Part 2

As the direct results of my investigations in numerous motion-picture theaters of all types in and around New York and Brooklyn, which set the average for the rest of the country, I have made the discovery that there is a far greater percentage of the manufacturers adopting slides than films. Why is this so, then? Personally speaking, I think that it is due to the fact that the one thing most in vogue is considerably cheaper than the other. I say this without any thought of giving offense to advertisers, for I know that the wise ones regard results as of paramount importance rather than haggling over the question of price. Maybe, however, they haven’t been acquainted with the screen long enough as a publicity outlet to become sufficiently conversant with the two channels.

One big drawback is that few of the slides are attractive enough to become business producers. It is one thing to gain attention and another thing to retain it. It only stands to reason that you can not expect an audience to be interested in a dull and commonplace business any more than you can hope a hackneyed newspaper ad. to return an investment. It might have done when advertising was in its infancy, but to-day, never.

Even greater pains should be taken in preparing the matter for a slide, for the folks that you will shortly show it to have been educated up to seeing things excellent in pictorial form. Neither is just one slide sufficient in order to get home. You must take into consideration, too, that yours is only one of a dozen or more thrown on the screen. The whole batch are usually projected after the reels have been shown, in rapid succession. Since you are competing with a bunch of advertisers, no matter whether they be competitors or not, you can not expect an audience to indulge in a game of mental gymnastics so as to remember them all. They are, to use a slangy expression, tempted to bite off more than they can chew.

Besides, place yourself in the position of motion-picture playgoers. They don’t attend merely to witness a magic-lantern show or to read books. The former is out of date, while the latter they can do at their leisure at home. You can’t be surprised at them taking offense when they are forced (that is the strongest word for it) to wade through a tiresome number of slides before the next reel is shown. The practice merely helps to blackball the advertiser, and that surely is the last thing to be desired.

If you are still in favor of slides, then take my tip and get out of the rut; only, first of all, bear in mind that you are not preparing something for people to read, but see. Your ad. will then stand out above the rest. Introduce pictures, preferably something to make them laugh. You can make them move, too! Who does not remember the Old Dutch Cleanser lady chasing Dirt, all within the limited compass of a single slide? You can also picturize comic stories on similar lines to those contained in the comic sections of the metropolitan Sunday newspapers. Run the series as a serial, and so maintain the interest from day to day. It is going to cost you more, ’tis true, but you will be recompensed amply. Another grave mistake is to allow a slide to be shown at the same theater several weeks in succession, for movie fans are accustomed to a varied daily change of program and hate seeing the same thing over again.

My main reason for favoring a film is because it is the right vehicle in the right place. The twenty million Americans go to see pictures in motion, and it has been proved from experience that the average movie patron does not object to a film which combines either instruction or entertainment. A motion picture taking an audience through your manufacturing plant and bringing out all the selling points you wish would come under the former heading, while a comedy or dramatic photoplay incorporating your ad. would be applicable to the second designation. By one or the other of these ways your campaign would get over more convincingly, and you could conduct it on an extensive scale. There would be no possibility about it not sinking into the audience, inasmuch as good pictures always do have this effect.

It is also pleasing to know that you would have no competition to contend with, for the simple reason that no exhibitor with brains would think of including more than one picture of this nature on his regular program. As the semi-ad. film is extra, why should spectators be offended in the least? Or, come to that, you could stipulate in the contract to this effect. You would thus enjoy a monopoly of the screen and not be in fear of the attention of the audience being divided. Your film is on the screen for eighteen minutes or more, whereas a slide barely occupies a minute.

It must not be thought that I am wishing to denounce slide advertising; far from it, let me assure you. It has its uses.

Naturally, to secure the desired results, you have to work in co-operation with the dealers throughout the country. Now, with a film alone you can accomplish this much satisfactorily, but an attractive slide shown on the screen after the film has been run over fills the gap O. K. It also acts as a follow-up and direct-appeal stunt, for it is no earthly use familiarizing people with your goods without acquainting them where they may be obtained locally. Put forward some attractive proposition and get the people to action. The slide has always been a device more eminently suited for retailers on account of it being inexpensive, and the manufacturer should therefore only employ it as an ally to his movie publicity campaign. Then both will work to mutual advantage.

VI.

USING THE FILM TO SECURE FOREIGN BUSINESS

At this time, when every live manufacturer is hastening to place his “made in America” goods on a large scale in foreign countries cut off by the European war, he will, naturally, be responsive to all publicity mediums which offer value.

Creating a demand for your wares in new lands is, as one is well aware, a far harder task than is capturing fresh business at home, so, if the desired volume of trade is to be obtained, there must be no stinting on the advertising campaign expenditure. It is doubtful whether there is any publicity outlets that can outshine the versatile motion picture in the all-important capacity of a results bringer. If you are inclined to doubt the pulling powers of this medium, allow me to draw your attention to some convincing facts in its favor.

In Serbia, most of the photoplays shown in the theaters there hail from the United States. On the authority of Deputy Consul R. J. Nevakavitch, of Belgrade, I am able to state that, two years ago, American fashions became suddenly popular in Serbia. It is of frequent occurrence to run up against men--and it is not confined to the younger fraternity--in Belgrade with their hair cut a la American, while their clothes show that the native tailors are endeavoring to approach Uncle Sam’s style. In addition, American types of hats, shoes and boots are largely in demand.

If films of the fiction variety have such an effect on foreigners as this, there can be no possible room for doubt that advertising pictures pure and simple can produce even better results individually.

The main setback to the opening of business relations in new countries is the strict conservatism of the dealers, who have a great dislike to entering into negotiations with foreign manufacturers, just because the language, money, weights and measures are different to what they are accustomed to. The Belgrade consul furthermore suggested that this might be overcome by tackling the prospective consumers first at the movie shows. The preference that would ultimately spring up for American products would practically compel the local dealer to respond by stocking the same.

Before the present war was in the air, a commercial body named British Industries, Limited, comprising the leading manufacturers, prepared an eight-reel film. The principal industries were dealt with, each merchant being allotted eight hundred feet in which to tell his “story.” The complete picture was exhibited, not only in John Bull’s colonies, but in foreign countries as well.

Germany, too, recently boosted its industries in foreign markets. The Association for the Promotion of Foreign Trade arranged for the taking of a series of films. These were shown abroad, and the lecturers, who discoursed on the pictures, worded their speeches so general in appeal that the public was unaware of the true purpose of such demonstrations.

Now, of course, these things have been knocked on the head, which is all the more reason why our biggest manufacturers should get together.

It is obvious, however, that an undertaking on these extensive lines only appeals to the recognized leaders in each line of business, so smaller commercial concerns will find it advantageous to carry out a movie campaign entirely of their own.

A good proportion of the motion-picture theaters abroad are always glad to snap up such pictures free and to include them on the ordinary entertainment. To monopolize the advertising in the theater program, and defray the printing of same, is a reliable follow-up campaign.

VII.

APPROACHING THE WORKING CLASSES WITH A MOTION-PICTURE PLAY

It was the Bard of Stratford who said that “the play was the thing.” Although it then referred to the legitimate stage, as it does now, it can to-day apply aptly to the motion-picture theater. A good story is, also, the ideal vehicle for film advertising.

The twenty million movie fans in this country frequent their favorite form of amusement to be entertained, and some greatly resent the pure advertising or semi-educationals which they often have to sit out.

It must be borne in mind that it is the one kind of relaxation by which the working classes are able to get away from the monotony and hardness of their every-day existence. They, therefore, want their fare served up in an appetizing manner. Anything else is apt to prove a bore, and you can thus see what kind of a receptive mood by which you have to approach the average motion-picture audience. That is why it is advisable to have your advertising points ingeniously incorporated in either a comedy or drama, the former preferably.

The most common type of ad. film is the industrialog, portraying the processes by which certain goods are manufactured. Several of these subjects I have seen at the picture shows lately were so unnecessarily padded that they were enough to send spectators to sleep. No wise advertiser would attempt to cram in all the matter he could into the smallest possible space in his press announcements, neither should he try it on the film.

Industrialogs undoubtedly appeal more to a better-class audience, but it must be remembered that a good proportion of the movie theaters are still nickel shows, which attract the working classes. These folks see enough of factory and business life in the daytime, so they do not want to be inflicted with it when endeavoring to get away from the atmosphere. Here you have a large audience which is extremely difficult to address via the press, for the majority go in for hardly any reading at all. Maybe they haven’t got the inclination or money to do it. Their custom is certainly worth while cultivating, and no doubt they can understand pictures better than books, as, when the world was young, pictures were drawn on slabs of stone to indicate what otherwise could not be explained. Compelled to go out to work at an early age is responsible for a good proportion of the masses being poor readers and writers. By the motion pictures, however, you can approach a public previously beyond your reach.

I recently was commissioned to write a short comedy scenario for a well-known tobacco manufacturer, and here follows the synopsis of the plot:

Bill, a workingman, is enjoying his pipe of ---- Tobacco in the parlor of his home, when a passerby notices smoke issuing from the window. Thinking the house on fire, he brings the fire department on the scene. They turn the hose on the house, and, after a severe drenching, Bill escapes. He is indignant at being duped by the passerby, and the firemen also resent being made fools of. They then turn the hose on the culprit, who pleads for mercy. Bill offers to release him if he buys four packages of ---- Tobacco all round. The passerby agrees, and hurries off to the shop to buy the same, pacifying his victims, who are left enjoying the tobacco.

For some things drama is better for hammering points home, but stick to comedy as much as you can--it is more popular with movie audiences.

The French branch of the Remington Typewriter Company recently had a photoplay story produced which concerned a working girl, who, on her father’s death, was the only support of the family. Through the firm cutting down expenses she is dismissed, and vainly endeavors to obtain another position as a stenographer. At the end of her resources, she obtains a Remington typewriter on the installment plan and obtains sufficient clients to provide her with work.

It is seldom advisable to go beyond a reel, which occupies about eighteen minutes on the screen, for that is the ideal length. Audiences will stand this without a murmur of protest, since they appreciate one good extra reel on the program. It matters little whether they realize that it is advertising disguised. Quick action is one of the things that have been responsible for the great present vogue of the motion picture, so have your producer compress all he can into every foot of film. It should then bring you more than the desired results.

VIII.

REACHING THE PUBLIC BY MOTION PICTURES

After an advertising film has been produced, and the owner wants to get his investment back with a fair amount of interest, the question naturally arises as to the means of distribution. A convincing motion picture is half the battle won, but it is obviously practically worthless unless the prospective purchaser be reached. Like the placing of ordinary publicity matter with the press, the marketing of a commercial photoplay is a science. No ironclad rules can be laid down, for the simple reason that everything depends on the proposition itself. I shall, therefore, confine myself to methods that have been employed in general campaigns.

IMPROVING THE ORDINARY THEATER PLAN

Once upon a time--and it was not so far back, either--it was a comparatively easy matter to coax a motion-picture exhibitor to take an advertising picture for one or more days’ showing, but nowadays it is hard work to do so, for there are now ten manufacturers to every one that adopted film advertising as part and parcel of its publicity campaign in the past. For another thing, the movie showman has begun to realize that it is advertising pure and simple, although an attempt may be made to disguise this significant fact. Being a business man, he naturally considers it only fair that he should be appropriately remunerated. His attitude has prevented the screen medium getting into a rut, since it has allowed enterprise to enter into the intricate problem of reaching the public, a condition that was formerly confined to the actual film. One without the other only tends to spoil the results.

Here in New York the American Druggists Syndicate recently brought out a motion-picture theater accommodating six hundred, for $150 per day during the first three days of the week. The ordinary dramatic and comedy photoplays were used to entertain audiences, and the program only differed in that ten minutes was set apart for a trained lecturer, discoursing on a series of slides setting forth the merits of his firm’s goods.

All the box-office receipts went to the _pro tem._ exhibitor. Every patron, on paying for admission, was handed a coupon which was good for twenty-five cents at any A. D. S. store in the locality. The house was filled to overflowing on every occasion as the result of this dandy scheme, thus proving the value of a good premium to which the sporting element is not attached. It is safe to say that their products were introduced to many for the first time, and innumerable new permanent consumers were added to their already long list.

CO-OPERATING WITH THE DEALER

In the case of a proprietary line, the dealer has to be “roped in” before a successful appeal can be made to the public. He would be first advised of the forthcoming motion-picture campaign through the medium of his favorite trade journal. And, unless it is localized, he will probably regard it as of no consequence to him.

When the Jewell stoves and ranges were, a short time ago, boosted by motion pictures in numerous towns, the two-reel film, occupying about thirty minutes on the screen, which depicted the various processes in the making of the goods, was exhibited after the ordinary program was over, a small fee being paid for the privilege. The film was advertised in the local newspapers, and an arrangement was effected with the local dealer whereby his advertising copy linked up with the film, resulting in people being sent to his store.

TOURING RURAL COMMUNITIES WITH FILMS

Another excellent plan is to equip a commercial automobile with cinematographic apparatus and films, and, under charge of a trained lecturer, despatch it to rural communities that may be desired to reach. There are a good many places too small to support a movie show even to-day, and such a one given nightly in the main street would attract all the surrounding population. In a way, it would be a novelty to them, and more especially so as the exhibition is free.

This was done by Acetylene Publicity, Limited, of London, who toured the small villages in Britain to demonstrate the advantages of acetylene lighting and cooking apparatus by means of a film lecture. When the weather was not fit for outdoor shows, a tent was erected, or else a local hall hired for the purpose. The route was made to extend to one year, a stop being made at all villages and towns passed on the trip, the duration of which depended on the size and importance of the place. It was usually, however, for one night.

Although, as far as I know, this is a new idea to America, there is no reason why it can not be adopted successfully over here. It can be applied to practically all lines of business appealing to the consumer.

Mr. C. M. Lemperly, advertising manager of the Sherwin-Williams Company, of Cleveland, Ohio, who attribute a fourteen per cent. increase in actual sales during the last business year to motion-picture publicity, declares that, as a medium of small-town circulation, it is doubtful if there is any better advertising proposition on the market than the motion picture. Further to this significant statement, it is satisfactory to note that the firms to take up this new medium continue to increase, and they stick in for good.

Greatly exaggerated circulations are held out by inexperienced industrial film producers, so the advertiser should take his proposition to the recognized specialists along this particular line. Their statements, he will find, will stand being tested and proved. He will also be assured that his film will be satisfactory from a technical point of view.

IX.

INTRODUCING ADVERTISEMENTS INTO MOTION-PICTURE NEWSPAPERS

A NEW OPENING FOR PUBLICITY ENTERPRISE

It is as well to know, if you were not already aware of it, that motion-picture advertising is a passing fad no more. Instead, it is a tested ad. medium and is worthy of as much attention as are the old established publicity outlets, so, if you are one of its devotees, it is up to you to impart some originality to your next movie campaign, for there is danger of permitting this excellent medium to drop into a rut.

Since newspaper advertising is so highly valued, why, therefore, neglect the splendid chances offered by the motion-picture equivalent? I refer to the several animated weeklies published by the leading film factions. I have approached the producers on the subject, but they all seem to be averse to selling their “space,” because they have their fears that they will incur the displeasure of the exhibitors who hire their pictures. This is a very narrow-minded way of sizing up the situation, for, if the producers added additional films to allow for the advertisements carried, it could be settled in an amicable manner to both sides, while a new source of revenue would be opened to the movie publisher. It would be a comparatively easy matter to sandwich in a small ad. film, devised to fit the purpose, between the news items. As in the case of advertising that is placed between the text-matter in the press, it would possess greater publicity values.

The possibilities of the medium may be judged by the fact that these animated newspapers reach something like twenty million people of all classes weekly, from Maine to California.

All film ads., irrespective of the position they may be placed, would command concentrated attention and call no effort on the part of an audience, if the appeal is presented through the eye and there is nothing to distract attention or allow any member to deliberately not give your ad. at least the once over. In these all-important points, the motion picture has a considerable advantage over the press.

Who would think of inflicting the press agency stuff on film producers? Yet the English branch of Spratts, the well-known dog-food specialists, did so on a recent occasion. They were favored with a contract to house the special breed of dogs that were to be employed for transport work in the Antarctic expedition and to supply their biscuits. This news item was given out to one of the animated newspapers, which was invited to send an operator. The film concern snapped up the chance like a starving man does a slice of bread, for great interest was centered in the expedition at the time. Before the camera man’s arrival at the kennels the chance was not neglected to display posters and other advertising matter in the yard. Not only did they figure prominently on the film, but the explanatory matter told all about the firm’s accomplishment. Anything that possesses genuine news value, and can be got over by motion pictures, is good for capitalizing.

It is now extremely difficult to persuade an exhibitor to put on an ad. film after his ordinary program for nothing, so ingenious ruses have to be resorted to. One firm hit on the brilliant idea of getting out an animated news weekly of their own. Half of the reel each week comprised topical events covered by their own cinematographer, while the remaining portion was a booster for the firm’s goods. The reel was offered free to movie showmen, who found the something-for-nothing bait too good to be resisted.

Indeed, by looking across the horizon, there are going to be some surprising developments in this particular direction very soon, if I am anything of a prophet, and those who strike the iron while it is hot, which is right now, will reap the advantages.

X.

EMPLOYING MOTION PICTURES TO APPEAL TO THE CHILDREN

In these days of strenuous competition and enlightenment, the aid of the children is a factor not to be lightly reckoned with. If advertisers have discovered it worth while to appeal to them through such publicity channels as the press and special literature, then so must it be productive of advantageous results if you pay particular attention to this element in your next motion-picture advertising campaign.

The other afternoon, while partaking of lunch at home, a sample-man came to the front door and handed the maid a liberal trial of Shredded Wheat. This was brought in by her, and my friend and I myself being both keenly interested in advertising problems, our conversation naturally drifted to this topic. Much to our mingled surprise, my friend’s little girl of twelve chimed in: