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PROMOTION & DI
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A SECTION DEVOTED TO THE MERCHANDISING AND CIRCULATION OF BUSINESS & EDUCATIONAL FILMS
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Coolerator Movie Piles Up Audience Records
( CooLERATORS DECISION to use a movie was made 1 only after considerable deliberation on our part because we are not a large company and the budget required for a 4-reel. dramatic type of picture ( represented a large investment to us. ' However, we realized the pow er of the "movies". 1 having used visual selling in one form or another for the past several years, and realizing its value, decided to proceed with the movie as a necessary element to complete our selling and advertising plans for 1938.
Selling an ice refrigerator through ice comI panics presents so many problems because of lack [ of merchandising organization that there were a i number of possible uses for a movie. Looking for , a shortcut to put us in a position to tell our story I to the public — our prospective customers — a [ mass selling type of approach was decided upon. ' In selecting this approach we had considered ! the necessity of better trained sales people, a more 1 comprehensive understanding of merchandising problems on the part of dealers, and while the Coolerator movie is essentially a consumer picture. I nevertheless the other points of view were con! tinually in the backs of our minds throughout the '. writing and production of the show. I The stage setting, permitting the use of the
by H. C. BERESFORD
Advertising Manager. The Coolerator Company
movie, had been built up over a period of three years since general national distribution had been obtained. This had been accelerated through our
COOLERATOR
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use of national magazines and an ever-increasing sales force and concentration of sales activities. The movie, then, was intended to close the gap between the consumer's being auare of our product and her becoming specifically interested in it and thus eventuallv sold on Coolerator advantages.
Since refrigerators are used chiefly in the home and prejudices for a particular kind are built up in the minds of housewives, a direct appeal to them is made in the Coolerator movie. This begins with the title Husbands Are Good For Something. In reality, the picture is of a homemaking and cooking school type. A plot, with the opening scene at the Friday .Afternoon Card Club, quickly sets the stage for a demonstration of the culinary art and homemaking ideas.
The dominant leads in the story are shared by Marion Pennock. capable home economist, who is now the proud owner of her second Coolerator, and Eileen Harrison, the artistic but indifferent young housewife, whom she teaches to become a successful cook.
The show comes to its climax and a happy ending when Eileen Harrison learns the importance of a good ice refrigerator — Coolerator — in pre
( Continued on the following pages)