Part 9

It may be argued that it is giving the manufacturer free publicity, but it does not sell him any more prints, for the exhibitor, as a rule, contracts for all the productions released under a certain banner. You would, of course, benefit the manufacturer were you to boost brands indiscriminately, but the success of the stunt depends on securing the assistance of the local exhibitor. When that is secured, you only christen soda-fountain concoctions after the brands of photoplays to be seen at his theater. A little extra time and effort in devising new soda-fountain lines will be well repaid.

_A.&H._

NEW PANCHROMA TWIN ARC

MODEL C

Used by leading producers all over the United States and adopted as the =standard portable lighting unit for motion-picture work=.

Price, $70

Price of lamp, complete, with collapsible reflector, rheostat and carrying-case containing all, and separate folding-stand, =$70=.

8000 CANDLE POWER by Gov’t Test (U. S. Coast Artillery School)

In use by

The Vitagraph Kalem Essanay Lubin Rolfe-Metro Fox Universal Thanhouser

and hundreds of other M. P. Studios

The new =Model C= contains a number of improvements, which our experience of the past year indicate to be of additional convenience to the operator. The rheostat is now mounted on the lamp instead of being placed in the carrying case and the whole lamp has been made more rigid and solid. A special oscillating device, fitted to the carbon-feed, keeps the carbons always in accurate contact. 8,000 c. p. guaranteed per lamp.

Total weight of each unit less than twenty pounds, exclusive of stand.

The New Model H TOP LIGHT our latest offering

See it and judge its efficiency

WE ARE LIGHTING EXPERTS FOR ALL PURPOSES IN MOTION PHOTOGRAPHY

We outfit operators for studio, transit, commercial and unusual purposes.

Rental terms on request at headquarters.

_Lowest Cost per Operating Unit_

ALLISON & HADAWAY CORPORATION Photographic Manufacturers and Importers 235 Fifth Avenue, Dept. D, New York

EVERYTHING-FOR-YOUR-PLAYHOUSE HOMMEL’S COMMERCIAL BUILDING 422 FIRST AVE. PITTSBURGH. PA.

My Specialty is _=Motion Picture Publicity=_

Is there a photoplay you wish written around your goods? I supply the plot, technical scenario, or both.

How about boosting your picture? It will pay you to entrust me with the preparation of the literature.

Is there a unique publicity stunt you have in mind? Why not enlist my aid?

Are you using regular photoplays? If so, I can furnish a weekly report of the latest productions.

Is there a problem on which you seek advice? Perhaps I can be of service to you.

ERNEST A. DENCH, 326 Decatur Street, Brooklyn, N. Y.

AS A COMPANION VOLUME, BUY “MAKING THE MOVIES” (MACMILLAN CO., $1.25)

TRANSCRIBER’S NOTES:

1. Enclosed italic or underlined font in _underscores_. 2. Enclosed bold font in =equals=. 3. Original spellings have been standardised only when a dominant version was found.