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Warner Bros. Pictures, Inc. producer and distributor— motion pictures
Advertising — Trailers and Screen Announcement Service Instituted by Producer. A producer and distributor of motion pictures decided to organize as a division of its advertising department a complete trailer and screen announcement service for the pictures which it produced, instead of depending upon the private producers of trailers for this auxiliary service. Because sound pictures had brought about the general adoption of percentage pricing and because this company had recently acquired a chain of theaters, it was more directly interested in the effectiveness of the trailer service than it had formerly been.
(1929)
In 1929, Warner Bros. Pictures, Inc., an outstanding producerdistributor and exhibitor of motion pictures, instituted a complete trailer and screen announcement service for its product. At that time it was customary for producers to delegate this function to companies specializing in that particular field of advertising. The introduction of sound pictures, acquisition by the company of a large number of theaters, and the general adoption of percentage price policies by the motion picture industry were the principal reasons why WTarner Bros. Pictures, Inc., decided to inaugurate its own trailer sendee.
Motion picture trailers were short reels of usually not more than 800 feet of film each, their purpose being to advertise the future exhibition of certain feature pictures. Trailers usually were shown in theaters one week or more in advance of the exhibition in those theaters of the feature pictures they represented. Trailers varied in type, though as a rule they were short descriptive skits or a series of scenes adapted from a given photoplay. Some trailers included titles and subtitles, others animations, and still others a combination of both. Animations, defined with reference to their use in conjunction with motion picture trailers and screen announcements, consisted of titles, subtitles, and other printed material which had been superimposed on a background of caricatures, still and action pictures, and similar photographic effects.
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