NOVEL ENTERPRISE

Evening Post, Volume CXII, Issue 3, 3 July 1926, Page 7

NOVEL ENTERPRISE

BUSINESS AND PATRIOTISM COMBINED

GROUPING OF COMMERCIAL THEATRICAL AND FILMS

(From Our Own CorresponcUnt.)

LONDON, 21st May

Before many months have passed, Commander F. A. ■.. Worsley, D.5.0., 0.8. E., K.D., 8.N.8., hopes to be again in New Zealand, one of a party who have planned a tour of two years' duration. The project can be described as one of business and patriotism, and All-British in character. Its three, main divisions are: (1) Commercial; (2) theatrical; and (3) -films.

"Bound the Empire Exhibition" promises to bo a very interesting undertaking, yet not of too ambitious a character. The promoters are not embarking on a trade_«ship project, for the vessel ufcler consideration will not be so spacious as what would be requisite for a travelling trade mission with specimen exhibits. The scheme is one for making use of the unlimited propaganda powers of the cinema in its own interests, and of furthering British trade with the Dominions and colonies

It is clearly laid down that tho success of the enterprise does not depend ou the trade section only. Eighteen monhs have been spent on perfecting the details —a period of work and forethought which it is anticipated will mark an epoch in the British film industry, in British trade, and in British enterprise throughout the Empire.

The commercial side may be subdivided thus: (a) The ship will take out representatives of a certain number of trade associations and business firms; (b) there will be films of all the chief industries and industrial centres as well as some small samples of manufactures produced by established businesses and trades; (c) centres such as Cardiff, Swansea, Bristol, Liverpool, Manchester, etc., may include films of their dock and storage facilities, and show the methods available for handling Dominions' produce; (d) an expert traveller will be attached to the expedition to canvess for the various firms interested, other than those personally represented, also to show the film of tho various firms at at least 75 per cent, of the places visited. The expedition will also take with,it a limited number of lantern slide advertisements of retail firms in London, hotels to stop at in London and "the provinces, shops to visit, with their various lines of business; (c) the possibility is not overlooked that there may be firms in tho Dominions who think it would bo useful to establish themselves in Britain.

SURE TO BE POPULAR.

The theatrical side is a novel idea, and its popularity is a foregone conclusion. It will consist of a party of twelve talented British actors and actresses under Mr. Whit Cunliffe, who is a noted comedian. The company has a repertory of six good shows after the style of the latest revues which are all the rage in London. The plays will be produced by Mr. Greatorex Newman. Further information regarding the company will be available later. The films. The theatrical party will in addition, feature in the films which it is intended to make in the various countries to be visited. These films will be regularly dispatched back to London to be shown at leading picture houses, and at the same time they can be shown in the dominions themselves, where this is desired. The promoters believe that this is one way in which the British film may gain ascendancy over the American business. Also the same applies to pushing British trade against all competitors. While some films will be devoted to commercial affairs, others will be characterised by humour, and others will show the local life of the people in the countries visited and their occupations and industries.

SOMETHING OF THE PERSONNEL.

The expedition has been rendered possible through the support of Mr. Archibald Nettlefold, F.R.C.S., whose name is well known in the world of commerce and entertainment.

Mr. Geoffrey H. Malms, 0.8. E., F.E.G.S., will be in charge of the Exhibition as organiser and general manager. Mr. Malms is not only the best known of the younger school of British producers, but was one of the pioneers of the business. In the film world, not only in this country but throughout the world, the name of Geoffrey Malms is knowin; he is at once an organiser and an artist —but with a difference—he has the commercial sense. Films of the character indicated, produced by a man of the experience of Mr. Malms, have never before been shown, under such auspices, in the interest* of British trade. On his ability as a producer, before the expedition leaves, a great deal will, of course, depend; but, as his record shows, that ability i» beyond doubt. He bring* a new mind— the imaginative mmd —to the business of trade. Mr. Malms will lecture to his film "Blazing the Airway to India," acclaimed by the Press as the greatest lilin of adventure ever known. It is a record of Britain's first attempt to encircle the world by air in 1922. He was a pioneer of war cinematography. Ho filmed in France "The Battle of the Somme," which high authorities at the War Office said had done more, not only for recruiting and for the morale of the country, but also for allied and neutral countries, than anything that has gone before it, or which came after it. That was followed by the "Battle of the Tanks," which would have been as noteworthy had it been the first. Thir-ty-three others followed But the war ended, and in 1922 Mr. Malms, in company with Captain Maemillan and Major Blake, made the first attempt in history to fly round the world. They covered ten thousand miles before they crashed in the Bay of Bengal, where they floated about for seven days and nights before they were picked up. In spite of this he managed to save a considerable amount of ' the photographic survey of the film record he had made of the journey, and he lectured on it for six months following his return, and his performances were attended by Royalty. He has in his possession many letters of high appreciation of that work. The air route to India which ho photographed is being used at the pieEent moment for the coming England to India Air Service. That fine judge, the lato Herbert Jenkins, enthusiastically published his book, "How I Filmed the War." He is now one of the moat commercially successful film producers in this country. This work, wonderfully notable though it is, is but a prelude to the* big thing he is attempting now, in conjunction with departmental experts. His ability is coupled with a white hot enthusiasm which burns up obstacles in front of it.

Commander Worsley needs no introduction to New Zealanders, for he is a native of the country, and his wide experiences as a navigator in connection with Antarctic and Arctic exploration are know to the world. Ho was captain of Shackleton'a Endurance (1913-1916 Expedition), and was in charge of the boat that made the momentous and risky journey from Elephant Island to South Georgia; he commanded tlio Quest (1021-22, ShaeUlctoa Expedition), and his splendid »ea-

manship saved the little vessel, which encountered many hazardous storms; while his more recent journey to the North Pole with the Algarsson Expedition is too fresh in mind to need retelling. Commander Worsley has plenty of material with which to lecture as occasion requires, and he has good slides. His lecture "With Shackleton to the Antarctic" has never been seen outside the United Kingdom, and his overseas audiences will agree with the British Press and public who acclaim it as an epic. Commander Blair, 0.8. E., R.D., R.N.8., F.R.G.S., has consented to join the expedition as navigator. He was in command of the recent South Seas Expedition. During the war he was in command of H.M. Naval Base at Penzance. He has thirty-five years' service at sea to his credit.

The experience overseas of Mr. Whit Cunliffc lias proved to him that there is a big demand for English talent of a decidedly entertaining and novel nature. It was only after considerable thought that it was decided to link up' pleasure with. business for tho people who will be visited by the expedition. He will therefore be in charge of a complete popular and highclass entertaining unit, after the style of the '' Co-Optimists.''

Lieut.-Col. C. T. Melville Hare, C.8.E., will accompany the expedition as commercial liaison officer to the colonies and dependencies. Mr. Farrar will be the commercial and business agent, and a member of the ship's company will be Seaman Theodore Harle, who was with the Algarsson North Pole Expedition.

EMPIRE BUSINESS WITHIN THE

EMPIRE.

The promoters stress the fact that Empire trade is a mutual business; so in addition to the pushing of British business throughout the Empire, the expedition has a further and almost equally important function, namely, the pushing of Empire business Within the Empire. For example, it may be found that a South African business house is desirous of opening trade with India, or a business house in Australia would like to get into touch with firms in Canada. Business of this nature would be well within the scope of the expedition's work, and there is no reason why connections of farreaching importance should not be made. There are Empire products which are little known in this country, or in any other part of the world. If we can open up markets for them, we shall increase the buying capacity out there, and it is at least probable that the trade they obtain in this way will be returned from the channels whence it came. It is hoped, through the screen, to link up producers in thin country with producers abroad, to far more practical effect than has been the case hitherto.

PICTORIAL RECORD.

A cinematograph record of the tour will, of course, be made in addition, from the strictly popular point of view, for lecture purposes by members of the expedition on their return to this country. This travel picture will beunique, for it will recall the most interesting phases of every side of the expedition's activities. That it will not be lacking in humour the presence of the ontertaiument unit will guarantee. This, as a matter of fact, is what the travel film generally does lack. Here, then is another of the special advantages of the combination of the various interests represented in the expeditiom A commercial survey will also he made, and data compiled, for the further use of traders in this country. This will enable them to follow up the good work which has been already done, to keep tilled the ground which has been broken.

PROPOSED ROUTE.

Over 100 cities and towns within the Empire are to be visited, many of them twice. The .route is arranged in groups:—No. 1 being the West Indies; No 2, comprising the South Sea Islands and New Zealand; group 3, Australia; group 4, East Indies; group 5, India; group 6, East Africa; group 7, South Africa and the Transvaal; group 8, West Africa; and group 9, Canada.

It is hoped that the expedition will start early in September, in which case New Zealand should be reached early in 1927.