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4i4 HARVARD BUSINESS REPORTS
whatever carry-over effect there might be from the national advertisements.
Since the campaign was decided upon before the 192 81929 selling season began, the salesmen, on going into the field, had as their leading product "The King of Kings," which they might sell to 500 exhibitors for exhibition early in October. The picture was sold individually and had no connection with other pictures of the 1928-1929 product which the salesmen had for sale.
The advertising department supported the salesmen with a campaign in trade papers, inserting in the leading trade papers two-page spreads and four-page sections that designated the company's advertising plan as one of the "greatest box office merchandising ideas of all time" and "a sensational national advertising campaign timed with your theater showing." These advertisements called attention to the fact that the names of the theaters which were to show the picture in October would be listed in the advertisements to consumers. They further stressed the greatness of the picture, its remarkable success when roadshown, and the value of the publicity and advertising the picture had received while being roadshown. It was also indicated that the national consumer advertising would be paid for entirely by the company. The trade paper advertisements further reminded exhibitors that more than 4,000,000 readers would see the advertisements in the Saturday Evening Post and Collier's alone. The advertising manager estimated that about 30% of the special budget of $75,000 appropriated for this advertising campaign was expended for trade paper advertising.
The salesmen were given the usual press sheets containing advertising material, suggested advertisements, suggestions for exploiting the picture, and news stories about the picture which might be handed to the local newspapers by exhibitors. Descriptive booklets were mailed to the exhibitors before the salesmen called. These booklets were about 10 by 15 inches and contained 20 pages of printed matter and handsomely finished pictures of scenes in "The King of Kings." They described the picture and gave many facts about the unusual success of the roadshows and the publicity the picture had received.
The company inserted in the September 29th issues of the Saturday Evening Post and Collier's and in the nearest issues of Photoplay, Motion Picture Magazine, Motion Picture Classic,