor has located, the use of the pub-
lic school for family nights and for chil-
dren's entertainments has been undertaken.

Libraries Are Interested

A complete motion picture equipment for
use in the institution and for extension
work throughout the state has been ac-
quired by the University of Montana. It
is proposed to show reels of informational
value in the lumber camps with a view_ to
giving instruction in lumbering and logging
methods in various sections of the coun-
try and to furnishing a form of recreation
which will be a welcome break in the
tediousness of camp life.

The plan interlocks with those of the
lumber companies which have established
recreation and reading rooms and shower
baths in their camps.

The Chancellor of the University has
authorized the exhibition of pictures of
students at work in the different depart-
ments of the greater University of Mon-
tana, which included the State College of
Agriculture and Mechanical Arts, the State
Normal School and the School of Mines.
These pictures will be _ shown in high
schools as a means of stimulating interest
in the facilities for securing higher educa-
tion.

The movement has also reached individ-
ual colleges. At the Agricultural^ College
in Mississippi a theater is maintained and
operated by the college through a faculty
committee. A similar movement is afoot
at the University of Mississippi at Oxford.
At Columbia, Mo., where the Bible Col-
lege is located, the movement has been in
the interests of furnishing better motion
pictures through the exhibitors in the town.

Among the many libraries that have been
interested in the question of motion pic-

Committee on Information
Issues First War Review

THE Committee on Public Information,
Washington, through Pathe Exchange,
has released the first number of the
Official War Review. American troops and
wagon trains are seen on their way to the
front line, and American artillery is shown
in action with anti-aircraft and long range
guns.

The famous Blue Devils are pictured as
they advance up a wooded slope of their
native mountains. They run quickly for-
ward, fling themselves on the ground, fire,
and again advance. Italian activities on
the sea are illustrated by two submarine
chasers firing at full speed.

What Britain has done as her part is re-
called when the men who raided and
bottled up Zeebrugge are decorated by the
King and Queen. A picture of the famous
mole which the British destroyed gives an
idea of the size and difficulty of the under-
taking.

One of the most interesting of the epi-
sodes is the funeral accorded the German
aviator Richthofen, which was carried out
with full military honors, the body being'
carried in state by English soldiers while
a company of Anzacs fired the final salute
at the grave.

The reel closes with a fine shot of march-
ing sailors at the Great Lakes Naval Sta-
tion with a great mass of men in white
aligned to form "AMERICA" in the back-
ground.

Peon Farmers Are Featured
in Mexican Series

ONE of the notable scenic features of
the year undoubtedly will be the
series on Mexico being done for the
Educational Films Corporation of America
by George D. Wright.

The quietflde of life among the peons in
the much distressed Southern Republic,
contrasts entertainingly with what every-
body nowadays believes of Mexico. How-
a Mexican farmer plants his crop, how-
he harvests and transports it by water to
market is all shown picturesquely in the
first reel of this series. There is much
human interest in the picture, and beautiful,
in the way of rural scenery.

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tures for illustration of literary subjects,
dramas, stories, etc., besides the list already
codified in the questionnaire sent out by
The National Board of Review in the
summer of 1917, are the following: the
Bureau of Libraries of the Department of
Education, New York City; the Library of
Philadelphia, the Cleveland Public Library,
William H. Brett, librarian; the Library
of the University of Michigan; the Carle-
ton College Library, Northfield, Minn.;
the PubHc Library of St. Paul, Minn.; the
Library of Congress, Washington, D. C. ;
the Library Museum, Newark, N. J., and
many of the state libraries.

The interest has been in a variety oi
subjects ranging from a request for lit-
erature dealing with the general question
of the review of motion pictures and their
regulation, better films for the family and
for young people, and films for educational
purposes, to definite suggestions of films
to be used regularly in library work for
young people and adults.

REEL and SLIDE

Tests Show Films Govern Conduct

After witnessing a selected prograi

in Dr. Reisiier's church, this carefully chosen audience was asked a series of questions con-
cerning the impressions made by the films.

[HE fact that in the United
States, millions of people are
daily viewing motion pictures
has forced this type of enter-
tainment to the attention of
educators and those having to
do with the physical, moral and religious
welfare of the people. Up to the present
time, there has been a great deal of criti-
cism and suggestion made concerning the
motion picture but for the most part it is
contradictory and unscientific.

Feeling this to be true, and anxious to
actually test the effect of certain types of
pictures on the temperament of people of
all ages, we recently inaugurated what
proved to be a very interesting series of
tests at Grace Church.

Interested in this undertaking, besides
myself, were several people concerned with
the subject. Grace Church auditorium was
the scene of these observations. As Grace
Church has been exhibiting motion pictures
for some time, our arrangements were com-
plete once we decided to investigate the
power of the screen to influence the emo-
tions and to determine its effect upon
character.

Select Comedies and Stories

There are two audiences each week at
Grace Church, one of children and one of
adults. Since the problem was primarily
an educational one, the children were se-
lected as the basis for the experiment.

As far as possible it was an attempt to
teach morals by an indirect method. Films
of a religious nature, or those of a moral
nature, were not shown. The ordinary
film story and comedy were selected with
an aim toward the best, both as to quality
of picture and appropriateness for children.

The selected lists of the Associated Bet-
ter Films Movement aided us very much.
The films were selected from most all the
large companies, including such pictures
as the Vitagraph Country Life Series,
Edison Conquest Pictures, some selected
Universal and General comedies, such as
the Ebony Productions. Paramount pic-
tures, with Douglas Fairbanks and Mary

Grace Church, New York, Com-
pletes Series of Experiments
With Juvenile Audience on
Psychological Effects of
Moving Pictures

By Rev. Christian F. Reisner

(Pastor, Grace Methodist Episcopal
Church, New York City.)

Pickford, were among those that were a
success.

Classic stories such as The Fox film
"Treasure Island," and the World film
"Betsy Ross" were favorites. From the
Metro were secured pictures of Ethel
Barrymore and Jack Pickford. "The
Whip" from Selsnick-Select was a favorite
with many.

The children that saw the film were not
selected from one social standard, or from
one religious sect. Rich and poor. Catholic,
Jew, and Protestant, all were found in
the conglomerate audience that came every
Saturday afternoon to see the pictures.

It was in this group that the observa-
tions were made and some conclusions
reached.

A — Tests to see how long they remem-
bered the impressions.

B — Tests to discover the changes in
moral standards.

While the entire result is not yet worked
out, there are several tentative conclusions
based on a partial examination of the data
secured.

Results o£ the Church Test

To the question, do motion pictures in-
fluence the moral standards and action of
those that see them? the answer is a
reserved yes. To get at this problem it
was first necessary to find out if it was
true that, as many people think, motion
pictures do not influence conduct, but are
like pieces of candy, a way to entertain
you but not to control your actions in

any way. It was discovered that this was
not the case, that to a degree at least the
film does influence conduct.

To the inquiry, can the motion picture be
used as an aid in the instruction of morals?
there is an unqualified yes. All the films
exhibited daily do this thing whether those
that attend the entertainments are aware
of it or not.

But this condition ought to be added,
that the best way to use the film for this
purpose is the story and drama selected on
a scientific basis with all the interest of
any good film, many of which are already
on the market to be used for this purpose.

The investigation is not yet entirely com-
plete but there is promise of more inter-
esting results to follow. It is thought that
this will be but a forerunner of a wider
use of the film in churches.

Prof. MacMurray, who has the chair of
Elementary Education at Columbia Uni-
versity, New York City, and Prof. George
A. Coe and Prof. Hugh Hartshorne of
Union Theological Seminary, will give close
co-operation next year, to the further
study.

May Use Many Commercials

Prof. J. T. Avent of the State Normal
School, Virginia, will be in charge of the
experiment. It is hoped that ultimately
arrangements may be made with the pro-
ducers to classify films that are desirable
principally for church people and Sunday
School children to see.

It is also hoped that arrangements can
be perfected to utilize pictures that have
become out of date in the commercial field,
but which would be of value to the Church
and Sunday School.

In order to reach our conclusions, we
presented our test audience with list of the
pictures shown during the study and each
person noted the impressions created by
each subject, also his choice, in order. As
the pictures were selected with great care
and to develop a certain result, the tabula-
tion of the effect upon our audience was
enlightening, as was determined by the
answers given on our test sheets.

REEL and SLIDE

Movies Explain America to Brazilians

(From an Exchange.)

RIO DE JANEIRO.— Before the war
the average Brazilian's ignorance of
the American and his activities was
vast — as vast as the average American's
ignorance of the Brazilian and his affairs.

Now, after more than three years of war
confusion, the Brazilian has his ideas about
the Yankee, and fairly clear ideas they
are, too. The change was brought about
by an utterly unexpected agent — the Amer-
ican motion picture film.

For it follows, as day follows night, that
the Pan-American ties of friendship are
possible only when the friends are ac-
quainted with each other. Seeing Amer-
ican implements of progress in action
creates a commercial demand for those
implements. Living scenes of the American
in his home and business make the Amer-
ican character understood and appreciated,
and the task of the diplomat becomes easy.

Formerly he had to combat the notion
that the American's soul was stamped with
the dollar sign, and that his instincts were
imperialistic.

The interest aroused by screen pictures of
America has caused demand for news and
knowledge of the happenings in that coun-
try and the columns of the press now show

a fair proportion of events "made in U.
S. A." And the picture play's the thing
that did it.

Before the war Brazil was receiving
practically all of its motion picture films
from Europe, principally from France and
Italy. But the film business not being con-
sidered among necessities it was one of
the first to suffer. Many of the stars of
European filmdom literally became "shoot-
ing stars," having been called to the
trenches, and the feminine portion took to
Red Cross and knitting.

Materials used in production of films
were needed for munitions. Transporta-
tion to South America became difficult.
The result was that the European supply of
films was almost completely cut off.

There was wailing and woe in Brazilian
"movie" fandom. But in the midst of this
wailing and woe the American hero, with
a sombrero on his head and an unerring
six-shooter in hand, came galloping to
the rescue. He galloped right into the
warm heart of the Brazilian, and presto,
the maiden was saved, the stolen papers
restored, the villain vanquished, and pan-
American solidification became as simple
as a recipe for apple pie.

Newman on Picture Mission for U. S.

EM. NEWMAN, the lecturer and
producer of the Newman Travel
• Pictures, is now touring the Allied
Countries as a commissioner of the United
States Government for the study of indus-
trial and social conditions behind the battle
lines.

He sailed from an Atlantic port recently,
with the members of his staff and a flock
of motion-picture and still-life cameras —
the first such equipment permitted to leave
an American port of embarkation for non-
military use in many months. News has
just been received of his safe arrival on
the other side by Charles Mercer, Mr.
Newman's representative at the offices of
the Educational Films Corporation of
America, 729 Seventh Avenue, which re-
leases his pictures.

"I am going abroad," said Mr. Newman,
"to get .illustrations of social, commercial
and civil life under war conditions in Great

Britain, France and Italy, with a view to
America profiting by the Allies' experience.
I hope particularly to illustrate the con-
servation of human power that makes
possible the release of every able-bodied
man to the war with the least disturbance
to commerce.

"Mr. Creel of the Committee on Public
Information chose me for this work be-
cause he felt that I knew the pre-war con-
ditions in Europe thoroughly and as a
trained observer could compare those con-
ditions with the changes that have been
wrought. The object is to bring back to
the people of the United States a graphic
presentation of what can be done and
should be done to permit us to utilize every
ounce of our strength for the successful
prosecution of the war. I am paying my
own expenses, and the pictures and talks I
bring back will be presented here under
my own management."

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Big Firms Contribute Films
to Y. M. C. A. Service

THE Ford Motor Company has just
made a contribution of 150,000 feet
of educational motion picture films
for use of the Y. M. C. A. The distribu-
tion of these films has been arranged as
follows :

65,000 feet for circulation with the French
Army in France.

25,000 feet for circulation in the Amer-
ican Army in France.

35,000 feet is being circulated in the
Army and Navy camps and posts in the
United States.

25,000 feet is being circulated among the
soldiers in industry who are employed in
the war industries.

This is only one of many contributions

which are being made by patriotic manu-
facturers who have films that are of educa-
tional interest. These films are used in
addition to comedies, and dramas and
help to furnish one more tie between the
boy in the camp and the every day life of
things at home.

These films, showing scenes of industry,
commerce and scenery of the United States,
are helping to remind our men that 93
out of every 100 in the army, according to
the figures quoted by Secretary of War
Baker, in connection with British figures,
can expect to return to civilian life.

"Swat The Fly — The Birth of a Nuis-
ance," is the title of a Katzenjammer car-
toon recently issued by the Educational
Films Corporation. The picture is consid-
ered excellent propaganda for the summer
fly-swatting campaign.

Bookman Calls Attention to
Educational Movies

THE idea of extending the subject of
motion pictures into the field of ed-
ucation as a means of developing in-
terest in the finer types of photoplays and
building up a future body of broadminded
public opinion regarding films, has received
much attention from educational and liter-
ary publications in the course of the last
3ear.

The latest illustration is that in the de-
partment of "The Bookman" (May issue)
devoted to the summarization of its con-
tents describing an article concerning the
screen as a means of interesting schools,
colleges and clubs in their educational and
informational possibilities.

It is an article on "Democracy and the
Movies." It was summarized in this
fashion:

"Follow the author's ideas on : The pic-
ture as a primitive and universal language;
the yellow newspaper, the predecessor of
the movie — its history and social value ; a
common language for a national message;
the Hindu movie ; the political potentialities
of the screen; its share in war work; its
democratic power in spite of defects."

The article was written by an officer of
the National Board of Review of Motion
Pictures.

Some months ago the "Journal of Educa-
tion" published an article describing how
the subject of miction pictures had been
discussed in one school. This article was
reprinted by the "Library Journal," which
also considers it of interest to educators
and bookmen.

Aftermath of Earthquakes
on Single Reel Subjects

AN interesting series of pictures show-
ing the aftermath of the recent
Guatemala earthquakes which de-
stroyed ninety per cent of the buildings in
Guatemala City, are about to be released by
the Pryer Pictures' of New York City. C. C.
Moody is sole agent for these films in the
United States.

A cameraman of the Pryer company has
been in Guatemala since last December
and has taken many interesting views in
and around the capital and of the volcano
that caused the disaster. As recorded in
the daily press, ninety per cent of the
buildings in Guatemala City, including the
President's palace and the old cathedral,
one of the most imposing structures in Cen-
tral America, were razed to the ground by
the seismic convulsions. The views will
be released by Mr. Moody as a series of
single-reel scenics and educational subjects.

Garden of American Pictures
Pamphlet Just Issued

UNDER the title, ''A Garden Of
American Motion Pictures," the Na-
tional Board of Review has just
issued a pamphlet for the use of commit-
tees and exhibitors choosing pictures
for the family and educational program.
All subjects listed in this book were re-
leased between October 1, 1917 and April 1,
1918. They were carefully selected and
offered by the National Committee for Bet-
ter Films, a subcommittee of the Board of
Review.

REEL and SLIDE

Farming Taught by Films in South

CAN the moving picture be used as
a means of agricultural education?
We think of education, as so closely
interwoven with the schools and colleges of
our countrj', that it might be well to put
this question in a different form, for by
changing the form of our question, we will
probably be saved the difficulty of trying
to explain what is meant by education.
This would be in itself a very severe task,
while it is so easy to ask the question,
"Can the moving picture be used success-
fully, economically and popularly in help-
ing farmers to solve their everyday prob-
lems?" Can an agricultural college, whose

Efficient plowing and seeding is nozv

effectively taught with films. — Atlas

Educational Film Co.

duty it is under our present governmental
policies to work with the farmers of our
country to make farming more profitable
and the farm a better place to live — can
such an institution use the moving picture
as a part of its instructional force?

Just as it uses experts in the practices of
agriculture and scientists, for teaching boys
and girls who go to these colleges and for
giving demonstrations in the field for those
who cannot go to college?

This is the question that the Georgia
State College of Agriculture asked. Re-
alizing that the final test of any conclusion
or any theory is actual practice, prepara-
tions were made during the fall and early
winter months to make an experiment with
the moving picture.

Georgia a Conservative State

It would seem well at this point to call
the reader's attention to a fact that might
occur to him, but for fear that it might
not, it is stressed and that is the fact that
this very serious undertaking with the mov-
ing picture as a means of education, was
not undertaken in a State like Kansas or
Wisconsin where new and. may we say it,
radical ideas are as common as the rising
and setting of the sun, where the people
Have become used to trying out new things
energetically, but, it happened in a sup-
posedly very conservative State.

And the word "supposedly" is used with
the dire intention of calling to the vision
of those who do not know the State of
Georgia, the real nature of that State by
not mentioning it.

In January, 1916, plans had been com-
pleted to start a tour that was to carry
the moving picture throughout the big
State of Georgia — incidentally, Georgia is
the largest State of the South east of the
Mississippi River. This equipment con-

Georgia State Agricultural College
Sends Motor Truck With Full
Equipment to Remote Sec-
tions^— Shows Held in Open
Air and in Schools

By Guy W. Firor

{Secretary, Extension Department, Georgia

State College of Agriculture,

Athens, Ga.)

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sisted of a 40-horsepower automobile
truck, a 2-kilowatt lighting set, a 6-A
cameragraph, a 12 by IS-foot mirroroid
flexible screen, twelve 4 by 10-foot opaque
curtains with hangers, and 4,000 feet of
film.

An expert moving picture man on look-
ing over this equipment might wonder
about some of the things. On the other
hand, one v^^ho does not understand things
from a site in a moving picture show would
probably pass the above paragraph as
technical and uninteresting. But on look-
ing into it most carefullv, it will be seen
that efforts had been made to think out the
problem that was facing the experim-enter,
as truly, the one who was starting on this
tour must be called.

CAN THE MOVING PICTURE

BE USED IN HELPING

THE FARMER?

< i A S a result, the college has
l\ been placed before thou-
sands of people, better
than could have been done by liter-
ature or speeches, as the pictures
showed actual things which could
then be readily visualized. * * *
And one thing was demonstrated
beyond doubt — rural people will
come out and see these things and
take an interest." — Guy W. Firor.

The truck was selected for lightness,
durability and speed, as it was planned to
visit the places away from the larger
towns and even those some distance from
the railroad. To give the experiment a
chance to prove its worth, people must be
made to come and see. It does not mat-
ter how good a thing is, if no one can see
it. of what public value can it be? Not hav-
ing funds for an advertisement campaign,
it was necessary for the work to do this
for itself as it progressed from countrj'
district to country district.

Naturally, if possible to get some dis-
tance away from the centers of population,
the word that there was going to be a
moving picture show in such and such a
school house could be expected to carry
from the farm house to farm house and
no other advertisement would be needed.

Lighting Set Is Needed

The truck proved to be a very good one
as on average country roads an average
speed of 15 miles an hour was obtained;
and this included the sandy roads of the

long-leaf pine districts of south Georgia
and the steep and rough roads of the moun-
tainous parts of the State.

The lighting set was needed, as it was
contemplated to go to sections where there
would not be any electric plants. The
opaque curtains were to be used for hang-
ing over the windows of school houses so
that it would not be necessary to show
only at night. The traveling weight of
equipment and two passengers was about
1,500 pounds.

During the last of February, two young
professors of the Georgia State College
of Agriculture left the college building at
Athens, which is in the northeastern part
of the State, for Folkston, which is in the
extreme southeastern part of the State.
The truck was new and ran smoothly over
themain highways of the State. Advance
notice of the coming of the moving pic-
ture show was sent to the county super-
intendent of education, it being explained
to him the purpose and intent of this work.
No other advertisement was used. It was
found out later that he had put a notice
in the local county paper and had notified
the teachers of the rural schools. They,
in turn, told the pupils, who told their
parents.

The first exhibition was given in the
open air at night, with the screen against
the school house. The 500 people, some
of whom had come as much as 20 miles,
sat under the widespreading live oaks, of
which the pinewoods country abounds, and
watched with apparent appreciation and
pleasure, the stories of progressive and
scientific farming woven into screen stories.

Show the State College on Screen

The screen pictures showed practices of
good agriculture. They showed how to
plant, fertilize and cultivate cotton in the
latest and most improved fashion. Also
how to select seed so as to get the cotton
to mature earlier and at the same time
produce just as much. For years before,
the boll weevil had invaded Texas from
Mexico. It moved eastward at the rate of

Films bring modern agricultural meth-
ods from the college to the farmer,
even though he he in remote sec-
tions.— Atlas Educational
Film Co.

about 50 miles a year and just the fall be-
fore these pictures were shown, they had
crossed the Chattahoochee River which
separates Alabama from Georgia.

Those who had studied the problems in
Alabama, know that to grow cotton in
(Continued on page 10.)

10

REEL and SLIDE

Farming Taught by Films

(Continued from page 9.)
Georgia under boll weevil conditions, it
would be necessary to get varieties that
matured their crop in a shorter season than
was usually the case, as the longer the
season of the cotton, the greater the dam-
age from the weevil.

iFrom the screen of the moving picture,
away from the bright lights of the cities,
men were seeing reproduced from actual
life the things which they must face in a
few short years.

After stories of farm practices and scien-
tific principles were shown, the evening's
performance was closed with scenes taken
from the State College of Agriculture.
Scenes from the student life, from the
class room and laboratory, from the dairy
barn and creamery, from the meetings of
farmers which are annually held at the
college and from the boys' and girls' club
work. Undoubtedly, the SOO people gath-
ered in this sparsely settled section of the
State, 220 miles from their agricultural
college, measuring the distance as the crow
is supposed to fly, were for the first time
brought into contact with this institution's
work and felt that they understood its
aims and intentions better than they could
ever have understood it without making a
personal visit, which most of them had
not done and probably were unable to do.

Farmers Welcome Movies

The reason for having two professors
with the tour was so that one of them
could explain some of the pictures and
make short talks along agricultural lines.
One of the men was a livestock expert and

in south Georgia sections he dealt with
the most pressing problems of the farming
sections, that concerning hog cholera.

From the first meeting to the middle of
May, sixty-four exhibitions were given.
The work was confined mostly to the rural
districts, although a few larger villages
were visited, especially where there were
consolidated schools, and at some of these
as many as 700 people attended. No towns
of over 1,000 people were visited.

Later on in the summer the mountain-
ous section was visited. There are a num-
ber of counties in the northern part of the
State which have no railroad facilities
whatsoever. Plans were made to go to
these during the last of June and the first
of July. And here there came a very
severe test of the practicability of carry-
ing moving pictures to such districts, as
toward the last of June rain fell heavily,
making the rough roads of the mountains
very difficult to travel. Yet, the plans were
carried out, although at times the auto
truck had to plow through mud and mud
holes that were almost impassable.

In spite of these great difficulties, they
seemed to have been justified on the
grounds that if modern machinery in the
form of an auto truck had difficulty in
getting along, it would be expected that the
condition of the weather and roads would
prevent the people from coming out to the
school house, but surprisingly this was not
the case, as men came, and brought their
families along, for as much as 10 miles.

We come back to the question of whether
these moving pictures can be used for
solving every-day problems. One thing
was demonstrated beyond doubt, that rural
people will come out and see these and take

an interest in the things pictured. Further-
more, many requests from the places visited
have been received for more of the same
thing. Places that were not visited have
asked for the moving picture exhibits in
their counties or communities.

Screen Changes Ideas

The college of agriculture has been
placed before thousands of people, better
than could have been done by literature or
speeches, as the pictures showed actual
things which could then be readily visual-
ized. People who do not know of the work
of an agriculture college can be divided
into two general classes: (1) Those who
think of those institutions as being com-
posed of supermen who have some sort of
secret concerning farming questions —
mythical sort of beings who do a magic
wand sort of stunt. (2) Those who think
of the men at our agricultural colleges as
theorists who are absurdly impractical.
Undoubtedly, the moving pictures did away
with a great deal of these erroneous ideas
and brought the men of the college before
the people in their true light.

Still another educational value was that
of creating enthusiasm for farming. The
seeing of what others were doing, especial-
ly of the good things being accomplished,
had the effect of creating within those who
have not been accomplishing like results a
desire to emulate and imitate.

Taken all in all, the tour was very suc-
cessful. It is another means of carrying to
the people of the State the things which
they, by their votes and money, have
authorized being worked out at the agri-
cultural colleges and experiment stations.
— {Vision.)

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Film Exchange
Building

MINNEAPOLIS, MINN.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

y

REEL and SLIDE

11

Government Use of Motion Pictures

Pictures Teach Tactics and Gun-
nery— Other Subjects Entertain
Boys at Front, and Reels to
Encourage Those at Home
Included in Program
By Henry MacMahon

[HE Government has put the
movies to work and made
them useful, just as it intends
doing with you and me and
all our varied activities. The
changes in Filmland now in
progress are revolutionary and far-reach-
ing. Not only are the motion pictures be-
ing largely socialized under the emer-
gency conditions, but it isn't difficult to
foresee that in the period following the
war a devastated world will wake up to
discover the knowledge-values of the "pic-
tures" as tremendously more important
than the merely entertaining qualities.

The toy of 1893 will become the peo-
ple's university of 1925.

At the outbreak of the international
struggle all the governments organized their

Millions of Americans have learned more about their navy be

cause of the moving picture screen scenes from "Your

Fighting Navy," produced by Educational Films

Corporation.

i ^-^ <y~

own cinema corps. These consisted of
enlisted men who were familiar with the
art, complete field equipment for both mo-
tion and still photography, and studio
laboratories rented from commercial firms
or newly erected close to the war zone.
Officialdom as movie-makers had three dis-
tinct purposes in view.

The permanent aim was an authorita-
tive history of the nation in arms. The
public sees the more spectacular and pic-
turesque of these current history films,
but many others aren't being shown and
never will be.

Cameras Mounted on Aeroplanes

They belong in the State archives along
with the hidden threads of diplomacy, the
spy service records, the inside Staff in-
formation and other matters that a Ma-
caulay or Carlyle of two hundred years
hence may perchance uncover.

But the immediate, practical aim of the
new Government cinematography was mih-
tary and instructional. The running story
of conditions in enemy country as the
"moving finger" writes it is immensely
valuable to the High Command.

For this purpose motion picture cameras
are permanently attached to the French
observation aeroplanes. The long flights
of certain aviators which take them as far
as the Rhine and often beyond, bring back
wonderful travel films that give a com-

prehensive idea of what the Teuton forces
are doing in Northern France, Belgium,
Alsace-Lorraine and old Germany.

In mountain country, furthermore, the
tripod headed by the grinding camera is
cunningly ambushed on high ground. Tele-
photo lenses thus record the disposition of
hostile troops at a distance of twenty to
forty miles. While the "still" snap-shot
is undoubtedly more useful, as Mr. Julian
Street has pointed out, for the intensive
study of a small sector, the motion picture
far excels in solving the problems of gen-
eral strategics which depend on the accurate
collection and comparison of a wide range
of facts.

Back in camp, too, whether on home or
foreign training-ground, the motion pic-
tures— this time of a tactical nature — have
no peer as a means of instruction to the
millions of "recruities."

Tommy or poilu or Sammy learns from
them how to shoot, how to fight with the
bayonet, how to give first aid, how to
advance or retreat in concert. From the
concrete, pictured examples he grasps the
theory of what he is daily practicing. The
tricks and shifts and devices of the wily
Boche also are pictured by the unerring
movie, and the Allv soldier is warned how
to combat them all in the lectures accom-
panying the cinema showings.

The third use of Government-made film
is for the civilian populations. "Do not

be down-hearted" ! is a maxim just as
necessary for the noncombatant workers
as for the uniformed fighters.

The scientific manufacture of vast
quantities of munitions, the life in the
training camps, the marvelous organization
of supply and transport, the glorious ex-
ploits of "the boys" going over the top for
the redemption of enslaved France and
Belgium, the capture of guns and prisoners,
the distribution of relief, the vigorous co-
operation of the Allied Powers — all these
sides of warfare are exhibited so as to fire
the patriotism of those back home and spur
them to greater efforts in the common
cause.

Government Enters Film Business

The neutrals need the education, too,
and they are getting it. Germany has been
flooding them with descriptive war pictures
posing the Huns as saints and martyrs, but
France, Great Britain, and the United
States have entered the battle of the movies
with zest and now give more than blow
for blow by means of pictures that exhibit
actual Teuton atrocities.

At the same time they illustrate the dis-
interested aims and vast resources of the
Entente.

Like most manufacturers of film, the
Government entered the business with the
haziest ideas about distribution. At first
{Continued on page 12.)

12

REEL and SLIDE

Beginning of Life Reels Described

(Eighteen months' preliminary labor on the part
of George E. Stone, A. B., and J. A. Long, Ph. D.,
of the University of California, resulted in the
production of a multiple reel picture entitled,
"How Life Begins." This picture is getting wide-
spread circulation through the efforts of Katherine
F. Carter, Candler Building, New York, who is
selling prints outright to schools and colleges.)

By J. A. Long, Ph. D.

(University of California.)

THE treatment of the subject is most
simple. The film shows that life
comes only from life and all new
individuals arise only from other living
creatures of their own kind. iFurthermore,
there are several processes by which new
life can arise. The simplest method is
found in those plants and animals which
consist of but one cell.

A drop of water is placed on a slide
and examined through a microscope. At
once is seen a swarming mass of life.
These are protozoans, the simplest of all
animals. With a higher magnification one
protozoan is observed to constrict in the
middle and divide into two halves, each of
which at once becomes a new protozoan.

Next is shown a microscopic plant, and
here the common yeast, used in bread-
making, is chosen. This organism is one of
the protophyta, or one celled plants, and
reproduces by a process of budding which
closely resembles the division already seen
in a protozoan.

After emphasizing the simplicity of re-
production characteristic of these low
forms, it is shown that higher and more
familiar plants reproduce others like them-
selves, either from cuttings or seeds. Ac-
cordingly the growth of the geranium from

a slip is shown, and the growth of a pea
vine from the seed.

The details by which seeds are formed
in the pea blossom are made clear by means
of animated diagrams and actual photo-
graphs. The part that insects play in
carrying the pollen from flower to flower
is most interestingly illustrated. For a
touch of beauty a California orchard in
full blossom is included with views of the
opening of the dainty blossoms.

With the same detail which character-
izes their treatment of the plant, the
moving picture shows the methods by
which all the higher animals develop.

First is considered the sea urchin, close
relative to the star fish, and here we see
the interesting process by which the eggs
are fertilized in sea water as a preliminary
to development. The fact that this fertiliza-
tion in an animal is fundamentally the
same process already seen in a plant, helps
to demonstrate the essential similarity of
the animal and plant kingdoms.

Then follows the life history of the
beautiful swallowtail butterfly, from the
laying of the eggs to the emerging of the
new butterfly from the chrysalis. Next is
treated in detail the life of the frog from
egg to adult, and equally complete is the
story of the chicken from the time the
eggs are placed in the nest until the chick
picks its way out of the shell. The rat
is shown as being typical of all mammals,
and it is made clear that just as the fertil-
ized egg develops within the mother rat,
so it is by a similar process of grovrth and
development that the human being comes
into life.

It Is the Duty of Every

Institution with a

Projector

— to show that most
amazing of educational
spectacles —

The Men of the Hour

— featuring the PEER-
LESS AMERICAN
ARMY AND NAVY.

D

uplifting — inspiring — gripping —
interesting, full of wholesome
amusement and — plenty of action.

D

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220 W. 42nd Street
NEW YORK

iJ

Government Use of Pictures

(Continued from page 11.)

it was thought that this could be left to
private enterprise, and the British Govern-
ment started in by contracting with a com-
mercial distributor for the renting rights
of all its important war films throughout
the United States.

But the problem of distribution is very
much bigger and broader than the above
arrangement would imply. The work by
no means begins nor ends in renting a
fine picture like "The Battle of the Somme"
or "The Stars and Stripes in France" to
first-run theatres at $100 upward a day
and to second-runs and "ninety-day" houses
at $50 and $25. It's splendid to sell stuff
like that, to win the plaudits of "capacit\^"
pay-audiences, and to turn over the net
receipts of salesmanship (after expenses
are deducted) to the war relief funds. But
the bigger job is to make the films uni-
versally known wherever the Government
desires to influence public sentiment.

It is to this greater work that the French
Pictorial Service, the British Pictorial
Service, and the Motion Picture Division
of the American Committee on Public In-
formation are devoted.

The French with characteristic logic and
thoroughness thought out the best plan
which may serve as a model to show how
the work is done. All the official cine-
matography of our Prankish ally ranks
as a division of the French army. A so-
called "delegate" or commissioner from
that cinematographic and photographic di-
vision is appointed to each of the allied
and neutral countries.

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Please say, "As advertised in REEL and SLIDE." when you write to advertisers.

REEL and SLIDE

13

Scenarios of Physics Reels
for Use of Teachers

FOR the convenience of its patrons, the
Beseler Educational Film Company,
of New York, lists the sub-titles of
its educational films in a catalog issued by
that firm. In this way the teacher can get
an excellent idea of just what may be ex-
pected on the screen before ordering. This
is particularly of value when it is desired
to adapt a lecture to the screen picture.

Two exceptionally interesting educational
subjects are outlined as follows by the
Beseler editorial department:

Analysis of Motion

1 — Certain things move with such velocity
that the eye is powerless to observe the
phases of their movements without the aid
of the ultra-rapid cinematography which
analyzes such movements.

2 — Here are two natural phenomena, the
ascension of a jet of water and the con-
tact of the ball with it.

3 — The ultra-rapid cinematography takes
pictures at the rate of 1,200 per second and
shows us, about 100 times slower, the detail
of these movements. Here is the jet of
water.

-I — Observe how the jet leaves the per-
pendicular when the ball strikes it and how
it regains the perpendicular and maintains
the ball.

5 — What the eye sees.

6 — What the eye docs not see.

7 — What the eye sees.

8 — What the eve does not see.

9— A bullet is fired at the rate of 200
feet per second. Note the recoil.

10— The bullet describing its trajectory.

11 — In the 100th part of a second three
things take place. The bullet strikes the
ball, the ball falls, and the jet re-forms.

12 — The bullet projected from the left
strikes the ball and throws it from the jet,
which re-forms in curious undulations.

13 — The bullet misses its objective, strikes
the jet supporting the ball, and the ball
consequentlv falls.

14 — The ball falls and rebounds.

IS — The effects of a bullet on solid ob-
jects are also curious to observe.

16 — What the eye sees.

17 — What the eye can see only by means
of ultra-rapid cinematography.

Simple Experiments in Electricity

1 — A glass rod, rubbed briskly with a
woolen cloth, will attract a ball of pith.

2 — The same rod so rubbed will also
attract balls of pith, pieces of paper and
bits of leather.

3 — A stick of resin, rubbed with a woolen
cloth, while having the same power of
attraction, will also attract a stream of
water out of the vertical.

4 — Electricity by induction. Electric fluid
does not require a conductor to make its
influence felt. If an uncharged sphere is
placed in the vicinity of a charged sphere,
the ball of pith, if placed on the other side
of the second sphere, will be attracted
to it.

5 — Two distinct conditions of electricity
are known ; this glass rod is charged posi-
tively, this stick of resin is charged nega-
tively— positive and negative electricity at-
tract each other.

6 — This ball of pith on the right is
touched with the stick of resin, that on
the left with the glass rod.

7 — Two bodies charged positively repel

each other; the electrified stick of resin

attracts the ball of pith, the instant the

ball and =tick tourh, the ball becomes

(Continued on page 25)

Mechanical
Brains?

The first
essential in
pedagogy, as
recognized by the
modern educator, is to
create in the student a reli-
able mental visualization of the
subject matter of the text. The
stimulation of a true mental image at once so vivid as to
induce the student to discard any erroneous preconceived
ideas he may possess on the subject and so lasting as to
insure its retention against possible contradictory influences
of later environment has heretofore been dependent on the
teacher's ability to draw word pictures.

But with the entrance of motion pictures into the educa-
tional field the teacher is enabled to give to his class a vision
of things as they really are. Excellent films for supple-
menting the text book study of practically all school, and
college subjects are obtainable without charge or at a very
small cost, and with the aid of such films a class may be
given — far more comprehensively and interestingly and in a
few minutes' time — a more thorough knowledge of the sub-
ject than could be gleaned in hours of the laborious study
of text books.

The DeVry Portable Motion Picture Projector, taking stand-
ard size reels and film, and requiring only to be attached to an
ordinary light socket for operation, offers to the educator the
means of making possible his unlimited use of film, in the simplest,
most convenient and least expensive way.

Write for our catalogue and
complete specifications — today.

The DeVry Corporation

113 North Wells St.,

Chicago, U. S. A.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

14

REEL and SLIDE

Among the Schools
and Churches

There have been comparatively few care-
ful studies of the subject of motion pic-
tures made in relation to young people.
Miss Irene Farrell, instructor in Latin and
English in the high school of Onawa, Iowa,
a town of 2,500, has taken a deep interest
in the subject, and recently made a care-
ful survey of the high schools of that
town and Des Moines. It was conducted by
means of a questionnaire.

The results indicated that high school
pupils want entertainment of this kind
about twice a week. In Onawa and Des
Moines, they usually go with their parents
or with their friends. Their reading habits
were affected, one-fifth finding that the
motion pictures, probably the news week-
lies, increased the desire for newspaper
reading. General reading was not so widely
influenced, except that in every case where
a picture was based on a book, there was
registered an increase in the desire to read
the work.

News weeklies and picturized novels
were found to have been very helpful in
the study of current events, geography, and
history and picturized novels in English.

Those suffering from eye trouble due
to optical ailments were the only ones
whose eyes suffered from looking at mo-
tion pictures.

Miss Farrell sums up as follows :

"The kind of picture given first choice
was 'Spectacular,' which claimed its rank
by a single vote over 'travel' and 'western'
which tied for second place, which likewise
by a single vote ranked above 'romantic,'
'comedy,' 'educational,' all of which pe-
culiarly were given third place.

" 'Thrillers' and 'tragedy' were relegated
to the background, the former receiving
three votes, the latter but one. From the
opinion as regards 'thrillers,' we conclude
that the pupils' taste must be refined and
literary, but in respect to tragedy, when
we consider that in school much study is
made of the classic tragedians, Shakespeare
especially, we conclude that we are teach-
ing something naturally disliked or pos-
sibly we conclude that the tragic apprecia-
tion needs stronger cultivation.

"Perhaps the pupils have in mind the
overworked tragedy — as one boy says, 'I
dislike the tragedy in which the hero's
manly breast heaves with suppressed emo-
tion.'

" 'Educational' and 'Travel' proved to
be the kind remembered longest, while
'comedy, which ranked third by choice of
subject, received one vote for being long-
est remembered.

" 'As a result two points stand out as
important and valuable. First, the children
are as a whole appreciative of the best in
pictures, and are vitally impressed by the
best, and second, motion pictures may be
used to supplement class room instruction
with positive and effective results. It is
advisable to encourage the best pictures ;
it is sound educational doctrine to use
this additional method of instruction."

Change the Slides

That's all there is to "operating " the

Victor Portable Stereopticon

The original Victor features that a iew years ago made
possible the popular use of lantern slides have been fur-
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Ask for " trial -bef ore-purchase" terms.

Victor Animatograph Company

125 Victor Building, DAVENPORT, IOWA, U. S. A.

Rev. Walter Shlaraetzki, of the Congre-
gational Church, Bowen, 111., has installed
a stereopticon and will give lectures regu-
larly in the church auditorium.

* * *

A moving picture projector has now be-
come part of the regular equipment of the
Forrestville School, Chicago, 111., with the
aid of which educational and a selected
program of entertainment pictures will be
shown.

* * *

The "Beginning of Life," an educational
production, was recently exhibited before
the Chicago Women's Club, in connection
with a lecture by Dr. Lindsay Wynecoop,.
representing the Women's Section of the
Council of National Defense.

* * *

Prof. Wm. H. Dudley, chief of the
bureau of visual instruction of the Uni-
versity of Wisconsin, with eight others, i&
maintaining a very extensive work through-
out Wisconsin, covering as many as 40O
communities annually and maintaining 12
circuits of lectures in the field of visual
instruction.

* * *

Christ Church, Springfield, Illinois, has-
been showing moving pictures for some
time in its church auditorium. The church
■ formerly maintained a Saturday morning
show for juveniles, charging five cents ad-
mission.

Concerning the result. Rev. Lester Leake
Riley writes to Reel and Slide: It de-
manded great care in the selection of the
films and it was found that when the ex-
change sent substitutes they were oftert
undesirable.

_ Of its use for the Sunday evening ser-
vice I am hopeful, although my experi-
ence prompts me to say that I cannot find
sufficient plays of a religious and ethical
nature that may be shown with propriety
in connection with a Sunday evening ser-
vice of religious worship ; and I have
no desire to use the machine merely to-
draw the crowd. The subject must be in
keeping with the high purpose and standard
of religious instruction.

I have submitted suggestions for reli-
gious plays, necessarily mystical and alle-
gorical in character but full of artistic
possibilities in expression, but they were
not considered dramatic enough by some
of the editors.

However, I feel that this is the only kind
of rehgious play possible, and I submit
the appeal to those best fitted to answer
it. I feel that this kind of play offers
the higher appeal to the religious emo-
tion rather than the more reaHstic sort
which is too apt to err on the side of
sentimentalism and platitude.

Motion Picture Cameras

for Schools, Colleges,
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BASS CAMERA COMPANY

Dept. 17 CHICAGO

REEL and SLIDE

15

How the Stereopticon Saved a Rural Church

Re

H. P. Barnes,
Pastor.

By Rev. H. P. Barnes, Ph. B.

THE country
is an ideal
place in
which to develop
the fine art of
■contented living.
The farmer be-
longs to the
Lord's aristoc-
racy. His ac-
■quaintance i s
-worth cultivat-
ing. Let him
know that you
appreciate the
splendid work he
is doing to help
feed a hungry
world, and he
-will warm toward you, perhaps revealing
5ome unseen opportunities for constructive
community service.

There is no secret formula for success
in a country parish, though the way is often
•easy when once the start is made. The
farmer is conservative. New ideas are
•digested slowly. Time is a necessary factor
in a successful rural program.

The church in the city is becoming in-
stitutional. The same ideals translated
into terms of country Hfe are applicable to
the rural church. The church must be the
•servant of the community in order that the
people may give it a place in their lives.
Social organizations, _ farmers' clubs, and
societies for community improvement may
he made worthy and efficient allies of the
church.

People Found Discouraged

Argo-Fay is a little point in the open
country between Thomson and Mt. Carroll,
in Carroll County, Illinois. When I first
saw it the only church in the town was in
a precarious condition. The Sunday School
had an average attendance of ten ; the peo-
ple were discouraged.

After making a partial survey by per-
sonal visitation, I outlined a series of illus-
trated lectures, one a month, arranged the
dates for the slides, put out bills announcing
the entertainments for the third Wednes-
day evening of each month, admission by
ticket or ten cents. Cards were printed and
distributed in Sunday school to all present
stating that three cards would be accepted
in exchange for a ticket. Old and young
were treated alike and showed much in-
terest.

One month the teachers in the adjacent
public schools were invited to bring their
pupils and furnish some contribution to
the program, after which slides on the
Panama Canal were presented.

The life of General Grant afforded ma-
terial for a patriotic evening. The evolu-
tion of the American Farmer came well
over in the list. All the farmers were in-
vited to come gratis. During the evening
they were encouraged to discuss the pic-
tures as they appeared on the screen. This
led to a suggestion that it would be a good
thing to have a farmers' meeting once a
month to discuss farm and neighborhood
problems. Some interest was shown and
temporary officers elected. They served
for a year, the pastor, however, really being
the moving spirit.

The Sunday school and church attend-

ance was steadily increasing. A three
weeks' evangelistic campaign more than
doubled the membership of the church.
New interest was manifest in the life of
the whole community. The Farmers' Club
grew in size and usefulness. Its monthly
programs drew crowds that taxed the ca-
pacity of the church.

It soon discovered that it could put
over any program for the general good
that they agreed upon. The culmination
was in a drive for a milk condensory which
would insure a permanent local market for
their milk. They competed with three
neighboring villages and won. Their suc-
cess was due to their organization and fine
co-operation. They pledged a bonus of
$2,000.00 and the milk of two thousand
cows. The condensory is now at work
with a capacity of sixty thousand pounds of
milk daily.

Missionary Boards Show Interest

The employes required dwellings for
their families and numerous houses were
erected. A bank, a garage, a lumber yard,
etc., were opened by enterprising business
men. The church was remodeled and en-
larged to enable it to continue its ministry
to the community life. The balance of the
story is still to be written. The stere-
opticon did not do this alone, but it served
nobly at a critical time.

The value of illustrated lectures is gen-
erally recognized now by the several de-

Thc stereopticon pulled this church out

of debt and increased its service to

the public.

nominational missionary boards, who are
prepared to furnish slides of their activities
at nominal fees. Slides on travel, scripture
and agriculture are also available from
slide firms at little expense.

Permit a suggestion to rural pastors :
The opportunities of the rural church were
never greater than now, the field is white,
the cry is for leadership. You may be the
man of the hour in your community — if
you have a mind to try — to put yourself
into it. Never yield to discouragement.
Perseverance is the key to success.

AT LAST!

BEAUTIFUL LANTERN SLIDES ON NON-INFLAMMABLE, NON-COM-
BUSTIBLE, DURABLE FILM, AT LESS COST THAN GLASS SLIDES.

ELIMINATES

BREAKAGE

WEIGHT

EXPRESS CHARGES

CARRYING CASES

MUCH OF THE COST

IF YOU ARE A
LECTURER
TEACHER
MINISTER
Y. M. C. A. WORKER
SALESMAN

You Should Know About The TOURISCOPE

100
Glass
Slides
Weigh
20 lbs.

100

>i/ Slides

on Film

Weigh

6 oz.

THE TOURISCOPE IS MORE THAN A STEREOPTICON— IT IS AN

IDEA— A SERVICE. IT IS TO THE ILLUSTRATED LECTURE WHAT

THE PHONOGRAPH WITH ITS RECORDS BY WORLD-FAMOUS ARTISTS

IS TO MUSIC IN THE HOME.

For Information Address

THE TOURISCOPE COMPANY

14 W. Washington St.
CHICAGO

1216 Aeolian Hall
NEW YORK

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

16

REEL and SLIDE

Ho^v to Make Slides

(Reprinted, by permission, from a booklet

published by the Mcintosh

Stereopticon Co.)

(continued from last month)

Hydrochinon-Metol Developer

It is hard to give rules for exposure, as
the time of day or the density of the nega-
tive and many other conditions make it
impossible for the writer to give definite
instructions on this point. However, work
for results as suggested in the instructions
for contact printing and bear in mind that
a good, clear sky with a rich shadow is
what you are trying to get. Too long an
exposure will make a flat, dull slide. Too
short an exposure will make a slide lack-
ing in detail and strength.

If the negatives from which slides are to
be made are extremely contrasty, the result-
ing slides are apt to be harsh and chalky,
unless a different developer is used. For
this purpose, utilize the following formula
of Metol and Hydrochinon. The slide will
develop very much faster than when the
Hydrochinon developer is used, which
makes it necessary to to be ready to lift
the slide immediately and plunge it into the
fixing bath before the development is car-

lllllll

I Classified Advertising |

s A market place for the sale and exchange g

g of equipment. Remittances must accom- ^

= pany all orders for notices in this column, g

= The publishers expect J;hat all statements g

= herein will bear invest'igation. Rates: 3 g

^ cents per word, on copy. =

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu^

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
fchool use. Address A-2, Reel anl Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, Herald
Bldg.. Chicago. 111.

BARGAIN — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES — E.xcellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5. Reel and Slide.

CHEAP! — Adjustable, high grade standard tri-
pod for use with motion picture camera, in first
class condition. Will sell cheap. Address A-6,
Reel and Slide.

FOR SALE — Slightly used Atlas motion pic-
ture projectors, $75 to $125, former price, $155.
Guaranteed to be in first-class condition. Address
A-7, Reel and Slide.

FOR SALE — Used De Luxe cinematograph
camera with tripod, list price, $925, will sell for
$600. In first-class condition. Address A-8, Reel
AND Slide.

BARGAIN — Lot of small screens suitable for
church purposes. Address A-9, Reel and Slide.

FOR SALE — Acme moving picture projector.
Used only a short time. In first-class condition.
Address A-10, Reel and Slide.

SLIDES — Several sets of slides, oriental and
European. Well preserved and excellent work.
Will sell cheap. Address A-11, Reel and Slide.

CAMERA MAN — Young man with experience
in all branches of cinematography is looking for
connection in middle West. Understands indus-
trial work thoroughly. Address A-12, Reel and
Slide.

RENOVATING— Films renovated and put in
good condition. Send for my price lists. Ad-
dress A-13, Reel and Slide.

ried too far. This developer is not satis-
factory for very soft negatives.
A

Pure Water 25 ounces

Metol 30 grains

Hydrochinon 90 grains

Dry Sulphite of Soda 1 ounce

B

Pure Water 25 ounces

Dry Carbonate of Soda ^ ounce

For use mix A and B equal parts. Can
be used repeatedly.

If the sky of the slide is gray and dull,
the rest of the slide being satisfactory, it
can be reduced by swabbing with a piece of
cotton saturated with the following solu-
tion :

Formula —

1 drachm Red Prussiate Potassium —
Saturated solution.
^2 ounces water.
The plate should be plunged in the acid
fixing bath when the reduction has been
carried far enough. When the sky is being
treated in this manner it is best to hold the
slide upside down so that the chemicals will
not run into the other parts of the picture,
reducing them also.

When it is desired to produce slides from
photographs, drawings or other illustra-
tions, a long focus camera should be used.
The illustrations should be pinned by the
use of thumb tacks upon a large board and
placed in a location where the light is per-
fectly even unon it, for if one side receives
more light than the other the slide will
also be unevenly illuminated.

Marking the Ground Glass

The ground glass should be marked with
a lead pencil or a standard size slide mat
pasted upon the ground glass so that in
focusing the image may be made of the
proper size to come within the margin of
the mat. Focus with a wide open lens and
when the camera is properly adjusted the
lens should be stopped down to a consid-
erable degree so as to obtain sharpness in
the resulting negative.

When the line drawings are to be con-
verted into slides it is advisable to use a
contrast negative plate and a much faster
plate can be used for copying photographs
or soft pictures.

After a good, clear negative has been ob-
tained, proceed according to the directions
given for making slides by contact.

Big Feature Films Must Have
Big Slide Campaign

ANEW YORK producer of moving
picture features recently declared
that the call for announcement slides
has grown steadily within the past two
years.

"The exploitation of a feature picture
could not be made complete without the
free use of lantern slides of the highest
qyuality," said this official, "and it may
surprise some to know that we have bought
as many as 10,000 slides for the purpose
of advertising one film. Five thousand
slides for such a purpose is a common or-
der.

"Nothing beats the slide in calling the
public's attention to a new production. If
■well made, it can almost convey the color
and appeal of the film itself because of
the slide's wide range of artistic possi-
bilities and it olaces the message before
people who patronize the picture theater
at a time when they are tTiinking of pic-
tures. We could not do without the slide."

Geo. W.Bond Slide Co.

Our Reputation:
"As good as the best
and better than most"

ILLUSTRATED
HYMNS
SONGS

""o POETRY

We make and sell stereopti-
con slides of the highest
quality for churches, schools,
colleges, clubs and general
use.

We have slides on Bible
Subjects, Travel, Agricul-
ture, Science, Holidays, Pa-
triotism, Missions, and can
supply sets on any subject
to order at reasonable prices
for the very best grade of
work.

Send for These Bulletins
Today:

Old and New Testaments, No. 22
Travelogs and Missions, No. 23
"New" Nation Series, . No. 24
Prices and Rental Terms, No. 25
Educational Lectures, . No. 26
Christmas Sets, . . No. 27

AGENTS FOR ALL
RECOGNIZED MAKES OF
STEREOPTICONS

Send for our catalog of new prices on
Kodaks and Cameras

GEO. W. BOND SLIDE CO., Inc.

14 W. Washington Street,
Chicago, III.

REEL and SLIDE

17

Joint Educational Meeting Speakers
Discuss Teaching Value of Films

THE use of motion pictures by ed-
ucators and social agencies was given
a decided impetus at the joint con-
ference of the National Education Associa-
tion and the Community Center Association.
in Pittsburgh at the convention held July
2 through July 5. 1918.

iFor the first time motion pictures were
discussed in a dignified and adequate fash-
ion as valuable for instructional, entertain-
ment, Americanization and patriotic pur-
poses. An entire morning session of the
Community Center Conference vi^as devoted
to the subject.

Orrin G. Cocks, of the National Board
of Review, presided and presented the
principal address. The Convention listened
also to M. A. Beeman, Associate Director
of the Committee on Public Information,
at \\'ashington, William Horton Foster,
\'ice-President of the Community Motion
Picture Bureau, and R. E. Hieronymus.
Community Adviser of the University of
Illinois.

Movies as Aid to Winning War

All the speakers paid high tribute to the
whole-hearted service of the motion pic-
ture industry in aiding the United States
Government both in developing a unity of
war will at home and in the successful
prosecution of the war. No other national
industry had placed its powers and product
so completely at the disposal of Washing-

ton. Films have been used in the training
camps and in the theaters of the country
for developing accurate knowledge of
American war spirit, of aroused democracy
and of American preparedness, as well as in
the Allied and neutral countries abroad.

This assistance to the Governmental
agencies had many times approached the
limit of generosity, in prices, new motion
picture prints and skilled technical as-
sistance.

The patriotic service of the film com-
panies in co-operation with the Committee
on Public Information, the cantonments,
the Y. M. C. A., the great war fund drives,
ship launching and the operation of Gov-
ernment commissions was also discussed.

Still another phase of war activity com-
manded the enthusiastic applause of the
Convention. This occurred when there
was described the policy of the entire mo-
tion picture industry in helping to brighten
the spirits of the American people by con-
centrating the abilities of directors, actors
and exhibitors on cheerful, dainty, fun-
compelling and absorbing stories. These
unusual photoplays had assisted mightily
in lightening the strain of the American
people and in preserving a moral balance
and poise.

The subject of the use of motion pic-
tures in Americanization of the foreign-
born was also discussed. Mr. Cocks em-
phasized the fact that "social agencies are

prone to believe that these working people
living in the United States could be com-
pelled to absorb American ideals. The fact
of the matter is that they cannot be coerced.
They have a background of ideas which
have solidified through centuries of national
and racial life in Europe. They learn of
the glories and liberty of America largely
by indirection.

No other agency is as powerful in pres-
enting the many elements contributing to
the American point of view as the mo-
tion picture. These people do not need to
be compelled to go to the motion picture.
They come gladly. Everybody comes where
there are movies. The one sure way of
attracting people to a school house, public
hall, grange building, settlement or com-
munity center is the presentation of mo-
tion pictures. •

Cocks Discusses Social Values

"Because the motion picture speaks a
common language which is easily under-
stood, it becomes the most powerful agent
for awakening the whole people to think
and act for democracy. Every community,
therefore, makes a mistake not to study
what the people want and to draw them
together on the basis of their lights rather
than to attempt to dictate from above what
they ought to enjoy."

This group of educators and social work-
ers received as a new idea the fact that the
exhibitors in every community were more
important social agents than themselves.
The discussion indicated a determination
on their part to attempt to develop a greater
spirit of co-operation with the local ex-
hibitor.

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

I t; A FILM STEREOPTICON"!:]

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to loo. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St. CHICAGO, ILL

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

18

REEL and SLIDE

Pershing, Foch and Haig

Would laugh at these hu-
morous slides^ — set of 51 —
$12.00 or 35c each.

If. BY ANY CHANCE, you skould te

CALLED DOWN by a superior officer,

it would be a GRAVE BREACH of

discipline for you to SALUTE bim tbe
next time you meet. He may still BE
MAD -witr you ana not want to speak.

SAYINGS OF A SILLY SAGE

By Arthur "Bugs" Baer
The Humorist of the N. Y. Eve. World

The cleverest and funniest
sayings and epigrams at 50c
each or $35.00 for set of 100.

/arairiGS are Ki^her
because of the "var.
Vho told the sardines
there vas a -var ?

Some of the best vaudeville
theatres showed these slides
for months.

26 SCREAMING PARODIES
ON POPULAR SONGS

One better than the other —
35c each- — ^$6.50 complete
set of 26.

r ^

(Tune; "OVER THERE.")

Bill, we've got your goat, got your goat, got your goat,
Got it by the throat, by the throat, by the throat,
Hear it calling. "Bill, wie geht's!
I'm in the United States."
Bill, you poor old slob, let the mob take your job.
For your country's mad, they h^ve had such a lad;
Tell the Crown Prince not to pine.
For you know he's next in line
Cho.: After all, after ali,

You're the guy that is due for a call,

And we think, old Willie, that you'd look silly
Your back right up against a wall.
Now you know you must go
Send a word to your friend down below
We can name him and we can blame him.

But it's you, old top, that we're after, aficr all!

Greater N. Y. Slide Co., Inc.

154 W. 45th St.

NEW YORK

A*k for Illustrated Comic Folder

"Everything in Glass and Mica Slides"

Questions on Educational Lantern
Siides will be answered by mail If
stamped envelope Is enclosed.

Can I dissolve with my stereopticon? It is an
ordinary machine. C.

Answer: No. True dissolving is only possible
with a double dissolving machine, made for that
purpose.

* # «

How are tint plates made? Hall.

Answer: Take undeveloped lantern slide plates
and before exposure, develop them. You will find
a thin emulsion left on the plate which will easily
take analine dye of any shade you desire. The
plate should be dipped in a thin dye solution.
Wipe the smooth side dry.

* ♦ »

What is the standard condensing lens? B.
K. L.

Answer: There can hardly be said to be a
standard condensing lens. Usually the best lens
for the stereopticon is the 4i4-inch condenser.

* * *

What does the term "sent on approval" mean?
J. H. G.

Answer: Slide houses generally allow 10 days
for inspection in the case of an anticipated lale.
Slides are sent at your risk.

What kind of copy is needed to have lantern
slides made to order? Herbert.

Answer: This question is often asked. We
quote from the Mcintosh Company on the sub-
ject:

In sending us copy from which lanterns slides
are to be made, it is advisable to have the work
done on smooth card-board rather than rough
drawing-board commonly used by artists. If
photographic prints are furnished, smooth or
glossy paper should be used if possible, rather
than platinum or other rough surface varieties.
Photographs or drawings for reproduction should
be rolled or mailed flat, for if creased the fold
will show in the picture. The standard mat open-
ing of a lantern slide is 2f4 inches high by 2%
inches long, or almost square. This should be
considered when designs or pictures are made for
lantern slide reproduction. The slide goes into
the lantern the long way horizontally, so the pic-
ture or design should be slightly longer than it is
high. As an example, a copy 9 inches high and
10 inches long would answer admirably. It is
desirable to hare the copy several times larger
than the finished slide. We recommend plain
black and white pictures for reproduction rather
than colored copy, as it is necessary to use special
plates in reproducing a colored picture, which in-
creases the expense. This is particularly true
when it is required that the lantern slide, after
being made, be colored. We advise in this case
that a plain copy be sent us with careful direc-
tions as to what tints are to be used on the dif-
ferent parts of the picture, or a separate sketch
might be made properly tinted for the guidance
of our colorists. The reason for our particularly
desiring plain copy when the slide is to be colored
is that when an ordinary plate is used in copying
a colored picture it will be found that suck colon
as red, green and orange will be nearly black in
the finished slide. This opacity prevents the col-
ors from showing properly when applied by the
artist, but with the use of special plates, for
which we charge 15 cents additional, we can
guarantee satisfactory results.

Many New York Schools Using
Moving Picture Screen

THE New York City Department of
Education is arranging to place the
visual instruction department under
one general head, according to Edward B.
Shallow, associate superintendent of public
schools. For some years various schools
have been using motion pictures, but only
individually, though the number has con-
stantly increased.

"While we have many motion picture
machines in use in the New York Public
Schools," writes Mr. Shallow, "we are
awaiting the appointment of some respon-
sible person to take charge of this work
as a whole in our school system."

You Don't Know
Slides Until You

Have Tried
Excelsior Slides

Excelsior excellence is now at
YOUR SERVICE. You can
get the kind of slides that are
pleasing the most critical
slide users in the United
States — including owners of
big, high class theaters.

REMEMBER—

Your Stereopticon Image

Can Be Only as Good

as Your Slide

No matter what degree of
excellence you get in your
original picture, the quality
of your slide determines how
it will look on the screen.

And no matter how good your
stereopticon may be, the slide
determines the clearness,
sharpness and artistic effect
on your screen.

The Excelsior
Lecture Bureau

was created to give this
same quality of slides to
educational institutions
and churches, by studying
their special needs and yet
opening to them the facili-
ties of the EXCELSIOR
ILLUSTRATING COM-
PANY.

Write the EXCELSIOR
LECTURE BUREAU Today

Make Us Prove It

Try EXCELSIOR SLIDES NOW

Excelsior
Illustrating Co.

219 Sixth Ave. New York City

J ^i7h" reel observer

By Henry MacMahon

(Special Correspondence of Reel and Slide)

NEW YORK. — Great industrial corporations are paying
more and more attention to selecting publicity repre-
sentatives for their knowledge of motion picture require-
ments. I remember the time but a short while ago when the
average press agents made stabs in the dark at the unfamiliar
game. They were the victims of the first slick talker who
vaguely urged the manifold advantages of the screen and
got their signatures to a contract for so much film at so much
a foot. The pictures thus turned out were often mediocre,
sometimes stupid and inefficient to the last degree.

Presenting a sharp contrast to the above, a gentleman from
one of the largest industrial concerns of its kind in the coun-
try visited me last week with a proposition for a series of
entertaining pictures based on the achievements of his company.

"I am sending a form letter to the twelve foremost humor-
ists of the country," he said, "asking them whether they
would like to provide scenarios for this series. I want a
first rate entertainment idea, one that audiences will enjoy
for its own sake. The name of our corporation will be over
the general series, and the merits of our product will be
driven in with the fiction stories that will introduce it under
varying conditions, principally humorous, in various parts of
the world. But the main thing is entertainment."

That man is a clever and far-seeing press agent. He has
the same kind of ability as put over Barnum and Bailey in
the circus field, Anna Held in the legitimate, "Sunny Jim"
among foods and "Gold Dust Twins" among soap prepara-
tions. He is not looking to introduce the name of his cor-
poration into every sentence of every paragraph of each
story nor to lug it into each flash oi each footage of routine
industrial. He'll be glad to have it mentioned half a dozen
times in a one-reeler provided Irvin S. Cobb, Ellis Parker
Butler, Rupert Hughes or Roy McCardell, or somebody else
of that type, will keep the houses entertained while the name
of his concern is being slipped in.

YOU may say, Irvin Cobb, Ellis Butler or Rupert Hughes
won't write for industrials. Perhaps they will. Perhaps
they won't. Asking them is worth trying. Over in France,
the leading artists in oils, ink or crayon take a flier making
a poster of Yvette Guilbert or Le Bargy or Sarah Bernhardt.
It is certainly not infra dig for American story writers to
furnish acceptable vehicles for industrials. Good luck to the
man who suggested it, and may he have a world beater in
his novel travel series hitched to one of the chief exploits
of big business !

Besides contracting for and buying film productions, the
fin-de-siecle publicity representative ought to keep his eyes
and ears open to the news possibilities of the screen. Only
a second rate press agent will spend all his time on display
ads. The worth while press agent, on the other hand, will
endeavor to co-operate with the editorial departments of
all concerns that are trying to inform the public about the
world's events. This is a well known practice of show press
agenting, but some of the industrial men as yet have failed
to grasp it. Your industrial activities have angles that in-
terest the following motion picture publications: (1) news
weeklies; (2) screen magazines whether monthly or fort-
nightly; (3) educational films; (4) fiction stories touching
some phase of industrialism; (5) feature syndicates.

The alert motion picture press agent of an industrial con-
cern will go after each of these outlets of news. He is not
necessarily a picture taker himself, but he knows the channels
of production and how to get at the men who do take the
pictures.

FOR example, there are at least half a dozen cinematog-
raphers in your immediate vicinity. They are technically
"free lances," i. e., men who take interesting stuff on specula-
tion and turn it in to the heads of the news weeklies and
magazine weeklies on the chance of its being accepted. They
would just as soon sboot fifty or a hundred feet of real news
in your factory or department store or transportation system
as any other place. Rig up a. story for them and see them

go to it. Big pictorial stuff is happening around you every
day, and you can get this wonderful motion picture publicity
if you will only put yourself in touch with the right men
and obtain their friendly co-operation.

All firms making educationals need your co-operation, too.
Almost every educational film of a technical character would
be better for an authoritative 100 or 200 feet of your technical
process that illustrates the kind of applied science that is
being exploited by its producer. Get acquainted with the
educational men, learn their requirements and try to fill them.
Just as the great technical firms co-operate in the friendliest
and most mutually helpful manner with the important colleges
of technology, so can you co-operate with the heads of public-
ity representatives of educational film concerns organizations
that may well be called the film universities of the future.

In the field of so-called feature production also can the
publicity representative of industrial corporations assist to
mutual benefit. If I mistake not, the decade after the war
will witness on the screen a great outburst of big business
fiction stories. We have had the pioneer magazine exploitation
of big business, as witness the epochal success of Saturday
Evening Post, founded on this literary idea. The next step
is to exploit big business stories on the screen. All the film
corporations will be doing this after a little while. The
press agent that will grab this opportunity will find himself
in the full swing of a great world movement. He will not
be begging for space, because orders for good screen stuff
will come to him faster than he can fill them.

The fifth real news opportunity of industrial press repre-
sentatives is afforded by the work of the feature syndicates.
This is a virgin field whereof a tiny portion of the soil has
just been broken, but it will expand enormously. The feature
syndicates, like some of the far sighted magazine and news-
paper publishers, perceive the handwriting on the wall. They
are beginning to realize that whereas their syndicate stories
can only circulate to three or four million readers per week
at the utmost, the screen stories of the same material can
be made to circulate before 20,000,000 spectators per week.
The pioneers are busy now. They are filming and writing
their stories simultaneously so as to get the newspaper and
the screen circulation at the same time. One concern I know
of is duplicating in several thousand motion picture theatres
the stuff that appears in its clientele of five hundred news-
papers.

EVERY good press agent has or should have a whole-
some respect for the feature syndicates. Their func-
tion is to prepare and send out the long distance news. I
mean the news that does not depend on the day or moment
for its value, but is just as interesting months after. The
syndicates comb the world's journalistic literature for fruitful
suggestions. They take the kernel of a big story out of an
insignificant paragraph, perceive its potentialities and play it
up until that story is worth a column or a page of a news-
paper and anywhere from 100 to 1,000 feet of film.

One of these syndicates is working with the Educational
Films Corporation. The scheme is for a series of motion pic-
ture interviews with celebrities, running parallel with the word
interviews to be published in the word newspapers at the
same time. Not flash but contents is the objective of this
particular syndicate. They are aiming to give to the spectators
of the United States the messages of the world's greatest
men and women in pictorial form. It will be like the Sunday
newspaper interviews in some respects but it will also have
the charm, of the late Elbert Hubbard's "Little Journeys to
the Homes of Great Authors," with the added strength that
pictorial presentation will impart. Obviously, the co-opera-
tion of the publicity representative of a world-famous scien-
tist or discoverer or technical wizard or master engineer will
be most welcome. The screen interview will be valuable to
the subject of it as well as informing to the public.

Lastly, the distribution of industrials has been a much
vexed problem, but the working in collaboration with the
editorial departments oi screen publications will help solve
it. News is always worth distributing, else it would not be news.
After the war, the news of business will be the biggest news
of all.

19

n

20

REEL and SLIDE

With The Movie Mam, Along

Snatches from reels that bring gems on

From a travelog, "In The Blue Ridge
Mountains," to he released this Fall
by Atlas Educational Film
Company.

Inner Harbor, Victoria, B. C, from "Through Canada From Coast to Coast,"

5\v&'

,>*<::^''
,.4-p'-

K<^'

A hidden gem w
Robert Bruce •
Films

REEL and SLIDE

21

p)©kc Ri¥er Aed B

'9

wilderness to school room and church

ater Fa

:; produced by Essanay and released through General Film Exchanges.

^^'

/^

"Surging onward toward the sea." —
Educational Company.

ckies, from a

Iducational

on.

V/%

22

REEL and SLIDE

Films and Slides Make Patriots of Foreigners

By M. R. Gabbert

(Industrial Secretary, South Chicago
Y. M. C. A.)

THE community in which the South
Chicago Department of the Young
Men's Christian Association of Chi-
cago is located makes it almost a necessity
to use motion pictures and stereopticon
slides. South Chicago is a great industrial
communit}-. Its chief products are iron
and steel. Its workers are drawn from
every state in Europe.

Many of them have learned to speak
English, and have taken out their natural-
ization papers, but a very large number
do not speak English at all, and others
speak it only very poorh'. The number
who have not taken out their citizenship
papers may be indicated by stating that
within a year the Department has helped
more than twelve hundred through their
declaration of intention.

Reach Foreign Population

The Young Men's Christian Association
has for a long time been teaching English
to the immigrants. This work has been
done in all the centers of foreign popula-
tion. Through the close relations which
exist between the South Chicago Depart-
ment and the industries in the district, we
are putting a great deal of emphasis on the
need of learning the language.

This is only one phase of the problem
of interpreting America to the immigrant
and the immigrant to America. It is neces-

sary to take measures looking to a more
adequate adjustment of the immigrant and
his family to the conditions which he finds
in his new home. The conditions growing
out of our entrance into the war have
made it necessary to reach these large num-
bers of men who have not been American-
ized by methods more immediate and direct
than those that we had used under less
pressing circumstances.

Outline of the Program

We have had to help them learn the
language of America, to provide some
social and recreational program which the
increased demands on nervous and physical
energy made imperative; and, above all,
to help them develop a feeling of real pa-
triotism for America in times which de-
mand great sacrifices.

In such a program, the motion picture
and stereopticon have an important place.
The story of our national life can be told
much more effectively in that way than
in any other, particularly in cases where
the matter of language has to be consid-
ered. We have been having motion picture
and stereopticon lecture programs on
themes from American History. A series
of programs on the general subject, "The
Traditions of America," was given begin-
ning the first of 1918, in the public park
auditoriums of our district.

The subjects of the series were: The
Settlement of America, Independence, De-
velopment of a National Consciousness,
Material Development of America, World
Recognition, World Leadership, American
Achievements.

Better Films Idea Spreading

DESPITE the war, the Better Films
Movement continues to progress. In
the course of the last two months,
the number of committees interested in the
movement, which have affiliated with the Na-
tional Committee for Better Films, has in-
creased to 121.

Nearly every State in the Union is repre-
sented. One State, Missouri, has 13 affili-
ated committees. California, New York,
Ohio, and South Dakota each have 5 or
more committees, and Massachusetts, Ken-

tucky, Illinois, and Michigan are tied for
fourth place in the list.

Among the organizations which are
represented are women's clubs, mothers'
congresses, parent-teacher association,
principals and teachers of schools, etc.

One of the most interesting of these is the
Cleveland Cinema Club, a large organization
of men and women which is giving a great
deal of attention in the constructive devel-
opment of motion pictures of fine quality.

This club has a marked influence upon
the exhibitions of motion pictures in the
Ohio city.

miiniiiiiniiiiiiniiiiiiiiiiiiiiiniinniiiiiiiiiiinnimiiiiiiiiiiiiiniiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiini^^

SCREEN LECTURES

Something new in slides telling the whole story

FILM LECTURES

Motion pictures which will give 100% advertising

We specialize in producing Scientific, Welfare, Safety and Propaganda films and lantern
slide lecture sets. We will compete in technique with any producer and deliver only the best

/ FILMGRAPHS-Educationals
PRODUCING I PICTUREPOEMS-Vizualized Poetry

Novel and Original) FUNNYGRAPHS-Original Comedies

Subjects J JOKERGRAPHS— Original Comedies

POPULAR SCIENCE SCREENGRAPHS

— Scientific Educationals

FILMGRAPHS, Inc.

Operated by the Lessor, J. Frank Martin, D*J.|. L 1. D

981A Union Arcade, i ItlSDUrgn^ 1 81.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZENJAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS—

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Don't Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
THE ODDITIES OF THE MOST REMOTE BYWAYS

Fun, Too, in

OLD MEXICO TODAY—

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program — if none
available, write us.

lUCKnoNAL Films GDRPORAnoN

.729 T^lAVENUE

V-5*;

NEWWRR,N.Y

24

REEL and SLIDE

Educational and Religious Moving Picture Dept.

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy featu
in harmony with " The Better Films Moi

ires

Move-

ment.

For Schools, Colleges, Churches, Y. M. C. A.s,
Settlements, Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House" for
the best pictures from the best producers for

the Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-
riculum" for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not " how cheap," but " how

good." Pictures and service speak for them-
selves.

Write us about our "co-operative plan" by
which you obtain funds to buy equipment.

We outline special working plans to fit your local
field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index

1 — Army and Navy.

2 — Athletics and Sports.

3 — Botany.

4 — Bray Picto Studies.

5 — Commerce.

6 — Customs and Habits.

7 — Children's Pictures.

8 — Comedy and Magic.

9 — Comedy Drama.
10 — Dramas — 1, 2 and 3 Reels.

Dramas — Features 4 to 8 Reels.
Dramas — From Literature.
11 — Educational.
12 — Educational and Comedy.
13 — Geography.
14 — History.
15 — Industrial Courses.
16 — Lea-Bel Library (Classified).
17 — Pictographs or Topical.
18 — Physical Geography.
19 — Patriotic and War Stories.
20 — Religious and Moral Stories.
21— Reel Life (3 to 5 Ed. Subjects).
22 — Scenics.

23 — Scenic and Comedy.
24— Scientific.

25 — Topical (3 to 6 Subjects).
26 — Tours of the World.
27 — Travelogs —

General — Dr. Dorsey.

S. American — Burton Holmes.

Machine and Supply Department

Tell us your needs. We can supply them.

We recommend the right equipment to fit your work. Can furnish different
kinds at prices ranging from $150.00 to $600.00.

In buying new equiment, we recommend the New Mazda Nitrogegern Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

20 amp., 30 volts, Mazda Equipment

C-90— De Vry Portable

Jobbers in Our Line. Dealers Write for Discounts

A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPANY

(INC.)

CHICAGO, ILL. 610, 612, 614 Schiller Bldg.

X\ 64 West Randolph St.

THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

This department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

The Rainbow Bridge

Educationals Films Corporation announce a new
scenic feature, entitled "The Rainbow Bridge,"
made by E. M. Newman, the globe trotter, in the
wilds of Utah. Rainbow Bridge is the greatest
natural bridge in the world. It is 309 feet high,
277 feet wide and 30 feet thick, we are shown by
the screen. On this reel also is an animated
cartoon of the Katzenjammer Kids that is highly
amusing.

Life of Shakespeare Fihned

Trans-Oceanic Films, Inc., 145 W. 46th St.,
New York, offer an unusual picture for schools
in their "Life of Shakespeare." This picture
covers every phase of the poet's life from the
frolics of his youth, his romances, married life,
in London as a playwright, his royal favors and
his ultimate success and fame. The scenes were
made for the most part at Stratford, on the actual
scenes where Shakespeare spent his life.

Prof. Starr Films

Atlas Educational Film Company is offering the
Japanese pictures filmed by Professor Frederick
Starr of Chicago University under the series title
of "Prof. Stair's Touralogs." These reels are re-
leased in one, two and three reel units on the
Atlas Educational programs. Most of the pictures
were taken in Japan and are counted among the
best Japanese subjects ever made.

Common Table Salt

Filmg:raphs, Inc., of Pittsburgh announces ths
completion of a 500-foot reel showing the origin
and production of common table salt. The pic-
ture was produced by Mr. J. Frank Martin, who
is directing a series of educationals for that com-
pany. Some interesting and amusing experiments
are included in this reel.

Beseler Patriotic Features

Under the program title, "The Development of
the U. S. A.," the Beseler Educational Film
Company of New York is releasing patriotic
programs in which lantern slides are combined
with moving pictures, covering the same general
subjects. These features are of special interest to
schools and colleges at this time, when America
is facing a great national crisis. For the benefit
of readers we list a few selected programs:

History and Scenery: Fifty colored slides, two
reels motion pictures and manuscript. Motion
pictures illustrating: The Arrival of Columbus —
Landing of the Pilgrims — Purchase of Manhattan
Island — The Revolution — Lincoln and the Civil
War — Philippine Islartds — Niagara Falls — Yellow-
stone Park and Glacier National Park.

Settlement of the Colonies: One hundred col-
ored slides and manuscript. Suitable films: Com-
ing of Columbus — The Wives of Jamestown —
Landing of the Pilgrims — Indians and Settlers —
Daniel Boone — Conspiracy of Pontiac.

The American Revolution: One hundred col-
ored slides, one reel motion pictures and manu-
script. Motion pictures depicting the Midnight
Ride of Paul Revere.

The House Fly

Tiventy thousand people recently watched an open aw educational moving picture program
ill Washington, given under the auspices of the Bureau of Commercial Economics

This reel contains the complete life history of
the house fly (musca domestica). Starting with a
picture of the egg emerging from the ovipositer
of the live fly, it shows the eggs in typical groups,
larva in all their ■ stages, pupae; a picture of the
newly emerged fly expanding the sac with which
he forces out the end of the pupal case, the un-
folded wings and finally the fully developed fly.
Then follows a series of pictures of portions of
the fly highly magnified. Each scene is fully de-
scribed in the leaders and sub-titles which precede
it. These sub-titles, while absolutely correct sci-
entifically, are nevertheless written in simple
language easily understood by all. The last part
of the reel deals with the manner in which the
germs of disease are carried by the fly. It is
handled microscopically throughout. The ultra
microscope is brought into play, showing thou-
sands of live bacteria, which were clinging to
the fly's foot. This picture is the result of more
than three months of the most painstaking ob-
servation and photography of the house fly, the
cultures of ^ which were propagated in cages es-
pecially designed for the purpose. In many in-
stances it was necessary to construct special ap-
paratus^ to overcome the almost insurmountable
difficulties of photographing these insects micro-
scopically, and at the same time alive, on the mo-
tion picture film.

This film is being handled by Katherine F. Car-
ter, 220 West 42nd St., New York City.

Camping in the Rockies

Essanay has produced for the Canadian Pacific
Railway an unusual scenic subject, entitled
"Camping C)ut in the Canadian Rockies." The
picture opens with early morning in the Yoho
Valley, shows glaciers in the clouds, views of Van
Horn Range and a view of Emerald Lake.

Death of Coligny

The demand for historical reels has increased
greatly within the last few months. Perhaps no
finer collection of films dealing with the great
incidents of history are to be found than those
listed in the George Kleine catalog of educa-
tional films. Among these subjects are the fol-
lowing: Death of Admiral Coligny; The Sack-
ing of Rome; Josephine; Richard, the Lion
Hearted; Jepthah's Daughter, etc.

Atlas Comedy Program

The Atlas Educational Film Company is re-
leasing numerous comedies for summer showing
in schools, colleges and churches. These comedy
reels are selected for their appeal to the young
and are approved for juvenile entertainment.
Among others, the following comedy reels are
offered by Atlas:

Magical Acrobats. Magician with Sculpture
Work. Highly amusing and clever tricks of a
troupe of acrobats and an accomplished sculptor.
Colored; Bobby arid the Satyr. The boy plays
a trick on the satyr who turns the tables on him.
A good children's comedy; The Other Side of the
Fence. Charlie Foy peeps through many fences
and sees as many funny sights. A clean comedy
that will please children; Getting Square with
the Inventor. A watchmaker's humorous e.xperi-
ences and the revenge exacted by his victims;
The Sherlock Holmes Girl. The amusing adven-
ture of Sally, the detective; He Would Fix
Things. Showing the amusing experiences of a
would-be Jack-of-all-trades; Mr. Toot's Tooth.
Showing the extremities of a patient in a den
tist's hands; Greedy George. A clever illustra-
tion of what happens to greedy boys. A good
children's comedy.

What is the best material for a portable screen.
I am using a De Vry machine. J. G. F.

Answer: A piece of white Bristol board will
do. It can be tacked on to the wall and roUecl
up when not in use. It is cheaper to buy a half
dozen or a dozen sheets at a time as it soon
soils and cracks after which it is of little use for
projection purposes.

25

"Mad King," a Film Star

A BAVARIAN company has produced
a picture of the educational type,
the "star" of which is the Mad
King- Ludwig. There are scenes from his
life and in it he appears in person.

The ^ story was filmed with such au-
thenticity and minute thoroughness that
the Bavarian Government refused to allow
its exhibition. Their hopes having been
dashed to the ground,, the producers man-
aged to smuggle the film on board a ship
bound for New York.

However, this remarkable picture did not
arrive at its destination owing to the alert-
ness of the British naval authorities, and
recently it was released by the Admiralty
for exhibition throughout Great Britain.

Physics Reels

{Continued from page 13)

charged negatively from the resin and is
repelled.

8 — The bodies only become electrified at
the spot excited by rubbing. The stick
of resin rubbed in the middle attracts the
ball of pith only at that spot.

9 — The extremities of a cylinder are
more susceptible to electricity than the cen-
ter. This is proved by a wider diversion
of the ball of pith placed at the extremities.

10 — Volta's Electrophorus. Volta, an
Italian scientist, discovered that electricity
could be made evident by striking a disc
of resin with a cat's skin.

11 — Static Chimes. This apparatus is
based on the principle that bodies similarly
charged repel each other.

.1

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, 418 S. Market St., Chicago. If an an-
swer by mail is desired, enclose stamped envelope.

All About the Projectors

(Many requests reach this office for informa-
tion concerning the various types of moving pic-
ture projectors. Reel and Slide will print in
this department a complete description of each
machine now on the market for the benefit of its
readers. Next month the Uniscope projector will
be described. — Editor.)

The DeVry Portable Projector is contained, in
a strong, but very light, pressed steel suitcase,
seventeen inches square by seven inches deep,
covered with imitation leather and lined with
asbestos. The compartment containing the motor,
the electric wiring and the incandescent source
of illumination, is divided from the compartment
containing the mechanism and film by an asbestos-
lined metal division. The source of illumination
is a 400-watt Tungsten filament lamp, working
through an especially designed optical system con-
sisting of a spherical mirror reflection, placed be-
hind the lamp. The incandescent lamp is what is
known as the standard G-30-400-watt bulb. It is
about four inches in diameter and its front edge

sets almost in contact with a miniature piano con-
vex condenser two inches in diameter. The front
side of this condenser sets lyi inches from the
film. The objective lens is a special type made
for the DeVry Corporation. This lens consists
of three units — two positives and one negative,
all cemented together. This lens gives a sharp
definition and a comparatively large opening, thus
making available a maximum percentage of the
light delivered through the film by the condenser.
In other words, this type of projection lens re-
tains sharpness of definition and at the same time
minimizes the loss of light due to the spread of
the ray beyond the aperture. The lamp itself is
contained in a seperate, fireproof metal compart-
ment, which has ventilation direct to the outside
air. At the bottom of the lamp compartment is
the electric motor, which is of the universal type,
hence can be used on either alternating or direct
current. Behind the motor, not shown in the il-
lustration, is an opening in the case. On the
further end of the motor shaft is a small fan
which runs 5,700 revolutions per minute, pump-
ing air up through the lamp compartment, thus
dissipating the heat generated by the Tungsten
filament illuminant. The motor is belted to the
mechanism in the usual way, and has speed regu-
lation sufficient to take care of all reasonable re-
quirements, the regulation being accomplished by
means of a field rheostat controlled by a knob on
the top of the case.

What corresponds to the upper reel and the
take-up reel in a standard projector are on one

spindle, the outer reel, which is visible in the
illustration, being the one corresponding to the
upper reel in a standard projector. There is a
simple arrangement by means of which take-up
tension may be adjusted to any required value.
The path of the film through the machine may
be traced in the illustration.

The l.irge knob on top of the case to the right
of the handle is the framing device. The knob
on the right-hand side near the top is the focusing
screw.

The electrical connection is made by means of
a motor attachment plug on the back of the case,
the same being flush with the side of the case.
The mechanism is small, compact, sturdily built
and very ingeniously arranged. The frame is of
pressed steel, all one piece, including the lens
holder. What corresponds to the upper and lower
sprockets in the standard projector are provided
with double idlers, which gives a maximum grip
of the film by the sprocket. The tension is simi-
lar to that used in standard projectors, being
pivoted, so that the tension on either side is al-
ways the same. The aperture plate tracks may
be easily replaced when worn.

We have witnessed the projection of a
very excellent picture by the DeVry
inachine under adverse conditions of
light. Also saw the machine started
running with the lamp burning, the
case lifted up, turned down, sidewise
and in every conceivable position, the
machine still grinding away projecting
a picture alternately on walls, ceiling
and floor.

It is not a theater machine, nor are
the makers seeking to sell it for use in
theaters. It is for the use of travel-
ing salesmen, for use in factories,
homes, churches, class-rooms and work
of that kind. It uses a three-wing
shutter. Under ordinary lighting con-
ditions, and with a proper screen, the
DeVry will deliver a very acceptable
picture up to eight feet wide. This
size may be expanded under some con-
ditions to as large as ten feet, with
good results. The company prides it-
self on the simplicity of the mechanism,
which contains but four gears, all told,
and the fact that it is as nearly fool-
proof as any mechanism can be made.

What kind of equipment is necessary
for school work? J. B. M.

Answer: That depends upon its use.
For a large assembly room a profes-
sional machine should be used, such as
the Simplex, Powers or Motiograph.
If you wish to use slides and moving

- pictures the semi-professional machine,
weighing about 100 pounds, which is

- equipped for both, should be purchased.
For average class-room work a portable
machine is best and most convenient.
These weigh about 25 pounds and can

work a portable machine is best and most con-
venient. These weigh about 25 pounds and can
be attached to any lamp socket.

Do we need a booth? Harris.

Answer: When using less than a 5-ampere
Mazda light a booth is not necessary. Celluloid
film will not burn with that low amperage, hence
machine can be stopped at any point and a talk
given on the picture. When more than S-ampere
current is used, a booth is required. In this case
always meet underwriter's requirement. Get a
copy of the "New Electrical Code" from the city
electrical inspector or write to your secretary of
state. This code gives full requirements.

* * *

Can anyone operate a machine? P. J. M.

Answer: Any 15-year-old boy can soon learn
to operate a machine with safety. In some cities
the operator must be at least 18 years old and se-
cure a license by taking the necessary examination.

How long does it take to run a picture? B. L. J.
Answer: A full reel is 1,000 feet. Pictures are
taken to run at the rate of two minutes per 100
feet, or 20 minutes per reel. Theaters usually
run in 15 minutes. For class-room and educa-
tional purposes, 25 minutes should be taken.

* « #

Can you run slides and films on the same ma-
chine? B.

Answer: Most professional and semi-portables
use both. Portable machines are not made for
slides, as the films can be stopped at any point
and a still picture shown.

26

Capital Merchandise Go.
Enlarges Organization

THE Capital Merchandise Company,
formerly at 525 South Dearborn
Street, Chicago, and one of the best
known exchanges and supply houses in the
city, has moved into new quarters at? 538
South Dearborn Street.

The general expansion of the business
is given as the reason and the need for a
greater amount of space. The Capital
Company has acquired a large supply of
educational pictures of the highest grade
and has arranged for many additional sub-
jects of a wide variety.

The Educational Department will serve
schools and churches in making up their
programs and in the selection of projectors
and equipment. The educational reels now
available through this company, include pic-
tures on travel, scenics, industrial subjects,
agriculture, history, classic drama, geogra-
phy and many technical films which are
b'.'ing enthusiastically accepted by educat-
ors.

Mr. Pearlman of the Capital Company
says the move is necessary because of the
increasing demand upon his organization.

"We feel that our experience in the
theater field qualifies us to serve the educa-
tional institutions effectively," said Mr.
Pearlman, and we have already acquired by
outright purchase, a considerable library of
educational pictures. We are adding to
this list daily. Each picture has been se-
lected for its true value. We believe it is
the exchange's duty to protect the institu-
tion from poor quality of reels. There-
fore, we accept nothing that is not right up
to the mark.

"For some time, we have seen the need
of an educational department. The sale of
projectors in this field is an indication that
a proper amount of attention given to the
peculiar needs of the schools, will well
repay itself.

"It is our desire to establish a reputation
in this new field and our new and enlarged
quarters will assure that."

Ward Modern Bakeries

Filmed as Educational

Feature

A THREE reel industrial picture, de-
picting the making of bread, from
the growing of the wheat in North
Dakota to the consumption of the finished
product in New York, has been filmed by
the Ward Baking Company of that city.

This picture, besides being an advertise-
ment for the Ward products, furnishes a
picture of considerable educational value.

The modern bread-making machinery in
action, sanitary conditions which charac-
terize the modern bakery and the conserva-
tion of wheat flour by eliminating all waste
is portrayed.

The reels have been shown widely in
the East in theaters and educational in-
stitutions.

REEL and SLIDE

27

What causes the streakiness in certain films
that we rent? L.

Answer: We presume you refer to what is
called "rain." This is usually the result of con-
stant use. When a film becomes old, it becomes
"rainy," from wear.

* * *

What is the Bureau of Commercial Economics?
Bergson.

Answer: The Bureau of Commercial Eco-
nomics, Washington, D. C, loans industrial films
to responsible institutions. Its mission is to
diffuse knowledge concerning America and its in-
dustries throughout the world.

* * ♦

Do educational exchanges supply posters with
their reels? Lillik.

Answer: Not often. It is assumed that the
school or church is not desirous of advertising
moving pictures they exhibit as a general thing.
If you ask for them, sometimes they can be sup-
plied. This depends on the picture.

* * *

Is it possible to rent a projector for an even-
ing entertainment? B. K.

Answer: Possible, but not practical. Some
familiarity with the operation of the machine is
necessary. Few concerns are willing to rent ma-
chines, but many local dealers will furnish an
operator with a projector on reasonable terms.

* * *

Is the Bible Film Company releasing produc-
tions at the preesnt time? N.

Answer: We presume you refer to the com-
pany in operation at Las Vegas, N. M. We have
no recent report from this company, though un-
derstand they are arranging productions on Bible

subjects.

* * *

What projector is the best for school use? G.

Answer: Any of the machines advertised in
Reel and Slide will do. We suggest you send
for descriptive matter and then make your selec-
tion.

* ♦ *

Can our institution secure the Pictograph and
Burton Holmes reels? J. P.

Answer: We understand the Paramount Com-
pany is now willing to rent to responsible institu-
tions the back issues of these releases. Get in
touch with the Paramount Exchange at Omaha.

* * *

What is the best material for a portable
screen. I am using a De Vry machine. J. G. F.

Answer: A piece of white Bristol board will
do. It can be tacked on to the wall and rolled
up when not in use. It is cheaper to buy_ a half
dozen or a dozen sheets at a time, as it soon
soils and cracks, after which it is of little use
for projection purposes.

What is the life of a reel of film? E. G. H.

Answer: That depends upon how it is used.
Dramatic productions wear out in five or seven
months. Educational reels, handled more care-
fully, will last much longer. Films can be kept in
repair the same as anything else. They should be
cleaned and mended at intervals. Several con-
cerns make a business of this. The Smalley &
Klein Company of Chicago are reliable film reno-
vators. See their announcement elsewhere in this
issue.

Will so-called non-inflammable film burn? M.

Answer: Non-inflammable film will burn, but it
will not ignite other materials. There is no puff
or flame; it will burn slowly and without ex-
plosion.

* * *

Where can tickets be secured? Lehr.
Answer: Any educational exchange will send a
roll of tickets with your reels if you order them.

* * «

Is there a market for sub-titles? B. J.

Answer: Most film companies print or letter
their titles on black cards, using white ink or
paint. Decorations are done by an artist with
wash. ^ Unless you have an unusual idea or one
that will save production cost, you will find little
demand for this kind of work. It has been greatly
standardized by the producers.

Are films in natural colors being produced now?
Peavear.

Answer: To some extent. Reel and Slide will
shortly print an article on this subject. Watch
for it.

* * *

Is it necessary that films be shipped in a metal
box ? D. F.

Answer: Yes. You are liable to get in trou-
ble if you ship films without taking such precau-
tions.

» * *

I recently heard of an article printed in one of
the magazines on the use of films in teaching
cattle raising. What magazine was it? H. G.

Answer: The Country Gentleman printed such
an article in the month of April. Write them for
copies of it. Address, Curtis Pub. Co., Philadel-
phia, Pa.

Is there any objection to a church charging ad-
mission to a stereopticon entertainment? J. K.

Answer: We presume you mean objection on
the part of the city authorities. No.

Moving Pictures 40 Years of Age

By W. K. Hollander

(In The Chicago Daily News.)

THIS year the picture industry cele-
brates its fortieth anniversary. It
was on May 18, 1878, when Edward
Muybridge, a photographer of note, set up
his twenty-four plate cameras in a row to
register alternately a speeding horse in
action.

It is merely a coincidence that the ex-
periment occurred in California, destined
to supply the world with approximately 90
per cent of the film dramas. Muybridge
was called in to satisfy a controversy re-
garding the anatomical position of a horse
in motion.

The setting for the first moving picture
was unique. Attached to the shutters of
the firmly planted cameras were silk
threads, extended about five feet high
across to a given point. At a signal the
horse was started through this improvised
studio at top speed, urged on by the horse-
men and Director.

The silk threads snapped in succession at

the impact of the moving animal's body
and simultaneously worked the cameras'
shutters. Thus came to life the first mov-
ing picture.

Muybridge also was the first man to ex-
hibit moving pictures. In 1880 he started
on a lecture tour with the result of his
efforts, visiting many important cities.

During the Chicago exposition of 1893
he set forth the advantages of cinematog-
raphy in a specially constructed building,
showing birds flying, wrestling exhibitions
and other objects in action. Meanwhile his
crude arrangement for picture making had
been superseded by sensitized film in one
camera, a decided improvement made by a
Frenchman, M. Marey, and Edison, East-
man and Lumiere had been furthering its
progress.

The picture industry is hardly an infant.
For a score of years or more the business
was practically in a dormant state, but
when it gained impetus the public went to
it with such a frenzy that the picture heads
had to devote more time to supplying the
market than to improvements.

Burton Holmes' Travelettes
Ready on Film-Slides

By Jonas Howard

SLIDE users are offered a unique in-
novation in the new Touriscope Stere-
opticon which is designed to bring the
famous Burton Holmes Travelogs into the
American home, into the American church,
school house and community center.

The special width films for the Touri-
scope come in reels averaging 100 feet. At
present, the 75 most popular Burton Holmes
lectures have been "boiled down" to remain
within the compass of about 250 ordinary
lantern slides. Arrangements have been
made, not only to increase the number of
Burton Holmes subjects, including his
latest efforts, but a considerable library
is being planned to make the service com-
plete for users of the Touriscope machine.

These abridged lectures are called Bur-
ton Holmes' Travelettes.

The Touriscope is a lantern, wherein
the gas-filled Mazda lamp and the non-
mflammable film-slides are featured.

In order to provide a stereopticon that
could be successfully operated, without the
help of an expert or electrician, it was
necessary to develop a mechanical con-
struction different in many ways from any
stereopticon now in use. The possibility
of slides coming on the screen upside down
or out of order just when some beautiful
sentiment was being expressed is familiar
to all. In the Touriscope this cannot hap-
pen. _ The strip of non-inflammable film
contains all the slides which must follow
in proper sequence, right side up and al-
ways at the instant wanted. The adjust-
ments are simple and outside the lamp
house.

"The Touriscope is intended to cover
every field of projection requirements, in
the school, church, Sunday school, club,
lodge, college and university," according to
an officer of the company.

"It has always been necessary to have
two lanterns to produce dissolving effects.
The dissolving feature of the Touriscope
makes it possible for the first time to avoid
eve strain and the disagreeable effect pro-
duced by the sliding motion of the slide on
the screen. For lecture work, sermons,
lodge and school work, the dissolving of
the Touriscope is ample and sufficient, do-
ing away with the necessity of two lan-
terns.

Beauty Disclosed By Camera

THE feature of a new Bray Pictograph
are pictures made with a slow
camera for the analysis of motion,
a feat thus far performed only by Pathe.
The subjects are three men gymnasts, who
accomplish somersaults and "flip-flaps" in-
normal and sub-normal time with exceed-
ing grace. This type of picture, because
of its unique character and beauty, is al-
ways received with interest.

The work being done by the Metropoli-
tan Life Insurance Company for the health
and happiness of its employes is amply il-
lustrated with scenes taken in the office
building that is one of New York's most
conspicuous land-marks.

Goodrich Dirt, in the "borrowed" garb
of a policeman, gets into a mixup with a
baby whom he deserts, after embarrassing-
experiences, for the baby's attendant. But
Spot comes to the rescue.

28 REELandSLIDE

Graphic Films

100??i Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

950-54 Edgecomb Place
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

M A G A Z: I N E

iiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^

INDUSTRIAL FILM SECTION

SEMI-OFFICIAL ORGAN. SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD

Ho^v Can I Get My Product in the Movies

merchant
enterprise

(Copyright 1918.)
J HERE are two aspects of any
commercial enterprise which
bear importantly on any form
of advertising whatsoever, but
especially do these two aspects
concern the manufacturer or
who contemplates filming his
for pictorial presentation to
mixed audiences.

It is mixed audiences we are concerned
with in these articles, since the experience
of national advertisers of widely used
articles lies in that direction. The use of
films for special audiences and for limited
and special exhibition, such as vocational
training will be treated subsequently.

These two broad aspects are, one, as the
advertiser sees his business ; two, as the
public or his prospective customers see
it. Hence, there is the absolute necessity
at the beginning to discard your own view-
point arid determine what will be of in-
terest to the outsider.

It has been quite common in examining
the "cold corpses" of certain screen cam-
paigns to discover the absolute unwilling-
ness of the advertiser to discard his own
pets and hobbies, his personal interests and
beliefs in order to substitute material that
will appeal to the people his film is designed
to reach.

Importance of the Survey

Time was when the camera man was sent
out with orders to film 1,200 feet of scenes
in a certain factory, shop or property,
grinding away upon anything that attracted
his attention and stopping when his set
length had been attained. To the studio
this old fashioned camera man usually
brought 1,200 feet of miscellaneous, con-
glomerate footage which was boiled down
and interspersed with meaningless title?,
the whole making a 20-minute exhibition
that, to say the 'least, was disjointed, con-
fusing and nearly always unconvincing.

In nearly every case the camera man
was imbued with the customer's viewpoint
and half of his footage was consumed in
picturing those scenes which glorified the
success and flattered the vanity of the "old
man," but which today would only serve
to empty the house for the theater man.

Graduallv, this slipshod system has fallen
Into the discard. Certain producers with
vision have succeeded largely in cutting out
the pet ideas of the man whose money they
are spending, and going ahead along lines
that will produce results. There are still a
few of the old time "footage kings," but
they are now in the minority. Advertis-
ing men who have added films to their

No. 1 — Surveying Your Business
From a Pictorial Standpoint —
Preliminary Data — Sources
— Preparation and Ar-
rangement of Plan

(This article, and those to follow, are the result
of considerable investigation. They represent, not
the views or experience of one man. Rather, they
are based on the experience of many advertising
men who have actually used films in advertising.
An effort is made to generalize so that the infor-
rnation may be of service to advertisers in all
lines of business.)

By Lyne S. Metcalfe

uiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiii^iiiiniiiminniiiniiiiiiiiiiiiniiiiiiiiiiniiiiiiHiiiira

plans all realize the absolute necessity for
eliminating from their pictures historical
records of the property, scenes of the old
man on the job, and all four sheet sign
boards extolHng the merits of the product.

But to discover just what may be in-
cluded in a motion picture of your proposi-
tion, it is absolutely essential that you make,
or have made, a complete survey. This
survey should be made far in advance of
the camera work — far in advance of even
the preparation of the working sales-
scenario.

In fact, the survey represents your
ability to forget your own aspect of your
property and to take the viewpoint of the
man whose attention you want to hold for
an hour or two in hundreds, perhaps thous-
ands, of exhibition rooms in all parts of the
United States.

People pay money to see movies. If you
can offer them an interesting picture — an
instructive picture, they will not object
when you mention the fact in the main
title or, on all your titles, that the picture
was filmed in your factory or on your prop-
erty _ and this should be remembered in
making the survey.

Preliminary Work

When it has been decided to perpetuate
and distribute the merits of your product
or the merits of your plant to the public
via the screen, immediately begin a survey.
Your producer, if he knows his business,
will likely do this of his own accord, though
very often he meets with a rebuflf when he
suggests it. The survey should answer
the following questions :

a. What is the historical importance of
your line of work, as a whole, and not
merely in relationship to your own plan*-?
What are the unusual and most interest-
ing phases of its development, if any?

29

b. What are your visitors most inter-
ested in seeing when they come to see vour
property?

c. What general educational values can
you discover in your industry which could
furnish the school teacher an opportunity
to explain?

d. What are the striking features of
your operations?

e. What interesting innovations are
there that could be shown in pictures with-
out the necessity for lengthy titles?

f. What "human interest" phases are
there that would have the appeal of a
newspaper story?

The data in question a, would naturally
corne from your own knowledge of your
business, and from a careful reading up
in the reference room of a library.

The answer to question b, would result
from a discussion with the individual
whose business it is to show your place to
visitors. (Ten to one he could tell you
some interesting facts in this connection!)

A _ discussion with your high school
principal would furnish material for the
answer to question c.

And so on.

Advertising Comes Later

Up to this point, leave out all thought
of advertising your product. That job
should be left to the man who constructs
your sales-scenario which, in turn, is
written on the basis of the survey.

It is difficult, at times, for the advertis-
ing man to disregard his habit of thinking
in terms of words and phrases in order to
express what he wants to say in the form
of pictures. Many arguments which would
be good selling talk in a booklet or cir-
cular, should not and cannot be adapted
to the niotion picture screen. On the other
hand, pictures will offer arguments more
convincingly in many other cases than any
printed word could do, and this discrimina-
■tion must begin with the preparation of
the survey. In preparing it, attention must
constantly be given to pictorial value, since
in the sales, scenario you will have mighty
little space for words and what space you
have cannot be consumed in "selling talk"
unless you are readv to have your picture
fall flat before the audience and antagonize
the exhibitor.

Ford recently produced an interesting
industrial entitled, "How a Newspaper is
Made." The finished product was shown
pouring out of the big printing presses.
To state in cold type that the capacity of
these presses is one hundred thousand or
two hundred thousand copies an hour does
not give the audience as good an idea of

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 pic-
ture 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 Chap-
lin in the role of a furniture mover. This
was incorporated in their reel on furni-
ture.

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 pro-
hibitive 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 attention-
getter.

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 dis-
covered 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 audi-
ence attention and audience interest.

Western Co. Films Kitchen Devices

THE Western Electric Company, whose
screen campaign handled by the In-
dustrial Department of the Universal
Film Mfg. Co., has attracted wide atten-
tion, offer a one-reel subject entitled, "The
Education Of Mrs. Drudge." This pic-
tureis 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 mis-
understandings 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 in-
tense suffering arnong the people who.'-e

homes were in the path of the Hun. As
a measure of relief, the American Com-
mission undertook to provide these people
with knitted garments.

The various steps in the process of ob-
taining the wool for this work is shown
in the picture made by the Universal In-
dustrial 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 dis-
tribution 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 Bern-
hart, 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 adver-
tising 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.

REEL and SLIDE

31

Firestone Film Teaches Safety First

H. S. Firestone and scenes from "Careless America," the most comprehensive propaganda screen campaign ever produced and dis-
tributed in the United States — It will appear in 14,000 theaters in the course of the year. Careless America was
produced and distributed by the Industrial department of the Universal Film Manufacturing Co.

By E. J. Clary

[HE carelessness of automobile
drivers coupled with the un-
mindful spirit of pedestrians
is responsible for an ever-
increasing number of deaths
and serious accidents. Last
year in the state of New York alone, 25,000
people were hurt in automobile accidents.
Investigation showed that the greater part
of them could have easily been prevented
had the drivers and pedestrians involved
observed the traffic laws and the rules of
the road.

As many people are killed and maimed
each year in America, through recklessness,
as any one of the Allies lose in the same
period in their struggle for liberty.

Would Drive Lesson Home

It is high time that this killing and maim-
ing was stopped. But how? Figures and
words do not impress the average Amer-
ican with the enormous loss that our coun-
try is sustaining through our arch enemy

carelessness. Many attempts have been
made to eliminate accidents by means of
the law. The press of the country, in glar-
ing headlines, has endeavored to bring the
people to realize the terrible toll that care-
lessness takes from us daily. Leading citi-
zens have made addresses on the subject
and preachers have earnestly begged their
congregations to heed the warning of
those who have watched the growing figures
of those killed and hurt, but the results

1,500,000 NEW YORKERS SEE
"CARELESS AMERICA"

ONE hundred prints of "Care-
less America" have been re-
leased and it will take more
than a year to cover the United
States. The film has just finished
its run in New York, where 493
theaters have exhibited it before
audiences aggregating 1,500,000
people. In the course of the year
"Careless America" will be shown
in 14,000 theaters in all parts of
the country.

obtained are negligible. The killing still
goes on.

It was plain to all those interested that
the problem must be presented to the pub-
lic by means more graphic, more striking,
and in a manner which would drive the
lesson home and impress it firmly on the
minds of the people for all time.

Through his close connection with the
automobile industry, President H. S. Fire-
stone of the Firestone Tire & Rubber Com-
pany had the facts and figures regarding
the terrible loss America sustains through
the carelessness of motorists and pedes-
trians placed before him. And so, while
others were working to conserve wheat,
meat, and daylight he turned his energies
to the conservation of America's most

valuable asset during the war — human life.

Knowing that the subject had been
brought before the public by the news-
papers and by word of mouth, and that
these methods had not prevailed, he de-
cided to present it in a manner which
would drive home the lesson through the
most sensitive organ of human reception
— the eye.

He engaged men experienced in the pro-
duction of moving pictures and told them
what its object was and his plan for achiev-
ing it. These experts heartily approved
Mr. Firestone's public spirited move and
worked enthusiastically for many months
to produce what is probably the most un-
usual safety first warning that has ever
been produced — "Careless America."

The film received immediate recognition.
During the period that it was in the course
of completion the manufacturers had been
in communication with secretaries of state
and city officials throughout the country
and had told them of the film and its
object. It was immediately seized upon by
thousands of state and city officials who
saw in it the answer to the biggest ques-
tion that confronted them, the safety of
their citizens.

Picture One of Many Thrills

"Careless America" abounds with thrills.
Its opening scene, a stirring picture charac-
terization of carelessness, is followed
through the swiftly moving scenes by acci-
dent after accident, which drive home to
those who see it the fact that carelessness
(Continued on page 32.)

32

REEL and SLIDE

The Bludgeon vs. the Indirect Screen Appeal

By Harry Levey

{Manager, Industrial Department, Universal
Fihn Manufacturing Company.)

AMONG American sellers of merchan-
dise it is the rule that the louder and
more insistently their goods are
cried by name from the housetops, the bet-
ter satisfied they are. By this I rnean that
they are all for the direct punch in adver-
tising. They believe in filhng the eye and
the mind with nothing but their label and
trade-mark — in taking an intellectual blud-
geon to every prospective customer.

This is one kind of seUing and sometimes
it is undoubtedly the best — but not always.
Less direct methods have an extraordinary
value. Humanity has an inherent tendency
to resent the thing that is pushed at it
or forced upon it. A mere suggestion
will often sink deeper into the human
consciousness than any amount of plead-
ing or hammering.

The Story of Three Firms

The value of indirection in advertising
has been proven over and over again, yet
many advertisers are slow to learn the_ les-
son. Quite recently three big firms in_ a
well known field undertook rival advertis-
ing campaigns. Two of the firms harped on
the trademark — "always ask for the Blank
brand," "Be sure it's an anysort," and so
forth.

The -third firm realized that the three
were in a comparatively unworked field. It
set out to sell, not their goods first, but
the idea — to promote the use of the article
common to all three firms — and their brand
name was made secondary. The third firm
got double the business of the other two
together.

Firestone Film

(Continued from page 31.)

is akin to death and that they must do
ever\i;hing in their power to wipe out un-
necessary accidents.

While the picture was produced with
special attention to its educational quality,
plenty of thrills have been supplied. "Care-
less America" will hold any audience dur-
ing its 16 minutes of screen time. These
thrills, together with its educational value,
make it a highly interesting feature.

"Careless America" showed in New York
in 493 theaters to audiences that totaled
1,500,000 people. The newspapers consid-
ered it important enough to give it front
page stories.

"Careless America" will be shown in 14,000
theaters in 7,000 towns throughout the
country and public officers everywhere are
co-operating and will co-operate to make
it the most far-reaching moving picture
campaign of its kind ever attempted — a
striking success.

This well planned campaign, which
strikes a direct blow at the curse of care-
lessness, has produced remarkable results,
which show in the greatly reduced num-
ber of accidents in the cities which it has
been shown.

"Careless America," was produced and
distributed by the Industrial Department
of the Universal Film Mfg. Co. The cam-
paign includes thousands of lantern slide
announcements, posters and lobby displays,
which have been used regularly by the
theaters showing the film.

The value of indirection is especially
great in motion pictures— probably because
motion pictures are so direct anyway that
the bludgeon method merely arouses an
unfavorable reaction. But if you arouse a
strain of constructive thought along a pre-
determined line, until the spectator is men-
tally asking the question: "Yes, but how
can I get such an article?" then your
answer comes with the force of an original
discovery and will not be forgotten.

If, for example, you plant in a woman's
mind the idea that an electric iron would
be a help in her housework and by a simple
and realistic human narrative increase this
idea until she feels she cannot be happy
another day without an electric flatiron,
the merest suggestion of the best brand is
sufficient.

Fault Is Over Emphasis

She will link it up with her ardent desire
and nothing can move her from her ap-
pointed course.

In the film advertising so far seen the
fault of ever-eraphasis has been the dom-
inant one and it is the one thing that keeps
alive the timidity of the exhibitor and the
general attitude of hostility toward propa-
ganda on the screen.

It is not a matter of hiding your pur-
pose or putting something over. It is
merely a question of telling your story in
an interesting way, realizing that good
goods talk for themselves when you can

see them either in the process of manufac-
ture or in use.

If a manufacturer were taking a cus-
tomer through his factory and the visitor
was showing a lively interest in the pro-
cesses and the result, the manufacturer who
wanted to make a good impression would
not keep repeating at every step : "You see,
they're sanitary 1 You see ! They're sani-
tary here too."

It wouldn't be necessary and it would be
dull.

|llllllllllinilllllllllllC3llllillE]IIIIIIIIIIIIC3llllllllllli2

E Smalley and Klein 5

= Film Cleaning Company E

I Make Old FUms Like New |

E We inspect, preserve and renovate E

^ all kinds of motion picture reels ^

I AT REASONABLE RATES |

= Send us your Films TODAY. Address =

I SMALLEY AND KLEIN i

I FILM CLEANING CO. |

g 112 N. La Salle St. =

i CHICAGO i

E Telephone Franklin 2221 E

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2624 Milwaukee Avenue

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REEL and SLIDE

33

HoA¥ to Reach the "Class" Audience

HEN a manufacturer of a
commodity comes to the point
of putting his product on the
market and calling the atten-
tion of his prospective buyers
to what he has to offer, he

first and all must discover just who his

buyer is, where he is and how the buyer

can most effectively, quickly and cheaply

be reached.
He selects the periodicals and newspapers

which are read most widely

among the classes of readers

he is anxious to reach and he

can easily get an analysis of

the potential "pulling power"

of every dollar he appropriates

for publicity.
The time has come in screen

advertising when the same

principles and standards must

be applied ir} order to make

this form of publicity effective

and in order to get from its

use the ma.ximum amount of

benefit from the expenditure

involved. The two mediums

— periodicals and films — are al-
most identical ; simply change

the word audience for readers.

It is the same crowd, only you

are speaking to them via a

different medium, one that has

many advantages over the

other and vice versa.

Postum Cereal Mills Lay Out
Screen Campaign Same as Mag-
azine Advertising — Correlate
Films With Selling Plans

By Willis H. Post

(Of The Postum Cereal Mills.)

Selecting an Audience

Users of screen space are
learning to select their audi-
ences just as they select their readers. It
is true that such selection in the case of
moving pictures is not quite as easy
as a general thing, but this is com-
ing about gradually. Certain of the
most progressive film companies are able
to analyze the audiences they are able to
reach and to give the advertiser something
more than a promise concerning the num-
ber and class of people who will see his
picture in the course of a given period.
_ The Postum Mills have been using mo-
tion picture films for the past five years,
and in that time much has been learned
concerning distribution before the proper
audiences. Our experience, naturally, con-
cerns the exploitation of food stuffs, and
our campaigns have been conducted along

How the Postum Company secures effective screen advertising
— note the labels on the boxes.

lines best calculated to interest and "sell"
the maximum number of possible users, in
the most impressive manner and with the
minimum waste.
How did we set about to do this?
In the first place, consideration must be
given to the films themselves and what
they are intended to convey — in other
words, production. Production standards
set, in other words policy, the problem
of distribution follows.

In planning our pictures we
made no effort to disguise
them in a plot or "play" be-
cause we believe the public, in
theaters as well as in every-
day life, seeks and appreciates
mformation relative to the
produces imparted in a serious
manner. That is the spirit
which mduces so many to visit
our factories and the same
rule must hold elsewhere.

Although the visitor to the
factory sees the beautiful pic-
tures m the offices in their
natural colors, and is impressed
with the area covered by the
numerous factory buildings,
the observer of the film gets a
more intimate knowledge of
the_ many ingenious machines
which displace so much manual
labor and this is accom-
phshed by the numerous "close-
ups" which emphasize the
salient features in the various
processes.

(Continued on page 40)

IT SHOULD BE

^^omebody's Business

FIFTEEN MINUTES of a
straight industrial motion pic-
ture will tell your sales force and
your customers more of your product
than you could by word of mouth or
letters in fifteen days.

Films Of Business

CORPORATION

BUILDERS OF INDUSTRIAL AND
PROPAGANDA MOTION PICTURES

Candler Bldg.. 220 W. 42nd St.. New York

to keep closely in touch with all the
best new ideas in screen advertising.
Methods of production, and distribu-
tion of commercial films advance and
improve so rapidly that somebody must
make this their ONL Y business.

Wr

MAGAZINE j

Service Department

attends to this business exclusively.
And it is done for the benefit of its
readers.

Whatever you want to
know about screen ad-
vertising, our Service
Department can tell you

That Is Our Business— and No Charge

Write to Us Today

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 wide-
spread interest in our pro-
ducts. 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 Jiap-
pened. The producers as well as our own
offices were beseiged by educational in-
stitutions 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 educa-
tional 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 tomor-
row, 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 turn-
ed out and the unusual service rendered by your or-
ganization has fully convinced us that we are fortu-
nate 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.

REEL and SLIDE

35

The Modern Way of Selling

When the modern salesman starts out on a trip to visit prospects in his
teiritory, he takes the Company's stock in trade with him in the form
of a DeVry Portable Motion Picture Projector equipped with film which
tells the sales story in the most effective way. The DeVry weighs less
than twenty pounds, is easier to carry than the suit case it resembles,
and in this case the salesman may carry anything, from railroad trains
and printing presses in motion to dynamite explosions.

The man who is buying an expensive machine that is designed to last a
lifetime and that seemingly represents an investment disproportionate with
the value received, is probably not inclined to sign the order on the evi-
dence of the salesman's talk alone, even though it be backed up by testi-
monials and drawings. Doubtless he will want to see the machine in
action. How does it work? What can it do?

So the salesman places the DeVry on a table or desk, attaches to a con-
venient electric light socket, touches a button and throws on the wall a
series of "movies" which shows the machine in the course of construc-
tion and in actual use, perhaps, in various parts of the globe. When the
last picture is shown, the buyer feels that he knows more about the
product than the salesman could tell him in half a day's time. And so
he does. That's the modern way of selling. The DeVry has become a
part of the standard equipment of the sales forces of many of our notably
successful business houses.

Let us tell you more about the DeVry, and something of the benefits of its
application to your sales promotion work. Write today for catalogue G.

The DeVry Corporation

113 North Wells St.

Chicago, U. S. A.

"Motion Pictures"

We undertake to produce Motion Pictures
of industrial plants for educational and
advertising purposes. We also make Ani-
mated Cartoon Advertising Films, and little
Playlets for the Retail Merchants.

Excellent Developing and Printing for the
Trade.

Perfect Titles. Efficient Workman.

We can serve you well.

NELSON MOTION PICTURE STUDIOS

63 Esist Elizabeth Street, Detroit, Michigan

Cadillac 6703

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

36

REEL and SLIDE

"The Motion Picture in Advertising"

INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, "THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street NEW YORK

Traveling Expenses
Are High

Sell Your Prospects and Reduce Your Expense

Thru the Use of Properly Designed

and Well Printed

BROADSIDES
CATALOGS
OwkeS^ BOOKLETS

MAILING CARDS
ADVERTISING LETTERS

The BLAKELY PRINTING COMPANY

Producers of GOOD Printing

Telephone Wabash 912

418-430 South Market Street
CHICAGO

ss >i®

?}l

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

37

The Melodrama As a Screen Salesman

'All in the Service"— Three Reel

Production Released by Inger-

soll-Rand Company Exploits

Railway Equipment Before

Selected Audiences

Murphy fniist "fight" on the railroad.

The Army demands the railroad "speed
up."

Murphy insists on using tamping ina-
. chines.

Schmidt, the GermaUj can't see his duty.

By John M. Bright

; OW far may a firm, spending
many thousands of dollars on
an advertising screen produc-
tion, go in enlisting the
"story," the human interest
element — the drama — without
reducing the value of the advertising con-
tained therein?

Every year the biggest and most able
buyers of screen space find their produc-
tions going further and further afield —
away from straight "buy my goods" argu-
ments toward the more gripping, excit-
ing and appealing field of melodrama and
loVe story. To spend two dollars or more
a foot on a drama that is to be presented
to the exhibitor free of charge seems to
many to be edging close to the altruistic.
But it is not. It is good screen advertis-
ing. It is the inevitable solution of the
problem of getting such industrial pictures
shown without which showings they are
just so much junk.

Naked advertising without dramatic or
educational appeal is resented by exhibitor
and public alike. An exhibitor holds his
screen space at so much per hour ; the pub-
lic look for their money's worth when they
pay at the gate.

The IngersoU-Rand Campaign

A three reel production that has set a
new standard in screen publicity has been
inaugurated by the Ingersoll-Rand Com-
panj-iof New York, manufacturers of rail-
way equipment. Their production is called,
"All in the Service."

In it, patriotism, a high moral lesson and
entertainment are cleverly combined. It is
a picture such as any theater owner would
be glad to run and that any audience would
be glad to see. It subtly shows the applica-
tion of modern railway equipment, but only
in the most natural and casual manner.

The biggest outlet for this production,
which is shown "By Courtesy of the
Ingersoll-Rand Company," has been through
the Young Men's Christian Association
through their various Railway Branches
throughout the United States. In this way,
the company has been able to select class
audiences of the best quality without waste
and have appealed to their special custom-
ers cleverly on a subject in which all rail-
road men are interested — construction work.

Recently this film was exhibited before
the purchasing agent of the Imperial Gov-
ernment Railways of Japan, who was the
guest of the Railroad Y. M. C. A. in New
York.

The scenario for "ALL in the Service"
was prepared by an expert scenario writer.
The production was made by the Visual
Education Company of New iYork, of
which W. A. Howell is director, a firm
specializing in propaganda pictures.

The Sales Scenario

Unquestionably, the problem met by th?
Ingersoll-Rand Company faces many other
prospective users of screen space. In this
case the advertised product chanced to be
.modern track work tools, especially pneu-
matic tampers, which are great labor savers.
A study of the skeletonized scenario of
this stirring industrial drama gives an ex-
cellent idea of how the producers met the
problem of holding interest, not only of

railroad men but, if necessary, of the gen-
eral public as well :

Murphy came of fighting stock and he
wanted to go to war. But his trigger fin-
gers were stiff so the Army told him to go
back on his old railway job and 'help win
the war from there.

Even as Murphy seeks his old job, the
power of the Army bends the president of
the road to do its bidding.

Murphy is needed on the track. Hyphen-
ated Americans can not yet see clearly their
duty to the land that made them. Karl
Schmidt cannot see that his speed in rail-
road track building expresses his loyalty
to the road which serves the country in
the hour of its military need.

Murphv challenges Schmidt to make a
show-down in a track-work race between
their two section gangs. Murphy's using
some new machines and Schmidt's using
the old hand tools.

And while they arrange the race, the
military commander tells the desperate
president of the road that while he may
be doing all he can to aid the Government
— he'll have to do more. The War Depart-
ment will start rushing troop trains over
his road in only two weeks' time.

The great race starts upon which — ^all
unknown to the contestants — ^hinges the up- .
holding of the honor of the road.

Murphy's fighting spirit and wit in back-
ing the modern machine methods wins the
day, but what are the results on thf=
hyphenated Americans led by Schmidt?
Are they loyal ?

The Race Against Time

"Order twenty of those machines at
once," the president commands the over-
joyed Ryan. Loyal men in charge of the
machines are now relied upon to overcome
a situation made almost impossible by
labor shortage.

Now comes the test. Rvan and Murphy
lead the gangs equipped with the machines
in the great race against time. The men
cheer Ryan as he presents an American
flag to the machine crew that breaks all
former tamping records.

Under the acid test Schmidt turns out
to be "pure gold." After his great fight
with disloyalty in his own crew he says of
the beaten laborer : "Ven he stops run-
ning he von't try any more of dot German
monkey business on der railroads. Ve
Americans show dose Huns!"

With the honor of the road safely upheld
by the work of Murphy and Ryan — the
president tells the military commander—
"Here come the troop trains, Colonel."

And Ryan backed by Murphy and the
machine crews tells the president to feel
no concern about the track not "standing
t'.e gaff" of unequaled trafific — "Don't worrv
Sir, these machines use no ammunition
except compressed air — but they certainly
can put up a fight."

Fairbank Company Plans
Motion Pictures

The N. K. Fairbank Company of Chi-
cago will shortly launch a screen campaign
exploiting the company's products through
the Rothacker Company.

These pictures will be given theater dis-
tribution throughout the country.

SCENARIO — PRODUCTION — DISTRIBUTION

MdERFElLOWSIDEA

SEVERAL makers of incubators have
used motion pictures with success in
creating a demand for their product.
One of these, produced bv Atlas not long
ago, contained a scene which is said to be
responsible for the fact that the film is
extraordinarily popular. This scene con-
sists of a rooster fight — -a real one.
Screams of laughter are said to invariably
result when this point in the picture

arrives.

* * *

A MANUFACTURER of auto trucks
who has widely advertised durability,
recently made motion pictures of his
trucks in action, under the worst possible
conditions. On a wet day, he had a driver
"skid" a truck, going full speed, into a
gutter. The force of the impact against the
curb was demonstrated clearly and also the
fact that the wheel easily stood the strain.
It was very effective.

* ♦ *

ANEW YORK bookstore, doing a na-
tional business, has produced a short
reel giving some interesting informa-
tion concerning modern bindery methods.
In order to make this film useful as well as
interesting, the most approved method of
opening and caring for a new volume is
shown. Great demand for the use of this
picture among schools and colleges has been

the result.

* * *

THE Barber's Association of Chicago
is planning a film campaign in local
theaters, designed to increase trade.
It is the aim to drive home the idea that
men should get shaved in the barber shop.
The theme is to be treated humorously,
funny whiskers and the travail of the self
shaver being brought out amusingly.

* * *

EVEN such a serious theme as furni-
ture manufacture offers endless op-
portunities for human interest and
amusement. A furniture reel, being pro-
duced for a firm in the East, has a couple
of comedians acting as furniture movers.
They appear only at intervals, between the
instructive scenes, but they put the audience
in good humor and focus attention on the
main idea with success, it is said.

* * *

HERE is a tip for the busy factory
superintendent. It comes from New-
York. A New York manufacturer of
tools, in charge of a huge organization,
found it difficult to keep in his mind's eye
the various departments under his manage-
ment. He tried out various ideas to help
him visualize things and then hit upon the
motion picture screen. A dozen short films
were produced showing the principal de-
partments in actual operation. These are
kept in a safe in his private office, num-
bered and labeled. He keeps a De Vry
projector on his table at all times, attached
to the current. When he wants to visualize
operations in any department, he has his
secretary take out the desired film, adjust it
and run it off for him. All he has to do
is to swing around in his swivel chair.

This method proved so effective that it
is being extended even further, to em-
brace every department.

A PRACTICE that might well surprise
the average business man has been
in effect for some time in the plants
of the U. S. Steel Corporation. At regular
intervals during working hours, the crews
have been stopped in the middle of their
work and given an exhibition of the Safetv
First moving pictures owned by the com-
pany. This is all done on the company's
time. It is believed that the men will be
more likely to remember the precautions
depicted on the screen if they see it when
actually on the job.

^ ^ ^

PORTABLE projectors enable your
picture to be exhibited in the offices
of men you want to reach, and in
this connection, I offer a suggestion. In
private offices where only a small picture
is required, instead of carrying a cumber-
some screen, use a sheet of white litho
paper, coated one side, which is readily

obtainable from printers or paper jobbers,
in sizes as large as 29x44 inches. A sheet
of this paper may be folded into small
compass and easily fastened to the wall
with thumb tacks. It has a mirror surface
that is practically equal to the best metallic
screen and the cost is so small that sheets
may be thrown away when they become
soiled or creased.

* * *

RECENTLY the Atlas Company pro-
duced a picture for the Moline Plow
- Company, showing how the tractor
may be used in farming. A striking fea-
ture of this picture which has been widely
commented on is that scene which shows
the tractor being used in night plowing.
Huge lights, in an open field, enabled the
Atlas camera man to photograph the trac-
tor at work during hours which are
usually of no value to the less progressive
farmer. E. J. CLARY.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiHiiniiiiiiiiniiiminmni^

Judge a Producer By His Customers

BIG National Advertisers, like the
Westinghouse Company, and the
Pennsylvania Railway, are conserva-
tive 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 ter-
ritory, 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 repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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.

38

REEL and SLIDE

39

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS'
ASSOCIATION

OF THEj,WORLD

OFFICERS

JOE BRANDT President

New York

R. R. Hollister Ist Vice-President

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W. A. Harris Secretary

W. F. Herzberg Treasurer

The following address, on "Film Distribution
Problems," by Mr. Harry Levey, manager of the
Industrial Department of the Universal Film Mfg.
Co., was read before the Screen Advertisers' As-
sociation in convention at San Francisco, July 7:

The weak link, if not actually the missing link,
.in the industrial film field has been distribution.
Twenty years ago, when motion pictures were
really "in their infancy," industrial subjects were
among the first made, especially in England. But
at that time the public would pay money to see
ahy kind of picture that moved and the photo-
play had not been invented.

Followed then the screen drama and its high
personal interest, its story development and its
thrills quickly wiped out public demand for any
other kind of picture. This demand is steadily re-
turning. The popularity of the news weeklies and of
good travel pictures attests the public's interest
in "things that really happen." But through all
the years of motion picture progress American
manufacturers have been making records of their
processes and telling their story in pictures.
Mostly when they had them they didn't know
what to do with them. They gave a few pri-
vate showings or secured some local distribution
and the films were put away to stay.

The possibility of local distribution opened the
way to local merchants and the short trailer, dis-
tributed by personal arrangement with the ex-
hibitor, came into vogue. Its scope and appeal
were, however, extremely limited and the prob-
lem of industrial film distribution remained sub-
.^tanlially ;insolved.

* * *

Interest in processes of manufacture was re-
vived by their inclusion in the weekly film re-
leases known as magazines, which four or five
diversified subjects were included in a single reel.

In this length — from 150 to 300 feet — and in-
dustrial or other process subject, sandwiched as
it was between lighter topics, proved decidedly
popular and interesting. The scenes were short
and the more pictorial phases were selected.
Added to this recent improvements' in photography
and the increased use of the closeup and a de-
cidedly effective step forward was made.

The magazines again opened the subject of
screen advertising. Was it not possible to pre-
sent a rnanufactured article so interestingly that
the public would accept the advertisement as part
of the regular screen diet? This has been estab-
lished as the case. Just as the public is inter-
ested in the advertising columns of the newspa-
pers and magazines, and as effective display is a
factor. so cleverly presented advertisements
proved, if not an actual drawing card, at least
an acceptable small part of the daily program.

As these magazines had a large, established and
paid circulation the problem of getting distribu-
tion for short-length industrials was solved — if
the subjects were sufficiently interesting in them-
selves. That, of course, was largely a matter of
the ingenuity of the industrial producer. As a

matter of actual experience we have found few
articles about which there is not some genuinely
interesting film story to be told.

But the problem of getting circulation for full
reel and multiple-reel subjects was not so easy,
even though they were treated with ingenuity.
It became plain that distribution through the

Harry Levey, Chairman Executive Com-
inittec.

regular film selling channels was not wholly
effective. The units were too small and too ir-
regular to use the established machinery of the
exchanges.

The solution lay in enlarging the method of the
local merchant with his trailers — in special per-
sonal contact with the exhibitor and in having
something to give him that his patrons would be

interested to see. Offhand, this sounds very
simple, but it has not proved so. Nevertheless,
the problem of distribution has actually been
solved and we are now conducting national cam-
paigns of advertising through the films.

A very large part of the success of these cam-
paigns lies in a recognition of the value of in-
direct advertising. I am aware that the majority
of advertisers believe that the only way to sell
their goods effectively is the direct punch — the
hammering home of the name and merits of their
goods with loud proclamation.

There is, as you know, another way. By
means of a tieup the article to be advertised be-
comes of secondary prominence, though not nec-
essarily of secondary importance. For example, a
drama may be built on which the future of two
lives is in the balance. It is almost a matter of
life and death. There is tense suspense and
moving dramatic conflict. The emotions of the
spectator are at a high pitch. But there is a key
to the solution of this human problem — some
simple thing.

Let us say that it is a special kind of soap.
The mention of that soap might come first in the
last few feet of film and it might seem entirely
casual. But the whole story has hung upon it
and so it has the emphasis of every bit of emo-
tion that has been developed in the progress of
the drama — the casually mentioned cake of soap
"goes over with a punch." And it will not be
forgotten.

* * *

That is the indirect appeal and it is an extra-
ordinarily effective one when skillfully used,
either in writing or in pictures. An example of
this method of presentation that we now have in
national circulation is called "Over the Roads to
War." It is the story of the part that roads of
France and of America are playing toward vic-
tory, showing the moving of troops over the
magnificent highways of Europe and our own use
of our all-too-few military highways for the
moi'ing of supplies.

But this picture also shows the part that auto-
mobiles are playing in the use of roads for mili-
tary purposes and it follows the travels of a test
fleet of automobiles through the eastern states.
The trip itself covered historic ground and is in-
trinsically interesting, but it has a secondary
value. The test was not of cars, but of tires,
and the film showed that with more treatment
rubber tires will last much longer than they do
ordinarily, thereby, saving rubber for war pur-
poses.

These facts having engaged our attention, we
are interested to discover that the tires are Fire-
stones and that it is part of Firestone policy to
advocate the conservation of rubber not for its
own pocket, but for the benefit of the nation and
our allies. Thus "Firestone" is insinuated into
our consciousness unforgetably, and at the same
time we have learned much of value and been
engagingly entertained.

APPLICATION FOR MEMBERSHIP

Screen Advertisers' Association of the V\/orld
Harry Levey,
Chairman Executive Committee,

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen
Advertisers' Association of the World.

Name

Date.

Firm

Nature of Business.

40

REEL and SLIDE

The "Class" Audience

(Continued from page 33)
In planning our pictures we made no
effort to disguise them in a plot or "play"
because we believe the public, in theaters
as well as in every-day life, seeks and
appreciates information relative to our
products imparted in a serious manner.
That is the spirit which induces so many
to visit our factories and the same rule
must hold elsewhere.

Although the visitor to the factory sees-
the beautiful pictures in the offices in their
natural colors, and is impressed with the
area covered by the numerous factory
buildings, the observer of the film gets a
more intimate knowledge of the many
ingenious machines which displace so
much manual labor and this is accom-
plished by the numerous "close-ups" which
emphasize the salient features in the vari-
ous processes.

Who the Audiences Are

Our films have been exhibited in the
following places :

(a) Selected theaters in neighborhood
districts, patronized largely by women and
children.

(b) Educational institutions, including
high schools, colleges, etc.

(c) By our salesmen, before selected
audiences.

(d) In our plant, before visitors.

Believing that people desire to know ex-
actly under what conditions their food is
produced, and that this is a strong selling
argument, the Postum reels are designed
to impress the audience with the cleanli-
ness of our methods and the wholesome-
ness of our raw materials.

If we could get the millions of picture
fans to make a trip through the Battle
Creek plant, perhaps this would be more
effective than the film ; but the impossi-
bility of accomplishing this makes the film
the next best thing.

Every line of business in which films
are used for exploitation offers its own
individual problems. Most of these prob-
lems have to. do with distribution rather
than production, though both distribution
and production are closely linked, or
should be. First of all, the film should
be produced for its effect on a particular
audience and then the film user must seek
out that audience in the best and most
direct manner possible.

It is very hard for us to say how many
people have seen our films, but two or
three years ago I made a careful estimate
and at that time it seemed to me about
three and one-half millions. Possibly four
millions altogether.

Salesmen Used in Distribution

We have only one picture, "The Mak-
ing of Pure Foods in Battle Creek," ap-
proximately 1,000 feet in length. We have
endeavored to correlate the film with our
other advertising and sales activities by
putting them in the hands of our salesmen
and through their efforts securing the ex-
hibition of same in motion picture theaters
and schools throughout the country.

The method of distribution in the first
place was through the Rothacker Film
Manufacturing Co., which placed the films
with various exchanges and when the cir-
cuits were covered the prints were re-
turned to us and we used them in educa-
tional institutions and through our travel-
ing salesmen.

Slides Combined With Films
Make Ideal Campaign

AB. COLE, of the Westinghouse de-
partment of publicity, vouches for
• the value of lantern slides as a
means of reaching the millions of house-
wives in America.

The Westinghouse Company, whose
films were described in the last issue of
Reel and Slide, have used slides for many
years. These slides have been exhibited in
theaters, churches, schools and community
centers. They are of the finest quality and
are designed to arouse interest in the elec-
trical kitchen appliances made by the com-
pany.

"We have not decreased our use of slides
since films became a part of the Westing-
house campaign," said Mr. Cole recently.
"On the contrary, we plan on adding to our-
slide sets from time to time. A great many
can use slides who do not use films. Our
slides reach great numbers of people who,
perhaps, would never see our films.

"Slides offer an excellent medium for
publicity, are inexpensive to use consider-
ing the number of people they may reach
and their cost. Add to this their power to
attract and hold attention and you have
what is, perhaps, the least costly campaign
possible."

We have had some sixty prints, but, of
course, quite- a number of them have been
destroyed and worn out. At the present
time they are in use largely by educational
institutions and have been shown quite
continuously at the various camps through-
out the country.

AND

in

iy[ A G A Z. I N E

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UN\ME.RSAL BRANCH
WHICH COV&P.S THE
S0R.ROUNDING TEfcRlTbOV

WITH yowiR Films

^ ... . "^

Mot an occasional showing in some obscure hall, but actual feature bookings

in every theatre of every town in the country or any particular

territory you wish to cover.

THERE IS ONLY ONE WAY TO PUT OVER
YOUR MESSAGE IN FILM

FIRST: The story must be written by specialists who find the angle that will be most
acceptable to the general public.

SECOND: The photography and direction must be the work of experts. Anyone with a
camera can "take" pictures and tell people where to stand, or sit, or walk; but for
industrial pictures that are intended for general distribution the photographer must
know his business and a great deal about YOUR business. The director must be
an Advertising Man who knows motion pictures from A to Z.

THIRD: The Distribution must be supervised by a SALES MANAGER who conducts
YOUR campaign as if it were his own.

When this has been done, Motion Picture Advertising finds its place in the advertising
world along with the other tried and proven mediums of publicity.

Send for our illustrated folder showing how we are doing it for the other fellow.

Industrial Department

UNIVERSAL FILM MANUFACTURING COMPANY

Largest Manufacturers and Distributors of Films in the Universe

1600 Broadway . . . . New York City

Let

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FOCUSSING ADJUSTMENT^

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NOTE: THE OPERATING SIDE OF UNISCOPE-
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Profitable entertainments,
combined with class-room
picturization, allow this
remarkably simple

MOTION PICTURE
=PROJEnOR=

to pay its way and clear a profit.

There are many reasons why the
UNISCOPE is the ideal projector
for institutional work. Here are
just a few of them: ^

PERFECT, FLAWLESS MATERIALS,

no breakdowns — wearing qualities.

FE WER PA R rS —rigidity— eliminating
trouble in operation,

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UNISCOPE COMPANY

NOT INC.

500 So. Peoria Street Chicago, 111.

To Make the Screen a Greater Power in Education and Business

r^

AND*

M A

I N

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„,tt'

(A-

J

-I 1

rte

^

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■A -* ^/'"•'

IN THIS NUMBER

NON-INFLAMMABLE FILM— HOW AND WHEN?
By A. F. Victor

HOW A SMALL CHURCH USES PICTURES
By Rev. Thomas W. H. Marshall

PRODUCING THE PROPAGANDA FEATURE
By H. G. Wilson, Assistant Sec'y, Underwriters' Laboratories

EXPLOITING GARMENTS BY THE 100 FOOT TRAILER
By I. E. Goidmann, of Cohen, Friedlander & Martin Co.

WINNING EXHIBITORS TO SCREEN IDEALS
By Irene Farrell, Latin and English, Des Moines Public Schools

GETTING DEALER AID ON A PICTURE
Description of the Willys-Overland Screen Campaign

HEALTH AND WELFARE FILMS RELEASED BY BUREAU
By Francis HoIIey, Director, Bureau of Commercial Economics

CLEANING UP OF PICTURE HOUSES URGED
By Orrin G. Cocks, Sec'y, National Committee for Better Films

OTHER ARTICLES, PICTURES
FEATURES AND
DEPARTMENTS

ij2®T'

Mrym

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Let ITTVISCOPE ^^^^^ Moving Pictures
Tne to Your School or Church

TRADE IVIA.RK

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FILM FIRE traps]—

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FILM GATE

FOCUSSING ADJUSTMENtJ

FmOTOR SPEED CONTROL

NOTE: THE OPERATING SIDE OF UNISCOPE—
HOW SIMPLE AND ACCESSIBLE

Profitable entertainments,
combined with class-room
picturization, allow this
remarkably simple

MOTION PICTURE
=PROJECTOR=

to pay its way and clear a profit.

There are many reasons why the
UNISCOPE is the ideal projector
for institutional work. Here are
just a few of them:

PERFECT, FLAWLESS MATERIALS,

no breakdowns — wearing qualities.

FEWER PARTS

trouble in operation.

- rigidity — eliminating

SIMPLICITY — automatic in operation,
requiring no skill in operation — easy of
manipulation.

STEADY, CLEAR PICTURES— from

perfect lenses, correct optical adjustment
and mechanical detail.

FIRE-PROOF MAGAZINES

ing all danger.

minimiz-

The UNISCOPE is operated either by
motor or by hand, as you choose.

The UNISCOPE takes 1,000 feet of
standard motion picture film at a loading.

Let Us Tell You More About the
UNISCOPE— Write Us Today

UNISCOPE COMPANY

500 So. Peoria Street Chicago, 111.

REEL and SLIDE

■■■■■iWilH

Finest Films
Available

/ #.

Better'

ViSuies

Complete,
sonal Service

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures' carefully selected [to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients 100% personal service— service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

All You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu-
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Normal^ Kalamazoo, Mich.

"We find we can depend on you to the limit."

Berea College^ Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago:

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, III.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse In
Russia," was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, Ill.i

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval Officers' School,
Chicago:

"The films were bully;
keep them coming."

Clip

Coupon

NOW

A. E. Curtis,
16 West Jackson
Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

Arthur E. Curtis (a.b.

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY «^^-

Institution

Address

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Name.
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Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

^^T|r''/T' is in my mind not only to bring" the motion picture industry into the
fl 1 1 fullest and most effective contact with the nation's needs but to give
^^1 1 some measure of official recognition to an increasingly important factor
■ I in the development of our national life. The film has come to rank as a
very high medium for the dissemination of public intelligence, and since it speaks
a universal language it lends itself importantly to the presentation of America's
plans and purposes." — woodrow wilson

Lyne S. Metcalfe, Editor

CONTENTS

PAGE

Editorial 3

Making Movies at Night 4

Winning Exhibitors to Screen Ideals — By Irene Farrell, Latin and

English, Des Moines Schools 5

Helps Government Study Visual Instruction 6

Creel Bureau's New War Reels Shown to Rotarians 6

How a Small Church Uses Films— By Rev. Thomas W. H. Mar-
shall, Pastor M. E. Church, Webberville, Mich 7

How to Use a Motion Picture Camera — By J. Frank Martin 8

Dr. Newell Dwight Hillis Puts Atrocities on Slides 8

Red Cross Controls War Film of American Fighters 8

The Wisconsin Idea; How It Operates — By Jonas Howard 9

Among the Schools and Churches 10

Up — With the Moving Picture Mountaineer 11

Germans Educate Neutrals With Films 12

Health and Welfare Films Released by Bureau — By Francis HoUey,

Director Bureau of Commercial Economics 13

With the Reel Observer — By Henry MacMahon IS

Urges Cleaning Up of Picture Houses — By Orrin G. Cocks, Secre-
tary, National Committee for Better Films 16

Educationals . ., 19

? — Ask Us — ?. Questions and Answers 20

U. S. Government Produces Film, "Bridge of Ships" 20

Projection 21

Picture Records of Cannibals of South Sea Islands 23

PAGE

Three-Reel Patriotic Picture, by Cleveland Juveniles 23

"History of Belgium" Reels Show Devastation 23

Slides 24

U. S. to Educate Russia With Pictures 25

Conversational Slides Used by Big Picture House 25

Getting Dealer Aid on a Picture — By E. J. Clary 27

Movies Hold the Stage at Salina Tractor Meet 28

"Epic of Coal," in the Making 28

How Can I Get My Product in the Movies? — No. 2, The Sales

Scenario — By Lyne S. Metcalfe 29

Founders' Films Enter Unique Field — By W. C. A\'right, Supt..

Service Bureau, National Founders' Association 30

Filming the Propaganda Feature — By H. G. Wilson, Assistant

Secretary, Underwriters' Laboratories 31

Only Woman Ad-Screen Expert Talks — By E. J. Clary 33

Non-inflammable Film; How and When? — By Alexander F. Victor 34

Borden Condensery Offers Educational Films 35

American Hoist and Derrick Has Motion Pictures 33

The Other Fellow's Idea 37

This Firm Uses 100,000 Lantern Slides — By E. P. Corbett, National

Cash Register Co 38

Exploiting Garments by the ICO-Foot "Trailer" — By I. E. Gold-

mann. Manager, Cohen, Friedlander & Martin Co 39

Tire Dealer Lauds Pictures Used in Local Campaign 39

Association News 40

Interesting Announcements to Be Found
in the Advertising Pages

EQUIPMENT

I'AGE

Uniscope Co (Inside front cover)

Arthur E. Curtis 1

Bass Camera Co 7

Erker Brothers Optical Co 12

Educational Film Co 12

Victor Animatograph Co 13-23

De Vry Corporation 14-32

Filmgraphs, Inc 16

Lea-Bel Film Co 18

Capital Merchandise Co 20

Thomas J. Owen 22

The Autopticon Co 22

Greater New York Slide Co 24

Excelsior Illustrating Co 24

Burden & Salisbury 2.5

Camel Film Co 26

Commercial Motion Picture Mfg. Co 28

EDUCATIONAL FILMS

PAGE
1

Arthur E. Curtis

Educational Film Co ■ 12

Filmgraphs, Inc 16

Educational Films Corp 17

Lea-Bel Exchange 18

Capital Merchandise Co 20

Camel Film Co 26

LANTERN SLIDES

Erker Bros. Optical Co 12

Filmgraphs, Inc 16

Autopticon Co 22

Thomas J. Owen 22

Greater New York Slide Co 24

Excelsior Illustrating Co 24

Victor Animatograph Co 23

Burden & Salisbury 25

INDUSTRIAL FILMS

Filmgraphs, Inc 16

Educational Films Corp.
Camel Film Co

17

26

Commercial Motion Picture Mfg. Co 28

Films of Business Corporation 30

Pittsburgh Commercial Motion Picture Co. . . 30

Diamond Film Co 31

Atlas Educational Film Co 32

Pathe — Leggett-Gruen 36

Animated Advertising Service Co 39

Universal Film Mfg. Co (Inside back cover)

Baumer Films, Inc (Back cover)

Reel and Slide magazine is published the first day of each month by Class Publications, Inc., at 418 S. Market
street, Chicago, 111. Subscription price: 15 cents per copy, $1.00 per year, postpaid, in the United States and
possessions; Canada, $2.50.
Edward F. Hamm, President. William Eastman, Vice-President. William C. Tyler, Treasurer.

(Copyright, 1918)

2

EDn:"ODiA]js

NOTICE TO SUBSCRIBERS

If you fail to receive your copy of Reel and Slide Magazine
promptly please do not think it has been lost or was not
sent on time. Remember there is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible is being done to expedite prompt delivery.

Nature and the Cinema

No brush or written work has brought so force-
fully to the sweltering" tenement district the
treasures which Nature has hidden away in the
distances beyond the city's smoky line as have moving
pictures.

Nightly, in a hundred cities, children born and bred
in the world of bricks and mortar sit spellbound as the
cinema unfolds to them that strange, vast world be-
yond, of the mountains, the fields and the rivers, each
with their strange folk, the bear and the lion, the herd
and the fishes. Such wonders can scarcely fail to offer
an inspiration to the very meanest ghetto child, by
awakening in him an appreciation of what the world
ofi:'ers and verifying that, after all, there is something
worth striving for.

That moving pictures of the travelog variety are ca-
pable of creating a real love of Nature among classes
of people who seldom, if ever, see the real thing, is
appreciated by the most progressive sociologists.

It is the one "link" that connects up the meadow with
the paved court.

The Demonstrator

ONE of the fundamentals of good salesmanship
and good advertising is demonstration. Dem-
onstration is superior to endorsement or recom-
mendation. Salesmen in all lines have used demon-
stration in one form or other. Demonstrations are
found in the aisles of department stores, at county
fairs, at expositions. This is because "seeing is be-
lieving."

In a nutshell, the moving picture is the greatest
demonstrator in the world.

^ 5}; ^

Activity in Webberville

REV. MARSHALL, in this issue, tells how he
started things moving in a church slowly dying
of inanition. Moving pictures put new life in
the institution, built up a congregation and then started
to work "doctoring" the community. Though Webber-
ville is a small town, the experiment would prove val-
uable to churches in big cities.

Rev. Marshall has made his institution more than a
church. He has made it a college, a young men's club,
a chamber of commerce and a social center combined.

Agencies and the Screen

ADVERTISING agencies claim two things, first an
array of statistics, born of 50 years of experience
in publicity, charted and classed, grouped and re-
grouped, knowledge that is as near foolproof as anything
dealing with human nature can be. Secondly, vision, ideas,
adaptability and trail blazing.

Yet, the agencies have consistently refused to even
"look into" the advertising film business. They maintain
a discreet silence on the subject. The lack of information
possessed by the average agency man on this theme is al-
most amazing.

Be it said to the credit of the commercial film men that,
despite the attitude of the agency and the lack of agency
support, they have put over some screen campaigns that
will serve as mile posts, not alone in screen advertis-
ing, but in advertising in general.

Admissions

A MINISTER recently wrote to Reel and Slide
remonstrating at the term "admissions" as ap-
plied to the church moving picture entertain-
ments. "No church," he declares, "has a right to en-
gage in the motion picture business on the commercial
basis. When an institution goes so far as to sell tickets
at the door, it is failing to meet the end in view, the
augmentation of the church's mission of service, which
cannot be and should not be commercialized."

We know of very few churches who charge any set
admission to moving picture entertainments. Most of
them meet expenses by free will offerings. Profits may
be used to extend the church work.

=(: * *

Battle of the Films

IN Russia, we should judge from the newspapers,
the Allies are prepared to battle the Hun and his
influence with the cinematograph. Ignorance will
be combated in that unhappy land by moving pictures
which are designed to win the slow thinking Russian
actively back to the Allied Cause. The Huns have
already flooded Russia with movies, we are told. On
account of the vast amount of illiteracy there, pictures,
instead of. the press, oft'er the only chance of success.
The Germans have realized this ; they have extended
their moving picture propaganda to many neutral lands
as well.

Now the Allies are ready to meet them — film for film.
* * *

SELIG has filmed Riley's "Hoosier Romance" and
according to the newspaper critics it has been
done well enough to please the most ardent Riley
follower. The man who managed the first Chicago run
said of the production : "This sets a new standard in
moving pictures." A great literary work — a great pic-
ture— the combination is as alluring as it is rare.

REEL and SLIDE

Making Movies at Night

■]\/f OVING PICTURES, made on an Illinois farm on a
•^ ■*■ dark night, is a trick of the movie man accomplished
by the Atlas Educational Film Company in their newest
"better farming" production. This picture is a two-reel
feature showing the use of the power tractor on the farm.
It points out various conservation and intensive farming
measures for the farmer which, if adopted by all the
farmers in America, would do a tremendous lot to help
win the war.

In making the movies at night, huge torches or flare^
by the score were enlisted and the country was lighted up
for miles around. While this lurid light fell on the tractor.

the camera man followed the farmer in an automobile and
filmed the operation. It is pointed out on the screen that
farmers may do much of their plowing after dark, thus
using valuable time that would otherwise be wasted. While
horses may tire after a hard day's work in the fields, the
tractor never gets weary.

This motion picture undertaking was a difficult one and
required great skill on the part of the producers.

It is also shown in this film how, by plowing closely to
the fences and in the corners of the fields, farms are made
more productive.

SEP I2l9i8
€Ci,B42203S

M A G A

I NT E ^

VOL. 1

SEPTEMBER 1918

NO. 7

Winning Exhibitors to Screen Ideals

Iowa Instructor Makes Question-
naire Analysis of Tastes and
Mental Equipment of Stu-
dents, With Co-operation
of Theater Owner

By Irene Farrell

(Latin and English, Public Schools, Onaiva
and Des Moines, Iowa)

(Miss Farrell has attracted much attention in
educational circles by her efforts to study the ef-
fects of the screen on the juvenile mind. In the
August issue of Reel and Slide/ some mention
was made of this. Herewith Miss Farrell pre-
sents her questionnaire form in the belief that
others may desire to use it. — Editor.)

T is not the part of educators
to criticise, but rather through
co-operation to make the pic-
ture theater an exponent of
the best in community life,
: that it may be a hving factor
for all that is good in the home or in the
school.

Finding that our manager must see facts
as to the need of better pictures, I decided
to make an investigation and research
among high school people. The following
questionnaire with the resulting conclusions
1 handed to the manager of the only two
theaters in the town. Fortunately, he, too,
is the editor of one of the weekly papers
and his interest was aroused to the extent
that he gave the article first page promin-
ence in publication :

1. How often
do you attend pic-
ture shows?

2. At what time
do you usually at-
tend?

3. What days
do you usually at-
tend?

4. Do your par-
ents like to have
you go?

5. Do your par-
ents go with you?.

6. Do you . go
alone?

7. Do you go
with your friends ?

8. What do you
learn from seeing
picture shows?

9. Does it affect
your desire to
read?

10. Does it
make you want to
read newspapers?

11. Does it
make you want to
read magazines?

12. Does it
make you want to
read books?

13. Does it af-
fect your reading

in any other way?

14. Do you make use of what you see
cr learn anything to help you in your
studies at school.

15. Do the pictures help in current
events ? How ?

16. Do the pictures affect your religion?
How ?

17. Do the pictures hurt your eyes?

18. Do you dream of the pictures you
see? What do you dream?

19. Do you think of the pictures much
while you are in school?

20. What kind of pictures do you re-
rr:ember longest?

21. Is your imagination affected? If so,
liow ?

22. Do you like to read the books or
plays before or after witnessing the pic-
ture show ?

23. Do moving pictures affect your de-
sire to attend school?

24. Number the following list in the
order of vour choice :

(a)
(b)
(c)
(d)
(e)
(f)

■ (g)
(h)
25.

tures

Spectacular.

Tragedy.

Comedy.

Romantic.

Travel.

Western.

Thrillers.

Educational.
What do you
in general ?

think of motion pic-

Miss Farrell won the local theater
to helpful moving pictures.

"Educational and travel
Farrell.

proved to be tlie kind of pictures remembered longest,"
"Pulpit Terrace," from a Travel reel. (Lea-Bel.)

News Weeklies Are Helpful

The results indicated that high school
pupils want entertainment of this kind
about twice a
week, which they
usually attend with
their parents or
friends, seldom
alone. Their read-
ing habits were
affected, one-fifth
finding that the
motion pictures,
probably the news
weeklies, increased
the desire for
newspaper read-
ing. General read-
ing was not so
widely influenced,
except that in
I very case where
a picture was
' based on a book,
there was regis-
tered an increase
in the desire to
read the work.

News weeklies
were found to
have been very
helpful in the
study of current
events, geography,
history and pic-
turized novels in
says Mtss English. Those
suffering from eye

REEL and SLIDE

trouble were the only ones whose eyes were
irritated by looking at motion pictures. The
kind of picture given first choice was spec-
tacular, which claimed its rank by a single
vote over travel and western, which tied
for second place, which likewise by a single
vote ranked above romantic, comedy and
educational, all of which were peculiarly
given third place.

Thrillers and tragedy were relegated to
the background, the former receiving three
votes, the latter but one. From the opin-
ion as regards thrillers, we conclude that
the pupils' taste must be refined
and literary, but in respect to
tragedy, when we consider that
in school much study is made
of the classic tragedians, espe-
cially Shakespeare, we conclude
that we are teaching something
naturally disliked or possibly we
conclude that the tragic needs
stronger cultivation. Perhaps
the pupils have in mind the over-
worked tragedy, as one boy says,
"I dislike tragedy in which the
hero's manly breast heaves with
suppressed emotion."

Educational and travel proved
to be the kind remembered
longest, while corned}', which
ranked third by choice of sub-
ject, received but one vote for
being remembered.

As a result two points stand
out as important aiid valuable.
First, the children are as a
whole appreciative of the best in
pictures, and are vitally im-
pressed by the best; and second,
motion pictures may be used to
supplement class room instruc-
tion with positive and effective
results. It is advisable to_ en-
courage the best pictures ; it is
sound educational -doctrine to
use this additional method of
instruction.

A Benefit to Local Theater

After the above had been
published, I felt that the bars
were down and all that was
needed was a little perseverance.
As I had secured practically all
of the publications of the Na-
tional Committee for Better
Films, which is affiliated with
the National Board of Review
of Motion Pictures, 70 Fifth
Avenue. New York, I took these
publications to the manager and
we went over them together.
Later from a number of articles, which
I had filed away on this subject,
he printed in the newspaper selected
numbers. Among these was an article
from the Journal of Education, Janu-
ary 21, 1915. by John Bradford, "The
Problem of Child Entertainment" ; another
from "The Mothers' Magazine," October,
1917, by Jane Stannard Johnson, "Children
And Their Movies" ; another from _ the
Ladies' Home Journal by E. Leslie Gillians,
"Better Movies for the Children," and one
from the Independent. February 28, 1918,
by Mary Gray Peck, "Improving the
Alovies."

As a result we are having some of the
best pictures, not with a financial loss to
the theater manager, but with satisfaction
on his part and that of the patrons. The
school children have more wholesome
amusement and take an active interest in
this phase of community life, the picture
show, which is now elevating and uplifting.

Helps Govt. Study Visual Instruction

M

R. ALFRED H. SAUNDERS, for-
merly editor of the Motion Picture
News and whose treatises on the
use of moving pictures in education have
been adopted and printed by the United
States Government, recently wrote several
thousand educators in the United States
asking for their views on the subject of
visual instruction.

Mr. Saunders reports that he received
between three and four thousand replies.

most of which made favorable and valuable
suggestions.

Mr. Saunders has given the subject of
visual instruction from the viewpoint of
the educators as close attention as any-
body in the United States.
Says Mr. Saunders :

"The period has long since passed when
it was necessary to plead with educators
to study the question of cinematography
as a help in class. That 'visual education'
by means of cinematography,
used in connection with, or as
a supplement to, the text book,
will mark the greatest advance
in a century in educational
methods, is the opinion of the
leading educators in the coun-
try.

"Over fifty thousand school
principals, college instructors,
university professors, and other
educators, have been studying
how to solve the problems of
'visual education.' Millions of
students are eagerly desiring the
universal adoption of the mo-
tion picture as a means of gain-
ine knowledge.

"Advanced thinkers who are
in intimate touch with educators
and public sentiment agre that
cinematography is destined to
become indispensable as a sup-
plement to the text book.

"In almost every subject in
the curricula of schools, col-
leges, and universities, the
cinematograph has alr-^ady lent
valuable aid. Within the next
decade the moving pictures will
be the indispensable adjunct of
every teacher and educational
lecturer. On the public platform
the cinematograph will inevita-
bly have its recognized place,
and it may even invade the
pulpit. As the attention and
interest of educators are more
and more drawn to its merits,
the future usefulness of the
educational cinematograph bids
fair to surpass the predictions
of its most sanguine advocates."

Alfred Saunders, a Pioneer in the Visual Instruction Movement,
Whose Writings Have Been Circulated by the Government.

(Mr. Saunders will contribute a

very interesting, article to the

October issue of Reel

AND Slide.)

Creel Bureau's New War Reels
Shown to Rotarians

T

I HE recent convention of the Inter-
national Association of Rotary
Clubs, at Kansas City, passed a reso-
lution endorsing the work of the Commit-
tee on Public Information, through the Di-
vision of Films. Wallace Munro, special
representative of the Division of Films,
addressed the convention, explaining the
work of the film department, and illus-
trated his remarks by showing one of the
government's latest pictorial war reviews.

This is the resolution, which was unani-
mously and enthusiastically adopted:

"It is resolved. By the ninth annual con-
vention of the International Association
of Rotary Clubs, that we appreciate greatly
the courtesy of the LTnited States Govern-
ment in showing at this convention a most

interesting war film, and that we endorse
the action of the United States Govern-
ment in visualizing, through the medium
of its Committee on Public Information,
Division of Films, the events of the world
war, and heartily advocate the presentation
of such films in every city, town and ham-
let in the United States of America and in
countries of all the Allies."

Firemen Produce This
Moving Picture

i i f I ^ HE Scorching Flame," a five-reel
I photoplay made by the Montreal
Firemen's Association to replace
the annual benefit performance by the Mon-
treal fire-fighters, made such a hit during
its week's run at the Theatre Francais,
starting July 29, that it was continued dur-
ing the week of August 5.

REEL and SLIDE

How^ a Small Church Uses Films

' HAT can a small church do in
order to build up its con-
gregation, increase its power
in the community and serve
its people most effectively?
A big church, with a wealthy
congregation, we all know can easily in-
troduce features which are beyond the
reach of the average small town church.
But, undaunted, the Methodist Episcopal
Church at Webberville has, by the use of
motion pictures, demonstrated that' even
the small house of worship may reach out
beyond its ordinary sphere of influence
and increase its power and its congrega-
tion simultaneously.

We have probably gone further with our
moving picture plans in Webberville, con-
sidering our resources, than any other
church in the United States. I am glad
to pass along our experiences to other
pastors who may feel hesitant.

Install Picture Machine

On arriving at Webberville last fall, the
pastor noticed that there was no moving
picture show in town. He also was con-
vinced that there was a splendid oppor-
tunity for the church to minister to the
young people of the community. Being
without a church house, and having a
church that was built years ago during
pioneer days, it was perfectly obvious that
it did not meet the needs of today.

Therefore the pastor called his Sunday
school officers together, and asked them to
put a complete standard motion picture
outfit in the church auditorium. A good
second-hand machine, using a 25 amp. d. c.
arc, was installed some time last May, and
it has been doing business ever since.

Some may ask, why should the church
use motion pictures?

WHAT A SMALL CHURCH
HAS DONE

INCREASED its congregation
from a mere handful to almost
500, by means of moving pic-
tures, after the sermon.

Held Saturday open air picture
shows, with the co-operation of
local merchants, thus bringing
great numbers of people to town.

Holds Wednesday evening pic-
ture show, exhibiting clean comedy
and educational reels.

Offers the only motion picture
entertainment in the town, thus
controlling and censuring the pic-
tures seen by its flock.

Kleine Educational Feature
Shows Italy at War

GEORGE KLEINE has given the first
production in America of his new
Italian war picture, "Behind the Lines
in Italy," at Chicago, where it will be
launched for a run under the auspices of
the Italian societies of that city.

The picture was made by the Cines Com-
pany at the command of the Italian gov-
ernment, and the battle scenes were taken
by the Cinematograph Corps of the Royal
Italian army and are scenes from one of
the recent Austrian campaigns.

Methodist Episcopal Church of
Webberville, Mich., Furnishes
Entertainment for Whole
Town — Enlarges Congre-
gation and Enlightens
Community

By Thomas W. H. Marshall

{Pastor, Methodist Episcopal Churdi, Web-
berville, Michigan)

(1) Because the church exists to serve
the community, and not to exploit it. If
the church does the latter it will die. If
it does the former it will live. Using good
movies is one way of serving the com-
munity.

(2) Education by visualization is now

month of July, pic-
tures being sup-
plied by the Atlas
Company of Chi-
cago.

What was the
result? The gos-
pel was preached
to four hundred
and ninety people
on Sunday eve-
nings during July,
The people were
so delighted that
they voted to con-
tinue this rather
new method dur-
ing the month of
August.

It is also worth
while to note that a number of new faces
are in evidence at the Sunday night ser-
vices, as well as at Sunday school.

In a feiv months, Rev.
Marshall has put
nezv life into a
church and into
a town zuith
motion pic-
tures.

Ford

Educational
Weeklies
are features
of the
program
in the

Webberville
church.

recognized as one of the most effective
methods of instruction.

(3) To bring the world and its wonders
before every child in the community.
The program adopted is as follows :
Every Wednesday evening an exhibition
consisting of two educationals and one
comedy reel is given in this church. No
admission fee is charged at the door. A
free will offering is taken to defray ex-
penses.

Sunday Evening Service

For years the Sunday evening service
has been a problem. Only a handful of
the faithful attended it. The pastor came
to the conclusion that no man could do
his best when talking to a lumber yard ;
consequently he decided to use one reel of
pictures after the sermon during the hot

Every Saturday evening, with the co-
operation of the business men of the town,
an open air exhibition is given. Twentj'
business men have subscribed fifty cents
each per week for this affair. People
come from far and near to see the pic-
tures, the streets are crowded, and, what
is more, the people remain to do their
trading in Webberville.

One business man declared the other
day "That is the best fifty cents I ever
spent in advertising."

In doors and out, this community church
is seeking to furnish clean, wholesome
pictures for folks to gaze upon.

This pastor believes in the lines :

"All things come to him who waits.
But here's a rule that's slicker,

The man who goes for what he wants
Will always get it quicker,"

George- Kleine has departed from the
usual in this picture and has endeavored to
convey a thought. He shows the contrast
between war in the days of Cassar and the
present and the difference not only in the
mode of warfare, but in the weapons of
attack and offense. He demonstrates that
notwithstanding twenty centuries of ad-
vanced civilization and science, the instru-
ments of warfare have grown more power-
ful and terrible than ever and still wars
continue. He pictures the making of the
various weapons and munitions and shows
the wonderful army that Italy has working
behind the lines.

Motion Picture Cameras

for Schools, Colleges,
Churches and Industrial
purposes is our speciality.

See our Catalog and monthly
Bargain List when you are con-
sidering this wonderful apparatus
for your equipment.
Our literature as well as our expert
information, which will save you
much time and money, is FREE,
Just write for it.

BASS CAMERA COMPANY

Dept. 17 CHICAGO

REEL and SLIDE

How to Use Motion Picture Camera

By J. Frank Martin

(Many large manufacturing concerns and edu-
cational institutions have installed laboratories and
are producing moving pictures on the spot. There
have been many requests for information on the
subject of motion picture photography. Reel and
Slide has arranged with Mr. J. Frank Martin of
Pittsburgh, an authority on the subject, to print
this series of articles. — Editor.)

THE profession of cameraman is a new
art, ranking far above professional
"still" photography and approaching
in technique the ability required in the
older arts of painting and drawing.

The art of motion picture manufacture,
whether in the amusement or commercial
field, largely depends upon the skill of the

limits of space. This may be true of the
telephoto lens but for "close-ups," par-
ticularly portraiture, the wide angle lens
thrown slightly out of focus toward the
film will give a more pleasing result than
obtainable with any other lens. The result
will approximate closely those of the best,
"still portrait," lens.

Motion picture camera construction has
reached a degree of development that
adjuncts to both the camera and lens for
securing certain partly physiological effects
known as "fading, circling or vignetting
and dissolving," are a part of every pro-
fessional equipment. The most that can be
said of these are that they are used reck-
lessly and are much abused.

«0

cameraman. One of the greatest producers
once confided that the best results are only
secured, "When the director was a capable
cameraman and the cameraman understood
directing." The author believes that the
artist of the future is the cameraman and,
like the master painter and musician, he
will receive the reward for the master-
piece.

Every cameraman's equipment of lenses
should include, in addition to the standard
2-inch E. F. lens, a 3-inch E. F., a wide
angle 1, ?4-inch E. F. and a telephoto lens
of between 5 and 7-inch E. F. A standard
set of ray and sky filters are a necessity
and the better grade of filters for hand
camera work are suitable.

Experience indicates that good lenses
have "talent," that is, a dozen lenses of
the same make when used on the same
subject and an identical stop and illumina-
tion, will show individuality, different re-
sults, small but readily distinguished, and
each lens will excel the others on some
particular subject and illumination.

Lenses That Are Needed

Best results have been secured by mak-
ing the following uses of lenses.

Use 2-inch E. F. lens on standard
scenes showing full figures and where clear
definition of distant background is not
desired.

Use 3-inch E. F. lens on standard scenes
where clear definition is desired in distant
backgrounds.

The general conception of the use of
wide angle and telephoto lenses is that use
is confined to a matter of convenience and

The application of these effects should
be largely confined to photoplay production
and the use should be studied carefully
v/ith close consideration of the scenario be-
fore application. The general tendency to
entirely obliterate the image should be
avoided. As an illustration, fading out just
enough to give a suggestion is generally
m.ore effective and avoids a harsh screen in
reproduction.

A Simple System

It is claimed by some expert laboratory
workers that these effects can be obtained
best in the laboratory by chemical treat-
ment and it is self-evident that the applica-
tion can be made best after viewing a
sample print.

One recently developed effect is a com-
bination of the duplicator and double ex-
posure by which one scene is made to come
on from the side crowding, as it were, the
first image off. This is just a new way of
securing the double exposure "vision."

The writer recently developed a similar
effect in much simpler form, as one ex-
posure suffices. The arrangement is shown
in figures 1 and is nothing more than a
small mirror mounted on a hinge so that
it may be swung around into the axis of
the lens, thus diverting the field by reflec-
tion to a right angle with normal. The
effect is a combination of the panorama
and vision effects. Two separate scenes
may be taken simultaneously or may be
switched to alternately while the camera
is running, simply by swinging the small
mirror.

(Copyright by J. Frank Martin)

Red Cross Controls War Film
of American Fighters

THE first laurel-crowned United States
fighters are shown in an exclusive
film just brought to this country by
the American Red Cross.

This picture scores an important news
"scoop" in that it presents for the first time
a review of American veterans fresh from
their triumph's on the Marne. After its
premiere in New York at the Rivoli
Theatre, the film will be distributed
throughout the United States for the
American Red Cross by General Film Com-
pany.

The production is the work of the pic-
ture division of the American Red Cross.
The principal scenes depicted in the Red
Cross film are from the international
Fourth of July celebration in Paris, in
which battle-scarred U. S. troops parade
in the dedication of the new Avenue du
President Wilson (formerly the Avenue du
Trocadero) to the Strassbourg monument
in the Place de la Concorde, where im-
pressive patriotic ceremonies took place.
Vast crowds of enthusiastic Parisians
cheered the Yankees in their march, special
reviewing stands having been constructed.

Dr. Newell Dwight Hillis Puts
Atrocities on Slides

DR. NEWELL DWIGHT HILLIS,
pastor of Plymouth Church, Brook-
lyn, one of America's best known
lecturers, not long ago returned from_ a
visit to stricken Belgium, with many pic-
tures offering actual proof of German
atrocities. Dr. Hillis is lecturing through-
out the country on the subject, illustrating
his talks with lantern slides.

Arrangements have been made with the
Victor Animatograph Company of Daven-
port, Iowa, to furnish complete stereopticon
outfits with the lecture and slides, or tl.e
lecture and slides alone, to those who now
have projecting lantern equipment. Hun-
dreds of copies of these slide sets are now
ready for distribution. The lecture manu-
script and Dr. Hillis' book, "German
Atrocities," are furnished without cost.
This plan makes it possible for every com-
munity to hear the facts, in the words of
Ainerica's foremost minister, and to have
the statements proven by his authentic illus-
trations.

Victor Announces Viopticon
Lantern Slide Process

ANEW style lantern slide which has
attracted widespread attention is
being oft'ered by the Victor Animato-
graph Company in what they have named
their new Viopticon slide.

This slide, which is illustrated herewith,
offers many advantages. It may be shipped
v;ith less precaution in packing; its weight
is much less than the standard slide and
it is easier to handle.

The slide consists of a single piece of
glass. Instead of the binder tape, this
slide is framed in an especially prepared
composition which is cushion enough to
prevent breakage in shipment. The process,
according to the Victor people, permits
them to make a better slide at less cost.

These slides can be used either in the
Victor Viopticon slide projector or in any
standard machine providing a special holder
is secured.

REEL and SLIDE

The Wisconsin Idea; How It Operates

, NE of the biggest and most
important universities in the
m United States is extending its
Department of Visual Instruc-
tion through which it aug-
ments instruction in almost
every branch of education.

The University of Wisconsin, at Madison,
in connection with its Extension Division,
has had such a bureau in operation for
some time and with great success. The
subjects covered are varied and interesting.
There are reels upon reels of subjects
listed which offer a wide range of technical
a.s well as general information, and which
are listed for the benefit, not only of the
University itself, but which are loaned to
the schools and churches of the state for
exhibition in their class rooms.

Louis E. Reber, M.S.. Sc.D., and William
Henry Dudley head the department.

Not only does the wide range of sub-
jects cover many technical branches of
science and industry, but there are reels
on the great masterpieces of literature, and
the most important industries, all of which
have a high entertaining value and all of
which are calculated to interest the stu-
dent at the same time that they instruct
him.
A Wide Range of Subjects

The general classification of subje'Cts
covers nearly every phase of education
which offer opportunities of visualization
on the screen.

In the way of films, those on history
include, among others, the "Life of
Abraham Lincoln," "Pyramids and the
Sphinx," "Historic Tarrytown,"
"Egypt in the Time of Moses,"
"Landing of the Pilgrims," "Paul
Revere's Ride," "The Fall of
Troy," "Death of Nathan Hale,"
"Damascus," "Historic Boston,"
etc.

The industrial section includes
reels covering the manufacture
of firearms, lace making, soap
manufacture, cocoa industry, rub-
ber industry, automobile build-
ing, pickles and preserves,
asphalt industry, coal mining, a
visit to a candy factory, etc.

There is a lengthy list of
juvenile subjects among them ;
■those visualizing the Montessori
educational system, child life in
the tenements, the annual chil-
dren's festival at Newark, N. J.,
"Pied Piper of Hamelin," "Alice
in Wonderland," water beetles,
birds in their nests, types of
flowers, wonders of the micro-
scope, "The Old Curiosity
Shop," trained dogs and "Little
Boy Blue."

Films covering social welfare
are numerous, the fly pest, work
of visiting nurses, the street
beautiful, sane Fourth, red cross
seal story, care of infants, cos-
mopolitan New York, crime of
carelessness, safety first, back
to the farm, and others.

In connection with the teach-
ing of literature, the depart-
ment lists among others, "Silas
Marner," the Shakespeare coun-
try, "Hansel and Gretel," "Tam-
ing of the Shrew," "Lady of
the Lake," "Rip Van Winkle,"
"Enoch Arden," "Our Mutual

University at Madison Reaches
Remote Public Schools With
Extensive Circuit of Moving
Pictures and Lantern Slides,
Controlling Own Pro-
ductions

By Jonas Hov^^ard

Friend," "A Winter's Tale" and "John
Halifax, Gentleman."

Many Geography Films

Perhaps no branch of instruction offers
such excellent opportunities for visualiza-
tion as does geography. The class is .en-
abled to see, in life like pictures, localities
which, heretofore, have been described
only in the motionless illustrations of the
text book.

The University of Wisconsin lists many
reels which augment the class in both phys-
ical and general geography, including,
Glacier National Park, "Crystallization,"
grand canyon of the Arizona, rambles
around the English lakes, waterfalls, from
Chicago to Seattle, Estes Park, Cornwall,
the Panama Canal— in fact, the selections
are world-wide.

In the general geography section, we find
available, films describing such places as
"A Trip Through the Sudan," Belgium,
Prance, Italy and Greece, winter in

WISCONSIN UNIVERSITY
PLAN OF OPERATION

THE educational motion pic-
ture films listed are available
for use under two plans: (a)
The routing plan, wherein slides
and films are forwarded from place
to place on a definite circuit: and,
(b) The direct or special service
plan, wherein the illustrative mate-
rial is sent to the borrower direct
from the bureau.

Conditions under which the
school or other civic organizations
may receive this service are as
follows:

Formal application is made on
blanks furnished by the University
Extension Division. For special
service, this application must be
made a week ahead of time.

Transportation charges are paid
by the school borrowing the films.

No rental charge is made for
films or slides.

The school agrees not to charge
admission fee, unless by special
arrangement with the University.

Scene from Hugo's "Les Miserabies," one of the literary sub-
jects supplied by the Extension Department of
the University of Wisconsin.

Switzerland, picturesque Japan, northern

Venice, a walk in Rome, scenes in Delhi,

etc.

In the scientific category, entomology and

physics, there are many reels which show
interesting experiments. There
is a reel on air, its composition,
properties, etc., another on vac-
cines and anti-toxins, one on
the prevention of typhoid, rep-
tile life, nitrates, wonders of
magnetism, the frog, Japanese
butterflies, wading birds, sea
birds, _ water, wild animals, les-
sons in liquid air, how plants
are born and live, circulation of
the blood, etc.

The films mentioned in this
article are only a few of the
subjects which are owned and
controlled by -the University.
They give an idea of the variety
of reels on hand and their gen-
eral character. Many of the
subjects are combined, several
different topics being included
in one thousand foot reel.

The subjects vary in length,
but the average is one reel or
1,000 feet.

Films Are All Free

The motion pictures and slides
in the possession of the Uni-
versity of Wisconsin E.xtension
Division are loaned free to pub-
lic schools and qualified civic
organizations within the state
who agree to abide by the rules
governing the service.

For instance, it is not per-
mitted to charge admission to
see these pictures unless by spe-
cial consent of the Bureau and
the schools using the film agree
not to run the picture faster
than 1,000 feet in 20 minutes.

The educational motion picture
{Continued on page 14.)

10

REEL and SLIDE

Among the Schools
and Churches

The Providence Methodist-Episcopal
Church of Scranton, Penn., has inaugurated
a series of stereopticon lectures at which
offerings are contributed to pay costs of
slides, etc. "The New Era In Asia" was
the subject of a recent lecture in this
church and which met with success.

* * *

Miss Catherine Cook has been employed
by the United States Government to lec-
ture throughout the country on phases of
the war in Europe which particularly con-
cern America. Living conditions along the
firing line are being portrayed by means
of the stereopticon in addition to the lec-
tures.

* * *

.Reed College, Portland, Oregon, is hold-
ing fi series of lantern slide lectures, one
of them illustrating the care with which
wounded men are handled behind the battle

lines in France.

* * *

The German Methodist Church of Evans-
ton, III, is holding stereopticon lectures
regularly. Dr. J. Schneider recently lec-
tured on "The Sunday School."

* * *

An interesting and rich field for stere-
opticon work lies in the study of the
ancients and their methods of life. A
series of lectures along this line have been
held with success at Craig Hall, Baton
Rouge, La., showing- the results of excava-
tions in Arabia. "The Origin of Writing,"
and "The Kingdom of Arabia," are among
recent lectures in the series in connection
with which the stereopticon was used with

telling effect.

* * *

The city engineers of McAlester, Okla-
homa, have completed a series of stere-
opticon slides designed to show the citi-
zens what improvements have been made
recently in the city water supply system.

* * *

William H. Blood, Jr., recently lectured
on "Hog Island— The Greatest Of Ship-
vards," at the Union League Club, Chi-
caffo. In his lectures, Mr. Blood uses over
100 de luxe lantern slides, which show
some interesting facts concerning our ship-
building program.

* * *

A novel use for slides has been dis-
covered by the Garden Club of Highland
Park, III' Recently, Mrs. Howard Pvle,
of Philadelphia, lectured on roses, illus-
trating her words with colored lantern

slides.

* * *

The Ninth Avenue Presbyterian Church
of Monmouth, III, is holding a series of
illustrated lectures. Recently, "The Y. M.
C. A. in the War" was given with success.

* * *

Stereopticon slides are aiding motion
pictures in entertaining and instructing the
shipyard workers of the United States. At
the Sun Ship Co. yards, Philadelphia, re-
cently, "Wake Up, America," was the sub-
ject, the film being loaned by John R. Pat-
terson of Dayton, O.

Charles M. Steele, a well known Y. M.
C. A. worker, is lecturing on "The Y. M.
C. A. in War Work," using slides to illus-
trate the work of the canteens abroad.
He recently delivered his lecture at the
Adcraft Club in Detroit. Mr. Steele was
in charge of the "Y" work in the American
canteens in France for six months.

Lantern slides play an important part
in the lectures being delivered by Dr.
X^'illiam Palmer Lucas, chief of the Chil-
dren's Bureau, of the American Red Cross,
who has just returned from ten months'
labor at the front in France. His lectures
show how the Red Cross is saving children
in the devastated regions of Europe.

Free Picture Program

These tickets are given away every
Sunday at

THE WHITE CHURCH

ARGO

<l Sunday School at 1.30 p. m. ^
^ Preaching at 2.30 p. m. ^

^Two of these can be exchanged
for a colored ticket which admits
to the monthly picture program
free, others pay ten cents.

Come again and

BRING SOMEBODY WITH YOU

By giving away tickets to the "Show," the

White Church increases its Sunday

school attendance rapidly.

* * *

Dayton, Ohio, schools have come to the
fore in the matter of visual instruction.
Projectors are in operation in each of the
Dayton high school buildings and in every
grade school there is a stereopticon.
Frank W. Miller, in charge of this work,
says that the plan has worked out very
successfully. "We find visual instruction
to be of great benefit both with the mov-
ing picture machines and in the stere-
opticon using lantern slides."

* * *

H. M. Ferguson of the Congrega-
tional Society, Educational and Amusement
Bureau, Morris, Illinois, is holding three
moving picture shows a week in his church
in that city. Moderate admissions are
charged and the plan is said to have worked
out successfully.

* * *

Arthur Hotchkiss of Oshkosh, Wis., an
expert on playground work, is lecturing on
that subject in the cities of Wisconsin,
using lantern slides to illustrate the new-
est ideas in this branch of welfare work.
Mr. flotchkiss gave his lecture at the Y.
M. C. A. at Appleton recently.

Hi Hi ^ ~

"Our Day in Prophecy" is the title of a
lecture, illustrated with lantern slides, be-
ing delivered by Prof. W. H. Holden,
president of the Southern Illinois Confer-
ence.

* * *

The First Congregational Church, Sioux
Falls, South Dakota, now has a motion pic-
ture projector in operation. Educationals,
travelogs and classic dramas are on the
regular programs, usually held on Sundays
and one night during the week.

The M. E. Church at Elyria, Ohio, has
been using the stereopticon and moving
picture as an auxiliary in the local anti-
liquor campaign. Sunday evening illus-
trated lectures and "The Redemption of
Morgan," a feature propaganda film have
been used with success.
^ ^ ^

The Methodist Episcopal Church, Cuya-
hoga Falls, Ohio, has been holding a special
motion picture show every Saturday in the
church auditorium. The program is ap-
proved by the Board of Censors of the
Methodist Episcopal Church. For the
series of twelve programs $1.25 is charged
for adults ; children, 75 cents. Among the
pictures recently exhibited are : "How-
Moving Pictures Are Made and Shown,"
"Life in the Far East," "Evangeline,"
"Midnight Ride of Paul Revere," "Wood-
carving," "By Parcel Post" (juvenile com-
edy), "The Paper Industry," "The Shoe
Industry," "Yellowstone National Park,"
etc.

* * *

Motion pictures are being shown in the
Trinity Methodist Episcopal Church, Chi-
cago, 111., as a prelude on the Sunday
evening sermon.

Biblical moving pictures are forming
part of the Sunday services of Trinity
Church, La Faj^ette, Indiana.

* * *

Travelogs produced by Prof. Starr of
Chicago University and booked through
the Atlas Company are being featured on
the Sunday picture programs of the Peo-
ple's Church, St. Paul, Minn.

* * *

Rev. John M. Alexander, of the First
Christian Church, South Bend, Indiana, is
coupling Biblical motion pictures with his
Sunday sermons. Among the subjects re-
cently projected are, "The Prodigal
Son," and another, "The Man He Might
Have Been."

* * *

Motion pictures are now permanently
established at the Seventh Street Christian
Church, Richmond, Va. A standard pro-
jector and screen are serving this church,
which reports big crowds at services as a
result of the innovation.

The Eastman Kodak Company has
erected a new building for the production
of non-burning film, which film will be
used largely for educational purposes.

Grace Nicholls, of Chicago, for many
years with the George Bond Slide Com-
pany, and now in for herself, is specializ-
ing in hand coloring. She is engaged in
finishing several big jobs for educational
institutions.

* * * '

The State Educational Department of
New York, located at Albany, has what is
said to be one of the finest collections of
educational slides in the world. These
sets are loaned to institutions throughout
the state.

Film America's Only Volcano

Educational Films offers moving pictures
of "Mount Lessan In Action," which con-
tains some excellent pictures of boihng
springs, "paint pots," seething mud and
such like. The reel is tinted in beautiful
sepia and blue tones which add to its
artistic quality. The titles are strictly in-
formative. ' '

una

REEL and SLIDE

11

Up — With The Moving Picture Mountaineer

Robert Bruce Has Been Filming the Mountains of the Great Northwest for Educational Films Corporation. He Has Covered
Glacier National Park, Puget Sound, and Alaska and the Pacific Coast Ranges.

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A Blue Ridge Idyl. From "In the Blue Ridge Mountains," Soon to Be Released

by Atlas.

The turntable at
Inspiration Point,
Manitou, from the
"Picturesque
Colorado" slide
scries, released by
the Victor Ani-
matograph Co.

Long's Peak and
big pine — Estes
Park, Colorado,
from a slide set
released by the '
Victor Animato-
graph Co.

Bridal Veil Falls, from Robert Bruce's
"The Yosemite Valley."

12

REEL and SLIDE

Motion Picture Machines

Victor Stereoptieons

Victor Animatograph M. P. Machines

Bausch & Lomb Balopticons

and everything pertaining to projection of
slides and film.

SLIDES MADE TO ORDER

Our new 144 page CATALOG will interest you

ERKER BROS. OPTICAL CO.

608 Olive St.

ST. LOUIS, MO.

Germans Educate Neutrals With Films

(From La Renaissance, Paris.)

SINCE the first months of the war
Germany understood the superior ad-
vantage that could be gained through
this marvelous instrument of propaganda —
the motion picture.

She handled the proposition with her
customary perfidy and organization. Dur-
ing the first year of hostilities Germany
made use of the Pathe studios at Berlin to
inundate Europe and the two Americas
with films stamped with the celebrated
trade-mark — the chanticleer — and repro-
duced under this fine French standard
series of scenes and pictures, taken at
Charlottenburg, showing the so-called out-
burst of joy with which the French villages
and Belgian hamlets greeted the entry of
the German armies.

This deception was quickly unmasked. It
had this advantage to France that the gov-
ernment soon recognized that moving pic-
ture propaganda was an all-powerful agent
of persuasion and was responsible for the
creation of that useful Service Cinemato-
graphique de'l Armee, which very happily
counterbalanced in the non-belligerent
countries the influence which Germany and
her motion pictures had begun to exercise.

Germany Buys Up Theaters

But Germany is resourceful in her per-
fidy. Here is her latest activity in this
line. For several months the French, being
in touch with affairs in the neutral nations,
have learned that in all the important
cities of these countries Germany has just
bought with the expenditure of huge sums

of money all the important motion pic-
ture theaters.

To-day, in all corners of the earth where
the motion picture penetrates, there is
hardly a theatre which escapes the control
of this despotic Berlin society. There are
some countries where French companies
own certain theatres and have stoutly
resisted all the monetary temptations of the
boches. Beaten on this score, the German
agents have purchased the ground on which
the theatres were built and informed the
French proprietors that they would have
to get out when their leases expired.

The consequences of this German cam-
paign will result in the French film and
the French thought being banished from
the world market except in the allied coun-
tries.

Suggests Government Aid

The government has taken steps to pre-
vent this monopoly of the film market in
neutral countries. An appeal has been sent
out to French manufacturers requesting
them to join in a syndicate of the four
nations of the Entente and contribute an
equal sum of money to combat the German
activities.

Unfortunately, the war has greatly handi-
capped our moving picture industry. It is
not in the position to make any financial
sacrifices. Under these conditions a great
many publications and people have voiced
the opinion that the government ought to
take hold of the problem and contribute
the necessary financial support as it has
done in the case of manv other industries.

Wait

before installing a projector in your institu-
tion. Get all the FACTS. Investigate the
ZENITH. Compare what it will do with its
price. Learn about its special features and
its manifold advantages.

Consider This —

SAFETY—

Built for institutional use — equipped with
special devices for your protection.

DURABLE—

A stanch, carefully machined product, con-
structed to stand wear.

SIMPLE—

Anybody can operate the ZENITH in a very
short time. Operates from any electric light
socket.

PERFECT PICTURES—

Clear, sharp images, brilliant illumination, no
flicker or jerkiness possible.

Let Us Place in Your Hands All the Facts
About This Remarkable Projector.

Write Us TODAY

THE ZENITH

A light, portable moving picture
projector, taking standard width
films, 1,000 foot magazine, operating
by MAZDA lamp, from any electric
light socket. Manufactured by The
Safety Projector and Film Co.

EDUCATIONAL FILM CO.

Film Exchange
Building

We Are Agents

for the best educational films
produced. We distribute the
productions of the Educational
Films Corporation of America,
producers of the Ditmars Animal
Pictures, Robert Bruce Scenics,
Katzenjammer Kids, Newman
Travelogs, and Happy Hooligan,
etc.

We Give Special Attention

to programs for schools, colleges,
churches, lodges, clubs, Y. M. C.
A. branches and Community
Centers.

Our service is prompt and effi-
cient— our rates are within your
reach.

Send for Our Educational Film List

It Will Pay You Well

MINNEAPOLIS, MINN.

REEL and SLIDE

13

Health and Welfare Films Released by Bureau

By Francis Holley

(Director, Bureau of Commercial Eco-
nomics, Washington, D. C.)

I HE Bureau of Commercial
Economics is an association
of the governments, institu-
tions, manufacturers, produc-
ers, transportation lines and
individuals of the United
States and foreign countries, to engage in
disseminating geographical, commercial, in-
dustrial, vocational welfare and public
health information by the graphic method
of motography, showing how things in
common use are made or produced and
under what conditions.

The bureau display's its reels and slides
in universities, colleges, technical and agri-
cultural schools, public libraries, state
armories, high schools, community insti-
tutes, public institutions, state granges, set-
tlement houses, missions, chambers of com-
merce, boards of trade, commercial clubs,
rotary clubs, educational, scientific and
trade conventions, welfare organizations ot
corporations, fraternal institutions ; also
with powerful projectors, operated from
auto trucks, in parks, playgrounds, rural
communities and other centers for the gen-
eral public.

They are available, however, only when
admittance to the public is free. The bu-
reau maintains a lecture service for large
organizations, such as chambers of com-
merce, universities and similar institutions.
In addition to the film and lecture serv-

Conimuiiity audience ivaiching a night op

Commercial

ice, the bureau sends out mica slides of
announcements.

The bureau is international for the rea-
son that to be nationally part of any gov-
ernment would preclude the possibility of

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor
Animatograph

Than in Any Other Motion
Picture Projector.

Designed with, not merely adapted to,
the new high power Mazda projector
lamps.

Guaranteed — a motion picture image of
standard illumination, clearness, sharp-
ness and steadiness — entirely free from
eyestrain.

There are other features that make the
Animatograph the superior 'projector —
simplicity, economy, light weight, last-
ing quality. It's all explained and illus-
trated in a new catalog.

Write for information and terms.

Victor Animatograph Company

125 Victor Building

Davenport, Iowa, U. S. A.

en air exhibition given by the Bureau of
Economics.

carrying on its work in foreign lands or of
displaying foreign films locally. It is, how-
ever, affiliated with the leading educational
institutions of the world, thus facilitating
a general movement in universal public in-
struction.

This bureau circulates the films of the
United States Government, of the Domin-
ions of the British Empire, Republics of
France and Argentina and of the lesser na-
tions, in many parts of the world, but in-
variably to audiences admitted free.

Any organization which desires to use
the films of the bureau, through the me-
dium of the co-operating universities, rnay
have the privilege under the following
stipulations :

1. Payment of transportation charges
from and to the distributing center.

2. The films shall be used on standard
motion picture projectors, handled by com-
petent operators.

3. A report of films used and attendance
shall be mailed after each performance to
the distributing center.

4. Films shall be returned immediately
after use.

No fee whatsoever is charged or ac-
cepted for the use of the films of the
bureau.

How Application Is Made

No admission fees to the public are per-
mitted to be charged, nor are collections,
during or after the exhibition, permissible.

If films from other sources, such as ad-
vertising films, films of advertising asso-
ciations or films which have been rejected
by the bureau, except literary and similar
films rented from the commercial ex-
changes, are shown in conjimction with the
films of the bureau, the bureau reserves
the right to discontinue the service.

Owing to the great expense in the pro-
duction of film, the bureau must be in-
formed as to the projection apparatus em-
ployed, as it is obviously necessary to pro-
tect film equipment against injury by pro-
jecting it upon improvised mechanism.

14

REEL and SLIDE

How Wisconsin Idea Works

(Continued from page 9)

films listed are available for service under
two plans: (a) The "routing" plan, wherein
slides and films are forwarded from place
to place on a definite circuit; and (b) The
direct or "special service" plan, wherein
the illustrative material is sent to the
borrower direct from this bureau.

Conditions under which a school or
other civic organization may receive this
service are as follows :

(a) Formal application shall be made
on blanks furnished by the University Ex-
tension Division. For special service this
application should be entered at least one
v.eek before the material is desired.

(b) Transportation charges are to be paid
by the school borrowing the films. Borrow-
ers shall also be charged with the cost of
films damaged while in their possession.

(c) No rental fee is charged for the
use of films and other material sent out
from the bureau.

(d) The use of this material must be
free to the community — no admission fep
is to be charged exceot in ■snecial rases and
by definite arrangement with the Bureau.

"The Day of the Picture"

An effort has been made to select only
films which offer a practical aid to educa^
tion in the various classifications outlined
in the bulletins. Allowance, however, is
made for the entertainment value of_ the
pictures, one of the chief virtues of visual
education lying in the fact that the screen
is more apt to hold the close attention of
the class than the text book.

Motion pictures as an aid to instruction
are no longer considered to be in the ex-
perimental stage by the foremost educators
of the United States. Heretofore, there
has been a real shortage of first class sub-
jects covering the lines of instruction in
which such films would be of the greatest
aid. But this condition is being rectified
rapidly by the entry of a number of
prominent educators into educational film
production — men who have realized by
actual experience the tremendous possibili-
ties of the screen.

There has been a constantly growing
tendency among educational institutions of
high standing to investigate the possibili-
ties of the screen, but foremost among
them is the University of Wisconsin, whose
progressive methods are well known in
educational circles.

Only Valuable Supplement

Once the supply of dependable film is
assured (a condition that is being rapidly
approached today), there is little question
but what the screen will be as common as
the blackboard in the schools and colleges
of the country.

At Madison, it is not believed that the
screen can ever substitute the text book in
any branch of instruction. But it offers a
most valuable supplement. Also, it goes
far to convince the student who might be
skeptical on scientific subjects, since he is
more willing to believe what he actually
sees than what he hears or what he reads.

Many excellent reels are being added by
the University, which makes a specialty
of the educational film. They are super-
vised, in the main, by educators or special-
ists in order to assure their scientific ac-
curacy. In many cases the latter prepare
the scenarios and write the titles and very
often they supervise the work of produc-
tion in detail.

Mechanical
Brains?

The first
essential in
pedagogy, as
recognized by the
modern educator, is to
create in the student a reli-
able mental visualization of the
subject matter of the text. The
stimulation of a true mental image at once so vivid as to
induce the student to discard any erroneous preconceived
ideas he may possess on the subject and so lasting as to
insure its retention against possible contradictory influences
of later environment has heretofore been dependent on the
teacher's ability to draw word pictures.

But with the entrance of motion pictures into the educa-
tional field the teacher is enabled to give to his class a vision
of things as they really are. Excellent films for supple-
menting the text book study of practically all school and
college subjects are obtainable without charge or at a very
small cost, and with the aid of such films a class may be
given — far more comprehensively and interestingly and in a
few minutes' time — a more thorough knowledge of the sub-
ject than could be gleaned in hours of the laborious study
of text books.

The DeVry Portable Motion Picture Projector, taking stand-
ard size reels and film, and requiring only to be attached to an
ordinary light socket for operation, offers to the educator the
means of making possible his unlimited use of film, in the simplest,
most convenient and least expensive way.

Write for our catalogue and
complete specifications — today.

The DeVry Corporation

113 North Wells St., Chicago, U. S. A.

WITH
THE

REEL OBSERVER

J^' it?

By Henry MacMahon

(Special Correspondence of Reel and Slide.)

NEW YORK— With their garnerings of the good old
summertime, the picture-takers, cameramen, nature di-
rectors, globetrotters and traveltalkers are back in
Gotham having their stuff printed up, peddling their wares
or (the luckier ones) arranging for the advertising and pub-
licity on the new pictures that have already been contracted for.
It' has been a busy season for both the nature directors and
the nature fakers. The camera has done some wonderful tricks
and it has recorded as wonderful actual achievements in Europe,
■the far East, the South Sea Islands and right here in America.
It is fascinating to watch this constant procession of movie
makers drift in and out of the office. Some are fat, some are
thin, some are tall, others are short, some are clean-shaven, others
have cultivated surplus whiskerage on their travels, some have
noble arched brows and expressions indicative of thought, others
of receding heads and squat features belong to the homoid stage
and have taken up the camera as mere artisans.

Movie production seems to be getting as common as the pro-
duction of books and papers. Anybody who has invested a few-
hundred dollars in a motion picture camera and has enough
surplus cash to take a trip abroad or into the domestic wilds, is
free to try a hack at it. There is no way of sorting the ex-
cellent from the mediocre, or the mediocre from the utterly im-
possible, than just to look at all the stufl and accept it or
refuse it.

A MEDIOCRE subject may be a good commercial proposition
provided it is timely and the theme is interesting enough,
even though it has been handled in an ordinary way. The utterh
impossible is just what the word describes, that is, below the
level of fair quality now demanded by the movie fan. The
truly excellent is the occasional gem that all film distributors
are looking for, just as the editor of a magazine is looking for
that "good story."

Some of the high spots of the season's output are: Martin
Tohnson's South Sea pictures of life among the cannibals; E. M.
Newman's travels in the warfront of Franceand Italy and his
very instructive scenes taken behind the lines in the Allied coun-
tries; Robert C. Brace's new series of California and Northwest-
ern Scenics; Wright's "Mexico Today," now being followed up
with a new series dealing with President Carranza and the
political life of Mexico; Harold Horton's entertaining pictures
of Cuba, one of which, "Cigars for Kings and Millionaires," is
released by the Educational and the others of which are issued
by him to exhibitors direct.

I had a long talk with Newman and he gave me as many thrills
in that three-quarters of an hour as D. W. Griffith did with his
wonderfully vivid descriptions of the battlefront to a coterie
of film men last autumn. Mr. Newman was gassed and shell-
shocked and driven from pillar to post until it seemed as if the
Chicago lecturer would be voiceless for the season of 1918-19 at
least. It all happened first in Alsace, later up on the Asiaego
Plateau and down in the front line trenches of the Piave River
in Lombardy.

But when I saw him, Mr. Newman was in good voice once
more and expressed highest admiration for the American and
Allied troops and the most glowing confidence in the ultimate
Allied victor}-. Of course he will guard these wartime pictures
jealously until the lecture public, after the Committee on Public
Information, gets the first glimpse of them in his five lectures
entitled "Wartime England, London, iFrance, Paris and Italy."
Next Spring, however, at the conclusion of his lecture tour, the>-
will be released generally to the picture theaters by the Educa-
tional.

I HAD an interesting letter the other day from George D.
Wright, who unlike many of the other outdoor directors is
not coming to New York right away because he is being kept
busy with his new Carranza pictures. Mr. Wright's "Mexico
Today" pictures, his first series, are a creditable piece of work.
He is in the motion picture business to stay. At one time Wright
thought of following up his first series by another of Central

America, Yucatan and the less known parts of the Panama
Peninsula. So much interest was excited, however, in his Mexican
stuff and there were so many inquiries for pictures touching on
the political conditions there, that he induced Mr. Carranza to
afford him opportunities for taking a political series in Old Mexico.

As the brother of a capitalist, who has large interests in our
southern republic and who is now on friendly terms with every-
body, this young director has fields opened up to him that are
not available to the everyday mari-with-the-camera.

Robert C. Bruce will drift into New York this month or next
and his coming is keenly awaited, not only by the Educational's
immediate staff and -by Manager S. L. Rothapfel of the Rialto
and Rivoli theaters, but by a great body of the general public, who
want to see the new Bruce Scenics.

Bruce's stamping ground is peculiarly his own and he gets the
best results when he sticks to the great Northwestern and Pacific
Coast country. His expeditions this year have taken him from the
eastern confines of Wyoming and Utah to the Yosemite and Lake
Tahoe, and from the wonderful mountain ranges of Washington
and Oregon to the redwoods of California. He has been favored
with generally good weather, but reports the great density of
guides, horses and mules, owing to the demands made by the
war. He will be back with fifteen or twenty brand-new scenics,
probably the best that he has thus far put forth.

HAROLD HORTON is an interesting character, a free lance
photographer who began away back in the old days when Kin-
emacolor pictured the gorgeous pageants of the early years of
this century in more or less "kaleidoscopic form." He did the
Indian Durbar for them, one of the big successes of eight or
ten years ago. Later, Mr. Horton, who is an Englishman, came
to this country, working part of the time for film companies and
often "on his own." A recent trip to Cuba has brought forth
some excellent stuff, including a story of the evolution of the
"dollar cigar" entitled "Cigars for Kings and Millionaires."

Another enterprising free lance, even more adventurous than
Horton, because traveling hitherto untrodden ways, is Martin
Johnson, maker of "Among the Cannibal Isles of the South
Pacific." These pictures were shown for the first time in Amer-
ica at Rothapfel's Rivoli Theater the week of July 21. It took
nearly a year to make them and a voyage of 18,000 miles in
small craft among the Solomon and New 'Hebrides and other
members of the South Sea group.

The party consisted of Mr. and Mrs. Johnson and a convoy of
twenty-five native soldiers and fifty barrier boys. Johnson had
been in some ways equipped for the job through his experience
as Jack London's companion on the famous voyage of the Snark.

He encountered many perils, but got what he was after and
wasn't eaten in the process. The Rivoli Theater did Johnson's
picture the honor of running it as a feature during the week
of July 21. That is, they omitted the usual fiction story altogether
and ran this "stranger-than-fiction" stuff instead.

Surely the instructive pictures are coming into their own.

Film Invented by Episcopal Minister

IF it were not for a minister of the Episcopal church, very
likely the motion picture as we know it today never would
have come into existence.

The United States Supreme Court not long ago handed down
a decision which seems to establish the fact that the Rev. Hannibal
Goodwin, who in the early eighties was pastor of the Episcopal
Church at Newark, New Jersey, made the first photographic
films in the old rectory.

Mr. Goodwin was a great lover of children, although he had
none of his own. He was always scheming for their enjoyment,
and it was in order to make a picture-machine to amuse his
Sunday-school that he turned his attention to photographic films,
the secret of which he discovered.

He made the films and sometimes he went directly from the
pulpit to the laboratory in his vestments. He resigned his pastor-
ate in 1888, but it was not until ten years later that he obtained
his patent.

15

I[

16

REEL and SLIDE

Urges Cleaning Up of Picture Houses

By Orrin G. Cocks

' {Secretary, National Committee For Better
Films)

THIS is not a fairy tale. The name of
this monster is General Conditions.
He lives in and around motion pic-
ture houses, especially the small ones
where poor people pay their five and ten
cents for hard-earned amusement. He is
a most elusive creature but displays the
results of his activities in troubled homes,
in the children's courts, in houses of de-
tention, and on the streets long after bed-
time. Perhaps it will be well for all of
us to investigate his activities rather than
to spend all of our energies on the films
which attract young people. ■

The students of the motion picture and
its effects on young people have concen-
trated all their attention on the stories
which have floated unceasingly across the
lighted screen. They think they have
traced many unfortunate results to the evil
influence of the picture, but now there have
risen up skilled investigators both in Eng-
land and in the cities of the United States,
who tell us there is something far more
harmful in the physical surroundings of
these entertainments. Perhaps we should
listen to the clear note of warning sounded
by these children's judges, probation offi-
cers, teachers and community workers.
Theater Is a Social Center

We have all discovered that the motion
picture house in the abnormal crowded
sections of the cities and in the districts of

the town where working people live, is
the great neighborhood rallying point.
Some persons have called it the modern
community center. People go to see the
pictures almost nightly. They become
"fans." In and around this building they
meet many strangers. Here they form ac-
quaintances which may blossom into friend-
ships.

The motion picture theater as well as the
pictures is of great social importance.
Every detail connected with the gathering
of the people, their relations while in the
auditorium, and the approaches demand
careful supervision.

It is well to know just how adequately
the city has lighted the entire block in
which the motion picture house is situated.

Certainly whether the street is light or
dark, the moral conditions of the neighbor-
hood are lowered by groups of loitering
men and boys.

The number of these men and bt.ys may
be increased bj^ the existence of pool-rooms,
cigar stores, news stands, and candy shops.

As we come nearer the entrance, an-
other group of conditions demands our
attention. The posters always attract the
children.

The entrance may, or may not, be kept
free of hangers-on. It is interesting to
know also what system the manager has
for handling the crowds who are kept wait-
ing for later shows.

Again we should be interested in know-
ing where are the exits and i"f the people

go directly into the streets or hang about
the doorways in side alleys.

But let us step inside. The General
loves darkness and dirt. He also likes
neglected galleries. An adequate system
of lighting discourages improper actions
and loose talk. Conditions also are far
more wholesome when the boys and girls,
unaccompanied by their parents, are kept
rigidly in a part of the theater which is
their own. It has been found valuable to
insist that persons be taken by business-like
ushers to one seat and be expected to re-
main there.

It's Up to Theater Owner

Even the poor deserve also to have satis-
factory toilet arrangements and drinking
facilities. There is something wrong also
about a manager who does not conduct his
house in a business-like manner before and
after his entertainments.

If the public authorities insist that
changes be made to meet these require-
ments, our ogre disappears. The managers
of the larger and newer theaters have met
all these conditions and their patrons are
seldom found in the police courts. Cer-
tainly the playhouses of the poor deserve
the careful attention of public-minded citi-
zens and the city authorities. Until this
is done, motion pictures may be good, but
going to motion pictures may be bad.

{Mr. Cocks' argument is fully supported
hv the results of the investigation made
by the Cinema Commission headed by the
Bishop of Birmingham, England, last year.
This commission spent months studying the
relation of motion pitcures to young people
and their influence upon them. — Frditor.)

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Novel and Original FUNNYGRAPHS-Original Comedies

Subjects J JOKERGRAPHS— Original Comedies

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REEL and SLIDE

17

*«^^

m

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Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZENJAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS-™

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Don't Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
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OLD MEXICO TODAY—

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program ^ — if none
available, write us.

EDUCAnONAL FILM5 GDRPORAnON

729 riAVENUE

NEVTORK.

30OOO0OOI

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

18

REEL and SLIDE

1

Educational and Religious Moving Picture Dept

UNDER DIRECTION OF ALBERT C. DERR, D. D., Ph. D.

"Silver Threads Among the Gold"

Our Pictures reviewed from Entertaining, Edu-
cational and Religious standpoints and objection-
able parts removed.

Entertaining, Dramatic and Comedy features
in harmony with "The Better Films Move-
ment.'*

For Schools, Colleges, Churches, Y. M. C. A.s,
Settlements, Social Centers, Women's Clubs and
Benefits.

We are becoming the "Clearing House for
the best pictures from the best producers for

the Educational and Religious field.

We outline and prepare special classroom
courses and furnish a synopsis in advance.

We are adapting a "Visual Instruction Cur-
riculum" for class room, ranging from the kin-
dergarten to post-graduate. Ready next fall.

Partially ready now.

We are developing a co-operative movement
whereby Technical Educational Pictures will
be produced in the Educational Field.

Our policy is not " how cheap," but " how

good." Pictures and service speak for them-
selves.

Write us about our "co-operative plan" by
which you obtain funds to buy equipment.

We outline special working plans to fit your local
field if requested.

Synopsis as an outline for an address fur-
nished in advance for Moral Stories and Re-
ligious subjects for Y. M. C. A. and Church
service.

Planning for review of Sunday School Les-
sons in Moving Pictures.

Dr. Derr is available for a limited number of addresses (illustrated)
for Educational, Religious or "Better Films Movement" Con-
ventions. He also conducts "Question Box" after the address.

Classified Index

1 — Army and Navy.

2 — Athletics and Sports.

3 — Botany.

4 — Bray Picto Studies.

5 — Commerce.

6 — Customs and Habits.

7 — Children's Pictures.

8 — Comedy and Magic.

9 — Comedy Drama.
10_Dramas— 1, 2 and 3 Reels.

Dramas — Features 4 to 8 Reels.
Dramas — From Literature.
11 — Educational.
12 — Educational and Comedy.
13 — Geography.
14 — History.
15 — Industrial Courses.
16 — Lea-Bel Library (Classified).
17— Pictographs or Topical.
18 — Physical Geography.
19 — -Patriotic and War Stories.
20— -Religious and Moral Stories.
21— Reel Life (3 to 5 Ed. Subjects).
22 — Scenics.

23 — Scenic and Comedy.
24 — Scientific.

25— Topical (3 to 6 Subjects).
26 — Tours of the World.
27— Travelogs-
General — Dr. Dorsey.
S. American — Burton Holmes.

Machine and Supply Department

Tell us your needs. We can supply them.

We recommend the right equipment to fit your work. Can furnish different
kinds at prices ranging from $150.00 to $600.00.

In buying new equiment, we recommend the New Mazda Nitrogegern Light in place
of the Arc Light. It is better, cheaper, easier to operate, less danger and insurance.

20 amp., 30 volts, Mazda Equipment

C-90— De Vry Portable

Jobbers in Our Line. Dealers Write for Discounts

A TRIAL ORDER MAKES A PERMANENT PATRON

THE LEA-BEL COMPANYdNo

64 West Randolph St. CHICAGO, ILL. 610, 612, 614 Schiller Bldg.

THE SIGN OF CLEAN PICTURES

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

Travelogs for Schools

The Capital Merchandise Company, 538 South
Dearborn, Chicago, announces a list of promis-
ing travelogs which are being rented to schools
and churches. Among the subjects are:

Feet

Miami, Florida 500

Making Lithographs 400

Valley of Cerdagne (hand colored) 250

On the Mountains of St. Gothard 250

Along the Beautiful Hudson River 500

In China — (Hane Chow Fu) 500

Great Walls of China — Floods in Tokio. . . 500

Harvest in Sicily 350

Naple.s — Anchovy Fishing 400

Northern Venice, Italy 500

Carnival at Nice 250

Aerial Flight 100

Magic Salesman 100

Castles on the Rhine 400

Quick Trip Through Bucharest 500

Black Sea and Surrounding Territory 200

Through the Chedder Gorge (hand colored) . 350

Algerian Arabs (hand colored) 300

Life on a Torpedo Boat 200

Beautiful Bruges 500

Gorgeous Scenes Near the Bridge of Arc... 400

Hunting in Africa 1,000

Lost in the Arctic 1,000

Hunting Panthers in India (hand colored) . 450

Banks of the Ganges 450

River Thames, London 300

On the Banks of the Nile 450

Edinburgh, Scotland, the "City Beautiful".. 150

Going to Switzerland and the Alps 900

The Fortress of Butche 750

Belgian Riding School (hand colored). Mili-
tary . . . . , 700

Seeing Western America 1.000

Cody Road to Yellowstone 1 ,000

Horton Pictures Cuba

Harold Horton has returned from Cuba with
some unusual scenic films taken in that island
which is termed, "The Gem of the Caribbean."
Interesting scenes of the natives climbing the
giant palm trees, sugar cutting, Moro Castle, etc..
are included.

Screen Study of Venezuelans

A new issue of the Pathe Travel Series pictures
Venezuela and its primitive population. Family
life is shown interestingly, also the potteries of
the country. Glimpses of the ancient i)otter's
wheel in operation is a feature of this reel.

Fourth of July in Paris

On the Pathe Program a valuable reel showing
the huge parade in the French capitol on the
Fourth of July is being released. American
soldiers march down the new .Avenue Du Presi-
dent Wilson and the acclamations of the French
citizens are shown to have been most enthusiastic.
This picture in tim" to come will un.ioubtedly have
great historical value.

Doll Chaplin — Comedy

An entertaining feature for juveniles and one
in which their elders might take pleasure, is a
burlesque on Charlie Chaplin, produced with the
aid of dolls, and made by the Emerald Manufac-
turing Company, and distributed on the General
Film proeram. The picture is 1,000 feet long and
is one of a series.

Foot Hygiene in Pictograph

Paramount Bray Pictograph No. 30. now in
circulation, contains a most striking and valuable
Tisual lesson to the public on the care of the
feet. This series is being produced under the
direction of the Life Extension Institute. It is
.shown how shoes too small ruin the shape of the
feet and interesting snatches of foot habits are
given, including the custom, now obsolete, which
once kept the feet of the women of China bound
from infancy. (Paramount Exchanges.)

Mutual Films Pershing's Town

Mutual Film Company's Screen Telegram No.
39 contains views taken in the town where Gen-
eral Pershing was born, on Pershing day. These
pictures indicate the opinion his fellow townsmen
hare of him.

"Birds of Vanity"

Educational Films released a Raymond Ditmar's
Nature Study in July, entitled "Birds of Vanity."
The Amherst pheasant and many other gorgeous

members of the pheasant family are shown and
habits explained.

Educational's Program

Educational Films Corporation of America is
about to enter upon an era of greatly increased
activity. The offerings for the fall season will
include a fresh series of Robert C. Bruce Adven-
tures in the Northwest, newly made this summer;
a series of at least twelve one-reel pictures by
Dwight L. Elmendorf, depicting Europe and the
Far East; a series of six native Indian dramas,
made by the Northwestern Film Corporation of
Sheridan, Wyo. ; a new series of E. M. Newman
Travels, containing the results of his visit to the
Western war front; the first pictures of the politi-
cal and official life of Mexico, including President
Carranza, now being prepared by George D.
Wright, author of "Mexico Today;" a number of
individual scenic, instructive and scientific novel-
ties; "Your Fighting Navy," patriotic five-reeler
now ready for release, and "When the Giant
\wakes," the coal drama, many scenes of which
have already been taken in West Virginia and the
studio scenes of which are now in progress under
the direction of William Parke.

The wider selling of Educational pictures is
made possible through the recent organization of
the Educational Distributing Corporation. The

of cigars. Concerning this reel, the company
writes Reel and Slide: "This picture was macJe
purely because of its interesting features and
has no connection with any commercial interest."
It is a splendid sample of the special story in mo-
tion pictures.

Electrical Fish — Sea Birds

Atlas is releasing an unusual picture on its
special school programs entitled, "Fish With a
Storage Battery in Its Head," and "African Sea
Birds." This is a split reel, showing remarkable
experiments, including the lighting of a lamp by
means of electrical energy developed by the fish.
Great numbers of sea birds "at home" are de-
picted in the last section of this reel.

Oleomargarine Pictured

Two reels of motion pictures, produced for
Armour & Company, Chicago packers, depict in-
teresting phases of the oleomargarine industry.
While both reels are on the same subject, one is
constructed on a technical basis, the other is cal-
culated for general distribution, containing human
interest elements and minus the technical features
of the process.

Educational Films Co) poralioii shews how fine cigars arc made,
feature, "Cigars for Kings and Millionaires."

the

following new Exchanges have been established:
Chicago, the Bee-Hive Exchange, 220 S. State St.,
R. C. Cropper, Manager; Detroit, 63 E. Elizabeth
St.. Harry Abbott, Manager; Cleveland, 322 Eu-
clid Ave., the Argus Company, Robert McLaugh-
lin, Manager. The Bee-Hive will henceforth han-
dle the Educationals not only for Chicago, but
throughout Illinois, Southern Wisconsin and
Northern Indiana. In Detroit, Harry Abbott has
been appointed to take charge of Educational
sales for the State of Michigan. All the new ex-
changes report a goodly number of contracts. Mr.
Dean of the Educational Distributing (Corporation
will shortly add to their number by a trip to the
South and West.

Uses of the Helmet

In Mutual Screen Telegram No. 48, an inter-
esting educational is furnished in "The Helmet's
Many Uses." This picture shows the variety of
uses an American soldier may find for his steel
helmet supplied to him by Uncle Sam. It serves
him for everything from baking beans to protec-
tion from shrapnel.

Cigar Industry

A one-reel picture filmed by Harold Horton for
the Educational Films Corporation, depicts the
production of what is termed "Cigars for Kings
and Millionaires." This picture shows the com-
plete process of making the most costly brands

19

Biography of a Stag

An excellent nature study is listed in the "Liv-
ing Book of Nature" catalog (Raymond Dit-
mars series. Educational Films Corporation) en-
titled "The Biography of a Stag." Dr. Ditmars
declares this scenic story to be one of his best.
While the subject is entertaining, it is chiefly of
value from a scientific point of view. This pic-
ture has been in preparation for several years,
the various scenes being filed as it was possible to
obtain them. The story follows the growth of
the stag, or male deer, and strikingly answers
the oft-repeated questin: "Are the great antlers
of a deer actually dropped off every year?"

Not only is it shown that the elaborate branch-
ing horns are cast each year, but the new horns
grow at an amazing speed. During the time the
new antlers are growing the great beast is al-
together docile, but with the hardening of the
antlers, as they turn into bone, a marked change
takes place in temperament and actions.

During the summer the keeper is seen petting
the big animal and with fall the stag is shown
madly attacking the man through a fence. A
dummy is constructed and dressed like the keeper.
The figure is slid into the range on an overhead
wire. Dramatic and exciting scenes follow, which
demonstrate that the stag is a creature of the
seasons. The picture is unique throughout in the
treatment of animal studies.

20

REEL and SLIDE

What is the attitude of the average theater
owner to advertising films? B. J. M.

Answer: The attitude of the theater owner is
a complex question to cover briefly here. He
figures that his screen space is his main asset.
What he projects on that screen either makes or
mars his business. Usually, he will be found
willing to show a well made, entertaining in-
dustrial for a moderate fee or, as is often the
case, without charge. He demands quality and
the absence of obvious advertising features. He
classes the best industrials as "short subjects,"
good to fill in his program, welcome to his
clientile and in no way harmful to his business.
He will also run short advertising films if they
have some interest holding value. This may
either consist of comedy, instruction or beauty.
For this he nearly always demands a fee. How-
ever, a number of firms using films have adopted
the policy of boosting the theater by window dis-
plays, newspaper advertising in return for the
courtesy, etc. Certain agencies in the leading
cities rent "screen space" by the year and re-
lease it to advertisers who wish to circuit their
advertisements in that territory.

What is the function of the Underwriter's Lab-
oratories in connection with the motion picture
industry? Lenkert & Wildman.

Answer: The Underwriters will, for 25 cents
per reel, attach a small trailer to any non-in-
flammable film which has been forwarded to them
for test. This label is merely a guarantee that
the film is of the "non-flam" or slow-burning

type.

* * *

Where can Biblical pictures be secured, suit-
able for use with a sermon? Patke.

Answer: Communicate with The Atlas Educa-
tional Film Company, 63 East Adams street; The
Lea-Bel Exchange, 64 West Randolph, or The
Capital Merchandise Company, 538 South Dear-
born, all of Chicago.

Answer: We presume you refer to pictures
suitable for children. From time to time. Reel
AND Slide prints the listings of the National
Juvenile Motion Picture League. These lists are
not complete, but they offer an excellent guide to
the best plays for children under 12, or, write the
National Board of Review, 70 Fifth Ave., New
York City.

What is the agency commission on advertising
moving picture productions? B. G.

Answer: There is no standard agency rate.
Very few agencies have ever given service on

films.

* ♦ *

How can I find out just when the Universal
Screen Magazine will be shown in our locality?
Kentland.

Answer: Your exhibitor undoubtedly books it
regularly each week. Ask him, or communicate
direct with the Indianapolis Universal Exchange.

They can tell you.

* * *

What is the objection to so-called non-burning
film? J. K. L.

Answer: There are no well-sustained objec-
tions. Many claim that its life is shorter. This
is probably true.

Army Life Shown in Church

The M. E. Church at Climax, Michigan,
announces a series of lectures by G.
Leroy Schnell on phases of army life.
The first of these, describing Camp
Custer, was not only entertaining, but
very instructive, the pictures showing
the soldier at work.

I Classified Advertising

s A market place for the sale and exchange

g of equipment. Remittances must accom-

m pany all orders for notices in this column,

g The publishers expect that all statements

s herein will bear investigation. Rates: 3

g cents per word, on copy.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiii^^^^

REALLY EDUCATIONAL negative film-
about 6,000 feet — mainly natural science — unique
— exclusive (microscopic birds, mammals, fish, in-
sects, germs, botany), for sale cheap. Full de-
tails. Brind. 449 W. 206th, New York.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel anl Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, Herald
Bldg., Chicago, 111.

BARGAIN — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES — Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5. Reel and Slide.

MOTION PICTURE CAMERAS! Save money.
Write at once for latest list of tested and guar-
anteed used motion picture cameras, and still
cameras. America's modern camera exchange.
Bass Camera Company, 109 N. Dearborn St.,
Chicago, 111.

CHEAP! — Adjustable, high grade standard tri-
pod for use with motion picture camera, in first
class condition. Will sell cheap. Address A-6,
Reel and Slide.

FOR SALE — Slightly used Atlas motion pic-
ture projectors, $75 to $125, former price, $155.
Guaranteed to be in first-class condition. Address
A-7, Reel and Slide.

Where can our society secure advance lists
approving the plays that are shown in local
theaters? Indiana.

U. S. Government Produces
Film, "Bridge of Ships"

THE United States Government, Divi-
sion of Films, Committee on Public
Information, will shortly issue,
through the General Film Company, an-
other important war picture, which will
further serve to show the tremendous
progress that the United States has made
in providing for its soldiers' needs in the
European struggle.

The new release is in two reels and is
entitled, "Our Bridge of Ships," and it
will, it is announced, be the first compre-
hensive picturization of what America
has accomplished in its shipbuilding pro-
gram. Scenes in several of the leading
shipbuilding plants will be shown, the busy
thousands of workers, the colossal machin-
ery by which the labor of creating ships is
expedited, the ships in various stages of
completion and the thrill that goes with
America's new leviathans of the seas, as
well as the smaller ships, that will help
Columbia to "bridge the ocean."

America's warships, including torpedo
boats, submarines and the tiny "chasers"
will be shown, and Uncle Sam's success in
keeping a constant stream of men and sup-
plies going to France will be stimulatingly
visualized.

What this success means is illustrated by
the fact that soldiers are now going abroad
at the rate of 300,000 a month and that
during the month of June a million tons
of freight were landed in France.

M

Light, compact and durable — hand-
some, elegantly fitted, carries 2,000
feet of film without reloading. Has
many distinctive and exclusive
features.

In Use All Over the Country

THE ROYAL

Moving Picture Projector

To churches, schools, colleges, Y. M. C. A.
branches and community centers who are
interested in moving pictures, we recom-
mend the ROYAL PROJECTOR above all
others. It is built for institutional use. It
is giving satisfaction in all parts of the
United States.

A Projector of Highest
Quality at a Price
Within Reach of All

To reliable educational institutions, we will be glad
to quote special prices. Any school, college or church
can make a ROYAL pay for itself in a short time.
Anybody can operate the ROYAL. A clear, sharp
image is certain at all times with the ROYAL.

Send for Our List of Religious
and Educational Films

In addition to a high-grade projector at moderate
price, we can supply you with a varied assortment of
religious and educational films, incltiding science
reels, geography, history, chemistry, biology, litera-
ture, industry, agriculture and foreign travel, all at
fair rentals.

Write Us Today for Fall Information.

THE CAPITAL MERCHANDISE CO.

538 South Dearborn Street Chicago

We also sell a semi-portable projector and handle a full line of supplies.

»^

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, 418 S. Market St., Chicago. If an an-
swer by mail is desired, enclose stamped envelope.

All About the Projectory

(Many requests reach this office for informa-
tion concerning the various types of moving pic-
ture projectors. Reel and Slide will print in
this department a complete description of each
machine now on the market for the benefit of its
readers. Next month the Royal projector will be
described. — Editor.)

The Uniscope projector is a precision machine
which weighs but twenty pounds. This minimum
weight is made possible by liberal use of alumi-
num, the film magazines, lamp bracket and motor
casing being made from this material.

The Uniscope is operated on any 110-volt elec-
tric circuit — is equipped with both motor and
hand drive and has capacity for 1,000 feet of
standard film. It will be noted by referring to
cut that the general arrangement is same as em-
ployed in the larger and heavier projecting ma-
chines. The "head" or "mechanism" is the usual
three sprocket type, consisting of upper and
lower feed sprockets and intermittent, all of
which have the standard 16 teeth and which take
standard film.

The intermittent sprocket is actuated by a
"Geneva" "star and cam" movement, which is
housed in an oil tight case. The framing device
is of the positive variety, consisting of lever
movement of the intermittent sprocket while ma-
chine is going. A two bladed shutter is mounted
between aperture plate and objective lens holder
and is completely enclosed so it cannot be injured
or thrown out of time by the operator. The film
gate is provided with an adjustable tension plate.

The mechanism weighs A'i pounds. A note-
worthy feature is dimensions of bearin.gs, which
are larger in diameter and of greater length than
usually employed. The "Mechanism" is driven
by a 110 volt motor, A. C. or D. C. (with speed
control built into it) and it is also arranged for
operating by hand, when desired.

The magazines accommodate standard 10 inch
reels, carrying 1,000 feet of film. They are self
closing and provided with fireproof film traps.
The take-up spindle is mounted on ball bearin.ss
in lower magazine to insure a uniform pull on
film while being wound up. -X"; before stated, this

magazine is made of aluminum. It serves also
as the frame-work for supporting the mechanism.
The upper magazine, also aluminum, supports
the supply real and is mounted directly on top
of mechanism. The lamp house is mounted on a
bracket as shown in cut and is provided with a
condenser holder which accommodates two plano-
convex glasses 3 inches diameter and of compara-
tively short focal lengths.

The light is furnished by a 250 watt Mazda
lamp which operates directly from any 110 volt
circuit. This lamp is the concentrated filament
type and is furnished in what is known as the
standard "T 14" bulb with medium screw base.
The lamp using a current of only 2;i amperes
will project a picture 6'/^ feet by 9 feet with
illumination at that size equal to that given by
the larger machines used in theaters.

The present model is intended for use_ m
churches, schools and advertising field where it is
not convenient to employ expert operators.

Elements of Illumination

(Prepared by Engineering Department, Na-
tional Lamp Works, Cleveland, O.)

A mastery of the principles of illumination can
only be gained by studying the subject from
the ground up. In this, as in other scientific
subjects, it is necessary at the outset for us to
familiarize ourselves with the various terms used
in the art, especially those terms which desig-
nate units of measurement, for these terms con-
stitute the foundation work upon which the final
structure is to be built.

Just as we once had to learn that there is a
unit called a yard which is used to measure length,
and that this unit has been subdivided into three
feet and each of these in turn into twelve inches,
that the gallon is a unit used to measure quantity
and contains 231 cubic inches, so in illumination
we have certain fundamental units to study be-
fore measurements can be made and before
definite relations of cause and effect can be com-
prehended or expressed.^ ^

Basic definitions have a very aca-
demic and sometimes a very tech-
nical sound, although the units them-
selves, once their definitions have
been assimilated, and not merely
learned by rote, are comparatively
simple. The definitions which appear
in the course of this article should
be thoroughly digested so that the
reader will grasp the distinction be-
tween the different units and obtain
a working knowledge of what each
stands for and the quantity it repre-
sents. The schoolboy may be able to
define an acre very accurately, but a
farmer may not even know how
many square feet there are in an
acre and still have a better concep-
tion of the extent of an acre; the
one point they both must first appre-
ciate is that the acre is a unit of
area rather than of length or volume.
Very few electricians or electrical
engineers could offhand give a basic
definition of the ampere, although
they might all know that it is a
measure of the rate of flow of elec-
tric current and have a practical con-
ception of the magnitude of the unit.
In illumination it is of more prac-
tical value to have a conception of
the quantity of light represented by
one lumen — to know that, for ex-
ample, 75 of these units represent
the quantity of light given off by a
10-watt lamp — than it is to be able to
tell precisely what a lumen is.

If the unit of length which we
call a mile were arbitrarily made
shorter, the distance between New
York and Chicago would still be the
same, or if the day were divided into
ten equal parts instead of 24 hours,
the planets would not change their
speed of travel or rate of rotation.
Obviously, it is of advantage to stan-
dardize certain units so that relations
of magnitude can be expressed and
understood with precision, although
the value we arbitrarily assign as a
standard is of little importance ex-
cept from this standpoint.
* * *

A generation or two ago when new
light sources began to supersede the

21

candle, it was most natural that the illuminating
power of these new sources should be expressed
in terms of the candle which was familiar to all.

It is probable that the very first comparisons of
two light sources were made by setting up the
two lamps in the line of vision and gauging them
by means of the eye, the most natural direc-
tion in which to look at the sources being hori-
zontal.

A glance at Fig. 1 shows that the eye (an
extremely fallible instrument of light measure-
ment at its best) is capable of measuring only a
very slender cone of light at one time; in fact,
if the eye is an appreciable distance from the
source the cone RST becomes virtually a single
line. While there are an infinite number of direc-
tions from which the eye might look at the i-ource,
the light-giving power in a horizontal direction
was made the basis of comparisons, and the
strength of the light in this direction from a
candle made according to certain definite specifica-
tions, was arbitrarily chosen as the unit of in-
tensity and called a candle.

The newer illuminants appearing on the scene
were rated according to their strength in this
same direction and were stated to give so many
candles, so that when we say a lamp gives 10
candles, we really mean that its intensity or
strengh in a horizontal direction is equal to
that of a group of ten standard candles. This
rating of a lamp is made by means of an in-
strument known as a photometer, a description
of which will follow later. One essential point to
remember in this connection is that the candle-
power of a lamp represents the intensity in one
direction only. In practice it has been custom-
ary for years to rotate the lamp about a vertical
axis while the candle-power was being determined,
and the result was known as the mean or aver-
age horizontal candle-power, but even this de-

Figure 1.

termination gives an average value of the in-
tensity in the horizontal directions only.

It should be stated, however, that in compar-
ing lamps on the basis of their horizontal candle
power, the light in directions other than the
horizontal was not really ignored, for it was taken
into consideration that most sources of light then
in use gave off their light in about the same pro-
portions in the different directions, and that for
this reason the candle:power in a single direction
furnished a criterion sufficiently accurate for the
needs of the time.

{To be contimied.)

1,600,000 Drawings Needed
for Bray Cartoons

AN idea of the work involved in the
production of animated cartoons is
gained by the statement of John R.
Bray, president of the Bray Studios, Inc.,
pioneer producers of cartoon comedies.
Mr. Bray has found that his art staff has
been required to make more than 1,(500,000
separate and complete drawings in order
to produce the 200 odd releases.

Statisticians might find it interesting to
go further into this computation and de-
termine how many millions of times said
artists were obliged to dip their pens into
the inkpot and how many thousands of gal-
lons of ink were used up during the
process.

Nashville Shows Educationals

Free motion pictures are being shown
in the parks of Nashville, Tenn., each
night with the exception of Sunday, this
practice to be continued under the auspices
of the city park commission until Sep-
tember 14.

22

REEL and SLIDE

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

—a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

AU'TQPPIQQN

I K A FILM STEREOPTICONHJ

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to lOO. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will)

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to 5 cents per hour.

The machine, complete, includes a 400-watt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or direct current).

Address

THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard- Lantern
Slides for every use.

Size of machine, 19x26x7 inches. Runs continuously, or, for lecture pur-
poses, starts or stops at will.
(We guarantee the Owen machine.)

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

23

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Mi«ii>IM»<iaWMMiWIWWWII

ilRMMRMMia

c ^ ■

CO

iDTnitrPfiimpfiiii;

5

■MMMMMWIi*'
5 . /, '

Victor
Viopticon
"Feather-
weight"
lantern slide,
made ivith
a single
glass plate
and bound
ivith a
composition
frame.

Picture Records of Cannibals
of South Sea Islands

ARRANGEiMENTS are now being
made through which the Martin
Johnson travel pictures, "Among the
Cannibal Isles of the South Pacific," will
be shown as a feature attraction through-
out the country.

That these pictures have struck a popu-
lar chord is manifested in the many let-
ters that have been received by Mr. John-

son from all over the country, from educa-
tional and scientific institutions which are
interested in this type of picture.

With the view of supplying the latter
demand, a series of short subjects will be
made from part of the 50,000 feet of nega-
tive which Mr. Johnson took on his expedi-
tion, part of which will be shown at
prominent universities and educational in-
stitutions as well as to religious societies
showing the missionary work which is now
being accomplished in these strange, fas-
cinating regions.

Change the Slides

That's all there is to "operating" the

Victor Portable Stereopticon

The original Victor features that a few years ago made
possible the popular use of lantern slides have been fur-
ther improved. The same solid cast aluminum construc-
tion is used. Service and genuine satisfaction is guaranteed.

Write today for information on the variations of lenses
and lamps that provide for every need.

Ask for "trial-bef ore-purchase" terms.

Victor Animatograph Company

125 Victor Building, DAVENPORT, IOWA, U. S. A.

Three Reel Patriotic Picture
by Cleveland Juveniles

4 i A LL for Liberty" is the name of a
/a new three-reel made-in-Cleve-
land film, released in July. "All
for Liberty" is a patriotic picture, por-
trayed by miniature actresses ranging in
age from 13 months to 14 years. It was
made by M. F. Trosler, who has met with
great success making children pictures.
Cne of the most successful series that he
has released has been "The Adventures of
Jack and Jill."

"All for Liberty" was viewed by Mrs.
Isaac Bloch, chairman of the Aviation
Committee of the National Special Aid
Society of New York, who gave it her
official endorsement, and further stated in
a letter that she had enjoyed the perform-
ance very much, and thought that the chil-
dren did splendid work.

Mr. Trosler has interested several Cleve-
land capitalists in the project of malting
children pictures, and it is the intention to
organize a company for the purpose of
erecting a complete and thoroughly
equipped studio in the city, so that pic-
tures can be made all the year round. So
far, Trosler has been dependent upon the
weather for cut-door scenes, which is too
precarious for prolific production.

"History of Belgium" Reels
Shows Devastation

4 i T-\ ELGIUM, the Kingdom of Grief,"
Hn is being handled on the straight-
■^"^ to-the-e.xhibitor plan by the
Classic Films Distributing Company, re-
cently formed in Chicago.

"Belgium, the Kingdom of Grief," is a
photo-history of the kingdom of Belgium
from its very early history to the time of
its devastation by the Germans. The
scenes were taken by order of the officials
of Belgium and are historically correct,
and made up of scenes taken on Belgian
soil.

"Battle Fronts of France," handled by
the same people, is a feature made up of
pictures taken by the French government
during the present war and gives authentic
information regarding the great battles on
the other side up to and including the time
of the arrival of General Pershing and our
American boys.

Helen Keller Feature of Film

HELEN KELLER, the famous stu-
dent, who has been deaf, dumb and
blind from early childhood, has
arrived in Los Angeles, and arrangements
are now being made for beginning produc-
tion on a motion picture in which she will
be featured.

The play has been written by Dr. Francis
Trevelyan Miller, historian and editor of
many books along scientific lines.

The direction of the picture will be in the
hands of George Foster Piatt. He was
the producer of the stage version of
Maeterlinck's "Blue Bird" in this country,
and has been closely associated with Win-
throp Ames and the New Theatre move-
ment in New York.

Dr. Edward Liebfreed, financial econo-
mist of New York City, and interested in
financial affairs for the past twenty years,
is the organizer and business adviser of
the Helen Keller Film Corporation, which
has been formed to produce the picture.

24

REEL and SLIDE

Pershing, Foch and Haig

Would laugh at these hu-
morous slides — set of 51- —
$12.00 or 35c each.

li. BY ANY CHANCE, you sWJd Le

CALLED DOWN ty a"uperior officer,

it would te a GRAVE BREACH of

discipline for you. to SALlJT'E Kim tlie
next time you meet. He may still BE ,
MAE) •with you and not^^-want to speak*

SAYINGS OF A SIllY SAGE

By Arthur "Bugs" Baer
The Humorist of the N. Y. Eve. World

The cleverest and funniest
sayings and epigrams at 50c
each or $35.00 for set of 100.

Jarditifis are ki^her
because of thfi'var.
¥k) told the sardines
there vas a var ?

Some of the best vaudeville
theatres showed these slides
for months.

26 SCREAMING PARODIES
ON POPULAR SONGS

One better than the other —
35c each- — $6.50 complete
set of 26.

iTune: "OVER THERE.")

Bill, we've got your goat, got your goat, got your goat.
Got it by the throat, by the throat, by the throat.
Hear it calling, "Bill, wie geht's!
I'm in the United States."
Bill, you poor old slob, let the mob take your job.
For your country's mad, they have had such a lad;
Tell the Crown' Prince not to pine.
For you know he's next in line
Cho.: After all, after all.

You're the guy that is due for a call,

.^nd we think, old Willie, that you'd look silly
Your back right up against a wall.
Now you know you must go
Send a word to your friend down below
We can name him and we can blame him,

But it's you, old fop, that we're after, after all!

Greater N. Y. Slide Co., Inc.

154 W. 45th St.

NEW YORK

Ask for Illustrated Comic Folder

"Everything in Glass and Mica Slides"

Questions on Educational Lantern
Slides will be answered by mall If
stamped envelope Is enclosed.

Demand for War Slides Grows
With Production

The demand for war slides of all kinds grows
apace with the increased production. Most of the
leading educational slide makers have each covered
the war in their own individual way, many secur-
ing what might be called "scoops" over the others.

As rapidly as the work of the best camera men
arrive in the United States, there immediately is
a rush to get the views on the stereopticon screen,
and judging from what is being paid for original
copy, there is every indication that it is a profit-
able business.

The Y. M. C. A. alone is using thousands upon
thousands of war work slides; the various de-
partments of the Government connected with war
work have found the stereopticon of no less im-
portance than the moving picture.

On every hand in official circles there is evi-
dence of the popularity of the stereopticon as a
means of conveying information. With the change
in machine types and the introduction of the
Mazda lamp, the stereopticon nowadays offers a
simple and effective conveyor of thought, opinion
and information.

* * *

Where can we get slides on meteorology? Belts.

Answer: The Central Scientific Company, 460
East Ohio street, Chicago, has an excellent collec-
tion of slides on this subject.

The Geographic Society of Chicago has done an
excellent work for the development of meteor-
ological instruction in the United States. It has
collected a set of 270 lantern slides of various
meteorological subjects. It has published a good
descriptive text to accompany them. This is one
of the most important meteorological contribu-
tions along educational lines which has been made
in this country within the last few years.

The plan was inaugurated in 1905 by Dr. J.
Paul Goode, then president of the Chicago Geo-
graphic Society, and on the committee which was
put in charge of the work were Dr. Goode, Pro-
fessor Henry J. Cox, of the U. S. Weather Bu-
reau in Chicago, the chief observer of the Weather
Bureau in Chicago, and three teachers. The slides
are copied from maps and diagrams in the "Atlas
of Meteorology," recent text-books, and in the
"Monthly Weather Review"; from photographs,
and from weather maps and weather records se-
lected and prepared by the committee.

A wide range of subjects is covered, and any
teacher of meteorology, climatology or geography
will surely find many slides suitable for use in
his particular line of teaching. The text to ac-
company the slides embraces 130 pages. It in-
cludes a "General Introduction," by Professor
Cox; a paper on "The Use of the Lantern in
Teaching Meteorology," by Dr. Goode; a short
woiking bibliography for the use of teachers, and
then the descriptive text (110 pages).

The latter is subdivided according to the sub-
jects covered by the slides, including the follow-
ing; Weather observatories, meteorological in-
struments and instrument records; temperature
distribution, atmospheric pressure and circulation;
sunshine and other optical phenomena; humidity;
cloudiness and precipitation; cyclones and anti-
cyclones, thunderstorms and tornadoes; floods,
synchronous weather conditions; life response to
climate. This descriptive text is almost a small
text-book in itself, and will be very helpful to
teachers. » » jj

I understand that color blindness may be de-
termined by the use of the stereopticon. Is this
true? L. J. K.

Answer: Yes. A competent authority gives the
following rules:

In spite of the fact that color blindness, in one
form or another, is present in four per cent of
males, little has been done to devise a satisfactory
method for its detection beyond the Holmgren
test with cqlored yarns, which is applicable only
to individuals.

A decided need has been felt by teachers for
a reliable test which can be applied to whole
classes at once, and be made use of as the basis
of a general discussion of the defect.

Such a test to be satisfactory must cover the
followiiig points:

1. It must enable the examiner to select im-
mediately from a class any concerning whose color
sense there is a doubt in order that these may be
carefully examined individually.

(Continued on page 25)

Do You Know
Slides ?

Do you know what slide
quality really means? Are
you getting this quality ?

Many lecturers and teachers
think they are getting the
highest quality product, un-
til they see slides that are so
much better. In order to
know a poor slide, you must
first see a slide of the highest
quality. That means you
should see

EXCELSIOR
SLIDES

See their brilliancy, realize
their excellence, their ability
to get everything there is in
your copy on the screen, even
though your conditions may
not be of the best.

REMEMBER—

Your Stereopticon Image
Can Only Be as Good
Your Slide.

as

The Excelsior
Lecture Bureau

was created to give Ex-
celsior quality of slides to
educational institutions
and churches, by studying
their special needs and yet
opening to them the facili-
ties of the EXCELSIOR
ILLUSTRATING COM-
PANY.

Write the EXCELSIOR
LECTURE BUREAU Today

Make Us Prove It

Try EXCELSIOR SLIDES NOW

Excelsior
Illustrating Co.

219 Sixth Ave. New York City

REEL and SLIDE

25

Conversational Slides Used
by Big Picture House

THE Paramount-Empress Theater at
Salt Lake City has been experiment-
ing with what is called the "conver-
sational slide." It consists of a series of
a dozen or so well made lantern slides,
which are numbered and which follow
each other on the screen in order, dissolv-
ing in one from the other.

This series was designed to interest the
public in a motion picture feature sched-
uled for the following week. The idea,
while not entirely new, could be used just
as effectively in advertising and educa-
tional work.

Each slide carries a single sentence,
which connects up with the following slide,
sustaining the attention of the audience
thereby.

linilllUIIIUIIIIIIIIIIIIIIHIHIIIIIIIIIIUHIIIIIIIIIIIIIIIIHIlllillllllllllllllllIIIIHIIHIIIIIIIIIIIIIIIIIUIIIIIIIlllllllllllllllll

Demand for War Slides

(Continued from page 24)

2. It must be based on scientific principles, and
adhere to the fundamental facts underlying the
color sense.

3. It must not confuse color-ignorance with
color-blindness.

4. It should indicate the particular type of
color-blindness with which the candidate is
afflicted.

5. The arrangement of the colors must be
such as to give the candidate no assistance in
their selection.

This test, which fulfills all the above require-
ments, consists of a single lantern slide made up
of the three test colors, and forty different num-
bered comparison colors and shades. All are
carefully selected and mounted on a standard-
sized lantern slide.

U. S. to Educate Russia With Pictures

SIXTY-NINE per cent of the Russian
population cannot read, so newspapers,
books and proclamations will not reach
them. Hence the moving picture has come
to be the new engine of war for the win-
ning of a country's sympathies.

Germany is flooding the movie houses
with allegories, in which the villain is al-
ways John D. Rockefeller or J. Pierpont
Morgan. The theme is the exploitation of
the poor working man and working women.
The hero is the Kaiser, or some other Ger-
man agent, who delivers the victim of the
spoliation from his misery. The usual
variation of this is the plot of the wicked
Allies to destroy the democracy of Russia,
won through revolution, and being con-
stantly and consistently balked by Germany,
the protector of the humble people.

Against these cohorts of the shadow
drama we have massed an army the gen-
erals of wliich are Mary Pickford, Doug-
las Fairbanks and Charlie Chaplin. With
all the beautiful vampires of the screen,
the moving picture people have been called
on for forty miles of film to start the cam-
paign.

Paving Way for Commission

Sandwiched in among the stories of love,
heroism and beautiful adventuresses are
such definite things as the herding of Ger-
man prisoners after the battles on the west
front, shipbuilding plants and airship pro-
duction to show what America is doing,
the sailing of transports from our shores

to make the Russians visualize the extent
of America's participation in the war, the
ruin of Belgian and French cities where
the Boche has. trod, and the work of the
Red Cross in succoring distressed peoples.
By the time the President's commission
of industrialists, engineers, economists,
manufacturers, food experts, agricultural
wizards and others charged with guiding
the rehabilitation of Russia starts to infil-
trate Siberia, every Buriat hamlet and Tar-
tar town will know what it is all about
and what American assistance means to
them.

Must Use Storage Batteries

It has been stated that the President's
commission and the little Allied army that
is going to help the Czech-Slovaks might
make its way from Vladivostok to the Ural
Mountains without any Russian three miles
from the railroad knowing that they had
passed.

The movies will have advertised the ex-
pedition so that even the density of Siberia
will not escape knowledge of the crusade.

The projecting machines and films will
travel by camel and on droskys, and in
winter on sledges to places so remote that
they have not yet learned that the Czar is
no longer the Little Father of Russia.
Naturally there are no electric light circuits
on which the hitch the machines in these
places, so storage batteries have been
adopted.

i i!llll!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^
lilllllllilllllllllllllllllllllllilllllllllllllllllllllllllllllllllllllllllllllllllllll^

To All Users of Lantern Slides

An Open Contest

We want to contest for YOUR business. We want to compete for it fairly
and openly. We know that PEERLESS Slides will please you — will satisfy
your most exacting demands. We know that once you use PEERLESS
Slides, you will use no others. So,

Make This Test

Ask us today for sample slides. Take our slides and compare them to any
others. Put them side by side — project them side by side, if you like.

You will realize what a difference there can be in lantern slides. Probably
you have used many slides. Possibly you are a good judge of slide quality.
So much the better. You will appreciate the fine qualities of our work at once.

COMMERCIAL
ARTISTS

PUT OUR SLIDES TO A TEST
SEND FOR SAMPLES RIGHT NOW

PHOTOGRAPHIC
ILLUSTRATIONS

Address,

BURDEN & SALISBURY CO., Inc.

il 259 Monroe St.

Rochester, New York

PEERLESS ADVERTISING SLIDES
AND ADVERTISING SERVICE

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26 REELandSLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

950-54 Edgecomb Place
Chicago

Please say, ''As advertised in REEL and SLIDE," when you write to advertisers.

«EEFSIIDE

MAGAZ^INE

iiiiiiiiiiiiniiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiijiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

INDUSTRIAL FILM SECTION

SEMI-OFFICIAL ORGAN, SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD

Getting Dealer Aid on a Picture

JHEN the inexperienced film
user goes in for motion pic-
ture films he usually gets
along swimmingly until he
goes plump up against the
problem of distribution. If,
at this point, he could secure guidance
based on actual results achieved, his wor-
ries over his investment would be nil.

Such guidance is perhaps no better illus-
trated than in the carefully
planned campaign now in op-
eration through the dealers of
the Willys-Overland Compan}-,
who have overlooked no point
in getting their films exhibited
in theaters and in helping the
dealers to enjoy the benefit
thereof.

But first it was necessary to
secure the co-operation of the
dealer, to put everything in his
hands ready for operation, and
to reduce his part of the dis-
tribution scheme to the lowest
possible degree.

In looking over this campaign,
I cannot restrain my admira-
tion. That it is the work of a
man who has made a study of
motion picture problems, no one
can doubt. It is simple, direct,
efficient and effective. It over-
looks no bet. It has no weak
spots that are apparent. It is a
good sample of the plan we may expect
every large film-user in the United States
to adopt in time to come.

Approaching the Dealer

The dealer is first approached with a
neat, two-page circular in which he is
told, in display type :

Willys-Overland Film, "How Au-
tomobiles Are Made," Subject
of Carefully Laid Plans De-
signed to Secure Agent's
Co-operation

By E. J. Clary

The Overland picture is, in reality, an educational. Its
to convince the prospect that the Overland is a quali

The dealer agrees with the moving pic-
ture theater to run a newspaper advertise-
ment featuring the theater.

The dealer mails out the special tickets
to a selected list of prospects ; or gives them
out at his store. Each person must sign
the ticket to make it valid and acceptable
at the theater.

After the picture has run, the dealer
takes up these tickets, which make a valu-
able mailing list. This list is
in addition to regular patrons
of the theater. These people
nearly all talk to their friends
about the remarkable film — ad-
vertising Overland and at the
same time emphasize the ac-
curacy of. Overland workman-
ship.

What It Accomplishes

The factory charges the dis-
tributor's account $5.00 per day
for each dav the film is in his
territory. This charge will be
canceled when distributor sub-
mits evidence that film was
handled as scheduled.

By evidence is meant — a list

of dealers who ran the film,

with dates of showing; alsQ

samples of each dealer's news-

effect is paper ads and special ticket ; and

ty car. (Continued on page 28)

Admit-

(In^ert Firm Name)
Invites you to attend
How Automobiles Are Made
A wonderfully interesting picture,
showing how quality automo-
biles are produced in quan-
tity at the huge Willys-
Overland factory
(Insert Date)
(Insert Name of Theater)
Present this card at the door

The dealer distributes these admission
cards among his prospects. The pros-
pect signs the card to make it valid.
The theater returns the cards to
dealer so he can check up.

"You can advertise in the movies with
this wonderful Willys-Overland film
story."

"Everybody goes to the movies — funniest
cartoons drive home your sales messages.
This picture sells cars for you. See your
distributor for dates."

The inside of this folder very clearly
tells the dealer how, through the Over-
land distributor, he can arrange for show-
ing dates on "How Automobiles Are
Made." An analysis of this folder is
illuminating.

Distributors order the film from the
factory. Dealers order it from their dis-
tributor, specifying dates they would pre-
fer to have it. Exact dates cannot be'
guaranteed, but the film will be sent on
the nearest available date named, and the
dealer is notified in advance.

Dealers sign the order blank enclosed
and send it to their distributor.

The dealer makes arrangements with
the moving picture house in his city to ac-
cept special tickets on a certain night.
The dealer agrees to redeem these tickets
from the theater at the regular admission
price. The dealer guarantees a minimum
number of tickets to the theater.

27

In "How Automobiles Are Made," Willys-
Overland make good use of "closeups"
in showing quality of materials
and workmanship.

28

REEL and SLIDE

"Movies" Hold the Stage at
Salina Tractor Meet

MOTION pictures occupied the cen-
ter of the stage at the National
Tractor Demonstration held at
Salina, Kansas, in August. Tractors of
all kinds lumbered across many im-
provised screens and hundreds of trac-
tor makers and tractor buyers crowded
the exhibitions showing the tractors in
the act of plowing, discing, seeding,
planting, etc.

It would appear that the tractor com-
panies have all found the moving picture
an excellent salesman and a super-
demonstrator. Many of the films ex-
hibited are new ones and have been pro-
duced just recently.

The Moline Plow Company's picture,
produced by Atlas, carried a unique fea-
ture, not only from the standpoint of
the tractor maker or user but of the film
producer. This picture includes views
of the farmer plowing his fields at night
with a Moline tractor. This is a step
forward in conservation and was of con-
siderable interest to the audiences wher-
ever shown.

The Deere people kept two reels of
films, also produced by Atlas, running
steadily in their tent and drew large
crowds.

A. E. Gundelach, of the De Vry Cor-
poration, kept a De Vry running contin-
uously in the hotel lobby.

The Joliet Oil Tractor Company,
whose pictures were produced by the
Commercial Motion Picture Manufac-
turing Company of Chicago, had their
pictures exhibited constantly, showing

demonstrations of the "Steel Mule." Mr.
Harry Bates, sales manager of the Com-
pany, declared that one of his salesmen,
with a single reel of film, had sold $116,-
000 worth of tractors on one trip.

The J. I. Case pictures were shown to
advantage.

The Moline people, not to be outdone
in the matter of novelty, ran their pic-
tures in a local jewelry store window at
night. Big crowds gathered around to
see the newest methods of farming with
the Moline Tractor.

That moving pictures have "captured"
the tractor men was evidenced by the
fact that prospective buyers declared
they had been able to get a better con-
ception of the various makes on the
screen than thev had been able to get
on the demonstration grounds.

The Rothacker Company had a studio
crew and a special exhibition tent on the
grounds.

and the freedom of the trans-Alleghany
mining camps which constitute the second
largest area of coal production in the coun-
try.

The idea to use the West Virginia indus-
try as the background of a human interest
spectacle originates with Miss Caroline
Gentry, a native of Charleston, W. Va.,
who has been working on the coal theme
for many months.

"Epic of Coal," in Making
By Educational Films

THE Educational Films Corporation of
America has completed all arrange-
ments for the production of a seven
reel spectacle dealing with the romance of
coal, a subject which E. W. Hammons,
the managing director, has long contem-
plated and for the making of which he
has engaged Frederick A. Thomson.

In seeking the locations, Messrs. Ham-
mons and Thomson were brought in touch
with the Governor and State Councils of
Defense of West Virginia and the presi-
dents of the National Coal Associations,
who offered the New Yorkers every facility

Getting Dealer Aid

(Continued from page 27)

report of the number of people who saw
the picture.

Dealers assume the same responsibility
to their distributor; charge against them
being canceled when film is forwarded as
arranged and complete information reaches
distributor.

The Overland company goes further than
that. It supplies the dealer with litho-
graphed posters not only for the theaters
in which the films r^re to be shown, but in
other conspicuous parts of the city. The
dealer has ^ strip printed and run at the
bottom of these posters.

Added to this, the dealer service includes
electros for newspaper ads, together with
copy, calling attention to the film and the
theater at which it will be shown, together
with the date.

Theater owners are easily enlisted in this
campaign because :

(a) They get the benefit of the news-
paper advertising.

(b) They get a first-class industrial
picture without cost.

(c) They get the benefit of lobby dis-
play and signboard publicity.

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 adver-
tising 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, III.

We sell the dandiest little portable projector.

REEL and SLIDE

29

How Can I Get My Product in the Movies?

(Copyright, 1918)

N approaching the preparation
of the sales-scenario, or con-
tinuity, the survey should first
be studied carefully for sales
points and points that have
interest getting and interest-
ing holding possibilities. Your facts, when
assembled in the survey, will consist of:

Factors that will arrest attention.

Factors that will hold attention and in-
form.

Factors that will advertise.

The manner in which your scenario is
constructed will largely determine its in-
terest holding qualities. An industrial that
gets no place, that has no power to keep
the audience looking for the next thing,
is of little value. That is why a mere
collection of random scenes interspersed
with titles is of no value in screen ad-
vertising. They lack continuity — they lack
plot. By plot is not meant the same as
the plot of a dramatic production, although
similar principle may be applied in screen
advertising.

The plot or "thread" that runs through
an industrial is usually hinged on the
route taken by a product, through a series
of manufacturing operations and nearly
all industrials are put together on this basis.

No. 2— The Sales -Scenario, Need
for Logical Continuity — Arrest-
ing and Holding Attention of
Audience — Getting in the
Sales "Punch"
By L5me S. Metcalfe

(This article, and those to follow, are the result
of considerable investigation. They represent, not
the vjews or experience of one man. Rather, they
are based on the experience of many advertising
men who have actually used films in advertising.
An effort is made to generalize so that the infor-
mation may be of service to advertisers in all
lines of business.)

As a matter of fact, this is not proper
continuity. It becomes tiresome for lack
of change in the scene, as processes are not
largely different to the layman. When the
element of surprise is over, the audience
is usually bored to death by witnessing a
long process, which can only interest the
man in the business— the man who owns
the factory or his competitor.

First, Arrest Attention

But, it is not at all necessary to adopt
a human interest "story" in order to get
continuity in an industrial. The story film
seldom pays in an industrial because the
story isn't good, because it is incidental and
secondary; and there are so many other
screen stories to be easily seen with better
plots and better stories, that the public does
not fall easily for an amateurish job. If
an industrial could be put on with the
best stars and the best studio work, it
would probably be a big trade winner, but
the cost is out of the question.

To start ofif your sales-scenario, you
must have something that arrests atten-
tion, that arouses curiosity, that promises
well. Usually it is something extraneous.

A film based on the tobacco growing in-
dustry started off with a group of picka-
ninnies fioundering around in a mud puddle.

A silk production began with a minuet,
the actors in colonial costumes — silks and
satins.

As an example of the degree to which
continuity may be sustained in a reel that
is designed to advertise and inform, let us
examine a sample scenario.

Our product, let us say, is a patent milk
pail that won't spill the milk when tipped
over. We want to reach farmers. We
book our picture over several state col-

The dangers
of logging
focuses the
attention of
the audience
on a 2,000
foot indus-
trial produced
by the White
Pine Asso-
ciation. In-
cidentally
the virtues of
the timber
are visti-
alized.

lege circuits and through an eduactional
film bureau that furnishes rural churches
and schools with a regular program. We
can hold the dairyman's attention and we
can hold the farmer's attention by a dem-
onstration, for a limited time. But the
audiences are largely made up of dairy-
men's wives and their children.

We start off our sales-scenario by show-
ing SO feet of a dog in a mad chase after
a cat. If he almost catches her in the
fortieth foot, so much the better.

Now, we flash to an old-fashioned milk-
ing scene. A close up of "bossy" is worth
10 feet. Then we iris in to the dairyman,
the flies bothering him. Our next 200 feet
may be taken up with showing the disad-
vantages of the old style method, its in-
conveniences, the loss it may easily cause.
About this time, things are a Httle dull.
We flash back to the dog chasing the cat
again, in another setting, then back to the
barn again.

Now comes Mr. Salesman with the new
fangled milk pail. He gets the dairyman's
attention and makes a demonstration. We
flash back again to the dog and cat race.
Laughter will follow. The interest of the

audience is reawakened — any race causes
tense feeling. The audience is trying to
connect up the cat and dog with the milk
pail. They are waiting and watching to
get the idea.

Back to the barn again. The farmer has
been "sold" and signs the order. They
shake and as the salesman steps out, we
flash to the race again. We see the cat
dash into the barn. Inside we see the
animals knock over the patent pail; the
farmer first fears he has lost his milk and
makes a swipe at the animals with a broom.
Upon examination, however, he finds his
milk safe — thanks to the new pail. With
a smile of satisfaction, he departs.

Balance All Elements

We have arrested audience attention and
held attention, made them laugh, gotten
over a "reason why" argument and a dem-
onstration and solution of the problem,
with an admonition to buy at the end,
since our trailer tells the audience that the
nearest general store now has a line of
these pails in stock.

A glance at the accompanying diagram
will indicate clearly the ideal trend of a
straight out and out industrial production,
designed for indirect advertising purposes
by the producer. We have considered
three broad elements in preparing indus-
trial continuity: interest, instruction and
selling effort. To get the best results
these elements must be nicely balanced, to
{Continued on page 38.)

800

-900

i- 1,000

The three elements, human interest, in-
formation and advertising, Wrust be
nicely balanced in an industrial.

30

REEL and SLIDE

_1|

Founders' Films Enter Unique Field ^

By W. C. Wright

{Superintendent, Sen-ice Bureau^ National
Founders' Association)-

OUR association is not a profit mak-
ing institution. Its aim is to stand-
ardize and aid the fonndry business
in a broad general way. Our membership
takes in the leading foundry managers of
the United States.

Before we adopted moving pictures in
our work, we were compelled to describe
in words the solution of certain problems
that arose in the trade relative to the in-
stallation and operation of new machinery
and new methods. Much of this informa-
tion is highly technical and could not al-
ways be demonstrated in a manner easily
understood. It was difficult to convince
our members at times that innovations
were actually practical and profitable,
despite the lectures and talks given before
them and their workmen.

New Processes and Machinery Are Con-
veyed from Foundry to Foundry
by the Movies.

Consequently, we adopted the idea of
picturizing what we wanted to convey.
The first year proved beyond any question
of doubt the power and ability of the
moving picture for this purpose.

Not For General Utility

Our films are in several reels, each run-
ning from 500 to 1,000 feet. We employ
the De Vry portable projector, suitcase
size, which can easily be carried on the
train to conventions and special meetings
of foundry men.. Our films, for the most
part, are of no interest to the general pub-
lic and are not for the purpose of adver-
tising. They are designed solely to con-
vey information to selected audiences who
are interested, as students, in the foundry
industry.

Our plan of operation would undoubted-

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

(or Minimum Investment

Interview Asked

Address, A-19, REEL and SLIDE MAGAZINE

ly be of interest to other organizations
similar to our own. It is very simple.

The Rothacker Company produces pic-
tures of any new type of machine or of
any innovation in processes which may be
installed or originated by our membership.
Our titles explain the process. I imme-
diately get requests for information on the
subject and by laying out a schedule of
appointments, reach the leading foundries
in the course of the year.

I usually exhibit the film in the office
of the foundry superintendent or in the
local hotel, elaborating on the theme as
the film is projected. Very often we run
the film through several times in one even-
ing.

Film Offers Conclusive Proof

We bring in all the workmen interestd in
the problem and they are permitted to
make a close study of the processes. What
would take many hours of verbal explana-
tion can be covered in an hour or two and
with far superior results. Visual demon-
stration will do more to drive home the
principles involved than any amount of
reading and talking. I have proved this
1)V actual test.

It is my business to keep posted on all
new developments in our field. I am on
the road most of the time and whenever
I see an innovation worthy of passing
along, I have a picture made of it. Our
members co-operate with each other to the
extent of passing along their ideas by
means of the cinematograph.

(Continued on. Page 33)

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

il

Judge a Producer By His Customers

BIG National Advertisers, like the
Westinghouse Company, and the
Pennsylvania Railway, are conserva-
tive 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, Ne^v York ter-
ritory, 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 repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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.

mtJi

REEL and SLIDE.

31

The zvork of
the Under-
ivriters'
Laboratories
is being ex-
plained by
moving
pictures.

HE greater majority of ad-
vertising men who have given
thought to industrial motion
pictures have merely consid-
ered the screen as an adver-
tising medium, pure and sim-
They have adopted it in most cases
with success, depending almost solely upon
the ability and experience or lack of abil-
ity and experience possessed by the pro-
ducer who happens to secure their order.
But there is another use to which films
can be put and are being put which con-
fronts the producer with an entirely dif-
ferent and highly complex set of condi-
tions. I refer to the production of the
propaganda films.

The propaganda film is to the industrial
field what the editorial is to the advertise-
ments in a newspaper. It involves a thor-
ough study of every phase of the subject
to be covered, whether it is a better baby
reel or a reel calculated to reduce the
number of fires in American cities. The
propaganda film may or may not be classed
as indirect screen advertising; in most
cases it is not advertising at all. It is calcu-
lated to mold the thinking of great masses
of people just as the written editorial is
calculated to sway and influence the views
of the public. It calls for deftness, not alone
in film _ production and the enlistment of
the devices available in that respect, but it
calls for a vast amount of work that must
be done before the camera man begins to
turn his crank or even begins to think
about turning it.

Preliminary Labor Essential

In the case of our productions, we con-
sider film merely a medium, bearing the
same relation to the idea we want to get
over, that type bears to editorial matter in
a newspaper. It was weeks before we be-
gan production, during which time we
made a study of the psychology of the peo-
ple who were' to see the picture, how the
subject should be approached in order to
make it most effective, and what to avoid.
This latter is important. Propaganda film
is apt to jar on the audience it is destined
to impress and sway. It is apt to "preach."
This may easily be overdone. On the
other hand, it is easy to be trite and
obvious.

The accident must be incidental.

Our most notable production, intended to
prevent fires in American cities, is called
"An Unbehever Convinced." It is 1,000
feet in length and was produced under our
direction and with our co-operation by the
Essanay Company of Chicago.

This is believed to be one of the best
pictures of its kind ever produced.
Through the splendid co-operation of the
Bureau of Fire Prevention and Public

Filming the
Propaganda Feature

Underwriters' Laboratories Adopt
Story Film to Spread the Doc-
trine of Fire Prevention —
Get Help of Fire Chiefs

By H. G. Wilson

Films sho-u'
(Assistant Secretary, Underwriters'' Lab- ff^, -^alue of

oratories, Chicago, III.) installing fire-

proof windoivs.

Safety of the City of Chicago, and of the
Chicago fire and police departments there
were staged and photographed many scenes
which it is never possible to provide in a
commercial moving picture.

What the Audience Sees

The picture is a comprehensive, convinc-
ing sermon on fire protection. The hazard
of poor housekeeping is portrayed; the
crime of depending on a single wooden
stairway as the only means of egress from
upper floors is illustrated; the danger of
smoking in an industrial plant is em-
phasized; the probable consequences of
hanging workroom doors to open inward
are pictured; the importance of co-opera-
tion with institutions, organizations and
officials engaged in safety work is shown.

Thrilling action runs through the film

from the start. This includes striking
scenes of a great fire department in action.
And it all hinges around the experiences
of the two principal actors in the picture,
thus adding a dignified element of heart
interest that is bound to prove appealing
and effective.

The picture is furnished to public offi-
cials and others for use at fire protection
and safety-first meetings.

We have been able to keep a fairly close
check on our audiences. I should esti-
mate that fully 500,000 people have seen
this picture to date.

It has been shown widely at conven-
tions of fire chiefs in all parts of the
country. It has been used widely by fire
insurance companies in their propaganda
work, and it has enjoyed good runs in
schools, colleges and churches.

ADVERTISING FILMS

Our SUCCESSFUL advertising films, short animated
cartoons, pictures using live models, or industrial
productions, combined with

DIAMOND DEALER HELP SERVICE

gives you a screen campaign complete in every detail.

Let Us Show a Sample Picture to You
In Your OFFICE

The DIAMOND FILM COMPANY is a pioneer
organization with scores of successful screen campaigns
to its credit— the DIAMOND STUDIO, newly fitted
up, contains every modern facility known to moving
picture production. Quantity production enables
us to give highest grade work at lower prices.

Our Customers Include Many of the Leading Advertisers
of the Country :: Send for Full Information Today.

ADDRESS

THE DIAMOND FILM COMPANY

2624 Milwaukee Avenue :: CHICAGO

32

REEL and SLIDE

The Modern Way of Selling

When the modern salesman starts out on a trip to visit prospects in his
teiritory, he takes the Company's stock in trade with him in the form
of a DeVry Portable Motion Picture Projector equipped with film which
tells the sales story in the most efifective way. The DeVry weighs less
than twenty pounds, is easier to carry than the suit case it resembles,
and in this case the salesman may carry anything, from railroad trains
and printing presses in motion to dynamite explosions.

The man who is buying an expensive machine that is designed to last a
lifetime and that seemingly represents an investment disproportionate with
the value received, is probably not inclined to sign the order on the evi-
dence of the salesman's talk alone, even though it be backed up by testi-
monials and drawings. Doubtless he will want to see the machine in
action. How does it work? What can it do?

So the salesman places the DeVry on a table or desk, attaches to a con-
venient electric light socket, touches a button and throws on the wall a
series of "movies" which shows the machine in the course of construc-
tion and in actual use, perhaps, in various parts of the globe. When the
last picture is shown, the buyer feels that he knows more about the
product than the salesman could tell him in half a day's time. And so
he does. That's the modern way of selling. The DeVry has become a
part of the standard equipment of the sales forces of many of our notably
successful business houses.

Let us tell you more about the DeVry, and something of the benefits of its
application to your sales promotion work. Write today for catalogue G.

The DeVry Corporation

113 North Wells St.

Chicago, U. S. A.

PURINA MILLS

RALSrON PURINA CO/Y^PANY Props.
mANUFACTURERS OF

HORSE, POULTRY AND

D/^IRV FEEDS

ST. LOUis. mo.

August 23, 1918

Atlas Educational Film Co.,
63 East Adams St.,
Cliicago, 111.
Gentlemen :

The service you are rendering by
sending us 'booking notices has been so satis-
factory that we desire at this time to show our
appreciation. We cannot refrain from stating
that the distrihution we have received through
your exchanges has far exceeded our expectations
The fact that you have circulated five times the
number of prints guaranteed in one year, has con-
vinced us of your ability to secure the maximum
distribution .

Very truly yours ,

RALSTON PURINA COMPANY

E.T.H. -14.

Manager Promotion Dept

WHY ATLAS?

Reason Number 2

CIRCULATION

Proof of ATLAS circulation offered by a
client who has TESTED it.

Evidence that ATLAS CIRCUITS
deliver buyers.

Atlas Circulation — Atlas
Distribution Is Countrywide,

Atlas Circulation Is As

Effective As

Atlas Production Quality.

Let us SHOW you what we
have done for others — today.

Write or Wire.

THE ATLAS

EDUCATIONAL FILM

COMPANY

63 East Adams Street CHICAGO, ILL.

REEL and SLIDE

33

Only Woman Ad -Screen Expert Talks

By E. J. Clary

CAMILLA DONWORTH occupies ex-
tensive offices on the 23rd floor of a
big New York skyscraper. She is
president of Films Of Business Corpora-
tion, and has attracted the attention of
leading advertising men by her fresh and
original ideas, her ability to put quality
into the films she produces and by the
thorough knowledge she possesses of screen
advertising in general.

She was found "rewinding" a projector
in her offices with the cocksureness of the
seasoned expert. To one who is some-
what accustomed to masculine disorder in
industrial film offices, the business like, effi-
cient condition of this shop was surpris-
ing. Miss Donworth at once gave the im-
pression that, merely because she was a
woman, this complicated field held no
terrors which she feared and no problems
which she did not consider herself capable
of solving.

A Virile Woman of Ideas

Logically and sensibly she discussed the
problems facing the advertiser who would
use the screen.

"I have gone into this field," she said,
convincingly, "because I believe it opens
unusual opportunties. It is true that few
women have specialized in screen advertis-
ing, only one besides myself, that I know
of. But that is exactly the reason why
there is a big chance. There are problems
in production which arise in certain lines
that a woman is best able to solve; there
is needed a feminine touch to inject charac-
ter and individuality to screen advertising
in general. The men have long had their
say — now let a woman try it.

"First and all, I beheve in quality. Posi-
tively, I refuse to do a rush job. I am
concentrating my efforts on a few good
pictures. I am willing to let the others
make many mediocre pictures. My pro-
ductions are remembered where others are
quickly forgotten.

"I believe that, some day, the motion
picture screen will be one of the greatest
advertising mediums in the world. I say
'some day,' because conditions in the indus-
try do not enable it to take first place.
More thought, study and better quality are
the rocks upon which screen advertising
must be built in the future.

How She Started

"I begin at the beginning — the idea. This
idea is always originated for a definite
advertiser. I sell the idea. Then I make
a study of the product. I dig deeply. I
would rather be slow than sorry. I cover
every phase of my subject in order to find
the selling valties from the picture stand-
point. I discard non-essentials and play up
the high spots. I then gather my data to-
gether and retire to privacy, where I get on
the job as a cold-blooded advertising writer,
putting myself in an audience chair and
figuring out what, in the vi^ay of movies,
would sell ME.

"Then I lay down the law to a director
and see that he follows orders. I never
allow a scene to be shot unless I am on the
spot. Then I edit the film. It is often the
work of several months to complete an
industrial to my satisfaction. But when
I am through, I am through."

Miss Donworth has had an interesting
career. She lived and studied in India for

Camilla Donworth refuses to put on a

cheap picture or to put on any

picture in a hurry.

many years. She knows eastern customs
and having had advertising experience, she
understood how to sell goods in the Orient.
A group of Eastern exporters, desiring to
reach the Oriental consumer, selected mo-
tion pictures as the medium best qualified
to "get over" the virtues of their mer-
chandise in the oriental mind.

Bv reason of her knowledge of the East

Universal to Aid Advertisers
in Getting Bookings

ANEW department has been added by
Harry Levey, general manager of
the Universal Film Company, Indus-
trial Department, which will take care of
the distribution of many films that have
already been made and are in the posses-
sion of many hundreds of advertisers
throughout the country.

In order to place this particular branch
of the industry on a more substantial foot-
ing, the Universal Film Company has
placed at the disposal of Mr. Levey, in
their main office at 1600 Broadway, addi-
tional fioor space, as well as a competent
staff of bookers, shipping clerks, and
stenographers, whose duties it will be to
book the advertiser's pictures in the terri-
tories and before the audiences that are
best fitted to review any particular film.

In other words, if the film is an auto-
mobile picture, automobile clubs, boards of
trade, truck clubs and the like will be
booked; the films shipped, cleaned and re-
paired, and reshipped to the next stop.

In this way the advertiser will be able
to have the film shipped from the Univer-
sal's nearest branch, which is at most only
fifty or a hundred miles away from any
spot in the country.

The Universal booking of the pictures
will not in any way interfere with any
bookings made by the advertiser, for all
the advertiser will have to do in the case
where he books the picture himself or
when the customer writes for it, will be to
send the information to the main office of
the Universal Film Company, who will re-
lay it by wire to their nearest branch to

How^ ElginWatches Are Made,
in Moving Pictures

THE Elgin National Watch Company,
of Elgin, III, is circulating moving
pictures showing scenes in their
mammoth factory and giving the general
public an idea of what enters into the mak-
ing of watches.

These pictures only incidentally adver-
tire the Elgin products. They are high in
educational value and furnish an excellent
industrial lesson for the school room in a
subject of intense general interest.

Scenes in the Elgin factory, close-ups
of the processes entering into watch mak-
ing on the modern plan, as well as wel-
fare work among employes, are featured.

Arrangements are being made to project
the Educational Films Corporation, "Your
Fighting Navy at Work," on all transports
engaged in conveying American soldiers
to France. It is believed that the soldiers
v^rill feel more keenly the safeguards
thrown around them when they can see
the operations of the convoys and sub-
chasers actually on the job.

and her clear understanding of film adver-
tising. Miss Donworth was selected to
produce these pictures. She did it so well
that other orders came, as a matter of
course.

She has recently directed pictures for
the Ives Mfg. Co. of Wallingford, Conn.,
and for the H. J. Heinz Pickle Company
of Pittsburgh.

the particular town the advertiser's cus-
tomer asks to show the picture in.

The Universal Film Company has placed
at Mr. Levey's disposal their fully
equipped theater, situated at 1600 Broad-
way, where, for a nominal fee per year,
advertisers will be privileged to show their
pictures before customers just as if the
theater were their own. Eventually these
same arrangements will be made in every
one of the Universal's seventy-two
branches.

Founders' Films

{Continued from page 30)

The moving picture, in our case, has
proved to be beyond any doubt not only
a time saver, but a money saver. My
visits to the foundries are welcomed. It
is interesting to witness the concentration
it is possible to secure among foundry men
with the aid of the screen.

I have shown our films at association
banquets and have been compelled to run
the films through again and again, dis-
cussions being held on the subjects shown
between runs.

It would appear to me that this form
of using moving pictures offers possibili-
ties in every line of industrial effort. The
cost is slight considering the result
achieved. Our films are taken good care
of and they will last a long time.

The ability of the picture to prove that
certain things may be accomplished by
showing that they have been accomplished,
is a valuable asset when one is dealing
with skeptics. Many times I have heard
foundry managers exclaim, "I never
thought that could be done! I wouldn't
have believed it until I saw it. If the
other fellow can do it, we can."

34

REEL and SLIDE

Non-Inflanimable Film — How and When?

The Leading Makers of Projection Machines Will Voice Their Views on This

Important Question in the Columns of REEL and SLIDE.

This Is the First Article

By Alexander F. Victor

T

(In ail Address Delivered Before The Society of Motion Picture
Engineers)

HOSE of you who ventured in-
to the new and untried, in the
days when the motion picture
was an undeveloped possibiHty,
may recall that the first projectors were
readily and easily portable. At that
early stage of the industry, motion pic-
ture projectors were made as attach-
ments to such types of optical lanterns
as were then in use.

Film reels were rarely over fifty feet
in length ; and the usual method of
manipulating was to run them through
into a box, to be rewound after the
entertainment. A later innovation was
to run them in an endless fashion over
a series of spools, lengthening the pro-
jection until the audience tired of the
film episode.

Never-to-be-forgotten classics were "The May Irwin Kiss," and
"The Watermelon Contest." "The Baths of Milano," a Lumiere
product, added a full measure of enjoyment to many an even-
ing's entertainment.

I do not know who first realized and expressed the magic pos-
sibilities of visualized story-telling.

WITH the evolution from the short-story to the noyelette,
and thence to the complete novel — the film length increased
amazingly. The small apparatus of twenty-five years ago nat-
urally proved inadequate to properly handle and project film reels,
measuring ten inches and more in diameter. The many mechan-
ical requirements necessary to a creditable performance all con-
spired to make the portable projector an impossibility. The arc
lamp and it's housing, the take-up mechanism, and the resistance
element, added weight and substracted portability.

In spite of these handicaps, the inventor has consistently striven
to keep pace with the ever-increasing demands upon his ingenuity.
At this moment, it would seem that the limit in film length had
been attained. The film width and reel length have been estab-
lished by the society.

Aided by the very able lamp engineers — who have produced a
wonderfully efficient type of incandescent lamp — the designers of
portable projectors have been enabled to produce a machine which
successfully handles film reels of one-thousand-foot length. A
projector which delivers a satisfactory ten or twelve foot image,
of standard illumination, is extremely compact, easily transported
and weighs twenty-five pounds or less.

Motion pictures whenever and wherever you want them are an
accomplished fact. Wherever the ordinary illuminating voltage
is obtainable — flickerless, brilliant motion pictures are possible.
The portable projector is the logical successor to the optical lan-
tern. It does not enter into competition with its larger prototype
— the professional projector; but in the home, in the class-room,
in the church and in the equipment of many salesmen, it fills an
individual need in a most gratifying manner.

However, in spite of its more than worthy performance and its
own most creditable record — the portable projector finds itself
in a class of ethical outlaws, due to the company it keeps. No
projector, no matter how conscientiously constructed, can take the
"flam" out of inflammable film. The professional projector ac-
complishes the operation by means of the fireproof booth.

The portable projector becomes equally safe with the addition
of the same booth — and accordingly loses its portability. No user
could consistently arrive at the place of entertainment, carrying
in one hand a truly portable projector, weighing about twenty-
five pounds ; but in the other hand, a fireproof booth, weighing
five hundred and fifty pounds. Small wonder that a number of
manufacturers, in their eagerness to meet the uncompromising
public demand, are supplying portable projectors disguised as
sample cases, lunch boxes and violin cases. What cannot be
done with safety, according to official requirerhents, is always
accomplished by stealth — with the same lack of safety.

Personally, I do not believe the portable projector to be unduly
hazardous, when used in offices or factories — even though inflam-

6^/

-.Of

mable film is used. But, when such machines are used, employ-—
ing inflammable film without booth, in schools and churches —
where the apparatus is frequently stationed in the center of ;
crowded room — then the risk is unwarrantable ; unless the opera
tor is skilled and coolheaded.

THE amateur, with his indiscriminate use of the portable pro
jector, is a menace to public safety and the good repute of
the industry.

There is but one remedy for the present intolerable condition.
So long as the market exists — portable projectors will be supplied.
Since the uses for which portable projectors are intended pre-
clude the use of booths — they will be used without.

Since the film employed is the fundamental fault — corrective
measures must be applied in that direction. Hence, the non-in-
flammable film. This is not a new need; much has been said, but
little has been done to alleviate conditions.

Except in one notable instance, manufacturers of portable pro-
jectors have listened to
the siren song of die I

argument that only the ,0k,7-^ \ .^ \ \ —

tremendous list of avail- "

able subjects. This im-
pressive supply of film
has been greatly over-
valued. Out of the
thousands of film sub-
jects available — compara-
tively few are adapta-
ble to the needs of the
portable projector, whose
users require principally
educational and religious
subjects.

I venture to estimate
that the existing total of
such films will not ex-
ceed five hundred, and
these so scattered as to
make it impossible to
secure more than a small
percentage of them. The
logical thing to do — it
seems to me — is not to
meet the obvious public
demand, which results in
an unhealthy condition ;
but to furnish the public with a product which meets its needs and
creates a sound basis for the industry. Since standardization has
produced a large liberty of inflammable film, why not create by
the same means a library of non-inflammable filrn of suitable
subjects and equal volume?

If all manufacturers of portable projectors were to combine
and adopt a new standard for such machines, it would be but a
short time before an enterprising industry would supply an ade-
quate library of film. Since the number of existing film subjects,
suitable for portable projectors is so limited, it would seem quite
practicable to arrange to have them reproduced on non-inflam-
mable stock.

The most apparent obstacle to this plan is this: If a new stan-
dard is established by the society and accepted by manufacturers
of portable projectors — who is to make the film? I would again
ask those of you who were with the industry at its beginning, to
recall the period when there were but three sources from which
to obtain film ; although there were at least twenty-five different
projectors clamoring for recognition.

I, therefore, feel justified in my belief that the adoption of a
standardized, non-inflammable film will be met with a supply of
such film. Create a demand, and invariably the supply comes to
hand. It may be necessary at first for the manufacturers of
portable projectors themselves to make and supply a limited num-
ber of reels. Each one doing his bit, the impetus is given and the
movement is well under way.

I BELIEVE the Underwriters' Code, as it is now drawn, to be
very just. I do not believe that non-inflammable film of stan-
dard width and perforation (even though it carried a definite
label) would sufficiently safeguard the public. Many unscrupulous

Proposal niadcby Mr. Victor for special
width, sloiv-burning film.

REEL and SLIDE

35

A Motion Picture Plan to Sell

Your Proposition — No

Cost to You

We have gathered the most expert knowledge and experi-
ence available on the subject of screen advertising. The only
use we have for this information is to supply it to our
readers. No matter what your line of activity may be, we
have all the facts concerning its exploitation in the movies.
No matter whether you ever use films to sell your goods or
not, you will want to know the facts. Get this survey and file
it conveniently. If not now, you certainly will want it later.

FILL IIM— IVIAIL TODAV .

Name of firm __ _.

Address '. ._

City _. State

Line of endeavor _

Who do you want to reach?

How many agents have you got?

Do you advertise in trade papers?

Do you advertise in the magazines and newspapers? .

Have you ever included films in your campaign?

Or lantern slides?

Do you do a national business?

Other details ..__.

**«M«l*«M«.*«N^

»#•■#■ *«H«*\

ADDRESS SERVICE DEPARTMENT

M A. G A 21 I N E

418 South Market Street
Chicago

exhibitors would use the wrong kind, and
with everyone unconscious of danger, the
risk would be doubled.

There is, in my estimation, the greatest
need for immediate action in this most un-
desirable state of affairs.

I respectfully submit a recommendation
to this society, that the following three
subjects be taken up for immediate discus-
sion and acted upon :

(1) That the present Underwriters' rul-
ing, regarding the use of non-inflammable
film be approved by this society.

(2) That a universal standard be adopt-
ed for approved non-inflammable film; so
that manufacturers desiring to make and
sell portable projectors may co-operate
and turn out an interchangeable product.

(3) That the term "Portable Projector"
and its definition be added to the society's
list of motion picture nomenclature.

I also submit the following film stand-
ard as per drawing, which seems to me to
fullv meet all requirements. With a stand-
ardi;^ed non-inflammable film, universally
adopted by all manufacturers, a film that
will, if possible, permit printing by reduc-
tion from standard negatives — I see no rea-
son whv the portable projector may not
come into its own.

It could thus enter its field of service,
unhampered by the stigma of criminal risk;
safeguarding its users as conscientiously
as does its big brother — the professional
projector.

Borden Dairy Condensery
Offers Educational Films

AN insight into the modern milk con-
densery is offered by the Borden peo-
ple who have filmed their system of
production for general distribution in
theaters.

This picture is tied up with the general
advertising cleverly and while primarily an
advertising reel, offers much that is allur-
ing to the educational institution with a
projector. Pasturage, milking, condensing
and the sanitary surroundings in the Bor-
den condenseries furnish the theme of the
"story," while excellent photography makes
it attractive to the eye.

American Hoist and Derrick
Has Motion Pictures

THE American Hoist and Derrick
Company of St. Paul, Minn., has
adopted moving pictures to depict
the operation of their large machinery
equipment before special audiences of
builders, engineers and architects.

These pictures are shown by means of
portable projectors throughout the coun-
try and by the company's agents and sales-
men. They are said to give an excellent
idea of the heavy engineering facilities in
use today. There has been a widespread
demand for their exhibitioip for some time.

A new projector will soon be announced
which takes either films or slides. The
film may be stopped at any desired point
and a slide shown instantly. The film can
then be continued until it is desirable to
show another slide. The same lamp and
lens are used for both.

Shortage of glass threatens to affect the
slide business, according to the Hammer
Dry Plate Company, one of the biggest
producers of lantern slide plates in the
country.

36

REEL and SLIDE

"The Motion Picture in Advertising"

PA'

dJi

INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, **THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street NEW YORK

Traveling Expenses
Are High

Sell Your Prospects and Reduce Your Expense

Thru the Use of Properly Designed

and Well Printed

BROADSIDES
CATALOGS
Ol^kIS^ BOOKLETS

MAILING CARDS
ADVERTISING LETTERS

Producers of GOOD Printing

Telephone Wabash 912

418-430 South Market Street
CHICAGO

^■0m

film

The BLAKELY PRINTING COMPANY fc^

SCENARIO — PRODUCTION

DISTRIBUTION

E dER raiOW'S IDEA

A MOST unique and interesting feature
has been introduced into an indus-
trial by the Universal people in their
production recently made for the Smith
Brothers Cough Drop Company, whose
product is nationally known. One of the
features of •rois industrial, the title of
which is "The Evolution of a Cough
Drop," is a reproduction in real life of
the Smith Brothers rolling out their own
cough drops many years ago in the old
factor}- at Poughkeepsie.

SPEAKING of Universal— and the Uni-
versal Industrial Department — Man-
ager Harry Levey has arranged to
film the whole process of handling an in-
dustrial production from the time of sign-
ing the contract until the film appears on
the screen. The plan is to depict the proc-
ess of a one-reel advertising campaign.

BEAR BRAND YARNS have taken
advantage of a prominent personality
in order to get over their reel on the
woolen industry, which offers an indirect
advertising appeal for their advertised
brands. Miss Anne Morgan is shown dis-
tributing woolen shawls to the destitute
women of France. This reel also shows
the old-fashioned and new-fashioned meth-
ods of manufacturing.

THE Society for Electrical Develop-
ment have adopted a unique screen
advertisement for electrical washing
machines in a short, 125-foot subject, which
is being circulated by electrical dealers
throughout the country. Following is a
brief synopsis of what this picture con-
tains. There are two figures on the screen
simultaneously, a process known as the
split frame :

Mrs. Drudge begins at seven a. m. to
iron and in tramping back and forth from
the stove to the ironing board shows un-
mistakably that it is the tiresome way. At
ten o'clock Mrs. Sprightly enters and be-
gins her ironing with a song and a smile
in pleasant anticipation. At two o'clock,
ironing all finished, Mrs. Sprightly, still
fresh and smiling, dons her hat and de-
parts for an afternoon out. At five o'clock
poor Mrs. Drudge is still at it and the hard
work of an imperfect day shows in her
every action.

Then follows the solution of the prob-
lem : A close-up view of the old sad iron
appears, to show the cause of Mrs.
Drudge's misfortune. This neatly dis-
solves into a close-up view of the modern
electric iron, with wire and plug coiled
about it, to show Mrs. Sprightly's secret
of success. The picture winds up with the
dealer's "trailer" — name and address.

i 4T Tf THEN women go to buy stock-
y Y ings," said an advertising man
' the other day, "85 per cent of
them buy 'just stockings.' The brand
doesn't count. But if these women stock-
ing buyers could see what real stocking
value means, they would ask for stockings
by the brand. Here's where the film steps
in. It is an easy matter to show stocking
quality in a moving picture. It is as good
as an actual demonstration. A thousand
house to house demonstrators couldn't do
what one reel of picture, running constantly,
would do in this line."

From an animated cartoon feature, "The

Kaiser's Funeral," made for the War

Savings campaign by Bos'a'orth

De Frenes & Felton.

NOT long ago Rothacker announced
his Photoplaylets designed to permit
the retailer to use the screen with-
out prohibitive cost. They are bright little
features, made mostly from live models
and covering almost every branch of retail
business. This idea was again brought to
my mind the other morning when W. T".
Herzberg, of the Camel Film Coiiipany
projected a thousand feet of animated re-
tailers' ads for me. The Camel series are
animated drawings — not of the cheap car-
toon variety, but highly artistic and well
done. I never have seen better animation.
Camel has set a new standard in this line.
Over 1,200 lines of retail business may now
be served from the Camel assortment.

BY reason of its ability to cause
effects secured in no other way,
the moving picture is spreading to
freak ideas in advertising. Recently a
bicycle maker secured in New York 100
feet of film depicting a snail race. Now,
as a snail is the slowest thing that
crawls, it was necessary to film this
"race" by means of stop work — that is
with the speed up camera. To see these
slow creatures madly racing across the
screen is both highly amusing and cer-
tain to attract attention even from the
mere caption. Then very easily the film
slips into the purpose of advertising a
certain brand of bicycles, once the atten-
tion of the audience has been secured
and focused on the screen.

— E. J. CLARY.

The U. S. Gypsum Company
Screen Campaign

The United .States Gypsum Company is
circulating a series of moving pictures de-
signed to interest and inform architects
and builders concerning the company's
products. The films are projected before
special audiences at conventions and as-
sociation meetings in the architectural and
building field. They have proved to be
a successful medium, according to officers
of that company.

"A Black Art"

The Mysterious Forgery Fiim — a Graphic
Expose of Professional Forgery and Check
Raising. Shown only to restricted audi-
ences at meetings of

Chambers of Commerce Merchants' Associations

Business Men's Clubs Bankers' Conventions

Rotary and Sales Clubs Professional Men's Ass'ns

Credit Men's Ass'ns Public Officials, etc.

There is no charge
to Reputable Busi-
ness Organizations
for the use of the
"Black Art" film.
No admission
charge is made
where it is shown.

Write for open dates

Todd Two-Color
Patents

(Amount words in red; Denominationg in black)

Todd Protectograph Co.

(Established 1899)

1175 University Ave.

Rochester, N. Y.

World's Largest Makers of Check-Prolecting Devices

37

38

REEL and SLIDE

My Product in Movies

(Continued from page 29)

say the least. Every foot of selling effort
means encroachment on the other two.
Every foot of entertainment and instruc-
tion you incktde encroaches on sales effort.

There is one important phase about the
sales-scenario which has bothered more
than one screen advertiser. A film that
does not carry a direct appeal for the
man who pays for it usually boosts the
whole industry. A white pine motion pic-
ture produced by the John Smith Lumber
Company might be a powerful influence to
persuade the public to build with white
pine, yet not necessarily John Smith's white
pine. Therefore, the best way to handle
such a paint is to concentrate the "buy this
brand" arguments in the last hundred feet.

The last 200 feet of an industrial pic-
ture is the footage that is of most value to
the advertiser. By the time the audience
has seen the first 800 feet they will have
forgotten your brand unless you have
adopted some extraordinarily subtle method
of driving your trade mark in their minds.

There are three broad phases to indus-
trial film production, as said above. The
elements in their proportion are indicated
by the free hand line in the diagram. It
will be seen that the film starts off with
some attention getter — some extraneous
appeal which gets the audience's attention
and does not "spill the beans" that it is an
ad in any sense of the word.

Pace Set by Film Dramas

After the first hundred feet have been
run, we shoot over into a more seriovis and
direct appeal — some scenes that begin the
"story," break the ice, convey definite in-
formation. We then carry this for 400

This Firm Uses 100,000 Lantern Slides

Make your titles short; deeorate them.

This style is attractive yet not

too expensive.

feet. Our first shot at the audience to
advertise our product comes in 500 feet.
This may be a signboard, a picture of our
building, a box of our labeled goods, one
of our auto trucks. This point may be
driven in with 50 feet, but we must hop
back again to get another good grip on
the audience. We get there at 700 feet.
Now we jump back to a good sound piece
of interesting or valuable information and
linger a while. Then the last hundred feet
may be given up to the "punch." Here's
where you must sell YOUR product. You
must catch the attention — convince the
woman who buys "just stockings" to buy
your stockings or your film has been a
failure. And you can only do it in the
last hundred or two hundred feet.

What you are really doing, as a matter
of fact, is building up your argument step
by step, allowing for the peculiar psycho-
logical conditions which govern the emo-

By E. P. Corbett

(Of the National Cash Register Company)

ONE hundred thousand lantern slides,
on salesmanship, industry and gen-
eral education, used by one firm in
the United States !

That is the record of the National Cash
Register Company. When John H. Pat-
terson became president of the National
Cash Register Company, he started to edu-
cate his employes. His theory of educa-
tion was "teaching through the eye," and
he made an especial hobby of his stereop-
ticon collection. The collection was begun
in 1891, and he has never lost interest in it.

It now contains over 100,000 slides, cov-
ering a broad range of subjects, such as
landscape gardening, boys' gardens, indus-
trial and health activities, welfare and im-
provement work, travel, advertising, and a
multitude of others.

Employ Ten People

It is, perhaps, the best and most com-
plete non-professional library in the world,
and the slides are loaned to churches,
schools, colleges, civic and commercial or-
ganizations, and individuals who will make
general and good use of them. The com-
pany owns also 65 stereopticon machines,
and these and sets of the slides are in con-
stant use in all parts of the country. An
astonishing number of requests for the
equipment are received and filled.

The big N. C. R. Slide Department em-
ploys an average of 10 persons, all skilled
in this work. They perform all of the op-
erations required in the making of the

tionsof an audience. And in this connec-
tion it must be remembered that the audi-
ence cannot be compared to the readers of
a magazine or newspaper. They only see
your picture once; they have no chance to
"read" it again. If they don't "get you"
that first time, the bird has flown.

The modern screen drama has undoubt-
edly given the film going public certain
thinking habits and certain tastes which
the screen advertiser must bear in mind.
If these tastes are disregarded, it is an
easy matter to lose your grip on the peo-
ple who are watching your film.

Must Be Consistent

In so far as is possible, you must give
them something along the line that the
dramatic producers give them or some-
thing so different that it is better.

The sales-scenario must be a consistent,
well designed argument by means of pic-
tures. Its chief value lies in the fact that
no medium offers as good an opportunity
for demonstration. It is the next thing,
to bringing the public into your factory —
it is the next thing to going into their
homes with your washing machine and a
demonstrator, and you must make it in-
teresting.

It is considered the best advertising
practice to do all of direct advertising by
the scenes and use the titles sparingly. An
incidental advertisement in a scene will
not be accepted as such by seventy per
cent of the people; an advertisement on
a title sticks out like a sore thumb.

The Ralston Purina Mills got their ad-
vertising in a "good farming" reel by
merely showing their checkered packages
at intervals, while the contents were being
fed to the stock.

Over a hundred thousand lantern slides
are cataloged in the slide department ■
of the National Cash Register Co.

slide. The original photographs are taken
by the N. C. R. Photograph Department,
and the Slide Department prepares the
negative, makes the slide, colors, and fin-
ishes it.

The biggest job that the Slide Depart-
ment ever accomplished was the prepara-
tion of the slides for Mr. Patterson's
"Wake Up, America!" war lecture. Seven
complete sets of the lecture, 700 slides to
each set, were made.

Each and every one of the slides for this
lecture is a separate masterpiece of work-
manship. It was a special order, and par-
ticular pains were taken to make the work
perfect. The slides are for the most part
reproductions of official war photographs
and cartoons. Almost all of them are ex-
clusive.

First To Recognize Slides

Discussing the use of the moving picture
at the N. C. R. factory, in a recent issue
of Reel and Slide, we said that John H.
Patterson was "probably the first business
man to give the movies a fair opportunity
to prove their educational worth." He was
also the first to apply the stereopticon to
business requirements. He believes that it
is worth while for an employer to go to
any trouble and expense in the training of
employes, and he first used the stereopticon
in 1891, to throw reflections of parts of
machinery upon a screen to illustrate the
points he wanted to bring out to his em-
ployes. He has continued to improve this
department, always keeping it abreast or a
little in advance of the times. Most of
the agencies of the N. C. R., which are
located in every town and city of import-
ance in the world, have complete equip-
ment.

To Fight Liquor With Films

THE searching eye of the camera is
to be turned on old John Barley-
corn. The Industrial Department
of the Universal Film Mfg. Co. is to
produce a one reel film for the Federated
Council of the Churches of Christ in
America called "Strengthen America."
This picture will not only reveal the
depths to which men sink when addicted
to the drink habit but will also take up
the question from an economic stand-
point. The latter phase of the subject
will be founded on facts and figures col-
lected by Charles Stelzle, author of
"Why Prohibition" and general manager
of this film campaign.

REEL and SLIDE

39

Exploiting Garments by the 100-Foot "Trailer"

bUITS Oy: (OATS

THE FASHION SHOP.

This Trailer Is Supplied to Each Dealer.
It "Hooks Up" His Store Directly
ivith the Nearest Motion Pic-
ture Theater.

By I. E. Goldmann

{Manager, Cohen, Fricdlander & Martin
Company, Toledo, Ohio.)

BECAUSE our screen campaign on
Redfern Garments has been in opera-
tion for three years, it has attracted
considerable attention in our trade. And
while it cannot be said to be a radical de-
parture from usual methods, it is a good
indication of liow films may be used efifec-

Tire Dealer Lauds Pictures
Used in Local Campaign

Editor, Reel and Slide Magazine : The
distribution of advertising films that have
interest value to the spectator at the mo-
tion picture theater is marching forward.

One of our pictures (for the National
Cash Register Company) appeared at the
Strand of New York during the week be-
ginning July 7. It impressed the people
who attended this greatest of motion pic-
ture theaters. One of our trailer films
(for the B. F. Goodrich Rubber Company)
is now appearing in hundreds of theaters
every day. Here is a letter from a Good-
rich dealer that came to my desk this
morning:

Shelbyville Garage & Repair Co.

Shelbyville, Ky., July 25, 1918.
Bosworth, De Frenes & Fehon,
Wilkes-Barre, Pa.
Gentlemen : We have your esteemed
favor of 23rd inst., and in compliance
therewith have today mailed to j'ou via
parcel post "Black Tread cartoon film,"
and which we trust will reach you in good
order.

We don't blame you one particle for de-
siring its return ; it is the most amusing
and one of the best advertising films we
have ever seen, and we part with it re-
luctantly for the simple reason that we do
not know when or where we shall find
another of its equal.

We have no hesitancy in stating that it
has unquestionably been a material con-
tributing factor in increasing our tire sales
this year 100 per cent over and above our
sales for 1917.

Yours truly,
Shelbyville Garage & Repair Co.
Giving the advertiser service in motion
picture advertising brings results.
Cordially yours,
C. R. Bosworth,
Bosworth, De Frenes & Felton,

Wilkes-Barre, Pa.

tively, though conservatively, with excellent
results.

Our pictures were produced in Toledo by
the Animated Advertising Service of this
cit>-, whose advice has been accepted in
fiur screen endeavors.

What the Films Show

This is our third season in the use of
trailer films, advertising Redfern Garments.
As in the case of most advertising media,
it is almost impossible to trace direct
results. The best proof that we have that
reel advertising is productive is the fact
that the majority of our customers who
used films when we first put them out, have
re-ordered each season.

We use 100 foot trailers. The first ten
feet is devoted to a leader indicating that
it is a fashion film featuring Redfern Gar-
ments, then 80 feet of animation, followed
by a 10 foot tail-piece linking up Redfern
(jarments with our local dealer.

Our first film showed the garments on
the models in outdoor settings, each sub-
ject in a different location. The second
film embraced a little story. In our pres-
ent film the models are posed against a
plain white background, and are screened
in a circle, leaving nothing to detract the
eye from the actual garment itself.

Films In Demand

Each garment is preceded by a title, a
\ery brief description of the predominat-
ing style features of that particular model.

A good percentage of our customers,
from everv section of the country, use

Not Only An Advertisement Was Supplied,

But a Really Valuable Fashion

Series, to Interest Women.

these films. We make a rather nominal
charge for the film, for two reasons : first,
because any object upon which the pos-
sessor places no value is valueless ; second,
loecause we believe the merchant should
bear his proportionate share of advertising.
We have a tremendous interest, but no
responsibility, in the re-sale of Redfern
Garments, and back up our interest with
an advertising appropriation, but we do not
feel that we should be asked to bear the
entire cost of consumer demand.

"You'll Do Better in Toledo"

S

TUDIO— 206 HURON ST.

TOLEDO, OHIO

Our Studio and Laboratory Equipment
includes everything essential to the
production of Advertising, Educational,
Scenic and Cartoon Films.

Theater service throughout N. W. Ohio.

We employ artist (cartoon) and scenario
writer.

THE ANIMATED AD SERVICE CO.

40

REEL and SLIDE

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS^
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. HoIIUter 1st Vice-President

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W. F. Herzberg Secretary and Treasurer

Report of Proceedings of Screen
Advertisers' Association

(At Annual Convention of the Associated Adver-
tising Clubs of the World, San Francisco,
July 7 to 11, 1918)

The Screen Advertisers' Association, meeting
as a departmental unit of the Associated Adver-
tising Clubs of the World, convened Monday
afternoon in one of the halls of San Francisco's
Exposition Auditorium.

A telegram of regret was read from Harry
Levey, manager of the Industrial Department of
the Universal Film Manufacturing Company, who
was scheduled to act as chairman of the sessions,
but stating that he was detained in Washington
by important war work. Also, a wire from Joe
Brandt, president of the Screen Advertisers' As-
sociation, who was detained at another conven-
tion in Chicago.

Delegates were in attendance from California,
Texas, Chicago, Montana, Hawaii, and an in-
formal session was held, the formal meeting be-
ing delayed until Tuesday afternoon at 2 o'clock.
TiVey L. Ford, head of the screen division of the
San Francisco Advertising Club, presided at the
formal session on July 9th. and opened the gath-
ering with an illuminating address on the effi-
ciency of the screen as an advertising medium.

He declared that he could not definitely define
advertising, that the authorities he consulted gave
confusing answers, but that whatever it may be,
it is a powerful force and one that lends itself
peculiarly to the screen. He liked best to de-
scribe it as applied psychology, or mental appeal,
involving a knowledge of mental processes and
the art of directing their operation. He traced
the history of advertising down to the present
time, and declared that the first newspaper pub-
lishers had the same difficulty in interesting men
to advertise their wares that screen advertisers
have had.

Ham Beall, representative of the Universal
Film Company, from Universal City, Cal., deliv-
ered the message that was to have been brought
to the convention by Harry Levey. He outlined
in detail the work that had been done during the
past year to promote Red Cross drives. Liberty
Bond sales, and many other campaigns for funds
through the medium of the screen, declaring that
this had been supplemented in a manner possible
in no other medium — that of showing in actual
scenes the use to which the money subscribed was
being put.

Attention was directed to the value of the
screen in encouraging enlistments and in show-
ing the folks at home how carefully their boys
are being cared for. He told of the great work,
of the moving picture stars in selling Liberty
Bonds and in collecting funds, of the large
amounts received by the Government in taxes on

films and admissions, and of the wide use being
made by news weeklies of matters connected with
war activities.

B. O. Youngman, of the Kale-Alta Slide Com-
pany of San Francisco, spoke on "Slides and the
War," and told of the thousands of slides that

IV. F. Hcrsberg, Secretary and Treasurer

were made on short order and furnished at cost
to advertise many drives for funds made by the
Government.

James P. Simpson, of Dallas, delivered a splen-
did address on "The Fifth Estate," as he chose
to call advertising films. He outlined the man-
ner in which screen advertising had been de-
veloped in Texas, stating that his company op-
erated a regular service in Fort Worth, Waco
and Dallas and handled country business out of

the latter city. In Dallas fourteen theaters are
being served. Screen advertising there has come
to be regarded as an established institution, the
same as newspapers and billboards, and advertis-
ers include it in their regular appropriations. No
theaters in Dallas refrain from using this form of
advertising, and it is kept interesting by weekly
changes of subjects. In the country districts
changes are made less frequently, but nothing is
shown for more than two weeks at any theater.

Mr. Simpson was originally in the theater pro-
gram business and later tried curtain publicity
work, finally taking up the screen end of the
business, which he finds to be the most profitable
of all for his clients. He considers the screen
to be supreme in the advertising field for results,
as it reaches the most people, a class of people
who spend their money, and reaches them while
they are in a receptive mood. He declared that
moving pictures had already done great things,
but that still greater things were in store for
them, particularly in commercial lines. The doors
of commerce with the world would soon be open,
he said, and he felt that members of the Asso-
ciated Advertising Clubs would be sure to make
great use of them in promoting the business of
the nation.

* * . *

The election of officers of this departmental
takes place in January. The presiding officers are
Joe Brandt, New York, president; R. R. Hollister.
Dayton, Ohio, first vice-president; Tirey L. Ford,
San Francisco, second vice-president; W. F. Herz-
berg, secretary and treasurer, and Harry Levey,
New York, chairman of executive committee.

Throughout the convention moving pictures of
an advertising nature were shown in the city hall
in one of the finest rooms ever given over to an
exhibition of this kind. Through the courtesy of
Mayor James Rolph, Jr., the use of the super-
visors' chambers was secured, and a moving pic-
ture machine and booth was installed here by
H. B. Parsons and Peter Boyle, of Moving Pic-
ture Operators' Union, No. 162.

The arrangements for the display of advertis-
ing film were made by a committee of members
of the screen department of the San Francisco
Advertising Club, headed by W. D. Tarn, of the
Tam Film Company.

« « «

George L. Fix, of the Fix Advertising Service,
Cleveland, reports inroads have been made on his
sales staff by the War. "Various men we have
trained for salesmen have been called to the
colors," says Mr. Fix. "This has compelled us
to operate under low pressure for the time be-
ing."

The Camel Film Company is now settled in its
new plant at 950 Edgecomb Place, Chicago, and
reports much business activity. The Camel
studio is equipped with the most modern appli-
ances, is light and airy and well arranged for
the production of quality advertising films.

APPLICATION FOR MEMBERSHIP

Screen Advertisers' Association of the World

Harry Levey,
Cbalrman Executive Committee,

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen
Advertisers' Association of the World.

Name

Date.

Firm

Nature of Business.

TRUTH IN FILM ADVERTISING

The Dayton Wright Airplane Co.

Dayton, Ohio

DIRECTORS U.S.A.

H.E.TALBOTT

ORVILLE WRIGHT

C.F.KETTERING JUlV S7th, 1918,

GEORCEH.MEAD "

H.E.TALBOTT.Jr,,

Universal Film Company,
1600 Broadway,
New York, K. Y.

Gentlemen:

Attention- Mr. Harry Levey, Industrial Dept:

We wish to congratulate you on the workmanship
and thought in connection with the 8-reel motion
pi6ture you produced of our plant and product.

While our original idea was to produce an indus-
trial picture for educational purposes only, the final
result was so good that in addition to this use, it
will be shown throughout the country as a feature
film in the best theatres for a paid admission.

The camera work is splendid. Details are brought
out perfectly and the scenario writer has made a
wonderfully interesting human story out of cold mechan-
ical operations.

The picture is a revelation to us and convinces
us of the wonderful possibilities of industrial film
photography if handled by an efficient organization
such as yours undoubtedly is.

Special commendation is due the cameraman, who
in fulfilling his task was compelled to ascend fully
8,000 feet into the heaven and go through the same
manouvres as a trained aviator to get some of the
remarkable scenes he has taken.

Yours ve;ry trul;

ofVice 'manager.

An Industrial Film good enough to play in the best theatres for a paid admission.

That's our story — now get in touch with us.

INDUSTRIAL DEPARTMENT

UNIVERSAL FILM MANUFACTURING COMPANY

Largest Manufacturers and Distributors of Industrial Film in the Universe. 1600 Broadway, New York City.

To Make the Screen a Greater Power in Education and Business

M A G«m an N 1-

/

JS Cents a Copy

OCTOBER, 1918^ 0«e Oollar a Year

Let
The

UNISCOPE

X R A. D E

FIRE-PROOF MAGAZINES WITH
SELF-CLOSING SAFETY DOORS

IVI A. R K

Bring Moving Pictures
to Your School or Church

FILM FIRE TRAPSJ

-[iNTERMITTENT SPROCKET
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[film GATE

Profitable entertainments,
combined with class-room
picturization, allow this
remarkably simple

MOTION PICTURE
=PROJECTOR=

to pay its way and clear a profit.

There are many reasons why the
UNISCOPE is the ideal projector
for institutional work. Here are
just a few of them:

PERFECT, FLAWLESS MATERIALS,

no breakdowns — wearing qualities.

FE WER PARTS —rigidity— eliminating
trouble in operation.

SIMPLICITY — automatic in operation,
requiring no skill in operation — easy of
manipulation.

STEADY, CLEAR PICTURES— from

perfect lenses, ^correct optical adjustment
and mechanical detail.

FOCUSSING ADJUSTMENTJ-
TmOTOR speed CONTROL

NOTE: THE OPERATING SIDE OF UNISCOPE-
HOW SIMPLE AND ACCESSIBLE

FIRE-PROOF

ing all danger.

MA GAZINES — minimiz-

The UNISCOPE is operated either by
motor|ori[by hand, as you choose.

The UNISCOPE takes 1,000 feet of
standard motion picture film at a loading.

Let Us Tell You More About the
UNISCOPE— Write Us Today

UNISCOPE COMPANY

500 So. Peoria Street ..

. . . Chicago, 111.

A.

v^'

REEL and SLIDE

THE NEW

PREMIER PATHESCOPE

WITH ITS SPECIAL, NARROW WIDTH

SLOW-BURNING FILM

Is the ONLY Equipment Now Approved by

Underwriters' Laboratories, Inc.

for Unrestricted Use ANYWHERE

We offer the facilities of our entire organization to the co-operative
service of all other portable projector manufacturers who use the
narrow width slow-burning film reiently adopted by the Society of
Motion Picture Engineers as the new standard for all portable projectors.

Adopted by Every School Board That

Investigates

the Merits of Portable Projectors

There are more Pathescopes in schools today than all other
portable projectors combined, because they are designed par-
ticularly for SCHOOL USE, and embody seven years of suc-

cessful experience gained in the world-wide sale and use of over
ten thousand former models in Schools, Churches, Institutions,
Commercial Establishments, etc.

There are about one hundred "Popu-
lar" Model Pathescopes in the Public
Schools of New York City, and the
Board of Education has recently ordered
a number of NEW PREMIER PATHE-
SCOPES after a careful investigation
of the merits of other portable pro-
jectors.

The Pathescope Film Library now contains
nearly 1 ,400 reels and is growing rapidly.

All on Underwriters' Approved and Label-
Inspected Slow-Burning Films.

The largest assortment of available, educa-
tional and entertainment films ever offered
for universal public use.

For the third consecutive year we have been awarded the con-
tract for furnishing Pathescope Educational Film Service to
the New York Public Schools, on the recommendation of their
Investigating Committee.

If you really wish the BEST you will eventually use the Pathe-
scope; in the meantime

Write for Booklets:

"Education by Visualization" (,5th Edition, 100,000).
"Educational Films for the Pathescope."
"Endorsements of E^lucational Efficiency, Etc."

For Industrial Users

We number among our clients the most prominent manufac-
turers using motion pictures as an aid to salesmanship.
Many of them adopted the Pathescope after unsatisfactory
and expensive efforts to use unapproved projectors. You
cannot afford to take the chance of having a serious accident.
Pathescope Agencies and Service Stations are established
not only in the U. S. A., but all over the world — Moscow,
Madrid, Melbourne — from Omsk in Siberia to Buenos Aires
in South America — not to mention main offices in Toronto,
London and Paris.

THE PATHESCOPE CO. OF AMERICA, INC.

SUITE 1877, AEOLIAN HALL, NEW YORK
OR TO

Pathescope Co. of New England, Boston.
United Projector and Film Co., Buffalo,

Pittsburg and Harrisburg.
Pathescope Co., Chicago.

Pathescope Exchange, Philadelphia.
Pathescope Co. of Minnesota, Minneapolis.
Pathescope Co. of Utah and Idaho, Salt Lake
City.

In War Work: The State Defense Council equipped each of the 2 1 Regiments National Guard of New York with a PATHESCOPE.
Used extensively in Hospital Wards, Training Camps, etc., where fire risk demands absolute protection.

Make Your Dollars Fight

n

"WE send out every week, I believe, more prints of our weekly educa-
tional films than are made by any other motion picture concern.
Originally the motion picture was used merely to advertise the Ford
It developed into something- much bigger than an advertising

car.

method, a long time ago. Through the motion picture it is possible, I believe,
to teach the lesson of modern, efficient agriculture, to everybody in the world.
We can teach Mexico and Russia with moving pictures."

-HENRY FORD

(In Review of Reviews)

Lyne S. Metcalfe, Editor

CONTENTS

PAGE

Editorials 3

"A Hoosier Romance" 4

Visual Teaching, a Teacher's Problem — By Jonas Howard 5

Urges Schools To Adopt Films Now 6

Motion Pictures Aid Health Experts ■. 6

Canada Makes Success of Its Juvenile Shows 6

Films' Place on a Church Program — By Rev. C. J. Sharp 7

Use Films in Good Roads Campaign Work 8

Department of Agriculture Movies Produced for Fairs 8

Films Teach Aviation to Men in English Camps 8

Commercialism Versus Scientific Pictures — By Alfred H. Saunders. 9

Among the Schools and Churches 10

Non-inflammable Film — How and When? — By A. E. Gundelach... 11

Compiles Report on Motion Pictures as Applied to Municipal Work 11

Movie Clubs Fight for Better Motion Pictures 12

With the Reel Observer — By Henry MacMahon 15

Proj ection 17

? — Ask Us — ?. Department of Questions and Answers 18

PAGE

19,000 Slides Aid in Work of Chicago Art Institute 20

Simple System for Cataloging Slides in an Institution — By Robert

Pariser 29

Reasons for Exhibitors' Attitude Toward Ads — By Carl Krusada. . 30

Educationals si

Lantern Slides Department 32

Pastor Favors Broad Program, Including Pictures 33

Truck Management Subject of Films and Slides 33

Glimpses of New Wild Bird, Pastoral and Cannibal Productions. . 34-3i

How to Use Motion Picture Camera, Part III — By J. Frank Martin 36

Pathescope Announces New Projector 37

Films in Public Service Propaganda — By A. B. Stearns 39

How Can I Get My Product in the Movies? — By Lyne S. Metcalfe 41

Why Quality Ad Films Get Distribution — By Harry Levey 42

Screening a Technical Industrial — By W. L. Schaefer 43

American Fruit Uses Films to Report on Campaign 44

The Other Fellow's Idea— By E. J. Clary 45

Association Page 48

Interesting Announcements to Be Found
in the Advertising Pages

EQUIPMENT

PAGE

Uniscope Co (Inside front cover)

Pathescope Company 1

De Vry Corporation 12-46

Atlas Educational Film Co 14

Capital Merchandise Co 18

Arthur E. Curtis 19

Victor Animatograph Co 20-33

Beseler Lantern Slide Co 29

Autopticon Co 30

Greater New York Slide Co 32

Erker Brothers Optical Co 37

Educational Film Co 37

Filmgraphs, Inc 46

EDUCATIONAL FILMS

PAGE

Pathescope Company 1

Argus Laboratories 13

Atlas Educational Film Co 14

Educational Films Corporation 16

Capital Merchandise Co 18

"Maybe Stone Has It" 18

Arthur E. Curtis 19

Exhibitors' Booking Agency 29

Educational Film Co 37

Filmgraphs, Inc 46

LANTERN SLIDES

Beseler Lantern Slide Co 29

Erker Brothers Optical Co i7

Victor Animatograph Co 20-33

Filmgraphs, Inc 46

PAGE

Autopticon Co 30

Greater New York Slide Co 32

Excelsior Illustrating Co 32

Joseph Hawkes 33

I
INDUSTRIAL FILMS

Pathescope Company 1

Educational Films Corporation 16

Camel Film Co 38

Universal Film Mfg. Co 21-22-23-24-25-26-27-28

Films of Business Corporation 42

Pittsburgh Commercial Motion Picture Co... 42

Animated Ad Service 44,

Filmgraphs, Inc 46

Leggett-Gruen Corporation 47

Baumer Films, Inc (Back cover) 1

Reel and Slide magazine is published the first day of each month by Class Publications, Inc., at 418 S. Market
street, Chicago, III. Subscription price: 15 cents per copy, $1.00 per year, postpaid, in the United States and
possessions; Canada, $2.50.
Edward F. Hamm, President. William Eastman, Vice-President. William C. Tyler, Treasurer.

(Copyright, 1918)

Buy Liberty Bonds

EDIX^ORIALS

NOTICE TO SUBSCRIBERS

If you fail to receive your copy of Reel and Slide Magazine
promptly please do not think it has been lost or was not
sent on time. Remember there is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible is being done to expedite prompt delivery.

Forward !

WITH no thought of bursting shrapnel and
poisonous gases into which they plunge —
with every muscle tense, with every faculty of
mind alert, with one thought only — to fight and win.
That is the way our men are going into battle. When
the shrill whistle sounds the advance, out they go —
their whole heart in the task before them. No power
on earth can hold them back.

Forward ! The same sharp challenge to battle is
sounding for us. We must answer in the same proud
way — the way of our fighting men — the American way.
We must lend the way they fight.

We must show the war-maddened Hun a united
American people moving forward shoulder to shoulder,
irresistibly, to victory. Our task is to supply the
money, the ships, the guns, the shells that we must
have to win. It is a tremendous task. We must do it
as our fighting men do theirs — with the indomitable
spirit of victory.

We must work, and save, and lend with one thought
only — to fight and win.

Get into the fight — with your whole heart. Buy
bonds— to your utmost ! Buy until it hurts your
pocketbook — buy until your bank account can't stand
any more buying. Then buy some more.

Film Distribution

THOSE "doubting Thomases" who have held that
national distribution on industrial moving pic-
tures is illusory are respectfully requested to
examine the results, described in this issue, of the Uni-
versal Industrial Department campaign on "Over the
Roads to War." In hundreds of theaters throughout
the United States this film is being featured on the pro-
gram. This offers actual proof that pictures of this
type can and do get distribution as efficient as adver-
tising copy in the biggest magazines. In this cam-
paign, results have proved that an analysis is possible
of the buying power of audiences, the actual number
of people reached, showings divided by cities and
states, etc.

This campaign is one of the most notable achieve-
ments in screen publicity.

Burbank and the Film

LUTHER BURBANK, the world famous horticul-
turist and botanist, is a strong advocate of the use
of the motion picture screen in public schools. He
also is of a philanthropic turn of mind.

Some time ago Burbank, whose home is in California,
went into the educational screen idea and made an oft'er
to put a projector in every school in California at his
own expense, providing the state and city educational au-
thorities would supply the right kind of films and in ade-
quate quantities.

A lengthy survey was made at great expense, to deter-
mine just how much real educational film was then avail-
able. The result was not up to hopes or expectations.
The upshot was that Burbank, while not doubting the
ultimate feasibility of his plan, decided to wait.

In connection with this survey, it would appear that
those who made the survey set too high a standard for
educational subjects, which rasies the question: What
is an educational film?

Strictly speaking, it is a film whose sole object is to con-
vey specific and abstract information on a certain branch
of regular school room study. No cognizance, apparently,
was taken of the instructional film of which there are
many thousands of reels at hand today.

Evils of Cheap Slides

A WESTERN slide maker, in business for many
years, writes to Reel and Slide, "By making
cheap slides, many slide men in the East are
greatly injuring the industry. The cost of labor and
materials today wipes out all profit if we are to do busi-
ness at the old prices.

"There is an absolute minimum at which a good slide
can be sold. If sold for less, either the slide is a poor
one or there is no profit in it for the maker."

Cheap slides, at least for educational purposes, seldom
satisfy the user.

Cheap slides, in the end, serve to curtail the demand.
Cheap slides fool nobody.

Mrs. Jane S. Johnson

IN the Times Building, New York City, the Division
of Films of the U. S. Committee on Public Informa-
tion holds forth. Mrs. Jane S. Johnson, secretary,
is busy these days aiding schools, colleges, churches and
industrial firms in getting copies of the government war
films through the film exchanges which have tmdertaken
to distribute them.

Mrs. Johnson says that this form of exhibition is being
welcomed by the committee and that every effort is be-
ing made to see that such applications are filled promptly.
Institutions with projectors should get in touch with Mrs.
Johnson. The government war films are entertaining, in-
structive and patriotic.

Make Your Dollars Fight

REEL and SLIDE

''A Hoosier Romance''

By COL. WM. N. SELIG

(Producer of the Film Version of James Whitcomb Riley's Famous Poem)

Quaint comedy scenes fill "A Hoosier Romance" with wholesome aiimsenient. "Patience" rebuffs the aged bean.

WHY did I produce Riley's "A Hoosier Romance"?
For the same reason that other producers
today are looking to the story with real literary
quality, with the clean, wholesome appeal in order to
gain and hold the attention of the film-going public.
One by one all the really great masterpieces of American
literature are finding their way on to the screen because
the public taste is changing, and makers of motion
pictures must keep pace with it if they would survive.

Mr. Riley and I were old friends. I knew him for
twenty years — from the time he wrote verses for little
weekly papers 'round Greenfield, Indiana, to the time
when managers were fighting for his services on the
lecture platform.

I always considered "A Hoosier Romance" his master-
piece. Riley didn't agree with me. I talked it over
with him a number of times before either of us had any
idea about picturizing the poem. Riley was really his
own harshest critic. He found faults with his poems
that nobody else discovered. He pointed these out to
me, but they were technical. I told Riley I didn't
think he ought to bother about technique. He was a
poet of the people, from the people and for the people,
and the charm of his work lay in its simplicity.

It was after Mr. Riley had become famous — when he
was a partner of Bobbs-Merrill & Co. of Indianapolis,
that I went down to see him about filming "A Hoosier
Romance."

Riley was dubious. He said he didn't see how the
thing could be done. His idea was that the poem told
too simple a story to permit its amplification for a five-
reel production. What I knew was that the poem con-
tained the whole story of human life, love and motive.
At the time of this talk Mr. Riley was ill and, in fact,
he died before the picture was ready to show — a cir-
cumstance I profoundly regret. However, all the poet's
surviving relatives have seen the picture half a dozen
times, and they are delighted with it.

Close-fisted Jeff Thompson lives in the flesh as the screen unfolds

the rural love story, which has helped to spread Riley's

fame throughout the- world.

Buy Liberty Bonds

-

OCT 21 1918

/

/

VOL. I

OCTOBER 1918

NO. 8

Visual Teaching, ATeacher's Problem

'ARIOUS efforts have been
made by individuals casually
interested in the motion pic-
ture as an aid to ' education,
and by certain collective
bodies aiming at progress in
the field of visual instruction, to find out
whether or not there is any tangible basis
upon which to build up the structure that
is to come.

These investigations, in the main, have
had a single purpose in view: to determine
whether or not the present supply of edu-
cational film is adequate, or even moder-
ately adequate, to meet the needs of the
teacher in certain branches of instruction,
or in all branches.

The consensus of opinion is — no ! There
they let it drop.

Yet the fact that so many investigations
are going on indicates beyond any per-
adventure of doubt that there is an awak-
ening interest in the subject itself.

What Is Educational Film?

These same people accept and acknowl-
edge the screen as a powerful medium to
teach young and old, in almost every
branch of learning. Most of them express
the belief that sooner or later the big prob-
lem of educational films for schools will
be solved — solved adequately and perma-
nently; all of them, nearly, declare they
would welcome such a successful plan.
They are also unanimous, however, in
waiting for the commercial film man to
"jump." They look to him for a solution,
when, as a matter of fact, it is squarely
up to the educator, the Churchman and the
welfare worker. They condemn what they
term the "unlettered efforts" of the man
who has foresight and faith enough to tie
up his hard earned capital in an educa-
tional film venture, refuse to accept his
productions and at the same time deplore
the lack of adequate pictures which would
be of real service in the class room.

Now, in the beginning, we must drive
a wedge between what is called "educa-
tional film" and what actually IS educa-
tional film. Sooner or later this _ point
must be clear-cut and easily determinable.
Film men and educators are unanimous on
this point, at least. Therefore, we have,
broadly speaking, three classifications which
will interest the pedagogue, each in a dif-
ferent way and yet each quite as important
as the other if visual education is ever to
arrive at the point of required efficiency :

They are:

a — Subjects that are purely amusing or
entertaining, yet which have a wholesome
effect on the mind.

b— Subjects which are instructional —
which inform but which may be shown
without relation to a text book for purely
academic purposes.

c — Subjects that are strictly educational
in that they amplify the text book, bear on
its contents, have technical qualities, are

A Frank Discussion of the Present

Stumbling Blocks in the Way

of Motion Pictures in

Schools and How They

May Be Removed

By Jonas Howard

edited and produced by specialists just as
a text book is written and edited by spe-
cialists.

No broad-minded pedagogue today de-
nies the need for all three of these subject
groups. None will deny that this broad
latitude is essential if the institution is to
get full measure of actual service from
its investment in motion picture equip-
ment.

Now, where and how are we to get these
films?

In group a, the answer is in the affirma-
tive. There is an ample supply of clean,
wholesome drama, comedy and literary pic-
tures which may be easily — and are — sep-
arated from the muck and slush that de-
grades so many of the commercial motion
picture theaters.

In group b, the answer is also in the
affirmative. Hundreds of reels, including
travel, industry, biology, the arts and
sciences, edited and produced with a popu-
lar appeal, are waiting on shelves for the
school to use them, at small cost, or at no
cost at all.

In group c we strike the snag. Yet,
every investigation made of this subject
which the writer has been able to study
has failed to grasp the fundamental rea-
son why there is so little strictly educa-
tional "text book" film available.

Don't Depend on Film Man

If we are to have motion pictures in
every school room in the United States —
and the United States Department of Edu-
cation says we are before long — the heads
of school boards, colleges, universities and
agricultural colleges must not turn away
disdainfully from the problem that pre-
sents itself; they must join together and
remedy a situation they know to be de-
plorable and yet which they would have
ameliorated. There can be no systematic
and dependable library of short length,
strictly educational films until there is
some concerted and associated effort on
the part of the school man to do his part.

There can be none of the film such as
he would welcome in quantity until he
takes a broader view of the subject and
meets the producer half way.

There are any number of producers with
capital to do it who would gladly invest
in a huge screen library, edited by the most
capable experts in all branches of teach-
ing, if they could command the stanch

Make Your Dollars Fight

moral support and patronage of those who
"believe in the screen as a medium but — "
If the school men of the country are
waiting for a business man who happens
to be in the film business to come along
and lay down a thousand reels of short
educational subjects, scientifically correct
up to the highest standards of learning, co-
related with the text books, endorsed, ap-
proved and censored, as a free present to
American education, they will be con-
demned to a long wait. It is not the film
man's function. He is a film maker, a
manufacturer, not a professor of chemistry,
botany or history. His capital is waiting
to picturize the writings of the accepted
text books, if he can reasonably expect
even a fair amount of encouragement from
those who must give him his outlet.

Can Be Made Influence for Good

Let us admit that a great part of the
so-called educational film on the market
today is unworthy of notice. Whose fault
is it? The producer, in most cases, has
done his best — done it in spite of the
thankless attitude of the educator. It is
true that there have been a few "voices
calling in the wilderness" — men and women
who have given of their time, experience
and brains to get a start on a really com-
prehensive educational library, and the
bankruptcy courts record the wreckage of
more than one such enterprise, because
the few could not make the many recog-
nize the fundamental principle of the whole
thing — co-operation.

Whenever educators foregather these
days they usually discuss, with more or
less seriousness, the function of the screen
as a new tool for the teacher. But they
go round in circles. They discuss the
technical side of the application of pictures
to school work and keep silent on the all-
important, pivotal question of, "where are
the films ; if there are none, why not? Let
us first get the right kind of pictures and
then discuss their application to the work
we have to do."

Which brings us to this point : why is
there no national organization, whose
membership includes the really constructive
educators of the country, to help the edu-
cational film producer over the rough
places he must travel before he can come
out in the light? If films are a good
thing — proper films, properly applied — why
not encourage the producer by patronizing
him, by guiding him, by helping him?
(Seven thousand professors, school heads
and teachers recently replied to a ques-
tionnaire saying they believed films a good
thing in education.)

One by one the city school boards are
putting in projectors. One by one the
more _ progressive superintendents are
squeezing funds from backward aldermen
to equip the class rooms with this much
needed equipment. But they are in the
(Continued on page 6)

REEL and SLIDE

4

Urges Schools to Adopt Films No^v

SCHOOLS everj-where are reopening.
In these days of advanced methods,
this means that the educational insti-
tution desiring to do the most effective
work must surely be fully equipped with
the moving picture method of teaching,
writes Rev. ^\'. H. Jackson in the Motion
Picture News. It ought almost to seem
unnecessary to have to present any argu-
ment to support this statement. It is,
however, a regrettable fact that for many
absolutely inadequate reasons many school
authorities are allowing themselves to be
lulled into a state of indifference by the
varied conditions of the times which,
when studied, ought to prove an incen-
tive rather than a hindrance to the prog-
ress which the education to today demands.
The most fallacious idea presented for
still further delay beyond the vacation pe-
riod in adopting the picture-teacher is the
"after the war" slogan. This is not only
foolish, but is as bad as a pro-German idea
in that it hinders the education of young
America as to the needs of the hour.

History in the Making

These are days highly favorable to the
pupil in that he is able to learn the most
important period of the world's history in
the making with all the interesting and
progressive details rather than superficial
facts afterward.

It is everywhere acknowledged even in
governmental circles that the present up-
to-the-moment readiness of the American
people is due entirely to the enormous sup-
plementary aid of the publicity films of
every kind. Indeed, it must be said that
never before has there been known such
a campaign of education, which has at once
lifted whole nations into a full knowledge
of truths, facts and conditions which in
days long ago would have required a gen-
eration of time to accomplish.

This fact alone stands as a pre-eminent
factor claiming the immediate adoption of
the moving picture in the schools.

Government Schools Use Films

In addition to the facts and claims above
noted the actual experience of those in-
stitutions which have already used the pic-
tures is the last needed proof. It is of im-
portance to note that there is not a single
technical school under control of the
United Staes Government which has not its
picture-teacher outfit. There is not a
school of instruction, a warship, a training
camp of any description without this equip-
ment.

The lack in one single instance would
immediately be reported as a dereliction of
dutjr of those in charge. Let every school
and educational institution in the land be
at once similarly equipped.

Motion Pictures Aid Health Experts

THE first tuberculosis unit of the Red
Cross has left for Rome, Italy, to
fight in the new world war against
the great white plague. Verj' soon Chicago
will send the second unit. At regular in-
tervals thereafter a Red Cross tuberculosis
unit will leave from each one of fifteen
big cities of the United States.

For the last three years the Red Cross
has been developing in Cleveland, Ohio,
plans for the greatest drive against tuber-
culosis ever made in this or any previous
age.

Every nook and cranny of Italy, ever\-
town and hamlet in France, every con-
gested village of China, everj^ solitude in
Siberia, every devastated region of Rou-
mania and Serbia, every inhabited place in
Russia, will be touched with the hand of
mercy and by the new miracles of sanitary
evangelism healed of the great white
plague.

It will have a personnel of fifteen medi-
cal specialists.

The cost of each unit will approximate
$250,000. There will be De Vry moving
picture outfits. Electrical current generated
by the engine of the auto truck will fur-
nish light and power for moving picture
projection. A twelve-foot picture will be
thrown on a screen carried with the outfit.

Whether in city or country, the Red
Cross health evangelists can carry on their
propaganda unhampered by local condi-
tions, independent of primitive surround-
ings, abundantly provided with material.
Moving pictures will instruct and entertain
the eager crowds who come to see this new
and benevolent American invasion. While
primary attention will be given to films il-
lustrating the treatment for tuberculosis,
there will be other films showing farming,
gardening, housekeeping, industrial life,
factory work, and all phases of life in
America. Besides which motion pictures
that are purely entertaining will be part of
the movie programs.

"America's Answer" Has
Warlike Scenes

ON September 9th, the United States
Government war film, "America's
Answer," was released throughout
the country by the various exchanges dele-
gated by the Committee on Public Infor-
mation.

This picture, like the first of the series,
"Pershing's Crusaders," was made by
United States signal corps photographers,
by direction of Gen. John J. Pershing. It
is purely a governmental enterprise and no
individual has any profit interest in the
production.

The outstanding object of these pictures
is to show to the people just how the great
sums of money which have been raised by

Canada Makes Success of
Its Juvenile Shows

(Special Correspondence)

IT has become quite the vogue among
Canadian exhibitors to conduct chil-
dren's matinee performances. The idea,
in fact, has gained considerable ground
during the past two months, and the youth-
ful patrons have responded in an encour-
aging manner.

The plan of the children's matinees has
been developed to a high degree by several
managers in Montreal, Toronto, Hamilton
and Winnipeg. In some instances, appro-
priate features are exhibited at the chil-
dren's performances ahead of the regular
booking date for the theater, and in this
way the idea works out as an advertising
method to a considerable extent.

Manager Conover, of the Imperial
Theater, Montreal, has been booking spe-
cial pictures for one weekly performance.
In several instances he has presented a
feature which he has released as a regular
attraction on subsequent dates. Manager
Conover presents Judge Brown stories,
features with a particular appeal to chil-
dren, comedies, news weeklies and cartoons
for the special programs. Pictures featur-
ing the Fox Kiddies, "The Blue Bird,"
"Huck and Tom," "The Seven Swans" and
kindred releases have been shown with
success.

In Toronto, Ben Cronk, of the Allen
Theater, instituted a newspaper coupon
plan for the popularization of Saturdaj^
morning shows. Not many Toronto thea-
ters hold matinee performances daily, but
Saturday afternoon shows, with special
prices for the children, have become quite
the rule.

U. S. Uses Films to Show
Musical Training

AMONG the interesting educational
pictures showing at the Strand
Theater, New York, recently is that
part of the government publicity series
which deals with the psychology of song.
That soldiers are helped by music when on
the march is a fact as old as military
marching itself.

The United States Government has se-
cured the services of eminent singers to
give musical training to all the soldiers.
The pictures shown are of these talented
leaders training large numbers of men in
both patriotic and the latest popular songs,
so that they can bring up their spirits in
times of stress.

taxation, Libert}' loans and thrift stamps
have been spent, and the great work that
has been accomplished by Americans in
France.

Among other things it shows the three-
mile dock, built on swamp land by Ameri-
can soldiers and now being used to expe-
dite the landing of the troops, and of the
stupendous volume of supplies regularly
coming across the seas from the United
States. In addition to this it shows many
of the other works accomplished "over
there," pictures of happenings that could
be secured onh' by the government.

The work of the signal corps of photog-
raphers is not confined to the taking of
pictures for exhibition. Thousands of feet
of fihn recording the events of the war are
photographed for the archives of the
United States.

A Teacher's Problem

(Continued from page 5)
minority-. (Perhaps the first early peda-
gogue had the same difficulty in getting
public funds for the first school room
blackboard!)

Yet these same people shout against the
picture show and its salacious offerings.
They busy themselves to curtail the show-
ing of slap-stick comed}^ and suggestive
drama. They say that certain pictures are
bad for the young and impressionistic mind
and do much harm because they teach and
impress crime, license and false values.
Granted. Isn't it just as true that this
powerful influence can be swung around
to do good? Their own arguments meet
their own problem, as it were. The pro-
jector and booth in the school places the
control of the film in the hands of those
who deplore its baneful influences in the
theater.

Buy Liberty Bonds

REEL and SLIDE

Film's Place on a Church Program

I OR three years we have used
moving pictuiss as a regular
part of our Sunday evening
church service. Our church
was not one in which the eve-
ning service was a particular
problem as in some and we did not put the
pictures in as substitute for the service, but
as a part of it.

Our Sunday evening services are frankly
evangelistic and planned with the purpose
of reaching the outsider. We decided to
consecrate the moving picture outfit to the
one purpose of helping to draw hearers for
the Gospel message and to use the pictures
for no other purpose. We felt that if
we gave free pictures on Sunday evening
as we proposed to do, that would spoil
any pay entertainments during the week,
that would partly spoil the effect of our
free pictures on Sunday evenings. We
have, therefore, used the pictures only on
Sunday evenings and on week nights rlur-
ing revival meetings.

We classed the expense as
advertising and paid film rental
from the miscellaneous offer-
ing of the evening. I might
say that we gave one pay enter-
tainment when the machine
was first installed with the an-
nounced purpose of making
that entertainment pay for the
machine, which it did.

Pictures at Beginning of
Service

We found that a few
churches had preceded us in
the use of the moving pictures
but that we were among the
pioneers. We found some were
trying to use the pictures at
the close of the service with
the thought that if given be-
fore, those who came to see
the pictures would leave at the
close of the picture and thus
spoil the service and defeat
the purpose.

We found that others were
using the pictures in some part of the build-
ing separate from the place of holding the
evening service. We decided to place the
pictures the first thing in the evening ser-
vice and take such measures as would pre-
vent any exodus. A frank announcement
that anyone who came and then went out
was perpetrating a serious discourtesy and
would be requested by the ushers not to
come again, solved the problem.

We placed the pictures at the beginning
of the service with the thought that an
evangelistic service should have an ascend-
ing climax in its serious purpose to reach
and influence men for the church. While
any good heart-stirring or instructive pic-
ture might be valuable in the beginning of
such a service, we felt that it might be anti-
climactical if placed after the climax and
appeal. We have followed this method
with success.

There seems to be an impression that if
pictures are used in church work they are
to be used to tell the message and that
the only films that are usable in the church
service are sacred films. We believe this is
erroneous. First of all, there is no sufficient
list of sacred films at reasonable rental to

Should Precede Sermon on Sun-
day Evenings and Should Be
Used for Evangelical Pur-
poses in Which It Ex-
cels, Says This
Minister

By Rev. C. J. Sharp

(Pastor, Christian Church, Hammond,
Indiana.^)

keep going regularly for any great length
of time. Second, many of the sacred
films are necessarily disappointing and in-
sipid. Bible characters are heroes and
when thrown on the screen as portrayed
by any modern actors and are thus seen
in flesh and blood they are somewhat dis-
appointing.

Rev. C. J. Sharp

Christian Church, Hammond, Indiana, where motion pictures are a
regular part of the Sunday service.

We held that the sermon was the im-
portant thing and that the pictures were
merely an important part of the preparatory
service. We, therefore, used some sacred

films but used a
much larger num-
ber of travel,
scenic, education-
al, popular scien-
tific and some of
the dramatic kind.

In the travel
films, our people
have visited near-
ly every land un-
der the sun and
seen the people of
all the earth at
work, worship and
play.

They are not
only pleased but
awakened and
their vision broad-
ened. Some dramatic films, like that of
Field's "Little Boy Blue," are not only in-
teresting but are as valuable to cause the
heart chords to vibrate responsively as is
a good Gospel solo.

Use Care in Selection

Many of the films will have
accidentally shown things
which prove of illustrative
value for the sermon which is
to follow, especially when
chosen with that in mind.
Care should be used in choos-
ing films from a catalog list,
as the subject frequently does
not reveal what is in the film.
If chosen from the catalog
there is danger of being some
time suddenly surprised if not
humiliated. We found a bet-
ter way was to first find a
thoroughly reliable company
and acquaint them with your
desires and allow them to
choose the films that fit your
needs. We have dealt with one
exchange for three years and
have found this methgd thor-
oughly satisfactory.

We have found that if the
pictures are used for the pur-
poses above mentioned and are not ex-
pected to do the whole thing, including the
preaching, they are a valuable help to draw
the crowd and to prepare the minds of
the people for the message to follow.

FIRST ENTERTAINMENT
PAYS FOR MACHINE
( (T T TE classed the expense
y y (moving pictures) as
advertising and paid
film rental from miscellaneous of-
ferings of the evening. I might say
that we gave one pay entertain-
ment when the machine was first
installed with the announced pur-
pose of making that entertainment
pay for the machine, which it did.
We now place the pictures at the
beginning of the service. Via
travel films our people have visited
nearly every land under the sun
and seen the peoples of all the
earth at work and play." — Rev.
Sharp.

^'Soldiers of the Soil" Taught
by Means of the Screen

IN order to show other boys and girls
what has been accomplished by the
Soldiers of the Soil and the value of
their work to their country in time of war,
a rnoving picture is being prepared to be
exhibited in the schools throughout Water-
loo county, says one of Iowa's important
daily papers. Every phase of life on the
farm as it is for the S. O. S. is to be
depicted, from doing chores in the morning
to the welcome plunge into the swimming
hole after the day's duties are done. The
idea is, of course, to extend interest in the
S. O. S. movement so that next year more
boys and girls will off^er their services for
the national task of food production.

The Y. M. C. A. officials are in charge
of the S. O. S. movement.

Make Your Dollars Fight

8

REEL and SLIDE

Use Films in Good Roads
Campaign Work

THE Illinois Highway Improvement
Association has invaded the movie
field in its campaign for a $60,-
000,000 good roads bond issue.

A two-reel film, "Through Illinois Over
Unchanged Roads in a World of Change,"
has been released after months of prepara-
tion and arrangements are being made to
have it shown in every photoplay theater
in the state if possible before the Novem-
ber elections.

The novel bit of propaganda is not pure
preaching. It contains enough of a story
to hold the attention of the average movie
fan and at the same time pokes good nat-
ured fun at the backwardness of a state
that sends motor trucks over the same sort
of highways as were traveled by stage
coaches and prairie schooners.

Illinois roads provide the scenes, the
players having covered a considerable part
of the state in enacting the picture. Early
Illinois history comes in for a good deal
of attention, as is appropriate in centennial
year.

Gov. Lowden helped make the film,
which reaches a climax in what the pros-
pectus describes as his "earnest appeal to
the people of the state to begin preparing
for the day when our boys come home."
The governor has given his assurance that
the bonds, if approved by the voters, will
not be issued nor any of the road work
done until after the war.

Officials of the association declare that
this is "the first time in the history of the
United States that the widening uses of
the highway have been told in a motion
picture story, with the various types of ve-
hicles passing in review before the specta-
tor."

The picture goes to theaters, schools and
colleges without charge. All they have to
do is to ask for it.

Tractor Co. Makes Educa-
tional Picture

THE Illinois Silo and Tractor Com-
pany of Bloomington, 111., has or-
■ dered 2,000 feet of film taken show-
ing the educational, financial, residential
and industrial parts of Bloomington where
the products are made, and a camera man
from the Vernard Company of Peoria was
on the job recently shooting the main build-
ings and prominent persons. These pic-
tures will be shown in the local picture
houses later and will be used by the com-
pany to exploit their products at other
places.

Mothers May ' ' Check' ' Babies

MANY exhibitors have trouble with
babies crying in the theater. Man-
ager H. M. Thomas, of the new
Rialto Theater in Omaha, has overcome
this difficulty by establishing a comfortable
children's playroom, where babies may be
"checked" in the care of an expert attend-
ant while the parent views the film. The
mother is given a check, and the number is
attached to the child.

Should the child begin fretting, or for>
any other reason make it necessary to call
the mother, the number appearing on the
tag is thrown on a small screen at the
front of the stage by a special stereopticon,
and in this manner the parent is notified
the child needs attention.

A Close Up of the House Fly — from a Sub-
ject Controlled by the Exhibitors'
Booking Agency

Famous Johnson South Sea
Films Soon Ready

ARRANGEMENTS have just been
completed whereby the Robertson-
Cole Company of New York have
taken over the world rights, including, of
course, the United States and Canada, for
Martin Johnson's series of pictorial adven-
tures "Among the Cannibal Isles of the
South Pacific." In all over fifty thousand
feet of film is involved in the transaction.

It is the intention to put this feature out
as an entire evening's entertainment in the
legitimate houses of the country at $2 top
prices. Other parts will be cut into differ-
ent lengths for educational and scientific
purposes, and several reels will shortly be
released as one-reel scenics. After the fea-
ture has played a season in the big houses
it will be available for the smaller picture
houses of the country.

Mr. Johnson is already planning another
trip to the South Sea Islands.

Films Teach Aviation to Men
in English Camps

THE moving picture is being widely
used in the training of American
pilots in England. The young flying
officers who are sent to the armament
school to acquaint themselves with the use
of airplane guns and gun-gears find their
three weeks' course a most interesting one,
owing partly to the large share which the
moving picture machine plays in the in-
struction.

The pupil is not required to sit out a
lengthy lecture read aloud from the notes
of an instructor. Instead, the various
branches of gunnery training, such as the
stripping and assembling of guns, and the
various points to be observed before, dur-
ing and after flight, are demonstrated by
films, accompanied by concise explanations
by competent officers.

Frequently a film is run over the screen
several times at different speeds so that
the pupil gets a very intimate idea of the
process being illustrated. Monotony and
complexity find no place in this method of
training.

Woodmen Official Carries
Lantern Slides

A A. BURKE, chief of the order of
Modern Woodmen, Rock Island,
• Illinois, is making a tour of the
country, armed with a stereopticon and
motion picture machine. Burke is showing
the work being done at the Woodmen sani-
tarium and the last big meeting of the
order. The Woodmen report excellent suc-
cess with the screen.

Dept. of Agriculture Movies
Produced for Fairs

UNCLE SAM will show himself as a
war worker to those of his nephews
and nieces who gather at some 35
state fairs in 23 states during the fair
season which is just with us. The present-
tation will be made through motion pic-
tures taken by the Government, and devel-
oped and printed in its own laboratories.

These pictures show military work in the
activities of the army engineers construct-
ing heavy pontoon and spar bridges, mining
and demolishing enemy defenses ; the types
of horses and their training needed for
cavalry and artillery ; and the logging and
milling of timbers for ship construction.

Federal road building as another part of
the development of transportation facilities
shown in various stages from foundations
to the final crowning of the road.

A large part of the films will show the
part played by the man behind the man
behind the gun — the producer of food and
clothes and shelter. Such films portray
poultry and hog raising, the grazing of
sheep and cattle on the National Forests
for the production of wool, leather, and
meat. Even now one of the camera men
of the Department of Agriculture is getting
harvest scenes in the Northwest for later
use at other fairs.

The general supervision of these pictures
is in the hands of Don Carlos Ellis, who
looks after the motion pictures of the De-
partment of Agriculture, the first of the
Federal departments to produce its own
pictures and to develop and print films in
its own laboratories.

Vast Labor Spectacle to Aid
Winning of the War

ONE of the most far reaching and
important industrial productions on
record is being produced under the
personal direction of Harry Levey, mana-
ger of the industrial department of Uni-
versal, in the labor spectacle which has as
a basis President Wilson's sentiments on
the war labor question : "Will you co-
operate or will you obstruct?"

Says Mr. Levey: "Long ago I realized
that the day would come when such a pro-
duction as this would prove necessary and
be the final and most convincing medium
in bringing about that co-operation and
teamwork so necessary in the successful
prosecution of the war; and it was my
idea that a thoughtful visualization of the
labor problem in all its ramifications and
its direct relation to the man in the front-
line trench would speed up and stimulate
production all along the line. It was my
idea to make the picture so big and power-
ful in its appeal that every last man, woman
and child here at home would understand
this to be a war which labor must sustain;
that this is 'Labor's war !'

"To this end, one group of cameramen
have been busily engaged these last several
months, under special governmental permit,
in photographing the workings of every
essential industry, while another has been
at work on the military counterpart of the
operation.

"Officials of the Federal Department of
Labor have been enthused to lend their
names and assistance in the preparation of
the scenario.

"Among others, such imposing men as
Charles M. Schwab and Theodore Roose-
velt have offered their' personal services
and will appear in the picture.

Buy Liberty Bonds

REEL and SLIDE

L'9

Commercialism vs. Scientific Pictures

CANVASS was made some
time ago by a New York daily
newspaper of thousands of
schools, colleges, and other
institutions of learning
throughout the United States.
It was found that the institutions were
nearly unanimous in favor of teaching by
cinematography; and the prediction was
made by most of them that the day was
close at hand when they would all consider
the cinematograph projector and film as an
indispensable part of their equipment.

In preparing scientific films for general
use the greatest difficulty is to make them
in such a way that they can be easily under-
stood. In the films of history and classical
literature there is another and graver
danger — that of misrepresenting
facts. There have been many such
films made which are useless for
educational purposes for that reason
alone.

Many a director has sacrificed
truth because he thought the story
could be more dramatic or because
in some way it suited his purpose
better if changed. Imagine the doubt
in the minds of school children. In
more than one actual instance in
the New York schools the question
has been asked by pupils whether
the moving picture or the textbook
was correct. The exhibition of such
films should not be allowed. So im-
portant is the matter that the board
of education in every city or town
should have the power to prohibit
their exhibition. Whether of art,
history, or literature, the pictures
must be correct in every detail.

Distribution Heretofore
Limited

Films available for educational
purposes are manufactured by sev-
eral foreign firms, who ship them
to this country, and through various
agencies endeavor to create a demand
for their wares. Those made in
America are confined almost entirely
to experiments with chemicals and
liquid air and a small number on
subjects in hygiene. A few made
under the supervision of scientists
are now available for general use.

The following is a partial list of
subjects upon which excellent films may be
obtained :

Visual Education Expert Points

Out Handicaps That Face the

Teacher Who Looks for

Correct Productions

By Alfred H. Saunders

(Who has studied the application of motion

pictures to instruction for the United

States Department of Education.)

Army and Navy

Athletics

Ballooning

Chemistry

Classics

Geography

Geology

History

Hydraulics

Hydrography

Making the Creatures of the Insect World Perform

Before the Camera

{Universal Camera and Attachments m Use)

Aeronautics
Agriculture
Applied sciences

Apiculture

Archeology

Architecture

Dances (both civil-
ized and barbaric)
Fine arts
Fisheries
Forestry

How the Grasshopper Takes His Luncheon — From an
Educational Film

Industries

Literature

Mechanics

Microscopies

Mining
Music
Mythology
Natural sciences
Optics
Physics
Pisciculture
Physical culture
Railways
Scenic views
Seismology

Sports of various countries
Surgery
Travel
Volcanoes

Each of these headings may
be more fully amplified. Agri-
culture includes such subjects
as irrigation, works on new
farms, clearing the land by

donkey engines, blasting tree stumps and
rocks with dynamite, sowing wheat, reap-
ing, thrashing, etc., potato culture, cattle
ranching, rice culture, growing stalks,
transplanting, irrigating, milling ; modern
methods of mowing and haying; corn
and wheat harvesting; sheep ranching,
shearing and gathering wool ; cider mak-
ing ; culture of tobacco ; cotton cultivation ;
the maple-sugar industry ; pineapple in-
dustry ; mushroom culture ; tea planting,
and numerous others.

Aviation and aeronautics show balloon
ascensions and panoramic views taken from
them of the country beneath. Spencer,
Santos Dumont, Phillips, Forman, Wilbur
Wright, and practically the whole army of
aviators and their flying machines
contribute to these subjects.

Vast Field Opened Up

The industries pictured cover a
wide range. The titles of some of
the subjects are: Wood carving,
chain making, clog making, construct-
ing locomotives, glue making, ice
harvesting, working of steam laun-
drjr, making pottery, manufacturing
barrels, manufacturing steel rails,
charcoal making, and marble quarry-
ing.

Army , pictures illustrate all
branches of the service in practically
every country. Naval films cover the
various navies, their battleships and
maneuvers, the launching of war ves-
sels, the life and drills of the sailors,
and the life and drills of cadets at
the naval academies.

"Natural science" covers an im-
mense field: The life history of the
moth, showing the laying and the
hatching of the eggs, the feeding and
development of the caterpillar, the
weaving of the cocoon, and the final
emerging of the moth ; the gradual
development from the early stages
of the embrvo of the chick, shown by
the X-ray, to the hatching; various
wild birds in their natural surround-
ings, their nests, young, etc. ; the
growth and blossoming of flowers.
Innumerable pictures of all sorts of
animals, both wild and tame, belong
in this list, besides the many of in-
animate nature.
Among the most interesting and the
most wonderful are the microscopical pic-
tures taken with cameras fitted with micro-
scopical attachments. A few of the subjects
are: The amoeba; circulation of proto-
plasm; circulation of blood in a frog's le.g;
circulation of blood in the tail of a gold
fish; ciliary movement in the bills of a
mussel; typhoid bacteria; cheese mites;
head of a house fly; Paramecium; young
oysters ; living bacteria.

Surgery on the Screen

Railroad films are gathered from many
sources. They compromise those taken of
the various workshops, where all parts of
the cars and locomotives are made ; the
preparing of roadbeds; the laying of rails;
and innumerable scenes taken along many
of the railroad systems of all countries.

"Surgery" comprises operations of vari-
ous kinds. Dr. Doyen, of Paris, heads the
list with operations on tumors, diseases of
the nervous svstem. and general surgery.
{Continued on page 14)

Make Your Dollars Fight

10

REEL and SLIDE

Among the Schools
and Churches

The Motion Picture Committee of the
Lincoln (Neb.) Woman's Club has been
for the past five months promoting a
children's matinee on Saturday afternoons.
The manager of the theater, feeling that
the plan would be worth while for him
from a business standpoint, agreed to give
the committee 50 per cent of the receipts
after paying expenses. This sum, accruing
to the Woman's Club, enabled it to turn
over quite an amount to war service activ-
ities. The public school teachers co-operated
heartily with the work by personally urg-
ing attendance of the children and posting
bills in the school rooms.

:(: ^ :{:

An interview with Miss Bertie Lyttle,
one of the directors of the Cleveland
Cinema Club, disclosed a number of things
in connection with the aspect of the mov-
ing picture business in that city which will
be of interest to workers in the Better
Films Movement. This club, which is a
member of the Affiliated Committees for
Better Films, is unique in the sense of its
being composed of representatives from all
of Cleveland's women's clubs, and has been
working, from the top down rather than
pursuing the old-fashioned method of
working from the bottom up. The moving
picture situation in Cleveland was prev-
iously handled by the Woman's Civic Club
until it was recognized that it was an edu-
cational art rather than a civic matter.

Help has also been given the exhibitor
by these women in various difficulties en-
countered in the exchanges. By keeping
account of larger productions which have
been shown in their city they have even
been able to intervene in cases of over-
charge on second and third run pictures,
thereby making it possible for neighbor-
hood theaters to have the advantage of
noted productions at nominal charges.

Another matter which the Cleveland
Cinema Club intends to agitate for the
benefit of the Cleveland exhibitors, ex-
changes, and the films themselves, is that
of setting aside Monday as the exhibitor's
poorest day, for the exhibition of films
scheduled for release. The idea is to ex-
hibit the films in one of the theaters, start-
ing 9 o'clock on Monday morning, devot-
ing the entire day to this purpose, thereby
giving all an opportunity of viewing films
which they intend to book, at the same
time savine the wear and tear on films
which would be occasioned by frequent
running for separate individuals.

A number of citizens of Monticello, Ky.,
have organized a stock company to operate
the local picture show in their community,
the county seat and only sizable town in
the county. Their object is that of con-
trolling the selection of the pictures.

Rev. Dr. Empringham, Church of the
Incarnation, Lynn, Mass., is delivering a
series of lantern slide lectures in the parish
room of the church. The most recent sub-
jects were made in the war zone, and show
devastation in France.

"The History of French Cathedrals" is
the subject of a lecture given by Prof. T.

L. Wright at Science Hall, Beloit College.
The lecture is illustrated.

* * *

Views illustrating the lecture, "America,
the Hope of the World in the Hour of
War," were given by Frederick Vining
Fisher at the Methodist church, San Jose,
Cal., recently. The wonderful scenery of
various parts of our country was shown by
the speaker in 400 hand-painted slides.

Important historical data was included
in the lecture by George G. Wolkins, given
in the Old South Meeting House, Boston,
Mass., recently. His subject was "The
Siege of Boston," and the pictured events
of those stirring times were set forth in
a series of views which showed all the
places of the city as it then appeared with
amnle description of the water front.

Many young people enjoyed this, the
third in a series arranged for the thirty-
sixth season, under the Mary Hemenway
Foundation. Miss Katharine P. Loring
will give the last, and her topic is "Boston
Common." A free historical trip is offered
in August for those who attend these lec-
tures.

* * *

State Highway Commissioner Frank F.
Rogers of Detroit, Mich., is using lantern
slides in his work in Michigan effectively.

^i ^ ^

How the world lives is always an inter-
esting study. Moving pictures bring these
facts from afar. Some exceptionally fine
moving pictures have recently been taken
by the Rev. J. L. McLaughlin, Sunday
school secretary for the Philippines, repre-
senting the World's Sunday School Asso-
ciation.

The first lot was made in the Islands,
where Mr. McLaughlin has worked for a
number of years. This film shows the
large city school, and the country "barrio"
Sunday school. Teachers are pictured as
they leave the morning church service and
then proceed to some outlying station to
conduct a Sunday school.

That large adult Bible class in Manila
is seen as the members march out at the
close of their session on the day, when 717
were present. The class began with but
twenty, and after calling themselves "We
brothers of 99" started to grow. One of
the thrilling parts of the film is when the
audience sees the special train of Sunday
school delegates on their way to the great
convention in Afanila.

Sunday school parades are shown as well
as the games of the children and many
native scenes. The film closes with a fas-
cinating "Thank you" by a little Filipino
girl who is expressing appreciation for all
the help given by the Sunday school friends
in America.

The other film is laid in Japan, and
shows the life of a sweet little Japanese
girl from the time when she is awakened
in the morning until she returns from her
Sunday school. Her mother comes to
awaken her and then arrnnges her toilet.
She is so shy when she eats before others
that she can scarcely convev the food to
her mouth with the chopsticks. On the
wav to school she meets a little playmate
and they go together to the class room.
Her big sister is also shown both at work
and at play. Scenes in and about Tokyo
are presented which add interest to the
pictures.

These films are the property of the
World's Stinday School Association, and
will be used in nresenting the work of that
organization. They will be shown es-
pecially at state Sunday school conventions

and other large gatherings of Sunday
school workers, and usually when someone
from the office of the World's Sunday
School Association can be present and tell
the story of the pictures. The World's
Sunday School Association also has stere-
opticon pictures showing "Sunday Schools
in Many Lands," which can be rented for
a nominal charge. A descriptive lecture is
loaned with these views.

Another reel of moving pictures is now
on the way from South America. These
pictures portray Sunday school activities
in and about Buenos Aires, Argentina, and
were taken by the Rev. George P. Howard,
Sunday school secretary for South Amer-
ica, representing the World's Sunday School
Association. The reels of Japan and the
Philippines were used at the International
Sunday School Convention which was held
in Buffalo in June. Nothing of the kind
had ever been shown before in America.
Other pictures showing Sunday school
work in Egypt, China, and Korea in time
for the World's Convention in Tokyo,
which will be held within a year after thie
war is over.

* * *

An illustrated lecture on poultry raising
is being given at the West Tennessee State
Normal School, Memphis, by Mr. M. D.
Brock, county agent.

* * . *

An illustrated lecture on "Scotland" was
presented in the Presbyterian Church,
Scranton, Pa., by Harry Leishman, assist-
ant scoutmaster of Troop 4. All the Boy
Scouts were invited to attend. Mr. Leish-
man was born in Scotland and was well
able to describe the beauties of his native
land.

* * *

Miss Beatrice Kelly of Steubensville, O.,
is giving a very interesting illustrated lec-
ture on war work of the Y. W. C. A. Miss
Kelly is one of the twenty-five speakers
who have been appointed by the National
War Council of the Y. W. C. A. and who
has visited many of the large camps and
munition works.

* * *

The Red Cross has bought several
Atlas projectors for use in France, from
the Atlas Educational Film CompanJ^

* * *

M. D. Brock, count}'- school superin-
tendent is giving a series of lectures on
poultry raising at the West Tennessee
Normal College at Memphis. The public
is invited.

^ i^ Up

Recruiting men for the United States
Marines has been stimulated in Detroit
by the use of stereopticon slides. A
huge screen hanging across the street
was used in projection. The slides
shown included scenes in the possession
of Lieut. Wilbur van Scoik, who went
around the world with the navy in 1907-8.

Towns Start Community
Shows in West

THE establishment of community thea-
ters in smaller towns seems to be a
coming feature of the motion picture
business in Nebraska and Iowa. A cham-
ber of commerce or commercial club takes
charge of a struggling theater, gives it ad-
vertising and financial support, puts an
employed manager in charge, and runs the
show. Such community theaters are mak-
ing successes at Elgin, Neb., at Dundee, a
suburb of Omaha; at Earling. la., where a
local dramatic club has charge of it, and at
Calumet, la.

Buy Liberty Bonds

REEL and SLIDE

11

Non-inflammable Film—How and When?

The Leading Makers of Projection Machines Will Voice Their Views on This

Important Question in the Columns of REEL and SLIDE.

This Is the Second Article

By A. E. Gundelach,

(Sales Manager, De Vry Corporation)

THE situation relating to the use of inflammable and non-
inflammable film has passed through a natural stage of
evolution in those countries in which motion pictures were
first used to the greatest extent.

In the early days, motion pictures were used for entertainment
purposes only and in places suitably prepared for their showing.
When it was found that a natural hazard existed in the use of
inflammable film, the possibility of making film non-inflammable
was regarded as a most desirable solution. With the perfection
of non-inflammable film, France prohibited, by legislative meas-
ures, the further use of inflammable film, making the showing
of motion pictures safe regardless of when and where given.

In spite of the precedent so established, a very peculiar mental
attitude has been taken toward the film situation in this country.
Just what the interests are which hinder its progress it seems
almost impossible to ascertain. There is a popular prejudice
against the adoption of non-inflammable film on the supposition
that it is not as satisfactory as the inflammable ; and this is the
basis of the contention made by a great many people that it is
useless to attempt any substitution of the former for the latter.

If this were true, then what explanation is here for the use
of non-inflammable film in off-standard widths? If it is satis-
factory in the off-standard widths, as has been adequately proven,
then why should it be less satisfactory in the standard?

* * *

THERE is nothing to be said in favor of inflammable film —
there is everything against it. In Chicago alone we have
had close to $2,000,000 losses by fire in theaters and film ex-
changes. Of the fifty-five fires in theaters which have gone to
make up this loss, the majority have
been caused by pure carelessness
on the part of the operator in
handling the film outside of the
projector.

Those occurring in other build-
ings and film exchanges are, it
seems, attributed to the same rea-
son. There have been numerous
fires in other cities, resulting in
the loss of life and much damage
to property — all due to the hazard
of inflammable film when handled
carelessly.

Inflammable film is no more
dangerous than a box of matches
or a bottle of naptha cleaning fluid,
if used with the proper care. That
is the only argument which may be
advanced for its continued use.

Non-inflammable film can be
made to serve as satisfactorily, if
not more so, than inflammable film,
so far as its lasting qualities are
concerned; and it is just as good
in every other respect. There are
a number of interests which would
like to control the film market with
special films, of special widths and
special perforations. Not only is
this apparent among manufacturers
of projectors, but also among manufacturers of film. A selfish aim
of this kind is bound to destroy itself.

If film is to be made safe for the school and the church, then
let us also make it safe for the theater. There_ can be no
alternative nor compromise— either it is right or_ it is wrong.
Personal element should not be allowed to enter into it at all;
personal prejudice should carry no influence; material motives
must be suppressed.

We are at the dawn of a new era in which every man serves
his fellow-men and succeeds in proportion to the value of his
services — not by domination, not by monopoly, but wholly through
co-operation.

And it is this co-operation which is necessary in reaching the
solution of a question of such momentous importance as motion

This Is the Label attached
to Slozv Burning Films,
Examined and Approved
by the Under-mriters'
Laboratories

picture film — which, after all, is but a step in the evolution of
mechanical thought dissemination and should rightfully be put in
a position where it could fulfill its function unhampered by any
restrictions.

* * *

THE only plausible or logical solution — the only complete
solution and the best for all concerned — is to prohibit the
manufacture and use of inflammable film, and make nothing
but the standard, non-inflammable film. It is a logical solution
and the only thing which stands in its way is the selfishly
inspired individuals and concerns who, in an endeavor to shape
conditions to suit their own interests for material aggrandize-
ment, etc., are interfering with and impeding the progress of
what will be the natural outcome in spite of their shortsighted-
ness.

Non-inflammable film had been very successfully used up to
the time of the outbreak of the war. Since that time, non-inflam-
mable celluloid has been used very largely for war work pur-
poses, for windshields, in surgical dressings, etc., and to fill in-
numerable phases of war needs, where the acetic base is essen-
tial, not only for the manufacture of celluloid but for other uses
where a composition of that nature is desirable.

Indications from all sources are that after the war a great
impetus will be given to the manufacture of non-inflammable film
in the United States. At the present time there are a great many
departments of the Government working to bring this about. The
National Board of Underwriters has recently passed a resolution
to encourage the prohibition, by legislation, of the manufacture
of inflammable film.

Educators everywhere have addressed appeals to the Govern-
ment and to the President setting forth the necessity of having
film in the schools for educational purposes, and calling atten-
tion to the difficulties with which they are beset through the
differences between inflammable and non-inflammable film; stand-
ard and off-standard.

Anything that can be done to bring about the standardization
of an article in an industry so all-important to the welfare of
the people at large must be given the utmost consideration, and
as speedily as possible.

Compiles Report on Motion Pictures
as Applied to Municipal Work

THE social value of motion pictures is beginning to be uni-
versally recognized, and it is probable that before long or-
ganized and comprehensive machinery for developing it to
its full usefulness will be in operation. The movement in this
direction has received encouraging impetus from the work of
Ina Clement, who recently made a survey of civic motion pictures,
which has been published as Special Report No. 2 by the Munici-
pal Reference Library of the city of New York, of which Dorsey
W. Hyde, Jr., is the librarian.

Miss Clement outlines the power of the screen in dealing with
problems of Americanization, public health, social service, child
labor, regulation of employment for women, and good govern-
ment, and, after an informative discussion of the kinds of films
that have been most effective, comes to what would seem to be
the first step in the deliberate development of the motion picture
as a social factor, the establishment of a film library.

She says that one of the most striking results of her study
was the discovery of "the continuous plea for a public film
library," and, as voicing this plea, she quotes the following from
"Motion Pictures a Problem to Be Co-operatively Solved," pre-
pared by the Social Centers Committee of the People's Institute:

' 'HPHERE is more need for a public library of films than
M. there ever was for a public library of books, and for the
following reasons : The book is an individual property ; it can be
read in solitude; the individual can purchase it if he wants it.
But the motion picture is essentially a collective commodity. The
individual can have a desired motion picture only on condition
that a large number of other people want the same picture at
the same time. The public film library would be able to
draw on the world's supply for its wants and to ransack
(Continued on page 12)

Make Your Dollars Fight

12

REEL and SLIDE

Movie Clubs Fight for Better
Motion Pictures

AN idea for adding to the regular pat-
ronage of theaters using fine family
pictures is that of a "movie club."
The movie club is not an untried plan.
One of the recent issues of a New York
paper described one which had been or-
ganized in a neighborhood district of a
good-sized city. The neighborhood was
one of modest homes and domestic senti-
ments. The eleven families, including
forty-two persons, formed the club for the
purpose of once a week attending together
a motion picture entertainment.

The task of selecting the program was
the constant duty of two young woman
members who were employed downtown.
An insurance man, another member, was
the purchasing agent. He bought the
tickets in advance, arranging for the reser-
vation of a block of seats for the club. A
high school boy was named accountant and
bookkeeper. At the end of the month _ a
bill was rendered to each family for its
tickets. The treasurer, a successful busi-
ness man, guaranteed the entire bill to the
exhibitor and settled it monthly.

The value of the neighborhood movie
club lay in its opportunity for social con-
tact, and for discussion of the pictures.
The trip to the theater involved a two-
mile car ride. The chief motive of the
club, however, was that of providing
wholesome film programs for the young
people of the families. It served not only
to satisfy the desire for motion picture en-
tertainments, but it insured wholesome
companionship and an opportunity to learn
to appreciate the best. It was a means of
developing taste for the future.

"The motion picture as it is now con-
stituted," said the article, "is a very exten-
sive and intensive form of instruction for
the young, but its good or ill effects de-
pend upon the selection of films and the
management of the children in the matter
of attendance. The happy company here
commended refuses to attend a show, no
matter how attractive its appeal, unless the
committee on advance information finds it
to be unquestionably a desirable one for
the children of the group to see.

"Finally, the purchasing agent of the
company, being a man of unusual judgment
in such matters, assumes the role of critic
of the films and reports his findings weekly
to the manager of the theater.

Municipal Work

(Continued from page 11)

the film output of the last ten years.

"Such a library," continues Miss Clem-
ment, "could secure copies of interesting
sections of films and keep them to rent or
lend to public officials or organizations. A
similar library for historical purposes was
established by Edgar A. Harlan, curator of
the State Historical Department of Iowa.
Films were stored away for historical ref-
erence, but in case a subject became of
general interest again the film was taken
out and circulated.

"In the absence of a public film library,
numerous institutions, as indicated above,
are receiving letters asking for informa-
tion about sivic films. For the purposes
of this study the Municipal Reference Li-
brary has collected considerable data of
this kind, which it will gladly share with
city officials, civic organizations, and mu-
nicipal reference libraries in other cities."

Mechanical
Brains?

The first
essential in
pedagogy, as
recognized by the
modern educator, is to
create in the student a reli-
able mental visualization of the
subject matter of the text. The
stimulation of a true mental image at once so vivid as to
induce the student to discard any erroneous preconceived
ideas he may possess on the subject and so lasting as to
insure its retention against possible contradictory influences
of later environment has heretofore been dependent on the
teacher's ability to draw word pictures.

But with the entrance of motion pictures into the educa-
tional field the teacher is enabled to give to his class a vision
of things as they really are. Excellent films for supple-
menting the text book study of practically all school and
college subjects are obtainable without charge or at a very
small cost, and with the aid of such films a class may be
given — far more comprehensively and interestingly and in a
few minutes' time — a more thorough knowledge of the sub-
ject than could be gleaned in hours of the laborious study
of text books.

The DeVry Portable Motion Picture Projector, taking stand-
ard size reels and film, and requiring only to be attached to an
ordinary light socket for operation, offers to the educator the
means of making possible his unlimited use of film, in the simplest,
most convenient and least expensive way.

Write for our catalogue and
complete specifications — today.

The DeVry Corporation

113 North Wells St., Chicago, U. S. A.

Buy Liberty Bonds

REELandSLIDE 13

MICROSCOPIC MOTION PICTURES

FOR SCHOOLS

The remarkable microscopic and other scientific films
produced by Argus Laboratories, Inc., are now avail-
able for the teaching of Biology in the class room.

The films are prepared and edited under the direction
of the scientific staff of the American Museum of
Natural History, and will be furnished in short, com-
plete reels averaging two hundred and fifty feet each,
with full captions and data.

The productions of the Argus Laboratories, Inc.,
include not only motion pictures of the Micro-Organ-
isms studied in the various courses in Biology, but
many insect and animal studies are being added from
time to time.

Our laboratories and studios are the most completely
equipped and finest in America for the production of
scientific films. We shall be glad to make up on
order anything that is required. We have at our dis-
posal every facility for making any kind of motion
picture anywhere, backed up by years of experience.

ARGUS LABORATORIES

INCORPORATED

INSTRUCTIVE MOTION PICTURES

Travel : Scientific : Scenic : Microscopic

220 West 42nd Street NEW YORK, N. Y.

Make Your Dollars Fight

14

REEL and SLIDE

}

Commercialisin vs. Scientific
Pictures

{Continued from page 9)

Several attempts have been made by sur-
geons in New York along similar lines.

The following is a sample program given
in New York City and repeated to capacity
houses on several occasions.

No. 1. Geography: The banks of the
Ganges for many miles, showing the mas-
sive stone buildings and temples,
the burning Ghats, and the crema-
tion of the dead ; showing the peasant
life in Russia ; a band of Cossacks
on the march.

No. 2. Agriculture : A model farm
in Argentina ; the methods of farm-
ing; judging prize horses, cattle, etc.

No. 3. Ornithology : Eider ducks ;
royal swans ; sea gulls ; pelican, snipe,
and evocets ; methods of feeding ;
their nests and young birds.

Natural History Reels

No. 4. Natural history : Feeding
caterpillers ; weaving cocoons; the
moth emerging; development of
its wings until ready for flight ;
an otter diving under the wat-
er, seizing a fish and devour-
ing it.

No. 5. Pisciculture. Method of procur-
ing eggs from fish; placing them in the
hatching troughs; hatching the eggs; the
voung fish ; method of shipping eggs and
■fish.

No. 6. Literature : Part of the story of
Hiawatha, carefully and correctly arranged
and acted at and near the Falls of Minne-
haha.

No. 7. Qiemistry: The action of acids
upon aluminum, magnesium, and other min-
erals.

No. 8. Botany : The gradual growth of
a snowdrop from the time it first peeps
from the ground until the buds open.

No. 9. Embryology : The first sign of
life in the egg ; the gradual development
of the embryo until the chick breaks
through the shell and finds himself in a
new world.

No. 10. Physical culture : Drilling of the

Enlargement from, a Micro-Cinemotagraph Negat
Showing Close-up of Bacteria

boys at Reedham Orphan Asylum, London,
England.

This program would prove interesting to
audiences everywhere. The exhibition lasts
about two hours.

One drawback is the somewhat slow
return to be made by the handling of
educational films, in consequence of which
the business is neglected. The number in

this country is not sufficient, and when
these are asked for at the exchanges or
centers of distribution the films needed are
almost invariably somewhere else, and the
teacher who wishes to illustrate some spe-
cial theme on a certain day learns that he
must wait a week, two weeks, or even a
month.

Problems Face Educator

Again, it may be that having se-
cured a few films and used them to
advantage, he needs to exemplify
more fully the special study. Going
to the usual trade channels, he is con-
fronted with the fact that there are
not such other films. To make the
subjects he needs may cost the manu-
facturer from $500 up. Who is to
pay for this, the teacher or the manu-
facturer? The teacher can not afford
it ; the manufacturer will not. What
is the teacher to do? He must make
these films himself or go without
them.

The time is rapidly approaching
when every university will be fully
equipped with cameras, perforators,
printers, and all the appliances neces-
sary to make their own negative
'^ and positive films. Several kinds

of small cameras suitable for this
work are already procurable, and
if it is desired to go into more
elaborate work, many good makes of pro-
fessional cameras are at the disposal of the
experimenter. Many institutions of learn-
ing have photographers and slide makers
who could easily learn to operate a motion-
picture camera. The school need not go
far afield to work the thing out in all its
details for its own needs.

THE ATLAS FILM CATALOG FOR OCTOBER

IS READY

Subjects in this new catalog are classified in order that our
patrons may find more readily just what is wanted. Below
are given a few of the classifications:

AGRICULTURE
CHEMISTRY
CLASSICAL
HISTORY

TRAVEL
INDUSTRIAL
JUVENILE
MINING

ENGINEERING
SOCIOLOGY
ZOOLOGY
RELIGIOUS

A department of

SPECIAL SERVICE

for

SCHOOLS

CHURCHES

INSTITUTIONS

and many other classifications. Your copy is ready.
Send for it.

A special service is maintained for our patrons free of all cost
to them. Programs are arranged for their convenience con-
sisting of well balanced subjects. Send for numbers 17 & i8.

Our "HELP WIN THE WAR"

series of agricultural subjects is
especially appropriate at this time.
Write for descriptive circular.

All our productions are depend-
able in selection, free of all objec-
tionable matter and designed to
fill every requirement.

ATLAS EDUCATIONAL FILM COMPANY

63 EAST ADAMS STREET CHICAGO, ILLINOIS

Buy Liberty Bonds

WITH
THE

REEL OBSERVER

By Henry MacMahon

(Special Correspondence of Reel and Slide)

NEW YORK. — The chief constructive work of the season of
1918-19 must be the editing of educational films for peda-
gogical purposes. One who has devoted a great deal of
care and thought to this subject is Mr. George A. Skinner, presi-
dent of the Educational Films Corporation of America. Heads
of other film concerns are likewise considering the problem seri-
ously, but the prime need is of the educators' co-operation.

Teachers of film-illustrated branches must get to know what
they want, and to tell their wants to the film makers and film
distributors. The request of each individual teacher is sugges-
tive and illuminating as a kind of straw vote of school require-
ments, yet the individual expression of needs and preferences isn't
enough. There should be a common and organized opinion, a
definite and concerted movement to demand a certain product,
else those who aim to supply the product will still be guessing in
the dark.

Here, then, is the epochal opportunity for the motion picture
teachers of the country — both those now using the films and
those desiring to do so — to establish a great organization and
make their influence felt. It is up to the teachers, in fact, to
direct the whole movement. Millions of feet of film await their
pleasure, the editors, cutters and assemblers are on the job, but
the riddle of the hour is, what subjects? How much footage per
class lesson? What kind of titles? How grade the material to
the various school ages and capacities?

Take for example the Ditmars' "Living Book of Nature." It
comprises 53 subjects, the mammalian kingdom fairly complete,
a few of the birds, and some of the lower orders of existence.
A select committee from a national teachers' organization, such as
is here proposed, ought to take in hand "The Living Book of
Nature" at once with the purpose of adapting it to high school
use. Having been prepared by the Curator of the New York
Zoological Park, the work is scientifically accurate. The problem
is essentially one of fitting it into the zoology course.

HOW can this best be done? By short lengths cut to fit each
zoology hour, or by entire reels in once-a-week showings,
following the general lines of the subject? Shall the titling be
labels merely, permitting the teacher to give accompanying oral
instruction, or shall it be fully explanatory of each subject? Above
all, to what extent can the zoology course be speeded up and
abbreviated by this faster-than-textbook pictorial mode of teach-
ing?

These are all schoolroom questions, and they can't be solved by
the manufacturer of films nor by the ipse dixit of individuals, but
rather by the consensus of expert pedagogical opinion after a
certain amount of thought and experimentation.

Next consider the motion picture teaching of geography. The
problem presents many more difficult angles than natural history.
The range of film to choose from is practically illimitable, but
its very richness makes selection not easy and furthermore it
must be picked out of a mass of material that is only loosely
related to the geographic science proper. An analogy from the
book world will make my meaning clearer.

You might have in your college library all the travels of all the
greatest geographers and explorers from Strabo and Pausanias right
down to Speke and Baker and Stanley and Sven Hedin and Peary,
but such would be after all only the raw material of geographic
description. Terms must needs be defined, the abstract content
of the whole subject set forth, then the concrete descriptions of
the countries, seas and cities must be collated and condensed to
the time and capacity of the pupil. The same is true of the
films.

The innumerable Travel-Educationals now being offered are
valuable only as collateral reading is valuable in any literary
course. But they can be made pedagogically valuable by selec-
tion, cutting and editing. Here are some of the sources : Pathe
and Gaumont for France and the Mediterranean countries.
Educational Films Corporation for the United States and Mexico,
Dwight L. Elmendorf for Europe and the Orient, Martin John-
son for the South Sea Islands, the Committee of Public Informa-
tion, the British and French Pictorial Services for the big war
areas as well as much of Russia, Siberia, Mesopotamia and
Palestine.

---I

IN default of an endowed survey of the whole subject, a com-
mittee from a national body of educators should sit regularly
in New York to pass upon what the picture companies have to
offer. Thus the motion picture science of descriptive geography
could be gradually built up out of the wealth of material pres-
ented, while at the same time the committee could devote part
of its efforts to the other problem of intelligent pedagogical
titling.

I do not believe that financial difficulties would prevent the
success of this plan. Once the pictorial teaching of geography
had been approved hy a national association and their delegates
entered upon the process of selection, film capital would be
keenly interested to participate in this officially approved project.

A large amount of valuable work in editing history has been
done by the Community Motion Picture Bureau. This is the
organization commissioned by the Y. M. C. A. to distribute
soldier and sailor-films to the camps and ships of the American
military forces ; but its start was in Boston where Warren Dun-
ham Foster, its chief, investigated the historical material embedded
in feature picture productions. As the result of his efforts, Mr.
Foster found that a large number of salient events and striking
scenes in American history had been picturized ; it was his task
to disentangle them from the fiction stories, to pass on their
accuracy and authority, and to combine the best ones in a running
film narrative of the United States.

The pioneer offered these courses to schools for pupil-show-
ings in the afternoons and parent-showings in the evenings ; they
were enormously popular there as well as at the Chautauquas
where he exhibited them. The next step obviously beyond Mr.
Foster's enterprise is a United States history "film text-book."
His material and other material that has since accumulated should
be further edited, graded, apportioned in lesson lengths, and
provided with new instruction-titles.

The exact sciences cannot be taught by picture, the implements
being mathematical symbols which are used in reasoning processes
by the pupils. But the descriptive and experimental parts of all
natural sciences lend themselves admirably to the new method. I
saw recently some chemistry films which are about to be released
by the Educational. My chemistry class in college was a good
many years ago, and perhaps the memory of it has faded ; but
it seemed to me that neither there nor at any of the popular ex-
perimental lectures I have since attended was there such crystal-
clear revelation of the properties and behavior (under experi-
ment) of carbon as I witnessed in these delightful films. A few
thousand feet of picture did the trick. Everything essential to
the subject was presented. The experiments were perfect, and the
titles explained every point.

THOUGH aware that you cannot make a practical chemist
by setting him to watch other persons' experiments, my con-
tention, nevertheless, is that the average high school pupil could
get more and quicker knowledge out of a set of such films pro-
jected by a wise teacher than he possibly gets out of the average
half-textbook, half-laboratory high school course. In the field of
popularized knowledge (as distinguished from the specialist's
practical mastery), the film is indeed supreme; in this instance,
unless the pupil is specializing to make a living by chemistry, all-
sufficient.

Here in the field of chemical or physical science is a new set
of problems for the teachers' committee. The subjects are more
intricate than geography, history or natural history. The filmed
experiments demand the closest attention and frequent repetition
to be grasped by the immature mind. Mr. George A. Skinner,
referred to at the beginning of this letter, suggests that the same
subject be repeated three or four times if necessary on the same
reel-length. His idea is that the successive flashes, accompanied
by the teacher's oral direction to the various pictorial points,
gradually make the most intricate processes fully understood until
the whole is apprehended.

I wish specially to commend this suggestion to the attention of
pedagogical experts. The principle is the same as that of conning
a difficult lesson repeatedly. As to editing, grading, apportion-
ing and titling the science lessons, it is again up to the teachers to
indicate what had best be done; the manufacturers will gladly
follow the lines that they mark out.

Make Your Dollars Fight

16

REEL and SLIDE

I

Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZEN JAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS—

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Don't Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
THE ODDITIES OF THE MOST REMOTE BYWAYS

Fun, Too, in

OLD MEXICO TODAY—

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program — if none
available, write us.

DUCKnONAL FILMS GDRPGRAnON

7-29 TlAVENlJil

NEWTORK,N.Y

Buy Liberty Bonds

Any questions pertaining to the projection of
films and slides on the screen will be answered
by this department. Address "Projection," Reel
and Slide, 418 S. Market St., Chicago. If an an-
swer by mail is desired, enclose stamped envelope.

Elements'of Illumination

(Prepared by Engineering Department, Na-
tional Lamp Works, Cleveland, 0.)

{Continued from September issue)
To carry out conception of candle-power a lit-
tle further, let us assume the conditions existing
in Fig. 2. In Case A we have on the left a stand-
ard candle and on the right a photometer pointed
toward the candle. From what has already been
stated it is obvious that when the photometer is
balanced it will indicate an intensity of 1 candle.
In Case B we have surrounded the same candle
with a sphere having a moderately large opening.
The inside of the sphere, we will say, has been
painted a dead black, so that none of the rays
striking it are reflected, but are absorbed and
cease to be light — in other words, are thrown
away as far as our experiment is concerned.

In this case the photometer will still indicate an
intensity of 1 candle in spite of the fact that a
great deal of light has been thrown away. In
Case C we have used a sphere with a much smaller
opening and are therefore wasting still more of
the light, but even in this case our photometer
will indicate an intensity of 1 candle. In fact.,
our reading will be 1 candle regardless of the
size of the opening — that is, regardless of the
quantity of light we allow to be emitted, provided
the direct rays from the candle to the photo-
meter are not obstructed.

The proverbial candle hidden under a bushel
will still give an intensity of 1 candle if there is
a small hole in the bushel for a beam to escape,
although as far as its illuminating value is con-
cerned, it is still "hidden under a bushel." This
leads us to the important conclusion that the can-
dle-power of a source gives no indication of the
total quantity of light emitted by that source.
Candle-power, we may say, is analogous to a
measurement of the depth of a pool of water at a
certain point on its surface — a measurement which

Fig. 3, A — opening OR has Area of 1
Square Foot and Efnits 1 Lumen; B —
One Lumen Falls on Surface OPQR

is useful for certain purposes, but in itself gives
no indication of the quantity of water in the pool.

* * *

The first fundamental concept we have to deal
with in illumination, then, is candle-power, which
is the measure of strength of a source to produce
illumination in a given direction, and the power in
a horizontal direction of a candle made according
to certain specifications and burning under cer-
tain conditions has been arbitrarily chosen as the
unit for measuring this strength.

Closely related to candle-power is mean spheri-
cal candle-power. The mean spherical candle-
power of a lamp is simply the average of all the
candle-powers in all directions about that lamp. A
source giving one candle in every direction would
have a mean sphprical candle-power of 1, or if a
source gave off various candle-powers in different
directions, but if the average of all these candle-
powers were 1, this source would have a mean
spherical candle-power of 1.

We must remember, however, that the infinite
number of directions in which a source ordinarily
emits light do not all lie in the same plane, but
extend into space on all sides about the source,
like the spines of a chestnut burr.

We have seen from Fig. 2 that candle-power

alone gives no indication of quantity of light. It

is necessary, therefore, for us to develop a unit

whereby we can measure the quantity of total flux

of light emitted by a source. For this purpose let

us assume a source giving one candle in every

direction, and that this source is placed at the

center of a sphere painted black on the inside

and having a radius of, say, 1 foot, as shown in

Sketch A, Fig. 3. OR represents an opening in the

sphere through which some of the light may

escape.

« * «

The quantity of light allowed to escape may be
varied by varying the size of the opening, with
the candle-power of the source and the radius

of the sphere remaining fixed; if we decide on
some definite size of opening at OR we shall have
a definite quantity of light which we can use as
our unit for measuring quantity.

The simplest area or unit to assume for OR is

1 square foot, and if we do make this operiing
of an area of 1 square foot the amount of light
that escapes is considered to be the unit of quan-
tity, and is called a lumen. Thus we have estab-
lished a permanent unit for the measurement of
quantity of light; the mathematical relations used
to fix it serve only the same purpose as two
scratches on a platinum-iridium bar in the In-
ternational Bureau of Weights and Measures, the
distance between which at a definite temperature is
called a meter.

If the area of OR is made l4 square foot, the
light escaping will amount to ^ lumen; if the
area of OR is doubled the light escaping will be

2 lumens. On the other hand, if we have a uni-
form source of 2 candles instead of 1, 2 lumens
will be emitted through an opening of 1 square
foot in this particular sphere. We know by
arithmetic that the total surface of the sphere
having a radius of 1 foot is 12.57 square feet.

\6\

-^

0

Fig. 2 — The Candle-Power in the Direction
of the Photometer Is Not Changed by
Partially Surrounding the Light Source
With a Non-Reflecting Surface

In other words, removing the sphere entirely,
we would have the equivalent of 12.57 openings
the size of OR; that is, if the candle gives one
candle in every direction, with the sphere removed
it would give 12.57 lumens.

This means that if we know the mean spherical
candle-power of a lamp, by multiplying this value
by 12.57 we obtain the numer of lumens emitted
bv that lamp. A value of 12^ is sufficiently
accurate for most practical purposes, and is
somewhat more convenient for calculation inas-
much as it is necessary only to divide the mean
spherical candle-power by 8, with proper regard
to the decimal point, to arrive at the lumen rat-
ing. A lumen may also be defined as being equiva-
lent to the quantity of light intercepted by a
surface of 1 square foot, every point of which
is at a distance of 1 foot from a source of 1 can-
dle (Fig. 3, Sketch B).

(To be continued)

All About the Projectors

The "Royal" projector is a strictly standard
make machine. The manufacturers, the Capital
Merchandise Company of Chic.i.eo, have for many
years been active in producing high-class project-
ing machines at moderate prices. As in their pre-
vious models, they have followed the idea of sim-
plicity of operation in this design.

Every possible safety device is found in the
Royal. The film magazines, which are capable of
accommodating 2,000 feet of film, without reload-
ing, are equipped with double fire-trap rollers,
and an automatic fire shutter which responds in-
stantaneously with the operation of the machine.
The mechanism, likewise the film, is entirely en-
closed in a metal case, thus eliminating the ex-
posure of film in any form whatever while the
machine is in operation. This adds considerably
to the safety of operation.

The enclosed mechanism serves a double pur-

pose, the entire elimination of dust and dirt,
which means protection to the vital working parts
from all foreign matter, also protection for the
mechanism from rust.

The stand is made of metal, extremely rigid,
eliminating any possible chance of vibration or
movement during operation, and by a simple de-
vice in adjustment of the legs, the machine can
be lilted to any angle desired.

The gears used in the Royal machine are of
the "spiral" type, said to stand the heaviest kind
of wear. All working parts are made of the best
material obtainable, and is rigidly put together
with the view of durability, service, and beauty
combined. The machine is enameled and mechan-
ism nickel-plated.

The "star and cam movement" is used on the
Royal. This intermittent movement is considered
the most practical one for perfect and accurate
projection. It is also known as the "Geneva
movement," and is a one-piece construction ad-
justable to take Up all wear. This entire inter-
mittent movement can be easily removed by a
couple of screws and replaced in about one min-
ute. This is important, because an extra inter-
mittent movement is oftentimes equal to having
an extra emergency machine.

The Royal can be operated by hand or motor,
either 60, 110 or 220 volts, alternating or direct
current, with arc carbon lamp, or can be used
with a Mazda incandescent lamp.

The Capital Merchandise Company also manu-
factures a semi-portable machine, fireproof through-
out, at a moderate price. They also offer special
prices to educational institutions, churches, and
Y. M. C. A.

Next month the Victor projector will be de-
scribed.

Film Shows Trials of U. S.
Aeroplanes

A TALK on the place of the air and
hydro planes in the motion picture
field was given recently at the Chi-
cago Athletic Club by E. R. Swart, repre- '
senting the American Film Company. Mo-'
tion pictures were shown of the try-ojuts of
light Curtis planes and also a heavy Long-
head hydropjane which the company Con-
templates purchasing for air romance, and
air stunts, especially for the plays of Rus-
sell, the daredevil star.

The Carterville Church, Galesburg, 111.,
is using pictures to illustrate its fall lec-
lure series, with success.

Make Your Dollars Fight

18

REEL and SLIDE

Question: What is the National Committee for
Better Films? How is it supported? L. J. K.

Answer: The secretary writes as follows: The
National Committee for Better Films is financed
chiefly out of the regular funds of the National
Board of Review. It would be illuminating if we
in turn could learn what impression this answer
makes upon our correspondents — whether they do
not feel any worth while movement which has
been organized for a year and a half should be,
to a substantial extent, self-supporting. No appeal
has been made heretofore for help in the national
aspects of the work other than is involved in the
customary furnishing of reports. Beginning this
fall, however, we propose to open to the affiliated
committees, in addition to the present non-con-
tributing membership, several classes of member-
ship scaled according to amount of contribution.
If the affiliated committees can co-operate in this
way as they are able, not only the continuance and
extension of the work of the National Commit-
tee will be insured, but a problem will be solved
for _ the National Board. The members of the
National Board are opposed to all negative de-
vices aimed at the improvement of motion pic-
tures, such as legal censorship. The inspiration
for their work comes through the satisfaction of
developing a constructive plan such as the Better
Films Movement. The tasks of the National Board
have greatly increased this last winter and spring,
for the board has felt it to be its duty to supply
on a voluntary basis to the Committee on Pub-
lic Information and various other war agencies
the help in motion picture matters which it is in
a unique position to furnish. In the meantime,
the Better Films Movement has grown with con-
sequently greater demands upon the National
Board.

* * *

Question: Has the Cleveland Cinema Club been
a success? Round Robin Club.

Answer: The first year of the Cleveland Cine-
ma Club's work has indeed borne good fruit, and
it would be well for other organizations with sim-
ilar views to pursue with the same systematic
earnestness the methods through which they have
obtained such excellent results.

* * -X-

Question: Can you .list a number of feature
films that are suitable for a group of young peo-
ple to see in our local picture houses? L. J. M.

Answer: The following features have recently
been suggested for the family group and juven-
iles by the Board of Review: Goldwyn — "Joan of
Plattsburg," "AH Woman." Metro — "The Win-
ning of Beatrice," "Cyclone Higgins, D.D." Par-
alta — "An Alien Enemy." Paramount — "Selfish
Yates," "M'liss," "Missing." "His Own Home
Town," "Mile-a-Minute Kendall," "Prunella,"
"Hit the Trail Holliday." "Believe Me Xantippe."
Pathe — "Ruler of the Road." Select — De Luxe
Annie." Universal — "$,i.nOO Reward." Vitagraph
— "The Little Runaway." World — "The Jour-

U. S. to Teach Women Clerks
Via Educational Films

ON Oct. 1 there was opened in Chi-
cago a school of instruction for
women to fit them for positions as
ticket sellers, accountants and for informa-
tion bureau work in city passenger and
station ticket offices of the railroads
throughout the country. This school, which
is one of a number of. established in vari-
ous large cities by authorization of Director
General of Railroads McAdoo, is not only
a distinct innovation, but is one of the most
novel experiments in the annals of rail-
roading.

Prominent passenger traffic officials will
address the students on matters pertinent
to their training.

As a diversion, every Friday evening
moving pictures of the national parks and
stretches of country along the railroads
will be shown, being both of scenic and
educational value to the women in acquaint-
ing them with the beauty spots in the vari-
ous states and afford them material to in-
telligently discourse with prospective trav-
elers regarding journeys to such points.

ney's End." Lasky — "Say, Young Fellow,"
"Uncle Tom's Cabin," "How Could You, Jean?"
"Firefly of France," "His Own Home Town,"
"Sandy," "Shark Monroe," "Bound in Morocco,"
"M'liss." Fox — "We Should Worry," "Western
Blood." Goldwyn — "Beloved Traitor," "The
Service Star." Metro — "The Demon," "No Man's
Land," "Pay Day," "Opportunity." Mtitual — -
"Ghost of Rosy Taylor." Pathe — "Little Sister
of Everybody." Triangle — "His Enemy the Law."
Vitagraph — -"The Girl in His House." Universal
— "The Eagle." First National Exhibitors' Cir-
cuit— "Pershing's Crusaders."
* * *

Question: What are the properties of the best
motion picture screen? Rev. John M. Gates.

Answer: To quote an authority:

An exact definition of glare, or eyestrain, as
experienced in some motion picture theaters is
very difficult for most people to define. Some
say it is due to the intrinsic brilliancy which,
when it exceeds a certain degree, causes dazzling
and pain to the eyes.

This definition, however, is insufficient. For
example, if v/e look at a nitrogen lamp at night,
we experience a dazzling or blinding sensation,
while, if we look at the same light in daylight,
especially in sunshine, the glare of the lamp is
hardly noticeable — and yet the light given by
the filament of the lamp is of the same strength
as at night.

Again, if we project the light from a motion
picture arc lamp upon a white screen which makes
the illumination appear high, and the projection
surface is bordered with black and the decorations
in the theater are dark in color, the pupil of the
eye distends to accustom itself to the darkened
surroundings and the black border. It is impos-
sible for it at the same time to adjust itself so as
to harmonize the extreme contrasts of the bright-
ly illuminated, improperly constructed screen.

The eye is so constructed that it can fully
protect itself against any amount of well diffused

daylight, even in bright sunshine, since that part
of the pupil, which conveys the impression to the
surfaces behind the eye which causes us to "see,"
distends or contracts in proportion to the amount
of light it is called upon to pass, the same result
taking place on the sensitized surfaces of the
brain, as that arrived at when the photographer
"stops down" his lens.

Greater definition is obtained, but when the lens
is stopped down to bring into sharp focus the
l)righter objects in a picture the darker back-
grounds are shown either very dimly or lost en-
tirely, especially when the high lights and shadows
are as contrasted as those in the large majority of
motion picture theaters using inferior screens.

The eye can be satisfactorily compared with a
sensitized photographic plate, and the pupil of the
eye is practically the human lens which projects
upon the sensitive membranes the picture or ob-
jects upon which we gaze, and from this it fol-
lows that sharp contrasts must be absolutely
avoided in order that the eye may transfer to the
brain all objects in their proper relation to each
other, and in their proper relative color tone.

-maybe
Stone
has it

Here's a "Film Library" of
Special Scenes

When you want to "Flash In" a Fire,
Explosion, Rough Water, Wreck, Collision,
Submarine, Zeppelin, Sunset, Ship Arriv-
ing or Departing, Naval, Guns Firing, Shots
Striking, War Stuff of Foreign or U. S. Ac-
tion, Travel Scenes anywhere in the World,
Scientific, Industrial, Insect, Animal or
Bird Life, Magic, Colored or Non-Flam,

"MAYBE STONE HAS IT"
146 W. 45th St. Bryant 2717 New York

Light, compact and durable — hand-
some, elegantly fitted, carries 2,000
feet of film without reloading. Has
many distinctive and exclusive
features.

Moving Picture Projector

To churches, schools, colleges, Y. M. C. A.
branches and community centers who are
interested in moving pictures, we recom-
mend the ROYAL PROJECTOR above all
others. It is built for institutional use. It
is giving satisfaction in all parts of the
United States.

A Projector of Highest
Quality at a Price
Within Reach of All

To reliable educational institutions, we will be glad
to quote special prices. Any school, college or church
can make a ROYAL pay for itself in a short time.
Anybody can operate the ROYAL. A clear, sharp
image is certain at all times with the ROYAL.

Send for Our List of Religious
and Educational Films

In addition to a high-grade projector at moderate
price, we can supply you with a varied assortment of
religious and educational films, including science
reels, geography, history, chemistry, biology, litera-
ture, industry, agriculture and foreign travel, all at
fair rentals.

Write U* To Jay for Full Information.

THE CAPITAL MERCHANDISE CO.

538 South Dearborn Street Chicago

We also sell a semi-portable projector and handle a full line of supplies.

Buy Liberty Bonds

REEL and SLIDE

19

Finest
Available

iWiiiiMiliiliiMlliilliiillllmllililiiiliiiiiiii|)i||i|||i,||ffi

Complete,
sonal

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients ioo% personal service — service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

AH You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu-
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Normal, Kalamazoo, Mich.

"We find we can depend on you to the limit."

Berea College, Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago:

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, III.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse in
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, IH.i

"They were certainly fine films for
the price, and are the, best we have
ever received for our use."

Naval OfHcers' School,
Chicago:

"The films were bully;
keep them coming."

Clip

Coupon

NOW

A. E. Curtis,
16 West Jackson
Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

Arthur E. Curtis (a.b

Institution.

(A.B.)

Address.

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY

Send information also to: (Indicate someone who is interestCP'

Name. .

Address'

Please say, "As advertised in REEL and SLIDE." when you write to advertisers.
Make Your Dollars Fight

20

REEL and SLIDE

19,000 Slides Aid in Work of
Chicago Art Institute

THERE is a certain department in the
Chicago Art Institute that has never
had made upon it the number of
claims that are really its due, writes
Eleanor Jewett, in the Chicago Tribune.

This department is the one of lantern
slides and photographs of works of art.
There are 19,000 slides and an even larger
number of photographs. To the churches
and public institutions, including the public
schools of Cook County, the use of the
collection is offered without charge. To
institutions outside of the county and to
private institutions and individuals inside
the county a small rental charge is made.
The slides and photographs are of the
greatest service, not only in bringing the
treasures of art and its history to the
children in the schools and to older audi-
ences, but in making the events and per-
sonages of all history stand out more dis-
tinctly than would be possible by means
of print alone.

Augustus Caesar and the triumph oE
Rome, Hannibal, Cyrus, all the old rulers
and conquerors live again. And coming
to modern men fighters and poets, kings
and beggars, the slides bring them all be-
fore us with authentic detail.

Industry, too, finds many things of value
in this collection. Recently the owner of a
textile mill in Wisconsin made use of the
shdes to find new patterns for his mate-
rials. There is no end to the opportuni-
ties laid open in various fields by this de-
partment.

While the centennial celebration of Illi-
nois holds the stage the group of lantern
slides, the gift of Mrs. Sarah E. Fitzwil-
liam, concerning the history of early IIH-
nois, may be shown with profit, as it con-
tains many interesting reproductions of
Fort Dearborn and the Chicago of those
days. The slides may be obtained through
the Photograph and Lantern Slide Depart-
ment, Ryerson Library, Art Institute.

Stamford Citizens Produce
Home Propaganda Picture

A CITIZEN Committee formed in
Stamford, Conn., to co-operate with
the branch of the United States Em-
ployment Service in that city in recruiting
labor for the patriotic task of backing up
the soldiers by working in the munition
factories, has had a short motion picture
made as a part of the campaign. It is the
story of a husband and wife who dis-
agreed over the desire of the latter to do
"her bit."

It shows the wife visiting the United
States Employment office, learning some-
thing about the kinds of work which
women can do, thus releasing men for
tasks which women cannot do. She finds
her opportunity and her husband comes
around to her way of thinking. The pic-
ture was acted by local people. It was
exhibited in the local theater with great
effectiveness, the exhibitors doing there
part by putting the picture on the screen
free. It has attracted much attention.

Figure IV — How to Use Motion Picture Camera

All Films for Export to Go to Editor Puts High Valuation
American Consuls on Government Films

IT is announced from Washington,
through the Division of Films, Com-
mittee on Public Information, that the
ruling that American films cannot be sent
direct to foreign consignees, but must be
forwarded through the American consul,
is identical with rules put into effect by
the French government. French cinema
journals accept this ruling as necessary
under war conditions, recognizing the dan-
ger of films being utilized for dangerous
propaganda.

They also praise the letters of Secretary
McAdoo and Herbert Hoover. ^

Joe Mitchell Chappie, editor of the
National Magazine, in a review of
"America's Answer," the second \J.
S. Official War Picture, which he has sent
to Chas. S. Hart, director of the Division
of Films, Committee on Public Informa-
tion, says:

"If the Committee on Public Informa-
tion renders no other service than that
which they have furnished through the
war films, they will be entitled to the
grateful appreciation of the American peo-
ple. It makes the government seem more
one of 'by the people and for the people.' "

The South Shore Country Club, Chi-
cago, 111., is regularly projecting special
motion picture programs for its members
and guests. Recently, the drama "T'other
Dear Charmer" was shown.

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor
Animatograph

Than in Any Other Motion
Picture Projector.

Designed with, not merely adapted to,
the new high power Mazda projector
lamps.

Guaranteed — a motion picture image of
standard illumination, clearness, sharp-
ness and steadiness — entirely free from
eyestrain.

There are other features that make the
Animatograph the superior projector —
simplicity, economy, light weight, last-
ing quality. It's all explained and illus-
trated in a new catalog.

Write for information and terms.

Victor Animatograph Company

125 Victor Building

Davenport, Iowa, U. S. A.

Buy Liberty Bonds

(UNIVEPSAL):

"^rv^

A. N O F»EN L EXXER*'"^0 A.LL i^ DVERXISERS

Wbo Have Used, Are Using, or May Use — Tbe Motion Picture Medium

Gentlemen :

Those of you who doubt the value of Motion Picture
Advertising are not to be blamed if your judgment is based upon
the output of some of the get-rich-quick producers (?) whose
amateurish efforts after costing some of you thousands of
dollars^ now lie idle in your vaults.

The Industrial Department of the Universal Film
is not raising the childish cry of "we are

Mfg.
diff

Pict

int e
thes

Company
erent . ' '

It is presenting proofs in these pages that Motion
ure Advertising can be made effective. It appeals to your
lligence for a fair judgment of the evidence given in
e proofs .

It submits President Wilson's words to the effect

that "The Film has come to rank as a very high medium for the
dissemination of public intelligence, and since it speaks a
universal language it lends itself importantly to the presen-
tation of America's plans and purposes."

Which of you masters of great business will say
that the dissemination of information regarding the safety, the
quality, the purity, the convenience, or other inherent ele-
ment of your product is not a factor of American life and
progress and as such is not a fit subject for "dissemination"
on the screen?

The Universal Industrial Department is in the
hands of trained men experienced in the technique of the
Industrial picture scenario, who are also advertising
specialists. At its disposal are all the resources and
facilities of the parent organization, including the world's
largest studios, the greatest number of actors, directors,
technical people, etc.

It guarantees distribution through the medium
of its own seventy-three exchanges throughout the country--
having nearly double the number of any general producing film
company in the world. One of the film campaigns we are
conducting for the Firestone Tire & Rubber Co., Akron, Ohio,
with the "Over the Roads to the War" picture, showing just
what we can do for you, how we do it, and proving that we do
it, is shown on the following pages.

The conceded advertising value of our industrial
productions and our method of guaranteed distribution gives
you the real basis from which to judge Motion Picture Adver-
tising. To judge our production from an erroneous conception
is as unfair as to judge an airplane from Darius Green's

flying machine
your judgment.

Look over the following pages and

UNIVERSAL FILM MFC
By '^ ^

revi se

CO

r^^^^

General Manager,

Industrial Department

CunivepsaD

^■^nn^

'NOT PROMISES, BUT PERFORMANCE"

(universal)

"Not Promises
But Performance"

The photographic reproductions on these pages are proof
of our strict adherence to the Universal's policy of
"NOT PROMISES, BUT PERFORMANCE." From
them you can grasp every stage of the method by which
your industrial picture will be put over to a guaranteed
circulation. Universal Industrial Pictures reach the
screen because they are entertaining, interesting, and an
attraction in any theatre and are marketed in the same
manner as the biggest dramatic successes.

Booked Like a Regular Feature Picture

The Universal Salesman

Interviews the manager of each theatre to be played and
obtains a signed contract for the dates.
The original, with the exhibitor's signature, goes to our
client after the dates have been played. The duplicate
goes to the Universal Exchange, is entered on the books
so the exhibitor receives the reel with his regular show.
The triplicate is retained as a memorandum by the
exhibitor.

ADVERTISED LIKE A FEATURE PICTURE

This slide in three colors is given the exhibitor when the contract is
signed. This is used to announce the coming of the picture.
(In co-operation with our client we also arrange to show dealer
slides in the theatres where the film is being played.)

m'^i

Over tKe Roads to

HOW UNCUE SAM GETS THERE RRST

Prodded byC53SSS^EE5il Film Mm

THIS ONE SHEET POSTER t^=
28x40 inches, in five colors, is displayed before the thea-
tres and in the dealers' and other merchants' windows.

: CunTveblsal)

V^H^'

'NOT PROMISES, BUT PERFORMANCE"

== (UNIVERSAL) — ==

SHOWN in the THEATRES LIKE a FEATURE PICTURE

Our Salesmen arrange with the exhibitor
to get out special advertising matter for
the picture similar to the above.

Perfect Pictures are the least of what we
sell you. Service that makes your picture
successful is included in our contracts.

This is how one of the many theatres featured the film with
banners, posters and photos. One of the many stunts arranged
for locally by our organization to put your film over like a
feature picture.

Given the Same Publicity as a Feature Picture

V ^2r^%^- . The newspapers co-operate by giving the picture

notices in their columns before and while the picture
is being shown. This is handled by our organization
locally — no detail is overlooked or left to chance.

The theatres bill this picture on their programs
and in their newspaper advertising along with their
other attractions. We have hundreds of batches of
publicity like this from every city in which the
film has played.

This set of photographs of scenes from the film is dis-
played in front of the theatres and in the dealers' and
other merchants' windows.

/^^

UNIVEBLSAL)

'NOT PROMISES, BUT PERFORMANCE'

I

^

CUNIVEnSAL)

A. OEALER TIE -UP THAT GETS RESULTS

Baird Tire & Supply Co.. Inc.

D AID rilUVATIC HIES

AUToaoaiLC Mjm.ict

■ORaicH, coaN.'

Universal-
Industrial
Pictures

provide distri-
bution,
popularize
your goods,
educate the
public to
their use,
standardize
them and
stimulate
sales.
No other
medium can
bring such
tremendous
sales pressure
to bear to
move goods
from dealers'
shelves.
This is not
left to you or
to the dealer.
It is
expertly
handled
by our
organization.

"We'll do as much
for you any day."

Here Are the Actual Playing Dates on

UNIVERSAL-
INDUSTRIAL FILM

"OVER THE ROADS TO WAR

»

From February 16 to August 31, 191 8, ^inclusive

SATURDAY, FEBRUARY 16

Cumberland (2 days) Brooklyn, N. Y.

Sheffield (2 days) Long Island, N. Y.

SUNDAY, FEBRUARY 17

14th Street New York City

Keystone New York City

City Hall New York City

Lincoln Brooklyn, N. Y.

Hicksville Hicksville, L. I.

Glen (2 days) Glen Cove, L. I.

Fulton (2 days) Hempstead, L. I.

MONDAY, FEBRUARY 18

Springer New York City

Bushman (2 days) New York City

Regium (2 days) New York City

Arcade New York Ctiy

16th Street Brooklyn, N. Y.

Amphion (3 days) Brooklyn, N. Y.

Cresent South Hampton, L. I.

Regent Bay Shore, L. I.

TUESDAY, FEBRUARY 19

Coleman New York City

Concourse New York City

U. S New York City

La Rochelle New Rochelle, N. Y.

Globe Brooklyn, N. Y.

Regent Brooklyn, N. Y.

Century Brooklyn, N. Y.

Unique Patchogue, L. I.

WEDNESDAY, FEBRUARY 20

Dykeman New York City

Chelsea New York City

Burland (2 days) New York City

West End Brooklyn. N. Y.

Oxford Brooklyn, N. Y.

Ronley Brooklyn, N. Y.

Eden Brooklyn, N. Y.

Garden (2 days) Richmond Hill, L. I.

THURSDAY, FEBRUARY 21

Grange New York City

Webster New York City

Highway Brooklyn, N. Y.

Halsey (4 days) Brooklyn, N. Y.

Star Isiip, L. I.

Unique White Stone, L. I.

Babylon Babylon, L. I.

FRIDAY, FEBRUARY 22

Tremont New York City

Empress New York City

St. Marks New York City

Playhouse Mt. Vernon, N. Y.

Richmond Stapleton, L. I.

Lyceum College Point, L. I.

Plaza Freeport,. L. I.

Century Mineola, L. I.

SATURDAY, FEBRUARY 23

Rainbow New York City

Orient New York City

Crescent New York City

Brighton New Brigton, S. I.

Strand Tarrytown, N. Y.

Central Brooklyn, N. Y.

Athena Hall Ft. Jefferson, L. I.

Novelty Sayville, L. I.

Firemen's Hall Westbury, L. I.

SUNDAY, FEBRUARY 24

Spooner (2 days) New York City

Montauk Bath Beach, N. Y.

Flushing Flushing, L. I.

Parkway Woodhaven, N. Y.

MONDAY, FEBRUARY 25

Castleton W. Brighton, S. I.

S. & A New York City

Cuniversal)^

^^n;^^

'NOT PROMISES, BUT PERFORMANCE'

Willoughby Brooklyn, N. Y.

Empire Ozone Park, L. I.

Lyric ...Oyster Bay, N. Y.

Palace Huntington, L. I.

Colonial Brooklyn, N. Y.

TUESDAY, FEBRUARY 26

Wonderland New York City

Colonial New York City

Star New Brighton, S. 1.

Lyceum Brooklyn,. N. Y.

Cortelyou Brooklyn, N. Y.

Rockville Rockville Center, L. I.

Rainbow New York City

Y. M. C. A Camp Upton, L. I.

WEDNESDAY, FEBRUARY 27

Sumner Brooklyn, N. Y.

Atlantic Brooklyn, N. Y.

Columbia Far Rockaway, N. Y.

New Meriden Astoria, L. I.

Nassau Port Washington, L. I.

THURSDAY, FEBRUARY 28

Imperial Brooklyn, N. Y.

Grace Brooklyn, N. Y.

Duffield Brooklyn, N. Y.

Victoria Elmhurst, L. I.

Sylvia Brooklyn, N. Y.

Madison New York City

Linden (2 days) Brooklyn, N. Y.

FRIDAY, MARCH 1

Drury Lane New York City

Wyckoff Brooklyn, N. Y.

Palace Corona, L. I.

Lee Brooklyn, N. Y.

SATURDAY, MARCH 2

Elsmere (2 days) New York City

Strand Portchester, N. Y.

Hyperion Corona, L. I.

Manhattan Greenpoint, N. Y.

Cuniversal)

Actual Playing Dates on Universal-In

Majestic New York City

Miracle New York City

Progress New York City

SUNDAY, MARCH 3

Avon Brooklyn, N. Y.

Meeker Greenpoint, N. Y.

Harlem, 5th Ave New York City

Palace New York City

Tiffany New York City

Little Tuckahoe, N. Y.

New Albany (2 days) Brooklyn, N. Y.

MONDAY, MARCH 4

Washington (2 days) New York City

Annex New York City

Costello (2 days) New York City

Olympia (3 days) New York City

Schuyler New York City

New Singer New York City

Stanley Bath Beach, N. Y.

Summit W. Hoboken, N. J.

TUESDAY, MARCH 5

Paradise Brooklyn, N. Y.

Windsor Terrace Brooklyn, N. Y.

Oriole Brooklyn, N. Y.

Palace Brooklyn, N. Y.

Parkview Brooklyn, N. Y.

North Star New York City

Hudson New York City

Classique Brooklyn, N. Y.

Crown Brooklyn, N. Y.

WEDNESDAY, MARCH 6

Henderson's Coney Island, N. Y.

Bunny New York City

New Market New York City

Throop Brooklyn, N. Y.

Kingston Brooklyn, N. Y.

Mov.ies New /ork City

Empire New Brunswick, N. J.

THURSDAY, MARCH 7

Garden New York City

Grant New York City

Apollo New York City

Park New York City

Broadway Photoplay (3 days). New York City

Rose (2 days) New York City

Ideal New York City

St. Joseph Yonkers, N. Y.

FRIDAY, MARCH 8

Varieties New York City

SATURDAY, MARCH 9

Lyceum New York City

University New York City

Lincoln New York City

SUNDAY, MARCH 10

Amphion New York City

American Canarsie, L. I.

Atlantic New York City

MONDAY, MARCH 11

Partheon Ossining, N. Y.

Screen New York City

Hooper Brooklyn, N. Y.

Royal Hackensack, N. J.

Scenario Newark, N. J.

Keeney's (3 days) Newark, N. J.

Proctor's (3 days) Newark, N. J.

Union Square (3 days) New York City

TUESDAY, MARCH 12

Empire New York City

McKinley Square New York City

Empire Brooklyn, N. Y.

Yorkville Casino New York City

Playhouse New York City

34th Street New York City

Forest Hill (2 days) Newark, N. J.

Bishop Hoboken, N. J.

WEDNESDAY, MARCH 13

Midwood Brooklyn, N. Y.

Auditorium Brooklyn, N. Y.

Regent New York City

Tuxedo New York City

Strand Red Bank, N. J.

Criterion Rutherford, N. J.

Bergen (2 days) Newark, N. J.

THURSDAY, MARCH 14

Carlton (2 days) Brooklyn, N. Y.

Art New York City

Crawford Newark, N. J.

Liberty Newark, N. J.

Victoria Newark, N. J.

Bijou Orange, N. J.

Palace (3 days) Orange, N. J.

Goodwin Newark, N. J.

Folly (4 days) New York City

FRIDAY, MARCH 15

Playhouse Newark, N. J.

National Newark, N. J.

De Luxe Newark, N. J.

Lyceum (2 days) E. Orange, N. J.

Crawford Crawford, N. J.

SATURDAY, MARCH 16

City Newark, N. J.

Colonial Newark, N. J.

Criterion Newark, N. J.

Lincoln Newark, N. J.

Park Newark, N. J.

Halstead E- Orange, N. J.

dustrial Film "OVER THE ROADS TO WAR

SUNDAY, MARCH 17

Bronx Strand New York City

Plaza Newark,

Court Newark,

Fox's Carlton Newark,

MONDAY, MARCH 18

Lyric (3 days) Newark,

Regent Kearney,

Playhouse Passaic,

New Savoy Wattesing,

U. S. (3 days) Paterson,

Garden (3 days) Paterson,

Regent (3 days) Paterson,

Comedy (7 days).. New York City

TUESDAY, MARCH 19

Hill Newark, N. J.

Bellevue Newark, N. J.

Montauk Passaic, N. J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

Park Mitley, N.

Orpheum Jersey City, N. J.

Palace Irvington, N. J.

WEDNESDAY, MARCH 20

Lyric Paterson, N. J.

Liberty Irvington, N. J.

Palace Morristown, N. J.

Lyceum Boonton, N. J.

National Jersey City, N. J.

Lyceum Newark, N. J.

THURSDAY, MARCH 21

Strand Paterson, N. J.

Grand Kearney, N. J.

Park Newton, N. J.

Walton Elizabeth, N. J.

Lyric Elizabeth, N. J.

Empire Rahway, N. J.

FRIDAY, MARCH 22

Strand Hackettstown, N. J.

Ampere Ampere, N. J.

Palace Forest Hills, N. J.

Ferber's Lakewood, N. J.

Regent Clifton, N. J.

Rialto Stamford, Conn.

Alhambra Stamford, Conn.

SATURDAY, MARCH 23

Baker Dover, N. J.

Franklin Franklin Furnace, N. J.

Crescent Sussex, N. J.

Music Hall Clifton, N. J.

Regent Somerville, N. J.

MONDAY, MARCH 25

Woolston Stanhope, N. J.

Rialto High Bridge, N. J.

Majestic Union Hill, N. J.

Regent Norwalk, Conn.

TUESDAY, MARCH 26

Rialto W. New York, N. J.

Majestic Perth Amboy, N. J.

Bijou Bayonne, N. J.

Alpha Belleville, N. J.

Palace So. Norwalk, Conn.

WEDNESDAY, MARCH 27

Flemington Flemington

Strand Perth Amboy

Lincoln Bloomfield

THURSDAY, MARCH 28

Proctor's (3 days) Elizabeth

Bijou New Brunswick

Lyceum Stamford,

Colonial New Canaan, Conn.

FRIDAY, MARCH 29

Plainfleld (2 days) Plainfield, N. J.

Palace Bound Brook, N. J.

Empire (2 days) Bridgeport, Conn.

SUNDAY, MARCH 31

Garden Waterbury, Conn.

Strand Waterbury, Conn.

Dixwell New Haven, Conn.

De Witt New Haven, Conn.

MONDAY, APRIL 1

Alcazar Nangatuck, Conn.

Princess Union City, Conn.

Pequot New Haven, Conn.

Globe New Haven, Conn.

Majestic New Haven, Conn.

TUESDAY, APRIL 2

Pastime Ansonia,

Bijou Bridgeport,

Lawrence New Haven,

Lyric New Haven,

Orpheum Danielson,

WEDNESDAY, APRIL 3

Strand Bridgeport,

Palace East Bridgeport,

Bradley Putnam,

THURSDAY, APRIL 4

Taylor Opera House Danbury, Conn.

West End Bridgeport, Conn.

Sterling Derby, Conn.

Hippodrome E. Bridgeport, Conn.

Carroll Waterbury, Conn.

Finn Jewett City, Conn.

Opera House Wallingford, Conn.

N.

J.

N.

J.

N.

J.

N.

J.

N.

J.

Conn.

Conn.
Conn.
Conn.
Conn.
Conn.

Conn.
Conn.
Conn.

(universal)

(Continued from preceding page)
FRIDAY, APRIL 5

Greenwich Greenwich, Conn,

Alhambra Waterbury, Conn.

Bostwick Bridgeport, Conn.

Scenic (2 days) Waterbury, Conn.

Union Hill No. Grosvernordale, Conn.

Life Meriden, Conn.

Mystic Mystic, Conn.

SATURDAY, APRIL 6

Colonial Mulford, Conn.

Strand Walnut Beach, Conn.

Polls Meriden, Conn.

Garden New Haven, Conn.

People's Moosup, Conn.

SUNDAY, APRIL 7

Proctor's (4 days) Yonkers, N. Y.

MONDAY, APRIL 8

Dutchess Poughkeepsie, N. Y.

Regent (2 days) Albany, N. Y.

Cohen's Poughkeepsie, N. Y.

Orpheum Rondout, N. Y.

TUESDAY, APRIL 9

Best Moosup, Conn.

Cohen's Opera House Newburgh, N. Y.

Hamilton (2 days) Yonkers, N. Y.

WEDNESDAY, APRIL 10

Davis Norwich, Conn.

Empire Putnam, Conn.

Loomer Williamantic, Conn.

Lyceum (2 days) New London, Conn.

Crown (2 days) New London, Conn.

Good Beacon, N. Y.

Orpheum Saugerties, N. Y.

Playhouse (2 days) Hudson, N. Y.

THURSDAY, APRIL 11

Music Hall Tarrytown, N. Y.

Victoria Ossining, N. Y.

Broadway (2 days) Yonkers, N. Y.

FRIDAY, APRIL 12

Strafford Poughkeepsie, N. Y.

SATURDAY, APRIL 13

Liberty Poughkeepsie, N. Y.

Stratton Middletown, N. Y.

SUNDAY, APRIL 14
Lansing Troy, N. Y.

MONDAY, APRIL 15

Broadway Newburgh, N. Y.

Broadway (2 days) Albany, N. Y.

Majestic Albany, N. Y.

Monroe Troy, N. Y.

Majestic Walton, N. Y.

Opera House Mt. Kisco, N. Y.

Majestic Troy, N. Y.

Casino Waterford, N. Y.

TUESDAY, APRIL 16

Academy (2 days) Newburgh, N. Y.

Central Albany, N. Y.

Colonial Albany, N. Y.

WEDNESDAY, APRIL 17

Annex Proctor's (2 days) Albany, N. Y.

Keith's Troy, N. Y.

Didsbury Walden, N. Y.

I. O. O. F Hancock, N. Y.

Empire Glens Falls, N. Y.

Palace (2 days) Schenectady, N. Y.

THURSDAY, APRIL 18

Fairland Albany, N. Y.

Trojan Troy, N. Y.

New Port Jervis, N. Y.

FRIDAY, APRIL 19

Benman Park Troy, N. Y.

Ballston Ballston Spa, N. Y.

Broadway (2 days) Saratoga, N. Y.

New Grand Whitehall, N. Y.

Scenic Temple Hudson Falls, N. Y.

SATURDAY, APRIL 20

Sans Souci Watervliet, N. Y.

Opera House Delhi, N. Y.

Park Glens Falls, N. Y.

SUNDAY, APRIL 21
Liberty Schulyerville, N. Y.

MONDAY, APRIL 22

Palace Saratoga, N. Y.

Bradley Opera House Fort Edward, N. Y.

Strand Schenectady, N. Y.

Albany Schenectady, N. Y.

Lyceum Amsterdam, N. Y.

Alhambra Utica, N. Y.

Majestic (3 days) Utica, N. Y.

TUESDAY, APRIL 23

Central Park Schenectady, N. Y.

Happy Hour Schenectady, N. Y.

Majestic Cohoes, N. Y.

De Luxe Utica, N. Y.

WEDNESDAY, APRIL 24

Star Schenectady, N. Y.

Rialto Schenectady, N. Y.

Family Gloversville, N. Y.

Family Rome, N. Y.

THURSDAY, APRIL 25

Amity (2 days) Spring Valley, N. Y.

Glove Gloversville, N. Y.

Big Ben Ilion, N. Y.

Ilion Opera House Ilion, N. Y.

Rialto Amsterdam, N. Y.

Park Mechanicsville, N. Y.

^^?1^^

"NOT PROMISES, BUT PERFORMANCE'

(universal)

'^vs0^

Actual Playing Dates on Universal-

Highland Utica

Madison Oneida

FRIDAY, APRIL 26

Cohoes Opera House Cohoes

Regent Amsterdam

Gem Little Falls

Hippodrome Little Falls

Richmond Herkimer

Sherwood Canastota

SATURDAY, APRIL 27

American Schenectady

Bates Mohawk

Carroll Rome

Star Rome

Savoy Utica

Bedford Pleasantville

Star Newport

Wagner Canajohorie

SUNDAY, APRIL 28

Strand (3 days) Syracuse

Syndhurst Rochester

Strand (3 days) Rochester

Rialto (3 days) Rochester

Fays Rochester,

Family (7 days) Rochester

MONDAY, APRIL 29

Richardson Oswego

Lincoln Rochester

Opera Watkins

Grand Opera House Johnstown

Morgan Auburn

TUESDAY, APRIL 30

Hippodrome Oswego

Cornell Auburn

Murray Street Rochester

Clinton Rochester

Hudson Rochester

Regent (2 days) Seneca Falls

Temple (2 days) Geneva

WEDNESDAY, MAY 1

Orpheum Oswego

Temple Cortland

Arcadia Syracuse

Regent (2 days) Syracuse

Universal (2 days) Auburn

Sampson Penn Yan

Bijou Corning

Star Ogdensburg

Opera House Carthage

Groton Groton

THURSDAY, MAY 2

Gem Oswego

Happy Hour (2 days) Syracuse

Alcazar Syracuse

Model Syracuse

Star (3 days) Ithaca

Wright ' Waterloo

Empress Rochester

Regent Geneva

Delmar Medina

Temple Canandaigua

FRIDAY, MAY 3

Majestic (3 days) Elmira

Crescent Syracuse

Turn Hail Syracuse

Lang Syracuse

Symphony Binghamton

Laurel Binghamton

Amuse (2 days) Elmira

Beekman Dundee

SATURDAY, MAY 4

Actograph Syracuse

Park Syracuse

Court Binghamton

Star Binghamton

Orpheum Baldwin sville

Hippodrome Syracuse

Princess Rochester

Plymouth Rochester

Elk Corning

Palace Clifton Springs

Majestic Haverstraw

SUNDAY, MAY 5

Savoy Syracuse

MONDAY, MAY 6

Novelty Cortland

Park Avon

Strand Brockport

Keith's Columbia Buffalo

Lyric (3 days) Buffalo

Strand Buffalo

Cataract (4 days) Niagara Falls

Columbia (3 days) Buffalo

Emblem Buffalo

TUESDAY, MAY 7

Opera House Palmyra

Little Hipp Buffalo

Palace Buffalo

Gillees' Theater Salem

Colonial Buffalo

WEDNESDAY, MAY 8

Bijou Mt. Morris

Bijou Wolcott

Rex Geneseo

Happy Hour Buffalo

Happy Hour Lake Placid

Industrial Film "OVER THE ROADS TO WAR"

THURSDAY, MAY 9

Utopian Clyde, N. Y.

Kamily AlDion, N. Y.

Olympia (4 days) Buffalo, N. Y.

Kiilmore liiuffalo, N. Y.

Broadway Burtalo, N. Y.

Premier Buffalo, N. Y.

Central Park BuTfalo, N. Y.

Auditorium PlattsDuig, N. Y.

FRIDAY, MAY lO

Ohmann Lyons, N. Y.

Crescent Newark, N. J.

btar Cherry Valley, N. Y.

New Ariel Burfaio, N. Y.

Flash Tonawanda, N. Y.

SAIUKDAY, MAY n

Opera House Newark, N. J.

6tar Williamson, N. Y.

nappy Hour Caledonia, N. Y.

Opera House DanesviUe, N. Y.

Ontario Ontario, N. Y.

t- ays Rocnester, N. Y.

Cir cle BUTTalo, N. Y.

SUNDAY, MAY ^2

Temple Lockport, N. Y.

Palace i_ocKport, N. Y.

MONDAY, MAY \6

Donaldson hultonville, N. Y.

ivlain Street Westneia, N. Y.

iviaxine (z days) Burralo, N.

I ueSDAY, MAY 14

Hippodrome Sidney,

Oliver N. Tonawanod,

WEDNESDAY, MAY Tb

Victoria Burfaio,

Lyric Wensviile,

THURSDAY, MAY lb

Novelty Middlesburg, N. Y.

Village Hall (2 days). .. .cooper stowrr, N. Y.

Hapjy hour Sprrngville, N. Y.

Grana i-iocnester, N. Y.

FRIDAY, MAY 17
Oneonta Oneonta, N. Y.

SATURDAY, MAY lb

Hippodrome Bilboa, N. Y.

Masonic i-iall Altamont, N. Y.

Kex St. Johnsville, N. Y.

Kudolf Tannersville, N. Y.

r-iiltonia Milton^ N. Y.

SUNDAY, MAY 19

Auditorium Perry, N. Y.

Bastaole Syracuse, N. Y.

MONDAY, MAY ZO

Palace Hamburg, N. Y.

Grand Batavia, N. Y.

ivlajestic Erie, Pa.

N. Y.

Y.

N.

Y.

IN.

Y.

N.

Y.

N.

Y.

N.

Y

N.

Y

N.

Y

N.

Y

N.

Y

Winter Garden (2 days) .. .Jamestown, N. Y
TUESDAY, MAY 21

Colonial Saranac Lake,

Family Batavia,

Elite Suspension Bridge,

Shattuck Opera House Hornell,

Drohen Dunkirk,

Columbia Warren, Pa.

WEDNESDAY, MAY 22

Mozart Jamestown, N. Y.

THURSDAY, MAY 23

Park Silver Creek, N. Y.

Glen Willlamsville, N. Y.

Jefferson Rochester, N. Y.

Palace Dunkirk, N. Y.

FRIDAY, MAY 24

Oatka Warsaw, N. Y.

Tribbs Opera House. ... East Durham, N. Y.

Broadway Hornell, N. Y.

Star Middleport, N. Y.

SATURDAY, MAY 25

Idle Hour Unadilla, N. Y.

SUNDAY, MAY 26

Strand Salamanca, N. Y.

Andrews Salamanca, N. Y.

MONDAY, MAY 27

Bijou Lowville, N. Y.

Rex Corry, Pa.

Academy Meadville, Pa.

Nixon Erie, Pa.

Grand Bradford, Pa.

TUESDAY, MAY 28

Plaza Rochester, N. Y.

Rosegarden Rochester, N. Y.

Princess Erie, Pa.

WEDNESDAY, MAY 29

Hippodrome Erie, Pa.

Grand Erie, Pa.

Peerless Cuba, N. Y.

Beach Auditorium Wellsboro, N. Y.

Havens (2 days) Clean, N. Y.

THURSDAY, MAY 30

Majestic Cambridge, N. Y.

West Street Coudersport, Pa.

Wilkay Erie, Pa.

Palace Clean, N. Y.

r4P^«^^-

(Continued from preceding page)

FRIDAY, MAY 31

Park Bath, N,

Star Union City,

SATURDAY, JUNE 1

Majestic (3 days) Hornell, N

Grand Por t Allegany, N

Main Street Gaieton, N

Lyceum Braaford,

Amerrcan trie,

Star Southport,

SUNDAY, JUNE z

Knickerbocker (7 days) Cleveland,

Metropolitan (7 daysj t;levelanO,

Opera House ^2 days) Warren,

Gordon Square Cleveland,

Union Cleveland,

MONDAY, JUNE 3

Fairy Kent,

Star Cobleskill, N.

WEDNESDAY, JUNE 5

Temple Kane,

Rialto E. Rochester, N.

O'Keefe Opera Mouse. ... Nortn Creek, N.
THURSDAY, JUNE 6

Standard (3 days) Cleveland,

Mall (3 days) Cleveland,

Strand (3 days) Akion,

Lucier (2 days; Lakewood,

Orpheum (2 days) Kranklin,

Orpheum TitusviUe,

Princess Oil City,

SATURDAY, JUNE 8

Pastime Berea

Southern Akron

SUNDAY, JUNE 9

Orpheum (7 days) Cleveland

Liberty (4 days) Youngstown

MONDAY, JUNE 10

Corona (2 days) Cleveland

Liberty (3 days) Akron

Liberty (3 days) Cleveland

Empress (3 days) Akron

Norwood (2 days) Cleveland

Olympic Cleveland

TUESDAY, JUNE 11

Majestic (3 days) Mansfield

Crawford Cleveland

WEDNESDAY, JUNE 12

Opera House (2 days) Lorain

Shade (2 days) Sandusky

Reel (2 days) Cleveland

Arcade Akron

THURSDAY, JUNE 13

Mystic (2 days) Findlay

Denison Square (2 days) Cleveland

Yale (2 days) Cleveland

Windamere (2 days) Cleveland

Crown (2 days) Cleveland

Majestic Cleveland

Doan Cleveland

FRIDAY, JUNE 14

Plaza (2 days) Sandusky

Alyin (2 days) Cleveland

Dreamland Lorain

Temple Lorain

Marvel (2 days) Cleveland

Glen Cleveland

SATURDAY, JUNE 15

Hippodrome Warren

Crescent (2 days) Cleveland

Roma Youngstown

Victor Akron

Garden Akron

SUNDAY, JUNE 16
Dome Ashtabula

MONDAY, JUNE 17

Lyric Wooster

Gem Barberton

Rondo Barberton

Liberty Geneva

Royal Gallon

National (2 days) Akron

Majestic (2 days) Ashtabula

Waldorf Akron

TUESDAY, JUNE 18

Grand E. Palestine

Strand Ravenna

Opera House Kent

New Lion ; Bellevue

Arlington Akron

Eclair Cleveland

Bijou Youngstown

Lyric Ashtabula

WEDNESDAY, JUNE 19

Queen's Painesville

Idol Lodi

Comique Bedford

Park Millersburg

Knickerbocker Akron

Casto Ashtabula

Hazelton Dome Youngstown,

Rex Youngstown

THURSDAY, JUNE 20

Falls Chagrin Falls,

Vale Urichsville,

Hiawatha Wilioughby,

Y.
Pa.

Y.

Y.

Y.
Pa.
Pa.
Pa.

, O.
, O.
, O.
, O.
, O.

, O.
Y.

Pa.
. Y.
. Y.

, O.

, u.
, o.
, o.

Pa.
Pa.
Pa.

, O.
, O.

, O.
, O.

, O.
, O.
, O.
, O.
, O.
, O.

, O.
, O.

, O.

, o.
, o.
, o.

o.
o.
o.
o.
o.
o.
o.

o.
o.
o.
o.
o.
o.

o.
o.
o.
o.
o.

:(UNfyEPSAD

^i^v^

"NOT PROMISES, BUT PERFORMANCE'

r.^'^-'

(UNIVERSAL)

Actual Playing Dates on Universal-Industrial Film "OVER THE ROADS TO

Bannon Elyria, O.

Lyric Alliance, O.

Columbia Alliance, O.

Grand Dennison, O.

Pictorium Dennison, O.

Hawthorne ■ Cleveland, O.

Victoria E. Youngstown, O.

Orpheum Akron, O.

FRIDAY, JUNE 21

Huron Huron, O.

Strand (2 days) Canton, O.

Grand (2 days) IVIassilion, O.

American Elyria, O.

Ideal Alliance, O.

Grand Opera House Salem, O.

White Way Mansfield, O.

Opera House Cadiz, O.

Lyric Alliance, O.

SATURDAY, JUNE 22

Arris Mansfield, O.

Stafford Niles, O.

Palace Kenmore, O.

Opera House Chardon, O.

Strand Elyria, O.

Fultonian Canal Fulton, O.

Strand Sebring, O.

Grand Orville, O.

SUNDAY, JUNE 23

Opera House Mansfield, O.

Strand (4 days) Youngstown, O.

Dutchess (2 days) Warren, O.

Mocks Girard, O.

Nixon Akron, O.

MONDAY, JUNE 24

Apollo Oberlin, O.

Opera House Willard, O.

Opera House Ashland, O.

Weber Canal Dover, O.

Opera House New Philadelphia, O.

Alhambra Cuyahoga Falls, O.

Utopia (2 days) Painesville, O.

Opera House Kent, O.

TUESDAY, JUNE 25

Grand Ashland, O.

Boulevard Kenmore, O.

Lee Ravenna, O.

U. S Cleveland, O.

WEDNESDAY, JUNE 26

Erie (2 days) Vermillion, O.

Royal Mansfield, O.

Rex Wooster, O.

Opera House Wadsworth, O.

Empire Amherst, O.

THURSDAY, JUNE 27

Opera House (2 days) Shelby, O.

Opera House Niles, O.

Pike Canal Dover, O.

Star New Philadelphia, O.

Opera House Urichsville, O.

Grand Lisbon, O.

Liberty Canton, O.

Princess Medina, O.

FRIDAY, JUNE 28

Linwood Square (2 days) Norwalk, O.

Castanaba Shelby, O.

Grand New Comerstown, O.

Opera House Lisbon, O.

Globe Columbiana, O.

Valentine (2 days) Canon, O.

Broad Street Wadsworth, O.

Dreamland Massillon, O.

SATURDAY, JUNE 29

Pastime Jefferson, O.

Grand Opera House Londonville, O.

Hippo Crestline, O.

New E. Palestine. O.

THURSDAY, JULY 4

Opera House Urichsville. O.

MONDAY, JULY 8

Diamond (2 days) E. Liverpool, O.

Grand Opera House Mt. Pleasant, Pa.

Palace (3 days) Charleroi, Pa.

Liberty (6 days) E. Liberty, Pa.

Grand (6 days) Pittsburgh, Pa.

Davis (6 days) Pittsburgh, Pa.

Harris (6 days) Pittsburgh, Pa.

Lyric (6 days) Pittsburgh, Pa.

Sheriden Square (3 days) . . . . E. Liberty, Pa.

Globe (2 days) McKeesport, Pa.

Wonderland Pittsburgh, Pa.

Colonial Wilkensburg, Pa.

Alhambra Beaver Falls, Pa.

TUESDAY, JULY 9

Wm. Penn Pittsburgh, Pa.

Palace Johnstown, Pa.

WEDNESDAY, JULY 10

McCaulley's Apollo, Pa.

Savoy (2 days) McKeesport, Pa.

Temple Pittsburgh, Pa.

THURSDAY, JULY 11

Gem Monongahela City, Pa.

Lyric Johnstown, Pa.

FRIDAY, JULY 12

Strand (2 days) Morgantown, W. Va.

Cox's Mt. Pleasant, Pa.

Nickson Leechburg, Pa.

Casino Greensburg, Pa.

SATURDAY, JULY 13

Russell Hall Bridgeville, Pa.

Photoplay Jeanette, Pa.

Earl Sharpsburg, Pa.

SUNDAY, JULY 14

Opera House Ridgeway, Pa.

Kathryn Sharpsburg, Pa.

Family Reynoldsville, Pa.

Empire Vandergrift Pa.

MONDAY, JULY 15

Paramount Connellsville, Pa.

Strand (2 days) Altoona, Pa.

Strand Oakland, Pa.

Lourie Pittsburgh, Pa.

Elmore Pittsburgh, Pa.

Bentley Monongahela City, Pa.

TUESDAY, JULY 16

Iris Vandergrift, Pa.

Bell Fayette City, Pa.

Arsenal Lawrenceville, Pa.

Cosmorana Leechburg, Pa.

New Comique Butler, Pa.

Grand Johnstown, Pa.

Coyle Charleroi, Pa.

WEDNESDAY, JULY 17

Parkview (2 days) Johnstown, Pa.

Park Family (2 days) Johnstown. Pa.

Grand (2 days) New Brighton, Pa.

Plaza Bloomfield, Pa.

Paramount Latrobe, Pa.

Colonial Beaver Falls, Pa.

Olympic Bellaire, O.

THURSDAY, JULY 18

Wilts Ligonier, Pa.

Majestic Bellaire, Pa.

Star Mercer, Pa.

Majestic Punxsutawney, Pa.

Olympic Latrobe, Pa.

FRIDAY, JULY 19

Pitt Photoplay Pittsburgh, Pa.

Malestic Pittsburgh, Pa.

Majestic Charleroi, Pa.

Rowland (2 days) Wilkinsburp, Pa.

Belmar Homewood, Pa.

Nemo Johnstown, Pa.

Amuse Johnstown, Pa.

Globe Clearfield, Pa.

Elks Grand Bellaire, O.

SATURDAY, JULY 20

Foto Play Crafton, Pa.

Colonial Reynoldsville, Pa.

Cymric (2 days) Farrell, Pa.

Victoria Johnstown, Pa.

Ideal Johnstown, Pa.

Globe Sharon, Pa.

MONDAY, JULY 22
Reich's Auditorium Meyersdale, Pa.

Lvric CorAODOlls. P3

Strand (2 days) E. Liverpool, O.

Grand Beaver Falls, Pa.

Orpheum Clarion, Pa.

Grand Grafton, W. Va.

Colonial Altoona, Pa.

TUESDAY. JULY 23

Gem Derry, Pa.

Palace Altoona, Pa.

Woodies Apollo, Pa.

WEDNESDAY, JULY 24

Bijou Clarksburq. W.

Ooera House (2 days) Kittanninq

">trand New Kensinqton

Boyer Altoona

Roma Bellaire, O

Olympic Greenville, Pa

THURSDAY, JULY 25

Dellafield Aspinwsll. Pa.

Grand Springfield. O,

Butler Butler, Pa

Princess Jeanette, Pa.

Moravia New Castle, Pa,

FRIDAY, JULY 26

Strand New Ca.stle, P=>.

Arcade Scottdale. Pa,

Pastime Mar+'ns Ferry, O.

Star Monesson, Pa.

Auton MononciahPla City, Pa.

SATURDAY, JULY 27

Majestic Patton

Grand Morgantown, W.

Lyceum Kittanninq

Strand Indiana, Pa

Crescent Mab^ninatowi. Pa

Model Pittsburqh, Pa

Orpheum Pittsburgh, Pa

SUNDAY, JULY 28

Court Washington, Pa

MONDAY, JULY 29

Paramount Sisterville. W. Va

Olvmpic (2 days) Altoona, Pa

Home Rochester, Pa

Sewickley Sewicklev, Pa

Brighton Brighton, Pa

Va.
Pa.
Pa.
Pa.

Pa.
Va.
Pa.

y^^^^

(UNIVEIISAL)

WAR" — (Continued from preceding page)

Gould Allegheny, Pa.

Opera House Buckhannon, W. Va.

TUESDAY, JULY 30

Dreamland Verona, Pa.

Rex Farrell, Pa.

Grand W. Newton, Pa.

KIski Vandergrift, Pa.

Eclipse Waynesburg, Pa.

WEDNESDAY, JULY 31

Colonial Farrell, Pa.

Barnes Elwood City, Pa.

Lyric Irwin, Pa.

Dixie Morgantown, W. Va.

THURSDAY, AUGUST 1

Lyric Altoona, Pa.

Imp Uniontown, Pa.

Majestic Elwood City, Pa.

Opera House Clarksburg, W. Va.

FRIDAY, AUGUST 2

Majestic (2 days) Grove City, Pa.

Gamble (2 days) Altoona, Pa.

Lyric Windber, Pa.

Park Moundsville, W. Va.

Opera House Windber, Pa.

Star Clarksburg, W. Va.

Lyric Uniontown, Pa.

Grand Latrobe, Pa.

Majestic Rochester, Pa.

SATURDAY, AUGUST 3

Princess Fairmount, W. Va.

Opera House Keyser, W. Va.

Perun Uniontown, Pa.

MONDAY, AUGUST 5

Old Home Six Mile Run, Pa.

Arcade (2 days) Waynesboro, Pa.

Colonial (3 days) Lancaster, Pa.

Idle Hour Mifflin, Pa.

Victoria Harrisburg, Pa.

TUESDAY, AUGUST 6

Temple St. Marys, Pa.

Theatorium Lebanon, Pa.

Elite Midland, Pa.

Dreamland Bedford, Pa.

Strand Steelton, Pa.

WEDNESDAY, AUGUST 7

Pastime (2 days) Lewistown, Pa.

Gem (2 days) Watsontown, Pa.

Photoplay (2 days) Gettysburg, Pa.

Star (2 days) Columbia, Pa.

Orpheum (2 days) Chambersburg, Pa.

Nittany State College, Pa.

THURSDAY, AUGUST 8

Lyceum (2 days) Montgomery, Pa.

Grand (3 days) Lancaster, Pa.

Summit Harrisburg, Pa.

FRIDAY, AUGUST 9

Orpheum (2 days) Lewistown, Pa.

Theatorium Emporium, Pa.

Princess (2 days) Harrisburg, Pa.

Majestic Middletown, Pa.

SATURDAY, AUGUST 10

Family Harrisburg, Pa.

Hanover Hanover, Pa.

Majestic Harrisburg, Pa.

Central Opera House Quarryville, Pa.

Strand Hanover, Pa.

MONDAY, AUGUST 12

Hippodrome (3 days) Williamsport, Pa.

Grand (3 days) Williamsport, Pa.

Palace Littlestown, Pa.

Royal Harrisburg, Pa.

Alhambra (2 days) York, Pa.

Opera House Columbia, Pa.

Palace Steelton, Pa.

TUESDAY, AUGUST 13
Kaufman's Aud. (2 days) . . . Mt. Gretna, Pa.

Family New Cumberland, Pa.

National Harrisburg, Pa.

WEDNESDAY, AUGUST 14

Hippodrome Pine Grove, Pa.

Regent (2 days) Harrisburg, Pa.

Whalen Osceola Mills, Pa.

THURSDAY, AUGUST 15

New Majestic Shamokin, Pa.

Wonderland Madera, Pa.

Lyric Mifflinburg, Pa.

Palace Williamstown, Pa.

Acri's Marietta, Pa.

Muncy Opera House Muncy, Pa.

Palace Snyder, Pa.

FRIDAY, AUGUST 16

Main Street Galeton, Pa.

Star Mill Hall, Pa.

Opera House Carlisle, Pa.

SATURDAY, AUGUST 17

Galen Marysville, Pa.

Gem Greencastle, Pa.

Paramount Mechanicsburq, Pa.

Motionette New Bloomfield, Pa.

Garden Mt. Joy, Pa.

Photoplay Newport, Pa.

Photoplay Duncannon, Pa.

MONDAY, AUGUST 19

Garden (6 days) Baltimore, Md.

Palace (2 days) Baltimore, Md.

i\cademy of Music (2 days) , Willlamstown, Pa.
City Opera House (2 days). .. Frederick, Md.

'NOT PROMISES, BUT PERFORMANCE'

CunTversal)

Actual Playing Dates on Univers

Paxton Park (6 days) Harrlsburg, Pa.

Orpheum (2 days) Williamsport, Pa.

Realty Middletown, Pa.

Orpheum Carlisle, Pa.

Scenic Lancaster, Pa.

TUESDAY, AUGUST 20

Red Wing (2 days) Laurel, Md.

Movies New Windsor, Md.

Grand Harrisburg, Pa.

Grand Ephrata, Pa.

WEDNESDAY, AUGUST 21

Ulman's Opera House Salisbury, Md.

Bridge (2 days) Baltimore, Md.

Pastime Rainey, Pa.

Opera House (2 days) Centerville, Md.

Electra (2 days) B.iltimore, Md.

Shapiro (2 days) Mt. Union, Pa.

Lyric Shippensburg, Pa.

Grand (2 days) Huntington, Pa.

Lenney Harrlsburg, Pa.

Lyric Elkland, Pa.

THURSDAY, AUGUST 22

Star Mansfield, Pa.

Auditorium Princess Anne, Md.

Rex (3 days) Hancock, Md.

FRIDAY, AUGUST 23

Community (2 days) Baltimore, Md.

Opera House (2 days) Frostburg, Md.

Temple (2 days) Lewistown, Pa.

SATURDAY, AUGUST 24
Liberty Robertsdale. Pa.

al-Industrial Film "OVER THE ROADS TO WAR"— (Continued from preceding page)

Majestic Meyerstown, Pa.

Grand (2 days) Eckhart Mines, Md.

Woodsboro Opera House. .. .Woodsboro, Md.

Burnham Y. M. C. A Woodsboro, Md.

Star Blossburg, Pa.

Bell Belleville, Pa.

Star Hummelstown, Pa.

MONDAY, AUGUST 26

Comedy (3 days) Baltimore, Md.

Peabody (2 days) Baltimore, Md.

Fairmount (2 days) Baltimore, Md.

Brodie (2 days) Baltimore, Md.

Empire (2 days) Oakland, Md.

Empire (5 days) Cumberland, Md.

TUESDAY, AUGUST 27

Opera House Snow Hill, Md.

Waverly Baltimore, Md.

Strand Orbisonia, Pa.

Pimlico (2 days) Baltimore, Md.

Grand Westfield, Pa.

WEDNESDAY, AUGUST 28

Crystal (2 days) Baltimore, Md.

Belnord (2 days) Baltimore, Md.

Majestic Elizabethtown, Pa.

Rowland Philipsburg, Pa.

THURSDAY, AUGUST 29

Dixie (3 days) Baltimore, Md.

Echo Baltimore, Md.

Roop Pic. Par. (3 days) ... .Greensboro, Md.

Leader (3 days) Baltimore. Md.

Crescent 2 days) Baltimore, Md.

FRIDAY, AUGUST 30

Crown (2 days) Baltimore, Md.

Red Moon (2 days) Baltimore, Md.

Aurora Baltimore, Md.

Lyric (2 days) Millersburg, Pa.

SATURDAY, AUGUST 31

Rialto Baltimore, Md.

Opera House Quarryville, Pa.

Hull Baltimore. Md.

Opera House Red Lion, Pa.

TOTAL BOOKINGS, 1,233

Average i
Seating V 900
Capacity )
Average i

Nuinber > 3

Performances \

lltrn^ance 2,700 X 1,233 Bookings

Giving a Circulation on the
Above Bookings of

4,279,500

"We'll do as much for you any day"

SWORNT-XO F»ROOF

I, Albert E.prandt, being duly sworn, do depose
that I am Manager of Distribution of the Firestone one
reel picture "Over the Roads to War^jSjad that I have re-
ceived signed contracts from all of the theatres mention-
ed in the list annexed to this affidavit (1333 bookings),
and that the film was distributed in the usual manner
through the Universal Film Exchanges, and in addition to
this I have secured 353 bookings to date for which I a;lso
have signed contracts.

Subscribed and Sworn to
before me thi8^«(day of
^p-d/o-^^,1918.

^:^^E^^^/^'J^

/2<^/^^c,a^ Xj A<£A^

Notary Public

New York County No. 402— New York Register No. 10327

My Commission Expires March. 30, 1920

''WE'LL DO AS MUCH FOR YOU ANY DAY" ^u^lmy^Tth^rtTsk^L" lo^ ?o°s^^^^^^^

AN OFFER such as only a house of the facilities, resources, size and importance of the Universal could make— IS OPEN TO YOU.
Simply send us your Advertising Literature and we will prepare for you a Scenario and Plan, and submit it to you for your ap-
proval without the slightest obligation on your part— other than that you give it such consideration as you would accord any other
legitimate business proposition.

FURTHER — if, in the judgment of our experts, your product is not suited to motion picture exploitation we will so report to you.
We have no desire to spoil our unbroken record of success.

INDUSTRIAL DEPARXIVIEIMX, UNIVERSAL EILIVI IVIEG. CO.

Largest Manufacturers and Distributors of 1600 Broadway. New York City

Industrial Film in the Universe

: (UNTVERSAL)=

"^v^

'NOT PROMISES, BUT PERFORMANCE"

«l

REEL and SLIDE

29

Simple System for Cataloguing Slides in an Institution

By Robert Pariser

(General Manager, Beselcr Lantern Slide
Co., New York City)

SO much confusion results in the edu-
cational institutions which regularly
use slides because of lack of efficient
system of cataloging and handling, that a
>tandardized method is badly needed, not
only for the convenience of the institution,
but for that of the slide maker whom they
may employ.

I have personally worked out
a system which I believe fills the
bill and offer it for what it is
worth to those who wish to
follow it. As an example I
will take a concrete case, that of
Riverside, Cal. This would offer
only one example. There are
many others quite as good.

This Slide Department is at-
tached to an Art Institution.
The Riverside Lantern Slide
Department is the main center
for San Bernardino County.
This countv contains 145 institu-
tions, including schools. Unity
houses, Y. M. C. A. camps, Y.
W. C. A. camps, colleges, Sun-
day and Evening Schools, etc.
Every one of these so-called
community centers applies for
slides to the Riverside Lantern
slide department.

There are two ways to order slides. One
is in numerical way, using the number,
which is the most practical way. The other
is the more explicit way, and when order-
ing slides the respective party would have
to give the description, more or less in-
complete, of what the slide is supposed to
represent. This latter system, I think, is
absolutely unbusinesslike and impracticable.
The first system, properly worked out,
would mean saving of money, saving of
time, and most of all, eliminate unneces-
sary complaints. Now let us see how the
first system would have to be worked out.

Every negative which the Riverside Art
Institution has on hand, will have to be
put into an envelope, as per sample en-
closed. This negative envelope is to carry
on the top line in distinct way the num-
ber, and underneath the exact title of the
slide. Let us take as sample a negative
which shows American soldiers in Paris,
cro'jsing a bridge over the Seine.

The negative envelope should bear the

number, and underneath the following name, "War 1914," or "American Soldiers

title : "European war, 1917, American in France," or it could carry the name,

soldiers in Paris, France, crossing bridge "War 1914, Battle on the Western Front."

over Seine." From that negative a print The slide should be put into a set, that

has to be made, and a slide. The slide means that it is advisable that after you

must carry on the back a label giving in have gathered a good number of shdes be-

abbreviation the title of the slide and the
number of the negative indicated on the
pocket of the negative. The print is go-
ing to be mounted. The best way is dry
mounting tissue on dark, gray cardboard,
and on the top of the cardboard will have

American soldiers in France. From a slide set controlled by
the Beseler Lantern Slide Co., New York

to be pasted a label showing the number
in red, indicated as on the negative en-
velope, also a complete description of the
print. In other words, no negative should

ANY SUBJECT-

needed by the pedagogue or lecturer
who demands high technical accu-
racy an -1 photogrraphic quality can
be supplied by this stereopticon
library. Our standards are recog-
nized by the leading teachers and
educational institutions as the
highest.

We also produce slides
from original copy, to
your order. Write to
us today.

THE BESELER LANTERN SLIDE CO.

132 East 23rd St. New York

longing to one subject, to form sets and
to have manuscripts written to accompany
the sets.

After the Riverside Lantern Slide De-
partment has installed this system, it is
to be sent out to the more important posts
of instruction and information a
complete set of photographs,
after which the slide can be
bought from the distribution
center. The Riverside Lantern
Slide Department ought to send
out complete lists of all the
negatives, so that the community
centers are in a position to
order slides respectively in sets,
by numbers.

One more word about the dis-
tribution center. In order to
put a final touch to the system,
the writer would suggest that
all the photographs should be
catalogued the same way as big
libraries catalog their books. In
referring to the name of Dewey
the writer thinks he has finished
his little sketch completely. The
Dewey system demands one
guide card, to be filed in numerical
order. Out of this guide card we
see developing the different cards for the
different divisions and sub-divisions. Go-

?°: '? :!*°u'^ !^'-'^A-Ll"°* ''^?''"?"^-ll.^^ J '"S back to our system, our guide card

would read 4506, Class: History; Subject:
American Soldiers in France; Division:
European War 1914.

It is not only a matter of greater con-
venience, but a matter of greater economy
in time to install a good system for a slide
department.

print in the print library which is installed
numerically, the same as the negative.

The slide, on the other hand, has to go
through two different channels. After it
has been made readj' to be put in stock — •
that means labeled and put into the en-
velope— the slide either goes into a mis-
cellaneous pocket, which is to carry the

"HOW LIFE BEGlNS"-4 Parts

A wonderful screen version, giving a clearer understanding of life itself

Now being used
by the United
States Govern-
ment in Camp and
Civilian Commu-
nities.

Of inestimable
value in the class
room, welfare and
social center.

Living embryo of chick 52 hours old.
From "How Life Begins."

For rental and

purchase prices

ADDRESS

EXHIBITORS BOOKING AGENCY, 220 West 42nd St, NEW YORK

We are in the market for negatives of Educational subjects.

Make Your Dollars Fight

30

REEL and SLIDE

Reasons for Exhibitors' Attitude Toward Ads

I

By Carl Krusada

(Baumer Films, Inc., New York)

CIRCULATION is the one thing which
the wise advertising film soHcitor
hints at vaguely, the one thing which
he promises in glowing yet rather general
terms, the thing that keeps both advertising
manager and advertising film maker awake
and makes both burn the midnight oil.

Moving pictures were established a long
time before anybody thought of making the
first ad film. Meanwhile, the exhibitor
was thinking now and then about his screen
eventually showing a film which might per-
chance contain something in the nature of
an ad. So there were two alternatives open
to the exhibitor.

Either to let it go on the screen or let it
go hang. In the first case there should be
"something in it," of course. Perhaps he
heard that the so-and-so-company paid
real dollars to an enterprising producer
for showing a two-reeler. Why not?

And thus it came about that the exhibitor
got an inflated idea of the advertising value
of his screen.

Two Kinds of Theater Men

We are speaking of the small exhibitor,
the man who needed every nickel. The
bigger exhibitor had an altogether different
reason for excluding ad films. With him
it always was the public. At no time did
this exhibitor consult the public, but simply
because he himself had a hyper-esthetic

streak in his makeup, he insisted that the
public must needs loath ad films.

The early ad films that were made and
offered to both kinds of exhibitors were
cheap affairs. Again I am speaking of the
general run, not the exceptions. At once
and in unison both kinds of exhibitors, as
described above, cried out in satisfied
anguish : "Ah, we told you so." And the
small, needy man added something to the
effect that he wouldn't run such films for
all the money in the land. The more im-
portant one said something to the effect
that he thanked his luck for being ap-
pointed as special guardian of his public's
taste. So, as time went on, circulation for
ad films became still more difficult.

The producers who offered the early ad
films by all means were the worst culprits.
Because there is no excuse for their crime;
its motive was cheap greed. Snatch a
dollar, fool the advertising manager and
exhibitor, clean up fast and forget to-
morrow. Unconsciously the advertising
manager in general aided the unscrupulous
ad film producer. In this way, the adver-
tising manager was thinking quantity circu-
lation at the smallest possible cost and
naturally favored that film maker who sold
film for the lowest per foot price. An ad
film at 50c per foot was, of course, more
acceptable than a film at $1.00 per foot.
Besides, the advertising manager had begun
to read and listen to a great deal of film
talk, most of it wrong. He started figuring
prices of raw film stock, prices of develop-

ing and printing films, salaries of camer;i
men by the week and day, etc.

Must Compete With Features

He came to the conclusion that even the
lowest figure the average cheap ad film
producer charged was a hold-up. Again,
we are speaking of the unexceptional ad-
vertising manager. But these things he
forgot : that an ad film, in order to be
seen by the public, must compete with
feature films in a picture theater. That
such feature films cost an average of $25,-
000 for five reels, not to mention the cost
in money and brains of the proper organ-
izations which turn out successful feature
pictures.

He forgot entirely that the low average
salary of a well known film star is about
$2,000 per week, and that overhead alone
on each five-reel picture, which takes an
average of six weeks in the making,
amounts to $12,000. That a first rate direct-
or gets $750 a week, that some good in-
terior sets cost around $5,000 to build and
then sometimes are used only for one small
scene. Most entirely he forgot that the
picture fan is extremely discriminating and
rather spoiled, and that the exhibitor has
got to show the fan something real good
to keep his patronage, and that a cheap
ad film is an eyesore to the picture theater
patron and the exhibitor simply cannot
afford to run it unless it is really good.

'iiiiiimiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiniiiniiiniiiniiiniiiffliiiiiiiDiiininfliiiniiiniinininiiifliiiniiiiH^^

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

AU'TQPPIQQN

I t! A FILM STEREOPTICONTI

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to lOO. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

Buy Liberty Bonds

This department describes briefly
the best reels of an educational
nature, on as wide a variety of
subjects as possible. Not all of
the subjects mentioned are new.

Selected^Pictures

(Revieived and Listed for Reel and Slide
by the National Board 'of Review of
Motion Pictures During the Month
of September 24, 1918. Ar-
ranged in Types of Stories.)
ENTERTAINMENT

Cruise of the Make Believe, 5 reels, Famous
Players-Lasky. Star, Lila Lee. A story of a
child of the tenements, who dreamed on her door-
step of a marvel ship and of wonderful events.

He Conies Up Smiling, 5 reels, Famous Players-
Lasky. Star, Douglas Fairbanks. A laughable
story in which the hero plays the whimsical parts
of a bank clerk, a tramp, and a society man.

Jim Loyan, U. S. A., 5 reels. Fox. Star, Tom
Mix. He is a plainsman who becomes a secret
service agent. The story is clean, full of outdoor
action and shows some "stunts."

Riders of the Purple Sage, 7 reels. Fox. Star,
William Farnum. From Zane Grey's Mormon
story. It follows the book and depicts stirring
early western life on the southern border of
Utah.

The Rainbow Trail, 6 reels. Fox. From Zane
Grey's story of sequel of the "Riders of the Pur-
ple Sage." It is full of desert and Grand Canyon
scenery, action of western horsemen and of out-
door drama.

Dolly's Vacation, 5 reels, Pathe. Star, Marie
Osborne. A simple child's story.

Old Maid's Baby, 5 reels, Pathe. Star, Marie
Osborne. Story of a circus child.

T'other Dear Charmer, 5 reels, World. Star,
Louise Huff. A comedy romance in which the
heroine plans to raise money for the Red Cross.
She rents her western home and becomes a
French maid.

Our Mrs. McChcsney, 5 reels, Metro. Star, Ethel
Barrymore. Edna Ferber's story of a fine cour-
ageous traveling woman, who combines salesman-
ship with devotion to her young son.

A Hoosier Romance, 5 reels. Mutual. Stars,
Thomas Jefferson and Colleen Moore. Taken
from James Whitcomb Riley's poem. Full of
kindliness and the atmosphere of a country farm.

Laughing Bill Hyde, 5 reels, Goldwyn. Star,
Will Rogers. A Rex Beach story with a western
setting. It depicts what kindness will do, even
for an escaped convict.

One Woman, 6 reels. National Drama Corpora-
tion. All-star cast. A grown-up picture directed
by Thomas Dixon, and dealing with propaganda
against the Bolsheviki idea of government.

PATRIOTIC AND WAR STORIES

Her Country First, 5 reels. Famous Players-
Lasky. Star, Vivian Martin. Taken from Mrs.
Rinehart's story of the young daughter of a mu-
nition manufacturer, who tries to help along the
war by detecting spies.

Johanna Enlists, 5 reels. Famous Players-Lasky.
Star, Mary Pickford, who longs for a swain and
adopts a regiment. This comedy and love story
has amusing complications.

Out of a Clear Sky, 5 reels, Famous Players-
Lasky. Star, Marguerite Clark. This simple love
story moves from the excitement and intrigue of
Belgium to the mountains of Tennessee.

Come On In, 5 reels. Famous Players-Lasky.
Star, Shirley Mason. A farcical German spy
story, with an ambitious clerk, who becomes a
clever sergeant and who succeeds in capturing
some foolish plotters.

The Girl of, Today, S reels, Vitagraph. Star,
Corinne Griffith. Anti-German spy story.

Huns and Hyphens, 2 reels, Vitagraph. War
comedy.

The Yellow Dog, 6 reels, Universal-Jewel. A
boy propaganda story. It tells how the boys of
a town made the men 100 per cent American. It
is taken from a Saturday Evening Post story.

TRAVEL AND SCENIC

Coorial on the Orinoco, 1 reel, Outing-Chester
Mutual Travel Pictures. Picture of a South
American town.

A Dam Catastrophe, 1 reel, Chester-Outing.
Sceiiic.

Pines Up and Palms Down, 1 reel, Chester-Out-
ing. Scene of Canadian rivers and the Ever-
glades of Florida.

Statia _ with a Past, 1 reel, Chester-Outing.
Travel picture.

Pin Feather Picaninnies, 1 reel. Chester-Out-
ing. Picture of tropical birds and fledgelings.

Sabe, the Astonishing, 1 reel, Chester-Outing.
Picture of a beautiful volcanic island of the
Dutch East Indies.

Finest on Four Feet, 1 reel, Chester-Outing.
Picture of a dog.

The News _ Weeklies, including the Mutual
Screen Magazine, the Usiversal and Hearst-Pathe
Weeklies, all now have stirring news items which
have government support and sanction. The Fa-
mous Players-Lasky Pictograph adds also other
features of interest.

Iowa College Programs

The Iowa State College, whose motion picture
activities were described in a recent number of
Reel and Slide, herewith outlines its program,
which has made the rounds of the state during
the past year. The arrangement of the subjects
and the method in which they are grouped will
prove interesting and valuable to institutions which
are now laying plans for a visual instruction de-
partment:

1. Honey Bee (1 reel).
Manufacturing Rails.

Dry Your Food Supply (1 reel).
Family Jar (1 reel).

2. Pineapple Industry.

A Cocoanut Plantation (1 reel).
Wild Wales.
Basket-making by the Passamaquoddy Indians

(1 reel).
Plants Which Eat.
Plants with Nerves (1 reel).
i. jNTanufacture of Pianos (2 reels).
Dreams of a cartoonist (1 reel).

4. Manufacture of Shoes (1 reel).
Scientific Amusements.

Visit to the Zoo (1 reel).

Coal Mining and Coke Industry (1 reel).

5. A Small Animal World (1 reel).
Grand Canyon (1 reel).
Manufacture of Varnish (1 reel).

6. Stetson Hat (2 reels).
Yellowstone Park, N. P. (1 reel).

7. Making the Remington Typewriter (1 reel).
How Flowers Breathe.

Gardening (1 reel).
Movements the Eye Misses.
Intimate Study of Birds (1 reel).

8. Making Roads at a Military Cantonment (1

reel).
Washington, D. C. (1 reel).
U. S. Navy (1 reel).

9. Thomas Jefferson Morgan (3 reels).

10. Needs of Commerce (1 reel).
How Wild Animals Live (1 reel).
See America First (1 reel).

11. Poultry (1 reel).
Bermuda (1 reel).

Indian Industries and Home Life (1 reel).

12. Dogs (1 reel).
Royal Gorge.

Animal Friends (1 reel).
Making of Diamonds (1 reel).
\i. Fan in Japan (1 reel).
Doll-making.

Joining the Oceans (1 reel).
Libby, McNeil & Libby (1 reel).

14. Books.

How Motion Pictures Are Made.

Humor of Animal Life.

Canning by the Cold Pack Method.

15. Hershey Chocolate.

"When Nature Smiles"

In the Post-Pathe Scenic Series, a beautiful
picture, entitled "When Nature Smiles," has been
released through the Pathe exchanges. Many of
these views of mountain, lake and stream are re-
markable for almost faultless balance, besides be-
ins; artistic glimpses of sun-bathed mountain peaks,
wind-stirred forests and sparkling trout streams.

The House Fly

This reel contains the complete life history of
the house fly (Musca Domestica). Starting with
a picture of the egg emerging from the ovipositor
of the live fly, it shows the eggs in typical groups,
larva in all their stages, pupae; a marvelous pic-
ture of the newly emerged fly expanding the sac
with which he forces out the end of the pupal
case, the unfolded wings and finally the fully de-
veloped fly. Then follows a series of pictures
of portions of the fly highly magnified.

Each scene is fully described in the leaders and
sub-titles which precede it. These sub-titles, while
absolutely correct scientifically, are nevertheless
written in simple language easily understood by
all. The last part of the reel deals with the man-
ner in which the germs of disease are carried by
the fly. It is handled microscopically throughout.

The wonderful ultra microscope is brought into
play, showing thousands of live bacteria, which
were clinging to the fly's foot. The picture con-
tains the reproduction from the columns of the
International News Service, in which the Johns
Hopkins Hospital officially announced on Octo-
ber 16, 1916, that house flies carry the disease of
infantile paralysis.

On the whole, you will find this production very
entertaining, instructive and educational in the
extreme, the lesson which it teaches being more
important to every human being each day as new
discoveries concerning the transmission of dis-
ease germs made. This picture is the result of
more than three months of the most painstaking
observation and photography of the house fly, the
cultures of which were propagated in cages espe-
cially designed for the purpose.

In many instances it was necessary to con-
struct special apparatus to overcome the almost
insurmountable difficulties of photographing these
insects microscopically, and at the same time alive,
on the motion picture film.

Copies sold outright or rented by Exhibitors'
Booking Agency, 220 W. 42d St., New York.

Little Journeys to Childhood

This series includes si.x different popular, pleas-
ing and attractive fairy stories. Just the thing
for children's matinees and school work. Are in
great demand and giving satisfaction. Fifty addi-
tional children's pictures can be furnished by the
Lea-Bel Co., Chicago.

Trout Streams of Catskills

The 134th release of Paramount-Bray Picto-
graph contains a treat for followers of Isaak Wal-
ton. A trip to a fishermen's paradise, where brook-
trout abound in countless numbers in the hun-
dreds of streams that twist and turn through the
valleys of the Catskills, has been recorded on film.

Not all trout are taken by fishermen equipped
with the most expensive tackle. For the camera-
man came upon a bare-footed boy whose rod was
the peeled branch of a tree, whose line, no doubt,
once served to hold some parcel together, and
whose bait was a worm from the garden patch.
His catch would have been the envy of any angler.

The art of fly casting as exemplified by men
who know it furnishes some spectacular incidents.
This reel in addition contains two other interest-
ing subjects which were originally scheduled for
release in Pictograph No. 133, "The Psychology
of Song" and "Aerial Warfare."

The Last Days of Pompeii

A beautiful eight-reel drama showing the gaiety
and festivities and destruction of the city. Verj'
elaborate, beautiful and costly scenes, furnished
by the Lea-Bel Co., Chicago.

Italian Cities

In its popular "Stereo-Vita" Lectures, in which
both moring pictures and lantern slides are used,
the Beseler Educational Film Co. of New York
announces a series on Italy:

Naples And Vicinity — 106 colored slides, 1 reel
motion pictures and manuscript. Motion pictures
illustrating: Scenes of the port — the streets —
customs of the people — trip to the Vesuvius and
a visit to the Blue Grotto.

Florence And Venice — 85 colored slides, I reel
motion pictures and manuscript. Jlotion pictures
giving a good idea of the famous Florentine straw
hat industry — traveling on Venice Grand Caiial
— making Venetian lace — St. Marks Place and pic-
turesque Chiogga.

The Riviera — 80 colored slides, 1' reel motion
pictures and manuscript. With the moving pic-
ture camera we visit Menton — Monte Carlo-
Cannes — In Nice we assist at the carnival and in
Grasse we visit a perfume factory.

I~

G. W. Sulley, expert lecturer of The Na
tional. Cash Register Compan}- of Dayton.
Ohio, is giving an interesting and educa-
tional talk on retail merchandising meth-
ods. By means of stereocticon sl'des and
motion pictures, Mr. Sulley depicts the
troubles of the retail merchant, and shows
how to remedy them in a graphic manner.

Make Your Dollars Fight

i2

REEL and SLIDE

Pershing, Foch and Haig

Would laugh at these hu-
morous slides- — set of 51 —
$12.00 or 35c each.

If, BY ANY CHANCE, you sKauld te
CALLED DOWN by a superior officer,

it would be a GRAVE BREACH of

discipline for you to SALUTE bim tbe
next time you meet. He may still BE
jMAD -with you and not ^vant to spealc.

SAYINGS OF A SILIY SAGE

By Arthur "Bugs" Baer
The Humorist of the N. Y. Eve. World

The cleverest and funniest
sayings and epigrams at 50c
each or $35.00 for set of 100.

yarditifis are ki^her
because of ttifi "var.
Vho told the sardines
there vas a -var?

Some of the best vaudeville
theatres showed these slides
for months.

26 SCREAMING PARODIES
ON POPULAR SONGS

One better than the other- —
35c each — $6.50 complete
set of 26.

(rune; "OVER THERE.")

Gill, we've got your goat, got your goat, got .your goat,
Cot It by the throat, by the throat, by the throat.
Hear it calling, "Bill, wie geht's!
I'm :n the United States."
Bill, you poor old slob, let the mob take your job.
For your country's mad, they have had such a lad;
Tell the Crown Prince not to pine,
For you know he's next in line
Cho.: After all, after all,

You're the guy that is due for a call,

And we think, old Willie, that you'd look silly
Your back right up against a wall.
Now you know^'ou must go
Send a word lo your friend down below
We can name him and we can blame him,

Bur It's you, old top, that we're after, after .jII!

Greater N. Y. Slide Co., Inc.

154 W. 45th St.
NEW YORK

Aak for Illustrated Comic Folder

"Everything in Glass and Mica Slides"

Questions on Educational Lantern
Slides will be answered by mail If
stamped envelope Is enclosed.

Call for Belgian Sets Grows
as Result of Devastations

Those who might think that the lantern slide
has gone somewhat out of favor because of the
inroads made by the motion picture, are greatly
mistaken. In the last six months some of the
biggest slide orders in the history of the business
have been given, notably the huge order par-
celled out by the Community Motion Picture
Bureau for use in connection with their War
Camp motion picture activities.

Twenty thousand slides have recently been
ordered, with many more to follow. These sets
include famous war utterances of American
statesmen, cartoons of the most popular artists
and educational subjects calculated to entertain
our soldiers in this country and in France dur-
ing the "waits" between reels.

The museums of the country are enlarging
their slide libraries and there is a great demand
for slides recording various phases of the war
in Europe aside from purely military matters.
There have been many calls for Belgian subjects,
cathedrals, villages, cities, art galleries and
monuments, many of which have been destroyed
by the Germans.

Lectures on Belgium are exceedingly popular
and in great demand. Nearly all the slide
makers with plenty of Belgian subjects are get-
ting out their negatives and doing a good busi-
ness.

In the realm of art, the Chicago Institute of
Fine Arts is enlarging its big collection of col-
ored slides of great paintings and statuary and
it is planned to make this one of the biggest
and finest collections of its kind in the United
States.

The American Museum of Natural History in
New York, as well as the Metropolitan Museum
of Art. are making slides of their finest acquisi-
tions, the former having its own slide department
in operation with much success.

The Victor people write this department as
follows: An article in regard to the new Victor
slide in your September issue is misleading.
This article states that we have just put on the
market a new slide which we call a Viopticon.
It aslo states that "these slides can be used
either in the Victor Viopticon Slide Projector
or in any standard machine, providing a special
holder is secured." Whoever wrote that article
has confused our old Viopticon slide, which we
have been manufacturing for some five years
and which is of a smaller size and requires a
special holder when used in a standard size ma-
chine, with our new Victor Featherweight slide,
which is standard in size in every respect and
does not require any special holder, but can be
used anywhere that a regular standard size slide
is used.

The thing to bear in mind is, briefly, that we
make two kinds of slides — one the Viopticon,
which is 2% by 234 inches in size. Second, the
Victor Featherweight slide, which is standard
in size, although mounted in a style similar to
the old Viopticon slide.

Very truly yours,

Victor Antimatograph Co.,

By, Carl Balcomb.

There seems to be a tendency to go back to
the black and white slide in many quarters.
New York slide makers report that a large per-
centage of their fall orders call for the straight
black and white sets.

There is some talk in visual instruction circles
concerning the need for more co-operation
among the colleges of the various states in the
matter of exchanging special subjects. To some
extent this has been done, but never on an or-
ganized scale — big enough to be really effective.

A college with an extra large ^ selection of
geological subjects should be willing to make
an exchange with a college which has an ex-
cellent .collection of physiological sets. Because
of specialization in some universities, there are
found' superior sets on certain branches of teach-
ing, whereas in other institutions there may be
.1 shortage of just that subject.

All There Is
In Your Copy-
On Your Screen

Are you getting it? Is
the detail of your image
sharp and brilliant?

The wonderful brilliancy
and detail given by
EXCELSIOR SLIDES is
admired on thousands
of screens throughout
the country.

They are used by par-
ticular people who
demand the highest
photographic quality in
a stereopticon view.

Your Stereopticon Image

Can Be Only as Good

as Your Slide

The Excelsior
Lecture Bureau

was created to give Ex-
celsior quality of slides to
educational institutions
and churches, by studying
their special needs and yet
opening to them the facili-
ties of the EXCELSIOR
ILLUSTRATING COM-
PANY.

Write the EXCELSIOR
LECTURE BUREAU Today

Make Us Prove It

Try EXCELSIOR SLIDES NOW

Excelsior
Illustrating Co.

219 Sixth Ave. New York City

Buy Liberty Bonds

REEL and SLIDE

33

Most schools seem receptive to a compre-
hensive plan that will make such an exchange
plan feasible.

The Victor people are finding their set on the
American flag in great demand. For the benefit
of readers, we list the subjects in this set, at
this time when patriotic lectures are the order

of the day:

* * *

THE AMERICAN FLAG

ITS HISTORY AND EVOLUTION

WITH LECTURE

BY CARL BALCOMB

The Lecture is furnished free of charge
when the full set of Slides is ordered; other-
wise a charge of 2Sc is made for it.

14780 Egyptian and Assyrian Standards.

14781 Roman Standards.

14782 First Real Flags (Heraldry).

14783 Danish Flag, Oldest National Flag.

14784 American Indian Feather Flag.

14785 Flag of Lief Ericson, A. D. 1000.

14786 Flag of Columbus, A. D. 1492.

14787 British Flag, Cross of St. George (1493).

14788 British Flag, Cross of St. Andrew.

14789 British Flag, "King's Colors."

14790 British Flag, Cross of St. Patrick.

14791 British Flag, Union Jack.

14792 French "Flag of Lilies," A. D. 1534. ,

14793 French Tricolor, Modern Flag of France.

14794 Flag of Dutch West Indies Co.

14795 Liberty Tree Flag.

14796 Rattlesnake Flag.

14797 Cambridge Flag (1776), English East

India Co.

14798 Betsy Ross Flag, Our First Real Stars

and Stripes.

14799 Flag of Fifteen Stripes.

14800 Star Spangled Banner Buoy in Chesa-

peake Bay.

14861 First Confederate Flag.

14862 Confederate Battle Flag.

14863 Red Cross Flag.

14864 Stars and Stripes of Today, 1917 (48

stars).

Pastor Favors Broad Program
Including Moving Pictures

COMMUNITY movies, community
dances, and community schools, why
not community churches? This was
the question which the Rev. H. I. Parrott,
pastor of the Windsor Park Congregational
Church, Chicago, 111., answered in his ser-
mon recently, on the subject, "The Church
of the New Democracy."

"The church will be without a creed of
belief, only a creed of purpose," he said.
"A man will not be asked as to his belief
in the divinity of Christ or in any of the
doctrines now deemed essential. If he has
a purpose to help his fellow men and work
for the good of the community he will be
welcome. It is deeds, not beliefs, which
will separate the sheep from the goats.

"You can't have a community church just
by giving it the name 'Community Church.'
It must be a church with a program which
will give everybody something to do."

Costly Slides-

in the long run, are inexpensive
slides. A good image on the screen
only comes from a cheap slide —
by accident.

Have your slides made and col-
ored by one who has visited the
places you are lecturing on. At-
mosphere is everything in a lantern
slide.

Write today to

JOSEPH HAWKES

147 West 42d St., New York City

Truck Management Subject
of Films and Slides

IN each state the highways transport
committee of the Council of National
Defense will co-operate in a national
movement for greater efficiency in truck
operation. The truck owners' conference
plans educational meetings throughout the
country for the benefit of both the large
and the small operators. In addition to
the papers given by these experts, there-
fore, there will be a general discussion open
to all present rergarding the points of in-
terest in each paper.

A most unique feature of these meetings
is the manner in which riiotion pictures, as
well as stereopticon slides, are to be used
in order to visualize the important subject
matter in the papers given by speakers.

In addition to the photographic illustra-
tion of these papers given at Detroit, truck
owners have the advantage of moving pic-
tures taken in Chicago and other points,
illustrating the important data in papers
given at previous conferences.

The truck owners' conference have their
own motion and "still" photograph staff,
which works exclusively on this educa-
tional propaganda. In Chicago, Wilson &
Co., Montgomery Ward, Morris & Co.,
the Swift Packing Company, the Texas
Oil Company; Sprague, Warner & Co., the
Chicago Motor Bus Company and many
other concerns of national reputation have
lent all possible assistance to assure that
these film stories of their truck operating
methods are accurate in every detail.

This conference will develop a multitude
of additional helpful facts and valuable
data on truck operation.

I Classified Advertising |

= A market place for the sale and exchange S

= of equipment. Remittances must accom- =

^ pany all orders for notices in this column. M

g The publishers e-xpect that all statements =

g herein will bear investigation. Rates: Per ^

g word, 5 cents. Minimum, thirty words. =

= Discounts: Two insertions, 2%; 3 inser- M

= tions, 5%; 6 insertions, 10%; 12 inser- =

g tions, 20%. Remittance to cover must ^

g accompany order. =

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

REALLY EDUCATIONAL negative film-
about 6,000 feet — mainly natural science — unique
— exclusive (microscopic birds, mammals, fish, in-
sects, germs, botany), for sale cheap. - Full de-
tails. Brind, 449 W. 206th. New York.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel anl Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, Herald
Bldg., Chicago, 111.

BARGAIN — Used stereopticons for sale at bar-
gain prices. In good condition. Address A-4,
Reel and Slide.

SLIDES — Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5, Reel and Slide.

MOTION PICTURE CAMERAS! Save money.
Write at once for latest list of tested and guar-
anteed used motion picture cameras, and still
cameras. America's modern camera exchange.
Bass Camera Company, 109 N. Dearborn St.,
Chicago, 111.

CHEAP! — Adjustable, high grade standard tri-
pod for use with motion picture camera, in first
class condition. Will sell cheap. Address A-6,
Reel and Slide.

FOR SALE — Slightly used Atlas motion pic-
ture projectors, $75 to $125, former price, $155.
Guaranteed to be in first-class condition. Address
A-7, Reel and Slide.

Change the Slides

That's all there is to "operating " the

Victor Portable Stereopticon

The original Victor features that a few years ago made
possible the popular use of lantern slides have been fur-
ther improved. The same solid cast aluminum construc-
tion is used. Service and genuine satisfaction is guaranteed.

Write today for information on the variations of lenses
and lamps that provide for every need.

Ask for "trial-bef ore-purchase" terms.

Victor Animatograph Company

125 Victor Building, DAVENPORT, IOWA, U. S. A.

Make Your Dollars Fight

34

REEL and SLIDE

Glimpses of New Productions of Wild Bird and Pastoral j

Life That Hold Attention

Wild mallard duck showing motherly instinct in guarding her young. From "Wild Fowls," now in preparation. Atlas

Educational Film Co.

ii

Sheep in the United States Government Forest Preserve in the state of Washington. From a Robert C. Bruce Scenic released

by Educational Films Corporation.

Buy Liberty Bonds

i

REEL and SLIDE

35

Life and Customs in South Sea Islands, Pictured in New
Martin Johnson Educational Series

"King, Queen and Parliament" assembled for a confab. Leuneiizva Lagoon, South Sea Islands. From Martin Johnson's

cannibal series.

A "bad man" of the South Sea Islands. The nose clip is a mark
of beauty — he thinks. From Martin Johnson's South Sea series

Mr. Johnson and a pygmy of the South Seas.

Make Your Dollars Fight

36

REEL and SLIDE

J

How to Use Motion Picture Camera

By J. Frank Martin

(Many large manufacturing concerns and edu-
cational institutions have installed laboratories and
are producing moving pictures on the spot. There
have been many requests for information on the
subject of motion picture photography. Reel and
Slide has arranged with Mr. J. Frank Martin of
Pittsburgh, an authority on the subject, to print
this series of articles. — Editor.)

(Continued from last month.)
Correct Exposure

THAT the camera reproduces a perfect
image of a subject is not true when
speaking of colors. This fact coupled
with the great adaptability of the eye to a
wide range of illumination makes a correct
judgment of exposure very difficult and
obtainable by careful practice only.

The blue component of light rays being
the actinic agent it is self-evident that if

a light hazy day, on a cloudy day and a
dark cloudy day. Each series should be
repeated in Winter and Summer and all
the readings carefully noted.

The results plotted in the form of curves
will show some remarkable results. It
will be found that a partly cloudy day with
light clouds will give the maximum illumi-
nation and good light in the early and
late hours of the day. Such a series of
readings are plotted in Figure 2.

Exposure Tables

Based on 50 Per Cent. Shutter Opening,
System for Summer Months.

Use next lower stop in Winter Months.

The above exposure tables are based
upon the widest shutter openings available
and variations in shutter openings are
frequently necessary and the stop must be
varied to correspond with the shutter
opening. The standard stop scale is so

3 S

>" s

-^ c

36

02 -S

mo m

~ >>

•r J<

c a

J5^

"Close Ups"

8A.M

5.6

8

3.5

5.6

5.6

9 "

8

11

4.5

3.5

8

8

10 "

11

11

5.6

5.6

3.5

8

11

11 "

16

16

8

8

4.5

11

12.5

12 N

16

22

11

8

5.6

11

12.5

IP.M

16

16

8

8

4.5 11

12.5

2 "

11

11

5.6

5.6

3.5

8

11

3 "

8

11

4,5

3.5

8

8

4 "

5.6

8

3.5

5.G

5,6

Standard

8A.M

8

11

5.6

3.5

5.6

8

Scenes with

9 "

11

16

8

4.5

3.5

8

8

full size

10 "

16

22

8

5.6

3,5

11

11

figures and

11 «

22

22

11

8

4.5

12.5

16

Dark Land-

12 N

22

32

16

11

5,6

16

18

scapes. •

IP.M

22

22

11

8

4,5

12,5

16

2 "

16

16

H

5.6

3,5

11

11

3 "

11

11

5.6

4.5

3.5

8

8

4 "

8

11

4.5

3.5

5.6

8

Light

8A.M

11

16

9.5

5.6

3.5

Landscapes,

9 "

16

16

11

8

4

Snow Water

10 "

22

22

16

8

5,6

and Sky.

11 "

32

32

16

11

8

12 N

32

32

22

16

11

IP.M

32

32

16

11

8

2 "

22

22

16

8

|5.6

3 "

16

16

11

8

4

4 "

11

16

9.5

5,6

3.5

Figure III

we could always view the subject by blue
light only we could at all times judge the
illumination and exposure more closely.
The writer has put this in practice by using
a set of blue spectacles which can be read-
ily secured of any optician.

Later this method has been improved
upon by substituting a blue focusing screen
for the ordinary clear one. By using a
focusing card at a uniform distance, then
stopping the lense down until a certain
degree of visibility of the focusing card is
secured on the blue screen, an exact meas-
urement of the illumination of the subject
is secured. This method is an adaptation
of the Ives Actinometer, a very efficient
instrument for the cameraman.

What Meter to Use

Photographers judge exposure either by
instinct or exposure meter. After long ex-
perience they rely altogether on instinct.
The cultivation of this instinct to a high
degree of precision can be obtained by
making a series of simple measurements of
light under varying conditions. The Wat-
kins "Bee" meter or Wynne meter are suit-
able for the purpose.

The procedure is to take a series of read-
ings every half hour from early morning
until late evening. Take one series on a
bright clear day with sunshine, another on

marked that each number below gives twice
the exposure.

Moonlight and Sunlight Effects are

CHA^RT OP asHT rssrs tv/r// e'ee ^ere^

Figure II

NOTE: — Intermediate numbers not indi-
cated in stop scale are used above and esti-
mation of correct position will be necessary
and will have sufficient accuracy.

secured by pointing the lens directly to-
ward the sun and focusing with the image
of the sun directly in the center of the
field. Exposure should be made with one-
half to full shutter opening on a "F" 22
stop. To prevent possible flare and hala-
tion an "X" 3 ray filter should be used
and exposure made at 1-3 normal speed
unless rapid action is had in the subject,
when stop ''F" 9.5 is correct.

Tinted Scenes for Night Effects should
be made in the bright sunlight with the sun
to one side of the camera. Slight under
exposure should be the rule, the idea being
to secure pronounced shadows, which is a
natural moonlight effect.

Silhouettes Under Exposed

Photography at Night is at best a poor
undertaking except with strong artificial
light. Creditable effects are to be secured
by taking two ex-
posures of the same
scene about three
hours apart. The
first exposure is
made by daylight
greatly under ex-
posed leaving the
camera absolutely
stationary and mak-
ing a stop exposure
after night.

Silhouettes have
certain artistic
adaptations and are
made by great un-
der exposure. The
writer has used this
type considerably
and in doing so has
developed the "Sil-
houette Hood"
shown in Figure 4,
which allows of ex-
posing for silhou-
ettes with any de-
sirable background.
The arrangement is
very simple and is
portable.

Buy Liberty Bonds

REEL and SLIDE

37

Pathescope Announces New Projector

ANEW type of moving picture ma-
chine for commercial, educational
and home use has just been brought
out by the Pathescope Co. of America,
New York. This machine is the latest
model of this company's line of Pathe-
scopes, and it is known as the New Pre-
mier Pathescope. According to the makers
its special features are motor drive, by a
motor that can be used on both direct and
alternating currents ; high illumination,
and a feed mechanism that gives prac-
tically perfect results.

Motor drive was used on the older types
of Pathescopes, but it was necessary to
have separate motors for the different
kinds of current, and this naturally limited
the use of the motor driven machines.
The New Premier Pathescope is, however,
driven by a Westinghouse Saw-Motor,
which operates at practically the same
speed with either kind of current. Hence,
this machine can be used wherever there is
electric light.
The illumination is provided by a 14-volt,

2-ampere, argon-filled, high efficiency light,
that is sufficiently brilliant for throws as
long as 100 feet, and for pictures up to
12 feet wide. The 110-yolt current re-
ceived from the lighting circuit is reduced
to low voltage for the use of the lamp, by
means of a rheostat ; this rheostat is ad-
justable so that the degree of illumination
can be varied to suit conditions.

The film-moving mechanism is of the in-
termittent type and is of a novel design.
The manufacturers claim that the New
Premier Pathescope projects an absolutely
fhckerless picture.

This machine can take only slow-burn-
ing films, the standard celluloid film being
unusable in it. Many hundreds of these
special films have already been made up
by the Pathescope company; special sub-
jects can be made up as desired, and stan-
dard films can be copied on to the special
stock.

The weight of the machine is 23 pounds,
and it is arranged for packing in a carry-
ing case similar to a small dress suitcase.

U. S. Film Archives Kept in
Big New Vaults

FIRE-PROOF storage vaults for the
safe-guarding of the valuable collec-
tion of moving picture films of the
present war are to be built in Washington
by the War Department.

It is announced that thousands of feet
of moving pictures and thousands of stills
have been taken under the direction of the
historical division of the General Staff, both
in this country and in Europe, for the pur-
pose of historical record.

These have been stored in various places
in Washington, because, heretofore, no
suitable place had been provided for their
safe-keeping. As thousands of dollars
have already been spent in making the
negatives and many more thousands of
pictures are yet to be taken, the need for
fire-proof storage has become manifest.

Plans for the vaults call for their loca-
tion all in one building, with fire-proof
walls between each vault. The doors of
the vaults will also be fire-proof. For
the proper preservation of the negatives,
the vaults will be so constructed as to
maintain a fairly even temperature.

Motion Picture Machines

Victor Stereopticons

Victor Animatograph M. P. Machines

Bansch & Lomb Balopticons

and everything pertaining to projection of
slides and film.

SLIDES MADE TO ORDER

Our new 144 page CATALOG will interest you

ERKER BROS. OPTICAL CO.

608 Olive St.

ST. LOUIS, MO.

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THE ZENITH

A light, portable moving picture
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EDUCATIONAL FILM CO.

Film Exchange
Building

We Are Agents

for the best educational films
produced. We distribute the
productions of the Educational
Films Corporation of America,
producers of the Ditmars Animal
Pictures, Robert Bruce Scenics,
Katzenjammer Kids, Newman
Travelogs, and Happy Hooligan,
etc.

We Give Special Attention

to programs for schools, colleges,
churches, lodges, clubs, Y. M. C.
A. branches and Community-
Centers.

Our service is prompt and effi-
cient— our rates are within your
reach.

Send for Our Educational Film List

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Make Your Dollars Fight

38 REELandSLIDE

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
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out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

950-54 Edgecomb Place
Chicago

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INDUSTRIAL FILM SECTION

OFFICIAL ORGAN. SCREEN ADVERTISERS' ASSOCIATION OF THE WORLD

Films in Public Service Propaganda

SHORT time ago there
flashed upon the screen at
the Strand Theater in New
York a feature film that bore
the caption, "Whispering
Wires of War." It was a
short film, lasting some ten or fifteen min-
utes, but it gripped the audience and pulled
them up stiffly in their seats, as few
films do.

One saw thousands of soldiers training
for signal corps work. One saw them
parading before the men who led them in
telephone work in time of peace, saw
them in companies stringing wires up to
the firing line to keep the fighting men
there in communication with headquarters,
connecting up with the batteries and di-
recting the fire of the guns, which will
growl and thunder until they have the op-
portunity to send their compliments to the
Kaiser in Berlin ; signalmen carrying wires
out into "no man's land" with the charg-
ing Yanks in khaki, and these same wire
experts going out in the face of heavy
shellfire to repair breaks in the telephone
lines so that communication with front line
observation posts could be maintained.

The telephone in balloon observation
work was illustrated, and the wireless tele-
graph and the wireless telephone, too, came
in for attention. It was a real film.

In Reality a Publicity Film

There was hardly a hint of business
publicity, and yet "Whispering Wires of
War" was produced by Leggett and Gruen

How the American Telephone and
Telegraph Company Get the
Public's Co-operation and
Improve Their Organiza-
tions With Educational
Moving Pictures

By A. B. Stearns

Corporation and issued by the Pathe Ex-
change in co-operation with the American
Telephone & Telegraph Company, the
parent organization of the nation-wide Bell
Telephone System, to show the people of
the United States something about a little
known, but tremendously important phase
of modern warfare — telephone communi-
cation.

We do not realize it, but the fact is, the
United States is the world's greatest de-
veloper of mediums of communication,
particularly the telephone. We have a
telephone system — the Bell — which pro-
vides direct communication with more
places than there are postoffices. We have
a transcontinental telephone line 3,400
miles long, that is unmatched, and we use
the telephone more often and in more
ways than the people of any other nation.
We have turned our peace-time knowledge
of telephony to splendid account in the
great war. Our people ought to know
something about it — hence the film, "Whis-
pering Wires of War."

For a long time the telephone people
have appreciated the educational value of
motion pictures. Five or six years ago
they issued a two-reel picture, entitled
"The Telephone Girl," which told the story
of the selection and training and working
environment of the telephone operator. It
was designated to give information to
young women who might be interested in
telephone operating as a profession. It did
that, but without constantly intruding irri-
tating propaganda upon those who saw it.

I mention the lack of irritating propa-
ganda because of a remark made by a
Y. M. C. A. secretary, who recently re-
turned from service in France. At his hut
they received a film which was designed to
take the audience on a trip through the
most picturesque sections of America by
automobile. It made the trip all right, but the
name of the sight-seeing car was the most
prominent object in every scene, and it
wasn't long before the dough-boys became
disgusted and left before the trip was
completed.

Resented Too Much Advertising

"If the producers of that film had shown
the auto in the first scene with whatever
advertising they wished to give, and had
shown it again with publicity at the end of
the film, they would have put their mes-
sage across without difficulty and would
have won the favor of their audience. But
their anxiety to advertise caused them to
overdo things to their cost." Thus the
Y. M. C. A. man summed up his indict-

The effectiveness of the "close up" in demonstrating the solution of the
labor problem in a modern telephone exchange.

"^^mmm mis^nstcr

The picture shows how the linemett work at far distant points, away
from civilisation.

Make Your Dollars Fight

40

REEL and SLIDE

The vastncss of the telephone system can be easily shown on the A little touch of allegory helps to make an industrial interesting ant
screen in far less time than it would take to describe it. entertaining.

ment of this automobile concern's film.

The films put out by the American Teile-
phone & Telegraph Company do not make
this mistake. They have messages, of
course, but they are suggested rather than
pounded in.

The reels are furnished to the various
picture houses upon request. Leaflets de-
scribing the films are sent to the managers
and if the latter wishes to use the pic-
tures, the telephone people send them
around. In many cases, the telephone peo-
ple also provide "movies" with stereopticon
lectures on timely subjects, as entertain-
ments for social and business organiza-
tions.

For years the American Telephone &
Telegraph Company and its associated or-
ganizations have advertised in newspapers
and magazines and in other ways to show
the public the correct use of the telephone
and give them an understanding of the
aims and purposes of the telephone or-
ganization.

"The more you know about the tele-
phone and the way it should be used, the
better you will use it and the more you
will get from its use," is one method of
explaining the purpose of a large part of
this advertising.

And this publicity, in many cases, has
been supported by motion pictures, as wit-
ness a three-reel picture, entitled "The
Telephone Way," which was issued several
years ago. This film shows how a tele-
phone is installed in a subscriber's home,
how it is connected with a central office
and how service is given to that subscriber,
day and night, whatever the weather and
whatever the conditions requiring that
service.

Cartoons Boost War Stamps,
Show Kaiser's Funeral

THE United States Government has
adopted screen cartoons a.s one
means of stimulating the sale of
W. S. S.

A clever little animated cartoon, pro-
duced by Bosworth, De Frenes and Fel-
ton, of Wilkes Barre, Pa., shows Wil-
helm taking his last ride.

"You are invited to attend the Kaiser's
funeral!" reads the title. Cartoon films
by Felton show the incidents of the

It was part of a campaign of getting
people interested in their telephone service
and was followed by a campaign urging
people to visit the company's central offices
and to see for themselves how service is
furnished. The result was a much better
understanding of the telephone company's
work, and a better realization of its efforts
to supply the right sort of service at all
times.

Teach Value of Long Distance /

In 1915, when the American Telephone
& Telegraph Company announced the com-
pletion of its transcontinental telephone
line, putting the people on the eastern and
western borders of the nation in voice
touch, many persons either refused to be-
lieve such a thing was possible, or else
thought it had been possible for a long
time. Those in the second class uncon-
sciously evinced full appreciation of the
ability of American telephone engineers to
accomplish wonders.

The public had to be taught the value
of transcontinental service. So the Ameri-
can Telephone & Telegraph Company be-
gan to give demonstrations of this service
throughout the country. Before the actual
transcontinental talking was started, a
"movie" was shown depicting scenes along
the route of the transcontinental line and
some of the problems overcome in creat-
ing such a line.

"Talking movies" were made a part of
the program in some cases, the picture
speaker being Thomas A. Watson, who was
associated with Dr. Alexander Graham
Bell when he invented the telephone.

Two other movies may be mentioned to

funeral cortege. There is the hearse
with Wilhelm's feet, bound with rope,
hanging out the rear, pall bearers run-
ning afoot, a German with spiked helmet
leading the Kaiser's big saddle horse,
and empty carriages — all on the run.

There is an appropriate caption —
"Hurry the End of the War." Scener}'
in the background flies past. Hundreds
of figures of naval reserve men present
the message, "Buy War Savings Stamps."

The pictures are being distributed to
all motion picture theaters of the countrjr
for the purpose of stimulating interest
in the sale of the stamps.

illustrate this company's belief in the
power of screen publicity. One is an edu-
cational film prepared for showings before
telephone employes. This film pictures
eiSciency methods used by the various Bell
System companies and reveals many in-
teresting devices and plans for insuring
accuracy, speed and completeness in the
work of its various departments.

The other film has been shown success-
fully in many theaters, as well as at spe-
cial gatherings. It was produced, as were
many of the others, under the direction of
the Leggett-Gruen Corporation, and is en-
titled "Speeding the Spoken Word." This
picture is a three-reeler and illustrates
some of the more interesting features of
telephone communication. The first reel
deals with the "Construction of the High-
ways of Communication," showing meth-
ods of pole-hole digging, stringing wires in
almost impossible places, testing them
when on the poles and protecting and re-
pairing them.

The second reel shows the operation of
highways of communication, taking the
audience into the training department for
operators and then into the central offlce,
with its switchboard and its sitting rooms
and lunch rooms for operators. The final
reel carriers the caption, "The Use of the
Highways of Communication," and is illus-
trated by an educational picture drama.

The Phone Subscriber's Dream

A telephone subscriber dreams he fol-
lows his line to "central." The ensuing
adventures of his spirit-self give a vivid
picture of the pathway of the wire, as well
as of the daily uses of the telephone.
"The Power of Personal Projection," a
motion picture allegory, in which a giant
cuts the wires, closes the film.

As the reader will gather from the fore-
going, the telephone people believe in the
moving picture for publicity purposes. But
they believe and put their belief into prac-
tice that publicity films must be well done.
In the old days the producer of a publicity
film put out something that seemed to say
to the audience: "I've got you where I
want you. Now you stay here till I've told •■
you all I know about the wonders of my
product." It isn't done that way nowa-
days as much as it used to be, and it ought
not be done at all.

Buy Liberty Bonds

REEL and SLIDE

41

How Can I Get My Product in the Movies

(This article, and those to follow, are the result
of considerable investigation. They represent, not
the views or experience of one man. Rather, they
are based on the experience of many advertising
men who have actually used films in advertising.
An effort is made to generalize so that the infor-
mation may be of service to advertisers in all
lines of business.)

THERE are not many different angles
to the preparation of a survey or
scenario for an industrial picture.
Standards are pretty well established along
lines that are sufficiently general to apply
to al-most every line of business._

But, when we come to production we are
trampUng new ground constantly. The ap-
plication of the ideas on paper to the
screen involve some highly technical ele-
ments in which the screen advertiser does
not and should not be concerned. It is at
this point that the advertiser merges his
activities into those of the producer. The
production company which undertakes to
film your plant or
product knows
more about the ap-
plication of films
to your idea than
you can possibly
know, and by the
company's advice
you should be
guided.

On your sales
scenario, each
scene should be
numbered as well
as each title, in
their proper order.
The following is a
sample of a pro-
duction script that
will serve to illus-
trate :

1 — Panorama of
Steel \^ a 1 1 e y,
showing furnaces
in distance.
2— (Title)
In Steel Val-
ley, Pennsyl-
vania, 80,000
People Find
Well Paid Employment.
3 — Back to Scene 1. Continue panorama.
Fade out.
4— (Title)

Those Who Fight the Hun in the
Workshop —
5 — Iris in — workers pouring through gates
of mill.
And so on.

What the Producer Can Do

With this working script, the producer
is called upon to carry out the ideas it
suggests with precision and judgment. He
can, according to his experience and enter-
prise, make a good script produce a poor
production and vice versa ; he can either
get "punch" and character into your pic-
ture or he can make it merely an uninter-
esting string of jumbled scenes, without
sequence and without meaning.

The capable director of an industrial pic-
ture studies his script with care. He sep-
arates his scenes in groups in order to fa-
cilitate production, making all of the in-
terior forge or foundry scenes at one time
and the outdoor pictures at another. He
will go over the ground to be covered, de-
cide upon the best points of vantage and
get a proper perspective on the picture as
a whole.

No. 3— Production— What the Di-
rector Can Do or Leave Un-
done— Editing the "Factory
Print" — ^Avoiding Monot-
ony in Titles and Scenes

By Lyne S. Metcalfe

A great deal can be done in an industrial
production to introduce features calculated
to give the picture a striking effect. The
use of the iris diaphragm, the "fadein" and
"fadeout," the "cut back," etc., calls for
more effort than some producers are will-
ing to give, but they have a very important
bearing on the effectiveness of the finished
film.

To make a 1,000-foot industrial leel the

From a series produced hy Essanay to exploit the resources of Canada

producer will more than likely make 1,500
to 2,000 feet of negative, possibly more.
This will be edited down to the l,0(X)-foot
unit. Whether you are to pay for the
actual footage made or just the resultant
1,000 feet depends upon the form of con-
tract you enter into with the man who
makes your picture.

Industrial pictures are often a success
because of careful editing and the substi-
tution of better scenes for poorer ones. By
selecting from 2,000 feet you are enabled
to use merely the cream of the film and
thus be certain of getting the result you
are after. Another thing. Very often a
scene that is difficult to make because of
lighting conditions may turn out poorly
when developed. If costly vapor lights
have been utilized, and the scene must be
"shot" over, the cost of your picture ad-
vances in just that proportion.

Points to Remember

Therefore, it is cheaper in the long run
to shoot doubtful scenes two or three times
under varying photographic conditions in
order to be certain of having one turn out
usable.

Many industrial subjects — such as the
orange grower's films— can be made in th e

open sunlight without the use of Cooper-
Hewitt lights. But where the interior of
a factory is the subject, or the smoky steel
mill, portable lights must be brought into
play. These lights are cumbersome and
require several men to properly operate
them. They also call for a camera man of
expert knowledge. Most modern factories
can be filmed on a bright day if the oper-
ator knows his business.

The degree of action which you secure
in your producion likewise depends upon
the producer. For instance, our steel mill
employes flocking through the gates can be
made at too great a distance, eliminating
the human interesting and striking qual-
ities of the crowd. A competent producer
will film these people in a manner that will
hold the audience's attention ; perhaps he
will find one strapping giant that is worth
a "closeup." Maybe he will be able to
show how many of them come to their toil in
costly automobiles.
When 2,000 feet
of negative have
been shot and de-
veloped, a print is
made, called a
"factory print.".
This copy, unedit-
ed, is projected on
the screen in order
that the producer
may size up his
results — may know
what he has to
work with and to
begin the process
of elimination. As
a general thing the
producer takes the
first crack at this
print and boils it
down to about
1,500 feet. His
titles having been
filmed in the
meantime, he
splices them in
where they belong,
following the
scenario carefully
in this to prevent disastrous confusion.
The first rough draft of your picture is
ready for your inspection. Now the scen-
ario writer and the advertiser are once
more back on the job. The film is run off
several times, a stenographer making
notes of corrections, deletions and addi-
tions in the projection room.

Must Eliminate Monotony

The main idea, in an industrial, is to
eliminate monotony, to have the titles
bright, snappy and easily understood, to
have as few titles as possible and to avoid
the practice of "sandwiching/' "Sand-
wiching" means splicing together title and
scenes alternately, without regard to their
character and meaning. One might as well
stick a row of pictures on the wall and
tack up title cards between them.

The editing of an industrial is auite as
important as its production. Scenes shoidd
be cut to the bone. If you are about to
show a trip-hammer in action, don't show
the getting-ready process; plunge right into
the action. Permit only the essentials to
be shown. The audience's imagination can
take care of an engine coming toward the
camera two miles down the track. Cut out
every frame until the engine is within a
few hundred feet of the lens.

Make Your Dollars Fight

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 Amer-
ica that has been approached for an order
for industrial or advertising motion pic-
tures. 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 lead-
ing first-run houses. And the slides were
generally uninteresting and their advertis-
ing 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 in-
teresting 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 adver-
tising 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 ad-
vertising ; 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 ex-
hibitor need have no fear of resentment
from his patrons or the advertiser of ade-
quate distribution.

War Work and The Films

Industrial films do not, of course, distri-
bute themselves and the advantage of hav-
ing a great distributing organization and
well-defined field is developing — is, in fact,
already in existence and open to the indus-
trial 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 mo-
tion pictures are the ideal teacher and
propagandist. It is too obvious for repe-
tition of this fact.

A most eflfective example is the exten-
sive 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 opera-
tions 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 dis-
tribution by the use of Universal Screen
Magazine as a medium for short film sub-
jects.

Food Administration Uses Screen

The U. S. Food Administration is not
only issuing films itself but is co-operat-
ing 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 conserva-
tive 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 ter-
ritory, 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 repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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

REEL and SLIDE

43

Screening a Technical Industrial

!UR motion pictures were
taken for the purpose of
using them as educational
propaganda. At the begin-
ning we had no idea of using
them as an advertising me-
dium, and this point of view has been
maintained consistently throughout several
years' use of a number of sets of films.

If we recall correctly, we were among
the first — if not the first — large industrial
concern to use motion picture films of a
technical product and we have since had
occasion to come into contact with a num-
ber of films used by other large industrial
concerns. After seeing their films and the
manner of handling, we are still of the
opinion that our general idea of handling
our films has been of a more beneficial
character than subscribing to the more

Four Reels of Educational Pictures

Produced for Special Audiences

by National Tube Works Show

Manufacturing Processes of

National Pipe

By W. L. Schaefer

(Advertising Department, National Tube
Works, Pittsburgh, Pa.)

take many hours, days and even weeks to
make the detailed review it would be neces-
sary to give them, the same grasp of the
entire matter as we can present in the
short space of an hour — through the use of
four reels of motion pictures.
We have felt that the dissemination of

The most interesting phases of metal tube manufacturing are brought out in motion pictures

generally accepted plan of using them as
pure publicity or advertising.

National in Background

We are inclined to think that had we
taken them for any other purpose the films
would have been different in character —
at least we know that a part of the series
would have been different — because, as a
matter of fact, from the first scene until
the last the name "National" is kept in the
background — in fact — it seldom appears —
only in connection with some titles at the
beginning of the reels.

We have made no effort whatever to
capitalize upon the interest or enthusiasm
of an audience — to have them eager to sign
an order immediately after the films were
shown — and the only inference in this con-
nection is a few feet of film at the end
which winds up with a little moral — inter-
preted— "Specify National — the Durable
Pipe." Outside of that we make no spe-
cific request for recognition of the particu-
lar product.

The matter is technical practically
throughout the run of scenes. Our idea
was, there were hundreds and thousands
of people interested in the use of "Na-
tional" tubular products and tubular prod-
ucts in general, who would possibly not
have the opportunity to view our mills to
see the processes and, in general, how pipe
is produced. Even if they did it would

this general information, throughout the
trade in any way identified with the use of
tubular products, has been of an educa-
tional value, and we believe that the ma-
jority of people who have seen those films
are more appreciative of the ramifications
of the production of a mere hollow tube,
as it were, and, further, that they have a
real conception of the skill and care in-
volved in production.

Of course, we cannot escape some pub-
licity in the use of these films. Naturally,
we do not purposely avoid it, but any such
publicity or direct results of an advertising
nature must be and always have been con-
sidered as a by-product.

Each Problem Different

We have never tried to estimate the total
cost of showing these films and balance
this against possible returns to see where
we stand. We have not the slightest idea
in the matter of dollars and cents what this
would mean one way or the other, and, to
be perfectly frank, we are not interested
in that phase of the subject.

On the other hand, we want to go on
record as saying that we are sold to the
use of motion picture films for educational
purposes and believe that they are one of
the most valuable mediums which this de-
partment use in connection with its gen-.
eral propaganda.

Now, in order to estimate the real value

Make Your Dollars Fight

of the films — to us in a comparative sense
we believe that dollar for dollar we have
gotten as much if not more out of the use
of these films than through any other sim-
ilar expenditure. Please understand that
our remarks are based entirely upon our
experience with our own films and, owing
to our limited knowledge of other films as
used by other manufacturers, we would not
want our remarks to be construed as our
viewpoint towards all films used by all
manufacturers.

We think every concern has its own
problems and own viewpoint towards the
use of films, and our remarks apply sim-
ply to our own specific case.

A description of our films, which illus-
trate the manufacture of "National" mod-
ern welded pipe, might make clearer how
we have made use of the educational idea

Reel I
Part 1. Mine to Blast Furnace.

1. Prilling to sample ore body.

2. "Quartering" samples of ore
preparatory to analysis.

3. Removing barren stiata of
earth which cover iron ore.

4. "Open-cut" method of min-
ing ore with steam shovels.

5. Ore being transferred from
mine to dock on Lake Su-
perior.

6. Ore bunkers at lake port.
Method of loading boats.

7. Type of ore vessels used.
Capacity 8,000 to 13,000 tons
each.

8. Unloading ore boats at lower
lake ports.

9. Details of unloading bucket,
showing mechanical-electric
control.

10. Panoramic view of blast fur-
nace with ore reserves.
Traveling ore bridge — bucket
— and stock pile of iron ore.

11. Ore transferred from stock
pile to furnace "Skip."

12. Charging blast furnace. To
make one ton crude iron re-
quires appro.ximately: 8 tons
air, 2 tons iron ore, 1 ton
coke, i< ton limestone.

13. Tapping crude iroji from'
blast furnace.

14. Train of ladle cars carrying
molten crude iron to 500-ton
mixer.

Part. 2. From Crude Iron to Highly Refined Pipe

Steel
(Crude iron contains about 94 per cent iron;
"National" Pipe Steel about 99^ per cent iron)

15. Open-hearth process of refining crude iron.

16. Charging furnace with limestone, ore, molten

crude iron, etc.

17. Tapping refined soft steel from open-hearth

furnace.

Reel II

18. Bessemer process of refining crude pig iron.

19. Charging Bessemer converter.

20. "Blowing" charge of molten crude iron.

21. Pouring refined steel into ladle. Teeming in-

to ingot molds.

22. Stripping molds from ingots. Reheating in-

gots.

23. Blooming mills. Ingots rolled into blooms,

slabs or billets.
Part 3. Skelp Mills: Pipe and Tube: Department

24. Rolling skelp in reversing mill.

25. Roll-knobbling process (Spellerizing) of

working "National" Pipe steel in order to
lessen corrosion.

26. From billet to skelp in continuous mill.

27. From slab to skelp in plate mill.

28. Butt-weld process of making "National" Pipe.

29. Details of welding "bell" used in butt-weld

process.

30. Charging skelp into butt-weld furnace from

rear.

31. Drawing "National" Pipe through welding

bell — front of furnace.

32. Finishing operations of butt-weld "National"

Pipe.

33. Lap-weld process of making "National" Pipe.

34. First Operation — heating and bending plate

to form tube, with edges overlapping.

35. Second Operation — welding lap-weld "Nation-

al" Pipe.

44

REEL and SLIDE

Reel III

36. Finishing lap-weld "National"
Pipe.

37. Cutting ofif crop ends. Special
flattening test on large size of
"National" Line Pipe.

38. Threading and thread inspec-
tion— "National" Pipe.

39. Hydrostatic Pressure Test (600
lbs. to 3,000 lbs. per square
inch) applied to "National"
Pipe.

40. Marking "National" Pipe.
Name rolled in raised letters
for identification. '

41. Testing and inspecting small
sizes of "National" Pipe and
Tubes.

42.

43

Combined crushing and flang-
ing test applied to all "Na-
tional" Spellerized locomotive
boiler tubes.

Standard specification tests ap-
plied to_ "National" Spellerized
locomotive boiler tubes.

44. Piece of "National" Casing ac-
cidentally left in oil well when
same was "shot" with 170
quarts of nitro-glycerine. Orig-
inal length was about 18 feet,
now about 8 feet. The steel
did not crack nor tear, show-
ing remarkable ductility.

45. Panoramic view of plant of

National Tube Company at Lorain, Ohio.

46. Panoramic view of National Works, Nation-

al Tube Company, McKeesport, Pa.

Reel IV — Welfare

1. 75 employes' garden plots furnished free by

the company.

2. Employes at work in their gardens.

3. Children's playground maintained by the

company for EUwood City.

4. Summer day scenes.

From the mining of the ore to the finished pipe is clearly visualized in the National Tube

Company's picture

10.

11.

12.

The teachers instruct the children in health-
ful athletic games.

Wading pond. "Dominic" gives swimming
exhibition.

Drinking fountain.

Teachers instruct children in sewing and
basketry.

At noon. After lunch the foremen play
volley ball.

Saturday afternoon on the golf links.

Playground at Christy Park Works.

Jerome street playground. Located in con-
gested district with steel mill and railroads

13.

15.
16.
17.

on one side and narrow street with street
cars on other. After erection there was a
big decrease in street accidents to children.

McKeesport, Pa., municipal swimming pool.
Before the erection of this swimming pool
many bathers were drowned every summer
in the local rivers. Now there are practic-
ally no fatalities.

McKeesport, Pa., water works, which fur-
nishes filtered water for the swimming pool.

Guards and matrons.

Some fancy diving.

Girls — who said they can't swim and dive?

American Fruit Uses Films
to Report on Campaign

ANEW departure in the making of an
advertising appropriation expenditure
report has been introduced by the
North American Fruit Exchange. They
have arranged for the production of a
motion picture by the Industrial Depart-
ment of the Universal Film Manufacturing
Company, the first of a series that will
vividly portray just how the money was
spent on the Skookum Apple Campaign.

New Yorkers well remember the sudden
and inescapable advent of the funny, grin-
ning Indian, the big, red apple and the
queer name, Skookum, about four years
ago. This motion picture report will show
■how New York was sold on this brand in
one season and how the campaign was
then made national.

The expense of the campaign was borne
by the fruit growers of the northwest by
means of a few cents tax on each box of
fruit. Now the company is to make an
accounting to them and they have chosen
the motion picture with which to do it.

The original drawings and sketches for
posters are to be shown with the artists
who made them and the whole working
of the advertising forces that developed
the ideas and plans. Then will come the
distribution of the advertising and its effect
in establishing a market for a new article
in record time. Typical cases from the
records of the Exchange will be used to
show every detail.

This reel is to be followed by another
showing how modern co-operative method
of produce distribution, through exchanges
operated by the growers, gives service.

"You'll Do Better in Toledo

99

S

TUDIO— 206 HURON ST.

TOLEDO, OHIO

Our Studio and Laboratory Equipment
includes everything essential to the
production of Advertising, Educational,
Scenic and Cartoon Films.

Theater service throughout N. W. Ohio.

We employ artist (cartoon) and scenario
writer.

THE ANIMATED AD SERVICE CO.

Buy Liberty Bonds

SCENARIO — PRODUCTION — DISTRIBUTION

IHE dER FEllOW'S M

— • - . >i

A WELL-KNOWN author's name is
but an assurance the story will be
good. If it isn't good, the author's
name means nothing. A picture star's
reputation goes before him or her, but he
or she must make good anew each new
picture. All of this does not reallj' belong
to what we have in mind, but we put it in
for good measure. The thought right now
is, what's wrong with the industrial film
stories ?

Exhibit A: Husband has perennial
grouch. Forever complains of headache
and pains in back. Wife can't figure out
what ails him. Tries to cheer him up.
Husband refuses to be gay. Doesn't want
to go even for a little walk evenings.
Pleads that tired feeling. Hurts him to
walk. Wife thinks deeply. Happens to
take up magazine. Sees double spread ad.
Has idea, like a flash ! Puts on hat and
coat. Goes to shoe closet and extracts
husband's pet brogans. Takes them to
cobbler and has them heeled.

Cobbler is honest and uses the only kind.
Wife delighted. Next morning husband
puts on rejuvenated shoes. Comes home
in evening. Changed man. Skips about
like two-year-old. Husband embraces wife
ardently. First time in twenty-two j-ears,
five daj's, seven hours and eighteen min-
utes. This is put in gratis, free, for noth-
ing by camera man with bump of humor.
Husband begs, simply begs his wife to go
walking this evening. Both go. Down the
street they see big electric sign. Both stop
and admire. Husband says : "And to
think that our happiness from now on de-
pends on it." Wife answers : "Oh, John,
I am so glad." Iris-out husband and wife
in clinch. Fade-in close view of electric
sign. Guess no longer. O' Sullivan's Rub-
ber Heels.

Exhibit B : Indian barefooted walking
and running. Close-up of bare heel, show-
ing natural cushion protection. Various
types of human race in diiTerent historical
periods, each type with proper footwear as
used. Emphasize pernicious effects of out-
landish shoes whenever shown. Scientific
drawing of diagram-skeleton showing lu-
cidly and tersely the damage done by con-
tinuous jar as caused by hard leather heel.
Flash of scene showing "bastonade" as ap-
plied in Turkey. (Explain that bastonade
is a form of punishment, the culprit re-
ceiving any stated number of lashes deliv-
ered by a bamboo cane upon his bare
heels.)

Title indicating: "This is exactly what
you are doing to yourself the year around,
when you wear hard wooden or leather
heels."

Show O'Sullivan factory. Interesting
items in manufacturing process. Quantity
of output. Explain difference in live rub-
ber. Why rubber heels are superior, why
heels are beneficial to people in_ various
businesses and professions. Finish with
healthy old man, title indicating: "A long
life, well heeled."

TAKE your choice.
Exhibit B may not be the beau ideal,
but, it is a random suggestion of treating
the subject in an interesting and dignified
manner.
Exhibit A, on the other hand, is an ex-

ample of the idiotic balderdash which has
for so long discredited film advertising
and made it so terribly difficult to get in-
dustrial films on the theater screen.

Whereas, the national advertiser has
usually gauged the general public's likes
and dislikes as to his printed advertise-
ments, he has failed lamentably to gauge
that same public's taste for industrial
films. As a general rule, ad films have
been no more than a continuation of the
dead poster, that is to say, the ad film
was hardly ever more than the poster com-
ing to life and moving in the same limited
frame, phj'sically and psychologically.

Also, the national advertiser has insisted
too long on underestimating the intelli-
gence of the great eighty per cent picture
theater goers, and has given them a primer
when they were crying for a text book.
Look at any five-reel photoplay in a first-
class picture theater and you will see lit-
erature which compares favorably with any
of the six best selling printed novels.

All the more so since nowadays most
best selling novels are hardly off the
presses before they are being filmed.

ON the other hand, look at the wonder-
ful examples of educational film to
be seen ; the last word of science in every
department of knowledge, microscopic
photography, telescopy, etc. When one
may actually see a blade of grass grow on
the screen, when one may see the interior
of Vesuvius during an eruption, when one
may see every step in the making of a six-
teen-inch gun — then, why insult audience
intelligence by foisting upon it a picture
of a man snatched from the jaws of wast-
ing disease within two weeks and the an-
swer being "Grape Nuts"?

WHICH brings us right to one of our
salient points. Why does the adver-
tiser always insist on camouflaging his in-
dustrial film with a so-called "story" ? Why
does he insist in turn on calling this so-
called "story" an injection of human in-
terest? Are lolly pops and sweet spirits
of nitre the only human interests in the
calendar? How about showing an audi-
ence that a billiard ball is made of curdled
milk? Would no human being be inter-
ested in that? Or would they be more in-
terested in the subject of billiard balls if
you showed how a girl, sweet sixteen and
never kissed, after clandestinely practicing
billiards for two days, beat her poma-
doured fiance three games straight — the
wager being a five-pound box of Huyler's
surpassing chocolates? (Thereby linking
up two products.)

THERE are many indications that na-
tional advertisers are being influenced
by the inroads of motion pictures in mod-
ern sales promotion. This is indicated
most strikingly by the tendency of copy-
writers to tell often their sales arguments
pictorially in the columns of magazines
and newspapers.

There are very few printed ads today
that do not depend upon visualization to
quickly "sell" the casual reader. Glance
through the big weeklies or monthly pub-
lications and note this tendency.

The reason is very easily seen. Moving
pictures are in a large measure responsible.

There can be no doubt of this fact.

An eastern motor manufacturer of trucks
has gone so far as to select certain scenes
from his industrial reel to use in his trade
paper announcements. The picture says so
much more quickly and convincingly what
he wants to convey that he has developed
the idea of graphic portrayal in his pub-
lication space.

SINCE war needs have revolutionized
the economic status of the laboring
man, the latter has become the pampered
pet of capitalists and manufacturers. In
controlling American labor supply and
keeping the working man contented and
informed, moving pictures are playing an
important part to an extent not realized
bj' the public.

The writer was recently in conversation
with Mrs. Jane S. Johnson, secretary of
the Division of Films of the Committee on
Public Information, concerning the wide-
spread projection of government win-the-
war films in large industrial plants in all
parts of the United States. Scores of man-
ufacturers engaged in war work, Mrs.
Johnson pointed out, are installing ma-
chines for the benefit of their employes
who have no good theater near by.

Instructive pictures are found on each
program. The films are calculated to in-
still an understanding of America's reasons
for going to war, as well as to aid in
showing the worker how he can help win
it bj' working efficiently. Many of these
concerns are also showing pictures ex-
planatory of the processes of manufacture,
technical and otherwise.

THE United States Fuel Administration,
not to be behind hand in adopting
every modern method of thought transfer-
ence, are effectively showing the men who
stoke America's furnaces how to get the
most heat and energy out of a ton of coal
by moving pictures. These films are in-
teresting even to the layman. There are
three reels in all, produced by the Indus-
trial Department of Universal.

The present campaign is directed towards
more efficient methods here and hereafter,
as the economic waste will continue to be
a drain and an abuse, if not corrected,
even after normal conditions are restored
by the coming of peace.

The film is a comparative exposition of
right and wrong methods of firing and
shows with what little care and expense
the average small plant can decrease its
coal bills 25 per cent. The lesson is strik-
ingly driven home by the device of the
parallel narrative. Another United States
fuel film shows in detail the standard prac-
tice at a large central station plant, where-
by with complete modern equipment and
scientific supervision almost double the fuel
efficiency that is ordinarily yielded in the
average small plants is obtained.

It is interesting, in this connection, that
fuel engineers working in co-operation
with the administration scouted the idea
of an effective film on so technical a sub-
ject as firing.

It seemed to them not only hopeless
photographically, but to promise nothing
that would compel or hold interest. They
have changed their opinion, however.

— E. J. Clary.

Make Your Dollars Fight

46 REEL and SLIDE

The Modern Way of Selling

When the modern salesman starts out on a trip to visit prospects in his
teiritory, he takes the Company's stock in trade with him in the form
of a DeVry Portable Motion Picture Projector equipped with film which
tells the sales story in the most effective way. The DeVry weighs less
than twenty pounds, is easier to carry than the suit case it resembles,
and in this case the salesman may carry anything, from railroad trains
and printing presses in motion to dynamite explosions.

The man who is buying an expensive machine that is designed to last a
lifetime and that seemingly represents an investment disproportionate with
the value received, is probably not inclined to sign the order on the evi-
dence of the salesman's talk alone, even though it be backed up by testi-
monials and drawings. Doubtless he will want to see the machine in
action. How does it work? What can it do?

So the salesman places the DeVry on a table or desk, attaches to a con-
venient electric light socket, touches a button and throws on the wall a
series of "movies" which shows the machine in the course of construc-
tion and in actual use, perhaps, in various parts of the globe. When the
last picture is shown, the buyer feels that he knows more about the
product than the salesman could tell him in half a day's time. And so
he does. That's the modern way of selling. The DeVry has become a
part of the standard equipment of the sales forces of many of our notably
successful business houses.

Let us tell you more about the DeVry, and something of the benefits of its
application to your sales promotion work. Write today for catalogue G.

The DeVry Corporation

113 North Wells St. Chicago, U. S. A.

SCREEN LECTURES

Something new in slides telling the whole story

FILM LECTURES

Motion pictures which will give 100% advertising

We specialize in producing Scientific, Welfare, Safety and Propaganda films and lantern
slide lecture sets. We will compete in technique with any producer and deliver only the best

/ FILMGRAPHS-Educationals
PRODUCING PICTUREPOEMS-Vizualized Poetry

Novel and Original FUNNYGRAPHS-Original Comedies

Subjects j JOKERGRAPHS-Original Comedies

I POPULAR SCIENCE SCREENGRAPHS

\ — Scientific Educationals

FILMGRAPHS, Inc. """"■' tkT^":^":^., Pittsburgh, Pa.

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REEL and SLIDE

47

"The Motion Picture in Advertising'^

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INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, 'THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street NEW YORK

Traveling Expenses

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Thru the Use of Properly Designed

and Well Printed

BROADSIDES
CATALOGS

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ADVERTISING LETTERS

The BLAKELY PRINTING COMPANY

Producers of GOOD Printing 418-430 South Market Street

Telephone Wabash 912 CHICAGO

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Make Your Dollars Fight

48

REEL and SLIDE

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS^
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. Hollister 1st Vice-President

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W, F. Herzberg Secretary and Treasurer

Joe Brandt, president

"Truth," the password of the Associated Ad-
vertising Clubs of the World, with which the
Screen Advertisers' Association is affiliated,
"Truth," the sesame which opens the door to
new members is likewise the cerberus which
keeps many from becoming members of the Screen
Advertisers' Association of the World.

"Caveat emptor" — let the buyer beware — finds,
even in our enlightened time, many victims.
Shall we say "innocent" victims? No, indeed.
Shall we pity them ? Certainly not. The indi-
vidual or a firm, which spends from $5,000 to
$25,000 for the production .of an industrial sub-
ject and is satisfied to pay his good money on
the vague promise "to exhibit a film as widely as

possible," without a positive guarantee for such
distribution, only deserves what he gets.

What good is a $100,000 advertisement if no-
body sees it? What good is a moving picture
ad, or any other ad, of nobody reads it? It is
money thrown away, time and money absolutely
wasted.

Would you, a manufacturer of shoes, for in-
stance, hand out a one hundred dollar bill to a
man who promises "to try his best to make a
shoe that will fit every man in town," only to
find out later that at "his best" he could not
make such a shoe?

True, the man did not guarantee to make such
a shoe, he only promised "to do his best." Would
you give him the $100? You certainly would
not. But you give a man $5,000, genuine, hun-
dred-cents dollars, on his mere promise to try to
have film exhibitors show your film, which he
makes for you at your expense. And to make
you swallow the medicine so much easier, he
tells you that your film will be so good that
some exhibitors will be glad to pay a dollar a
day for the privilege of exhibiting same.

If that were true, why should he take money
for the making of your film? He could induce
18,000 theaters to show that wonderful master-
piece of his, pay him a dollar a day and make
quite some money.

Irresponsible firms, afraid of the light which
"Truth" spreads, afraid to apply for membership
which they know they could not obtain, are the
ones to discredit screen advertising in the eyes
of the advertising fraternity. Were it not for
them, screen advertising were long incorporated
in the advertising appropriation of every national
advertiser and used by many individuals, locally
or nationally.

Spread "Truth" and drive the fellow under
cover who, under a false mantle of "trying his
best," is really "trying to do his worst." — Harry
Levey, Manager, Industrial Dept., Universal Film

Co.

* * *

Joe Brandt, president, has been making the
rounds of the Universal exchanges. Upon his
return to New York, says Harry Levey, he will
have much information concerning the industrial

film activities of the country. It is Mr. Brandt's
intention to call an important meeting of the
Screen Advertisers' Association about the first of
the year to discuss recent developments in the
industrial film field.

There was a meeting of the Commission of the
Associated Advertising Clubs of the World at
the Advertising Club of New York, 47 E. 25th
street, at 10 a. m., Friday, October 11. Harry
Levey was present, representing the Screen Ad-
vertisers' Association.

* * *

Secretary and Treasurer W. F. Herzberg, of
the Camel Film Company, has recently produced
several hundred short stock subjects for use by
retailers in all lines of business. These pictures,
which are of extra quality, are being sold out-
right on the footage basis.

* * ♦

Several new applications for membership have
been received by the officers of the Association,
which will be acted upon at the next meeting.

Harry Levey, Chairman Executive Com-
mittee

APPLICATION FOR MEMBERSHIP

Screen Advertisers' Association of the World

Harry Levey,
Chairman Executive Committee,

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen
Advertisers' Association of the World.

Name

Date.

Firm

Nature of Business.

Buy Liberty Bonds

Dollars that Fight

By SENATOR HENRY CABOT LODGE

The war will be won by men
and ships, by guns and air-
planes. To raise armies and sup-
ply them, to build the navy and
support it, and to furnish ships
and transport, we must have
money in large amounts. The
expenditures of the Government
for the ensuing year are esti-
mated at $24,000,000,000. a sum
which baffles the imagination
to conceive. That vast amount

must come one-third from taxes
and two-thirds from loans. The
success of the Fourth Loan,
like those that preceded it is,
therefore, absolutely necessary.
We must work with the highest
speed, as if the war was to end
in six months. We must pre-
pare in every direction, as if it
was to last for years. Speed
and preparation are both ex-
pensive.

Without the Loans we cannot have either

We are lighting to secure a just,
righteous and lasting peace. For a
complete peace we must have a com-
plete victory. It must not be a peace
of bargain or negotiation. No peace
which satisfies Germany can ever
satisfy us. No peace that leaves
Germany in a position to renew the
war against us will be worth having.
It will be far from sufficient to gain
all our objects on the Western
front — Belgium. Alsace - Lorraine,
Italia Irredenta. The President with
wisdom and foresight and great force
expressed his determination to re-
deem Russia. Russia must not be

left in Germany's hands. That would
mean another war. Poland must be
free. Slav republics must be estab-
lished to bar the way between Ger-
many and the East. Serbia and
Roumania must be redeemed. All
these things are essential. Nothing
will bring them but complete
victory and a peace dictated by
us and our allies. It is a conflict
of ideas. It is the principle of evil
arrayed against the principle of good.
It is the battle of freedom and civil-
ization against barbarism and tyr-
anny. We must win and we
shall win.

We cannot win without money, and therefoi
are vital, and the country should rally in
and subscribe and oversubscribe the Fourth

- Loans

- uength
■\'\\ Loan

Buy Bonds to Your /most!

This Space Donated by
CLASS PUBLICATIONS, INC.

A film does the work
of a battalion of highly trained salesrrien.
But a film needs no special training;
no knowledge of foreign languages;
no fares, passports, expense accounts.
A film is not in the draft.

Let us make your film

and send it around the world.

In addition to our domestic distribution in 2,000
theatres we control a vast foreign circulation for
industrial films in all the Allied and Neutral
countries throughout the world.

We make no charge for our distribution and
circulation, domestic or foreign, excepting the cost
of positive prints. . /,

^V'W-

•; -l 3- 7ir*K'.v'> •

To Make the Screen a Greater Power in Education and Business

AND

M A ,^»a -mi N E

IN THIS NUMBER

TEACHING CITIZENSHIP WITH PICTURES
By Ina Clement, Municipal Reference Library, N. Y.

UNUSUAL FEATURES IN CATTLE CLUB FILM
By R. M. Gow, Sec'y American Jersey Caitle Club

PRIVATE LANTERN SLIDE COLLECTIONS
By Jonas Howard

FILM RECORDS OF SOUTH SEA CANNIBALISM
By Martin Johnson

FILMS IN COMMERCIAL EXTENSION WORK
By J. F. O'Connell, United Shoe Machinery Co.

THE LANTERN SLIDE IN OUR WAR CAMPS
By Maurice Ricker, Community Motion Picture Bureau

NATURAL COLOR FILMS AND THE EDUCATOR
By E. B. Koopman

MOTION PICTURES PUBLICITY or ADVERTISING ?
By E. J. Clary

I* Q

OTHER ARTICLES, PICTURES
FEATURES AND
DEPARTMENTS

*/'»>> •' . I

J 1^1

.-^

li! i>sf

-^'^^

V

f»i>

.^-.

In. It^^^i^l-, y"

f^

;^^'!*^-

IS Cents a Copy NOVEMBER, 1918 One Dollar a Year

«Ten tiixies the §rip of
an avera.^e photoplay" m

Ofcion

Picture

Classtc

JL T^ . jL jttl JD€. X ' JL jl ^i

JOHNSON'S

^THE SOUTH SEAS

attraction

Photodraphed
at the nsk of life

Aji^

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o\^^^

Nagapate.

the bic^^est,
handsomes-t and (
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Please say, "As advertised- in REEL and SLIDE," when you write to advertisers.

^Tt "THERE never was and probably ^ never will be any other means of
U 1 1 teaching so effective as the motion picture. The invention of the movable
S^jl type printing- press in the 15th century gave a wonderful impetus to

^1 1 learning, but it was limited to those who could read, or were willing to
learn how. But the motion picture of the 20th century opens greater
opportunities , for it speaks a universal language, understood alike by the young
and old, by the illiterate as well as the learned of every tongue. It will be a
splendid day for our educational system when the great value of this new
medium is more widely understood." c. francis jenkins

Lyne S. Metcalfe, Editor

CONTENTS

, PAGE

Editorials 3-4

With the Reel Observer — By Henry MacMahon 5

A Mountain Memory 6

Teaching Citizenship with Pictures — By Ina Clement 7

Columbia Students Taught by Government Films— By

Jonas Howard 8

Duluth Schools Make Test of Visual Instruction— By

John S. Bird, A. B 8

Unusual Features in Cattle Club Film— By R. M. Gow. . . 9

Libraries Considering Films to Increase Interest 10

The Lantern Slide in Our War Camps— By Maurice

Ricker 11

Private Lantern Slide "Records" of Perishable Objects —

By Jonas Howard 12

Film Records South Sea Cannibalism— By Martin Johnson 13
Civic and Welfare Experts Ask for Co-operation— By

Orrin G. Cocks 14

Films and Commercial "Extension"— By J. F. O'Connell. 15
Department of Slides, Committee on Information, Or-
ganized 16

PAGE

Natural Color Films and the Educator — By E. B. Koop-

man 17

Here and There 18

Shall Our Films Be One Reel or Two?— By WiUiam H.

Schneider 19

Suggests Manufacturers Show Clerks How Their Goods

Are Made— By Camilla Donworth 20

The School Projector and the Booth— By Alfred H.

Saunders 21

Are Motion Pictures Publicity, Or, Are They Advertis-
ing?—By E. J. Clary 22

Non-inflammable Film — How and When ? — By H. B.

Johnson 23

Odds and Ends from Pictures That Instruct and Enter-
tain 24-25

Shdes 26

The Other Fellow's Idea— By E. J. Clary 27

Projection .". 28

Ask Us 28

Productons Worth While ; 29

Association Page ' 30

Interesting Announcements to Be Found
in the Advertising Pages

EQIUPMENT

PAGE

Uniscope Company 1

Nicholas Power Company 31

Camel Film Co 33

Besseler Lantern Slide Co 36

Erker Brothers Optical Co 36

"Maybe Stone Has It" 36

Autopticon Co 36

Excelsior Illustrating Co 38

Filmgraphs, Inc 39

Blakely Printing Co 40

Victor Animatograph Co 43-45

Capital Merchandise Co 43

Joseph Hawkes 43

Heese Slide Mat Co 45

United Theater Equipment Co 45

Atlas Educational Film Co 47

Thomas J. Owen 47

De Vry Corporation 48

Pathescope Co (Inside back cover)

FILM PRODUCERS AND
DISTRIBUTORS

Robertson-Cole Company

(Inside front cover)

Camel Film Co 33

"Maybe Stone Has It" 36

Films of Business Corporation 36

Autopticon Company 36

Educational Films Corporation . . . .' 37

Exhibitor's Booking Agency 38

Filmgraphs, Inc 39

Leggett-Gruen Corporation 40

Arthur E. Curtis 41

Argus Laboratories, Inc 42

Capital Merchandise Co 43

Universal Film Mfg. Co 44

Diamond Film Co , . . . 45

Pittsburgh Commercial Motion Picture

Co. J... 46

Cincinnati Motion Picture Co j . . . 46

Atlas Educational Film Co 47

Pathescope Co (Inside back cover)

Baumer Films, Inc (Back cover)

SLIDES
Besseler Lantern Slide Co..
Erker Brothers Optical Co.

Autopticon Co

Excelsior Illustrating Co.

....... 36

36

36

38

Filmgraphs, Inc 39

Joseph Hawkes 43

Victor Animatograph Co 43-45

Heese Slide Mat Co -45

Thomas J. Owen '47

\

Reel and Slide magazine is published the first day of each month by Class Publications, Inc., at 418 S. Market
street, Chicago, 111. Subscription price: 15 cents per copy, $1.00 per year, postpaid, in the United States and
possessions ; Canada, $2.50.
Edward F. Hamm, President. William Eastman, Vice-President. William C. Tyler, Treasurer.

(Copyright, 1918)

"^^

EDIT^ODIALS

(£5 — Q)

lllll

3

NOTICE TO SUBSCRIBERS

If you fail to receive your copy of Reel and Slide Magazine
promptly please do not think it has been lost or was not
sent on time. Remember there is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible is being done to expedite prompt delivery.

Where to Begin

EDUCATORS are more or less sitting back wait-
ing for the film producer to guess their wants
and step forth with the finished product. In
other words, they have set him the task of adapting
films to the needs of the school room, quite an under-
taking even for a college president who might turn his
attention to learning the motion picture business.

That is the trouble.

Collegians are, in a large measure, asking the film
interests to become pedagogues. Instead, a few of our
best instructors should adopt the more sane and prac-
tical method of learning something about film produc-
tion.

Motion picture production is a mechanical art. It
is true that various branches of the applied sciences
enter into its ramifications, such as illumination, decora-
tive art, chemistry and photography. At the same time,
a working knowledge of all of these departments is
quite enough for one man or group of men to master,
hence to expect them to possess the ideals and experi-
ence of the professor of chemistry, geography or his-
tory is rather overstepping the mark.

When there is so much difference of opinion among
educators themselves concerning the various methods
of instruction in each branch of pedagogy, the film pro-
ducer who would satisfy all factions and elements will
find himself more or less in a whirlpool of doubt.

One chief difficulty which restrains the full expansion
of the visual instruction movement lies in the non-
standardized condition of education itself. Unless a
film man is willing to do a local business in a given
state, he is apt to find his productions, though scientifi-
cally correct in one state, of no interest to the school
board of another whose teachings are based on other
authorities from those he has followed.

This limits the scope of his activities and unless he
can dispose of his wares broadcast, he is liable to find
his capital tied up in a losing venture.

The best he can do, then, under these conditions, is
to take up the most elementary and accepted theories
and screen them the best he knows how. He does it
in fear and trembling though the script he uses may
have been produced and passed on by the best brains
in the educational world. He has no sooner announced
his production than he is flooded with criticism and
protest arid the complaint that his picture "shows noth-
ing worth while," is amateurish and incomplete, lack-
ing in the more academic phases of the subject and not

under any circumstances to be called truly "educa-
tional."

This has been the experience of at least one man
who ventured several thousand dollars in biological
reels for sale outright to colleges.

A producer of popular travelogs in the East said
quite recently: "We have the capital and the inclina-
tion to film the most approved theories in the five lead-
ing branches of study for class-room purposes — but
what are they?"

This man has talked to the country's leading school
superintendents on the subject. He has never been
able to get very far. While he found opinion unani-
mous that films are of unusual aid to the teacher in
certain lines of study, he has found no way to circum-
vent the varied and conflicting opinion as to just how
these films are to be standardized so that such a ven-
ture will at least pay its way.

Titles

WE all know that producers of dramatic pictures
have certain sets of rules they follow in the
titling of their pictures, and if we are to judge
some of the rules by the titles we sometimes read on
the screen, we are not likely to have a great amount
of respect for them. But the dramatic producer is a
picture man pure and simple and as his business is
making and selling pictures for profit, we cannot ex-
pect him to lay any too great stress on the literary
qualities of the printed word he finds himself compelled
to utilize.

It is quite obvious that titles written for a purely
utilitarian purpose — to convey information — must be
prepared and judged from literary standards different
by far than those standards the aim of which is to
"bring a gap" in a photodrama.

The scenario writers are hedged in on all sides by
restrictions and the title to them is an elastic device
which may be used and misused in a score of different
ways. It is more often the case that the title makes
good a shortcoming in the scenes upon which it bears,
rather than that it fills a definite place of its own in the
picture. To this end the modern photoplay is told in
so far as is possible, in pictures and the titles are made
short, slangy and catchy. The "clever" title is the or-
der of the day.

But entirely different elements enter into the prepara-
tion of a set of titles which are calculated to inform.
Their length is of secondary importance, providing
words are not wasted and the idea is put clearly and to
the point. This calls for much care and study when a
reel on chemistry or physics is in hand, for instance,
and when processes and principles that are highly tech-
nical and involved must be clarified, not alone by visual
demonstration, but by means of the words in combina-
tion.

In the photoplay the title is a by-product and sec-
ondary. In a strictly educational, it is an essential and
of quite as much importance as the scene. A picture

REEL and SLIDE

play must be obvious. A technical experiment with
acids is of itself alone never so.

It seems, then, that the best and safest practice would
be to prepare the titles and then illustrate them with
pictures instead of going about it in the opposite way
and fitting the titles to the film. In fact, most educa-
tional pictures are made from scripts which are little
more than a list of' titles for which the accompanying
film is adroitly manipulated in the cutting and editing.
To fit the title to the picture limits the director to the
inherent qualities and possibilities of the picture,
whereas the best advance- thought and preparation can
be given to the script.

It must be always remembered that, ordinarily, films
are but a flash. While a picture on the screen might re-
main in the youthful memory, fifty words of involved
explanation seldom will do so. And, since moving pic-
tures are merely supplementary to the text book, the
titles should be what might be called a continuation or
summary of what the pupil has read prior to viewing
the picture.

In other words, they should be reminders ; they
should touch only the high spots of the lesson.

Films in Color

IN the projecting room of Prizma, Incorporated,
New York City, which has for several years been
perfecting color cinematography, I recently wit-
nessed the projection of natural color films covering a
great variety of subjects. I was enabled to view
familiar, as well as strange and wierd, specimens of ani-
mal life of land, sea and air. These were presented in
all their colorings with such fidelity to nature as to be
startling. I saw moving pictures of the "electric" fish
swimming about in their element. Brilliant scarlet in
color, they are bejeweled with sapphire hued spots,
which glow with a phosphorescence that is almost un-
canny and yet is naturally, as though I were peering
through the glass side of an aquarium tank. These and
other effects would have been completely lost in the
straight black and white film.

Films in the Library

IT is always possible to obtain lists of selected films
for library use from the National Board of Re-
view. These are now sent to certain of the li-
braries of the country, and are consulted by their
patrons. In Cleveland there is under consideration a
motion picture department which will contain a file of
pictures and information about them.

Some librarians have gone further and have equipped
their auditoriums with motion picture machines. Here
are shown the finer dramatic pictures and courses, are
given, which have a cultural effect. There are so many
pictures now in existence, on travel, agriculture, science
and social subjects, that it is possible to arrange free
courses of a popular nature. When once the library
is equipped with machinery, by a little energy, films
can be obtained which can be used with profit for the
story-telling hours for the children.

There is also a continuous flow of pictures of the
current events of the day, which may be used to draw
to the library current event clubs and evening audi-
ences interested in such topics.

The scope of the motion picture is almost boundless.
It has at its disposal the world of nature, the thoughts
of men, the history of those long past and gone, and

the motives which are continually transforming lifeJ
The uses to which it may be put are scarcely under-
stood. It is still so young that it can be guided and
molded.

Since it speaks a common language through the eye,
it has*the power to reach and lift up into culture peo-
ple who are now indifferent to the book. Is it not
worth while to have a part in making this great art
contribute its share to the public, who learn of a better
and larger life through books?

Civic Motion Pictures

THE attention of readers is called to the sum-
mary of a report made by Miss Ina Clement,
for the Municipal Reference Library of New
York, in this issue. A few gleams of light similar to
this are seen now and then which foreshadow what is
to come — a comprehensive film library operated on the
same general plan as the modern public library.

Until the time comes when this is possible, about
all that can be done is to investigate. But, investiga-
tion is healthy in this connection. Perhaps the com-
bined efforts of the investigators will determine, at
least, what is to be done to put the educational screen
on an organized, efficient basis.

The Cannibals Are Coming

MARTIN JOHNSON, who recently returned from
the South Seas with 50,000 feet of marvelous
motion picture negative, has completed booking
arrangements whereby these unusual films of cannibal life
will be seen in the leading theaters.

These pictures, which are educational as well as inter-
esting, have attracted widespread attention among edu-
cators in the East.

Those interested in the educational screen will do well
to watch for local -bookings on these reels and make it a
point to see them. They offer an example of what may
be expected in the future in this line. Eventually they
will be within the reach of educational institutions — we
hope.

Standards

WHAT are standards? How are they created?
Standards are the accepted principles of
practice, resulting from the experience of the
majority of experts in a given field of activity. But
standards to serve as such must also have the benefit of
the test of time. It has taken the motion picture indus-
try almost twenty-five years to acquire standards and it
can scarcely be said to possess them yet. Screen ad-
vertising, being only a few years old, is suffering to-day
for lack of standards — guideposts or lighthouses to
which the unsuspecting film user may look for guid-
ance. ^

Before screen advertising needs standards, it needs
good, honest productions and a square deal all along
the line for the advertiser. When all producers work
toward this end, the standards will follow of them-
selves. In other words, let the films create the stand-
ards instead of waiting for the standards to create the
films.

Standards are always an outgrowth of actual earnest
practice.

WITH
THE

REEL OBSERVER

By Henry MacMahon

(Special Correspondence of Reel and Slide)

NEW YORK.— The four weeks' moration of feature pro-
duction illustrates forcibly the ephemeral character of
the amusement-film industry. For four weeks, from
October 14 to November 9, inclusive, so the official an-
nouncements ran, not a scene set was to be built, not a sprocket
wheel turned, not an actor nor actress po«ed nor a director di-
rected within the numerous studios of the twenty leading com-
panies; in the same period there wasn't a new film released by
the aforesaid twenty companies ; they handed out the old stuff at
their distributing exchanges, while they themselves stayed dead
or played 'possum in their production departments.

Cause, Spanish influenza. It reminds one of the, old story of
the man "that kicked the dog that killed the cat that bit the rat,"
etc. The "influ" closed the picture theaters, the exhibitors couldn't
afford to pay film rentals, the companies couldn't afford to pro-
duce witfiout their weekly revenue, the studios, and the produc-
tion staffs couldn't work without pay, so practically the entire
amusement-catering industry went to sleep until such time as the
grip bacilli could be gotten but of America's system. Of one
company it was said that it faced a loss of $200,000 a week in
film sales ; the only thing to do was to lay off all the workers
and cut studio overhead to the bone until the trouble blew over.

Now, for the sake of comparison, imagine, if you can, Mac-
millan or Harper or Putnam "stopping cold"' because of some
temporary condition that closed the bookshops of the country for
a month ! Really it is almost inconceivable. The reason thereof
is that the publishing houses do noU build for a week or a month
or a year. While it is true that they handle "best sellers" and
quick turnovers also, the foundation of their business is perma-
nently valuable books that enjoy a steady market year after year.
No great publisher is dependent on the weekly or monthly reve-
nue. The life of a good book extends over twenty-five or thirty
years. With a good list of titles in ample stock and the approxi-
mate pubhc demand forecast for a term of years, the successful
publisher isn't the creature and sport of transient business con-
ditions. He can weather almost any storm and continue produc-
tion withal, because his product is permanent.

SOONER or later the film men, too, must awaken to the need
of permanent worth in their enterprises. The hand-to-mouth
method of conducting an industry is obviously faulty. D. W.
Griffith told me three years ago that the life of a film was but a
twelve-month, hence the hurry-up methods of marketing and
realizing on productions. Mr. Griffith's own successes have since
disproved that— "The Birth of a Nation," "Hearts of the World"
and "The Great Love" are fiction classics that will long abide in
the affections of the American people. Screen fiction classics of
high quality can be permanently marketed just like book classics.
So can instructional classics. That's the lesson, as I see it, of
the film industry's interregnum. Let the manufacturers bend
more of their energies to the worth-while stuff and less to the
immediate "best sellers." Let them consider the school educa-
tional field and the general-instruction field as equally important
- with the fictional field. In each of the great houses a permanent
film library will be accumulated, the steady sales from which will
tide over the business through periods of occasional depression.
Moreover, the bonanza era of film "best sellers" isn't going to
last forever. Remember when the "story paper" publishers were
waxing fat and the Nick Carters and Deadwood Dicks were sold
by the miUion? Came the time when the Sunday newspaper,
with the fiction supplement thrown in free, encroached on the
story papers, and the popular illustrated magazines, the .Saturday
Evening Post in the lead, took the other. A better public taste
was inculcated, and a lot of the "story" publishers were left high
and dry.

The same thing may happen in the world of films. When the
change of public taste comes, it is likely to come very quickly.
Almost overnight (as one may say) the wild westerners, the
vampires, the sex heroines, the clumsy comedians, the insipid, im-
possible heroes of current picturedom may go to join the limbo
of the forgotten Jack Sheppards, Dick Turpins and languishing
ladies of the past, .

ONE thing is certain: If the manufacturers don't act in due
season, the Government will. What is the meaning of the
vast organization built up by the Division of Films, Committee
of Public Information? Will it have after-the-war uses? Or
will it be dismantled, timber from timber, when the war need has
passed? It seems reasonably safe to predict that the Govern-
ment, having discovered and exploited this great vehicle of popu-
lar instruction, won't throw it in the scrapheap. The states and
state institutions will follow the example of governmental pro-
duction.

The educational-producing companies will come into their own.
The manufacturer who has diversified, who has sought to cover
the field of knowledge, as well as the field of fiction, will be in
an impregnable position. For the service uses of the motion pic-
ture are bound to displace or dwarf its toy uses, just as the real
service now performed by motor transportation has relegated to a
secondary position the pleasure automobile.

I was privileged to see the other day some of the new Mexi-
can topicals that George D. Wright has recently brought back
from Mexico City for issue by the Educational Films Corporation.
There will be about six units of the new series, each a thousand
feet in length. Added to Wright's previous "Mexico Today,"
twelve one-reelers, they constitute an important work of real
school value. When Central America and the South American
countries shall have been similarly covered, it will be entirely
practical to teach the physical, political and industrial geography
of the Western Hemisphere by film.

Bringing this great ideal a little nearer, local motion picture
companies are organizing in Brazil, Argentina and Chile, and we
may look for a great crop of South American scenics and indus-
trials directly, the business is furthered by the establishment of
world peace. The necessary material for North American geog-
raphy is now in hand or (in the case of Canada) is now in the
course of making by a governmental agency.

ETHNOLOGISTS will be especially pleased by what Mr.
Wright has done in the study of types. As China is not
fairly represented by its coolies, so neither is Mexico summed
up by photographs of its peons and bandits. George Wright's
topicals afford a comprehensive view of all classes : the pros-
perous, Europeanized business man, the "mixed-blood" skilled
artisan or mechanic, the half-Indian vaquero or cowboy, the pure
Aztec farmer, the Nomad Indians, the pelados or hoboes and the
peons or landless serfs.

Mr. Wright shows that most Mexicans of whole or part Aztec
origin are tireless workers, but still subsisting in the homesspun
stage of civilization, wherein each village is a self-sustaining unit
and the local primitive industries take care of all the needs of the
people.

Modern culture has been grafted upon this ancient Aztec trunk
in the large cities only, or in the mines and factories here and
- there operated by Americans or Europeans. Into the backward
nationality German influence penetrated by the characteristic
German methods. A Teuton, General Klos, is commander-in-
chief of the Mexican army. Many of the newspapers became pro-
Teuton not only through the might of German gold, but even
more because of the insidious lies spread by the German propa-
ganda bureau. The pictures show, among other things, the efforts
of Ambassador Fletcher and of the Mexico City branch of the
Creel Committee in combating this campaign, which, if un-
checked, would have made Mexico openly hostile to us.

At the same time they evidence a desire on the part of Presi-
dent Carranza and Secretary of State Aguilar to be seen and
known of North Americans. The executives virtually handed
Wright the keys of Chapultepec — a carte blanche permission to
picturize everything he desired in the political life of the Republic.
He availed himself of the permission in a thorough-going man-
ner. The heads of the State, the Congress, the diplomatic corps,
the military and the officials pass in close-up and birdseye review,
much of the footage, including striking scenes of the Mexican
Independence Day.

A work like Wright's Topicals is in a sense an international
document. By replacing ignorance and misunderstanding with
accurately pictured knowledge, it promotes comity and indirectly
suggests many ways of the United States helping Mexico without
detriment to the latter's pride of race or sovereignty.

REEL and SLIDE

A Mountain Memory

Mount Assiniboine, British Columbia, as caught by C. L. Chester in his beautiful Chester-Outing picture,
"A Mountain Memory," distributed through Mutual Exchanges.

%

wm

CaB'123772

M A G A Z- I NT E

VOL. I

NOVEMBER 1918

NO. 9

Teaching Citizenship With Pictures

A Survey of Civic Cinematography and Its Availability for Use by Municipalities
Report of Investigations Conducted by Municipal Reference Library of New York

By Ina Clement

(So many requests for information on this subject have been
received by the Municipal Reference Library of New York that
Miss Ina Clement was delegated to make an investigation, the re-
sults of which are embodied in what is called Special Report
No. 2.)

[HE foes of democracy are twofold — those within and
those without. Because the first are more insidious
there is danger of neglecting them in the glamor of
the present struggle. To ivin the war is the first
great aim of every American city. The world looks
to America not only to help "make the world safe
for democracy," but to keep democracy safe for the world.

The problems of Americanization, public health, social serv-
ice, child labor, regulation of employment for women, good
government, safety to life and many others become doubly
vital in the present crisis. Perhaps the most successful medium for
awakening public interest in questions of this kind is the moving
picture.

Mr. H. F. Sherwood, one of the most enthusiastic workers for
"better films," says : "Picturization was the primitive man's method
of passing on what he had to say. A motion picture comes nearer
to being the universal language than any other common medium
of communication. . . . The motion picture serves to break
down horizontally and vertically barriers between peoples and
classes. . . . For the first time in the history of the world, a
means of expression which furnishes large opportunities for artis-
tic development has been brought to the door of the burdened
wage-earner."

National officials have found the movie invaluable in visualizing
war activities and necessities. Who can tell how many recruits
for Uncle Sam may be placed to the credit of the movie? Who
knows to what extent the movie may be respoiisible in helping to
make "food win the war?"

An interesting example of such a film is "Winning with Wheat,"
whi^ch was produced by Kansas Agricultural College and the State
Council of National Defense for use in a quick campaign during
the summer of 1917 and greatly influenced agricultural production.
The film was shown in 92 busy places during three weeks, the
total attendance being 23,275. Ex-Ambassador Gerard, when
asked at a recent gathering in New York City what the United
States could do for Russia, answered "Show them moving pictures
representing conditions among the working classes in a republic."
The fact that recently the government has decreed that 20 per
cent of the films exported to European countries must be edu-
cational or propaganda films is sufficient evidence of the im-
portance placed upon the educational value of the motion picture.

Municipalities and the "Movie"

Various cities have found the motion picture of equal impor-
tance in enlightening the public regarding civic matters. Salt Lake
City, in a film "The Work of Protecting a City's Health," pictured
the work of the Health Department, part of the proceeds being
devoted to the Red Cross. Baltimore produced a film, "Collec-
tion and Disposal of Refuse and Garbage of Baltimore." Other
cities have used existing films on many subjects. Dallas, Texas,
has recently shown an interesting collection of such motion pic-
tures in connection with its Child Welfare Exhibit.

Opinions differ as to the advisability of direct participation by
municipalities in the presentation of motion pictures and in some
cases the theaters themselves have strongly opposed such com-
petition. The New York City Department of Health considers
the plan of co-operating with the regular theaters and having
the films presented as part of the theater programs more suc-

cessful than the free open air performances. The summer even-
ings make it possible, however, to use the movie as a recreation
feature in the public parks, thus not only giving people something
worth while to see, but keeping them out in the open. Such open
air performances have been successfully conducted in New York,
Boston and St. Louis.

The Municipal Reference Library has recently been makmg a
study of this subject, in the course of which all of the important
manufacturers of educational films in and around New York
City, as well as the various organizations interested in the bet-
terment of the quality of the motion picture, were interviewed.
More than a hundred letters were written to manufacturers, city
officials and private corporations owning special films. _

Although a widespread interest in the subject of civic motion
pictures was found to exist and a number of previous studies
had been made, no one person or organization, apparently, has
endeavored to publish a comprehensive Hst of civic films, with in-
formation as to their cost and availability.

That there is great need for such information is evidenced by
the large number of inquiries received by civic and educational in-
stitutions, both public and private, throughout the country.

Films Divided in Four Classes

An examination of the data collected shows that the films may
be divided into four general classes : those produced by commer-
cial manufacturers, those produced by commercial manufacturers
in co-operation with some association for propaganda purposes,
those made for city officials, and, finally, those made by corpora-
tions for advertising purposes.

This last class includes some of the most valuable films pro-
duced. Many of these industrial films are of too technical and
scientific a nature to be included in this list and yet are excellent
for instruction. They have also been used in vocational guidance
courses and are serving as an aid to those interested in the
rehabilitation of handicapped soldiers and sailors in showing spe-
cial processes for which these men can be trained.

Probably the most popular film is the story with a civic mes-
sage or information interwoven with the plot. Good examples of
this type of film are "The Locked Door" (Fire Prevention), "For
the Commonwealth" (Prison Reform), and "The Rule of Rea-
son" (Safety First). Such a combination, however, is very diffi-
cult to obtain, especially in connection with such subjects as road
building, water supply, municipal government. Some of the films,
therefore, are largely descriptive, as, for example, "Filtering a
Water Supply" or "The Production of Antitoxin."

As to subject matter, the following classification of films ex-
amined is significant :
Health and sanitation (in- Police 6

eluding milk supply and Americanization 4

tuberculosis) 28 Education 4

Safety 12 Gardening 3

Social service 8 Crime and criminals 3

Fire protection and preven- Public utilities 3

tion 7 Public works ., 2

Roads and pavements 7 Municipal government 1

Recreation 7 Commerce 1

Child welfare 7 Miscellaneous 15

The greatest number of films were found for subjects which
have been given the widest publicity. The last ten years have
seen wonderful progress along the line of health education, espe-
cially the prevention of tuberculosis. "Safety first" has within
the last five years become a familiar term to all. Until quite
recently the question of Americanization has received scant
attention.

The obligations of citizenship are presented forcibly through
the medium of the motion picture. In states where women have

REEL and SLIDE

become newly enfranchised citizens the screen is becoming a power
in awakening them to a sense of responsibility. Films showing
the organization and work of city departments have sometimes
been used to this end. Finally the fact that the fire losses of the
United States and Canada during 1917 aggregated $267,273,300,
shows that too much stress cannot be placed upon the subjects
of fire prevention and fire protection.

News Reels Contain Material

The rental of the films varies from $2.00 to $35.00, depending
upon the original cost of production, the length of time they
have been issued, and the demand for them.

In some cases a request is made that no admission Jje charged
when pictures are shown. There are so few copies of these films
that arrangements for their use should be made at least a month
in advance. While every effort has been made to secure accurate
information concerning cost of rental and availability, conditions
change so rapidly in the motion picture industry that such data
are intended as a guide to those interested rather than an abso-
lute check list. When ordering from a large manufacturer it is
•jvise to consult your local exhibitor regarding the nearest ex-
change.

Much valuable material has been found in the rrews reels of
various film corporations, as the "Pathe News," Gaumont "Graph-
ics" and "Life Reels," or the Universal's "Film Magazine." Each
of these films, usuallj' 1,000 feet in length, contains a collection of
from six to twelve subjects, each of which may be from 100 feet
to 500 feet long. Such films, after a few months' time, are either
destroyed or simply the negatives are kept. This means that they
cannot be rented and can only be reprinted at considerable ex-
pense.

Yet they include such subjects as "Americanization Daj' Cele-
brated," "A Square Deal for Baby," "Keeping the Big City Clean,"
"Hetch-Hetchy Project." "Rose Festival, Portland, Oregon," "Mak-
ing School Safe," "Children Dancing Around IMaypoles," "Chil-
dren Gather and Preserve Vegetables," etc.

Columbia Students Corps Taught
by Government Films

By Jonas Howard

THE Students Army Training Corps of Columbia University,
New York City, is the first to be instructed in topography"
and military geology by films loaned by the government for
that purpose. The Bray Studios have completed 20,000 feet of
film, 2,000 of which were shown at the Columbia School of Jour-
nalism to 700 members of the Students Army Training Corps in
October.

Waldamar Kaempfert, editor of the Popular Science Monthly,
heralded these films as the first of a great educational movement
which will spread over the country to the greater efficiency in
methods of teaching, and making possible many experiments along
educational lines which have hitherto been considered impossible.

"Edison," he said, "expected the use of motion pictures as a
method of teaching children to be put ahead of their use as a
means of amusement. It is simply a matter of time now till all
schools and colleges will be using them and saving the time and
tempers of both students and teachers."

The practical demonstration included the drawing of field maps
in four different scales, the interior workings of a Stokes mortar
and the operation of the rifle grenade and the Lewis gun. Max
Fleischer of the Bray Studios and Lieut. Leventhal, a member
of the Signal Corps, spent several months at Fort Sill perfecting
a process and taking the pictures which compose the films now
owned by the government and used extensively in camps and
cantonments. /

The use of motion pictures in teaching the elements of map mak-
ing is intended to condense many hours of text book study into
a few moments of visual understanding. This method leaves no
room for misinterpretation. The films are so made that dia-
grams and drawings are interspersed with natural photographs, and
paragraphs of explanation, so that one acquires the knowledge of
how to work a Lewis gun or a Stokes mortar almost painlessly
and with wonderful speed. The films showed the possibility of
condensing many hours of text book matter to less than seven
minutes of visual presentation.

The lesson in map dra,wing and the interpretation thereof were
given in an amusing and instructive manner. In quick succession
were shown a house, an orchard, a camp, an improved road, an
unimproved road, trenches, a cemetery, a railroad, a bridge and
mountains of various heights.

The usual designations of these on maps were shown, and also
the objects as they look from airplanes and balloons, from which
the maps are drawn.

Duluth Schools to Make Tests of
Visual Instruction

By John S. Bird, A.B.

IT would appear that our more northern educators are more
keenly alive to the educational value of moving pictures than
are those in the East and South. We know that Wisconsin
is equipped with more school projectors than any state in the
Union, that Michigan follows close~ behind and that Minnesota
schools have developed visual teaching to a great extent.

At the Morgan Park School, Duluth, Minn., an interesting
experiment is now being conducted with moving pictures. They
are not making a haphazard affair of this plan; they are trying
to make the film give full efficiency as a direct aid to the peda-
gogue by following a carefully laid plan of application and by
making the pictures projected as of much benefit as possible to the
class room.

The plan adopted and now in operation in Duluth has many
good points and undoubtedly will be of interest to teachers in
other cities who wish to get full efficiency from their screens.

The experimental procedure is as follows :
a — The reel is first projected upon the screen, without comment

from the teacher,
b — When the picture has been run, the teacher proceeds to ask

questions concerning what has been shown,
c — The picture is once more projected, this time with comments
by the teacher.

Plan of Preparation Comes First

These three phases of the work concern the actual application
of the films. There is a carefully laid plan of preparation that
comes before it.

This preparation is made several hours in advance of the first
showing. It consists of oral description of the objects or sub-
jects to be shown. Also, small photographs of the subject are
passed around in order that each child may have a good general
conception of the moving picture subject.

A discussion, interspersed with oral questioning, is designed to
focus attention and to arouse the curiosity of .the pupil ip ad-
vance of the showing of the animated picture. Also, it is be-
lieved, that, knowing the chief points of the subject to be shown
in advance, the class will take note more carefully of the mov-
ing pictures as they unfold themselves.

When the pictures have been projected twice as described above,
the information and impressions created in the young mind are
reviewed orally and are the result of written memorandums on the
part of each pupil.

The first series of illustrative moving pictures to be shown in
the class room at the Morgan Park School consisted of the fol-
lowing animal studies : "Beavers Preparing for Winter," "Afri-
can and Indian Elephants," "Feeding the Fish Eaters," "The
Larger Birds," and "Feeding Old Animals," all of the Ditmar
"Living Book of Nature" series, produced bv Educational Films
Corporation of America and released through Educational Films
Company of Minneapolis.

Reports from Duluth indicate that the plan has so far worked
successfully. It was believed that animal reels offered the best
opportunities for the early tests. Other subjects are to be taken
up each month as the class progresses.

Claim Films Save Teachers' Time

T-he Morgan Park plan allows for two exhibitions a week,
Tuesday and Thursday afternoons at 1 :45 o'clock being the time
set for these classes.

The Duluth educators are working on the theory that films
should have some entertainment value in order to fulfill their
mission of concentrating attention. At the beginning, parents were
invited to see the tests made of the innovation.

One of the chief claims made is that the pictures save the teach-
er's time. They amplify the text in certain studies where good
films are available. They aid in driving in the points which the
teached desires to accentuate.

It is believed that to merely project the moving pictures with
no advance preparation and to fail to utilize the effect of the pic-
tures after exhibition, is falling short of the mark. In other
words, that films used in a haphazard fashion in the school room
merely descend to pure entertainment and fail of their real pur-
pose— to inform.

It is not decided yet that this procedure is perfect or that it is
designed to get the full benefit from the pictures shown. But
it is a start in the serious work that is contemplated with mov-
ing pictures in the Duluth schools.

i

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Unusual Features in Cattle Club Film

American Jersey Cattle Picture Designed to Increase Interest in Herds
May Irwin, Actress and Cattle Breeder, Plays Chief Role to Aid in the Work

By R. M. Gow

{Secretary, American Jersey Cattle Club)

OME time ago the club offered its first moving pic-
ture. We were all very green at the business then.
An elderly and a young man were introduced to the
secretary of the club as actors. They looked as if
they might do, but it afterwards proved that the
elder man's conception of the farmer was based on
stage tradition as he understood it, and his idea was that the
farmer is expected to play the clown. So we got merely stage
farmers, and very poor specimens at that, and owe all farmers an
apology for this unintentional slur upon them.

When it was decided to have another club moving picture we
thought of asking the advice and assistance of an enthusiastic
Jersey breeder and devoted club member, who has been, and is,
an ornament to the theatrical profession. It was a happy thought,
for Mrs. May Irwin Eisfeldt, with her habitual good nature and
willingness to serve, cheerfully consented to give us all the aid
within her power. Mr. Dan Prohman and some other friends
connected with the Famous Players, while enjoying a vacation
at Irwin Island, had a good many feet of film taken, showing
something of the farm life and the Jersey cows of the owner.
This film, about 1,600 ft., was at once presented to the club by
Mrs. Eisfeldt, and a portion of it, under the title of "A Letter
From May Irwin," circulated in the "Universal Screen Maga-
zine," has been doing excellent work for the Jersey breed in
hundreds of the regular moving picture theaters all over the
country.

When the club concluded that a new moving picture was desir-
able, the next question was, "Who will get it up?" The Univer-
sal Film Company had' just branched out to take in what are
called "industrial films." This company was selected. They pre-
pared a "scenario" and submitted it, made suggestions as to inci-
dents and scenes.

Commandeering May Irwin

May Irwin has been known to the American public for forty
years, and, as said at the annual meeting of the club, she would
be advertising the A. J. C. C, rather than that the A. J. C. C.
would be advertising May Irwin, as the club was in need of ad-
vertising and May Irwin was not. It was only at the special re-
quest of the club at its annual meeting that May Irwin finally
consented to take a part in the picture.

The club had several objects in view in producing a moving
picture. One was to sustain the dairy industry, being convinced
of its great importance to the nation not only in the present food
crisis through which the civilized world is passing, but for all
future time. Another was to show something of the attractive
and interesting sides of farm work and the pleasures and beauties
of rural life. But the Jersey breed was not to be forgotten, either,
and it was aimed to introduce the Jersey to the spectator and to
instruct him as to her value and usefulness.

It was a suggestion from May Irwin that the picture should
introduce the club office. A Jersey moving picture should natu-
rally center around the A. J. C. C. So the picture begins and
ends at the club office.

The "story" is that, a visitor coming to the club office, the
secretary, from his vast and varied reservoir of such information,
tells him or her (it happened to be a her) an unusually interesting
story of business success and true love made to run smooth by
the intervention of the Jersey, and this story is told in the scenes
which follow.

It was sought to make this picture different from any other
picture of country life. Clothing, country habits, localities and
individuals were studied to get the true atmosphere. After the
pains that were taken, it is curious to find that the clothes worn
by the actors have been criticized as being untrue to life, one
criticism being that they were too good and too fashionable, an-
other that it was wrong to show farmers in rags. Yet there were
actual instances of the clothes worn in the picture.

A suitable setting has to be located in actuality, and barns,
stables, cows, stalls, exteriors and interiors, must be searched for
until found, and in this case they had to be accessible to New
York City, as it would have added greatly to the cost of the pic-
ture if the staff of actors lived at some distance.

We were fortunate in finding within two hours' ride of New

York City, at Plantsville, Conn., two farms very near each other
which came pretty near fulfilling all requirements. One is Belle-
view Farm, the home of the fine Majesty herd of Mr. L. V.
Walkley; the other is Spring Lake Farm, belonging to Count D.
J. Vlasto, where a mixed herd is kept, some of them pure-bred
Jerseys. On these two places were found cattle, barns, pastures
and scenery that could be utilized for the picture. Afterwards
one or two beautiful scenes were taken at Lone Tree Farm, New
Canaan, the home of Mr. A. Victor Barnes.

Some Technical Difficulties Found

There are lots of technical difficulties to be overcome in the
making of such a picture. The photographing of valuable cattle
makes necessary waits for favorable weather. Then a time of day
must be chosen when the cattle are in their best form and when
light conditions are right, requiring much planning and study of
light and shade.

Cows are hard to photograph in herds, as it is difficult to get
them close enough together, and the camera has to be near
enough to get individual characteristics and show fine points.
Cows, too, are like women^some make good subjects for the
camera and look better in their pictures than they are in reality;
others, owing to some subtle light, reflection or absorption, are
poor camera subjects, and photograph to their disadvantage. As
the light strikes the hide of a well-groomed cow there is consid-
erable halation, and one angle gives one shade and another angle
quite another. '

In the case of barns, out of about a hundred there will be
found only one suitable to take interior pictures in without using
lights, and barns lighted with electricitv have verv seldom suffi-
cient current to run the necessary number of lamps.

While the story part of the picture was being proceeded with,
and even before it was started, we were on the lookout for any
good material that might lend interest and educational value to
the film. The prominent Jersey sales offered opportunities, so
we had a camera outfit ready at Butler's, Spann's, Cooper's and
Hood Farm, ready to catch any notable sale incident.

At both Cooper's and Spann's, on account of dark and rainy
weather which compelled holding the sales under cover, very little
film was exposed, as results could not be obtained. At Butler's
especially we were able to get some interesting features, as the
sale of the $10,000 cow.

Prof. H. G. Van Pelt was at the Butler sale, and it was felt
that if he could be induced to give some of his "cow demonstra-
tion" before the camera it would be an educational feature of high
value, especially as there were plenty good cows to illustrate with.
He very kindly consented, a cow was stopped after her sale out-
side the barns, not without protest, and Mr. Van Pelt did his bit
cheerfully.

Interpolation Is Made

At this juncture the picture director said that he could use
the picture of a pretty young lady drinking a glass of milk drawn
from the $10,000 Jersey cow. I suggested that a pretty little girl
might do better, and I knew where one was close by. So I
requested Mr. and Mrs. Blackburn to let us have their little
daughter Dorothy. This is how we came to show the Jersey cow
that had just brought $10,000 in the sales ring being milked and
the milk going straight from producer to consumer, just a little
by-play.

After much work and anxiety I felt that the A. J. C. C. pic-
ture was worthy of the best staging at its initial showing, when
it had to pass the censorship of the president and directors of
the club. Mentioning this to the Universal Film Company, they
put the Broadway Theater at our disposal for two hours in the
forenoon. It is universally recognized that appropriate music
adds greatly to the effectiveness of the motion picture. So the
theater orchestra was engaged and the musical director instructed
to "key" the musical accompaniment. This key or music synopsis
will go with the picture and may be used wherever musicians are
available. President Munn addressed the specially invited audi-
ence, and "Hearts and Jerseys" was launched on its career.

Rev. Ure Mitchell, Quebec guide and lecturer, reports that
despite the war Quebec enjoyed an excellent tourist season. Rev.
Mitchell secured a number of unusual motion pictures and lantern
slides, which he will make use of in his lectures the coming
winter.

10

REEL and SLIDE

New Animated Doll Films Appeal to Imagination
of the Younger Generation

WHAT kind of comedy for the children? The old days of
trick motography are past. The clown who rose from a
heap of ashes, the matches that danced, the goblm who
jumped out of the pail are no longer popular. The boy and girl of
to-day find pleasure in the fairy tale if well filmed, and especially
if they are familiar with the story in advance.

Howard Moss, who believes that animated dolls offer excellent
screen comedy for juveniles.

_ Howard S. Moss of Chicago has been engaged in the produc-
tion of animated doll subjects for some years, under the auspices
of the Essanay Company. It is Mr. Moss' belief that the ani-
mated doll is especially appealing to the youngster and the wide
latitude of material in this field permits almost an endless repor-
toire of subjects. Quite recently Mr. Moss completed a five-reel
production in which animated, life-like doll characters played the
leading parts, though actors also were used to get certain effects.
The Essanay Company sent this feature out over their circuit

Scene from one of Mr. Moss' fivc-recl doll comedies. (Essanay
Film Mfg. Co.)

with excellent results. In speaking of the appeal of the doll series
to youngsters, Mr. Moss said recently: "There is a dearth to-day
of wholesome screen fun for juveniles. An occasional fairy tale
is about all the important producers give them. Usually there is
no specific plan by which these films may be brought to the at-
tention of the children. I know in my own family the animated
doll picture brings pure entertainment. The fun in these subjects
is purely elementary and appeals to the child's imagination. The
popularity of Palmer Cox's 'brownies' was due to the same thing.

"It has been my aim in producing the doll series to make cer-
tain that the younger audiences could get something out of them.
In most cases, I have been able to make them pure, unadulterated
juvenile fun. It is time for the child to be recognized, not only
in the theaters where they go, but any place where moving pic-
tures are shown for the wholesome benefits they bestow."

In making the animated doll pictures, much tedious labor is
needed. To make a doll run across the foreground a whole day
may be consumed, the figure moving a few inches for each turn of
the camera crank.

Libraries Are Considering Films to
Increase Interest

THE relationship between motion pictures and literature was
recognized at the annual meeting of the New York Library
Association, held at Lake Placid the last week of Septem-
ber. On the program was an address on "Motion Pictures as
Visualized Book Power," by Orrin G. Cocks, Advisory Secretary
of the National Board of Review of Motion Pictures.

The address was heard by librarians from every part of the
state. It brought to their attention a new point of view which
many of them had never recognized before. It was that the mo-
tion picture might be a medium of interesting a large part of the
public in books, which is not now at all interested in literature.

In the course of his remarks, Mr. Cocks said: "This great asso-
ciation may well recognize that throughout the State of New
York the motion picture is preparing the ground for thousands
of potential readers. Plans might well be made for some sys-
tematic co-ordination of the library with the motion picture the-
ater. It might go farther and use the picture in various audi-
toriums which attract this same non-reading public to the place
where literature may be had for the asking.

"I feel certain you wish some definite suggestions for utilizing
this new amusement agency. You must have asked yourselves
how can the great dailv audiences attending the picture shows be
transformed into a larger reading public? This becomes the sub-
ject of the last point of this paper.

"Probably the most important suggestion which I can make
is that there be a change in the mental attitude of librarians to-
ward the motion picture. In the past, where there has not been
indifference there has been antagonism. Indeed, this has been
characteristic of many classes who might have helped the motion
picture to find itself. Please do more than acknowledge that
there may be something good in the motion picture, and try to
use it while you win to the library the people who have become
devoted to it.

"I do not suggest that scenarios and motion pictures plots be
written, because this is far more technical than many lay enthusi-
asts imagine. It is, however, possible to develop a widespread
demand for subjects which have a definite relation to good liter-
ature. Please witness the instant response of the producers of
motion pictures for those films which are patriotic. It is equally
possible to turn the thoughts of city dwellers toward agriculture.
It has been demonstrated that great social subjects which require
national support can be aided quickly and materially by the
motion picture drama.

"It is quite possible, also, for librarians to become more in-
telligent about the better films which have been made and which
are appearing constantly. The Library Journal has made a begin-
ning in undertaking to print each month a short list of films which
have been drawn from literature.

"I can see no reason why it is not possible for librarians to
learn, from the exhibitors in their own towns, of the pictures
which are soon to be shown. When those appear which are good,
it will be valuable to support such by indorsements in the libraries.
If your local motion picture managers are convinced by friendly
conversations that you are interested, many of them will be will-
ing to show slides informing the public that the book can be ob-
tained from the nearby library. The exhibitors may even be will-
ing to have a short, popular address now and then in their the-
aters, telling of attractive books on the library shelves and how
easily they may be obtained.

The story of the part that the sailor plays in life today was told
in an illustrated lecture given at the Young People's Association
of the Central Congregational Church, Brooklyn, N. Y. The lec-
turer was the Rev. George Sidney Webster, secretary of the Amer-
ican Seamen's Friend Society, No. 76 Wall Street, Manhattan,
which conducts work for sailors on an international basis.

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11

The Lantern Slide in Our War Camps

Community Bureau Inaugurates Slide Service to Bridge "Waits" Between Reels
Plan Is Called Biggest Single Attempt at Visual Education Ever Undertaken

Maurice Richer.

By Maurice Ricker

(Editorial Assistant, Community Motion Picture Bureau, New
York City)

(Mr. Ricker was formerly principal of the West High School, Des Moines,
Iowa, and is considered a leading authority on the subject of visual educa-
tion. Recently, he returned from the British West Indies where he was
superintending the production of educational films for the University of
Iowa. Because of his peculiar knowledge and experience he was assigned
to the staff of the Y. M. C. A. Motion Picture Department, operated through
the Community Motion Picture Bureau. — Editor.)

What is undoubtedly the biggest and
most ambitious single attempt to apply the
lantern slide to an educational enterprise
has been inaugurated by the Communit)'
Motion Picture Bureau, which organization
supplies all the motion pictures shown in
our war camps, both in Europe and in the
United States.

We are now organizing a lantern slide
department of almost unprecedented scope
to carry out our plans and we are exceed-
ingly optimistic concerning the results to
be achieved.

We have found, upon investigation, that
the "waits" between reels in our war
camps are time wasted. Because of the fact
that few camps have more than a single projector immediately
available, these waits cannot be eliminated as they can in the
picture house, where two machines usually are at the service of
the operator. Hence we have come to the conclusion that this
period of time can best be profitably used for educational and
propaganda work with the medium of stereopticon slides which
will appeal to the soldiers and interest them.

In the aggregate, these showings will be a powerful factor in
encouraging, amusing and instructing our men across the water
and will likewise bridge the tedious wait while a reel is being
adjusted. It is upon this hypothesis that we have gone ahead with
our lantern slide plans.

We estimate that when our slide service is in full swing we
will have at least 7,000 showings each week ; and it will be seen
that a vast library of slides must be quickly collected and the
subjects must be chosen with infinite care, as they are to per-
form the double or triple mission of wholesome propaganda,
amusement and instruction.

The subject matter of the slide sets is partly humorous, partly
serious and partly informative. We have not drawn the lines
rigidly, rather taken the wants of the average soldier as a guide,
attaining brevity, artistic attractiveness and the human interest
appeal without which it is difficult to get and hold attention — one
of the chief functions of the plan.

Slides to Fit Film Programs*

We are planning a service that will cover something over seven
thousand showings per week, that is on the basis of our motion
picture activities in the camps of the American armies at home
and abroad, and in the Italian, French and British armies. The
slides will always accompany the film programs. They will be of
two kinds. Certain features, such, for instance, as "My Four
Years in Germany," by Ambassador Gerard, will have a specifically
arranged set of slides to accompany it. These slides will be
shipped with the films and will make the rounds of the camps, fol-
lowing in the same box or in the same shipment.

For this particular subject we are having prepared a very fine
set of slides on the cathedrals of Northern France and Belgium.
These cathedrals will be shown before and after the advent of
German "Kultur." One can readily understand the interest which
may be attached to these slides.

We will so arrange our slides, where possible, so they will fit
into the program and will not be considered as an interruption
in the program. Another series of slides, or rather a different
sort of slide service, will be that of having slides sent in sets, and,
in fact, always on hand in sets, to project during any temporary
disarrangement of projection. These slides will be as opportune
as' possible, and will consist of cartoons from the different artists,
etc., and I might say here that we have had the most courteous
co-operation of these people.

We have met with the most cordial reception when interview-

ing artists, editors and other people with reference to our slide
program. We are permitted to use the original in color, such as
the cover on Judge ("He's Won His Medal"), Leslie's ma'gazine,
etc. We have the permission to use anything we please from the
pages of the London Graphic and similar European papers. In
fact, some of the cartoonists will do anything that we want done
in an original way for the service. The slide service will com-
mand the best talent in this country, both editorial and pictorial,
and it is easy to see the possibility of this service.

National Boundaries on Screen

Another point that has not been discussed as yet, but I think
can be mentioned, is the reference to some historical and political
map work which we are arranging for with the head of one of
the largest universities in this country. I found a man who is an
authority on historical maps. He is the author of an atlas giving
especially the numerous nationalities which are now loosely bound
into political organizations such as Austria-Hungary.

Consequently, we have arranged to have in lantern slides all
the necessary maps and explanations and which will be considered
of importance to those who are trying to understand the workings
of a peace conference. We see that we have something in this
line that is not only new, but will be a very valuable thing.

I expect that these slides will be in great demand in educational
institutions and that they will be used in the discussion of national
boundaries, or rather perhaps I ought better say in the discussion

Red Cross motion picture show near front line trenches. Films
and slides are supplied by the Community Bureau.

in various countries of what is taking place in peace proposals andv
have a bearing on problems taking up the difficult task of rear-
ranging the boundary lines after the war is won.

A man who is at the head of the intelligence service of a great
European power expressed himself the other day, that this slide
service represents the largest editorial hearing in the world. What
is placed on the screen in a darkened room must necessarily de-
mand the undivided attention of the audience. A man may buy
a newspaper, read the sports, the markets and the headlines and
what not, and be satisfied without reading one-hundredth of the
contents of the publication, but the man who sits in a darkened
room with his eyes fastened upon the screen cannot escape.

Great care in the selection of this material must be taken. We
have to study from every hand and try to make every possible
examination of whatever goes into printed matter on the screen
for the soldiers and sailors of our Allies.

Truck Men Learn From Moving Pictures

The moving pictures taken imder the personal direction of Har-
old P. Gould, chairman of the National Truck Owners' Con-
ference at Detroit, in September, gave the truck owners a vivid
example of the every-day truck transport problems and showed
in detail how those problems are successfully solved by expert
traffic men in every phase of present-day truck transportation.

12

REEL and SLIDE

Private Lantern Slide "Records" of
Perishable Objects

By Jonas Howard

PERHAPS there is no more satisfactory use for stereopticon
slides than that found in the study of floriculture and horti-
culture. While the larger slide companies have collected
large numbers of excellent sets on these subjects, there is another
aspect to the matter which merits the attention of the nature lover.

Though they are not always regarded in this light, lantern
slides offer the best means the horticulturist has in preserving
unusual specimens and while the wider use of the stereopticon in
educational work has another aim in view, the slide is the medium
by which perishable achievements may be perpetuated for the in-
dividual uses and pleasures of the maker.

Good slides should be made available to , the widest possible
number of audiences. There can be no doubt of that. At the
same time, they have another value — that of the lifelike record of
objects which themselves wither or decay and which may be made
permanent only by means of the picture.

Thus, unusual specimens of roses, orchids or tulips which live
for only a short time should be carefully photographed when in
their prime and hand-colored slides made for purposes of record,
long after the object itself has become dust.

There are several private collections on floriculture and horti-
culture in the United States, since these branches of study oflFer
the best opportunities for stereopticon representation. The wide
variety of skillful coloring possible insures the owner a perfect
likeness of the flower or tree as it looked in life and may be
filed away for future examination and comparison.
A Record from Year to Year

These slides excel the plain or colored photograph in that the
illumination from a modern stereopticon brings out the full
beauty of the object and in the fact that groups of people may
view the same picture at the same time and under the identical
conditions. A record from year to year of a group of choice
roses, cultivated by a lover of flowers, is best maintained on care-
fully numbered and dated lantern slides, which, when complete,
offer an excellent opportunity for a study of the- progress made
in actual results attained. The ability of the stereopticon to allow
visual comparison over a period of years is also appreciated by
floriculturists.

In slides of this kind, the coloring is a matter of vital impor-
tance. Where the value or truthfulness of the representation must
depend upon the deftness and skill of the colorist, only one of
proven ability should be charged with the work. If possible, the
colorist should be permitted to work with the actual specimen on
hand or the tints and color qualities will be useless since they will
be misleading.

Many dog fanciers have made good use of the recording value
of the slide ; raisers of blue ribbon cattle have perpetuated their
greatest animals on the expertly-colored slide. Many of these
sets have never had general distribution and are private property,
being safeguarded from possible mutilation or duplication by
unscrupulous people who might wish to capitalize the subjects
to the disadvantage of the owner.

The cost of skilled workmanship when compared to the great
value of such a collection makes this perhaps the least expensive
form of preservation. Kept in a safe place, the slide will outlast
photographs, and negative, properly developed and fixed, will
remain good indefinitely.

The chief value of the lantern slide lies in its ability to repro-
duce, before a great number of people, information- of general
interest. It has long been regarded as an inexpensive and ef-
fective means of dissemination because of its reproductive qual-
ity and its superiority over the ordinary photograph in that its
image may be viewed by any number of people at one and the
same time.

Slide Makers Now Keep Posted

The fact that it is a preservative has been overlooked to a
great extent. The oldest slide houses, with thousands of negatives
on their shelves, declare that they are constantly digging into
their files for subjects the original objects of which have long
since tumbled down, decayed or disappeared. The ability of a
slide house to supply the greatest number of subjects' determines
its success. There has been much enterprise of late in this direc-
tion. Slide makers keep posted on the latest achievements of sci-
ence, industry and the arts and hasten to record the fruits on the
glass plate. From a large slide library one could almost illus-
trate a history of the world.

That is because the slide has become our chief pictorial pre-
servative. Great paintings take years to make and at best one can
buy only photographic reproductions of it. Once on the slide it

is brilliantly placed before thousands of people in many parts
of the world at the same hour. Ten, twenty, fifty years hence
an object may be brought back to "life" by referring to a sim-
ple card index. For the student of the future our vast supply
of slides, on every conceivable subject, will offer a rich field of
exploration.

That is why the lantern slide industry is growing more im-
portant yearly, despite the growth in popularity of the moving
picture. The vast improvement of the electric stereopticon has
much to do -with the constantly increasing popularity of the lan-
tern slide.

The life of a moving picture film is limited. Unless it has un-
usual care and special means are taken to preserve it, disintegra-
tion sets in and to run in through a printing machine might mean
its complete ruin. Although duplicate negatives may be made at
regular intervals, and thus the life of the subject extended in-
definitely, it is rather a costly process.

The glass slide is good for a great number of years — good in-
definitely— if proper care is given the emulsion. And the cost of
duplication at stated intervals is not prohibitive even when great
numbers are involved.

The full use of the stereopticon is not attained by its utiliza-
tion for exhibition purposes. Recognition should be given it as a
unique and satisfactory preservative. More and more people in
many lines of endeavor are realizing this and the great increase
in private collections is the best indication of the fact.

"Do Your Own Thinking," Title of Plea Made by
Motion Picture Leaders

UNDER the above caption, Elizabeth Sears, who, together
with D. W. Griffith, Myra Kingman Miller, S. L. Rothapfel,
manager of the famous Rialto and Rivoli theaters in New
York; Margaret I. MacDonal of the "Moving Picture World," E.
D. Foster of the Community Motion Picture Bureau and others,
contributes an article on the subject of motion pictures to the
current issue of the General Federation Magazine, the organ of
the Federation of Women's Clubs. The group of articles is a
remarkably interesting one. The article by Miss Sears contains
matter which every mother ought to ponder.

"When we learn to work with motion pictures and not against
them we will have discovered the real secret of reformation,"
says Miss Sears. "There is practically no other form of recrea-
tion for the entire family in many of the smaller towns than the
motion picture. It has almost routed the three greatest evils of
the small town, the saloon, the poolroom where boys may linger
in the back rooms to play cards, and the village livery stable,
which is often the center of the most vicious influence to the
younger boys of the community. . . . No motion picture, how-
ever bad, could begin to be as deteriorating in its influence as such
places, known in every town."

Films Aid at Fire Prevention Day

A celebration of National Fire and Accident Prevention Day
similar to the one that was held on October 9, 1916, at Rochester,
N. Y., is planned by the Fire Prevention Committee of the Cham-
ber of Commerce of that city.

City officials, labor organizations, churches, the Boy Scouts, the
street railway company and the public and parochial school co-
operated in the 1916 celebration. The exercises included speaking,
music and motion pictures. The pictures proved to be of great
interest. They were not technical films, but mixed love, adven-
ture, safety first and fire prevention in satisfactory proportion.

Church Projects "Tale of Two Cities"

Two interesting screenings were shown in moving pictures at
the First Methodist Church, Schenectady, N. Y., on October 28.
A dramatization of Charles Dickens' famous story, "A Tale of
Two Cities," portrayed the stirring days of the French Revolution.
As the events of that time are being repeated to a considerable ex-
tent to-day in Russia, the story had in addition to the attraction
Dickens' characters always possess, a new appeal to a modern
audience. In conjunction with it was shown the feature of large
educational value, "Cuba, the Isle of Sugar."

"The Red Triangle" is the title selected by the Y. M. C. A. for
the big war movie it is having made to be used to stimulate the
wark work campaign. The picture, which it is intended shall be
used in every moving picture house in the country, is ready. The
directors announce that nearly 2,000,000 persons — most of them
Uncel Sam's men in uniform — will be in the film.

REEL and SLIDE

13

Film Records South Sea Cannibalism

Martin Johnson Describes Experience in Photographing Savages of South Pacific
Fifty Thousand Feet of Negative — Illustrate "Life and Customs" for Students

By Martin Johnson

(Producer of the Martin Johnson South Sea Island Cannibal

Pictures which have attracted the attention of America's

leading scientific men, and companion of

the late Jack London during his '

voyage on the "Snark.")

I traveled 31,000 miles to make 50,000
feet of moving pictures in the last strong-
hold of cannibalism. ^ I got what I set
out to get, though at the risk of my life
and only after experiencing many hard-
ships and much suffering, including a
journey over the surface of the Southern
Pacific in a 22-foot whale boat. These
films, a portion of which are being shown
in America's leading photoplay houses,
are being featured on the programs, de-
scribed on billboards, pictured in lobbies
and advertised in newspapers, and when
all is said and done they are simply a
unique series of travelogs.

I do not usei the word "educationals."
Thej' are educational, but were not pro-
duced primarily as such. A large part
of the fifty-odd reels enable a study to be
made of the cannibals of the South Pa-
cific in all the grotesque phases of their
community and domestic life ; but I am

Martin Johnson.

going to return again to this marvelous corner of the world for
the sole purpose of filming real educationals that will fully meet
the standards of the most conservative and searching student
of tropical native life.

I saw many things during my sojourn in this bizarre land that
I should have liked to preserve for the school rooms of America.
But conditions prevented me getting them. They are there and
to be gotten ; and I know what they are and where to go for them.

I need not dwell on the well-known topography and geographical
characteristics of the 400,000 islands in this group of the South
Seas. Any good atlas will easily show the thousands of islands
that dot the Pacific. And here and there are found tribes of the
most primitive types, who now have as neighbors and guardians
solitary members of the British Colonial Constabulary — a mere
handful of men who police, as best they can, this wilderness of
blue water, luxuriant foliage and lurking, man-eating devils who
seem to be little above beasts.

Film Depicts Daily Life of Cannibals

My South Sea Island experience is fortunate in that I got
what students have wanted for years, It is true we have had the
writings of travelers and students to inform us concerning these
wild children of nature, but it has remained for the moving
picture to actually depict them in their most intimate daily lives,
to visualize for all time their racial customs, social intercourse,
methods of warfare, religious beliefs and development.

I consider our pictures a worthy augmentation to the text-
books which have been prepared on the subject and the fact that
they have attracted considerable attention on the part of the

Weird funeral ceremony of the South Sea cannibals.

One of the thrilling episodes in Martin Johnson's big series. (Robertson-
Cole Corporation.)

14

REEL and SLIDE

1

commercial theater owner indicates that the day of the illustrative
and instructional cinema has "arrived."

Those subjects, suitable for visualization, which lie nearest to
our doors, we shall experience small difficulty in recording on
the educational screen of the future. It is the far-off, hard to
get and therefore more valuable subject with which we must be
concerned. Either a desire for profit or "a zealous, enthusiastic
j-earning for knowledge and an abiding faith in the mission of
the moving picture as an instructor must lure the photographer
through the hazards and sufferings of a journey such as I have
just safe!}' made. In my case, I confess it was both. I love the
life. I have been particularly interested in this group of islands,
and I managed to get the substantial support of the local British
Government, twenty-four "police" having been placed at my dis-
posal.

Job Entails Great Risk

Our visit among the cannibals included such pleasant incidents
as a running battle on a stretch of sandy beach, a twenty-four
hour period as prisoners of war, a score of threats of horrible
death, as well as a 600-mile jourpey in an open 22-foot whale
boat, northward.

No educational film library of the future can be complete with-
out representations of the fruit of journeys like this. Now the
question arises, who is going to make them ? It is unlikely that
the man of learning, the book man, possesses the hardihood and
endurance to undergo the physical strain and peril of such an
undertaking. And it is quite as true that the man of sufficient
braun will quite naturally lack the expert knowledge and requisite
familiarity with his subject to satisfy the student.

Moving picture equipment is not wieldy. It certainly is perish-
able. It is costly and cannot be easily sacrificed without good
cause. The fruits of a six months' journey may be lost in
twenty minutes by any one of many experiences we encoimtered
among the cannibals of the South Seas.

Yet gradually these isolated corners of the world, which are
all that remain of primitive man' for purposes of the student of
today, must be recorded on the film now or — never. There are
many of these races in the South Pacific which clearly show a
leaning toward civilization, as the British officials have been
called upon to mingle with them, though the man eaters are still
to be found in abundance.

I filmed what I believed to be the most striking objects, phases
of life, individuals and customs. I do not doubt but what my
pictures will, in the main, please the student. He will find many
of the things he would quite naturally wish to see missing; I
realize that. But the "story" cannot be told even in 50,000 feet
of films. It is too complex — too vast. There are 70,000,000 of
these people, of varying degrees of enlightenment, and there are
400 dialects spoken in the South Pacific group, which will give
an idea of the big order given to the cinematographer who sets
out to complete a life history of the peoples in question.

Films Show Much Detail

Our films, quite naturally, deal mainly with the people and
their customs. The geographical phases of the islands, flora and
fauna are being, somewhat inanimate, pretty well covered in our
text-book plates. But the full record of a race can never be so
well told in the written word as when it is supplemented by the
picture that moves — that is a living, moving document, attesting
to authenticity and offers uncontrovertible evidence of the scien-
tific facts pictured. It is one thing for the pupil to read of the
weird dances of these cannibals and another to see them with
his own eyes actually dancing. It is one thing to study text
describing the physical characteristics of the cannibals and an-
other thing to have them grin, scowl and stare into his face, cook
their meals or eat their food raw before his eyes, practice with
their primitive weapons, scale trees for fruit and birds, paddle
their boats, engage in warfare and administrate their cruel and
uncanny code of laws.

I endeavored to make, not a hurried survey of the native life,
a snatch here and there of the unusual, which type of scenic has
been quite common in the past. There was method in our picture
taking. We used up a great deal of film on detail work. We
gathered much material concerning the life and customs of the
people to use in the preparation of our titles and script. We
were able to live among these people and watch our chances to
get the unusual ceremony, the typical domestic scheme of things
and the evidences of a set social system, bizarre at times and
therefore of interest to everybody.

We have plans by which educational institutions will eventually
be able to show these pictures in short subjects, edited particu-
larly for the needs of the pedagogue. There will likewise be
special showings before selected audiences from time to time of
footage that is unsuited to general circulation because of its
purely scientific value and the character of its subjects.

Civic and Welfare Experts Ask for
Co-operation

By Orrin G. Cocks

{Secretary, National Committee for Better Films)

THE people of the United States have said for some time,
"We want better pictures, pictures suited to our neighbor-
hood needs and the entertainment demands of our fathers,
mothers, young people and children." They have known that
motion pictures in most cities and towns are overwhelmingly for
families. These differ from spoken plays in that they come
close to every home and give absorbing entertainment to informal
groups of people for little financial outlay.

The entire motion picture industry has also known this and has
been exerting continuous pressure to bear against those individ-
uals and companies which have made and circulated the few pic-
tures which have been offensive to family taste. From scorn and
skepticism most of these makers of risque pictures have swung
around to grudging concessions or whole-hearted support of the
new idea.

The American people are a right thinking people and usually
get for their children and themselves what they want. They have
voiced their desire to the exhibitors, and, what is more to the
point, have swelled bank accounts for some or have set others
wondering how to meet overhead expenses. The motion picture
trade papers have spread broadcast the story of the profits to be
made in better, cheerful, wholesome programs. Many producers
also have demonstrated, by works as well as by words, that it
pays to make such pictures. And the National Board of Review
has told both the public and the entire motion picture industry
each month, in various kinds of language, that fine pictures were
being made in volume and that the sensible thing to do was to
play up these excellent stories and inspiring actors, leaving the
poor old homebreaker, the temptress and the cave man to go un-
sung to their melancholy end.

Now, see what is happening. The boys in the army and navy,
both here and over there, are getting better films and enjoy them,
with no craving afterward for the red light district. The Y. M.
C. A., both here and there, are delighted to find this new agency
for absorbing entertainment of civilians and soldiers, with great
prospects of the continuous use of this class of pictures in peace
time.

Individual teachers and school principals are using films for
their young people and even the walls of Chinese conservatism
of school authorities are showing great cracks and breaches. City
churches and ministers in country towns are using pictures both
for religious and for civic or entertainment purposes.

And the great boards and interchurch agencies have abandoned
criticism and are now seeking sensible methods for utilizing films
in a big national way. Exhibitors and motion picture managers
are rubbing their hands as they draw big patronage by giving the
public to understand that they will always find artistic, heart-
warming entertainments in their show houses. The producers are
searching for and finding a larger number of stories which stimu-
late in the audiences pride of country, love of home, admira-
tion for brave, clean living, and the soul of cheerfulness.

The library people now see the relation of motion pictures to
reading habits and are calling attention to the fine plays which
help their readers to understand the human elements in litera-
ture and history. The farming, ranch and plantation people are
being drawn together by social workers with better films and
are coming to know each other and the world outside of the
farmhouses.

And finally, a new form of picture is being made both by the
industry and by persons of high social purpose, which tells a real
story of the skilled processes of workers or the reasons for reform,
which actually pleases while it instructs and changes sentiments.

Moving Pictures Show Work of Center

Mrs. Edward' Tice, head of the teaching center of the Chicago
Red Cross, addressed the Young Woman's War Relief recently at
the Woman's Club on the different phases of work done by the
center. Motion pictures of the different kinds of work done in
the center were shown, illustrating occupational therapy, the teach-
ing of Braille, the proper way to make surgical dressings, and
canteen cookery.

Official French motion pictures, "In the Wake of the Hun,"
were shown for the first time recently at the first meeting of the
Friends of France at Chicago, an organization intended to pro-
mote a knowledge of French art, literature and social customs.

REEL and SLIDE

15

Films, and Commercial "Extension

United Shoe Machinery Company Circuits Reels on Factory Processes
Educational System Akin to Operation of State University Extension Plan

yy

By J. F. O'Connell

{Publicity Director, United Shoe Machinery Company)

[HAT it is peculiarly the function of the big industrial
enterprise to engage in educational work, relative to,
but not always profitable to its industry, is the actu-
ating motive of the United Shoe Machinery Com-
pany in filming the educational reels distributed by
them.

In a measure, the national industrial enterprise owes much to the
community and its relationship is becoming more and more that
of the State University to the general public, as regards what is
termed "extension" work.

In moving pictures, the industrial enterprise finds the ideal me-
dium for going beyond the more or less narrow confines of the
trade itself and doing its bit to keep informed the public upon
which it depends for support.

Commonly, this is called advertising. Yet, it is difficult to
effectively carry out such an educational project without acquiring
some slight taint in this direction, though our films certainly are
not really advertising films and cannot directly sell our product
for us.

This is proven alone in the fact that our film has a sufficiently
broad appeal to interest shoe men as well as the general public
and the demand for it in educational institutions is a fairly good
criterion of its educational value.

Company Makes Experiments

The United Shoe Machinery Corporation of Boston was one
of the very first business organizations in the United States to
recognize the value of moving pictures in educating the public
in the manufacture of a universally used article — shoes. The cor-
poration has since its first attempt at depicting the manufacture of
shoes on the screen, made several films and in each instance im-
provements were made over the earlier ones, until to-day "The
Making of a Shoe," its most widely used film, is considered one
of the best and most comprehensive films in the commercial and
educational world.

The first object of producing the films was to educate the public
m the intricate operations which go into the making of an ordi-
nary Goodyear welt shoe. In the manufacture of a shoe there
are 174 machines, and with additional handlings the operations
total 210. To show the entire manufacture of a shoe it would
take several reels. To cut down and show only the essential oper-
ations and yet not lose the continunty of manufacture was one of
the difficult problems which confronted the corporation in its in-
itial efforts.

Finally, this object was achieved and to-day the films show about
40 of the principal operations, mostly machines, and the effect de-
sired is very successfully achieved.

The early filrris were produced in the sunlight on a turntable,
but that was before indoor cinematography became the exact sci-

ence it is to-day. The most recent films were taken under actual
working conditions with artificial light with distant and "close-up"
views. In the pictures will be found exactness and precision
which is almost equal to seeing the very machines themselves in
their various operations.

Requests Pour in Immediately

Because of the many intricate machines and the smallness of
the important working parts, many of the pictures had to be
taken several times before satisfactory results were obtained.
Finally, 2,000 feet of film were successfully produced in one of
America's best and most modern shoe factories.

Upon the completion of the films, and after the first exhibition,
requests began to pour in from all parts of the country, asking for
exhibitions before trade organizations, colleges and schools. For
several years now these films (there are at present several dupli-
cate sets) have been traveling about the country. Because of the
universal use of shoes it is easy to imagine that every man, woman
and child desires some knowledge of their manufacture, and this
conclusion was arrived at by the United Shoe Machinery Cor-
poration, and has been proved beyond the shadow of a doubt.

The films have been shown in almost every large city and
town in America, every college and university of any size and in
thousands of high schools and preparatory schools. Shoe trade
organizations scarcely ever hold a convention or meeting of any
size, but "The Making of a Shoe" films are considered an essen-
tial part of the program.

Its educational value to men in the shoe trade is beyond ques-
tion, as it saves a trip to the shoe factory and on the whole a
more comprehensive knowledge is gained because of the proper
succession of operations under the most modern methods.

The films are distributed from the Boston office of the com-
pany under the supervision of the Publicity Department which
handles all requests for exhibitions. The company often fur-
nishes lecturers with the films and the combination has proved
most successful from the very beginning.

Considering what we set out to achieve in the production and
distribution of our films, we have found them to be a success.
But, in order to effectvely utilize this medium, a definite policy is
essential and a definite goal required.

Scene from reel depicting fine dairy cattle produced for Orchard
Lake Farm, Kentland, Indiana, by Atlas Educa-
tional Film Co.

Buffalo Schools to Combine Lantern Slides and
Specimens in Teaching

LANTERN slides on architecture, art, classics, science, school
life and other subjects will illustrate lectures in the Buffalo
schools under a new plan. Of especial interest will be the
exhibit? of various kinds of natural products in all stages of their
development, domestic woods, rubber, camphor, cork, waxes, oils,
medicinal plants and materials for tanning and dyeing. Another
exhibit is devoted to clothing and shelter, under which are shown
the various animal and vegetable fibers of the world and the
fabrics made from them.

There is nothing in the loan collections which cannot be used
in direct connection with the work of the schools. They contain
no curiosities nor abnormalities, no freaks of nature. The ma-
terial is not shown to the children simply as new or extraordinary
things to satisfy their curiosity, but to educate them. The speci-
mens of mammals, birds, insects, minerals, the natural and manu-
factured products of a country, in geography, for instance, are
placed before the children to verify what they themselves have
discovered through their own observation and reasoning as ta
the animal and vegetable life, the soil products and the occupations
of the people.

The objects are handled, observed, studied, compared with each
other and with those which have been considered in connection
with other countries and generally discussed. The children deter-
mine how the products before them affect the life of the people,
their industries and commerce, their intercourse with other nations
and other aspects. In many schools each child takes up one of
the articles, gathers all the information he can get regarding it
and discusses it with his class.

A moving picture machine will be used at the school by Mr.
Pease to illustrate his lectures on nature subjects. There is also
a large moving picture machine in the basement of the library
building. - .

16

REEL and SLIDE

Department of Slides, Committee
on Information, Organized

A SERIES of illustrated lectures on "America at War" has
been prepared by George F. Zook, Professor of Modern
European History in Pennsylvania State College, for the
Division of Civic and Educational Publications of the Committee
on Public Information. The slides were made from official pho-
tographs taken in the main by representatives of the army and
navy. With each set of slides a printed copy of the correspond-
ing lecture is supplied, which can be read to the audience while the
slides are being exhibited. Such speakers as do not wish to confine
themselves to the lectures supplied with the slides will neverthe-
less find them helpful as a basis of information for their own
remarks.

The slides and lectures will be found to be especially useful in
the work of schools, clubs, and Y. M. C. A.'s, and in the special
campaigns in connection with the Great War.

These slides are not circulated on a rental basis, but are sold
outright at 15 cents each. This price is possible only because the
slides are put on a bare cost basis ; it amounts to little more than
the usual rental charge. In order to reduce the expense it is
suggested that school superintendents, Y. M. C. A. secretaries, club
officials, and others co-operate in obtaining the lectures and slides.
In this way the cost to any single organization will be very small.

Address all orders for lectures and slides and make all money
orders payable to Department of Slides, Committee on Public In-
formation, Washington, D. C.

Description of the Lectures

Lecture I — The Call to Arms: A brief survey of the causes
for America's entry into the war, together with a description of
the selective draft, the building of the cantonments and the drill-
ing of soldiers. This lecture is illustrated by one or more slides
on each of the following topics :

The Lusitania, President Wilson Before Congress Calling for
War Against Germany, Secretary Lansing, Secretary Baker and
General Pershing, The Selective Draft, Mustering In, Examina-
tions and Psychological Tests, Cantonments and Barracks, Infan-
try Drills — "Setting Up" Drills, Bayonet Drills, On the Hike,
Reviews.

This lecture is accompanied by 58 slides. Price for the set,
$8.70.

Lecture II — Trenches and Trench Warfare : A description of
the building of trenches and dugouts, the means of communica-
tion used in the trenches, and the weapons of trench warfare.
The lecture is illustrated by one or more slides ori each of the
following topics : Digging Trenches, Trench Supports of Tim-
bers and Bags of Sand, Wire Entanglements, Dugouts and Camou-
flage, Communicating Trenches, Signals and Telephones, Machine
Guns — Various Types, Trench Mortars and Hand Grenades, Liquid
Fire, Gas and Gas Masks, "Over the Top."

This lecture is accompanied by 73 slides. Price for the set,
$10.95.

Lecture III — Airplanes and How They Are Made : A descrip-
tion of the importance of airplanes in modern warfare, types of
airplanes, the uses to which they are put and the manufacture of
the various parts. The lecture is illustrated by one or more slides
on each of the following topics: What An Aviator Sees, Battle
Plane, Reconnaissance Plane, Bombing Plane, Hydroplane, the
Manufacture of the Fuselage and Wings, the Propeller, the Motor
— the Liberty Motor, the Landing Gear, the Rudder and Elevator.

This lecture is accompanied by 61 slides. Price for the set,
$9.15.

Lecture IV — Flying for America : A description of the training
of aviators and their work at the battle front. The lecture is
illustrated by one or more slides on each of the following topics:
Training Aviators — Testing Prospective Aviators, Miniature
Ranges and Practice with the Wireless, Becoming Familiar with
the Camera, Putting Airplanes Together and Studying the Motor,
Dressed for Flight, the Training Planes, Accidents, the Lafayette
Escadrille in France, Maneuvers in the Air, Anti-Aircraft Guns,
German Airplanes Brought to Earth, Observation Balloons and
Zeppelins.

This lecture is accompanied by 54 slides. Price for the set,
$8.10.

Lecture V — The American Navy : A few allusions to the his-
tory of the navy, together with a description of the various types
of war vessels and the training of the naval commanders and
seamen. The lecture is illustrated by one or more slides on
each of the following topics : The Navy in American History,
Secretary Daniels, Admiral Sims, etc.. Types of Vessels — Battle-
ships— Dreadnoughts, Cruisers — Armored, Protected, Unprotect-
ed and Auxiliary, Destroyers, Submarines, the Making of Armor
Plate, Torpedoes, the Naval Academy, Naval Training Stations.

This lecture is accompanied by 51 slides. Price for the set,
$7.65.

Lecture VI — The Navy at Work: An account of the work of
our navy in combating submarines and assisting in the transpor-
tation of troops to France, together with a brief review of the
Marines. The lecture is illustrated by one or more slides on each
of the following topics : Life on Board a Battleship, Destroyers
at Work, Rescue of Submarine Victims, Smoke Screens, Recrea-
tion on Shore in the British Isles, the Marines.

This lecture is accompanied by 36 slides. Price for the set,
$5.50.

Lecture VII — Building a Bridge of Ships: An account of the
building of wooden, steel and concrete ships. The lecture is
illustrated by one or more slides on each of the following topics :
Cutting Trees and Carrying Logs to Mill, Lumber Yards and
Sawmills, Wooden Shipyards, Laying the Keel and Launching
Wooden Ships, Building Steel Vessels — Shipyards — Hog Island
as It Was and Is, Laying the Keel, Steel Plates, Riveters at Work,
Oxy-acetylene Torches, Launching, Turbines and Propellers, Con-
crete Ships.

This lecture is accompanied by 63 slides. Price for the set,
$9.45.

Lecture VIII — Transporting the Army to France: An account
of the transport service, the reception of our troops in Great
Britain and France, and the preparations at the docks and rail-
way centers to receive them. The lecture is illustrated by one
or more slides on each of the following topics : Soldiers Boarding
Transports, Life on Board the Transports, American Soldiers in
England, At the Docks in France, General Pershing at Lafay-
ette's Tomb, American Troops Welcomed by the French, Building
Railroads in France, Life of American Soldiers in French Villages.

This lecture is accompanied by 63 slides. Price for the set,
$9.45.

New Bray "Pictograph" Reel Offers Many Unique
Features of War Winning Days

SEVERAL "Win the War" films are being shown in the Para-
mount-Bray Pictograph, the first of these subjects, "The
Psychology of Song," represents Uncle Sam as saying, "Keep
'Em Singing and You Can't Lick 'Em."

It is a rapid-fire exposition of how the government undertakes to
turn every soldier and sailor into a vigorous vocalist and thus
into the highest type of fighting man. The forces in France now
sing when they are relaxing and sing as they go over the top.

Singing, it is declared, unifies, cheers, inspires and helps them
to win. The greater part of the picture was made at Pelham
Bay with song leader Percy Hemus and six or seven thousand
white-clad young seamen as the actors.

In "A Girl's a Man for A' That," girls are shown running ele-
vators, street cars and trucks, gathering crops, running farm
tractors, making aeroplanes and munitions, selling railroad tickets
and routing passengers, and scores of things girls seldom did
before.

In the third picture Uncle Sam says : "I'll Help Every Willing
Worker Find a Job." The picture shows the insides and the work-
ing of the most curious job-shops ever seen — the four hundred
bureaus which the U. S. Employment Service has opened through-
out the country.

The fourth of these pictures is called "Taking the Terror Out
of War," and it shows how one of the ancient terrors of war is
eliminated, for it is the story of War Risk Insurance, which every
soldier and sailor is asked to take up to the full limit of $10,000,
at a nominal cost.

Pa the Producing Series of War Pictures for U. S.
Committee on Information

( <r~iOLVING the Farm Problem of the Nation," which was
^S released October 13, is the first of a series of one-reel
'^—^ pictures which Pathe is making under the supervision of
the U. S. Division of Films. The series is under the general
title, "Winning the War." The second release, "Feeding the
Fighters," shows where the food for the great army in France is
coming from and how it is shipped across the Atlantic. The
loading of one of the floating refrigerators that carries more than
a million pounds of beef is shown for the first time.

The third of the series, "Making Man Power," gives an insight
into some of the most important operations of labor now being
carried on, and makes plain some of the problems the government
is called upon to solve.

REEL and SLIDE

17

Natural Color Films and the Educator

Achievement of Color Cinematography Opens Wide the Door in Nature Study
Experts Getting Nearer Goal After Many Years of Study and Costly Experiment

By E. B. Koopman

CINEMATOGRAPH pictures in natural colors have
been the elusive "butterfly" of the motion picture
world for more than a decade. Departing from the
hand-colored article with its crude and usually un-
satisfactory results, the ideal sought by all experi-
menters is the attainment of the natural color values
on the screen as they are seen in nature by the human eye.

There have been many experiments conducted along this line
in years past and it may be said with truthfulness that the goal
has been gradually coming nearer. Color films which have hither-
to been placed on the market have fallen so far short of the stand-
ard to which they must attain that the general impression has
prevailed that the time is far distant before the color film will
become of practical value. As a matter of fact, true nature color
cinematography has now been achieved, but it is not within the
province of this article to enter into that phase of the subject.

We are concerned here with the application of nature color
photography to educational moving pictures. Even teachers who
have given considerable thought and study to the screen in the
class-room cannot without having seen true nature color motion
pictures, appreciate the wonderful possibilities which will result
from their practical application in connection with teaching.

The motion picture is capable of presenting movement correctly;
it will present movement with absolute fidelity providing the
mechanical functions of the art are properly regulated and oper-
ated. That is, if a film is taken with the correct relative speed
to the moving object and projected with the same* relative speed,
the result will be an exact duplication of nature, as exemplified in
a man walking. That we do not always get these ideal condi-
tions is no secret, but it is due to no fault in the principles of
the art.

Present Limitation of the Camera

Nature provides the healthy human eye with marvelous facul-
ties, the most important of these enabling us to distinguish form
or shape, color and dimension. If the object, for example, be
that of an orange and it be viewed in darkness with a strong light
behind it, the form will appear round and flat like a disc; now,
illuminate the room and instead of a flat black disc we perceive
that the form is spherical, and the color of the object is yellow
and that its dimension is much smaller than the table on which
the orange is placed.

Black and white figures in motion, among black and white sur-
roundings, are far from reproducing what the eye sees in nature.
An important element is missing at present which prevents the
camera from reproducing objects as nature presents them to the
eye and this element is color. Few people realize how important
color is to us in every day life.

The saying that we only appreciate or realize the importance
and value of the functions unconsciously performed by the human
organs and senses until one of them becomes impaired or affected,
is certainly applicable to color.

Imagine what a shock it would be to you if suddenly you lost
your sense of color and every person and thing in your range
of vision appeared to you as black and white only! The blue
eyes, golden hair, pink cheeks and red lips of a laughing baby
held in the flesh-colored arms of its smiling, brown-eyed mother
all change in a flash, together with the delicate colors and green
foliage of the charming garden surrounding them, to cold black
and white.

Color Plentiful Under Sea

The motion picture screen presents to us a shadow world. It
is a world of black and white. We must imagine our colors or
have them described to us by titles. The public has accepted the
black and white images on the screen because they have neither
seen nor been accustomed to anything better and for the same
reason they accept the lack of true perspective in the standard
moving picture image.

When natural coloring with the effect of relief and depth, giv-
ing the dimensional or stereoscopic quality becomes known to this
same public it will demand and be satisfied with nothing less.

As these missing elements are added to cinematography, the
importance of the moving picture for educational purposes becomes
greater, the scope of its applicability enormously extended and
its usefulness to the teacher correspondingly increased.

Take natural history : Nature is as lavish with wondrous color
in the fauna of the sea as with bird life or flora on land.

Marine vegetation and the thousands of species of under water
life possess some of the most striking and delicate colorings
conceivable. We cannot paint them on our film with a brush.
No brush could convey these colors and their multitudinous com-
binations. With painted films the pupil would be apt to get what
the colorist believes to be the color rather than what it really is
in nature. Hence we would present misinformation and defeat
the very end sought after in the projection of the films.

The majority of the so-called "educational films" to-day were
primarily made and used for entertainment purposes, largely con-
sisting of scenic, travel and industrial subjects. Their use for
educational purposes followed as an afterthought and they may
be properly termed by-products of entertainment films.

To obtain the ideal "teaching" or instructional films will re-
quire the enlistment of the professional educator in their prepara-
tion, production and use. Natural color films will provide him
with a far more wonderful instrument of teaching than he has
ever dreamed of.

Many Subjects Call for Color

In addition to nature's distribution of color among animal and
plant life, there is the marvel of "camouflage" color protection
or disguise she so generously bestows upon them.

Many species are in the colorings of their usual surroundings ;
in some types color changes occur with the different seasons of
the year. As, for instance, the Rocky Mountain Ptarmigan ; in
the summer its plumage matches the gray lichens and mosses,
changing in winter to a white garb, which cannot be distinguished
against the white snow.

The chameleon, a lizard, which at will assumes the hues of its
environment. The octopus, besides simulating the color of its
shadowy surroundings, can also become invisible by ejecting a
dark fluid into the water surrounding it.

Some of the many subjects to which nature color films will be
of the utmost value are :

Agriculture Ethnology History

Applied Arts Painting Natural History

Architecture Geography Physics

Biology Geology Etc., etc.

Chemistry Horticulture

The improvement in moving picture production has been gradual,
but great, and is continuing. Mechanical limitations are being
overcome, illumination is being improved upon. The best projec-
tors are almost perfect instruments and as the possibilities of the
screen widen and its standards rise, the day when every school will
have its screen will come just that much nearer.

Venezuelan woman doing the family wash. From one of the Ches-
ter-Outing series.

18

REEL and SLIDE

stereopticon lectures on the situation in
the Near East.

Here and There

A series of educational pictures will be
shown at the Majestic Theater by the Chil-
licothe, Mo., High School. They will be
shown on si.x successive Monday nights.
The series will consist of "Quo Vadis,"
"Les Miserables," "The Last Days of Pom-
peii," "The Vicar of Wakefield," "Vanity
Fair" and "Our Own America." The
length of each presentation is from six to
eight reels. The high school orchestra will
furnish music.

"These events will be strictly educational,
and should be supported for the following
reasons," says the Chillicothe Constitution :

"Good entertainment is part of the train-
ing of citizens. If the good is not fur-
nished the bad will be the rule. This is an
attempt to supply the best.

"Good entertainment is more necessary
in war time than in peace. The proper
nerve tone of the nation cannot be main-
tained without it."

All profits of this enterprise will go to
the support of the Chillicothe High School.

Mr. Cuff, manager of the Empire and
Majestic, has given the Majestic, his ma-
chine and expert operator for just what it
costs him.

The cost to the patron is nominal. For
the sake of typifying the whole course it
may be noted that "The Last Days of Pom-
peii," photographed at the foot of Mt.
Vesuvius, has turned away large numbers
at $L0O per single admission. Season tick-
ets for the whole course will be sold for $1.
Single admissions will be 25 cents.

Public lectures will be resumed in Rich-
'mond, N. J., for the thirtieth season. There
will be ten centers, in each of which there
will be one lecture a week. Fifty-five per
cent of the lectures this season will be of
a patriotic nature or relate to the develop-
ment of democracy.

At Public School No. 18, Broadway, West
New Brighton, Roi B. Woolley lectured on
"A Volunteer at Verdun." "Constantinople
and the Dardanelles" will be Harry C. Os
trander's topic at the Curtis High School.

Still another timely talk will be that on
"Aerial Navigation," bv Charles L. Har-
rington at Public School 13. He will tell of
aeroplanes, hydroplanes, different forms
and uses of 'planes. Some beautiful pic-
tures of flights will be shown. At School
No. 20, Port Richmond, Arthur D. Rees
will lecture on "The Soul of Russia."

"Men Who Made the World Laugh" is
the title of a course to be given by Prof.
J. G. Carter Troop, formerly of Chicago
University, at Immanuel Church, Wester-
leigh, beginning with "Aristophanes." Lat-
er he will consider "Shakespeare," "Moli-
ere," "Ben Jonson," "Sheridan" and "Gold-
smith."

JRev. C. A. Decker, of St. Paul's Lutheran
Church, Streator, III., is using lantern
slides to illustrate his new lecture, "Mis-
sionary Work in New Guinea."

Two thousand Chicago high school cadets
were recently treated to a special moving
picture show in connection with children's
celebration of the Illinois Centennial.

Miss Olive L. Brown, who has been
associated with Svrian and Armenian Re-
lief for some months, is giving a series of

C. E. Dowell, field secretary of the Anti-
Saloon League for national orohibition, is
using lantern slides in a series of lectures
he is giving in the leading churches of Illi-
nois.

Mr. Wallace R. Lane, a member of the
law firm of Parkinson & Lane of Chicago,
delivered a lecture at the Bloomington, III.,
high school building in the interests of the
Fourth Liberty Loan. Mr. Lane had with
him some wonderful pictures of scenes
taken on the battle fronts in Belgium,
France, Great Britain, Italy and other
places where the great war has raged.

The Methodist Church at Quincy, 111., is
using the stereopticon with success in lec-
ture work.

On Centenary Day of the Central District
Methodist Conference, Streator, 111., Dr. L.
C. Murdock delivered a lecture entitled,
"Making Democracy Safe for the World,"
illustrated by means of lantern slides.

There was a stereopticon lecture on
"Christianity in Japan" at St. James' Epis-
copal Church, Fremont, Neb., given by the
Rev. Geo. St. G. Tyner on October 2.

Lantern slides recently were used in Chi-
cago Theaters to warn the public against
the influenza epidemic.

Mrs. John F. Gilchrist gave a illustrated
lecture before the Chicago Woman's Club
recently on "Old Chicago — -Tales of a
Grandmother."

A stereopticon lecture was given by Rev.
J. R. Fisher of Cambridge in the Town
Hall at Center Cambridge, Troy, N. Y.
The proceeds go for the benefit of the
Old Ladies' Home at Greenwich.

A set of lantern slides, containing the
words of selected songs, have been secured
by the Liberty Music Committee of Quincy,
111., to be used at large gatherings, where
there are not enough song books.

An address, illustrated with many beauti-
ful stereopticon views, was given at the
evening service by Rev. G. Everett Moon,
of the Christian Church, Portland, Ore.,
a returned missionary from the Upper Con-
go country in Africa. Rev. and Mrs. Moon
spent many years among the natives of the
Bolenge district, and during their brief fur-
lough in America have delivered many ad-
dresses before churches and conventions in
various parts of the country.

A stereopticon lecture entitled "Up the
Min to Shaown" was given recently at the
East Congregational Church, Grand Rapids,
Mich.

A stereopticon lecture was given at Com-
munity Hall, Pekin, 111., recently by Mrs.
West of Chicago. The lecture was Milo
Bennet's remarkable story of the history of
Illinois from its birth to the present day.

Richard S. Martin, president of the So-
ciety of Chicago Sons and Daughters, lec-
tured recently at Minneapolis on "Mexico
as Seen by an American." One hundred
stereopticon views were shown. The lec-
ture was free.

Rowley concerning a trip they had through
the Grand Canyon, Yosemite Valley, south-
ern California and the Canadian Rockies.
Finely colored slides were used im the illus-
trations.

Rev. George Crockatt, pastor of the Wil-
low Avenue Church, Joliet, 111., is using
lantern slides to illustrate the Sunday even-
ing lecture in his church.

"Mexico — Yesterday, To-day and To-
morrow," was the subject of a lecture at
the auditorium of the Denver Public Li-
brary by Mrs. A. B. Talbot. With the aid
of stereopticon slides Mrs. Talbot empha-
sized the vast resources of Mexico and de-
scribed its people as sincere, docile and
loving.

What the International Pacific Northwest
is doing to win the war and its success in
meeting government requirements in spruce
production, shipbuilding and other activi-
ties, is to be explained to people of the Do-
minion of Canada and the northern tier of
states in the Union by Frank Branch Riley,
Portland attorney, who has been chosen to
deliver lantern slide lectures, under the aus-
pices of the Pacific Northwest Tourist
Association, which represents Oregon,
Washington and British Columbia.

"The Ages of Masonry," a lantern slide
lecture, was given by John Ulrich at the
Wilmington, Del., High School recently.
The lecture included Egyptian, Grecian,
Roman and. medieval periods of masonry
and "American Free Masonry."

The National Order of Foresters are us-
ing illustrated lectures to show the work
and progress of the order throughout the
country.

Rev. F. S. Burton of Sentinel Methodist
Church, Buffalo, N. Y., is giving a series of
illustrated lectures on China as part of the
Sunday evening service.

Sunday evening stereopticon lectures at
the Melvin Congregational Church, Paxton,
111., were so successful during September
that they will be continued indefinitely.

Col. James L. Taylor of the Illinois Cen-
tral Railroad is holding a series of illus-
trated lectures on handling high explosives
in educational institutions, along the com-
pany's lines.

At Unity Church, Oak Park, 111., Rev.
Thomas E. Potterton, D. D., a leading Uni-
versalist clergyman of Brooklyn, N. Y.,
gave an illustrated stereopticon lecture on
"Picturesque and Progressive Japan, Our
Ally in the East."

The Chicago Camera Club listened to an
illustrated talk recently by Mr. and Mrs.

Oil Company Shows Work,
on Screen

THE value and necessity of producing
oil was recently shown by members
of the New York firm, Thomas
Hughes Co., in moving pictures at the
Hotel Lafayette, Buffalo, New York.
Scenes in Tulsa, Oklahoma, and Cherry-
vale, Kan., the home of the Wright Refin-
ing and Producing Corporation, showed
how oil was produced from the ground and
manufactured into finished products.

G. N. Wrightj president of the company,
and Edward J. Dotterweich, a representa-
tive, spoke in connection with the showing
of the films. They said they were anxious
to educate the people of this city to the
necessity of bringing the war to a success-
ful close with the production of 100,000,000
more barrels of oil this year than in 1917.

REEL and SLIDE

19

Shall Our Film Be One Reel or Two?

Stetson Hat Company Film Production Showing "How Felt Hats Are Made" Described
One Reel Most Popular Unit in Big Cities — Two Reels in Towns, Their Experience

By William H. Schneider

(Assistant Secretary, John B. Stetson Company, Philadelphia)

I HE John B. Stetson Company has had considerable
experience with moving pictures,' not wholly actuated
by commercial purposes, but also actuated in its film
ventures by a desire to illustrate the art of hat mak-
ing for the entertainment and instruction of the gen-
eral public.

Fortunately, our industry is one that lends itself to visualiza-
tion and the result has been a picture that is constantly in de-
mand. As everybody wears ha1;s, the subject is one of direct in-
terest to the average person and thus a popular keynote is struck
at once.

We believe, judging from our experience, that the one reel sub-
ject is the best unit for circulation in theaters located in the
larger cities. On the other hand, the smaller towns seem to pre-
fer the two-reel subject. However, we are sold on the one reel
61m for a purpose like ours as enjoying the greatest average popu-
larity, especially where national distribution is the aim and in-
tention.

Some years ago the Lubin Company, searching for educational
subjects, asked permission of us to produce a film showing how
Stetson hats are made. This was long before it became the prac-
tice of large concerns to circulate films visualizing the processes
in the manufacture of their products.

The Lubin people circulated the films through their exchanges
and we secured two prints for ourselves, which were shown to our
employes at our factory and later at the Pan-American Exposi-
tion. Some of our dealers asked for the films and we had sev-
eral additional prints made to supply this demand. Subsequently
a number were placed with the Bureau of Commercial Economics
at Washington and were routed through the United States and
Canada. We made no effort to increase their circulation.

Cut Two Reels Down to One

Motion picture photography had in the meantime made such
progress that our -film became obsolete. All the Lubin films were
recalled and after "shopping around" among the producers, we
contracted with the Dyer Film Company, New York, who pro-
duced two reels. We found that in certain districts there was
some objection to two reels and we were obliged to cut them
to a single reel.

The films show the progress of a hat from the raw fur to the
finished product. As a preliminary, the fur-bearing animals —
beaver, hare and nutria — are shown as they appear in life. We
were particularly fortunate in being able to film a pair of beavers
as they were building a dam, as well as a large family of South
American nutrias. Views are given of the various departments,
beginning with the preparation of the fur skins ; cutting the fur
and preparing it for use ; forming the hat bodies ; sizing and
blocking them ; finishing, trimming and packing.

Panoramic views are shown, followed by "close-ups" as the
story proceeds. We have been told that the films are of excep-
tional brilliancy, interesting, and that they have been well-
planned, so that it is possible to follow the subject intelligently.

From the Stetson production, "How Felt Hats Are Made.

No characters have been introduced and no attempt has been
made to feature "stunts."

It is surprising how few men realize how much work is neces-
sary in making a man's quality felt hat. Comparatively few know
that they are made of fur. We have issued a descriptive booklet,
but to many men reading is a task, particularly of a subject that
is interesting only to those who really want to know, whereas,
animated pictures, irrespective of the subject, are bound to in-
terest some of the spectators and the remainder look at them by
compulsion, so to speak.

K the photography is of a high standard, a good impression is
made and the pictures will hold for at least part of the time the
attention of that class of people who are not generally interested
in educational films. A good thing will attract anybody. That
being true, it naturally follows that nearly all of those who see
all or part of this film and, particularly if they had no previous
knowledge of the method of making Stetson hats, will, when
they think of hats, have cause to remember Stetsons.

What the Dealers Say of Films

Frequently we receive letters from dealers who have exhibited
the films that would indicate they are valuable.

One firm says : "We are doing a big business as a result
of showing the film." And very often we are told that the pic-
tures are a "revelation."

For the present we are circulating the films to those who re-
quest them. Our traveling salesmen interest the dealers in the
films, and many requests for them are received through this
source. The fact that we had the film was advertised in one of
the hat trade papers and as a result we circulated a number of
reels to dealers. Other requests come to us in various ways from
schools, colleges, religious, social and fraternal organizations.

B^hB a ^iS^^~^^^^-'^^'^'

^

L. ~^«^fil^^^^^^^^^H

■■ *^ 47

^f/-!^::/' '"" ■■'""* '■ ■ -

PS! ' '» . -tsu ^1

■1,'i,

The making
of felt hats,
showing the
process
from begin-
ning to end.

20

REEL and SLIDE

Suggests Manufacturers Show

Clerks How Their Goods

Are Made

By Camilla Donworth

{President, Films of Business Corporation, in an address on

Screen Advertising recently made before the

Rotary Club of New York)

AMERICA has put her shoulder to the wheel with a "Win
the War" slogan or trademark. After the war is won
we are going to face commercial conditions that will call foi
the best that is in us and when people buying goods marked "Made
in the U. S. A." read that trademark — the father of all American
trademarks — it must mean to them not only goods made in Amer-
ica, but the kind of goods for which they have asked.

Individuality — that most precious asset — became a part of every-
day business before we realized it. Yet it is amazing how diffi-
cult it is to get various businesses to realize that many of the
operations used in making their various commodities are en-
thralling, inspiring, and would be business getters if consumers
could see them.

The trademark that has become a slogan — and it isn't valuable
until it has — is the most prized asset of the manufacturer selling
goods under it. And a trademark does not have to be registered as
a trademark to be one. It may be the name of the company
driven home so that when one thinks of something to be pur-
chased the name of the company selling that commodity or service
will flash into the mind. The things that we see remain in our
memories much more distinctly and recur to our mental vision
more frequently than the things we meet via the written or the
spoken word.

I shall never forget the morning that I was called on deck to
see Gibraltar. There we were looking up at that wonderful old
rock, but I missed something. Of course, you all know what I
missed — the name of an insurance company. I had so often seen
that company advertised with the strength of old Gib that when
the actual physical fort came to view I expected to see the painted
letters.

The Behind-the-Counter Salesman

When a manufacturer applies a trademark to the article he
makes he does so because he believes in his merchandise and
wants to guarantee it. Does the consumer need to remember
where he bought a trademarked article? No, because the trade-
mark itself is his protection — right through the jobber and the
retailer — and he feels that personal contact; subconsciously if you
will, but feels it, nevertheless.

Methods of making are decided upon; the trademark is given
and now for making that trademark a tangible selling asset. The
advertising manager gets busy with copy for newspapers, maga-
zines, trade papers; he makes his plans for billboard and other
outdoor display. I want to stop right now and remind you of the
many times that you have been, at the mercy of a behind-the-
counter salesman. "Would this great army of salesmen be so in-
different to their work, so inclined to be ashamed of working in
shops, so lackadaisical in their methods of handling customers if
they knew the "romance" of merchandise? Here is an avenue that
the manufacturer has neglected. For these people are interested
in life; they want to know what the other fellow does and how
he does it. They don't know that sheep are fleeced, yarn is spun
and articles that they sell over the counter are only the finished
product. Most of these people have had very little education, so
far as going to school is concerned, but think how they would
boost if the manufacturer would take them into his confidence.

No merchant can afford to send his selling organization to
school where they would listen to long, dry talks, and, even if
he felt such education would be an investment from his point
of view, the salesman would not be willing. On the other hand,
if the manufacturer would provide a motion picture actually show-
ing how his commodity is made, giving through the picture enough
of the history of that commodity to hold, entertain and instruct,
he would not talk over the heads of his audience, nor would he
commit that most unpardonable sin of patronizing.

After the salesmen had seen how the commodity was made,
don't you think goods bearing that particular trademark would
be what they would offer their customers?

I hate the word "shop girl" just as much as the girl in the-
store. These girls would welcome a point of intelligent contact
between themselves and their customers, and where they had been
privileged to actually see the goods made they could and would
impart a considerable amount of this knowledge to the customer.

When an advertising manager writes copy, revises it, submits
it to the powers- higher up for maltreatment, gets it finally O. K.'d

and sees it in cold print, he is all through and ready for the next
piece of copy. One of the pitfalls of selling the industrial motion
picture has been the attempt on the part of the people selling
these pictures to get the advertising man to see this medium and
treat it as he has been in the habit of seeing and treating printed
copy.

"What Is Your Circulation?" Unimportant

_ "What is your circulation?" is the first question that an adver-
tising manager wants answered when he is considering copy for a
periodical. He has become so accustomed to asking that question
that he says to the man trying to sell him a motion picture, "What
distribution can you guarantee?"

Really this is not the correct mental attitude. Industrial mo-
tion pictures are not a by-product of play-pictures. They open up,
on the contrary, a hitherto unknown field and appeal to the
imagination. It is not a question of how many people will see
my picture, but where can I show this picture to promote sales?
The distributing of industrial motion pictures promiscuously
through theaters does not sell merchandise in proportion to the
money expended. Take the same amount of money, time, energy
and add intelligence to reaching selected audiences and you create
a demand in the minds of consumers of your own commodity for
your goods ; and where you can show the pictures of how you do
things to the people actually, physically selling those goods to the
consumer, you attach to yourself the strongest army of boosters
possible to obtain.

The motion picture is really the party frock in the advertising
wardrobe, and, as such, to be worn on state occasions and for the
benefit of people actually and' vitally interested. I want to leave
just this last thought with you — pictures need no translation.
Through the eye we all speak the same language, and our mod-
ern American methods are new, interesting and often amazing
to the foreigner. This point is well worth considering right now,
when we are getting ready to meet post-war conditions. The
American manufacturer furnishes all kinds of selling helps to his
dealers, whether they be domestic or foreign, and the motion
picture is capable of showing the slothful dealer just how the
more up-to-date man, handling the same goods in a different
territory, uses the window displays, "silent salesmen," posters
and various other helps from the factory.

Only Two Cents Per Man Actual Cost Now of Show-
ing Films in War Camps

By William C. Freeman

{In the New York Evening Mail)

THE Community Motion Picture Bureau is now the accredited
representative of all the Ally Y. M. C. A.'s and is furnish-
ing moving picture shows that the men of every Ally nation-
ality indorse unequivocally and enthusiastically. The pictures are
selected with the greatest care and judgment, and always with the
idea of giving the soldiers the greatest pleasure, as well as ac-
quainting them with the characteristics and achievements of the
several nations represented in the Ally army.

The pictures are serving the dual purpose of entertainment and
education. And when the war ends the Ally nations will know
more about each other than they ever did and they will be closer
together, largely because the moving picture has stepped in as a
great educational force.

Is it advertising? It certainly is, and of a very high type. Can't
you see how advertising men with vision fit in with the work being
done by the Community Bureau? There is nothing like pictures to
make lasting impressions on the mind. And then when each pic-
ture carries with it a brief, carefully worded description, printed in
big display letters, the effect is very powerful. What do you sup-
pose it costs to supply the men at the front with moving picture
shows? You would answer offhand, "a very large sum." Well, it
does not cost a large sum, based on the unit charge.

It costs — including everything — men, materials, cameras, pic-
ture machines, automobiles, losses by shell fire and submarines,
etc., only 2 cents per man per show.

That is to say — if a show is put on in every spot where sol-
diers are gathered — the cost is 2 cents per man only. The ag-
gregate cost represents, of course, a large investment, because
pictures are shown to millions of men — not once, but very fre-
quently. But even if 10,000,000 men should all see a movie show
six times a week, the equivalent of 60,000,000 at one show, the
cost would be $1,200,000.

America would not balk at spending $1,200,000 every week to
give the boys these great treats, for they really and truly are
wonderful treats to them.

A price of a 2-cent postage stamp is not very much to invest
to give a soldier an evening of happiness.

•1

REEL and SLIDE

21

The School Projector and the Booth

Suggested Teachers Get Training as Operators With Points Toward Degree
Booth Should Be Built as Extension, Following Lines of the Auditorium

By Alfred H. Saunders

(Who has investigated the subject of Visual Instruction for the
United States Department of Education)

[HERE is educational cinematography — and education-
al cinematography, with a largely divergent differ-
ence between them, and one that I wish to try to
make plain, so that it may be understood both by
the educator and the layman.

Educational cinematography for the general public
in the picture theater is an entirely different proposition to the
educational needs of the class-room. At the same time there is no
reason why the class-room pictures should not be available for
educating the general public in the motion picture houses. Let
me make plainer the difference between the two.

The ordinary travelog picture showing a little bit of scenery here
and a little there, a touch of life in this spot and another touch
in that spot, the ordinary commercial industrial picture showing
how certain manufactures are produced and filled with the ad-
vertisement of the manufactory cinematographed, are not in the
strict class-room term "educational." All pictures coming under
this head are illustrative rather than educational. In other words,
they are not appropriate to be used in connection with the cur-
ricula of the schools.

The educational picture, in the strict sense of the term, is a
picture that the pedagogue can use as supplemental to the daily
routine of his work. That is, the illustrations must be con-
ceived by the teacher of the subject, put in practical form and if
possible directed by the educator. It must be of the teacher, by
the teacher, for the teacher.

In conversation the other day with a prominent educator, the
question of the utility of educational cinematography was fully
discussed, and the admission made that the educators needed to-
day, more than they fully realized, the addition of visual educa-
tion to their text book work in the class-room.

.After admitting the fact that if pictures were available there
would be no dearth of applications for their use, either by pur-
chase outright, or by hire from the local exchange ; admitting
the demand, and wishing that such subjects were available, the
fear was expressed that the handling of the film might prove a
dangerous occupation, and the risk of fire prevent their general
use in the schools.

One Out of Twelve Hundred

I pointed out the fact that in the State of New York (ex-
clusive of New York City), out of 8,000 fires reported, resulting
in the loss of several millions of dollars, only four were caused
by cinematography — and those through the cigarette smoking of
the operators — resulting in very slight damage. In the city of
New York, out of 12,000 fires, only one was a cinematograph
fire — caused by the same folly — -cigarette smoking. The resulting
loss was exceedingly small, confined to the film itself. It was
such carelessness as this which caused the heavy restrictions to
be placed by the fire authorities upon the use of celluloid base
in the manufacture of cinematograph film.

The question of non-inflammable film was then raised. My
reply, concerning its universal use, its practicability and its last-
ing qualities, was that there is no practical non-inflammable film
on the market at the present day. During my twenty-nine years'
acquaintance with cinematography (having seen the first picture
produced in 1889) there has not yet been placed upon the market
a successful substitute for the celluloid. The material used for
the non-inflammable becomes brittle and useless after a few ex-
hibitions and exposure to the heat of the projector and conse-
quently has been abandoned by most manufacturers.

I believe there is on the statute books of the State of New
York an act requiring the use of only non-inflammable film. The
act has practically been allowed to fall in desuetude. Such being
the case, in my opinion, celluloid film is the only film capable of
being used a very large number of times, as would be necessary
in the class-room.

How, then, can so dangerous (?) an element be used in the
school-room?

I covered this question fully in an address to the N. E. A. at
St. Paul in 1914 and showed that the so-called danger was in-
finitesimal in the hands of a careful operator. Moreover, the
condition was, and still is, that in careful hands it is not neces-

^m\)»«*-^

sary to build a booth for the projecting machine, and the ma-
chine could be used in the midst of the audience, the same as a
stereopticon is used, providing one of the standard machines be
used for that purpose.

Booths May Be Supplied

If the engineer of the school, or his assistant, or the teacher
himself, is properly trained, such a thing as a cinematograph fire
should never occur ; but as the Boards of Fire Underwriters pro-
hibit the machine in the audience, and compel the construction of
either an asbestos, an iron, or a brick booth, there is no alterna-
tive but to supply them.

In the aforementioned paper I discussed the question of their
adaptability, and suggested that, wherever possible, the booth
should be a built-on extension to the auditorium, an extension,
say, ten feet square, which should follow the same lines of the
building ; or, if built inside, it should also conform to the general
lines of the interior decoration, securing beauty and safety at the
same time.

The question of the operator is a moot one, and I suggested
special training, and that, if possible, where the teacher took an
examination in the physics department, it should be made a part
of his course of study period, securing points towards his de-
gree. I was gratified to find that the University of Minnesota
adopted this principle and gave instruction and points at the sum-
mer session to principals of consolidated rural schools. This
special course commenced in 1915, and I believe they have con-
tinued it to the present time, and the successful motion picture
operating teacher or principal receives points towards his degree.

Machines Will "Pay Their Way"

The instruction given is most practical. The students are taught
the mechanics of the propector, how to dismantle and repair the
machine, how to take care of the parts, also the study of the
effects of condensers, lenses and adjustments.

Another important Doint is that these consolidated school prin-
cipals, usually being leaders in their respective communities, be-
come a power for good in the education of the rural population.
It is to be hoped that other state universities will follow the exam-
ple set by Minnesota.

The remark was made that the standard machines were very
(Continued on page 22)

22

REEL and SLIDE

Are Motion Pictures Publicity, or
Are They Advertising?

By E. J. Clary

A NATIONAL advertising man recently made the remark in
New York that moving pictures were not to be confused
with advertising, but may well be termed the "greatest
publicity medium in the world."

It is largely upon this basis that the average agency man re-
jects pictures in his plan of things. He concedes the vast power
of the screen to create an impression and to familiarize great
numbers of people with a brand, but he does not believe that the
screen actually sells razors, soap or breakfast food.

Here is the view of a well known agency man who is con-
nected with one of the most important agencies in the country:
"We prefer to have nothing to do with motion pictures. We are
not film men. We classify films with billboard advertising, street
car advertising, etc. Our business is buying and filling space in
newspapers and periodicals, with now and then a flier into the
direct mail campaign field. Our reason is that we know that the
billboard man, the street car man and the film man know their
mediums better than we do. In other words, it is out of our line."

Firm Uses Lecture Platform

Perhaps this argument would not be found generally in the
agencies. An agency man isn't a printer, either, but he has much
to do with typography; he isn't an artist, but he finds art a neces-
sary medium.

American business has always seized upon the shortest possible
route to a result; that is, most branches of American business.
(One American firm has sucsessfully enlisted the lecture plat-
form to get its product before the public.)

The whole question of screen advertising descends to this: Is
a picture able to impress the mind of the average man? Is the
picture as influential with the human brain as that of the written
word? If it is— and there can be no doubt that it is— the agency
man is not progressive enough to utilize a powerful force at his
disposal.

No doubt the chief reason for his backwardness in adopting the
screen for what it is worth is ignorance of films, film rnethods,
the film appeal. He has the circus ballyhoo man in his mind
when he refers to the film man — any film man. Instead of judging
the value of pictures by the pictures, he judges them by their
association.

An advertising man in New York recently informed the writer
than as the head of a group of national advertisers, he is con-
stantly besieged with requests for information on films. He has
collected all the data available on the subject, but this isn't enough.
He finds himself at a loss to answer such queries as this : "I have
a film — how can I get it distributed?"

So important has this thing become that steps are being taken
to install a moving picture data department.

Distribution Is Possible

Now, as a matter of fact, all arguments to the contrary, it is
not difficult to get distribution on moving pictures— providing the
pictures are worth distributing. There is the rub. Nobody can
fool the theater man these days. Educational institutions, too,
are getting more and more particular about the reels they exhibit.
The fact that a film advertises somebody's legitimate business is
of secondary concern; the question is, whether or not the film
is good, whether it is good photographically, whether it is_ inter-
esting, the case well presented and whether or not it contains in-
formation of value.

But to get back to the point, the advertising man ^must first
decide the question, "are pictures effective advertising?" He can
get his answer in the files _of a dozen producers who have the
written testimonials of actual film users— users who have gener-
ously "repeated." '

If" good, they should be incorporated in every comprehensive
campaign or there is a missing link. It is in the agency man's
line, whether he thinks so or not. He finds himself depending for
fifty per cent of his appeal on visualization, and yet he is only
slowly recognizing that the picture that moves is only a step
further forward.

Committee on Information to Produce Picture,
"Story of Ship Construction"

CL. CHESTER has left New Y'ork on a trip that will carry
him as far westward as the Pacific Coast, in the interests
• of a multiple-reel ship-building picture wh'cfi he is to
make under the supervision of the Division of Films, Committee
on Public Information.

Mr. Chester goes first to the iron fields of Minnesota to get in
touch with the extraction of the iron ore, and will then follow it
■down the lakes and through the locks to the smelters, and on
through steel mill and fabricating shop to the shipyard.

In unfolding the story of the wooden ships, the producer will
invade the primeval pineries of the state of Washington and show
how the almost countless crews of expert woodsmen are felling
whole forests in order that the logs may go skidding down to the
new rails and thence swiftly to the yards at tidewater.

Mr. Chester feels that there is something of an epic in this
chapter and he will use all his skill as a master of outdoor photog-
raphy to carry the essence of it to the screen. The concrete end
of things will be secured in the quarries and shipyards of Cali-
fornia. Mr. Chester will then return East to follow up the work
at the great plants where the steel ships are taking shape with ever
increasing rapidity.

"Solving the Farm Problems of the Nation," Films
Shown Before U. S. Officials

IN Washington on September 20tn the state directors of the
U. S. Boys' Working Reserve gathered for a national con-
ference in the big assembly hall in the new building of the De-
partment of the Interior. The directors reported how every state
in the Union has done its part in training its boys to take the place
of the farm and orchard workers who have gone to war. As the
climax, there was exhibited a picture made by the Pathe Company
from a scenario by the Division of Films, of the Committee on
Public Information, called "Solving the Farm Problem of the
Nation."

The picture shows how 300,000 city high school boys were rushed
through agricultural "Plattsburgs" and sent into the fields in
time to save the harvests. The delegates expressed the opinion
that a great nation-wide undertaking has never been more inter-
estingly and successfully presented through the medium of the
screen.

"This is one of the most stirring stories of the day," said one
of the government officials, "and this picture gives it to the people
in a way that is sure to arouse the deepest enthusiasm and to give
us several times three hundred thousand boys for the work to be
done next summer."

Industrial Films Should Be Renovated After Each
Series of Exhibitions

A GREAT many concerns that have used motion pictures
through their dealers have on hand reels that are in pretty
bad shape from constant usage. This is perhaps more true
of this type of film than of any other. Films sent over the cir-
cuits of the regular booking agencies are regularly renovated and
are handled, in the main, by skillful operators and employes.

On the other hand, the commercial film is often at the mercy
of amateurs and others who do not understand films and how
they should be handled.

Industrial pictures, even if they are only "trailers," should be
inspected and examined after every showing or run, bad frames
removed and the film cleaned thoroughly. The cost of renovating
and fixing up a thousand-foot reel is seldom more than one dollar
a reel and in the end this pays out.

Films may not show wear to the average eye on inspection, but
they will magnify every scratch or break on the screen many
thousand-fold. The length of time a print will serve is deter-
mined entirely by the care that has been given to it. An indus-
trial film in bad condition suffers proportionately more than a
dramatic picture. The industrial film usually is a "guest" in a
theater, while a dramatic film is a "member of the family."

The School Projector and the Booth

(Continued from page 21)
expensive, and possibly would be beyond the reach of the small
community. My plan for overcoming this obstacle and to make
the machine self-supporting is a simple one, and can be adopted
by any community — for school, lecture hall, or church. A ma-
chine should be purchased irrespective of its first cost, or a local
philanthropist might be persuaded to present the school with the
apparatus. If this is not possible, a certain number of those in-
terested could club together and cover the initial cost, then by
making a small charge of admission until the sponsers have been
paid back their initial outlay; after which, if necessary, the charges
could be continued to meet all necessary costs of upkeep, pur-
chase of film, etc., so that in a little while the apparatus would
pay for itself. It could also be at the service of any lecturer
who might visit tTie neighborhood, a stated charge being made
for the use of the, apparatus and the operator.

I

m]

REEL and SLIDE

23

Non-inflammable Film — Ho^v and When?

The Leading Makers of Projection Machines Will Voice Their Views on This
Important Question in the Columns of REEL and SLIDE.
This Is the Third Article.

By H. B. Johnson

(Royal Projector)

IN answer to a query as to what our theory is relative to the
need for non-flammable film in the educational and indus-
trial field, and whether, in our opinion, that same should be of
a standard width, or special width, this is not the first time that
this question has come up for discussion, but there is no doubt in
our minds that if non-flammable film is required, it should be
of the standard width.

In the first place, nearly all machines have the standard width
sprockets, and we are certain if any company figures on putting
out non-flammable film in any quantities of a special width,
they are going to make a failure in expecting that the demand
is going to be an3thing like what they anticipate. It is up to
-the film manufacturers to make the width of the film to meet the
requirements of those who possess machines, and, as before
stated, nearly all exhibitors' machines are equipped with standard
sprockets only.

Possibly it may be remembered that several efforts have been
made in the past by projecting machine manufacturers to manu-
facture and sell a portable machine for educational work or home
purposes with special width sprocket, and, if we are not mistaken,
they found to do so was very difiicult. The public did not take

to that particular style of a machine, because most of them, when
desiring to rent any special big feature film produced by any of
the large film producers using standard width film, found
themselves unable to project same, due to the special width
sprocket machine.

Unless there has been a decided change in the quality of the
non-flammable film in recent months, our experience has shown
us that this class of film cannot be operated as many times
through a machine as the inflammable film, in other words, the
life of non-flammable film is not as long as that of the regular
film as used in the regular moving picture theaters.

With all the fireproof appliances and equipments that are now
put on projecting machines, we do not believe that there is such
a tremendous demand for non-flammable film as to warrant
any particular company at this time starting out with it. (

We think this is the consensus of opinion of all exhibitors,
also of the film producing companies, that there are not enough
machines at present equipped with special width sprockets to
warrant any company to manufacture special width film, either
inflammable or non-flammable, neither would they care to go to the
expense of endeavoring to locate all such special width sprocket
machines that are in use.

The film companies, like all other companies, want to do busi-
ness along the lines of least resistance, and the universal or
standard product is the only way that this can be conducted with
success.

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Pictures Shown Near Trenches by
Community Bureau

W

( iW 7HEN the fight is the hottest on the other side, not
more than six or seven kilometers from the front, our
men are giving within range of bombs and shells 80
and 100 showings of motion pictures a week," said Warren Dun-
ham Foster, president of the Community Motion Picture Bureau.
He has just returned from a five months' trip abroad, where he
organized the motion picture service not only for our own men,
but for the Allies; including one interesting branch for the 125,000
Chinese laborers.

"One of the Y. M. C. A. men," added Mr. Foster, "asked an
American fighting colonel, chief of staff of one of the first of
our divisions to go to the -other side, whether there was anything
special he could do for him.

" 'Yes,' said the colonel, T want three things : Some motion
pictures, then some more motion pictures, and then some motion
pictures. The motion pictures give the men relaxation and mental
rest, they forget their troubles, and it makes them better fighters.'

"Pictures are shown now between first and second line trenches,
and many of our delivery men drive their cars on roads under
shellfire. I was with one of them one day when we had a blow-
out just where only two hours before the boche had been sending
over gas shells. We did not waste time in getting things straight."

Mr. Foster has in his New York office a souvenir which gives an
idea of how near the front the motion pictures go. It is a white
muslin screen four by five feet, upon which the pictures were
shown in a dugout and holes in it were made by fragments of
enemy shells.

"The Chinese, of whom there are many thousands working for
the British, French, and Americans since China came into the war,
will have specially selected film service and their own motion
picture houses.

"With our film service we will endeavor to give them an under-
standing of the Occident. There will be no proselyting, but we
will let them see why it may be necessary to do some fighting
and explain away, if we can, the apparent inconsistency between
our commandment of 'Thou shalt not kill,' which they know, and
our desire to put the Germans out of the way.

"The Chinese like science, nature, hunting, adventure. We
shall show them the different corners of the world, western life
in America, some Chinese scenery and some comedy, for they
have a strong sense of humor."

Motion Picture Exposition Reveals U. S. Gov. War
Films in All Departments

THE National Motion Picture Exposition, fathered by the
National Association of the Motion Picture Industry, opened
at Madison Square Garden, Saturday, October 12. It was
called a War Service Exposition, and the United States govern-
ment was the largest exhibitor. Space was put at the disposal of
the -Fuel Administration, the Employment Service of the Depart-
ment of Labor, the Gas Defense Division of the Chemical War-
fare Service of the Army, the Ordnance Department, the Red
Cross, the Department of Agriculture, and the Food Administra-
tion, and was used by these governmental agencies to show their
accomplishments and their needs.

The private producers occupying space devoted much of their
attention to showing what the motion pictures have been doing
in the way of war work, and many propaganda films were exhibited
in the concert hall.

All money above expenses was appropriated to the war work of
the National Association of the Motion Picture Industry.

"Fabrication" Deplored in Production of Pictures
Visualizing History

ONE of the drawbacks to the movies is that some of them are
such liars. What they present they give with an immense
emphasis. You actually see what happens, and it takes
much harder hold on the mind than what is merely told you. So
much the more reason that what purports to be true should be
true ; true to character in people, true to fact in situations.

Much too often the pictures lie. In some great spectacles char-
acters and historical situations are grossly misrepresented. An
illustration appears in what the papers say about the Fox Film
Corporations' absurd caricature of the Battle of San Juan Hill,
in which, they tell us. Colonel Roosevelt is represented as rescued
by Lieutenant John J. Pershing of the Tenth Negro Cavalry.

■ There was no such rescue. According to the newspaper stories,
the scenario man admitted that he invented it and put it in to
make the show more interesting. He seemed entirely unaware
that the fabricated war film, misdealing with real people and real
events, was any more culpable than if it had been fabricated out of
whole cloth about fictitious personages.

The government, or somebody, should open a' class in ethics
for the picture people, and require of them, before they get a
license, a certificate that they understand their obligation to make
their pictures tell the truth. — "Life."

REEL and SLIDE

From the Poramount visuali-alion of "Tom Sawyer" (witli Jack Pickford). Secured

at Paramount exchanges.

Robert C. Bruce resting after a day's work with
the camera, in the Northwest. (Educa-
tional Films Corporation.)

PLJLILVQ

That ImitrMct

From "Tom Day Makes G
the White Pine As.

of ^

Boating on the River Nile, from a Burton Holmes Travelette, the stereopticon
series controlled by the Touriscope Company.

From Fox Film Company's screen version

through a

REEL and SLIDE

25

From ^

mid Eetertaie

an industrial produced for
m, by V. P. Hollis,
folis.

From C. L. Chester's reel on Venecucla, one of llic yccciil Chcslci-Outing series,
booked through Mutual Film exchanges.

From the Howard Moss "Movie Marionettes,"
produced by Essanay, secured through Gen-
eral Film Company exchanges.

Treasure Island," acted by juveniles. Secured
X exchange.

Warriors of the South Sea Islands, from Martin Johnson's cannibal series,
booked through First National Exhibitor's exchanges.

26

REEL and SLIDE

Questions on Educational Lantern
Slides will be answered by mall If
stamped envelope Is enclosed.

This department is in receipt of the following
letter:

Editor, Reel and Slide Magazine: Why is it
that the majority of the slide makers of the cotin-
try — particularly in the East — insist upon price
cutting at a time when by all rules of commercial
fairness prices should go up? The cost of all
materials, including glass, has risen until the mar-
gin of profit is practically wiped out. There are
any number of slide men in New York who are
making slides for 15 cents and less, in the mad
rush to get business. Of course, they must turn
out an inferior product at this price with the re-
sult that the quality slide man finds his business
being lured away from him, and either the quality
must be reduced or he must close up shop.

In the end the price cutter will lose along with
the quality man. In fact, I have had purchasers
of cheap slides come to me disgusted with what
they get, convinced that the price is secondary in
this business. But, only after trying the cheap
and, therefore, inferior article have they become
convinced. I venture the suggestion that a large
percentage of lecturers who buy cheap slides give
up the use of slides entirely as a result.

L. J. M., Boston, Mass.

Joseph Hawkes, of New York, who has a col-
lection of several thousand educational negatives,
recently declared to the writer that he had visited
a large number of the countries in which his
original pictures were made.

"The slide maker who would turn out a per-
fect product," said Mr. Hawkes, "should actually
see his objects. This particularly applies to the
colorist. Anybody can guess how to color a view
of the camp unit at Venice, but that's no sign
he is right. And accuracy certainly is a neces-
sary quality in slides depicting historical or archi-
tectural objects."

* * *

The inventor of the first stereopticon might
well turn in his grave could he return to earth
and witness a complete display of the modern
types of machines in operation.

The newest conceptions of the stereopticon run
to automatic operation, and there are not less than
a half do7en comparatively new types being offered
by as many concerns. While many of these re-
markable machines are adopted for the purposes
of the advertising man, the lecturer and teacher
have not been overlooked.

The Mazda lamp undoubtedly has had much to
do with the development and improvement of the
old-fashioned lantern, not only because of its con-
venience and safety, but because of its superior
illuminating power. Many of these new instru-
ments work almost without any attention on the
part of the lecturer. The latter can, therefore,
devote his time and attention to his discourse.

* * *

A reader writes that recently he ordered a war
series from a Chicago slide house. When the set
arrived, two of the plates were broken. He com-
plained that the slide house refused to make
good.

Most firms take the same stand and so an-
nounce in their catalogs. Where carelessness in
p. eking is the cause, that is another matter.

The widening use of lantern slides is instanced
in a newsp.iper article printed in a recent issue
of the Muncie, Indiana, press, as follows:

"Open house at the Y. W. C. A. last night was
a very successful affair, more than 100 women
and girls attending. The guests were received in
the prettily decorated rooms and a chorus from
the Girls' Patriotic League sang a number of pa-
triotic songs and camp parodies.

"Following a brief program, the guests were
taken to the First Baptist Church where stere-
opticon slides depicting women in war work were
shown. Hostess houses in the American training
camps were shown, with some of the good work
that is being done. Pictures showing the care
received by girls who are taking men's places in
all walks of life, both in this country and in
Europe, also were included in the screen pro-
gram."

Thus the church with a lantern reaches out
beyond its immediate sphere of influence and en-
larges the scope of its service to the community.

Another instance is found in the following dis-
patch from the Grand Rapids, Mich., News:

"The Students' Volunteer Band at the Theo-
logical School and Calvin College, the members of
which are preparing themselves for missionary

work, has appointed a committee to purchase a
stereopticon lantern, together with slides on China
and Central Africa. These districts are at pres-
ent under investigation by a committee of the
Christian Reformed Church for the purpose of
selecting a mission field for the denomination."

The value of the stereopticon as educational
factor is accepted by the world today, but there
vvas a long and discouraging interval of scepti-
cism preceding that threatened the credit of the
invention and seriously retarded its development.
The stereopticon is a very old device; Roger
Bacon, the medieval friar, is accredited with be-
ing the first European to use it, and a romantic
story is told of the way he employed it to strike
fear into the hearts of the simple, superstitious
people of his time.

Bacon was a Franciscan monk who had trav-
eled much, seen many remote lands, and brought
their mysteries back with him to Europe. He
learned the secret of the manufacture and use of
gunpowder of the Chinese and introduced it in
England; but that is another story.

He was a guest in the castle of an English
knight when a hostile baron led an attack upon
the stronghold. The good knight was away from
home with most of his retainers, but his son and
the few who remained entrenched themselves and
conducted the defense with courage that aroused
Bacon's admiration and sympathy. One by one
the works were carried by the enemy, and the
last desperate stand was made in an old tower.
At last the enemy succeeded in battering down
the doors of the keep and, as the foe swept into
the gloomy room, intent upon slaughter and
plunder, they were confronted by the image of —
the Devil!

It was Caliban seeing his own face in the glass,
and the fiendishness of the reflected image fright-
ened him. The robbers fled from the hall in dis-
may, shouting to their .comrades outside that the
Evil One was leagued with the defenders. And,
when the last of them had vanished, Roger Bacon
stepped from his vantage place on the winding
stair, and laughed until the tears streamed from
his eyes. The Evil One has been but the reflec-
tion of the image Bacon had painted upon the
slide of his magic lantern.

* * *

This department is in receipt of a report on
visual education work from the Extension Depart-
ment of the North Dakota State Agricultural
College.

COLLEGE EXTENSION ACTIVITIES

1. Collected and distributed to the schools of
the state, 93 moving picture films and 91 slide
sets on agriculture and allied topics.

2. Exhibited slides and films showing the work
of the North Dakota Agricultural College at sev-
eral fairs in the state.

3. Assisted a number of county superintend-
ents and school boards to consolidate their schools
and introduce industrial subjects.

4. Furnished lecture and musical courses at
cost to a number of towns and rural communities. '

5. Furnished illustrated lectures for short
courses at agricultural high schools and boys' and
girls' encampments.

6. Furnished illustrated lectures for child wel-
fare campaigns.

7. Addressed rural school rallies in twenty-five
counties at school directors' meetings and teach-
ers' institutes.

8. Assisted the State Farmers' Institute with
illustrative material.

9. Lecture on war activities in high schools —
in a number of the state high schools in response
to conferences called by the U. S. Bureau of Edu-
cation at Washington, D. C, and the N. E. A.
at Atlantic City.

10. Prepared two special illustrated lecture sets
on (1) boys' and girls' club work, and (2) work
of the Agricultural College in peace and war.
This latter was sent to France at the request of
the National War Work Council of the Y. M. C.
A. of the United States.

SLIDE SETS
, Try these on your class:

Corn Is King.

Alfalfa on Every Farm.

Live Stock on Every Farm.

Dairying.

Poultry Raising.

Home Economics and Sanitation.

Fight the Fly.

Great Forward Movement in Education.

Gardening for Schools and Homes.

Canning by the Cold Pack Method.

Consolidation of Rural Schools.

Good Health for Boys and Girls.

An Agricultural College in Action.

Panama Canal.

Yellowstone National Park.

Concrete in the Country.

Preparation and Use of Illustrative Material
for Elementary Agriculture.

Some Features of H. S. Instruction in Agri-
culture.

Boys' and Giils' Club Work.

Physical Geography.

ASK YOUR MOVIE MAN TO RUN THESE
FILMS ON A SPECIAL DAY
FOR YOUR SCHOOL
Story of a Grain of Wheat.
Development of a Reaper.
Putting Your Uncle Sam to Work.
Scenes in Yellowstone National Park.
Ford Administration JFilm.

Scenes at the North Dakota Agricultural College.
Making of An American.
May Irwin's Conservation Loaf.
A Window Romance.
A Fresh Water Sea Voyage.
A Ford Weekly.
School and Home Gardening.

Devotees of the lantern slide who delight in
making their own subjects will be interested in
an announcement made by the Committee on
Public Information, Division of Films, concerning
the availability of the "still" scenes of the war
activities for general distribution.

The great number of requests on the part of
the public for authentic pictures of the war, for
framing or use in albums, is to be met by Man-
ager William A. Grant, of the Bureau of War
Photographs, of the Division of Films, by a spe-
cial department, which will furnish pictures, at a
low price, to applicants.

The bureau now has over 40,000 photographs
available for this service. Applications should be
made by mail to the Bureau of War Photographs,
No. 6 West 48th Street, New York City.

The arrangements for an augmented picture
service for newspapers and other publications are
now complete, and the increased number of pic-
tures coming from France, it is announced, will
enable the bureau to take care of all demands
made upon it. Many of the new pictures bring
the war up to the recent operations of the First
American Army.

« * *

Reel and Slide Magazine,
Chicago, 111.

The writer is really disgusted with the slide
men in general, owing to their lack of foresight
and business ability, and if it is at all possible to
get them lined up into an organization that will
educate them to have confidence in themselves and
the courage to get a decent price for their goods,
we will be glad to fissist in any way possible.

We believe a magazine of your kind deserves
support, and we feel that this is an opportune
time for the slide makers to get together and
have an understanding and we believe that an
outsider or a magazine of your kind could do it
better than the slide makers themselves, and if
you wil start something along this line you will
do the business an everlasting good.
Youi*s very truly,
Kansas City Slide Company.

At the community motion picture enter-
tainment recently at the First Methodist
Church, Bridgeport, Conn., the program
included a Liberty Loan film and a four-
minute speech by one of the high school
students engaged for this work by the lo-
cal war board. These Saturday night meet-
ings are attracting considerable attention.
They are conducted by the Men's Assembly
with the purpose of making them a real
service to the community. There is no
charge for admission. Five reels are
usually run.

The Board of Education of Parkersburg,
W. Va., is considering a plan by which a
committee will regulate the question of op-
erating picture shows for the school chil-
dren. Superintendent Odgers had recently
been approached by managers of one of the
leading picture houses in the city, who
asked permission to canvass the schools
and to sell tickets at a reduced rate for a
special picture to be shown. Speaking of
picture shows in general, Mr. Odgers said
that there is no doubt but that the moving
picture is educational, but it may also be
detrimental, and he felt that if the local
picture shows would consent it would be
a good thing to have a committee of intel-
ligent, broad-minded people, who would
represent the board in the matter and
studying pictures before presented, could
determine those which should be seen or
should not.

The board approved of Mr. Odger's sug-
gestion and authorized him to consult with
the three moving picture houses to see
if they would be willing for such a
committee to act with them.

SCENARIO — PRODUCTION — DISTRIBUTION

M OTHER FEllOWS IDEA

AjT-

PERHAPS sixty per cent of the effi-
ciency of an industrial picture is lost
through idleness. In fact, the per-
centage is no doubt much greater in many
cases. Where dealers distribution is the
system adopted, the film lies on the dealer's
shelf or in the nearby theater projection
room or vault 18 hours or more out of each
24, to which must be added idleness during
shipment. And day by day deterioration
gets in its work.

A number of film users with large dealer
organizations have in a measure solved this
problem by the use of portable projectors
in the^dealer show windows during the day,
followed by exhibition at night in the the-
ater or school. A machine is now on the
market which takes 500 feet of film and
runs continuously, automatically rewinding
at the end of each exhibition. The small
screen is enclosed in a shadow box frame
which permits sufficient illumination in the
average street show window.

Something like this is badly needed. It
is unusual that the portable people have not
constructed a type adapted more suitably for
this particular purpose. If a practical plan
of show window display could be hitched
up with theater exhibition, much greater
advertising value would be possible from
the investment in the production.

THE germ of a most interesting idea
is seen in the theory evolved by the
Department of Industrial Exhibits
and Motion Pictures of the Y. M. C. A.

This department is engaged in the dis-
tribution of industrial pictures through its
industrial secretaries in the large factories
and mills of the country. That the steel
worker, mechanic or constructor should
ij know — and is interested in knowing — those
'' processes which either come before or af-
ter he has done his particular line of work,
is the keynote of this campaign. What the
miner must do and what the shipbuilder
does with the finished product is best told
by moving pictures. At least, that is the
belief of the Y. M. C. A.

WRITES Camilla Donworth, in
"American Industries" :
I "The most important part you

] play in planning the picture is in connec-
I tion with titles. I heard a very prominent
I may say the other day that the spoken word
seemed to be disappearing from the motion
picture. This is far from true. The titles
of a picture are very important. I've seen
splendid pictures spoiled by badly planned
titles. On the other hand, I know of one
] industrial picture which, from a picture
standpoint, is the worst thing I ever saw ;
but the titles are such fine selling talk that
\ the picture has been shown all over the
country and very favorably commented on.
Those titles were written by a man who
knew."

By this Miss Donworth is probably speak-
ing of the sins of commission rather than
the sins of omission. Too many titles spoil
the effect. The standard should be, "Is a
title nprpQcarv here — can't we t^ll it w'th
a picture?" O-^. rather, "Doesn't the pic-
ture tell it?" Too often it does not.

f ,-V/5>-'

MUCH has been said about the harm
done screen advertising by certain
"early birds that caught the worm,"
overlooking the "worm" of to-morrow in
the greed of to-day. What may sound like
altruism, but which the reputable producers
and distributors of the country seem to
agree is almost necessary to re-establish
confidence on the part of the advertiser was
voiced recently by N. J. Baumer, something
like this :

"You can see the ad you pay for in proof
before the bolt is shot in the Saturday
Evening Post ; if you don't like the ad, you
can replate on it. But you can't do that
with an industrial film. As the greater cost
lies in negative, the picture must be seen
before any judgment is possible. This be-
ing the case, it may be necessary for the
producers who really desire to raise the
standards of the business to charge for the
picture after it is screened. If that is
necessary, it should be done."

AT the Motion Picture Exposition, held
in Madison Square Garden, New
York, in October, there was a total
absence of display bearing on the screen
advertising section of the industry. There
were plenty of cold cream booths, grape
juice displays, and the projector people
were pretty much in evidence. But the
really interesting and new things about
moving pictures were missing. Probably a
good comprehensive dispaly on screen ad-
vertising would have interested the ex-
hibitors who came to look things over.

AS an advertising medium, nobody can
dispute the fact that the film is com-
pelling. Where exhibited, it has a
universal reading. It is totally unlike mag-
azine, newspaper or direct advertising,
which claims the attention of only a small
fraction of those who see it. The very
nature of film advertising makes it in-
escapable. Its attention value is complete.
It affords opportunities for illustration and
demonstration that no other medium pos-
sibly can afford. It gives an opportunity
to present a selling talk in actual words
that undoubtedly has more of a psycho-
logical appeal than any written w'ord. For
one thing, a screen advertiser's message

27

will be delivered in approximate darkness,
where there is nothing to distract the
reader from the film. No outside influence,
short of fire or panic, will tend to make
him stop reading in the middle or to ignore
what he reads. Even though he might be ^
uninterested, his attention will be held be-
cause of the mental impossibility of taking
his eyes away from the film.

It is a fact that advertising men have
purposely overlooked the potentialities of
film advertising. They have done this for
two reasons — the first, that tradition had
developed a beaten tract in advertising;
the second, that they feared motion picture
advertising as a standard branch of the
business, because it offered less chance for
profit for the amount of work involved.
Obviously, the preparation of one page for
The Saturday Evening Post is less costly
for the amount of revenue it will bring in
than the preparation of $5,000 worth of
film.

If we look on advertising for what it
really is, as merely a short cut to prestige
and public confidence, we are obliged to
regard motion pictures as an important
element in advertising. It is dignified —
much more dignified in most neighborhood
theaters than the daily newspaper is in the
same districts. And above all things, it is
a straight path into the minds of the peo-
ple who see it. It is a straight path to a
rich market. In some Hnes it will reach
more people at less cost than any other
form of advertising, and it will reach them
at a time when their minds are most open
to suggestion. There is no more conclu-
sive way to reach women, and women form
eighty per cent of the buying power of the
country.

Motion pictures can more forcibly dem-
onstrate many products than any other

form of advertising. It can take the place
of costly demonstration by the personal
method. There are two ways to convince
buyers. One is by testimonial and the
other is by demonstration. The latter has
proved itself to be the most effective.

IN October, the Industrial Department of
Universal was engaged in the produc-
tion of 11 industrial pictures, all at the
same time. Such an output calls for or-
ganization and skill. In the production of
a dramatic work onlv the public and the
censor must be regarded ; with an industrial
the client hovers in the background with his
'"-los^" and "mallet."

E. J. CLARY.

\

Any questions pertaining to the projection of films
axid slides on the screen will be answered by this
department. Address "Projection," Reel and Slide,
418 South Market St., Chicago. If an answer
by mail is desired, enclose stamped envelope.

Is there a limitation on the size of lamp that
may be safely used in a small projection ma-
chine? B. J. M.

Answer: The optical and mechanical problems
are very similar in all classes of service. There
is frequently found in the small projector, how-
ever, the underwriters' limitation of 660 watts on
one circuit, and also the desirability of having a
small compact projector. To meet these conditions
a smaller motion picture lamp has been developed.
This lamp operates at approximately 30 volts, 20
amperes, i. e., 600 watts. It is made in a tubular
bulb T 20, 10 inches over all, 2J^-inch diameter,
4j4-inch light center length, Mogul base. Having
the same light center length the lamp may be used
interchangeably with the 750-watt lamp, and the
Type I compensarc will control either lamp.
Where a small lamp housing is necessary, there
is available for use with the 600-watt lamp a 3J^-
inch diameter corrugated condenser of 2-inch — ^5-
inch conjugate foci_ and 4j4-inch diameter spheri-
cal mirror of 2J4 inches outside radius of curva-
ture.

* « «

What is the history of the first attempt to make
moving pictures? L. C. Arnold.

Answer: About 1833, a circular disk was made
having a succession of figures drawn upon it, each
figure in a slightly different position from the
preceding one. By rotating this rapidly in a
magic lantern a figure apparently in motion was
projected. Another early method, used in 1853,
was to have a number of slightly different trans-
parencies, each with its own objective lens and
all trained toward the same point. By moving a
lime light and condenser rapidly from picture to
picture the projected images gave the appearance
of motion. In 1870 Heyl arranged a series of
photographic transparencies on a disk and rotated
it through the axis of a magic lantern. A shut-
ter was used to cut off the light and prevent blur
when changing from one picture to another. This
was really the forerunner of the modern motion
picture machine. In 1887 Rev. Hannibal Good-
win filed a patent for the antecedent of the pres-
ent photographic film. The taking of successive
photographs on a long strip of this film and then
projecting them made practical the development of
the "movie" of today. This development has been
largely the improvement of mechanical parts of
the projector. Lenses have improved somewhat
and also light sources.

\ • » »

Mr. B. F. Porter, of New York, one of the
best known motion picture engineers in the United
States, offers the following suggestions for the
guidance of operators:

The wise and careful operator will always time
his shutter daily before the show.

He will always keep his machine well lubricated.

He will always clean his lenses and condensers.

He will always keep the machine perfectly clean.

He will always try out the machine with the
crank to determine if it runs smoothly and quietly.

He will always see that all electrical contacts
are good and tight to prevent arcing.

SIMPLE RULE FOR SETTING AND TIMING

THE REVOLVING SHUTTER ON

ANY PROJECTOR

Take a short piece of film and thread the ma-
chine in frame. Grasp the fly wheel with left
hand, turning it in right direction until the divid-
ing line between any two pictures is exactly half
way across the aperature plate. Now, while hold-
ing the fly wheel firmly, loosen the clamp of the
shutter, and turn the shutter on the shaft until
the center of the widest blade is in line with the
center of the lens, then it will be in line with the
division between two pictures. The shutter should
be moved horizontally on the shaft until the blade
intercepts the light rays at the point of conver-
gence.

PORTER'S NEW RULE FOR SETTING THE

SIMPLEX SHtjTTER, WITH THE AID OF

THE LIGHT RAYS INSTEAD OF FILM

First strike the arc, then raise the fire shutter,
allowing the light to pass through the objective
lens to the revolving shutter. Set the framing
lever in center, move the shutter adjusting block
to a point equidistant between the two pins, by
means of the knob on the back of the mechanism
facing toward lamp house. Four teeth on inter-
mittent sprocket represents one full move of one
section on star wheel. Moving the intermittent
sprocket two teeth either backward or forward
would mean center.

"To adjust shutter, grasp the fly wheel with left
hand and turn slowly until the sprocket moves
two'teeth. Now hold fly wheel firmly and loosen
the shutter on the shaft and turn the shutter un-

Principle of the first attempt at moving
pictures.

til the image of light is on the center of the wide
blade marked "Simplex." Next tighten the shut-
ter on shaft by means of the set screw, which
should face the operator. Now test the timing of
the shutter by turning the fly wheel slowly until
you move four teeth of the intermittent sprocket,
at the same time watching the light image on the
wide shutter blade during this period. If the
image passes on either side of the blade slightly
you can turn the shutter adjusting knob and
bring the shutter in time before cutting off the
light. In this manner you can set the shutter in
perfect time before the show.

HOW TO FIND THE EXACT FOCAL LENGTH
OF PROJECTION LENS FOR ANY DIS-
TANCE ON ANY PROJECTOR

For Simplex Projector — -The aperature opening
is exactly || of an inch wide or a decimal of

What is the title of the Overland Motor Car
Company's film that is being shown in theaters
and how long is it? Roth.

.906. Multiply this decimal by the exact distance
from the aperature plate to the center of the
screen and divide the result by the exact width
of the picture, which will give you the exact focal
length of the lens. Multiply the decimal by the
distance and divide by the focal length of the
lens and you will have the width of the picture.
The height of the picture will be M of the width.

On all other projectors the aperature opening
is }| or 30/32 inch or a decimal of .937. Follow
the same rule as above and substitute the decimal
,937.

The Stereo lens is 4 times the focal length of
the M. P. lens. Always remember that the con-
vex surfaces of all M. P. lenses should face to-
ward the screen.

Can you refer me to some literature on the
development of the tungsten lamp in motion pic-
ture production? L. J, M.

Answer: The past two years has seen the be-
ginning of an extensive introduction of tungsten
lamps into the moving picture projection field.
The development of lamps for this purpose had
its inception in the General Electric Company's
Research Laboratory at Schenectady. It has been
carried through to the commercially successful
stage by the engineers of this and other manufac-
turers co-operating in the development of incan-
descent lamps. "Motion Picture Projection with
Tungsten Filament Lamp" is an account of the de-
velopment drawn up by those engineers and
rounded out by a representative of the laboratory.
This paper covers the historical development of
the carbon-arc motion picture projector and points
out some aspects of the art of projection that
favors the replacement of the arc by the incan-
descent lamp. The types of lamps used, together
with illustrations of the auxiliary equipment and
data on the advantages and disadvantages of the
several systems, form the major part of the pa-
per. An appendix gives some important com-
mercial aspects of the subject. Address Westing-
house Lamp Co., Schenectady, N. Y.

Are the Chicago schools using motion pictures?
S. Arnot.

Answer: Thirty-one Chicago schools use mov-
ing pictures more or less regularly. There is a
catalog issued by the school board listing several
hundred subjects, which have been purchased for
the use of the schools in Chicago. Plans are now
under way to develop the motion picture work of
the Chicago Department of Education.

Where can the new series of Johnson's canni-
bal films be seen in Denver? L. J.

Answer: The Martin Johnson South Sea can-
nibal pictures will be released throughout the
country early this fall. Watch for your theater
announcements or ask your exhibitor to book
them.

Where can I get information concerning the
Committee for Better Films? Harriet Wandell.

Answer: Write Orrin G. Cocks, secretary, 70
Fifth Avenue, New York.

Who makes the animated scientific drawings
which are frequently exhibited in the picture
houses? William Becker, Jr.

Answer: The J. R. Bray Studios, 31 East 24th
Street, New York, are specializing in this line.
Frequently films of this nature are shown in
the Pictograph.

I understand that Professor Starr of Chicago
University has supervised the production of some
educational pictures. If so, what are they? B.
H. G.

Answer: Write Atlas Educational Film Co.,
63 E. Adams Street, Chicago, III.

Answer: 1 — "How Automobiles Are Made."

2 — One thousand feet.

« « *

Is it possible to use the microscope in moving
picture work? Tinnan.

Answer: Both possible and practical. It is
being done every day.

* ♦ *

Is great experience required to act as cinematog-
rapher for a producer of travel reels? Houston.

Answer: Yes, Camera knowledge, resource-
fulness and ability to judge thoroughly the geog-
raphy and history of each land you visit.

What is the address of the KHx Camera Com-
pany? Robert Ball.

Answer: Hearst Building, Chicago, III,

Y. M. C. A. to Show Pictures
at Army Balloon School

THE Y, M, C. A. has procured for the
camp of the Army Balloon _ School
at Arcadia, Cal., a new moving pic-
ture outfit which is to remain permanently
at the school for use in the Y. M, C, A.
entertainments.

Wednesday evenings are to be set aside
for educational evenings. Films with an
educational value will be shown on those
evenings in addition to stereopticon views
which will illustrate lectures. Speakers
will be drawn from all over the country,
under the auspices of the Y, M. C. A.

28

Productions Worth While

Travel, Literary, g

Industrial, 1

Topical and Comedy g

iiliiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiliiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

For lists of exchanges booking the new productions reviewed on this page, communicate with

REEL and SLIDE Magazine

Films for the Family Group

(Reviewed and listed by the National Juve-
nile Motion Picture League of
New York)

Supplementary Films

{With deletions recommended)
INSTRUCTION

The Puzzle Board. Reel, 1; producer, Edison-
Conquest; exchange, George Kleine; remarks:
Billboard, advertisements, giving names of wares
in which the words were changed by .various ad-
vertisers, such as sinks, silks, sills, pills, wills, etc
(Eliminate sticking out of tongue.)

In Old England. Reel, 1/3; producer, Edison-
Conquest; exchange, George Kleine.

Woodcraft for Boys. Reel, 1; producer, Edi-
son-Conquest; exchange, George Kleine; remarks:
Camp life, canoeing, cooking, swimming, and other
sports of Boy Scouts. (Cut scene of nudity.)

Shipping Live Fish in Sea Bottles. Reel, 1;
producer, Edison-Conquest; exchange, George
Kleine; remarks: A method of supplying oxygen
to fish shipped in small bottles.

The Brook. Reel, 1; producer, Edison-Con-
quest; exchange, George Kleine; remarks: Tenny-
son's poem illustrated; third grade.

Universal Current Events, Volume I, Issue 72.
Reel, 1; producer, Universal; exchange, same; re-
marks: Released by Committee on Public Infor-
mation. Diving, Hall of Fame, aeroplanes, war
news. Secretary Daniels, shells bursting, cartoons
by Arthur Lewis.

Soothing the Heart of Italy. Reel, 1 ; producer.
Red Cross Official Films; exchange. General; re-
marks: Work of Red Cross, refugees, Rome,
Colosseum, Genoa, King's Palace, Grand Canal,
St. Marks, Palace of Doges, Colorado potatoes in
Trevino, Ohio jam in Florence, Vesuvius,
Bologna, etc.

Alpine Patrol. Reel, 1; producer. Educational
Film Corporation of America; exchange, same;
remarks: Telescopes, climbing the Alps, glacier,
etc.

The Forbidden Isle. Reel, 1 ; producer, New-
man; exchange. Educational Film Corporation of
America; remarks: Leper Colony of the Isle of
Molokai, Hawaii.

Universal Weekly, Volume 6, Issue 25. Reel,
1; producer. Universal; exchange, same; remarks:
Animated Weekly, war news, etc.

The Strange Fisherman of Russia. Reel, 1 ;
producer, Skobeleff Committee of Petrograd, Rus-
sia; exchange. Educational Film Corporation of
America; remarks: Bankovsky Fishery, Kura
River, cane reed fences, nets traps, preparing the
fish for market.

Universal Weekly, Volume 1, Issue 54. Reel,
1; producer. Universal; exchange, same; remarks:
Farmettes, war news, cartoons, etc.

0«r Egypt of the Southwest. Reel, 1; pro-
ducer, Newman; exchange. Educational Film Cor-
poration of America; remarks: Customs of to-
day among Hopi, Taos and Navajo Indians.

The King of the Rails. Reel, 1; producer. Gen-
eral Electric Co.; exchange, same; remarks: His-
tory of transportation, primitive methods, stone
boat, ox-cart, horse-car, electric car, assembling
a train, etc.

The Living Book of Nature. Reel, Yz ; pro-
ducer, Ditmar; exchange. Educational Film Cor-
poration of America; remarks: Shipping animals
to the Zoo: alligator, turtles, Indian bear, placing
bear in cage, giraffe, deer, elk, monkeys.

Necaxa, the Power House of Mexico. Reel, 1 ;
producer, George D. Wright; exchange. Educa-
tional Film Corporation of America; remarks:
Electrical plant, Mexico City, Tenango Reservoir,
watershed, Necaxa dam, pipes for carrying water,
900 lbs. pressure to sq. in.; dynamo, street cars,
construction of power plant.

The Heart of Mexico. Reel, 1; producer,
George D. Wright; exchange. Educational Film
Corporation of America; remarks: Mexico City,
Central Plaza, Cathedral, monument in Alameda,
Paseo de la Reforma, iron horse, American con-
sulate. President Carranza's house. Independence
Monument, two volcanoes guarding city, fortress,
British Legation, Washington statue, Chapultepec
Park, modern architecture, etc.

Man's Triumph Over the Mighty Forest. Reel,
1; producer, Edison-Conquest; exchange, George
Kleine; remarks: Lumbering, felling trees, river
rats, floating the logs, sluices, jam, log spinning,
Kennebec River, boom-chain, rafts, saw mill.
Fourth grade. .

Curious Scenes in India. Reel, J^; producer,
Edison-Conquest; exchange, George Kleine; re-
marks: Golden Temple, Kandy-Kandy Lake,
plowing with buffalo, Ceylon, religious parade, the
Great Temple, Nameoya, elephants at work and
elephant in prison.

Getting Acquainted with Bees. Reel, Yz; pro-
ducer, Edison-Conquest; exchange, George Kleine;
remarks: Making of honey boxes, bee veil,
smoker, shipping bees, clipping wings of queen
bee, bee-moth, drones. Second grade.

An Ocean Recluse. Reel, 1/3; producer, Edi-
son-Conquest; exchange, George Kleine; remarks:
The hermit crab iinds a home. Second grade.

Bray Pictograph, No. 6083. Reel, 1; producer.
Bray Studios; exchange. Paramount; remarks:
The psychology of song, singing sailors, trout
streams of the Catskills, native brook trout, aerial
warfare, corkscrew drive, aerial skid, loop, tail
slide, Immelman turn, etc.

The Heart of New York, No. 6084. Reel, 1;
producer. Bray Studios; exchange. Paramount;
remarks: Madison House, the second line of de-
fense, women farming, etc., the watched pot (car-
toon).

With the Hairy Ainu (T1177). Reel, 1; pro-
ducer. Burton Holmes; exchange. Paramount; re-
marks: Suiraoi, customs, dress, life in northern
part of Japan. Cut title containing "Rusher of
the Growler." Cut two titles containing "Souse."

Liberty Loan Appeal. Reel, 1; producer. Para-
mount; exchange, same; remarks: Dorothy Dal-
ton, cartoon.

War Review, No. 14. Reel, 1; producer, Pathe
exchange, Pathe; remarks: Various aspects of
soldier's life in the trenches and behind the lines,
President Poincaire distributing the Croix de
Guerre.

The Triumph of Transportation. Reel, 1; pro-
ducer, Pathe; exchange, Pathe; remarks: Manu-
facture of motor trucks for use in war; develop-
ment of transportation from ox-cart, mule wagons,
to modern rapid, high-powdered motor trucks; use
of motor trucks by the department of supply be-
hind the lines, animated cartoon showing Uncle
Sam coming to the Kaiser's palace in one of the
motor trucks and dumping him into the sea of
oblivion.

Screen Telegram, No. 62. Reel, 1 ; producer.
Mutual; exchange, same; remarks: Motor corps,
expert riding, oppossum, rifle range, felling a
tree, removing stumps with T. N. T., building
barracks, practice in shooting, shooting positions,
bear hunting in Canadian Rockies, goat range,
underground coal seams on fire, "Fire Hill," Old-
town, President Wilson opens Fourth Liberty
Loan drive, Theodore Roosevelt speaks for Lib-
erty Loan, Liberty Bell. Fourth grade.

Juvenile Films

(Recommended for children over 12 years of age.
The Princess' Necklace. Reels, 4; producer,
George Kleine; exchange, K. E. S. E.; remarks:
Young prince recovers lost necklace for princess
and discovers that making others happy brings
happiness.

The Blind Fiddler. Reel, 1; producer, Edison-
Conquest; exchange, George Kleine; remarks:
Viola Dana. Blind man discovers that blindness
is not the worst fate.

Family Films

(Recommended for children under 12 years of age)
young people and parents)

Her Country First. Reels, 5; proflucer, Lasky;
exchange. Paramount; remarks: Vivian Martin.
In Part I cut title containing "favorite parent"
and cut title, "Oh, damn." In last part cut rough
treatment of injured man and girl, and cut scene
where pistol is held to girl's head.

Prunella. Reels, 4; producer, Zukor; exchange.
Paramount; remarks: Marguerite Clark. In Part
2 cut title, "Kiss him and then you will know,"
and title, "And now she knows." In Part 4 cut
scene of Prunella dancing on stage. Also scene
of woman smoking cigarette, including scene of
infidelity.

Baree, Son of Kazan. Reels, 5; producer. Vita-
graph; exchange, V. L. S. E. ; remarks: In Part
1 cut view of dog nursing, and scene where In-
dian girl is thrown across cabin. In Part 4 cut
scene of fight between men in cabin and throwing
of dog. In Part S cut all views of dog killing
man in tent.

The Story Thai the Keg Told Me. Reels, 3;
producer, Edison-Conquest; exchange, George
Kleine; remarks: A camper finds a keg, spirit
of keg tells history of keg. In Part 1 cut close-
up of miser moving forward with bag of gold.

29

Cut all close-ups of miser's face in Parts 1 and 2.
In Part 3 cut scene of dog howling at time of
man's death.

The Enchanted Profile. Reel, 2; producer,
Broadway Star Feature Co. ; exchange. General
Film Co.; remarks: O. Henry story.

A Hoosier Romance. Reels, 4; producer, Selig;
exchange, Mutual; remarks: James Whitcomb
Riley, cut in Part 1 "Go to the devil, you old
cats!" Cut scene in Part 4 where cliild kicks
bridegroom's hat. Cut scene of actual stealing of
cake. Cut scene of man hitting roosters with
slipper.

Keep Smiling. Reel, 1; producer. Mutual; ex-
change, same; remarks: Comedy, cut "Cupid was
a busy little cuss."

Selected Pictures

(Reviewed and Listed for Reel and Slide

by the National Board of Review of

Motion Pictures During the Month

of October, 1918. Arranged

in Types of Stories.)

ENTERTAINMENT

Mirandy Smiles, 5 reels. Famous Players-Lasky.
Star, Vivian Martin. Comedy drama.

Mrs. Wiggs of the Cabb'age Patch, S reels. Fa-
mous Players-Lasky. Star, Marguerite Clark.
Alice Hegan Rice's book done in pictures.

Out of a Clear Sky, 5 reels. Famous Players-
Lasky. Star, Marguerite Clark. Adaptation of
Maria Thompson's novel.

Too Many Millions, 5 reels, Famous Players-
Lasky. Star, Wallace Reid. A story of the sud-
den inheritance and loss of $40,000,000 inheri-
tance.

"Bonnie Annie Laurie," 5 reels, Fox. Star,
Peggie Hyland. A dainty Scotch drama, full of
Scotch atmosphere.

Canyon Hold-Up, 2 reels. General Film Co.
Wolfville story by Alfred Henry Lewis.

A Ghost of a Chance, 2 reels. General Film
Co. A picturization of O. Henry story.

Heart of Rachael, S reels, Hodkinson Service-
Gen%ral. Star, Bessie Barriscale. Based on the
book of the same name by Kathleen Norris.

Kildare of Storm, 5 reels, Metro. Star, Emily
Stevens. Eleanor Mercein Kelly's recent Ken-
tucky problem novel presented as a motion picture
melodrama.

The Forbidden City, 6 reels. Select. Star,
Norma Talmadge. A Chinese romance with some
Chinese actors.

The Gray Parasol, 5 reels, Triangle. Star,
Claire Anderson. Based on the story of the same
name by Fred Jackson.

Romance for Roma, S reels, Universal-Bluebird.
Star, Edith Roberts. A simple romance.

Everybody's Girl, 5 reels, Vitagraph. Star,
Alice Joyce. Based on O. Henry story, "Brick
Dust Row."

Light of Western Stars, 6 reels, United. Star,
Dustin Farnum. Adaptation of Zane Grey's novel
of the same name.

HUMOROUS

All of the Mutt and Jeff one-reel Fox cartoons
are thoroughly funny and wholesome: To the
Rescue,: Bulling the Bolsheviki; Four Days in
Germany, The Kaiser's New Dentist, Side Show.

Tell It to the Marines, 2 reels. Famous Players-
Lasky. Flagg comedy.

Submarines and Simps, 2 reels, Vitagraph. War
comedy.

PATRIOTIC AND WAR STORIES

Mystery Girl, 5 reels. Famous Players-Lasky.
Star, Ethel Clayton. A war romance telling of a
girl involved in war intrigue.

Private Peat, 5 reels. Famous Players-Lasky.
Star, Harold R. Peat. A picturization of Peat's
book, "Two Years in Hell and Back with a
Smile."

Swat the Spy, 5 reels. Fox. Star, Jane and
Katherine Lee. A child war story.

Why America Will Win, 7 reels. Fox. A melo-
dramatic story of the life of General Pershing.

His Country First, 5 reels, Vitagraph. Patriotic
romance of the war.

Road to France, 7 reels, World. Star, Carlyle
Blackwell. A romance telling of the building of
the fabricated American ships.

TRAVEL AND SCENIC
Chester-Outing Mutual Travel Pictures: A
Jungle Joy Ride, A Tropic Melting Pot, Unblazed
Trails.

30

REEL and SLIDE

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS'
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. HoIIister 1st Vice-President

Dayton, Ohio

Tirey L. Ford 2nd Vice-President

W. F, Herzberg Secretary and Treasurer

Nine more applications have been received by
Harry Level, chairman of the Executive Commit-
tee of the Association, from large industrial film
manufacturing companies in different parts of the

country.

* * ■*

In his trip around the country in the interests
of the Screen Advertisers' Association, Joe Brandt,
president, was taken down with the "Spanish
Flu." He is well on the way to recovery at the
time of this writing.

Leo Berry, late of New Orleans and now of
Cincinanti has written that he expects to make an
early visit to the Big City, where he intends to
spend at least a week reviewing the list of short-
length films which the Universal Industrial De-
partment are getting out.

* * *

Although the epidemic, which has spread all
over the country, has closed down moct of the
theaters and resulted in the film manufacturers
agreeing to stop production for a period of four
weeks, it is encouraging to note that the indus-
trial film business is better than ever and, instead
of curtailing production, they are increasing busi-
ness everywhere.

* * *

At a meeting of the National Commission of
the Associated Advertising Clubs of the World
Harry Levey represented the Screen Advertisers.

* * *

A new slide company has been formed in New
York City under the name of the Unique Slide
Company. They intend to revolutionize the ad-
vertising slide business with some extraordinary
methods, hence the name "Unique." To show
they are strictly an up-to-the-minute concern they
have sent to the chairman of the Executive Board
of the Screen Advertisers' Association their appli-
cation for membership.

Five members of the staff of the Camel Film
Company are down with influenza, and this at a
time when the Cam.el company has been in the
widst of an important five-reel production for the
Lutheran Picture Association, Milwaukee.

(AN ADDRESS BY HARRY LEVEY, READ
BEFORE THE ASSOCIATION AT THE CON-
VENTION OF THE ASSOCIATED AD CLUBS
OF THE WORLD, SAN FRANCISCO, IN
JULY.)

Since the day of our entrance into the World
War it has been imperative that the whole nation
should be made to feel that it was an active,
vital and necessary participant in the struggle.
The call was plain and the two great molders of
public opinion — the press and the motion picture
industry — responded instantly. A study of the
newspaper files of the past year is a revelation
of able, independent leadership in right thinking
about the issues of the war. Even the President's
crystalline clarifications of our world relations
were largely anticipated by the thoughtful men
in the editorial chairs of the country.

The motion picture men — a younger, but no
less potent force — followed promptly. There were
specific messages that it could bring home with
especial force. The country must be aroused to
the need of food saving. Our industry at once
volunteered. Within a month many millions of
our people had been reached by the eye-appeal
of moving pictures. The follow-up has been con-
tinuous and it is by no means over. The nation
has saved as it has never saved before, and a
fair share of the credit must certainly come to
the picture producers, distributors and exhibitors.

The activities of our fighting forces were, of
course, news, and motion pictures of every phase
of preparation were eagerly sought. This culmi-
nated in the arrival of film from abroad showing
our soldier lads actually in France and, at last,
on the firing line. This film was made for the
Committee of Public Information and distributed
to the weekly news releases through the Red
Cross. Later the committee itself undertook the
distribution. But that is beside the point.

The big fact is that the screens of the country
were filled with motion pictures that stirred the
pulses of a nation. They brought us closer to
the war and to our responsibility than any other
thing had done or could do. We woke up. The
"ayes" had it.

Followed the dramas of the war, stating in

story form, and more or less clearly, but always
with force, the issues at stake. Of these the
deluge has just begun and their value is im-
measurable. But of more direct and special in-
terest are the films made for special war purposes.
A typical example of this is the four-reel sub-
ject we made for the U. S. Fuel Administration.
The purpose of this subject is to show the opera-
tors of hand-fired manufacturing plants how, by
better firing, they can save some 20 per cent on
their fuel bills and thus contribute to the 100,-
000,000 tons of saving that is required for war
purposes. Unpromising as this subject at first
was for pictorial purposes, the final results were
a most satisfactory surprise. The parallel narra-
tive method was employed. A properly operated
small plant was thrown into contrast with a care-
lessly operated one. The full day's operations
were carried through, with frequent "cut-backs"
from one plant to the other and sufficient con-
trast in scene, lighting, business and casting to
keep the two narratives clearly separated. The
distribution of this film is being made by the Fuel
Administration, and the purpose is to reach not
only the operators of plants, but, through them,
the fire-room staffs.

• • •

The importance of an adequate fuel supply to
the prosecution of the war is plain enough, and
there is no doubt that the most direct and effect-
ive way of bringing this lesson home is by the
graphic exposition of the screen.

Along a somewhat different line was the mo-
tion picture appeal for labor to carry out our
shipbuilding program. Here the patriotic appeal —
the need for destroyers and merchantmen to help
feed our allies — was strongly emphasized. The
labor to be employed would be largely of foreign
birth and the need was to link up their percep-
tion of duty and opportunity with their anxiety
for the land of their tirth.

I need not go into the efforts of the industry in
helping the Red Cross. The results are all fresh
in our minds. The campaign was vigorous and
undoubtedly effective — another substantial proof
of the oft-repeated claim that the eye appeal has
a potency beyond anything else.

APPLICATION FOR MEMBERSHIP

Screen Advertisers' Association of the World

Harry Levey,
Chairman Executive Committee,

Care of Universal Film Mfg. Co.,

1600 Broadway, New York
Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen
Advertisers' Association of the World.

Date.

Name

Firm

Nature of Business.

'^"^-™~™'']r^

M A G A Z. I N E

Trade Announcements

Offerings of the Motion Picture Producers, Exchanges, Projector, Stereopticon and Equipment

Makers, Lantern Slide Manufacturers and Supply Houses.

Vol. 1

NOVEMBER, 1918

No. 9

SEE AND REMEMBER

MOTION PICTURES

The Modern Educator

Pictures PROPERLY PROJECTED

impress the memory and maiie study
a pleasure. The best medium for pro-
jection— the oldest in the business — is

Power's
Cameragraph _

Its projection is perfect and every de-
tail on the film is clearly portrayed
without flicker. For years it has been
widely used in Churches, Schools,
Theatres, Institutions,Y.M.C. As., etc.

Its service satisfies

■ NICHOLAS POWER COMPANY

INCORPORATED

Pioneers of Projection

90 Gold Street - New York, N. Y.

■

31

32

REEL and SLIDE

Makes "Window Movies"
Possible

THE Attractograph Company, 220 West
42nd street, New York, has placed
on the market a motion picture
projector that has many unusual features.
It is designed for use in screen advertising
and for visual education. It consist of a
shadow box equipped with a series of mir-
rors which project the image on a small
screen. The projector is operated hori-
zontally by the side of the box and works
automatically, the film rewinding itself at
the end of each exhibition and starting
again automatically.

Mr. Vv'. R. Rich of the Attractograph
Company said of the company's product :

"The Attractograph, being absolutely
automatic in its action, is the ideal machine
for theater advertising, show windows,
sales conventions, educational and the
home. Not alone is it adaptable to every
use in which moving pictures are used at
present, but on account of its daylight pic-
tures it has created and will continue to
create many new uses for moving pictures
heretofore never obtainable.

"Previous to the invention of The At-
tractograph it has been barely possible to
show moving pictures in daylight except
in rare instances, and even then under
great disadvantages. The Attractograph
has removed all of the heretofore impossi-
bilities, by giving a perfect daylight mov-
ing picture.

"The Attractograph mechanically is a
precision machine. That is to say, it is
constructed of the finest grade of steel,
aluminum and bronze.

"The uses to which The Attractograph is
adaptable at night are the same as any
moving picture machine, except that The
Attractograph is non-inflammable, non-
burnable and does not require an operator.
It is automatic and runs itself."

Moving Pictures "Essential"
Under New Ruling

THE motion picture industry in all its
branches has been recognized as an
essential industry by the war indus-
tries board. Chairman Baruch announced
that this action had been taken in line with
Provost Marshal General Crowder's ruling
under the work or fight regulation that the
industry afforded useful occupation.'

Recognition of its value in affording an
educational medium for the great masses
of the people, as well as a wholesome cheap
means of recreation, governed the board in
placing the industry upon the preferred list
for priority. The extensive use of motion
pictures by all war recreation agencies also
was considered.

The Haberdasher, a leading monthly
publication in the men's wear field, is now
serving its readers with a complete slide
service, designed especially for their busi-
ness. The Haberdasher has found the plan
very successful from the beginning. Mr.
M. V. Hodge, of the Haberdasher Com-
pany, says :

"We are not manufacturers of slides,
but secure them from the slide makers,
made to our order. We simply supply a
limited number of" slides for the use of
retail clothiers as part of the publication's
service to its readers. The slide as an ad-
vertising medium has long been recog-
nized in our trade."

i

On the left, Victor featherzveight slides; on the right an equal
mimher of regular glass slides, showing the differ-
ence in weight.

Brind Educationals for
Schools

A SERIES of eight strictly educational
moving pictures, produced by Walter
Brind, of Brind Educational Films,
126 West 46th street. New York City, is
described in an illustrated catalog issued
by that company.

The subjects listed are, split reels (two
subjects on a 1,000-foot reel) : "All About
Bees," "Fresh Water Aquarium," "Beauti-
ful Gold Fish," "My Friend, the Ant,"
"Denizens of the Deep — No. 1," "Strange
Insect Life," "Birds of the Orinoco,"
"Swat the Fly," "Denizens of the Deep —
No. 2," "Birds of the Tropics," "Dog Ken-
nels Afloat," "Microscopic Life in the
Water," "The Mosquito Pest," "Familiar
Reptiles," "Butterfly Wonders," and "Aqua-
tic Plant Life."

The Brind Company asks that teachers
and others interested in strictly educational
subjects either project these pictures in
the class room or persuade the local ex-
hibitor to book them, so that the children
can see them in the nearest theater.

Mr. Brind, who was formerly attached
to the British Royal Aquarium, has spent
many years studying microscopic cinema-
tography.

"U. S. Boys' Working Re-
serve" Subject of Picture

THE Lewy Studios, Baltimore, Md.,
have just completed a 1,000-foot pic-
ture for the United States Boys'
Working Reserve, located at 401 Union
Trust Bldg., Baltimore, Md. The film is
to be used as propaganda in obtaining more
volunteers for next year's work.

The story shows the son of a farmer
leaving for service. The farmer applies
to the United States Working Boys' Re-
serve for help with which to save his crops.

Many beautiful farm scenes, besides real
work by the boys, make the picture inter-
esting. The picture was directed by J.
Aler Barry, . formerly with the Fine Arts
Studios, Los Angeles, Cal. The photog-
raphy is by Harry Lewy.

Atlas Educational Film Co.
Announces New Catalog

ANEW catalog has just been issued by
the Atlas Educational Film Company,
63 E. Adams street, Chicago, which
replaces all past issues, and which is more
complete than former editions, containing
many new subjects of interest to churches
and schools. Each subject is described and
the length noted, also the rental price.

The following divisions ar^ found in the
index : Agriculture, Army and Navy, Ath-
letics and Sports, Chemistry, Christmas,
Classical, Comedy, Customs and Habits,
Drama, Geography, History. Hunting and
Fishing, Industry, Juvenile, Mining and En-
gineering, Miscellaneous, Patriotic, Scenic,
Sociologv, Zoology and Animal Traits, Re-
ligious, The World War, Features.

Pathescope Adds to Library

SUPPLEMENT NO. 5 to the fourth
edition list, including all previotis
supplements of the Pathescope lists
of slow-burning film, are now available.
Pathescope is constantly adding new sub-
jects to its already huge catalog and in
the new catalog many of the most famous
stars of the dramatic Vorld are found
listed in their best productions, made in
film stock of the special Pathescope non-
inflammable special width.

A large number of new industrial and
educational subjects are also included.

Educational institutions are finding a
constantly growing need for announcement,
slides that can be made quickly, according
to the Radio Mat Slide Company, 121 W.
42nd street. New York.

The Radio Mat System, by which the
operator can quickly typewrite an an-
nouncement on a slide and project it im-
mediately, has been widely used in the
motion picture theaters of the country. Its
use is now becoming quite common among
churches and institutions using the stere-
opticon or motion picture projector.

The Nicholas Power Company, manu-
facturers of the Cameragraph, a standard
projector, report a considerable number of
sales to the larger churches and educational
institutions.

i

REEL and SLIDE

33

Graphic Films

100% Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

950-54 Edgecomb Place
Chicago

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

34

REEL and SLIDE

Hallberg Announces New Lighting
Plant for Motion Picture Projection

THE accompanying cut, Fig. I, illustrates a
new electric light plant, which is complete
and self-contained and which has recently
been put on the market by J. H. Hallberg
of New York. The plant consists of a steel frame
base upon which there is securely mounted a gaso-
line engine self-contained with its own cooling de-
vice, electric magneto, governor and muffler.
Upon the same steel base there is also mounted
an electric generator specially constructed for the
operation of incandescent projector lamps, such
as required for the Hallberg system, described in
these columns last month for application to any
make projector now using the carbon arc.

The generator is belt-driven from the engine.
With the outfit there is also furnished a complete
regulating switchboard, including ampere indica-
tor, field rheostat for regulating the current, the
voltage from the generator and a double pole,
double throw switch, so that when the engine is
required for the incandescent projector lamp for
projecting moving pictures, the switch is then=
thrown one way. When the exhibition is over the
switch may be thrown in the opposite direction to
furnish electric current for as many as 40 sixteen-
candlepower. 20-watt, 30-volt incandescent lamps
for lighting the theater or hall in which the ex-
hibit is made.

The outfit is comparatively light and it weighs
less than 500 pounds, including the steel base.
By removing 8 bolts the engine and the generator
can be taken off the base, then the weights are
as follows :

Engine, 300 pounds.

Generator, 130 pounds.

Switchboard, about 10 pounds.

Base, 65 pounds.

* * *
The engine may be further taken apart, so that
the main part will weigh about 190 pounds for
mule back transportation. The outfit when as-
sembled occupies a space of only 44x22 inches
wide and stands approximately 24 inches high.

The engine is of the single-cylinder type with 2
flywheels, ball governor and electric magneto for
ignition. Within the base of the engine is the
gasoline tank, which holds enough gasoline for a
whole day's operation; on top of the engine, as
illustrated, is a square hopper in which about 2
buckets of water may be put for cooling purposes.
The bearings are provided with self-lubricating
grease cups and the cylinder is lubricated with
medium automobile oil put in an adjustable sight-
feed glass enclosed cup on top of the engine.
All parts of the engine are heavy and substantial
and are exposed, and, therefore, very easy to ex-
amine and adjust. The engine runs without noise

and vibration. The engine can also be provided
with a pulley so that it can be used for other
purposes, such as driving a pump, circular saw,
laundry or dairy machine, where a maximum ca-
pacity to lYz h. p. will be sufficient. The speed
of the engine is adjustable from about 300 to 550
r. p. m.

Fig. II.

The electric generator can be wound for 30
volts to operate the 600-watt, 20-ampere, 30-voIt
incandescent projector lamp, or it may operate the
750-watt, 25-volt, 30-ampere incandescent projec-
tor lamps. Good projection can be had at dis-
tances ranging up to 70 feet with a picture not
over 14 feet wide with the 600-watt lamp and up
to about 90 feet or possibly 100 feet with a pic-
ture about 12 to 13 feet wide with the 7S0-watt
lamp.

\Vhen the generator is wound for 30 volts, spe-
cial incandescent lamps can be furnished for gen-
eral lighting and 30-volt fan motors and other
small power motors can also be furnished for this
voltage. The same type generator can be wound
for 110 volts to operate portable projection ma-
chines fitted with a 400-vvatt, 110-volt incandescent
lamp.

* * *

This plant uses less than 2 pints of gasoline
per hour when operating steady with full load;
as a matter of fact, the consumption is nearer
1^ pints per hour. The engine is ready for im-
mediate operation when received and can be
started, operated and handled by any person with
ordinary intelligence and complete instructions in
Spanish are furnished.

This type Hallberg plant is also made in larger
sizes for the projector arc 'with carbons. The
standard sizes are 2 k. w., 4 k. w. and Syi to 6
k. w. wound for either 60 or 110 volts, as may
be desired. Engines for 2 k. w. or large genera-
tors may be had for operation on either gasoline
or kerosene, as may be specified. The 4 to S k. w.
plant is also made direct connected engine and
generator, see cut Fig. II.

The Hallberg electric light plants, motor gen-
erators for arc, as well as incandescent, projector
lamps^ and the Hallberg Mazda lamp regulator are
sold in U. S. A. and Canada by all branches of
the United Theater Equipment Corporation, 1604
Broadway, New York.

Rothacker Films Soldier's Kin
For " Over There"

WR. ROTHACKER, president of
the Rothacker Film Manufactur-
" ing Company of Chicago, in co-
operation with a leading Chicago newspa-
per, recently filmed thousands of relatives
of Chicago soldiers for the benefit of the
boys in France.

These pictures will be exhibited on the
Western Front on Christmas Day through
the courtesy of the Creel Bureau, which
will see that the films are properly shipped
and delivered to the various movie theaters
near the front line trenches. Relatives of
the soldiers, upon offering bona fide proof
that they had men in the service and in

France were permitted to walk past the
carnera in groups and were requested to
smile into the lens and "look natural."
These pictures when shown abroad will
give the men in service a chance to "see"
the folks back home on Christmas Day.

In promoting this unique motion picture
project, Mr. Rothacker was moved by a de-
sire to aid the industry in doing all within
its power to help win the war. Mr. Roth-
acker donated the services and knowledge
of his experts, as well as his studio and
its facilities, for this work.

Several miles of moving picture film in
all were made.

Classified Advertising

A market place for the sale and exchange
of equipment. Remittances must accom-
pany all orders for notices in this column.
The publishers expect that all statements
herein will bear investigation. Rates: Per
word, 5 cents. Minimum, thirty words.
Discounts: Two insertions, 2%; 3 inser-
tions, 5%; 6 insertions, 10%; 12 inser-
tions, 20%. Remittance to cover must
accompany order.

WANTED TO LEARN CAMERA WORK—
Young man with some photographic experience
desires to find employment with an established
educational or commercial film producer, as
camera man. Address A-8, Reel and Slide Mag-
azine.

FOR SALE — Pathescope projector and outfit in
excellent condition. Address A-9, Reel and Slide
Magazine.

FOR SALE — Several thousand feet of excel-
lent negative illustrating oceanography. Never
yet exhibited. Address A-10, Reel and Slide.

SLIDES — Excellent sets of lecture slides on
foreign lands for sale cheap. Address A-11, Reel
AND Slide.

STEREOPTICON FOR SALE— Victor portable
stereopticon for sale. Excellent machine for lec-
ture work. Low price. Address A-12, Reel and
Slide.

WANTED — Expert laboratory man, good wages
and steady work. Address, A. E. V., Reel and
Slide.

SALESMAN — Good position open for salesman
who wishes to learn the industrial motion picture
business. A live field, capable producer with a
growing business. Send references. Address
A-13, Reel and Slide.

ATLAS PROJECTOR— Will sell Atlas projec-
tor at special low price. Used one season. Ad-
dress A-14, Reel and Slide.

BARGAIN — -Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel and Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, 418 So.
Market St., Chicago. 111.

SLIDES — Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5, Reel and Slide.

CHEAP! — Adjustable, high grade, standard tri-
pod for use with motion picture camera, in first-
class condition. Will sell cheap. Address A-6,
Reel and Slide.

CAMERA MAN SHORTAGE? Some indus-
trial or educational producer has an apportunity
for an ambitious, progressive man of 30, married,
college education, six years active business ex-
perience as salesman of service in person, by let-
ter and as copywriter. Review ediotrial ex-
perience along business building lines. A picture-
sense developed by ten years of still kodak ex-
perience and study of advertising. Want to learn
camera work. Requirements reasonable in ex-
change for opportunity. Steady; best references.
Choose this field for permanent work. Address
A-16, Reel and Slide.

FOR SALE

Private collections of

Stereopticon Slides

on

Scientific Subjects

Plain and hand-colored, nega-
tives or copies as desired.

PRICES REASONABLE
Address: A-15, REEL and SLIDE MAGAZINE

• REEL and SLIDE

35

You may want this man here — BUT —

We need him "over there"

You Can Help Us Get Him

I You might think it something of a sacrifice to deliberately talk with one of your best truck

drivers and tactfully urge him to go to France to drive for the Y.M.C.A. — and it would be a
sacrifice. But it wouldn't be much compared to that of the army boys who have to depend
on Y.M.C.A. truck drivers for what little they can get of home comforts — would it?

The Y. M. C. A. in France Needs
75 Truck Drivers and 25 Automobile Mechanics

every month. And you can help us get them.

We can take only men who are over 37 years old and are not in
Class 1 of the draft. The men we want are hard -to get at directly.

Will you call the drivers and mechanics in your employ — or
whom you know — into a meeting — explain the situation to them —
the great need for their service — the great and honorable service
they can render — and then put us in touch with the men who
may be willing to undertake this great service?

The Y. M. C. A. is doing a great big work in France — it is help-
ing our fighting men to keep in fighting trim.

One of its greatest needs is adequate transport facilities.
Y. M. C A. service for nearly two million men requires a lot of
transportation work.

We have to move our goods and keep them moving — from ships
to warehouses, to canteens, and to points behind — and on — the
fighting lines.

We have the goods and the trucks. We need the men to man
these trucks and keep them going.

You business men — employers — executives of industrial works —
can do more than any one else to get those men for us.

Will you do it?

Please say, "As advertised in REEL and

Fill in the Coupon —
Get full data

And then use your powerful influence to help us get these men.
Next to going yourself its one of the finest and most helpful
pieces of war service you can render.

a Ed M. Willis,

1 Y. M. C. A., 347 Madison Ave.

, New York.

[ It may be possible for me to get recruits for Y.M.C.A. truck
1 service in France. Please send me full information regarding
1 that service.

i Signature

-

1 Street and No

I Town and State

SLIDE," zvhen you write to advertisers.

36

REEL and SLIDE

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, REELandSLIDE MAGAZINE

IBUllll

ANY SUBJECT-

needed by the pedagogue or lecturer
who demands high technical accu-
racy and photographic quality can
be supplied by this stereopticon
library. Our standards are recog-
nized by the leading teachers and
educational institutions as the
highest.

We also produce slides
from original copy, to
your order. Write to
us today,

THE BESELER LANTERN SLIDE CO.

132 East 23rd St. New York

Motion Picture Machines

Victor Stereopti^ns

Victor Animatograpii M. P. Machines

Bausch & Lomb Balopticons

and everything pertaining to projection of
slides and film.

SLIDES MADE TO ORDER

Our new 144 page CATALOG will interest you

ERKER BROS. OPTICAL CO.

608 Olive St.

ST. LOUIS, MO.

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

-maybe
Stone
has it

Here's a "Film Library" of
Special Scenes

When you want to "Flash In" a Fire,
Explosion, Rough Water, Wreck, Collision,
Submarine, Zeppelin, Sunset, Ship Arriv-
ing or Departing, Naval, Guns Firing, Shots
Striking, War Stuff of Foreign or U. S. Ac-
tion, Travel Scenes anywhere in the World,
Scientific, Industrial, Insect, Animal or
Bird Life, Magic, Colored or Non-Flam,

"MAYBE STONE HAS IT"
146 W. 45th St. Bryant 2717 New York

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New
tfK FILM STEREOPTICON j^

The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from I to loo. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

Z7

Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZENJAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS—

■:^:

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Don't Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
THE ODDITIES OF THE MOST REMOTE BYWAYS

Fun, Too, in

OLD MEXICO TODAY

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program — if none
available, write us.

F.DlICATiONJAL FILMS QPRPORAnObJ

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

38

REEL and SLIDE

Current Scenic Productions and
Dates of Release by Educa-
tional Films Corp

September 2 — Cigars for Kings and Millionaires.
(Directed by Harold Horton.) 1 reel. A pictur-
ized description of the Vuelta Abajo district of
Cuba, where the choice Havana tobacco for the
most expensive cigars is raised. The scenes then
shift to Havana City, and each' process of cigar
manufacture is pictorially shown.

September 9 — Pulque, Mexico's National Drink.
(Wright's Mexico Today.) 1 reel. The making
of pulque is traced from the drawing of sap from
the maguey or century plant through the proc-
esses of fermentation and into its distribution in
street sale from burro-back and its retailing in the
numerous pulque shops or saloons.

September 16 — In the Silver Country. (Wright's
Mexico Today.) 1 reel. The bonanza industry
of silver mining photographed in and around the
"white city" of Pachuca, Mexico.

September 23 — The Most Useful Plant in the
World. (Wright's Mexico Today.) 1 reel. Deals
with the maguey plant which provides the Mexi-
cans with food and drink, cattle fodder, road-
building material, roofing, thread, needles and
even clothing. All the primitive industries de-
pendent on it are shown, as well as the methods
of cultivation and harvesting.

September 30 — 'Tis Tough to Be Tender.
(Robert C. Bruce Scenic.) 1 reel. The experi-
ences of a green tourist who goes through the
Yosemite Valley in California and undergoes a
series of ludicrous mishaps while "studying Nat-
ure." Surpassingly beautiful views of the Bridal
Veil Falls, the Merced River, the majestic moun-
tain ranges and redwoods, interspersed with lively
comedy.

October 7 — Me.xico, Historic and Architectural.
(Wright's Mexico Today.) 1 reel. Picturizing
the three stages of Mexican civilization: prehis-
toric, Aztec and Spanish-American. Some of the
most notable ancient and modern monuments of '
Mexico are shown in this film.

The releases of the Educational Films Corpora-
tion of America, described above, may be obtained
at any of the following exchanges:

Chicago, 111., 220 So. State street, R. C. Crop-
per; Detroit, Mich., 63 E. Elizabeth street, Harry
Abbott; Cleveland, O., 815 Prospect avenue, Syd-
ney Rosenthal; Pittsburgh, Pa., 300 Westinghouse
Building, Joseph Skirboll; St. Louis, Mo., Em-
press Theater Building, F. J. Fegan; Kansas City,
Mo., Boley Building, Roy Young; Philadelphia,
Pa., Peerless Feature Film Exchange, 1339 Vine
street; Baltimore, Md., Parkway Theater, Bernard
Depkin, Jr.; New York, N. Y., Educational Films
Corporation, 729 Seventh avenue, Boston, Mass., 16
Piedmont street, S. V. Grand; San Francisco, Cal.,
90 Golden Gate avenue, Marion H. Kohn; Seattle,
Wash., Northwestern Film Co., 2020 Third ave-
nue; Los Angeles, Cal., M. & R. Feature Film
Exchange, 730 So. Olive street.

"Finger of Justice' ' Approved
by Cleveland Workers

i i rV^ HE Finger of Justice," a propa-
I ganda anti-vice film, has been
"*• completed in San Francisco and
will be shown widely throughout the coun-
try in picture houses and institutions.

"The Finger of Justice" was made under
the supervision of the Rev. Dr. Paul Smith,
of San Francisco, and is a visualization of
the dramatic- incidents connected with Dr.
Smith's expose of political and social
"graft" and of the iniquities of the Bar-
bary Coast.

The exploitation of "The Finger of Jus-
tice" in Ohio is under the personal direc-
tion of George L. Stockton, who has en-
listed the active support and co-operation
of the mayor and chief of police of Cleve-
land, as well as the Anti-Saloon League,
the ladies' social service organization, and
various ministers' associations.

Camel Produces Five Reeler
For Lutheran Churches

A FIVE-REEL production showing the
activities of the Lutheran Churches
in America has just been completed
by the Camel Film Co. of Chicago.

This picture was produced under the per-
sonal direction of Frank Pipp, and the
scenes were made in many parts of the
United States. It is a comprehensive pic-
torial survey of the philanthropic, educa-
tional and industrial efforts and achieve-
ments of the Lutherans in the United
States and contains views of orphan asy-
lums, hospitals, churches and homes.

These reels are being widely shown un-
der the auspices of the Lutheran Picture
Association of Milwaukee, Wis., of which
Mr. F. H. Gross is the head. The produc-
tion is referred to as a "picture sermon."
It is said to be the first time any single
denomination has taken steps to record its
activities and achievements on the motion
picture screen.

"HOW LIFE BEGINS"-4 Parts

A wonderful screen version, giving a clearer understanding of life itself

Now being used
by the United
States Govern-
ment in Camp and
Civilian Commu-
nities.

Of inestimable
value in the class
room, welfare and
social center.

Living embryo of chick 52 hours old.
From "How Life Begins."

For rental and

purchase prices

ADDRESS

EXHIBITORS BOOKING AGENCY, 220 West 42nd St, NEW YORK

We are in the market for negatives of Educational subjects.

All There Is
In Your Copy-
On Your Screen

Are you getting it? Is
the detail of your image
sharp and brilliant?

The wonderful brilliancy
and detail given by
EXCELSIOR SLIDES is
admired on thousands
of screens throughout
the country.

They are used by par-
ticular people who
demand the highest
photographic quality in
a stereopticon view.

Your Stereopticon Image

Can Be Only as Good

as Your Slide

The Excelsior
Lecture Bureau

was created to give Ex-
celsior quality of slides to
educational institutions
and churches, by studying
their special needs and yet
opening to them the facili-
ties of the EXCELSIOR
ILLUSTRATING COM-
PANY.

Write the EXCELSIOR
LECTURE BUREAU Today

Make Us Prove It

Try EXCELSIOR SLIDES NOW

Excelsior
Illustrating Co.

219 Sixth Ave. New York City

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

39

Universal Industrial Films
Universal System

HARRY LEVEY has been producing
films for every conceivable industry
from the manufacture of toothpicks
to aeroplanes. In his search for material
he found that one great industry has never
been pictured on the screen — the motion
picture industry.

He immediately saw Carl Laemmle,
president of the Universal, and "sold" him
the idea of having the Universal plant and
product pictured just as many other large
manufacturers in other lines are doing.
This resulted in the making of a contract
between the Universal Film Manufactur-
ing Company and its own industrial de-
partment. The latter is to make a com-
plete multiple reel motion picture depicting
the entire story of a film_ production.

Among the very interesting scenes to be
shown are : the preparation of a scenario ;
the building of the scenery; the makingof
props and wardrobe, and the actual taking
of the picture on some of the magnificent
locations in and about Universal City.

The reviewing of the finished film by
the officials in the New York office will
then be shown, also every detail of de-
veloping, printing, titling, editing and cut-
ting in the New Jersey laboratories.

IT SHOULD BE

^^omebody's Business

The authoritative announcement is made
by Director Chas. S. Hart, of the Division
of Films, Committee on Public Informa-
tion, that the World Film Corporation,
which is now distributing "America's An-
swer," will also handle the distribution for
"Under Four Flags," the third U. S. Offi-
cial War Picture, which will have its first
showing early in November.

to keep closely in touch with all the
best new ideas in screen advertising.
Methods of production, and distribu-
tion of commercial films advance and
improve so rapidly that somebody must
make this their ONL Y business.

M A C A Z. I N E

Service Department

attends to this business exclusively.
And it is done for the benefit of its
readers.

Whatever you want to
know about screen ad-
vertising, our Service
Department can tell you

That Is Our Business — and No Charge

Write to Us Today

SCREEN LECTURES

Something new in slides telling the whole story

FILM LECTURES

Motion pictures which will give 100% advertising

We specialize in producing Scientific, Welfare, Safety and Propaganda films and lantern
slide lecture sets. We will compete in technique with any producer and deliver only the best

/ FILMGRAPHS-Educationals
PRODUCING I PICTUREPOEMS-Vizualized Poetry

Novel and Original/ FUNNYGRAPHS-Original Comedies

Subjects J JOKERGRAPHS— Original Comedies

POPULAR! SCIENCE SCREENGRAPHS

— Scientific Educationals

FILMGRAPHS, Inc,

Operated bj the Lessor, J. Frank Martin,

981A Union

Arcade, PittsBurgh, Pa.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

40

REEL and SLIDE

"The Motion Picture in Advertising"

PA'

Fi

r^

ini

INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, **THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street NEW YORK

Traveling Expenses

Are High

Sell Your Prospects and Reduce Your Expense

Thru the Use of Properly Designed

and Well Printed

BROADSIDES
CATALOGS

BlSkeH { BOOKLETS

MAILING CARDS
ADVERTISING LETTERS

The BLAKELY PRINTING COMPANY

Producers of GOOD Printing 418-430 South Market Street

Telephone Wabash 912 CHICAGO

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

41

■■■■■mi^

Finest Films
Available

■TT

iiiiiiiiiirtiiliiMliiillililiilliilllliiiliiiiii)ii||iB^

Complete, Per-
sonal Service

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for my films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients ioo% personal service — service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

All You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc., and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu
able for school use, and we have found you
counsel in the matter of selections to be alway
wise and dependable."

State Normal, Kalamazoo, Mich.

"We find we can depend on you to the limtt.

Berea College, Berea, Kentucky:

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.i

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago)

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, 111.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse in
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, Bartonville, 111.:

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval Officers' School,
Chicago:

"The films were bully;
keep them coming."

A. E. Curtis,

16 West Jackson

Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Name.

Arthur E. Curtis (a.b

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY "^

Institution ,

Address

Send information also to: (Indicate someone who is interested,)

Name
Address

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

II

42 REELandSLIDE

MICROSCOPIC MOTION PICTURES

FOR SCHOOLS

The remarkable microscopic and other scientific films
produced by Argus Laboratories, Inc., are now avail-
able for the teaching of Biology in the class room.

The films are prepared and edited under the direction
of the scientific staff of the American Museum of
Natural History, and will be furnished in short, com-
plete reels averaging two hundred and fifty feet each,
with full captions and data.

The productions of the Argus Laboratories, Inc.,
include not only motion pictures of the Micro-Organ-
isms studied in the various courses in Biology, but
many insect and animal studies are being added from
time to time.

Our laboratories and studios are the most completely
equipped and finest in AYn erica for the production of
scientific films. We shall be glad to make up on
order anything that is required. We have at our dis-
posal every facility for making any kind of motion
picture anywhere, backed up by years of experience.

ARGUS LABORATORIES

INCORPORATED

INSTRUCTIVE MOTION PICTURES

Travel : Scientific : Scenic : Microscopic

220 West 42nd Street NEW YORK, N. Y.

Please say, "As advertised in REEL and- SLIDE" when you write to advertisers.

.

REEL and SLIDE

43

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor
Animatograph

Than in Any Other Motion
Picture Projector.

Designed with, not merely adapted to,
the new high power Mazda projector
lamps.

Guaranteed — a motion picture image of
standard illumination, clearness, sharp-
ness and steadiness — entirely free from,
eyestrain.

There are other features that make the
Animatograph the superior projector —
simplicity, economy, light weight, last-
ing quality. It's all explained and illus-
trated in a new catalog. '

Write for information and terms.

Victor Animatograph Company

125 Victor Building

Davenport, Iowa, U. S. A.

In Use All Over the Country

THE ROYAL

Moving Picture Projector

To churches, schools, colleges, Y. M'. C. A.
branches and community centers who are
interested in moving pictures, we recom-
mend the ROYAL PROJEOTOR above all
others. It is built for institutional use. It
is giving satisfaction in all parts of the
United States.

A Projector of Highest
Quality at a Price
Within Reach of All

To reliable educational institutions, we will be gl.^d
to quote special prices. Any school, college or church
can make a ROYAL pay for itself in a short time.
Anybody can operate the ROYAL. A clear, sharp
image is certain at all times with the ROYAL.

Send for Our List of Religious
and Educational Films

In addition to a high-grade projector at moderate
price, we can supply you with a varied assortment of
religious and educational films, including science
reels, geography, history, chemistry, biology, litera-
ture, industry, agriculture and foreign travel, all at
fair rentals.

Light, compact and durable — hand-
some, elegantly fitted, carries 2,000
feetof film without reloading. Has
many distinctive and exclusive
features.

Write Ua Today tor Full Information.

THE CAPITAL MERCHANDISE CO.

538 South Dearborn Street Chicago

We also sell a semi-portable projector and handle a full line of supplies.

Reducing
Miles to
Inches

The moving picture has re-
duced miles to inches — it has
brought Africa to Greenland —
Arabia to the Yukon.

It has made Hottentot and
Eskimo acquaintances. It has
proved and disproved science.
It has dramatized industry and
inspired the teacher.

Men of J big business,
Teachers in all branches,
Ministers who have
found use for the printed
word, cannot overlook
the added power of the
picture that moves.

To keep posted, get

M A C A Z. I N E

every month.

Send for it today

Address

418 South Market Street

CHICAGO

Costly Slides-

in the long run, are inexpensive
slides. A good image on the screen
only comes from a cheap slide —
by accident.

Have your slides made and col-
ored by one who has visited the
places you are lecturing on. At-
mosphere is everything in a lantern
slide.

Write today to

JOSEPH HAWKES

147 West 42d St., New York City

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

44

REEL and SLIDE

TRUTH IN FILM ADVERTISING

Directors
h-e.talbott
orville wright
c. 'f.kettering
george h.mead

H-E.TALBOTT, Jr.

The Dayton Wright Airplane Co.

Dayton, Ohio
U.S.A.

July 27th, 1918,

Universal Film Company,
1600 Broadway,
New York. K. Y.

Gentlemen:

Attention- Mr. Harry Levey, Industrial Bept:

We wish to congratulate you on the workmanship
and thought in connection with the 8-reel motion
picture you produced of our plant and product.

While our original idea was to produce an indus-
trial picture for educational purposes only, the final
result was so good that in addition to this use, it
will be shown throughout the country as a feature
film in the best th^eatres for a paid admission.

The camera work is splendid. Details are brought
out perfectly and the scenario writer has made a
wonderfully interesting human story out of cold mechan-
ical operations.

The picture is a revelation to us and convinces
us of the wonderful possibilities of industrial film
photography if handled by an efficient organization
such as yours undoubtedly is.

Special commendation is due the cameraman, who
in fulfilling his task was compelled to ascend fully
8,000 feet into the heaven and go through the same
manouvres as a trained aviator to get some of the
remarkable scenes he has taken.

Yours ve

OFFICE MANAG-ilR.

An Industrial Film good enough to play in the best theatres for a paid admission.

That's our story — now get in touch with us.

INDUSTRIAL DEPARTMENT

UNIVERSAL FILM MANUFACTURING COMPANY

Largest Manufacturers and Distributors of Industrial Film in the Universe. 1600 Broadway, New York City

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

45

COMPLETE MOTION
PICTURE EQUIPMENT

'^

i

^.

ACME

With our ACME PORT-
ABLE PROJECTOR you

can exhibit motion pic-
tures iu any part of the
world. Always ready.
No si>ecial wires or
switches required. Used
by I^ncle Sam and by
hundreds of educational
institutions. Price $1S0
complete with domestic,
equipment : §200 fitted
and boxed for export.

HALLBERG PORTABLE
ELECTRIC PLANT

AMiere current cajinot l>e
obtained use our electric
plants.

$300 up.

For big professional pro-
jection in permanent loca-
tion we recommend our

POWERS CAMERAGRAPH

Prices upon request

HALLBERG MOTOR GEN-
ERATOR SINGLE AND
TWIN UNIT

for one or two arcs, mth or
Avithout switchboard.

Prices upon request.

Don't forget, we carry
ever>thinc you need to ex-
hibit motion pictures except
the Alms. Buy now and
save money!

UNITED THEATRE EQUIPMENT CORP.

Executive Offices
1602 Broadway New York City

H. J. Edwards, J. H. Hallberg,

President Vice-President

Offices in All Large Cities

Change the Slides

That's all there is to "operating " the

Victor Portable Stereopticon

The original Victor features that a few years ago made
possible the popular use of lantern slides have been fur-
ther improved. The same solid cast aluminum construc-
tion is used. Service and genuine satisfaction is guaranteed.

Write today for information on the variations of lenses
and lamps that provide for every need.

Ask for "trial-bef ore-purchase" terms.

Victor Animatograph Company

125 Victor Building, DAVENPORT, IOWA, U. S. A.

ADVERTISING FILMS

Our SUCCESSFUL advertising films, short animated
cartoons, pictures using live models, or industrial
productions, combined with

DIAMOND DEALER HELP SERVICE

gives you a ^screen campaign complete in every detail.

Let Us Show a Sample Picture to You
In Your OFFICE

The DIAMOND FILM COMPANY is a pioneer
organization with scores of successful screen campaigns
to its credit— the DIAMOND STUDIO, newly fitted
up, contains every modern facility known to moving
picture production. Quantity production enables
us to give highest grade work at lower prices.

Our Customers Include Many of the Leading Advertisers
of the Country :: Send for Full Information Today.

ADDRESS

THE DIAMOND FILM COMPANY

2624 Milwaukee Avenue

CHICAGO

^'^LANTERN

SLIDE MATS

and

Gummed Slide Binding

Write for Samples and Prices

HEESE SLIDE MAT CO.

1320 Main St., KANSAS CITY, MO.

Please say, "As advertised in REEL and SLIDE," ivhen you

|JlllllllllllC2IIIIIIIIIIIIC3IIIIIIIUIIIIigilllllC3llllllllllli|

= Smalley and Klein =

= Film Cleaning Company =

I Make Old Films Like New |

= We inspect, preserve and renovate =
" all kinds of moticm picture reels ^

I AT REASONABLE RATES |

5 Send us your Films TODAY. Address E

I SMALLEY AND KLEIN i

j FILM CLEANING CO. |

^ 112 N. La Salle St. ^

I CHICAGO I

= Telephone Franklin 2221 s

^iiiiiiiiiaaiiiiiiiiiiiiciiiiiiiDtiiiiiiiiiiiiinmmiiiuii

write to advertisers.

46

REEL and SLIDE

Automatic Stereopticon Combines Many New Features

THE Automatic Stereopticon Company
of Chicago announces its ability to
deliver machines on short notice and
already has received Government orders
for quality production.

The Automatic stereopticon, it is claimed,
has mtny strikingly new features which
make it of great value to the lecturer and
teacher, as well as to the advertising man.
Mr. Trump of the Automatic Company
said:

"This is an age of motion. Every year
time is vested with increasing value. Only
that which brings action before the eye
attracts and holds attention. Old and con-
ventional methods of advertising have be-
come so general in their use that now the
'something different' alone awakens in-
terest.

"The Automatic stereopticon illustrates
automatically the salient features of busi-
ness. It provides picture action that first
entertains, then interests — then sells. It
works automatically, bringing before the
public in a vivid, realistic and gripping
manner the- 'high spots' of a proposition.

"The Automatic stereopticon machine is
driven by a 1-30 h. p. motor attached to
any ordinary incandescent current, either
a. c. or d. c. and is operated at a total cost

Get Your

FACTORY

in the

MOVIE

Free Tests Against Any

Competitor Any

Where, Any

Time

Cincinnati

Motion Picture Co.

Runey Building
CINCINNATI OHIO

Automatic Stereopticon
Cabinet.

Without the

of less than 5 cents per hour.

"The drum holds SO standard size slides,
which are propected in consecutive rotation

of about six slides per minute, or may be
controlled by extension cord and pressure J
button. The size of projections can be
regulated and adapted to meet any require-
ment or condition by using our tracing
cloth screen, cabinet or the collapsible day-
light attachment.

"It requires no special wiring. The cabi-
net is 6 feet, 4 inches high ; dept, 3 feet ;
width, 2^ feet; weight, 100 lbs. Ball-bear-
ing castors. Occupies space, 3x2j/2 feet.
The machine stands at bottom of cabinet
projecting into a small mirror, which is
reflected through a ground-glass screen
into a large mirror. Projection, 25x22
inches.

"The machine is designed for use by
corporations, manufacturers, conventions,
congresses, expositions, state fairs, public-
ity campaigns, co-operating with dealers,
sales rooms, show rooms, reception rooms,
show windows, lobbies, banks, booths, halls.
Educational institutions — academies, insti-
tutes, agricultural schools, etc. ; colleges — •
dental, medical, technical, etc., universities,
Y. M. C. A.'s, churches, public schools,
trade schools, lecturers, class room, audi-
torium. Enlisting and experimental sta-
tions, agricultural, health and scientific de-
partments, hospitals, etc."

Judge a Producer By His Customers

BIG National Advertisers, like the
Westinghouse Company, and the
Pennsylvania Railway, are conserva-
tive 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 ter-
ritory, referred to in your letter of December 9th,
received. We have projected the Aim and find it of
very good quality, both in photography and repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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.

,1iHiltl^

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

9

If

REEL and SLIDE

47

A department of

SPECIAL SERVICE

for

SCHOOLS

CHURCHES

INSTITUTIONS

THE ATLAS FILM CATALOG FOR OCTOBER

IS READY

Subjects in this new catalog are classified in order that our
patrons may find mOre readily just what is wanted. Below
are given a few of the classifications:

AGRICULTURE
CHEMISTRY
CLASSICAL
HISTORY

TRAVEL
INDUSTRIAL
JUVENILE
MINING

ENGINEERING
SOCIOLOGY
ZOOLOGY
RELIGIOUS

and many other classifications. Your copy is ready.
Send for it.

A special service is maintained for our patrons free of all cost
to them. Programs are arranged for their convenience con-
sisting of well balanced subjects. Send for numbers 17 & i8.

Our "HELP WIN THE WAR"

series of agricultural subjects is
especially appropriate at this time.
Wdte for descriptive circular.

All our productions are depend-
able in selection, free of all objec-
tionable matter and designed to
fill every requirement.

ATLAS EDUCATIONAL FILM COMPANY

63 EAST ADAMS STREET CHICAGO, ILLINOIS

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will) ^

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard, slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to 5 cents per hour.

The machine, complete, includes a 400-watt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or direct current).

Address

Size of machine, 19x26x7 inches. Runs continuously, or, for lecture pur-
poses, starts or stops at will.
(We guarantee the Owen machine.)

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard Lantern
Slides for every use.

Please say, "As advertised in REEL and SLIDE," when you write

to advertisers.

48 REELandSLIDE

I

PERFECTED PROJECTION

THE simplicity, and attention to detail, which mark the
construction of the DeVry Portable Projector through-
out each and every part, are features which commend the
DeVry for use in any class of service.

The projector is entirely self contained; there are no
parts to be lost or left behind. All working parts are made
of cold rolled steel — the metal at once the lightest in weight
and the greatest in tensile strength.

The wonderfully efficient motor with which the DeVry is
equipped is of the universal type, operating on either alter-
nating or direct current, so that it is only necessary to attach
the projector to an ordinary light socket and touch a button.
The projector practically runs itself.

It is the combination of these features — the easy port-
ability, simplicity of construction — which has made the
DeVry the choice of the Y. M. C. A. and the Red Cross as
the projector best suited to meet the varied needs and pur-
poses of the war work in which these splendid institutions
are engaged.

The DeVry serves not only in helping to entertain the
boys in the rest billets back of the Hues and to cheer the con-
valescent men in the hospitals, but also in the instructions
given the recruits in soldiering.

More than 300 DeVry Projectors are "enlisted" in war
work.

The DeVry Corporation

117 North Wells Street Chicago, Illinois

DE

THE NEW

BECAUSE OF ITS SPECIAL, NARROW WIDTH

SLOW- BURNING FILM

IS APPROVED BY

Underwriters' Laboratories, Inc.

for Unrestricted Use ANYWHERE

We offer the facilities of our entire organization to the co-operative
service of all other portable projector manufacturers who use the
narrow width slow-burning film recently adopted by the Society of
Motion Picture Engineers as the new standard for all portable projectors.

Adopted by Every School Board That

Investigates

the Merits of Portable Projectors

There are more Pathescopes in schools today than all other
portable projectors combined, because they are designed par-
ticularly for SCHOOL USE, and embody seven years of suc-

cessful experience gained in the world-wide sale and use of over
ten thousand former models in Schools, Churches, Institutions,
Commercial Elstablishments, etc.

There are about one hundred "Popu-
lar" Model Pathescopes in the Public
Schools of New York City, and the
Board of Education has recently ordered
a number of NEW PREMIER PATHE-
SCOPES after a careful investigation
of the merits of other portable pro-
jectors.

The Pathescope Film Library now contains
nearly 1 ,400 reels and is growing rapidly.

All on Underwriters' Approved and Label-
Inspected Slow-Burning Films.

The largest assortment of available, educa-
tional and entertainment films ever offered
for universal public use.

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For the third consecutive year we have been awarded the con-
tract for furnishing Pathescope Educational Film Service to
the New York Public Schools, on the recommendation of their
Investigating Committee.

If you really wish the BEST you will eventually use the Pathe-
scope; in the meantime

Write for Booklets:

"Elducation by Visualization" (5th Eldition, 100,000).
"Educational Films for the Pathescope."
"Endorsements of Educational Efficiency, Etc."

For Industrial Users

We number among our clients the most prominent manufac-
turers using motion pictures as an aid to salesmanship.
Many of them adopted the Pathescope after unsatisfactory
and expensive efforts to use unapproved projectors. You
cannot afford to take the chance of having a serious accident.
Pathescope Agencies and Service Stations are established
not only in the U. S. A., but all over the world — Moscow,
Madrid, Melbourne — from Omsk in Siberia to Buenos Aires
in South America — not to mention main offices in Toronto,
London and Paris.

THE PATHES^<^PP ^^ <^^ ampr

SUITE 1880, AEOLIAN HALL, NEW YORK
OR TO

Pathescope Co. of New England, Boston.
United Projector and Film Co., Buffalo,

Pittsburg and Harrisburg.
Pathescope Co., Chicago.

Pathescope Exchange, Philadelphia.
Pathescope Co. of Minnesota, Minneapolis.
Pathescope Co. of Utah and Idaho, Salt Lake
City.

In War Work: The State Defense Council equipped each of the 21 Regiments National Guard of New York with a PATHESCOPE.
Used extensively in Hospital Wards, Training Camps, etc., where fire risk demands absolute protection.

iiWillllllllmliftiMife

To Make the Screen a Greater Power in Education and Business

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IN THIS NUMBER

METHODS OF OFFICIAL FILM REVIEWERS

(National Board of Review)

EXHIBITORS MUST SELL SCREEN SPACE

By W. F. Herzberg

DOMESTIC SCIENCE TAUGHT WITH FILMS

By Ruth League Mase (Hosmer Hall, St. Louis, Mo.)

CHURCH MOVIES DEPEND ON WORKERS

By Rev. Ernest Miller (Pastor M. E. Church, Cuyahoga Falls, Ohio)

MOVING PICTURES VITAL FORCE IN VICTORY

By Orrin G. Cocks (Secretary National Committee for Better Films)

ROMANCE OF BIG BUSINESS, FILM SUBJECT

By J. R. Hessey (Advertising Manager Remington Typewriter Co.)

THE SCREEN IN COMMUNITY CENTER WORK

By Edward F. Sanderson (Director People's Institute, New York)

HOW FILMS INTRODUCED A NEW TRACTOR

By Harry H. Bates (Joliet Oil Tractor Company)

OTHER ARTICLES, PICTURES

FEATURES AND

DEPARTMENTS

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15 Cents a Copy DECEMBER, 1918 One Dollar a Year

»Ten times the §rip of
an avera.6e photoplagr-

^^

^HNSON'S

^THE SOUTH SEAS

!' -reaction

Dhed

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"CKief

Nagapate.

the bic^i^esh,
handsomest and (:
cruelest looking/
savaoe we '
have ever
seen."

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Distribution rights throughout
the world controlled bu

BOBECTSON-COIE

COMPANY

1600 Broad wav New York CHr

.^>^^^

REEL and SLIDE

kll UNISCOPE

The

TRADE

FIREPROOF MAGAZINES WITH
SELF CLOSING SAFETY DOORS

IVI A. R K

Bring Moving Pictures
to Your School or Church

FILM FIRE traps]

-(Tntermittent sprocket
-jupper and lower feed sprockets

[film GATE

FOCUSSING ADJUSTMENTj

TmOTOR speed CONTROL

NOTE: THE OPERATING SIDE OF UNISCOPE-
HOW SIMPLE AND ACCESSIBLE

Profitable entertainments,
combined with class-room
picturization, allow this
remarkably simple

MOTION PICTURE
=PROJECTOR=

to pay its way and clear a profit.

There are many reasons why the
UNISCOPE is the ideal projector
for institutional work. Here are
just a few of them:

PERFECT, FLAWLESS MATERIALS,

no breakdowns — ^wearing qualities.

FE WER PA RTS — rigidity — eliminating
trouble in operation.

SIMPLICITY — automatic in operation,
requiring no skill in operation — easy of
manipulation.

STEADY, CLEAR PICTURES— horn

perfect lenses, correct optical adjustment
and mechanical detail.

FIRE-PROOF MAGAZINES — minimiz-
ing all danger.

The UNISCOPE is operated either by
motor or by hand, as you choose.

The UNISCOPE takes 1,000 feet of
standard motion picture film at a loading.

I Let Us Tell You More About the
UNISCOPE — Write Us Today

UNISCOPE COMPANY

NOT INC.

500 So. Peoria Street .... Chicago, III.

Bf

^^

t919

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

^TT "THE picture is the one historical record and emotional expression
flll which is as old as the world. It is possible that the picture antedates
^KJI language, the fundamental factor in civilization. Certainly the cave
1 1 drawings of the stone age were traced before any but the most limited,
guttural speech existed. It is profoundly significant that no uncharted deep
of history has ever been fathomed which did not send to the light — pictures."

(Photoplay Magazine)

Lyne S. Metcalfe, Editor

CONTENTS

PAGE

Editorials 3-4

With the Reel Observer— By Henry MacMahon 5

"Ali Baba and the Forty Thieves" 6

Methods of Official Film Reviewers— By the National

Board of Review^ 7

Department of Agriculture Makes Motion Picture

Plans — By Jonas Howard 8

Exhibitors Must Sell Screen Space— By W. F. Herz-

berg "

Why Lack of Funds Need Not Bar Films from a

Church— By Orrin G. Cocks 10

Church Movies Depend on Workers— By Rev. Ernest

A. Miller 11

Moving Pictures Take Their Place in the Export

Business— By E. J. Clary 12

How Films Introduced New Tractor— By Harry H.

Bates 13

Screen Advertising Not Limited to Any Types of

Merchandise— By E. J. Clary 14

Theaters Gradually Learning Value of Films That

Instruct— By Martin Johnson 14

Domestic Science Taught With Films— By Ruth

League Mase 1^

PAGE

This Industrial Picture in Demand Among Theater

Men— By F. W. Wilson ,, . 16

Screen in Community Center Work — By Edward F.

Sanderson .^. 17

Department of Labor Asks Schools for Screen In-
formation 18

Motion Pictures Vital Aid to Victory — By Orrin G.

Cocks 19

How Films Recorded Bi? Cattle Sale — By Warren

T. McCray 20

Romance of Big Business, Film Subject — By J. R.

Hessey 21

Here and There 22

Non-inflammable Film — How and When? — By Wil-

lard B. Cook 23

The Screen as a Medium for Artistic Expression —
A Poet Who "Writes" in Pictures — By John S.

Bird, A. B 24-25

Slides 26

Ask Us 26

The Other Fellow's Idea 27

Proj ection 28

Productions Worth While 29-30

Interesting Announcements to Be Found
in the Advertising Pages

EQUIPMENT

PAGE

Uniscope Company •_ 1

Nicholas Power Co '. 31

United Theater Equipment Co '32

Victor Animatograph Co 33

Joseph Hawkes 35

Universal Motor Co 36

Beseler Lantern Slide Co 36

Mcintosh Stereopticon Cq 37

Excelsior Illustrating Co 40

Thomas J. Owen 41

Blakely Printing Co 41

Autopticon Co 42

Atlas Educational Film Co 43

Filmgraphs, Inc 43

Arthur E. Curtis 44

De Vry Corporation 48

Pathescope Co. of America

(Inside back cover)

FILM PRODUCERS AND
DISTRIBUTORS

Baumer Films, Inc (Back cover)

Robertson Cole Co... (Inside front cover;

Camel Film Co 33

Films of Business Corporation 35

"Maybe Stone Has It" 35

Cosmof otofilm Co 36

Diamond Film Co 37

Pittsburgh Commercial Motion Picture

Co 40

Exhibitors' Booking Agency 40

Leggett-Gruen Corporation 42

Atlas Educational Film Co 43

PAGE

Filmgraphs, Inc 43

Arthur E. Curtis 44

Educational Films Corporation 45

Argus Laboratories 46

Universal Film Mfg. Co 47

Pathescope Company of America

(Inside back cover)

SLIDES

Victor Animatograph Co 35

Joseph Hawkes 35

Beseler Lantern Slide Co 36

Mcintosh Stereopticon Co 37

Excelsior Illustrating Co 40

Thomas J. Owen 41

Autopticon Co 42

Filmgraphs, Inc ." 43

Reel and Slide magazine is published the first day of each month by Class Publications, Inc., at 418 S. Market
street, Chicago, 111. Phone Wabash 912. Subscription price: 15 cents per copy, $1.00 per year, postpaid, in
the United States and possessions ; Canada, $2.50.
Edward F. Hamm, President. William Eastman, Vice-President. William C. Tyler, Treasurer.

(CopTright, 1918)

w=^

EDIT^ODIALS

(£5 — ^

NOTICE TO SUBSCRIBERS

If you fall to receive your copy of Reel and Slide Magazine
promptly please do not tlnink it has been lost or was not
sent on time. Remember there Is an unusual pressure on
the railroads, moving troops, supplies, food and fuel. The
demands on them are enormous; they have more business
than they can handle, so delays are inevitable. Everything
humanly possible is being done to expedite prompt delivery.

the suggestive, crime exploiting photodrama. But do
not let us call these productions "educationals." We
are going to need that word badly at a later date to
designate our standard productions filed in the vaults
of our biggest universities and in our high schools.

We want to know just what is meant by it. We
want to distinguish reels that supplement a standard
textbook from reels that entertain and have some in-
structional value.

Spare the Word

FOR all practical purposes, it seems, we are called
upon to look upon the strictly educational mo-
tion picture in the same light as we look upon
the schoolbook. It is, in the main, an excellent
parallel. Only the film is an adjunct to and not a sub-
stitute for, the book. It can only supplement it. But
for the purpose in hand, the standardized film library,
in the future to become a part of every high school
and college equipment, must bear the same relation-
ship to school policy and school funds that is found
in regard to textbooks.

More has been done in this direction than is gen-
erally believed to be the case, but in every case of the
notable exceptions, a lenient attitvide toward the short-
comings of the film producer is the dominating ele-
ment necessary. The less conservative and more pro-
gressive state institutions who have acquired limited
film libraries are not satisfied with what they have on
hand, but believe that they have the best they can get
now, which is better than nothing and is a step in the
right direction.

One thing is certain. The instructor must control,
in some measure, what he shows on the screen. The
power of the visual example being intensely acute in
relation to the young and impressionistic mind, can
easily be a bad influence if misguided. Film makers
indorse this view ; the educators indorse it. The film
man has less desire to become an authority on anthro-
poid apes than has the man with a doctor's degree to
become a studio director. He should not be permitted
to try it.

He should be used as a tool by the man of learning
in the same light as a bookbinder. He should stick
closely to his camera crank and "follow the script," as
the saying is in the studio. But, if he gets no greater
amount of material encouragement than he has in the
past, we may continue to expect half-cooked, injurious
and spurious reels labeled "educational" and projected
before the student body here and there to the great
chagrin of the textbook writer.

Let us make no mistake here. There is no criticism
to be made of the excellent travelogs and industrial pic-
tures which are, happily, finding popular support with
our general public. These pictures exert a good in-
fluence on the mind ; they indicate a higher standard
of public taste since the demand for them points to
the decrease of popularity of the obscene comedy and

Movie Propaganda

UNDER the caption, "Movie Propaganda," the
Baltimore Star writes, editorially :
"The movies, say various government de-
partment heads, are an indispensable channel for
wholesome war propaganda. Principles of food pro-
duction and conservation, it seems, have been incul-
cated through the medium of the movie film more suc-
cessfully and more widely than in any other way.

"The fact is not surprising. The most alert and in-
telligent mind, in dealing with concrete subjects, pre-
fers pictures to mere words. In fact, the more brilliant
the imaginative faculty the more prone it is to draw
pictures for its own education. This tendency to
visualize mentally can be led in the right direction
most efifectively by that versatile and entertaining edu-
cator— the movie film.

"Reports of success of the motion picture as a pop-
ular educator prompt the hope that as time passes its
use will be introduced to a greater extent into the
schools. Even now some of the most exclusive and
expensive schools of the country use moving picture
machines for the illustration of many subjects of class-
room study as well as for special travel lectures and
addresses on natural history.

"Remembering the dull routine and drab monotony
of much academic education, one is glad to realize that
the rudiments of learning are coming to have more
interest and vitality."

Churches and Pictures

THAT there is a growing interest in the use of
motion pictures in connection with religious
work is indicated by the recent request for sug-
gestions addressed to the secretary of the National
Committee for Better Films by a representative of the
Social Service Commission, Federal Council of
Churches.

It is valuable to consider a larger use of motion pic-
tures in the churches jiist now. Without doubt, the
Y. M. C. A. after the war will use them to a great ex-
tent in their local work for men and boys. The
churches have as their field the family as a unit, which
is a normal and natural basis of work. Also the
prejudice on the part of some church leaders against
the motion picture is rapidly disappearing because of
its undoubted value both in this country and in Europe

REEL and SLIDE

in preserving the morale of men in uniform during their
leisure hours.

But first it must be known from persons who under-
stand the churches, both in the cities and small towns
or rural districts, in the North and the South, what
kinds of pictures the churches want for inspiration and
moral suggestion on Sunday, and what they desire for
more secular week-day entertainments.

A continuous selection must be made from all the
pictures as they are produced and put in circulation by
the various film manufacturing companies.

Lists of these selections should be published regu-
larly for the use of ministers and other church workers.
They must carry some technical facts about the num-
ber of reels and the company making them, and they
should also contain some sentences under each picture
which will permit individual church workers to know
in advance the character of the pictures and the pos-
sibility of use for certain purposes.

It should be made clear what selected motion pic-
tures can and cannot do for a church. At their best,
they can only draw an audience and teach a moral les-
son; they must always be regarded as a means to an
end. They offer an opportunity for ministers and other
church workers to become acquainted with people so
that personal religious work as well as the more defi-
nite social work of the church can be accomplished.

Novels and the Films

FOR two hundred years the novel has posed as
the guiding philosopher and entertaining friend
of the reading world. De Foe's stern realism
in the art of telling tales has been succeeded by every
other "ism" that could borrow a name, until we are
now told that humanism is the final goal in the fiction
writer's field.

Whatever humanism may mean in the mind of the
writer who uses the term, less enlightened ones can
only study human life as it translates itself into ac-
tion. Only so far as the novel deals with concrete
action do its characters become real. When the
"Wizard of the North" mixes too much scenery and
costume with the story, the reader skips or quits. If
Dickens drops from sentiment to wordy drivel, pages
are turned to the next chapter. It is what the people
in those pages did that counts.

The novel loves itself as a picture of the manners
and customs and costumes of its time of action. Yet
just as many Jeanie Deans and Pickwicks and Auld
Reekies and White Hart inns exist as there are readers
of the novels that contain them — no two alike and
each different from the author's conception. How-
ever clear the author's descriptions may be, places
become unreal and shadowy, and persons flit through
them like unlaid ghosts as events move toward the
story's climax. What happens is what counts.

Nobly as it has tried for these two hundred years,
the novel has failed to reach the democracy of the ever
growing reading world. The best novels have been
written for the aristocracy of that world — notably the
authors themselves. Books about novels have been
written in as large number as the novels themselves,
only to prove what one man thinks about them and
why they ought to be read. Fiction has climbed the
heights of moral and mental philosophy, delved into
political economy, gathered wisdom from bitter suffer-
ing and painful discipline in social and industrial life,
only to leave the vast majority of its readers grop-
ing unsatisfied after a vague something they feel

but do not understand. They do not "see" the story.

Strange to say, it is the novelists themselves and
those who write about them who, in glorifying their
own work, have shown where it has failed, yet do not
realize that for the failure there is no remedy. One
of the most philosophical of critics, Wilson FoUett,
recently wrote of Galsworthy's novels that^^they are a
series of apparently disconnected Episodes strung like
rare pearls of equal size and luster in a complete
necklace. Comes another writer about books to re-
mark that until about ten years ago no man ever lived
who could tell another man a story. For, he says, a
novel is nothing but an elaborate moving-picture
scenario, and the reader's mind is the studio where that
scenario is produced.

Just so. John Galsworthy has gone as near to real
life as the written word can get. His novels nearly
follow scenario methods in their construction. But
his scenarios don't produce well in the studio of the
democratic reader's mind. If that studio does not
happen to be equipped with English scenes and man-
ners and customs it has to produce them inadequately
and tiresomely out of nothing. Nothing out of nothing
makes not a little bit.

The one and one of the two criticisms, however,
mean many more than two. They mean, among other
things, that the moving picture has begun where the
limitations of the written word compelled the novel to
leave off. More, it has succeeded just where the novel
failed, in every phase of life it has pictured, has con-
veyed to every mind the vital meaning of its message.
No long descriptions are needed, no sermons ; there
can be no misunderstandings. Clean-cut, complete,
every other imagination of form or feature, scenery
or surroundings than' its own altogether shut out,
there is the story on the screen, action unbroken, in-
terpreting itself. It does what the novel has failed
to do. The reader's mind is filled with the doings of
living, breathing, moving people and he begins to be —
a humanist.

The Lure

WHAT normal man can resist the chance to wit-
ness a movie show in his private office? What
housewife can resist an offer to screen a pic-
ture in her parlor; and what matters it what the show
may be? The mere fact that it can be done is argu-
ment enough to permit it being done. The hidden
mysteries of the moving picture world permeate its
every branch and not less in that one which has to do
with the commonplace commercial activities of men.
The desire to go "back of the scenes," inherent in every
human being, is akin to the appeal of the films in the
intimacy of parlor or office. Thus, the salesman with
a projector is thrice welcome.

Government Slides

NOT an unimportant part of the Creel Bureau's
work is being accomplished by means of lantern
slides. No publicity shop would be complete
without the stereopticon. A Department of Lantern
Slides is now in fruitful operation from Washington
and the widespread exhibition of these war work sets
is encouraged by the Committee on Public Informa-
tion. The slides are offered at nominal price to all
stereopticon owners.

WITH
THE

REEL OBSERVER

By Henry MacMahon

(Special Correspondence of Reel and Slide)

NEW YORK.— Experts agree that "Under Four Flags" is
the best film yet made by the Committee on Public In-
formation. S. L. Rothapfel dropped his mixed programs
and gave it at the Rialto and Rivoli Theaters the third
week of November to enormous crowds and tremendous enthusi-
asm. I find it impossible at the present time to criticize it dis-
passionately or to calculate the elements of permanent worth in
it. It is just one grand orgy of patriotism, at the end of which
the spectator shouts : "Thank God, I'm an American and an Ally,
and not a bolshevik !"

Beginning at the date of the AlHed armies' retreat last spring,
the seven reels of the picture recount the pitiable plight of the
refugeed populations, the Versailles conference, the appointment
of Marshal Foch as supreme commander, the embarkations and
journeyings of the American troops, the celebration of the Battle
of Belleau Wood, Chateau Thierry, scenes on the British front,
scenes on the Italian front, the Battle of St. Mihiel, and the re-
view of the American and French troops by General Pershing
and the Allied officers. At the very end, the collapse of Germany
and the signing of the amistice are told by newspaper headlines,
which is followed by picturized scenes of the New York celebra-
tion. There is a good tag of portraits of the Teutonic rulers
lengthening out and going down, down into oblivion. Pathos has
its place as well as humor. The scenes of the American wounded
and of their care in hospitals are beautifully handled, ending up
with a picture in colors of the sad-eyed angel of mercy which
does not fail to draw the tribute of tears.

1

OF the historical portraits, the best one is that of Premier
Clemenceau. Some of the shots at celebrities are very poor,
but others are clear and distinct and, fortunately, most of the
portrait subjects are camera-wise. Though the battle-pieces may
at first disappoint, the limitations of photography must be allowed
for and the conditions of haze and smoke that bothered the pic-
ture-takers. On the other hand, the service side of war is
superbly interpreted. The giant and baby tanks, the working of
the guns, the lightning-like building of pontoon bridges, the tak-
ing back and caging of prisoners, the ministry to the civilian vic-
tims of war by the warm-hearted doughboys — these things leave
an ineffaceable impression.

Every activity of the American soldier is ably presented.
The assembly has been made with a due regard to proportion,
and the titles are great patriotic stuff. Finally, the colored pic-
tures and the natural tinting and toning are very fine.

"Under Four Flags" bears about as much relation to history
as the contemporary journalistic narratives of 1783, 1815 and
1865 bear to the history of the Revolutionary, Napoleonic and
Civil Wars. One can only describe the film, not criticize it now.
There is, however, considerable historical raw material in it. I
see George Creel is going to Paris to get more. Let me here
remark that a need of the times is the historical director. "There
ain't no such animal !" as Artemas Ward would have said. But
there ought to be.

I mean the motion picture director who can intelligently plan
in advance for the picturizing of great events and who can carry
out his plan with a due regard to historical requirements. I am
not sure that the director ought to be a governmental employe ;
in fact, his status would better be independent or semi-independ-
ent. What moneyed philanthropist will endow a Foundation of
Film History? And where's the director to come from?
I Carl H. Carson, school department manager of the Educa-
tional Films Corporation, is getting some interesting reports in
answer to his questionnaire addressed to school authorities
throughout the country regarding the needs of visual education
and their attitude as to co-operation. It will be some time before
the results of the canvass are tabulated and analyzed. It is al-
ready clear that the vast majority of educators are heartily in
favor of the motion picture as an auxiliary of the textbook and
of oral instruction. They also view with decided favor the great
project of the Educational to procure film negatives of school
subjects fronr all possible sources and arrange them for school-
room use. ,_ ^„,

ONE great object of the questionnaire, too, is to find out from
educators which subjects, in their opinion, should be first
taken up in this gradual assembly of filmed knowledge. The lead-
ing titles named by Mr. Carson are geography, biology, manual
arts, domestic science, physical science, physical education, Ameri-
can government, history, language and literature, moral education,
under some of which subjects several sub-studies are grouped.

The census of the opinions of the educators will be largely
determinative of the order to be followed. Superintendents, chair-
men of school boards and teachers whose names may have been
inadvertently omitted from Mr. Carson's list, are invited to ad-
dress him care Educational Films Corporation, 729 Seventh Ave-
nue, New York.

The same organization, through a distributing corporation, is
rapidly extending its exchanges in the middle West. The latest
branch to be opened is Indianapolis, where a complete line of the
Educational's product is now procurable at the Bee Hive Ex-
change, 109 West Maryland Street. Nearby distributing centers,
it should be stated, are of the utmost importance in school work.
In every large town adjacent to each school customer there should
be a well-arranged distributing headquarters equipped with a
projection room where teachers can come and look at all the new
products. There is no reason against the same exchange selling
films to amusement houses and to the schools, but the school de-
partment should be separately organized and should possess spe-
cial facilities.

Ultimately the school end of the business may relegate the
other to a secondary position. More than 22,000,000 pupils attend
the schools of America, and more than half a million dollars is
expended annually on the upkeep. While the old-line film men
(who are essentially showmen) may fall to grasp the significance
of such facts, the new generation is alive to their importance. As
the pioneer in the attempt to bring about an alliance between the
schools and the motion picture, the Educational Films Corporation
deserves every encouragement.

Great activity in industrial film manufacture is evident among
the New York firms specializing in this field. The problem of
raw stock has been solved by the stoppage of the war. Restric-
tions on industry have been lifted. The world market is short of
goods of all kinds. America is in the best position to fill the de-
mands. But America must tell the pictured, as well as the printed,
story of what she has to offer. Here is the picture-maker's
opportunity.

THE industrial film has come to stay. Despised at first be-
cause regarded as "screen advertising" unwelcome to the ex-
hibitor and distasteful to the public, it is now the legitimate pic-
turization of the romances of big business and big industry. It
has found its true field, and the circumstances that those romances
are true-to-fact ones makes them more, not less, interesting.

With every forward-looking movement of trade, the Ameri-
can industrial picture should go hand in hand. It is the mis-
sioner of commerce, ths- advance agent of the use of the improved
appliances of civilization in foreign lands, as well as in our own.

Films Shown in U. S. Naval Hospital

One of the activities of the Division of Films, Committee on
Public Information, in charge of Mrs. Jane S. Johnson, is the
furnishing of government films for presentation at the army and
navy hospitals. Several of these pictures have already been
shown at the U. S. Naval Hospital at Charleston, S. C, and
arrangements are being made to extend this service, which is
entirely free. Among the pictures being shown to the convales-
cent soldiers and sailors in the hospitals are "America's Answer,"
"Pershing's Crusaders," "The Official War Review," and several
special pictures that are being reserved for this service.

Reel and Slide magazine is, first of all, a service. It can
help you with your picture troubles, it can guide you to the films
you want to project, it can help you operate your machine success-
fully, with profit and pleasure. If you are not already a subscriber
to Reel and Slide, send in your subscription to-day. 'It is a'
gb_ojd, investment. _._ ,^^ ' ,, - -

REEL and SLIDE

''AH Baba and the Forty Thieves''

(A Wm. Fox Literary Production)

MM/-.

CTED by the famous Fox juvenile
cast, the tale of "All Baba and the
Forty Thieves" has come to the
screen to charm the old and delight the
young. This picture offers an excellent
example of the literary production, clean
and wholesome and certainly entertain-
ing. Who has not read the story of Ali
Baba? To see the well-known tale un-
fold itself on the screen gives it new
charm and new interest. The Fox Film
Company has spared no pains to make
this production worthy of their series of
classical productions, which have in-
cluded several fairy tales. At great ex-
pense the costuming, as well as the
scenery, used for Ali Baba is technically
correct, and the oriental atmosphere has
been maintained in a striking manner.
Though the story calls for much skill in
acting, the Fox youngsters, under com-
petent direction, have achieved wonders.

M A G A Z: I N E

VOL. I

DECEMBER 1918

NO. 10

Methods of Official Film RevieAvers

How Committees of the National Board Function, Described by Committee Members
"Freedom of Screen" Fostered, Also Constructive Censorship, to Set Standards

(Many persons have expressed an interest in the activities
carried on by the National Board of Reviciv of Motion Pictures.
In nine years, by natural growth, it has developed from a simple
social undertaking for New York City into a diversified national
agency, recognized by all those interested in any ivay in motion
pictures. Its work is both social and ethical and lies in the re-
gion of correction and prevention as well as in that of stimulation
of all kinds of higher types of pictures. Of necessity, it has been
divided into various departments and committees, directed and
controlled by volunteers. The accounts printed herewith of the
work given by various members present a picture of the Review
or Censoring Committee, the General Committee, the National
Advisory Committee, and ex{)lain the relations to the National
Board of a licensing official charged with the local regulation of
all types of commercial amusement.— Editor.)

Review Committee Described by a Woman Member

IN 1911 a letter came from the National Board to the settle-
ment in which I was working asking our head worker for
a mature person to use her judgment in helping to pass

pictures for the motion picture theaters of the country. Our
head worker requested me to give half a day a week, and I agreed,
as a public duty. Since then I have attended and have become
increasingly interested. Perhaps I can tell best about our work by
describing the committee meeting of last week.

We went to the compan}''s projection room in the morning at
ten. There were four others there whom I have come to know :
one, a mother from New Jersey with grown children, a club
woman ; another, a lawyer's wife, who came from uptown. The
two men were an artist with some leisure, and his friend, who
is, I believe, a publisher. The secretary was there, also, with bal-
lots. He made the arrangements to have the pictures shown to
us. The name and the number of reels of each picture were
given us in succession, and after each had been shown we talked
together, agreeing quickly that the film was satisfactory or ex-
plaining our opinions about changes.

One grows in appreciation of things which are harmful to
the adult public, but is helped constantly by interchange of ideas.
We have developed standards during the years and most of them
are put in pamphlet form for our guidance. Usually the manu-
facturer's representative catches our point of view and agrees to
make the changes and eliminations, changes of sequence or change
of subtitle. It is astonishing how decidedly pictures may be
changed by such slight touches. When the picture is brought to
us at the next meeting often the effects are entirely different and
we usually pass it without further change.

Three weeks ago we saw a five-reel story and all agreed that
in its present form it could not be passed. The man from the com-
pany listened attentively to our long conversation and made notes.
He asked to be permitted to take it to his expert film editor and
bring it back revised. We agreed to take no action until he had
worked upon the story and thoroughly changed it. When he
brought it to us again the story was so changed that it ap-
peared entirely new. We still took some exception to the idea
as well as to single scenes, and it was sent back to the company
with well defined suggestions. To our surprise, when it was
projected in its completely revised form, we felt that it was like
a mutilated man, entirely made over in a modern hospital, and
passed it without discussion.

Last week, besides this picture, we saw twelve reels, two of
them a serial, and passed them without change. We will not re-
turn to the company's office until the same day this week. Of
course, we know that other committees are working just as we
are on other m-ornings and afternoons. Occasionallv I have been
able to go to these other sessions and find the problems there

about the same as those of our committee. The longer pictures,
naturally, are more difficult to handle, since the correct way to
judge them is by a combination of the total effects of the stories
and the impressions made by outstanding scenes.

Ten or twelve times in the last five years our committee has
disagreed about cuts or we simply did not know what was the
fair and right thing to do. These pictures we have appealed to the
General Committee to get the final decision. Then some of us have
been asked to attend the General Committee meeting and tell
of our difficulties and listen to the discussions and decisions. It
all seemed very democratic to me, and the results sound, even
though some of us disagreed with the conclusions. I think moral
questions are very hard to settle in an impersonal fashion, and
have learned slowly that tolerance is necessary.

Board Aids in U. S. War Work

Perhaps the most inspiring part of the work of the volunteer
review committees now is in connection with the war. The gov-
ernment has recognized the skilled work of the National Board
and has called upon the members to make daily selections of the
pictures for the soldiers and sailors in training in America.

It also has requested reports on all pictures which deal with
governmental activities. The committees have indicated, also, pic-
tures which are valuable for Americanization, patriotic meetings,
the entertainment of the wounded and shell-shocked in hospitals
and for the local councils of national defense. The_ board has
given its skilled assistance to the Commission on Training Camp
Activities, the War Camp Community Service, the Y. M. C. A.,
the Red Cross, Knights of Columbus, the Committees on Public
Information and the Military Intelligence Bureau. Every member
has had a decided part in this telling form of patriotic service.

The General Committee — By a Member

I have been asked to discuss the work of the General Com-
mittee of the National Board. My work as director of a social
organization has made large demands on my time, as have impor-
tant war agencies. Still I have regarded the attendance upon the
meetings of the General Committee as important in the regula-
tion of an amusement which serves a good fourth of the Ameri-
can public. When I was invited by members of the General
Committee to serve as a member, I debated the point _ seriously
with my own directors and they approved of such a public service.

We have accomplished results which are permanent, _ even
though they appear partial to casual observers. It is inevitable
that thirty well trained men and women, with different angles
of social and religious outlook, shall mold for good such an
amusement agency, especially when there is continual interchange
of ideas and adherence to the rule of majorities in discussing pic-
ture effects and in rendering decisions.

The procedure is as follows : Pictures are appealed to us by
review committees or by film manufacturers. We sit as a court
of last resort. We are summoned to meetings and observe quietly
while, the story is unfolded on the screen. Each man and woman
brings to bear on the problem of the day his knowledge of the
wishes of the American people. We aim to represent impar-
tially the judgments of the public as we know them. An orderly
discussion follows on the main theme or on incidents which unite
to form certain effects. After all the members present have ex-
pressed their views, including the person representing the manu-
facturer, a vote is taken on incidents or on the main theme. A
quorum of seven is necessary for a vote. Often the film com-
pany requests the privilege of taking their film back and revising
it to remove objections. We always allow this in the interest of
fair play.

The decisions finally rendered become binding, not only upon

REEL and SLIDE

this film, but upon later ones in which the same idea recurs. Thus
slowly, on the basis of actual problems discussed, we have formu-
lated a set of rulings which have been printed. We regard this
set of standards as a remarkable document. It has positive pre-
ventive effect and has been of great value to producing directors
in learning in advance what ideas are not satisfactory to the
American people.

Another function of our General Committee is to handle all
the questions of finance and government of the National Board.
We supervise all relationships with the film companies, with the
many city police and licensing officials, with the government de-
partments and commissions, and with the public. We also have
developed the machinery and policies dealing with better films,
and feel responsible for doing our utmost to advance the use of
selected films for children as well as for religious, social, educa-
tional and patriotic purposes.

._ Our decisions have been modified at times by government rul-
ings. They are affected by constant reports from people in the
cities and towns of the country. Finally they have changed and
grown as people have come to think and to speak clearly about
definite motion picture effects. In our rulings we recognize that
most pictures are modifications of classic, dramatic situations,
generally accepted as true to life.

When the unusual film appears to discuss new problems, we
heartily believe in the "freedom of the screen" and its right to
tell of these new phases of life in its own fashion, always assum-
ing that fundamental moralities are preserved.

In conclusion, let me say that as a member of the legislative
subcommittee, I have studied somewhat carefully the question of
state and federal censorship of motion pictures for our General
Committee. I have observed the results obtained and have made
comparisons. Our system appears fairer, more permanent and
just. We are free from political influence and are representative
of democracy. With us no question of finance enters to becloud
the issue. Moreover, we approach the problem of films for young
people in exactly the same way educators deal with modifications
of ideas for growing boys and girls, and as librarians handle cir-
culation of books for the same age groups.

The National Advisory Committee

(This statement came from a public official in a city of the
southwest.)

"The National Board requested me some years ago to give
them the benefit of my opinions on some of the larger questions
involved in voluntary regulation of the social, governmental and
ethical aspects of motion pictures. I stated then that my judg-
ment could only represent myself and my grasp of the ^social con-
science. Since then several nice questions have been raised and
I have added my opinion to others. They included such as the
sincere presentation of the social evil through pictures, social
hygiene and prevention, the picturing of race frictions following
the Civil War, the nude, and pictures discussing governmental
questions involving foreign nati(ms. I have also considered the
kinds of pictures judged to be suitable for adolescents and chil-
dren and have assisted in working out a set of principles. The
question of the advisability of establishing various forms of
state and federal censorship by commissions and departments has
also been given serious thought."

As one recognizing the influence of the motion picture on
the masses and its power for influencing opinion, I have regarded
it my duty to have a well defined opinion. The preventive power
of regulated public amusements has long been of interest to me.
I have also believed that the group of persons associated with the
National Board in New York has accomplished wonders in con-
trolling this commercial agency. They have my wholehearted sup-
port and such assistance as I can render.

In addition to the work of regulating motion pictures, the
National Board makes additional selection of films for various
purposes. It is able to co-operate in the development of many
distinct types of pictures, but is totally unable to force (increased
production) business agencies for their general use or until there
is a well recognized and widespread demand. When national agen-
cies concerned with education, churches, libraries and clubs have
determined what they desire, the National Board can render effi-
cient service in accelerating both the production and the distribu-
tion of proper motion picture films.

Department of Agriculture Makes
Motion Picture Plans

By Jonas Howard

SO well pleased is the department of agriculture with the
results of its propaganda campaign with moving pictures
that it is preparing to more than double the number of
reels to be sent out the coming six months. The film
production during the fall and winter is to be about 1,000 feet a
week, mainly for the purpose of boosting conservation and food
production, besides one film a week in preparation for the spring
campaign for bigger crop yields, larger acreage and fair prices.

These films will represent all parts of the country, and will
include the following subjects: Meeting farm labor problems in
the eastern, western and far western states; control of hog
cholera, staged in Iowa ; control of animal parasites, filmed in
Texas and Washington ; the story of wheat in the great wheat
fields of the Pacific Northwest; exterminating the prairie dog in
Arizona; harvesting California cantaloupes and potatoes; citrus
fruit fumigation in southern California ; big game on the Wichita
game preserve in Oklahoma; the Red Cross Pig Club; national
forests as the nation's playgrounds ; forest fire fighting ; control
and prevention of dust explosions caused by smut in wheat; dry-
ing fruits and vegetables in the home ; logging timber for wooden
ships, and the manufacture and use of cottage cheese — all of
which already have been filmed. *

"Cootie" Film Interesting

Pictures on the handling of beef cattle, clean milk produc-
tion, the "cootie," taken in co-operation with the army surgeon
general's office; cordwood production through improvements cut-
tings in farm woodlands and prize dairy cattle throughout the
United States are now in progress of filming. Pictures of hog
raising, to be taken in Kansas and Iowa, of cattle in the national
forests of the Pacific Coast, and the work of Uncle Sam's sheep
clubs are yet to be filmed.

One of the most interesting of all these js the "cootie" film,
which will show the life history of the abominable parasite which
has made life much more uncomfortable than it would have been
in the trenches. The insects are photographed with magnifying
cameras and are shown on the screen greatly enlarged.

One of the department's camera men is at present filming
the story of harvesting and marketing wheat in the Pacific North-
west; another has just returned from Mississippi, where he filmed
the story of the Carroll County Red Cross pig special, which
carried 3,000 pigs to the St. Louis market, and secured for the
Red Cross about $10,000 and for America's meat supply 600,000
pounds of pork.

The department intends to broaden greatly its plan of edu-
cational distribution, through the medium of the extension de-
partments of the state agricultural colleges, to all educational
agencies throughout the states.

In all agricultural states are agricultural extension directors
who have direction of farm agents in many counties and home
demonstration agents in the cities. Besides, the agricultural col-
lege of each state has contact with all agricultural schools and in-
stitutions within the state. The combination represents a vast
army of extension workers, which will afford an excellent chan-
nel for the distribution to farmers, housewives and students.

Work in Charge o£ Ellis

"The department recognizes in motion pictures," said Don
Carlos Ellis, who is in charge of the picture work, "a most potent
vehicle for getting before the farmer, housewife and the general
public the important lessons in agriculture, home economics and
food conservation, which must be learned and practiced if our
country is to perform its gigantic task of feeding ourselves, our
armies and the people of the nations associated with us in the
war against the Hun."

Food Administrator Uses Moving Pictures

A new series of moving picture films descriptive of various
methods of conserving food products and preventing wastefulness
in the consumption of foodstuffs has been secured by Robert
Bryan Harrison, field lecturer for the food administration in
Georgia.

From Alice, Texas

Editor Reel and Slide: When I assumed the chairmanship
of the Committee for Better Films, the Alice, Texas, picture show
was in a deplorable state. Our efforts indirectly brought about a
change of management and after a second change, we have lately
had extremely good commercial shows, never more than three a
week. Several times special films have been brought and good
audiences secured at a very high admission fee. One such was
"The Birth of a Nation." The last two managers have co-op-
erated in every way with the Parent-Teacher Association and the
Red Cross, and I can speak as a member of the Entertainment
Committee of the latter. People in Alice have begun to demand
better entertainments. — Mrs. W. G. W.

REEL and SLIDE

Exhibitors Must Sell Screen Space

Parallel Seen in Early History of Publishing Business Which Faced Same Problem
Decades Passed Before Editors Would Consider Use of Columns for Advertising

By W. F. Herzberg

(Camel Film Co.)

WHATEVER may be the attitude of the motion picture
theater owner toward screen publicity now, there are
certain fundamental facts which he cannot overlook and
with whicli he must reckon to an ever increasing degree.

These fundamental facts are merely those which have been
the foundation of the publishing business from the earliest period
of its history down. And while the application of these funda-
mentals can and do vary in the picture world, they are of a suffi-
cient general natvire to offer a fair guide.

In the first place, the time is not far distant when every thea-
ter of every kind will be compelled to run a certain number of
paid publicity films. The time is not far distant when it will be
just as necessary for the exhibitor to sell his screen space as it
is profitable and necessary for even our strongest newspapers to
sell their advertiing columns. It will be necessary to do this
merely because the day is approaching when the theater man will
no longer be in a position to make an adequate return on his in-
vestment under present conditions. He must and will turn to the
pictures for which he receives money if he is t6 live and prosper.

For a great many years after the publishing business got its
foothold no editor contemplated the sale of his columns to an-
other man with goods to sell. The publisher was dispensing a cer-
tain commodity called news or entertainment and he managed to
scratch along, making a bare living, ignorant of the possibilities
of exploitation that lay before him and totally unaware that his
own prestige and that of his newspaper or periodical could be
sold — sold honorably and for the public benefit and at a fair profit.

Success Due to Ads

As the cost of production increased, it became necessary for
the publisher to cast his eyes about for added revenue. He felt
that he could not get what he needed from his readers. So he
began to accept paid advertising. He did it gingerly at first, with
fear and trembling. The most conservative hesitated long before
they plunged; for many years a number of them held off.

To-day, because of advertising, the publishing business is the
most potent force in the world in public education and in the

process of civilization. People buy newspapers and magazines for
the advertising they contain.

This hesitancy on the part of the average exhibitor is natural
enough. The idea of adopting what are now ethics in the pub-
lishing business does not appeal to him. He is afraid of offend-
ing his patrons. He makes no distinction between the screen ad
that does offend and the one that does not. He himself buys a
magazine that contains seventy per cent advertising and certainly
the editor of that magazine does not ask him if he has any objec-
tions to its containing advertising columns.

Is there any more reason why the theater man should be
compelled to consult his patronage regarding the commercial side
of his screen? Isn't the parallel identical? I think it is. I also
think that the exhibitors generally are coming to look upon it in
the same way.

No Editor Would Do This

Now, it is perfectly within reason for the exhibitor to safe-
guard his patronage from the kind of screen publicity that is
objectionable, that would unduly bore them, that would be offensive
because of its obvious advertising features, etc. In this there lies
the only practical difference between publicity on the screen and
publicity on the printed page ; that the reader is not compelled
to read the advertisements in a magazine that do not appeal to
him, whereas he is compelled to look at a screen announcement
or leave the theater.

Therefore, to that extent, it falls upon the responsibility of
the exhibitor to edit his advertising, to safeguard his people from
all that would be objectionable just as he should do in the selec-
tion of his dramatic pictures.

That the theater cannot live and prosper without selling a
certain per cent of its screen space is a certainty. Rentals now
preclude any profit unless the weather is very good or conditions
are especially favorable. The margin of profit between a feature
that is good and one that is poor is getting narrower all the time.
So, the man who rents the films must and will sell his screen
space in order to live.

I have talked to hundreds of exhibitors throughout the coun-
try on this subject. Some of them agreed with me; that they must
{Continued on page 20)

Each day the employes of the National Cash Register Co. form a huge audience and focus their attention on

and listen to speakers supplied by the company

the picture screen

10

REEL and SLIDE

Why Lack of Funds Need Not Bar
Films From a Church

By Orrin G. Cocks

(Secretary, National Committee for Better Films)

MOST small country towns in the United States are suf-
fering from stagnation. Yes, 's-t-a-g-n-a-t-i-o-n ! It is
not necessary to argue the matter ; everyone recognizes
it. No wonder the young people from the surrounding
country wish to leave at the earliest possible moment for the
cities. They are full of energy and want action and amusement
after work. They are, however, lacking in initiative and depend
upon their elders for community leadership.

The plea of "lack of money" is usually advanced for doing
nothing. Some of the town leaders hold that the church, the
library, or the public hall is so sacred that it cannot be used for
motion pictures. The church is the logical place. Throughout
the whole week it graces the landscape with closed doors when
it might become the center of the social life of the community-,
and attract the young people nightly for miles around. Your
cheerful lighted church may become a beacon and a magnet for
idle 3-oung people.

But how can the money be found for the original investment?
Some communities will never know until they canvass the com-
munity how easy it is to raise the five or six hundred dollars
necessary to purchase a machine, screen, booth and other equip-
rnent. The funds raised locally may often be supplemented by
gifts of well-to-do persons born in the community who now have
a sentimental interest in their home town.

If the home missionary boards and boards of Sunday school
work of the different denominations would learn the lesson be-
ing taught by the War Council of the Y. M. C. A. in their can-
tonment work, they would cheerfully offer to supplement the funds
raised by these country churches. It is possible also for several
towns conveniently located to share the expense for traveling
machines and equipment, and exhibit motion pictures on succeed-
ing nights of the week.

_ Years ago the story was current that good films did not exist.
This may have been true fifteen years ago, but such an absolute
falsehood should no longer be perpetuated. The world is full of
them now. They rank with the best books in country libraries and
put to shame the books on the shelves of the Sunday school libraries.
Moreover, if a little business ability is displayed, these films can
be obtained regularly each week from the motion picture ex-
change for a small daily rental. Assistance in the selection of
such films can be obtained from the National Board of Review

for the asking at anv time it is desired.

A number of wide-
awake comitry ministers
have discovered how
powerfully the motion
picture can aid them in
building up their congre-
gations and have boldly
entered this field on the
week nights. They have
discovered that the ini-
tial investment has soon
been met by the charges
for admission, and have
gathered together funds
which they have been
able to use for other
social purposes. This not
only meets a social need,
but is a money maker
and is tenfold more
profitable than church
suppers, with far less
expense or labor.

Officials m the churches
may well follow the lead
of the Rev. Moses
Breeze, the secretary of
the Presbyterian Move-
ment in Ohio, who urges
the use of motion pic-
tures as an aid in mak-
ing effective rural church
centers. Fine week-day
entertain ments will
transform many a dying
rural church into a de-
nominatiq^ial asset.

Cleveland Fights Influenza by Means of the
Moving Picture Screen

AID in combating the Spanish influenza epidemic is being
given Cleveland, Ohio, daily by display in factories and at
even street meetings of the News Motion Picture Depart-
ment's 1,000-foot film picturing conditions that lead up
to the disease and showing means of preventing it.

The film was made by B. W. Reuben, manager of the motion
picture advertising department, in co-operation with Health Com-
missioner Rockwood.

Evil effects of coughing or sneezing in crowds are shown,
and persons who feel they must cough in a crowd are shown how
to do it without endangering the health of others. Model sani-
tary homes and factories and proper means of ventilating both are
pictured.

In making the film, Reuben, who is also president of the
Superior Advertising Company, gave work to the employes of that
firm during the idleness forced upon them by the ban on moving
pictures during the epidemic. By combating the disease, Reuben
hopes to enable motion picture workers to get back to work sooner.

Brooklyn Institute of Arts and Science to Use Film
and Slides in 1919 Work

MOTION pictures and the stereopticon are to play a prom-
inent role in the educational and organization work of
the Department of Education of the Brooklyn (N. Y.)
Institute of Arts and Sciences the coming year.

The prospectus issued by this institution lists special courses
of illustrated lectures by E. M. Newman, who has toured the
allied countries, and by Burton Holmes, who has also been giving
his attention to the activities "back of the front."

Thirty current history lectures will be given by Prof. William
Starr Myers of Princeton University, Prof. Everett Kimball of
Smith College and others.

Monthly dramatic productions are to be given bj' the Institute
Players.

A young members' course is added, including educational motion
pictures, illustrated animal lectures, readings and recitals by Ernest
Harold Baynes, Edward F. Bigelow, G. Clyde Fisher, Dr. William
Thompson Seton, Chauncey J. Hawkins, Herbert K. Job, Ernest
L. Felter and B. R. Baumgardt.

4 41

English Women Find Films Fashion Guide

THE 'movie' has become a style show. As most all the
'movie' or 'cinema films' put on in Great Britain now
are made in America, America is becoming the fashion

dictator for England,"
says a New York daily.
"English women who
used to run into town,
visit the West End and
there probably take theii
styles from Paris now
go to the picture house.
It costs more to run into
London now. It costs
more to shop. It costs
more, or is almost im-
possible, to get dress-
makers.

"So, for a shilling
English women are go-
ing to the pictures, not
for the plot, or the ro-
mance, or adventure, but
to watch beautifully
gowned women and take
notes on pretty frocks
worn by children. Then
home with a new idea
for ad ress, which, like
as not, she makes her-
self."

An insight into the manufacture of its
the Postum Company by mca

products is being given the public by
IIS of the inoving picture screen.

The mother of Lieut.
Lamonte Hammann of
Torrington, Conn., was
recently agreeably sur-
prised, while watching
"Pershing's Crusaders,"
to see her son's picture
on the screen.

REEL and SLIDE

11

Church Movies Depend on Workers

Ohio Methodist Minister Describes Introduction of Machine in Church at Cuyahoga Falls
Whole Congregation Lends Active Support in Making Programs a Successful Venture

Rev. Ernest A. Miller

By Rev. Ernest A. Miller

(Pastor, M. E. Church, Cuyahoga Falls, Ohio)

I have made the experiment and am
more than ever convinced of its feasibil-
ity and power. In almost every church
or community there is someone who has
the ability, conviction and consecration to
make church motion picture work a suc-
cess and a religious force. However, the
minister should keep very close to the
project. If he fully understand^- the re-
ligious educational value of films he will
be willing to put motion pictures among
the first things in his busy life.

Only the best in machines and equip-
ment should be considered by the govern-
ing body of any church. Here, as almost
everywhere, the best is the cheapest.
Where we have to, in a measure, compete
with the commercial playhouses we can-
not afford to be outdone in equipment.

Every new church today should be
built with a suitable and commodious as-
sembly room, which may be used for mo-
tion picture purposes. This room may
serve many purposes, but, in the not distant future, there is going
to be an insistent demand for motion pictures in every progressive
church. In old church buildings the Sunday school auditorium
may be used. Some times partitions will have to be removed in
order to increase seating capacity; adjustments and alterations
will be fully justified by the increased serviceableness of the
church plant through the medium of this new public benefactor.

Booth Built on Rear

Of course, I do not think that other departments of church
work should be seriously interfered with in order that a motion
picture machine may be installed and operated. But this will not
be necessary. In our own case the machine was installed in the
church auditorium ; movable screens were made for the win-
dows; the fireproof booth for the machine was built at the rear
of the room, the aluminum screen was placed at the front of the
church and could be quickly rolled up and removed when not
in use.

In five minutes the operator and his helpers could prepare the
room for an entertainment, or clear it after one. Ordinarily, I
would prefer to have the motion picture work in another room
than the worship room of the church; but when there is no
other large assembly room I would not hesitate to use the church
auditorium. There is no desecration about this if the films are all
they ought to be. On the other hand, worship becomes more
vital when stimulated by visual form. If any doubt existed re-
garding the wholesomeness throughout of any film it was run
through hastily before a local board of censors appointed from
the church membership, men and women having the highest, all-
around welfare of the young people in their hearts.

We had some difficulty in securing an adequate supply of
Biblical and cultural films. This situation is being remedied.
Motion picture agencies, and firms with Christian motives, are
increasing. The demand will govern the supply. As ministers
and churches become aroused to the educational and evangelistic
worth of this instrument, requesting films of the higher order,
they will be produced. I do not taboo clean and hearty humor
in church films. I believe wholesome fun is divine and uplifting.
Also films are religious when they nurture life, creating and
fostering pure ideals of service and love. They may not be
Biblical, or formally religious, but they are spiritual in the hghest
sense of the term.

Our motion picture entertainments were given on Saturday
afternoons and evenings. The afternoon exhibition was particu-
larly designed for children and usually cost them nothing. Either
the church or some good friend would defray film rental costs
for the afternoon. In our Saturday afternoon work we en-
deavored to counteract the baleful influence of the downtown
movies. All parts of these shows were not fit for the unformed
and open minds of children. Some films were good, but at almost
every performance pictures were prefaced or interjected which

appealed to the sensual or vicious. I find this to be the case in
the majority of commercial motion picture houses. Pictures uni-
formly clean and uplifting should be demanded by parents, and
might be supplied by the churches and other community welfare
centers.

Our Saturday evening entertainments were for adults and
children — "a good place to go." Entertainment and instruction
were combined. An admission fee was charged and Saturday
evening paid for itself. Regularly, once a month, we showed
motion pictures on Sunday evening. Also we had many specials.
Through one summer we kept up a large attendance on Sunday
evenings by the serial film, "From the Manger to the Cross."
My experience indicates that the S. O. S. sign of churches> with
their small audiences and empty seats, would be changed to the
S. R. O. sign (standing room only) by the proper use of mo-
tion pictures.

"A Good Place to Go"

I have been asked how we got our audiences. At the outset
we did a good deal of advertising and promoting. Every mem-
ber of the church was asked to be a booster) all of the children
soon became lively promoters. Tickets were printed and sold
beforehand by the several organizations of the church. No one
who undertakes church motion pictures should be discouraged
at the outset if his full expectations are not realized at once. In
many communities an appetite for the best has to be created. But
with a deep conviction in the hearts of the people of the church,
regarding the Christian power of the film, and with steady per-
sistence, and no disappointments caused by failure to show or to
begin on time, I believe motion pictures will win in any church
in any community.

Motion pictures have come to stay. They reproduce various
phases of life so splendidly, broadening experience and affording
diversion, that the demand for them is bound to increase rather
than diminish. They are deservedly popular. In one of the
Cleveland schools a recent survey revealed the fact that six hun-
dred and twenty out of six hundred and sixty, or over ninety-
three per cent, attended the movies. We are told that twenty-
five million persons attend the motion picture theater every day.
The question for Christians is, shall the churches take hold of
this mighty agency and purify it for purposes of the Kingdom of
God? One hears many objections, but it seems to me that they
must all give way before the facts of life and efficiency. Motion
pictures are intrinsically neither good nor bad, but what we make
them. Motion pictures get results morally and religiously.

Therefore men and institutions, appointed and ordained to
carry on God's work in the world, cannot afford to ignore this
twentieth century lifebuilder.

Ordnance Department Arranges Moving Pictures
of Plants Making War Materials

A STRIKING demonstration of the value of the motion
picture in war activities is found in the films which
Philip B. Lang is now compiling and editing for the
Industral Education Section of the U. S. Ordnance De-
partment. Mr. Lang, who is widely known as an author and edi-
tor, entered upon his governmental duties last August. The films
which he prepares from selected material are shown exclusively
in war plants. They depict the activities of our armies overseas,
the work of the "industrial army" at home and the vital neces-
sity of continuous productive effort on the part of those who sup-
ply the military forces.

Two pictures edited by Mr. Lang, "America's Defenders" and
"Freedom Forever," each in one reel, are now being circulated in
the plants and he is at present engaged in the preparation of
others.

Mr. Lang has requested Reel and Slide to bring his highly
important work to the attention of producers who have scenes,
either topical or dramatic, which deal with different phases of
the war. These, he states, can be incorporated in his films to
good advantage, as producers who already have patriotically co-
operated with the Industrial Education Section of the Ordnance
Department have found to their gratification.

He emphasizes the fact that the films are not shown in the-
aters or any place where an admission fee is charged.

Mr. Lang's address is District Ordnance Office, Industrial
Education Section, 1107 Broadway.

12

REEL and SLIDE

Moving Pictures Take Their Place
in the Export Business

By E. J. Clary

IN the rapid advancement of the motion picture screen as
the servant of big business, there has been a tendency to
overlook one of its greatest uses, though it cannot by any
means be truthfully said that this use has been entirely over-
looked. I refer to the adaptation of motion pictures in the ex-
port business. No matter how^ well the nifty American salesman
may understand his product and his firm's policies, he usually can
only talk foreign languages in a medicore fashion and too often
he cannot get the foreign buyer's viewpoint at all.

For this reason motion pictures are doing wonders and will
do more wonders still in spreading American goods over the face
of mother earth.

In a suitcase projector, a tractor, piece of mill machinery or
a printing press may be "carried" in one hand to Peru and be
visually demonstrated before the eyes of a Lima publisher in the
one universal "language" that all the world can understand, con-
vincingly and interestingly.

"Samples" That Can't Be Carried

It is chiefly in the case of cumbersome products which are
costly and risky to ship and almost as difficult to describe in words
(especially in a strange tongue) that the motion picture steps in
and aids the export salesman. This has been proven beyond any
doubt in scores of cases since the war began and since the United
States has become the huge supply house for Spanish countries to
the South. To-day, the salesman with a portable projector in
his baggage is a common sight in Rio and Buenos Aires, in Lima
and Pernambuco, and in the farthest interior districts where
human beings need and have the money to buy American goods.

A Chicago printing press maker not long ago made motion
pictures of each meritorious feature of his presses. He sought
a market in South America. His advertising staff and sales man-
ager studied the South American buyer, his foibles, his needs and
his viewpoint. These films were built up on the result. The
titles were prepared in Spanish. In one of them some interesting
\dews of Chicago were interpolated to arouse interest.

Four men sailed for South America accompanied by no
printing presses, but armed with these films. It was, at that time,
a novelty. They were able to get the attention of the Spanish
business man, the printer and the publisher by offering to exhibit
a film for him in his home. Often the salesmen were compelled
to secure current from a hired automobile in order to show their
pictures.

The results achieved bv this sales method are well known.
The films were so convincing and told their sales story so well
that prospects became buyers.

Reaching the World's Farmers

The story of the printing press films is only one of many
instances where motion pictures have served the export salesman.

Before the war, one manufacturer of harvester machinery
sent live salesmen into Russia equipped with motion pictures
showing the cumbersome, but highly efficient, American tractor,
baler and reaper in operation on the grain fields of Illinois. Titles
in Russian made everything clear. The salesman had little to
do but say, "look." This same company is making many new
films of improved farm implements with which it will reach out
to the farmers of the world. The titles will be duplicated in every
language. Wherever grain grows and farmers exist these films
will reach.

In countries where illiteracy is rife and where the population
is skeptical of the foreigner, the motion picture offers the very
best opportunities possible. A more or less illiterate buyer will
believe anything he actually sees, where he will discovmt what he
hears. In cases where it is impossible to convey samples of export
goods long distances, the motion picture will show effectively the
merits of the merchandise comparable to a sight of the real
article.

An Iowa manufacturer of patent washing machines found
a ready sale for his goods in Japan. He found many difficulties
in the way of transporting samples, vet washing machines and
their merits are not easy to describe in Japanese words. He hit
upon the motion picture. His film depicted the operation of the
machine in the essential details, pointing out their convenience,
labor "saving devices and the results. The same films, incidentally,
with English t'tle<; have been used effectively in door-to-door
canvassing in the United States.

Whether in Timbuctu or Manhattan, the average housewife
cannot withstand the lure of seeing a real "movie" in her parlor.
Thus, the salesman gets attention at once.

Once in this frame of mind, selling becomes easy.

It is especially the case in foreio'n lands, where the motion
picture is less common. It is especially true with people of less

:iiiiiiiiiiiiiaiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiuiiiiiiinii!3

Ad Slides — Good and Bad

A Department of Criticism, Edited for
Reel and Slide Magazine by Jonas Howard

THE average advertising lantern slide is too wordy, and
tries to tell too much. The result is they often convey
nothing to the audience of value to the advertiser.
Now, the most plausible reason for this no doubt
lies in the fact that it is more of a job to say what you want to
say in few words than it is in many. Perhaps the slide maker
is partly to blame for this. He is inclined to accept "copy" with-
out comment, reproducing the wants of the customer regardless
of his own convictions in the matter. The question naturally
arises, what, if anything, should the slide man have to jay about
copy?

Since his business is making slides, he should freely make
his experience available to the customer. For, how many adver-
tisers seriously consider the conditions under which lantern slides
are seen. Lantern slides of themselves have no advertising value;
only the exhibition of the, image before groups of people makes
the slide of value -as a medium, and even though the slide gets
widespread and continuous showings, just so much of it as the
audience sees and grasps will be of benefit to the advertiser.

Certain ad slides produced by the Erker Brothers Optical
Company of St. Louis have come to the attention of this depart-
ment recently. One of them is reproduced here. Note the well-
balanced character of this picture and its general tone. Without

X. **.»

C^'^\'

/

Blusts

2St2 mif?fewa^ ^*

\ \

\

the trade name, it would carry the jeweler's message at once.
It is graceful, suggestive, striking and modest all at once. It
suggests action and tells a "story," which new ad slides are
able to do.

Yet, the trade name is apparent and forceful. This adver-
tiser is getting all he pays for. For purely neighborhood ex-
hibition, this is an ideal design. The idea of encircling the trade
name, "Blust's," with the ring is a happy one. No eye could
escape it even in a few seconds screen time. It is closely asso-
ciated with the article being advertised and takes immediate ad-
vantage of the sketch which suggests diamond rings at a glance.
That is about all a slide can do. If it does that well, it is a safe
investment.

This excellent ad slide would have been ruined if the regula-
tion fancy border had been put around it. Its point of interest
lies immediately where the eye alights first — in the center of the
screen.

understanding and vision, who will welcome the novelty of a pic-
ture— any kind of a picture — and who are nearly always "sold"
on what they actually see with the eye.

Scarcely any article produced in the United States fails to
offer some opportunity for visualization. It is merely a matter
of knowing the proper appeal to a particular race, their buying
characteristics, their needs and their business methods. All this
is coming to be realized rapidly, more rapidly than the average
person has any idea of.

REEL and SLIDE

13

HoAV Films Introduced Neyv Tractor

Joliet, Illinois, Company Arms Salesmen With Portables for Quick Action in Emergency
Two Thousand Orders Result From Moving Picture Campaign in a Few Weeks, Claimed

By Harry H. Bates

(Joliet Oil Tractor Company)

WE believe we have pioneered to some extent in the field
of moving picture advertising in that we have used the
screen as a means of introducing a new product to its
market, the picture itself having been produced by
means of the first sample tractor of the type referred to here.

What we wanted was a quick introduction of our new model
tractor to its market. Manufacturing and distributing Bates Steel
Mule Farm Tractors and not motion pictures is our business ; but
we cannot help giving unlimited credit to the assistance motion
pictures have been to us in our selling department.

The Joliet Oil Tractor Company considered the moving picture
in the light of a "demonstrator."

We brought out a new model tractor in the fall of 1917, and
with the first sample machine built we had taken a one thousand
foot moving picture film. It was our intention to get into large
manufacturing production on our tractors by the first part of 1918.
However, the material situation became ven,' abnormal and the
different parts to be used in the assembling of our tractor failed
to arrive.

An Unusual Situation Develops

It was an exceedingly bad position for us to be in. We had a
complete selling organization established, with branch offices in
every important agricultural center and no demonstrating machines
to furnish them so they could book orders for spring deliverj-.
Our contracts with the different steel companies called for ma-

uiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiaiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

Official War Screen Review Available for Schools
Through Pathe Exchanges

ARRANGEMENTS have been completed bj' the Division
of Films of the Committee on Public Information, whereby
schools, colleges and other educational institutions
throughout the United States may secure the Official War
Review at a minimum charge from any Pathe Exchange.

The arrangement is in response to a large number of letters
from educators and superintendents of schools calling attention
to the need of stimulating patriotism and a comprehension of the
real meaning of the World War among their pupils, especially
those of foreign birth. The Official War Review is considered
an excellent medium for the purpose.

The Division of Films is receiving the co-operation of Dr.
William L. Ettinger, superintendent of schools of New York
cit}', and many others interested in educational work. Doctor
Ettinger is sending a circular letter to all the public school prin-
cipals in Greater New York calling attention to the offer to
furnish the official films. In Boston, where the high schools
have special showings of patriotic and educational pictures twice
a week, the director of the work has arranged to show the
Official War Review, and will also show "Pershing's Crusaders,"
which has been secured through the First National Exhibitors'
exchange in Boston.

Requests for the Official War Review as well as for the
other war pictures of the Division of Films have been received
from San Francisco, Minneapolis, St. Louis, Salt Lake City, Chi-
cago and other large cities, indicating wide interest in the plan
on the part of schools and colleges.

terial to come in to us in large quantities and the selling season
was coming on fast with nothing in the hands of our agents so
they could get their share of the business.

It was at this particular time that our motion picture film,
produced by the Commercial Motion Picture Mfg. Co., proved
a lifesaver and played such an important role. The pic-
ture started out by showing the large factories utilized in the
manufacturing of our tractor and then went into detail of every
operation on a farm that a tractor is called upon to do. It was
well arranged with plenty of interesting features and the camera
work could not be beaten.

We had no experience in motion pictures as a medium, but it
was our last bet if we were to get any business for the spring
season. After giving the matter careful consideration we ordered
twelve De Vry projectors and copies of the films for every branch
house and every salesman on the road and told them to go to it
and see what they could do.

Plan Works Successfully

Whether it was the exceptional merit of our machine or the
moving picture film (probably the two combined), we don't know,
but by the first day of February we had on our books over two
thousand bona fide orders and at that time had not manufactured
altogether ten of the new model machines. The selling price of
our tractor is $1,750, so you can appreciate the amount of money
the business thus secured came to.

W^e are now "boosters" for the screen as a sales producer.
It paved the way for a big success for us that otherwise might
have proven quite disastrous.

Our salesmen carry the film and portable projector with
them all the time. We have also used it with success at state

A graphic idea of output is conveyed by means of the moving

picture screen. From the reel exploiting Bates "Steel

Mule" Tractors.

fairs and exhibitions throughout the country this year. It is a
great thing for getting the crowds and incidentally convincing
them of the superior merit of our machines.

Announce "Our Colored Fighters," Two-Reel
Picture, Produced by Creel Bureau

THE Division of Films, Committee on Public Information,
has entered into a contract with the Downing Film Com-
pany for the distribution and exploitation of "Our Colored
Fighters," a two-reel picture illustrating the important
place the American negro fighters have taken in the world war.
The_ film pictorializes the enlistment and training of the colored
soldiers in the cantonments and also shows their work overseas.

Henry F. Downing is the head of the Downing Film Co., the
personnel of which is made up of representatives of the colored
race. The picture will not be released immediately for general
distribution, but companies are being organized to play dates. The
program will be extended to give an entire evening's entertain-
ment. The first company opened in Philadelphia the middle of
November. All the agents and managers will be colored, and
the thickly settled colored sections of the South will be played.
The co-operation of colored churches and other organizations has
already been assured. It is expected that at least a dozen com-
panies will be organized to present "Our Colored Fighters" be-
fore the end of the year.

14

REEL and SLIDE

n

Screen Advertising Not Limited to Tlieaters Gradually Learning Value
Any Types of Merchandise of Films That Instruct

By E. J. Clary

AN Eastern film producer recently sent out several thou-
sand letters, together with a costly circular, suggesting
to various advertising managers that they film their plant,
product or property. The writer was present when an
analysis of returns was made. The most impressive fact out-
standing was the reiteration of this phrase : "While we believe
in the power of the moving picture to place a commodity before
the public, we do not see any pictorial qualities in our particular
line that would lend themselves to filming."

In varied phraseology, this statement was made by a score
of those who replied.

Going further, we found among these queries the following
lines of activity:

Brooms Candy

Pig iron Tractors

Pianos Nursery

Land Motorcycle

Cough drops Construction

There were others.

All Lines Have Been Filmed

There is scarcely a line of business tabulated above which
has not already been filmed with success. But the incident goes
to show the lack of power on the part of a great many advertis-
ing men to understand the scope of the screen and its ability to
visualize any kind of human activity. Herein lies its greatest
power — its versatility.

In approaching any business for the purposes of the camera
man, it is necessary to discover what part of it is the most inter-
esting to the consumer. Then we know that that is the phase to
make our pictures of. How we bring in the advertising elements
depend upon our ingenuity and our restraint. But I doubt
whether there is any line of business in the world that cannot be
filmed with success, providing an expert and experienced moving
picture producer is called in to do the job.

And it is quite as true that the inexperienced cannot see
the possibilities of filming his own business because it is all so
obvious and matter of fact to him that he cannot detach himself
sufficiently to get the broad aspect necessary for camera work.

Now, as a matter of fact, these writers all, no doubt, were
working so closely to their business that they could not conceive
the outsider's viewpoint. They absolutely lacked the dramatic
instinct, the "human interest" element, the imusual, pictorially, in
what appeared to them a dusty mill or factory.

Of course, the best way to "sell" these prospects would be
to enter their office some fine morning, after mail time, and open
up a projector, say "look," and throw a film on the screen de-
picting a competitor's broom factory, or piano shop, or cough
drop factory and let nature take its course.

The chances are that all of these gentlemen would be "film-
ing" their own factories on their mind's eye before the first five
hundred feet were run off !

He Must Imagine It First

And that's it with pictures. Before an advertiser can be
"sold" on the screen he must have a little advance, sample mov-
ing picture running through his mind; in other words he has
got to be made to see it, to imagine it, before he realizes what
it means and what it will do for his business.

Every line of business can be dramatized. It is true that
very often such advertising must be of the indirect variety. But
indirect advertising has proved to be a profitable investment in
other mediums. And the screen has many advantages which
make up for its sometimes indirect qualities.

Every important firm today, doing a national business, is
learning the fact that it owes something to the community. It
feels that its returns depend upon the health, welfare and good-
will of great numbers of people who can buy its products. (The
International Harvester Company considers "the soil its capital,"
and to "help the farmer conserve the soil is to protect this
capital.")

Consequently, these big firms have engaged in welfare work
in their districts, have done much to increase the lot of their
employes ; but the moving picture screen offers them a chance to
go beyond this point to the consumer himself. The big firm may
work along the same lines as the big university, maintaining an
extension department.

There is something to film in every industrial plant that the
people should know and would like to see and know about.

Martin Johns'on

By Martin Johnson

(Producer of the Martin Johnson South Sea Island Cannibal
Fihns, Now Being Featured in the Leading Theaters)

Out of a total of 50,000 feet of negative made in the South
Sea Islands, we have selected 7,000 feet for the use of the com-
mercial theaters. This 7,000 feet is the
"cream" of the negative, and the titles
for it have been written with popular
appeal by a well-known New York
writer who first and all has endeavored
to make the titles entertaining.

But this is the commercial phase of
our venture in the South Seas among the
cannibals. Of the other footage, we an-
ticipate securing as much more film suit-
able for educational purposes and for
special exhibition before selected audi-
ences of students and educators who are
interested in the subject of life and cus-
toms.

But I do not feel that I yet have ex-
actly what I want for the educator. I
am planning another trip to the last
stronghold of the man eaters, and I shall
make several thousand feet of film which
will be first and all instructive and
capable of being used by the pedagog in
his most serious efforts to enlighten the
youthful mind.

These short subjects will be rented, eventually, for schools
having projectors, and the titling will be done and the editing
accomplished by a competent and qualified professor of a leading
university.

However, I do not wish to create the impression that our
first 7,000-foot feature picture is not educational in tone. It is.
It is actually an educational film ; but in order to secure a broad
appeal — one that would get the attention and hold the general
public, we have been compelled to handle it more lightly than
would be the case were the reels intended for serious class room
work.

One thing I should like to point out to the readers of Reel
AND Slide Magazine. Our biggest theaters, organized on a com-
mercial basis, and exhibiting moving pictures for profit alone,
have eagerly seized upon the cannibal pictures as a feature at
extra prices. To me there is something significant in this fact.
It indicates an awakening on the part of the theater man to the
truth that the public will take instruction with their entertain-
ment, if it is offered to them ; it is an indication that the theater
is gradually entering the sphere of influence of the lyceum plat-
form, the school room, social center and public library.

But the commercial theater demands something that will
bring patrons to its door. If pictures with instructional value
will do this, the theater man is willing. He has accepted the
short subject against the earnest and most insistent advice of
leaders in the industry who believed that the public would not
accept a film which "preached" or informed or which lacked the
continuity and "story interest" of the screen melodrama.

If the cannibal reels are successful in paving the way for
more productions of this type, I shall be happy indeed; and all
indications point that way now.

Illinois Defense Council Co-operates in Big Series
of Pictorial Lectures in Chicago

THROUGH co-operation arranged between the speakers'
bureau of the Illinois State Council of Defense and the
management of The Chicago Daily News free lectures,
courses in this popular system of public entertainment
and instruction in the coming fall and winter seasons will be
devoted to auxiliary service, illuminating the needs of this nation
and the world at large resulting from conditions rising out of the
great world conflict.

Many able speakers will appear on the lecture platforrn in
the courses that have been arranged for various residence neigh-
borhoods of Chicago. The meetings will be held in the assembly
rooms of twenty-four public school buildings rented for this
purpose by The Daily News from the Chicago Board of Edu-
cation.

Economic, military and ethical aspects of national life will
be discussed, illustrated with stereopticon sHdes and films.

REEL and SLIDE

15

Domestic Science Taught With Films

Limitations Found as to List of Branches That Permit of Visualization
Though Serious Attempt at Making Such a Library Would Be of Great Value

By Ruth League Mase

(Instructor, Domestic Economy, Hosmcr Hall, St. Louis, Mo.)

FvOM time to time discussion has come up regarding the
possibilities of teaching domestic economy visually, and,
in fact, one eastern moving picture company went so far
as to produce a series of short subjects on cooking which
were widely circulated before the general public.

These films, or that portion of them that came to my per-
sonal attention, were not designed to aid the teacher of domestic
science, but were simply a series of "hints for housewives" which
could be shown within the limit of a few seconds' screen time.
They were not satisfactory.

For instance, one of them aimed to show the audience how
good biscuits might be made. The editor apparently endeavored
to hold the- exposition down to the barest facts in the case so as
not to impinge on the patience of the mixed audience. The re-
sult was that the rapid movements on the screen could not pos-
sibly remain in the mind of the really interested housewife in
the audience until she could get back home to paper and pencil
to make notes.

Some Branches Are Proper

Certain fundamentals of cookery could be easily and effect-
ively illustrated in connection with a lesson or lecture, and I be-
heve in time this plan will prove to be not only feasible but of

The Unizersal Screen Magazine has endeavored to visualize
kitchen helps by means of short subjects

great value to the teacher. For instance, proper kitchen and pan-
try arrangement and its advantages would make a good subject
for visualization where the actual benefits could be demonstrated.

It is extremely difficult to tell in words — without the aid of
illustrations — the many points in arranging a model kitchen so
that the student may grasp, not only the facts themselves, but the
underlying reasons for same, whereas the film would show con-
clusively and at a glance just what the reasons are.

There are other branches which permit of the use of films.
The accepted standards of interior decoration could be exhibited
effectively on the screen providing color films were practicable,
especially since the film offers unlimited opportunities for the
study of room lighting and furniture arrangement.

There is no question but what a series of films picturing model
homes of all types would give the instructor a valuable aid in con-
ducting a class through a course in home building. This could
extend to gardening, floriculture and even horticulture. The study
of fabrics and how to judge and know them has already been
filmed with success, I believe, by Marshall Field and Company
of Chicago.

At the present time films along the domestic science line
should be largely confined to those subjects which do not deal with
the mixture of ingredients or the preparation of foods and the
execution of recipes. They should display the various grades of

flour, sugars, spices and raw materials, showing perhaps their
origin and source of supply and giving unmistakable visual guides
for the student who would purcliase wisely.

There could be an excellent reel or two on pots and pans,
their selection, and, perhaps, in a companion reel, their proper
uses, looking to economy and efficiency. There could well be a
reel showing how to operate the coal range and the gas stove.
There is ample material on housecleaning for the moving pic-
ture producer who desires to turn out a picture of real value to
the domestic science teacher.

The point is this : Such films if properly utilized by the
individual teacher would result in a great saving of time. Here-
tofore instittitions have been compelled to maintain costly and in-
convenient kitchens for experimental purposes and either the
extent of the course must suffer some limitation or a costly and
extensive equipment must be at hand so that the text may be
supplemented with practical experience.

Some Industrials Are Good

Films on this subject would eliminate much of this. Properly
supervised they would save the teacher's time as well as the
student's time and undoubtedly would prove as effective in cer-
tain branches of the science as an actual demonstration or personal
experiment.

There is an opportunity for a picture on plumbing, made by
means of the diagrammatical drawings which show at a glance the
mechanical features of modern plumbing and piping. And no
housewife to-day may consider her education complete unless she
has some practical working knowledge of these matters.

A number of important industrial concerns who produce house-
hold articles have produced pictures which might be of some value
to the domestic science class, but for the fact that they are usu-
ally superficial and do not go deeply enough into the subject.
At that, they are worth exhibition before any class if only for
their value in focusing attention on the subject.

The chief value of any catalog of films on the subject of
home maintenance must lie in the seriousness with which they
are prepared. There should be no effort made to show things
which obviously do not lend themselves to visualization, so often
a fault in the educational film productions that have come to my
attention. They would, of themselves, stimulate interest in the
subject and would practically assure pupil attention since they
permit of action and actual demonstration. And, as demonstra-
tion is quite an important element in this branch of education, the
film would seem to fill a real need.

Bureau of Economics Shows Dental Films
to Soldiers in Camps

THE United States Bureau of Economics has recently se-
cured twenty prints of a very interesting picture on den-
tal and mouth hy.giene, made under the supervision "of
Harry Levey, manager of the Universal Film Company's
Industrial Department, which will be shown free to the soldiers
in every cantonment in the country.

While these first showings are for the education of our fight-
ing men in the matter of a most highly important health measure,
the subjects include men, women and children, making the pic-
ture available for general exhibition.

One of the outstanding novelties is the Dental Automobile
Ambulance photographed at Camp Upton, where officers in the
dental service of the army are instructed in the use of its many
conveniences. According to Captain James Clements, dental sur-
geon of a prominently mentioned division, this elaborate dental
equipment has shown itself absolutely indispensable to the work
of the dental corps. Men cannot always be brought to the den-
tist, so the ambulance is used to bring the dentist and his equip-
ment to them.

The portable outfit includes, in addition to the main operat-
ing room, two tents, one for an additional operating chair and
the other for living quarters for the dental surgeons assigned to
the unit.

The picture shows many educational features of more than
ordinary interest. The X-Ray section, for instance, shows vari-
ous cases of infected or diseased areas, roots of teeth; how teeth
should be filled, etc.

16

REEL and SLIDE

This Industrial Picture in Demand
Among TJieater Men

By F. W. Wilson

(Manager, News Service Bureau, E. I. Diipont de Nemours
& Company.)

OUR company, making and marketing a very highly spe-
cialized line of merchandise, now owns three hundred
thousand feet of moving pictures which have been run
continuously in the best movie theaters in the United
States.

All of these exhibitions have been free to us.

We have worked on the hypothesis that a picture that will
not interest the exhibitor enough to cause him to run it without
a fee, will not interest the people we want to reach and whom
we wish to buy our products.

Our campaign has been a big one as moving picture campaigns
go and naturally we have garnered considerable information from
actual experience. That we are "sold" on the screen as a medium
goes without saying. We look upon films as having great pub-
licity value which we do not confuse with direct advertising.

To begin with, we made our pictures so good, so interesting,
that an-v- theater man is only too glad to run them. The demand
for their exhibition has proved us to be right.

After several years' experience in the use of films to adver-
tise certain features of E. I. Dupont de Nemours & Company's
business, we feel that they are an effective medium. They enable
us to reach a good many people whom we should be unable to
reach through newspaper or magazine advertising — users and
buyers of dynamite for the farm and for trapshooting.

Owns 300,000 Feet

The trapshooting film was made up of pictures taken at the
Grand American Handicap Meetine held in Columbus, Ohio, sev-
eral years ago. It shows squads of trapshooters in action, shows
the targets breaking in mid-air, pictures the crowds in attend-
ance and is calculated to give any one seeing it a good idea of
a national trapshooting event.

Our farming with dynamite film shows all of the tools and
explosives used in tree planting, subsoiling, ditching, stump and
boulder blasting, etc., and then shows numerous views of actual
work upon the same subjects.

We have in use about two hundred thousand feet of film,
picturing farming with dynamite subjects and about one hundred
thousand feet on trapshooting subjects. These films have been
shown mainly in the regular moving picture houses throughout
the country. They are not sent out through the film exchanges
or the booking agencies, but are placed with the local houses by
dealers handling Dupont products and who desire the benefit of
the local advertising.

We have no record of the number of picture theaters that
have shown our films, but the number runs into the hundreds.
We have also had our films shown at fairs, agricultural and
horticultural society meetings, etc. For instance, our farming
with dvnamitp film was run three consecutive years at the Syra-
cuse. New York, State Fair, where it was witnessed by thou-
sands of people.

Also Make Films of Plants

We have now a new film picturing stump blasting and ditch-
ing in Wisconsin. The pictures were taken by a professor con-
nected with the University of Wisconsin and we simply purchased
the right to use the film. It contains some striking mechanical
features showing the_ practical usp of dynamite in the field and
serves to give one viewing the pictures almost as good an idea
of the practical work of stumo blasting and ditching as could
be obtained by attending a demonstration.

We have also had taken recently pictures showing views of
our various explosives manufacturing nlants. our paint factory,
oyralin factorv and our factories mannfa'^turing leather and rub-
ber substitutes. These latter, however, have never as vet been
used for public advertising. Whether they will be used in that
way has not yet been determined.

We are unable to say what actual results in the shape of in-
creased trade can be traced to th's film onblicity, but we do
know that our films have promoted considerable public interest
and we have fa-th th?t this interest will in the course of time
lead to increase in trade.

principal have become interested and we are hoping to have a
theater of our own. Our plan is to have a program each Friday
evening, a children's or family group film and have some singing
or exercise by various groups of school children. We feel that
our exhibitor, through our efforts, aided by the Bulletin of the
National Board and selected lists, has really been educated up to
a quite satisfactory and a discriminating taste in the selection
of pictures.

Mrs. O. E. Sweet, Pierre, S. D.

Boston Solves Censorship Problem
by Simple System

By John M. Casey

{Director, Commercial Amusements, Boston, Mass.)

IT gives me pleasure to make concrete to those who are in-
terested in my story the type of moving picture regulation in
vogue in Boston, the city with whose procedure I am best
acquainted, having been in charge of its regulation of com-
merial amusements for the past 18 years.

It is needless for me to say that the city official must have a
thoroughgoing grasp of the problem. He should witness himself
a number of films and especially those regarding which there is
apt to be a difference of opinion. The performance of his duties
should bring him into contact with the exhibitors and exchange
men with whom he should seek to develop cordial relations with
a view to their co-operation.

The basis for regulation in Boston has been for years the
ofircial Bulletin of the National Board of Review of Motion Pic-
tures. Three kinds of listings appear in this bulletin : First, pic-
tures passed without change; second, pictures passed subject to
specified changes, and third, pictures condemned or not submitted
to the Board. Under order of the mayor all pictures must be
passed by the National Board of Review before exhibition in
Boston. This automatically eliminates consideration of films in
class three beyond their prohibition. As to films in class two, im-
mediately upon receipt of the Weekly Bulletin, or in the case of
films the release date of which follows closely presentation to the
National Board, a letter is sent to the exchanges handling the
jjarticular pictures, which orders them to make the cuts and for-
ward the parts cut out to me at my office. Until this is com-
plied with no copy or print of any such film can be exhibited in
any place of amusement in Boston.

In every case where the cuts have not already been made
before shipment of the film to this city, the parts are actually
forwarded to my office and there retained. To make doubly sure,
however, that all copies are properly cut, every picture in class
two is likewise inspected at the theater. The requirements of this
office are so thoroughly understood by the exchanges that my in-
spectors invariably find that they have been complied with. The
penalty for non-observance of such requirements is revocation of
the license.

The benefits of this system of surrender of deleted film and
of inspection that should be noted extends also beyond the lim-
its of Boston, throughout all the territory served by the Boston
exchanges. Hence, while films in class three might be exhibited
in these outlying places if the authorities are not watchful, their
work is already done for them in Boston as regards films in
classes one and two.

For our city the decisions of the National Board have proved
almost entirely acceptable. For the past eight years, ever since
the standards of the National Board were adapted here, very little
complaint has been registered. I have found it far safer and
more satisfactory to abide by the rulings of this tried and proven
body than to be tempted to yield to the pressure of local prejudices
and opinions, whether my own or those of others.

This organization is, in my opinion, doing the best and great-
est amount of work toward the raising of standards and the de-
velopment of motion pictures along lines consonant with the
ideals of art and regard for the public need and welfare, but
unless the National Board is backed up by city officials, it cannot
get the results hoped for. To my mind, it seems so platitudinous
that I may perhaps be pardoned for saying that if every city had
a system similar to Boston's (adapted, of course, to local condi-
tions), no problem of regulation of motion pictures could exist.

Dakota Workers to Co-operate With Theaters

Editor Rf.el anp Slide: Our local exhibitor we cannot in-
terest in children's films onlv as they come very rarely on his
circuit. However, several clubs, one church and our high school

On October 12, at Milwaukee, Wis., Fred Dornbrook of the
Milwaukee Electric Railway & Light Company gave a lecture
on the subject of burning powdered coal, illustrated by lantern
slides showing the process. This is a very interesting subject to
power plant owners ■ in view of the present price of coal.

REEL and SLIDE

17

Screen in Community Center Work

Attitude and Influence of Commercial Theater Serious Deterrent, Says Welfare Expert
Need Seen for Comprehensive Film Library of Educational Reels for Institutional Use

By Edward F. Sanderson

(Director, People's Instihite, New York City)

A NUMBER of community centers in New York have mo-
tion pictures as one of their attractions. The new
school buildings are regularly equipped for the installa-
tion oictures as one of their attractions. The new
is at hand when, so far as the physical facilities of the school
building are concerned, motion pictures may become important
in the intensive use of school properties.

Outside the schools, there are more than 1,000 theaters, op-
erating week days and Sundays, exhibiting motion pictures to
three-quarters of a million of people each day. There is a state
law which prohibits the admission of children under sixteen years
of age without parents or guardians, but this law is habitually
violated and presumably always will be. At least 50,000 children
attend motion-picture shows daily, under technically illegal con-
ditions.

Motion pictures draw with the greatest power upon the for-
mative elements of our city's population. Under such conditions,
how logical is the idea of using motion pictures in community
centers ! A special problem of the community center is that of
arousing interest among dwellers in the school neighborhood.
To arouse interest — this is the peculiar use of drama, including
motion-picture drama.

The community center aims to broaden the mental horizon
of the people. No art compares with drama as a widener of the
horizon, a means of enriching the mental background. The com-
munity center aims to be self-supporting. Motion pictures are
a standardized form of entertainment, a labor-saving device,
easy ,to install, popular in the extreme; they provide, in fact, a
line of least resistance, both for securing attendance and for
aiding in the self-support of the community center.

All of these facts have been well known for several years.
But year after year passes, and the motion picture continues to
be a negligible element in public school work and a disappoint-
ynent in the community center field. This fact should be acknowl-
edged and its reasons made plain, in order that sooner or later
the community may do its part in harnessing motion pictures to
social welfare and education.

In the following paragraphs, the present situation is described
and the causes for it are stated, and a suggestion is made of im-
mediate practicable measures which would have a far-reaching in-
fluence upon the educational use of motion pictures.

Pictures in Community Centers

Most of the community centers use films. Among such cen-
ters may be mentioned, in Manhattan, Public School 95, Public
School 17, Public School 66, Public School 63, and in Brooklyn
the various centers operated by the People's Institute of Brooklyn.
No feature of these community centers has been as much criti-
cized as have their motion-picture exhibits. This criticism is di-
rected against three conditions.

l._ Many of the films, sensational and melodramatic, are at
best simply harmless.

2. Where the programs are non-essential, they tend to con-
sist of geographical scenes and photographs of industrial proc-
esses, neither exciting nor particularly instructive. The people
stay a.way and the purpose of the exhibition is defeated.

3. The films shown in community centers are often scratched,
spotted and apparently frayed and worn.

The second and third criticisms have been freely made also
against the educational motion-picture exhibits given by the
Department of Lectures in school auditoriums.

These criticisms are largely justified as statements of fact.
Who or what is to blame? Are the community center commit-
tees or directors, is the Department of Lectures to blame? Must
we conclude that the motion-picture art is not living up to its
promise? But in such case, how are we to explain the superiority
of commercial shows in Hcensed theaters? Are funds insufficient
to procure interesting, educational films in good optical condition?

The answer is radically. No, to all these questions. Not one
commercial exhibitor in a hundred gives as much attention to
the choice of his films as do the community centers or the De-
partment of Lectures. A larger expenditure for the rental of
films would not materially improve the programs. And yet —
here is the motion-picture art, drawing on the producing talent of
many lands, with perhaps 10,000 new film dramas and historical

and geographical subjects made every year at the expenditure
of tens of millions of dollars.

The film art in the past four years has gone in every re-
spect far beyond the most enthusiastic promises which had been
made. It has become a true art, resting broadly on its own
merits, differing from the spoken drama and yet hardly inferior
to it; covering all the fields of human interest, which are to be
reached through forums or newspapers or magazines or stere-
opticon slides. It has become an important vehicle for public
discussion, an agency of propaganda for many of the great ideas
of life. The United States Supreme Court to the contrary
notwithstanding.

Yet the educational programs seen in community centers and
lecture centers are vastly disappointing.

How Centers Get Programs

For several years, the great bulk of all motion pictures has
been produced by certain large groups of manufacturers, distrib-
uted to the public through similar groups of middlemen or "ex-
changes," exhibited in a fugitive way, and, after a period of four
or six months, retired into oblivion.

The film exchanges obtain the output of motion pictures for
approximately a half-year prior to any given date. No single
film exchange has more than a fraction even of this half-year's
output. A film exchange purchases the minimum practicable
number of copies of any one subject, and aims to get the maxi-
mum use of each subject purchased. The typical motion-picture
theater changes its program daily, and films are scheduled for
long periods in advance, being passed ahead daily from show to
show.

The rental price of a film diminishes from the first day it
is made public to that time when it disappears from circulation ;
this without reference to the physical or optical condition of
the film.

The above remarkable trade system holds the film art in a
grip of iron, and insures a virtual monopoly of motion pictures
to the commercial shows. The trade system is not a result of a
conspiracy or of trusts or of anything that can or should be
reached through law or court procedure, but it has been developed
in such a way as to produce maximum of quick profit with mini-
mum of risk to exhibitors, exchanges and manufacturers.

Now, how does the community or lecture center stand re-
lated to the above situation?

A little thought will lead to exactly the result of long experi-
ence. The commercial show uses films seven days in the week,
exhibits them in a routine manner, does not, as a rule, even try
to select its program; and such is the method of doing business
to which the film exchange is accustomed. But the community
center uses films only on one or two or three evenings a week,
and by this fact alone it is placed at a disadvantage in the com-
petition for good films.

But the community center needs to have special programs.
It wants programs for children in the afternoons, programs with
a special human or social purpose for adults in the evening. The
center is already placed at a disadvantage by the fact that it uses
only an intermittent program. But when an effort is made to
select films, the community center becomes actually unpopular
with the exchange. The exchanges are not stocked or equipped
to provide either intermittent programs or selected programs,
and the community center is helpless in the face of circumstance.

Commercial Theater Rules

About four years ago, one of the large groups of film ex-
changes, the General Film Company, undertook to establish an
educational department. This department was supplied with a
fairly large number of well-chosen educational films, some of
which had a dramatic interest. A harmless assortment of comics
was added to the stock. But schools and churches were not pre-
pared at that time to use the department. It was not materially
profitable, was only carried on tentatively by the interests in con-
trol of the parent enterprise, and at present makes no apparent
conscientious effort to serve the interests for whom it was
organized.

Numerous plans have been announced by commercial com-
panies, and tentative beginnings have been made, but at this time
the commercial exchange, organized to supply theaters, holds a
practical monopoly.

It will now be plain to the reader why the community cen-

18

REEL and SLIDE

ter is unable to improve materially on the film programs of the
commercial shows. By a great effort the community center di-
rector may secure a proportion of distinctly educational subjects,
but he will usually be unable to get the educational subject, which
is also a dramatic and thrilling one ; such a film will be already
pre-empted by the commercial show houses which are the privi-
leged customers of the exchange.

The inert and banal scenic films, the comics which fail to be
humorous, the historical films which are not dramatic — these the
community center may have for its program, provided they be-
long to the output of films for the past six months. Or the
community center may go to the educational department of the
General Film Company and obtain a more or less scarred and
frayed program ; among whose numbers there may be some
admirable educational-dramatic subjects.

The whole situation may be emphasized by a comparison of
motion pictures to the printed book. Let us suppose —

1. That each book is written and published with a view to
being read by the whole American public, not by any special class
of that public.

2. That all books are destroyed after they have been before
the public for six months, and that new editions are not printed.

3. That the reading public gets its books by a contract
through which, without reference to individual taste, every reader
reads every book, and must surrender each book after one hasty
reading because it is scheduled to be in the hands of another
reader tomorrow.

Under these conditions, how useful would be the printed
word for specific educational or civic purposes?

The Solution Is at Hand

All the above facts have been repeatedly stated by The Peo-
ple's Institute ; they have been true for at least half a decade.
They are fully outlined in the chapter on motion pictures, in Mr.
Edward J. Ward's volume called, "The Social Center." The
analogy to the public library will be clear to every one. But there
is more need for a public library of films than there ever was for
a public library of books, and for the following reason ; The book
is an individual property. It can be read in solitude ; the in-
dividual can purchase it if he wants it. But the motion picture
is essentially a collective commodity. The individual can have a
desired motion picture only on condition that a large number of
other people want the same picture at the same time. This fact
makes it peculiarly out of question to leave motion pictures to the
exploitation of unlimited commercialism.

The public film library would differ from public book libraries
in a very important particular. The book library is a free library,
maintained at the cost of philanthropists or tax-payers. The pub-
lic motion-picture library would be a self-supporting enterprise;
probably it would be in time a lucrative business.

The public film library, dealing with a sufficiently large num-
ber of schools, churches and other agencies, would be able to
draw on the world's supply for whatever film it wanted, and to
ransack the film output of the past ten years. Most of the nega-
tives (the original copies) of good films, no matter when or
where made, have been preserved, and fresh copies can always
be prepared.

The public film librarian would encourage, not discourage,
the selection of programs ; he would study the problem of mak-
ing film programs positively, consecutively educational, and at -
the same time magnetic, dramatic, popular.

At present the community centers pay a daily rental of from
one to two dollars for each reel shown. (A reel takes about
fifteen minutes to show, and three or four reels constitute a
program.)

If the community center paid only 75 cents each night for
a reel, forty nights would liquidate the capital investment on a
reel. Sixty nights' use would liberally cover the overhead cost
of maintaining a really enterprising, vigorously conducted educa-
tional exchange. It may be assumed that each existing commu-
nity center or lecture center would use a given film on at least
two separate days, which means that the already existing market,
or consuming public, in the public schools, would use each film
frequently enough to at least pay the cost price of the film.

As soon as a business-like, well-stocked public film library
was created, the use of educational films would develop rapidly.
Churches, as well as schools, public libraries, playgrounds in the
evenings, would patronize the library. Commercial showhouses
would patronize it, to obtain the programs for such children's
matinees as are now given in two theaters in co-operation with
the Horace Mann School. The present immediate market for
educational films is no index to the real demand. The public
book libraries would not be popular unless they had books on their
shelves, nor would people form reading habits if they were un-
able to secure the books they wanted. And this is exactly the
situation in motion pictures, merely with a translation of terms.

(Reprinted by permission from a pamphlet, "Motion Pictures: A Prob-
lem to Be Co-operatively Solved," distributed by the Social Center Com-
mittee of the People's Institute, New York, March 22, 1915).

Department of Labor Asks Schools
for Screen Information

THE United States Department of Labor is engaged in the
production of moving pictures designed to illustrate the
government's war work activities. The chief mission
of these films has been to keep the workman on his job
and to aid the government in apportioning the labor supply of the
country. David K. Niles, chief of the Motion Picture Section, has
asked the co-operation of schools and colleges throughout the
country.

A questionnaire is being despatched to school superintendents
throughout the country with the following letter:

"Dear Sir : You have heretofore indicated your active inter-
est in the work of the Bureau of NaturaUzation of the United
States Department of Labor by organizing citizenship classes for
the instructi6n of applicants for naturalization.

"Educational motion picture films, as selected and edited by
the Motion Picture Section and the Bureau of Naturahzation of
the Department of Labor, will visualize the activities of the Fed-
eral Government described in the 'Student's Textbook,' compiled
by Mr. Raymond F. Crist, Deputy Commissioner of Naturaliza-
tion, and are intended as an aid to the public school teacher in
the preparation of candidates for the responsibilities of citizenship.
"While motion pictures can be used successfully in school
work to supplement the work of the school teacher and textbook,
they cannot be used to supplant either.

"This attempt to develop the educational possibilities of the
motion picture in classroom work is under the supervision of your
government. Too long has this valuable aid in the field of Amer-
canization been neglected. The motion picture industry is ready.
The next step is up to you. Will you, therefore, please answer
the enclosed questions?

"Cordially yours,

"David K. Niles,
"Chief, Motion Picture Section.'"
The questionnaire reads as follows :

1. Have you an appropriation for motion pictures?

2. Has your school department motion picture projectors?

3. Give name and age of projector.

4. How long have you been showing motion pictures in your
schools?

5. How soon could you begin using the films of this depart-
ment?

6. How many hours a week will you devote to this purpose?

7. Can you pay anything toward the cost of handling motior
pictures for your schools ?

8. Name some motion picture theaters near the schools in-
which you believe it would be desirable to show motion pictures,,
if you have no motion picture projector and have no immediate
appropriation for the purchase of one ; and state whether youi
would be willing and able to make some arrangement with such'
theaters to present educational motion pictures. This co-operation-
would mean probably that you would use the motion picture
theater as a classroom at such hours as the theater is not used for
its regular business.

Joseph De Frenes, of Bos-Morth, De Frenes &• Felton, directing,
a picture in the Willys Overland plant, at Toledo.

REEL and SLIDE

19

Motion Pictures Vital Aid to Victory

Screen a Powerful Influence in Transferring and Confirming War Intelligence
Practically All Departments of National Government Found Use for Films

By Orrin G. Cocks

{Secretary, National Committee for Better Films, in an address

before the A'^^zc York City Federation of Women's

Clubs, October 25)

A RESUME of the splendid service of motion pictures in
winning the war is well worth consideration. This art
is the peer of any in patriotic and telling service, whether
painting or sculpture, music or oratory. Since the world
war began to affect the United States, about 130 stimulating mo-
tion picture dramas have been exhibited to the people which have
told in ringing terms their patriotic story.

This means about 6,000 copies of the pictures have been in
daily circulation in the theaters of the United States. No one
can estimate the number of persons who have been stimulated by
these splendid appeals, both to the reason and the emotions.

There has been a continual flow of news pictures giving to
the American people information about the progress of the war
in the industrial centers, the cantonments and the great cities of
our land as well as upon the high seas and at the battle front.
In an incredibly short time the stories appearing in the news
prints have had confirmation through the camera and the screen.

While we recognize with pride and thankfulness the wonder-
ful courage and insight of newspaper writers, let us also remern-
ber the heroism of the military camera men who have not hesi-
tated to enter the thick of the fight or to travel with the military
aviator into the heart of the enemy's country. Without the aid
of the motion pictures many of the greatest military successes
of the Allies would have been neutralized. A few of these pic-
tures which have been permitted to come back from the front
testify unmistakably to the patriotic devotion of camera men.

The managers of motion picture theaters have responded en-
thusiastically to the calls of the government. They have given
the use of their houses for regular addresses by the "Four Minute
Men" and have supplemented their programs, quite generalh', with
community singing of a patriotic nature. The)- have recognized
their position as persons maintaining large auditoriums where
all classes of people are gathered nightly and have assisted in the
raising of patriotic funds such as the Red Cross and the great
war service organizations. In every cit)' the Liberty Loan drives
have been assisted nightly on the screen and by means of skilled
speakers. In the Third Liberty Loan fully 200 million was raised
bj' various elements of the motion picture industry.

Turn Over Films to the Army

Besides the continual production and exhibition of patriotic
and news pictures, the motion picture people have made a con-
tribution in the most and practical fashion which has been sel-
dom mentioned. In some cases they have presented to various
military arms of the government, masses of completed film of
almost incalculable value. They have, moreover, agreed to the
use of Other pictures of all classes for exceedingly small amounts
wherever they were to be displayed for the entertainment and in-
spiration of men in the service. It has been possible, therefore,
to show the finest pictures under a system of careful selection,
worked out by the National Board of Review, to most of the
men in the army and the navy, both here and abroad, and at a
nominal cost which redounds to the credit of these patriotic busi-
ness men.

The Committee on Public Information has drawn heavily upon
motion pictures for the spread of facts and the development of
sentiment, both in America and throughout the rest of the world.
Thousands of motion picture films, accurately interpreting the
genius of America, have been flowing steadily through the offices
of this committee and into the countries where there was the
greatest ignorance. In many situations abroad, a fine form of
propaganda has been introduced that was not possible through
printing. Ignorant people feel generally that the pictures cannot
lie.

Back from the battlefronts, also, through the assistance of the
camera men of this patriotic committee and the motion picture
people who have worked in harmony with it, have come pictures
which have inspired the whole American people.

The Commission on Training Camp Activities, also appointed
by President Wilson, have recognized the value of the motion
picture by the establishment of a motion picture department, and
also by the development of a military entertainment committee
which has drawn heavily upon selected pictures for use in Liberty

Theaters scattered throughout the training camps and canton-
ments. These films used both by them and by the Y. M. C. A.
and the Knights of Columbus have helped to keep life normal.
The army and navy have also preached directly the lesson of
social hygiene through motion pictures. Thus both by means of
constructive work along entertanment lines in the region of pre-
vention and through direct warnings, the motion picture has
played its part in making the American army and navy the clean-
est, strongest and most effective army on any of the battle fronts.
The Y. M. C. A. has utilized the motion picture also, while
the men were in training camps, and has maintained regular enter-
tainments of z high order at the ports of embarkation and on
the transports. They have gone farther and have kept in circu-
lation throughout the thousands of billets and camps just back
of the battle line this form of dramatic entertainment for the
soldiers. Fine recognition also should be made of the work of a
similar nature maintained by the Knights of Columbus. The
chaplains and other officers of the men of war and other units of
the navy and the marines have also maintained regular enter-
tainments on the high seas and in the stations in all parts of the
world where law and order have been maintained by the Jackies
and the fighting men of the sea.

Exhibitors Do Their Part

The War Camp Community Service, charged by the Commis-
sion on Training Camp Activities with the organization of the
cities and towns adjacent to the training camps, have found a
wholehearted response on the part of motion picture exhibitors
in showing to the civilian and army population only those pic-
tures which were positively cheerful and inspiring. In thousands
of cases the doors of the theaters have been thrown wide open
to the men in uniform. This was done for men who had little
money to spend, but a great desire for entertainment along with
the civilian population during their time off duty.

Perhaps the most timely service rendered by the screen dur-
ing the past two years has been in Americanization. Wherever
poor people congregate, in the tenement section of the cities, in
the industrial towns like Pittsburgh, Bethlehem, Bridgeport, Phila-
delphia and Gar}^ or in the farming towns of foreign born popu-
lation, the motion picture has glorified America. It has won
our polyglot peoples to patriotic loyalty by telling them the facts,
while it has touched their emotional natures. Thousands have
been won to democracy' by the silent pleas of this new appeal to '
eye, mind and heart.

The Department of Agriculture has supplemented its system
of education through lectures and train displays with motion pic-
tures. The department has illustrated graphically the need of more
intensive cultivation of the soil. The rotation of crops, the plant-
ing of the best seeds and the proper means of threshing crops
to return one hundred- per cent of the yield. They have gone
farther and inspired the farmers to greater efforts by showing
the kinds of crops most necessary to carry out Mr. Hoover's de-
mands for foods needed both here and abroad for .supplying a
hungry world. Scores of new pictures will be made and shown
during the coming winter.

The motion picture has worked with the loyal women's organ-
izations, the churches and the clubs, in actually building up and
ennobling the atmosphere of these camp towns under the skilled
oversight of the War Camp Community Service. Time does not
permit me to emphasize the splendid service rendered by 80 or 90
club women serving on the National Board in the selection of pic-
tures for all these purposes; nor can I speak of the value of the
motion picture in acquainting surgeons of the modern treatment
of the wounds of battle nor its curative uses among the desper-
ately wounded, shell shocked and convalescents in the hospitals,
both here and in France.

It is sufficient to say, however, that the record of actual
achievements has established the motion picture as a valuable
agency.

It is clear, above everything else, that the film has become a
settled factor in the social life of the world. It is one of the things
which we feel that we cannot give up at a time when there are so
many things which must be abandoned. It has taken a place in the
evolution of society from which no cavalier can separate it. Sol-
dier, sailor, civilian, in these days of tremendous activity, finds
that the picture helps to relax the tension. It gives frfish food for
thought. It inspires through its picturization of the activities of
the world. The picture has demonstrated that it is essential, a
force which contributes to the strength of the nation.

20

REEL and SLIDE

How Films Recorded Big
Cattle Sale

By Warren T. McCray

{Proprietor, Orchard Lake Stock Farm, Kentland, Indiana)

IT is perfectly natural, our farm, as well as our herd, being
famous throughout the world, and our annual cattle sale be-
ing an event that brings hundreds of people to our place
each 3'ear, that we should hit upon the moving picture as a
means of advertising. It is also quite natural that we should
gladly include in our film some of the ideas and methods that
have made our herd famous and our model farm a success.

I cannot say that our picture is strictly an advertising film ;
it is first and all educational. It not only depicts entertainingly
the various interesting features of a modern cattle sale, but it
shows also what can be done on a model farm in the middle West
— what has been done, in fact. In view of this, our reel will in-
terest not only the farmer and stockman, but the general public
as well. The wonderful animals that are shown in this picture
represent America's best, and this at a time when the public mind
is much concerned with the subject of agriculture and food pro-
duction.

I personally have for a long time realized the vast power of
the motion picture as an advertising medium. People like to look
at pictures and I know of no more impressive manner of display-
ing specimens' of high-grade live stock than on the screen.
Lantern slides have been used in the past with excellent Results,
but the moving picture has advantages that are easily to be seen.

What the Film Shows

Our film is one thousand feet in length, including titles, and
was produced by the Atlas Educational Film Co. We show the
preparations made at the farm for the reception of our guests.
We meet them at the station with autos and take them direct to
the farm. We show how they come in on the trains in great
numbers. We show a panorama of the farm, its outbuildings
and the refreshment and entertainment provisions.

We even made a picture showing the auctioneers in action.

At the sale which forms the subject of this film, 75 bulls were
sold for $204,125, or an average of $2,722 each. These animals
come from a herd famous in Hereford history. Therefore our
film includes close-up views of these animals, which are very en-

Exhibitors Must Sell Screen Space

{Continued from page 9)

consider the necessity of renting screen space to meet conditions.
At the same time they deplore the quality of publicity film that is
offered to them. They also talk much of the attitude of the patron-
age to screen publicity. One exhibitor told me he had canvassed
his neighborhood to get the consensus of opinion on this subject
and his conclusion was that paid screen publicity must go — as far
as his house was concerned.

Now, it would be hard to imagine any editor going out among
his readers and asking permission to devote certain of his columns
to paid advertising. It would be absurd if the superintendent of
a street car line asked the public's permission before he sold
advertising space in his street cars.

It would be fully as unusual if the owner of a big New York
legitimate theater were to ask permission of his patrons before
he placed advertisements on his drop curtain.

There has been a feeling among exhibitors for some months
that the average picture show is too brief when the increased
prices of admittance are taken into consideration. One feature,
a scenic and a comedy, unless they are very excellent, do not sat-
isfy the movie goer. Therefore, a good series of short, well-
made screen ads or a thousand-foot industrial fill in admirably.
It is just as natural for the exhibitor to use this class of pictures
at the end of his show as it is for the editor of a newspaper to
devote his last page to a department store announcement. Timid-
ity and constant fear of public disapproval — which is unfounded
— holds the theater owner back.

Two Sides to the Question

Now, there are too sides to every question. Undoubtedly,
the exhibitor cannot be expected to book every publicity picture
that comes along. The modern newspaper and magazine edit
their advertising columns as carefully as they edit their editorial
columns. The exhibitor should make himself familiar with in-
dustrial and advertisine productions, see them on the screen, ap-
praise them for what they are worth and accept them for exhibi-
tion if they prove up to standard. He would have no difficulty in

tertaining even to the layman on account of the money they are
worth. Besides that, they are beautiful to look upon.

Another thing. Our film assures us of a permanent record
of this herd and its offspring for future use. The value of such
a record will at once be apparent to any farmer or stockman.

Every farmer to-day should realize the value of keeping high-
grade stock on his farm. We show why graphically in our mov-
ing picture. We are certain that the widespread exhibition of this
reel will do much to encourage fine stock raising on American
farms.

There is no reason why every big stock farm should not make
a film record of its best specimens of cattle. There is certain
to be a big demand for such pictures, especiallj^ in rural corh-
munities — even in the cities.

Film Has Entertainment Value

By showing people and getting in plenty of action, my opinion
is that our film has great entertainment value. You might say
the producers even managed to inject a little humor into it.

Motion pictures certainly can do much to influence the city
man to move to the farm by clearly depicting for him the truth
about farming and farm life.

Films undoubtedly will give the city man a clearer understand-
ing of the farmer's independence and the fact that farming is
a science worthy of the best thought and greatest business skill.
That farm life is no longer the humdrum thing it was before the
automobile, telephone, electric light, etc., came on the scene to
make farm life more interesting and more worth while.

At Orchard Lake Farm we appreciate our movies very much.
We exhibit them constantly. Verv soon they will go out through
the country, carrying the fame of our herd even further than it
has gone before.

There is no good reason why this idea should not be carried
further. There is no good reason why our most famous stallions
and hogs_ should not be perpetrated in the picture that moves.

Certainly such records would be of great practical value in
years to come. A well-made film will show the animals in action
by which future judges may compare them when the animals are
dead and gone and onlv their records and reputations remain.

In conclusion I would sav that the showing of our films un-
doubtedly will have great advertising value which should be ap-
parent at our next annual sale. People who see it will want to
come to Orchard Lake Farm the next time. Manv of them will
come. We also anticipate considerable Correspondence from in-
terested neople who want to know more about this famous herd.
All in all, I consider the picture an excellent investment.

booking such pictures each week. The supply is plentiful and
is growing steadily. Some of these pictures rival the so-called
best educationals. They are welcomed by the public in general,
though the theater man can scarcely see anything outside of the
vampire plot, the slapstick comedy and the ruined home as a
treat for his audience.

He overlooks the fact that good advertising is just as human
a force to-dav as drama or fiction. He still thinks, in many cases,
that the public as a whole desires melodrama, sex stories, suggest-
ive and absurd expositions of human emotions and the claptrap
of the pie-throwing comedy.

Picture of Great Service

As a matter of fact, the average woman attendant would like
to see a new dress fabric demonstrated on his picture screen as
she would like to read of it in her newspaper; more so, because
the screen does it more efficiently. What is the difference whether
or not the corner dry goods store sells this fabric and the screen
says so? If the demonstration has been well done — if the goods
has merit and the picture is no longer than it need be and full
of action, even the men will willingly watch it.

The picture is rapidly becoming a disseminator of news, views
and knowledge in its immediate community. But without a
broader conception of the whole proposition than is now evi-
denced by the average theater owner, it cannot come into its
full power.

Rheumatism in One Reel

An old darky appeared in the doctor's office one morning,
plainly very low in his mind.

The doctor, recognizing his old patient, greeted him in his most
inspiriting manner.

"Well, Elijah, how is the rheumatism these days?"

"Porley, porley, sah !" replied Elijah, dejectedly. "Belieh me,
Marse Doctor, I'se jest a movin' picture of pain!" — Woman's Home
Companion.

REEL and SLIDE

21

Romance of Business-Film Subject

How Remington Company Visualized Development of the Modern Typewriting Machine
Three Reels Contrast Historical Scenes With Present Day Industrial Magnitude of Processes

By J. R. Hessey

(Advertising Manager, Remington Typewriter Company)

IN producing the two well-known Remington moving pictures,
we have seized upon an idea to which no doubt much of the
success of our campaign has been due. We have developed
two "stories" which combine all the interest holding features
of the romance of modern business and which, at the same time,
are highly instructive.

And we have managed to so interweave the Remington idea
in our productions without giving offense to the audience, that the
pictures have served as a form of publicity on which we have
enjoyed excellent returns.

Our two productions are entitled, "The Evolution of a Stenog-
rapher" and "The Story of the Typewriter." The former is 2,000
feet in length and the latter 1,000 feet. Both have been produced
from the "human interest" standpoint and we have found ready

Dramatic incidents in the early history of the typewriter are fea-
tured in one of the Remington productions.

response even from the owners of commercial moving picture
theaters.

Pictures offer an excellent opportunity to show the develop-
ment of such a well-known product as the modern typewriter. We
have adopted this idea in our film showning the "story of the
typewriter" from the very beginning to the present day, its crude
ancestors, its pioneers, its brilliant successes and its moments of
failure.

Big Demand for These Reels

We have developed our story with great clarity so that any-
body may get a ready grasp of the facts and we have maintained

continunty of interest by im folding the "story" gradually and
with the dramatic phases featured in every case.

The demand for these two productions in educational institu-
tions and theaters has made necessary the addition of several copies.
We have experienced no difficulty in reaching the kind of audi-
ences we desire to reach with our films. As the campaign has
proven itself to be a success, we now consider moving pictures an
integral part of our regular advertising campaign.

The Remington films radiate a strictly Remington atmosphere.
The films are institutional and have treated a big subject in a big
and interesting way. They were prepared for general publicity
purposes.

Both films were staged on Remington property — the indus-
trial, "The Story of the Typewriter," was photographed at th;r
Remington Typewriter Works at Ilion, N. Y., amid the whirr of
the huge machines, and impresses the audience with the vast-
ncss of the typewriter industry.

These films are loaned free to any school, theater or other
place of exhibition upon request. Originally they were distrib-
uted through circuits direct from the executive offices of the Rem-
ington Typewriter Company, but recently this procedure has been
changed and this work now is in the hands of the Internationa?
Committee of the Y. M. C. A., which can handle the routing of
the films with greater convenience and despatch, owing to their
volume of moving picture business and their past experience in
this line.

Scenario Plan of Production, "Story of the Typewriter :"

"The Std'ry of the Typewriter" depicts the early struggles of
the inventors of the typewriter, Glidden and Sholes, in their en-
deavor to perfect the writing machine. It shows the historic meet-
ing of Remington and Sholes in 1873, and the interest that Rem-
ington manifests in the enterprise, which culminated in his agree-
ment to manufacture the machine.

Then follow hundreds of feet of interesting views showing
how the typewriter is at present manufactured. These views be-
gin with the pouring of the castings for the frames and show
the subsequent stages of manufacture up to the finished product.
The film also contains views of the Remington employes leaving
the factory and sections of the Remington Annual Field Day
exercises, held at Ilion, N. Y., in which the Remington factory
operatives take an active part.

As the typewriter is in universal use to-day in every office,
school and many homes, everyone is more or less interested in
obtaining comprehensive knowledge of how the machine is made.

Scenario Plan of "Evolution of a Stenographer:"

"The Evolution of a Stenographer" is an educational .film,
relating the experiences of a young woman from her start in busi-
ness school to the securing of her first position. This film con-
tains much Remington talent — almost all of the characters are
typewriter experts of one kind or another, and peculiarly fitted
for the part they play in the story. It contains many suggestive
and constructive hints to the experienced as well as the embryo
stenographer and typist. It is lively and furnishes entertain-
ment.

The Remington Typewriter people introduce human interest into their productions. This "field day" scene ivas included in one

of their moving pictures

22

REEL and SLIDE

iimuuniiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuuiiiiiinili'

Here and There

SuuiiuiiiiiiiiiuiiDiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiaiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiNiiiiiiiiiiiiiiiiiiiiiiif.

A series of Bible lectures are being con-
ducted Sunday evenings in the Seventh
Day Adventist Evangelist, Fairmount, W.
Va. The lectures deal with present day
events in the light of prophecy and the
fundamental principles of Christianity.

The stereopticon is being freely used to
illustrate the subjects. There is no charge
of admission to these services.

Charles H. Whittaker addressed the Chi-
cago Woman's Club in Recital Hall, on
"England's Wartime Solution of the Hous-
ing Problem." The lecture was illustrated
with stereopticon slides.

Sixty stereopticon views of the Foreign
Mission field were shown at the conclusion
of the mid-week service at the First Metho-
dist Church, lUon, N. Y., under the aus-
pices of the Woman's Foreign Missionary
Society.

At the Methodist Church, Davenport, la.,
a soldier from the front gave an illustrat-
ed lecture on experiences in the trenches.
He illustrated a line of war paraphernalia.

At the First Methodist Church, Bridge-
port, Conn., recently, a war picture was
shown with Bonnie Scotland, one of Burton
Holmes' productions. The pictures are the
first part of the service and was followed
bv a sermon by the pastor, G. M. Brown,
on "The Terms of Peace." At the men's
assembly the Benjamin Chapin pictures
were shown, giving the first two reels in
his great production, "The Son of Democ-
racy," portraying the life of Abraham Lin-
coln. Other "reels are entitled "My Moth-
er," and introduce Nancy Hanks, the
mother of Lincoln. There also was shown
some new war pictures and an industrial
reel. These Saturday night meetings are
affording a profitable hour of entertain-
ment for many and grow in interest. No
admission is charged.

On Monday night, October 14, at the
Fair School, east of Lincoln, 111., U. J.
Hoffman, assistant state superintendent of
schools, exhibited moving pictures taken
of the school for the state fair. In addi-
tion to the Fair School movies there were
pictures of the University of Illinois, North-
western University, township high schools,
and modern model schools in the city. Also
a log cabin school portraying the school
system of the early days in Illinois. The
object of the pictures is to show the con-
trast of the methods of instruction and
discipline.

The lectures at the Chicago Art Institute
were resumed when Walter Scott Perry,
director of the school of fine and applied
arts of Pratt Institute, Brooklyn, gave an
illustrated lecture on "India : The life, re-
ligion and art of the Hindus and Budd-
hists."

The Rev. J. S. Nagle, a missionary from
Singapore, gave an illustrated lantern slide
lecture on Singapore education at the Cen-
tral Young Men's Christian Association,
Baltimore, Md. He was assisted by the
Rev. Chy Yan Lee, a Methodist minister,
who will return to Singapore with him.
The lecture was under the auspices of the
Chinese Christian service.

An illustrated lecture on Korea of un-
usual interest and merit was given by Rev.
Harold S. Metcalfe at the North Main
Street Methodist Church, Jamestown, N.
Y., recenth', in conjunction with the mid-
week prayer service. This lecture forms a
link in the general plan promulgated by the
Centenary commission of the Methodist
Church for the raising of an $80,000,000
fund for reconstruction work.

The lecture was accompanied with sev-
enty slides, which are of exceptional edu-
cational value, and it is through these lec-
tures that people will be made to realize
the needs of the peoples in countries which
have suffered through the war.

' Picture study hour for the purpose of
educating Des Moines youngsters in an ap-
preciation of modern American art is the
newest institution at the public library, that
city. Thus far the attendance at this study
hour, after school hours, has been limited
to pupils of the fifth and sixth grades of
the Amos Hiatt School, but Mrs. Don V.
Gerking, in charge of the art department
of the library, plans to extend the scope
of the work, and principals of other grade
schools will be invited to send representa-
tives.

The study hour is held in the children's
room of the library, where a dift'erent pic-
ture, an example of modern American art,
is discussed informally each week. The
discussions are led by Mrs. Gerking, and
she aims to give the children an. apprecia-
tion of line, perspective and color without
becoming too technical to hold their atten-
tion.

Col. Frank D. Whipp of the Department
of Public Welfare, delivered a lecture to
the Business Girls' Club of the Y. W. C. A.,
Springfield, III, recently, his subject be-
ing "The State Institutions of Illinois."
His lecture was illustrated by lantern slides.

"Our Boys in France" was the subject of
an illustrated stereopticon lecture delivered
by the Rev. Charles D. Kreider of the Mo-
ravian Service Commission to the congre-
gation of the Moravian Church, Brooklyn,
N. Y., of which the Rev. F. E. Grunert is
pastor. The lecture was held under the
auspices of the Mite Society of the church.

All of the pictures shown were from ac-
tual photographs taken both in this coun-
try and France, and depicted the daily rou-
tine life of our boys from the time they
enter the service.

The third in the series of four popular
scientific lectures was given by the Social
Science Study Club at Everett, Wash., in
November.

By means of the stereopticon Prof. Ship-
ley showed the development of man, his art
and industry covering a period of about
250,000 years. This he wove into an un-
broken story by showing the actual photo-
graphs of fossil remains found deeply im-
bedded in the rocks of various parts of
Europe.

The discourse ended with a series of pic-
tures showing the gradual advance in the
art of domesticating animals and the devel-
opment of simple labor-saving tools.

The second subject covers the evolution
of modern machinery. This lecture will be
illustrated by 100 of the most down-to-date
slides.

At the Congregational Scout House, Ben-
ton Harbor, Mich., the Boy Scouts of the
city were given a treat in a travelog by
Miss Eunice Trumbo. She selected for her
subject three of the very interesting cit-
ies of the far east, which are of unusual in-
terest now on account of the war, Joppa,
Jerusalem and Damascus being chosen.
Lantern slides illustrated the talk.

Y. M. C. A. activity formally began at
Mercer, Ga., when H. N. Massey, director
of the Y. M. C. A. of the Student Army
Training Unit, gave a stereopticon lecture
on the work of the American army has
done in France. A large number of stere-
opticon slides were shown, some of which
were taken on the front line trenches in
France.

These pictures are released through the
Bureau of Public Information and are for
the purpose of making the student-soldier
familiar with camp life in France and at
the same time furnishing instructive amuse-
ment. It is the plan of Mr. Massey to show
pictures of this nature one night in every
week, while on other occasions moving pic-
tures and social entertainments will be
given.

An illustrated lecture, "How the Other
Half Lives," was given at the Baptist '
Church, Des Moines, Iowa, on a recent
Sunday.

The First Presbyterian Church Sunday
School, Mornell, N. Y., is holding weekly
motion picture exhibitions in the church
auditorium, the programs being especially
selected for children.

Larado Taft, the sculptor, gave a stere-
opticon lecture at Maryland Institute, Bal-
timore, recently under the auspices of the
Municipal Art Society of that city. Archi-
tectural views were among those shown on
the screen.

Moving pictures have been introduced as
part of its social work by Central Church,
Rochester, N. Y. The films are used in
connection with the pastor's lectures.

A portable moving picture machine to be
used in community center work was pur-
chased recently by the Munipical Recrea-
tion Committee at a meeting held at the
school administration building. South Bend,
Ind.

Lantern slides were used recently by
John R. Eustis for his lecture, "Warfare
by Automobile," before the Motor Trans-
portation Congress, held in New York in
portation Congress, held in New York.

K.

W. S. Company Announces
New Series of Health Films

THE K. W, S. Distributing Company,
Inc., of New York City, announces
that it is producing a series of films
under the title of "Healthograms," each
one giving some hygienic advice calculated
to benefit humanity.

It is stated that these health hints will
be based on information supplied by prom-
inent physicians, but that the health aids
are portra3'ed in pictures which are given
rather a humorous turn so that they may
amuse as well as give valuable advice.

These Healthograms are to be released
as "four-minute reels" in the very near fu-
ture, according to the K. W. S. Company.

REEL and SLIDE

23

Non-inflammable Film— How and When?

The Leading Makers of Projection Machines Will Voice Their Views on This

Important Question in the Columns of REEL and SLIDE.

This Is the Fourth Article.

By Willard B. Cook

(Pathescope Company of America, in an address delivered before

the Society of Motion Picture Engineers, Cleveland,

November 20)

At the last meeting in April, at Roches-
ter, your society adopted a new size of
narrow width, slow-burning film as the
standard for all portable projectors. As
the firm with which the writer is con-
nected has had nearly five years of ex-
perience with a similar product, the chair-
man of your Papers Committee has re-
quested me to prepare and submit to you
some actual facts of the advantages per-
taining thereto.

We owe a profound debt of gratitude,
which will be better appreciated in later
years, for the high and noble motives
which actuated the sponsers of the new
standard and also those members of your

W. B. Cook

society who co-operated so earnestly in the adoption of a standard
which is designed to remove the portable projector industry from
a severe and menacing cloud of public mistrust and legislative
restriction.

The clearly recognized hazards of the use and even the stor-
age of celluloid film have been not only pointed out by the Under-
writers' Laboratories, but have been by them so insistently urged
that not only the states, but practically all important municipalities
have been compelled to surround the use and storage of celluloid
films within their jurisdiction with such wise and protective re-
strictions as would tend to reduce to a minimum the hazards to
which the members of the commonwealth are constantly subjected
in attending public or private cinematograph exhibitions.

In the last few years the growth and expanding fields of
usefulness of the motion picture have surpassed the wildest
imagination of its earlier advocates. It has long been obvious
that a medium of such wonderful educational value would in-
evitably be recognized as an essential for public instruction as
well- as entertainment. Progressive schools, churches and insti-
tutions have been quick to realize that in the motion picture lies
one of the best aids to their usefulness.

The Necessity for Portability

It very soon became evident that the principal drawbacks
to the general adoption of the motion picture in school, church
and institutional work were the expense of the standard theatrical
projectors, the specialized skill and knowledge required in their
operation, and the deplorable lack of film subjects for institutional
use. The first and second objections were sought to be overcome
by the manufacture of cheaper and similar forms of portable pro-
jectors, which could be easily carried from one room to another
instead of being limited to a single auditorium, and whose sim-
plicity of construction and operation would enable them to be
operated by persons of very moderate mechanical skill.

But our very efficient guardians of life and property — the in-
surance authorities — promptly pointed out that the principal
hazard attendant upon such exhibitions lay, not in any hazard
or use in the projector itself, but in the use and storage of the
celluloid film used as a medium therein. The very advantages
claimed in the use of the portable projector, namely, use without
a booth and by people of limited mechanical skill,_ tremendously
increased the film hazard beyond that attending its use in the
standard machines enclosed in fireproof booths and under the op-
eration of skillful projectionists.

The obvious solution of the problem of hazard lay in the
adoption of approved, slow-burning film, but the Underwriters'
Laboratories again pointed out that unless the portable projector
should be so constructed that it would be impossible _ to use
ordinary celluloid film therein, it was a foregone conclusion that
in the absence of any considerable quantity of available slow-
burning film, the owners of such projectors would be sure to
attempt the use of celluloid films therein (if such use should be
possible) and the potential hazard would still remain exactly as
before.

To cover the situation properly, the Underwriters' Labora-
tories suggested, and the National Association of Fire Prevention
adopted, the specific qualification: "Approved miniature projectors

must be so constructed that they cannot be used with films em-
ployed on the full sized commercial moving picture machine."
(National Electric Code, Rule 38, Section V, paragraph 6.)

Various attempts have been made to comply with this require-
ment, such attempts being principally confined to the use of some
form of odd perforation for standard width, slow-burning film,
to fit a sprocket so constructed that it would mutilate ordinary
celluloid film of standard perforation. None of these attempts
have met with any practical success and all of them are open to
the serious, if not insurmountable, objection that in the hands of
any ordinarily intelligent but unscrupulous owner the mutilating
sprocket could be very easily exchanged or altered so that it will
run standard celluloid film.

Urges Adoption of Narrow Width

Anything less than this is obviously not deserving and there-
fore cannot hope for permanent success. It is only through the
fact that the buyers are ignorant of the Underwriters' code and
the criminal risk involved that they now purchase and use small
portable projectors employing inflammable film. This intolerable
condition has greatly retarded the natural expansion of the port-
able projector industry and the sooner we unite in removing it,
the quicker will we enjoy the benefits of a healthy growth and
expansion.

Some manufacturers as long as seven or eight years ago took
the lead boldly by adopting both an odd size and an odd perfora-
tion for use exclusively with slow-burning film, with the idea of
insuring a thoroughly safe and approved apparatus. These odd-
sized machines and their films were, of course, regarded as out-
laws and suffered from the combined attacks of all other manu-
facturers of portable projectors designed to use the ordinary cellu-
loid film.

In spite of the fact that the early users of the odd-sized ma-
chines were limited to the use of very restricted repertoires of
available subjects; in spite even of the fact that the earlier models
of these machines had rather narrow limitations as to size and
brilliance of picture, they have achieved some measure of success,
as evidenced by the simple fact that more than ten thousand of
one make have been sold and are used all over the world, and
many millions of feet of printed positive on slow burning stock
has been made therefor.

The only possible explanation of this success lies in the fact
that it was something that the public wanted. But why did they
want it? At every stage of their career these odd-sized machines
have been exposed to the keenest individual and collective com-
petition of all makers of portable projectors using standard cellu-
loid film. The answer requires but one word — safety.

If safety were the single and only advantage to be derived
from this adoption of the new width and perforation, it would still
be more than, amply justified. But there are also other good and
important advantages inherent therein. As a matter of fact, the
adoption of the new standard is not merely a matter of business
policy, but as pointed out above, it is an imperative necessity for
the self preservation and insured permanency of the portable pro-
jector industry. Anything short of a real approved projector is
regarded as dangerous by the insurance, state and municipal au-
thorities, and the user thereof with celluloid films is regarded as
a menace to public safety. Having decided that the industry ab-
solutely required a new standard width and perforation, your so-
ciety naturally and wisely adopted one that makes immediately
available some 25,000,000 feet of existing positive stock and also
the facilities of several established plants for the further produc-
tion of additional films, as they may be required.

Economy in the Use of the New Standard

In these days of increasing cost of materials, the item of
economy is certainly one to be seriously considered. The East-
man Company have been furnishing the new standard narrow-
width film at 80 per cent of the cost per foot for ordinary width.
Fwrthermore, the new standard narrow-width film will contain
twenty pictures per foot instead of the sixteen of the present
celluloid film. These two factors result in a combined economy
or saving of 36 per cent in the cost of stock for any given pro-
duction. There is also, of course, a very considerable saving in
the use of chemicals for developing, and also in the general
handling and transportation of the narrow-width film, of which
800 feet in length is equivalent to the ordinary 1,000 foot cellu-
loid reel.

24

REEL and SLIDE

dmm for Artistic

In Painting and Verse, Mankind Has Found Lofty Ideals In Nature's

By John S. Bird, A. B.

IT is quite natural that cinematography, since it has become an art, sliould
develop into a medium of human expression. It is quite natural that it
should gradually find devotees whose ideals soar above commercial interests
— who would ennoble it and vise it to the delineation of the fine thoughts and ideas
of the artist, bringing the sublime to the armchair of the everyday man and
woman.

In poetry and prose we find the masters of expression only rarely turning to
the noise of the city and the hum of industry for inspiration, but often to the
virgin wilderness, finding in nature's hidden storehouses of mountain, field and
valley the really sublime beauties which all mankind instinctively loves and re-
spects and which, in his heart, each individual desires to attain. So, in cinematog-
raphy, it is natural for certain persons of more or less poetic temperament to
find the wilderness a vast and almost vmexplored "studio"' for the camera. It is
not difficult for the millions to see and know the magnitude of modern industrial
or social life, since it is found at their very doors — but it is difficult for them to
see, know and enjoy nature's wonders which lie beyond the smoky horizon —
wonders that are idealized in every human mind to a greater or less degree, but
which are not real and actual and material. Thus the moving picture, no matter

what else it has done, certainly
has served the common man in
that it makes real the distant
wonders of nature, as ex-
pressed in geology, botony,
zoology and biology.

The camera, with its life-
like and almost perfect repro-
ducing function, has made it
possible for the slum child to
visit the "playgrounds of the
rich." Nature has been lavish
in her bestowal of beauty ; but
modern conditions of life only
enable the man of means to
seek the wonders she has per-
formed, and thus the common

Master and dog in the wilderness.

heritage of mankind recedes further an
of civilization extend.

The finer thoughts and most worthy
often) found commercial success, and ir
reverse itself ? The demand for the che
the new art in a state of mediocrity, it
out because of a misconceived belief tl
screen to fulfill. But, granting that an le
good, there are certain to appear on the 2
make the most of it. And at last we ; i :
"poet," and no less a poet because he Si fc
is as old as the written tongue.

What the Scr if

More than one producer of scenic p me
an artistic success of his undertaking,
because the normal human being who p:
dow at bottom admires the beautiful
moving picture mode of interpreting na
mands upon the intellect unschooled in 1:.
standing of verbal expression.

Several men have gained fame in thi-
them w;ell : Burton Holmes, Newman,i|ni
Robert C. Bruce.

Bruce is essentially the "poet" of tllno
are those of the wilderness, while the o|k
usual in the life of the city and the hai;
or the paint brush did he not elect to us:|ie
has adopted a practical mode of expres
lowing the ideal expressed by a great F|c!i
only true art was the one approved and jprf

If the motion picture is not that, vlt
uplifted by the sight of nature's grandeujiie
any other way, simply because they do n|rs
but they will and do go to the movie their,
depending upon natural beauty alone toiia
ences than any producer of scenics wouki'an

A Word A^iit

Those who have seen the Bruce Ser
to know more about this poet of
commercial side of his undertaj
support only can raise the stand f
permanent. The entire picture lii
in exhibitions made by certain tiite
other words, providing that any \:A\
of these three or four houses, thi
the country is assured at once
but critical type of audience,
rights, and the stamp of approva kj
one small fortune over night
tured on the programs of two oi|ie:
from the box office standpoint

Thus an enterprise worthy:
beginning, gained commercial rf
country book the Bruce scenics j:
for them established.

To know Bruce and under s
He is a seeker after the beautifd
a naturalist of no mean attainme]s,a
goodness of mankind and a man
He undergoes personal hardshi;

ip

U

:ao

H

h

an

REEL and SLIDE

25

essiosn" A Poelh Wh© "Writes'' m PktMr(

mders and Beauties, and Now Also on the Moving Picture Screen

further from the poor as the frontiers

forks of man have not ab.vays (or even
)ie art of the cinema why should nature
ki\ and elementary photo drama long kept
itijtaore worthy possibilities being snuffed
tl;j there was no serious mission for the
aD^liew mode of expression is inherently
die:^ene those who are able and willing to
e 5 cinematography in' the hands of the
esikks a new language, though his theme

icKpL Has Done

cptjures has made a commercial as well as
;. jid this success is due to two reasons :
'PSjl his dime or quarter at the ticket win-
il liji sublime, and secondly, because the

m
a!}

[e is a practical one and makes no de-
••ary values and calls for no fine tmder-

The public knows
ijij'^right, Elmendorf, C. L. Chester and

ftli notable group, because his film poems
eolfrs do, upon occasion, portray the vm-
baujfe of men. Bruce would use the verse
usihe camera. Being a practical man, he
;es::i|n. Unconsciously, perhaps, he is fol-
tF:'!ich philosopher, who declared that the
nd 'preciated by the masses.
t,A,&t is it? Those who admire and are
ieu";ften secure no such similar emotion in
Ion) I read books or gaze upon fine pictures,
tlies:r. Bruce has perhaps gone further in
: to {tract and hold his miscellaneovxs atidi-
ouWare to go. And he has been a success.

JAfiut Bruce

Ser^ on the screen undoubtedly would like
toibie cinema. Let us examine the purely
ertaljigs in the beginning, since the public
mdiiji of the screen and make the advance
are dustry is giiided largely by the choice
ater managers in New York City. In
:bduction can get exhibition in any one
producer's success as to the balance of
sPhese houses cater to a miscellaneous
ey pay fabulous sums for "first run"
f any one of them has made more than
lie Bruce scenics are periodically fea-
hese houses and are considered strong:

irthy
:al r|
lies

f encouragement morally has, in the
|)gnition. The biggest theaters in the
;ause there is a definite public demand

lid his work one must study his films.
■■tiftij He is a hardy, husky "outdoor man,"
inaie^s, a man who has faith in the ultimate
aan'ho has the courage of his convictions.
'jshi'l and acute sttffering to secure many

Bruce at work among the mountaih snows.

pictures he projects on the screen. f"'"

He must be an expert photog-
rapher, Indian and mountain guide,

artist, mountain climber, geog-
rapher, naturalist, athlete and one

absolutely without personal fear.

He is an opportunist and yet some-
what of a dreamer.

Bruce spends most of his time in

the wilds, only coming reluctantly

into civilization when it comes time

to process and edit his films. He

produces about 20 to 25 pictures a

year and personally supervises

every step of their preparation for

the screen. Bruce has gained most

of his fame through his moving

pictures of the great Northwest,

where he loves to roam, seeking the

most striking results of nature's

handiwork, accompanied by his

Great Dane, the famous "Hound of

the Hills."

It is conceivable that this most

alluring departure in the miction

picture art may be carried on even

beyond this point. There may be

really great cinematograph "descriptions" of nature's wonders which may fairly

rank with the work of world famous poets, capable of stirring the emotions of the

masses in a manner exceeding the ability of the written word and the paint brysh,
Mr. Bruce has just returned from his annual visit from the Pacific Coast.
Mr. Bruce carried with him baggage checks for twenty new one-reelers and a
tale of a recent trying experience in the Cascade Mountains, which delayed his
coming about a fortnight.

"An October snowstorm," said the explorer, "pretty nearly put us all out 0;f
business at the finish of our most successful season. It caught us on the slope of
Glacier Park, about 6,000 feet elevation, twenty-five miles north of the Great
Northern tunnel, and marooned us there for a week by heavy drifts that it was
impossible to cross. We ran very short of rations, both men and horses, and but
for a lucky thaw we would have been up there yet. Fortunately we succeeded
in saving most of our equipment, together with the pictures that we had been
making of the Cascade Mountains."

A taste of their quality has already been seen in "Tales of the Tall Tim-
ber" and "A Wee Bit Odd." Some of the most interesting "takes" were
in the Yellowstone and Jackson's Hole regions of the Rockies, the remainder
being principally in California, Oregon and Washington. Another daily worker
in the Educational's film room is Director George D. Wright of the New Mexican
Topicals, which he is rapidly getting ready for early exhibition. Projection of
sample footage shows that it is packed with live news, the acti:al political and
economic situation in Mexico being crisply presented with especially striking
views of the rulers of the cotmtry, the extent of the German propaganda, and the
guarding of the Tampico old fields.

Robert C. Bruce has behind him an organization worthy of his talent,
courage and ability. He is associated with a group of film men with imagina-
tion and faith in the better traits of those who patronize the cinema. In this
he is fortunate, since the average film magnate extends no such consideration
to his patronage, electing to give them the salacious rather than the uplifting
production.

Bruce's works have stood the test of public criticism in a field of activity
where human kind is inclined to make its likes and dislikes apparent by remain-
ing away. The Bruce Scenics are "pullers."

26

REEL and SLIDE

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I Slides 1

M Questions on Lantern Slide Sub- g

H jects will be answered by mail if g

M stamped envelope is enclosed in M

M addressing this department. M

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Editor, Keel and Sltdf Magazine: We have
been much interested in your magazine, which
we have been receiving since July. We have
found much valuable information contained in
the copies received.

We have a well-organized Visual Bureau as a
part oi the E.xtension Division of the University
of Pittsburgh. We are distributing slides and
films in three states — Pennsylvania, Ohio and
West Virginia. This service is given without
charge, except that the transportation is to be
paid by the borrower, to schools, churches, clubs,
libraries, playgrounds, and other organizations.

The Visual Bureau has been organized by the
University of Pittsburgh for the purpose of:

(1) Securing and distributing educational films
and lantern slides to schools, churches, clubs and
other organizations.

(2) Furnishing to these organizations, upon
request, information in regard to motion picture
projectors, equipment, films and slides.

The motion picture reel and the lantern slide
are serving as effective agents in bringing to the
people valuable instruction of a commercial, in-
dustrial, educational, social, political, or patriotic
nature. Much of this material is presented in
such an entertaining way that the element of
instruction is greatly enhanced in value.

E.xperiments conducted by prominent school
officials have demonstrated clearly that visual in-
struction has more of the mnemonic quality than
instruction through the other senses. The power
of memory is increased and there is a saving of
repetition, time and energy.

Miss Philena Syling, Secretary,
Visual Bureau, Extension Division,

University of Pittsburgh.

* ♦ *

Since patriotic music and community singing
have become popular with the American people,
there has been a vast increase in the demand for
song slides and sets bearing the national anthem
and the anthems of the Allies.

Several of the State Councils of Defense have
distributed slides to theaters and other institu-
tions for use on occasions when great numbers of
people were expected to join in a patriotic chorus.

The slide serves its ideal purpose in this way.
It can be prepared and shipped in far less time
than could printed ballads. It is easier to read in

a semi-darkened auditorium. It does away with
rubbish that results when hand bills are passed
out to a crowd of people and it works for con-
servation since two thousand people can sing from
the same slide, whereas if the printed slip were
used, two thousand or more copies would be
needed.

The demand for song slides — that is, the stand-
ard patriotic national airs and classics such as
"Old Kentucky Home," etc. — has never been
greater than at present, according to slide houses
specializing in this line.

* * *

The best records of the world's great art works
are perpetuated on lantern slides. Nothing offers
the lecturer or critic a better medium of picturi-
zation. Providing the illumination is correct and
the coloring properly done, the brilliancy of the
slide permits of almost correct reproduction. The
Chicago Institute of Fine Arts has developed its
slide department greatly in recent months and its
lectures on art, illustrated with the institute's
own slide sets, are gatherings of considerable and
growing importance in Chicago.

Walter Scott Perry, director of the School of
Fine and Applied Arts, Pratt Institute, Brooklyn,
recently lectured on India at the Chicago Insti-
tute before a large mixed audience. He used a
set of magnificent stereopticon slides, covering the
art and religion of the Buddhists and Hindus. _

The collection of the Chicago Institute is being
gradually increased. A well-organized department
is in operation and considerable extension work is

contemplated.

» « •

There are Sunday schools where every Bible
lesson is illustrated with a few well selected pic-
tures thrown upon a screen. And the little ones
grasp the meaning and the import of the story
so much more rapidly. Abraham with his flocks
and herds, Rebecca talking to Jacob at the well,
Joseph and his brethren, all the romance and
abiding interest of the Old Testament stories are
visualized and made real. And the beautiful
stories of the New Testament — the shepherds and
their flocks, the manger, the flight into Egypt, the
hundred and one incidents which make the child
see and understand the eventful life of the Naza-
rene, with its nobility and pathos, are brought
home and made understandable as mere words
cannot do.

Interest in pictorial Bible history is not con-
fined to the very young. One of the most cele-
brated teachers of men's Bible classes in the
United States uses a stereopticon to show maps
of the Holy Land and of the parts of Asia, Africa
and Asia Minor familiar to students of Holy
Writ. Instead of having a map spread upon a
table, around which only a small proportion of his
class can stand, this succesful teacher flashes a
greatly enlarged map upon a screen, and, pointer
in hand, carries every member of his class to the
spot he desires to talk about.

And sustained interest on the part of older
students is maintained by showing pictures of
various historic places as they are to-day — the
house of Simon the Tanner in Jaffa, the Place of

I ?— ASK US—? I

How were films shown behind the French lines
in France and what types of pictures were ex-
hibited? L. J. Meers, Dubuque, la.

Answer: Back of the French army lines are
four hundred so-called "projection posts."
They're not fixed cinema theaters, but, as the
name indicates, they are four hundred individual
sets of projection machine, lighting motor and
picture screen, that can be easily packed up in
short order and moved from place to place, as
regimental and divisional headquarters change.

The "theater" is the nearest large room or con-
venient village hall, and the army operator is al-
ways on the job. The bill of fare consists of
one and two reel comics and topicals. Pathe and
Gaumont and Eclair and all the Paris makers
donated the use of the old and current come-
dies on their shelves, and when that supply was
exhausted recourse was made to British and
American sources. The French cinema delegate
in the United States is very busy just now
digging up the John Bunnys and Mabel Nor-
mands and ChapHns and Keystones and shipping
them to Northern France to make the stern-
featured poilus laugh.

* m *

What is the release date on Educational Film
Corporation's production, "The Romance of Coal?"
B. G. J.

Answer: "The Romance of Coal" and the recent
coal crisis is making satisfactory progress under
the direction of William Parke. The release of the
picture may be expected with the advent of the
really cold weather, when the interest in this

subject will be more than academic. While the
patriotic purpose of maximum fuel production
and conservation is being kept prominently to the
fore, the chief end of the fiction story will be to
entertain.

I understand that some lumber company in the
South has produced an industrial reel which has
educational value. Can you tell us something
about this film? West End High.

Answer: Probably you refer to the Lamb Fish
Lumber Co. of Charleston, Miss., whose film
showing the interesting phase of hardwood lum-
bering is said to be very good.

What is the National Juvenile Motion Picture
League? B. J. M.

Answer: The- National Juvenile Motion Picture
League is composed of men and women who have
no business relation whatever with the motion pic-
ture industry. The league is thus not responsible
financially to any part of the motion picture busi-
ness, and it can carry on its campaign in an im-
partial manner. Membership in the league costs
$1.00; active membership, $2.00.

Wailing in Jerusalem, the Mount of Olives, scenes
in the Valley of Ajalon and along the shores of
the Sea of Galilee. The present is linked with
the past, and interest is so keen that the hour
devoted to the Bible Isson is lookd upon as being
the pleasantest hour of the week.

The stereopticon in a Sunday school is recog-
nized by every superintendent and teacher who
has tried them as one of the biggest factors in
keeping up attendance and preserving attention.
Not only do they prove very effective in present-
ing the lesson, but they are also used to advan-
tage in giving the weekly reports or other statis-
tics. One enthusiastic pastor writes that he even
uses his in teaching carols to his Sunday school.
Any subject matter which is to be presented to a
school or congregation at large will attract much
closer attention if shown on a screen than if
merely read or orally stated.

In churches and Sunday schools where col-
legiate methods obtain it is not unusual for sev-
eral machines to be in use. Informal talks are
given from time to time on subjects of the day —
always illustrated — and interest never lags. Lec-
tures— if such small talks can be called lectures —
are given on such subjects as costumes, botany,
birds and animal life, travelogues, anything which
is clean and wholesome — and it has long been
apparent that the church or Sunday school which
furnishes clean and wholesome entertainment has
the largest attendance and does the most for the
good of the community.

In some Sunday schools children are encour-
aged to bring in the snapshots they have made at
picnics and outings. "Brownie" pictures taken at
the annual Sunday school picnic, views of the
lake or country place where the guild or league
or chapter of the Sunday school has spent pleas-
ant hours are made into lantern slides, and in
the winter months the young people are assembled
and familiar i scenes and places are flashed upon
a screen while amateur lecturers tell their com-
panions about the days when they caught the
"biggest fish" or rode in the hay wagon.

The value of a stereopticon in church work is
especially apparent in the treatment of missions — •
a movement which every pastor wishes to bring
nearer home to his people. Sets of effective
views can be obtained on almost any mission field
or subject. By projecting these views missionary
meetings are made much more attractive — mis-
sionary lessons and lectures are greatly enlivened.
The most stirring appeal is strengthened by the
brilliant illustration on a screen of local condi-
tions which no flow of rhetoric can adequately
picture.

The lives of the people, their civilization and
environment and the work and needs of the mis-
sion field can all be graphically depicted.

One of these instruments serves also to attract
people to the Sunday evening and mid-week serv-
ices. Screen pictures — almost life size — command
attention. Any address which can be so illus-
trated never fails to prove a magnet in drawing
people to church. And that is one of the big
purposes of the modern church, with all the
counter attractions which our present day life
affords.

The ease with which money can be made for a
church or Sunday school is another factor in the
popularity of the stereopticon. Travelogues or
lectures on a hundred interesting subjects can be
given and a small admission fee charged, which
will help swell the funds of the class or Sunday
school fortunate enough to number a machine
among its possessions.

Illustrative material for the machine is now
very easily obtained. Sets of lantern slides on a
wide variety of subjects can be bought or rented
of responsible houses at a reasonable price — and
carefully written lectures accompany most of
them. Pastors can exchange slides with one an-
other. If they travel and use a camera, they can
easily make slides themselves by the simple con- ,
tact method from their own negatives. The cost
is slight.

Some of the machines present the decided ad-
vantage of projecting post cards, photographic
prints, printed pages, etc., as well as lantern
slides. These views are projected direct by the
reflecting method and are shown on the screen in
all their natural colors and in correct position
from left to right, so that printed matter can be
easily read. The means of interchange from such
views to lantern slides is practically instantaneous,
and a vast amount of illustrative material is thus
rendered immediately available. Sets of colored
post cards on almost any subject can be bought
at a nominal figure and furnish very attractive [
subject matter.

_A stereopticon lecture on India was
given recently in the ai:ditorium of St.
Luke's Church, Dubuque, Iowa, by Miss
Ruth Peterson.

F. L. Ackerman delivered a lecture be-
fore the National Municipal League at
Jamestown, N. Y., in November, on how
England is housing her working population
in war times, illustrated with lantern slides.

SCENARIO — PRODUCTION

DISTRIBUTION

/'*: ?

IHE dER FHiOWS IDEA

NOBODY — not even its stanchest adher-
ents— would likely come out and
claim that there is any great amount
of speed in screen advertising. "The mills
of the gods turn slowly" — in a studio; and
in the channels of distribution. A firm
adopting pictures finds it necessary to be-
gin thinking out the subjects for the spring
of 1919 before snow falls in the autumn
of 1918. There are many delays if the
work is to be done right ; there are retakes,
better ideas, studio mishaps and time is
required to line up dealers or line up sales-
men and theaters.

But now comes the Joliet Oil Tractor
Company with the claim that the ability
of the motion picture to reach prospects
quickly saved several hundred thousand
dollars' worth of orders for them in 1917!
This comes — not from the producer of the
picture (the Commercial Motion Picture
Mfg. Co. of Chicago, in this instance) — but
from the man who paid for the film.

The experience of this company, printed
in this number, is quite interesting. Read
it.

A

•N interesting booklet has come to this
desk from the Motion Picture De-
partment of Rogers, Brown & Com-
pany.

We read : "The preparation of the
is a story replete with inter-
esting details and experiences, some not
without the element of danger."

Now, Rogers, Brown & Company are not
picture makers and their products are not
five-reel melodrama "thrillers ;" they man-
ufacture, or rather they produce, pig iron!

The title of the picture in question is,
"From Mine to Holder." It is an indus-
trial. It makes pig iron intensely interest-
ing to you or I or anybody else who prob-
ably have Httle to do with pig iron at all.

N'

OW and then a communication
reaches this office from a business
man who has sufficient vision to see
his business, whatever it may be, in pic-
tures and on the screen and likewise the
courage to carry out his ideas and make
them live.

This comes from the traffic manager of
the Lamb-Fish Lumber Company of
Charleston, Miss.:
Dear Sir :

The vice-president of the Lamb-Fish
Lumber Co., W. ,B. Burke, conceived the
idea of giving publicity of our farming
and lumber operations in Tallahatchie and
Quitman counties through the medium of
moving pictures a short time prior to the
opening of the Exposition at San Fran-
cisco.

He consulted with the state representa-
,tives having charge of the Mississippi ex-
hibits and found that they would be very
.glad indeed to exhibit the pictures in the
! Mississippi Buildings. After this was de-
Itermined, we proceeded to make arrange-
'ments for same and while we had had no
experience whatever in the making of mov-
ing pictures, we were successful in securing
,|the benefit of many suggestions from Mr.
JG. H. Hammond of the Hammond Studio

at Meridian, Miss., and were able to pro-
duce a film which portrays practically every
step taken in the manufacture of hardwood
lumber.

These films were exhibited all during
the Fair at San Francisco and have been
shown throughout the country. We have
received a great many letters of commenda-
tion and can trace considerable business di-
rect to these exhibits. It was our purpose
to exhibit these pictures abroad, but, of
course, the war prevented this plan being
carried out for the present.

This company spends a considerable
amount of money in advertising. The mov-
ing picture as a medium of publicity is
superior to any other means, provided the
advertising matter is coupled with views
of a general interest nature.

The name of the compan}' might be
flashed all over the world every night and
it would take a considerable length of time
to obtain any results whatever, but if the
Lamb-Fish Lumber Company is shown in
a moving picture as operating the largest
hardwood mill in the world and each step
in the manufacture of hardwood lumber is
projected on the screen, it serves to prove
to the observer that the Lamb-Fish Lum-
ber Company is the largest hardwood lum-
ber manufacturing company in the world,
and this name is impressed on his memory.

In other words, it is just as essential
for a moving picture to be of interest as
for a newspaper advertisement to be well
prepared.

We are highly pleased with the results

we have obtained and we have every rea-
son to believe that we will receive benefits
from our films for many years to come.
Yours very truly,

Lamb-Fish Lumber Company,
Geo. Land, Traffic Manager.

A WELL made industrial reel unfolds
its story simply and smoothly. That
is why a scenario is a necessity. The
careful arrangement and presentation of
facts so they will come in their proper
sequence is all important. That is what
the scenario does. It acts as a stabilizer,
assembling the various matters of interest in
their proper relationship, so that the film
will be, above all, clear and easily under-
stood by the average audience who do not
care to be compelled to "guess" what is
meant.

It is a well-known fact that any subject,
no matter how technical, can be conveyed
to the masses in words of one syllable by
a trained newspaper writer who first mas-
ters the essentials of the subject himself.
The same rule applies to films. And that
is why sub-titles should be written most
carefully and in as few small words as
possible.

The success of the industrial reel de-
pends upon the care which is put into its
manufacture and to "get over;" properly, it
must be interesting first and instructive.

IN no line of visual appeal is prelimin-
ary study so essential as in the produc-
tion of propaganda pictures. They are
based on psychology. They are the care-
fully balanced "editorial" of the screen
world. They are, as a general thing, re-
sented by the audience. The very word
propaganda gives the feeling that some-
body is trying to put something over. For
this reason, a knowledge of the effect of
moving pictures on the mind is essential.

To know how far you can go, to camou-
flage what might be a trite preachment, to
get the audience with you and not against
you, is not a simple matter. It involves
all the tricks of advertising and mob psy-
chology. It must preach, by suggestion — not
by precept. It must cause the audience to
reflect seriouslj' or it has missed its func-
tion.

The most common trick in the production
of a propaganda film is to wind the "story"
around the idea. The hypothetical subject
is frayed and worn. It will not last.
Fresher ideas must be forthcoming.
Thought is the one great essential — thought
before the filming begins.

E. J. Clary.

The Alexander Film Co. of Spokane,
Wash., which is associated with the Alex-
ander Electric Co. of the same city, has
started a short film advertising service
throughout the Northwestern states. They
will operate through the theaters and will
display advertising films in public show
windows at night.

27

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Any questions pertaining to the projection of films and slides |

on the screen will be answered by this department. Address i

"Projection," Reel and Slide, 418 So. Market St., Chicago. |

If an answer by mail is desired, enclose stamped envelope, m

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Projection

All About the Projectors

(Many requests reach this office for informa-
tion concerning the various types of moving pic-
ture projectors. Reel and Slide will print in
this department a complete description of each
machine now on the market for the benefit of its
readers. Next month the Pathescope will be
described. — Editor.)

To project motion pictures, many times more
light is required than for lantern slides. With
the common condensing lens system enormous
loss of light occurs, because the same condensa-
tion of light is made to serve for both aper-
tures. The standard motion-picture aperture
measures 11/16 by 15/16 inches — the standard slide
aperture measures 23^ by 3 inches. Anyone with-
out knowledge of the optics of projection can
see that the same illuminating system cannot
efficiently and economically cover two areas of •
so great a variation in size.

The Victor Animatograph employs a double
convertible lens system, which is automatically
adjusted for the small and large aperture. One
position of the lenses concentrates all the light
obtainable from the lamp on the small or mo-
tion-picture aperture — a simple swing of the lamp
house readjusts the condensing lenses to broaden
the beam of light to cover the full standard
lantern slide aperture.

This Victor feature allows great reduction of
light in the lamp to produce the same illumina-
tion of image on the screen. Reduction of the
required light-power of the lamp makes possible
the use of incandescent electric globes, with
maintained light efficiency.

* * *

The importance of this Victor feature is three-
fold: First, comparatively low amount of light
is required in the lamp to produce standard
brilliancy of illumination on the screen; second,
the short focus condensers permit the elimina-
tion of all lamp adjustments — the light at its
fixed point clearly and evenly illuminates the
whole field without adjustment; third, the new
high-power incandescent lamp can be used to ad-
vantage with the Victor system. Elimination of
not less than twelve lamp adjustments common
to all lights of equal power — great reduction in
heat — great reduction in operating expense — com-
plete elimination of noise.

Many variations of lamps are furnished for
currents of all voltage — 6 and 8 volt lamps for
battery attachment, 28 to 60 volt lamps for use
with independent lighting plants, 110 to 125 volt
lamps for direct attachment to city lighting cir-
cuits. For 220-volt circuits the 110-volt lamp is
supplied with a special current-reducing device.

AH Victor lamps are interchangeable, the type
and size of bulb and base being the same for all
voltage variations.

The intermittent movement in the Animato-
graph is an advanced form of the "Geneva" type,
or star and cam mechanism. The shaft is car-
ried in one long bearing of phosphor bronze, giv-
ing minimum wear, but allowing easy means for
adjustment. The movement operates in an en-
closed oil case. The wearing parts are made of
specially hardened steel, accurately machined to
a maximum variation of 1/5000 inch.

One of the most important features of the
Victor intermittent movement is the speed with
which it works. It moves in one-seventh, and is
stationary six-sevenths of the interval allowed
for the movement and exposure to the light of
each individual picture. This means an increased
exposure of light period and a decreased dark
period, resulting in greater illumination of the
image on a given amount of original^ light from
the lamp, as well as eliminating flicker. The
usual intermittent speed of other machines is

four to one.

* * *

Another feature is that the Victor movement
does not tear or otherwise damage the film.
Eight teeth of the sprocket wheel actuated by
this intermittent movement engage in the perfor-
ations on the sides of the film. Because this
sprocket starts slowly, moves quickly, and stops
slowly, abrupt jerking of the film, which causes
tearing the perforations, is eliminated.

In the Animatograph there are two two-bladed
.shutters, each revolving in an opposite direction.
Just before the film is to be moved, one blade
of the shutter enters at the top of the aperture,
moving downward, another blade enters at the
bottom of the aperture, moving upward. At ex-
actly the instant that these two film blades meet
in the center of the aperture to cut off the light,
the film starts to move. As the shutter blades
pass each other, in covering the aperture, the

film is in movement. The aperture is again
open at exactly the moment that the film comes
to rest.

One of the most important features of the
Victor double two-blade shutter system is that
flicker is completely eliminated.

The framer lever on the Animatograph is con-
veniently located on the top of the head, readily
accessible from either side or back of the ma-
chine. With the Animatograph running at an>
speed, the framer instantaneously raises or lowers
the intermittent sprocket, and synchronizes the
shutter in one operation. The shutter is syn-
chronized with the mechanism so that it "cuts
in" at the aperture at exactly the right moment
to hide the film travel, no matter what may b«>
the position of the intermittent sprocket.

A safety shutter is essential because the light
at the aperture plate must be shut off when the ,
mechanism stops; otherwise the heat of the con-
centrated light will damage the film. The Victor
Positive Acting Safety Shutter drops of its own
weight to close the aperture when the speed of
the mechanism is below normal.
* * *

The development of the three sizes of Mazda
C lamps for the projection of motion pictures has
brought out the importance of the auxiliary equip-
ment which must be used with these lamps in
order that they may be applied to existing ma-
chines. The lamps alone have been adver-
tised by the various lamp manufacturers, but
very little information has been given regarding
the methods and equipment for applying these
lamps so that the best results can be obtained.
The question which naturally arises in the mind
of the prospective user of the projection lamps
is how his apparatus can be changed so as to
enable him to replace his arc with the Mazda
lamp. On the machine itself the greatest changes
which must be made are confined to the lamp-
house. The lamp-house equipment for Mazda
lamps should provide for the accurate focusing of
the lamp and the quick replacement of a lamp
which fails while a film is being shown. It is true
that under normal conditions the failure of a lamp
during the projection of a picture is _ an excep-
tional occurrence; however, the possibility of such
a failure exists and it i? therefore necessary to
provide some method of quickly substituting a
new source of light. In practically all lamp-house
equipments which have thus far been developed
there is provision for the adjustment of two or
more lamps and in case of the failure of_ one it is
necessary only to shift the spare lamp into posi-
tion and proceed with the picture. The opera-
tion of changing the lamps is very simple and
can be performed in a few seconds, so that the
time that the light is cut off is not much greater
than the time consumed in restriking an arc
which may have become extinguished.
« « «

The simplest form of lamp holder consists of
a socket fitted with a clamp which is held in the
lower carbon holder of the arc lamp mechanism.
By having interchangeable sockets or merely by

28

unscrewing the lamp it would be possible to re-
move one lamp and substitute another in case of
a burnout. The second lamp may not be ver>
accurately focused because of differences in the
mounting height and filament arrangement, but
the change could be made in an emergency and
the lamp accurately focused before starting the
next film. The socket which fits into the lower
carbon holder may also have a holder which car-
ries a spherical mirror which is adjusted to throw
an image of the lamp filament back upon itself.
The effect of the mirror is to improve the
light source and therefore give a smoother
screen. The mirror not only gives a light
source of greater uniformity by filling up the
spaces between the coils with the reflections from
the mirror, but also returns to the condensing
system a considerable portion of the light which
would otherwise be wasted. The effect obtained
by the use of a mirror is very similar to what
would be obtained from a smooth plate of tung-
sten heated to the temperature of a filament.

The Nicholas Power Co., 90 Gold Street, New
York, was the first of the standard motion pic-
ture machine manufacturers to develop a lamp-
house for the use of the Mazda lamp. It is de-
signed to fit any of the standard Powers camera-
graphs and is large enough to accommodate either
the 600 watt or the 750 watt Mazda lamp. There
is not sufficient clearance in this lamp-house for
the 1,200 watt lamp. Two condenser systems are
provided — one condenser for motion picture pro-
jection is a Corning lens which delivers a very
uniform spot of light at the aperture plate and
therefore results in a screen which is evenly
illuminated.

In order that slides may be shown the lamp-
house carries a pair of plano-convex condensers
which may be swung into place when the lamp-
house is moved over for slide projection. There
are positions for two lamps in the lamp-house.
Both lamps may be focused at the convenience
of the operator before the show, and in case it is
necessary to change a lamp while a picture is
being run it is only necessary to open the door
of the lamp-house and swing the new lamp into
position.

« « «

The Simplex equipment has a removable lamp
carrier so that only one lamp is in the lamp-
house. An additional holder is supplied for the
adjustment of a spare lamp and changes can
be made almost instantly. The Simplex lamp-
house equipment will accommodate the 600, 750
or 1,200 watt Mazda lamp for motion picture
projection, thus making it possible to change
the size of lamp without going to the expense
of changing equipment. The mechanism is so
designed that it can be installed in the regular
arc lamp housing.

The Enterprise Optical Co., Chicago, 111., have
placed on the market a lamp-house mechanism
which is designed to fit any Motiograph projector,
and is suitable for the 600-watt Mazda lamp. This
deyice uses the same control moyementa for fo-
cusing as are used with the arc lamp. The
socket is removable, thus providing for the quick
replacement of a lamp. A modification of this
equipment which is adapted to be fitted to any
style of arc lamp mechanism has also been de-
veloped.

♦ « »

Another lamp-house mechanism known as the
Sheck Universal Adapter has been developed by
the Argus Lamp & Appliance Co., Cleveland,
Ohio. This equipment is intended to be univerial
in application; that is, it can be used on any ex-
isting motion picture machine. It is necessary
only to remove the condenser holders on the front
of the lamp-house and bolt the small adapter,
which carries an incandescent lamp, to the front
of the regular lamp-house. The adapter car-
ries a condense!" holder on the front of the
house, which is fitted for two sets of condens-
ers— one condenser is of the Corning corru-
gated type and is for the projection of motion
pictures. The other set of condensers is of th«
usual plano-convex type and is arranged to b«
slipped into place when slides are to be shown.
Another adapter is being developed which will
care for the 750 and 1.200 watt lamps. By the
use of the Sheck Adapter any machine can
quickly be converted for the use of Mazda lamps.
Interchangeability of lamps is obtained by using
a removable lamp carrier in which the lamp is
adjusted — two lamps can be adjusted and one is
then ready for use in case of an emergency.

Illlllllllllllll

IIIIIIIIIIJ^

Travel, Literary,

Productions Worth While TopSri^^omedy ■

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

For lists of exchanges booking the new productions reviewed on this page, communicate with

REEL and SLIDE Magazine

Films for the Family Group

{Reviewed and listed by the National Juve-
nile Motion Picture League of
New York)

Supplementary Films

{With deletions recommended)
INSTRUCTION

Outing Chester Pictures. Reel, 1; producer.
Mutual; exchange, same; remarks: South Seas,
Fiji Islands, cannibals and their customs, weav-
ing baskets, industry, etc. (Cut use of slang at
end of reel.) Fourth grade.

The Healthiest Spot in India. Reel, 1 ; pro-
ducer, Edison-Conquest; exchange, George Kleine;
remarks: Rope bridge, native athletes, cascade,
panorama of Himalaya, saw mills, women shell-
ing rice, shawl weaving. Fifth grade.

The Midnight Ride of Paul Revere. Reel, 1;
producer, Edison-Conquest; exchange, George
Kleine; remarks: Fourth grade.

Captains of Tomorrow. Reel, % ; producer,
Edison-Conquest; exchange, George Kleine; re-
marks: West Point, the beauty of perfect dis-
cipline, marching, riding, on parade, etc.

The Making of a Hundred Guns. Reel, %;
producer, Edison-Conquest; exchange, George
Kleine; remarks: Shows the making of large
guns from beginning to completion.

What Training Means to an Athlete. Reel,
54; producer, Edison-Conquest; exchange, George
Kleine; remarks: Marathon races, pole jump-
ing, hurdles, pole vaulting, Chinese pole vault-
ing, etc. Fifth grade.

Family Films

{Recommended for children over 12 years of age,
young people and parents)

The Little Chevalier. Reels, 4; producer, Ed-
ison-Conquest; exchange, George Kleine; re-
marks: Drama.

Champion Baby. Reel, 1; producer, Edison-
Conquest; exchange, George Kleine; remarks:
Comedy.

Industrial^Educationals

This list has been compiled as a service only.
It will be necessary to write direct to each com-
pany in whose films you may be interested, for
terms, etc.

Henry Disston & Sons, Inc., Phila., Pa.

"Making Crucible Steel, Circular, Band,

Cross-Cut and Hand-Saws, Files and

Rasps" 3,500

Alpha Portland Cement Co., Alpha, N. J.

American Cyanamid Co., Buffalo, N. Y.,

"Fixation of Atmospheric Nitrogen"
American Hoist & Derrick Co., St. Paul,
Minn.

"In the Woods with the American Log

Loader" 1,000

"The American Railroad Ditcher in

Service" 1,000

American Museum of Safety, New York

City, N. Y.
American Steel & Wire Co., 30 Church St.,

New York City, N. Y.
American Telephone & Telegraph Co., New

York City, N. Y.
American Tobacco Co., New York City,

N. Y.
Amoskeag Mfg. Co., Manchester, N. H.

"Cotton Industry" 3,000

"Woolen Industry" 3,000

Arkansas Soft Pine Bureau, Little Rock,
Ark.

"The Soft Pine Lumbering Industry"
Armour & Co., Chicago, 111.

"The Packing House Industry" 10,000

"Making Stockinette Coverings for Star

Hams" 500

Atchison, Topeka & Santa Fe Ry. Co., Chi-
cago, 111.
Baltimore & Ohio Railroad Co.

"The House That Jack Built" 2,700

Barber Asphalt Co., Philadelphia, Pa.

"Trinidad Asphalt" 1,000

Barrett Mfg. Co., New York City, N. Y.

"Coal Tar Products"
Bates Valve Bag Co., Chicago, 111.

"New Method of Filling Bags" 1,000

Battle Creek Sanitorium, Battle Creek,

Mich.
Beech-Nut Packing Co., Canajoharie, N. Y.
"Preparation and Packing of Choice
Food Products"
Belding Bros. Co., 902 Broadway, New
York City, N. Y.
"Silks"

Co,

New York City,
(Carpet
Hudson St., 'New/

Feet of . Men

IC

Bigelow-Hartford
N. Y.

"Under the
Weaving)
Borden Milk Co,
York (:ity, N. Y.

"Sanitary and Scientific Dairying"
"Certified Milk"
"Condensed Milk"
And other films
Boston Woven Hose & Rubber Co., Boston,
Mass.

"Rubber Hose"
Brown & Sharpe Mfg. Co., Providence,
R. I.

"Safeguards in Providence Plant"
The Brunswick-Balke-Collender Co., 29 W.
32nd St., New York City, N. Y.
"Fine Cabinet Making"
"Billiards and Bowling"
C. P. Burnstad Ranch, Burnstad, N. D.
"Typical Western Ranch, Cattle and
Sheep"
Canadian Pacific Railway Go., Montreal,
Can.

"Irrigation in Alberta"
And other films
Carnation Milk Products Co., Seattle, Wash.

"Manufacture of Evaporated Milk" 1
Certainteed Products Corporation, New

York City.
Chicago, Burlington & Quincy Railroad Co.,

Chicago, 111. 25

Chicago, Milwaukee & St. Paul Railway,
Chicago, 111.

"Electrification of Line Through Rocky
Mountains"
Cleveland- Akron Bag Co., Cleveland, Ohio.
Commonwealth-Edison Co., Chicago, 111.
Corn Products Refining Co., New York

City, N. Y.
Corticelli Silk Mills, Florence, Mass.

"From Cocoon to Spool" 2

Curtis Publishing Co., Phila., Pa.

"Producing the 'Ladies' Home Journal"

and 'Saturday Evening Post' " 6,

"Thomas Jefferson Morgan, P. J. G."
Dalton Adding Machine Co., Cincinnati,

Ohio.
The Dennison Mfg. Co., Framingham, Mass.

"Crepe Papers"
Denver & Rio Grande Railway, Denver,

Colo.
Detroit Stove Works. Detroit, Mich.

"Making Jewel Stoves"
Diamond Match Co., New York City, N. Y.

"Striking a Light"
Dodge Bros., Detroit, Mich.

"Motor Cars"
Doubleday, Page & Co., Garden City, L. I.,
N. Y.

"Book and Magazine Making"

Dow Wire and Iron Works, Louisville, Ky.
"Manufacture and Use of Structural

Wire and Iron" 1,000

E. I. du Pont de Nemours Co., Wilmington, ,

1,000 Del.

"Farming With Dynamite" 1,000

Eastman Kodak Co., Rochester, N. Y.,
1,000 "Caution and (Carelessness" 1,000

East Ohio Gas Co., Cleveland, Ohio.
Elgin National Watch Co., Elgin, 111.

"Making a Fine Watch" 1,000

1,000 Ely-Lilly Co., Indianapolis, Ind.

"Making Pills and Capsules" 2,000

The Fleischmann Co., Cincinnati, Ohio.
Follansbee Bros. Co., Pittsburgh, Pa.
2,000 "Making Scott's Extra Coated Roofing

3,000 Tin" 2,000

Ford Motor Co., Detroit, Mich. 1,000

W. P. Fuller & Co., San Francisco, Cal.

"Making White Lead and Paint" 1,000

3,000 General Roofing Mfg. Co., St. Louis, Mo.

"From Rags to Roofing" 1,000

General Electric Co., Schenectady, N. Y.
1,000 "Incandescent Lamps" 1,000

"Heating Devices" 3,000

"Schenectady Works" 2,000

"Electricity on the Farm, Steam Tur-
4,000 bines" 3,000

"Electrical Machinery of Panama

Canal" 2,000

2,000 And other films.

General Fireproofing Co., Youngstown, O.
"All-Steel Furniture and Its Use"
1,000 German Kali Works, Chicago, 111.
"Why the Fish Failed"
(Illustrating why potash is necessary
1,000 to soil)

D. Ghirardelli Co., San Francisco, Cal.

"Making of Chocolate" 1,000

Ginn & Co., 70 Fifth Ave., New York City,
000 N. Y.

"Bookbinding" 1,000

Globe Stove & Range Co., Kokomo, Ind.

"Making Stoves and Ranges" 1,000

B. F. Goodrich Co., Akron. Ohio.
Grand Rapids Show Case (To., Grand Rap-
ids, Mich.
Grand Trunk Pacific Railway, Montreal,

Can. ■?

"The Apple Industry in Ontario" "'

And other films
Great Northern Railway, St. Paul, Minn.
Hecker-Jones-Jewell Milling Co., New York
City, N. Y.

"Making Flour and Other Farinaceous

Products" 1,000

Hendee Mfg. Co., Springfield, Mass.

"Making Indian Motorcycles" 1,000

Hercules Powder Co., Wilmington, Del.

"Modern Uses of Dynamite" 1,000

H. J. Heinz Co., Pittsburgh, Pa.

"Making of Heinz Pure Food Prod-
000 ucts" 3,000

Hershey Chocolate Co., Hershey, Pa.
000 "Cocoa and Chocolate, From Bean to

Cup" 3,500

Holt Mfg. Co., Peoria, 111., and Stockton,
Cal.
"Harvesting With the Caterpillar

Tractor" 1,000

000
000

1,000

Fill In and Give This to Your Nearest Theater Owner

Proprietor Theater, City.

I am anxious to have my young people see, and myself should like to witness,
an exhibition of the following moving picture feature:

Name of pictiare

Producer _ Exchange.

If your theater is willing to regularly exhibit films of this class and type,
you may count on the regular attendance of members of our institution and
their friends.

Signed.

Date..

Address..

29

30

REEL and SLIDE

Hudson Motor Car Co., Detroit, Mich.

Imperial Oil Co., Sarnia, Ontario, Can.
"Oil Industry in Canada"

International Harvester Co., Chicago, 111.

•'Back to the Old Farm" 1,000

"Agricultural Machinery in Action" 1,000

International Paper Co., New York City,

N. y.

"Making Paper"
Russell Jennings Mfg. Co., Chester, Conn.

"Auger Bits"
Jersey City Printing Co., Jersey City, N. J.

"An Efficient Printing Plant" 1,000

Kewanee Boiler Co., Kewanee, 111.

"Making Boilers" 2,000

Killdeer Commercial Club, Killdeer, N. D.

"Cattle Shipping Day" 1,000

L. O. Koven & Bro., SO Cliff St., New
York City, N. Y.

"An Up-to-date Boiler Works and Sheet

Metal Plant" 1,000

Krohn-Fecheimer Co., Cincinnati, Ohio.
Lamb-Fish Lumber Co., Charleston, Miss.

"Lumber Industry" 4,000

Larkin Co., Buffalo, N. Y.

"Soaps, Perfumes, etc." 2,000

Lehigh Portland Cement Co., AUentown,

Pa. 3,000

Libby, McNeil & Libby, Chicago, 111.
Thos. J. Lipton, New York City, N. Y.

"Picking, Preparing and Shipping Tea

in Ceylon" 1,000

Long-Bell Lumber Co., Kansas City, Mo.

"Lumber Industry"
Louisville Soap Co., Louisville, Ky.
Lowe Bros. Co., Dayton, Ohio.

"Paints, Varnishes, Colors"
McElroy-Sloan Shoe Co., St. Louis, Mo.
Macey Co., Grand Rapids, Mich.
Marshall Field & Co., Chicago, 111.
Maxwell Motor Co., Detroit, Mich.
Mayer Brothers, Chicago, 111.

"The Clothing Industry, From Sheep
to Wearer"
Metropolitan Life Insurance Co., New York
City, N. Y.

"The Human Side of Industry" 2,000

Milwaukee Electric Ry. & Light Co., Mil-
waukee, Wis.
Mount Royal Brick Co., Montreal, Can.
H. K. Mulford Co., Philadelphia, Pa.

"Antitoxins and Vaccines" 4,000

Murphy Varnish Co., Detroit, Mich.
National Assn. of Mfrs., 30 Church St.,
New York City, N. Y.

"Crime of Carelessness" 1,000

"The Workman's Lesson" 1,000

"An American in the Making"

"The Man He Might Have Been"
National Cash Register Co., Dayton, Ohio.

"Making a Cash Register"
National Fireproofing Co., Pittsburgh, Pa.

"Structural Steel and Hollow Tile"
National Lead Co., New York City, N. Y.

"White Lead"
National Tube Co., Pittsburgh, Pa.

"From Ore to Product"
North Dakota Holstein Breeding Circuit
Association, New Salem, N. D.

"Thirteen Holstein Dairy Farms"
Northern Pacific Railway. St. Paul, Minn.

"The Beauties of Yellowstone National
Park"

"Industrial Opportunities of the North-
west, on the Main Line"
Northwestern National Bank, Minneapolis,
Minn.

"Banking"
Oliver Iron Mining Co., Duluth. Minn.
Pacific Coast Shippers' Assn., Seattle, Wash.

"Lumbering"
Pacific Coast Steel Co., San Francisco, Cal.

"Steel Industry"
Packard Motor Car Co., Detroit, Mich.

"Wheel Building" ... ^'

"Truck Motor Assembly and Building" 3,

"Twin Six Assembly" 1.

"Body Building" 2,

"Body Painting" 1,

"Cushion Building" 1,

"Top Building" 3,

Page & Shaw, Inc., Cambridge, Mass.

"Candy"
The A. N. Palmer Co., New York City and
Chicago, 111.

"Penmanship" 1,000

Peabody Coal Co., Chicago, 111.

"Coal Mining in Southern Illinois"
Pennsylvania Railroad Co.. Philadelphia, Pa.

"Modern Railroading" 2,000

Portland Cement Assn.. Chicago, 111.

"The Romance of Concrete" 10,000

"Road Making"

And other films.
Postum Cereal Co.. Battle Creek, Mich.

"Making of Pure Foods in Battle

Creek" 1,000

Phoenix Hor.se Shoe Co., Chicago, 111.

"Horse Shoe Industry"
Ed. Pinaud. New York City, N. Y.

"Perfumes, etc." 1,000

Thomas G. Plant Co., Boston, Mass.

"Making Women's Shoes"

1,200
1,000
3,000
3,000

1,500

2,000
1,000

1,000

2,000

000
000
000
000

Ooo

000
000

The Printz-Biedermann Co., Cleveland, O.

"Making Women's Outer Garments" 1,000
Procter & Gamble Co., Cincinnati, O.

"One Girl in a Thousand" 1,100

Pyrene Mfg. Co., New York City.
Reed & Barton, Meriden, Conn.

"Making Silverware" 2,000

Remington Typewriter Co., New York City,
N. Y.

"Evolution of a Typewriter"

"Evolution of a Stenographer"
Robbins & Myers Co., Springfield, O.

"Small Electric Motors"
Rogers-Brown Co., Cincinnati, Ohio.

"From Mine to Moulder" 3,600

Royal Tailors, Chicago, 111.
Russell-Miller Milling Co., Minneapolis,
Minn.

"Flour" 2,000

Sherwin-Williams Co., Cleveland, Ohio.

"Paints and Varnishes" 2,000

Wm. Skinner & Sons, Holyoke, Mass.

"Silks and Satins" (Life History of
Silk- Worms, etc.) 1

Slawson-Decker Co., New York City, N. Y.

"Milk Industry" 2

Southern Pacific Railway Co., San Fran-
cisco, Cal.
Sperry Flour Co., San Francisco, Cal.

"Bread-Making in Different Parts of
the World"
Sprague Canning Machinery Co., Chicago,
111.

"Pea Canning in Wisconsin"
Standard Sanitary Mfg. Co., Pittsburgh, Pa.

"Making of a Tub"
L. S. Starrett Co., Athol, Mass.

"Making Machinists' Tools"
The John B. Stetson Co., Philadelphia. Pa.

"Making Felt Hats"
Strathmore Paper Co., Mittineague, Mass.

"Linen Papers"
Staude-Mak-a-Tractor Co., St. Paul, Minn.

"Using a Ford for Heavy Pulling"
Sulzberger & Sons Co. of America (Wil-
son & Co., Inc.), Chicago, 111.

"Packing House Industry" 10,000

Todd Protectograph Co., Rochester, N. Y.
Underwriters' Laboratories, Chicago, 111.

"Showing Precautionary Methods
Used"
Union Pacific Railway, Chicago, 111. 5,000

United Shoe Machinery Co., (Publicity
Dept.), Boston, Mass.

"The Making of a Shoe (From Cow-
hide Pelt to Goodyear Welt) 2

"Jim's Vocation" 1

"The Industrial City" 1

United States Brewers' Assn., Union
Square, New York City, N. Y.

"Liquid Bread" (Showing How Beer
is Made)
United States Gypsum Co., Chicago, 111.

"The Gypsum Industry in America"
United States Steel Co., New York City,
N. Y. '

Walkover Shoe Co., Campello, Mass.

"Making 'Walkover' Shoes"
Ward Baking Co.. New York City, N. Y.

"Making of Bread"
Washburn Lignite Coal Co., Wilton, N. D.

"Lignite Coal Mines, Beautiful Farms"
L. E. Waterman & Co., New York City,

000
2,000

1,000

5,000
4,000
1,200
1,000
1,500

000
000
000

1,000

900
5,000
1,000

N. Y.

"Ideal Fountain Pens" 1,000

Welch Grape Juice Co., Westfield. N. Y. 2,000
George Weideman Brewing Co., Newport,

Ky.
Wells Fargo & Co., New York City.
Western Electric Co.. New York City, N. Y.

"The Emancipation of Mrs. Drudge" 1,000
Western Meat Co., San Francisco, Cal.

"Califene" 500

Westinghouse Electric & Mfg. Co., Pitts-
burgh, Pa.
Willys-Overland, Inc., Toledo, Ohio.

Selected Pictures

Reviewed by the National Board of Review

During; the Month to November

23, 1918

ENTERTAINMENT

Branding Broadway, 5 reels. Famous Players-
Lasky: Paramount. Star, William S. Hart. Com-
edy drama of a westerner in New York.

Kaptain Kidd, Jr., 5 reels. Famous Players-
Lasky: Artcraft: Star, Mary Pickford. Comedy
romance.

Under the Greenwood Tree, 5 reels. Famous
Players-Lasky : Artcraft. Star, Elsie Ferguson.
English gypsy romance.

I'll Say So, 5 reels. Fox. Star, George Walsh.
Comedy drama.

AH Baba and the Forty Thieves. 5 reels. Fox.
Stars, Gertie Messenger and Georgie Stone. The
old fairy story beautifully done with child actors.

Toad Allen's Elopement, 2 reels. General (Vita-
graph). A Wolfville story by Alfred Henry
Lewis.

Buried Treasure, 2 reels. General (Vitagraph).
An O. Henry story.

Sawdust Doll, The, 5 reels, Pathe. Star, Marie
Osborn. Child melodrama.

Fortunes^ of Corinne, The, 8 reels, Pathe. Child
comedy drama.

Love's Pay Day, 5 reels. Triangle. Star, Rose-
mary Thebe. A delightful romance.

Captain's Captain, 5 reels, Vitagraph. Star,
Alice Joyce. Romance.

Dawn of Understanding, The, 5 reels, Vitagraph.
Star, Bessie Love. Western drama.
HUMOROUS

Sheriff, The, 2 reels, Famous Players-Lasky:
Paramount. Arbuckle comedy.

Way of a Man with a Maid, The, 5 reels. Fam-
ous Players-Lasky: Paramount. Star, Bryant
Washburn. Comedy romance.

Tell It to the Marines, 5 reels. Fox. Stars,
Lee Children. Burlesque.

Perfect Thirty-six, A, 5 reels, Goldwyn. Star,
Mabel Normand. A wholesome comedy drama.

Lyons and Moran comedies, 1 reel each. Uni-
versal: Strikebreakers, Straight Crooks, Temper
and Temperament.

Mutt and Jeff cartoons, 1 reels each. Fox:
The Doughboy, Pot Luck in the Army, 'Round the
World in Nine Days.

Humbugs and Husbands, 2 reels, Vitagraph.
Broad comedy.

Camouflage, 2 reels. Jester. Star, Tweed Dan.
Broad comedy.

The Fatal Flower, 2 reels. Jester. Star, Tweed
Dan. Broad comedy.

PATRIOTIC AND WAR PICTURES

Lafayette, We Come, 6 reels. Mutual. Made
for the Committee on Public Information, being
the third of the pictures under government super-
vision.

Under Four Flags, 6 reels, Pathe. Also a Com-
mittee on Public Information picture. Showing
American troops in Italy, France, Belgium and
Russia, with an all-tar cast.

The Kaiser's Finish, 7 reels. A. Warner. War
melodrama.

Common Cause, 7 reels, Vitagraph: Blackton.
Star, Herbert Rawlinson. A thrilling and con-
vincing French war drama.

The Greatest Thing in Life, 7 reels. Famous
Players-Lasky: Artcraft (D. W. Griffith produc-
tion). Stars, Lilhan Gish and Robert Harron. A
French war story with a remarkable combination
of the larger phases of the war and intimate de-
tail of a group of French and American partici-
pants.

TRAVEL AND SCENIC

Cannibals of the South Seas, 10 reels, Robertson-
Cole. Mutual: Rothacker-Outdoor: Black Feet
and Flat Heads, Bad Man and Good Scenery,
PeaHs, Pines and Parks.

Official War Review Number
23 Has Ample Thrills

' irr^HE far-flung battle line" is the
I thread that holds together the
■■■ stirring incidents of the Official
War Review, No. 23, released December 1.
The events transpire on the longest battle
front the world has ever known — from the
Persian Gulf to the English Channel.
British gunboats on the Tigris, hard by the
Garden of Eden, bombard the Turk. In
Palestine, the British Tommy rolls back
the Moslem hordes, just as in the days
of the Crusaders, and while the modern
motor car helps in the drive for victory,
that old standbv, the "Ship of the Desert,"
does its bit. The Turks, like the Huns,
know when thev have enough, and also
cry "Kamerad." Into the Holy City
marches Tommv, passing in review before
General Allenbv, the rescuer of Jerusalem.
Along the "Eternal Alps" Italy strength-
ens her wall of defense, and while Austrian
shell fire wrecks an Alpine bridge, it is
promptly repaired, and the conquering
Italians stream on to victory. The color
of the Far West illumines the high spots
on the French front, and the Spahis drive
back the Huns with irresistible fury. The
retiring Boche leaves death traps for the
unwary, and behind the retreating hordes
there is a long trail of desolation; but
through it all the French villagers cling
to their homes, never despairing of the
ultimate triumoh of the Allies.

Pershing's boys sweep over the St.
Mihiel salient, pressing back the Hun,
while the tireless engineers build new
bridges and repair shell-shattered highways
for the onward drive of the America's
Army of Victory.

I !

M A G A Z. I N E

Trade Announcements

Offerings

of

the

Motion Picture Producers, Exchanges, Projector, Stereopticon
Makers, Lantern Slide Manufacturers and Supply Houses.

and

Equipment

Vol. 1

DECEMBER,

1918

No.

la

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ilil

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lilliiiii

ill illlililH

illllillllllH^^^^^^^

lllliillllllllllllllllll

llllllllllllllilll

iiili

llllllllllllllll

II llllllllllii

life

Motion Pictures

The New Text Book

PoAver's Gamer agraph

The Expert Teacher

Through visualization, subjects are im-
pressed on the memory. Through the
medium of the pioneer projector of the
industry

Power's
Cameragraph

every phase of a subject is so clearly

delineated on the screen that the eye

sees all details of the film.

Projects Properly

NICHOLAS POWER COMPANY

Power's

Pioneers of
Projection

INCORPORATED

90 Gold Street
New York, N. Y.

31

32

REEL and SLIDE

National Exhibitors' Circuit
Gets Johnson Series

THE First National Exhibitors' Ex-
change has secured for distribution
in the State of New York Martin
Johnson's sensational "Cannibals of the
South Seas." The deal, one of the most
important of the autumn, has just been
consummated with the Robertson-Cole
Company, which controls the world's rights
to this remarkable collection of motion
pictures.

Robertson-Cole only recently announced
that it had acquired for release Martin
Johnson's "Cannibals of the South Seas"
as the first big subject to be handled in
America through its newly organized do-
mestic department. The New York state
transaction followed close upon this trade
statement.

The First National Exhibitors' Exchange
of New York considers the cannibal feature
one of the sure fire 100 per cent box office
attractions of the coming season.

1,000-foot lengths with uniform precision
and at the saving of enormous losses, makes
a central printing and developing plant a
reali.ty."

Spoor-Thompson Processing Plan
Now in Operation

AT a time when the film industry is
feeling an external pressure due to
the gigantic war and when internal
conditions are particularly unsettled, neces-
sitating the greatest economy in all its
various branches, George K. Spoor, presi-
fient of the Essanay Film Manufacturing
Company, has perfected a processing ma-
chine, which, it is stated, will save manu-
facturers millions of dollars annually.

Two of these machines, which are said
to be revolutionary in their method of pro-
cessing film, are now installed and working
at the Essanay studios, Chicago. They are
said to have been given a practical test
under the most severe and exacting condi-
tions, and it is asserted that they have pro-
cessed millions of feet for Essanay and
other concerns with highly satisfactory re-
sults. ' ;<;^'^

Ten machines, each ^ feet in length' and
weighing IS tons, have been constructed
and are now being installed. They will be
in operation shortly and the ten machines,
with a generous allowance for delays of
any nature whatever, are capable of pro-
cessing a minimum of 10,000,000 feet a
week, according to report.

Some years ago Mr. Spoor, who has had'
developed and constructed much of the
finest laboratory machinery in use in the
motion picture art to-day, began a careful
and exhaustive study of the situation. He
was convinced that the system of process-
ing film in vogue was antiquated, and had
failed to keep pace with the advancement of
the motion picture industry in other lines.
He believed that there was a tremendous
waste involved, both in time and material.

"With a view to eliminating this waste
and at the same time standardizing the
work so as to obtain a uniform and high
grade of development throughout, I en-
gaged Mr. F. B. Thompson, an engineer of
high qualifications and an expert in chem-
istry, to construct a processing machine."
said Mr. Spoor.

"After a year of experimenting, Mr.
Thompson completed this machine. Two
years ago it was installed in our Essanay
studios, where its operation was studied and
thoroughly tested and corrections made un-
til it was brougt/t to the present high stand-
ard of efficiency and perfection.

"The Spoor-Thompson processing ma-
chine, with its new method of developing

Y. M. G. A. Buys Many Motio-
graph Projecting Machines

ACCORDING to General Manager
Spahr of the Enterprise Optical Com-
pany of Chicago, the closing of the-
aters all over the country on account of the
influenza epidemic has proved a benefit in-
stead of a detriment to his business.

During the shut-down two Motiograph
De Luxe machines have been installed in
each of the following places : Akron, Ohio ;
Stigler, Okla. ; Saranac, Mich. ; Chelsea,
Okla. ; Danville, 111., and Famour Theater
at Chicago. One machine was installed al-
so at the Noyes School at Evanston, 111.

In addition to this it is reported that
the H. K. Barnett Supply Company of
Dallas, Texas, has sold and installed in Y.
M. C. A. huts in the State of Texas fifty
Motiograph machines and received an addi-
tional order from the Y. M. C. A. for
thirty.

While Mr. O. F. Spahr, general manager
of the Enterprise Optical Co., was attend-
ing the recent New York convention of the
motion picture industry, he received per-
sonally from the New York headquarters
of the Y. M. C. A. an order for one hun-
dred additional Motiograph machines.

The Enterprise Co.' had previously fur-
nished the Y. M. C. A. army huts of the
United States cantonments between five
and six hundred machines. The Y. M. C.
A. are now arranging to ship Mazda equip-
ment of Motiograph type to Philippines.

Lewy Studios Film Munitions
Plant in Baltimore

THE Lewy Studios, Baltimore, Md.,
have just completed a commercial film
picture of approximately eight hun-
dred feet for the Poole Engineering Co. of
- the same city. This picture was made for
historical record, showing what the Poole
Company has done in the line of building
12-in. 3 pounder and 37 M. M. guns. Also
the making of 37 M. M. shells, showing
how the casing is made from one brass
disc, and how the shells are turned out
from the long steel rods.

As Mr. Lewy and Mr. Barry, his director,
attended to the filming personally, no op-
portunity was lost whereby a close-up
could be used to advantage in showing the
many interesting stages munitions go
through in the making. There is every
reason to believe the film will be shown
to the public shortly.

Rothacker Booth at Congress

WHEN the Allied Metals Congress
convened at the Auditorium
Building in Milwaukee during the
week of October 8, the booth of the Roth-
acker Film Manufacturing Company of
Chicago was declared to be the most popu-
lar one there.

The Allied Metals Congress is composed
of the American Foundrymen's Association,
the American Institute of Mining Engineers
and the American Malleable Castings As-
sociation. The Rothacker Company had
exclusive motion picture privileges and
maintained a continuous exhibition of in-
dustrial, educational and sales film from 9
a. m. to 5 p. m. daily.

The Rothacker booth was handled by
Messrs. S. Calvert, C. P. Tobin, G. S.
Anderson and H. W. Mehnke.

Universal Industrial Dept. Staff

Uses Night Photography

( <T->v ANGER AHEAD" is the signifi-
I 1 cant title chosen for an elaborate
•*~^ industrial picture made by the
Universal Industrial Department under the
supervision of Harry Levey, Afanager, for
the Warner Lenz people, which is to be
used in exploiting that legahzed auto light
throughout the country. This picture is re-
garded as a great technical accomplishment,
as the difficulties to be overcome were en-
tirely out of the ordinary. This is better
understood when it is stated that the photo-
graphing of the lens in use was necessarily
done by night photography. One of the
principal of these was caused by the fact
that in photographing an oncoming automo-
bile with two headlights blazing behind the
Warner Lenz, but one of the hghts would
be in focus. So successfully was this hand-
icap overcome that one would never gue^s
from seeing the picture that it ever existed.

Of great value was the solving of aa-
other problem, that of showing the rela-
tive values of different lights projected
through -the Warner Lenz and other lenses.
The various problems were solved only
after the entire technical staff of the Indus*
trial Department of the Universal w^'
called in, and after many tests were made.

The desired results were finally obtained
and they are remarkably interesting.

Some of the experiments were such as to
lead to the belief that night photograp,l|y
might in the near future be used in conngE-
tion with tests of lights of various kinfs
on a much larger scale than any whijh^
may heretofore been attempted in the lai-
oratory. The results were such as to add
to the fame of motion pictures as an inval-
uable technical and scientific aid which is
ever available.

COMPLETE MOTION
PICTURE EQUIPMENT

ACME

With our ACME PORT-
ABLE PROJECTOR you

can exhibit motion pic-
tures in any part of the
world. Always ready.
No speciaj wires or
switches reQuired. Used
by Uncle Sara and by
Imndreds of educational
institutions. Price $180
complete with domestic
equipment; $200 fitted
and boxed for export.

HALLBERG PORTABLE
ELECTRIC PLANT

Where current cannot be
obtained use our electric
plants.

$300 up.

For big professional pro-
jection in permanent loca-
tion we recommend our

POWERS CAMERAGRA'H

Prices upon request

HALLBERG MOTOR GEN-
ERATOR SINGLE AND
TWIN UNIT

for one or two arcs, with or
without switchboard.

Prices upon request.

Don't forget, we carry
everything you need to ex-
hibit motion pictures except
the films. Buy now and
save money!

UNITED THEATRE EQUIPMENT CORP.

Executive Offices
1602 Broadway New York City

H. T. Edwards, J. H. Hallberg.

President Vice-President.

Offices in All Large Cities

REEL and SLIDE

33

Graphic Films

100?^ Efficiency Advertising

Produced by the

Originators of Animated Cartoon

Advertising

OUR SCENARIO DEPARTMENT.

conducted by the best art and advertising
ability procurable, is prepared at all times
to submit scenarios for snappy, entertaining
films that carry with them a direct appeal
and have a selling power which no other
advertising medium can obtain. To those
desiring to investigate this field of adver-
tising the above service is rendered with-
out cost.

Write Us for Details and Plan of Distribution

CAMEL FILM COMPANY

950-54 Edgecomb Place
Chicago

ylease say, "As advertised in REEL and SLIDE," when you write to advertisers.

J

34

REEL and SLIDE

iiiiiniiiiiiinii

Fiovn an aiiiniatcd diagraininatical drazving on aviation, produced by Bray Studios, Im

*'Movee" Camera and Pro-
jector Suitable for In-
struction

THE "Movee" Camera and Projector,
manufactured by the Movee Com-
pany of Cleveland, intended for home
use and for the benefit of the amateur, is
likewise, owing to its new improvements, of
service to the educational institution and
advertiser.

This announcement comes from the office
of the Movee Company, who report many
inquiries from educators and advertising
men, as well as the interest of the United
States Government in the larger and im-
proved model Movee Camera.

The "Movee" camera is light, compact,
and one of the smallest motion picture cam-
eras made using standard size film.

Designed to carry fifty feet of film, the
camera will make sixteen pictures to the
foot of film, or eight hundred exposures in
each film roll. By using the projector, the
pictures can be shown upon a screen at
home, and also pictures can be enlarged and
printed on photographic paper, from any
one of the tiny negatives, and without hav-
ing to cut the film to do so. With the
"Movee" outfit you can show your own
films on a screen to the family and to
friends.

Any events of interest can be "spliced"
and made into a continuous film of 1,000
feet in length, if desired, and be projected
on a screen, to provide entertainment.

The "Movee" Camera is no larger than
the ordinary kodak or hand camera.

As a projector, you can stop the machine
at any point and view any picture thrown
on the screen as long as desired, and with-
out anv injury to the film. This latter feat-
ure will be of great value and service to
photogranhers. teachers, salesmen, etc.

Oliver Company of Cleveland
Sells to Institutions

THE Oliver Moving Picture Supply
Company of Cleveland reports a num-
ber of sales of projectors to educa-
tional institutions in their territory. Among
them was the sale of a standard Simplex
projector to Villa Angela Academy, Not-
tingham, a suburb of Cleveland. The ma-
chine is being operated by Sister Polla of
the academy. Travel reels, selected come-
dies and literary features are shown weekly.

Portability Leading Feature of
Projectaslide Machine

THE new Projectaslide Stereopticon,
which has been on the market but a
short time, is being used with great
success by physicians as well as commercial
houses and educators, according to an
officer of the company.

The Projectaslide Company, manufactur-
ers of this machine, have offices at 30
Michigan avenue, Chicago.

"The unusual brilliancy possible with the
Projectaslide," continued this officer, "has
been remarked by many users. The
originator has in his idea embodied com-
pactness, efficiency, portability and attract-
iveness out of all proportion to its low
lost. It has been pronounced by adver-
tisers, • educators, physicians and commer-
cial bodies to be one of the most success-
ful stereopticons designed in the last thirty--
years.

"It is a handsome, neat, camera-like, pro-
fessional appearing instrument, which ap-
peals to the trade and individual alike.
Just attach it to any electric system of
standard service and fire away. It meas-
ures but 6xlOMxl7 inches and weighs ap-
proximately twelve pounds.

"The Projectaslide is built for the audi-
torium, office or home. Combining these
and many other requirements in one case
and under one cover and will project a
nerfect 8 to 10 foot picture. Patents pend-
ine have enabled us to dispense with the
bellows, cumbersome appliances, extra at-
tachments, outside slide boxes and travel-
ing cases. For in the designing of the
Projectaslide all of these objectionable fea-
tures are eliminated. Standard and tested
lenses, both projecting and condensing,
are furnished.

Uniscope Projector Creates Much
Interest In the Trade

THE Uniscope Projector, one of the
newcomers on the market, has at-
tracted widesoread attention in the
moving- picture trade. This machine, un-
like all others in so many respects, has
also won favor with the Y. M. C. A.,
among salesmen, and in many churches
which demand portability with the maxi-
mum illumination and projecting power.
Recent demonstrations given by representa-
tives of the Uniscope Company resulted in
comments concerning the ease of manipula-
tion, simplicity and power of the Uniscope
machine, particularly its length of throw
in an auditorium.

I Classified Advertising |

M A market place for the sale and exchange M

^ of equipment. Remittances must accom- g

= pany all orders for notices in this column, g

M The publishers expect that all statements g

g herein will bear investigation. Rates: Per M

s word, S cents. Minimum, thirty words. =

^ Discounts: Two insertions, 2%; 3 inser- =

^ tions, 5%; 6 insertions, 10%; 12 inser- =

^ tions, 20%. Remittance to cover must ^

^ accompany order. ^

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

WANTED TO LEARN CAMERA WORK—
Young man with some photographic experience
desires to find employment with an established
educational or commercial film producer, as
camera man. Address A-8, Reel and Slide Mag-
azine.

FOR SALE — Pathescope projector and outfit in
excellent condition. Address A-9, Reel and Slide
Magazine.

FOR SALE — Several thousand feet of excel-
lent negative illustrating oceanography. Never
yet exhibited. Address A-10. Reel and Slide.

SLIDES — Excellent sets of lecture slides on
foreign lands for sale cheap. Address A-11, Reel
AND Slide.

STEREOPTICON FOR SALE— Victor portable
stereopticon for sale. Excellent machine for lec-
ture work. Low price. Address A-12, Reel and
Slide.

WANTED — Expert laboratory man, good wages
and steady work. Address, A. E. V., Reel and
Slide.

SALESMAN — Good position open for salesman
who wishes to learn the industrial motion picture
business. A live field, capable producer with a
growing business. Send references. Address
A-13. Reel and Slide.

ATLAS PROJECTOR— Will sell Atlas projec-
tor at special low price. Used one season. Ad-
dress A-14, Reel and Slide.

BARGAIN — Party has 2 Pathescope portable
machines for sale. Have been used, but are in
first-class condition. Just the thing for home or
school use. Address A-2, Reel and Slide.

WANTED — Articles describing interesting ex-
periences and new ideas on visual instruction.
Outline your experience or idea in a letter. Ad-
dress Editorial Dept., Reel and Slide, 418 So.
Market St., Chicago, 111.

SLIDES — Excellent set of lecture slides will
be sold at reduced prices for rural school commu-
nities who desire to club together and circuit sets.
Address A-5. Reel and Slide.

CHEAPl^Adjustable, high grade, standard tri-
pod for use with motion picture camera, in first-
class condition. Will sell cheap. Address A-6,
Reel and Slide.

CAMERA MAN SHORTAGE? Some indus-
trial or educational producer has an apportunity
for an ambitious, progressive man of 30, married,
college education, six years active business ex-
perience as salesman of service in person, by let-
ter and as copywriter. Review ediotrial ex-
perience along business building lines. A picture-
sense developed by ten years of still kodak ex-
perience and study of advertising. Want to learn
camera work. Requirements reasonable in ex-
change for opportunity. Steady; best references.
Choose this field for permanent work. Address
A-16, Reel and Slide.

FOR SALE

Private collections of

Stereopticon Slides

on

Scientific Subjects

Plain and hand-colored, nega-
tives or copies as desired.

PRICES REASONABLE
Address: A-15, REEL and SLIDE MAGAZINE

i

REEL and SLIDE

35

The Power of the Screen

The successful use of pictures by the Government and its
various assisting organizations, has conclusively proven
that pictures presented in realistic form on the screen can
do more effective work in moulding public sentiment than
all the printed literature and speeches put together.

The Victor Portable Stereopticon

Has helped to effectively deliver the Government's messages to the
people in thousands of cities, towns and villages. Hundreds are in
service with the army and navy at home and overseas. (A large
order has just been completed for the Government for use in France.)

The reason for the selection of the Victor Portable Stereopticon is — ■
infallible, perfect performance in any branch of service.

Variations of lamps and lenses to meet any need.

Write today for prices and trial terms. Quick deliveries now.

VICTOR ANIMATOGRAPH CO.

125 Victor Building,

DAVENPORT, IOWA, U. S. A.

MORE LIGHT

WITH INCANDESCENT LAMPS IN THE

Victor
Animatograph

Than in Any Other Motion
Picture Projector.

Designed with, not merely adapted to,
the new high power Mazda projector
lamps.

Guaranteed — a motion picture image of
standard illumination, clearness, sharp-
ness and steadiness — entirely free from
eyestrain.

There are other features that make the
Animatograph the superior projector-
simplicity, economy, light weight, last-
ing quality. It's all explained and illus-
trated in a new catalog.

Write for information and terms.

Victor Animatograph Company

125 Victor Building

Davenport, Iowa, U. S. A.

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

Costly Slides-

in the long run, are inexpensive
slides. A good image on the screen
only comes from a cheap slide-
by accident.

Have your slides made and col-
ored by one \vho has visited the
places you are lecturing on. At-
mosphere is everything in a lantern
slide.

Write today to

JOSEPH HAWKES

147 West 42d St., New York City

-maybe
Stone
has it

Here's a "Film Library" of
Special Scenes

When you want to "Flash In" a Fire,
Explosion, Rough Water, Wreck, Collision,
Submarine, Zeppelin, Sunset, Ship Arriv-
ing or Departing, Naval, Guns Firing, Shots
Striking, War Stuff of Foreign or U> S. Ac-
tion, Travel Scenes anjrwhere in the World,
Scientific, Industrial, Insect, Animal or
Bird Life, Magic, Colored or Non-Flam,

"MAYBE STONE HAS IT"
146 W. 45th St. Bryant 2717 New York

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

Please say, "As advertised in REEL and SLIDE," when you, write to advertisers.

36

REEL and SLIDE

Minusa Gines Company Has
Screen for Schools

THE Minusa Cines Screen Company of
St. Louis will shortly announce a spe-
cial small screen of the most approved
type for institutional use. According to
this company, the war and an extraordinary
demand for the standard size screen has re-
tarded the full realization of the ideal
screen for school or church use.

The importance of a scientifically made
screen is pointed out by this company as
■follows:

"The first Gold Fiber screen built ten
years ago was a good screen, but we have
built many better since. Our Minusa Gold
Fiber screen built to-day by our new proc-
ess stands far ahead of all. It is the 'Orig-
inal Gold Fiber Screen — Perfected.' Every
change made during ten years was the re-
sult of painstaking, detail-absorbing study,
and has meant better projection for you.

"Your place has its own specifications —
height, width, length, picture surface, kind
of electric current used, length of throw,
and lighting conditions — in fact, your place
has its own individuality.

"Science has shown us that the color tone
of the projection light and the color of the
screen surface must match perfectly at the
'point of contact.' Each foot of your throw
and each inch increase or decrease in the
size of your picture changes the quality
and color of your projection light at the
point of contact. Each of these factors
mentioned has an important bearing on
your projection screen requirements. It
would be more than foolish to ignore them.
They circumscribe your screen necessities.

"The surface finish, color tone back-
grounds and size of your projection screen
are determined by the kind of auditorium
you have built."

Official War Review Con-
; tinues to Cover Peace
Parleys

AT a conference held in the office of
Marcus A. Beeman, Acting Director
of the Division of Films, Committee
on Public Information; between the vari-
ous interests concerned in the production
and distribution of the Official War Re-
view, it was definitely decided that the
Review would be continued as long as the
pictorial news coming from Europe made
it possible to keep up the -oresent high
standard of the issues. Among those pres-
ent at the conference were representatives
of the Division of Films, Pathe and the
Bureau of Official British Films in the
United States.

• Capt. G. McLeod Baynes, in charge of
the distribution of British films in the
United States, announced that he had just
received a cable apprising him that the
surrender of the German fleet to Admiral
Beatty had been successfully filmed, and
that thousands of feet of this historic
scene would be available for the Official
War Review. Capt. Baynes also stated
that a great deal of other interesting ma-
terial was now available, and that the
British contribution to the War Review
would continue to be of a most interest-
ing character.

Mr. Beeman stated that Director Hart,
who has gone to Europe, would arrange
for comprehensive pictures of the peace
conference, and that the interesting period
between the granting of the armistice and
the signing of actual peace would be fully
covered. There will be shown the sur-

render of the Germans, the evacuation of
the cities so long held by the Huns, the
return of the fugitives, the onward march
of the Allied Armies of Occupation, the
taking over of Metz and Strassbourg, the
departure of German power from Alsace-
Lorraine, and other events of tremendous
interest that will round out the history of
the World War.

The public demand for this pictorial
news service of the Allies' Victorious
Peace seems to be universal, and this is
reflected by the exhibitors, who have been
anxious to know if the War Review was
to be continued, in order that this demand
could be met. In the view of those com-
petent to speak, it will be many months
Ijefore the historic happenings in Europe
cease to have a -oictorial interest for pa-
trons of the motion picture houses.

Raths-Seavolt Co. Undergoes
Complete Reorganization

WR. MILLS, assistant general pas-
senger agent. Great Northern
• Railway, resigned December 1 to
become vice-president and general man-
ager of a newly organized film manufac-
turing company at St. Paul. Articles of in-
corporation were filed with the secretary of
state at the capitol last month. O. N. Raths,
■St. Paul postmaster, will be president of the
new company and C. E. Bell secretary.
The firm will be known as Raths, Mills
& Bell, Inc. It is a reorganization of the
Raths-Seavolt Film Manufacturing Co.

The new company will take over the
plant of the former organization at 817-
823 Universitv avenue. An office also will
be maintained in Minneapolis.

The company will engage in community
and industrial promotion, general adver-
tising and motion picture film manufac-
ture. Mr. Raths and Mr. Bell have been
successfully engaged in moving picture
film manufacture in St. Paul for the past
five years. Mr. Bell has made an historical
motion picture record of St. Paul's war
activities, including Red Cross parades, re-
CP-Dtions to Secretary W. G. McAdoo,
Theodore Roosevelt, and other features.
He is recognized as an exnert motion pic-
ture photographer, and has contributed
materially to the industrial and agricul-
tural develonment of the Northwest by
his work. Mr. Mills, while advertising
manager of the Great Northern Railway,
directed the production of upwards of a
million feet of motion pictures depicting
the agricultural and industrial develop-
ment- scenic attractions and Indian life of
the Northwest for the Pa^he. International,
Paramount. Mut'iab Lyman H. Howe,
Prizma-Ci^lrir snH r^^hpl" laro'p mot'on nic-

ANY SUBJECT-

needed by the pedagogue or lecturer
who demands high technical accu-
racy and photographic quality can
be supplied by this stereopticon
library. Our standards are recog-
nized by the leading teachers and
educational institutions as the
highest.

We also produce slides
from original copy, to
your order. Write to
us today.

THE BESELER LANTERN SLIDE CO.

132 East 23rd St. New York

ture producing and distributing organiza-
tions throughout the country.

"We intend to make the firm of Raths,
Mills & Bell, Inc., an active force in_ the
development of the industrial and agricul-
tural Ufe of the Northwset during the
period of reconstruction following the
war," said Mr. Mills. "There is much for
all the states and communities of the
Northwest to do to hold their own with
other esctions of the country which are
already taking steps to prepare for after-
the-war development."

A victory celebration was held at the
Hotel La Salle on December 11 by the
French section of the foreign language di-
vision of the Chicago Liberty Loan organi-
zation. Moving pictures were shown, de-
picting war activities by the French army,
and a group of bluejackets from Great
Lakes supplied the music.

It Is the Duty of Every

Institution with a

Projector

— to show that most
amazing of educational
spectacles —

"The Men of the Hour"

— featuring the PEER-
LESS AMERICAN
ARMY AND NAVY.

D

uplifting — inspiring — gripping —
interesting, full of wholesome
amusement and — plenty of action.

D

Write to us today for
our plan — Address

Cosmofotofilm Co., Inc.

220 W. 42nd Street
NEW YORK

4KW ELECTRIC
GENERATING OUTFIT

ESPECIALLY ADAPTED TO
OPERATING

MOVING PICTURE MACHINES,

LIGHTING BUILDINGS. ETC.

SEND FOR BULLETIN NO, 26

UNIVERSAL MOTOR COMPANY

OSHKOSH, WISONSIN

REEL and SLIDE

37

"Mcintosh Lanterns

Are Honest Lanterns"

Mcintosh Slides

are not just simply pretty
pictures. They are selected
and made

WITH A PURPOSE

The new educational cata-
logs contain lists of slides
selected after a careful study
of curricula and textbooks,
and both per se and in
arrangement are thoroly
pedagogic. They are ready
to apply.

The teacher need not spend
a long time in study and
preparation of the lesson and
its illustration. Mcintosh
Slides are ready to illus-
trate it.

This is true also of McINTOSH
HONEST LANTERNS. Just
screw the plug into the socket,,
switch on the current, focus and
change the slides. That's all there
is to operating the Automatic
Sciopticon. But better than all
that^ — the automatic, instant
change, no eyestrain slide changer
is an exclusive feature, which
makes the old side-to-side slide
carrier an obsolete relic.

Automatic Sciopticon with 400 w. Mazda
lamp ready to connect and show pictures,
$44.00. Other lanterns $32.00.

It is remarkably efficient and exceed-
ingly simple.

You can have one on approval for five
days' trial. Ask us how.
Any of the following educational cata-
logs will be sent on request:

SLIDE CATALOGS
A — Agriculture and Extension.
E — Geography and Industries.
H — History, Civics, Biography.
S — Science.

Religious, Travel, and general slides
are listed in a separate catalog.

We are projection experts and will
gladly advise and assist you in the
selection of apparatus.

McINTOSH foSNT^""

485 Atlas Block CHICAGO

IT

SHOULD

BE

^omebody's Business

That

Is

Our

Business

— and

No

Charge

m

to keep closely in touch with all the
best new ideas in screen advertising.
Methods of production, and distribu-
tion of commercial films advance and
improve so rapidly that somebody must
make this their ONL Y business.

M A C A. Z. I N E

Service Department

attends to this business exclusively.
And it is done for the benefit of its
readers.

Whatever you want to
know about screen ad-
vertising, our Service
Department can tell you

Write to Us Today

U^^^B^&^B^S^Ss^^K^^^B^U^^^^g^

ADVERTISING FILMS

Our SUCCESSFUL advertising films, short animated
cartoons, pictures using live models, or industrial
productions, combined with

DIAMOND DEALER HELP SERVICE

gives you a screen campaign complete in every detail.

Let Us Show a Sample Picture to You
In Your OFFICE

The DIAMOND FILM COMPANY is a pioneer
organization with scores of successful screen campaigns
to its credit— the DIAMOND STUDIO, newly fitted
up, contains every modem facility known to moving
picture production. Quantity production enables
us to give highest grade work at lower prices.

Our Customers Include Many of the Leading Advertisers
of the Country :: Send for Full Information Today.

ADDRESS

THE DIAMOND FILM COMPANY

2624 Milwaukee Avenue :: CHICAGO

38

REEL and SLIDE

OFFICIAL ORGAN

OF THE

SCREEN
ADVERTISERS'
ASSOCIATION

OF THE WORLD

OFFICERS

JOE BRANDT President

New York

R. R. Hollister Ist Vice-Pre»ident

Dayton, Ohio

Tii-ey L. Ford 2nd Vice-President

W. F. Herzberg Secretary and Treasurer

The Screen Advertisers' Association has noti-
fied all of the advertising clubs in the United
States that they are prepared to loan films to any
of the clubs to show at their meetings to mem-
bers who desire to get first hand information re-
garding motion picture publicity. Anyone having
films available for such exhibitions should send
a list of same, with continuity and approximate
footage, to Harry Levey, Room 707, 1600 Broad-
way, New York, who has been appointed to con-
duct these showings, which are intended to ac-
quaint all advertising men with the possibilities
of the screen as an advertising medium.
* * *

The Screen Advertisers' Association is revising
its list of available theaters in the United States
and Canada that use a film and slide advertising
service. Both members and non-members of the
association should send in this information, as
many inquiries are received asking who places
screen advertising and where, in many of the large
cities. The data should consist of the names of
the theaters, if they use slides or films or both,
their charges for showing same, and the number
of slides they will show and the approximate
length of film footage. Any other information
that will assist in interesting a prospective adver-
tiser in screen advertising should be included.
This data will be kept in the archives of the asso-
ciation and should be sent as soon as possible to
Harry Levey. Chairman of the Executive Commit-
tee, Screen Advertisers' Association, Room 707,
1600 Broadway, N. Y. The information will be
always available to members and others who wish
it.

« * »

Sol Goldstandt, general manager of the Indus-
tro Scientific Film Company of Cleveland, is rapid-
ly enlarging the studio facilities of that company
and is also arranging with additional theaters
for exhibitions of advertising films. The Indus-
tro Scientific Company is doing considerable pro-
ducing in the industrial line, as well as processing
for others.

« * «

The Artfilm Studios of Cleveland announce the
addition of many new, small town tlieaters to
their list in Ohio and Pennsylvania. Representa-
tives are signing up theaters at the rate of about
one a day, according to H. V. Stambaugh of the
company.

*, * *

Past contributors to Reel and Slide have
brought to light many interesting angles of in-
dustrial production, among them points which

will, by elimination, or the boiling-down process,
lead to a slogan that will express the essence
of industrial picture value.

To make this clear, we submit the thought ex-
pressed by "seeing is believing." Whoever dug
that hoary adage from the world's collection of
trite sayings and found for it so apt an application
is deserving of a vote of thanks.

Years ago when package goods were first be-
coming recognized as a gcCod thing that had come
to stay, there were many skeptics among the
small retailers throughout the country, and, un-
fortunately for the manufacturers, their name was
legion. What percentage of the whole number
they represent would be an idle inquiry. It is
enough to know that they presented a real prob-
lem to the manufacturer who, after installing ex-
pensive package machinery, sought the wider dis-
tribution of his goods to which their new form
entitled them.

It was this that led advertising agencies of the
progressive class to take up as a part of theil
obligations to their clients, problems of distribu-
tion which vastly extended their opportunities for
service. One of the first devices employed was
that of impressing upon the retailer the impor-
tance to him of the advertiser's national campaign.
Sixteen to twenty-four page booklets as large as
a page of the Ladies' Home Journal, for instance,
were prepared, which gave in detail the interesting
facts regarding the forthcoming national adver-
tising. The mediums to be used, their tremen-
dous combined circulation, the number of read-
ers throughout tre country who would see and
be influenced by the advertising, were exploited
in the most attractive manner, and the argument
of "get your share pf the demand we are creat-
ing," was played up to the limit of human in-
genuity.

» * *

Now this is palbably "old stuff." It is now, with
later developed embellishments, a part of any
reputable agency service. And the door thus
opened led the agencies to the most exhaustive
tabulation of statistics in various lines that might
be used to further their client's distribution plans.
"Old stuff," to be sure, but there are many of us
who remember that the innovation was so violently
opposed by many influential agency men that in-
ternal dissensions arose in many cases which
threatened to disrupt their organizations.

Progress won, as it always wins — eventually^
in America. And now a decade later the conserv-
atives in the advertising agencies are steadfastly
using only their blind eye when motion picture

publicity is presented to them. In short, they not
only can't, but won't — see it. Anyone who has
worked behind the scenes of an advertising agency
knows that an agency man always runs true to
form. It is as natural for an agency man to op-
pose pictures as it was in the old days for him
to oppose any expenditure on the part of his
client that would cut down the billing, upon the
commissions for which the agencies paid salaries.
* * *

Great things have happened to the agency con-
sciousness in the past decade. The service ren-
dered is incalculably more valuable to the adver-
tiser than he ever dreamed of kicking for in the
old days.

And yet —

Well, it is strange that the men of the most pro-
gressive profession in the world should have that
queer little reactionary streak. Let it be said
to their credit that they can and do recognize an
irresistible force when they feel it brushing them
aside in its onward march of progress, and al-
ways, as previously remarked, they run true to
form.

What odds that in no long period of time adver-
tising agencies as a class will be the strongest
supporters of the industrial motion picture?

"Seeing is believing."

Harry Levey, manager of the Industrial
Department of Universal, has just returned
from a trip through the middle west, where
he visited the various members in that lo-
cality. He finds that business for reel and
slide advertising is exceptionally good in
that territory and promises to get even
better now that peace is assured.

The Industrial Department of the Uni-
versal Film Mfg. Co. has on hand a num-
ber of short length subjects which they will
be pleased to have film manufacturers and
distributors review. If those interested will
send in a list of the subjects they need,
and the approximate length, arrangements
will be made to project same either in New
York or at one of the Universal branches.
This announcement comes from the office
of the company.

APPLICATION FOR MEMBERSHIP

Screen Advertisers' Association of the World

Harry Levey,
Chairman Executive Committee,

Care of Universal Film Mfg. Co.,
1600 Broadway, New York

Kindly send me the Pledge of Standards of Practice and all particulars necessary for my becoming a member of the Screen
Advertisers' Association of the World.

Name

Date.

Firm

Nature of Business.

REEL and SLIDE

39

Will You Take a Little Trouble to
Help These Boys Have Comfort?

The Y. M. C. A. needs men for war service. The
nation has given generously in money for this work but
money won't do everything — certainly not in war.

The Y. M. C. A. is in special need of men to serve as
Truck Drivers and Mechanics.

75 Drivers and 25 Mechanics every month.

We are making this appeal to the business men —
the employers of the country to get those men for us.

The Y. M. C. A. service behind and on the battle
lines is a highly organized business. And as in every
other big business, transportation is one of its greatest
needs.

The canteen stocks have to be kept moving or the
boys go without the comforts they crave so much —
tobacco — chocolate — pastry — little army "luxuries."

After a long march or a hard fight or a trick in the
trenches the boys flock to the 'Y" canteen. And it
sure is tough if the "Y" man has to say "Nothing doing
boys, the truck didn't get in today." Suppose your boy
were there!

The Y. M. C. A. does not want men who are eligible
for the army. But there are men in this country (lots
of them) who are over 37 years old and are not in Class 1
of the draft and who know how to drive a truck or keep
an engine in shape. We want them. We want 100 a
month.

Maybe you have a man with that training working
for you or you know such a man somewhere. Maybe
'^e has not realized how much he can do to help the

boys. A little talk from you would start him our way.

Will you act as a recruiting officer to get that man
for us?

There is no profit in this work for any man who serves
but he will get his living and his family, if he has one,
will be taken care of and all his life he will rejoice over
the service he has rendered. Talk with men you know
who might do this work. Explain to them the need for
their service. Get them interested and thinking.

In order that you may talk to such men on the best
basis fill in and mail the coupon and we will furnish
full information.

Help us get these Men

Ed M. Willis,

Y. M. C. A,, 347 Madison Ave., New York.

It may be possible for me to get recruits for
Y. M. C. A. truck service in France. Please send me
full information regarding that service.

Signature

Street and No

Town and State

40

REEL and SLIDE

All There Is
In Your Copy-
On Your Screen

Are you getting it ? Is
the detail of your image
sharp and brilliant?

The wonderful brilliancy
and detail given by
EXCELSIOR SLIDES is
admired on thousands
of screens throughout
the country.

They are used by par-
ticular people who
demand the highest
photographic quality in
a stereopticon view.

Your Stereopticon Image

Can Be Only as Good

as Your Slide

The Excelsior
Lecture Bureau

was created to give Ex-
celsior quality of slides to
educational institutions
and churches, by studying
their special needs and yet
opening to them the facili-
ties of the EXCELSIOR
ILLUSTRATING COM-
PANY.

Write the EXCELSIOR
LECTURE BUREAU Today

Make Us Prove If

Try EXCELSIOR SLIDES NOW

Excelsior
Illustrating Co.

219 Sixth Ave. New York City

Judge a Producer By His Customers

BIG National Advertisers, like the
Westinghouse Company, and the
Pennsylvania Railway, are conserva-
tive 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 Coi,
My dear Mr. Bates:

The motion picture 61m of the Pennsylvania
Railroad in the Pennsylvania station, New York ter-
ritory, 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 repre-
sentation of the Pennsylvania Railroad electrifica-
tion.

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.

"HOW LIFE BEGINS"-4 Parts

A wonderful screen version, giving a clearer understanding of life itself

Living embryo of chick 52 hours old.
From "How Life Begins."

Now being used
by the United
States Govern-
ment in Camp and
Civilian Commu-
nities.

Of inestimable
value in the class
room, welfare and
social center.

For rental and

purchase prices

ADDRESS

EXHIBITORS BOOKING AGENCY, 220 West 42nd St., NEW YORK

We are in the market for negatives of Educational subjects.

REEL and SLIDE

41

THE OWEN AUTOMATIC

isTHE PERFECT STEREOPTICON

After years of experimenting and the ex-
penditure of much money, we are able to offer
a machine that projects, automatically,

50 Standard Slides
In Endless Rotation

(It starts and stops at will)

The possibilities of this machine in lecture
work, class room, exhibitions and advertising
are unlimited. With it the speaker is freed
from the necessity of watching his machine.
The appearance of the pictures coming on the
screen is the same as that made by a hand-
operated machine using a double slide carrier.
Each picture remains 12 seconds, and its place
is then automatically taken by the next slide.
We also make to order machines to carry 100
or 200 standard slides.

Perfect, clear pictures always. Cost of oper-
ation 2 to 5 cents per hour.

The machine, complete, includes a 400-watt
nitrogen-tungsten projection lamp, condens-
ing and objective lenses and motor (either
alternating or dii-ect current).

Address

Size of machine, 19x26x7 inches. Runs continuously, or, for lecture pur-
poses, starts or stops at wilt.
(We guarantee the Owen machine.)

The Owen is what you want and what you
need, so write us today for further details
about this wonderful improved stereopticon

THOMAS J. OWEN

4009 Jackson Boulevard, Chicago, 111.

We also supply High Grade Standard Lantern
Slides for every use.

Traveling Expenses

Are High

Sell Your Prospects and Reduce Your Expense

Thru the Use of Properly Designed

and Well Printed

BROADSIDES
CATALOGS
ClSkIl}^ BOOKLETS

MAILING CARDS
ADVERTISING LETTERS

The BLAKELY PRINTING COMPANY

Producers of GOOD Printing 418-430 South Market Street

Telephone Wabash 912 CHICAGO

fShim

:r I

ii

fir.',

iilr

■i*-':

Please say, "As advertised in REEL and SLIDE" zvhen you write to advertisers.

42

REEL and SLIDE

"The Motion Picture in Advertising^^

EFTT^

d-b

ini

INDUSTRIAL FILM PRODUCTIONS
ARE SHOWN and FEATURED IN THE
LEADING THEATRES EVERYWHERE

SEND TODAY for BOOKLET, *THE MOTION PICTURE IN ADVERTISING"

PATHE INDUSTRIAL DEPARTMENT

LEGGETT-GRUEN CORPORATION

Sole Representatives

220 West 42nd Street

NEW YORK

YOU WANT:

— clear, sharp, brilliant pictures on your screen.

— a stereopticon that is light, durable and compact and simple to use.

— to operate with the least possible cost.

— to do away with hot, breakable glass slides (and express charges).

— no dirty carbons.

— to use many pictures of your own — at minimum cost.

All Objections to the Old Style Stereopticons Are Overcome in the New

K"a film stereopticonTI

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npig^

fl

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The AUTOPTICON is a complete stereopticon using standard motion picture films instead
of the old style, heavy, breakable glass slides. The transparencies are placed consecutively
on the film in any desired sequence and in any number from i to loo. The film is wound on
the carrier reel, passes in front of the light aperture, and as fast as the pictures are projected,
is rewound on the lower or take-up reel.

We Make a Special Lamp for Use With Gas.

Just Push a Button — and Your Picture Changes

We can supply films from your own pictures or on any subject you
may want — many times better and at much lower cost than glass slides.

The "AUTOPTICON WAY" is the Modern Way. Write to Us Today.

Address, AUTOPTICON COMPANY

General Offices: 203 South Dearborn St.

CHICAGO, ILL

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REEL and SLIDE

43

WHY ATLAS? "'-Ssieen Copy

Preparation of the
scenario is part of
ATLAS SERVICE.

Our scenario department
specializes in this highly
important line of work.

What Effective Screen Copy MUST Do

It must please- — like the comedy.

It must grip — like the photodrama.

It must inform^ — like the text book.

It must convince — like the personal demonstration.

Therefore, an expert knowledge of these elements must be

included in the sales-scenario. Without this fine balance

the resultant picture falls short.
The ATLAS COMPANY was among the first to get this fine

balance in its productions. Each scene is carefully

weighed in every script prepared by ATLAS. Each title is

written to get an effect.
The past productions of ATLAS are the best proof that screen
copy effectiveness is not an accident but a certain result.

One of these productions will he screened
for you in your office on request

Atlas Educational Film Company

63 East Adams Street

CHICAGO, ILL.

SCREEN LECTURES

Something new in slides telling the whole story

FILM LECTURES

Motion pictures which will give 100% advertising

We specialize in producing Scientific, Welfare, Safety and Propaganda films and lantern
slide lecture sets. We will compete in technique with any producer and deliver only the best

/ FILMGRAPHS-Educationals
PRODUCING I PICTUREPOEMS-Vizualized Poetry

Novel and Original/ FUNNYGRAPHS-Original Comedies

Subjects J JOKERGRAPHS— Original Comedies

POPULAR SCIENCE SCREENGRAPHS

— Scientific Educationals

FILMGRAPHS, Inc.

Operated by the Lessor, J. Frank Martin,

981 A Union

ArcTde, Pittsburgh, Pa.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

44

REEL and SLIDE

Finest Films
Available

-r"

ililiiliiiililMlllilllllllliiillilMII)liilliM(iiii|i|iiM

Complete, Per-
sonal

I

T is my business, and pleasure, to provide educational,
social and religious institutions with motion pictures
of high quality — pictures carefully selected to suit
your own ideas and purposes.

For your programs I draw the finest from the thousands of films in
the entire picture world. Owning no films myself, I am absolutely
without prejudice in my recommendations.

"The finest films ever shown in the Evanston Schools," is typical of
the expressions of appreciation received for jny films, which include
everything from "How shoes are made" to Mary Pickford plays.

I give my clients ioo% personal service — service of the dependable, satisfying
kind. I am in the educational film field because of my long interest in it and
my fitness for it. As a former teacher, I am vitally interested in your
problems. Through my connections with the film companies I can save you
money on rentals. Send in the coupon and let me show you how.

All You Have to Do

is to indicate to me the sort of pictures you desire, the length of time you wish
the exhibition to run and the date. Most of my clients depend upon me to make
the selections. Or, if you desire, you may make your own choice of pictures
from the lists.

At present I am supplying a widespread demand for

War and Patriotic Pictures

— stories and films showing the activities of the army and navy, boys in train-
ing, etc, and films taken in European countries at war, many showing actual
warfare. Inquire about the U. S. Government Films, made by Uncle Sam
himself and released by State Councils of Defense, showing U. S. war activi-
ties. The government desires a wide use of these films.

Projectors and Equipment

I am handling all the most practical of both the portable and larger projec-
tors, and other equipment. Send for information.

Proofs of Good Service

University of Chicago:

"Dear Mr. Curtis: Your films are very valu-
able for school use, and we have found your
counsel in the matter of selections to be always
wise and dependable."

State Normal, Kalamazoo, Mich.

"We find we can depend on you to the limit.'

Berea College, Berea, Kentucky!

"We have been told by Prof. McLaughlin of
Berea College and Prof. McKeever of the Uni-
versity of Kansas that you have splendid films
for schools and colleges."

Public Schools, Dowagiac, Mich.:

"We have decided on account of your good

showing so far, to change from to your

service."

Congregational Church, Chicago:

"Mr. Curtis can always be depended upon for
generous and painstaking personal service and
his culture and judgment render his word the
only necessary guarantee on pictures for
churches."
Community House, Winnetka, III.:

"Those were the best war films we have ever
shown."

Union League Club, Chicago:

"Your last picture, 'The German Curse in
Russia,' was the most realistic and wonderful
I have ever seen."

Red Cross Society, B2u-tonviUe, 111.:

"They were certainly fine films for
the price, and are the best we have
ever received for our use."

Naval OfHcers' School,
Chicago:

"The films were bully;
keep them coming."

A. E. Curtis,

16 West Jackson

Boulevard, Chicago

Find enclosed stamped and
addressed envelope. Send us
your list of motion pictures
suitable for our use on (encircle
correct words) war, patriotism,
general education, dramas, literature,
history, industry, religion, travel, cur-
rent events.

Arthur E. Curtis (a.b

16 West Jackson Blvd., Chicago

Fill Out the Coupon and Mail TODAY

(A.B.)

Institution ,

Address

Send information also to: (Indicate someone who is interetted.i

Name.

Please say, "As advertised in REEL and SLIDE," zvhen you write to advertisers.

I

REEL and SLIDE

Don't Bore Your Patrons

Mix Fun With Bright, Up-to-date Information

We Are Now Presenting Cartoon Comedies
on the Same Reels With the Entertaining

DITMARS' ANIMAL PICTURES

THAT CLEVER KATZENJAMMER KID OR HAPPY HOOLIGAN
NONSENSE GIVES A FILLIP TO THE INSTRUCTION

As to the BRUCE SCENICS—

ROBERT C. BRUCE'S TALENT FOR SEEING THE COMIC
SIDE OF LIFE ENLIVENS EVERY FLASH OF THEM

And Don't Forget NEWMAN TRAVELS

A CLEVER GLOBE TROTTER PICKS OUT FOR YOU
THE ODDITIES OF THE MOST REMOTE BYWAYS

Fun, Too, in

OLD MEXICO TODAY—

GEO. D. WRIGHT AMUSES AND INFORMS WITH PEONS AND PICCA-
NINNIES, CACTUS AND INDIANS, CIENTIFICOS AND BRIGANDS

Before booking your school, lyceum or church
attraction, ask the nearest EDUCATIONAL
exchange for complete program — if none
available, write us.

EDUG^ONAL Fn.MS GPRPORAnON

729rUVENIJE

NEWWRK,

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

46 REELandSLIDE

MICROSCOPIC MOTION PICTURES

FOR SCHOOLS

The remarkable microscopic and other scientific films
produced by Argus Laboratories, Inc., are now avail-
able for the teaching of Biology in the class room.

The films are prepared and edited under the direction
of the scientific staff of the American Museum of
NaturcJ History, and will be furnished in short, com-
plete reels averaging two hundred and fifty feet each,
with full captions and data.

The productions of the Argus Laboratories, Inc.,
include not only motion pictures of the Micro-Organ-
isms studied in the various courses in Biology, but
many insect and animal studies are being added from
time to time.

Our laboratories and studios are the most completely
equipped and finest in America for the production of
scientific films. We shall be glad to make up on
order anything that is required. We have at our dis-
posal every facility for making any kind of motion
picture anywhere, backed up by years of experience.

I

ARGUS LABORATORIES

INCORPORATED

INSTRUCTIVE MOTION PICTURES

Travel : Scientific : Scenic : Microscopic

220 West 42nd Street NEW YORK, N. Y.

Please say, "As advertised in REEL and SLIDE," when you write to advertisers.

REELandSLIDE 47

Don^t figure on getting back to the normal business you had.
Figure on getting the BIG BUSINESS ahead. Many old
methods must be scrapped — because they are not big enough
for present opportunity. American Industry must make use of
every available constructive force. Business men must be will-
ing to welcome the new, and investigate with open minds.

For four years we have watched vivid, living, authentic motion pictures of
history in the making. We are no longer satisfied with printed stories.
They are tame by comparison with the actual event — with really seeing the
thing as it happened.

In our search for the Truth we have become a nation of picture-worshippers, for
"Seeing Is Believing." The Industrial Motion Picture convinces without argument.
It entertains while it sells. A sale is a mental, not a physical transaction. The
camera and the screen have perfected the power that lies in pictorial impression.
Hence, the Industrial Motion Picture is a great constructive sales force — 100% efficient.

A Universal Industrial Motion Picture
Has a GUARANTEED CIRCULATION
of 20,000,000. It gets and holds the
attention of 20,000,000 habitual picture
gazers for 16 minutes.

UNIVERSAL GUARANTEED CIRCULATION MEANS THAT

Your Industrial Motion Picture Will be Shown

Wherever ^ou sa^ In any section of the country Advertised with

In any class of theatre Or all sections Posters, Slides,

Or all theatres At regular prices the same as Banners, Programs,

Booked in the regular Way Any dramatic feature film Newspapers and

Through 76 Universal Exhibitors report dates shown Free Publicity,

Exchanges And details of advertising done By Exhibitors.

This Is a Class of Circulation— GUARANTEED— You Have
Never Had for Any Printed Advertisement

For approximately the cost of a page advertisement Instruct your secretary to mail us some of your

in a periodical of national circulation, a Universal latest advertising matter, and we will send you

Industrial Motion Picture gives you ten times the (without obligation) a suggested scenario — and

circulation. tell you the sort of a picture best suited to your

There is need for both, but just as the picture is the purpose, and the circulation you should use. If

most powerful factor in the printed advertisement — we can't help you we will be the first to tell

the motion picture is the perfection of that power. you so.

UNIVERSAL FILM MANUFACTURING CO.

Harry Levey, Manager — Industrial Department

Largest Manufacturers and Distributors of Industrial Motion Pictures in the Universe

1600 Broadway, New York

Please say, "As advertised in REEL and SLIDE" when you write to advertisers.

48 REELandSLIDE

PERFECTED PROJECTION

THE simplicity, and attention to detail, which mark the
construction of the DeVry Portable Projector through-
out each and every part, are features which commend the
DeVry for use in any class of service.

The projector is entirely self contained; there are no
parts to be lost or left behind. All working parts are made
of cold rolled steel — the metal at once the ligfitest in weight
and the greatest in tensile strength.

The wonderfully efficient motor with which the DeVry is
equipped is of the universal type, operating on either alter-
nating or direct current, so that it is only necessary to attach
the projector to an ordinary light socket and touch a button.
The projector practically runs itself.

It is the combination of these features — the easy port-
ability, simplicity of construction — which has made the
DeVry the choice of the Y. M. C. A. and the Red Cross as
the projector best suited to meet the varied needs and pur-
poses of the war work in which these splendid institutions
are engaged.

The DeVry serves not only in helping to entertain the
boys in the rest billets back of the lines and to cheer the con-
valescent men in the hospitals, but also in the instructions
given the recruits in soldiering.

More than 300 DeVry Projectors are "enlisted" in war
work.

The DeVry Corporation

117 North Wells Street Chicago, Illinois

DE

THE NEW

PREMIER PATHESCOPE

BECAUSE OF ITS SPECIAL, NARROW WIDTH

SLOW- BURNING FILM

IS APPROVED BY

Underwriters' Laboratories, Inc.

for Unrestricted Use ANYWHERE

We offer the facilities of our entire organization to the co-operative
service of all other portable projector manufacturers who use the
narrow width slow-burning film recently adopted by the Society of
Motion Picture Engineers as the new standard for all portable projectors.

Adopted by Every School Board That

Investigates

the Merits of Portable Projectors

There are more Pathescopes in schools toda;y thcin all other
pDrtable projectors combined, because they are designed par-
ticularly for SCHOOL USE, and embody seven years of suc-

cessful experience gained in the world-wide sale and use of over
ten thousand former models in Schools, Churches, Institutions,
Commercial Elstablishments, etc.

There are about one hundred "Popu-
lar" Model Pathescopes in the Public
Schools of New York City, and the
Board of Education has recently ordered
a number of NEW PREMIER PATHE-
SCOPES after a careful investigation
of the merits of other portable pro-
jectors.

The Pathescope Film Library now contains
nearly 1 ,400 reels and is growing rapidly.

All on Underwriters' Approved and Label-
Inspected Slow-Burnmg Films.

The largest assortment of available, educa-
tional and entertainment films ever offered
for universal public use.

For the third consecutive year we have been awarded the con-
tract for furnishing Pathescope Educational Film Service to
the New York Public Schools, on the recommendation of their
Investigating Committee.

If you really wish the BEST you will eventually use the Pathe-
scope; in the meantime

Write for Booklets:

"Education by Visualization" (5th Edition, 100,000).
"Educational Films for the Pathescope."
"Endorsements of Educational Efficiency, Etc."

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For Industrial Users

We number among our clients the most prominent manufac-
turers using motion pictures as an aid to salesmanship.
Many of them adopted the Pathescope after unsatisfactory
and expensive efforts to use unapproved projectors. You
cannot afford to take the chance of having a serious accident.
Pathescope Agencies and Service Stations are established
not only in the U. S. A., but all over the world — Moscow,
Madrid, Melbourne — from Omsk in Siberia to Buenos Aires
in South America — not to mention main offices in Toronto,
London and Paris.

THE PATHESCOPE CO. OF AMERICA, INC

SUITE 1880, AEOLIAN HALL, NEW YORK
OR TO

Pathescope Co. of New England, Boston.
United Projector and Film Co., Buffalo,

Pittsburg and Harrisburg.
Pathescope Co., Chicago.

Pathescope Exchange, Philadelphia.
Pathescope Co. of Minnesota, Minneapolis.
Pathescope Co. of Utah and Idaho, Salt Lake
City.

In War Work: The State Defense Council equipped each of the 21 Regiments National Guard of New York with a PATHESCOPE.
Used extensively in Hospital Wards, Training Camps, etc., where fire risk demands absolute protection.

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