Dominion Publicity In Pictures

New Zealand Herald, Volume LXXV, Issue 23020, 23 April 1938, Page 14 (Supplement)

Dominion Publicity In Pictures

PRODUCTIONS RE-EDITED FOR RELEASE [from our own correspondent] I/ONDON, March 30 Much useful and unobtrusive publicity for New Zealand is being secured in Britain by the judicious re-editing of Tourist and Publicity Department films. When any film which promises to be suitable is made in New Zealand prints are sent to London. It is viewed by the Government publicity officer ana its film agent and suggestions for alterations are made to give it a special appeal for English audiences. It is often possible to combine portions of two or more films.

Reference to Government publicity is cut out and the film, as finally exhibited to the trade, appears as a normal "interest" picture. The result is that instead of cinemas requiring payment for its exhibition, they are willing to pay for the loan of it. The value of these films both as tourist publicity and as a background for other types of direct produce advertising is and their cost, when balanced with revenue from bookings, infinitesimal.

The scheme has been in operation for some years now. The latest of these films to be put into circulation is a combination of two giving a general review of South Island life, together with a pictorial record of a climbing trip on the Franz Josef Glacier. -Another popular film with British audiences dealt with swordfishing in North Auckland. These films have been booked by practically every news theatre in central London ana have also been placed in some of the largest suburban and provincial circuits.

Another important development in recent years has been the growth in

popularity of the 16 m.m. film, a trend which has been made full use of by the High Commissioner's office. Several 16 m.m. silent copies of each of the' Tourist and Publicity Department's films are sent td London, and quite a large film circulating library has been built \ip. The films are lent free to any persons or bodies who apply if the publicity value is judged worth the small cost of postage and slight risk of damage. The majority of the borrowers are school teachers, education authorities, church institutes, social clubs, visiting New Zealanders and enthusiastic travellers returned from the Dominion. As many as 60 or 70 films a week are lent during the height of the season—the autumn, winter and early spring months. It is unnecessary to disguise the propaganda aspect in these films, and consequently emphasis is laid on the quality of New Zealand's produce. It is hoped to increase the circulation of 16 m.m. films next season to over 160 a week.

exponent Benny Goodman and his "swing" orchestra. This was not the first time that the home of classical music has been invaded by a dance band, but probably the hall has never housed a more enthusiastic audience. Signor Toscanini himself never received a greater ovation than was accorded to Benny Goodman. "Swing" relies not on the co-ordinated performance of the band, but rather on the virtuosity of individual musicians who elaborate freely on popular melody. Musical critics were somewhat a/I; a. loss in reviewing the performance. The critic of the New York Times concluded his review with the frank statement that so far as he was concerned "swing" was a bore. Other critics accustomed to classical music expressed the opinion that "swing" was purely a matter of taste, and failed in the attempt to regard it as a serious addition to musical technique.