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too costly to be widely employed. But the film can be the most efficient salesman-demonstrator of a product. It can give the ideal demonstration with the right human appeal to millions of people at a comparatively small cost.
« As well as demonstrating the product we like if possible to show it actually being bought. The viewer of the film naturally imagines himself in the position of the film artiste who in using the product and there is a definite urge to buy created in his mind.
« We are using today mainly two types of publicity films — the story film and the industrial. The industrial film depicting the manufacture of the product is still popular. We find that kinema-goers like to know the way things are made — they are still interested in clever machinery. Films of this character are valuable for demonstrating the quality and general goodness of food products and add to the prestige of the manufacturer. At the same time, the film must not be a bald procession of manufacturing processes — ■ it is desirable to lead up to the factory scenes through some external interest relevant to the product. And again it is desirable to include in the film a demonstration of the product under the conditions in which it is used.
« I have stated briefly the principles we endeavour to employ in de signing a Publicity Film. We know from the results we are obtaining that we are making good and effective films, but to my mind there is plenty of scope for development and improvement. It of course goes without saying that the photographic quality of a Publicity Film must be above reproach.
« So far I have not attempted to say one word concerning talking films. At the present time they are only being operated to a limited extent in Great Britain and it is impossible to obtain anything approaching national coverage. More and more kinemas are however being equipped with talking film projectors and when it is possible to ascertain what process will be generally used throughout the country there will be a bigger opportunity for talking publicity films.
« I would like to summarise what I consider to be the advantages of film publicity :
« i. It is possible to present every type of selling appeal in the publicity film in a way readily understood and appreciated by people of all classes.
« 2. In Great Britain today there is available to the advertiser the huge circulation of at least 18 million.
« 3. By careful selection of kinemas the Publicity Film can be directed to reach potential buyers of every class.
« 4. A campaign can be national or localised to any extent desired without wastage.
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