Part 17

It is hard to keep pace with the progress of the motion picture. But a short time ago the one-reel subject was considered the maximum length; then came the feature, requiring up to twelve reels to tell its lengthy story. This was followed by the photoplay series--a number of stories linked around a set of characters, but each complete in itself. The movie producers, however, were not satisfied, so they tackled the serial proper, making a fifty-reel production and releasing it in two-reel installments.

The bearing these facts have on this article amounts to this: In motion-picture theater publicity, and slide advertising in particular, you have to cut the cloth according to the length, which, to be more explicit, means that you must watch the entertainment closely and follow the general trend.

You, as a slide advertiser, are in much the same position as the photoplay producer, who is not content to rest upon his laurels, thereby not giving the fans an opportunity to complain. All this has a certain physiological effect upon picture-play-goers, who expect slides to advance in a like manner. Now, let us see how you can benefit by running a series of ad. slides.

It will, in the first place, give you greater confidence in entering into a contract with the motion-picture exhibitor, as you owe it to the spectators to complete the series, or serial, you will begin so auspiciously. It is good money thrown away otherwise.

It is hard to maintain interest with single slides, but with a good series, or serial, you can actually make folks look forward to the next slide.

It is essential to secure the exclusive rights for your town. This is already possible, for the slide manufacturers have produced a number of excellent series in slides. This concession, which may be obtained by paying an additional fee, is important, because the slides can be filled in to suit almost any business.

You must, however, be prepared for increasing your advertising revenue, but why begrudge it when you can go one better than other advertisers? The point is this: Probably your exhibitor has a dozen advertisers under contract. Not one business is in competition. It goes without saying that a snappy series or serial will sink in, whereas a plain announcement slide of another dealer will be skimmed.

In a series of slides you can put over an entertaining story, humorous in parts, and educational in that you point out why folks should trade with you. A clever scenario writer-artist and skilled slide manufacturer can do wonders for you in this connection.

Equally important is arranging for the exhibition of your slides. Most theaters change their program daily, and only a proportion of patrons attend regularly. Some days the program does not appeal to them, so they favor the rival show. Therefore, if you were running a slide subject of the “to be continued” kind, you could not expect to have many follow it from beginning to end unless you took a system in charge.

Every now and then a motion-picture producer releases a serial or series. It is booked by the exhibitor, who arranges for its showing at his theater in weekly installments. The majority of his regular patrons are present each week on the evening set aside for the installment. So if your slide series or serial started off with the photoplay it would be seen in its entirety by most folks. When you are planning your slide series or serial, arrange with your chosen exhibitor to run it simultaneously with the film production.

XXXI.

INDIVIDUALITY IN SLIDE ADVERTISING

You have heard that “imitation is the sincerest form of flattery,” so you do not strive to emulate the other fellow. You prefer to go one better and raise yourself out of the “type” clique, thus establishing your individuality. I am fully aware that I am treading on dangerous ground in quoting slide advertising as an example, for the simple reason that it stands in a class all by itself. How? Well, permit me to explain.

Suppose you prepared a dandy advertisement, and one entirely different from that of your competitors. Would you not commission your most desirable local newspaper to insert it, with the request that they give it as good display as possible. If you didn’t do this, you would be foolish.

Suppose again, when next week came round, you were hard up for a bright, new idea, and time was precious. Rather than go unrepresented in the next issue you would promptly set about to prepare a stereotyped announcement, which would not cost you a cent more for composing.

Yet, if you blazoned the path of originality in slide publicity without knowing the correct way to go about it, the results would be disappointing. Even though you had prepared your copy, you would want a humorous illustration to back it up, and it would doubtless occur to you to hire a local artist. Lastly, you would put your announcement before prospects on a home-made slide. Slide-making, let me tell you, is an art which has only been perfected by years of experience.

If you present your screen ad. in a crude manner, your purpose will be defeated. So the only alternative is to have one of the slide manufacturers make a special slide to your order. It should cost you about $1 additional, for which amount you will obtain an artistic slide.

Possibly it has never occurred to you that you can use the stock slide and still give photoplay goers the impression that you are decidedly distinctive. The motion-picture exhibitor believes in hiring his screen to one advertiser in each trade, consequently, if the slide has been prepared specially for your trade, there is no fear of overlapping. What I mean is this: There are slides on the market which, by filling in the name, address and business, can be made applicable for several trades. Here is one example: “You’ll Treat Your Pocketbook Right if You Do Your Shopping at ----.”

It would be rather embarrassing, for instance, if several other traders employed the self-same slide. The best stock slides are those that can not be adapted by any other trade, and there are plenty of this kind to be had. Now, on the other hand, there may be occasions when a special slide is a necessity. Maybe there are some exclusive features about your business, to boost which slides of a general character would be out of place.

The only chance a person would have of discovering that your stock slide is used by a competitor would be if he happened to be a patron of more than one motion-picture theater. Here, again, you would gain a brilliant victory. The fan, not being in the know, and having seen your announcement first, would proclaim you as the originator. And his respect for you would naturally have a tendency to increase.

So if you notice a fellow-trader using a stock slide which takes your fancy, don’t go and do likewise. Select something different. Thus, you see, you can make your slide advertisements distinctive without incurring any additional expense.

XXXII.

THE PERSONAL ELEMENT IN SLIDE ADVERTISING

The versatility of the stock slide ends just where it is essential to present the intimate appeal which counts for so much.

What is that elusive something, the personal touch? To my mind, it is by introducing yourself to your prospects. Now, stock slides can and do emphasize the reasons why folks should patronize your store, but as I take it for granted that you desire to further convince them, you have got to “shake hands,” in a figurative sense.

Where is your store located? True enough, you will not neglect to include the address on the stock slide, but first impressions are lasting. It is my intention to advocate the adoption of what I may term the photo-slide, for want of a better name.

On your visits to the local motion-picture theater you will have noticed that the exhibitor is prone to using announcement slides of forthcoming photoplays. On this kind of slide an important scene is reproduced from the picture and tinted in natural colors, while the blank space is used to good advantage with brief description of the film.

These are stock slides, of course, but if you wish to plan an advertising campaign along similar lines, it is up to you to have some photo-slides specially designed to conform with your individual requirements.