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Copy 299
Appropriateness.
Evidently the very type and appeal of some photoplays requires that your copy carry the spirit of the production. Thus slang expressions or informal language for a production like "The Ten Commandments," or "Ben Hur," or "Michael Strogoff" are evidently inappropriate. Just as copy must be gauged according to the particular type of prospect by whom it will be read, so, too, it must be gauged according to the tone of the program which you advertise.
Occasional Copy.
It is occasionally necessary not to sell the advantages of a particular program but rather to sell the general idea that entertainment is necessary. For instance, during Greater Movie Season, when the theatre is making a special drive for theatre attendance, rather than a drive for attendance at a particular program, a certain type of copy is necessary. Nothing better can be suggested as the tone for this occasional copy than that carried in the well-known Paramount National advertising series. Excerpts from this series are given here in abbreviated form:
1. The Tonic Value of Motion Pictures. — Your heart action literally
increases, and at intense moments your spine seems to change temperature rapidly, at the will of the play — hot and cold! Pictures take millions of people "out of themselves" every week. This wonderful trip is yours for the taking any time.
2. Friendship Means More at the Movies. — To enjoy a great show
with one you care about very much is one of life's greatest pleasures. Some of the magic art of the photoplay attaches itself to your comradeship, and each of you seems a little more wonderful to the other. There are pictures that have smoothed out quarrels and tiffs, showing by proxy the better way.
3. Make More of Your Life with Movies. — You have a schedule of
work, get a schedule of play. Don't let life cheat you of the hours that thrill! They are the silver lining of the cloud's of either dishwashing or business worries. All of us, rich or poor, with smooth hands or rough, have a right to a certain amount of healthy excitement, every day that dawns — to entertainment— to adventure to the thrill of swift happenings that
show the life of men and women in the most vivid and stimulating phases. Modern work contains an over-proportion of routine. You fall spiritually sick unless you balance it with modern play-moving pictures.