Part 10

XVI.

ADVERTISING RAILROADS BY THE MOVIES

For railroad companies, the ideal advertising medium is the motion picture. It has something to offer which can not be done justice to by any other publicity vehicle. How true this is was brought home to me the other day while traveling on one of the elevated lines in Brooklyn. Sitting next to me in the car were two young men engaged in conversation, and I could not help but overhear what they said to each other.

“I have been trying to decide on a place for a vacation this summer, but I have simply grown tired of poring over advertising literature.”

“Yes,” assented his companion, “it leaves so much to the imagination.”

Here, then, is the crux of the situation--printed matter of all descriptions appeals to the brain, whereas the nature of your business demands that the mental strain be non-existent. Folks are more than likely to throw your expensive literature away unused when you expect them to use their brains to imagine things. With motion pictures you don’t have to--everything is taken in by the eyes.

You have got to show them. And how? Well, do not motion pictures fill the breach admirably? Be honest with yourself. Is there any other medium in existence by which you can bring the actual things before the gaze of a skeptical public? I will admit, though, that there are still photographs and lantern slides, but these only permit snaps here and there. On the film, however, you can cover the whole place at one sweep, so to speak. This is no idle boast. It has been accomplished. Let us, to begin with, take the prospect of boosting your line for vacations. The Northern Pacific Railway Company did theirs by having a film made depicting the beauties of their line and Yellowstone Park, recommending the latter as the ultimate destination of the tourist.

The results, I am glad to say, were highly satisfactory.

Although it is unusual, much more has been done in this particular direction in Britain than at home.

The Great Western Railway Company established its individuality by proving that it is “The Holiday Line,” for their picture showing the beauties of the west of England, Wales and Ireland leaves a hankering to travel by the route covered by them, if only to pass by the most charming portions of the British Isles. The film was hired out free to numerous movie theaters throughout Britain, and the atmosphere of the picture was further enhanced by the orchestra playing old English airs.

The Great Northern Railway Company conceived a different idea in circularizing their three-reel travel film of the Scottish Highlands. A descriptive lecture was prepared in connection with this, and any lecturer, educational institution or theater requiring the use of both could hire them free.

The best way to lessen the expense and at the same time work to the mutual advantage is by arranging with chambers of commerce, etc., who wish their pleasure resorts to develop. Considerable success has attended the efforts along these lines in England.

Southport, a northern seaside resort, is a case in point. Previous to putting out a motion picture showing its advantages as a winter resort, there were very few visitors in the dull winter months. The nine copies of this film, however, were loaned to the various railway companies running excursions to Southport, who in turn arranged for the showing of the film in connection with their advertising campaign at the picture theaters in their territory. The outcome was that the enterprising town reaped a harvest of winter holiday-makers, who were transported by the railroads.

The motion picture is also invaluable in developing towns and various little-exploited territories, with, of course, special emphasis on the fact that yours is the best line to travel by. The Southern Railroad Company had a film produced along their line in South Carolina in order to bring out the possibilities of farm, city and industrial life in that State. The film was exhibited in the North and Middle West.

Nor is this an isolated case, for the Great Northern Railway and Oregon Trunk Company joined forces in order to record the development of central Oregon on a motion picture. The most convincing portions of same were those of the great Blitzen Canal which will open up one hundred thousand acres of land, homesteaders arriving, a big cattle round-up, and vast picturesque stretches of land which are ripe for settlement.

You can also call attention to the precautions taken to ensure safety traveling. The Rock Island Railroad film dealt with some of the every-day dangerous experiences of their employees, besides pointing out the right and the wrong way of doing each thing. These pictures served a twofold purpose. In the first place, regular demonstrations were given to the other trainmen, so that they can guard against the dangers that attend their work. This, in turn, rebounds on the passengers, who are ensured being reasonably safe from any accidents occurring. The public were also invited to view the film, which could not fail to leave a favorable impression. Societies, schools and theaters were also at liberty to show it.

XVII.

GETTING OVER THE PURENESS OF YOUR FOOD PRODUCTS BY A FILM

The motion picture stands in need of a nickname. The one most appropriate would be, “Conveyor of things as they are.” Not only are audiences regaled on a feast of comedy and drama, but the aid of the screen is often sought to educate them in reforms of various kinds.

And this is where the food manufacturer can hitch the movies to his next campaign. Let me tell you this much--the screen is no ordinary publicity medium. It possesses a pleasing individuality of its own. This is the art of vision. You don’t let your pen loose and turn out printed matter that but half satisfies. In these days of food adulterating, the alert housewife wants to be shown, so the case of the man from Missouri is not an isolated one. The film accomplishes more than printers’ ink, and allows you to take people through your plant, which it is often not convenient to do in person.

Before we proceed further, I want to call your attention to a two-reel drama which was recently put on public exhibition. It is a lecture in celluloid, and was produced by the Kalen Company, in collaboration with Professor Lewis B. Allyn, who has achieved fame in connection with the Pure Food movement. He also acts in this gripping screen drama. The Ladies’ World ran the fiction version.

The story opens with Jack, the son of a canned-food manufacturer, entering his father’s business. Jack is thoroughly disgusted with the plant, for dirt is allowed to accumulate and the employees are sweated. Some are so ill that their infections are liable to be transferred to the consumer. One of the employees dies of ptomaines as the result of consuming the canned goods, and Jack is urged to reform the existing state of affairs. To this end he receives instructions from Professor Allyn, but Jack’s father will not listen to effecting a reform, for wealth comes first. The manufacturer then tries to bribe the Professor to place his goods upon the Westfield Pure Food List, but the Professor will only agree when he makes the needed alterations.

It happens that Jack is in love with the daughter of another food manufacturer, and Jack’s father visits the plant. The cleanliness and the quality of the raw materials impress him greatly.

His little daughter steals a jar of his fruit jelly from the closet and is taken seriously ill. Then he learns that his factory is on fire, and we leave him vowing to build a factory which shall be sanitary, the material of the best, while the health of the employees will be cared for.

At the lowest estimate, this was seen by five million out of the total twenty million movie fans in this country, besides being read by two million or more Ladies’ World readers. The film is sure to make the public more discriminating than ever. Here, then, is the ripe opportunity to gain their patronage by following it up with an effective advertising film.

This is not mere theory, for the Postum Cereal Company recently had a motion picture taken at their Battle Creek factory depicting the making of Post Toasties, Grape Nuts and Instant Postum. The healthy conditions under which they are made were well brought out. Human interest--which fans are so partial to--was added by introducing several bunches of happy children enjoying the products heartily. An exhibitor was selected in each town to show the film for a small consideration, the campaign proving very successful.

Cadbury Brothers, an English firm renowned for their cocoa and chocolate, got out a very interesting film to boost their cocoa. It showed their cocoa plantation in Trinidad, the natives gathering the pods, and various other stages until the cocoa reached the consumer. Their other film went further, with special emphasis on Bourneville, their garden city. The most valuable points presented were these: The picturesque surroundings of Bourneville works, storing raw cocoa, daily arrival of new milk for milk chocolate, men’s recreation-ground, a walk round the plant, showing the airy work-rooms and open windows, the factory fire brigade at drill, open-air baths for boys and girls where they swim during working-hours, girls’ physical drill, preparing creams ready for covering with chocolate, covering chocolate creams and decorating chocolates. All this tended to favorably impress the millions who witnessed the film. As it also had educational qualities, it was offered to exhibitors free, over three hundred theaters taking advantage of the offer. It is usual to pay exhibitors a fee for this privilege, but when the advertising element does not unnecessarily obtrude, it can be put out on its own merits.

The manufacturers of an English beef-tea preparation called “Oxo” sent an operator to their ranch in the Argentine. He filmed a reel of entertaining stuff which was put out under the title of “Life on the Oxo Cattle Farms.” The firm was also wise in only mentioning the name of their product once.