Business screen magazine (1938)

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WHAT CO OLERATOR DEALERS HAD TO SAY: "64 SALES IN ONE DAY!" Oklahoma City. Oklahoma "BEST MONEY EVER SPENT" Boise. Idaho "EVERY SEAT TAKEN" Haujord., California "RESULTS UNBELIEVABLE" Richland. Missouri "WORTH MANY TIMES THE COST" Moose jaw. Sask. "TWO SALES FOLLOWING SHOW" Salishiiry. Maryland 'HIGHLY PLEASED" Easton, Maryland "MANY PROSPECTS WERE SECURED" Richmond. I irginia "RESULTS ARE GOOD" W eyauivega. Wisconsin 'PLAN A RE-SHOWING" Monroe, ,\o/lh Carolina "SOLD 23 COOLERATORS" Tampa. Florida "MANY PROSPECTS SECURED" Edenton. North Carolina "HELPS OUR SALES" Bicknt'll. Indiana What is this cooujcvrou MoMii' irnvx wii i i i:i Nf>rr /{>■ Showing UY \ \-TV.-\ (I'l lOM.Kto) f'-iiltin' t Il'tl |.i. iiin' u|>|K-)iliri^ |iar(k'ulurli In miiiii'ii.. , i'lWf Villllillllc "U^ljfMililln nil 1'INlt.ili;: illl'l I t-iiLiLiri;: ... At tbi' «aMf timr lioM lilt inlt'iol uitli » liriiiDjtir diiil iilltTi>iiiun;i jiliil . . . T>>r>iu;:li ii all it ex[t>-n\) luivi'ii iiin 111 llii' inii-l (imvilli'iii!: '-vgitiui.iiinur of iIm nrhjnlii^T. uf iiioikni ici ~"\.„ «'■'"'"" Coolerator Sets Audience Records (Continued from Page 45) paring palatable dishes. She delights her family by quickly absorbing Marion Pennock's instructions and wins a buffet supper contest over a strong field, including Amy Lawson, who has been the critical thorn in her social life at the bridge club. The important questions are: Does the movie entertain, does it hold interest, does it give prestige to ice refrigeration and Coolerator and actually sell merchandise? We believe the answers are definitely — yes! A vital problem for every user of commercial motion pictures is distribution. Our movie is shown in two general ways: One. the idle hour theater show, using 35mm. film; the other, club shows, using 16mm. film. The most spectacular results have been gained from the theater shows which have been staged in large metropolitan centers such as Milwaukee and in the smallest hamlet boasting of a theater. The formula for showing is simple; the film is made available to Coolerator dealers free. The responsibility of staging the local show is the dealer's. An outline of the procedure to follow is supplied (the illustrated press book) and when this outline is followed, results are certain. The plan, in addition to reaching a large group of prospects in a forceful and effective manner, obtains information as to present equipment (its age and kind I and offers the sponsoring dealer a survey of his community with specific information as to his logical prospects with the added advantage of these prospects being more than half-sold before personal solicitation is made. Our use of the motion picture is not new. It is, however, entirely new in the ice refrigeration industry, and as a pioneer we have met some ob stacles in obtaining full use from the movie because of fear on the part of the dealer that he would be unable to stage the promotion. At this writing more than .500 shows have been run, with prospects for many more, and with a minimum of 500,000 patrons guaranteed for the first six months of the use of the film. On these pages are a number of excerpts from reports from Coolerator dealers throughout the country which give an indication of the character of the reception the film has received. An interesting sidelight on film distribution has been that a number of our dealers have purchased 16mm. projectors and films and are now equipped to handle future programs with economy and efficiency. In one metropolitan center, more than 10,000 patrons have seen the 16mm. presentation. Another company with outlying properties has staged over 60 16mm. club shows. The balance of the club shows in general are being handled by Modern Talking Picture Service. Undoubtedly, a large share of the credit for the success of the movie can be attributed to the excellence of the picture, its appeal to the women we want to interest, which begins with the title and commands their interest through to the final curtain where they have been carried along by an intriguing plot, and at the same time have been tactfully and forcefully sold on the advantages and prestige of Coolerator and ice refrigeration. Production of "Husbands Are Good For Something" was entirely handled in the studios of an experienced commercial film concern, specialists in turning out the type of picture we needed. Its success attests the wisdom of our choice in the use of the film medium for this national merchandising program. THEY COME, THE