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446 HARVARD BUSINESS REPORTS
of motion picture studios were located in southern California, the Clarion Trailer Corporation found it necessary to maintain a staff of experts in Hollywood to advise producers on the selection of scenes in which the interest factor was such as to make them readily adaptable for trailer purposes. The selected scenes usually approximated 800 feet of negative film for each picture. This film was forwarded to New York for printing and trial projection. The second step in the production process involved further editing until the length was so appreciably reduced that only the climactic scenes remained. Animations, titles, and subtitles were then added and a trial print was projected for final inspection before the article was pronounced ready for distribution. When color sequences were inserted in trailers, the development and printing process was performed by companies that specialized in natural color photography. The advent of sound pictures further complicated the production problems of trailer companies. Expenses were increased considerably because of the necessity of leasing sound equipment, paying the royalties thereon, and securing the services of experts in sound reproduction, transposition, and duplication.
In addition to the regular service, national trailer companies sold also several specialties. Holiday trailers, for example, provided Christmas and New Year's greetings. Day combinations comprised every known announcement, such as, " Entire Week Commencing Saturday," " Commencing Sunday," "Added Attractions," "One Day Only," "Sunday," and numerous similar headings. Day combinations, although sold separately, became an integral part of the trailer service with which they were provided.
National trailer companies distributed their product through exchanges located in New York, Chicago, and Los Angeles. Sales offices were maintained in some of the principal key centers throughout the United States. Mail-order selling was customary where exhibitors were small and were located at great distances from the regularly travelled routes. In general, however, the personal efforts of large salesforces were required to produce satisfactory results.
The trailer service contracts to exhibitors used by the Clarion Trailer Corporation were usually for one year's duration. Prices for the synchronized product ranged from $7.50 to $20 per trailer.