.Publicity by Films.
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RECENT developments would appear to indicate that great use will soon be made of the industrial film, particularly for demonstrating vehicles, appliances or materials in actual employment. Practical demonstrations are often difficult to arrange, and can usually be viewed only by a comparatively small number of people, whereas a film can be exhibited in any part of the country, or throughout the world, and, if necessary, at many Places simultaneously, also it has the great advantage that the subject is photographed under working conditions, and thus -creates a more lasting impression in the minds of those who view it than a test which is obviously or apparently staged.
To recent examples of films for which every credit is due to their originators are those taken for Allen Liversidge, Ltd., and Walker Bros. (Wigan), Ltd. The latter -was referred to in our issue dated June 13th. It was prepared to show the Pagefield special system of house refuse collection in active operation at Southport, and created a very favourable impres: sionion all who saw it. The Allen Liversidge film whia., incidentally, was recently shown privately at the Hotel Cecil before a large gathering of members of the Press, officials of the Allen Liversidge organization and others interested in film publicity, dealt with the manufacture and commercial employment of dissolved acetylene, concerning which we published an article in extenso on April 11th. The film made a striking and instructive exhibition, particularly as . the ultra-rapid camera had been employed to enable certain details and operations to be studied more closely, and there is no doubt that it forms very valuable propaganda for the cause of dissolved acetylene. •
At present, publicity films of this nature are usually ,shown at conferences and the like, where the subjects under discussion bear a close relationship to those embodied in the films, but, provided that the latter can be made sufficiently entertaining, there appears to be no reason why they should not be shown in ordinary cinema theatres, either as part of the ordinary programme, or as supplementary thereto