Part 23

Department stores, whether large or small, in search of new ways and means of attracting the public in face of competition, will find in the versatile motion picture a publicity medium which fully comes up to their requirements. Having the novelty element, it is bound to create unusual attention, resulting ultimately in increased business.

The idea, however, is not new to England, for the well-known London department store of Selfridge’s, owned by the American of that name, had a one-reel film produced some time ago. This showed how customers and staff are treated by the firm, dealing with accidents and illness, and keeping the employees fit by physical-culture drills on the roof garden.

The picture, besides capturing the fancy of the public at a cinematograph exposition held in London, was also put on at the principal theaters throughout London and suburbs.

To acquaint the public with how their welfare is studied and that of the employees is just the very thing to form the basis of a successful film. It is, on the other hand, hardly practicable to extend the advertising to specific bargain offers, such as you often set forth in newspaper announcements. The boiled-down stories of every-day life, which are so frequently seen on the movie screen and are so popular with the majority of picture-play-goers, offer their counterpart in the advertising field, so department stores would be wise to follow the fashion.

Such a photoplay would stir more interest than an ordinary industrial, and it is safe to say that your points would get home better. Audiences would be delighted in recognizing it as a home product, set amid familiar scenes in the neighborhood. It might also be advisable to introduce well-known local players in the cast.

There is abundant scope for a trained scenario writer to block out an interesting story. You can have, for instance, Mrs. Brown, all tired out and discontented after a tour of all the shops except yours. She happens to meet Mrs. Smith, her friend, on her way home. Mrs. Smith is the picture of content, through trading at your store, and, after sympathizing with Mrs. Brown, invites her to try your store. She takes the tip and is too pleased for words.

This is just a rough outline so as to give you an idea of what can be done.

You could also have the story written up in fiction form and insert it in the columns of the newspaper you favor, announcing at the bottom where and when the film version is being presented. The exhibitors of the theaters in question will be more inclined to entertain your proposition and accept a smaller fee if they know they are going to obtain some additional advertising.

As much discretion in selecting motion-picture theaters must be used as if you were selecting reliable press mediums. You will find that the downtown theaters attract the workers of both sexes in the lunch hours, and in the afternoons the audiences, for the most part, comprise ladies seeking relaxation after shopping tours.

But out in the suburbs and residential districts business men and their wives go to the shows in the evening after supper to drive away the worries and irritations of the day.

If yours is a high-class store, it naturally will not do to have your film shown at a nickeldrome attracting the poorest of the working classes. I would especially advise you, before putting your motion picture into circulation, to make a tour of the photoplay theaters in your territory. It is not enough to judge by the outside appearance--mingle with the audience--and size each one up from the point of view of your proposition.

XLVI.

HITCHING MOTION PICTURES TO MUSICAL ADVERTISING

The versatility of the motion picture is not confined to the varied entertainment offered. Both the films and theaters can be linked together and be converted into business producers for the musical trade.

Should I be accused of presenting mere theories, then I would respectfully call your attention to the fact that what I am about to suggest is based upon actual successful cases of the movies being employed as an advertising medium.

Some time back the Edison Company started to issue musical selections for motion-picture orchestras, so that their photoplays could be played to as appropriately as possible. When one realizes that the majority of the shows change their program every day, it can be seen that there does not exist much time beforehand to prepare suitable musical pieces. It may scarcely be needed to add that the exhibitors appreciate this co-operation on the part of the film producer.

This example has since been followed by the Universal Film Company. They devote almost a whole page in their house organ to the correct music to accompany their motion pictures with.

The field is a good one for plucking, for there are twenty thousand motion-picture theaters from Maine to California, and the average show puts on six fresh reels every day. The average number of selections for each reel is three, brought about by the quick-changing situations presented.

The method of one song publisher by which to popularize his wares to the folks in front is to arrange with a number of neighborhood theaters to take on a singing act between the reels. The singer has the assistance of the band, and the audience is encouraged to join in the swinging chorus by a slide thrown upon the screen containing the words. At the top of this is a notice stating that the So and So Company publishes no bad songs.

To hark back, on the musical page of one of the house organs is a notice to the effect that if the orchestra leaders do not happen to possess the music, they can obtain it from certain concerns in New York, Chicago, Boston and Philadelphia.

I am quite in the dark as to the actual inside arrangements which have been come to, but I presume that this is a sort of co-operative plan, whereby, in return for reviewing the company’s productions from the musical point of view, this publicity is provided in return.

Inasmuch as only two of the thirty or more motion-picture producers are helping the exhibitor in this manner, it would seem that there exists a particularly good opportunity to endeavor to coax the others to follow suit.

Movie fans are mostly home-loving folks, and are at all times on the warpath for new songs to play at home. This is proved by the fact that it is nothing unusual for an exhibitor to receive an inquiry from a patron asking for particulars of a certain piece of music that has taken his or her fancy.

Some songs lend themselves particularly well to motion-picture production, and such popular ones as “It’s a Long, Long Way to Tipperary” and “Home, Sweet Home,” have already been filmed, thus further helping to popularize them. The ideal song as a photoplay is one which offers abundant scope for action and is also true to life. Most film versions thus far have been prepared after the song has achieved considerable fame. If, however, the publisher is to reap the full benefit, the movie picturization should be released simultaneously with the publication of the song.

XLVII.

DEVELOPING “HAVE A GARDEN” MOVEMENT WITH PHOTOPLAY THEATER HELP

The spring and summer are the busy seasons for the nurseryman and florist, for the thoughts of the city folk fly in the direction of the open air. The garden being the first haven of refuge, the garden “outfitter,” if I may be permitted to coin a term, benefits financially.

The neighborhood theater is best suited to your purpose, as the majority of the patrons are located in residential sections. You approach them in the right mood, for one of the charms of the motion picture, as you are doubtless aware, is the natural backgrounds. Although a fair sprinkling of the stories are set in the city, there are a goodly number located in rural communities, consequently spectators see lovely gardens, farms, ranches, to say nothing of the handiwork of nature represented by the prairies and forests. All this makes the city dweller feel as though he would like to get away from his artificial surroundings, so he unconsciously thinks about converting his back and front lots into gardens and have his window-sills filled with plants.