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MOVING PICTURE
ARTHUR JAMES Editor-in Chief
MAY 20 19 2 2
Getting Ready
THIS is the season when plans are made, programs are arranged and picture schedules are prepared. It is the time when the producers, great and small, organize for the season that is to come and outline policies of selling the product they have decided to issue to the trade. In former years, last year being a conspicuous exception, the trade was made acquainted in full measure with the plans and the pictures. Last year a zero temperature was discernible around the feet of the producers and distributors, and they made the mistake of regarding advertisijig direct to their customers as a luxury that could be dispensed with. In a season of depression no more serious error could have been made.
Instead of heartening the exhibitors of the country by stepping forward with confidence they held back, retrenched, used pea shooter advertising to sell big goods, and everybody lost money by it. The exhibitor naturally felt that if the producer and distributor didn't regard his product as worth talking about it couldn't be a very important product after all, and nobody could blame him for this common sense view.
In a show business, where large space is used in a large way to advertise large things, they found four or five pictures, costing thousands of dollars apiece, crowded into one page, and then they were supposed to be so filled with enthusiasm about the product that they would buy it at fancy prices and feel happy.
This year the change back to normal is beginning. Advertising has started toward its proper proportions and the lead set by the independent distributors and producers is being followed by the larger companies to the benefit of all. The exhibitors want to know what they may expect and count upon. They are looking ahead and are ready to receive good pictures.
Their attention can be attracted only by a proper enthusiasm in the presentation of the story of these pictures, and we indulge the hope that the advertising will not stop at announcements, but that real help will be given the exhibitor in sane, progressive and enthusiastic exploitation copy that will aid in the selling of the goods to the public. This type of advertising originated with this publication, and we are glad to see others following in the way.
Our business depression is about over and we have only the normal falling off in the Summer business to bother about before we begin a season ripe with promise, bright with hope and with profits in plenty for all who will present a good product and put salesmanship behind it.
If you have a poor picture don't try to put it over with advertising. If you have a really good picture don't be afraid to recognize that advertising makes the difference between a partial and a real success.
Big space for big pictures — there's a slogan that will help the timid business man over his troubles.