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FROM "FADE-IN" TO "FADE-OUT"
down to the proper length, it is sent to the title department, where with the original story and the aid of the director, it is sub-titled.
If the subject is a novel, many of the titles are excerpts from it.
In cases of comedies, if the comedian is an important one, he usually writes the titles or has a man who does nothing but write them. Such a person is an expert and draws a high salary.
PRESS AGENT
With the picture finished, we come to the next step, which is the publicity or exploitation angle.
The unsung heroes — some one so termed the press agents.
These are men who take no actual part in the production of a motion picture. Yet they are one of the most important factors in the motion-picture industry.
Largely through the offices of the press agent and his dignified brother, the advertising man, has the motion picture been exploited to every part of the world.
Almost every line of print you read about motion pictures or the people concerned in making motion pictures was started on its way by the press agent.
A "publicity still" from "One Week of Love," with Elaine Hammerstein.
Nothing gets by the press agent's camera; antics like these make good "publicity stuff."
He doesn't personally write every line, but he furnishes the impulse back of it.
Among themselves, the press agents draw finer definitions, according to the kind of work they specialize in. There is the studio press agent, the "personal" press agent, and the theater press agent. There are other press agents working out of the film exchanges, many of which also employ "exploitation men," another kind of press agent.
To begin with the studio, where the picture itself begins, every studio has a publicity director. In the small studios the publicity director is the one and only press agent — sometimes even his own photographer.
In the big studios the publicity director has as many as a dozen press agents working under him, each assigned to a different company. There are also photographers, stenographers and office help.
The studio press agent is like a newspaper reporter. The studio or some particular company is his "beat," and he covers his beat faithfully, seeking news. Anything that is unusual or interesting or news he writes about.
When his company purchases screen rights to a famous novel or play, he sends out a news story about it. He tells about the director who is selected to film the
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