Business screen magazine (1938)

Standard Oil Film Wins Rural Friends IN ITS SECOND YEAR "STAN" STILL A FAVORITE WITH FARM AUDIENCES The Acid Test of popularity for the industrial film lies in its ability to maintain long months of circulation without losing its sales vigor and the interest of its audiences. Among the outstanding productions from the standpoint of such popularity among the rural audiences to whom its sales message is directed is the film Stan, produced last year for the Standard Oil Company of Indiana. The story of Stan logically begins with the planning and preparation of its basic idea by members of the Public Relations Department of Standard Oil. The task which Stan had to perform was one of promoting good will among the rural customers of its tank truck service. In order to build for its local dealers the spirit of community interest, the story of Stan is the story of a typical Standard Oil dealer and his relationship with his home town friends and customers. Early realizing that real showmanship requires perfection in all details, the company engaged Homer Croy, well-known author, to write the narrative background. The screen adaption was furnished by Houston Branch, experienced Hollywood scenarist. Finally Standard Oil turned to a professional producer and engaged a talented and wellknown cast which included such personalities as Robert Armstrong and Andy Clyde. Scenarist, director and cast combined to produce a thoroughly entertaining movie. Stan's trials and tribulations in the pursuit of his business, his romance, and his family career are "sure-fire" box office. True, in the final editing of the feature, there were several flaws. An unexpected anticlimax and some imperfections in reduction printing are evident imperfections. The important conclusion, however, is that Stan's audiences consistently and enthusiastically applaud its each and every performance. Behind this j^roduction and its good-will aim stands a thorough and well-developed promotional program. Field men equipped with 16mm. sound projectors travel in districts in which distribution is wanted and their efforts are infallibly successful in getting good crowds. Many performances are held evenings in the open air; others are held in rented auditoriums or theatres. But before the screening of each show, the field representative and local dealer have cooperated in covering the local region according to a well laid out program. Stan is promoted locally in the following manner ... we quote from Standard Oil's promotional material : 1. "Have Standard Oil Dealers display the 28 x 44 posters in curb sign frames, and inform them when and where the film will be shown so that they can reply to inquiries about the picture. 2. Place Poster No. 2 in curb sign frames, or on poster boards, in front of and in the lobby of the hall or theatre where the picture will be presented. Write below the line — "Doors open at" — the day and hour the picture will be shown. If this Poster is used elsewhere, the name of the hall or theatre also should be noted. The following steps are optional but desirable to fully round out the Publicity Program : 3. Distribute, either personally or through Standard Oil Dealers, the Hand-bill showTi on another page which will be supplied by the Company. This Hand-bill may be imprinted locally at small cost to the Standard Oil Agent or Dealer with his name and the time and place the picture will be shown. 4. Mail Invitation No. 1 to a list of customers and prospects, particularly farmers and their families for whose entertainment the picture is primarily produced, and whom it may be impossible to invite personally. This Invitation may be printed on Government post cards locally at small cost, by using the matrix form or stereotype plate which the Company will supply through Division offices. The cost of printing is to be borne by the agent or dealer who makes use of it. 5. Distribute the Giant Ticket of Admission, shown on another page as Invitation No. 2, to customers and prospects. This hand-out may also be produced from matrix forms or stereotype plates supplied by the Company in the same way as Invitation No. 1. 6. Place advertising about the picture in the local newspaper, using the ready-made ads shown on another page, and inserting name of agent or dealer who pays for the space, to identify himself more closely with the picture, and the time and place the film will be shown. Matrix forms or stereoptye plates of the ads will be furnished." Hundreds of thousands of rural audiences have now seen this film during the two years of its distribution. The cost per showing (groups average well over a hundred) is extremely economical according to Company officials. The cost is divided among the following factors: field representative's salary, print and equipment costs, the local advertising and printing budget apportioned for each showing, syndicated advertising expense, etc. Standard Oil offers several important object lessons for the guidance of other users of industrial films. The comparatively large budget which was appropriated for the initial production expense of Stan has already returned very satisfying results on its investment despite the several handicaps mentioned. But in the work of the carefully trained field representatives and interested dealers lies the basic factor contributing to the success of Stan. The movie itself was good material on which to build these activities. It had a comparatively "big name" cast, the narrative was entertainingly told and the quality of production sufficiently high so that the audiences have been unanimously satisfied with what they have seen. How long an effective life Stan possesses, depends now on the number of local territories which have not seen the film and these are rapidly diminishing. After that, a similar feature picture may again renewed the many friendships the Standard Oil Company of Indiana has undoubtedly made with Stan. i Above ) Promotional activity on behalf of "Stan" by local Standard Oil Dealers brings about such audiences as this crowd pictured below.