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(An Editorial Reprinted by Kind Permission of BOX OFFICE)
Blazing New Trails
IN ADVERTISEMENTS we've seen the M-G-M trademark lion, Leo, portraying the roles of Trader Horn, Santa Claus, Mr. John K. Exhibitor and others. But now he has assumed, literally, the role of a trail blazer, designed to benefit on a large scale the motion picture industry.
Along the ribbonstretched highways of the nation, going East, West, North and South, you'll see 24-sheet boards drawing public attention to M-G-M pictures. On city streets in the most strategic locations these M-G-M 24sheets are also in evidence. In leading fiction, style and other magazines M-G-M brings forceful sales messages in fullpage displays into the homes of the American people; and through the local newspapers it ties its messages directly to the local showings of its productions.
Coupled with billboard, newspaper and magazine advertising M-G-M is continuing the tours of its already extensively-traveled Traveling Studio, creating interest, building good will, not alone for M-G-M, but for all motion pictures.
During the depression years M-G-M has maintained a force of able exploitation men. They have worked hand in hand with exhibitors, planting publicity stories with newspapers, effecting co-operative tie-ups with merchants, securing free time on radio broadcasts, making and placing window displays and other picture merchandising helps.
The screen has been given new life through great improvement in product. That's one essential to success in theatre operation. Selling —advertising, exploitation, merchandising— is another highly important essential. Even the best pictures don't sell themselves. And, too, many an average picture can be turned into a winner if it is properly sold.
When public interest lags, it has to be revived. When people stop buying theatre tickets, showmen go out and bring them to the ticket windows. Exhibitors have done the job in a limited way. But, as it is necessary in all big and successful merchandising cam
paigns, the manufacturer of a product must blaze the trail, charting it through courses that the individual retailer cannot take alone, yet which are beneficial to him.
Already the public is reacting to the initial blasts in the M-G-M campaign. Witness the success of the first three pictures to receive this extensive exploitation, namely, "Chained," "Treasure Island" and "The Barretts of Wimpole St." New trails are being blazed to the ticket windows of the nation.
(Signed) BEN SHLYEN, Editor of Associated Publications