Time and The Times: Muybridge Sells in the 1940s

Burlington Mills

It seems that Muybridge’s galloping horses can sell anything. This Burlington Mills advertisement from 1948 explains in a sentence how Muybridge’s Zoopraxiscope prompted the invention of Hollywood (how neatly these copywriters can eliminate complexities).

Soon afterwards Thomas Edison saw the machine and grew curious about applying it more widely to “moving pictures”. The results we see all around us.

The text switches quickly to the less specific, intermediate subject of “Freedom”, and then immediately from Freedom to a product that couldn’t have existed without it.

In this same climate of Freedom, Burlington Mills was free to be curious about the new man-made fiber, rayon. What were its commercial possibilities? How could it be improved? For what new uses could it be employed? Experimentation along these lines eventually brought rayon into the daily life of every person in America.  Today this same freedom is an incentive for Burlington, one of the world’s largest producers of rayon textiles, to continue to exercise its curiosity in seeking new and better uses for rayon in the future. Time 16 August 1948

G.B. Equipments

More specific to the subject of the moving image, this British advertisement is a graphic treat from the Second World War. The ad, for the GeBeScope 16mm sound film library (‘over 750 titles’) appeared in The Times (London) in 1943. But it wasn’t all about selling the idea of film rental. Thanks to Muybridge we have Cinematography, and Cinematography would be applied to “the many problems of post-war development“. Hoorah!

The antique look of the engraving is typical of the ‘nostalgia’ drawings of the 40s and 50s. Does anyone know who the artist was?

photo: The Times

Posted here by Stephen Herbert