The Film Renter and Moving Picture News (Apr-Jun 1922)

68 THE FILM RENTER & MOVING PICTURE NEWS. June 17, 1922. THE FILM AS AN ADVERTISING MEDIUM. How to Make It Sell ‘Your Goods. (By N. O. WILLIAMS.) ARIOUS attempts have been made from time to time in this country to utilise the screen in a kinematograph theatre for the benefit of the advertiser. The efforts of a few have been crowned with success, but the majority have faded away, and ia nearly every case because they failed to appreciate the proper manner in which to present their appeal to the public. 1 do not wish to dwell tor too long upon this vast new field, but it is open to any person who has a definite article to sell to appeal to a weekly audience of 20 millions of people by the intelligent use of the advertising film. The film is a powerful weapon, and has a lasting effect upon the spectator, Firstly we must humour him; irritate him, and retribution will be swift. The ‘‘ Industrial ’’ Film. One of the commoner types of advertisement fils of the present day is that devoted to one or other of our great industries. It usually consists of various scenes, taken in some works or other, showing the process of manufacture, staff dining rooms, playing fiélds, welfare committees, ete., all of which are very interesting and instructive to employecs, and are, of course, the pride and joy of the various heads of departments. There are hundreds of thousands of feet of this type of film vevetating some odd corner of buildings, owned by many of our largest national advertisers. They may, in certain cases, be used by a salesman, if he is provided with a portable projector for demonstrational purposes, when it is impossible, as is the case with heavy machinery, to carry samples, but they are often totally unsuitable for exhibition to the general public. Their chief fault. is that they are too Jong, usually occupying anything from fifteen minutes to an hour to show, and the audience lose interest and are not slow to demonstrate the fact. Little need be said as to the cartoon filins, for the initial cost of. production is in most cases prohibitive. They are made from drawings which are photographed, and when we tuke into consideration the fact that there are 16 separate pictures to each foot of film, and that each picture has to be drawn by an artist -Who is a specialist in this type of work, it will be seen that the cost of a film even 200 feet in length is very great indeed. There are, however, a number of these films in existence, and they have been shown in various kincmas with satisfactory results to the advertiser. ‘* Storyette ’’ Films. ‘In the storyette film we have a type which has been locked upon with favour by a number of advertising managers, but there are one or two obstacles in the way of presenting an advertising appeal in this manner, Firstly, the display of the advertisement film will be preeeded, and in most cases followed by a feature or comedy film which may have cost from £10,000 to £30,000 to produce, and no money has been spared to obtain the finest nrtistes, settings, In view of this fact, LT do not consider any * storyette "" film of an advertising nature will bear comparison with the super productions whieh are now shown at our kinemas; furthermore, the public are liable to be misled at the commencement of the film, and fail to recounise it as the advertisement it undoubtedly is. This may arouse disappaintment in the minds of the audience, and perhaps resentment. at “had,” scenery, heing Google Topical and Interest Films. Topical and ** interest "" films are popular with the average audience if not too long, and afford an opportunity to the live advertiser skillfully to couneet up his appeal with some popular event or item of general interest. Two recent examples of the latter are the L.G.0.C. film, taken from the ‘‘ top of a ‘bus,’ depicting the various beauty spots whieh surround London and showing the best way to get to them, and a film to popularise the consumption of Colonial mutton, Both of these films were displayed to millions of people, and, [ believe, fully justified the enterprise exhibited by the respective advertisers. Trick films have been used, more, perhaps, than any of the preceding types, and are increasing in popularity daily. Their preparation is exseedingly tedious work and requires infinite care, but the result is novel, and there is no end to the variety of effects that may be obtained by an expert producer. Many striking effects of this nature may be utilised by the advertiser to serve his particular purpose, whatever he has to sell. There is no need to diseuise your advertisement; get the sympathetic interest of vour audience, get them guessing how it is done, and when that is achieved they are ready and anxious to read your messave, It is possible, in a great many instances, to incorporate with the trick film a few short seenes of topical interest, and my choice of the type of advertising film that sells the goods is a combination of ‘ trick “* skilfully blended with topical or interest films, and the length 200-300 feet which will require from three to four minutes to show. A Matter of Opinion. Some interesting discussions have arisen in London regarding the relative value of showing advertising films in the West-end and the suburban houses. Personally, Tam all in favour of the good suburban houses, where the family man takes his wife and maybe children, in many cases every week. The West-end kineinas are favoured with more of a passing trade, and from observation Iam not altogether convineed that the attention of the average audience is as whole-hearted as it is in the suburbs. Perhaps it is just the atmosphere of the West-end, but in any case if is very noticeable. Advertisement films are now being shown in France, Switzerland, Italy, Spain, and practically every civilised Buropean country. Indeed, in some cases very few programs are complete without the inclusion of at least one film of this nature. This form of publicity is becoming more and more popular throughout the United Kingdom, and we can confidently look forward to great developments in the near future.—"* Advertising World.” Milton Rosmer, who reached Rome last week at the conclu. sion of the Zurich International Festival, has been having a strenaous time since his arrival. It will be remembered that lie has been engaged by the U.C.T. to star in the film version at Robert) Buchanan's “Woman and the Man,’ upon whieh production has alresdy commenced at the Rinascimento Studios, hoe ik .