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Relating home-movies to Hollywood's movie-makers has proved a successful promotional tie-in for a Chicago manufacturer of photographic equipment. In its first venture into radio advertising, the Bell and Howell Company has been using a series of recorded one-minute spot announcements in which fifteen Hollywood stars tell how they use Bell and Howell's Filmo camera for their home movie-making. These radio spots are made available to dealers all through the United States.
Ever since the series began about five months ago, the camera firm has been receiving letters from their dealers, indi
Crain, Lionel Barrymore, Maureen O'Hara, Alan Ladd, Jane Wyman, George Sidney, Gregory Peck, Susan Hay ward, Lewis Stone, Linda Darnell, Jimmy Durante, Ray Milland and Irene Dunne. Copy used on the Gregory Peck station break illustrates the type of message offered on all the spots :
"Hello! Gregory Peck speaking. Not long ago, right after I finished "The Great Sinner" at MGM, I took the family up to Sun Valley for a little vacation. I don't know when I've enjoyed a trip more. And the best part of it is that we've spent hours since enjoying that vacation over and over every time we run the wonderful movies we
STAR STUDDED SHOW SELLS CAMERAS * . *
eating overwhelming satisfaction with the advertising aid offered.
The package, "Hollywood Heritage," was put on the air in March, 1949, in six major metropolitan areas, Bell and Howell scheduled a 26-week program of dramatic radio spots, directing prospects to their dealers' stores. Stations used included WCBS, WNBC and WQXR in New York; WBBM and WMAQ in Chicago; KFI, KHJ and KFWB in Los Angeles; KQW and KJBS in San Francisco. Philadelphia and Cleveland schedules were also estab lished. Spots were placed during evening hours in the main, and they covered each day of the week.
Spots themselves were one-minute announcements by fifteen Hollywood stars, telling how they used their Filmo equipment. Stars included Bob Hope, Jeanne
took while we were there. For some time it's been a habit of ours to be sure that our Bell and Howell Filmo Camera goes alcng on every vacation trip we take. And the pictures I get are marvelous. You don't have to be an expert to get that Hollywood touch in your home movies when you use a Bell and Howell Filmo."
The spots were recorded and the "Hollywood Heritage" package sold to Bell and Howell dealers for $5 each. With each set of records goes suggested announcer copy. In the case of the Peck recording, suggested announcer copy was as follows:
"That's right, Gregory Peck! The same precision that has made Bell and Howell equipment preferred by the Hollywood studios is built into every Filmo Camera. See the new Filmos at DEALER NAME AND ADDRESS and be sure to ask them
RADIO SHOWMANSHIP