B

OYS," said Clinton Davidson, general agent in western New York for one of the big life insurance companies, to a group of representatives of Buffalo banks, assembled at luncheon one day, "I don't think any of us are pushing life insurance trusts the way we ought. There is a tremendous field for development here, but comparatively few people are informed on the value of trust service. Moreover, it affords the insurance companies and the trust companies a splendid chance to co-operate with each other, to their mutual advantage. The main problem has been the education of the public on trust service, and how it applies to the man of moderate means."

The bank representatives listened intently, not knowing just what Mr. Davidson had to propose. They had not long to wait.

"My idea is this," he went on. "I have a motion picture film which explains, in a concise and understandable way, the advantages and working principles of life insurance. We all know it as a fundamental truth that a quicker and stronger impression can be made on the mind through the eye than by any other means. The motion picture is in its infancy as a means of educational advertising. Its power to arouse the emotions is almost without limit. Audiences are swayed at willlaughter, tears, anger, pity, scorn, contempt, approbation each in turn is made felt by the magic

power of a well developed screen story. You all remember the sensation created by the Birth of a Nation, a picture of tremendous emotional power, and you cannot have forgotten the Battle Cry of Peace, the great preparedness film which was shown a year or so before we entered the war, and which contributed so greatly toward arousing public sentiment in favor of national defense. Now, why can't we cash in on this tremendous power of influence exerted by the motion picture and tell our prospects, by means of our own picture story, how they can protect their loved ones through the use of the service which we have to offer them?"

"Great idea, Clint," spoke up one of the

bankers, enthusiastically. "I presume you have in mind a joint tieup of trust company service and life insurance?"

Dovetailing Trust Service and Life Insurance

"Exactly so," returned Davidson. "What I should like to see is a trust company film which would follow after my insurance story in logical sequence, showing how life insurance proceeds can be conserved and protected by being distributed through a trust company instead of being left outright to the beneficiaries. You all know, as well as I, the tragedy which results in so many cases from leaving lump sums of cash in inexperienced hands. The average estate of fifty thousand dollars or over, when left direct to members of the family, is dissipated in less than ten years. The trust company,

see that the money is used for the particular purpose for which the testator intended it should be used.

"In view of the splendid opportunity for service which the trust companies have in this connection, gentlemen, it occurred to me that you might like to contribute jointly toward the production of a motion picture film which would set forth, in the form of a human interest story, the advantages of having life insurance proceeds distributed through a trust company instead of being left direct to the beneficiaries. What say you to the idea?"

The response was unanimously favorable, and thus it came about that six Buffalo banks the Marine Trust Company, the Fidelity Trust Company, the Citizens Trust Company, the Buffalo Trust Company, the Peoples Bank and the Liberty Bank decided

however, is in a position to manage capital wisely and safely, and is financially responsible, besides.

"A trust agreement is flexible, and can be adapted to particular requirements. Provision can be made for the principal to be drawn upon in case of emergency or for some specific purpose. The agreement can be so framed as to take care of the widow who suffers illness or meets with an accident, to provide a proper marriage gift for the daughter or to put the son through college. The income payment plans of life insurance policies seldom permit any such arrangements as these, but the local trust company being in touch with the situation and the part es involved, is well able to handle them, and more important still, is able to

to enter the moving picture field as a means of getting their trust service story before the public.

The writer was entrusted with the task of supervising the production in an advisory capacity. It was decided that in the interest of strict neutrality no one connected with any of the banks should take part in the film, but that the cast should be made up of local talent from the various clubs and business organizations of Buffalo. J. Ray Fuller, an advertising writer, was selected to compose the scenario. After many suggestions for a title had been offered, it was decided to name the picture, "The Better Way."

Briefly, the story is as follows:

An audience of men is shown listening to a speaker, who is explaining to them the advantages of trust service. They have just been shown the insurance film, and are, presumably, "sold" on the idea of life insurance. A man in the audience rises and asks, "How can I be sure that my insurance money will be properly invested after my death?"

The speaker replies, "I knew someone would ask that question, and so I'm going to tell you two stories-both have actually happened, both may happen again." Then follows the first story, "in which it appears that a gift of love, unwisely bestowed, may end in tragedy."

When Insurance Proceeds Are Unprotected

Mrs. Jones, a widow, and her daughter, both dressed in mourning are shown in the living room of their home. The postman

brings a letter from the insurance company, containing a check for $50,000, the amount for which the deceased husband was insured, and mother and daughter register deep emotion. As time passes and their grief abates, they begin to think of the luxuries made possible by their newly gained wealth. Mrs. Jones is socially ambitious for her daughter, and anxious that she shall appear to best advantage. Together they go shopping, and, passing a fashionable fur store, are attracted by the window display. They enter and are shown several beautiful coats. The daughter disdainfully rejects a coat labeled $200 and pleads for one labeled $800. Love overrules judgment, and Mrs. Jones yields to her daughter and purchases the $800 coat.

The two women are next seen on a street car on the way home. They are observing the various types of automobiles on the street when a beautiful red sport model roadster passes the trolley. The daughter immediately takes a fancy to this car, and, upon arriving home, calls up the agency and arranges for a demonstration ride, at the conclusion of which Mrs. Jones again yields to her daughter and signs an order for the car. One thing leads to another, and extravagant spending becomes a habit.

Enter the "Get-Rich-Quick" Man "Get-rich-quick" stock salesmen call upon the Joneses, and paint vivid word pictures of the wealth which awaits the widow if she will but buy their stock. Lacking proper investment counsel, Mrs. Jones buys the stock. A favored brother-in-law, visionary but impractical, is about to embark on a business venture and needs capital. He describes the possibilities of the scheme, which sound plausible enough, and invites the women over to his factory where he demonstrates the product which he hopes to put on the market. The widow is finally prevailed upon to furnish the required financial backing. The title appears, "Statistics show that the average unprotected estate of $50,000 or over is dissipated in nine years." Accordingly, extravagance and ill-advised investments continue, until, nine years later, Mrs. Jones, having lost her money, is shown clerking in the fur store at which she and her daughter bought the coat, and the daughter is seen entering a building which displays a sign "Girls Wanted."

The first picture ends, and the trust offieer is again shown addressing his audience.

He says, "Now I shall tell you the second story, in which it appears that a gift of love, wisely bestowed, may be a joy and blessing forever."

When the Trust Company Is Appointed Conservator

The scene opens in the law office of Henry S. James, where a widow, Mrs. Smith, with her little son nine years of age, has come to hear the terms of her husband's will. The attorney informs Mrs. Smith that her husband has arranged to relieve her of all business worries by appointing a trust company as executor and trustee of his entire estate, including his life insurance money. Mrs. Smith is much pleased to learn of this, and together the three people leave the office to visit the bank. Mrs. Smith meets her new friends at the trust company. She is cordially received by the trust officer, who explains to her the arrangements of the trust, whereby the principal sum is to be held and invested for her and she is to receive a regular monthly income as long as she lives. The trust officer says to Mrs. Smith, "Your husband's foresight has provided as trustee a bank which, unlike an individual, will never die, and which will always guard your best interests." Escorted by the trust officer, she is shown through the bank and visits the various departments. In the investment securities department she overhears a woman making an inquiry about the very oil stock which was bought by Mrs. Jones, the widow in the previous story. The investment' security officer looks at, his files, shakes his head and reports, "X. Y. Z. oil stock not represented by property of sufficient value to warrant investment."