Part 6

A good proportion of the motion-picture theaters abroad are always glad to snap up such pictures free and to include them on the ordinary entertainment. To monopolize the advertising in the theater program, and defray the printing of same, is a reliable follow-up campaign.

VII.

APPROACHING THE WORKING CLASSES WITH A MOTION-PICTURE PLAY

It was the Bard of Stratford who said that “the play was the thing.” Although it then referred to the legitimate stage, as it does now, it can to-day apply aptly to the motion-picture theater. A good story is, also, the ideal vehicle for film advertising.

The twenty million movie fans in this country frequent their favorite form of amusement to be entertained, and some greatly resent the pure advertising or semi-educationals which they often have to sit out.

It must be borne in mind that it is the one kind of relaxation by which the working classes are able to get away from the monotony and hardness of their every-day existence. They, therefore, want their fare served up in an appetizing manner. Anything else is apt to prove a bore, and you can thus see what kind of a receptive mood by which you have to approach the average motion-picture audience. That is why it is advisable to have your advertising points ingeniously incorporated in either a comedy or drama, the former preferably.

The most common type of ad. film is the industrialog, portraying the processes by which certain goods are manufactured. Several of these subjects I have seen at the picture shows lately were so unnecessarily padded that they were enough to send spectators to sleep. No wise advertiser would attempt to cram in all the matter he could into the smallest possible space in his press announcements, neither should he try it on the film.

Industrialogs undoubtedly appeal more to a better-class audience, but it must be remembered that a good proportion of the movie theaters are still nickel shows, which attract the working classes. These folks see enough of factory and business life in the daytime, so they do not want to be inflicted with it when endeavoring to get away from the atmosphere. Here you have a large audience which is extremely difficult to address via the press, for the majority go in for hardly any reading at all. Maybe they haven’t got the inclination or money to do it. Their custom is certainly worth while cultivating, and no doubt they can understand pictures better than books, as, when the world was young, pictures were drawn on slabs of stone to indicate what otherwise could not be explained. Compelled to go out to work at an early age is responsible for a good proportion of the masses being poor readers and writers. By the motion pictures, however, you can approach a public previously beyond your reach.

I recently was commissioned to write a short comedy scenario for a well-known tobacco manufacturer, and here follows the synopsis of the plot:

Bill, a workingman, is enjoying his pipe of ---- Tobacco in the parlor of his home, when a passerby notices smoke issuing from the window. Thinking the house on fire, he brings the fire department on the scene. They turn the hose on the house, and, after a severe drenching, Bill escapes. He is indignant at being duped by the passerby, and the firemen also resent being made fools of. They then turn the hose on the culprit, who pleads for mercy. Bill offers to release him if he buys four packages of ---- Tobacco all round. The passerby agrees, and hurries off to the shop to buy the same, pacifying his victims, who are left enjoying the tobacco.

For some things drama is better for hammering points home, but stick to comedy as much as you can--it is more popular with movie audiences.

The French branch of the Remington Typewriter Company recently had a photoplay story produced which concerned a working girl, who, on her father’s death, was the only support of the family. Through the firm cutting down expenses she is dismissed, and vainly endeavors to obtain another position as a stenographer. At the end of her resources, she obtains a Remington typewriter on the installment plan and obtains sufficient clients to provide her with work.

It is seldom advisable to go beyond a reel, which occupies about eighteen minutes on the screen, for that is the ideal length. Audiences will stand this without a murmur of protest, since they appreciate one good extra reel on the program. It matters little whether they realize that it is advertising disguised. Quick action is one of the things that have been responsible for the great present vogue of the motion picture, so have your producer compress all he can into every foot of film. It should then bring you more than the desired results.

VIII.

REACHING THE PUBLIC BY MOTION PICTURES

After an advertising film has been produced, and the owner wants to get his investment back with a fair amount of interest, the question naturally arises as to the means of distribution. A convincing motion picture is half the battle won, but it is obviously practically worthless unless the prospective purchaser be reached. Like the placing of ordinary publicity matter with the press, the marketing of a commercial photoplay is a science. No ironclad rules can be laid down, for the simple reason that everything depends on the proposition itself. I shall, therefore, confine myself to methods that have been employed in general campaigns.

IMPROVING THE ORDINARY THEATER PLAN

Once upon a time--and it was not so far back, either--it was a comparatively easy matter to coax a motion-picture exhibitor to take an advertising picture for one or more days’ showing, but nowadays it is hard work to do so, for there are now ten manufacturers to every one that adopted film advertising as part and parcel of its publicity campaign in the past. For another thing, the movie showman has begun to realize that it is advertising pure and simple, although an attempt may be made to disguise this significant fact. Being a business man, he naturally considers it only fair that he should be appropriately remunerated. His attitude has prevented the screen medium getting into a rut, since it has allowed enterprise to enter into the intricate problem of reaching the public, a condition that was formerly confined to the actual film. One without the other only tends to spoil the results.

Here in New York the American Druggists Syndicate recently brought out a motion-picture theater accommodating six hundred, for $150 per day during the first three days of the week. The ordinary dramatic and comedy photoplays were used to entertain audiences, and the program only differed in that ten minutes was set apart for a trained lecturer, discoursing on a series of slides setting forth the merits of his firm’s goods.

All the box-office receipts went to the pro tem. exhibitor. Every patron, on paying for admission, was handed a coupon which was good for twenty-five cents at any A. D. S. store in the locality. The house was filled to overflowing on every occasion as the result of this dandy scheme, thus proving the value of a good premium to which the sporting element is not attached. It is safe to say that their products were introduced to many for the first time, and innumerable new permanent consumers were added to their already long list.

CO-OPERATING WITH THE DEALER

In the case of a proprietary line, the dealer has to be “roped in” before a successful appeal can be made to the public. He would be first advised of the forthcoming motion-picture campaign through the medium of his favorite trade journal. And, unless it is localized, he will probably regard it as of no consequence to him.

When the Jewell stoves and ranges were, a short time ago, boosted by motion pictures in numerous towns, the two-reel film, occupying about thirty minutes on the screen, which depicted the various processes in the making of the goods, was exhibited after the ordinary program was over, a small fee being paid for the privilege. The film was advertised in the local newspapers, and an arrangement was effected with the local dealer whereby his advertising copy linked up with the film, resulting in people being sent to his store.

TOURING RURAL COMMUNITIES WITH FILMS

Another excellent plan is to equip a commercial automobile with cinematographic apparatus and films, and, under charge of a trained lecturer, despatch it to rural communities that may be desired to reach. There are a good many places too small to support a movie show even to-day, and such a one given nightly in the main street would attract all the surrounding population. In a way, it would be a novelty to them, and more especially so as the exhibition is free.

This was done by Acetylene Publicity, Limited, of London, who toured the small villages in Britain to demonstrate the advantages of acetylene lighting and cooking apparatus by means of a film lecture. When the weather was not fit for outdoor shows, a tent was erected, or else a local hall hired for the purpose. The route was made to extend to one year, a stop being made at all villages and towns passed on the trip, the duration of which depended on the size and importance of the place. It was usually, however, for one night.

Although, as far as I know, this is a new idea to America, there is no reason why it can not be adopted successfully over here. It can be applied to practically all lines of business appealing to the consumer.

Mr. C. M. Lemperly, advertising manager of the Sherwin-Williams Company, of Cleveland, Ohio, who attribute a fourteen per cent. increase in actual sales during the last business year to motion-picture publicity, declares that, as a medium of small-town circulation, it is doubtful if there is any better advertising proposition on the market than the motion picture. Further to this significant statement, it is satisfactory to note that the firms to take up this new medium continue to increase, and they stick in for good.