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442 HARVARD BUSINESS REPORTS
Direct consumer advertising of motion pictures is unquestionably valuable, and in most cases well repays for the expenditure. Granting the value of an excellent title for a picture and the unfortunate results which follow from an unwise selection of a title, it is still true that the public has become very sceptical as to the accuracy with which titles describe pictures. A common belief prevails in the industry that the director's name has value in advertising. Except in very rare cases this is probably not true. The name of a star or the description of the plot doubtless has greater weight. This information, combined in a general announcement of the pictures produced by a given company, may be presented in such a way as to cause the public to look forward to seeing those pictures, and does, therefore, have real value.
Consumer advertising is also a tremendous selling argument in dealing with an exhibitor. Statements in the advertisement such as " Ask your local exhibitor when this picture is coming" are intended to bring pressure to bear upon the exhibitor to buy. Undoubtedly, the fact that consumers have been informed regarding certain pictures does reduce the sales resistance both for the distributor's salesmen and subsequently for the exhibitor.
The attempt on the part of the Baldwin Pictures Corporation to stimulate primary demand shows a proper understanding of buying motives. The need for such stimulus was very real. It may be questioned whether a year was a sufficient amount of time for its accomplishment. The company probably continued this type of appeal in some form long after the principal emphasis had been shifted to Baldwin pictures specifically. One important distributor at a considerably later date than is represented by this case undertook to stimulate primary demand in an important church publication but aroused so much opposition that the editors were compelled to request the company to withdraw its account. Even though competitors were benefited, the Baldwin Pictures Corporation adopted a far-sighted policy in attempting to stimulate primary demand. Announcements in fan magazines could remain selective in motive as directing attention to Baldwin pictures at all times.
Assuming that people are interested in motion pictures as such, it is necessary to determine the basis upon which to interest patrons in specific pictures. Contrary to a common belief, it is to be seriously doubted whether the trade name of a distributor carries much weight with the ordinary patron. Even the names of outstanding stars or stories lose some significance when exhibition occurs a substantial interval of time after the appearance of the advertisement. It is probable that general distributor advertising may well be confined to emphasizing coming events of outstanding significance in the hope