Business screen magazine (1957)

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Mail today for free booklet} No obligation} 'trade Mork Perfection I DA-IITE SCREEN CO • o. -•■ c lono I 2711-23 N Pulaski Road . l»IVo,ecflonS,l,c. 1909 | Chicago 39, llliaois Please send me r Name I I I Orgonization I DA-IITE SCREEN CO. 2711-23 N. Puloski Road 1 Address. Chicago 39, lltinois I Citv _Zone Slate— (COKTI-NUED FROM PAGE 82) of a community audience or TV booking will enable a press kit to be sent to the group or TV station booking the film. Most will welcome prepared publicity material as it helps promote the organization as well. If the film concerns itself with a particular subject such as food, automobiles, travel, etc.. there are special sections of a newspaper to which material may be supplied, e. g., food editors, automobile editors, etc. These are just some of the more obvious means of promotion. Each motion picture, however, lends itself to an extra special "push" depending upon its content. Such efforts can Uft the film out of the realm of the commonplace. Once again, drawing an example from theatrical films, has any sponsor ever tried to have a commercial recording made based on the original musical theme of his business film? Probably not, but it can be done. Perhaps the odds are against the recording ever becoming a smash hit, but this is not the most important consideration. There are many examples of films being merchandised. One Transfilm animated motion picture gave rise to a hand puppet based on one of the film's characters. Important scenes from that same film became mechanical displays for department store windows. Other films have been the subjects of comic books and informational pamphlets for adults. Others became the subjects of books. Because a sponsored film is a valuable property, it rates the red carpet treatment whenever it is shown for the first time in a particular city. This can be accomplished at practically no expense. or it can be handled elaborate!) with a moderate expenditure. Much can be written on the subject of promoting a business film premiere, but that isn't necessary if one recalls any one of dozens of local or national premieres of theatrical features. The technique is much the same, but tailored to fit the needs of the individual sponsor. The hundreds of low or no cost "premieres" can be arranged by advising the local organization, showing the film in a city for the first time, how to do it. A premiere press kit will spell it out for even the rankest amateur. Remember, practically every organization wants publicity, but they're not all famihar with the methods. Let us not forget the tried and tested "gimmicks" such as contests, "official" presentations of fihii prints to important institu tions ( perhaps the first print to the Library of Congress), film progress announcements, film result stories such as Busi.ness Screen uses, expanded case histories for newspaper business pages and trade magazines. And, let us not overlook radio and television publicity involving interviews. Television offers a wealth of opportunities. In addition to getting the entire film booked in "public service" time, there are the possibilities of using clips from the film, with commentary, on women's shows, children's shows and dozens of other specialized programs. For example, several minutes from a food film may be devoted to a novel recipe. When the entire film is not usable on cooking shows, why not furnish the recipe portion in return for proper credits? The applications are endless. All sponsored films, regardless of their purpose or content, are vehicles for publicity. The potential of each may vary, but with a little imagination, all can receive a substantial share of successful exploitation. If a sponsor questions the value of promoting a motion picture or sound slidefilm made for purely internal purposes, he need only examine the entire structure of public relations. He will soon agree that the job of pubUc relations is a never ending one and covers many publics. A company must constantly be alert to its stockholders, suppliers, distributors, consumers and its own employees. In pubUcizing his films where it will reach these publics, a sponsor is, in effect, saying that his company is forward-looking and deserves the faith people have placed in it. There's no escaping the fact that the most progressive and successful companies, the ones who have received the greatest support from their many publics, are users of audio-visual aids. Because few film sponsoring companies are geared to handle a complete public relations elTort on behalf of their films, Transfilm has maintained its own publicity department for this purpose. We are convinced, as are many of our clients, that such publicity is a valuable asset which should not be overlooked. However, we are not content merely to promote the films of our clients. We are most concerned with the growth of the entire sponsored film industry. We know that the consistency of such publicity can bring new companies into the fold of film users while it serves those already in it. 84 BUSINESS SCREEN MAGAZINE