Advertising by motion pictures

In spite of the versatility of the intrepid motion picture as an advertising medium, it has its limitations. This, after all, is but natural, for all forms of publicity are supposed to be links in the chain, and not one is strong enough to take the place of the whole.

It is clearly obvious, of course, that when adopting motion-picture advertising, everything has to be visualized by means of animated photographs, so, therefore, the appeal is presented through the eye. As for the printed work, this takes a back seat.

Since everything is intended to be absorbed by the eye, a whole mass of explanatory matter tagged on to the film would rather hinder the ad. instead of adding further enlightenment as intended. And the short time a sentence remains on the screen does not allow lengthy statements to sink in. Subtitles are weak devices to help a photoplay story over stumbling-blocks, and the less and shorter they are, the better the picture will be. There are plenty of other mediums in which to display how well you can weave words, so why drag them into a place where they do not fit?

Besides, it is what the spectator sees, not reads, that leaves the lasting impression, which is the paramount point to be reached in advertising by motion pictures.

And there is another important matter to be weighed and considered. If you overload your film with titles, you will befog a good number of foreigners who have not been long enough in our country to master the English language, so that their probable patronage is lost just because the international language of the film has been abused.

There has already arisen a select few writers who have made a specialty of combining advertising with motion pictures and laying out campaigns for their clients to the best possible advantage.

Motion-picture advertising, as a direct-appeal proposition, is ineffective. You may, for instance, have to get out a catalogue in order to list the goods you make, and you may also plan to get this over on the screen by filming each article as you would if you had a still photograph taken and precede each with an insert, giving prices and other particulars of same. Apart from the fact that the film would be voted deadly dull by audiences, it would also fall flat as a business bringer. You simply can’t do without advertising literature, for the motion picture ends at getting interested, and the old stand-bys must clinch the deal at the right time.

Where the film excels is that your ad. comes on the screen without competing with any others for attention, and although the spectator may not respond easily to press advertising, he feels he has to view the picture because he can not “turn over a page,” or, in other words, there is nothing else interesting for him to turn his attention to. He will, if approached, admit that the motion picture is the most entertaining publicity channel yet. You also reach him at his leisure, and, therefore, approach him in the right mood.

Get it out of your head right now that anything in the nature of an ad. film will produce the results you strive for; believe me, the movie fan (there are twenty million of them in this country) is a most fastidious individual, for which the improvements reached in photoplays may be held responsible. You would not expect a formal business notice to do any good nowadays, would you? Then, the same holds good of film advertising.

You can’t merely state on a film that Bondin, the famous actor, derives great enjoyment out of your preparation--it’s too crude. But you can film an interview with your worthy customer and introduce some home-life scenes, not to forget his testimonial of your goods visualized. This would produce an exquisite blend of entertainment and advertising.

All in all, it is action by which you have to tell your story. You have, as a matter of fact, to regard your proposition from the angle of the man from Missouri. You can take the public behind the scenes of your works and convince them that the goods are produced under the best of conditions. The picture is likewise given an educational touch because an industry is being unfolded at the same time. Then, if you want to bring out the important selling points, you engage a writer to incorporate them into a comedy or dramatic photoplay. And so I could go on giving examples of introducing life into the ad. story. Action is the life and soul of the film industry.

Bear in mind, too, that it is the quality that tells, not quantity. I have seen efforts along these lines that contained material for a half-reel subject, yet they were unduly extended to two reels, boring an audience for forty minutes instead of entertaining them for ten minutes. Picture-goers are quick to resent padding, and your film may defeat its purpose. A good way to detect this beforehand is to arrange for its projection and try to place yourself in the position of the average movie fan.

This padding is often done by the smaller fry so as to make as much as possible over the deal. But if the advertiser places himself in the hands of a reliable industrial film concern, he may rest assured of them not taking undue advantage by charging for a lot of superfluous footage.

II.

MOVIE ADVERTISING FROM THE VIEWPOINT OF A FAN

You may hardly credit it when I assert that motion-picture audiences are the most critical in the world. They do not outwardly show their disapproval of things, but after they resolved that the photoplay was here to stay, anything as a motion picture would no longer satisfy them. So the film producers had to humor the folks who had made their wealth, and to-day the fans have been educated up to such a pitch that nothing but the best will satisfy them. Here, then, is the class of readers represented by moving-picture publicity.

The obvious conclusion is that advertisers will have to follow in the path of the ordinary producer in order to obtain the greatest value out of this new advertising medium.

A talk with an intelligent motion-picture fan, as I found, is very interesting. “I would like your views on ad. films,” I asked.

“With pleasure,” she replied, and forthwith got down to business.

“I must say that they are considerably more interesting than the advertisements that meet your eye in the newspapers. How nice it is to watch an industry on the screen and be taken through a big manufacturing plant. It is an education in itself, and it never strikes you as though it was intended as a boost, although the particular thing--the point the advertiser wishes to bring home, I believe you call it--leaves an indelible impression on you.

“I also enjoy the films in which there is a story. One such film, I remember, told of a poor family who took in washing. Disease abounded, and the folks who had their laundry done learned their lesson. Then the sanitary methods of the steam laundry were contrasted. It impressed me very much.

“The comic films are frequently laughable, but I remember being offended once at seeing a man like somebody’s beer so much that he drank it until he was dead drunk. I noticed that I was not the only spectator to leave the hall. I like, at all times, my photoplay fare to be in good taste.

“At some of the movie theaters I attend they make a practice of running a number of slides after the reels. They relate to neighboring stores, but are so dry and shown for so many weeks without being changed that I always skip them.”

“Would you prefer,” I chimed in, “that the advertising film portion be abolished?”

“I would not so long as the ordinary pictures did not suffer in quality and quantity. A show I regularly visit out in New Jersey always runs the ad. films after the program has finished. As the pictures are invariably good ones, I always stay to see them through, and most others in the audience seem to do likewise. And another thing, the subjects are frequently changed, for naturally one grows tired of seeing the same things over and over again.”

“Have you,” I broached, “any suggestions for improvements?”

“Sure; I would like to see some of my favorite photoplayers take the leading parts in the ad. stories. It would be just crazy to watch Mary Fuller and Francis X. Bushman as a pair of newly weds who try to overcome housekeeping difficulties with various modern articles to be bought at stores.

“I also think that there is considerable room for improving the film plots. They should be as good as the ordinary photoplays. What they seem to lack is strength. There is seldom any of the strong, exciting situations which I am accustomed to see, and the punch is often conspicuous by its absence at the end.”

III.

THE DOLLARS AND CENTS OF ADVERTISING BY MOTION PICTURES

So far as I am aware, the cost aspects of advertising by motion pictures have not been dealt with in print before. This may explain why so many advertisers, national or otherwise, have neglected to avail themselves of the many opportunities offered by the new publicity medium. As in all things, the cost is the deciding point, and although the average advertiser will not quibble over a few dollars where there is the prospect of increased business, he, nevertheless, likes to know beforehand just what the campaign is going to cost.

Every business man thinks of the facts before anything else, and this chapter is intended to furnish them so that he need grope in the dark no longer.

I will suppose you follow the vade mecum of most advertisers and arrange to have a single-reel motion picture produced showing conditions at your plant. Even though it is only an industrial subject, it calls for much careful thinking and painstaking effort. A scenario will have to be prepared, and in this the various details you wish emphasized are introduced in logical order. You can, of course, withhold the trade secrets that are not desirable for the public to see. There is also a knack in inserting and wording the subtitles, for one is frequently employed to explain the obvious. This results in film wastage, while all the difficult points should be explained as explicitly as possible, as each word used consumes one foot of film.

A very bad habit which readily becomes apparent and detracts the attention of spectators from the object of the film is the employees at the plant staring hard at the camera while working. This defect has marred a good many industrials, and it gives the impression that the workers are aware of what is happening, whereas everything should appear perfectly natural.

The movie camera man next films the picture according to the scenario, allowing, however, a certain amount of feet for each incident, which depends on the importance of same. Providing sufficient daylight is available, the usual inclusive fee charged for the producing and developing of such a film is fifty cents per foot--or $500 for the entire reel, which is exactly a thousand feet. This is only for the negative, ten cents per foot being charged for each positive copy. You will, naturally, require more than one print, so you can figure on a cost of $100 for each copy. I will come back to this point later.