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.