Motion Picture News (Sept-Oct 1916)

Construction, E-quipment and Operation SECTION OF MOTION PICTURE NEWS Everything for Theatre, Exchange and Studio Trade=Marks and Advertising TRADEMARKED goods are branded goods. In most cases they are goods which have been tested and if the trademark is worth anything they have stood the test and have estabhshed a reputation for themselves. This reputation is not just a windfall ; it is the result of hard work on the part of the manufacturer backed up by good ADVERTISING. * H= * JN this day and generation practically every commodity which is put on the market and sold to dealers must be backed by advertising. Look in our own trade — the STATES RIGHTS buyer takes over a picture for a territory — one of his questions is, " Has this picture got or is it going to be given a trademarked value ? " ; in other words, " After I buy it, are you, Mr. Manufacturer, going to advertise it in the trade papers to the exhibitors ? " if. :>li ^ "^HE answer means one of two things — if it is not advertised it is almost certain to prove that the manufacturer knows it is not worth advertising and hence of no value — or if it is advertised and has value, the buyer, who is this same STATES RIGHTS man, knows that his profits are almost certain, that the manufacturer is honest with him and is a man worth while dealing with. This states rights buyer then becomes a regular customer—an independent exchange for the manufacturer without regular distribution. * * * ultimate purchaser of goods from the dealer, who in the case of film is the exchange man, will buy a commodity about which he knows nothing when one which fills the same need and is well known is at hand. If he does, he is a fool. One manufacturer recently said that he believed in advertising because it is the greatest starter of conversation on earth — and it's conversation that makes a thing well known. Every exhibitor wants to own goods which are well known — ask him what make car he drives — what brand hat he wears — whose make of collar he has on— and ninety-nine times out of a hundred it is an advertised line. I S the theatre equipment problem any different from this personal demand ? It certainly should not be, for the ability to supply the actual cash for the personal demands depends upon the wisdom shown in the purchase of equipment — money must be made before it is spent. The best equipment must be bought for the theatre, therefore, before it is possible to produce the cost of the goods for the individual — good pictures depend upon good equipment in the projection room and good pictures plus good house equipment should mean good attendance if properly advertised. HE most ridiculous part of the whole thing is the way in which many exhibitors allow a dealer to " get aw^y " with the remark, " Well, it's not just what you are asking for, but it's JUST AS GOOD." This is merely a means of acknowledging that he is a piker, and any man who buys goods from a piker is a piker himself. If the man from whom he is trying to make the purchase has not got the goods you are out to buy and won't get them — go somewhere else. * * * COME men have a peculiar idea — you may have it yourself. You are interested in a certain kind of equipment— you read the advertising and you are interested — ■ you go to your dealer — he does not carry the commodity — you ignore further inquir>'— you just purchase what he has on hand — it's " just as good." Why is this? Why don't you write the advertiser for further information and make sure of getting full information on the goods direct and then make the purchase providing only that you find the goods prove to be of the standard you desire ! Don't buy in a hurry ! * * * D EMEMBER, no advertiser can tell his whole story in any one piece of advertising copy — in order to know all there is to know about a commodity WRITE THE ADVERTISER for further information — it costs nothing but a two cent stamp and INSURES YOUR SATISFACTION. No man tells all he knows all at once — it can't be done. There is always something further for the man who really wants to know what's what. Copyright, 1916, iy Motion Picture News, Inc.