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622
Motion Picture N e xv s
Matter
" In our opinion every single picture that deserves distribution deserves also a single advertising manager.
A man w ho will eat, sleep and dream that picture — just as the man who made it did. A man who will know it, and just how far and how long it can be sold to the public through the exhibitor.
And that is coming, as sure as you're alive; for the next — and immediate — era of this business is exploitation."
Taken from an editorial by WM. A. JOHNSTON Published in the July 7th issue of Motion Picture News
Gray
7£7
The quotation above is from a recent editorial.
And I hasten to say that it isn't merely an editor's opinion.
That statement was made to me by one of the leaders in this industry — the leader by all signs. He's the kind of man who sees and builds ahead and he's building now right along these lines — that the era of exploitation is with us and that every picture must be advertised and sold — individually.
* * *
Just because I am a trade paper man you may jump to the conclusion that in shouting exploitation so loudly I am tooting my own horn.
That is not the case.
I am thinking broadly of the industry itself.
And when I say exploitation I mean of course the advertising of the picture to the public.
* * *
There is this to say however — and it's the unadulterated truth: the trade paper fits in with any exploitation campaign to the public as a beam fits into a house.
No man can sensibly, and safely, build without it.
And for this simple reason: You must reach the public through your exhibitor and you must — by
every rule of economy and efficiency — reach your exhibitor through your trade paper.
* #
A man said to me: "Sure, this is the era of exploitation. It's here."
Yes, it's here: but it's still crude.
It's crude when you put the same effort back of the best pictures and the poorest.
It's crude when you send the same style of advertising to us on pictures — equally good we'll say, but different in character, appeal and ambition as a negro is from a white man — and when you also make up your press books in much the same blind and stereotyped fashion. ~ . • ^ #4
It's crude when you don't realize that your advertising in trade papers can be made to reach the public through the exhibitor.
These changes are going to happen in this new era of double tracked exploitation just ahead.
And we stand ready — with an exhibitor circulation over 8,000 strong by audit for the past three years — to help you individualize the picture through its advertising.
It will pay.
Wm. A. Johnston.