,adv]tis+ by ,motion ,pictures ,,by ,,erne/ ,a4 ,,d5* ,au?or ( 8,playwrit+ = ! ,c9ema10 8,mak+ ! ,monies10 ,=m] ,vice-presid5t ,photoplay ,au?ors' ,league1 & ,editor ( ! ,late 8,photoplay ,writ]0 ,illu/ration ,,c9c9nati ,,! ,,/&>d ,,publi%+ ,,company ,copyright1 #aiaf ,! ,/&>d ,publi%+ ,company ,,cont5ts ,,page ,i ,tell+ ,y\r ,adv]tis+ ,/ory by ,motion ,pictures #aa ,,ii ,movie ,adv]tis+ f ! ,viewpo9t ( a ,fan #ah ,,iii ,! ,doll>s & ,c5ts ( ,adv]tis+ by ,motion ,pictures #bc ,,iv ,"s ,film ,adv]tis+ ,me?ods = ! ,manufactur] #cj ,v ,slide & ,film ,adv]tis+ ,contra/$ #cc ,,vi ,us+ ! ,film to ,secure ,=eign ,bus9ess #da ,,vii ,approa*+ ! ,work+ ,classes ) a ,motion-picture ,play #df ,,viii ,rea*+ ! ,public by ,motion ,pictures #eb ,,ix ,introduc+ ,adv]tis+ into ,motion-picture ,newspap]s #ei ,x ,employ+ ,motion ,pictures to ,appeal to ! ,*ildr5 #fd ,,xi ,salesman%ip ,demon/rations by ! ,film #ga ,,xii ,equipp+ a ,private ,motion-picture ,!at] = ,bus9ess ,purposes #gd ,,xiii ,introduc+ ,competitions 9 ,ad4 ,motion ,pictures #gi ,,xiv ,br++ ,out ! ,individuality ( ,dry ,goods by ,motion ,pictures #he ,,xv ,boo/+ ,cities & ,pleasure ,resorts by ,motion ,pictures #ib ,,xvi ,adv]tis+ ,railroads by ! ,movies #ih ,,xvii ,gett+ ,ov] ! ,pur5ess ( ,y\r ,food ,products by ! ,film #aje ,,xviii ,sell+ ,automobiles & ,accessories by ,motion ,pictures #aac ,,xix ,cl9*+ ,agricultural ,ma*9]y ,sales by ,motion ,pictures #abj ,,xx ,h[ ,publi%]s ,c ,capture ,bus9ess f ! ,ev]-encroa*+ ,film ,produc] #abf ,,xxi ,adv]tis+ ,y\r ,newspap] ) a ,motion ,picture #aca ,,xxii ,sell+ ,%oes by ,motion ,pictures #acf ,,xxiii ,film ,adv]tis+ f ! ,photoplay]'s ,viewpo9t #adj ,,xxiv ,adv]tis+ ,film ,circulation #adf ,,xxv ,cov]+ ! ,motion-picture ,field by ,magaz9es #aeb ,,xxvi ,future ,developm5ts ( ,adv]tis+ by ,motion ,pictures #aef ,,xxvii ,boo/+ ,y\r ,trade ) a ,popul> ,play] #afc ,,xxviii ,boo/+ ,y\r ,bus9ess ) an ,adv]tis+ ,motion ,picture #afi ,,xxix ,pull+ ,movie-slide ,adv]tis+ ,out ( ! ,rut #agc ,,xxx ,ma9ta9+ ! ,int]e/ 9 ,slide ,adv]tis+ #agh ,,xxxi ,individuality 9 ,slide ,adv]tis+ #ahc ,,xxxii ,! ,p]sonal ,elem5t 9 ,slide ,adv]tis+ #ahh ,,xxxiii ,are ,y\r ,slides ,tru?ful8 #aia ,,xxxiv ,obta9+ ! ,be/ ,results ,f ,slide ,adv]tis+ #aid ,,xxxv ,select+ ! ,!at] = ,y\r ,ad4 ,slide #aii ,,xxxvi ,h&l+ ! ,anti-ad4 ,slide ,exhibitor #bjc ,,xxxvii ,hav+ ,y\r ,movie ,ad4 ,slides ,%[n to ! ,be/ ,advantage #bjg ,,xxxviii ,! ,ideal ,slide ,foll[-up ,m$ium #baa ,,xxxix ,attract+ ,f>m]s to ,t[n #bae ,,xl ,capitaliz+ ,popul> ,scre5 ,play]s 9 ,slide ,adv]tis+ #bag ,,xli ,attract+ ,trade ) ,photoplay ,/>s #bba ,,xlii ,tak+ ,advantage ( ,errors 9 ,photoplays #bbf ,,xliii ,h[ ! ,book ,deal] ,c ,take ,advantage ( ! ,movie ,adaptation ,mania #bcj ,,xliv ,sell+ ,real ,e/ate by ! ,film #bcc ,,xlv ,adv]tis+ ,y\r ,dep>tm5t ,/ore by ,motion ,pictures #bch ,,xlvi ,hit*+ ,motion ,pictures to ,musical ,adv]tis+ #bdc ,,xlvii ,develop+ 8,h a ,g>d50 ,movem5t ) ,photoplay ,!at] ,help #bdh ,,xlviii ,nam+ ,soda-f\nta9 ,concoctions ,aft] ,movies #beb ,,introduction ,i am1 9 ! fir/ place1 "o ( ! few j\rnali/s to specialize on ,motion ,pictures4 ,?is enables me to conc5trate on "o subject in/ead ( runn+ ! risk ( mak+ a regul> ha% ( ev]y?+ "u ! sun4 ,i w\ld n1 naturally1 h *os5 to foll[ ?is pa? 7 n ! !me ! v v]satile "o x is4 ,s y c imag9e t ,i am always on ! al]t = new-idea g]ms = articles4 ,:ile se>*+ = ^! ,i ran up aga9/ ! adv]tis+ field4 ,i 0 well aw>e t ! motion picture _h brok5 into ! publicity game ) success1 b a good deal ( inve/igat+ conv9c$ me t ! reason ?is new publicity m$ium _h fail$ to ga9 a wide foll[+ 0 because !re 0 s little def9ite in=mation ab\t x obta9able4 ,no adv]tis]1 ,i fully knew1 w\ld consid] a pig 9 ! poke proposition1 s x occurr$ to me t "h 0 my *ance to rem$y ! defect4 ,:at in=mation !re 0 to be _h on ! subject 0 scatt]$ betwe5 ! pages ( v>i\s bus9ess publications 9 occasional articles1 :i* fact set me to "w to write a concise h&book1 embody+ ev]y?+ wor? kn[+ ab\t ,motion ,picture ,adv]tis+4 ,x w probably seem r /range to y t an inv5tion l ! c9ematograph1 :i* has a*iev$ widespread fame z a =m ( ent]ta9m5t1 c p]=m ! functions ( adv]tis+1 b x is none ! less a fact4 ,wond]s h n yet ceas$ 9 ?is e-day _w1 believe me4 ,x also is n1 ,i am glad to say1 a m$ium conf9$ to any "o bus9ess or pr(ession4 ,x is1 9 fact1 equally adaptable to ! l>ge manufactur] z x is to ! smalle/ deal] 9 any trade4 ,"s adv]tis]s may view a new =m ( publicity 9 ! light t x necessitates a great] outlay )\t accompli%+ m ?an ! old e/abli%$ ad m$iums4 ,?is1 h[ev]1 is n true ( ! motion picture1 = x possesses bus9ess-pull+ prop]ties di/9ctly its own4 ,! extra exp5se is m ?an recov]$ by ! increas$ trade x develops4 ,x is1 fur!rmore1 an adv]tis+ m$ium no mod]n bus9ess man c af=d to gloss ov]1 s ?is little book is entitl$ to 8 mo/ c>eful consid]ation4 ,,erne/ ,a4 ,,d5*4 ,i4 ,,tell+ ,,y\r ,,adv]tis+ ,,/ory ,,by ,,motion ,,pictures ,9 spite ( ! v]satility ( ! intrepid motion picture z an adv]tis+ m$ium1 x has its limitations4 ,?is1 aft] all1 is b natural1 = all =ms ( publicity are suppos$ to be l9ks 9 ! *a91 & n "o is /rong en\gh to take ! place ( ! :ole4 ,x is cle>ly obvi\s1 ( c\rse1 t :5 adopt+ motion-picture adv]tis+1 ev]y?+ has to be visualiz$ by means ( animat$ photographs1 s1 !re=e1 ! appeal is pres5t$ ?r\gh ! eye4 ,z = ! pr9t$ "w1 ?is takes a back seat4 ,s9ce ev]y?+ is int5d$ to be absorb$ by ! eye1 a :ole mass ( explanatory matt] tagg$ on to ! film w\ld r h9d] ! ad4 in/ead ( add+ fur!r enlight5m5t z int5d$4 ,& ! %ort "t a s5t5ce rema9s on ! scre5 does n all[ l5g?y /atem5ts to s9k 94 ,subtitles are weak devices to help a photoplay /ory ov] /umbl+-blocks1 & ! less & %ort] !y are1 ! bett] ! picture w be4 ,!re are pl5ty ( o!r m$iums 9 :i* to display h[ well y c weave words1 s :y drag !m into a place :]e !y d n fit8 ,besides1 x is :at ! spectator sees1 n reads1 t leaves ! la/+ impression1 :i* is ! p>am\nt po9t to be rea*$ 9 adv]tis+ by motion pictures4 ,& !re is ano!r important matt] to be weigh$ & consid]$4 ,if y ov]load y\r film ) titles1 y w befog a good numb] ( =eign]s :o h n be5 long en\gh 9 our c\ntry to ma/] ! ,engli% language1 s t _! probable patronage is lo/ j because ! int]national language ( ! film has be5 abus$4 ,!re has already aris5 a select few writ]s :o h made a specialty ( comb9+ adv]tis+ ) motion pictures & lay+ out campaigns = _! cli5ts to ! be/ possible advantage4 ,motion-picture adv]tis+1 z a direct-appeal proposition1 is ineffective4 ,y may1 = in/ance1 h to get out a catalogue 9 ord] to li/ ! goods y make1 & y may also plan to get ?is ov] on ! scre5 by film+ ea* article z y w\ld if y _h a /ill photograph tak5 & prec$e ea* ) an ins]t1 giv+ prices & o!r p>ticul>s ( same4 ,ap>t f ! fact t ! film w\ld be vot$ deadly dull by audi5ces1 x w\ld also fall flat z a bus9ess br+]4 ,y simply c't d )\t adv]tis+ lit]ature1 = ! motion picture ends at gett+ int]e/$1 & ! old /&-bys mu/ cl9* ! deal at ! "r "t4 ,:]e ! film excels is t y\r ad4 comes on ! scre5 )\t compet+ ) any o!rs = att5tion1 & al?\gh ! spectator may n respond easily to press adv]tis+1 he feels he has to view ! picture because he c n 8turn ov] a page10 or1 9 o!r words1 !re is no?+ else int]e/+ = him to turn 8 att5tion to4 ,he w1 if approa*$1 admit t ! motion picture is ! mo/ ent]ta9+ publicity *annel yet4 ,y also rea* him at 8 leisure1 &1 !re=e1 approa* him 9 ! "r mood4 ,get x out ( y\r head "r n[ t any?+ 9 ! nature ( an ad4 film w produce ! results y /rive =2 believe me1 ! movie fan 7!re are tw5ty million ( !m 9 ?is c\ntry7 is a mo/ fa/idi\s individual1 = :i* ! improvem5ts rea*$ 9 photoplays may be held responsible4 ,y w\ld n expect a =mal bus9ess notice to d any good n[adays1 w\ld y8 ,!n1 ! same holds good ( film adv]tis+4 ,y c't m]ely /ate on a film t ,bond91 ! fam\s actor1 d]ives great enjoym5t out ( y\r prep>ation--x's too crude4 ,b y c film an int]view ) y\r wor?y cu/om] & introduce "s home-life sc5es1 n to =get 8 te/imonial ( y\r goods visualiz$4 ,?is w\ld produce an exquisite bl5d ( ent]ta9m5t & adv]tis+4 ,all 9 all1 x is action by :i* y h to tell y\r /ory4 ,y h1 z a matt] ( fact1 to reg>d y\r proposition f ! angle ( ! man f ,miss\ri4 ,y c take ! public beh9d ! sc5es ( y\r works & conv9ce !m t ! goods are produc$ "u ! be/ ( conditions4 ,! picture is likewise giv5 an educational t\* because an indu/ry is be+ unfold$ at ! same "t4 ,!n1 if y want to br+ out ! important sell+ po9ts1 y engage a writ] to incorporate !m into a com$y or dramatic photoplay4 ,& s ,i c\ld g on giv+ examples ( introduc+ life into ! ad4 /ory4 ,action is ! life & s\l ( ! film indu/ry4 ,be> 9 m9d1 too1 t x is ! quality t tells1 n quantity4 ,i h se5 ef=ts along ^! l9es t conta9$ mat]ial = a half-reel subject1 yet !y 7 unduly ext5d$ to two reels1 bor+ an audi5ce = =ty m9utes in/ead ( ent]ta9+ !m = t5 m9utes4 ,picture-go]s are quick to res5t padd+1 & y\r film may defeat its purpose4 ,a good way to detect ?is be=eh& is to arrange = its projection & try to place y\rself 9 ! position ( ! av]age movie fan4 ,?is padd+ is (t5 done by ! small] fry s z to make z mu* z possible ov] ! deal4 ,b if ! adv]tis] places himself 9 ! h&s ( a reliable indu/rial film conc]n1 he may re/ assur$ ( !m n tak+ undue advantage by *>g+ = a lot ( sup]flu\s footage4 ,,ii4 ,,movie ,,adv]tis+ ,,f ,,! ,,viewpo9t ,,( ,a ,,fan ,y may h>dly cr$it x :5 ,i ass]t t motion-picture audi5ces are ! mo/ critical 9 ! _w4 ,!y d n outw>dly %[ _! disapproval ( ?+s1 b aft] !y resolv$ t ! photoplay 0 "h to /ay1 any?+ z a motion picture w\ld no long] satisfy !m4 ,s ! film produc]s _h to humor ! folks :o _h made _! weal?1 & to-day ! fans h be5 educat$ up to su* a pit* t no?+ b ! be/ w satisfy !m4 ,"h1 !n1 is ! class ( read]s repres5t$ by mov+-picture publicity4 ,! obvi\s conclusion is t adv]tis]s w h to foll[ 9 ! pa? ( ! ord9>y produc] 9 ord] to obta9 ! greate/ value out ( ?is new adv]tis+ m$ium4 ,a talk ) an intellig5t motion-picture fan1 z ,i f\nd1 is v int]e/+4 8,i w\ld l y\r views on ad4 films10 ,i ask$4 8,) pleasure10 %e repli$1 & =?) got d[n to bus9ess4 8,i mu/ say t !y are consid]ably m int]e/+ ?an ! adv]tisem5ts t meet y\r eye 9 ! newspap]s4 ,h[ nice x is to wat* an indu/ry on ! scre5 & be tak5 ?r\gh a big manufactur+ plant4 ,x is an education 9 itself1 & x nev] /rikes y z ?\gh x 0 int5d$ z a boo/1 al?\gh ! p>ticul> ?+--! po9t ! adv]tis] wi%es to br+ home1 ,i believe y call x--leaves an indelible impression on y4 8,i also enjoy ! films 9 :i* !re is a /ory4 ,"o su* film1 ,i rememb]1 told ( a poor family :o took 9 wa%+4 ,disease ab\nd$1 & ! folks :o _h _! laundry done le>n$ _! lesson4 ,!n ! sanit>y me?ods ( ! /eam laundry 7 contra/$4 ,x impress$ me v mu*4 8,! comic films are frequ5tly laughable1 b ,i rememb] be+ (f5d$ once at see+ a man l somebody's be] s mu* t he drank x until he 0 dead drunk4 ,i notic$ t ,i 0 n ! only spectator to leave ! hall4 ,i l1 at all times1 my photoplay f>e to be 9 good ta/e4 8,at "s ( ! movie !at]s ,i att5d !y make a practice ( runn+ a numb] ( slides aft] ! reels4 ,!y relate to neighbor+ /ores1 b are s dry & %[n = s _m weeks )\t be+ *ang$ t ,i always skip !m40 8,w\ld y pref]10 ,i *im$ 91 8t ! adv]tis+ film portion be aboli%$80 8,i w\ld n s long z ! ord9>y pictures did n suff] 9 quality & quantity4 ,a %[ ,i regul>ly visit out 9 ,new ,j]sey always runs ! ad4 films aft] ! program has f9i%$4 ,z ! pictures are inv>iably good ones1 ,i always /ay to see !m ?r\gh1 & mo/ o!rs 9 ! audi5ce seem to d likewise4 ,& ano!r ?+1 ! subjects are frequ5tly *ang$1 = naturally "o gr[s tir$ ( see+ ! same ?+s ov] & ov] aga940 8,h y10 ,i broa*$1 8any sugge/ions = improvem5ts80 8,sure2 ,i w\ld l to see "s ( my favorite photoplay]s take ! lead+ p>ts 9 ! ad4 /ories4 ,x w\ld be j crazy to wat* ,m>y ,full] & ,francis ,x4 ,bu%man z a pair ( newly w$s :o try to ov]come h\sekeep+ difficulties ) v>i\s mod]n articles to be b\ght at /ores4 8,i also ?9k t !re is consid]able room = improv+ ! film plots4 ,!y %\ld be z good z ! ord9>y photoplays4 ,:at !y seem to lack is /r5g?4 ,!re is seldom any ( ! /rong1 excit+ situations :i* ,i am accu/om$ to see1 & ! pun* is (t5 conspicu\s by its abs5ce at ! end40 ,,iii4 ,,! ,,doll>s ,,& ,,c5ts ,,( ,,adv]tis+ ,,by ,,motion ,,pictures ,s f> z ,i am aw>e1 ! co/ aspects ( adv]tis+ by motion pictures h n be5 dealt ) 9 pr9t be=e4 ,?is may expla9 :y s _m adv]tis]s1 national or o!rwise1 h neglect$ to avail !mselves ( ! _m opportunities (f]$ by ! new publicity m$ium4 ,z 9 all ?+s1 ! co/ is ! decid+ po9t1 & al?\gh ! av]age adv]tis] w n quibble ov] a few doll>s :]e !re is ! prospect ( increas$ bus9ess1 he1 nev]!less1 likes to "k be=eh& j :at ! campaign is go+ to co/4 ,e bus9ess man ?9ks ( ! facts be=e any?+ else1 & ?is *apt] is int5d$ to furni% !m s t he ne$ grope 9 ! d>k no long]4 ,i w suppose y foll[ ! vade mecum ( mo/ adv]tis]s & arrange to h a s+le-reel motion picture produc$ %[+ conditions at y\r plant4 ,ev5 ?\gh x is only an indu/rial subject1 x calls = mu* c>eful ?9k+ & pa9/ak+ ef=t4 ,a sc5>io w h to be prep>$1 & 9 ?is ! v>i\s details y wi% emphasiz$ are introduc$ 9 logical ord]4 ,y c1 ( c\rse1 )hold ! trade secrets t are n desirable = ! public to see4 ,!re is also a knack 9 ins]t+ & word+ ! subtitles1 = "o is frequ5tly employ$ to expla9 ! obvi\s4 ,?is results 9 film wa/age1 :ile all ! difficult po9ts %\ld be expla9$ z explicitly z possible1 z ea* ^w us$ consumes "o foot ( film4 ,a v bad habit :i* readily becomes app>5t & detracts ! att5tion ( spectators f ! object ( ! film is ! employees at ! plant />+ h>d at ! cam]a :ile work+4 ,?is defect has m>r$ a good _m indu/rials1 & x gives ! impression t ! work]s are aw>e ( :at is happ5+1 :]eas ev]y?+ %\ld appe> p]fectly natural4 ,! movie cam]a man next films ! picture accord+ to ! sc5>io1 all[+1 h[ev]1 a c]ta9 am\nt ( feet = ea* incid5t1 :i* dep5ds on ! importance ( same4 ,provid+ suffici5t daylight is available1 ! usual inclusive fee *>g$ = ! produc+ & develop+ ( su* a film is fifty c5ts p] foot--or #ejj = ! entire reel1 :i* is exactly a ?\s& feet4 ,?is is only = ! negative1 t5 c5ts p] foot be+ *>g$ = ea* positive copy4 ,y w1 naturally1 require m ?an "o pr9t1 s y c figure on a co/ ( #ajj = ea* copy4 ,i w come back to ?is po9t lat]4 ,maybe 9 p>ts ( y\r manufactur+ plant daylight is at a premium1 9 :i* ev5t y w be oblig$ to pay fifty c5ts m p] foot = ! negative copy = in/all+ ! necess>y artificial light+4 ,^! *>ges include an all[ance = padd+1 :i* is promptly elim9at$1 ?us improv+ ! :ole picture4 ,"o does n h to seek f> :y ! com$y & dramatic photoplay is n popul> ) mo/ motion-picture adv]tis]s d[n to date4 ,yet1 if !y only knew ! tru?1 !y w\ld f9d t movie audi5ces enjoy an ent]ta9+ /ory bett] ?an an adv]tisem5t conta9$ 9 a film :i* m]ely /rives to educate4 ,! =m]1 z "o might expect1 is m involv$ & exp5sive4 ,9 ! fir/ place1 a good /ory is ess5tial1 & ?is may only be expect$ f an exp]i5c$ photoplaywright :o has an appreciation ( adv]tis+ values4 ,p]sonally speak+1 ,i h receiv$ z mu* z #ajj = conceiv+ & putt+ a "o-reel photoplay 9 sc5>io =m4 ,!n y w ne$ a capable ca/ ( actors & a tal5t$ director to produce ! picture 9 ord] to give x a di/9ctly exp]t pr(essional t\*4 ,probably int]ior sc5es are call$ = outside ( y\r works4 ,^! h to be erect$ 9 ! /udio at an additional exp5se4 ,! co/1 ( c\rse1 dep5ds on ! nature ( ! play1 b all ^! ?+s %\ld be provid$ f #a4be to #c p] foot4 ,?is works out at a co/ ( f #a1bej to #c1jjj = produc+ ! negative4 ,x is well to rememb] t1 once ! film has be5 produc$1 x is always available1 ! only extra *>ge be+ = extra positive copies y may require to replace ! ones 9 use :5 worn out4 ,if y want to save exp5se 9 ! matt]1 & d n object to delay 9 op]at+ y\r campaign1 y c arrange = a giv5 numb] ( y\r deal]s ov] a c]ta9 t]ritory to reta9 ! film = a day1 !n loan x to ! local motion-picture !at] = its ev5+ %[4 ,if1 h[ev]1 y want to cov] all ! t]ritory at "o "t1 !n y w ne$ m pr9ts 9 circulation4 ,d n p]mit a pr9t to be con/antly 9 use = m ?an six mon?s )\t replac+ x ) a new copy1 = y h to make a due all[ance = we> & te>4 ,x w\ld n d to let y\r film graduate to ! 8ra9y0 /age1 s9ce y\r pictorial adv]tisem5t1 to leave a good impression on movie audi5ces1 mu/ be 9 p]fect condition4 ,un=tunately1 no g5]al adv]tis+ circulation plan has be5 put 9 execution1 b x is be/ ei!r to h ! produc+ conc]n help y out1 or else rely ^u y\r deal]s to aid y 9 _! respective localities4 ,be+ on ! spot & kn[+ ! co-op]ation is to ! advantage ( all conc]n$1 he c1 no d\bt1 arrange matt]s ) ! be/ local exhibitor4 ,! fee = %[+ is m]ely a matt] ( arrangem5t1 b 9 _m cases y w incur no exp5se4 ,,iv4 ,,"s ,,film ,,adv]tis+ ,,me?ods ,,= ,,! ,,manufactur] ,,boo/+ ,,tradem>ks ,i w fir/ endeavor to %[ ! proprietor ( an adv]tis$ article ! be/ uses to :i* ! motion picture c be put1 = "s 8copy0 scre5s bett] ?an o!rs1 & ! adv]tis] %\ld use discrim9ation4 ,n[1 "o ( ! greate/ assets a manufactur] c h is a tradem>k4 ,?is he uses z fuel :5 try+ to po9t out to ! public1 by means ( press ann\ncem5ts1 po/]s & lit]ature1 n to accept sub/itutes4 ,be ! tradem>k a good "o = pictorial purposes1 & a speciali/ is call$ 9 to give ! br&$ article a la/+ impression on ! public desir$ to rea*1 & ! results w please4 ,i am a photoplay writ] :o specializes 9 writ+ su* plays to ord]1 s ,i "k :at ,i am talk+ ab\t4 ,,mak+ ,,cat* ,,phrases ,,m ,,popul> ,cat* phrases are also good plot g]ms1 & are capable ( be+ work$ 9 ! same mann] z tradem>ks4 ,n a few ( our lead+ manufactur]s h famili> p]sons 9 connection ) _! /&>d articles4 ,! o!r ye> ,messrs4 ,siem5 ,bro!rs1 an ,engli% firm1 br\ght _! well-kn[n 8,wotan0 maid & 8,tantalum0 man to life 9 a film4 ,x 0 a com$y1 & ! plot's mission1 besides introduc+ ^! figures1 0 to br+ home h[ #ge p] c5t4 ( ! electric-light bill c\ld be sav$ by ! 8,wotan0 & 8,tantalum0 lamps4 ,?is play 0 fir/ %[n at "o ( ! local !at]s & 0 well receiv$4 ,,br++ ,,romance ,,to ,,light ,beh9d _m comm]cial und]tak+s !re is romance4 ,x may be =gott5 9 ! press ( bus9ess1 b human int]e/ is too valuable z a publicity /unt to be ov]look$4 ,x is q possible t ^! romantic /ories are n appreciat$ at _! full value until a motion-picture publicity exp]t comes along & squeezes all ! 8juice0 out ( !m4 ,! motion-picture indu/ry has made its m>vel\s progress ?r\gh ! lifelike /ories t pr$om9ate 9 ! picture !at]s4 ,x1 !re=e1 only /&s to reason t a real life /ory w\ld h a bett] appeal+ p[]4 ,v4 ,,slide ,,& ,,film ,,adv]tis+ ,,contra/$ ,:5 us+ ! press1 y ei!r adv]tise 9 ! newspap]s or magaz9es1 or bo?4 ,s is !re m ?an "o m$ium at ! motion-picture !at]4 ,y c employ a slide or a film to pres5t y\r adv]tisem5t1 accord+ to :i* ( ! two devices y may favor4 ,i h no axe to gr9d 9 contra/+ ! two m$iums1 s w d s 9 a fair mann]4 ,z ! direct results ( my inve/igations 9 num]\s motion-picture !at]s ( all types 9 & ar\nd ,new ,york & ,brooklyn1 :i* set ! av]age = ! re/ ( ! c\ntry1 ,i h made ! discov]y t !re is a f> great] p]c5tage ( ! manufactur]s adopt+ slides ?an films4 ,:y is ?is s1 !n8 ,p]sonally speak+1 ,i ?9k t x is due to ! fact t ! "o ?+ mo/ 9 vogue is consid]ably *eap] ?an ! o!r4 ,i say ?is )\t any ?\ght ( giv+ (f5se to adv]tis]s1 = ,i "k t ! wise ones reg>d results z ( p>am\nt importance r ?an haggl+ ov] ! "q ( price4 ,maybe1 h[ev]1 !y hav5't be5 acqua9t$ ) ! scre5 long en\gh z a publicity outlet to become suffici5tly conv]sant ) ! two *annels4 ,"o big drawback is t few ( ! slides are attractive en\gh to become bus9ess produc]s4 ,x is "o ?+ to ga9 att5tion & ano!r ?+ to reta9 x4 ,x only /&s to reason t y c n expect an audi5ce to be int]e/$ 9 a dull & commonplace bus9ess any m ?an y c hope a hackney$ newspap] ad4 to return an inve/m5t4 ,x might h done :5 adv]tis+ 0 9 its infancy1 b to-day1 nev]4 ,ev5 great] pa9s %\ld be tak5 9 prep>+ ! matt] = a slide1 = ! folks t y w %ortly %[ x to h be5 educat$ up to see+ ?+s excell5t 9 pictorial =m4 ,nei!r is j "o slide suffici5t 9 ord] to get home4 ,y mu/ take into consid]ation1 too1 t y\rs is only "o ( a doz5 or m ?r[n on ! scre54 ,! :ole bat* are usually project$ aft] ! reels h be5 %[n1 9 rapid succession4 ,s9ce y are compet+ ) a bun* ( adv]tis]s1 no matt] :e!r !y be competitors or n1 y c n expect an audi5ce to indulge 9 a game ( m5tal gymna/ics s z to rememb] !m all4 ,!y are1 to use a slangy expression1 tempt$ to bite (f m ?an !y c *ew4 ,besides1 place y\rself 9 ! position ( motion-picture playgo]s4 ,!y don't att5d m]ely to witness a magic-lant]n %[ or to read books4 ,! =m] is out ( date1 :ile ! latt] !y c d at _! leisure at home4 ,y c't be surpris$ at !m tak+ (f5se :5 !y are =c$ 7t is ! /ronge/ ^w = x7 to wade ?r\gh a tiresome numb] ( slides be=e ! next reel is %[n4 ,! practice m]ely helps to blackball ! adv]tis]1 & t surely is ! la/ ?+ to be desir$4 ,if y are /ill 9 favor ( slides1 !n take my tip & get out ( ! rut2 only1 fir/ ( all1 be> 9 m9d t y are n prep>+ some?+ = p to read1 b see4 ,y\r ad4 w !n /& out above ! re/4 ,introduce pictures1 pref]ably some?+ to make !m laugh4 ,y c make !m move1 too6 ,:o does n rememb] ! ,old ,dut* ,cleans] lady *as+ ,dirt1 all )9 ! limit$ compass ( a s+le slide8 ,y c also picturize comic /ories on simil> l9es to ^? conta9$ 9 ! comic sections ( ! metropolitan ,sunday newspap]s4 ,run ! s]ies z a s]ial1 & s ma9ta9 ! int]e/ f day to day4 ,x is go+ to co/ y m1 'tis true1 b y w be recomp5s$ amply4 ,ano!r grave mi/ake is to all[ a slide to be %[n at ! same !at] sev]al weeks 9 succession1 = movie fans are accu/om$ to a v>i$ daily *ange ( program & hate see+ ! same ?+ ov] aga94 ,my ma9 reason = favor+ a film is because x is ! "r vehicle 9 ! "r place4 ,! tw5ty million ,am]icans g to see pictures 9 motion1 & x has be5 prov$ f exp]i5ce t ! av]age movie patron does n object to a film :i* comb9es ei!r in/ruction or ent]ta9m5t4 ,a motion picture tak+ an audi5ce ?r\gh y\r manufactur+ plant & br++ out all ! sell+ po9ts y wi% w\ld come "u ! =m] head+1 :ile a com$y or dramatic photoplay incorporat+ y\r ad4 w\ld be applicable to ! second designation4 ,by "o or ! o!r ( ^! ways y\r campaign w\ld get ov] m conv9c+ly1 & y c\ld conduct x on an ext5sive scale4 ,!re w\ld be no possibility ab\t x n s9k+ into ! audi5ce1 inasmu* z good pictures always d h ?is effect4 ,x is also pleas+ to "k t y w\ld h no competition to cont5d )1 = ! simple reason t no exhibitor ) bra9s w\ld ?9k ( includ+ m ?an "o picture ( ?is nature on 8 regul> program4 ,z ! semi-ad4 film is extra1 :y %\ld spectators be (f5d$ 9 ! lea/8 ,or1 come to t1 y c\ld /ipulate 9 ! contract to ?is effect4 ,y w\ld ?us enjoy a monopoly ( ! scre5 & n be 9 fe> ( ! att5tion ( ! audi5ce be+ divid$4 ,y\r film is on ! scre5 = eighte5 m9utes or m1 :]eas a slide b>ely occupies a m9ute4 ,x mu/ n be ?\ght t ,i am wi%+ to d5\nce slide adv]tis+2 f> f x1 let me assure y4 ,x has its uses4 ,naturally1 to secure ! desir$ results1 y h to "w 9 co-op]ation ) ! deal]s ?r\gh\t ! c\ntry4 ,n[1 ) a film alone y c accompli% ?is mu* satisfactorily1 b an attractive slide %[n on ! scre5 aft] ! film has be5 run ov] fills ! gap ,o4 ,k4 ,x also acts z a foll[-up & direct-appeal /unt1 = x is no e>?ly use famili>iz+ p ) y\r goods )\t acqua9t+ !m :]e !y may be obta9$ locally4 ,put =w>d "s attractive proposition & get ! p to action4 ,! slide has always be5 a device m em95tly suit$ = retail]s on acc\nt ( x be+ inexp5sive1 & ! manufactur] %\ld !re=e only employ x z an ally to 8 movie publicity campaign4 ,!n bo? w "w to mutual advantage4 ,,vi4 ,,us+ ,,! ,,film ,,to ,,secure ,,=eign ,,bus9ess ,at ?is "t1 :5 e live manufactur] is ha/5+ to place 8 8made 9 ,am]ica0 goods on a l>ge scale 9 =eign c\ntries cut (f by ! ,european w>1 he w1 naturally1 be responsive to all publicity m$iums :i* (f] value4 ,creat+ a dem& = y\r w>es 9 new l&s is1 z "o is well aw>e1 a f> h>d] task ?an is captur+ fre% bus9ess at home1 s1 if ! desir$ volume ( trade is to be obta9$1 !re mu/ be no /9t+ on ! adv]tis+ campaign exp5diture4 ,x is d\btful :e!r !re is any publicity outlets t c out%9e ! v]satile motion picture 9 ! all-important capacity ( a results br+]4 ,if y are incl9$ to d\bt ! pull+ p[]s ( ?is m$ium1 all[ me to draw y\r att5tion to "s conv9c+ facts 9 its favor4 ,9 ,s]bia1 mo/ ( ! photoplays %[n 9 ! !at]s !re hail f ! ,unit$ ,/ates4 ,on ! au?ority ( ,deputy ,consul ,r4 ,j4 ,nevakavit*1 ( ,belgrade1 ,i am able to /ate t1 two ye>s ago1 ,am]ican fa%ions became sudd5ly popul> 9 ,s]bia4 ,x is ( frequ5t occurr5ce to run up aga9/ m5--& x is n conf9$ to ! y\ng] frat]nity--9 ,belgrade ) _! hair cut a la ,am]ican1 :ile _! clo!s %[ t ! native tailors are endeavor+ to approa* ,uncle ,sam's /yle4 ,9 addition1 ,am]ican types ( hats1 %oes & boots are l>gely 9 dem&4 ,if films ( ! fiction v>iety h su* an effect on =eign]s z ?is1 !re c be no possible room = d\bt t adv]tis+ pictures pure & simple c produce ev5 bett] results individually4 ,! ma9 setback to ! op5+ ( bus9ess relations 9 new c\ntries is ! /rict cons]vatism ( ! deal]s1 :o h a great dislike to ent]+ into negotiations ) =eign manufactur]s1 j because ! language1 money1 weights & measures are diff]5t to :at !y are accu/om$ to4 ,! ,belgrade consul fur!rmore sugge/$ t ?is might be ov]come by tackl+ ! prospective consum]s fir/ at ! movie %[s4 ,! pref]5ce t w\ld ultimately spr+ up = ,am]ican products w\ld practically compel ! local deal] to respond by /ock+ ! same4 ,be=e ! pres5t w> 0 9 ! air1 a comm]cial body nam$ ,briti% ,indu/ries1 ,limit$1 compris+ ! lead+ manufactur]s1 prep>$ an eight-reel film4 ,! pr9cipal indu/ries 7 dealt )1 ea* m]*ant be+ allott$ eight hundr$ feet 9 :i* to tell 8 8/ory40 ,! complete picture 0 exhibit$1 n only 9 ,john ,bull's colonies1 b 9 =eign c\ntries z well4 ,g]many1 too1 rec5tly boo/$ its indu/ries 9 =eign m>kets4 ,! ,association = ! ,promotion ( ,=eign ,trade arrang$ = ! tak+ ( a s]ies ( films4 ,^! 7 %[n abroad1 & ! lectur]s1 :o disc\rs$ on ! pictures1 word$ _! spee*es s g5]al 9 appeal t ! public 0 unaw>e ( ! true purpose ( su* demon/rations4 ,n[1 ( c\rse1 ^! ?+s h be5 knock$ on ! head1 :i* is all ! m reason :y our bigge/ manufactur]s %\ld get toge!r4 ,x is obvi\s1 h[ev]1 t an und]tak+ on ^! ext5sive l9es only appeals to ! recogniz$ lead]s 9 ea* l9e ( bus9ess1 s small] comm]cial conc]ns w f9d x advantage\s to c>ry out a movie campaign entirely ( _! own4 ,a good proportion ( ! motion-picture !at]s abroad are always glad to snap up su* pictures free & to include !m on ! ord9>y ent]ta9m5t4 ,to monopolize ! adv]tis+ 9 ! !at] program1 & defray ! pr9t+ ( same1 is a reliable foll[-up campaign4 ,,vii4 ,,approa*+ ,,! ,,work+ ,,classes ,,) ,a ,,motion-,,picture ,,play ,x 0 ! ,b>d ( ,/rat=d :o said t 8! play 0 ! ?+40 ,al?\gh x !n ref]r$ to ! legitimate /age1 z x does n[1 x c to-day apply aptly to ! motion-picture !at]4 ,a good /ory is1 also1 ! ideal vehicle = film adv]tis+4 ,! tw5ty million movie fans 9 ?is c\ntry frequ5t _! favorite =m ( amusem5t to be ent]ta9$1 & "s greatly res5t ! pure adv]tis+ or semi-educationals :i* !y (t5 h to sit out4 ,x mu/ be borne 9 m9d t x is ! "o k9d ( relaxation by :i* ! work+ classes are able to get away f ! monotony & h>dness ( _! e-day exi/5ce4 ,!y1 !re=e1 want _! f>e s]v$ up 9 an appetiz+ mann]4 ,any?+ else is apt to prove a bore1 & y c ?us see :at k9d ( a receptive mood by :i* y h to approa* ! av]age motion-picture audi5ce4 ,t is :y x is advisable to h y\r adv]tis+ po9ts +5i\sly incorporat$ 9 ei!r a com$y or drama1 ! =m] pref]ably4 ,! mo/ common type ( ad4 film is ! indu/rialog1 portray+ ! processes by :i* c]ta9 goods are manufactur$4 ,sev]al ( ^! subjects ,i h se5 at ! picture %[s lately 7 s unnecess>ily padd$ t !y 7 en\gh to s5d spectators to sleep4 ,no wise adv]tis] w\ld attempt to cram 9 all ! matt] he c\ld into ! smalle/ possible space 9 8 press ann\ncem5ts1 nei!r %\ld he try x on ! film4 ,indu/rialogs und\bt$ly appeal m to a bett]-class audi5ce1 b x mu/ be rememb]$ t a good proportion ( ! movie !at]s are /ill nickel %[s1 :i* attract ! work+ classes4 ,^! folks see en\gh ( factory & bus9ess life 9 ! daytime1 s !y d n want to be inflict$ ) x :5 endeavor+ to get away f ! atmosph]e4 ,"h y h a l>ge audi5ce :i* is extremely difficult to address via ! press1 = ! majority g 9 = h>dly any read+ at all4 ,maybe !y hav5't got ! incl9ation or money to d x4 ,_! cu/om is c]ta9ly wor? :ile cultivat+1 & no d\bt !y c und]/& pictures bett] ?an books1 z1 :5 ! _w 0 "y1 pictures 7 drawn on slabs ( /one to indicate :at o!rwise c\ld n be expla9$4 ,compell$ to g out to "w at an e>ly age is responsible = a good proportion ( ! masses be+ poor read]s & writ]s4 ,by ! motion pictures1 h[ev]1 y c approa* a public previ\sly beyond y\r rea*4 ,i rec5tly 0 commission$ to write a %ort com$y sc5>io = a well-kn[n tobacco manufactur]1 & "h foll[s ! synopsis ( ! plot3 ,bill1 a work+man1 is enjoy+ 8 pipe ( ---- ,tobacco 9 ! p>lor ( 8 home1 :5 a pass]by notices smoke issu+ f ! w9d[4 ,?9k+ ! h\se on fire1 he br+s ! fire dep>tm5t on ! sc5e4 ,!y turn ! hose on ! h\se1 &1 aft] a sev]e dr5*+1 ,bill escapes4 ,he is indignant at be+ dup$ by ! pass]by1 & ! firem5 also res5t be+ made fools (4 ,!y !n turn ! hose on ! culprit1 :o pleads = m]cy4 ,bill (f]s to release him if he buys f\r packages ( ---- ,tobacco all r\nd4 ,! pass]by agrees1 & hurries (f to ! %op to buy ! same1 pacify+ 8 victims1 :o are left enjoy+ ! tobacco4 ,= "s ?+s drama is bett] = hamm]+ po9ts home1 b /ick to com$y z mu* z y c--x is m popul> ) movie audi5ces4 ,! ,fr5* bran* ( ! ,rem+ton ,typewrit] ,company rec5tly _h a photoplay /ory produc$ :i* conc]n$ a work+ girl1 :o1 on h] fa!r's dea?1 0 ! only support ( ! family4 ,?r\gh ! firm cutt+ d[n exp5ses %e is dismiss$1 & va9ly endeavors to obta9 ano!r position z a /5ograph]4 ,at ! end ( h] res\rces1 %e obta9s a ,rem+ton typewrit] on ! in/allm5t plan & obta9s suffici5t cli5ts to provide h] ) "w4 ,x is seldom advisable to g beyond a reel1 :i* occupies ab\t eighte5 m9utes on ! scre51 = t is ! ideal l5g?4 ,audi5ces w /& ?is )\t a murmur ( prote/1 s9ce !y appreciate "o good extra reel on ! program4 ,x matt]s little :e!r !y realize t x is adv]tis+ disguis$4 ,quick action is "o ( ! ?+s t h be5 responsible = ! great pres5t vogue ( ! motion picture1 s h y\r produc] compress all he c into e foot ( film4 ,x %\ld !n br+ y m ?an ! desir$ results4 ,,viii4 ,,rea*+ ,,! ,,public ,,by ,,motion ,,pictures ,aft] an adv]tis+ film has be5 produc$1 & ! own] wants to get 8 inve/m5t back ) a fair am\nt ( int]e/1 ! "q naturally arises z to ! means ( di/ribution4 ,a conv9c+ motion picture is half ! battle won1 b x is obvi\sly practically wor?less unless ! prospective pur*as] be rea*$4 ,l ! plac+ ( ord9>y publicity matt] ) ! press1 ! m>ket+ ( a comm]cial photoplay is a sci5ce4 ,no ironclad rules c be laid d[n1 = ! simple reason t ev]y?+ dep5ds on ! proposition itself4 ,i %all1 !re=e1 conf9e myself to me?ods t h be5 employ$ 9 g5]al campaigns4 ,,improv+ ,,! ,,ord9>y ,,!at] ,,plan ,once ^u a "t--& x 0 n s f> back1 ei!r--x 0 a comp>atively easy matt] to coax a motion-picture exhibitor to take an adv]tis+ picture = "o or m days' %[+1 b n[adays x is h>d "w to d s1 = !re are n[ t5 manufactur]s to e "o t adopt$ film adv]tis+ z "p & p>cel ( its publicity campaign 9 ! pa/4 ,= ano!r ?+1 ! movie %[man has begun to realize t x is adv]tis+ pure & simple1 al?\gh an attempt may be made to disguise ?is significant fact4 ,be+ a bus9ess man1 he naturally consid]s x only fair t he %\ld be appropriately remun]at$4 ,8 attitude has prev5t$ ! scre5 m$ium gett+ into a rut1 s9ce x has all[$ ent]prise to ent] into ! intricate problem ( rea*+ ! public1 a condition t 0 =m]ly conf9$ to ! actual film4 ,"o )\t ! o!r only t5ds to spoil ! results4 ,"h 9 ,new ,york ! ,am]ican ,druggi/s ,syndicate rec5tly br\ght out a motion-picture !at] accommodat+ six hundr$1 = #aej p] day dur+ ! fir/ ?ree days ( ! week4 ,! ord9>y dramatic & com$y photoplays 7 us$ to ent]ta9 audi5ces1 & ! program only diff]$ 9 t t5 m9utes 0 set ap>t = a tra9$ lectur]1 disc\rs+ on a s]ies ( slides sett+ =? ! m]its ( 8 firm's goods4 ,all ! box-(fice receipts w5t to ! pro tem4 exhibitor4 ,e patron1 on pay+ = admission1 0 h&$ a c\pon :i* 0 good = tw5ty-five c5ts at any ,a4 ,d4 ,s4 /ore 9 ! locality4 ,! h\se 0 fill$ to ov]fl[+ on e occasion z ! result ( ?is d&y s*eme1 ?us prov+ ! value ( a good premium to :i* ! sport+ elem5t is n atta*$4 ,x is safe to say t _! products 7 introduc$ to _m = ! fir/ "t1 & innum]able new p]man5t consum]s 7 add$ to _! already long li/4 ,,co-,,op]at+ ,,) ,,! ,,deal] ,9 ! case ( a propriet>y l9e1 ! deal] has to be 8rop$ 90 be=e a successful appeal c be made to ! public4 ,he w\ld be fir/ advis$ ( ! =?com+ motion-picture campaign ?r\gh ! m$ium ( 8 favorite trade j\rnal4 ,&1 unless x is localiz$1 he w probably reg>d x z ( no consequ5ce to him4 ,:5 ! ,jewell /oves & ranges 71 a %ort "t ago1 boo/$ by motion pictures 9 num]\s t[ns1 ! two-reel film1 occupy+ ab\t ?irty m9utes on ! scre51 :i* depict$ ! v>i\s processes 9 ! mak+ ( ! goods1 0 exhibit$ aft] ! ord9>y program 0 ov]1 a small fee be+ paid = ! privilege4 ,! film 0 adv]tis$ 9 ! local newspap]s1 & an arrangem5t 0 effect$ ) ! local deal] :]eby 8 adv]tis+ copy l9k$ up ) ! film1 result+ 9 p be+ s5t to 8 /ore4 ,,t\r+ ,,rural ,,communities ,,) ,,films ,ano!r excell5t plan is to equip a comm]cial automobile ) c9ematographic app>atus & films1 &1 "u *>ge ( a tra9$ lectur]1 despat* x to rural communities t may be desir$ to rea*4 ,!re are a good _m places too small to support a movie %[ ev5 to-day1 & su* a "o giv5 nightly 9 ! ma9 /reet w\ld attract all ! surr\nd+ population4 ,9 a way1 x w\ld be a novelty to !m1 & m especially s z ! exhibition is free4 ,?is 0 done by ,acetyl5e ,publicity1 ,limit$1 ( ,london1 :o t\r$ ! small villages 9 ,brita9 to demon/rate ! advantages ( acetyl5e light+ & cook+ app>atus by means ( a film lecture4 ,:5 ! wea!r 0 n fit = outdoor %[s1 a t5t 0 erect$1 or else a local hall hir$ = ! purpose4 ,! r\te 0 made to ext5d to "o ye>1 a /op be+ made at all villages & t[ns pass$ on ! trip1 ! duration ( :i* dep5d$ on ! size & importance ( ! place4 ,x 0 usually1 h[ev]1 = "o night4 ,al?\gh1 z f> z ,i "k1 ?is is a new idea to ,am]ica1 !re is no reason :y x c n be adopt$ successfully ov] "h4 ,x c be appli$ to practically all l9es ( bus9ess appeal+ to ! consum]4 ,mr4 ,c4 ,m4 ,lemp]ly1 adv]tis+ manag] ( ! ,%]w9-,williams ,company1 ( ,clevel&1 ,ohio1 :o attribute a f\rte5 p] c5t4 increase 9 actual sales dur+ ! la/ bus9ess ye> to motion-picture publicity1 decl>es t1 z a m$ium ( small-t[n circulation1 x is d\btful if !re is any bett] adv]tis+ proposition on ! m>ket ?an ! motion picture4 ,fur!r to ?is significant /atem5t1 x is satisfactory to note t ! firms to take up ?is new m$ium cont9ue to increase1 & !y /ick 9 = good4 ,greatly exagg]at$ circulations are held out by inexp]i5c$ indu/rial film produc]s1 s ! adv]tis] %\ld take 8 proposition to ! recogniz$ speciali/s along ?is p>ticul> l9e4 ,_! /atem5ts1 he w f9d1 w /& be+ te/$ & prov$4 ,he w also be assur$ t 8 film w be satisfactory f a te*nical po9t ( view4 ,,ix4 ,,introduc+ ,,adv]tisem5ts ,,into ,,motion-,,picture ,,newspap]s ,a ,,new ,,op5+ ,,= ,,publicity ,,ent]prise ,x is z well to "k1 if y 7 n already aw>e ( x1 t motion-picture adv]tis+ is a pass+ fad no m4 ,in/ead1 x is a te/$ ad4 m$ium & is wor?y ( z mu* att5tion z are ! old e/abli%$ publicity outlets1 s1 if y are "o ( its devotees1 x is up to y to imp>t "s orig9ality to y\r next movie campaign1 = !re is dang] ( p]mitt+ ?is excell5t m$ium to drop into a rut4 ,s9ce newspap] adv]tis+ is s highly valu$1 :y1 !re=e1 neglect ! spl5did *ances (f]$ by ! motion-picture equival5t8 ,i ref] to ! sev]al animat$ weeklies publi%$ by ! lead+ film factions4 ,i h approa*$ ! produc]s on ! subject1 b !y all seem to be av]se to sell+ _! 8space10 because !y h _! fe>s t !y w incur ! displeasure ( ! exhibitors :o hire _! pictures4 ,?is is a v n>r[-m9d$ way ( siz+ up ! situation1 =1 if ! produc]s add$ additional films to all[ = ! adv]tisem5ts c>ri$1 x c\ld be settl$ 9 an amicable mann] to bo? sides1 :ile a new s\rce ( rev5ue w\ld be op5$ to ! movie publi%]4 ,x w\ld be a comp>atively easy matt] to s&wi* 9 a small ad4 film1 devis$ to fit ! purpose1 betwe5 ! news items4 ,z 9 ! case ( adv]tis+ t is plac$ betwe5 ! text-matt] 9 ! press1 x w\ld possess great] publicity values4 ,! possibilities ( ! m$ium may be judg$ by ! fact t ^! animat$ newspap]s rea* some?+ l tw5ty million p ( all classes weekly1 f ,ma9e to ,cali=nia4 ,all film ads41 irrespective ( ! position !y may be plac$1 w\ld comm& conc5trat$ att5tion & call no ef=t on ! "p ( an audi5ce1 if ! appeal is pres5t$ ?r\gh ! eye & !re is no?+ to di/ract att5tion or all[ any memb] to delib]ately n give y\r ad4 at lea/ ! once ov]4 ,9 ^! all-important po9ts1 ! motion picture has a consid]able advantage ov] ! press4 ,:o w\ld ?9k ( inflict+ ! press ag5cy /uff on film produc]s8 ,yet ! ,engli% bran* ( ,spratts1 ! well-kn[n dog-food speciali/s1 did s on a rec5t occasion4 ,!y 7 favor$ ) a contract to h\se ! special bre$ ( dogs t 7 to be employ$ = transport "w 9 ! ,ant>ctic exp$ition & to supply _! biscuits4 ,?is news item 0 giv5 out to "o ( ! animat$ newspap]s1 :i* 0 invit$ to s5d an op]ator4 ,! film conc]n snapp$ up ! *ance l a />v+ man does a slice ( bread1 = great int]e/ 0 c5t]$ 9 ! exp$ition at ! "t4 ,be=e ! cam]a man's arrival at ! k5nels ! *ance 0 n neglect$ to display po/]s & o!r adv]tis+ matt] 9 ! y>d4 ,n only did !y figure prom95tly on ! film1 b ! explanatory matt] told all ab\t ! firm's accompli%m5t4 ,any?+ t possesses g5u9e news value1 & c be got ov] by motion pictures1 is good = capitaliz+4 ,x is n[ extremely difficult to p]suade an exhibitor to put on an ad4 film aft] 8 ord9>y program = no?+1 s +5i\s ruses h to be resort$ to4 ,"o firm hit on ! brilliant idea ( gett+ out an animat$ news weekly ( _! own4 ,half ( ! reel ea* week compris$ topical ev5ts cov]$ by _! own c9ematograph]1 :ile ! rema9+ portion 0 a boo/] = ! firm's goods4 ,! reel 0 (f]$ free to movie %[m51 :o f\nd ! some?+-=-no?+ bait too good to be resi/$4 ,inde$1 by look+ across ! horizon1 !re are go+ to be "s surpris+ developm5ts 9 ?is p>ticul> direction v soon1 if ,i am any?+ ( a prophet1 & ^? :o /rike ! iron :ile x is hot1 :i* is "r n[1 w reap ! advantages4 ,x4 ,,employ+ ,,motion ,,pictures ,,to ,,appeal ,,to ,,! ,,*ildr5 ,9 ^! days ( /r5u\s competition & enlight5m5t1 ! aid ( ! *ildr5 is a factor n to be lightly reckon$ )4 ,if adv]tis]s h discov]$ x wor? :ile to appeal to !m ?r\gh su* publicity *annels z ! press & special lit]ature1 !n s mu/ x be productive ( advantage\s results if y pay p>ticul> att5tion to ?is elem5t 9 y\r next motion-picture adv]tis+ campaign4 ,! o!r aft]noon1 :ile p>tak+ ( lun* at home1 a sample-man came to ! front door & h&$ ! maid a lib]al trial ( ,%r$d$ ,:eat4 ,?is 0 br\ght 9 by h]1 & my fri5d & ,i myself be+ bo? ke5ly int]e/$ 9 adv]tis+ problems1 our conv]sation naturally drift$ to ?is topic4 ,mu* to our m+l$ surprise1 my fri5d's little girl ( twelve *im$ 93 8,! factory 9 :i* ,%r$d$ ,:eat is made repres5ts ! la/ ^w 9 cleanl9ess1 & is sanit>y 9 e respect40 ,%e didn't say ^! words1 b !y 7 to ?is effect4 8,h[ d y "k1 de>ie80 we ask$1 dubi\sly4 8,well1 at "o ( our ,sunday-s*ool ent]ta9m5ts a film came on1 %[+ ! ,%r$d$ ,:eat plant at ,niag>a ,falls1 & ,i rememb] all ! details ( ! picture40 ,:at bett] pro( c y h ?an t8 ,a *ild absorbs ev]y?+ eag]ly1 & !re is no likelihood ( its att5tion be+ div]t$ else:]e 9 ! d>k5$ hall4 ,he c also und]/& ?+s bett] f pictures ?an f words1 because ! eye is ! magnet & attracts ev]y?+ t appe>s on ! magic :ite scre54 ,nor is ?is ! only example :i* has come to my notice lately4 ,i us$ to conduct ! "y folks' dep>tm5t 9 ! ,motion ,picture ,magaz9e1 & 9 ?is capacity ,i rec5tly _h ! opportunity ( judg+ ! num]\s entries receiv$ 9 ! 8,:at ,i ,h ,le>n$ f ,motion ,pictures0 competition4 ,"o ( ! competitors--a girl ( f\rte5--/at$ t %e has se5 h[ ! ,=d automobile is put toge!r1 ! numb] turn$ out 9 a day1 & ! roads x c be made to g ov]4 ,take good note ( ?is fact1 too--! film demon/ration 0 produc$ 9 ,detroit1 ,mi*igan1 & %e saw ! picture 9 ,coronado1 ,cali=nia4 ,an ef=t submitt$ by a boy ( ?irte5 conta9$ a /atem5t t he kn[s h[ _m ?+s are manufactur$1 al?\gh he neglect$ to specify ^: ad4 films he _h witness$ at ! !at]4 ,at ! pres5t "t ! s*ools 9 v>i\s p>ts ( ! c\ntry are1 m or less1 adopt+ ! motion picture z "p & p>cel ( _! educational c\rse4 ,!y are1 = ! mo/ "p1 only too glad to receive ! free hire ( a film depict+ h[ y\r goods are made1 inasmu* z x co/s !m at lea/ #e = ! day's r5tal = a s+le-reel1 anti-ad4 indu/rial picture4 ,films along ^! l9es bl5d well1 9 t !y possess educational qualities = s*ool use & g5]al !at] consumption besides conta9+ adv]tis+ = y\r goods4 ,9 "s cases ! mo!rs are invit$ to ^! demon/rations1 &1 ev5 :5 !y are n1 y may re/ assur$ t _! (fspr+ w n ov]look en?usia/ically recit+ all !y h se54 ,! l>ge/ publi%+ organization 9 ,engl&1 to boo/ _! morn+ pap]1 ! ,london ,daily ,mail1 _h a motion picture produc$ cov]+ all ! /ages 9 pap] manufacture1 f ! "t ! tree 0 fell$ until ! f9i%$ product lay on ! breakfa/ table ( ! read]4 ,! direct adv]tis+ incid5ts pres5t$ 7 ^? ( ! mak+ ( ! pap] 9 _! own mills 9 ,newf\ndl&1 its arrival at _! ,london :>f1 & ! spectator 0 !n transf]r$ to ! pr9t+-plant1 :]e ! complete editions are turn$ out rapidly by ! late/ ma*9es4 ,! publi%+ to cat* e>ly tra9s to all p>ts ( ,engl& 01 un=tunately1 omitt$4 ,?is is done outside 9 ! wee h\rs1 :5 x is too d>k = film+ purposes1 s x _h1 in/ead1 to be done at _! ,man*e/] bran*1 :]e !y pr9t a big nor!rn edition at daylight4 ,prizes ( #ae1 #aj & #e1 respectively1 7 (f]$ = essays on ! picture writt5 by s*ool*ildr5 "u sixte54 ,!re 0 also a simil> competition = adults4 ,all ?is 0 ann\nc$ 9 _! daily1 & s*ooltea*]s 9 & ar\nd ,london 7 circul>iz$1 advis+ !m :5 & :]e ! picture w\ld be %[n 9 _! vic9ity4 ,!y 7 ask$ to k9dly br+ x be=e ! notice ( _! pupils1 :i* !y did4 ,motion-picture exhibitors avail$ !mselves ( ! opportunity to run ! film = ?ree days & ,saturday mat9ee free1 ow+ to ! advance adv]tis+ accord$ ! picture & its attractive qualities4 ,at ! ,saturday mat9ees ! *ildr5 att5d$ 9 full =ce4 ,i und]/&1 on v good au?ority1 t ! fifte5 hundr$ feet 7"o & a half reels7 co/ #gej to produce1 :ile ! six positive copies us$ = circulation purposes 7 furni%$ = ! inclusive sum ( #fjj4 ,! campaign 0 su* an adv]tisem5t & circulation /imulant t its ev5+ companion1 ! ,news1 foll[$ x up by inaugurat+ a s]ies ( weekly *ildr5's mat9ees1 admission be+ 9 return = a c\pon cut f ! pap]4 ,!at]s 7 b\ght out = ea* sep>ate occasion1 ! am\nt v>y+ accord+ to capacity & location4 ,! program compris$ six reels ( educational & com$y films1 a h\se 9 a diff]5t locality be+ b\ght out ea* week1 & a new v>iety ( pictures %[n4 ,! publication 9 "q did n employ a film ( its own1 b reli$ ^u ! adv]tis+ receiv$ 9 connection ) ! %[s z be+ suffici5t4 ,) a little adju/m5t1 to suit ! p>ticul> l9e ( bus9ess1 !re is no?+ to prev5t ! ,london ,ev5+ ,news' plan f prov+ equally z effective on ?is side ( ! ,atlantic4 ,,xi4 ,,salesman%ip ,,demon/rations ,,by ,,! ,,film ,motion-picture publicity is s pliable t arrang+ ) movie !at]s to put on a film ( y\r product 9 ! mak+ & equipp+ salesm5 ) a reel & app>atus to demon/rate be=e prospective cu/om]s does n exhau/ its uses4 ,i h une>!d a ,new ,york manufactur+ conc]n 9 a l>ge way ( bus9ess :o h fa?om$ ! all-important matt] ( d]iv+ ! fulle/ value f _! movie-adv]tis+ inve/m5t4 ,!y utilize _! film to tea* salesman%ip to ! employees4 ,a l>ge room has be5 rigg$ up z a m9iature picture !at]1 & e week half-h\rly pictorial demon/rations are giv5 to ! /aff4 ,! film depicts mo/ ?or\ghly ! manufacture ( goods sold by ! firm4 ,x requires no great /ret* ( ! imag9ation to realize t to attempt ?is k 9 ! ord9>y way is (t5times a too l5g?y & intricate task1 b ! motion picture is s compet5t 9 simplify+ ! ess5tial details t1 aft] see+ ! movie sev]al times1 ev5 ! v]ie/ novice c talk intellig5tly to ! likely buy] on e little po9t 9 connection ) ! mak+ ( ! goods4 ,su* cl9*+ argum5ts make x easi] to effect sales1 & %\ld ! prospect imag9e t ! salesman is attempt+ to conv9ce him ) a lot ( hot-air talk1 !re rema9s ! actual film to back up 8 argum5ts4 ,an eng9e]+ firm ,i h come across 9 my travels make use ( _! private !at] to take _! out-(-t[n cu/om]s ?r\gh ! manufactur+ processes ( _! w>es4 ,!y be+ middlem51 ! in=mation ?us obta9$ is pass$ on to ! dubi\s consum]1 ) inv>iably satisfactory results4 ,practically e manufactur+ firm t has adopt$--or int5ds s do+--! film z a bran* ( _! adv]tis+ campaign may pr(it by apply+ ! plans h]e) outl9$ to _! own special circum/ances4 ,,xii4 ,,equipp+ ,a ,,private ,,motion-,,picture ,,!at] ,,= ,,bus9ess ,,purposes ,! manufactur] :o int5ds adopt+ ! motion picture z 8 adv]tis+ (fspr+ = all "t w f9d x necess>y to in/all a private !at] 9 8 (fice build+ or manufactur+ plant1 accord+ to :at he may decide suits him be/4 ,?is m9iature !at] c be made to s]ve ?ree useful purposes4 ,"o is to try out ea* new adv]tis+ film be=e putt+ x into circulation & to be on gu>d = defects call+ = improvem5t4 ,! second is to give regul> demon/rations be=e ! employees1 s z to keep !m up to effici5cy pit*4 ,?irdly1 x is always available = giv+ %[s = ! edification ( prospective cu/om]s4 ,! au?orities ?r\gh\t ! c\ntry are gett+ exce$+ly /rict an5t ! %[+ & /or+ ( films1 s ! room select$ = ! purpose %\ld be made z firepro( z possible1 = films are mighty inflammable4 ,al?\gh no actual case has come be=e my notice1 x might be int]e/+ to comp>e ! example pres5t$ by ! weal?y homes 9 ,c9c9nati4 ,!re are private motion-picture !at]s !re own$ by ! well-to-d4 ,bo? ar*itects & fire insurance m5 view ! innovation 9 ! light t no ord9>y fire insurance policy holds good "u su* circum/ances4 ,7 !re a fire to result1 ! fire insurance company hav+ a claim on ! same w\ld fight ! case out 9 ! c\rts to be immune f comp5sation4 ,! dang] f fire1 h[ev]1 is consid]ably less5$ if ! prop] precautions are tak54 ,b1 aft] y h equipp$ y\r private !at]1 x is be/ to call 9 y\r fire insurance ag5t to inve/igate & discov] :at 8 company's action w be 9 ! matt]4 ,a m9iature project+ ma*9e w suit y j z well z "o ( ! /&>d ma*9es1 :i* co/ ?ree times z mu* & consume m curr5t4 ,! only diff]5ce is t ! /&>d ma*9es are l>g] & h a long] ?r[ on a bigg] scre54 ,b y\r !at] w necess>ily be a m9iature "o1 & ?is makes x ideal = a small projector focus$ on a m$ium-siz$ scre5 at a close di/ance4 ,! co/ ( ! av]age m9iature projector--!re are sev]al makes on ! m>ket--is #ajj4 ,ap>t f less5+ ! dang] f fire1 su* a ma*9e c be easily connect$ ) ! electric-light curr5t at pres5t available4 ,!re is a d&y film boo? li/$ 9 ! catalog ( a l>ge motion-picture accessory conc]n = #ej4 ,x is portable & made ( /eel1 ! size be+ f\r feet wide1 five feet long & sev5 feet high4 ,only tw5ty m9utes is occupi$ 9 erect+ x or pull+ d[n4 ,?is1 ( c\rse1 ne$ only be done :5 ! floor space is requir$ = "s o!r purpose :5 ! !at] is n requir$4 ,inside ! boo? ! op]ator c manipulate ! ma*9e ) p]fect safety1 = if ! film 0 to cat* fire1 ! blaze w\ld be conf9$ to ! boo? & ! op]ator c\ld qu5* ! flames quickly ) a fire-ext+ui%]4 ,! scre5 t gives ! be/ results & is us$ 9 ! majority ( motion-picture !at]s is t kn[n z ! 8,mirroroide40 ,!re are sev]al grades1 b ! be/ is a m$ium silv] :ite4 ,^! scre5s are gu>ante$ = five ye>s aga9/ det]ioration1 peel+ or crack+4 ,! size ( y\r scre5 w dep5d ^u h[ y\r room is situat$4 ,i %\ld n advise a too small "o1 = x is desirable to display all ! sell+ po9ts 9 z advantage\s a way z y c4 ,i !re=e advocate a scre5 ( n less ?an f\r feet by ?ree feet4 ,! mat]ial = same co/s #c4be p] squ>e y>d4 ,y w1 ( c\rse1 h to make provision = seat+ accommodation1 & x is optional :e!r y pur*ase "s special !at] *airs or use ^? y h already 9 use4 ,a compet5t op]ator w expect f #bj to #be p] week sal>y1 b z y w only ne$ ! s]vices ( "o = "p "t1 ,i sugge/ t y h "o ( y\r me*anical /aff act 9 t capacity :5 8 s]vices are ne$$4 ,! /eel vault or safe is ! be/ /or+-place = films :5 n 9 use4 ,,xiii4 ,,introduc+ ,,competitions ,,9 ,,ad4 ,,motion ,,pictures ,! "o elem5t 9 motion-picture adv]tis+ films ,i h f\nd lack+ is ent]prise4 ,i d n mean to say t ?is is ! case ( ! pictures !mselves1 b 9 ! pr9ciple ( ! :ole proposition4 ,comp>e ! pr9t$ matt] gott5 out by ! big adv]tis]s4 ,:at d y discov]8 ,:y1 num]\s devices to attract read]s4 ,a photographic firm (f]s sev]al hundr$ doll>s 9 prizes = ! be/ photographs tak5 ) _! cam]a4 ,a food manufactur] wants to "k ( new receipts = 8 /&>d l9e1 s he pays lib]ally = su* sugge/ions4 ,ano!r food conc]n w give an attractive pres5t = a c]ta9 numb] ( labels tak5 f ! packages ( _! goods4 ,^! are b a few examples ( :at1 9 my m9d1 con/itute ent]prise4 ,all ?is attracts ! int]e/ ( ! public & acts z a direct boo/] = ! goods ?us br\ght into prom95ce1 b j because y c obta9 ! att5tion ( motion-picture audi5ces ) little ef=t1 t is no reason :y y %\ld let ,,ent]prise g by ! bo>d4 ,y\r con/ant aim %\ld be to g "o bett] ?an y\r competitors &1 at ! same "t1 ar\se ! mo/ slugg>d to action4 ,!re is a c]ta9 glamor ab\t an article be+ (f]$ free & money to be _h = a little ef=t1 & ! opportunity to /rike out along new l9es at ! movie !at] is await+ y\r prompt att5tion4 ,no adv]tis] has attempt$ :at ,i am go+ to propose4 ,nei!r w\ld y attempt :at y h done be=e ?r\gh ! press & deal]s = ! simple fact t ?is new publicity m$ium possesses a te*nique ( its own4 ,?is1 y c see1 necessitates a diff]5t proposition altoge!r4 ,"o way ( gaug+ ! precise l9es y %\ld pursue is by keep+ track ( :at ! ord9>y motion-picture produc+ conc]ns are do+4 ,?is is :y ,i advise frequ5t visits to ! !at]s1 9 :i* y c comb9e pleasure ) bus9ess4 ,if ^! produc]s h exp]i5c$ ! fact t ent]prise pays1 aft] long & dilig5t /udy ( :at ! fickle public wants1 x only goes to be> out my ass]tion t us]s ( motion-picture adv]tis+ %\ld emulate _! example4 ,x also c>ries mu* weight 9 e/abli%+ fri5dly relations ) ! exhibitor1 = ! av]age "o is no great lov] ( adv]tis+ films unless (f]$ a fee1 & ev5 !n 8 en?usiasm is ( ! wat]y k9d4 ,b1 h[ev]1 if (f]$ a photoplay ( ! nature :i* =ms ! basis ( ?is article1 gratis1 he kn[s t ! jo9t boo/+ ( him & ! adv]tis] is a sure tonic = a full h\se4 ,he1 !re=e1 may be reli$ ^u n to let ! *ance g begg+ & h x snapp$ up by 8 rival a few blocks away4 ,! #aj1jjj (f]$ = ! solv+ ( 8,! ,million ,doll> ,my/]y0 film s]ial caus$ a furore ?r\gh\t ! c\ntry4 ,briefly1 ! plan 0 ?is3 ,?r\gh ! in/allm5ts1 ea* gett+ m complicat$ ?an its pr$ecessor1 a million doll>s disappe>s1 & ! ?ief & 8 hid+-place c n be locat$1 al?\gh spectators are l$ to suspect c]ta9 *>act]s & places4 ,! my/]y is only kn[n to ^? high] up1 ! correct solution captur+ ! big money prize4 ,! extra in/allm5t1 :i* 0 put out aft] ! judg+ 0 f9i%$1 in=m$ competitors :e!r !y 7 successful or n4 ,n[1 c n y detect ! possibilities ( ! idea8 ,suppos+ somebody hides some?+ 9 y\r adv]tis$ goods & y h all ! action revolve ar\nd t situation4 ,! ,univ]sal ,company rec5tly exp]i5c$ great difficulty 9 select+ an appropriate "n = a c]ta9 feature film drama1 s !y releas$ x devoid ( a title & laun*$ an adv]tis+ campaign ann\nc+ _! int5tion ( pay+ #ej = ! "o accept$4 ,a no small am\nt ( en?usiasm 0 creat$ by ! ,c9es ,company 9 _! plan to remun]ate ! be/ sc5>io ) a ?\s& doll>s1 ) sev]al small] prizes = ! ones next be/ 9 m]it4 ,almo/ ev]ybody is writ+ photoplays n[adays1 & x w\ld be a d&y idea if y 7 to laun* an ext5sive adv]tis+ campaign l9k+ press1 deal]1 film & exhibitor4 ,y c\ld !n (f] a sub/antial ca% prize = ! be/ photoplays writt5 ar\nd y\r products4 ,! int]e/ c be su/a9$ :5 ! films are put out1 by invit+ criticisms ) ! bait ( additional prizes4 ,! latt] 0 done ) excell5t results 9 ! ,c9es conte/4 ,,xiv4 ,,br++ ,,out ,,! ,,individuality ,,( ,,dry ,,goods ,,by ,,motion ,,pictures ,! motion picture is ! ideal *annel = ent]pris+ dry-goods manufactur]s :o want to br+ out ! individuality ( _! goods4 ,pr9t$ matt]1 no matt] h[ attractively gott5 up1 leaves a lot to be satisfi$1 bo? 9 appeal & ! results4 ,fir/ ( all1 y h got to get y\r /uff read by discrim9at+ buy]s1 & t is no easy matt] 9 ^! days1 :5 ! mails are swamp$ ) x4 ,y h got to humor ^? skeptical folks :o want to be %[n t y\r /atem5ts are correct4 ,!y h be5 deceiv$ s _m times by unscrupul\s adv]tis]s t ev5 ! hone/ ones come "u suspicion4 ,to sum x up briefly1 motion-picture adv]tis+ is a vehicle = pictorial treatm5t4 ,y\r read] sees ! ?+ 9 actual reality1 in/ead ( p5 pa9t+s or /ill photographs4 ,movie audi5ces h come to reg>d films z next to life itself1 & no fraudul5t adv]tis+ has crept 9 on ! scre5 to %att] _! illusion4 ,y int]e/ y\r read]s ) little ef=t4 ,at home he or %e c toss y\r co/ly lit]ature 9 ! wa/e-basket )\t ev5 giv+ x ! once ov]4 ,or1 come to t1 if x is a magaz9e or newspap] ad41 !re is a :ole mass ( matt] claim+ att5tion at ! same "t4 ,y\r ad41 !re=e1 /&s preci\s small *ance ( ga9+ att5tion4 ,b at ! motion-picture !at] ! situation is entirely diff]5t1 = y\r audi5ce is already wait+ to be tackl$4 ,_! att5tion is lit]ally glu$ to ! scre54 ,no matt] :at species ( film y adopt to get ov] y\r argum5ts1 !n ! spectators w give x ! self-same att5tion4 ,!y c n d o!rwise1 s9ce only "o ?+ appe>s on ! scre5 at ! same "t1 & ! hall is too d>k = !m to d any?+ else4 ,x is h>dly likely t !y w vacate _! seats if !y h n se5 ! :ole program4 ,s ! results dep5d ma9ly on h[ y\r appeal is pres5t$4 ,beck]1 ,mayor ,company1 ( ,*icago1 pref]r$ to d !irs ) ! aid ( a film c>ry+ ! int]e/+ title ( 8,! ,%eep ,indu/ry40 ,x op5$ ) sc5es ( %eep graz+ on ,montana pla9s1 & !n dealt ) ! :ole op]ation ( mak+ clo!s--9 _! way1 ( c\rse--f ! "t ! %eep 7 %e>$ until ! clo!s 7 on ! back ( ! cu/om]4 ,x 0 a r intricate subject1 b x 0 put ov] 9 a cle> & ent]ta9+ mann]4 ,! sell+ talk t came to ! surface out ( ! mass ( mat]ial 0 ?is3 ,! sanit>y conditions "u :i* ! 8,graduate0 coats 7 turn$ out1 & ! sev]al h& op]ations :i* ensure p]fect-hang+ sleeves1 smoo? %\ld]s & ! coat keep+ its %ape2 hang+ ! clo!s 9 ! /ockroom z a precaution aga9/ wr9kles4 ,!n foll[$ a typical retail /ore /ock+ ! well-kn[n 8,graduate0 & 8,woolly ,boy0 br&s4 ,_! argum5ts t _! clo!s 7 made ( all wool & h&-made assum$ a deep] mean+1 add+ ! desir$ conv9c+ t\*es4 ,p]haps y w\ld pref] to h y\r /atem5ts wov5 into a com$y or dramatic photoplay1 & s avoid ! direct adv]tis+ elem5t4 ,well1 ! ,pr9tzess conc]n _h "o produc$ 9 ?ree reels1 tak+ ab\t an h\r to %[1 b incorporat$ indu/rial /uff l t m5tion$4 ,p]sonally speak+1 ,i %\ld advise ! adv]tis] to get out a %ort film at regul> int]vals1 ab\t a reel 9 l5g?4 ,y c !n take ea* ?+ sep>ately & release a film at int]vals1 & s ma9ta9 ! int]e/4 ,y w\ldn't ?9k ( hav+ "o big spla% at press adv]tis+ & !n d no m1 w\ld y8 ,! same pr9ciple holds good 9 filml&4 ,!re is no?+ t gets ! goat ( a picture-go] quick] ?an hav+ to see ! same film m ?an once1 & x %\ld h ! run ! ord9>y films are giv5--"o day4 ,h>k5 back to ! ,pr9tzess campaign1 _! /ory possess$ a v weak plot1 & x 0 ! _m int]e/+ incid5ts t made ! picture ent]ta9+4 ,r$uc$ to ! b>e outl9es1 "h is ! /ory3 ,a society lead] accepts an invitation to att5d an in=mal ladies' co/ume pageant4 ,%e promptly gets h] dressmak] busy on new g[ns1 = h] w>drobe did n fulfill h] exact+ dem&s4 ,:5 !y are complet$1 h[ev]1 !y turn out misfits1 & !re is no "t = alt]ations4 ,9 h] dilemma1 %e conceives ! idea1 sugge/$ by a magaz9e ad41 ( buy+ a ready-made g[n at ! ne>e/ dep>tm5t /ore4 ,to h] delight1 %e obta9s a /unn+ dress t fits p]fectly1 & creates a s5sation at ! pageant4 ,%e is decl>$ ! be/ g[n$ woman1 a gold me%-bag be+ ! prize1 & ga9s ! title ( 8,h] ,royal ,highness ,miss ,pr9tzess40 ,:5 ! ,pr9tzess p he>d ( ! honor paid !m1 !y invit$ h] to inspect _! plant 9 ,clevel&1 ,ohio4 ,%e has a si/] 9 ! t[n1 :i* gives h] a good motive = mak+ ! trip4 ,aft] be+ %[n ov] ! works1 %e is full ( admiration = ! workman%ip ( ,pr9tzess dresses4 ,back at home1 %e muses ov] fa%ions1 :i* are visualiz$ by beautiful liv+ models1 attir$ 9 g[ns %ortly to be introduc$4 ,l ) publications1 "o mu/1 ( c\rse1 discrim9ate betwe5 ! good & ! bad4 ,:at ,beck]1 ,mayor ,company did 0 to arrange matt]s ) _! /r+ ( retail]s & loan ea* ! film4 ,!y naturally knew ! be/ !at] suit$ = _! purpose1 & got ! exhibitor to %[ ! film = a small fee at ! ev5+ %[4 ,:5 ea* 0 ?r\gh ) x1 ! film 0 despat*$ to ! retail] 9 ! next t[n1 until ! :ole t]ritory 0 cov]$4 ,if y want to d ?is ev]y:]e at ! same "t1 x means a little m exp5se 9 hav+ copies ( ! film /ruck (f4 ,pictures ( ladies' und]clo?+ c h>dly be %[n 9 ! ord9>y way4 ,! ,goss>t corset conc]n surm\nt$ ?is difficulty by %[+ x only at mat9ees1 to :i* ladies only 7 admitt$4 ,! film %[$ ! corsets be+ fitt$ on liv+ models4 ,,xv4 ,,boo/+ ,,cities ,,& ,,pleasure ,,resorts ,,by ,,motion ,,pictures ,! fir/ aim ( ! city boo/]s & ,*amb]s ( ,comm]ce is to get ! public to visit _! communities4 ,h[1 !n1 c ?is be accompli%$8 ,! usual way is by di/ribut+ attractive lit]ature sett+ =? ev]y?+ calculat$ to 8lure0 ! visitor1 b1 9 ! majority ( cases1 ! ef=ts ( ! publicity man fail to h ! desir$ effect4 8,x is all v well ( y to in=m me ( ! advantages ( y\r city or pleasure resort10 ! man 9 ! /reet might say1 8b h[ on e>? am ,i to "k :e!r x 0 n writt5 by somebody ) a t5d5cy to exagg]ate8 ,aga91 ,i h to picture ?+s be=e my eyes f cold pr9t4 ,:y n1 !re=e1 h ?is done = me80 ,x is = ?is precise purpose t ! motion picture has made itself conspicu\s z an adv]tis+ m$ium--"o diff]+ f all o!rs4 ,an exemplification ( :at c be done came to ! limelight :5 ! ,we/]n ,mi*igan ,developm5t ,bureau _h a s]ies ( films1 compris+ ?ree reels altoge!r1 tak5 to boo/ we/]n & nor!rn ,mi*igan4 ,! pr9cipal features ( ! pictures 7 ! sc5es ( su* prosp]\s t[ns z ,gr& ,rapids1 ,muskegon1 ,petoskey1 ,cadillac1 ,mani/ee1 ,frank=t & ,*>levoix4 ,^! %[ ! indu/rial build+s1 %ipp+ indu/ry by lake & rail1 public p>ks1 comm]cial & resid5tial portions & recreation resorts4 ,additionally1 ! rapid developm5t ( we/]n & nor!rn ,mi*igan 0 cov]$1 z also 7 ! excell5t roads1 f]tile agricultural l&s recomm5d$ to prospective home/ead]s1 fruit or*>ds1 & ! v>i\s indu/ries4 ,among o!r t[ns to employ motion pictures 9 a simil> way may be m5tion$ ,pittsburgh & ,santa ,b>b>a4 ,! latt] di/+ui%$ itself at ! ,san ,francisco ,exposition by arrang+ a =ty-m9ute %[ at int]vals dur+ ! day4 ,a lectur] height5$ ! int]e/ 9 ! films4 ,! exhibit cov]$ a floor space ( f\r ?\s& feet4 ,! ,/4 ,l\is municipal au?orities made use ( a motion picture sev]al mon?s ago to educate ignorant =eign]s & _! (fspr+ to "k ! ma9 features ( _! city 9 p>ticul>1 & ,am]ica 9 g5]al4 ,^! ,am]ican citiz5s 9 ! mak+ are n[ able to say a good ^w = _! home t[n :5 call$ ^u4 ,! film 0 exhibit$ free 9 suitable places1 l a ,ca?olic *ur*1 police /ation1 ,jewi% synagogue & a public s*ool4 ,on ! fir/ ev5+ ov] two ?\s& *ildr51 ( ,italian1 ,g]man1 ,greek1 ,iri% & ,russian p>5ts1 7 pres5t1 along ) _! gu>dians4 ,! picture depict$ sc5es ( ,/4 ,l\is1 ,new ,york ,zoo & ,am]ican indu/ries4 ,because ,am]ica c le>n f ,engl& is my reason = cit+ ! case ( ,blackpool1 :i* is ! ,coney ,isl& ( ,europe4 ,9 ?is case a photoplay 0 employ$1 a com$y ( fifte5 hundr$ feet1 to be exact4 ,a glance at ! synopsis bel[ w reveal its mir?-provok+ possibilities4 ,i 0 n able to see ! film1 s pres5t ! v]sion gott5 out by ! adv]tis+ manag]4 ,! plot is laid by ,augu/ & ,septemb]1 ! fam\s cl[ns ( ! ,blackpool ,t[] ,circus1 invit+ _! old uncle & aunt to see ! sights ( ,blackpool4 ,! sc5e op5s at ,talbot ,road ,/ation1 :]e ! eld]ly relatives are cordially welcom$ & escort$ to ! ,prom5ade & ,s&s4 ,donkey-rid+1 paddl+ & sea-ba?+ are indulg$ 91 & ! p>ty !n visits ! ,c5tral ,pi]1 :]e ! delights ( roll]-skat+ & op5-air danc+ are enjoy$1 to ! accompanim5t ( _m ludicr\s & side-splitt+ situations4 ,!n foll[s ! t\r ( ! ,pleasure ,bea*4 ,"h we see aunt & uncle ! victims ( _m ?rill+1 excit+ & amus+ adv5tures--joy rides on ! ,velvet ,coa/] & ,sc5ic ,railway1 a trip on ! ,wit*+ ,waves1 ! desc5t ( ! ,wat] ,*ute1 & _m o!r simil> episodes1 lead up to ! asc5t ( ! fam\s ,blackpool ,t[]1 :i* may be describ$ z ! out/&+ feature ( ! film4 ,o!r incid5ts foll[1 & ! picture f9ally w9ds up ) a scream+ly funny ,golf ,t\rnam5t1 9 :i* ! :ole ( ! *>act]s take "p4 ,x is ! cu/om to (f] exhibitors a fee = %[+ an adv]tis+ film1 b 9 ?is in/ance ! picture 0 m]itable en\gh z a com$y to (f] a !at] 9 ea* t[n ! exclusive rights = a special price4 ,! example ( 8,fun on ! ,s&s at ,blackpool0--= t 0 ! attractive title--may be foll[$ :5 y wi% to boo/ "s rural or seaside retreat4 ,ano!r po9t 9 favor ( motion-picture adv]tis+ is t1 if done on ! "r l9es1 a film does n appe> to be an ad4 ,motion-picture fans--& !re are tw5ty million ( !m 9 ?is c\ntry--h become s accu/om$ to see+ sc5ics & educationals t !y w\ld n realize ! true object ( city boo/]s & ,*amb]s ( ,comm]ce4 ,?is is a consid]able advantage1 = folks are likely to ev9ce m int]e/ 9 a picture4 ,,xvi4 ,,adv]tis+ ,,railroads ,,by ,,! ,,movies ,= railroad companies1 ! ideal adv]tis+ m$ium is ! motion picture4 ,x has some?+ to (f] :i* c n be done ju/ice to by any o!r publicity vehicle4 ,h[ true ?is is 0 br\ght home to me ! o!r day :ile travel+ on "o ( ! elevat$ l9es 9 ,brooklyn4 ,sitt+ next to me 9 ! c> 7 two "y m5 engag$ 9 conv]sation1 & ,i c\ld n help b ov]he> :at !y said to ea* o!r4 8,i h be5 try+ to decide on a place = a vacation ?is summ]1 b ,i h simply gr[n tir$ ( por+ ov] adv]tis+ lit]ature40 8,yes10 ass5t$ 8 companion1 8x leaves s mu* to ! imag9ation40 ,"h1 !n1 is ! crux ( ! situation--pr9t$ matt] ( all descriptions appeals to ! bra91 :]eas ! nature ( y\r bus9ess dem&s t ! m5tal /ra9 be non-exi/5t4 ,folks are m ?an likely to ?r[ y\r exp5sive lit]ature away unus$ :5 y expect !m to use _! bra9s to imag9e ?+s4 ,) motion pictures y don't h to--ev]y?+ is tak5 9 by ! eyes4 ,y h got to %[ !m4 ,& h[8 ,well1 d n motion pictures fill ! brea* admirably8 ,be hone/ ) y\rself4 ,is !re any o!r m$ium 9 exi/5ce by :i* y c br+ ! actual ?+s be=e ! gaze ( a skeptical public8 ,i w admit1 ?\gh1 t !re are /ill photographs & lant]n slides1 b ^! only p]mit snaps "h & !re4 ,on ! film1 h[ev]1 y c cov] ! :ole place at "o sweep1 s to speak4 ,?is is no idle boa/4 ,x has be5 accompli%$4 ,let u1 to beg9 )1 take ! prospect ( boo/+ y\r l9e = vacations4 ,! ,nor!rn ,pacific ,railway ,company did !irs by hav+ a film made depict+ ! beauties ( _! l9e & ,yell[/one ,p>k1 recomm5d+ ! latt] z ! ultimate de/9ation ( ! t\ri/4 ,! results1 ,i am glad to say1 7 highly satisfactory4 ,al?\gh x is unusual1 mu* m has be5 done 9 ?is p>ticul> direction 9 ,brita9 ?an at home4 ,! ,great ,we/]n ,railway ,company e/abli%$ its individuality by prov+ t x is 8,! ,holiday ,l9e10 = _! picture %[+ ! beauties ( ! we/ ( ,engl&1 ,wales & ,irel& leaves a hank]+ to travel by ! r\te cov]$ by !m1 if only to pass by ! mo/ *>m+ portions ( ! ,briti% ,isles4 ,! film 0 hir$ out free to num]\s movie !at]s ?r\gh\t ,brita91 & ! atmosph]e ( ! picture 0 fur!r enhanc$ by ! or*e/ra play+ old ,engli% airs4 ,! ,great ,nor!rn ,railway ,company conceiv$ a diff]5t idea 9 circul>iz+ _! ?ree-reel travel film ( ! ,scotti% ,highl&s4 ,a descriptive lecture 0 prep>$ 9 connection ) ?is1 & any lectur]1 educational in/itution or !at] requir+ ! use ( bo? c\ld hire !m free4 ,! be/ way to less5 ! exp5se & at ! same "t "w to ! mutual advantage is by arrang+ ) *amb]s ( comm]ce1 etc41 :o wi% _! pleasure resorts to develop4 ,consid]able success has att5d$ ! ef=ts along ^! l9es 9 ,engl&4 ,s\?port1 a nor!rn seaside resort1 is a case 9 po9t4 ,previ\s to putt+ out a motion picture %[+ its advantages z a w9t] resort1 !re 7 v few visitors 9 ! dull w9t] mon?s4 ,! n9e copies ( ?is film1 h[ev]1 7 loan$ to ! v>i\s railway companies runn+ excursions to ,s\?port1 :o 9 turn arrang$ = ! %[+ ( ! film 9 connection ) _! adv]tis+ campaign at ! picture !at]s 9 _! t]ritory4 ,! outcome 0 t ! ent]pris+ t[n reap$ a h>ve/ ( w9t] holiday-mak]s1 :o 7 transport$ by ! railroads4 ,! motion picture is also invaluable 9 develop+ t[ns & v>i\s little-exploit$ t]ritories1 )1 ( c\rse1 special emphasis on ! fact t y\rs is ! be/ l9e to travel by4 ,! ,s\!rn ,railroad ,company _h a film produc$ along _! l9e 9 ,s\? ,c>ol9a 9 ord] to br+ out ! possibilities ( f>m1 city & indu/rial life 9 t ,/ate4 ,! film 0 exhibit$ 9 ! ,nor? & ,middle ,we/4 ,nor is ?is an isolat$ case1 = ! ,great ,nor!rn ,railway & ,oregon ,trunk ,company jo9$ =ces 9 ord] to record ! developm5t ( c5tral ,oregon on a motion picture4 ,! mo/ conv9c+ portions ( same 7 ^? ( ! great ,blitz5 ,canal :i* w op5 up "o hundr$ ?\s& acres ( l&1 home/ead]s arriv+1 a big cattle r\nd-up1 & va/ picturesque /ret*es ( l& :i* are ripe = settlem5t4 ,y c also call att5tion to ! precautions tak5 to ensure safety travel+4 ,! ,rock ,isl& ,railroad film dealt ) "s ( ! e-day dang]\s exp]i5ces ( _! employees1 besides po9t+ out ! "r & ! wrong way ( do+ ea* ?+4 ,^! pictures s]v$ a tw(old purpose4 ,9 ! fir/ place1 regul> demon/rations 7 giv5 to ! o!r tra9m51 s t !y c gu>d aga9/ ! dang]s t att5d _! "w4 ,?is1 9 turn1 reb\nds on ! pass5g]s1 :o are ensur$ be+ reasonably safe f any accid5ts occurr+4 ,! public 7 also invit$ to view ! film1 :i* c\ld n fail to leave a favorable impression4 ,societies1 s*ools & !at]s 7 also at lib]ty to %[ x4 ,,xvii4 ,,gett+ ,,ov] ,,! ,,pur5ess ,,( ,,y\r ,,food ,,products ,,by ,a ,,film ,! motion picture /&s 9 ne$ ( a nickname4 ,! "o mo/ appropriate w\ld be1 8,conveyor ( ?+s z !y are40 ,n only are audi5ces regal$ on a fea/ ( com$y & drama1 b ! aid ( ! scre5 is (t5 s\ght to educate !m 9 re=ms ( v>i\s k9ds4 ,& ?is is :]e ! food manufactur] c hit* ! movies to 8 next campaign4 ,let me tell y ?is mu*--! scre5 is no ord9>y publicity m$ium4 ,x possesses a pleas+ individuality ( its own4 ,?is is ! art ( vision4 ,y don't let y\r p5 loose & turn out pr9t$ matt] t b half satisfies4 ,9 ^! days ( food adult]at+1 ! al]t h\sewife wants to be %[n1 s ! case ( ! man f ,miss\ri is n an isolat$ "o4 ,! film accompli%es m ?an pr9t]s' ink1 & all[s y to take p ?r\gh y\r plant1 :i* x is (t5 n conv5i5t to d 9 p]son4 ,be=e we proce$ fur!r1 ,i want to call y\r att5tion to a two-reel drama :i* 0 rec5tly put on public exhibition4 ,x is a lecture 9 celluloid1 & 0 produc$ by ! ,kal5 ,company1 9 collaboration ) ,pr(essor ,lewis ,b4 ,allyn1 :o has a*iev$ fame 9 connection ) ! ,pure ,food movem5t4 ,he also acts 9 ?is gripp+ scre5 drama4 ,! ,ladies' ,_w ran ! fiction v]sion4 ,! /ory op5s ) ,jack1 ! son ( a cann$-food manufactur]1 ent]+ 8 fa!r's bus9ess4 ,jack is ?or\ghly disgu/$ ) ! plant1 = dirt is all[$ to accumulate & ! employees are sweat$4 ,"s are s ill t _! infections are liable to be transf]r$ to ! consum]4 ,"o ( ! employees dies ( ptoma9es z ! result ( consum+ ! cann$ goods1 & ,jack is urg$ to re=m ! exi/+ /ate ( affairs4 ,to ?is end he receives in/ructions f ,pr(essor ,allyn1 b ,jack's fa!r w n li/5 to effect+ a re=m1 = weal? comes fir/4 ,! manufactur] !n tries to bribe ! ,pr(essor to place 8 goods ^u ! ,we/field ,pure ,food ,li/1 b ! ,pr(essor w only agree :5 he makes ! ne$$ alt]ations4 ,x happ5s t ,jack is 9 love ) ! daught] ( ano!r food manufactur]1 & ,jack's fa!r visits ! plant4 ,! cleanl9ess & ! quality ( ! raw mat]ials impress him greatly4 ,8 little daught] /eals a j> ( 8 fruit jelly f ! closet & is tak5 s]i\sly ill4 ,!n he le>ns t 8 factory is on fire1 & we leave him v[+ to build a factory :i* %all be sanit>y1 ! mat]ial ( ! be/1 :ile ! heal? ( ! employees w be c>$ =4 ,at ! l[e/ e/imate1 ?is 0 se5 by five million out ( ! total tw5ty million movie fans 9 ?is c\ntry1 besides be+ read by two million or m ,ladies' ,_w read]s4 ,! film is sure to make ! public m discrim9at+ ?an ev]4 ,"h1 !n1 is ! ripe opportunity to ga9 _! patronage by foll[+ x up ) an effective adv]tis+ film4 ,?is is n m]e !ory1 = ! ,po/um ,c]eal ,company rec5tly _h a motion picture tak5 at _! ,battle ,creek factory depict+ ! mak+ ( ,po/ ,toa/ies1 ,grape ,nuts & ,in/ant ,po/um4 ,! heal?y conditions "u :i* !y are made 7 well br\ght out4 ,human int]e/--:i* fans are s p>tial to--0 add$ by introduc+ sev]al bun*es ( happy *ildr5 enjoy+ ! products he>tily4 ,an exhibitor 0 select$ 9 ea* t[n to %[ ! film = a small consid]ation1 ! campaign prov+ v successful4 ,cadbury ,bro!rs1 an ,engli% firm r5[n$ = _! cocoa & *ocolate1 got out a v int]e/+ film to boo/ _! cocoa4 ,x %[$ _! cocoa plantation 9 ,tr9idad1 ! natives ga!r+ ! pods1 & v>i\s o!r /ages until ! cocoa rea*$ ! consum]4 ,_! o!r film w5t fur!r1 ) special emphasis on ,b\rneville1 _! g>d5 city4 ,! mo/ valuable po9ts pres5t$ 7 ^!3 ,! picturesque surr\nd+s ( ,b\rneville works1 /or+ raw cocoa1 daily arrival ( new milk = milk *ocolate1 m5's recreation-gr\nd1 a walk r\nd ! plant1 %[+ ! airy "w-rooms & op5 w9d[s1 ! factory fire brigade at drill1 op5-air ba?s = boys & girls :]e !y swim dur+ work+-h\rs1 girls' physical drill1 prep>+ creams ready = cov]+ ) *ocolate1 cov]+ *ocolate creams & decorat+ *ocolates4 ,all ?is t5d$ to favorably impress ! millions :o witness$ ! film4 ,z x also _h educational qualities1 x 0 (f]$ to exhibitors free1 ov] ?ree hundr$ !at]s tak+ advantage ( ! (f]4 ,x is usual to pay exhibitors a fee = ?is privilege1 b :5 ! adv]tis+ elem5t does n unnecess>ily obtrude1 x c be put out on its own m]its4 ,! manufactur]s ( an ,engli% beef-tea prep>ation call$ 8,oxo0 s5t an op]ator to _! ran* 9 ! ,arg5t9e4 ,he film$ a reel ( ent]ta9+ /uff :i* 0 put out "u ! title ( 8,life on ! ,oxo ,cattle ,f>ms40 ,! firm 0 also wise 9 only m5tion+ ! "n ( _! product once4 ,9 ?is in/ance movie exhibitors c\ld hire ! film free1 & ! adv]tisem5t 9 ! trade pap]s _h n be5 a day old be=e two hundr$ book+s result$4 ,:at made ! (f] s attractive 0 to ins]t free adv]tis+ 9 ! local newspap]s ann\nc+ :]e ! film c\ld be se54 ,deal]s1 too1 7 put 9 a good frame ( m9d1 = at ! bottom ( ! ad4 appe>$ ! names ( ^? /ock+ ,oxo locally4 ,exhibitors 7 also invit$ to write to ! local s*ools & get ! pupils to att5d a special mat9ee z _! gue/s1 = an appeal to ! *ildr5 is wor? some?+4 ,motion-picture audi5ces g to see int]e/+ /ories1 & x /&s to reason1 !re=e1 t !y w\ld bett] appreciate y\r ad4 got ov] 9 ?is way ?an by any o!r me?od4 ,! plot writt5 ar\nd ! ,heck] ,mills introduces u to ! h>ve/+ ( ! gra91 & 9 ! mills ! v>i\s processes come 9 = due att5tion4 ,additional int]e/ is imp>t$ to 8,! ,*ef's ,r$emption0--= t is its allur+ title--by %[+ h[ useful ! ,heck] fl\r is 9 mak+ v>i\s k9ds ( bread popul> 9 =eign c\ntries4 ,! ideal conditions prevail+ 9 ! plant c>ri$ conviction4 ,!re n[ exi/ sev]al firms :o specialize 9 motion-picture publicity1 s ! adv]tis] ne$ h no fe> ( inexp]i5ce hold+ him back4 ,! old adage1 8,d x n[10 applies 9 ?is case4 ,,xviii4 ,,sell+ ,,automobiles ,,& ,,accessories ,,by ,,motion ,,pictures ,x is n e day t a new & reliable adv]tis+ m$ium is une>!d1 & x 0 decid$ly a good day's "w :5 ! sell+ p[]s ( motion-picture publicity became kn[n4 ,y appeal to ! public at _! leisure & !re is no competition to fe>1 z exhibitors w n %[ m ?an "o ad4 film on a s+le program4 ,y also enjoy a monopoly ( ! audi5ce's att5tion1 = folks c only see "o ?+ at a "t 9 ! d>k5$ hall4 ,! photoplay us$ to attract ! poor] classes1 b n[ ! !at]s h divid$ up into grades1 & ! well-to-d & middle classes are q z en?usia/ic patrons4 ,! manufactur] ( automobiles & accessories c take up motion-picture adv]tis+ ) e confid5ce t x is go+ to prove a good bus9ess produc]4 ,naturally ! latt] dep5ds on ! effici5cy ( ! campaign1 =1 l 9 ev]y?+ else1 sy/em has to be appli$4 ,x saves ! tr\ble & exp5se ( hav+ to give num]\s te/s 9 ord] to prove y\r claims1 & z ! film records !m once & = all1 y are avoid$ any annoy+ hit*es 9 demon/rations4 ,! ideal film = adv]tis+ is t :i* c>ries ! vague def9ition ( indu/rial4 ,! ,reo ,motor ,c> ,company _h su* a "o tak51 & made x s]ve ?ree useful purposes in/ead ( "o4 ,! picture depict$ conditions 9 _! plant & h[ ! autos 7 manufactur$4 ,9 ! (fice build+ !y possess a private motion-picture !at] 9 :i* ! film is regul>ly exhibit$ to ! employees1 especially ! salesm51 to keep !m effici5t4 ,! result is t !y are able to disc\rse ) ! complete/ k ( ! goods !y h to sell & enable !m to l& a sale easi]4 ,! film also comes 9 h&y = sales demon/ration purposes1 :ile1 ) alt]ations1 x is made suitable = %[+ be=e ! g5]al public to rope 9 prospective auto en?usia/s4 ,a notewor?y film gott5 out by ! ,=d conc]n %[$ an automobile be+ erect$ 9 two & a half m9utes1 :5 x 0 spe$$ (f on its own p[]4 ,h5ry ,=d also rec5tly devis$ an int]e/+ plan :i* comb9$ news ) adv]tis+4 ,ea* week he arranges to h ! important ev5ts 9 ,detroit film$ & (f]s ! picture to exhibitors ?r\gh\t ,mi*igan4 ,9 ,detroit alone fifty !at]s %[ ! picture4 ,h5ry ,=d n only gets himself kn[n z a boo/] ( 8 home t[n1 b 9 addition1 avails himself ( ! weekly opportunity to boo/ 8 c>s4 ,! ,pi]ce ,arr[ ,company _h a film produc$ sett+ =? 9 a conv9c+ mann] ! p[]s & capabilities ( _! autos4 ,y c n demon/rate a motor truck on any /reet1 & ?is is :]e ! film triumphs4 ,! ,/rak] ,squire ,company1 an ,engli% firm1 n s long ago introduc$1 )9 ! compass ( a s+le film1 ! mak+ ( ! v>i\s p>ts ( a mod]n automobile1 erect+ a c> 9 sixty seconds1 try+ x out on r\gh roads1 "w tracks & on timb] support4 ,!n came a hill-climb+ te/ & rac+ c>s spe$+ at n9ety-eight miles p] h\r4 ,la/ly1 ! #ihj employees 7 se5 leav+ ! works4 ,! reel depict+ ! ,diaml] ,motor ,works at ,cov5try1 ,engl&1 0 di/ribut$ 9 a diff]5t mann]4 ,! film 0 on %[ at a rec5t ,london auto exposition & caus$ a hit because x 0 an int]e/+ novelty4 ,?is plan c\ld also be alli$ 9 connection ) future auto expositions held at ! ,gr& ,c5tral ,palace1 ,new ,york1 by ent]pris+ firms4 ,& if y want to boo/ y\r tires1 "h foll[ "s successful me?ods4 ,! ,de ,laski & ,?ropp ,circul> ,wov5 ,tire ,company put out a film deal+ ) _! me?ods ( manufactur+ tires4 ,x reveal$ also t x only takes five m9utes to complete "o4 ,?is film 0 us$ 9 connection ) _! campaign = captur+ bus9ess 9 =eign c\ntries4 ,9 ! fifty motor+ c5t]s 9 ,brita91 ! ,goodri* ,company has be5 conduct+ film lectures ext5d+ ov] a ye>4 ,! film 0 entitl$ 8,f ,tire to ,tire10 & 9 an ent]ta9+ way motori/s 7 educat$ f ! "t ! rubb] 0 ga!r$ f ! tree until ! tire 0 on ! auto4 ,9 ! c\rse ( ! lectures1 :i* 7 att5d$ by l>ge audi5ces1 mu* practical in=mation 0 imp>t$ on ! use & c>e ( tires4 ,a /ory )9 a /ory4 ,did y ev] ?9k x 0 possible8 ,if y want to approa* an audi5ce by means ( ent]ta9m5t in/ead ( education1 !n x c be done4 ,a tra9$ sc5>io writ] is capable ( weav+ y\r adv]tis+ /ory into a com$y or dramatic plot4 ,x has be5 accompli%$1 z witness ! 8sil5t repres5tative0 ( a ,birm+ham conc]n manufactur+ a pat5t dual rim = motor c>s4 ,! plot conc]n$ a gang ( ?ieves :o robb$ a bank mess5g] ( #be1jjj4 ,:ile flee+ 9 an auto !y are held up by ! police1 b escape aft] a /ruggle4 ,! police !n *ase !m 9 an auto4 ,! crooks1 h[ev]1 come to a halt ?r\gh "o ( _! tires be+ punctur$1 & ! police meet ) ! same mis=tune4 ,x s happ5s t ! latt]'s c> is equipp$ ) ! ,pat5t ,quick ,*ange ,dual ,rim1 by :i* !y complete ! repairs be=e ! ?ieves are half ?r\gh ) !irs4 ,?is all[s !m to capture ! ?ieves ) ease4 ,if y int5d work+ ! campaign 9 conjunction ) y\r deal]s1 x is be/ to get up a li/ ( !m 9 ord] ( t]ritory & arrange = ea* to reta9 ! film = a day4 ,!y !n p]suade1 = a small consid]ation1 ! be/-class !at] 9 ! t[n to %[ ! film at ! ev5+ p]=mances1 aft] :i* x is despat*$ to ! deal] 9 ! next ne>e/ t[n4 ,,xix4 ,,cl9*+ ,,agricultural ,,ma*9]y ,,sales ,,by ,,motion ,,pictures ,! manufactur] ( heavy agricultural ma*9]y & m]*&ise ( an intricate nature is plac$ consid]ably at a disadvantage1 yet1 by enli/+ ! aid ( ! v]satile motion picture1 he c greatly improve 8 sell+ tactics4 ,! idea ( ! salesman be+ burd5$ ) su* cumb]some ?+s is1 naturally1 n to be ?\ght (1 s 8 abilities are conf9$ to sell+ talk1 aid$ by ! lit]ature ( ! publicity man4 ,h[ev] conv9c+ly ^! may be pres5t$1 ! "o cl9*+ argum5t is conspicu\s by its abs5ce4 ,almo/ e prospective cu/om]1 l ! man f ,miss\ri1 wants to be %[n1 & :5 8 desire c n easily be gratifi$1 8 bus9ess is (t5 lo/4 ,x is usual 9 ^! cases = a firm to pay 8 travel+ exp5ses to visit ! plant1 b if ?is is done1 v frequ5tly x is a mighty exp5sive way & takes ! pr(it (f ! deal4 ,! buy]1 on ! o!r h&1 may n be able to sp>e ! "t = ! trip4 ,b ) a film1 all d\bt on ! subject is scatt]$ to ! w9d4 ,! salesman c>ries a m9iature projection ma*9e1 :i* is q inexp5sive1 9 a natty case4 ,& :5 he wi%es to demon/rate be=e ! f>m]1 ! bl9ds 9 a room are pull$ d[n & a socket fix$ to ! electric light2 if ?is is n available1 he uses acetyl5e4 ,a table-clo? is borr[$ & tack$ to ! wall4 ,he !n turns ! h&le1 & z ! possibilities ( ! ma*9e are unfold$ on ! scre51 ! salesman expla9s ?or\ghly all ! difficult po9ts4 ,all ! "t ! f>m] is com=tably seat$ 9 a *air & is favorably impress$4 ,"o firm ,i "k w5t "o bett] ) ! produc+ ( _! film4 ,!y arrang$ to h x tak5 on a f>m :]e "o ( _! ma*9es 0 at "w1 & film$ ! labor]s us+ ! implem5t 9 actual practice4 ,bo? ! ,holt ,cat]pill> ,company & ! ,m4 ,rumely ,company h successfully employ$ ! motion picture to set =? ! m]its ( _! f>m ma*9]y4 ,ano!r effective plan has be5 to arrange a special %[ ) ! local movie exhibitor :5 ! f>m]s come to t[n4 ,ea* f>m] 9 ! neighborhood 0 s5t invitations1 invit+ himself1 wife & *ildr5 to att5d an exhibition ( select photoplays free4 ,!y 7 ent]ta9$ ) sev]al dramas & com$ies1 b ! /> turn 0 ! adv]tis+ film ( ! ent]pris+ firm4 ,?is sank 9 to ! "r audi5ce 9 a receptive mood4 ,! exhibition ( ! picture to a numb] ( ! f>m]s at ! same "t sav$ mu* ( ! salesman's "t & tr\ble1 & cl9*$ a :ole lot m bus9ess 9 ! b>ga94 ,!re are times :5 c]ta9 exp]im5ts h to be made ) intricate articles4 ,! dynamite made by ! ,du ,pont ,company1 :o advocat$ ! use ( same to f>m]s1 is a case 9 po9t4 ,te/s 7 giv5 9 /ump bla/+1 deep pl[+1 tree plant+1 dit*+1 etc41 & effectively %[n to f>m]s at in/itutes1 l& %[s1 ,/ate & c\nty fairs1 & on o!r suitable occasions4 ,9 all1 ov] "o hundr$ copies ( ! same film 7 %[n at ! same "t 9 rural communities ?r\gh\t ! c\ntry4 ,& :at is m 9 favor ( ! me?od is t ! demon/rations 7 giv5 on w9t] ev5+s1 :5 ! f>m] _h 8 lib]ty & no outdoor te/s c\ld be held1 ow+ to ! av]age wea!r conditions4 ,nor mu/ x be ov]look$ t ! extra exp5se ( ?is =m ( publicity 0 gott5 back 9 ! sav+ ( ! dynamite :i* w\ld h be5 necess>y 9 ea* actual te/4 ,!re 0 also no fe> ( failure4 ,at ^? times :5 ! f>m]s att5d important functions on bus9ess b5t x is cu/om>y to erect ma*9]y & r5t a l>ge am\nt ( space = same4 ,! demon/rations are cramp$ & c nev] be s ?or\gh 9 scope z 7 a special c9ema %[ to be erect$ & demon/rations giv5 at /at$ int]vals by means ( a film4 ,?is w\ld be a good inve/m5t1 :i* ,i c v\* = by ! success t has att5d$ ! plan at v>i\s expositions held at ! ,gr& ,c5tral ,palace1 ,new ,york4 ,on fir/ ?\ghts1 ! idea ( erect+ a private motion-picture !at] 9 y\r (fice build+ may appeal to y z an unnecess>y exp5se1 b an agricultural ma*9]y conc]n 9 ,hull1 ,engl&1 has su* a place 9 :i* to %[ its implem5ts to prospective pur*as]s4 ,on ! :ole1 x is r a bore & unpleasant hav+ to take ! prospect ?r\gh y\r plant1 & ev]y?+ is 9 favor ( ! %ort-cut me?od4 ,p]haps a prospective cli5t w reque/ ev5 to be %[n ! ma*9]y 9 actual use1 & a lot ( inconv5i5ce is sav$ 9 n hav+ to tr\ble already satisfi$ cu/om]s4 ,?is is only ( importance :5 ! film is produc$1 aft] :i* x is good = all "t4 ,,xx4 ,,h[ ,,publi%]s ,,c ,,capture ,,bus9ess ,,f ,,! ,,ev]-,,encroa*+ ,,film ,,produc] ,x has be5 ass]t$ by "s t ! movies are a new m5ace to ! publi%]4 ,:ile n d5y+ ! tru?fulness ( ! /atem5t1 ,i c n pass by )\t rem>k+ t ! publi%] is to blame = su* a deplorable /ate ( affairs com+ to pass4 ,! motion picture has creat$ a dem& = clean-cut /ories1 )\t a p>ticle ( padd+4 ,yet !re are publi%]s :o h cont9u$ to turn out fiction ( all k9ds ) frightfully slim plots4 ,9 ! motion-picture play1 ! /ory is ! ?+4 ,sometimes "o ( ^! compress$ plots t ! av]age au?or w\ld weave into a good-siz$ novel c be unfold$ on ! scre5 9 eighte5 m9utes4 ,! longe/ novel--f a plot /&-po9t--:5 conv]t$ into a photoplay1 w\ld n1 at ! mo/1 provide m ?an two h\rs' ent]ta9m5t4 ,z a rule1 !y run to an h\r or s1 :ile ^? t rely1 to a great ext5t1 ^u description r ?an plot1 & are also defici5t 9 plot qualities1 c\ld n be put on at all4 ,x seems to me t ! p]son :o has reap$ mo/ ( gold = ?is fiction adaptation mania is ! au?or4 ,n[1 :y %\ldn't ! publi%] likewise b5efit8 ,well1 he c1 if he gets into action "r n[4 ,d[n to date1 ! great] "p ( ! adapt$ fiction--%ort /ories & s]ials--has n be5 film$ until aft] publication1 :51 ( c\rse1 x w\ld n increase ! sales "o little bit4 ,if all are to pr(it1 unit$ co-op]ation is necess>y4 ,:5 a piece ( fiction--no matt] :e!r x be a %ort /ory1 a s]ial or a novel--appe>s1 an endeavor %\ld be made to arrange ) a film conc]n t ! photoplay %\ld appe> simultane\sly ) x 9 fiction =m4 ,tagg$ on to ! end ( ! film--or bo? beg9n+ & end = pref]5ce--%\ld be a notice ann\nc+ :]e ! pr9t$ /ory c be se54 ,?is publicity ! publi%] w reciprocate by in=m+ ! read]s ( 8 publication t !y c see ! photoplay v]sion at ! movie !at]s1 & s =?4 ,! millions t visit ! mov+-picture %[s daily h come to reg>d _! favorite amusem5t z a 8,guide to ,lit]ature40 ,!y pref] to see x on ! film fir/1 because x is ! quicke/ & easie/ way to arrive at a decision4 ,x is also ! true/ te/4 ,s9ce ! movie manufactur]s h made good ) ! spe$+-up process 9 /ories1 s mu/ ! (f5d+ publi%]s foll[ suit if !y d n wi% to be put out ( bus9ess4 ,:5 a film =m ( a well-kn[n copyright-expir$ "w has be5 exhibit$1 a run on ! *eap editions has occurr$1 :ile 9 _m cases ! book deal] has be5 totally unprep>$ = ! dem&4 ,! publi%]s %\ld keep a wea!r eye on ! diff]5t releases week by week & wat* out = opportunities4 ,fre% developm5ts h result$ 9 m bus9ess slipp+ out ( 8 h&s4 ,! late/ move ( ! film produc] is to produce an orig9al s]ial play1 h ! sc5>io au?or write x up 9 book %ape1 add "s photographs f ! film1 toge!r ) a sign$ "o ( ! lead+ actor4 ,! fir/ attempt along ^! l9es has be5 di/ribut$ among ! picture %[s 9 lots ( tw5ty-five or m at #ae c5ts p] copy4 ,! fir/ edition ( fifty ?\s& copies sold l hot cakes1 s to speak1 & ! second edition sold well4 ,:y1 ,i ma9ta91 %\ld n ! publi%] h ! bus9ess t is legitimately 88 ,!re is little *ance ( co-op]at+ ) ! ord9>y "o- & two-reel photoplay1 z ! fiction rights ( ^! are giv5 to ! motion picture magaz9es1 ^: /affm5 write !m up4 ,!re are1 h[ev]1 opportunities = ! publi%]s to h&le ! big feature photodramas1 z well z ! l9k$ s]ies & s]ials4 ,x is a pay+ proposition = all conc]n$ if op]at$ on ! "r l9es4 ,,xxi4 ,,adv]tis+ ,,y\r ,,newspap] ,,) ,a ,,motion ,,picture ,ent]prise is a re/less ?+4 ,once let x rema9 /ill & all ! good "w is undone4 ,?is fact is br\ght m closely home 9 ! case ( a newspap]1 = ent]prise does s mu* to hold a read]4 ,"o /unt is soon =gott51 & x is !re=e imp]ative to keep ! ball a-roll+4 ,y1 z a newspap] man1 "k ! huge foll[+ ! motion picture has1 & if y are a small-t[n memb] ( ! f\r? e/ate ,i want y\r att5tion "r n[4 ,mr4 ,big ,city1 y\r turn w come next4 ,sev]al small-t[n newspap]s h tri$ out ! foll[+ plan successfully4 ,a prize1 usually #be1 is (f]$ = ! be/ "o-reel sc5>io1 com$y or dramatic1 z y may *oose1 only x mu/ possess a plot :i* c be effectively tak5 amid famili> local surr\nd+s4 ,usually ! editor1 dramatic critic & ! movie director act z ! judges4 ,?is is foll[$ by a vot+ conte/ = ! selection ( ! mo/ beautiful "y woman & h&some/ "y man 9 t[n to play ! h]o9e & h]o1 respectively4 ,a prize (1 say1 #be ea*1 %\ld be (f]$4 ,nom9ations are be/ made by c\pon1 accompani$ by a photograph4 ,! judges c we$ out ! hopeless ones & pr9t ! photographs ( ! good-look+ ones 9 ! newspap]s1 z well z hav+ !m ?r[n ^u ! scre5s ( ! local motion-picture %[s4 ,int]e/ may be ma9ta9$ ea* day by ann\nc+ ! /&+ ( ! c&idates4 ,x is up to read]s to vote = _! favorites1 :o1 if successful1 w\ld be tra9$ to act 9 ! prize-w9n+ /ory4 ,! advantages ( ! indirect adv]tis+ campaign are _m1 & x w be f\nd to pull m results ?an ord9>y adv]tis+ c\ld accompli% 9 a lifetime4 ,i say ?is 9 all s]i\sness4 ,9 ! fir/ place1 almo/ ev]ybody has a hun* to write a photoplay1 b few see _! ef=ts on ! scre54 ,9 a local conte/ !y /& m *ance ( mak+ good4 ,! w9n] is aw>e t !re is m ?an #be & local fame await+ him4 ,8 success does mu* to remove ! b>ri]s f ! doors ( ! regul> motion-picture produc]s1 :o1 kn[+ he is "o ( ! 8arriv$10 give 8 future ef=ts special consid]ation4 ,! act+ bug is /rong )9 _m1 especially boys & girls 9 _! te5s4 ,! speak+-/age us$ to be ! attraction1 b n[adays !y get scre5-/ruck in/ead4 ,c't y imag9e h[ pr\d ! w9n]s w\ld be to act 9 a photoplay & be view$ by _! admir+ fri5ds8 ,x may prove a /epp+-/one to an engagem5t ) a big film company4 ,ev5ts h turn$ out ?is way be=e n[4 ,important l9ks 9 ! *a9 are ! local motion-picture exhibitors4 ,all are fully alive to ! value ( a photoplay possess+ a /rong local appeal4 ,!re=e1 if y agre$ to ann\nce 9 y\r newspap] :]e ! picture 0 be+ pres5t$1 y w\ld f9d all ! local exhibitors clamor+ to hire x4 ,y w\ld probably be able to *>ge a nom9al fee to help cov] ! co/ ( production1 = x is n z if ! photoplay is adv]tis+ pure & simple4 ,y get y\r publicity z ! promot] ( ! production4 ,ap>t f gett+ y\r newspap] on ! lips ( ev]ybody1 e c&idate w\ld enli/ ! aid ( fri5ds to secure votes1 ! additional c\pons requir$ = ?is purpose increas+ y\r circulation _m times ov]1 tempor>ily1 ( c\rse4 ,on ! o!r h&1 y w\ld secure new p]man5t read]s4 ,y may be too f> remov$ f su* movie-produc+ c5t]s z ,new ,york1 ,los ,angeles1 ,*icago & ,jacksonville4 ,=tunately1 h[ev]1 !re exi/ private conc]ns ?r\gh\t ! c\ntry :i* make a specialty ( local "w4 ,,xxii4 ,,sell+ ,,%oes ,,by ,,motion ,,pictures ,mr4 ,%oe ,manufactur]1 take y\r *oice4 ,:i* w\ld y pref] to boo/ a br& ( %oes by--an indu/rial film1 a com$y photoplay or a trick film8 ,t is a matt] = y p]sonally to decide1 = my responsibility ceases aft] m5tion+ h[ ea* type ( motion picture has be5 employ$ by o!r %oe manufactur]s4 ,! ,george ,e4 ,kei? ,company1 manufactur]s ( ,walk-,ov] %oes1 introduc$ !mselves to ! motion-picture public ) 8,! ,mak+ ( a ,%oe10 said film be+ exactly "o-reel 9 l5g?4 ,! cam]a man w5t to ,campello1 ,massa*usetts1 = 8 mat]ial1 & fir/ panoram$ 8 cam]a outside ! ,walk-,ov] plant4 ,once inside1 evid5tly no?+ escap$ 8 notice1 = he cov]$ ev]y?+1 f ! lea!r inspection to ! poli%+ ( ! f9i%$ soles4 ,cr$it mu/ g to ! ,krohn-,fe*heim] ,company1 ( ,c9c9nati1 = be+ ! fir/ to pres5t photoplay />s4 ,_! film1 8,a ,footwe> ,romance10 featur$1 to use a /udio t]m1 ,ru? ,/oneh\se & ,bryant ,a%burn4 ,x 0 easy to capitalize ^! two attractions1 s full-page ann\ncem5ts 7 tak5 9 ! lead+ motion-picture magaz9es4 ,?is 0 h[ ! fans 7 appeal$ to3 ,glanc+ across ! aisle on ! ,pullman1 ,edw>d ,blair saw a pair ( feet s small1 s bewit*+ly da9ty1 t at once he lo/ 8 he>t to ! pretty fem99e possessor4 ,b :o 0 %e1 & :]e 0 %e go+8 ,resort+ to a bit ( clev] detective "w1 he f\nd t %e wore ! ,r$ ,cross %oe--a clue t l$ up to "s />tl+ in=mation4 ,b aft]w>ds came ! greate/ %ock--:5 he discov]$ h] z ! s]vant 9 ! home ( ,miss ,eug5ie ,hatton1 ! girl he mu/ m>ry to w9 ! =tune ( 8 ecc5tric uncle4 ,h[ w\ld y h ?is /ory end8 ,w\ld y h him m>ry ! s]vant-girl1 :om he really loves1 or ,eug5ie & a =tune8 ,h[ x really does end w be a big surprise to y4 ,! /> play]s1 ( c\rse1 7 especially m5tion$1 z well z advis+ read]s to see ! film :5 x came to _! t[n4 ,! opportunity to pres5t ! direct appeal 0 n ov]look$1 = ! ,krohn-,fe*heim] ,company (f]$ to s5d ! complete /ory ( ! film4 ,) ! synopsis 0 enclos$ a c>d ( introduction to ! local ,r$ ,cross deal]4 ,i und]/& t ! film 0 h&l$ by a ,r$ ,cross deal] 9 e t[n1 :o arrang$ = its %[+ at ! mo/ desirable local photoplay !at]1 call+ att5tion to ! fact 9 8 newspap] ann\ncem5ts4 ,! trick film is capable ( putt+ ov] _m amaz+ adv]tis+ /unts1 & = impress+ a "n on ! public x c n be surpass$1 if equal$4 ,:ile ,i c n recall any ,am]ican %oe manufactur] hav+ adopt$ same1 we c take a leaf out ( ,g]many's book4 ,a clev] idea 0 c>ri$ out by ! ,dorndorf ,%oe ,/ores1 :i* e/abli%m5t us$ a film t pres5t$ a jumbl$ heap ( lett]s1 ^! ev5tually m]g+ into ! ^w 8,dorndorf40 ,! same conc]n employs ano!r film :i* %[s %oe-boxes travel+ unaid$ f ! %elves to ! cu/om]1 :o all[s ! %oes to try !mselves on 8 feet until a pair proves suitable4 ,!n appe>s ! apt subtitle1 8,dorndorf ,%oes ,sell ,!mselves40 ,,xxiii4 ,,film ,,adv]tis+ ,,f ,,! ,,photoplay]',s ,,viewpo9t ,bus9ess & art d n usually g toge!r1 b ?is c n be said ( ,edw>d ,e>le1 ! popul> photoplay]4 8,p]haps :y ,i ev9ce su* a great int]e/ 9 adv]tis+10 ,mr4 ,e>le began1 8is ! fact t )\t x a photoplay] w\ld soon f9d 8 popul>ity on ! wane4 ,a play] mu/1 fir/ ( all1 possess ability1 z o!rwise ! mo/ brilliant publicity campaign 9 creation w fizzle out40 ,hav+ ?us brok5 ! ice1 ,i got d[n to bus9ess4 8,d y advocate ! film z an adv]tis+ m$ium80 8,well1 yes1 & !n1 no10 he rem>k$1 ?\ghtfully4 8,x is ! =ceful me?ods adopt$ 9 film adv]tis+ to :i* ,i am oppos$1 & :i*1 incid5tally1 are responsible = ! m$ium n hav+ atta9$ ! popul>ity ( its old] si/]--press adv]tis+4 8,"o ( ! po9ts 9 favor ( ! latt] is t y are n compell$ to read ! adv]tisem5ts4 ,!y w9 out on _! own m]its1 = if "o is suffici5tly compell+ y\r att5tion is automatically attract$4 8,b ! #8make-up' ( ! motion-picture !at] scre5 diff]s 9 t only "o ?+ may be pres5t$ at a "t4 ,if an adv]tis+ film is unfold$1 y h no o!r alt]native 9 ! d>k5$ hall ?an to give x y\r att5tion4 8,no?+ is m abhorr5t to ! p ( ?is democratic c\ntry ?an compulsory me?ods10 ,mr4 ,e>le cont9u$1 8& x is my belief t motion-picture adv]tis]s unconsci\sly get 9 bad ) _! prospects4 ,x is a human trait 9 buy+ to be able to *oose betwe5 goods ( ! same k9d1 b z ! exhibitor only r5ts out 8 scre5 to "o adv]tis] 9 ea* trade1 ! public c n possibly discrim9ate4 8,y w h to g f> to f9d a magaz9e or newspap] t doles out monopolies to adv]tis]s4 ,i hone/ly ?9k t ?is condition ( ?+s has a t5d5cy to make adv]tis]s dull & li/less4 ,competition is ! life & s\l ( publicity1 & makes ! adv]tisem5t writ] put pl5ty ( #8pep' into 8 copy4 8,once ! pres5t =ceful me?ods 9 film publicity pres5tation are aboli%$1 ! m$ium w ent] an era ( prosp]ity40 8,d y consid] ?is treatm5t c be avoid$80 ,i ask$4 8,t all dep5ds10 ,edw>d ,e>le repli$4 8,y see1 ! av]age photoplay program occupies two h\rs4 ,to l5g!n ?is 9 ord] to include adv]tis+ picture1 ! exhibitor has ei!r to op5 8 %[ e>li] or else curtail 8 p]=mance4 ,! =m] /ep w\ld n be practical1 z 8 busy times are f sev5 to elev5 9 ! ev5+1 9 :i* h\rs he has to give two p]=mances4 ,! latt] move1 h[ev]1 w\ld n meet ) ! approval ( 8 patrons4 8,if ! adv]tis+ film 0 ab\t "o-reel 9 l5g?1 ! exhibitor c\ld j ab\t squeeze x 94 ,?is %\ld be %[n at "o !at] = only a day1 z ! regul> fans dislike to see a picture m ?an once4 ,x w also all[ o!r adv]tis]s a look-94 8,if ! ad4 /ory c be told 9 less ?an "o ?\s& feet1 s mu* ! bett]4 ,i notice "s comm]cial produc]s (f] to release sev]al subjects by diff]5t adv]tis]s on ! same reel4 ,i "k 9 ! case ( press adv]tis+ t x is a s]i\s mi/ake to cram z _m words z possible into a small1 display$ ann\ncem5t1 b 9 film publicity ! rev]se is ! case4 8,! m mat]ial y compress into a film ! snappi] x w be10 comm5t$ ,mr4 ,e>le1 8?\gh cle>ness %\ld n be ov]look$4 ,! bugbe> 9 ! motion-picture indu/ry to-day is padd+1 & ,i %\ld be sorry to see national adv]tis]s fall = x4 ,a film may occupy ! scre5 long]1 b x w c]ta9ly n impress spectators any ! m4 8,! big adv]tisem5t has its place 9 filmdom if ! /ory succe$s 9 ma9ta9+ ! int]e/ f beg9n+ to end1 b y mu/ rememb] t a :ole page magaz9e ad4 c be read inside ( two m9utes1 :ile a feature1 its motion-picture c\nt]p>t1 dem&s at lea/ an h\r ( a fan's "t4 8,b !re is no room = ! big feature 9 ! regul> motion-picture !at]4 ,if ,i am n mi/ak51 !re w spr+ up a *a9 ( photoplay !at]s 9 ! l>ge cities to :i* ! public w be admitt$ free4 ,at ^! #8billbo>d /ations' %ort1 regul> photoplays w be s&wi*$ 9 betwe5 ! ad4 films s z to attract ! folks inside40 ,mr4 ,e>le raises "s int]e/+ po9ts1 :i* des]ve ! consid]ation ( e national adv]tis]4 ,,xxiv4 ,,adv]tis+ ,,film ,,circulation ,motion-picture adv]tis+ has pres5t$ its crop ( new problems1 & probably none s involv$ z circulation4 ,let u1 fir/ ( all1 comp>e ! film ) pr9t]'s ink4 ,to my m9d1 a motion picture is l a press ag5t's /ory syndicat$ to a *a9 ( newspap]s ?r\gh\t ! c\ntry1 yet x is diff]5t 9 "s respects4 ,a write-up may be releas$ = simultane\s circulation & publi%$ 9 sev]al ?\s& newspap]s on ! same day1 b ?is /unt w\ld n be practical 9 ! case ( a motion picture4 ,! regul> photoplay produc]s h specifi$ release dates = _! productions1 & al?\gh sev]al ?\s& exhibitors may book ! same production1 _! dates w be spread ov] a p]iod ( ab\t six mon?s4 ,ea* pr9t suppli$ by ! film manufactur] co/s ! ex*ange at lea/ #ajj4 ,! lead+ !at]s are 9 a position to pay ! high r5tal dem&$ = fir/ run1 b ! ex*ange has to keep t pr9t work+ ov]time 9 ord] to make a pr(it1 s x is hir$ out to o!r exhibitors at proportionately r$uc$ rates4 ,n[1 suppose y h a "o-reel indu/rial film produc$4 ,! negative1 we w say1 co/s #ejj1 b = e pr9t y ne$ ! *>ge is #ajj4 ,n[1 if y are go+ to h y\r film %[n at e !at] simultane\sly1 x means t y w h to supply "o pr9t = ea* !at]4 ,z ! picture w only be reta9$ = a day or s1 x is extremely d\btful :e!r ! exp5se w be ju/ifi$1 s x is be/ to utilize only "o pr9t 9 ea* t]ritory4 ,a film does n g5]ally beg9 to %[ signs ( we> & te> until aft] ab\t six mon?s' con/ant use1 &1 if we all[ "o day = ea* !at]1 ea* copy ( ! picture w be %[n 9 ab\t #aef !at]s4 ,all[+ an av]age audi5ce ( "o ?\s& at ea* ( ! two ev5+ p]=mances1 ! film w h be5 se5 by #cab1jjj p4 ,!re are m 9 ^! ?an appe> on ! surface1 =1 al?\gh a publication may gu>antee su* a circulation1 y h to all[ = ^? read]s :o skip all adv]tisem5ts4 ,9 ! motion-picture !at] ?is c n be done1 z only "o ?+ is %[n on ! scre5 at a "t1 & 9 ! d>k5$ hall a spectator c n turn 8 att5tion else:]e4 ,ano!r ?+ :i* mu/ be tak5 into consid]ation is ! fact t ! "o-reel film occupies ! scre5 = eighte5 m9utes1 :i* is sev]al times great] ?an ! "t a read] devotes to a press adv]tisem5t4 ,! film mu/ be *>g$ to ! copy writ]'s acc\nt1 = an exhibitor *>ges f #ab4ej to #ej p] week = r5t+ out 8 scre5 = adv]tis+ purposes4 ,a film1 ,i admit1 repres5ts a big outlay = ! copy writ]'s s]vices1 b x is a wor? :ile inve/m5t4 ,! ,maxwell ,motor ,sales ,company1 = in/ance1 _h a s]ies ( films produc$ :i* 7 pres5t$ ov] five ?\s& times 9 ,am]ica1 ,canada1 ,au/ralia & ,engl&4 ,x is e/imat$ t !y 7 se5 by at lea/ two million p4 ,! circulation 0 ma9ly a*iev$ by deal] co-op]ation1 ! deal] mak+ arrangem5ts ) ! local exhibitor & pres5t+ free tickets to all :o c>$ to accept same4 ,^? adv]tis]s :o d n make _! appeal to ! g5]al public w f9d t quality circulation is f> pref]able to quantity circulation4 ,hoggson ,bro!rs1 ! ,new ,york contract+ design]s1 realiz$ ?is :5 !y %[$ _! film exclusively to bus9ess m5 :o contemplat$ hav+ build+s erect$ or remodel$4 ,! film own$ by ! ,columbia ,pap] ,manufactur+ ,company1 ( ,wa%+ton1 ,d4 ,c41 0 exhibit$ by "o ( _! travel+ repres5tatives be=e pr9t]s 9 v>i\s p>ts ( ! c\ntry4 ,! film :i* boo/$ ! products ( ! ,peabody ,coal ,company1 ( ,*icago1 0 %[n at a numb] ( educational in/itutions1 z well z to individuals int]e/$ 9 ! coal bus9ess4 ,! ,reliable ,incubator & ,brood] ,company took advantage ( a rec5t p\ltry %[ held at ,qu9cy1 ,ill9ois1 to pres5t a motion picture1 8tak+ spectators ?r\gh _! plant & %[+ _! p\ltry-rais+ me?ods40 ,bo? ! ,fr5* ,*9a ,company1 ( ,sebr+1 ,ohio1 & ! ,national ,tube ,company 7 repres5t$ at ! ,panama-,pacific ,exposition by motion-picture exhibits4 ,"u ^! conditions1 ! motion picture becomes a catalogue 9 celluloid4 ,x is m p[]ful ?an ! pr9t$ page1 & helps to sub/antiate ! claims ( ! salesman4 ,:e!r x is be/ suit$ to g5]al or class circulation is det]m9$ at ! outset1 aft] :i* x is necess>y to seek ! "r *annels1 ^! be+ det]m9$ by ! "* ( ! proposition4 ,,xxv4 ,,cov]+ ,,! ,,motion-,,picture ,,field ,,by ,,magaz9es ,n s long ago photoplay audi5ces 7 cont5t to j see ! films ?r\gh1 s ! play]s rema9$ m]e %ad[s until ! indu/ry advanc$ a few /eps fur!r1 :5 /ock companies 7 =m$4 ,n[1 ?is meant t ! fans saw ! same actors1 week 9 & week out1 in/ead ( a fre% face e "t1 &1 v naturally1 !y began to ev9ce an int]e/ bo? 9 ! scre5 play]s & ! br&s ( photoplays4 ,!n ! motion-picture companies 7 bomb>d$ ) inquiries ask+ = ! "n ( ! man ) ! curly hair1 & s =?4 ,x occurr$ to "o ( ! film companies t !re 0 scope = a magaz9e appeal+ expressly to ! fans1 & n[ ! motion-picture field is repres5t$ by ne>ly a doz5 publications ( all sorts & descriptions4 ,! motion picture to-day has su* a trem5d\s hold t x is e/imat$ t !re are tw5ty million fans 9 ?is c\ntry4 ,j ?9k ( x--"o-fif? ( ! total population4 ,x has be5 tru?fully /at$ t motion-picture fans are ! mo/ inquisitive folks 9 ! _w4 ,!y make x _! bus9ess to read e ^w 9 _! favorite photoplay magaz9e1 & ?is ensures an adv]tis]'s ann\ncem5ts be+ read4 ,i h discov]$ t ! majority ( ! read]s are girls & wom51 b ! publications are tak5 9 ! homes & eag]ly dev\r$ by ! re/ ( ! family4 ,x has long be5 ?\ght t motion-picture audi5ces only compris$ ! poor] classes1 b n[ ! habit has spread to folks 9 com=table circum/ances4 ,^! publications rea* ! l>ge/ city z well z ! smalle/ rural community1 & are equally good = mail ord] or deal] campaigns4 ,! photoplay]s ?rive on popul>ity1 & y w\ld be surpris$ :at a lot a fan ?9ks ( 8 or h] idol1 s ! appeal goes clos] home :5 ! copy is l9k$ ) ! "n ( a prom95t scre5 p]=m]4 ,= in/ance1 9 "o publication ! ,*>les ,william ,/ores1 ! ,new ,york mail-ord] h\se1 ran ?ree cuts ( popul> play]s 9 ! full-page ad4 ,!y fir/ %[$ ,h>old ,lockwood we>+ "o ( _! spr+ hats2 ! second 0 ( ,roma9e ,field+ attir$ 9 "o ( _! bus9ess suits1 :ile ,m>gu]ite ,clayton 0 se5 ) "o ( ! da9ty aft]noon dresses on4 ,9 ! same issue ,ru? ,/oneh\se te/ifi$ to ! m]its ( ,sempre ,giov9e ,soap4 ,! logical foll[-up m$ium = y\r film is ! motion-picture publication field1 = e fan takes regul>ly at lea/ "o publication devot$ to photoplays1 & ! cov] ( national magaz9e or p]iodical y h 9 m9d may only cat* 8 eye at ! news-/&4 ,,xxvi4 ,,future ,,developm5ts ,,( ,,adv]tis+ ,,by ,,motion ,,pictures ,!re is a great future be=e adv]tis+ by motion pictures1 & x is only ) ! mo/ c>eful delib]ation t ,i h conclud$ 9 :at way ! future developm5ts w assume %ape4 ,! m$ium is practically only 9 its infancy to-day1 =1 despite ! va/ possibilities (f]$1 mo/ conc]ns h seem$ to favor foll[+ ! same groove4 ,i d n wi% to ins9uate t ?is is because ! "w has be5 plac$ 9 ! h&s ( ! sev]al firms specializ+ 9 ! produc+ ( comm]cial motion pictures4 ,su* a ?+ nev] ent]$ my m9d4 ,i d ?9k1 h[ev]1 x is due to ! fact t adv]tis]s h be5 reluctant to deviate f ! exploit$ fields4 ,! pa? ( ! pione] may be speculative1 b x ne$ nev] be1 if ! al]t adv]tis] /udies ! o!r end ( ! bus9ess1 :]e photoplays are made & exhibit$ = ent]ta9m5t purposes4 ,x is a reliable !rmomet] to wat*1 believe me4 ,t mu* only /&s to reason1 = are n ! majority ( ad4 films %[n on programs along ) ! ord9>y photoplays8 ,to a*ieve p]man5t results1 ! spasmodic plan at pres5t prevail+ mu/ be ab&on$4 ,y w\ld n dream ( ins]t+ a solit>y "o adv]tisem5t 9 ! press & !n expect x to be bus9ess-br++ = all "t1 w\ld y8 ,well1 p]haps y h gott5 ! hun* t ! film is a p]man5t ad4 ,s x is1 only1 to h x d s1 y mu/ keep x on ! r\nds to folks :o h n se5 x be=e4 ,x is ! greate/ mi/ake 9 ! _w to pres5t ! same film be=e ! id5tical audi5ce day aft] day4 ,let u come to an und]/&+4 ,w\ld y employ ! same copy 9 ! newspap]s 9 m ?an "o issue8 ,h>dly4 ,y w\ld alt] x s z to ev5tually capture ! mo/ skeptical cu/om]4 ,y mu/1 !n1 apply ! same me?ods to film publicity4 ,& ?is is :y ,i hold ! op9ion t a mov+-picture exp]t w be on ! /aff ( e l>ge manufactur+ conc]n4 ,8 duty w be to pres5t 8 employ]'s copy to ! be/ possible advantage on ! film4 ,at ! same "t1 ea* l>ge adv]tis] w lay d[n a film-produc+ plant4 ,x is go+ to incur him a big initial outlay1 :at ) an artificial light /udio1 accessories1 /ock company & develop+ plant1 b he w obta9 8 exp5se back by ! consid]able sav+ effect$ 9 n hav+ to h 8 "w done outside4 ,naturally1 ?is exp5diture w n be ju/ifi$ unless ! adv]tis] is prep>$ to laun* 8 publicity campaign along ! same ext5sive l9es z 9 ! press4 ,we %all f9d him1 ,i fancy1 releas+ new films ) clockwork regul>ity4 ,by hav+ all ! facilities at 8 comm& = ! produc+ ( ^!1 he w be dep5d5t on nobody1 & c imp>t ! necess>y individuality into 8 pictures4 ,8 fir/ big move w be to coax "s ( ! lead+ movie />s to be featur$ 9 an adv]tis+ film :i* is to be produc$ 9 an elaborate mann]4 ,! fee = 8 or h] s]vices w be v l>ge1 b1 on ! o!r h&1 exhibitors w simply clamor = ! free hire ( ! film1 )1 say1 ,e>le ,williams z a ba*elor :o has 8 h\sekeep+ worries less5$ by "s article on ! m>ket4 ,! great sav+ 9 ! fees paid to exhibitors = %[+ an ord9>y ad4 film w be effect$4 ,su* a picture w\ld also secure a l>g] circulation1 ap>t f ! fact t movie fans w sit up & take notice :5 !y behold _! idol 9 a role simil> to ! "o m5tion$4 ,?is w mean ! ad4 appeal gett+ ov] m conv9c+ly4 ,! next developm5t w be ! adv]tis+ film s]ial4 ,z y are probably aw>e1 ! dramatic s]ial has tak5 ! photoplay _w by /orm4 ,x is ! ideal vehicle = ! adv]tis]1 inasmu* z x p]mits ! int]e/ to be reta9$4 ,! /ory1 if suffici5tly gripp+1 w keep audi5ces 9 susp5se f "o week to ano!r4 ,!re w be none ( ^? trite /ories t =m ! basis ( ad4 films to-day4 ,an aim w also be made to avoid p]mitt+ ! adv]tis+ elem5t to obtrude4 ,"o peculi> ?+ ab\t ! motion-picture equival5t ( ! newspap] is t x does n c>ry adv]tisem5ts1 b ?is /ate ( affairs w n exi/ mu* long]4 ,= ^! m$iums a special type ( ads4 w be ne$$4 ,!y w be s&wi*$ 9 ! news items & be ( a topical "*1 s z to pres]ve ! same atmosph]e4 ,= in/ance1 :5 a battle%ip is laun*$1 y won't =get to be told ! br& ( ! bottle ( *ampagne t is sma%$ ^u ! vessel4 ,! feature production does n appeal to me mu* z a pay+ proposition = ! adv]tis]4 ,x is too rem9isc5t ( try+ to cram z mu* matt] z possible 9 a s+le adv]tisem5t4 ,"o ?+ to be said 9 favor ( ! film is t x is a p]fect p>adise = ! hone/ adv]tis]1 =1 z yet1 fraudul5t adv]tis+ has n be5 all[$ to m+le ) ! g5u9e4 ,! plant ( a food manufactur]1 = in/ance1 may be unsanit>y & inf]ior raw mat]ials us$4 ,%\ld ?is type ( bus9ess man be unscrupul\s en\gh1 he might h 8 conditions ( 8 plant pictur$ z ideal1 by fak+ ! :ole ?+ 9 a film /udio4 ,:at is sapp+ ! progress ( film adv]tis+ is t no sy/ematic me?od ( circul>iz+ exi/s1 =1 naturally1 ?is end ( ! process is z important z ! picture itself4 ,:at ,i pr$ict is publicity ag5cies specializ+ 9 motion-picture !at]s4 ,!n :5 an adv]tis] has a high-class proposition1 a circuit ( high-class !at]s 9 select localities w be *os51 ?us elim9at+ wa/e circulation4 ,,xxvii4 ,,boo/+ ,,y\r ,,trade ,,) ,a ,,popul> ,,play] ,motion pictures are to-day a =ce to be reckon$ )1 & ! national adv]tis] c n d bett] ?an to take advantage ( ! weaknesses ( ! fans1 :o are enroll$ f all walks ( life1 & no "o1 f ! boy 9 %ort pants to ! old man ( sev5ty1 is immune4 ,:5 !y get ! motion-picture bug badly--& ! majority succumb--_! int]e/ 9 a photoplay only really comm5ces :5 !y view x at _! pet !at]4 ,!y next turn to _! encyclop$ia--! late/ issue ( _! favorite photoplay publication--9 :i* !y w probably f9d ! /ory ( ! play & "s dope on ! produc+ ( x4 ,by ! "t !y are ?r\gh !y are sure to "k ! photoplay f ,a to ,z4 ,! /> play] is a great] magnet ?an ! play4 ,! fans lit]ally pe/] ! lives out ( _! scre5 idols via ,uncle ,sam's mails1 & g5]ally implore _! pet magaz9e to publi% an int]view4 ,practically any?+ l9k$ ) a motion-picture /> is sure to f9d a ready response4 ,y c n secure a popul> photoplay] to appe> 9 a ?9ly disguis$ adv]tis+ film1 s ! next be/ ?+ y c d is to "w along l9es :i* o!r adv]tis]s h successfully tri$ out4 ,"h foll[ "s examples4 ,pe>l ,:ite1 ( 8,exploits ( ,ela9e0 fame1 0 %[n 9 an ad4 :i* appe>$ 9 ! ,motion ,picture ,magaz9e1 we>+ ,vant9e's ,panama hat4 ,m>y ,pick=d owns a ,maxwell ,cabriolet1 s ! manufactur]s secur$ a snap%ot ( h] bo>d+ h] c>4 ,! photograph 0 us$ 9 a ,new ,york ,morn+ ,telegraph ad4 to back up ! foll[+ argum5t3 8,?is c> is ! easie/ c> 9 ! _w = a woman to drive4 ,t is :y ,m>y ,pick=d select$ x40 ,a photograph ( ,lillian ,walk] 9 a smil+ pose accompani$ an ad4 9 ! ,motion ,picture ,magaz9e = ,c>m5 ,complexion ,p[d]4 ,?is 0 ! significant argum5t3 8,"o t adds e *>m to y\r complexion1 z well z ,lillian ,walk]'s1 )\t seem+ artificial40 ,m>gu]ite ,sn[ suppli$ ! foll[+ te/imonial = ,sempre ,giov9e3 8,i am pleas$ to atte/ to ! m]its ( y\r sk9 prep>ation1 ,sempre ,giov9e1 consci5ti\sly1 hav+ f\nd x a necess>y adjunct to my toilet table4 ,its use aft] a day out 9 all k9ds ( wea!r leaves ! sk9 9 a velvety condition40 ,?is suppli$ ! 8pep0 to a full-page ann\ncem5t 9 ! ,photoplay ,magaz9e4 ,m>y ,*>le/on p]mitt$ h] "n to be us$ 9 connection ) ,dr4 ,bell9's ,wond]/e9 = a ,new ,york ,morn+ ,telegraph ad4 ,! ,ri*>dson ,silk play$ up ,m>y ,full] prom95tly 9 a display$ adv]tisem5t :i* grac$ ! columns ( ! ,motion ,picture ,magaz9e4 8,free3 ,m>y ,full]'s ,own ,pill[0 0 ! headl9e4 ,bel[ ! cut ( ! pill[ appe>$ ,miss ,full]'s te/imonial3 8,i pref] ?is design to any ,i h se540 ,! ,r$ ,cross ,%oe manufactur]s />t$ (f _! full-page ad4 9 ! ,photoplay ,magaz9e z foll[s3 8,are ,y ,mak+ ! ,mi/ake ,ru? ,/oneh\se ,did80 8,i _h always he>d s mu* ab\t ! com=t ( y\r %oes t ,i did n realize h[ v /yli% ! diff]5t models 710 ran h] quot$ lett]4 ,ev5 *ild play]s c be turn$ to adv]tis+ acc\nt1 z witness ! foll[+ full-page ad4 9 ! ,motion ,picture ,magaz9e3 8,y\r ,little ,fri5d1 ,little ,billy ,wir?1 ,^: ,"m is ,glad to ,te/ify to ! ,value ( ,imp]ial ,granum1 ! ,unsweet5$ ,food40 ,national adv]tis]s1 up to ! pres5t "t1 h paid consid]ably m att5tion to ! h]o9es ?an ! h]oes4 ,possibly x is because x is mu* easi] to appeal to ! wom51 b ! odds %\ld be m balanc$4 ,tobacco1 hosi]y & sport+-goods manufactur]s are to "n j ?ree k9ds ( adv]tis]s :o c\ld employ a prom95t male play] to advantage4 ,:y n "n ! next new br&$ article y put on ! m>ket aft] a motion-picture />8 ,i happ5 to h advance in=mation ( a cig> manufactur] :o has *ri/5$ a new cig> aft] ,k+ ,baggot4 ,i und]/&1 too1 t ,lillian ,walk]1 ,edw>d ,e>le1 ,leah ,baird & ,eleanor ,woodruff are op5 to receive (f]s4 ,h[ c ! photoplay]s be approa*$8 ,9 ! fir/ place1 a play] c n secure too mu* publicity1 & if he neglects ?is important factor he loses mu* ( 8 popul>ity4 ,great z is a motion-picture play]'s ne$ = publicity1 he w seldom all[ 8 "n to be exploit$ by an adv]tis] )\t adequate remun]ation1 z he feels t he1 too1 %\ld reap "s ( ! f9ancial b5efit4 ,,xxviii4 ,,boo/+ ,,y\r ,,bus9ess ,,) ,,an ,,adv]tis+ ,,motion ,,picture ,are y a /orekeep] :o w\ld blazon ! pa? ( orig9ality1 yet w\ld n object to ! increas$ outlay8 ,! adv]tis+ p[]s ( ! motion picture h be5 fully realiz$ by ! l>ge manufactur]s ( ?is c\ntry1 b ! av]age retail] has conf9$ himself to ! slide4 ,) a film1 h[ev]1 y c cause a small-siz$ s5sation 9 y\r t[n1 = folks w look ^u y\r ef=t z a home product4 ,y c n1 ( c\rse1 live ^u publicity1 & ! true te/ w be ! extra am\nt ( bus9ess x br+s4 ,once ! int]e/ ( p is ar\s$1 !re c be no d\bt conc]n+ ! latt]4 ,! mo/ suitable k9d ( photoplay is ! com$y4 ,y may h a comm]cial motion-picture photograph] locat$ ne> by1 9 :i* case y c avail y\rself ( 8 s]vices4 ,fail+ ?is1 h[ev]1 !re are a numb] ( conc]ns :o d no?+ else b produce films = comm]cial purposes4 ,if y h ! film produc$ along economical l9es1 y %\ld get ! negative produc$ & develop$ = an inclusive *>ge n exce$+ sev5ty-five c5ts p] foot4 ,a useful l5g? is f two to five hundr$ feet4 ,!n y w want a positive1 :i* w co/ y t5 c5ts p] foot4 ,9 reg>d to ! actual produc+ ( ! photoplay1 ,i /rongly advise y to h "s sc5es tak5 amid famili> local l&scapes4 ,y might p]suade memb]s ( ! local dramatic society to att5d to ! act+ end4 ,x w\ld improve ! play if y c\ld manage to introduce well-kn[n local citiz5s4 ,?is w save y ! exp5se ( hav+ to hire regul> motion-picture actors1 & ! folks :o see ! film w n be critical z to ! te*nical defects4 ,! conc]n y engage to put on ! picture w s5d along a capable director1 :o w knock ! play]s into passable %ape4 ,consid]able additional exp5se is involv$ 9 ! use ( int]iors1 su* z a /ore1 h\se or (fice build+4 ,^! h to be specially erect$ 9 ! /udio & pl5ty ( electric light us$ = photographic purposes1 s keep to outdoor sc5es4 ,x c easily be done by ex]cis+ a little +5uity4 ,= in/ance1 in/ead ( arrang+ c]ta9 action to take place inside y\r /ore1 y c get x ov] equally effective by arrang+ = x to occur outside y\r premises4 ,= economy's sake1 y ne$ only "o copy ( ! positive 9 circulation4 ,n[1 if y approa* local motion-picture exhibitors 9 ! "r _s1 !y may n dem& a fee = %[+ y\r adv]tis+ motion picture1 z !y realize too well ! value ( any?+ ) a local appeal4 ,y %\ld arrange ) ! lead+ !at] to h fir/ run ( ! photoplay1 say1 = a week1 aft] :i* y c loan x to ! next on ! wait+-li/1 until all h be5 cov]$4 ,pl5ty ( newspap] publicity is y\rs1 too1 if y invite ! local press to be pres5t at ! produc+ ( ! film1 & also :5 x is ab\t to be releas$ = public exhibition4 ,,xxix4 ,,pull+ ,,movie-,,slide ,,adv]tis+ ,,out ,,( ,,! ,,rut ,f a /udy ( ! motion-picture scre5s up & d[n ! c\ntry1 ,i h come to ! conclusion t ! av]age deal] does n take ! tr\ble to get ! fulle/ possible value out ( 8 inve/m5t4 ,! majority ( ! ann\ncem5ts are m]ely pla9 bus9ess notices t simply bore ! spectator :o has ! d\btful pleasure ( sitt+ !m ?r\gh4 ,!y d1 9 fact1 rem9d "o only too /rongly ( ! e>ly days ( newspap] adv]tis+1 :5 e adv]tis] ?\ght x suffici5t to h a =mal ann\ncem5t1 un*ang$ f ye> 9 to ye> out4 ,few deal]s n[ w\ld ?9k ( sp5d+ good money 9 newspap] publicity 9 su* a hackney$ & un9t]e/+ fa%ion1 because !y are well aw>e t _! ad4 has to compete ) _m o!rs1 & x is only ! attractively prep>$ ones t comm& a he>+4 ,! same me?ods mu/ be appli$ to movie-scre5 adv]tis+1 if x is to be pull$ out ( ! rut4 ,!re 0 a p]iod :5 audi5ces 7 attract$ by any?+ t resembl$ a picture4 ,b ^! days are gone & buri$1 & ! fans are only satisfi$ ) a program ( ! be/ photoplays4 ,?is be+ ! case1 x goes )\t say+ t !y expect ! same ( ! ef=ts to hold _! att5tion dur+ ! reels4 ,y c n really expect ! ad4 appeals to s9k 9 o!rwise4 ,al?\gh y w\ld dismiss ! idea ( hav+ a %ort comm]cial film ( y\r own made on ! gr\nds ( exp5se1 mu* rema9s to be done 9 ord] to make slide adv]tis+ int]e/+ to picture patrons r ?an tir+ !m1 z x does at pres5t4 ,x is go+ to co/ y a little m money & ef=t1 b y\r slide w be di/9ctive & w /& out above ! re/4 ,y\r rew>d w be increas$ results4 ,j be> 9 m9d1 too1 t y hav5't m]ely got to h !m look at y\r slide1 b ar\se !m to action4 ,?is c be done by hav+ prep>$ a s]ial /ory 9 picture =m on simil> l9es to ! comic supplem5ts 9 ! metropolitan ,sunday j\rnals4 ,h a s]ies ( slides made ( x1 %[+ "o ea* day until ! /ory is told4 ,a few days be=e putt+ x on ! scre5 ( ! local movie %[1 get ! op]ator to ?r[ on a r\gh slide to ?is effect3 8,wat* out = ! /ory1 #8,! ,good ,smi?'s ,meat ,did = ! ,:ite ,family4'0 ,?is applies to a but*]1 b a /ory c be writt5 ar\nd e trade4 ,!re are firms :o specialize 9 ?is k9d ( "w4 ,?is plan has be5 att5d$ ) excell5t results :]ev] tri$ out4 ,if1 by +5uity1 y c make ! picture on ! slide move1 s mu* ! bett]4 ,a ,london manufactur] boo/$ 8 bottl$ be] by %[+ ! slide ( a dog dr9k+ 8 ma/]'s be] :5 he 0 out ( ! room4 ,e "t ! dog lapp$ up ! d9n] /\t1 ! audi5ces c\ld n refra9 f laugh+ he>tily4 ,"o way by :i* to get on good t]ms ) ! motion-picture exhibitor is to (f] a lib]al sample ( y\r special l9e to ! fir/ hundr$ att5d+ ! p]=mance on ! morr[4 ,?is all[s a direct appeal to be pres5t$1 & a ,brooklyn groc]y /ore has made good 9 draw+ m>k$ att5tion to _! own br& ( tea4 ,ano!r way to make ! fans laugh is to h a witty v]se writt5 alongside an appropriate picture4 ,i =get ! actual v]se ( x1 b a ,brooklyn h& laundry draws ! di/9ction betwe5 ! ape days1 :5 clean laundry 0 n necess>y1 & ! vital importance to-day4 ,slide adv]tis+ puts "o ov] ! press 9 secur+ ! conc5tration ( read]s4 ,surely1 !n1 x is wor? :ile pay+ m att5tion to ?is excell5t m$ium4 ,,xxx4 ,,ma9ta9+ ,,! ,,int]e/ ,,9 ,,slide ,,adv]tis+ ,x is h>d to keep pace ) ! progress ( ! motion picture4 ,b a %ort "t ago ! "o-reel subject 0 consid]$ ! maximum l5g?2 !n came ! feature1 requir+ up to twelve reels to tell its l5g?y /ory4 ,?is 0 foll[$ by ! photoplay s]ies--a numb] ( /ories l9k$ ar\nd a set ( *>act]s1 b ea* complete 9 itself4 ,! movie produc]s1 h[ev]1 7 n satisfi$1 s !y tackl$ ! s]ial prop]1 mak+ a fifty-reel production & releas+ x 9 two-reel in/allm5ts4 ,! be>+ ^! facts h on ?is article am\nts to ?is3 ,9 motion-picture !at] publicity1 & slide adv]tis+ 9 p>ticul>1 y h to cut ! clo? accord+ to ! l5g?1 :i*1 to be m explicit1 means t y mu/ wat* ! ent]ta9m5t closely & foll[ ! g5]al tr5d4 ,y1 z a slide adv]tis]1 are 9 mu* ! same position z ! photoplay produc]1 :o is n cont5t to re/ ^u 8 laurels1 !reby n giv+ ! fans an opportunity to compla94 ,all ?is has a c]ta9 physiological effect ^u picture-play-go]s1 :o expect slides to advance 9 a l mann]4 ,n[1 let u see h[ y c b5efit by runn+ a s]ies ( ad4 slides4 ,x w1 9 ! fir/ place1 give y great] confid5ce 9 ent]+ into a contract ) ! motion-picture exhibitor1 z y owe x to ! spectators to complete ! s]ies1 or s]ial1 y w beg9 s auspici\sly4 ,x is good money ?r[n away o!rwise4 ,x is h>d to ma9ta9 int]e/ ) s+le slides1 b ) a good s]ies1 or s]ial1 y c actually make folks look =w>d to ! next slide4 ,x is ess5tial to secure ! exclusive rights = y\r t[n4 ,?is is already possible1 = ! slide manufactur]s h produc$ a numb] ( excell5t s]ies 9 slides4 ,?is concession1 :i* may be obta9$ by pay+ an additional fee1 is important1 because ! slides c be fill$ 9 to suit almo/ any bus9ess4 ,y mu/1 h[ev]1 be prep>$ = increas+ y\r adv]tis+ rev5ue1 b :y begrudge x :5 y c g "o bett] ?an o!r adv]tis]s8 ,! po9t is ?is3 ,probably y\r exhibitor has a doz5 adv]tis]s "u contract4 ,n "o bus9ess is 9 competition4 ,x goes )\t say+ t a snappy s]ies or s]ial w s9k 91 :]eas a pla9 ann\ncem5t slide ( ano!r deal] w be skimm$4 ,9 a s]ies ( slides y c put ov] an ent]ta9+ /ory1 humor\s 9 p>ts1 & educational 9 t y po9t out :y folks %\ld trade ) y4 ,a clev] sc5>io writ]-arti/ & skill$ slide manufactur] c d wond]s = y 9 ?is connection4 ,equally important is arrang+ = ! exhibition ( y\r slides4 ,mo/ !at]s *ange _! program daily1 & only a proportion ( patrons att5d regul>ly4 ,"s days ! program does n appeal to !m1 s !y favor ! rival %[4 ,!re=e1 if y 7 runn+ a slide subject ( ! 8to be cont9u$0 k9d1 y c\ld n expect to h _m foll[ x f beg9n+ to end unless y took a sy/em 9 *>ge4 ,e n[ & !n a motion-picture produc] releases a s]ial or s]ies4 ,x is book$ by ! exhibitor1 :o arranges = its %[+ at 8 !at] 9 weekly in/allm5ts4 ,! majority ( 8 regul> patrons are pres5t ea* week on ! ev5+ set aside = ! in/allm5t4 ,s if y\r slide s]ies or s]ial />t$ (f ) ! photoplay x w\ld be se5 9 its entirety by mo/ folks4 ,:5 y are plann+ y\r slide s]ies or s]ial1 arrange ) y\r *os5 exhibitor to run x simultane\sly ) ! film production4 ,,xxxi4 ,,individuality ,,9 ,,slide ,,adv]tis+ ,y h he>d t 8imitation is ! s9c]e/ =m ( flatt]y10 s y d n /rive to emulate ! o!r fell[4 ,y pref] to g "o bett] & raise y\rself out ( ! 8type0 clique1 ?us e/abli%+ y\r individuality4 ,i am fully aw>e t ,i am tread+ on dang]\s gr\nd 9 quot+ slide adv]tis+ z an example1 = ! simple reason t x /&s 9 a class all by itself4 ,h[8 ,well1 p]mit me to expla94 ,suppose y prep>$ a d&y adv]tisem5t1 & "o entirely diff]5t f t ( y\r competitors4 ,w\ld y n commission y\r mo/ desirable local newspap] to ins]t x1 ) ! reque/ t !y give x z good display z possible4 ,if y didn't d ?is1 y w\ld be fooli%4 ,suppose aga91 :5 next week came r\nd1 y 7 h>d up = a bright1 new idea1 & "t 0 preci\s4 ,r ?an g unrepres5t$ 9 ! next issue y w\ld promptly set ab\t to prep>e a /]eotyp$ ann\ncem5t1 :i* w\ld n co/ y a c5t m = compos+4 ,yet1 if y blazon$ ! pa? ( orig9ality 9 slide publicity )\t kn[+ ! correct way to g ab\t x1 ! results w\ld be disappo9t+4 ,ev5 ?\gh y _h prep>$ y\r copy1 y w\ld want a humor\s illu/ration to back x up1 & x w\ld d\btless occur to y to hire a local arti/4 ,la/ly1 y w\ld put y\r ann\ncem5t be=e prospects on a home-made slide4 ,slide-mak+1 let me tell y1 is an art :i* has only be5 p]fect$ by ye>s ( exp]i5ce4 ,if y pres5t y\r scre5 ad4 9 a crude mann]1 y\r purpose w be defeat$4 ,s ! only alt]native is to h "o ( ! slide manufactur]s make a special slide to y\r ord]4 ,x %\ld co/ y ab\t #a additional1 = :i* am\nt y w obta9 an arti/ic slide4 ,possibly x has nev] occurr$ to y t y c use ! /ock slide & /ill give photoplay go]s ! impression t y are decid$ly di/9ctive4 ,! motion-picture exhibitor believes 9 hir+ 8 scre5 to "o adv]tis] 9 ea* trade1 consequ5tly1 if ! slide has be5 prep>$ specially = y\r trade1 !re is no fe> ( ov]lapp+4 ,:at ,i mean is ?is3 ,!re are slides on ! m>ket :i*1 by fill+ 9 ! "n1 address & bus9ess1 c be made applicable = sev]al trades4 ,"h is "o example3 8,y'll ,treat ,y\r ,pocketbook ,"r if ,y ,d ,y\r ,%opp+ at ----40 ,x w\ld be r emb>rass+1 = in/ance1 if sev]al o!r trad]s employ$ ! self-same slide4 ,! be/ /ock slides are ^? t c n be adapt$ by any o!r trade1 & !re are pl5ty ( ?is k9d to be _h4 ,n[1 on ! o!r h&1 !re may be occasions :5 a special slide is a necessity4 ,maybe !re are "s exclusive features ab\t y\r bus9ess1 to boo/ :i* slides ( a g5]al "* w\ld be out ( place4 ,! only *ance a p]son w\ld h ( discov]+ t y\r /ock slide is us$ by a competitor w\ld be if he happ5$ to be a patron ( m ?an "o motion-picture !at]4 ,"h1 aga91 y w\ld ga9 a brilliant victory4 ,! fan1 n be+ 9 ! "k1 & hav+ se5 y\r ann\ncem5t fir/1 w\ld proclaim y z ! orig9ator4 ,& 8 respect = y w\ld naturally h a t5d5cy to increase4 ,s if y notice a fell[-trad] us+ a /ock slide :i* takes y\r fancy1 don't g & d likewise4 ,select some?+ diff]5t4 ,?us1 y see1 y c make y\r slide adv]tisem5ts di/9ctive )\t incurr+ any additional exp5se4 ,,xxxii4 ,,! ,,p]sonal ,,elem5t ,,9 ,,slide ,,adv]tis+ ,! v]satility ( ! /ock slide ends j :]e x is ess5tial to pres5t ! intimate appeal :i* c\nts = s mu*4 ,:at is t elusive some?+1 ! p]sonal t\*8 ,to my m9d1 x is by introduc+ y\rself to y\r prospects4 ,n[1 /ock slides c & d emphasize ! reasons :y folks %\ld patronize y\r /ore1 b z ,i take x = grant$ t y desire to fur!r conv9ce !m1 y h got to 8%ake h&s10 9 a figurative s5se4 ,:]e is y\r /ore locat$8 ,true en\gh1 y w n neglect to include ! address on ! /ock slide1 b fir/ impressions are la/+4 ,x is my int5tion to advocate ! adoption ( :at ,i may t]m ! photo-slide1 = want ( a bett] "n4 ,on y\r visits to ! local motion-picture !at] y w h notic$ t ! exhibitor is prone to us+ ann\ncem5t slides ( =?com+ photoplays4 ,on ?is k9d ( slide an important sc5e is reproduc$ f ! picture & t9t$ 9 natural colors1 :ile ! blank space is us$ to good advantage ) brief description ( ! film4 ,^! are /ock slides1 ( c\rse1 b if y wi% to plan an adv]tis+ campaign along simil> l9es1 x is up to y to h "s photo-slides specially design$ to con=m ) y\r individual requirem5ts4 ,! be/ way by :i* to pres5t ! p]sonal appeal is by hav+ a photograph tak5 ( ! ext]ior ( y\r /ore4 ,y c !n =w>d same to a reputable slide manufactur]1 :o w make a slide out ( x 9 natural colors & add ! desir$ description4 ,! slide %\ld h two m>k$ effects ^u spectators4 ,fir/ly1 visualize = !m exactly :]e y\r e/abli%m5t is situat$1 s t !y may be able to recognize x on sight1 &1 secondly1 x w leave a favorable impression4 ,,xxxiii4 ,,are ,,y\r ,,slides ,,tru?ful8 ,a new ?+ is liable to be contam9at$ ) ! faults ( its eld]s1 b ?is c n be said ( motion-picture slide adv]tis+1 :i* has be5 kept rem>kably clean & tru?ful4 ,x is to ! cr$it ( ! slide manufactur]s t !y h nev] accept$ any dirt-money4 ,9 o!r words1 !y h refus$ to make slides = loan %>ks1 :isky manufactur]s1 und]tak]s & su* l undesirable adv]tis]s4 ,ev5 _h ?is type ( adv]tis] got 8 slides made by hook or crook1 he w\ld yet h to pass ano!r b>ri]1 :o _h no desire to pres5t obnoxi\s ann\ncem5ts be=e 8 patrons4 ,ano!r ?+1 slide adv]tis+ has /e]$ cle> ( exagg]ation4 ,i am n absolutely sure :e!r x is due to ! indirect appeal or n1 b ,i d "k t ! ann\ncem5ts1 = ! great] "p1 h ma9ta9$ a high /&>d ( tru?fulness4 ,"h1 aga91 ! influ5ce may be directly trac$ to ! slide manufactur]1 :o1 :5 prep>+ a /ock slide = a jewel]1 = in/ance1 has to make x apply equally well to jewel]s ?r\gh\t ! c\ntry4 ,occasionally1 h[ev]1 he slips a cog1 b ?is is n altoge!r 8 fault2 ! deal] himself is p>tly to blame = pur*as+ a slide :i* misrepres5ts 8 bus9ess4 ,x may1 on ! o!r h&1 j fit 9 ) ! individual ne$s ( 8 competitor a few blocks up ! /reet4 ,photoplay audi5ces %\ld n be disillusion$2 ! scre5 mu/ be kept free f abuses1 = once spectators discov] t adv]tis]s are 9 ! habit ( misrepres5t+ ! facts1 !y w ev9ce less int]e/ 9 slide ann\ncem5ts4 ,!re=e1 :5 pur*as+ a /ock slide1 let ! decid+ factor be3 8,does x apply tru?fully to my own /ore80 ,if ! answ] is 9 ! affirmative1 y\r slide w n /rike a false note4 ,,xxxiv4 ,,obta9+ ,,! ,,be/ ,,results ,,f ,,slide ,,adv]tis+ ,n ev5 ! mo/ successful bus9ess man makes good 9 e ent]prise he und]takes4 ,t is an impossibility1 especially 9 ^! competitive times1 b1 if c]ta9 rules are obs]v$1 success c be a*iev$ 9 ! majority ( cases4 ,! photoplay !at] is a comp>atively new adv]tis+ m$ium4 ,y may h tri$ x out & fail$1 :ile y\r competitor1 = "s reason y are unable to fa?om1 has won out4 ,! mi/ake too (t5 made is to treat ! motion-picture %[ z a new ?+--a k9d ( sci5tific toy--b z a popul> =m ( amusem5t x has long disc>d$ its long pants4 ,! photoplay1 z a matt] ( fact1 has settl$ d[n to enjoy a long & fl\ri%+ c>e]1 ) /rict adh]5ce to bus9ess pr9ciples4 ,y d n f9d ! mod]n exhibitor h\s$ 9 a conv]t$ /ore1 :]e he pres5ts ! crude/ ( films "u ! mo/ vile conditions4 ,he w\ld soon f9d himself a bankrupt if he cont9u$ ^! pione]-day me?ods4 ,maybe y h develop$ a simil> misund]/&+1 s x is well t we h a he>t-to-he>t talk4 ,x is a s]i\s mi/ake to h a slide ?r[n ^u ! scre5 ( ! lea/ desirable !at] 9 y\r neighborhood4 ,y make matt]s a ?\s& times worse if y all[ x to be %[n at e p]=mance = mon?s1 until x gets crack$1 dirty & fad$1 all 9 turn4 ,to beg9 )1 ! folks :om y are address+ mu/ be c>efully consid]$4 ,!y /ep inside ! photoplay !at] to be ent]ta9$ ) attractive films1 ?\gh ?is is n to say t adv]tis+ 9 connection ) same is entirely out ( place4 ,"s !at]s run a p]=mance ?r\gh )\t a /op1 :ile o!rs1 mo/ly ! nickeldromes1 introduce an int]mission dur+ ! *ange ( ea* reel4 ,! =m] %[s are cont9u\s l ! latt]1 s t ! "o int]mission is n int5d$ to cle> ! h\se to make room = ano!r audi5ce4 ,9 reality1 x is to give ! or*e/ra a re/ & all[ "t = o!r ?+s1 n ! lea/ important ( :i* is ! project+ ( a bat* ( slides4 ,"s ( ^! relate to =?com+ attractions ( ! !at]1 & ! rema9d] comprise adv]tisem5ts = live local trad]s4 ,audi5ces appreciate ^! slides :5 !y d n numb] too _m1 z !y are ! means ( af=d+ !m some?+ to turn _! att5tion to in/ead ( hav+ no?+ to d b idly gaze ar\nd ! hall4 ,motion pictures appeal to ! eyes1 consequ5tly spectators pay mu* m att5tion to slides :i* conta9 clev] illu/rations1 pref]ably humor\s1 back$ up ) apt s5t5ces4 ,on ! m>ket are /ock slides f ?irty-five c5ts & up4 ,space is left = y\r "n & address1 & mo/ ( ! ne$s ( y\r trade are tak5 c>e (4 ,new designs are con/antly be+ put out1 :i* make x possible to *ange slides z (t5 z once weekly4 ,we all gr[ tir$ ( see+ ! same ?+ ov] too _m times1 s if y fail to introduce fre% pictorial ann\ncem5ts y are liable to lose ! respect ( spectators4 ,once a week is an ideal int]val1 b 9 no case %\ld x exce$ a mon?4 ,!re are really no /&>d rates = slide adv]tis+4 ,ea* exhibitor has 8 own ideas 9 reg>d to ! value ( ! location & size ( 8 !at]4 ,! "o great pull ! photoplay !at] has ov] o!r publicity m$iums is t y obta9 "o hundr$ p] c5t4 ( att5tion1 = folks1 9 ! d>k5$ hall1 mu/ conc5trate ^u ! scre54 ,,xxxv4 ,,select+ ,,! ,,!at] ,,= ,,y\r ,,ad4 ,,slide ,! o!r half ( ! battle ( slide adv]tis+ is select+ ! mo/ suitable !at]4 ,if y are situat$ 9 a resid5tial section1 & y decide ^u a d[nt[n !at] = y\r ann\ncem5t1 y are pay+ = scatt]$ circulation4 ,! exhibitor also rates ! adv]tis+ value ( 8 h\se at a mu* high] figure1 &1 z y draw ! bulk ( y\r trade f ! surr\nd+ blocks1 x is advisable to pick out a local photoplay !at]4 ,motion-picture !at]s may be gr\p$ into two divisions4 ,"o is ! nickeldrome :i* has be5 conv]t$ f an empty /ore1 & seldom accompanies m ?an five hundr$4 ,x usually %[s ! olde/ films & cat]s = a *eap patronage4 ,?is class ( %[ is on ! decl9e4 ,al?\gh ! motion-picture !at] is a democratic in/itution1 ! well-to-d work+ classes pref] to patronize ! classy build+ :i* has be5 exclusively erect$ = motion-picture ent]ta9m5ts4 ,x is n because !y refuse to associate ) _! poor bro!rs & si/]s2 quality is ! decid+ factor4 ,= five or t5 c5ts m !y see a long] & bett] program1 amid m com=table surr\nd+s4 ,s f>1 s good2 ! re/ dep5ds on ! manag]ial policy4 ,! be/ way to discov] ?is is to visit a desirable !at] z an ord9>y patron4 ,if y note y\r trade is already repres5t$ on ! scre51 !n ! !at] is unavailable = ! "t be+4 ,?is may /rike y z peculi>1 s9ce no newspap] grants a monopoly 9 "o p>ticul> trade1 b x is ! cu/om 9 slide adv]tis+4 ,! heal?9ess ( a newspap] may be judg$ by ! volume ( adv]tis+ x c>ries1 b1 9 s f> z ! photoplay is conc]n$1 ! few] ! slides ! bett]4 ,"t is preci\s1 &1 if ! exhibitor is to give ea* adv]tis] ! s]vice he pays =1 he c only d s :5 ! slides d n exce$ "o doz54 ,:5 ! numb] is m1 ! op]ator usually :ips ea* (f be=e spectators are able to read x4 ,aft] y h satisfi$ y\rself on all ^! ?+s1 y c take ! matt] up ) ! exhibitor4 ,y may fr[n ^u a six mon?s' contract1 b ! r5tal1 :i* w v>y f #e to #aj p] mon?1 accord+ to size & location ( !at]1 w "w out m *eaply ?an on ! weekly basis4 ,x w also af=d y protection 9 t y\r competitor c n put "o ov]4 ,ano!r ?+1 ! public may only give y\r fir/ slides ! once ov]1 b ! con/ant see+ ( y\r "n w g "r home4 ,! slide manufactur]s f9d t !re is s mu* correspond5ce involv$ 9 execut+ ord]s ( less ?an "o doll> t !y pref] !y be giv5 to ! exhibitor1 :o ord]s slides 9 quantities4 ,,xxxvi4 ,,h&l+ ,,! ,,anti-,,ad4 ,,slide ,,exhibitor ,h y ev] _h legitimate adv]tis+ turn$ d[n by a newspap]8 ,i don't suppose ?is r>e exp]i5ce has fall5 to y\r lot1 s x is p]haps z well if ,i acqua9t y ) ! conditions t exi/ 9 ! motion-picture !at] adv]tis+ field4 ,! motion picture has n rea*$ maturity1 & consequ5tly "s bran*es ( ! indu/ry are n s f> advanc$ z o!rs4 ,9 ! =m] category comes slide adv]tis+4 ,!re are "s exhibitors :o ?r[ up _! h&s at ! v m5tion ( slide adv]tis+1 yet ! /range "p ab\t x is t !y !mselves c n get along )\t ?is excell5t =m ( publicity4 ,!y run a bun* ( slides on ! scre5 p]ta9+ to curr5t attractions & h\se ann\ncem5ts4 ,^! occupy ! scre5 = five m9utes or m1 & are repeat$ at e p]=mance = fully "o week4 ,x is n necess>y to adv]tise productions s f> 9 advance1 & ?is w\ld all[ 8=eign0 adv]tis+ to h a look 91 b ?is type ( exhibitor g5]ally refuses to li/5 to reason4 ,& ! worse /ill is ! fact t he kn[s he has ! upp] h& ( y4 ,let me assume t y are locat$ 9 a neighborhood section1 :i* is cat]$ = by "o photoplay !at]4 ,!re may be ano!r 9 ! next section1 b1 h[ev] desirable ?is !at]1 x w n produce s mu* bus9ess1 = x is a trait ( ,am]icans n to walk fur!r ?an is necess>y4 ,if ! exhibitor on y\r block favors slide adv]tis+1 ! re/ is easy1 b if he is oppos$ to x1 x is up to y to assume a res\rceful attitude4 ,! *ances are t ?is exhibitor issues a h\se organ ( "s sort1 = :i* he is prep>$ to accept adv]tis+ f desirable local /ores4 ,"h1 !n1 is y\r opportunity4 ,if y h ev] glanc$ ov] a slide catalogue1 y w agree ) me t slides1 :5 reproduc$ 9 black & :ite1 make d&y press adv]tisem5ts4 ,_m deal]s :o believe 9 attractive slide ann\ncem5ts undo all _! good "w by foll[+ same up by /]eotyp$ ads4 9 ! !at] h\se organ4 ,x is1 ( c\rse1 a great advantage to h ! =m] already prep>$ by exp]t adv]tis+ m51 s ! /ock slide 9 ! latt] capacity w\ld seem to leave little to be desir$4 ,contract =1 say1 ?ree in*es ( space weekly1 ) weekly *ange ( copy1 = :i* purpose a suitable /ock slide %\ld be select$4 ,y\r slide manufactur] w will+ly grant y p]mission to h cuts made ( 8 slides & reproduce !m1 if y give him ! cr$it4 ,y\r ad4 w /& out prom95tly f ! re/1 & read]s w admire its all-r\nd excell5ce4 ,! "q n[ arises z to :at use y are to make ( ! slide4 ,if !re is ano!r !at] )9 easy walk+ di/ance1 x w\ld d no h>m to arrange = a weekly *ange ( slides4 ,betwe5 ! two1 y %\ld hit ! m>k4 ,,xxxvii4 ,,hav+ ,,y\r ,,movie ,,ad4 ,,slides ,,%[n ,,to ,,! ,,be/ ,,advantage ,wat*+ motion-picture scre5s is my hobby1 &1 incid5tally1 my bus9ess4 ,f\r times a week d ,i comb9e bus9ess ) pleasure1 & x is ^! on-!-spot inve/igations t h giv5 me good gr\nds = ass]t+ t ! av]age exhibitor does n appreciate ! fact t !re is an art 9 %[+ y\r slides to ! be/ possible advantage4 ,he seems to imag9e t !y c be ?r[n 9 any slip%od way1 s long z he c claim to h %[n !m accord+ to arrangem5t4 ,he does n realize t he is "u an obligation to y1 repres5t$ on 8 !at] scre5 by paid adv]tis+4 ,7 ! local pap] y favor to pr9t y\r ad4 full ( typographical errors & badly bl5d ! type faces1 or place y\r ad4 9 ! mo/ inconspicu\s portion ( ! pap]1 y w\ld1 naturally1 be (f5d$ & be likely to transf] y\r adv]tis+ acc\nt to ! rival publication4 ,?is is :y ,i advise y & y\r fri5ds to frequ5t ! !at] t c>ries y\r adv]tis+ & see if y are gett+ value = y\r money4 ,at a c]ta9 motion-picture !at] 9 ,brooklyn ab\t ?irty slides are %[n at ! end ( e p]=mance4 ,y h only got to look at ! faces ( ! spectators to realize ! res5tm5t caus$ by ! bad practice4 ,t numb] ( slides at "o "t is entirely too _m4 ,! exhibitor ( ?is type is attempt+ to cram ! /uff d[n ! necks ( 8 patrons1 :]eas he %\ld accompli% x 9 an un=c$ mann]4 ,! latt] is easily gott5 ov] by %[+ only sev]al slides at ! end ( ea* reel4 ,!y are ?us spread out & h a f> great] *ance ( s9k+ 91 because picture-play-go]s are n call$ ^u to memorize a lot at "o gulp1 s to speak4 ,9 ?is way ! pati5ce ( patrons is n ov]tax$4 ,! exhibitor c nev] tell1 :5 he puts ov] 8 all-at-a-"t slide /unt1 :e!r or n he is s5d+ spectators away to 8 competitor a few blocks up ! /reet4 ,i h p]sonally kn[n exhibitors :o h be5 unable to acc\nt = ! fall+ (f ( att5dance1 yet ! :ole root ( ! tr\ble 0 ! slide dodge4 ,x is typically ,am]ican to %irk tell+ op5ly any?+ t displeases1 s t (f5d$ patron says no?+ & is nev] se5 inside ! !at] aga94 ,?is reb\nds on y1 = ^! (f5d$ folks become y\r mortal enemy & lay ! blame on ! ads4 !mselves4 ,ev5 at ^? halls t foll[ ! comm5dable me?ods outl9$1 spectators (t5 see ! entire p]=mance ?r\gh )\t witness+ all ! slides4 ,! mi/ake made by ! exhibitor 9 ?is case is to project "o ( 8 own slides fir/ to tell :at ! next photoplay w be4 ,?is s]ves to reveal to patrons t !y h se5 ! reels ov] once1 s !y rise & leave ! %[ "r !n4 ,in/ead1 :y n tell y\r exhibitor to hold back ?is condemn+ slide until ! la/1 9 ord] to h ! audi5ce sit out ! o!rs8 ,besides1 ! "o advantage ( ?is =m ( adv]tis+ is t !re is no competition 9 comm&+ att5tion simultane\sly4 ,ea* slide is project$ sep>ately1 & x is advisable1 if only = ! reason /at$1 to run only a few at a "t in/ead ( ! :ole bun*4 ,z ! provid] ( ?is extra rev5ue = ! movie %[man1 x is up to y to see adequate treatm5t = y\r inve/m5t4 ,,xxxviii4 ,,! ,,ideal ,,slide ,,foll[-,,up ,,m$ium ,to obta9 ! greate/ possible results f slide adv]tis+1 !re mu/ be an effective foll[-up s*eme4 ,y may h gott5 ! hun* t z y *ange y\r slide frequ5tly x is q suffici5t4 ,z a matt] ( fact1 only half ( ! battle is won1 = ! slide is n suffici5tly ela/ic to p]=m ev]y?+ dem&$ ( x4 ,at ! motion-picture !at] y\r slide is probably "o ( a doz51 & x is well-nigh impossible = a spectator to reta9 a vivid recollection ( !m all4 ,y h got to rem9d him1 &1 incid5tally1 pres5t ! direct appeal4 ,t means y\r adv]tisem5t be+ pres5t$ 9 a p]man5t =m4 ,x may occur to y at fir/ to use ! columns ( ! be/ local newspap]1 &1 :ile ?is has its good po9ts1 x falls %ort ( ! type ( foll[-up m$ium ne$$ = slide publicity4 ,a newspap]1 z a rule1 cov]s ! t[n l a blanket1 b ! neighborhood photoplay !at] draws ! majority ( its patrons f ! surr\nd+ blocks4 ,s1 if y wi% to obta9 #ajj p] c5t4 value f y\r inve/m5t1 x is up to y to employ ! h\se organ gott5 out by ! exhibitor4 ,?is publication gets into ! h&s ( all patrons ( ! !at] regul>ly e week1 & ! fans /udy x f cov] to cov] :5 !y rea* home4 ,! grave mi/ake "s deal]s make at ?is /age is to =sake ! slide = ! h\se organ4 ,x may be an economical plan on ! surface1 b1 believe me1 x is p5ny wise & p\nd fooli% 9 ! long run4 ,! slide s]ves to get acqua9t$ ) y\r prospects1 :o c n possibly ignore x 9 ! d>k5$ hall1 s y secure _! att5tion1 :ile ! pr9t$ page might escape _! notice4 ,i h frequ5tly rem>k$ ^u ! attractiv5ess ( ! /ock slide1 & ?is "t ,i am go+ to contra/ x ) ! /]eotyp$ bus9ess c>d4 ,?is is a snappy slide rec5tly us$ by a ,brooklyn dy] & clean]3 8,don't ,get #8,held ,up' = ,inf]ior ,clean+ & ,press+4 ,try ,u = ,exp]t ,"w at ,fair ,prices40 ,9 ! left-h& corn] 0 a sket* ( a ,new ,york t\gh po9t+ 8 revolv] at a t]rifi$ meek man4 ,! foll[-up adv]tisem5t 9 ! !at] h\se organ 0 z foll[s3 8,suits ,press$1 #be;c4 ,spong$ & ,press$1 #ce;c4 ,clean$ & ,spong$1 #ej;c4 ,dry ,clean$1 #a4jj4 ,pants ,spong$ & ,press$1 #aj;c4 ,also ,ladies' ,"w40 ,x 0 z easy z kiss y\r h& to be ent]ta9+ 9 ! fir/ in/ance1 because ! slide 0 "o ( ! /ock k9d4 ,?is fact1 h[ev]1 does n excuse ! adv]tis] f putt+ "s real ?\ght beh9d 8 ann\ncem5ts1 =1 o!rwise1 ! int]e/ ( ! read] fizzles l a damp firework4 ,,xxxix4 ,,attract+ ,,f>m]s ,,to ,,t[n ,if y are a c\ntry t[n m]*ant1 y are at ! m]cy ( ! wea!r1 & trade suff]s accord+ly4 ,! f>m] is a good cu/om]1 & y mu/ (f] "s inducem5t if he is to be p]suad$ to make 8 cu/om>y trip to t[n :5 ! wea!r is bad4 ,practically ev]ybody likes motion pictures1 & ! f>m] is probably z ke5 a fan z 8 city c\s91 only circum/ances prev5t+ him f att5d+ s (t54 ,i "k ( a m]*ant d[n 9 ,h>risonville1 ,miss\ri1 :o got wise to ! fact & pres5t$ 8 f>m cu/om]s ) free motion-picture !at] tickets4 ,he n[ f9ds t ! wea!r makes n a p>ticle ( diff]5ce4 ,h[1 !n1 c y make c]ta9 ( do+ good bus9ess e ,saturday1 ra9 or %9e8 ,i w\ld sugge/ t y try out ! self-same /unt4 ,9 ! fir/ place1 ! local motion-picture exhibitor1 be+ a bus9ess man1 is always on ! w>pa? = opportunities = increas+ 8 patronage1 s1 if y approa*$ him on ! subject ( sell+ admission tickets at a r$uc$ price1 he w\ld und\bt$ly come to t]ms ) y4 ,x might be well t y ask him to put on mo/ly rural pictures4 ,?is may seem l c>ry+ coal to ,newca/le1 b x has be5 prov5 t rural folks mu* pref] f>m+ subjects4 ,?is settl$1 mail two complim5t>y tickets1 ) a lett] ab\t ! "* ( ! program1 to y\r f>m] cu/om]s suffici5tly 9 advance to be us$1 & m>k !m good = only ! ,saturday mat9ees4 ,,xl4 ,,capitaliz+ ,,popul> ,,scre5 ,,play]s ,,9 ,,slide ,,adv]tis+ ,! national adv]tis] (t5 l9ks up 8 products ) t ( a popul> photoplay] by *ri/5+ a br&$ article aft] ! actor4 ,fail+ ?is1 he secures a te/imonial1 = :i* privilege he pays h&somely4 ,! reason is obvi\s1 = ! />s are wor%ip$ by c\ntless ?\s&s all ov] ! c\ntry1 9 smalle/ village & l>ge/ city1 &1 naturally1 ! use ( a "n means a big boo/ = ! article adv]tis$4 ,y see1 ! fans d n see _! idols 9 ! fle%1 :i* causes !m to ev9ce unusual int]e/ 9 any?+ to :i* ! play]'s "n is atta*$4 ,p]haps motion-picture audi5ces h be5 spoilt ?r\gh ! ev]-*ang+ fl[ ( new productions1 z ?is dem& = some?+ new has _h a m>k$ effect ^u slide adv]tis+4 ,! deal] nev] hesitates to try out some?+ orig9al4 ,! value ( an article l9k$ up ) a photoplay] increases a ?\s&-fold :5 adv]tis$ 9 ! photoplay !at]1 & consequ5tly ! slide on :i* m5tion is made ( a scre5 favorite w attract m att5tion ?an ! slides y are at pres5t us+4 ,i am n go+ to sugge/ t y apply to ! f\nta9-head1 s t y may foll[ 9 ! foot/eps ( ! national adv]tis]4 ,9 ! fir/ place1 x is out ( ! "q1 = ! photoplay]1 unlike 8 legitimate bro!r1 does n travel f t[n to t[n4 ,n[ & !n1 x is true1 he does t\r c]ta9 motion-picture !at]s1 b ^! occasions are n suffici5tly frequ5t = y to wait = "o to occur 9 y\r t[n4 ,i h a me?od 9 m9d :i* w co/ y no?+ additional outside ( ! slide4 ,?is is j a r\gh draft ( ! word+3 8,we ,"k ( a ,girl ,:o ,tri$ to ,manufacture ,dimples ,because ,%e ,envi$ ,lillian ,walk]'s4 8,z ,miss ,walk] is ,fam\s = ,h] ,dimples1 s ,are ,we = ,our ,c&y40 ,at ! side ( ! slide y %\ld h y\r slide manufactur] reproduce a photograph ( ?is popul> ,vitagraph play]4 ,?is item ab\t ,miss ,walk]1 y w note1 implies no recomm5dation f h]1 s ! same c n possibly be miscon/ru$4 ,"h foll[s ! orig9al p>agraph1 z submitt$ by ,lillian ,walk]'s press ag5t3 8,don't y d>e attempt to manufacture dimples2 !y are a monopoliz$ product1 & ,lillian ,walk] has ! motion-picture field all to h]self4 ,! o!r day ! popul> ,vitagraph play] receiv$ a lett] f a girl admir]1 :o1 desir+ a beauty d5t on ea* *eek1 endur$ great pa91 b all to no avail40 ,! press ag5ts 9 ! motion-picture field are s prolific t seldom a week goes by )\t "o appe>+ :i* may be adapt$ to y\r bus9ess4 ,if y adopt ! photoplay] slide1 x is imp]ative = y to *ange ! slide frequ5tly1 n only because spectators dislike to see ! same ?+ ov] aga91 b because ea* fan has 8 or h] favorite1 & by con/antly *ang+ ! play]s y ev5tually cov] !m all1 & ?us please ea* & e patron4 ,if y\r local newspap] runs a motion-picture dep>tm5t1 /udy x ?or\ghly = possible mat]ial4 ,if x does n1 "o ( ! _m motion-picture publications w admirably s]ve ! purpose4 ,z ! items are news1 !re is no copyright4 ,,xli4 ,,attract+ ,,trade ,,) ,,photoplay ,,/>s ,bo? ! legitimate & vaudeville pr(essions h _! foll[+s1 b nei!r c ev5 slightly approa* ! huge & widespread popul>ity enjoy$ by ! motion picture4 ,a cons]vative e/imate places ! numb] ( fans 9 ?is c\ntry at tw5ty millions1 :i* numb] support ! tw5ty ?\s& photoplay !at]s4 ,! p]sonal elem5t c\nts big 9 ?is indu/ry1 & ! lead+ photoplay]s come =emo/ 9 ! affections ( ! fans4 ,!re are m ?an two hundr$ well-kn[n motion-picture play]s appe>+ be=e ! cam]a to-day1 & ea* movie patron has 8 or h] favorite4 ,& ?is is j :]e ! ent]pris+ /orekeep] c p\nce ^u ?is opportunity = all x is wor?1 :i* is a good deal4 ,if 9 view ( :at has gone be=e1 y are /ill skeptical t an amusem5t c n be mix$ ) publicity1 ,i h only to cite ! me?od adopt$ by a trad] 9 ,los ,angeles4 ,he gave ov] 8 w9d[ display to photographs ( fam\s film play]s & arrang$ !m 9 an arti/ic mann]4 ,8 w9d[ happ5$ to face ! sidewalk1 & ! pictures creat$ s mu* att5tion t ! sidewalk 0 conge/$4 ,two policem51 to cope ) ! situation1 _h to h ! cr[d l9e up & only all[ ea* spectator ?ree m9utes 9 :i* to view ! photographs4 ,all day long ! l9e ext5d$ ov] a block1 ! w9d[s ar\s+ ! same am\nt ( int]e/ dur+ ! subsequ5t days ( ! exhibition4 ,x might h>dly be a s\nd bus9ess policy to display only photographs 9 y\r /ore w9d[ to ! total exclusion ( y\r ord9>y w>es1 = ! und]ly+ idea to get pass]s-by to view ! goods set out 9 ! w9d[ & act z a sort ( temptation to buy4 ,i w\ld !re=e propose t ! photographs be m\nt$ on bo>ds at ! back ( y\r w9d[1 s z to all[ ! w9d[ to be dress$ 9 ! ord9>y way4 ,?is %\ld a*ieve ! desir$ object satisfactorily4 ,y w f9d1 on approa*+ ! motion-picture produc+ companies1 t !y w only be too will+ to give or loan y photographs ( _! /ock play]s4 ,! local exhibitor w supply _! addresses4 ,ano!r d&y plan1 if y are 9 ! cu/om ( (f]+ premiums1 is to pres5t ea* p]son mak+ a pur*ase ( a c]ta9 small am\nt ) a po/-c>d ( a popul> scre5 play]4 ,y c pur*ase ^! = #c p] ?\s& & h ! selection y pref]1 = y w naturally require m ( ,m>y ,pick=d & ,*>les ,*apl9 ?an play]s ( less] r5[n4 ,i am n acqua9t$ ) any in/ances :]e retail]s h adopt$ ! prec$+ plan1 b if same c br+ full h\ses on dull nights to motion-picture !at]s t di/ribute su* pictures to spectators1 !n x is a positive ?+ t x w help along y\r slack days4 ,popul>ity conte/s are all 9 ! fa%ion to-day1 & x is possible = e t[n to ar\se ! patriotism ( ! fans by p]mitt+ !m to vote = _! favorite play]1 pres5t+1 p]haps1 ! "o head+ ! poll ) a suitable s\v5ir on behalf ( ! t[n4 ,?is /unt1 ( c\rse1 mu/ be work$ 9 co-op]ation ) ! ne>-by motion-picture !at]4 ,x c be arrang$ t ea* patron on ent]+ receives a vot+ blank1 :i* he is to fill up & return to ! girl 9 ! pay-box4 ,! exhibitor %\ld ann\nce on a slide t ! /&+ ( ! conte/ants w be ann\nc$ ea* day 9 ! w9d[ ( y\r /ore4 ,y w secure1 = practically no exp5se at all1 pl5ty ( publicity1 result+ 9 increas$ bus9ess4 ,,xlii4 ,,tak+ ,,advantage ,,( ,,errors ,,9 ,,photoplays ,e n[ & !n a motion-picture produc] comes a cropp]4 ,) ! spe$$-up production me?ods at pres5t prevail+1 he c seldom give adequate att5tion to ! little ?+s t c\nt4 ,x matt]s little :e!r ! play is hi/orical or mod]n--x is almo/ c]ta9 to conta9 at lea/ "o error ( "s k9d4 ,n[1 photoplay fans pride !mselves ^u _! sm>tness 9 detect+ ^! silly slips1 & !re=e an add$ /imulant w\ld please !m greatly4 ,9 addition to y\r ord9>y slide at ! local movie !at]1 :y n h same prec$$ ) "o word$ some:at z foll[s3 8,if ,y ,f9d a ,mi/ake ,p]ta9+ to ! ,dry-goods ,bus9ess 9 a ,photoplay ,scre5$ at ,?is ,!at]1 ,we ,w ,pres5t ,y ) #be ,c5ts' ,wor? ( ,goods ,free08 ,! fir/ ?+ is to det]m9e z to :at con/itutes an error4 ,9 "o photoplay a daught] ran away f home & return$ to ! family fold five ye>s lat] ) ! same dress on h] back4 ,almo/ z bad 0 ano!r picture 9 :i* ! *ief "*1 an old g>d5]1 began 8 day's "w ) an old ov]all4 ,at ! end ( ! day he blossom$ =? 9 a new g>m5t4 ,mi/akes are q z preval5t 9 ,we/]n dramas4 ,imag9e1 !n1 z ,i did1 see+ an ,indian girl we>+ silk hosi]y4 ,!re are mu* worse mi/akes 9 hi/orical films4 ,y w rememb] t 8,jane ,eyre10 ,*>lotte ,bronte's fam\s novel1 0 set 9 ! e>ly "p ( ! n9ete5? c5tury1 b ! h]o9e 9 ! photoplay v]sion 0 up to ! m9ute 9 fa%ions4 ,x is q likely t m ?an "o spectator w detect ! same error1 9 :i* case x w prove too co/ly a /unt1 s x is advisable to limit same to ! fir/ f\r p]sons :o report ! error4 ,z ! av]age motion-picture !at] *anges its program daily1 x w be h>d to v]ify ! mi/akes1 :i* may n prove to be su*4 ,to gu>d y\rself aga9/ ! unscrupul\s1 x is well = y or somebody y c tru/ to see ea* program4 ,fail+ ?is1 /ipulate t spectators report ! error to ! exhibitor imm$iately aft] see+ ! picture4 ,?is /unt1 besides draw+ additional att5tion to y\r regul> slide1 %\ld result 9 p]man5t cu/om]s4 ,moreov]1 ^? folk :o delve b5ea? ! surface w realize t 7 n y\r goods satisfactory y w\ld1 in/ead1 (f] a qu>t] 9 ca%4 ,d n neglect to h ! names & addresses ( ! w9n]s1 toge!r ) p>ticul>s ( _! errors1 scre5$1 = x w assur$ly prove an inc5tive to ! unlucky ones4 ,,xliii4 ,,h[ ,,! ,,book ,,deal] ,,c ,,take ,,advantage ,,( ,,! ,,movie ,,adaptation ,,mania ,! saloon-keep] may attribute decreas$ bus9ess to ! v]satile motion picture1 b to ! av]age book deal] ! indu/ry c be mo/ b5eficial4 ,x is :at might be call$ ! adaptation mania f :i* bo? publi%]s & book deal]s h pr(it$4 ,to prove ?is1 y h only to take into acc\nt 8,les ,mis]ables10 :i*1 :5 releas$ at ! picture !at]s1 creat$ an enorm\s sale ( *eap repr9ts ( ! popul> book4 ,?is has be5 foll[$ up by _m o!r adaptations f novels & /age plays1 & 9 e case x has meant extra trade = ! book deal] :o has be5 ke5 en\gh to make good use ( ! opportunities ?us pres5t$4 ,_m movie fans1 aft] see+ ! photoplay v]sion ( a popul> book1 & f9d+ x to _! lik+1 h a desire = read+ ! /ory4 ,in/ead ( borr[+ ! book f ! local libr>y1 !y pref] to sp5d up to a qu>t] on a *eap edition--& ?is is precisely :]e ! book trade comes 94 ,h>dly a week goes by )\t "s popul> book or play has be5 produc$ 9 motion-picture =m4 ,!re are app>5tly few book deal]s :o h giv5 ?is new field ( bus9ess activity ! close att5tion x dem&s4 ,"s h be5 cont5t to wait until ! dem& came--a mo/ %ort-sight$ policy t meant cu/om]s go+ else:]e--:il/ o!rs h sat d[n & let ! exhibitor reap ! h>ve/4 ,i ?9k x wor? :ile = e book deal] to make a fri5d ( ! local motion-picture %[man4 ,! b5efit w\ld be mutual4 ,! exhibitor c\ld in=m ! book deal] well 9 advance :e!r he _h any adaptations book$1 s t ! book deal] c\ld lay 9 a /ock to meet ! dem&4 ,he c\ld also ann\nce outside 8 /ore t ! picture 0 be+ %[n at ! !at] 9 "q1 :il/ all c\ld obta9 ! book ( ! film f him4 ,! exhibitor w\ld reciprocate ! publicity ?us giv5 by ann\nc+ t ! book 0 obta9able ( ! book deal]1 or by all[+ ! latt] to di/ribute circul>s to ! audi5ce4 ,^! are b sugge/ions4 ,o!r possible s*emes may be devis$ by ! wide-awake book deal]4 ,x is1 h[ev]1 well to "k t "h is a s\rce ( rev5ue to be tapp$4 ,,xliv4 ,,sell+ ,,real ,,e/ate ,,by ,,! ,,film ,! real-e/ate ag5t op]at+ f a di/ance 9 sell+ vacant lots & h\ses is plac$ at a consid]able disadvantage4 ,:5 a prospective pur*as] comes along ! *ances are 9 n9e cases out ( t5 t he has be5 s misl$ by "s o!r memb]s ( ! frat]nity t all ! argum5ts 9 ! _w w n conv9ce him t a c]ta9 piece ( prop]ty on y\r books is j ! v ?+ he is seek+4 ,:5 y invite him to pay an inspection1 he w probably say3 8,i'm n go+ on a wild-goose *ase1 s ,i want "s tangible evid5ce t x is likely to suit me40 ,! un=tunate ?+ ab\t x is t ! innoc5t h to pay = ! s9s ( ! guilty1 & ! only effective way y c conv9ce su* an individual is by a motion picture4 ,!n1 on ! o!r h&1 !re is ! cli5t ^: "t is limit$ & may n be able to make ! trip on *ance4 ,! motion picture is next to ! actual ?+1 = x %[s ev]y?+ z 9 real life )\t any t5d5cy to exagg]ate or all[ false claims to ent]4 ,x c n be ?\ght1 h[ev]1 t ! deal c be cl9*$ )\t ! p]sonal visit4 ,! film s]ves to pave ! way = ?is4 ,?is is n m]e !ory conjur$ up f ! vision ( an arm*air4 ,! cr$it = putt+ ! plan into actual op]ation is due to ,we/]n ent]prise4 ,i ref] to ! ,newell ,murdo* ,company1 :o own ! ,san ,francisco suburb ( ,=e/ ,hill4 ,be>+ ! title ( 8,a ,drive ,?r\gh ,=e/ ,hill10 ! film op5$ by %[+ ! gr& /airway at ! ma9 entrance1 ) ! tract (fice 9 ! (f+4 ,!n came a numb] ( panoramic views1 introduc+ ! spectator to ! s]p5t9e turnpikes1 /reets & av5ues4 ,f9i%$ h\ses 7 reveal$1 z well z ^? 9 a p>tial /age ( con/ruction4 ,a tract salesman is also %[n meet+ automobile p>ties ( prospective pur*as]s4 ,?is film 0 pres5t$ = public exhibition 9 ! ord9>y way at tw5ty ( ! d[nt[n !at]s1 :]e x creat$ mu* int]e/ & ultimately produc$ "s m buy]s4 ,x might also be well to %[ ! int]iors1 = ! inside ( a h\se is ev5 m important ?an its ext]ior aspects4 ,?is 0 =m]ly impossible1 ow+ to ! adv]se photographic conditions & ! difficulty & exp5se 9 in/all+ adequate artificial light+ equipm5t4 ,lately1 h[ev]1 an inv5tion has r5d]$ x bo? possible & practicable4 ,additional int]e/ w\ld be l5t to ! motion picture by introduc+ resid5ts 9 typical poses1 recreations1 & s =?4 ,?is w\ld enable ! prospective resid5t to ga9 "s idea ( :at 8 neighbors w\ld be l4 ,ano!r conv9c+ t\* w\ld be add$ if ! transportation facilities c\ld be introduc$4 ,romance figures 9 practically e photoplay4 ,( all ! !mes1 dome/ic tr\bles =m ! mo/ prolific "o = ! sc5>io writ]4 ,x /&s to reason1 !re=e1 t motion-picture audi5ces w\ld bett] appreciate a com$y4 ,!re is abundant mat]ial = introduc+ ! adv]tis+ elem5t1 su* z a newly m>ri$ c\ple :o f9ds p>adise on y\r e/ate1 or a family :o exp]i5ces a great difficulty 9 secur+ ! "r h\se1 & y\rs measures up highly to _! exact+ wants4 ,^! are b sugge/ions to indicate j :at l9es y %\ld pursue4 ,a /ory c be easily wov5 ar\nd y\r e/ate1 introduc+ *>act]i/ic sc5es 9 a p]fectly natural mann]4 ,! local !at]s w be m ?an glad to h y\r film1 if x con=ms to ! usual run ( photoplay /ories1 & y may get !m to %[ x = no?+ in/ead ( = a fee4 ,maybe y w\ld n c>e to g to ! exp5se & tr\ble ( fitt+ up a room 9 y\r (fice z a private !at] & in/all+ special motion-picture app>atus1 s w\ld sugge/ t y make arrangem5ts be=eh& ) ! ne>e/ movie exhibitor = ! hire ( 8 hall & op]ator :5 n engag$4 ,y c !n %[ y\r dubi\s prospect at any "t conv5i5t to him4 ,,xlv4 ,,adv]tis+ ,,y\r ,,dep>tm5t ,,/ore ,,by ,,motion ,,pictures ,dep>tm5t /ores1 :e!r l>ge or small1 9 se>* ( new ways & means ( attract+ ! public 9 face ( competition1 w f9d 9 ! v]satile motion picture a publicity m$ium :i* fully comes up to _! requirem5ts4 ,hav+ ! novelty elem5t1 x is b\nd to create unusual att5tion1 result+ ultimately 9 increas$ bus9ess4 ,! idea1 h[ev]1 is n new to ,engl&1 = ! well-kn[n ,london dep>tm5t /ore ( ,selfridge's1 own$ by ! ,am]ican ( t "n1 _h a "o-reel film produc$ "s "t ago4 ,?is %[$ h[ cu/om]s & /aff are treat$ by ! firm1 deal+ ) accid5ts & illness1 & keep+ ! employees fit by physical-culture drills on ! ro( g>d54 ,! picture1 besides captur+ ! fancy ( ! public at a c9ematograph exposition held 9 ,london1 0 also put on at ! pr9cipal !at]s ?r\gh\t ,london & suburbs4 ,to acqua9t ! public ) h[ _! welf>e is /udi$ & t ( ! employees is j ! v ?+ to =m ! basis ( a successful film4 ,x is1 on ! o!r h&1 h>dly practicable to ext5d ! adv]tis+ to specific b>ga9 (f]s1 su* z y (t5 set =? 9 newspap] ann\ncem5ts4 ,! boil$-d[n /ories ( e-day life1 :i* are s frequ5tly se5 on ! movie scre5 & are s popul> ) ! majority ( picture-play-go]s1 (f] _! c\nt]p>t 9 ! adv]tis+ field1 s dep>tm5t /ores w\ld be wise to foll[ ! fa%ion4 ,su* a photoplay w\ld /ir m int]e/ ?an an ord9>y indu/rial1 & x is safe to say t y\r po9ts w\ld get home bett]4 ,audi5ces w\ld be delight$ 9 recogniz+ x z a home product1 set amid famili> sc5es 9 ! neighborhood4 ,x might also be advisable to introduce well-kn[n local play]s 9 ! ca/4 ,!re is abundant scope = a tra9$ sc5>io writ] to block out an int]e/+ /ory4 ,y c h1 = in/ance1 ,mrs4 ,br[n1 all tir$ out & discont5t$ aft] a t\r ( all ! %ops except y\rs4 ,%e happ5s to meet ,mrs4 ,smi?1 h] fri5d1 on h] way home4 ,mrs4 ,smi? is ! picture ( cont5t1 ?r\gh trad+ at y\r /ore1 &1 aft] sympa?iz+ ) ,mrs4 ,br[n1 invites h] to try y\r /ore4 ,%e takes ! tip & is too pleas$ = words4 ,?is is j a r\gh outl9e s z to give y an idea ( :at c be done4 ,y c\ld also h ! /ory writt5 up 9 fiction =m & ins]t x 9 ! columns ( ! newspap] y favor1 ann\nc+ at ! bottom :]e & :5 ! film v]sion is be+ pres5t$4 ,! exhibitors ( ! !at]s 9 "q w be m incl9$ to ent]ta9 y\r proposition & accept a small] fee if !y "k !y are go+ to obta9 "s additional adv]tis+4 ,z mu* discretion 9 select+ motion-picture !at]s mu/ be us$ z if y 7 select+ reliable press m$iums4 ,y w f9d t ! d[nt[n !at]s attract ! work]s ( bo? sexes 9 ! lun* h\rs1 & 9 ! aft]noons ! audi5ces1 = ! mo/ "p1 comprise ladies seek+ relaxation aft] %opp+ t\rs4 ,b out 9 ! suburbs & resid5tial di/ricts bus9ess m5 & _! wives g to ! %[s 9 ! ev5+ aft] supp] to drive away ! worries & irritations ( ! day4 ,if y\rs is a high-class /ore1 x naturally w n d to h y\r film %[n at a nickeldrome attract+ ! poore/ ( ! work+ classes4 ,i w\ld especially advise y1 be=e putt+ y\r motion picture into circulation1 to make a t\r ( ! photoplay !at]s 9 y\r t]ritory4 ,x is n en\gh to judge by ! outside appe>ance--m+le ) ! audi5ce--& size ea* "o up f ! po9t ( view ( y\r proposition4 ,,xlvi4 ,,hit*+ ,,motion ,,pictures ,,to ,,musical ,,adv]tis+ ,! v]satility ( ! motion picture is n conf9$ to ! v>i$ ent]ta9m5t (f]$4 ,bo? ! films & !at]s c be l9k$ toge!r & be conv]t$ into bus9ess produc]s = ! musical trade4 ,%\ld ,i be accus$ ( pres5t+ m]e !ories1 !n ,i w\ld respectfully call y\r att5tion to ! fact t :at ,i am ab\t to sugge/ is bas$ ^u actual successful cases ( ! movies be+ employ$ z an adv]tis+ m$ium4 ,"s "t back ! ,edison ,company />t$ to issue musical selections = motion-picture or*e/ras1 s t _! photoplays c\ld be play$ to z appropriately z possible4 ,:5 "o realizes t ! majority ( ! %[s *ange _! program e day1 x c be se5 t !re does n exi/ mu* "t be=eh& to prep>e suitable musical pieces4 ,x may sc>cely be ne$$ to add t ! exhibitors appreciate ?is co-op]ation on ! "p ( ! film produc]4 ,?is example has s9ce be5 foll[$ by ! ,univ]sal ,film ,company4 ,!y devote almo/ a :ole page 9 _! h\se organ to ! correct music to accompany _! motion pictures )4 ,! field is a good "o = pluck+1 = !re are tw5ty ?\s& motion-picture !at]s f ,ma9e to ,cali=nia1 & ! av]age %[ puts on six fre% reels e day4 ,! av]age numb] ( selections = ea* reel is ?ree1 br\ght ab\t by ! quick-*ang+ situations pres5t$4 ,! me?od ( "o song publi%] by :i* to popul>ize 8 w>es to ! folks 9 front is to arrange ) a numb] ( neighborhood !at]s to take on a s++ act betwe5 ! reels4 ,! s+] has ! assi/ance ( ! b&1 & ! audi5ce is enc\rag$ to jo9 9 ! sw++ *orus by a slide ?r[n ^u ! scre5 conta9+ ! words4 ,at ! top ( ?is is a notice /at+ t ! ,s & ,s ,company publi%es no bad songs4 ,to h>k back1 on ! musical page ( "o ( ! h\se organs is a notice to ! effect t if ! or*e/ra lead]s d n happ5 to possess ! music1 !y c obta9 x f c]ta9 conc]ns 9 ,new ,york1 ,*icago1 ,bo/on & ,philadelphia4 ,i am q 9 ! d>k z to ! actual inside arrangem5ts :i* h be5 come to1 b ,i presume t ?is is a sort ( co-op]ative plan1 :]eby1 9 return = review+ ! company's productions f ! musical po9t ( view1 ?is publicity is provid$ 9 return4 ,inasmu* z only two ( ! ?irty or m motion-picture produc]s are help+ ! exhibitor 9 ?is mann]1 x w\ld seem t !re exi/s a p>ticul>ly good opportunity to endeavor to coax ! o!rs to foll[ suit4 ,movie fans are mo/ly home-lov+ folks1 & are at all times on ! w>pa? = new songs to play at home4 ,?is is prov$ by ! fact t x is no?+ unusual = an exhibitor to receive an inquiry f a patron ask+ = p>ticul>s ( a c]ta9 piece ( music t has tak5 8 or h] fancy4 ,"s songs l5d !mselves p>ticul>ly well to motion-picture production1 & su* popul> ones z 8,x's a ,long1 ,long ,way to ,tipp]>y0 & 8,home1 ,sweet ,home10 h already be5 film$1 ?us fur!r help+ to popul>ize !m4 ,! ideal song z a photoplay is "o :i* (f]s abundant scope = action & is also true to life4 ,mo/ film v]sions ?us f> h be5 prep>$ aft] ! song has a*iev$ consid]able fame4 ,if1 h[ev]1 ! publi%] is to reap ! full b5efit1 ! movie picturization %\ld be releas$ simultane\sly ) ! publication ( ! song4 ,,xlvii4 ,,develop+ 8,,h ,a ,,g>d50 ,,movem5t ,,) ,,photoplay ,,!at] ,,help ,! spr+ & summ] are ! busy seasons = ! nurs]yman & flori/1 = ! ?\ghts ( ! city folk fly 9 ! direction ( ! op5 air4 ,! g>d5 be+ ! fir/ hav5 ( refuge1 ! g>d5 8outfitt]10 if ,i may be p]mitt$ to co9 a t]m1 b5efits f9ancially4 ,! neighborhood !at] is be/ suit$ to y\r purpose1 z ! majority ( ! patrons are locat$ 9 resid5tial sections4 ,y approa* !m 9 ! "r mood1 = "o ( ! *>ms ( ! motion picture1 z y are d\btless aw>e1 is ! natural backgr\nds4 ,al?\gh a fair spr9kl+ ( ! /ories are set 9 ! city1 !re are a goodly numb] locat$ 9 rural communities1 consequ5tly spectators see lovely g>d5s1 f>ms1 ran*es1 to say no?+ ( ! h&iwork ( nature repres5t$ by ! prairies & =e/s4 ,all ?is makes ! city dwell] feel z ?\gh he w\ld l to get away f 8 artificial surr\nd+s1 s he unconsci\sly ?9ks ab\t conv]t+ 8 back & front lots into g>d5s & h 8 w9d[-sills fill$ ) plants4 ,he may h j gott5 to t wav]+ po9t :]e x ne$s an inc5tive to /ir him to action1 = he is apt to =get 8 *]i%$ hopes :5 plung$ 9 bus9ess on ! foll[+ day4 ,x is cu/om>y1 at "s motion-picture !at]s1 to pres5t premiums on a c]ta9 night ea* week4 ,ea* patron on ent]+ is giv5 a numb]$ ticket1 & at an appo9t$ h\r ab\t f\r numb]s are drawn1 ! lucky ones be+ pres5t$ ) a useful article4 ,! exhibitor1 9 mo/ in/ances1 has neglect$ to enli/ local co-op]ation & has pur*as$ 8 premiums at :olesale price f headqu>t]s4 ,x may be because x is h>dly pr(itable to local trad]s1 s9ce only f\r out ( a possible ?\s& w\ld feel k9dly dispos$ t[>d !m4 ,a fri5d ( m9e :o rec5tly return$ f a t\r d[n ,s\? in=ms me t he discov]$ a plan 9 8 travels :i* has ov]come ?is app>5t difficulty4 ,x appe>s t ea* lady pay+ = admission to ! ,columbus ,!at] at ,m\nt ,all5 on a c]ta9 ,w$nesday night 0 pres5t$ ) a ticket good = ei!r a fifty-c5t rosebu% or else a plum or pea* tree at ! local nurs]yman's4 ,ea* woman duly pres5t$ h]self at ! nurs]y & 0 p]mitt$ to select h] own plant4 ,?is af=d$ ! flori/ an opportunity to introduce _m o!rs ( 8 l9e1 & !re 7 v few :o did n sp5d f #a to #aj ) him4 ,! only criticism ,i h to (f] is t ! proposition might h be5 ext5d$ to ! m51 z !re 7 und\bt$ly m>ri$ m5 9 ! audi5ce1 unaccompani$ by _! wives1 z well z s+le ones :o w\ld c>e to take up g>d5+ z a hobby4 ,! nurs]yman 9 ?is case *>g$ ! exhibitor ! absolute rock-bottom price = ea* plant1 rely+ ^u ! extra p]man5t bus9ess secur$ to comp5sate = ! sacrifice made4 ,,xlviii4 ,,nam+ ,,soda-,,f\nta9 ,,concoctions ,,aft] ,,movies ,druggi/s %\ld n be backw>d 9 avail+ !mselves ( "o ( ! /ronge/ =ces ( mod]n times--! motion picture4 ,x is a poor t[n t does n conta9 a photoplay !at]1 & 9 mo/ t[ns !y are z pl5tiful z druggi/s--"o on e few blocks4 ,! proportion ( motion-picture go]s 9 ?is c\ntry is "o to e five inhabitants1 &1 h[ev] x may "w out 9 y\r t[n1 x is practically c]ta9 t ! majority ( m51 wom5 & *ildr5 sp5d _! ev5+s at ! motion-picture %[4 ,aft] !y h se5 ! p]=mance ?r\gh1 !y are 9 ! "r mood to pay a visit to a soda f\nta94 ,d y make any inducem5ts to attract _! patronage8 ,maybe y don't1 s let me sugge/ h[ y c accompli% ?is4 ,:y n introduce a ,lillian ,walk] sundae1 an ,edw>d ,e>le frappe & a ,*>lie ,*apl9 soda8 ,! "n goes a long way1 b if y c make ! concoction di/9ctive x is an add$ advantage4 ,lillian ,walk]1 = in/ance1 is fam$ f> & wide = h] dimples1 :i* are n )\t _! publicity possibilities4 ,d n adh]e to any "o p>ticul> play] = too long a p]iod1 = ea* fan has 8 or h] favorite1 & if y make1 say1 a daily *ange1 y ev5tually cov] !m all4 ,obvi\sly1 ! mo/ effective adv]tis+ m$ium is ! motion-picture !at]4 ,if ! exhibitor r5ts out 8 scre5 to retail]s1 y %\ld arrange to h a slide %[n4 ,fail+ ?is1 an adv]tisem5t 9 ! h\se organ or program %\ld produce ! desir$ results4 ,9 reg>d to ! well-kn[n br&s ( photoplays1 ,i "k ( a ph>maci/ 9 ,beatrice1 ,nebraska1 :o inv5t$ ! ,triangle sundae4 ,?is compris$ a mixture ( vanilla & d>k *ocolate ice-cream1 ov] :i* 0 plac$ a confection triangle1 ! "w ( a local bak]4 ,on ! top ( ?is 7 ?ree *]ries & ?ree gre5 c&i$ plums4 ,?is /unt 0 pull$ (f 9 co-op]ation ) a local photoplay exhibitor1 :o 0 z satisfi$ ) ! extra bus9ess secur$ z 0 ! druggi/4 ,triangle is only "o br& ( popul> photoplays ) adv]tis+ possibilities4 ,o!rs are ,p>am\nt1 ,r$ ,fea!r1 ,blue ,bird1 ,metro1 ,_w1 ,mutual1 ,univ]sal1 ,gold ,roo/]1 ,beauty1 ,biograph1 ,kalem1 ,vitagraph1 ,edison1 ,essanay1 ,selig1 ,lub9 & ,?anh\s]4 ,x may be argu$ t x is giv+ ! manufactur] free publicity1 b x does n sell him any m pr9ts1 = ! exhibitor1 z a rule1 contracts = all ! productions releas$ "u a c]ta9 bann]4 ,y w\ld1 ( c\rse1 b5efit ! manufactur] 7 y to boo/ br&s indiscrim9ately1 b ! success ( ! /unt dep5ds on secur+ ! assi/ance ( ! local exhibitor4 ,:5 t is secur$1 y only *ri/5 soda-f\nta9 concoctions aft] ! br&s ( photoplays to be se5 at 8 !at]4 ,a little extra "t & ef=t 9 devis+ new soda-f\nta9 l9es w be well repaid4 ,a4,h4 ,,new ,,pan*roma ,,tw9 ,,arc ,,model ,c ,us$ by lead+ produc]s all ov] ! ,unit$ ,/ates & adopt$ z ! /&>d portable light+ unit = motion-picture "w4 ,price1 #gj ,price ( lamp1 complete1 ) collapsible reflector1 rheo/at & c>ry+-case conta9+ all1 & sep>ate fold+-/&1 #gj4 ,illu/ration3 ,light+ #hjjj ,,c&le ,,p[] by ,gov't ,te/ 7,u4 ,s4 ,coa/ ,artill]y ,s*ool7 ,9 use by ,! ,vitagraph ,kalem ,essanay ,lub9 ,rolfe-,metro ,fox ,univ]sal ,?anh\s] & hundr$s ( o!r ,m4 ,p4 ,/udios ,! new ,model ,c conta9s a numb] ( improvem5ts1 :i* our exp]i5ce ( ! pa/ ye> indicate to be ( additional conv5i5ce to ! op]ator4 ,! rheo/at is n[ m\nt$ on ! lamp in/ead ( be+ plac$ 9 ! c>ry+ case & ! :ole lamp has be5 made m rigid & solid4 ,a special oscillat+ device1 fitt$ to ! c>bon-fe$1 keeps ! c>bons always 9 accurate contact4 #h1jjj c4 p4 gu>ante$ p] lamp4 ,total weight ( ea* unit less ?an tw5ty p\nds1 exclusive ( /&4 ,illu/ration3 ,light+ ,! ,new ,model ,h ,,top ,,light our late/ (f]+ ,see x & judge its effici5cy ,,we ,,are ,,light+ ,,exp]ts ,,= ,,all ,,purposes ,,9 ,,motion ,,photography ,we outfit op]ators = /udio1 transit1 comm]cial & unusual purposes4 ,r5tal t]ms on reque/ at headqu>t]s4 ,l[e/ ,co/ p] ,op]at+ ,unit ,,allison ,,hadaway ,,corporation ,photographic ,manufactur]s & ,import]s #bce ,fif? ,av5ue1 ,dept4 ,d1 ,new ,york ,illu/ration3 ,light+ ,,ev]y?+-,,=-,,y\r-,,playh\se ,,hommel',s ,,comm]cial ,,build+ #dbb ,,fir/ ,,ave4 ,,pittsburgh4 ,,pa4 ,my ,specialty is ,motion ,picture ,publicity ,is !re a photoplay y wi% writt5 ar\nd y\r goods8 ,i supply ! plot1 te*nical sc5>io1 or bo?4 ,h[ ab\t boo/+ y\r picture8 ,x w pay y to entru/ me ) ! prep>ation ( ! lit]ature4 ,is !re a unique publicity /unt y h 9 m9d8 ,:y n enli/ my aid8 ,are y us+ regul> photoplays8 ,if s1 ,i c furni% a weekly report ( ! late/ productions4 ,is !re a problem on :i* y seek advice8 ,p]haps ,i c be ( s]vice to y4 ,,erne/ ,a4 ,,d5*1 #cbf ,decatur ,/reet1 ,brooklyn1 ,n4 ,y4 ,,z ,a ,,companion ,,volume1 ,,buy 8,,mak+ ,,! ,,movies0 7,,macmillan ,,co41 #a4be7 ,,transcrib]',s ,,notes3 #a4 ,enclos$ italic or und]l9$ font 9 und]scores4 #b4 ,enclos$ bold font 9 equals4 #c4 ,orig9al spell+s h be5 /&>dis$ only :5 a dom9ant v]sion 0 f\nd4