Full title reads: "Hullo ... hullo ... Everybody! Gene Gerrard calling!!"
Gene Gerrard walks out from behind curtain to stand next to a table on a set, He addresses the camera.
He is making an appeal on behalf of the Cinematograph Trade Benevolent Fund.
C/U of Gene. The Fund assists those who have grown old in the service of the industry. Helping their widows and children.
He points out as if pointing to people in the cinema audience - your sir, you madam, and that couple holding hands at the back. He asks them to help the Fund by purchasing books available from the attendants in the cinema. The book offers chances to win prizes.
Cut bak to M/S of Gene Gerrard sitting on edge of table.
He then thanks the people he picked out in his imaginary audience, except the happy couple at the back, who he tells us are asleep (a likely story).
He walks off through the curtains.