Business screen magazine (1938)

• Oiif nf tlic major advertising and sales promotional methods the Esso Marketers use for the benefit of Esso Dealers is the production and sliowing of motion pictures. All dealers are familiar with these, for they have seen them at dealer meetings, but most persons do not realize the tremendous audience of consumers to which these films are shown. In 1938 there were l.'iSS consumer showings of Esso Marketers pictures to a total audience of 3.S5,251 persons. Sajari on Wlieels led in popularity among the Esso Marketers films last year, for in 998 showing it was seen by 'JSti.Ool persons. News in tlie Air, which was produced late in the year, also proved popular, for in only three months of 19.'38 it w'as seen by 30.075 persons at 84 showings. Design jor Power, the semi-technical film on gasoline performance which was released in May. 1938. reached 98,459 persons in 259 showings, and the older Esso Marketers films, T/ie Bigger They Come. The Magic oj Oil, and Wiyigs Over the Highway, reached a total of 103.104 persons. All this means two things: increased good will for Esso Dealers everywhere and increased consumer acceptance for the Esso Marketers products they sell. The educational value of many of these films has permitted their showing before groups where out-and-out advertising films never would be permitted. It is for this reason that the Esso Marketers have been careful to keep —show to 335,251 Persons in '38 advertising in the films at a minimum, feeling that in most cases the subjects covered in the films are sufficient advertising in themselves. For example. Design jor Poiver, dealing with the qualities and performances of gasolines, demonstrates that the Esso Marketers know how to make gasoline to produce power, mileage, and .smooth performance, and the natural conclusion in the minds of those who see this picture is that therefore Es.so Marketers motor fuels are the best. The same is true of The Magic oj Oil, which by its content tells the audiences that Esso Motor Oil is unexcelled. The Esso Marketers have arranged three channels for the distribution of their films. Their own division organizations have projectors and operators, they have arranged with a regular film service to hold showings of their films, and they have arranged with the Y.M.C.A motion picture bureau to lend their films to groups equipped with sound projectors. .\lthough the popularity of Esso Marketers films has been great, the present trend indicates that it still is growing, and 1939 should see more showings to a greater audience than any previous year. Many Esso Dealers have arranged with their Esso Marketers representatives for showings in Alas ONE OF THE SUCCESSFUL DEALER ;ed to service station agents in their lU'ighliorhoods. In such instances the Esso Marketers furnish the projection equipment and operator free of charge, and the only cost to the dealer is arranging for a hall for the showing and advertising it in advance. Dealers who have arranged to show the films in their towns have had amazing results in increased sales and good will. Other dealers have suggested to local groups such as the Kiwanis. Rotary, and other civic clubs that they request the Esso Marketers to show some of their films. This also costs the dealers nothing and results in good will and increased sales. Production of the majority of the Esso films is by John W. Bransby; Sajari on Wheels was filmed in Africa by Lawrence Thaw. — The Esso Marketer "Woie ilum ^ m fl C H I n E... 40WCf ^ SERVICE The New DeVRY interpreter. ..lepreseaXs a IGmm. sound projector value that sets new standards for clarity of pictures and fidelity of tone. Among its many advantages are: Synchromatic Threading. Dual Sound Stabilizer, and new "Film-glide" that adds years of life to your film. Easy to carry, easy to operate, easy to buy. ^^UR former advertisements have told you about ^^ our 16mm. sound projectors — how they deliver superior picture and sound reproduction — stand up under adverse conditions with leading industrial firms — built by a company that has specialized in precision motion picture equipment for 26 years. We haven't, however, told you about our many valuable and exclusive services that are as much a part of our projector as the mechanism itself — and possibly of greater interest to you than what makes a projector "tick". Whether you are considering a picture, have a picture in production, or are already using motion pictures, we can definitely assist you with our modern "industrial film service plan". Write for details. DeVRY corporation (Estab. 1913) Factory and Main Otlices nil ARMITAGE AVE., CHICAGO, ILLINOIS NEW YORK HOUYWOOD Number Seven 25