Part 1

Advertising by Motion Pictures

BY ERNEST A. DENCH

Author of “Playwriting for the Cinema,” “Making the Monies,” Former Vice-president Photoplay Authors’ League, and Editor of the Late “Photoplay Writer”

CINCINNATI THE STANDARD PUBLISHING COMPANY

Copyright, 1916

The Standard Publishing Company

CONTENTS

PAGE

I Telling Your Advertising Story by Motion Pictures 11

II Movie Advertising from the Viewpoint of a Fan 18

III The Dollars and Cents of Advertising by Motion Pictures 23

IV Some Film Advertising Methods for the Manufacturer 30

V Slide and Film Advertising Contrasted 33

VI Using the Film to Secure Foreign Business 41

VII Approaching the Working Classes with a Motion-picture Play 46

VIII Reaching the Public by Motion Pictures 52

IX Introducing Advertising into Motion-picture Newspapers 59

X Employing Motion Pictures to Appeal to the Children 64

XI Salesmanship Demonstrations by the Film 71

XII Equipping a Private Motion-picture Theater for Business Purposes 74

XIII Introducing Competitions in Ad. Motion Pictures 79

XIV Bringing Out the Individuality of Dry Goods by Motion Pictures 85

XV Boosting Cities and Pleasure Resorts by Motion Pictures 92

XVI Advertising Railroads by the Movies 98

XVII Getting Over the Pureness of Your Food Products by the Film 105

XVIII Selling Automobiles and Accessories by Motion Pictures 113

XIX Clinching Agricultural Machinery Sales by Motion Pictures 120

XX How Publishers Can Capture Business from the Ever-encroaching Film Producer 126