Advertising the Philippines through the movies

Title

Language

English

Source

The American Chamber of Commerce Journal Volume XIV (Issue No.4) April 1934

Year

1934

Rights

In Copyright - Educational Use Permitted

Fulltext

April, 1934 THE AMERICAN CHAMBER OF COMMERCE JOURNAL 11 barrierskeep them out of it. In the Philippines there would prob ably be no such barriers, popular psychology and political leader ship not running in that direction. If in a few years, therefore, the Philippines should be domiciling 30 million people, among them a few million sturdy Chinese—and at least an industrial class of Japanese—realty values would return to tempting levels, certain ly in the metropolitan area, because of expanding business and industry. History gives the Philippines unstinted luck. It is at least possible that they will pass the present crisis and keep that luck. It is also not to be forgotten that if the immediate future rests on the commonwealth-independence act, the more remote future may be worked out in permanent association with the United States. In short, the present clouds may lift; the havoc of threat ening storm may pass with only slight and temporary harm done. Sanguine revision of the statistics may, after due trial, be in order. —W. R. Advertising the Philippines Through the Movies Fox “Magic Carpet” scouts shot more than 30 different subj’ects here: the ice broken, others must venture too Three visiting newspaper folk were in Manila at one time a month ago. At least one of them writes for a syndicate service used by the New York Times; and the other two specialize on feature news. All visited the walled city, took notes, will have filed stories: on the Clare nuns, on the Cathe dral, on the Agustinian church. Of course they found many other subjects. Their stories will bear Philippine date lines; besides being news, they will advertise the islands better than it could be done in paid space. Aside from what they write, what they say will be even more valuable in setting up fa vorable repute for the Philippines in the United States; what they say in conversations, perhaps in lectures^to just the class of people who travel. All are women, so talk enough is assured. One has an nounced plans to return to the islands next year and head of party of travelers who will make a somewhat extended visit here. This shows how the world is learning, slowly, that the Philippines abound in interest for visitors. Another paper in this issue of the Journal tells how the Philippines have wrought their strange spell on Carl Werntz, well known American artist, and on his wife, Milicent Werntz, who is a writer. Werntz has high repute among painters both from wide friendship among them because of his 25 years of art teaching in Chicago. For 3 years he and Mrs. Werntz have been on a sketching-writing trip, going where it pleases them to go, doing into pictures and stories only, what they like. The Philippines have so delighted them that they definitely plA,n coming back here in November, and after ward making visits here frequent events. Werntz thinks that for the artist there is no richer field in the world than the Philippines. He finds much talent among Philippine artists and intends enjoying the watching of its progress. Exhibitions of his Philippine sketches, in the United States and Europe, will do no end of good in exciting traveler-interest in the islands. Folk that come here upon such an invitation will tend to make long stays. (Three engravings of Werntz sketches appear in this issue of the Journal). Best of all, for a wide public, is the fact that the Philippines have come into world new enough of late to bring here, for a stay of 9 weeks, a fox movietone troupe. For the Fox Magic Carpel feature, more than 30 subjects were recorded here by this troupe. Such reels run to about 1,000 feet. Some have already been released in Manila. Fox news reel No. 36 carried shots of Governor General Frank Murphy signing the woman franchise bill in the presence of a woman’s delega tion. Reel No. 38 featured a review of scout troops at Fort Wm. McKinley by Major General Frank Parker, upon his arrival here as department commander. Fox news reel No. 40 pictured the fashion show at this year’s carnival, a big news break for the Philippine woman’s formal costume. This reel was on at the Metropolitan during the showing of Jimmie and Sallie featuring James Dunn and Claire Trevor. Other releases will follow throughout the year, while Fox plans recording the news of the islands more regularly from now on. Universal has taken many news subjects in the Philippines. Their news cameraman for the Far East is George Krainikov, stationed at Shanghai. He recorded Mayon’s latest eruption and has done many other subjects here that have gone into Universal’s news reels. Many events are in prospect here that should make more than the usual appeal to movie au diences, especially audiences in the United States. The session of the legislature accepting the Tydings-McDuffie bill will be one, and Governor Murphy’s confirmation of the act. Then the call for constitutional convention delegates, and the convention deliberating; and after that, things going by sche dule, soon the inauguration of the commonwealth government. Jack Wooster, The American Vagabond, who syndicates news features and dabbles at camera and recording work, was thrilled by the voice of a leper boy 12 years old, at San Lazaro hospital, singing The Last Round-Up. Jack wants that voice recorded, wagers it must be one of the big radio hits. Success ‘ to his effort. He plans it for a leper fund. As the Philippines rise in world attention, cameramen will discover that there are feature subjects here for the maximum footage they can induce their employers to let past. And hardly now, since Fox alone garners more than 30 subjects in a single expedition, can any of the newsreel agencies afford neglecting the Philippines. Now that Manchuria quiets down and political curiosity about the Far East shifts to the Philippines at least for a while, the islands win footage in the newsreels and, in a sense, reap where they have not sown. For they have given no particular attention to the business of getting into the newsreels; it is interest abroad, not here, that puts them there. But it will bring the islands visitors, who will bring money: in short, it is a fine beginning. When you order matches, call for SUNSET MATCHES On Sale Everywhere These and other brands, bearing the name Philippine Match Co. ----------------- Limited----------------will save you trouble. They light at any time, rain or no rain. You can throw them anywhere after lighting and the flame will be immediately extinguished, leaving no afterglow. They are, therefore, the SAFEST. (N RESPONDING TO ADVERTISEMENTS PLEASE MENTION THE AMERICAN CHAMBER OF COMMERCE JOURNAL

pages

11

Media