Part 7

Greatly exaggerated circulations are held out by inexperienced industrial film producers, so the advertiser should take his proposition to the recognized specialists along this particular line. Their statements, he will find, will stand being tested and proved. He will also be assured that his film will be satisfactory from a technical point of view.

IX.

INTRODUCING ADVERTISEMENTS INTO MOTION-PICTURE NEWSPAPERS

A NEW OPENING FOR PUBLICITY ENTERPRISE

It is as well to know, if you were not already aware of it, that motion-picture advertising is a passing fad no more. Instead, it is a tested ad. medium and is worthy of as much attention as are the old established publicity outlets, so, if you are one of its devotees, it is up to you to impart some originality to your next movie campaign, for there is danger of permitting this excellent medium to drop into a rut.

Since newspaper advertising is so highly valued, why, therefore, neglect the splendid chances offered by the motion-picture equivalent? I refer to the several animated weeklies published by the leading film factions. I have approached the producers on the subject, but they all seem to be averse to selling their “space,” because they have their fears that they will incur the displeasure of the exhibitors who hire their pictures. This is a very narrow-minded way of sizing up the situation, for, if the producers added additional films to allow for the advertisements carried, it could be settled in an amicable manner to both sides, while a new source of revenue would be opened to the movie publisher. It would be a comparatively easy matter to sandwich in a small ad. film, devised to fit the purpose, between the news items. As in the case of advertising that is placed between the text-matter in the press, it would possess greater publicity values.

The possibilities of the medium may be judged by the fact that these animated newspapers reach something like twenty million people of all classes weekly, from Maine to California.

All film ads., irrespective of the position they may be placed, would command concentrated attention and call no effort on the part of an audience, if the appeal is presented through the eye and there is nothing to distract attention or allow any member to deliberately not give your ad. at least the once over. In these all-important points, the motion picture has a considerable advantage over the press.

Who would think of inflicting the press agency stuff on film producers? Yet the English branch of Spratts, the well-known dog-food specialists, did so on a recent occasion. They were favored with a contract to house the special breed of dogs that were to be employed for transport work in the Antarctic expedition and to supply their biscuits. This news item was given out to one of the animated newspapers, which was invited to send an operator. The film concern snapped up the chance like a starving man does a slice of bread, for great interest was centered in the expedition at the time. Before the camera man’s arrival at the kennels the chance was not neglected to display posters and other advertising matter in the yard. Not only did they figure prominently on the film, but the explanatory matter told all about the firm’s accomplishment. Anything that possesses genuine news value, and can be got over by motion pictures, is good for capitalizing.

It is now extremely difficult to persuade an exhibitor to put on an ad. film after his ordinary program for nothing, so ingenious ruses have to be resorted to. One firm hit on the brilliant idea of getting out an animated news weekly of their own. Half of the reel each week comprised topical events covered by their own cinematographer, while the remaining portion was a booster for the firm’s goods. The reel was offered free to movie showmen, who found the something-for-nothing bait too good to be resisted.

Indeed, by looking across the horizon, there are going to be some surprising developments in this particular direction very soon, if I am anything of a prophet, and those who strike the iron while it is hot, which is right now, will reap the advantages.

EMPLOYING MOTION PICTURES TO APPEAL TO THE CHILDREN

In these days of strenuous competition and enlightenment, the aid of the children is a factor not to be lightly reckoned with. If advertisers have discovered it worth while to appeal to them through such publicity channels as the press and special literature, then so must it be productive of advantageous results if you pay particular attention to this element in your next motion-picture advertising campaign.

The other afternoon, while partaking of lunch at home, a sample-man came to the front door and handed the maid a liberal trial of Shredded Wheat. This was brought in by her, and my friend and I myself being both keenly interested in advertising problems, our conversation naturally drifted to this topic. Much to our mingled surprise, my friend’s little girl of twelve chimed in:

“The factory in which Shredded Wheat is made represents the last word in cleanliness, and is sanitary in every respect.” She didn’t say these words, but they were to this effect.

“How do you know, dearie?” we asked, dubiously.

“Well, at one of our Sunday-school entertainments a film came on, showing the Shredded Wheat plant at Niagara Falls, and I remember all the details of the picture.”

What better proof can you have than that? A child absorbs everything eagerly, and there is no likelihood of its attention being diverted elsewhere in the darkened hall. He can also understand things better from pictures than from words, because the eye is the magnet and attracts everything that appears on the magic white screen.

Nor is this the only example which has come to my notice lately. I used to conduct the young folks’ department in the Motion Picture Magazine, and in this capacity I recently had the opportunity of judging the numerous entries received in the “What I Have Learned from Motion Pictures” competition. One of the competitors--a girl of fourteen--stated that she has seen how the Ford automobile is put together, the number turned out in a day, and the roads it can be made to go over. Take good note of this fact, too--the film demonstration was produced in Detroit, Michigan, and she saw the picture in Coronado, California.

An effort submitted by a boy of thirteen contained a statement that he knows how many things are manufactured, although he neglected to specify whose ad. films he had witnessed at the theater.

At the present time the schools in various parts of the country are, more or less, adopting the motion picture as part and parcel of their educational course. They are, for the most part, only too glad to receive the free hire of a film depicting how your goods are made, inasmuch as it costs them at least $5 for the day’s rental for a single-reel, anti-ad. industrial picture. Films along these lines blend well, in that they possess educational qualities for school use and general theater consumption besides containing advertising for your goods.

In some cases the mothers are invited to these demonstrations, and, even when they are not, you may rest assured that their offspring will not overlook enthusiastically reciting all they have seen.

The largest publishing organization in England, to boost their morning paper, the London Daily Mail, had a motion picture produced covering all the stages in paper manufacture, from the time the tree was felled until the finished product lay on the breakfast table of the reader.

The direct advertising incidents presented were those of the making of the paper in their own mills in Newfoundland, its arrival at their London wharf, and the spectator was then transferred to the printing-plant, where the complete editions are turned out rapidly by the latest machines. The publishing to catch early trains to all parts of England was, unfortunately, omitted. This is done outside in the wee hours, when it is too dark for filming purposes, so it had, instead, to be done at their Manchester branch, where they print a big northern edition at daylight.

Prizes of $15, $10 and $5, respectively, were offered for essays on the picture written by schoolchildren under sixteen. There was also a similar competition for adults. All this was announced in their daily, and schoolteachers in and around London were circularized, advising them when and where the picture would be shown in their vicinity. They were asked to kindly bring it before the notice of their pupils, which they did.

Motion-picture exhibitors availed themselves of the opportunity to run the film for three days and Saturday matinee free, owing to the advance advertising accorded the picture and its attractive qualities. At the Saturday matinees the children attended in full force.

I understand, on very good authority, that the fifteen hundred feet (one and a half reels) cost $750 to produce, while the six positive copies used for circulation purposes were furnished for the inclusive sum of $600. The campaign was such an advertisement and circulation stimulant that its evening companion, the News, followed it up by inaugurating a series of weekly children’s matinees, admission being in return for a coupon cut from the paper. Theaters were bought out for each separate occasion, the amount varying according to capacity and location. The program comprised six reels of educational and comedy films, a house in a different locality being bought out each week, and a new variety of pictures shown. The publication in question did not employ a film of its own, but relied upon the advertising received in connection with the shows as being sufficient.

With a little adjustment, to suit the particular line of business, there is nothing to prevent the London Evening News’ plan from proving equally as effective on this side of the Atlantic.