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« Film Publicity, said the speaker, has been in operation in Great Britain for about 10 years but I believe that so far we have only touched the fringe cf its possibilities. By Film Publicity I of course mean commercial propaganda by specially prepared films exhibited in public kinemas.
« Its development has to some extent been retarded by the personal attitude of the advertiser toward films in general , We must remember that the kinema in the early years of its existence was mainly supported by the working and lower middle classes. It gave them an entertainment, which they understood and appreciated, at very much less cost than the established forms of amusement, the theatre and the music hall, could do. But it was some time before the cultured and the comparatively well-to-do took much interest in the pictures except to condemn them. It was a common thing in the past when approaching an advertiser in an endeavour to interest him in Film Publicity to meet with an utter lack of sympathy and understanding because he himself had never attended a kinema and had no desire to do so. Today the position is different ; the film is a recognised form of dramatic art as well as being one of the great businesses of the world and there are few people indeed of any class who do not patronise and enjoy the kinema.
« The kinematograph film was too great a force to be ignored. When we consider that practically over-night film artistes have achieved a fame and popularity scarcely equalled by the great political figures and soldiers of our time its tremendous potentialities for propaganda must be admitted.
« In my own experience I have found that those advertisers who were among the first to use Film Publicity have generally employed it consistently year after year and inmost cases have steadily increased their expenditure. As more and more publicity films have been exhibited the interest of other advertisers has been awakened and today in Great Britain Film Publicity has almost become a fashionable advertising medium.
« Let me tell you briefly how we operate Film Publicity in Great Britain. As you no doubt know, we have in all about 4000 kinemas which are attended by over 25 million people each week. Of these 4000 kinemas approximately 75 % are prepared to include a publicity film in their programmes. Effective national coverage can however be obtained by a campaign of, say, 1500 bookings — by that I mean a week's exhibition in 1500 kinemas. This provides a circulation-value of about 12 million — 12 million actual viewers of the film. The bookings are usually spread over six months but the period of the campaign is naturally determined by the selling policy of the advertiser. It is usual to charge an inclusive price for the campaign covering the production of the film, the necessary film-copies and exhibition. We have adopted a standard length for publicity films of 400 feet, that is, about 125 metres. Allowing five minutes'
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