,advertising by ,motion ,pictures ,,by ,,ernest ,a4 ,,dench ,author of 8,playwriting for the ,cinema10 8,making the ,monies10 ,former ,vice-president ,photoplay ,authors' ,league1 and ,editor of the ,late 8,photoplay ,writer0 ,illustration ,,cincinnati ,,the ,,standard ,,publishing ,,company ,copyright1 #aiaf ,the ,standard ,publishing ,company ,,contents ,,page ,i ,telling ,your ,advertising ,story by ,motion ,pictures #aa ,,ii ,movie ,advertising from the ,viewpoint of a ,fan #ah ,,iii ,the ,dollars and ,cents of ,advertising by ,motion ,pictures #bc ,,iv ,some ,film ,advertising ,methods for the ,manufacturer #cj ,v ,slide and ,film ,advertising ,contrasted #cc ,,vi ,using the ,film to ,secure ,foreign ,business #da ,,vii ,approaching the ,working ,classes with a ,motion-picture ,play #df ,,viii ,reaching the ,public by ,motion ,pictures #eb ,,ix ,introducing ,advertising into ,motion-picture ,newspapers #ei ,x ,employing ,motion ,pictures to ,appeal to the ,children #fd ,,xi ,salesmanship ,demonstrations by the ,film #ga ,,xii ,equipping a ,private ,motion-picture ,theater for ,business ,purposes #gd ,,xiii ,introducing ,competitions in ,ad4 ,motion ,pictures #gi ,,xiv ,bringing ,out the ,individuality of ,dry ,goods by ,motion ,pictures #he ,,xv ,boosting ,cities and ,pleasure ,resorts by ,motion ,pictures #ib ,,xvi ,advertising ,railroads by the ,movies #ih ,,xvii ,getting ,over the ,pureness of ,your ,food ,products by the ,film #aje ,,xviii ,selling ,automobiles and ,accessories by ,motion ,pictures #aac ,,xix ,clinching ,agricultural ,machinery ,sales by ,motion ,pictures #abj ,,xx ,how ,publishers ,can ,capture ,business from the ,ever-encroaching ,film ,producer #abf ,,xxi ,advertising ,your ,newspaper with a ,motion ,picture #aca ,,xxii ,selling ,shoes by ,motion ,pictures #acf ,,xxiii ,film ,advertising from the ,photoplayer's ,viewpoint #adj ,,xxiv ,advertising ,film ,circulation #adf ,,xxv ,covering the ,motion-picture ,field by ,magazines #aeb ,,xxvi ,future ,developments of ,advertising by ,motion ,pictures #aef ,,xxvii ,boosting ,your ,trade with a ,popular ,player #afc ,,xxviii ,boosting ,your ,business with an ,advertising ,motion ,picture #afi ,,xxix ,pulling ,movie-slide ,advertising ,out of the ,rut #agc ,,xxx ,maintaining the ,interest in ,slide ,advertising #agh ,,xxxi ,individuality in ,slide ,advertising #ahc ,,xxxii ,the ,personal ,element in ,slide ,advertising #ahh ,,xxxiii ,are ,your ,slides ,truthful8 #aia ,,xxxiv ,obtaining the ,best ,results ,from ,slide ,advertising #aid ,,xxxv ,selecting the ,theater for ,your ,ad4 ,slide #aii ,,xxxvi ,handling the ,anti-ad4 ,slide ,exhibitor #bjc ,,xxxvii ,having ,your ,movie ,ad4 ,slides ,shown to the ,best ,advantage #bjg ,,xxxviii ,the ,ideal ,slide ,follow-up ,medium #baa ,,xxxix ,attracting ,farmers to ,town #bae ,,xl ,capitalizing ,popular ,screen ,players in ,slide ,advertising #bag ,,xli ,attracting ,trade with ,photoplay ,stars #bba ,,xlii ,taking ,advantage of ,errors in ,photoplays #bbf ,,xliii ,how the ,book ,dealer ,can ,take ,advantage of the ,movie ,adaptation ,mania #bcj ,,xliv ,selling ,real ,estate by the ,film #bcc ,,xlv ,advertising ,your ,department ,store by ,motion ,pictures #bch ,,xlvi ,hitching ,motion ,pictures to ,musical ,advertising #bdc ,,xlvii ,developing 8,have a ,garden0 ,movement with ,photoplay ,theater ,help #bdh ,,xlviii ,naming ,soda-fountain ,concoctions ,after ,movies #beb ,,introduction ,i am1 in the first place1 one of the few journalists to specialize on ,motion ,pictures4 ,this enables me to concentrate on one subject instead of running the risk of making a regular hash of everything under the sun4 ,i would not1 naturally1 have chosen to follow this path were not the theme the very versatile one it is4 ,so you can imagine that ,i am always on the alert for new-idea germs for articles4 ,while searching for these ,i ran up against the advertising field4 ,i was well aware that the motion picture had broken into the publicity game with success1 but a good deal of investigating convinced me that the reason this new publicity medium had failed to gain a wide following was because there was so little definite information about it obtainable4 ,no advertiser1 ,i fully knew1 would consider a pig in the poke proposition1 so it occurred to me that here was my chance to remedy the defect4 ,what information there was to be had on the subject was scattered between the pages of various business publications in occasional articles1 which fact set me to work to write a concise handbook1 embodying everything worth knowing about ,motion ,picture ,advertising4 ,it will probably seem rather strange to you that an invention like the cinematograph1 which has achieved widespread fame as a form of entertainment1 can perform the functions of advertising1 but it is none the less a fact4 ,wonders have not yet ceased in this every-day world1 believe me4 ,it also is not1 ,i am glad to say1 a medium confined to any one business or profession4 ,it is1 in fact1 equally adaptable to the large manufacturer as it is to the smallest dealer in any trade4 ,some advertisers may view a new form of publicity in the light that it necessitates a greater outlay without accomplishing more than the old established ad mediums4 ,this1 however1 is not true of the motion picture1 for it possesses business-pulling properties distinctly its own4 ,the extra expense is more than recovered by the increased trade it develops4 ,it is1 furthermore1 an advertising medium no modern business man can afford to gloss over1 so this little book is entitled to his most careful consideration4 ,,ernest ,a4 ,,dench4 ,i4 ,,telling ,,your ,,advertising ,,story ,,by ,,motion ,,pictures ,in spite of the versatility of the intrepid motion picture as an advertising medium1 it has its limitations4 ,this1 after all1 is but natural1 for all forms of publicity are supposed to be links in the chain1 and not one is strong enough to take the place of the whole4 ,it is clearly obvious1 of course1 that when adopting motion-picture advertising1 everything has to be visualized by means of animated photographs1 so1 therefore1 the appeal is presented through the eye4 ,as for the printed work1 this takes a back seat4 ,since everything is intended to be absorbed by the eye1 a whole mass of explanatory matter tagged on to the film would rather hinder the ad4 instead of adding further enlightenment as intended4 ,and the short time a sentence remains on the screen does not allow lengthy statements to sink in4 ,subtitles are weak devices to help a photoplay story over stumbling-blocks1 and the less and shorter they are1 the better the picture will be4 ,there are plenty of other mediums in which to display how well you can weave words1 so why drag them into a place where they do not fit8 ,besides1 it is what the spectator sees1 not reads1 that leaves the lasting impression1 which is the paramount point to be reached in advertising by motion pictures4 ,and there is another important matter to be weighed and considered4 ,if you overload your film with titles1 you will befog a good number of foreigners who have not been long enough in our country to master the ,english language1 so that their probable patronage is lost just because the international language of the film has been abused4 ,there has already arisen a select few writers who have made a specialty of combining advertising with motion pictures and laying out campaigns for their clients to the best possible advantage4 ,motion-picture advertising1 as a direct-appeal proposition1 is ineffective4 ,you may1 for instance1 have to get out a catalogue in order to list the goods you make1 and you may also plan to get this over on the screen by filming each article as you would if you had a still photograph taken and precede each with an insert1 giving prices and other particulars of same4 ,apart from the fact that the film would be voted deadly dull by audiences1 it would also fall flat as a business bringer4 ,you simply can't do without advertising literature1 for the motion picture ends at getting interested1 and the old stand-bys must clinch the deal at the right time4 ,where the film excels is that your ad4 comes on the screen without competing with any others for attention1 and although the spectator may not respond easily to press advertising1 he feels he has to view the picture because he can not 8turn over a page10 or1 in other words1 there is nothing else interesting for him to turn his attention to4 ,he will1 if approached1 admit that the motion picture is the most entertaining publicity channel yet4 ,you also reach him at his leisure1 and1 therefore1 approach him in the right mood4 ,get it out of your head right now that anything in the nature of an ad4 film will produce the results you strive for2 believe me1 the movie fan 7there are twenty million of them in this country7 is a most fastidious individual1 for which the improvements reached in photoplays may be held responsible4 ,you would not expect a formal business notice to do any good nowadays1 would you8 ,then1 the same holds good of film advertising4 ,you can't merely state on a film that ,bondin1 the famous actor1 derives great enjoyment out of your preparation--it's too crude4 ,but you can film an interview with your worthy customer and introduce some home-life scenes1 not to forget his testimonial of your goods visualized4 ,this would produce an exquisite blend of entertainment and advertising4 ,all in all1 it is action by which you have to tell your story4 ,you have1 as a matter of fact1 to regard your proposition from the angle of the man from ,missouri4 ,you can take the public behind the scenes of your works and convince them that the goods are produced under the best of conditions4 ,the picture is likewise given an educational touch because an industry is being unfolded at the same time4 ,then1 if you want to bring out the important selling points1 you engage a writer to incorporate them into a comedy or dramatic photoplay4 ,and so ,i could go on giving examples of introducing life into the ad4 story4 ,action is the life and soul of the film industry4 ,bear in mind1 too1 that it is the quality that tells1 not quantity4 ,i have seen efforts along these lines that contained material for a half-reel subject1 yet they were unduly extended to two reels1 boring an audience for forty minutes instead of entertaining them for ten minutes4 ,picture-goers are quick to resent padding1 and your film may defeat its purpose4 ,a good way to detect this beforehand is to arrange for its projection and try to place yourself in the position of the average movie fan4 ,this padding is often done by the smaller fry so as to make as much as possible over the deal4 ,but if the advertiser places himself in the hands of a reliable industrial film concern1 he may rest assured of them not taking undue advantage by charging for a lot of superfluous footage4 ,,ii4 ,,movie ,,advertising ,,from ,,the ,,viewpoint ,,of ,a ,,fan ,you may hardly credit it when ,i assert that motion-picture audiences are the most critical in the world4 ,they do not outwardly show their disapproval of things1 but after they resolved that the photoplay was here to stay1 anything as a motion picture would no longer satisfy them4 ,so the film producers had to humor the folks who had made their wealth1 and to-day the fans have been educated up to such a pitch that nothing but the best will satisfy them4 ,here1 then1 is the class of readers represented by moving-picture publicity4 ,the obvious conclusion is that advertisers will have to follow in the path of the ordinary producer in order to obtain the greatest value out of this new advertising medium4 ,a talk with an intelligent motion-picture fan1 as ,i found1 is very interesting4 8,i would like your views on ad4 films10 ,i asked4 8,with pleasure10 she replied1 and forthwith got down to business4 8,i must say that they are considerably more interesting than the advertisements that meet your eye in the newspapers4 ,how nice it is to watch an industry on the screen and be taken through a big manufacturing plant4 ,it is an education in itself1 and it never strikes you as though it was intended as a boost1 although the particular thing--the point the advertiser wishes to bring home1 ,i believe you call it--leaves an indelible impression on you4 8,i also enjoy the films in which there is a story4 ,one such film1 ,i remember1 told of a poor family who took in washing4 ,disease abounded1 and the folks who had their laundry done learned their lesson4 ,then the sanitary methods of the steam laundry were contrasted4 ,it impressed me very much4 8,the comic films are frequently laughable1 but ,i remember being offended once at seeing a man like somebody's beer so much that he drank it until he was dead drunk4 ,i noticed that ,i was not the only spectator to leave the hall4 ,i like1 at all times1 my photoplay fare to be in good taste4 8,at some of the movie theaters ,i attend they make a practice of running a number of slides after the reels4 ,they relate to neighboring stores1 but are so dry and shown for so many weeks without being changed that ,i always skip them40 8,would you prefer10 ,i chimed in1 8that the advertising film portion be abolished80 8,i would not so long as the ordinary pictures did not suffer in quality and quantity4 ,a show ,i regularly visit out in ,new ,jersey always runs the ad4 films after the program has finished4 ,as the pictures are invariably good ones1 ,i always stay to see them through1 and most others in the audience seem to do likewise4 ,and another thing1 the subjects are frequently changed1 for naturally one grows tired of seeing the same things over and over again40 8,have you10 ,i broached1 8any suggestions for improvements80 8,sure2 ,i would like to see some of my favorite photoplayers take the leading parts in the ad4 stories4 ,it would be just crazy to watch ,mary ,fuller and ,francis ,x4 ,bushman as a pair of newly weds who try to overcome housekeeping difficulties with various modern articles to be bought at stores4 8,i also think that there is considerable room for improving the film plots4 ,they should be as good as the ordinary photoplays4 ,what they seem to lack is strength4 ,there is seldom any of the strong1 exciting situations which ,i am accustomed to see1 and the punch is often conspicuous by its absence at the end40 ,,iii4 ,,the ,,dollars ,,and ,,cents ,,of ,,advertising ,,by ,,motion ,,pictures ,so far as ,i am aware1 the cost aspects of advertising by motion pictures have not been dealt with in print before4 ,this may explain why so many advertisers1 national or otherwise1 have neglected to avail themselves of the many opportunities offered by the new publicity medium4 ,as in all things1 the cost is the deciding point1 and although the average advertiser will not quibble over a few dollars where there is the prospect of increased business1 he1 nevertheless1 likes to know beforehand just what the campaign is going to cost4 ,every business man thinks of the facts before anything else1 and this chapter is intended to furnish them so that he need grope in the dark no longer4 ,i will suppose you follow the vade mecum of most advertisers and arrange to have a single-reel motion picture produced showing conditions at your plant4 ,even though it is only an industrial subject1 it calls for much careful thinking and painstaking effort4 ,a scenario will have to be prepared1 and in this the various details you wish emphasized are introduced in logical order4 ,you can1 of course1 withhold the trade secrets that are not desirable for the public to see4 ,there is also a knack in inserting and wording the subtitles1 for one is frequently employed to explain the obvious4 ,this results in film wastage1 while all the difficult points should be explained as explicitly as possible1 as each word used consumes one foot of film4 ,a very bad habit which readily becomes apparent and detracts the attention of spectators from the object of the film is the employees at the plant staring hard at the camera while working4 ,this defect has marred a good many industrials1 and it gives the impression that the workers are aware of what is happening1 whereas everything should appear perfectly natural4 ,the movie camera man next films the picture according to the scenario1 allowing1 however1 a certain amount of feet for each incident1 which depends on the importance of same4 ,providing sufficient daylight is available1 the usual inclusive fee charged for the producing and developing of such a film is fifty cents per foot--or #ejj for the entire reel1 which is exactly a thousand feet4 ,this is only for the negative1 ten cents per foot being charged for each positive copy4 ,you will1 naturally1 require more than one print1 so you can figure on a cost of #ajj for each copy4 ,i will come back to this point later4 ,maybe in parts of your manufacturing plant daylight is at a premium1 in which event you will be obliged to pay fifty cents more per foot for the negative copy for installing the necessary artificial lighting4 ,these charges include an allowance for padding1 which is promptly eliminated1 thus improving the whole picture4 ,one does not have to seek far why the comedy and dramatic photoplay is not popular with most motion-picture advertisers down to date4 ,yet1 if they only knew the truth1 they would find that movie audiences enjoy an entertaining story better than an advertisement contained in a film which merely strives to educate4 ,the former1 as one might expect1 is more involved and expensive4 ,in the first place1 a good story is essential1 and this may only be expected from an experienced photoplaywright who has an appreciation of advertising values4 ,personally speaking1 ,i have received as much as #ajj for conceiving and putting a one-reel photoplay in scenario form4 ,then you will need a capable cast of actors and a talented director to produce the picture in order to give it a distinctly expert professional touch4 ,probably interior scenes are called for outside of your works4 ,these have to be erected in the studio at an additional expense4 ,the cost1 of course1 depends on the nature of the play1 but all these things should be provided from #a4be to #c per foot4 ,this works out at a cost of from #a1bej to #c1jjj for producing the negative4 ,it is well to remember that1 once the film has been produced1 it is always available1 the only extra charge being for extra positive copies you may require to replace the ones in use when worn out4 ,if you want to save expense in the matter1 and do not object to delay in operating your campaign1 you can arrange for a given number of your dealers over a certain territory to retain the film for a day1 then loan it to the local motion-picture theater for its evening show4 ,if1 however1 you want to cover all the territory at one time1 then you will need more prints in circulation4 ,do not permit a print to be constantly in use for more than six months without replacing it with a new copy1 for you have to make a due allowance for wear and tear4 ,it would not do to let your film graduate to the 8rainy0 stage1 since your pictorial advertisement1 to leave a good impression on movie audiences1 must be in perfect condition4 ,unfortunately1 no general advertising circulation plan has been put in execution1 but it is best either to have the producing concern help you out1 or else rely upon your dealers to aid you in their respective localities4 ,being on the spot and knowing the co-operation is to the advantage of all concerned1 he can1 no doubt1 arrange matters with the best local exhibitor4 ,the fee for showing is merely a matter of arrangement1 but in many cases you will incur no expense4 ,,iv4 ,,some ,,film ,,advertising ,,methods ,,for ,,the ,,manufacturer ,,boosting ,,trademarks ,i will first endeavor to show the proprietor of an advertised article the best uses to which the motion picture can be put1 for some 8copy0 screens better than others1 and the advertiser should use discrimination4 ,now1 one of the greatest assets a manufacturer can have is a trademark4 ,this he uses as fuel when trying to point out to the public1 by means of press announcements1 posters and literature1 not to accept substitutes4 ,be the trademark a good one for pictorial purposes1 and a specialist is called in to give the branded article a lasting impression on the public desired to reach1 and the results will please4 ,i am a photoplay writer who specializes in writing such plays to order1 so ,i know what ,i am talking about4 ,,making ,,catch ,,phrases ,,more ,,popular ,catch phrases are also good plot germs1 and are capable of being worked in the same manner as trademarks4 ,not a few of our leading manufacturers have familiar persons in connection with their standard articles4 ,the other year ,messrs4 ,siemen ,brothers1 an ,english firm1 brought their well-known 8,wotan0 maid and 8,tantalum0 man to life in a film4 ,it was a comedy1 and the plot's mission1 besides introducing these figures1 was to bring home how #ge per cent4 of the electric-light bill could be saved by the 8,wotan0 and 8,tantalum0 lamps4 ,this play was first shown at one of the local theaters and was well received4 ,,bringing ,,romance ,,to ,,light ,behind many commercial undertakings there is romance4 ,it may be forgotten in the press of business1 but human interest is too valuable as a publicity stunt to be overlooked4 ,it is quite possible that these romantic stories are not appreciated at their full value until a motion-picture publicity expert comes along and squeezes all the 8juice0 out of them4 ,the motion-picture industry has made its marvelous progress through the lifelike stories that predominate in the picture theaters4 ,it1 therefore1 only stands to reason that a real life story would have a better appealing power4 ,v4 ,,slide ,,and ,,film ,,advertising ,,contrasted ,when using the press1 you either advertise in the newspapers or magazines1 or both4 ,so is there more than one medium at the motion-picture theater4 ,you can employ a slide or a film to present your advertisement1 according to which of the two devices you may favor4 ,i have no axe to grind in contrasting the two mediums1 so will do so in a fair manner4 ,as the direct results of my investigations in numerous motion-picture theaters of all types in and around ,new ,york and ,brooklyn1 which set the average for the rest of the country1 ,i have made the discovery that there is a far greater percentage of the manufacturers adopting slides than films4 ,why is this so1 then8 ,personally speaking1 ,i think that it is due to the fact that the one thing most in vogue is considerably cheaper than the other4 ,i say this without any thought of giving offense to advertisers1 for ,i know that the wise ones regard results as of paramount importance rather than haggling over the question of price4 ,maybe1 however1 they haven't been acquainted with the screen long enough as a publicity outlet to become sufficiently conversant with the two channels4 ,one big drawback is that few of the slides are attractive enough to become business producers4 ,it is one thing to gain attention and another thing to retain it4 ,it only stands to reason that you can not expect an audience to be interested in a dull and commonplace business any more than you can hope a hackneyed newspaper ad4 to return an investment4 ,it might have done when advertising was in its infancy1 but to-day1 never4 ,even greater pains should be taken in preparing the matter for a slide1 for the folks that you will shortly show it to have been educated up to seeing things excellent in pictorial form4 ,neither is just one slide sufficient in order to get home4 ,you must take into consideration1 too1 that yours is only one of a dozen or more thrown on the screen4 ,the whole batch are usually projected after the reels have been shown1 in rapid succession4 ,since you are competing with a bunch of advertisers1 no matter whether they be competitors or not1 you can not expect an audience to indulge in a game of mental gymnastics so as to remember them all4 ,they are1 to use a slangy expression1 tempted to bite off more than they can chew4 ,besides1 place yourself in the position of motion-picture playgoers4 ,they don't attend merely to witness a magic-lantern show or to read books4 ,the former is out of date1 while the latter they can do at their leisure at home4 ,you can't be surprised at them taking offense when they are forced 7that is the strongest word for it7 to wade through a tiresome number of slides before the next reel is shown4 ,the practice merely helps to blackball the advertiser1 and that surely is the last thing to be desired4 ,if you are still in favor of slides1 then take my tip and get out of the rut2 only1 first of all1 bear in mind that you are not preparing something for people to read1 but see4 ,your ad4 will then stand out above the rest4 ,introduce pictures1 preferably something to make them laugh4 ,you can make them move1 too6 ,who does not remember the ,old ,dutch ,cleanser lady chasing ,dirt1 all within the limited compass of a single slide8 ,you can also picturize comic stories on similar lines to those contained in the comic sections of the metropolitan ,sunday newspapers4 ,run the series as a serial1 and so maintain the interest from day to day4 ,it is going to cost you more1 'tis true1 but you will be recompensed amply4 ,another grave mistake is to allow a slide to be shown at the same theater several weeks in succession1 for movie fans are accustomed to a varied daily change of program and hate seeing the same thing over again4 ,my main reason for favoring a film is because it is the right vehicle in the right place4 ,the twenty million ,americans go to see pictures in motion1 and it has been proved from experience that the average movie patron does not object to a film which combines either instruction or entertainment4 ,a motion picture taking an audience through your manufacturing plant and bringing out all the selling points you wish would come under the former heading1 while a comedy or dramatic photoplay incorporating your ad4 would be applicable to the second designation4 ,by one or the other of these ways your campaign would get over more convincingly1 and you could conduct it on an extensive scale4 ,there would be no possibility about it not sinking into the audience1 inasmuch as good pictures always do have this effect4 ,it is also pleasing to know that you would have no competition to contend with1 for the simple reason that no exhibitor with brains would think of including more than one picture of this nature on his regular program4 ,as the semi-ad4 film is extra1 why should spectators be offended in the least8 ,or1 come to that1 you could stipulate in the contract to this effect4 ,you would thus enjoy a monopoly of the screen and not be in fear of the attention of the audience being divided4 ,your film is on the screen for eighteen minutes or more1 whereas a slide barely occupies a minute4 ,it must not be thought that ,i am wishing to denounce slide advertising2 far from it1 let me assure you4 ,it has its uses4 ,naturally1 to secure the desired results1 you have to work in co-operation with the dealers throughout the country4 ,now1 with a film alone you can accomplish this much satisfactorily1 but an attractive slide shown on the screen after the film has been run over fills the gap ,o4 ,k4 ,it also acts as a follow-up and direct-appeal stunt1 for it is no earthly use familiarizing people with your goods without acquainting them where they may be obtained locally4 ,put forward some attractive proposition and get the people to action4 ,the slide has always been a device more eminently suited for retailers on account of it being inexpensive1 and the manufacturer should therefore only employ it as an ally to his movie publicity campaign4 ,then both will work to mutual advantage4 ,,vi4 ,,using ,,the ,,film ,,to ,,secure ,,foreign ,,business ,at this time1 when every live manufacturer is hastening to place his 8made in ,america0 goods on a large scale in foreign countries cut off by the ,european war1 he will1 naturally1 be responsive to all publicity mediums which offer value4 ,creating a demand for your wares in new lands is1 as one is well aware1 a far harder task than is capturing fresh business at home1 so1 if the desired volume of trade is to be obtained1 there must be no stinting on the advertising campaign expenditure4 ,it is doubtful whether there is any publicity outlets that can outshine the versatile motion picture in the all-important capacity of a results bringer4 ,if you are inclined to doubt the pulling powers of this medium1 allow me to draw your attention to some convincing facts in its favor4 ,in ,serbia1 most of the photoplays shown in the theaters there hail from the ,united ,states4 ,on the authority of ,deputy ,consul ,r4 ,j4 ,nevakavitch1 of ,belgrade1 ,i am able to state that1 two years ago1 ,american fashions became suddenly popular in ,serbia4 ,it is of frequent occurrence to run up against men--and it is not confined to the younger fraternity--in ,belgrade with their hair cut a la ,american1 while their clothes show that the native tailors are endeavoring to approach ,uncle ,sam's style4 ,in addition1 ,american types of hats1 shoes and boots are largely in demand4 ,if films of the fiction variety have such an effect on foreigners as this1 there can be no possible room for doubt that advertising pictures pure and simple can produce even better results individually4 ,the main setback to the opening of business relations in new countries is the strict conservatism of the dealers1 who have a great dislike to entering into negotiations with foreign manufacturers1 just because the language1 money1 weights and measures are different to what they are accustomed to4 ,the ,belgrade consul furthermore suggested that this might be overcome by tackling the prospective consumers first at the movie shows4 ,the preference that would ultimately spring up for ,american products would practically compel the local dealer to respond by stocking the same4 ,before the present war was in the air1 a commercial body named ,british ,industries1 ,limited1 comprising the leading manufacturers1 prepared an eight-reel film4 ,the principal industries were dealt with1 each merchant being allotted eight hundred feet in which to tell his 8story40 ,the complete picture was exhibited1 not only in ,john ,bull's colonies1 but in foreign countries as well4 ,germany1 too1 recently boosted its industries in foreign markets4 ,the ,association for the ,promotion of ,foreign ,trade arranged for the taking of a series of films4 ,these were shown abroad1 and the lecturers1 who discoursed on the pictures1 worded their speeches so general in appeal that the public was unaware of the true purpose of such demonstrations4 ,now1 of course1 these things have been knocked on the head1 which is all the more reason why our biggest manufacturers should get together4 ,it is obvious1 however1 that an undertaking on these extensive lines only appeals to the recognized leaders in each line of business1 so smaller commercial concerns will find it advantageous to carry out a movie campaign entirely of their own4 ,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 entertainment4 ,to monopolize the advertising in the theater program1 and defray the printing of same1 is a reliable follow-up campaign4 ,,vii4 ,,approaching ,,the ,,working ,,classes ,,with ,a ,,motion-,,picture ,,play ,it was the ,bard of ,stratford who said that 8the play was the thing40 ,although it then referred to the legitimate stage1 as it does now1 it can to-day apply aptly to the motion-picture theater4 ,a good story is1 also1 the ideal vehicle for film advertising4 ,the twenty million movie fans in this country frequent their favorite form of amusement to be entertained1 and some greatly resent the pure advertising or semi-educationals which they often have to sit out4 ,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 existence4 ,they1 therefore1 want their fare served up in an appetizing manner4 ,anything else is apt to prove a bore1 and you can thus see what kind of a receptive mood by which you have to approach the average motion-picture audience4 ,that is why it is advisable to have your advertising points ingeniously incorporated in either a comedy or drama1 the former preferably4 ,the most common type of ad4 film is the industrialog1 portraying the processes by which certain goods are manufactured4 ,several of these subjects ,i have seen at the picture shows lately were so unnecessarily padded that they were enough to send spectators to sleep4 ,no wise advertiser would attempt to cram in all the matter he could into the smallest possible space in his press announcements1 neither should he try it on the film4 ,industrialogs undoubtedly appeal more to a better-class audience1 but it must be remembered that a good proportion of the movie theaters are still nickel shows1 which attract the working classes4 ,these folks see enough of factory and business life in the daytime1 so they do not want to be inflicted with it when endeavoring to get away from the atmosphere4 ,here you have a large audience which is extremely difficult to address via the press1 for the majority go in for hardly any reading at all4 ,maybe they haven't got the inclination or money to do it4 ,their custom is certainly worth while cultivating1 and no doubt they can understand pictures better than books1 as1 when the world was young1 pictures were drawn on slabs of stone to indicate what otherwise could not be explained4 ,compelled to go out to work at an early age is responsible for a good proportion of the masses being poor readers and writers4 ,by the motion pictures1 however1 you can approach a public previously beyond your reach4 ,i recently was commissioned to write a short comedy scenario for a well-known tobacco manufacturer1 and here follows the synopsis of the plot3 ,bill1 a workingman1 is enjoying his pipe of ---- ,tobacco in the parlor of his home1 when a passerby notices smoke issuing from the window4 ,thinking the house on fire1 he brings the fire department on the scene4 ,they turn the hose on the house1 and1 after a severe drenching1 ,bill escapes4 ,he is indignant at being duped by the passerby1 and the firemen also resent being made fools of4 ,they then turn the hose on the culprit1 who pleads for mercy4 ,bill offers to release him if he buys four packages of ---- ,tobacco all round4 ,the passerby agrees1 and hurries off to the shop to buy the same1 pacifying his victims1 who are left enjoying the tobacco4 ,for some things drama is better for hammering points home1 but stick to comedy as much as you can--it is more popular with movie audiences4 ,the ,french branch of the ,remington ,typewriter ,company recently had a photoplay story produced which concerned a working girl1 who1 on her father's death1 was the only support of the family4 ,through the firm cutting down expenses she is dismissed1 and vainly endeavors to obtain another position as a stenographer4 ,at the end of her resources1 she obtains a ,remington typewriter on the installment plan and obtains sufficient clients to provide her with work4 ,it is seldom advisable to go beyond a reel1 which occupies about eighteen minutes on the screen1 for that is the ideal length4 ,audiences will stand this without a murmur of protest1 since they appreciate one good extra reel on the program4 ,it matters little whether they realize that it is advertising disguised4 ,quick action is one of the things that have been responsible for the great present vogue of the motion picture1 so have your producer compress all he can into every foot of film4 ,it should then bring you more than the desired results4 ,,viii4 ,,reaching ,,the ,,public ,,by ,,motion ,,pictures ,after an advertising film has been produced1 and the owner wants to get his investment back with a fair amount of interest1 the question naturally arises as to the means of distribution4 ,a convincing motion picture is half the battle won1 but it is obviously practically worthless unless the prospective purchaser be reached4 ,like the placing of ordinary publicity matter with the press1 the marketing of a commercial photoplay is a science4 ,no ironclad rules can be laid down1 for the simple reason that everything depends on the proposition itself4 ,i shall1 therefore1 confine myself to methods that have been employed in general campaigns4 ,,improving ,,the ,,ordinary ,,theater ,,plan ,once upon a time--and it was not so far back1 either--it was a comparatively easy matter to coax a motion-picture exhibitor to take an advertising picture for one or more days' showing1 but nowadays it is hard work to do so1 for there are now ten manufacturers to every one that adopted film advertising as part and parcel of its publicity campaign in the past4 ,for another thing1 the movie showman has begun to realize that it is advertising pure and simple1 although an attempt may be made to disguise this significant fact4 ,being a business man1 he naturally considers it only fair that he should be appropriately remunerated4 ,his attitude has prevented the screen medium getting into a rut1 since it has allowed enterprise to enter into the intricate problem of reaching the public1 a condition that was formerly confined to the actual film4 ,one without the other only tends to spoil the results4 ,here in ,new ,york the ,american ,druggists ,syndicate recently brought out a motion-picture theater accommodating six hundred1 for #aej per day during the first three days of the week4 ,the ordinary dramatic and comedy photoplays were used to entertain audiences1 and the program only differed in that ten minutes was set apart for a trained lecturer1 discoursing on a series of slides setting forth the merits of his firm's goods4 ,all the box-office receipts went to the pro tem4 exhibitor4 ,every patron1 on paying for admission1 was handed a coupon which was good for twenty-five cents at any ,a4 ,d4 ,s4 store in the locality4 ,the house was filled to overflowing on every occasion as the result of this dandy scheme1 thus proving the value of a good premium to which the sporting element is not attached4 ,it is safe to say that their products were introduced to many for the first time1 and innumerable new permanent consumers were added to their already long list4 ,,co-,,operating ,,with ,,the ,,dealer ,in the case of a proprietary line1 the dealer has to be 8roped in0 before a successful appeal can be made to the public4 ,he would be first advised of the forthcoming motion-picture campaign through the medium of his favorite trade journal4 ,and1 unless it is localized1 he will probably regard it as of no consequence to him4 ,when the ,jewell stoves and ranges were1 a short time ago1 boosted by motion pictures in numerous towns1 the two-reel film1 occupying about thirty minutes on the screen1 which depicted the various processes in the making of the goods1 was exhibited after the ordinary program was over1 a small fee being paid for the privilege4 ,the film was advertised in the local newspapers1 and an arrangement was effected with the local dealer whereby his advertising copy linked up with the film1 resulting in people being sent to his store4 ,,touring ,,rural ,,communities ,,with ,,films ,another excellent plan is to equip a commercial automobile with cinematographic apparatus and films1 and1 under charge of a trained lecturer1 despatch it to rural communities that may be desired to reach4 ,there are a good many places too small to support a movie show even to-day1 and such a one given nightly in the main street would attract all the surrounding population4 ,in a way1 it would be a novelty to them1 and more especially so as the exhibition is free4 ,this was done by ,acetylene ,publicity1 ,limited1 of ,london1 who toured the small villages in ,britain to demonstrate the advantages of acetylene lighting and cooking apparatus by means of a film lecture4 ,when the weather was not fit for outdoor shows1 a tent was erected1 or else a local hall hired for the purpose4 ,the route was made to extend to one year1 a stop being made at all villages and towns passed on the trip1 the duration of which depended on the size and importance of the place4 ,it was usually1 however1 for one night4 ,although1 as far as ,i know1 this is a new idea to ,america1 there is no reason why it can not be adopted successfully over here4 ,it can be applied to practically all lines of business appealing to the consumer4 ,mr4 ,c4 ,m4 ,lemperly1 advertising manager of the ,sherwin-,williams ,company1 of ,cleveland1 ,ohio1 who attribute a fourteen per cent4 increase in actual sales during the last business year to motion-picture publicity1 declares that1 as a medium of small-town circulation1 it is doubtful if there is any better advertising proposition on the market than the motion picture4 ,further to this significant statement1 it is satisfactory to note that the firms to take up this new medium continue to increase1 and they stick in for good4 ,greatly exaggerated circulations are held out by inexperienced industrial film producers1 so the advertiser should take his proposition to the recognized specialists along this particular line4 ,their statements1 he will find1 will stand being tested and proved4 ,he will also be assured that his film will be satisfactory from a technical point of view4 ,,ix4 ,,introducing ,,advertisements ,,into ,,motion-,,picture ,,newspapers ,a ,,new ,,opening ,,for ,,publicity ,,enterprise ,it is as well to know1 if you were not already aware of it1 that motion-picture advertising is a passing fad no more4 ,instead1 it is a tested ad4 medium and is worthy of as much attention as are the old established publicity outlets1 so1 if you are one of its devotees1 it is up to you to impart some originality to your next movie campaign1 for there is danger of permitting this excellent medium to drop into a rut4 ,since newspaper advertising is so highly valued1 why1 therefore1 neglect the splendid chances offered by the motion-picture equivalent8 ,i refer to the several animated weeklies published by the leading film factions4 ,i have approached the producers on the subject1 but they all seem to be averse to selling their 8space10 because they have their fears that they will incur the displeasure of the exhibitors who hire their pictures4 ,this is a very narrow-minded way of sizing up the situation1 for1 if the producers added additional films to allow for the advertisements carried1 it could be settled in an amicable manner to both sides1 while a new source of revenue would be opened to the movie publisher4 ,it would be a comparatively easy matter to sandwich in a small ad4 film1 devised to fit the purpose1 between the news items4 ,as in the case of advertising that is placed between the text-matter in the press1 it would possess greater publicity values4 ,the possibilities of the medium may be judged by the fact that these animated newspapers reach something like twenty million people of all classes weekly1 from ,maine to ,california4 ,all film ads41 irrespective of the position they may be placed1 would command concentrated attention and call no effort on the part of an audience1 if the appeal is presented through the eye and there is nothing to distract attention or allow any member to deliberately not give your ad4 at least the once over4 ,in these all-important points1 the motion picture has a considerable advantage over the press4 ,who would think of inflicting the press agency stuff on film producers8 ,yet the ,english branch of ,spratts1 the well-known dog-food specialists1 did so on a recent occasion4 ,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 biscuits4 ,this news item was given out to one of the animated newspapers1 which was invited to send an operator4 ,the film concern snapped up the chance like a starving man does a slice of bread1 for great interest was centered in the expedition at the time4 ,before the camera man's arrival at the kennels the chance was not neglected to display posters and other advertising matter in the yard4 ,not only did they figure prominently on the film1 but the explanatory matter told all about the firm's accomplishment4 ,anything that possesses genuine news value1 and can be got over by motion pictures1 is good for capitalizing4 ,it is now extremely difficult to persuade an exhibitor to put on an ad4 film after his ordinary program for nothing1 so ingenious ruses have to be resorted to4 ,one firm hit on the brilliant idea of getting out an animated news weekly of their own4 ,half of the reel each week comprised topical events covered by their own cinematographer1 while the remaining portion was a booster for the firm's goods4 ,the reel was offered free to movie showmen1 who found the something-for-nothing bait too good to be resisted4 ,indeed1 by looking across the horizon1 there are going to be some surprising developments in this particular direction very soon1 if ,i am anything of a prophet1 and those who strike the iron while it is hot1 which is right now1 will reap the advantages4 ,x4 ,,employing ,,motion ,,pictures ,,to ,,appeal ,,to ,,the ,,children ,in these days of strenuous competition and enlightenment1 the aid of the children is a factor not to be lightly reckoned with4 ,if advertisers have discovered it worth while to appeal to them through such publicity channels as the press and special literature1 then so must it be productive of advantageous results if you pay particular attention to this element in your next motion-picture advertising campaign4 ,the other afternoon1 while partaking of lunch at home1 a sample-man came to the front door and handed the maid a liberal trial of ,shredded ,wheat4 ,this was brought in by her1 and my friend and ,i myself being both keenly interested in advertising problems1 our conversation naturally drifted to this topic4 ,much to our mingled surprise1 my friend's little girl of twelve chimed in3 8,the factory in which ,shredded ,wheat is made represents the last word in cleanliness1 and is sanitary in every respect40 ,she didn't say these words1 but they were to this effect4 8,how do you know1 dearie80 we asked1 dubiously4 8,well1 at one of our ,sunday-school entertainments a film came on1 showing the ,shredded ,wheat plant at ,niagara ,falls1 and ,i remember all the details of the picture40 ,what better proof can you have than that8 ,a child absorbs everything eagerly1 and there is no likelihood of its attention being diverted elsewhere in the darkened hall4 ,he can also understand things better from pictures than from words1 because the eye is the magnet and attracts everything that appears on the magic white screen4 ,nor is this the only example which has come to my notice lately4 ,i used to conduct the young folks' department in the ,motion ,picture ,magazine1 and in this capacity ,i recently had the opportunity of judging the numerous entries received in the 8,what ,i ,have ,learned from ,motion ,pictures0 competition4 ,one of the competitors--a girl of fourteen--stated that she has seen how the ,ford automobile is put together1 the number turned out in a day1 and the roads it can be made to go over4 ,take good note of this fact1 too--the film demonstration was produced in ,detroit1 ,michigan1 and she saw the picture in ,coronado1 ,california4 ,an effort submitted by a boy of thirteen contained a statement that he knows how many things are manufactured1 although he neglected to specify whose ad4 films he had witnessed at the theater4 ,at the present time the schools in various parts of the country are1 more or less1 adopting the motion picture as part and parcel of their educational course4 ,they are1 for the most part1 only too glad to receive the free hire of a film depicting how your goods are made1 inasmuch as it costs them at least #e for the day's rental for a single-reel1 anti-ad4 industrial picture4 ,films along these lines blend well1 in that they possess educational qualities for school use and general theater consumption besides containing advertising for your goods4 ,in some cases the mothers are invited to these demonstrations1 and1 even when they are not1 you may rest assured that their offspring will not overlook enthusiastically reciting all they have seen4 ,the largest publishing organization in ,england1 to boost their morning paper1 the ,london ,daily ,mail1 had a motion picture produced covering all the stages in paper manufacture1 from the time the tree was felled until the finished product lay on the breakfast table of the reader4 ,the direct advertising incidents presented were those of the making of the paper in their own mills in ,newfoundland1 its arrival at their ,london wharf1 and the spectator was then transferred to the printing-plant1 where the complete editions are turned out rapidly by the latest machines4 ,the publishing to catch early trains to all parts of ,england was1 unfortunately1 omitted4 ,this is done outside in the wee hours1 when it is too dark for filming purposes1 so it had1 instead1 to be done at their ,manchester branch1 where they print a big northern edition at daylight4 ,prizes of #ae1 #aj and #e1 respectively1 were offered for essays on the picture written by schoolchildren under sixteen4 ,there was also a similar competition for adults4 ,all this was announced in their daily1 and schoolteachers in and around ,london were circularized1 advising them when and where the picture would be shown in their vicinity4 ,they were asked to kindly bring it before the notice of their pupils1 which they did4 ,motion-picture exhibitors availed themselves of the opportunity to run the film for three days and ,saturday matinee free1 owing to the advance advertising accorded the picture and its attractive qualities4 ,at the ,saturday matinees the children attended in full force4 ,i understand1 on very good authority1 that the fifteen hundred feet 7one and a half reels7 cost #gej to produce1 while the six positive copies used for circulation purposes were furnished for the inclusive sum of #fjj4 ,the campaign was such an advertisement and circulation stimulant that its evening companion1 the ,news1 followed it up by inaugurating a series of weekly children's matinees1 admission being in return for a coupon cut from the paper4 ,theaters were bought out for each separate occasion1 the amount varying according to capacity and location4 ,the program comprised six reels of educational and comedy films1 a house in a different locality being bought out each week1 and a new variety of pictures shown4 ,the publication in question did not employ a film of its own1 but relied upon the advertising received in connection with the shows as being sufficient4 ,with a little adjustment1 to suit the particular line of business1 there is nothing to prevent the ,london ,evening ,news' plan from proving equally as effective on this side of the ,atlantic4 ,,xi4 ,,salesmanship ,,demonstrations ,,by ,,the ,,film ,motion-picture publicity is so pliable that arranging with movie theaters to put on a film of your product in the making and equipping salesmen with a reel and apparatus to demonstrate before prospective customers does not exhaust its uses4 ,i have unearthed a ,new ,york manufacturing concern in a large way of business who have fathomed the all-important matter of deriving the fullest value from their movie-advertising investment4 ,they utilize their film to teach salesmanship to the employees4 ,a large room has been rigged up as a miniature picture theater1 and every week half-hourly pictorial demonstrations are given to the staff4 ,the film depicts most thoroughly the manufacture of goods sold by the firm4 ,it requires no great stretch of the imagination to realize that to attempt this knowledge in the ordinary way is oftentimes a too lengthy and intricate task1 but the motion picture is so competent in simplifying the essential details that1 after seeing the movie several times1 even the veriest novice can talk intelligently to the likely buyer on every little point in connection with the making of the goods4 ,such clinching arguments make it easier to effect sales1 and should the prospect imagine that the salesman is attempting to convince him with a lot of hot-air talk1 there remains the actual film to back up his arguments4 ,an engineering firm ,i have come across in my travels make use of their private theater to take their out-of-town customers through the manufacturing processes of their wares4 ,they being middlemen1 the information thus obtained is passed on to the dubious consumer1 with invariably satisfactory results4 ,practically every manufacturing firm that has adopted--or intends so doing--the film as a branch of their advertising campaign may profit by applying the plans herewith outlined to their own special circumstances4 ,,xii4 ,,equipping ,a ,,private ,,motion-,,picture ,,theater ,,for ,,business ,,purposes ,the manufacturer who intends adopting the motion picture as his advertising offspring for all time will find it necessary to install a private theater in his office building or manufacturing plant1 according to what he may decide suits him best4 ,this miniature theater can be made to serve three useful purposes4 ,one is to try out each new advertising film before putting it into circulation and to be on guard for defects calling for improvement4 ,the second is to give regular demonstrations before the employees1 so as to keep them up to efficiency pitch4 ,thirdly1 it is always available for giving shows for the edification of prospective customers4 ,the authorities throughout the country are getting exceedingly strict anent the showing and storing of films1 so the room selected for the purpose should be made as fireproof as possible1 for films are mighty inflammable4 ,although no actual case has come before my notice1 it might be interesting to compare the example presented by the wealthy homes in ,cincinnati4 ,there are private motion-picture theaters there owned by the well-to-do4 ,both architects and fire insurance men view the innovation in the light that no ordinary fire insurance policy holds good under such circumstances4 ,were there a fire to result1 the fire insurance company having a claim on the same would fight the case out in the courts to be immune from compensation4 ,the danger from fire1 however1 is considerably lessened if the proper precautions are taken4 ,but1 after you have equipped your private theater1 it is best to call in your fire insurance agent to investigate and discover what his company's action will be in the matter4 ,a miniature projecting machine will suit you just as well as one of the standard machines1 which cost three times as much and consume more current4 ,the only difference is that the standard machines are larger and have a longer throw on a bigger screen4 ,but your theater will necessarily be a miniature one1 and this makes it ideal for a small projector focused on a medium-sized screen at a close distance4 ,the cost of the average miniature projector--there are several makes on the market--is #ajj4 ,apart from lessening the danger from fire1 such a machine can be easily connected with the electric-light current at present available4 ,there is a dandy film booth listed in the catalog of a large motion-picture accessory concern for #ej4 ,it is portable and made of steel1 the size being four feet wide1 five feet long and seven feet high4 ,only twenty minutes is occupied in erecting it or pulling down4 ,this1 of course1 need only be done when the floor space is required for some other purpose when the theater is not required4 ,inside the booth the operator can manipulate the machine with perfect safety1 for if the film was to catch fire1 the blaze would be confined to the booth and the operator could quench the flames quickly with a fire-extinguisher4 ,the screen that gives the best results and is used in the majority of motion-picture theaters is that known as the 8,mirroroide40 ,there are several grades1 but the best is a medium silver white4 ,these screens are guaranteed for five years against deterioration1 peeling or cracking4 ,the size of your screen will depend upon how your room is situated4 ,i should not advise a too small one1 for it is desirable to display all the selling points in as advantageous a way as you can4 ,i therefore advocate a screen of not less than four feet by three feet4 ,the material for same costs #c4be per square yard4 ,you will1 of course1 have to make provision for seating accommodation1 and it is optional whether you purchase some special theater chairs or use those you have already in use4 ,a competent operator will expect from #bj to #be per week salary1 but as you will only need the services of one for part time1 ,i suggest that you have one of your mechanical staff act in that capacity when his services are needed4 ,the steel vault or safe is the best storing-place for films when not in use4 ,,xiii4 ,,introducing ,,competitions ,,in ,,ad4 ,,motion ,,pictures ,the one element in motion-picture advertising films ,i have found lacking is enterprise4 ,i do not mean to say that this is the case of the pictures themselves1 but in the principle of the whole proposition4 ,compare the printed matter gotten out by the big advertisers4 ,what do you discover8 ,why1 numerous devices to attract readers4 ,a photographic firm offers several hundred dollars in prizes for the best photographs taken with their camera4 ,a food manufacturer wants to know of new receipts for his standard line1 so he pays liberally for such suggestions4 ,another food concern will give an attractive present for a certain number of labels taken from the packages of their goods4 ,these are but a few examples of what1 in my mind1 constitute enterprise4 ,all this attracts the interest of the public and acts as a direct booster for the goods thus brought into prominence1 but just because you can obtain the attention of motion-picture audiences with little effort1 that is no reason why you should let ,,enterprise go by the board4 ,your constant aim should be to go one better than your competitors and1 at the same time1 arouse the most sluggard to action4 ,there is a certain glamor about an article being offered free and money to be had for a little effort1 and the opportunity to strike out along new lines at the movie theater is awaiting your prompt attention4 ,no advertiser has attempted what ,i am going to propose4 ,neither would you attempt what you have done before through the press and dealers for the simple fact that this new publicity medium possesses a technique of its own4 ,this1 you can see1 necessitates a different proposition altogether4 ,one way of gauging the precise lines you should pursue is by keeping track of what the ordinary motion-picture producing concerns are doing4 ,this is why ,i advise frequent visits to the theaters1 in which you can combine pleasure with business4 ,if these producers have experienced the fact that enterprise pays1 after long and diligent study of what the fickle public wants1 it only goes to bear out my assertion that users of motion-picture advertising should emulate their example4 ,it also carries much weight in establishing friendly relations with the exhibitor1 for the average one is no great lover of advertising films unless offered a fee1 and even then his enthusiasm is of the watery kind4 ,but1 however1 if offered a photoplay of the nature which forms the basis of this article1 gratis1 he knows that the joint boosting of him and the advertiser is a sure tonic for a full house4 ,he1 therefore1 may be relied upon not to let the chance go begging and have it snapped up by his rival a few blocks away4 ,the #aj1jjj offered for the solving of 8,the ,million ,dollar ,mystery0 film serial caused a furore throughout the country4 ,briefly1 the plan was this3 ,through the installments1 each getting more complicated than its predecessor1 a million dollars disappears1 and the thief and his hiding-place can not be located1 although spectators are led to suspect certain characters and places4 ,the mystery is only known to those higher up1 the correct solution capturing the big money prize4 ,the extra installment1 which was put out after the judging was finished1 informed competitors whether they were successful or not4 ,now1 can not you detect the possibilities of the idea8 ,supposing somebody hides something in your advertised goods and you have all the action revolve around that situation4 ,the ,universal ,company recently experienced great difficulty in selecting an appropriate name for a certain feature film drama1 so they released it devoid of a title and launched an advertising campaign announcing their intention of paying #ej for the one accepted4 ,a no small amount of enthusiasm was created by the ,cines ,company in their plan to remunerate the best scenario with a thousand dollars1 with several smaller prizes for the ones next best in merit4 ,almost everybody is writing photoplays nowadays1 and it would be a dandy idea if you were to launch an extensive advertising campaign linking press1 dealer1 film and exhibitor4 ,you could then offer a substantial cash prize for the best photoplays written around your products4 ,the interest can be sustained when the films are put out1 by inviting criticisms with the bait of additional prizes4 ,the latter was done with excellent results in the ,cines contest4 ,,xiv4 ,,bringing ,,out ,,the ,,individuality ,,of ,,dry ,,goods ,,by ,,motion ,,pictures ,the motion picture is the ideal channel for enterprising dry-goods manufacturers who want to bring out the individuality of their goods4 ,printed matter1 no matter how attractively gotten up1 leaves a lot to be satisfied1 both in appeal and the results4 ,first of all1 you have got to get your stuff read by discriminating buyers1 and that is no easy matter in these days1 when the mails are swamped with it4 ,you have got to humor those skeptical folks who want to be shown that your statements are correct4 ,they have been deceived so many times by unscrupulous advertisers that even the honest ones come under suspicion4 ,to sum it up briefly1 motion-picture advertising is a vehicle for pictorial treatment4 ,your reader sees the thing in actual reality1 instead of pen paintings or still photographs4 ,movie audiences have come to regard films as next to life itself1 and no fraudulent advertising has crept in on the screen to shatter their illusion4 ,you interest your readers with little effort4 ,at home he or she can toss your costly literature in the waste-basket without even giving it the once over4 ,or1 come to that1 if it is a magazine or newspaper ad41 there is a whole mass of matter claiming attention at the same time4 ,your ad41 therefore1 stands precious small chance of gaining attention4 ,but at the motion-picture theater the situation is entirely different1 for your audience is already waiting to be tackled4 ,their attention is literally glued to the screen4 ,no matter what species of film you adopt to get over your arguments1 then the spectators will give it the self-same attention4 ,they can not do otherwise1 since only one thing appears on the screen at the same time1 and the hall is too dark for them to do anything else4 ,it is hardly likely that they will vacate their seats if they have not seen the whole program4 ,so the results depend mainly on how your appeal is presented4 ,becker1 ,mayor ,company1 of ,chicago1 preferred to do theirs with the aid of a film carrying the interesting title of 8,the ,sheep ,industry40 ,it opened with scenes of sheep grazing on ,montana plains1 and then dealt with the whole operation of making clothes--in their way1 of course--from the time the sheep were sheared until the clothes were on the back of the customer4 ,it was a rather intricate subject1 but it was put over in a clear and entertaining manner4 ,the selling talk that came to the surface out of the mass of material was this3 ,the sanitary conditions under which the 8,graduate0 coats were turned out1 and the several hand operations which ensure perfect-hanging sleeves1 smooth shoulders and the coat keeping its shape2 hanging the clothes in the stockroom as a precaution against wrinkles4 ,then followed a typical retail store stocking the well-known 8,graduate0 and 8,woolly ,boy0 brands4 ,their arguments that their clothes were made of all wool and hand-made assumed a deeper meaning1 adding the desired convincing touches4 ,perhaps you would prefer to have your statements woven into a comedy or dramatic photoplay1 and so avoid the direct advertising element4 ,well1 the ,printzess concern had one produced in three reels1 taking about an hour to show1 but incorporated industrial stuff like that mentioned4 ,personally speaking1 ,i should advise the advertiser to get out a short film at regular intervals1 about a reel in length4 ,you can then take each thing separately and release a film at intervals1 and so maintain the interest4 ,you wouldn't think of having one big splash at press advertising and then do no more1 would you8 ,the same principle holds good in filmland4 ,there is nothing that gets the goat of a picture-goer quicker than having to see the same film more than once1 and it should have the run the ordinary films are given--one day4 ,harken back to the ,printzess campaign1 their story possessed a very weak plot1 and it was the many interesting incidents that made the picture entertaining4 ,reduced to the bare outlines1 here is the story3 ,a society leader accepts an invitation to attend an informal ladies' costume pageant4 ,she promptly gets her dressmaker busy on new gowns1 for her wardrobe did not fulfill her exacting demands4 ,when they are completed1 however1 they turn out misfits1 and there is no time for alterations4 ,in her dilemma1 she conceives the idea1 suggested by a magazine ad41 of buying a ready-made gown at the nearest department store4 ,to her delight1 she obtains a stunning dress that fits perfectly1 and creates a sensation at the pageant4 ,she is declared the best gowned woman1 a gold mesh-bag being the prize1 and gains the title of 8,her ,royal ,highness ,miss ,printzess40 ,when the ,printzess people heard of the honor paid them1 they invited her to inspect their plant in ,cleveland1 ,ohio4 ,she has a sister in the town1 which gives her a good motive for making the trip4 ,after being shown over the works1 she is full of admiration for the workmanship of ,printzess dresses4 ,back at home1 she muses over fashions1 which are visualized by beautiful living models1 attired in gowns shortly to be introduced4 ,like with publications1 one must1 of course1 discriminate between the good and the bad4 ,what ,becker1 ,mayor ,company did was to arrange matters with their string of retailers and loan each the film4 ,they naturally knew the best theater suited for their purpose1 and got the exhibitor to show the film for a small fee at the evening show4 ,when each was through with it1 the film was despatched to the retailer in the next town1 until the whole territory was covered4 ,if you want to do this everywhere at the same time1 it means a little more expense in having copies of the film struck off4 ,pictures of ladies' underclothing can hardly be shown in the ordinary way4 ,the ,gossart corset concern surmounted this difficulty by showing it only at matinees1 to which ladies only were admitted4 ,the film showed the corsets being fitted on living models4 ,,xv4 ,,boosting ,,cities ,,and ,,pleasure ,,resorts ,,by ,,motion ,,pictures ,the first aim of the city boosters and ,chambers of ,commerce is to get the public to visit their communities4 ,how1 then1 can this be accomplished8 ,the usual way is by distributing attractive literature setting forth everything calculated to 8lure0 the visitor1 but1 in the majority of cases1 the efforts of the publicity man fail to have the desired effect4 8,it is all very well of you to inform me of the advantages of your city or pleasure resort10 the man in the street might say1 8but how on earth am ,i to know whether it was not written by somebody with a tendency to exaggerate8 ,again1 ,i have to picture things before my eyes from cold print4 ,why not1 therefore1 have this done for me80 ,it is for this precise purpose that the motion picture has made itself conspicuous as an advertising medium--one differing from all others4 ,an exemplification of what can be done came to the limelight when the ,western ,michigan ,development ,bureau had a series of films1 comprising three reels altogether1 taken to boost western and northern ,michigan4 ,the principal features of the pictures were the scenes of such prosperous towns as ,grand ,rapids1 ,muskegon1 ,petoskey1 ,cadillac1 ,manistee1 ,frankfort and ,charlevoix4 ,these show the industrial buildings1 shipping industry by lake and rail1 public parks1 commercial and residential portions and recreation resorts4 ,additionally1 the rapid development of western and northern ,michigan was covered1 as also were the excellent roads1 fertile agricultural lands recommended to prospective homesteaders1 fruit orchards1 and the various industries4 ,among other towns to employ motion pictures in a similar way may be mentioned ,pittsburgh and ,santa ,barbara4 ,the latter distinguished itself at the ,san ,francisco ,exposition by arranging a forty-minute show at intervals during the day4 ,a lecturer heightened the interest in the films4 ,the exhibit covered a floor space of four thousand feet4 ,the ,st4 ,louis municipal authorities made use of a motion picture several months ago to educate ignorant foreigners and their offspring to know the main features of their city in particular1 and ,america in general4 ,these ,american citizens in the making are now able to say a good word for their home town when called upon4 ,the film was exhibited free in suitable places1 like a ,catholic church1 police station1 ,jewish synagogue and a public school4 ,on the first evening over two thousand children1 of ,italian1 ,german1 ,greek1 ,irish and ,russian parents1 were present1 along with their guardians4 ,the picture depicted scenes of ,st4 ,louis1 ,new ,york ,zoo and ,american industries4 ,because ,america can learn from ,england is my reason for citing the case of ,blackpool1 which is the ,coney ,island of ,europe4 ,in this case a photoplay was employed1 a comedy of fifteen hundred feet1 to be exact4 ,a glance at the synopsis below will reveal its mirth-provoking possibilities4 ,i was not able to see the film1 so present the version gotten out by the advertising manager4 ,the plot is laid by ,august and ,september1 the famous clowns of the ,blackpool ,tower ,circus1 inviting their old uncle and aunt to see the sights of ,blackpool4 ,the scene opens at ,talbot ,road ,station1 where the elderly relatives are cordially welcomed and escorted to the ,promenade and ,sands4 ,donkey-riding1 paddling and sea-bathing are indulged in1 and the party then visits the ,central ,pier1 where the delights of roller-skating and open-air dancing are enjoyed1 to the accompaniment of many ludicrous and side-splitting situations4 ,then follows the tour of the ,pleasure ,beach4 ,here we see aunt and uncle the victims of many thrilling1 exciting and amusing adventures--joy rides on the ,velvet ,coaster and ,scenic ,railway1 a trip on the ,witching ,waves1 the descent of the ,water ,chute1 and many other similar episodes1 lead up to the ascent of the famous ,blackpool ,tower1 which may be described as the outstanding feature of the film4 ,other incidents follow1 and the picture finally winds up with a screamingly funny ,golf ,tournament1 in which the whole of the characters take part4 ,it is the custom to offer exhibitors a fee for showing an advertising film1 but in this instance the picture was meritable enough as a comedy to offer a theater in each town the exclusive rights for a special price4 ,the example of 8,fun on the ,sands at ,blackpool0--for that was the attractive title--may be followed when you wish to boost some rural or seaside retreat4 ,another point in favor of motion-picture advertising is that1 if done on the right lines1 a film does not appear to be an ad4 ,motion-picture fans--and there are twenty million of them in this country--have become so accustomed to seeing scenics and educationals that they would not realize the true object of city boosters and ,chambers of ,commerce4 ,this is a considerable advantage1 for folks are likely to evince more interest in a picture4 ,,xvi4 ,,advertising ,,railroads ,,by ,,the ,,movies ,for railroad companies1 the ideal advertising medium is the motion picture4 ,it has something to offer which can not be done justice to by any other publicity vehicle4 ,how true this is was brought home to me the other day while traveling on one of the elevated lines in ,brooklyn4 ,sitting next to me in the car were two young men engaged in conversation1 and ,i could not help but overhear what they said to each other4 8,i have been trying to decide on a place for a vacation this summer1 but ,i have simply grown tired of poring over advertising literature40 8,yes10 assented his companion1 8it leaves so much to the imagination40 ,here1 then1 is the crux of the situation--printed matter of all descriptions appeals to the brain1 whereas the nature of your business demands that the mental strain be non-existent4 ,folks are more than likely to throw your expensive literature away unused when you expect them to use their brains to imagine things4 ,with motion pictures you don't have to--everything is taken in by the eyes4 ,you have got to show them4 ,and how8 ,well1 do not motion pictures fill the breach admirably8 ,be honest with yourself4 ,is there any other medium in existence by which you can bring the actual things before the gaze of a skeptical public8 ,i will admit1 though1 that there are still photographs and lantern slides1 but these only permit snaps here and there4 ,on the film1 however1 you can cover the whole place at one sweep1 so to speak4 ,this is no idle boast4 ,it has been accomplished4 ,let us1 to begin with1 take the prospect of boosting your line for vacations4 ,the ,northern ,pacific ,railway ,company did theirs by having a film made depicting the beauties of their line and ,yellowstone ,park1 recommending the latter as the ultimate destination of the tourist4 ,the results1 ,i am glad to say1 were highly satisfactory4 ,although it is unusual1 much more has been done in this particular direction in ,britain than at home4 ,the ,great ,western ,railway ,company established its individuality by proving that it is 8,the ,holiday ,line10 for their picture showing the beauties of the west of ,england1 ,wales and ,ireland leaves a hankering to travel by the route covered by them1 if only to pass by the most charming portions of the ,british ,isles4 ,the film was hired out free to numerous movie theaters throughout ,britain1 and the atmosphere of the picture was further enhanced by the orchestra playing old ,english airs4 ,the ,great ,northern ,railway ,company conceived a different idea in circularizing their three-reel travel film of the ,scottish ,highlands4 ,a descriptive lecture was prepared in connection with this1 and any lecturer1 educational institution or theater requiring the use of both could hire them free4 ,the best way to lessen the expense and at the same time work to the mutual advantage is by arranging with chambers of commerce1 etc41 who wish their pleasure resorts to develop4 ,considerable success has attended the efforts along these lines in ,england4 ,southport1 a northern seaside resort1 is a case in point4 ,previous to putting out a motion picture showing its advantages as a winter resort1 there were very few visitors in the dull winter months4 ,the nine copies of this film1 however1 were loaned to the various railway companies running excursions to ,southport1 who in turn arranged for the showing of the film in connection with their advertising campaign at the picture theaters in their territory4 ,the outcome was that the enterprising town reaped a harvest of winter holiday-makers1 who were transported by the railroads4 ,the motion picture is also invaluable in developing towns and various little-exploited territories1 with1 of course1 special emphasis on the fact that yours is the best line to travel by4 ,the ,southern ,railroad ,company had a film produced along their line in ,south ,carolina in order to bring out the possibilities of farm1 city and industrial life in that ,state4 ,the film was exhibited in the ,north and ,middle ,west4 ,nor is this an isolated case1 for the ,great ,northern ,railway and ,oregon ,trunk ,company joined forces in order to record the development of central ,oregon on a motion picture4 ,the most convincing portions of same were those of the great ,blitzen ,canal which will open up one hundred thousand acres of land1 homesteaders arriving1 a big cattle round-up1 and vast picturesque stretches of land which are ripe for settlement4 ,you can also call attention to the precautions taken to ensure safety traveling4 ,the ,rock ,island ,railroad film dealt with some of the every-day dangerous experiences of their employees1 besides pointing out the right and the wrong way of doing each thing4 ,these pictures served a twofold purpose4 ,in the first place1 regular demonstrations were given to the other trainmen1 so that they can guard against the dangers that attend their work4 ,this1 in turn1 rebounds on the passengers1 who are ensured being reasonably safe from any accidents occurring4 ,the public were also invited to view the film1 which could not fail to leave a favorable impression4 ,societies1 schools and theaters were also at liberty to show it4 ,,xvii4 ,,getting ,,over ,,the ,,pureness ,,of ,,your ,,food ,,products ,,by ,a ,,film ,the motion picture stands in need of a nickname4 ,the one most appropriate would be1 8,conveyor of things as they are40 ,not only are audiences regaled on a feast of comedy and drama1 but the aid of the screen is often sought to educate them in reforms of various kinds4 ,and this is where the food manufacturer can hitch the movies to his next campaign4 ,let me tell you this much--the screen is no ordinary publicity medium4 ,it possesses a pleasing individuality of its own4 ,this is the art of vision4 ,you don't let your pen loose and turn out printed matter that but half satisfies4 ,in these days of food adulterating1 the alert housewife wants to be shown1 so the case of the man from ,missouri is not an isolated one4 ,the film accomplishes more than printers' ink1 and allows you to take people through your plant1 which it is often not convenient to do in person4 ,before we proceed further1 ,i want to call your attention to a two-reel drama which was recently put on public exhibition4 ,it is a lecture in celluloid1 and was produced by the ,kalen ,company1 in collaboration with ,professor ,lewis ,b4 ,allyn1 who has achieved fame in connection with the ,pure ,food movement4 ,he also acts in this gripping screen drama4 ,the ,ladies' ,world ran the fiction version4 ,the story opens with ,jack1 the son of a canned-food manufacturer1 entering his father's business4 ,jack is thoroughly disgusted with the plant1 for dirt is allowed to accumulate and the employees are sweated4 ,some are so ill that their infections are liable to be transferred to the consumer4 ,one of the employees dies of ptomaines as the result of consuming the canned goods1 and ,jack is urged to reform the existing state of affairs4 ,to this end he receives instructions from ,professor ,allyn1 but ,jack's father will not listen to effecting a reform1 for wealth comes first4 ,the manufacturer then tries to bribe the ,professor to place his goods upon the ,westfield ,pure ,food ,list1 but the ,professor will only agree when he makes the needed alterations4 ,it happens that ,jack is in love with the daughter of another food manufacturer1 and ,jack's father visits the plant4 ,the cleanliness and the quality of the raw materials impress him greatly4 ,his little daughter steals a jar of his fruit jelly from the closet and is taken seriously ill4 ,then he learns that his factory is on fire1 and we leave him vowing to build a factory which shall be sanitary1 the material of the best1 while the health of the employees will be cared for4 ,at the lowest estimate1 this was seen by five million out of the total twenty million movie fans in this country1 besides being read by two million or more ,ladies' ,world readers4 ,the film is sure to make the public more discriminating than ever4 ,here1 then1 is the ripe opportunity to gain their patronage by following it up with an effective advertising film4 ,this is not mere theory1 for the ,postum ,cereal ,company recently had a motion picture taken at their ,battle ,creek factory depicting the making of ,post ,toasties1 ,grape ,nuts and ,instant ,postum4 ,the healthy conditions under which they are made were well brought out4 ,human interest--which fans are so partial to--was added by introducing several bunches of happy children enjoying the products heartily4 ,an exhibitor was selected in each town to show the film for a small consideration1 the campaign proving very successful4 ,cadbury ,brothers1 an ,english firm renowned for their cocoa and chocolate1 got out a very interesting film to boost their cocoa4 ,it showed their cocoa plantation in ,trinidad1 the natives gathering the pods1 and various other stages until the cocoa reached the consumer4 ,their other film went further1 with special emphasis on ,bourneville1 their garden city4 ,the most valuable points presented were these3 ,the picturesque surroundings of ,bourneville works1 storing raw cocoa1 daily arrival of new milk for milk chocolate1 men's recreation-ground1 a walk round the plant1 showing the airy work-rooms and open windows1 the factory fire brigade at drill1 open-air baths for boys and girls where they swim during working-hours1 girls' physical drill1 preparing creams ready for covering with chocolate1 covering chocolate creams and decorating chocolates4 ,all this tended to favorably impress the millions who witnessed the film4 ,as it also had educational qualities1 it was offered to exhibitors free1 over three hundred theaters taking advantage of the offer4 ,it is usual to pay exhibitors a fee for this privilege1 but when the advertising element does not unnecessarily obtrude1 it can be put out on its own merits4 ,the manufacturers of an ,english beef-tea preparation called 8,oxo0 sent an operator to their ranch in the ,argentine4 ,he filmed a reel of entertaining stuff which was put out under the title of 8,life on the ,oxo ,cattle ,farms40 ,the firm was also wise in only mentioning the name of their product once4 ,in this instance movie exhibitors could hire the film free1 and the advertisement in the trade papers had not been a day old before two hundred bookings resulted4 ,what made the offer so attractive was to insert free advertising in the local newspapers announcing where the film could be seen4 ,dealers1 too1 were put in a good frame of mind1 for at the bottom of the ad4 appeared the names of those stocking ,oxo locally4 ,exhibitors were also invited to write to the local schools and get the pupils to attend a special matinee as their guests1 for an appeal to the children is worth something4 ,motion-picture audiences go to see interesting stories1 and it stands to reason1 therefore1 that they would better appreciate your ad4 got over in this way than by any other method4 ,the plot written around the ,hecker ,mills introduces us to the harvesting of the grain1 and in the mills the various processes come in for due attention4 ,additional interest is imparted to 8,the ,chef's ,redemption0--for that is its alluring title--by showing how useful the ,hecker flour is in making various kinds of bread popular in foreign countries4 ,the ideal conditions prevailing in the plant carried conviction4 ,there now exist several firms who specialize in motion-picture publicity1 so the advertiser need have no fear of inexperience holding him back4 ,the old adage1 8,do it now10 applies in this case4 ,,xviii4 ,,selling ,,automobiles ,,and ,,accessories ,,by ,,motion ,,pictures ,it is not every day that a new and reliable advertising medium is unearthed1 and it was decidedly a good day's work when the selling powers of motion-picture publicity became known4 ,you appeal to the public at their leisure and there is no competition to fear1 as exhibitors will not show more than one ad4 film on a single program4 ,you also enjoy a monopoly of the audience's attention1 for folks can only see one thing at a time in the darkened hall4 ,the photoplay used to attract the poorer classes1 but now the theaters have divided up into grades1 and the well-to-do and middle classes are quite as enthusiastic patrons4 ,the manufacturer of automobiles and accessories can take up motion-picture advertising with every confidence that it is going to prove a good business producer4 ,naturally the latter depends on the efficiency of the campaign1 for1 like in everything else1 system has to be applied4 ,it saves the trouble and expense of having to give numerous tests in order to prove your claims1 and as the film records them once and for all1 you are avoided any annoying hitches in demonstrations4 ,the ideal film for advertising is that which carries the vague definition of industrial4 ,the ,reo ,motor ,car ,company had such a one taken1 and made it serve three useful purposes instead of one4 ,the picture depicted conditions in their plant and how the autos were manufactured4 ,in the office building they possess a private motion-picture theater in which the film is regularly exhibited to the employees1 especially the salesmen1 to keep them efficient4 ,the result is that they are able to discourse with the completest knowledge of the goods they have to sell and enable them to land a sale easier4 ,the film also comes in handy for sales demonstration purposes1 while1 with alterations1 it is made suitable for showing before the general public to rope in prospective auto enthusiasts4 ,a noteworthy film gotten out by the ,ford concern showed an automobile being erected in two and a half minutes1 when it was speeded off on its own power4 ,henry ,ford also recently devised an interesting plan which combined news with advertising4 ,each week he arranges to have the important events in ,detroit filmed and offers the picture to exhibitors throughout ,michigan4 ,in ,detroit alone fifty theaters show the picture4 ,henry ,ford not only gets himself known as a booster of his home town1 but in addition1 avails himself of the weekly opportunity to boost his cars4 ,the ,pierce ,arrow ,company had a film produced setting forth in a convincing manner the powers and capabilities of their autos4 ,you can not demonstrate a motor truck on any street1 and this is where the film triumphs4 ,the ,straker ,squire ,company1 an ,english firm1 not so long ago introduced1 within the compass of a single film1 the making of the various parts of a modern automobile1 erecting a car in sixty seconds1 trying it out on rough roads1 work tracks and on timber support4 ,then came a hill-climbing test and racing cars speeding at ninety-eight miles per hour4 ,lastly1 the #ihj employees were seen leaving the works4 ,the reel depicting the ,diamler ,motor ,works at ,coventry1 ,england1 was distributed in a different manner4 ,the film was on show at a recent ,london auto exposition and caused a hit because it was an interesting novelty4 ,this plan could also be allied in connection with future auto expositions held at the ,grand ,central ,palace1 ,new ,york1 by enterprising firms4 ,and if you want to boost your tires1 here follow some successful methods4 ,the ,de ,laski and ,thropp ,circular ,woven ,tire ,company put out a film dealing with their methods of manufacturing tires4 ,it revealed also that it only takes five minutes to complete one4 ,this film was used in connection with their campaign for capturing business in foreign countries4 ,in the fifty motoring centers in ,britain1 the ,goodrich ,company has been conducting film lectures extending over a year4 ,the film was entitled 8,from ,tire to ,tire10 and in an entertaining way motorists were educated from the time the rubber was gathered from the tree until the tire was on the auto4 ,in the course of the lectures1 which were attended by large audiences1 much practical information was imparted on the use and care of tires4 ,a story within a story4 ,did you ever think it was possible8 ,if you want to approach an audience by means of entertainment instead of education1 then it can be done4 ,a trained scenario writer is capable of weaving your advertising story into a comedy or dramatic plot4 ,it has been accomplished1 as witness the 8silent representative0 of a ,birmingham concern manufacturing a patent dual rim for motor cars4 ,the plot concerned a gang of thieves who robbed a bank messenger of #be1jjj4 ,while fleeing in an auto they are held up by the police1 but escape after a struggle4 ,the police then chase them in an auto4 ,the crooks1 however1 come to a halt through one of their tires being punctured1 and the police meet with the same misfortune4 ,it so happens that the latter's car is equipped with the ,patent ,quick ,change ,dual ,rim1 by which they complete the repairs before the thieves are half through with theirs4 ,this allows them to capture the thieves with ease4 ,if you intend working the campaign in conjunction with your dealers1 it is best to get up a list of them in order of territory and arrange for each to retain the film for a day4 ,they then persuade1 for a small consideration1 the best-class theater in the town to show the film at the evening performances1 after which it is despatched to the dealer in the next nearest town4 ,,xix4 ,,clinching ,,agricultural ,,machinery ,,sales ,,by ,,motion ,,pictures ,the manufacturer of heavy agricultural machinery and merchandise of an intricate nature is placed considerably at a disadvantage1 yet1 by enlisting the aid of the versatile motion picture1 he can greatly improve his selling tactics4 ,the idea of the salesman being burdened with such cumbersome things is1 naturally1 not to be thought of1 so his abilities are confined to selling talk1 aided by the literature of the publicity man4 ,however convincingly these may be presented1 the one clinching argument is conspicuous by its absence4 ,almost every prospective customer1 like the man from ,missouri1 wants to be shown1 and when his desire can not easily be gratified1 his business is often lost4 ,it is usual in these cases for a firm to pay his traveling expenses to visit the plant1 but if this is done1 very frequently it is a mighty expensive way and takes the profit off the deal4 ,the buyer1 on the other hand1 may not be able to spare the time for the trip4 ,but with a film1 all doubt on the subject is scattered to the wind4 ,the salesman carries a miniature projection machine1 which is quite inexpensive1 in a natty case4 ,and when he wishes to demonstrate before the farmer1 the blinds in a room are pulled down and a socket fixed to the electric light2 if this is not available1 he uses acetylene4 ,a table-cloth is borrowed and tacked to the wall4 ,he then turns the handle1 and as the possibilities of the machine are unfolded on the screen1 the salesman explains thoroughly all the difficult points4 ,all the time the farmer is comfortably seated in a chair and is favorably impressed4 ,one firm ,i know went one better with the producing of their film4 ,they arranged to have it taken on a farm where one of their machines was at work1 and filmed the laborers using the implement in actual practice4 ,both the ,holt ,caterpillar ,company and the ,m4 ,rumely ,company have successfully employed the motion picture to set forth the merits of their farm machinery4 ,another effective plan has been to arrange a special show with the local movie exhibitor when the farmers come to town4 ,each farmer in the neighborhood was sent invitations1 inviting himself1 wife and children to attend an exhibition of select photoplays free4 ,they were entertained with several dramas and comedies1 but the star turn was the advertising film of the enterprising firm4 ,this sank in to the right audience in a receptive mood4 ,the exhibition of the picture to a number of the farmers at the same time saved much of the salesman's time and trouble1 and clinched a whole lot more business in the bargain4 ,there are times when certain experiments have to be made with intricate articles4 ,the dynamite made by the ,du ,pont ,company1 who advocated the use of same to farmers1 is a case in point4 ,tests were given in stump blasting1 deep plowing1 tree planting1 ditching1 etc41 and effectively shown to farmers at institutes1 land shows1 ,state and county fairs1 and on other suitable occasions4 ,in all1 over one hundred copies of the same film were shown at the same time in rural communities throughout the country4 ,and what is more in favor of the method is that the demonstrations were given on winter evenings1 when the farmer had his liberty and no outdoor tests could be held1 owing to the average weather conditions4 ,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 test4 ,there was also no fear of failure4 ,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 same4 ,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 film4 ,this would be a good investment1 which ,i can vouch for by the success that has attended the plan at various expositions held at the ,grand ,central ,palace1 ,new ,york4 ,on first thoughts1 the idea of erecting a private motion-picture theater in your office building may appeal to you as an unnecessary expense1 but an agricultural machinery concern in ,hull1 ,england1 has such a place in which to show its implements to prospective purchasers4 ,on the whole1 it is rather a bore and unpleasant having to take the prospect through your plant1 and everything is in favor of the short-cut method4 ,perhaps a prospective client will request even to be shown the machinery in actual use1 and a lot of inconvenience is saved in not having to trouble already satisfied customers4 ,this is only of importance when the film is produced1 after which it is good for all time4 ,,xx4 ,,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 publisher4 ,while not denying the truthfulness of the statement1 ,i can not pass by without remarking that the publisher is to blame for such a deplorable state of affairs coming to pass4 ,the motion picture has created a demand for clean-cut stories1 without a particle of padding4 ,yet there are publishers who have continued to turn out fiction of all kinds with frightfully slim plots4 ,in the motion-picture play1 the story is the thing4 ,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 minutes4 ,the longest novel--from a plot stand-point--when converted into a photoplay1 would not1 at the most1 provide more than two hours' entertainment4 ,as a rule1 they run to an hour or so1 while those that rely1 to a great extent1 upon description rather than plot1 and are also deficient in plot qualities1 could not be put on at all4 ,it seems to me that the person who has reaped most of gold for this fiction adaptation mania is the author4 ,now1 why shouldn't the publisher likewise benefit8 ,well1 he can1 if he gets into action right now4 ,down to date1 the greater part of the adapted fiction--short stories and serials--has not been filmed until after publication1 when1 of course1 it would not increase the sales one little bit4 ,if all are to profit1 united co-operation is necessary4 ,when a piece of fiction--no matter whether it be a short story1 a serial or a novel--appears1 an endeavor should be made to arrange with a film concern that the photoplay should appear simultaneously with it in fiction form4 ,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 seen4 ,this publicity the publisher will reciprocate by informing the readers of his publication that they can see the photoplay version at the movie theaters1 and so forth4 ,the millions that visit the moving-picture shows daily have come to regard their favorite amusement as a 8,guide to ,literature40 ,they prefer to see it on the film first1 because it is the quickest and easiest way to arrive at a decision4 ,it is also the truest test4 ,since the movie manufacturers have made good with the speeding-up process in stories1 so must the offending publishers follow suit if they do not wish to be put out of business4 ,when a film form of a well-known copyright-expired work has been exhibited1 a run on the cheap editions has occurred1 while in many cases the book dealer has been totally unprepared for the demand4 ,the publishers should keep a weather eye on the different releases week by week and watch out for opportunities4 ,fresh developments have resulted in more business slipping out of his hands4 ,the latest move of the film producer is to produce an original serial play1 have the scenario author write it up in book shape1 add some photographs from the film1 together with a signed one of the leading actor4 ,the first attempt along these lines has been distributed among the picture shows in lots of twenty-five or more at #ae cents per copy4 ,the first edition of fifty thousand copies sold like hot cakes1 so to speak1 and the second edition sold well4 ,why1 ,i maintain1 should not the publisher have the business that is legitimately his8 ,there is little chance of co-operating with the ordinary one- and two-reel photoplay1 as the fiction rights of these are given to the motion picture magazines1 whose staffmen write them up4 ,there are1 however1 opportunities for the publishers to handle the big feature photodramas1 as well as the linked series and serials4 ,it is a paying proposition for all concerned if operated on the right lines4 ,,xxi4 ,,advertising ,,your ,,newspaper ,,with ,a ,,motion ,,picture ,enterprise is a restless thing4 ,once let it remain still and all the good work is undone4 ,this fact is brought more closely home in the case of a newspaper1 for enterprise does so much to hold a reader4 ,one stunt is soon forgotten1 and it is therefore imperative to keep the ball a-rolling4 ,you1 as a newspaper man1 know the huge following the motion picture has1 and if you are a small-town member of the fourth estate ,i want your attention right now4 ,mr4 ,big ,city1 your turn will come next4 ,several small-town newspapers have tried out the following plan successfully4 ,a prize1 usually #be1 is offered for the best one-reel scenario1 comedy or dramatic1 as you may choose1 only it must possess a plot which can be effectively taken amid familiar local surroundings4 ,usually the editor1 dramatic critic and the movie director act as the judges4 ,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 hero1 respectively4 ,a prize of1 say1 #be each1 should be offered4 ,nominations are best made by coupon1 accompanied by a photograph4 ,the judges can weed out the hopeless ones and print the photographs of the good-looking ones in the newspapers1 as well as having them thrown upon the screens of the local motion-picture shows4 ,interest may be maintained each day by announcing the standing of the candidates4 ,it is up to readers to vote for their favorites1 who1 if successful1 would be trained to act in the prize-winning story4 ,the advantages of the indirect advertising campaign are many1 and it will be found to pull more results than ordinary advertising could accomplish in a lifetime4 ,i say this in all seriousness4 ,in the first place1 almost everybody has a hunch to write a photoplay1 but few see their efforts on the screen4 ,in a local contest they stand more chance of making good4 ,the winner is aware that there is more than #be and local fame awaiting him4 ,his success does much to remove the barriers from the doors of the regular motion-picture producers1 who1 knowing he is one of the 8arrived10 give his future efforts special consideration4 ,the acting bug is strong within many1 especially boys and girls in their teens4 ,the speaking-stage used to be the attraction1 but nowadays they get screen-struck instead4 ,can't you imagine how proud the winners would be to act in a photoplay and be viewed by their admiring friends8 ,it may prove a stepping-stone to an engagement with a big film company4 ,events have turned out this way before now4 ,important links in the chain are the local motion-picture exhibitors4 ,all are fully alive to the value of a photoplay possessing a strong local appeal4 ,therefore1 if you agreed to announce in your newspaper where the picture was being presented1 you would find all the local exhibitors clamoring to hire it4 ,you would probably be able to charge a nominal fee to help cover the cost of production1 for it is not as if the photoplay is advertising pure and simple4 ,you get your publicity as the promoter of the production4 ,apart from getting your newspaper on the lips of everybody1 every candidate would enlist the aid of friends to secure votes1 the additional coupons required for this purpose increasing your circulation many times over1 temporarily1 of course4 ,on the other hand1 you would secure new permanent readers4 ,you may be too far removed from such movie-producing centers as ,new ,york1 ,los ,angeles1 ,chicago and ,jacksonville4 ,fortunately1 however1 there exist private concerns throughout the country which make a specialty of local work4 ,,xxii4 ,,selling ,,shoes ,,by ,,motion ,,pictures ,mr4 ,shoe ,manufacturer1 take your choice4 ,which would you prefer to boost a brand of shoes by--an industrial film1 a comedy photoplay or a trick film8 ,that is a matter for you personally to decide1 for my responsibility ceases after mentioning how each type of motion picture has been employed by other shoe manufacturers4 ,the ,george ,e4 ,keith ,company1 manufacturers of ,walk-,over shoes1 introduced themselves to the motion-picture public with 8,the ,making of a ,shoe10 said film being exactly one-reel in length4 ,the camera man went to ,campello1 ,massachusetts1 for his material1 and first panoramed his camera outside the ,walk-,over plant4 ,once inside1 evidently nothing escaped his notice1 for he covered everything1 from the leather inspection to the polishing of the finished soles4 ,credit must go to the ,krohn-,fechheimer ,company1 of ,cincinnati1 for being the first to present photoplay stars4 ,their film1 8,a ,footwear ,romance10 featured1 to use a studio term1 ,ruth ,stonehouse and ,bryant ,ashburn4 ,it was easy to capitalize these two attractions1 so full-page announcements were taken in the leading motion-picture magazines4 ,this was how the fans were appealed to3 ,glancing across the aisle on the ,pullman1 ,edward ,blair saw a pair of feet so small1 so bewitchingly dainty1 that at once he lost his heart to the pretty feminine possessor4 ,but who was she1 and where was she going8 ,resorting to a bit of clever detective work1 he found that she wore the ,red ,cross shoe--a clue that led up to some startling information4 ,but afterwards came the greatest shock--when he discovered her as the servant in the home of ,miss ,eugenie ,hatton1 the girl he must marry to win the fortune of his eccentric uncle4 ,how would you have this story end8 ,would you have him marry the servant-girl1 whom he really loves1 or ,eugenie and a fortune8 ,how it really does end will be a big surprise to you4 ,the star players1 of course1 were especially mentioned1 as well as advising readers to see the film when it came to their town4 ,the opportunity to present the direct appeal was not overlooked1 for the ,krohn-,fechheimer ,company offered to send the complete story of the film4 ,with the synopsis was enclosed a card of introduction to the local ,red ,cross dealer4 ,i understand that the film was handled by a ,red ,cross dealer in every town1 who arranged for its showing at the most desirable local photoplay theater1 calling attention to the fact in his newspaper announcements4 ,the trick film is capable of putting over many amazing advertising stunts1 and for impressing a name on the public it can not be surpassed1 if equaled4 ,while ,i can not recall any ,american shoe manufacturer having adopted same1 we can take a leaf out of ,germany's book4 ,a clever idea was carried out by the ,dorndorf ,shoe ,stores1 which establishment used a film that presented a jumbled heap of letters1 these eventually merging into the word 8,dorndorf40 ,the same concern employs another film which shows shoe-boxes traveling unaided from the shelves to the customer1 who allows the shoes to try themselves on his feet until a pair proves suitable4 ,then appears the apt subtitle1 8,dorndorf ,shoes ,sell ,themselves40 ,,xxiii4 ,,film ,,advertising ,,from ,,the ,,photoplayer',s ,,viewpoint ,business and art do not usually go together1 but this can not be said of ,edward ,earle1 the popular photoplayer4 8,perhaps why ,i evince such a great interest in advertising10 ,mr4 ,earle began1 8is the fact that without it a photoplayer would soon find his popularity on the wane4 ,a player must1 first of all1 possess ability1 as otherwise the most brilliant publicity campaign in creation will fizzle out40 ,having thus broken the ice1 ,i got down to business4 8,do you advocate the film as an advertising medium80 8,well1 yes1 and then1 no10 he remarked1 thoughtfully4 8,it is the forceful methods adopted in film advertising to which ,i am opposed1 and which1 incidentally1 are responsible for the medium not having attained the popularity of its older sister--press advertising4 8,one of the points in favor of the latter is that you are not compelled to read the advertisements4 ,they win out on their own merits1 for if one is sufficiently compelling your attention is automatically attracted4 8,but the #8make-up' of the motion-picture theater screen differs in that only one thing may be presented at a time4 ,if an advertising film is unfolded1 you have no other alternative in the darkened hall than to give it your attention4 8,nothing is more abhorrent to the people of this democratic country than compulsory methods10 ,mr4 ,earle continued1 8and it is my belief that motion-picture advertisers unconsciously get in bad with their prospects4 ,it is a human trait in buying to be able to choose between goods of the same kind1 but as the exhibitor only rents out his screen to one advertiser in each trade1 the public can not possibly discriminate4 8,you will have to go far to find a magazine or newspaper that doles out monopolies to advertisers4 ,i honestly think that this condition of things has a tendency to make advertisers dull and listless4 ,competition is the life and soul of publicity1 and makes the advertisement writer put plenty of #8pep' into his copy4 8,once the present forceful methods in film publicity presentation are abolished1 the medium will enter an era of prosperity40 8,do you consider this treatment can be avoided80 ,i asked4 8,that all depends10 ,edward ,earle replied4 8,you see1 the average photoplay program occupies two hours4 ,to lengthen this in order to include advertising picture1 the exhibitor has either to open his show earlier or else curtail his performance4 ,the former step would not be practical1 as his busy times are from seven to eleven in the evening1 in which hours he has to give two performances4 ,the latter move1 however1 would not meet with the approval of his patrons4 8,if the advertising film was about one-reel in length1 the exhibitor could just about squeeze it in4 ,this should be shown at one theater for only a day1 as the regular fans dislike to see a picture more than once4 ,it will also allow other advertisers a look-in4 8,if the ad4 story can be told in less than one thousand feet1 so much the better4 ,i notice some commercial producers offer to release several subjects by different advertisers on the same reel4 ,i know in the case of press advertising that it is a serious mistake to cram as many words as possible into a small1 displayed announcement1 but in film publicity the reverse is the case4 8,the more material you compress into a film the snappier it will be10 commented ,mr4 ,earle1 8though clearness should not be overlooked4 ,the bugbear in the motion-picture industry to-day is padding1 and ,i should be sorry to see national advertisers fall for it4 ,a film may occupy the screen longer1 but it will certainly not impress spectators any the more4 8,the big advertisement has its place in filmdom if the story succeeds in maintaining the interest from beginning to end1 but you must remember that a whole page magazine ad4 can be read inside of two minutes1 while a feature1 its motion-picture counterpart1 demands at least an hour of a fan's time4 8,but there is no room for the big feature in the regular motion-picture theater4 ,if ,i am not mistaken1 there will spring up a chain of photoplay theaters in the large cities to which the public will be admitted free4 ,at these #8billboard stations' short1 regular photoplays will be sandwiched in between the ad4 films so as to attract the folks inside40 ,mr4 ,earle raises some interesting points1 which deserve the consideration of every national advertiser4 ,,xxiv4 ,,advertising ,,film ,,circulation ,motion-picture advertising has presented its crop of new problems1 and probably none so involved as circulation4 ,let us1 first of all1 compare the film with printer's ink4 ,to my mind1 a motion picture is like a press agent's story syndicated to a chain of newspapers throughout the country1 yet it is different in some respects4 ,a write-up may be released for simultaneous circulation and published in several thousand newspapers on the same day1 but this stunt would not be practical in the case of a motion picture4 ,the regular photoplay producers have specified release dates for their productions1 and although several thousand exhibitors may book the same production1 their dates will be spread over a period of about six months4 ,each print supplied by the film manufacturer costs the exchange at least #ajj4 ,the leading theaters are in a position to pay the high rental demanded for first run1 but the exchange has to keep that print working overtime in order to make a profit1 so it is hired out to other exhibitors at proportionately reduced rates4 ,now1 suppose you have a one-reel industrial film produced4 ,the negative1 we will say1 costs #ejj1 but for every print you need the charge is #ajj4 ,now1 if you are going to have your film shown at every theater simultaneously1 it means that you will have to supply one print for each theater4 ,as the picture will only be retained for a day or so1 it is extremely doubtful whether the expense will be justified1 so it is best to utilize only one print in each territory4 ,a film does not generally begin to show signs of wear and tear until after about six months' constant use1 and1 if we allow one day for each theater1 each copy of the picture will be shown in about #aef theaters4 ,allowing an average audience of one thousand at each of the two evening performances1 the film will have been seen by #cab1jjj people4 ,there are more in these than appear on the surface1 for1 although a publication may guarantee such a circulation1 you have to allow for those readers who skip all advertisements4 ,in the motion-picture theater this can not be done1 as only one thing is shown on the screen at a time1 and in the darkened hall a spectator can not turn his attention elsewhere4 ,another thing which must be taken into consideration is the fact that the one-reel film occupies the screen for eighteen minutes1 which is several times greater than the time a reader devotes to a press advertisement4 ,the film must be charged to the copy writer's account1 for an exhibitor charges from #ab4ej to #ej per week for renting out his screen for advertising purposes4 ,a film1 ,i admit1 represents a big outlay for the copy writer's services1 but it is a worth while investment4 ,the ,maxwell ,motor ,sales ,company1 for instance1 had a series of films produced which were presented over five thousand times in ,america1 ,canada1 ,australia and ,england4 ,it is estimated that they were seen by at least two million people4 ,the circulation was mainly achieved by dealer co-operation1 the dealer making arrangements with the local exhibitor and presenting free tickets to all who cared to accept same4 ,those advertisers who do not make their appeal to the general public will find that quality circulation is far preferable to quantity circulation4 ,hoggson ,brothers1 the ,new ,york contracting designers1 realized this when they showed their film exclusively to business men who contemplated having buildings erected or remodeled4 ,the film owned by the ,columbia ,paper ,manufacturing ,company1 of ,washington1 ,d4 ,c41 was exhibited by one of their traveling representatives before printers in various parts of the country4 ,the film which boosted the products of the ,peabody ,coal ,company1 of ,chicago1 was shown at a number of educational institutions1 as well as to individuals interested in the coal business4 ,the ,reliable ,incubator and ,brooder ,company took advantage of a recent poultry show held at ,quincy1 ,illinois1 to present a motion picture1 8taking spectators through their plant and showing their poultry-raising methods40 ,both the ,french ,china ,company1 of ,sebring1 ,ohio1 and the ,national ,tube ,company were represented at the ,panama-,pacific ,exposition by motion-picture exhibits4 ,under these conditions1 the motion picture becomes a catalogue in celluloid4 ,it is more powerful than the printed page1 and helps to substantiate the claims of the salesman4 ,whether it is best suited to general or class circulation is determined at the outset1 after which it is necessary to seek the right channels1 these being determined by the character of the proposition4 ,,xxv4 ,,covering ,,the ,,motion-,,picture ,,field ,,by ,,magazines ,not so long ago photoplay audiences were content to just see the films through1 so the players remained mere shadows until the industry advanced a few steps further1 when stock companies were formed4 ,now1 this meant that the fans saw the same actors1 week in and week out1 instead of a fresh face every time1 and1 very naturally1 they began to evince an interest both in the screen players and the brands of photoplays4 ,then the motion-picture companies were bombarded with inquiries asking for the name of the man with the curly hair1 and so forth4 ,it occurred to one of the film companies that there was scope for a magazine appealing expressly to the fans1 and now the motion-picture field is represented by nearly a dozen publications of all sorts and descriptions4 ,the motion picture to-day has such a tremendous hold that it is estimated that there are twenty million fans in this country4 ,just think of it--one-fifth of the total population4 ,it has been truthfully stated that motion-picture fans are the most inquisitive folks in the world4 ,they make it their business to read every word in their favorite photoplay magazine1 and this ensures an advertiser's announcements being read4 ,i have discovered that the majority of the readers are girls and women1 but the publications are taken in the homes and eagerly devoured by the rest of the family4 ,it has long been thought that motion-picture audiences only comprised the poorer classes1 but now the habit has spread to folks in comfortable circumstances4 ,these publications reach the largest city as well as the smallest rural community1 and are equally good for mail order or dealer campaigns4 ,the photoplayers thrive on popularity1 and you would be surprised what a lot a fan thinks of his or her idol1 so the appeal goes closer home when the copy is linked with the name of a prominent screen performer4 ,for instance1 in one publication the ,charles ,william ,stores1 the ,new ,york mail-order house1 ran three cuts of popular players in the full-page ad4 ,they first showed ,harold ,lockwood wearing one of their spring hats2 the second was of ,romaine ,fielding attired in one of their business suits1 while ,marguerite ,clayton was seen with one of the dainty afternoon dresses on4 ,in the same issue ,ruth ,stonehouse testified to the merits of ,sempre ,giovine ,soap4 ,the logical follow-up medium for your film is the motion-picture publication field1 for every fan takes regularly at least one publication devoted to photoplays1 and the cover of national magazine or periodical you have in mind may only catch his eye at the news-stand4 ,,xxvi4 ,,future ,,developments ,,of ,,advertising ,,by ,,motion ,,pictures ,there is a great future before advertising by motion pictures1 and it is only with the most careful deliberation that ,i have concluded in what way the future developments will assume shape4 ,the medium is practically only in its infancy to-day1 for1 despite the vast possibilities offered1 most concerns have seemed to favor following the same groove4 ,i do not wish to insinuate that this is because the work has been placed in the hands of the several firms specializing in the producing of commercial motion pictures4 ,such a thing never entered my mind4 ,i do think1 however1 it is due to the fact that advertisers have been reluctant to deviate from the exploited fields4 ,the path of the pioneer may be speculative1 but it need never be1 if the alert advertiser studies the other end of the business1 where photoplays are made and exhibited for entertainment purposes4 ,it is a reliable thermometer to watch1 believe me4 ,that much only stands to reason1 for are not the majority of ad4 films shown on programs along with the ordinary photoplays8 ,to achieve permanent results1 the spasmodic plan at present prevailing must be abandoned4 ,you would not dream of inserting a solitary one advertisement in the press and then expect it to be business-bringing for all time1 would you8 ,well1 perhaps you have gotten the hunch that the film is a permanent ad4 ,so it is1 only1 to have it do so1 you must keep it on the rounds to folks who have not seen it before4 ,it is the greatest mistake in the world to present the same film before the identical audience day after day4 ,let us come to an understanding4 ,would you employ the same copy in the newspapers in more than one issue8 ,hardly4 ,you would alter it so as to eventually capture the most skeptical customer4 ,you must1 then1 apply the same methods to film publicity4 ,and this is why ,i hold the opinion that a moving-picture expert will be on the staff of every large manufacturing concern4 ,his duty will be to present his employer's copy to the best possible advantage on the film4 ,at the same time1 each large advertiser will lay down a film-producing plant4 ,it is going to incur him a big initial outlay1 what with an artificial light studio1 accessories1 stock company and developing plant1 but he will obtain his expense back by the considerable saving effected in not having to have his work done outside4 ,naturally1 this expenditure will not be justified unless the advertiser is prepared to launch his publicity campaign along the same extensive lines as in the press4 ,we shall find him1 ,i fancy1 releasing new films with clockwork regularity4 ,by having all the facilities at his command for the producing of these1 he will be dependent on nobody1 and can impart the necessary individuality into his pictures4 ,his first big move will be to coax some of the leading movie stars to be featured in an advertising film which is to be produced in an elaborate manner4 ,the fee for his or her services will be very large1 but1 on the other hand1 exhibitors will simply clamor for the free hire of the film1 with1 say1 ,earle ,williams as a bachelor who has his housekeeping worries lessened by some article on the market4 ,the great saving in the fees paid to exhibitors for showing an ordinary ad4 film will be effected4 ,such a picture would also secure a larger circulation1 apart from the fact that movie fans will sit up and take notice when they behold their idol in a role similar to the one mentioned4 ,this will mean the ad4 appeal getting over more convincingly4 ,the next development will be the advertising film serial4 ,as you are probably aware1 the dramatic serial has taken the photoplay world by storm4 ,it is the ideal vehicle for the advertiser1 inasmuch as it permits the interest to be retained4 ,the story1 if sufficiently gripping1 will keep audiences in suspense from one week to another4 ,there will be none of those trite stories that form the basis of ad4 films to-day4 ,an aim will also be made to avoid permitting the advertising element to obtrude4 ,one peculiar thing about the motion-picture equivalent of the newspaper is that it does not carry advertisements1 but this state of affairs will not exist much longer4 ,for these mediums a special type of ads4 will be needed4 ,they will be sandwiched in the news items and be of a topical character1 so as to preserve the same atmosphere4 ,for instance1 when a battleship is launched1 you won't forget to be told the brand of the bottle of champagne that is smashed upon the vessel4 ,the feature production does not appeal to me much as a paying proposition for the advertiser4 ,it is too reminiscent of trying to cram as much matter as possible in a single advertisement4 ,one thing to be said in favor of the film is that it is a perfect paradise for the honest advertiser1 for1 as yet1 fraudulent advertising has not been allowed to mingle with the genuine4 ,the plant of a food manufacturer1 for instance1 may be unsanitary and inferior raw materials used4 ,should this type of business man be unscrupulous enough1 he might have his conditions of his plant pictured as ideal1 by faking the whole thing in a film studio4 ,what is sapping the progress of film advertising is that no systematic method of circularizing exists1 for1 naturally1 this end of the process is as important as the picture itself4 ,what ,i predict is publicity agencies specializing in motion-picture theaters4 ,then when an advertiser has a high-class proposition1 a circuit of high-class theaters in select localities will be chosen1 thus eliminating waste circulation4 ,,xxvii4 ,,boosting ,,your ,,trade ,,with ,a ,,popular ,,player ,motion pictures are to-day a force to be reckoned with1 and the national advertiser can not do better than to take advantage of the weaknesses of the fans1 who are enrolled from all walks of life1 and no one1 from the boy in short pants to the old man of seventy1 is immune4 ,when they get the motion-picture bug badly--and the majority succumb--their interest in a photoplay only really commences when they view it at their pet theater4 ,they next turn to their encyclopedia--the latest issue of their favorite photoplay publication--in which they will probably find the story of the play and some dope on the producing of it4 ,by the time they are through they are sure to know the photoplay from ,a to ,z4 ,the star player is a greater magnet than the play4 ,the fans literally pester the lives out of their screen idols via ,uncle ,sam's mails1 and generally implore their pet magazine to publish an interview4 ,practically anything linked with a motion-picture star is sure to find a ready response4 ,you can not secure a popular photoplayer to appear in a thinly disguised advertising film1 so the next best thing you can do is to work along lines which other advertisers have successfully tried out4 ,here follow some examples4 ,pearl ,white1 of 8,exploits of ,elaine0 fame1 was shown in an ad4 which appeared in the ,motion ,picture ,magazine1 wearing ,vantine's ,panama hat4 ,mary ,pickford owns a ,maxwell ,cabriolet1 so the manufacturers secured a snapshot of her boarding her car4 ,the photograph was used in a ,new ,york ,morning ,telegraph ad4 to back up the following argument3 8,this car is the easiest car in the world for a woman to drive4 ,that is why ,mary ,pickford selected it40 ,a photograph of ,lillian ,walker in a smiling pose accompanied an ad4 in the ,motion ,picture ,magazine for ,carmen ,complexion ,powder4 ,this was the significant argument3 8,one that adds every charm to your complexion1 as well as ,lillian ,walker's1 without seeming artificial40 ,marguerite ,snow supplied the following testimonial for ,sempre ,giovine3 8,i am pleased to attest to the merits of your skin preparation1 ,sempre ,giovine1 conscientiously1 having found it a necessary adjunct to my toilet table4 ,its use after a day out in all kinds of weather leaves the skin in a velvety condition40 ,this supplied the 8pep0 to a full-page announcement in the ,photoplay ,magazine4 ,mary ,charleston permitted her name to be used in connection with ,dr4 ,bellin's ,wonderstein for a ,new ,york ,morning ,telegraph ad4 ,the ,richardson ,silk played up ,mary ,fuller prominently in a displayed advertisement which graced the columns of the ,motion ,picture ,magazine4 8,free3 ,mary ,fuller's ,own ,pillow0 was the headline4 ,below the cut of the pillow appeared ,miss ,fuller's testimonial3 8,i prefer this design to any ,i have seen40 ,the ,red ,cross ,shoe manufacturers started off their full-page ad4 in the ,photoplay ,magazine as follows3 8,are ,you ,making the ,mistake ,ruth ,stonehouse ,did80 8,i had always heard so much about the comfort of your shoes that ,i did not realize how very stylish the different models were10 ran her quoted letter4 ,even child players can be turned to advertising account1 as witness the following full-page ad4 in the ,motion ,picture ,magazine3 8,your ,little ,friend1 ,little ,billy ,wirth1 ,whose ,mother is ,glad to ,testify to the ,value of ,imperial ,granum1 the ,unsweetened ,food40 ,national advertisers1 up to the present time1 have paid considerably more attention to the heroines than the heroes4 ,possibly it is because it is much easier to appeal to the women1 but the odds should be more balanced4 ,tobacco1 hosiery and sporting-goods manufacturers are to name just three kinds of advertisers who could employ a prominent male player to advantage4 ,why not name the next new branded article you put on the market after a motion-picture star8 ,i happen to have advance information of a cigar manufacturer who has christened a new cigar after ,king ,baggot4 ,i understand1 too1 that ,lillian ,walker1 ,edward ,earle1 ,leah ,baird and ,eleanor ,woodruff are open to receive offers4 ,how can the photoplayers be approached8 ,in the first place1 a player can not secure too much publicity1 and if he neglects this important factor he loses much of his popularity4 ,great as is a motion-picture player's need for publicity1 he will seldom allow his name to be exploited by an advertiser without adequate remuneration1 as he feels that he1 too1 should reap some of the financial benefit4 ,,xxviii4 ,,boosting ,,your ,,business ,,with ,,an ,,advertising ,,motion ,,picture ,are you a storekeeper who would blazon the path of originality1 yet would not object to the increased outlay8 ,the advertising powers of the motion picture have been fully realized by the large manufacturers of this country1 but the average retailer has confined himself to the slide4 ,with a film1 however1 you can cause a small-sized sensation in your town1 for folks will look upon your effort as a home product4 ,you can not1 of course1 live upon publicity1 and the true test will be the extra amount of business it brings4 ,once the interest of people is aroused1 there can be no doubt concerning the latter4 ,the most suitable kind of photoplay is the comedy4 ,you may have a commercial motion-picture photographer located near by1 in which case you can avail yourself of his services4 ,failing this1 however1 there are a number of concerns who do nothing else but produce films for commercial purposes4 ,if you have the film produced along economical lines1 you should get the negative produced and developed for an inclusive charge not exceeding seventy-five cents per foot4 ,a useful length is from two to five hundred feet4 ,then you will want a positive1 which will cost you ten cents per foot4 ,in regard to the actual producing of the photoplay1 ,i strongly advise you to have some scenes taken amid familiar local landscapes4 ,you might persuade members of the local dramatic society to attend to the acting end4 ,it would improve the play if you could manage to introduce well-known local citizens4 ,this will save you the expense of having to hire regular motion-picture actors1 and the folks who see the film will not be critical as to the technical defects4 ,the concern you engage to put on the picture will send along a capable director1 who will knock the players into passable shape4 ,considerable additional expense is involved in the use of interiors1 such as a store1 house or office building4 ,these have to be specially erected in the studio and plenty of electric light used for photographic purposes1 so keep to outdoor scenes4 ,it can easily be done by exercising a little ingenuity4 ,for instance1 instead of arranging certain action to take place inside your store1 you can get it over equally effective by arranging for it to occur outside your premises4 ,for economy's sake1 you need only one copy of the positive in circulation4 ,now1 if you approach local motion-picture exhibitors in the right spirit1 they may not demand a fee for showing your advertising motion picture1 as they realize too well the value of anything with a local appeal4 ,you should arrange with the leading theater to have first run of the photoplay1 say1 for a week1 after which you can loan it to the next on the waiting-list1 until all have been covered4 ,plenty of newspaper publicity is yours1 too1 if you invite the local press to be present at the producing of the film1 and also when it is about to be released for public exhibition4 ,,xxix4 ,,pulling ,,movie-,,slide ,,advertising ,,out ,,of ,,the ,,rut ,from a study of the motion-picture screens up and down the country1 ,i have come to the conclusion that the average dealer does not take the trouble to get the fullest possible value out of his investment4 ,the majority of the announcements are merely plain business notices that simply bore the spectator who has the doubtful pleasure of sitting them through4 ,they do1 in fact1 remind one only too strongly of the early days of newspaper advertising1 when every advertiser thought it sufficient to have a formal announcement1 unchanged from year in to year out4 ,few dealers now would think of spending good money in newspaper publicity in such a hackneyed and uninteresting fashion1 because they are well aware that their ad4 has to compete with many others1 and it is only the attractively prepared ones that command a hearing4 ,the same methods must be applied to movie-screen advertising1 if it is to be pulled out of the rut4 ,there was a period when audiences were attracted by anything that resembled a picture4 ,but these days are gone and buried1 and the fans are only satisfied with a program of the best photoplays4 ,this being the case1 it goes without saying that they expect the same of the efforts to hold their attention during the reels4 ,you can not really expect the ad4 appeals to sink in otherwise4 ,although you would dismiss the idea of having a short commercial film of your own made on the grounds of expense1 much remains to be done in order to make slide advertising interesting to picture patrons rather than tiring them1 as it does at present4 ,it is going to cost you a little more money and effort1 but your slide will be distinctive and will stand out above the rest4 ,your reward will be increased results4 ,just bear in mind1 too1 that you haven't merely got to have them look at your slide1 but arouse them to action4 ,this can be done by having prepared a serial story in picture form on similar lines to the comic supplements in the metropolitan ,sunday journals4 ,have a series of slides made of it1 showing one each day until the story is told4 ,a few days before putting it on the screen of the local movie show1 get the operator to throw on a rough slide to this effect3 8,watch out for the story1 #8,the ,good ,smith's ,meat ,did for the ,white ,family4'0 ,this applies to a butcher1 but a story can be written around every trade4 ,there are firms who specialize in this kind of work4 ,this plan has been attended with excellent results wherever tried out4 ,if1 by ingenuity1 you can make the picture on the slide move1 so much the better4 ,a ,london manufacturer boosted his bottled beer by showing the slide of a dog drinking his master's beer when he was out of the room4 ,every time the dog lapped up the dinner stout1 the audiences could not refrain from laughing heartily4 ,one way by which to get on good terms with the motion-picture exhibitor is to offer a liberal sample of your special line to the first hundred attending the performance on the morrow4 ,this allows a direct appeal to be presented1 and a ,brooklyn grocery store has made good in drawing marked attention to their own brand of tea4 ,another way to make the fans laugh is to have a witty verse written alongside an appropriate picture4 ,i forget the actual verse of it1 but a ,brooklyn hand laundry draws the distinction between the ape days1 when clean laundry was not necessary1 and the vital importance to-day4 ,slide advertising puts one over the press in securing the concentration of readers4 ,surely1 then1 it is worth while paying more attention to this excellent medium4 ,,xxx4 ,,maintaining ,,the ,,interest ,,in ,,slide ,,advertising ,it is hard to keep pace with the progress of the motion picture4 ,but a short time ago the one-reel subject was considered the maximum length2 then came the feature1 requiring up to twelve reels to tell its lengthy story4 ,this was followed by the photoplay series--a number of stories linked around a set of characters1 but each complete in itself4 ,the movie producers1 however1 were not satisfied1 so they tackled the serial proper1 making a fifty-reel production and releasing it in two-reel installments4 ,the bearing these facts have on this article amounts to this3 ,in motion-picture theater publicity1 and slide advertising in particular1 you have to cut the cloth according to the length1 which1 to be more explicit1 means that you must watch the entertainment closely and follow the general trend4 ,you1 as a slide advertiser1 are in much the same position as the photoplay producer1 who is not content to rest upon his laurels1 thereby not giving the fans an opportunity to complain4 ,all this has a certain physiological effect upon picture-play-goers1 who expect slides to advance in a like manner4 ,now1 let us see how you can benefit by running a series of ad4 slides4 ,it will1 in the first place1 give you greater confidence in entering into a contract with the motion-picture exhibitor1 as you owe it to the spectators to complete the series1 or serial1 you will begin so auspiciously4 ,it is good money thrown away otherwise4 ,it is hard to maintain interest with single slides1 but with a good series1 or serial1 you can actually make folks look forward to the next slide4 ,it is essential to secure the exclusive rights for your town4 ,this is already possible1 for the slide manufacturers have produced a number of excellent series in slides4 ,this concession1 which may be obtained by paying an additional fee1 is important1 because the slides can be filled in to suit almost any business4 ,you must1 however1 be prepared for increasing your advertising revenue1 but why begrudge it when you can go one better than other advertisers8 ,the point is this3 ,probably your exhibitor has a dozen advertisers under contract4 ,not one business is in competition4 ,it goes without saying that a snappy series or serial will sink in1 whereas a plain announcement slide of another dealer will be skimmed4 ,in a series of slides you can put over an entertaining story1 humorous in parts1 and educational in that you point out why folks should trade with you4 ,a clever scenario writer-artist and skilled slide manufacturer can do wonders for you in this connection4 ,equally important is arranging for the exhibition of your slides4 ,most theaters change their program daily1 and only a proportion of patrons attend regularly4 ,some days the program does not appeal to them1 so they favor the rival show4 ,therefore1 if you were running a slide subject of the 8to be continued0 kind1 you could not expect to have many follow it from beginning to end unless you took a system in charge4 ,every now and then a motion-picture producer releases a serial or series4 ,it is booked by the exhibitor1 who arranges for its showing at his theater in weekly installments4 ,the majority of his regular patrons are present each week on the evening set aside for the installment4 ,so if your slide series or serial started off with the photoplay it would be seen in its entirety by most folks4 ,when you are planning your slide series or serial1 arrange with your chosen exhibitor to run it simultaneously with the film production4 ,,xxxi4 ,,individuality ,,in ,,slide ,,advertising ,you have heard that 8imitation is the sincerest form of flattery10 so you do not strive to emulate the other fellow4 ,you prefer to go one better and raise yourself out of the 8type0 clique1 thus establishing your individuality4 ,i am fully aware that ,i am treading on dangerous ground in quoting slide advertising as an example1 for the simple reason that it stands in a class all by itself4 ,how8 ,well1 permit me to explain4 ,suppose you prepared a dandy advertisement1 and one entirely different from that of your competitors4 ,would you not commission your most desirable local newspaper to insert it1 with the request that they give it as good display as possible4 ,if you didn't do this1 you would be foolish4 ,suppose again1 when next week came round1 you were hard up for a bright1 new idea1 and time was precious4 ,rather than go unrepresented in the next issue you would promptly set about to prepare a stereotyped announcement1 which would not cost you a cent more for composing4 ,yet1 if you blazoned the path of originality in slide publicity without knowing the correct way to go about it1 the results would be disappointing4 ,even though you had prepared your copy1 you would want a humorous illustration to back it up1 and it would doubtless occur to you to hire a local artist4 ,lastly1 you would put your announcement before prospects on a home-made slide4 ,slide-making1 let me tell you1 is an art which has only been perfected by years of experience4 ,if you present your screen ad4 in a crude manner1 your purpose will be defeated4 ,so the only alternative is to have one of the slide manufacturers make a special slide to your order4 ,it should cost you about #a additional1 for which amount you will obtain an artistic slide4 ,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 distinctive4 ,the motion-picture exhibitor believes in hiring his screen to one advertiser in each trade1 consequently1 if the slide has been prepared specially for your trade1 there is no fear of overlapping4 ,what ,i mean is this3 ,there are slides on the market which1 by filling in the name1 address and business1 can be made applicable for several trades4 ,here is one example3 8,you'll ,treat ,your ,pocketbook ,right if ,you ,do ,your ,shopping at ----40 ,it would be rather embarrassing1 for instance1 if several other traders employed the self-same slide4 ,the best stock slides are those that can not be adapted by any other trade1 and there are plenty of this kind to be had4 ,now1 on the other hand1 there may be occasions when a special slide is a necessity4 ,maybe there are some exclusive features about your business1 to boost which slides of a general character would be out of place4 ,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 theater4 ,here1 again1 you would gain a brilliant victory4 ,the fan1 not being in the know1 and having seen your announcement first1 would proclaim you as the originator4 ,and his respect for you would naturally have a tendency to increase4 ,so if you notice a fellow-trader using a stock slide which takes your fancy1 don't go and do likewise4 ,select something different4 ,thus1 you see1 you can make your slide advertisements distinctive without incurring any additional expense4 ,,xxxii4 ,,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 much4 ,what is that elusive something1 the personal touch8 ,to my mind1 it is by introducing yourself to your prospects4 ,now1 stock slides can and do emphasize the reasons why folks should patronize your store1 but as ,i take it for granted that you desire to further convince them1 you have got to 8shake hands10 in a figurative sense4 ,where is your store located8 ,true enough1 you will not neglect to include the address on the stock slide1 but first impressions are lasting4 ,it is my intention to advocate the adoption of what ,i may term the photo-slide1 for want of a better name4 ,on your visits to the local motion-picture theater you will have noticed that the exhibitor is prone to using announcement slides of forthcoming photoplays4 ,on this kind of slide an important scene is reproduced from the picture and tinted in natural colors1 while the blank space is used to good advantage with brief description of the film4 ,these are stock slides1 of course1 but if you wish to plan an advertising campaign along similar lines1 it is up to you to have some photo-slides specially designed to conform with your individual requirements4 ,the best way by which to present the personal appeal is by having a photograph taken of the exterior of your store4 ,you can then forward same to a reputable slide manufacturer1 who will make a slide out of it in natural colors and add the desired description4 ,the slide should have two marked effects upon spectators4 ,firstly1 visualize for them exactly where your establishment is situated1 so that they may be able to recognize it on sight1 and1 secondly1 it will leave a favorable impression4 ,,xxxiii4 ,,are ,,your ,,slides ,,truthful8 ,a new thing is liable to be contaminated with the faults of its elders1 but this can not be said of motion-picture slide advertising1 which has been kept remarkably clean and truthful4 ,it is to the credit of the slide manufacturers that they have never accepted any dirt-money4 ,in other words1 they have refused to make slides for loan sharks1 whisky manufacturers1 undertakers and such like undesirable advertisers4 ,even had this type of advertiser got his slides made by hook or crook1 he would yet have to pass another barrier1 who had no desire to present obnoxious announcements before his patrons4 ,another thing1 slide advertising has steered clear of exaggeration4 ,i am not absolutely sure whether it is due to the indirect appeal or not1 but ,i do know that the announcements1 for the greater part1 have maintained a high standard of truthfulness4 ,here1 again1 the influence may be directly traced to the slide manufacturer1 who1 when preparing a stock slide for a jeweler1 for instance1 has to make it apply equally well to jewelers throughout the country4 ,occasionally1 however1 he slips a cog1 but this is not altogether his fault2 the dealer himself is partly to blame for purchasing a slide which misrepresents his business4 ,it may1 on the other hand1 just fit in with the individual needs of his competitor a few blocks up the street4 ,photoplay audiences should not be disillusioned2 the screen must be kept free from abuses1 for once spectators discover that advertisers are in the habit of misrepresenting the facts1 they will evince less interest in slide announcements4 ,therefore1 when purchasing a stock slide1 let the deciding factor be3 8,does it apply truthfully to my own store80 ,if the answer is in the affirmative1 your slide will not strike a false note4 ,,xxxiv4 ,,obtaining ,,the ,,best ,,results ,,from ,,slide ,,advertising ,not even the most successful business man makes good in every enterprise he undertakes4 ,that is an impossibility1 especially in these competitive times1 but1 if certain rules are observed1 success can be achieved in the majority of cases4 ,the photoplay theater is a comparatively new advertising medium4 ,you may have tried it out and failed1 while your competitor1 for some reason you are unable to fathom1 has won out4 ,the mistake too often made is to treat the motion-picture show as a new thing--a kind of scientific toy--but as a popular form of amusement it has long discarded its long pants4 ,the photoplay1 as a matter of fact1 has settled down to enjoy a long and flourishing career1 with strict adherence to business principles4 ,you do not find the modern exhibitor housed in a converted store1 where he presents the crudest of films under the most vile conditions4 ,he would soon find himself a bankrupt if he continued these pioneer-day methods4 ,maybe you have developed a similar misunderstanding1 so it is well that we have a heart-to-heart talk4 ,it is a serious mistake to have a slide thrown upon the screen of the least desirable theater in your neighborhood4 ,you make matters a thousand times worse if you allow it to be shown at every performance for months1 until it gets cracked1 dirty and faded1 all in turn4 ,to begin with1 the folks whom you are addressing must be carefully considered4 ,they step inside the photoplay theater to be entertained with attractive films1 though this is not to say that advertising in connection with same is entirely out of place4 ,some theaters run a performance through without a stop1 while others1 mostly the nickeldromes1 introduce an intermission during the change of each reel4 ,the former shows are continuous like the latter1 so that the one intermission is not intended to clear the house to make room for another audience4 ,in reality1 it is to give the orchestra a rest and allow time for other things1 not the least important of which is the projecting of a batch of slides4 ,some of these relate to forthcoming attractions of the theater1 and the remainder comprise advertisements for live local traders4 ,audiences appreciate these slides when they do not number too many1 as they are the means of affording them something to turn their attention to instead of having nothing to do but idly gaze around the hall4 ,motion pictures appeal to the eyes1 consequently spectators pay much more attention to slides which contain clever illustrations1 preferably humorous1 backed up with apt sentences4 ,on the market are stock slides from thirty-five cents and up4 ,space is left for your name and address1 and most of the needs of your trade are taken care of4 ,new designs are constantly being put out1 which make it possible to change slides as often as once weekly4 ,we all grow tired of seeing the same thing over too many times1 so if you fail to introduce fresh pictorial announcements you are liable to lose the respect of spectators4 ,once a week is an ideal interval1 but in no case should it exceed a month4 ,there are really no standard rates for slide advertising4 ,each exhibitor has his own ideas in regard to the value of the location and size of his theater4 ,the one great pull the photoplay theater has over other publicity mediums is that you obtain one hundred per cent4 of attention1 for folks1 in the darkened hall1 must concentrate upon the screen4 ,,xxxv4 ,,selecting ,,the ,,theater ,,for ,,your ,,ad4 ,,slide ,the other half of the battle of slide advertising is selecting the most suitable theater4 ,if you are situated in a residential section1 and you decide upon a downtown theater for your announcement1 you are paying for scattered circulation4 ,the exhibitor also rates the advertising value of his house at a much higher figure1 and1 as you draw the bulk of your trade from the surrounding blocks1 it is advisable to pick out a local photoplay theater4 ,motion-picture theaters may be grouped into two divisions4 ,one is the nickeldrome which has been converted from an empty store1 and seldom accompanies more than five hundred4 ,it usually shows the oldest films and caters for a cheap patronage4 ,this class of show is on the decline4 ,although the motion-picture theater is a democratic institution1 the well-to-do working classes prefer to patronize the classy building which has been exclusively erected for motion-picture entertainments4 ,it is not because they refuse to associate with their poor brothers and sisters2 quality is the deciding factor4 ,for five or ten cents more they see a longer and better program1 amid more comfortable surroundings4 ,so far1 so good2 the rest depends on the managerial policy4 ,the best way to discover this is to visit a desirable theater as an ordinary patron4 ,if you note your trade is already represented on the screen1 then the theater is unavailable for the time being4 ,this may strike you as peculiar1 since no newspaper grants a monopoly in one particular trade1 but it is the custom in slide advertising4 ,the healthiness of a newspaper may be judged by the volume of advertising it carries1 but1 in so far as the photoplay is concerned1 the fewer the slides the better4 ,time is precious1 and1 if the exhibitor is to give each advertiser the service he pays for1 he can only do so when the slides do not exceed one dozen4 ,when the number is more1 the operator usually whips each off before spectators are able to read it4 ,after you have satisfied yourself on all these things1 you can take the matter up with the exhibitor4 ,you may frown upon a six months' contract1 but the rental1 which will vary from #e to #aj per month1 according to size and location of theater1 will work out more cheaply than on the weekly basis4 ,it will also afford you protection in that your competitor can not put one over4 ,another thing1 the public may only give your first slides the once over1 but the constant seeing of your name will go right home4 ,the slide manufacturers find that there is so much correspondence involved in executing orders of less than one dollar that they prefer they be given to the exhibitor1 who orders slides in quantities4 ,,xxxvi4 ,,handling ,,the ,,anti-,,ad4 ,,slide ,,exhibitor ,have you ever had legitimate advertising turned down by a newspaper8 ,i don't suppose this rare experience has fallen to your lot1 so it is perhaps as well if ,i acquaint you with the conditions that exist in the motion-picture theater advertising field4 ,the motion picture has not reached maturity1 and consequently some branches of the industry are not so far advanced as others4 ,in the former category comes slide advertising4 ,there are some exhibitors who throw up their hands at the very mention of slide advertising1 yet the strange part about it is that they themselves can not get along without this excellent form of publicity4 ,they run a bunch of slides on the screen pertaining to current attractions and house announcements4 ,these occupy the screen for five minutes or more1 and are repeated at every performance for fully one week4 ,it is not necessary to advertise productions so far in advance1 and this would allow 8foreign0 advertising to have a look in1 but this type of exhibitor generally refuses to listen to reason4 ,and the worse still is the fact that he knows he has the upper hand of you4 ,let me assume that you are located in a neighborhood section1 which is catered for by one photoplay theater4 ,there may be another in the next section1 but1 however desirable this theater1 it will not produce so much business1 for it is a trait of ,americans not to walk further than is necessary4 ,if the exhibitor on your block favors slide advertising1 the rest is easy1 but if he is opposed to it1 it is up to you to assume a resourceful attitude4 ,the chances are that this exhibitor issues a house organ of some sort1 for which he is prepared to accept advertising from desirable local stores4 ,here1 then1 is your opportunity4 ,if you have ever glanced over a slide catalogue1 you will agree with me that slides1 when reproduced in black and white1 make dandy press advertisements4 ,many dealers who believe in attractive slide announcements undo all their good work by following same up by stereotyped ads4 in the theater house organ4 ,it is1 of course1 a great advantage to have the former already prepared by expert advertising men1 so the stock slide in the latter capacity would seem to leave little to be desired4 ,contract for1 say1 three inches of space weekly1 with weekly change of copy1 for which purpose a suitable stock slide should be selected4 ,your slide manufacturer will willingly grant you permission to have cuts made of his slides and reproduce them1 if you give him the credit4 ,your ad4 will stand out prominently from the rest1 and readers will admire its all-round excellence4 ,the question now arises as to what use you are to make of the slide4 ,if there is another theater within easy walking distance1 it would do no harm to arrange for a weekly change of slides4 ,between the two1 you should hit the mark4 ,,xxxvii4 ,,having ,,your ,,movie ,,ad4 ,,slides ,,shown ,,to ,,the ,,best ,,advantage ,watching motion-picture screens is my hobby1 and1 incidentally1 my business4 ,four times a week do ,i combine business with pleasure1 and it is these on-the-spot investigations that have given me good grounds for asserting that the average exhibitor does not appreciate the fact that there is an art in showing your slides to the best possible advantage4 ,he seems to imagine that they can be thrown in any slipshod way1 so long as he can claim to have shown them according to arrangement4 ,he does not realize that he is under an obligation to you1 represented on his theater screen by paid advertising4 ,were the local paper you favor to print your ad4 full of typographical errors and badly blend the type faces1 or place your ad4 in the most inconspicuous portion of the paper1 you would1 naturally1 be offended and be likely to transfer your advertising account to the rival publication4 ,this is why ,i advise you and your friends to frequent the theater that carries your advertising and see if you are getting value for your money4 ,at a certain motion-picture theater in ,brooklyn about thirty slides are shown at the end of every performance4 ,you have only got to look at the faces of the spectators to realize the resentment caused by the bad practice4 ,that number of slides at one time is entirely too many4 ,the exhibitor of this type is attempting to cram the stuff down the necks of his patrons1 whereas he should accomplish it in an unforced manner4 ,the latter is easily gotten over by showing only several slides at the end of each reel4 ,they are thus spread out and have a far greater chance of sinking in1 because picture-play-goers are not called upon to memorize a lot at one gulp1 so to speak4 ,in this way the patience of patrons is not overtaxed4 ,the exhibitor can never tell1 when he puts over his all-at-a-time slide stunt1 whether or not he is sending spectators away to his competitor a few blocks up the street4 ,i have personally known exhibitors who have been unable to account for the falling off of attendance1 yet the whole root of the trouble was the slide dodge4 ,it is typically ,american to shirk telling openly anything that displeases1 so that offended patron says nothing and is never seen inside the theater again4 ,this rebounds on you1 for these offended folks become your mortal enemy and lay the blame on the ads4 themselves4 ,even at those halls that follow the commendable methods outlined1 spectators often see the entire performance through without witnessing all the slides4 ,the mistake made by the exhibitor in this case is to project one of his own slides first to tell what the next photoplay will be4 ,this serves to reveal to patrons that they have seen the reels over once1 so they rise and leave the show right then4 ,instead1 why not tell your exhibitor to hold back this condemning slide until the last1 in order to have the audience sit out the others8 ,besides1 the one advantage of this form of advertising is that there is no competition in commanding attention simultaneously4 ,each slide is projected separately1 and it is advisable1 if only for the reason stated1 to run only a few at a time instead of the whole bunch4 ,as the provider of this extra revenue for the movie showman1 it is up to you to see adequate treatment for your investment4 ,,xxxviii4 ,,the ,,ideal ,,slide ,,follow-,,up ,,medium ,to obtain the greatest possible results from slide advertising1 there must be an effective follow-up scheme4 ,you may have gotten the hunch that as you change your slide frequently it is quite sufficient4 ,as a matter of fact1 only half of the battle is won1 for the slide is not sufficiently elastic to perform everything demanded of it4 ,at the motion-picture theater your slide is probably one of a dozen1 and it is well-nigh impossible for a spectator to retain a vivid recollection of them all4 ,you have got to remind him1 and1 incidentally1 present the direct appeal4 ,that means your advertisement being presented in a permanent form4 ,it may occur to you at first to use the columns of the best local newspaper1 and1 while this has its good points1 it falls short of the type of follow-up medium needed for slide publicity4 ,a newspaper1 as a rule1 covers the town like a blanket1 but the neighborhood photoplay theater draws the majority of its patrons from the surrounding blocks4 ,so1 if you wish to obtain #ajj per cent4 value from your investment1 it is up to you to employ the house organ gotten out by the exhibitor4 ,this publication gets into the hands of all patrons of the theater regularly every week1 and the fans study it from cover to cover when they reach home4 ,the grave mistake some dealers make at this stage is to forsake the slide for the house organ4 ,it may be an economical plan on the surface1 but1 believe me1 it is penny wise and pound foolish in the long run4 ,the slide serves to get acquainted with your prospects1 who can not possibly ignore it in the darkened hall1 so you secure their attention1 while the printed page might escape their notice4 ,i have frequently remarked upon the attractiveness of the stock slide1 and this time ,i am going to contrast it with the stereotyped business card4 ,this is a snappy slide recently used by a ,brooklyn dyer and cleaner3 8,don't ,get #8,held ,up' for ,inferior ,cleaning and ,pressing4 ,try ,us for ,expert ,work at ,fair ,prices40 ,in the left-hand corner was a sketch of a ,new ,york tough pointing his revolver at a terrified meek man4 ,the follow-up advertisement in the theater house organ was as follows3 8,suits ,pressed1 #be;c4 ,sponged and ,pressed1 #ce;c4 ,cleaned and ,sponged1 #ej;c4 ,dry ,cleaned1 #a4jj4 ,pants ,sponged and ,pressed1 #aj;c4 ,also ,ladies' ,work40 ,it was as easy as kiss your hand to be entertaining in the first instance1 because the slide was one of the stock kind4 ,this fact1 however1 does not excuse the advertiser from putting some real thought behind his announcements1 for1 otherwise1 the interest of the reader fizzles like a damp firework4 ,,xxxix4 ,,attracting ,,farmers ,,to ,,town ,if you are a country town merchant1 you are at the mercy of the weather1 and trade suffers accordingly4 ,the farmer is a good customer1 and you must offer some inducement if he is to be persuaded to make his customary trip to town when the weather is bad4 ,practically everybody likes motion pictures1 and the farmer is probably as keen a fan as his city cousin1 only circumstances preventing him from attending so often4 ,i know of a merchant down in ,harrisonville1 ,missouri1 who got wise to the fact and presented his farm customers with free motion-picture theater tickets4 ,he now finds that the weather makes not a particle of difference4 ,how1 then1 can you make certain of doing good business every ,saturday1 rain or shine8 ,i would suggest that you try out the self-same stunt4 ,in the first place1 the local motion-picture exhibitor1 being a business man1 is always on the warpath for opportunities for increasing his patronage1 so1 if you approached him on the subject of selling admission tickets at a reduced price1 he would undoubtedly come to terms with you4 ,it might be well that you ask him to put on mostly rural pictures4 ,this may seem like carrying coal to ,newcastle1 but it has been proven that rural folks much prefer farming subjects4 ,this settled1 mail two complimentary tickets1 with a letter about the character of the program1 to your farmer customers sufficiently in advance to be used1 and mark them good for only the ,saturday matinees4 ,,xl4 ,,capitalizing ,,popular ,,screen ,,players ,,in ,,slide ,,advertising ,the national advertiser often links up his products with that of a popular photoplayer by christening a branded article after the actor4 ,failing this1 he secures a testimonial1 for which privilege he pays handsomely4 ,the reason is obvious1 for the stars are worshiped by countless thousands all over the country1 in smallest village and largest city1 and1 naturally1 the use of a name means a big boost for the article advertised4 ,you see1 the fans do not see their idols in the flesh1 which causes them to evince unusual interest in anything to which the player's name is attached4 ,perhaps motion-picture audiences have been spoilt through the ever-changing flow of new productions1 as this demand for something new has had a marked effect upon slide advertising4 ,the dealer never hesitates to try out something original4 ,the value of an article linked up with a photoplayer increases a thousand-fold when advertised in the photoplay theater1 and consequently the slide on which mention is made of a screen favorite will attract more attention than the slides you are at present using4 ,i am not going to suggest that you apply to the fountain-head1 so that you may follow in the footsteps of the national advertiser4 ,in the first place1 it is out of the question1 for the photoplayer1 unlike his legitimate brother1 does not travel from town to town4 ,now and then1 it is true1 he does tour certain motion-picture theaters1 but these occasions are not sufficiently frequent for you to wait for one to occur in your town4 ,i have a method in mind which will cost you nothing additional outside of the slide4 ,this is just a rough draft of the wording3 8,we ,know of a ,girl ,who ,tried to ,manufacture ,dimples ,because ,she ,envied ,lillian ,walker's4 8,as ,miss ,walker is ,famous for ,her ,dimples1 so ,are ,we for ,our ,candy40 ,at the side of the slide you should have your slide manufacturer reproduce a photograph of this popular ,vitagraph player4 ,this item about ,miss ,walker1 you will note1 implies no recommendation from her1 so the same can not possibly be misconstrued4 ,here follows the original paragraph1 as submitted by ,lillian ,walker's press agent3 8,don't you dare attempt to manufacture dimples2 they are a monopolized product1 and ,lillian ,walker has the motion-picture field all to herself4 ,the other day the popular ,vitagraph player received a letter from a girl admirer1 who1 desiring a beauty dent on each cheek1 endured great pain1 but all to no avail40 ,the press agents in the motion-picture field are so prolific that seldom a week goes by without one appearing which may be adapted to your business4 ,if you adopt the photoplayer slide1 it is imperative for you to change the slide frequently1 not only because spectators dislike to see the same thing over again1 but because each fan has his or her favorite1 and by constantly changing the players you eventually cover them all1 and thus please each and every patron4 ,if your local newspaper runs a motion-picture department1 study it thoroughly for possible material4 ,if it does not1 one of the many motion-picture publications will admirably serve the purpose4 ,as the items are news1 there is no copyright4 ,,xli4 ,,attracting ,,trade ,,with ,,photoplay ,,stars ,both the legitimate and vaudeville professions have their followings1 but neither can even slightly approach the huge and widespread popularity enjoyed by the motion picture4 ,a conservative estimate places the number of fans in this country at twenty millions1 which number support the twenty thousand photoplay theaters4 ,the personal element counts big in this industry1 and the leading photoplayers come foremost in the affections of the fans4 ,there are more than two hundred well-known motion-picture players appearing before the camera to-day1 and each movie patron has his or her favorite4 ,and this is just where the enterprising storekeeper can pounce upon this opportunity for all it is worth1 which is a good deal4 ,if in view of what has gone before1 you are still skeptical that an amusement can not be mixed with publicity1 ,i have only to cite the method adopted by a trader in ,los ,angeles4 ,he gave over his window display to photographs of famous film players and arranged them in an artistic manner4 ,his window happened to face the sidewalk1 and the pictures created so much attention that the sidewalk was congested4 ,two policemen1 to cope with the situation1 had to have the crowd line up and only allow each spectator three minutes in which to view the photographs4 ,all day long the line extended over a block1 the windows arousing the same amount of interest during the subsequent days of the exhibition4 ,it might hardly be a sound business policy to display only photographs in your store window to the total exclusion of your ordinary wares1 for the underlying idea to get passers-by to view the goods set out in the window and act as a sort of temptation to buy4 ,i would therefore propose that the photographs be mounted on boards at the back of your window1 so as to allow the window to be dressed in the ordinary way4 ,this should achieve the desired object satisfactorily4 ,you will find1 on approaching the motion-picture producing companies1 that they will only be too willing to give or loan you photographs of their stock players4 ,the local exhibitor will supply their addresses4 ,another dandy plan1 if you are in the custom of offering premiums1 is to present each person making a purchase of a certain small amount with a post-card of a popular screen player4 ,you can purchase these for #c per thousand and have the selection you prefer1 for you will naturally require more of ,mary ,pickford and ,charles ,chaplin than players of lesser renown4 ,i am not acquainted with any instances where retailers have adopted the preceding plan1 but if same can bring full houses on dull nights to motion-picture theaters that distribute such pictures to spectators1 then it is a positive thing that it will help along your slack days4 ,popularity contests are all in the fashion to-day1 and it is possible for every town to arouse the patriotism of the fans by permitting them to vote for their favorite player1 presenting1 perhaps1 the one heading the poll with a suitable souvenir on behalf of the town4 ,this stunt1 of course1 must be worked in co-operation with the near-by motion-picture theater4 ,it can be arranged that each patron on entering receives a voting blank1 which he is to fill up and return to the girl in the pay-box4 ,the exhibitor should announce on a slide that the standing of the contestants will be announced each day in the window of your store4 ,you will secure1 for practically no expense at all1 plenty of publicity1 resulting in increased business4 ,,xlii4 ,,taking ,,advantage ,,of ,,errors ,,in ,,photoplays ,every now and then a motion-picture producer comes a cropper4 ,with the speeded-up production methods at present prevailing1 he can seldom give adequate attention to the little things that count4 ,it matters little whether the play is historical or modern--it is almost certain to contain at least one error of some kind4 ,now1 photoplay fans pride themselves upon their smartness in detecting these silly slips1 and therefore an added stimulant would please them greatly4 ,in addition to your ordinary slide at the local movie theater1 why not have same preceded with one worded somewhat as follows3 8,if ,you ,find a ,mistake ,pertaining to the ,dry-goods ,business in a ,photoplay ,screened at ,this ,theater1 ,we ,will ,present ,you with #be ,cents' ,worth of ,goods ,free08 ,the first thing is to determine as to what constitutes an error4 ,in one photoplay a daughter ran away from home and returned to the family fold five years later with the same dress on her back4 ,almost as bad was another picture in which the chief character1 an old gardener1 began his day's work with an old overall4 ,at the end of the day he blossomed forth in a new garment4 ,mistakes are quite as prevalent in ,western dramas4 ,imagine1 then1 as ,i did1 seeing an ,indian girl wearing silk hosiery4 ,there are much worse mistakes in historical films4 ,you will remember that 8,jane ,eyre10 ,charlotte ,bronte's famous novel1 was set in the early part of the nineteenth century1 but the heroine in the photoplay version was up to the minute in fashions4 ,it is quite likely that more than one spectator will detect the same error1 in which case it will prove too costly a stunt1 so it is advisable to limit same to the first four persons who report the error4 ,as the average motion-picture theater changes its program daily1 it will be hard to verify the mistakes1 which may not prove to be such4 ,to guard yourself against the unscrupulous1 it is well for you or somebody you can trust to see each program4 ,failing this1 stipulate that spectators report the error to the exhibitor immediately after seeing the picture4 ,this stunt1 besides drawing additional attention to your regular slide1 should result in permanent customers4 ,moreover1 those folk who delve beneath the surface will realize that were not your goods satisfactory you would1 instead1 offer a quarter in cash4 ,do not neglect to have the names and addresses of the winners1 together with particulars of their errors1 screened1 for it will assuredly prove an incentive to the unlucky ones4 ,,xliii4 ,,how ,,the ,,book ,,dealer ,,can ,,take ,,advantage ,,of ,,the ,,movie ,,adaptation ,,mania ,the saloon-keeper may attribute decreased business to the versatile motion picture1 but to the average book dealer the industry can be most beneficial4 ,it is what might be called the adaptation mania from which both publishers and book dealers have profited4 ,to prove this1 you have only to take into account 8,les ,miserables10 which1 when released at the picture theaters1 created an enormous sale of cheap reprints of the popular book4 ,this has been followed up by many other adaptations from novels and stage plays1 and in every case it has meant extra trade for the book dealer who has been keen enough to make good use of the opportunities thus presented4 ,many movie fans1 after seeing the photoplay version of a popular book1 and finding it to their liking1 have a desire for reading the story4 ,instead of borrowing the book from the local library1 they prefer to spend up to a quarter on a cheap edition--and this is precisely where the book trade comes in4 ,hardly a week goes by without some popular book or play has been produced in motion-picture form4 ,there are apparently few book dealers who have given this new field of business activity the close attention it demands4 ,some have been content to wait until the demand came--a most short-sighted policy that meant customers going elsewhere--whilst others have sat down and let the exhibitor reap the harvest4 ,i think it worth while for every book dealer to make a friend of the local motion-picture showman4 ,the benefit would be mutual4 ,the exhibitor could inform the book dealer well in advance whether he had any adaptations booked1 so that the book dealer could lay in a stock to meet the demand4 ,he could also announce outside his store that the picture was being shown at the theater in question1 whilst all could obtain the book of the film from him4 ,the exhibitor would reciprocate the publicity thus given by announcing that the book was obtainable of the book dealer1 or by allowing the latter to distribute circulars to the audience4 ,these are but suggestions4 ,other possible schemes may be devised by the wide-awake book dealer4 ,it is1 however1 well to know that here is a source of revenue to be tapped4 ,,xliv4 ,,selling ,,real ,,estate ,,by ,,the ,,film ,the real-estate agent operating from a distance in selling vacant lots and houses is placed at a considerable disadvantage4 ,when a prospective purchaser comes along the chances are in nine cases out of ten that he has been so misled by some other members of the fraternity that all the arguments in the world will not convince him that a certain piece of property on your books is just the very thing he is seeking4 ,when you invite him to pay an inspection1 he will probably say3 8,i'm not going on a wild-goose chase1 so ,i want some tangible evidence that it is likely to suit me40 ,the unfortunate thing about it is that the innocent have to pay for the sins of the guilty1 and the only effective way you can convince such an individual is by a motion picture4 ,then1 on the other hand1 there is the client whose time is limited and may not be able to make the trip on chance4 ,the motion picture is next to the actual thing1 for it shows everything as in real life without any tendency to exaggerate or allow false claims to enter4 ,it can not be thought1 however1 that the deal can be clinched without the personal visit4 ,the film serves to pave the way for this4 ,this is not mere theory conjured up from the vision of an armchair4 ,the credit for putting the plan into actual operation is due to ,western enterprise4 ,i refer to the ,newell ,murdoch ,company1 who own the ,san ,francisco suburb of ,forest ,hill4 ,bearing the title of 8,a ,drive ,through ,forest ,hill10 the film opened by showing the grand stairway at the main entrance1 with the tract office in the offing4 ,then came a number of panoramic views1 introducing the spectator to the serpentine turnpikes1 streets and avenues4 ,finished houses were revealed1 as well as those in a partial stage of construction4 ,a tract salesman is also shown meeting automobile parties of prospective purchasers4 ,this film was presented for public exhibition in the ordinary way at twenty of the downtown theaters1 where it created much interest and ultimately produced some more buyers4 ,it might also be well to show the interiors1 for the inside of a house is even more important than its exterior aspects4 ,this was formerly impossible1 owing to the adverse photographic conditions and the difficulty and expense in installing adequate artificial lighting equipment4 ,lately1 however1 an invention has rendered it both possible and practicable4 ,additional interest would be lent to the motion picture by introducing residents in typical poses1 recreations1 and so forth4 ,this would enable the prospective resident to gain some idea of what his neighbors would be like4 ,another convincing touch would be added if the transportation facilities could be introduced4 ,romance figures in practically every photoplay4 ,of all the themes1 domestic troubles form the most prolific one for the scenario writer4 ,it stands to reason1 therefore1 that motion-picture audiences would better appreciate a comedy4 ,there is abundant material for introducing the advertising element1 such as a newly married couple who finds paradise on your estate1 or a family who experiences a great difficulty in securing the right house1 and yours measures up highly to their exacting wants4 ,these are but suggestions to indicate just what lines you should pursue4 ,a story can be easily woven around your estate1 introducing characteristic scenes in a perfectly natural manner4 ,the local theaters will be more than glad to have your film1 if it conforms to the usual run of photoplay stories1 and you may get them to show it for nothing instead of for a fee4 ,maybe you would not care to go to the expense and trouble of fitting up a room in your office as a private theater and installing special motion-picture apparatus1 so would suggest that you make arrangements beforehand with the nearest movie exhibitor for the hire of his hall and operator when not engaged4 ,you can then show your dubious prospect at any time convenient to him4 ,,xlv4 ,,advertising ,,your ,,department ,,store ,,by ,,motion ,,pictures ,department stores1 whether large or small1 in search of new ways and means of attracting the public in face of competition1 will find in the versatile motion picture a publicity medium which fully comes up to their requirements4 ,having the novelty element1 it is bound to create unusual attention1 resulting ultimately in increased business4 ,the idea1 however1 is not new to ,england1 for the well-known ,london department store of ,selfridge's1 owned by the ,american of that name1 had a one-reel film produced some time ago4 ,this showed how customers and staff are treated by the firm1 dealing with accidents and illness1 and keeping the employees fit by physical-culture drills on the roof garden4 ,the picture1 besides capturing the fancy of the public at a cinematograph exposition held in ,london1 was also put on at the principal theaters throughout ,london and suburbs4 ,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 film4 ,it is1 on the other hand1 hardly practicable to extend the advertising to specific bargain offers1 such as you often set forth in newspaper announcements4 ,the boiled-down stories of every-day life1 which are so frequently seen on the movie screen and are so popular with the majority of picture-play-goers1 offer their counterpart in the advertising field1 so department stores would be wise to follow the fashion4 ,such a photoplay would stir more interest than an ordinary industrial1 and it is safe to say that your points would get home better4 ,audiences would be delighted in recognizing it as a home product1 set amid familiar scenes in the neighborhood4 ,it might also be advisable to introduce well-known local players in the cast4 ,there is abundant scope for a trained scenario writer to block out an interesting story4 ,you can have1 for instance1 ,mrs4 ,brown1 all tired out and discontented after a tour of all the shops except yours4 ,she happens to meet ,mrs4 ,smith1 her friend1 on her way home4 ,mrs4 ,smith is the picture of content1 through trading at your store1 and1 after sympathizing with ,mrs4 ,brown1 invites her to try your store4 ,she takes the tip and is too pleased for words4 ,this is just a rough outline so as to give you an idea of what can be done4 ,you could also have the story written up in fiction form and insert it in the columns of the newspaper you favor1 announcing at the bottom where and when the film version is being presented4 ,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 advertising4 ,as much discretion in selecting motion-picture theaters must be used as if you were selecting reliable press mediums4 ,you will find that the downtown theaters attract the workers of both sexes in the lunch hours1 and in the afternoons the audiences1 for the most part1 comprise ladies seeking relaxation after shopping tours4 ,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 day4 ,if yours is a high-class store1 it naturally will not do to have your film shown at a nickeldrome attracting the poorest of the working classes4 ,i would especially advise you1 before putting your motion picture into circulation1 to make a tour of the photoplay theaters in your territory4 ,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 proposition4 ,,xlvi4 ,,hitching ,,motion ,,pictures ,,to ,,musical ,,advertising ,the versatility of the motion picture is not confined to the varied entertainment offered4 ,both the films and theaters can be linked together and be converted into business producers for the musical trade4 ,should ,i be accused of presenting mere theories1 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 medium4 ,some time back the ,edison ,company started to issue musical selections for motion-picture orchestras1 so that their photoplays could be played to as appropriately as possible4 ,when one realizes that the majority of the shows change their program every day1 it can be seen that there does not exist much time beforehand to prepare suitable musical pieces4 ,it may scarcely be needed to add that the exhibitors appreciate this co-operation on the part of the film producer4 ,this example has since been followed by the ,universal ,film ,company4 ,they devote almost a whole page in their house organ to the correct music to accompany their motion pictures with4 ,the field is a good one for plucking1 for there are twenty thousand motion-picture theaters from ,maine to ,california1 and the average show puts on six fresh reels every day4 ,the average number of selections for each reel is three1 brought about by the quick-changing situations presented4 ,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 reels4 ,the singer has the assistance of the band1 and the audience is encouraged to join in the swinging chorus by a slide thrown upon the screen containing the words4 ,at the top of this is a notice stating that the ,so and ,so ,company publishes no bad songs4 ,to hark back1 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 music1 they can obtain it from certain concerns in ,new ,york1 ,chicago1 ,boston and ,philadelphia4 ,i am quite in the dark as to the actual inside arrangements which have been come to1 but ,i presume that this is a sort of co-operative plan1 whereby1 in return for reviewing the company's productions from the musical point of view1 this publicity is provided in return4 ,inasmuch as only two of the thirty or more motion-picture producers are helping the exhibitor in this manner1 it would seem that there exists a particularly good opportunity to endeavor to coax the others to follow suit4 ,movie fans are mostly home-loving folks1 and are at all times on the warpath for new songs to play at home4 ,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 fancy4 ,some songs lend themselves particularly well to motion-picture production1 and such popular ones as 8,it's a ,long1 ,long ,way to ,tipperary0 and 8,home1 ,sweet ,home10 have already been filmed1 thus further helping to popularize them4 ,the ideal song as a photoplay is one which offers abundant scope for action and is also true to life4 ,most film versions thus far have been prepared after the song has achieved considerable fame4 ,if1 however1 the publisher is to reap the full benefit1 the movie picturization should be released simultaneously with the publication of the song4 ,,xlvii4 ,,developing 8,,have ,a ,,garden0 ,,movement ,,with ,,photoplay ,,theater ,,help ,the spring and summer are the busy seasons for the nurseryman and florist1 for the thoughts of the city folk fly in the direction of the open air4 ,the garden being the first haven of refuge1 the garden 8outfitter10 if ,i may be permitted to coin a term1 benefits financially4 ,the neighborhood theater is best suited to your purpose1 as the majority of the patrons are located in residential sections4 ,you approach them in the right mood1 for one of the charms of the motion picture1 as you are doubtless aware1 is the natural backgrounds4 ,although a fair sprinkling of the stories are set in the city1 there are a goodly number located in rural communities1 consequently spectators see lovely gardens1 farms1 ranches1 to say nothing of the handiwork of nature represented by the prairies and forests4 ,all this makes the city dweller feel as though he would like to get away from his artificial surroundings1 so he unconsciously thinks about converting his back and front lots into gardens and have his window-sills filled with plants4 ,he may have just gotten to that wavering point where it needs an incentive to stir him to action1 for he is apt to forget his cherished hopes when plunged in business on the following day4 ,it is customary1 at some motion-picture theaters1 to present premiums on a certain night each week4 ,each patron on entering is given a numbered ticket1 and at an appointed hour about four numbers are drawn1 the lucky ones being presented with a useful article4 ,the exhibitor1 in most instances1 has neglected to enlist local co-operation and has purchased his premiums at wholesale price from headquarters4 ,it may be because it is hardly profitable to local traders1 since only four out of a possible thousand would feel kindly disposed toward them4 ,a friend of mine who recently returned from a tour down ,south informs me that he discovered a plan in his travels which has overcome this apparent difficulty4 ,it appears that each lady paying for admission to the ,columbus ,theater at ,mount ,allen on a certain ,wednesday night was presented with a ticket good for either a fifty-cent rosebush or else a plum or peach tree at the local nurseryman's4 ,each woman duly presented herself at the nursery and was permitted to select her own plant4 ,this afforded the florist an opportunity to introduce many others of his line1 and there were very few who did not spend from #a to #aj with him4 ,the only criticism ,i have to offer is that the proposition might have been extended to the men1 as there were undoubtedly married men in the audience1 unaccompanied by their wives1 as well as single ones who would care to take up gardening as a hobby4 ,the nurseryman in this case charged the exhibitor the absolute rock-bottom price for each plant1 relying upon the extra permanent business secured to compensate for the sacrifice made4 ,,xlviii4 ,,naming ,,soda-,,fountain ,,concoctions ,,after ,,movies ,druggists should not be backward in availing themselves of one of the strongest forces of modern times--the motion picture4 ,it is a poor town that does not contain a photoplay theater1 and in most towns they are as plentiful as druggists--one on every few blocks4 ,the proportion of motion-picture goers in this country is one to every five inhabitants1 and1 however it may work out in your town1 it is practically certain that the majority of men1 women and children spend their evenings at the motion-picture show4 ,after they have seen the performance through1 they are in the right mood to pay a visit to a soda fountain4 ,do you make any inducements to attract their patronage8 ,maybe you don't1 so let me suggest how you can accomplish this4 ,why not introduce a ,lillian ,walker sundae1 an ,edward ,earle frappe and a ,charlie ,chaplin soda8 ,the name goes a long way1 but if you can make the concoction distinctive it is an added advantage4 ,lillian ,walker1 for instance1 is famed far and wide for her dimples1 which are not without their publicity possibilities4 ,do not adhere to any one particular player for too long a period1 for each fan has his or her favorite1 and if you make1 say1 a daily change1 you eventually cover them all4 ,obviously1 the most effective advertising medium is the motion-picture theater4 ,if the exhibitor rents out his screen to retailers1 you should arrange to have a slide shown4 ,failing this1 an advertisement in the house organ or program should produce the desired results4 ,in regard to the well-known brands of photoplays1 ,i know of a pharmacist in ,beatrice1 ,nebraska1 who invented the ,triangle sundae4 ,this comprised a mixture of vanilla and dark chocolate ice-cream1 over which was placed a confection triangle1 the work of a local baker4 ,on the top of this were three cherries and three green candied plums4 ,this stunt was pulled off in co-operation with a local photoplay exhibitor1 who was as satisfied with the extra business secured as was the druggist4 ,triangle is only one brand of popular photoplays with advertising possibilities4 ,others are ,paramount1 ,red ,feather1 ,blue ,bird1 ,metro1 ,world1 ,mutual1 ,universal1 ,gold ,rooster1 ,beauty1 ,biograph1 ,kalem1 ,vitagraph1 ,edison1 ,essanay1 ,selig1 ,lubin and ,thanhouser4 ,it may be argued that it is giving the manufacturer free publicity1 but it does not sell him any more prints1 for the exhibitor1 as a rule1 contracts for all the productions released under a certain banner4 ,you would1 of course1 benefit the manufacturer were you to boost brands indiscriminately1 but the success of the stunt depends on securing the assistance of the local exhibitor4 ,when that is secured1 you only christen soda-fountain concoctions after the brands of photoplays to be seen at his theater4 ,a little extra time and effort in devising new soda-fountain lines will be well repaid4 ,a4,h4 ,,new ,,panchroma ,,twin ,,arc ,,model ,c ,used by leading producers all over the ,united ,states and adopted as the standard portable lighting unit for motion-picture work4 ,price1 #gj ,price of lamp1 complete1 with collapsible reflector1 rheostat and carrying-case containing all1 and separate folding-stand1 #gj4 ,illustration3 ,lighting #hjjj ,,candle ,,power by ,gov't ,test 7,u4 ,s4 ,coast ,artillery ,school7 ,in use by ,the ,vitagraph ,kalem ,essanay ,lubin ,rolfe-,metro ,fox ,universal ,thanhouser and hundreds of other ,m4 ,p4 ,studios ,the new ,model ,c contains a number of improvements1 which our experience of the past year indicate to be of additional convenience to the operator4 ,the rheostat is now mounted on the lamp instead of being placed in the carrying case and the whole lamp has been made more rigid and solid4 ,a special oscillating device1 fitted to the carbon-feed1 keeps the carbons always in accurate contact4 #h1jjj c4 p4 guaranteed per lamp4 ,total weight of each unit less than twenty pounds1 exclusive of stand4 ,illustration3 ,lighting ,the ,new ,model ,h ,,top ,,light our latest offering ,see it and judge its efficiency ,,we ,,are ,,lighting ,,experts ,,for ,,all ,,purposes ,,in ,,motion ,,photography ,we outfit operators for studio1 transit1 commercial and unusual purposes4 ,rental terms on request at headquarters4 ,lowest ,cost per ,operating ,unit ,,allison ,,hadaway ,,corporation ,photographic ,manufacturers and ,importers #bce ,fifth ,avenue1 ,dept4 ,d1 ,new ,york ,illustration3 ,lighting ,,everything-,,for-,,your-,,playhouse ,,hommel',s ,,commercial ,,building #dbb ,,first ,,ave4 ,,pittsburgh4 ,,pa4 ,my ,specialty is ,motion ,picture ,publicity ,is there a photoplay you wish written around your goods8 ,i supply the plot1 technical scenario1 or both4 ,how about boosting your picture8 ,it will pay you to entrust me with the preparation of the literature4 ,is there a unique publicity stunt you have in mind8 ,why not enlist my aid8 ,are you using regular photoplays8 ,if so1 ,i can furnish a weekly report of the latest productions4 ,is there a problem on which you seek advice8 ,perhaps ,i can be of service to you4 ,,ernest ,a4 ,,dench1 #cbf ,decatur ,street1 ,brooklyn1 ,n4 ,y4 ,,as ,a ,,companion ,,volume1 ,,buy 8,,making ,,the ,,movies0 7,,macmillan ,,co41 #a4be7 ,,transcriber',s ,,notes3 #a4 ,enclosed italic or underlined font in underscores4 #b4 ,enclosed bold font in equals4 #c4 ,original spellings have been standardised only when a dominant version was found4