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BALDWIN PICTURES CORPORATION 439
copy as the magazine advertisements. After the consumer advertising program was well established, the company dropped the use of institutional advertisements in the newspapers but continued using newspapers occasionally for special advertisements in connection with specific sales efforts.
During the first year of the new program the advertisements in the national magazines and in the newspapers were directed toward a stimulation of primary demand for the motion picture as such, and only incidentally toward the establishment of the company in the public mind as the leader in the industry as well as the producer of the best pictures. At that time a large number of people in the United States thought that the motion picture was a low type of entertainment comparable with the shooting galleries and the pool halls, and not in the class of the stage or vaudeville. The company, therefore, advertised the motion picture and the motion picture theater in an effort to persuade people to patronize this form of entertainment. Several advertisements stressed the community interests of the exhibitors and pictured them as well dressed and refined individuals greeting their patrons in their lobbies after the show. The company made every effort to make its advertisements dignified and artistic in their arrangement. It spent a substantial amount of money in obtaining a series of illustrations by prominent artists. These were reproduced in some of the magazine advertisements. The advertisements appealed to the desire for entertainment and to the desire of many people to go out in the evening. They appealed to the desire for romance and excitement and the wish to observe youth and beauty. Although the executives realized that the motion picture was an effective educational agent, they carefully avoided any reference to that fact in their advertising. Their experience had informed them that people expected only entertainment from the theater and did not want to feel that they were being educated thereby. This type of advertising was continued for the entire first year.
Inasmuch as a majority of the readers of the fan magazines were already regular attendants at motion picture theaters, the company inserted in the fan magazines advertisements describing the pictures it was releasing and urging the readers to see those pictures because they were the best of the season. In such advertisements the company's trade-mark was always given prominence.