We receive letters every few days asking if we would advise advertising in motion picture theatres, and if so, where good lantern slides can be obtained.

The answer to the first question is that it does pay to advertise in this way if the movies in your town get the people to whom you want to sell pictures.

Some photographers have told us that their motion picture theatre advertising has brought fine results, and we think it should if the ads and the slides are good.

To the second question we would say that the best place to obtain lantern slides should be in your own studio.

A little over a year ago, January, 1915, to be exact, we illustrated a very simple method of making these slides in your own studio, and for fear you may have allowed the idea to pass without notice, we will repeat it briefly.

Select one of the advertising suggestions from page 22 and paste this on a card. Cut your own name and studio address from one of your letter-heads and paste this over the line at bottom of ad (The Pyro Studio). Copy this on a Royal Process Plate. Guard against overtiming and develop to good density. Make the copy the exact size you wish it to appear on your slides, and these may be printed direct from your copy negative. The fact that you have pasted the paper across the bottom of the ad and that it is not the same color of paper as that on which the ad is printed does not matter so long as it is white or near white. If your negative is developed to the proper density only the letters and the black lines of the cut will print on your lantern slide.

The question has also been asked, "How can good advertising slides be obtained when you want reading matter and a photograph to appear on the same slide?" While very fair results can be secured with reading matter and illustration together, if reading matter is printed on a card and the photograph mounted on same and copied, better results can be secured in another way.

The very best results from printed matter are obtained by copying on a Process Plate or Film, and the most effective slides of printed matter are those in which the letters show white on the screen with all the background dark.

This is simple if a good process negative of black type matter on white is made. A positive is made from this on Process Film and the lantern slide is printed from the positive, the result being a black ground with transparent letters.

A separate negative is made of the photograph which is to be used as the illustration and this is also printed on a lantern slide, the two slides, one containing reading matter and the other the illustration, being bound together film to film.

For example, - the advertisement is to occupy a space on the slide 2½ x 3¼ inches. This space must be divided in such a way as to allow for reading matter and picture side by side. Suppose these occupy equal spaces. The reading matter must be copied to fit a space 1⅝ x 2½ inches, and the picture to fit the same size space, allowing margin between for a mask.

Also, for example, reading matter and pictures are both printed on the left of the slide, for when one slide is turned to bring the two film to film, the matter on that slide is reversed from left to right, bringing the picture and reading matter side by side. A mask cut with two openings and placed between the slides finishes the job.

A trifle simpler method is to make a negative of the printed matter on Eastman Process Film the exact size it is to appear on slide. Make a positive from this, being sure to secure good density. Now make a film negative of the photograph which is to accompany the text, developing this for detail and gradation. Cut these two, the film negative and positive, to exact size, attach them to a piece of glass and print your lantern slides by contact. The two pieces of film should not be masked, as the clear glass around them will print a mask on the lantern slide. Cover glass and binding finishes the slide.

Either of these methods is simple when worked out and the results will be found much superior to slides made from a single negative of reading matter and illustration combined.

Advertising Slides StudioLightMagazine1916 86


By Pearl Grace Loehr New York, N. Y.or how to make.