Part 12

There are times when certain experiments have to be made with intricate articles. The dynamite made by the Du Pont Company, who advocated the use of same to farmers, is a case in point. Tests were given in stump blasting, deep plowing, tree planting, ditching, etc., and effectively shown to farmers at institutes, land shows, State and county fairs, and on other suitable occasions. In all, over one hundred copies of the same film were shown at the same time in rural communities throughout the country. And what is more in favor of the method is that the demonstrations were given on winter evenings, when the farmer had his liberty and no outdoor tests could be held, owing to the average weather conditions. Nor must it be overlooked that the extra expense of this form of publicity was gotten back in the saving of the dynamite which would have been necessary in each actual test. There was also no fear of failure.

At those times when the farmers attend important functions on business bent it is customary to erect machinery and rent a large amount of space for same. The demonstrations are cramped and can never be so thorough in scope as were a special cinema show to be erected and demonstrations given at stated intervals by means of a film. This would be a good investment, which I can vouch for by the success that has attended the plan at various expositions held at the Grand Central Palace, New York.

On first thoughts, the idea of erecting a private motion-picture theater in your office building may appeal to you as an unnecessary expense, but an agricultural machinery concern in Hull, England, has such a place in which to show its implements to prospective purchasers. On the whole, it is rather a bore and unpleasant having to take the prospect through your plant, and everything is in favor of the short-cut method. Perhaps a prospective client will request even to be shown the machinery in actual use, and a lot of inconvenience is saved in not having to trouble already satisfied customers. This is only of importance when the film is produced, after which it is good for all time.

XX.

HOW PUBLISHERS CAN CAPTURE BUSINESS FROM THE EVER-ENCROACHING FILM PRODUCER

It has been asserted by some that the movies are a new menace to the publisher. While not denying the truthfulness of the statement, I can not pass by without remarking that the publisher is to blame for such a deplorable state of affairs coming to pass.

The motion picture has created a demand for clean-cut stories, without a particle of padding. Yet there are publishers who have continued to turn out fiction of all kinds with frightfully slim plots. In the motion-picture play, the story is the thing. Sometimes one of these compressed plots that the average author would weave into a good-sized novel can be unfolded on the screen in eighteen minutes.

The longest novel--from a plot stand-point--when converted into a photoplay, would not, at the most, provide more than two hours’ entertainment. As a rule, they run to an hour or so, while those that rely, to a great extent, upon description rather than plot, and are also deficient in plot qualities, could not be put on at all.

It seems to me that the person who has reaped most of gold for this fiction adaptation mania is the author. Now, why shouldn’t the publisher likewise benefit? Well, he can, if he gets into action right now.

Down to date, the greater part of the adapted fiction--short stories and serials--has not been filmed until after publication, when, of course, it would not increase the sales one little bit. If all are to profit, united co-operation is necessary. When a piece of fiction--no matter whether it be a short story, a serial or a novel--appears, an endeavor should be made to arrange with a film concern that the photoplay should appear simultaneously with it in fiction form. Tagged on to the end of the film--or both beginning and end for preference--should be a notice announcing where the printed story can be seen. This publicity the publisher will reciprocate by informing the readers of his publication that they can see the photoplay version at the movie theaters, and so forth.

The millions that visit the moving-picture shows daily have come to regard their favorite amusement as a “Guide to Literature.” They prefer to see it on the film first, because it is the quickest and easiest way to arrive at a decision. It is also the truest test.

Since the movie manufacturers have made good with the speeding-up process in stories, so must the offending publishers follow suit if they do not wish to be put out of business.

When a film form of a well-known copyright-expired work has been exhibited, a run on the cheap editions has occurred, while in many cases the book dealer has been totally unprepared for the demand. The publishers should keep a weather eye on the different releases week by week and watch out for opportunities.

Fresh developments have resulted in more business slipping out of his hands. The latest move of the film producer is to produce an original serial play, have the scenario author write it up in book shape, add some photographs from the film, together with a signed one of the leading actor. The first attempt along these lines has been distributed among the picture shows in lots of twenty-five or more at 15 cents per copy. The first edition of fifty thousand copies sold like hot cakes, so to speak, and the second edition sold well.

Why, I maintain, should not the publisher have the business that is legitimately his? There is little chance of co-operating with the ordinary one- and two-reel photoplay, as the fiction rights of these are given to the motion picture magazines, whose staffmen write them up. There are, however, opportunities for the publishers to handle the big feature photodramas, as well as the linked series and serials. It is a paying proposition for all concerned if operated on the right lines.

XXI.

ADVERTISING YOUR NEWSPAPER WITH A MOTION PICTURE

Enterprise is a restless thing. Once let it remain still and all the good work is undone. This fact is brought more closely home in the case of a newspaper, for enterprise does so much to hold a reader. One stunt is soon forgotten, and it is therefore imperative to keep the ball a-rolling.

You, as a newspaper man, know the huge following the motion picture has, and if you are a small-town member of the fourth estate I want your attention right now. Mr. Big City, your turn will come next.

Several small-town newspapers have tried out the following plan successfully. A prize, usually $25, is offered for the best one-reel scenario, comedy or dramatic, as you may choose, only it must possess a plot which can be effectively taken amid familiar local surroundings. Usually the editor, dramatic critic and the movie director act as the judges.

This is followed by a voting contest for the selection of the most beautiful young woman and handsomest young man in town to play the heroine and hero, respectively. A prize of, say, $25 each, should be offered.

Nominations are best made by coupon, accompanied by a photograph. The judges can weed out the hopeless ones and print the photographs of the good-looking ones in the newspapers, as well as having them thrown upon the screens of the local motion-picture shows. Interest may be maintained each day by announcing the standing of the candidates.

It is up to readers to vote for their favorites, who, if successful, would be trained to act in the prize-winning story.

The advantages of the indirect advertising campaign are many, and it will be found to pull more results than ordinary advertising could accomplish in a lifetime. I say this in all seriousness.

In the first place, almost everybody has a hunch to write a photoplay, but few see their efforts on the screen. In a local contest they stand more chance of making good. The winner is aware that there is more than $25 and local fame awaiting him. His success does much to remove the barriers from the doors of the regular motion-picture producers, who, knowing he is one of the “arrived,” give his future efforts special consideration.

The acting bug is strong within many, especially boys and girls in their teens. The speaking-stage used to be the attraction, but nowadays they get screen-struck instead. Can’t you imagine how proud the winners would be to act in a photoplay and be viewed by their admiring friends? It may prove a stepping-stone to an engagement with a big film company. Events have turned out this way before now.

Important links in the chain are the local motion-picture exhibitors. All are fully alive to the value of a photoplay possessing a strong local appeal. Therefore, if you agreed to announce in your newspaper where the picture was being presented, you would find all the local exhibitors clamoring to hire it. You would probably be able to charge a nominal fee to help cover the cost of production, for it is not as if the photoplay is advertising pure and simple. You get your publicity as the promoter of the production.

Apart from getting your newspaper on the lips of everybody, every candidate would enlist the aid of friends to secure votes, the additional coupons required for this purpose increasing your circulation many times over, temporarily, of course. On the other hand, you would secure new permanent readers.