The Moving picture world (January 1924-February 1924)

January 5, 1924 MOVING PICTURE WORLD 21 Talking Points A talking point is a business essential. It is a salesman's crutch. If we can't give our salesmen GOOD PICTURES to sell we say, "At least let's give them pictures with 'talking points.' " A good salesman, handling a picture with a "talking point" can outsell a poor salesman pushing a GOOD PICTURE. Marvelous ! But equally true: A good salesman selling a GOOD PICTURE can outsell a good salesman offering a "talking point." A sure-fire box-office attraction is its own best talking point. It needs no freak twists, no exploitation angle, no tricks nor bluffs. You know it ! Think of that when you think of trade papers — or read of trade papers. Think back of the "talking point" — back of the exploitation angle. The better the production — the more certain its box-office appeal — the more difficult to twist it into a freak "talking point," to hang a "clever" sales talk on it. Mary Pickford, for example, is Mary Pickford. No talking points — but, oh, what box-office draw! Just as Moving Picture World is — Moving Picture World. Talking points? Why compete with WORDS about reader confidence— when there are thousands of subscribers who have been renewing yearly for over ten years? Many hundreds who take no other paper? Circulation? Over six thousand exhibitors — A. B. C. CIRCULATION! The GREATEST number of paid in cash subscriptions — bar none! Men like Harry Crandall, Tom Moore, John Kunsky on the books year in and year out FOR SEVENTEEN YEARS— and "op'ry" houses also. Quantity of advertising pages? Second in the field— plus this fact: Moving Picture World believes that advertiser confidence is as valuable as reader confidence. WHEN YOU SEE IT IN THE World— the credit is good! Talking points? Supply them for : Mary Pickford, Jackie Coogan, Doug Fairbanks, Charlie Chaplin, Moving Picture World. They are not needed. Sterling is Sterling. Moving Picture World is Moving Picture World. Yesterday— Today— Forever !