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Baldwin Pictures Corporation1 producer and distributor— motion pictures
Advertising — Adoption of Consumer Advertising. A company producing and distributing motion pictures had advertised to exhibitors only, prior to 1916, when it decided to follow the recommendation of an advertising agency by attempting to build up consumer preference for its pictures through advertisements in national magazines, "fan" magazines, and newspapers. During its first year of general consumer advertising, the company attempted to stimulate primary demand for motion pictures. Subsequently it directed less attention to the stimulation of primary demand and more to emphasis of its trade-mark.
(1916)
The Baldwin Pictures Corporation was a large producer of motion pictures distributing its product to exhibitors through a subsidiary company. The pictures were sold to exhibitors in the form of a service of two pictures per week throughout the year. In 191 7 the company began to sell its pictures each year in two or three blocks. The company endeavored to make all its pictures of consistently high quality.
Prior to 1 9 1 6 the only advertising the company had undertaken had been that directed to exhibitors. This advertising had consisted of full-page advertisements in the leading trade magazines and of occasional special advertisements, such as pamphlets, describing the company's pictures. The company advertised in practically every issue of the leading trade papers. The advertisements emphasized the profit-making possibilities of the company's pictures. In 191 6, Longstreet, Incorporated,1 an advertising agency, recommended to the Baldwin Pictures Corporation that a program of advertising be adopted which would include, in addition to the usual trade advertising, advertisements in national magazines and other media, directed to theater-goers.
The only consumer advertising of motion pictures that had been undertaken before 1916 had been such local advertising
1 Fictitious name.
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