Advertising by the Film.
As an advertising medium the film stands unrivalled, and, probably, in time to come, it will supplant the flaring posters so distasteful to our vision, and which disfigure and desecrate our landscapes.
Various manufacturing firms could further avail themselves of this latest product of visual exhibition. Manufacturers of gas mantles could demonstrate the whole process of the manufacture of these flimsy yet durable illuminators, from the extracting of the fibre to the finished article, the candle powers of each, and what they are used for.
Again, an opportunity occurs for the Ediswan, Mazda, Tantalum and other electric bulb manufacturers to represent the blowing of the glass and the fixing of the sensitive filaments which convey the electric current and produce cheap illumination.
British and colonial railways have found the cinema a good substitute for the glaring advertisements in their endeavours to lure the holiday-makers to the beauty and health spots served by their train systems. This method of advertising would speak more than volumes and be more vividly impressed upon the minds of the audience than by many an hour of searching through railway and holiday guides, or touring announcements.
Visualize a trip on one of the railways—say, passing through impressive mountainous scenery. As each station is passed and the journey progresses, bird’s-eye views could be shown of fruitful and restful country never seen before, and sometimes it would help to influence a holiday-maker who is contemplating where to go for his next holiday.
The Continent could be advertised upon the screen by companies conducting tours. We should see Parisian life as it is lived, the boulevards and cafes, and everywhere the places of national importance. The architecture of our towns is too often deplorable, and in contrast to that seen in towns like Hamburg, Frankfort, Brussels or Milan, not to mention the great capitals and the cities of historic beauty and significance like Florence, Venice and Nuremburg; these majestic structures would appeal to all lovers of the finer arts.
The prejudiced and those behind the times may argue that the “pictures” are suited only to the illiterate. But, judge the cinema as our minds dictate, the fact remains that this new vitalizing force has entered into the educational progress of to-day.