Business screen magazine (1938)

e eatrical Circulation THE MOTION picture theatre imposes strict requirements upon the sponsored fihn and offers in return large general circulation at very low cost. This circulation may be either national or regional. In the theatre, sponsored films must compete with Hollywood's best shorts in entertainment and interest value, and must contain no direct advertising. The best industrial producers have the finesse to create films which meet these reqiiirements while actively generating good public relations and consimier acceptance for the sponsor. Modem has the facilities for effectively placing these films in good theatres. Modem, in supplying broadsides and exploitation materials and in providing advance notice of play dates, per mits the sponsor to obtain the greatest merchandising value for his outlets. This is a complete Modem service, including the preparation of copy, art work, press showings and previews for chain bookers. Publicity and exploitation is also carried on through the trade papers. Modem has booking and distribution facilities in the recognized film exchange cities. All theatrical films are 35mm. Ten minutes is the best length, although longer and shorter films can be handled. Modem has proven its leadership by distributing those sponsored pictiires which have reached the broadest theatrical circulation and is fully experienced and qualified to handle your distribution. School Circulation 5,000 SCHOOLS are now eqwpped to show 16mm. sound films, according to the best estimates. Of these, 3,500 have registered with Modern to receive educational industrial films. The best acceptance is accorded those films which contain genuine educational value. Modem supplies all exploitation material including art and copy. Modem arranges editorial cooperation in educational periodicals. Modem makes the bookings and provides the sponsor with advance notices. Modem also takes care of shipping and inspection and obtains signed reports from which it prepares consolidated certifications listing each booking and the size of each audience. The sponsor may control the age groups by selection from grade schools, high schools and colleges. The sponsor may also specify whether his bookings are to be made nationally or only in selected regions. Modem's complete school booking service permits the industrial sponsor to reach this vast, rapidly maturing audience with maximvun effectiveness and minimum cost. SOME TYPICAL EXAMPLES of ACTUAL DISTRIBUTION PLANS • Household Finance Corpdration apon•ored "A New Adventure dam Handy) and "An Evening With Edgar Gueit" dam Handy) to women's audiences exdu•ively over a period ol iour years. Modem has given 2,7S2 ol these showings. • Weyerhaeuser Sales Company sponsored "Trees and Men" (Dowling & Brownell) in a ten minute version to 3.000 theatres, average audience ol 1.900. and in a 45 minute version to 1.000 club audiences averaging 217 each. After the club showmgs, the 4S minute prints were booked ;n ! 000 high schools, having their own equipment. • National Association of Manufacturers sponsored "America, Yesterday, Today & Tomorrow" (Audio), "Men and Machines" (Audiol. Frontiers of The Future" (Audio) and "America Marching On" (Audio) in 13.709 theatrical showings to a total audience ol 22.991.000 people. Alt four films are black and white and run 10 minutes each. • Hiram Walker. Inc., sponsored "Keeping Nature On Its Course" (Wilding Pic ture Productions) to 5,000 adult male audiences. 4.000 of which have been staged. This program was released to pre determined outlets in selected markets.