THE PUBLICITY OFFICE

Hokitika Guardian, 7 August 1929, Page 2

THE PUBLICITY OFFICE

USEFUL WORK

MAKING NEW ZEALAND KNOWN

WELLINGTON, August 5,

Jn a world drenched, with publicity and advertising of every sort, /there is little success in prospect/or jdie enterprise which fails to make itself known in quarters calculated to be productive of best results. Hence, New Zealand ha si set up a Government Publicity Office to make her scenic charms and sporting attractions known to the potential tourist overseas. Valuable.serice is being rendered by this busy, if unobtrusive and somewhat neglected, sub-department of State, and the scope of its activities is being extended as year succeeds year.

Apart from the familiar monogram of the crown and words N.Z. Government Publicity Office,” which is flashed on the screen at the end df each film produced by this office, the work of this silent bureau is 'little known to New Zealanders. It may be that people who rarely attend cinema screenings scarcely know that the Government Publicity Office exists, and a description of its work is, therefore, of some interest. A party of Parliamentary Pressmen was recently afforded an opportunity of, inspecting the plant of rlie Goverhriieiit Publicity Office in Wellington, so that the public might be given information concerning what is being done. ' .

„ CLASSIC SCENIC GEMS

In the front rank of the activities olf die Government Publicity Office is the production of scenic films, many o( which are classic gems of the cinematographer’s art. These films are shown in the cosy -little theatre which is part of the suite of rooms occupied by the staff of the Publicity Office on Lamjiton Quay, Wellington, and admission is free to all visitors, especially people from abroad. There are daily screenings during the tourist season. These beautiful scenic films are shown throughout New Zealand, and copies are sent abroad to Australia, the United Kingdom and the United States of America, Canada, and several other countries. Since New Zealand has 1 been described as the “ Sample Room of Nature,” it follows that there is within the Dominion a wide field for cinematography, and this is being- increasingly exploited. All the best of our scenery has been “ shot,” and in the fire-proof storerooms of the Publicity Office there are copies of films which depict scenes in every wellknown New Zealand resort.

“ TALKIE ” POSSIBILITIES. 1

It may be that " talkie ” apparatus will be installed in the not too distant future. With sound and talking effects New Zealand scenic films would be doubly attractive, since Maori lore and legend, and illuminating descriptions of the world-famed scenes shown on the screen, would be madfe part of the entertainment. The possibilities of sound and talking effects were demonstrated by the Publicity Office when the journalistic visitors were shown a picture depicting an ascent of Sebastopol, at the rear of the Mount Cook Hermitage. A beautiful New Zealand girl was seen trying her skill on the Sebastopol climb, generally regarded as a fair test for beginners. There were instructive “ close-ups ” as. guide and climber tackled the more difficult faces, and had their gasps and exclamations been audible the picture would have been doubly interesting, while the guide’s instructions when adjusting the alpinerope and seeking for foot and handholds would have arrested the attention of everyone.

WIDE FIELD AVAILABLE. There are 20,500 theatres in the United States, and 7000 cinema houses in Canada willing to show New Zealand scenic films, so that the advertising field in that part of the world is enormous. However, even wider possibilities are opened now that the 16 m.m. film, for home screening, is being developed and popularised. There is a world market for both classes of film, and the Publicity Office is already producing miles of 16 m.m. film, all of which is destined to be shown in the better-class homes of British, American and Continental people. An average length of 6400 ft of New Zealand scenic film is being distributed weekly.

Films are produced at the rate of 400,0001't per year at the Government Publicity Office’s studio at Miramar, This studio, which covers about an acre of ground, is contained in a modern brick building, and it embodies all the latest mechanical devices and ap- ! pnratus of moviedom. Operated in conjunction with New Zealand private enterprise, the studio is a Hollywood in miniature, even to elaborate interior sets, special flood-lighting effects and a diving hell for submarine photography. From- the great tank off distilled water on the roof to the giant drying drums on which the films from the developer tank is spread, the studio is a model of mechanical perfection. Enough has been said of the filmproducing side of the Publicity Office’s work, which is carried on hand in hand with the making of beautiful'" still ” photographsi and attractive coloured posters. In the Lambton Quay headquarters there are books and filing cabinets, packed with expertly-finished photographs of New Zealand cities and posters. These are available for tourists at a moderate charge, and tourist and newspaper syndicates throughout the world are supplied in quantities. All the best of the photographs have been enlarged and done in colour, the result being landscape pictures of great beauty. New Zealand pictures of this description may be found in - the entrance halls of the best hotels and i tourist offices throughout the world.

There is an increasing demand for bold coloured posters, and in this respect the New Zealand Government Publicity Office is keeping pace with the best efforts of other countries. At the Miramar studio there is a room decked with posters from many lands, and most of them are powerfully arresting, yet the maiden swordfish, Maori maiden of the thermal region and majestic sweep df fiordland, which the New Zealand posters depict, stand out in pleasing prominence. Mr A. H. Messenger, chief publicity officer Who has brought the department up to a high state of perfection within a very few years, has used his journalistic gifts to good effect in the production of innumerable folders and booklets, all profusely illustrated. • These are sent abroad in tens of thousands for distribution through the tourist agencies and on board passenger steamers. To catalogue these many booklets here would be wearisome, and it will suffice to say that they are all of a type likely to grip the interest of a tourist confronted with a truly cosmopolitan pile of publicity.

“All delays' are dangerous.” ' —Dryden. It is indeed dangerous to delay treating coughs, colds, sore throats, influenza, asthma, and all throat nd Jurg complaints. The quick, sur-e way to get rid of such ailments is to enlht the help of that proven remedy—Baxter’s Lung Preserver. This ; opular specific never fails to give instant relief. Possesses unique tonic properties, too. All chemists and stores sell “Baxter’s.” Generous-sized bottle, 2s (d; economical family size, 4s 6d; bachelor’s size, Is 6d.