Moving Picture Age (Jan-Dec 1921)

February. 1921 MOVING PICTURE AGE 19 dience — not to mention the girls and Mother and Dad ! The dealer's advertisement gets over, "fixed" as surely in the mind of the spectator as it is in the emulsion of the film. It is the idea that does it, for all the sugarcoating! What the Film Brings — More Business As for the manufacturer back of Mr. Dealer, he also is getting a large order at comparatively a small cost. Let us consider. Figuring on the page price, including adequate copy, art and engraving work, and on the total circulation, of that magazine rated as the best buy in the -world today, the cost of one page in one issue is about three-tenths of a cent a possible prospect. And the "possible" is used advisedly, because it is far from certain that every individual of the total circulation is going to get the message contained among an average of 150 advertising pages an issue! Putting the other foot forward, the trailer film The B. F. Goodrich Rubber Company offered its dealers last year was used by Goodrich dealers in more than 1,000 theaters in various parts of the country, and showed to an average attendance of slightly over four thousand people, thus gaining a circulation of more than four million in all. Figuring on total costs in this case, as in the other, the trailer costs the manufacturer about sixone-hundredths of a cent a prospect — and here the "possible" is advisedly omitted, since in a motion picture theater there is but one attention focus ! And all this advertising is of benefit to both the manufacturer and his representative — the dealer ! What the Dealers Say About Them Here are a few sample comments plucked at random from the stream of everyday dealer reactions : "They pay for themselves many times over." "I believe that this form of advertising is one that appeals more to the general public than any other medium." "A big sales booster for Goodrich dealers." "Our theater manager here is glad to show this film free of charge as it adds to his show at no expense to him." "Caused a sensation." "After running it four times was going to stop but was asked to run it as long as I possibly could. It's the cheapest advertisement I've had." "It is almost an impossibility to place a price on its value." "A humdinger, and we got more advertising out of it than anything we have had." "There is no other medium of advertising that so forcibly brings before the public the idea you wish to impress upon them." "Without a doubt a wonderful medium of advertising. We get comments on this particular ad six days in a week." "Noted quite a change in my sales of tires and repair work, enough that I have put on another man." "It is all o. k. Does the work." "We feel that this is the best way of reaching the public that we have been able to use." "Was the talk of the night's show." "Does more to sell tires than all the local advertising you can give, it is more impressive and will be remembered longer." "We have shown this film in three different motion picture houses and this film was a scream in each place." "Would like to keep this film a few weeks longer, as we have three or four moving picture houses who are desirous of running this picture," and, "It increased my tire sales at least 10 per cent." Inmates of the Minneapolis workhouse will now be supplied with entertainment in film form as a result of the donation of a projector by the Film Board of Trade, an exchangemen's organization. The Impossible Has Happened We have now ready for distribution SCREEN SERMONETTES, living, pulsating Gospel messages in motion pictures. Five hundred feet to each message — compiled from the best sources and presenting the "cream" of religious thought. Our initial efforts comprise the following: THE LOST CHRIST, THE GOSPEL OF ANOTHER CHANCE, THE LIGHT OF THE WORLD, THE BOOK IN WHICH ALL WRITE. These are brand new releases, constituting a decided innovation in the motion picture field. They are made by clergymen, not theatrical producers; therefore, the actual needs of the church have been met on a basis of a complete and sympathetic understanding. As a reminder we list the following: SATAN'S SCHEME, THE GREAT MIRACLE, 6 REELS EACH. PARADISE LOST, ABRAHAM'S TEMPTATION IN EGYPT, THE PRINCE OF PEACE, FROM DARKNESS TO DAWN. (A great serial from "SATAN'S SCHEME," 4 chapters of 2 reels each, especially adapted for Sunday evening use.) LITTLE JIMMY'S PRAYER, 2 Reels, AFTER THE FALL, 4 Reels, THE PROBLEMS OF PINHOLE PARISH, 6 Reels, a special missionary film. EXCLUSIVE FOR CLERGY AND EDUCATORS. We have arranged for private screenings of our religious, educational and wholesome entertaining programs, to be held at our offices EVERY MONDAY FROM 10 A. M. TO 4 P. M. Motion Picture Projectors will be demonstrated and our Service Department will be glad to furnish detailed information. Spend an hour with us some Monday at our new headquarters. 21 East Seventh Street, Chicago, 'AJt£ THE NEW ERA FILMS An illustrated lecture on Palestine, Armenia and Turkey was given at the Brethren church, Milledgeville, 111., under the auspices of the Welcome Class. Please say, "As advertised in MOVING PICTURE AGE," when you write to advertisers. u TRANSATLANTIC PROJECTORS EXCELSIOR" %f : ■: A Fireproof Projector, Flickerless, Efficient and Durable Especially built for Schools, Churches, Homes Before buying a Projector, read our booklet, mailed on request Manufactured and Guaranteed by TRANSATLANTIC FILM COMPANY of America Eleventh and Polk Sts., West New York, N. J.