Reel and Slide (Jan-Sep 1919)

18 REEL and SLIDE Moving Picture Fashion Show Is to Be Regular Clothing House Feature By H. J. Winsten {Advertising and Sales Manager of H. Black & Co., Cleveland, Ohio) BECAUSE of the great success of the campaign we started last spring with "That Well Dressed Look," a motion picture style show, the H. Black Company has committed itself to a semi-annual show of a similar nature, the theme of which will be exploitations of the styles in women's garments to be worn in the season just ahead. Our films, strange as it may seem to some, contain very little advertising. That is, the film itself is almost devoid of exploitation of "Wooltex" garments, but at the same time it offers a product which can be purchased only at one place — and that is a Wooltex store. This point is one 1 would like to stress among those who consider taking a flier in the films. While a motion picture campaign, in my opinion and in the opinion of hundreds of our dealers, offers the best advertising tieup possible between dealer and manufacturer, it is unwise -to offer the exhibitor, and through him, the public, something that is nothing more nor less than an advertisement of the manufacturer's product. A film must be interesting; it must also be entertaining, and, above all, it must not in any way offend the motion picture lover's sense of what is pleasure and what is business. In other words, while it carries your idea, it must do so in a subtle, suggestive way — this for the best results. Use Care in Selecting Producer It is mi" belief that few who are interested in pictures understand the value of suggestive advertising, and for this reason find it difficult to obtain the best results from this sort of exploitation. The picture should make a suggestion — nothing more, nothing less. The actual advertising can be and will be done on the outside by your dealer and by the theater proprietor himself. Your dealer can advertise the picture, the theater and your product by means of window displays, newspaper advertising and other mediums. The exhibitor will co-operate with lobby displays, posters and newspaper advertising from his angle. These will be strengthened by7 mention in the photoplay departments of the local newspapers of the film, its sponsors and the theater in which it is to be a part of the program. There are many film producing concerns which have large and efficient departments for circulating the regular feature plays, but they lack the organization necessary to successfully exploit films which are to be used for advertising purposes exclusively. For instance, your picture may be made by a reputable producing concern with a large distributing outlet, but you may be disappointed in the manner in which the film is handled, because in the shuffle of the routine of that office, your advertising film may be shunted into a corner in the work of circulating and exploiting the regular productions of that concern. I have known of several instances where this has occurred. From my experience, I maintain that the manufacturer should not come in contact with the exhibitor at any stage of the campaign. We have avoided complications from this source by selecting an organization to produce and distribute our films which understands the requirements of the exhibitor. We have been guided by that organization's views as to what will best please the exhibitor, who, of course, is the criterion hy which the views of the audiences are obtained. Distribution is a business in itself; no manufacturing concern should burden its offices with the multitudinous details which must be recorded in the booking of even one film across the continent. If our company had had this work to look after, we never would have entered the film field. No organization without special facilities for that purpose can hope to achieve a successful booking campaign. One reason for our success, I am confident, lies in the fact that we have left this work to the organization which produced our pictures. Play Upon Human Interest There are many phases in a film campaign which may be utilized for good results for both dealer and manufacturer. For instance, with our film fashion show at several cities we staged fashion exhibitions in which living models took part, augmenting the film. The most important of these was at Cleveland, at the Alhambra theater in that city. In co-operation with the Cleveland Wooltex dealer, the theater obtained several experienced models who wore the garments shown on the screen in a review upon the stage. This made a great impression upon the audiences which saw it, and was the cause of much comment in the press. The management of the Alhambra theater was so pleased with the success of the show that he made us promise to book his house when our film of fall fashions was released, at which time he declared he would repeat his plan of last spring. Another of our dealers, when informed of the film's booking in his city, sent 1,000 written invitations to the women of that city to attend performances at the theater. The response to this request was surprisingly large, and the dealer has written us a letter telling us that no advertising yet undertaken in that communityhas served to increase sales so rapidly. He is sold on the idea because he reaped the results of co-operation, as did practically every one of our dealers, when they were convinced of the advertising possibilities of the film. Clothes, of course, are interesting to all women and most men. We have played upon that human interest to the extent that our films themselves, while advertising our house and our product, do not blatantly impose either upon the sensibilities of the audience. The story is the most important element of a film campaign. Catch the interest, provide real entertainment, and make the advertising angle a matter of suggestion rather than direct relation. In our "That Well Dressed Look" films, we show women the fashions in cloaks and suits that will be worn on Fifth avenue and in Paris during the coming season. In the early spring we showed the coming summer styles, and in the late summer and early fall and winter styles. Of course, what we say of our experience with the films may not be of importance. But surely one must realize our sincerity when an appraisal of what we are actually doing is undertaken. In our new film campaign, our appropriation for this purpose has been exactly doubled, and in the future will no doubt grow even larger. The results have been all one could ask — dealers report sales' in every territory in which the films were shown, and as a direct result of the showings. And after all, that is the object of all advertising. As a supplement to any kind of national advertising, the films will serve, if treated correctly, successfully. The most experienced models are being engaged for the new film, scenes for which will be taken at Newport, Atlantic City and other noted places throughout the country. Upon these will be draped the latest winter and autumn styles, those that will be worn on Fifth avenue and in Paris for the coming winter season. Every producer demands results from his advertising. Because we have gotten them, we plan to keep on with the medium which has produced them My last word is: Inject interest and entertainment in your advertising film. Make it suggest your product, in a subtle, clever way. Motion pictures built for general distribution have mampersons to please before the} reach the greatest critic of all — the American public. How to Make School Moving Pictures Pay In its efforts to encourage the use of moving pictures in institutions, the National Board of Review is asking for suggestions as to_ how projectors may be made to pay for themselves. The following hints are given by the Board in this connection : An investigation should be made to see if a grade school or a high school has a good machine, a booth, a sufficient electric current, and a syrstem of partial lighting in the auditorium during the pictures. Since the machine must be paid for at the time of delivery, it ought to be possible to find ten or fifteen people who will underwrite the cost of a good machine and receive their payments from the profits. It is sometimes possible to find persons who thoroughly understand motion picture machinery and projection, who will serve for such social work without pay or for a small amount. We cannot suggest the number of entertainments which should be given weekly. This depends entirelv upon the other theaters, the size of the town, or the extent of the neighborhood in which the selected programs are to be given. This, however, is necessary; conduct the entertainment on a regular night or on regular nights each week and in the afternoon after school hours. Music is necessary for all performances. In many cases the_ companies furnish a musical program in connection with their longer films. ■ Suggestions can be obtained from such lists which will help a good pianist. Your advertising ought to be conducted without much cost. The plan of using the entire net profits is so unusual that the newspapers will print the stories, if they are prepared with human interest. You should make it clear that the programs are the finest entertainment possible, and that the plan deserves the support of everyone. If social organizations are to benefit, they should be inspired and made to work for the idea in an enthusiastic manner. The boys and girls can be counted on to work hard for such a plan, for they are essentially idealists. Present the idea, therefore, to the young people of the schools and churches, t"ren if the organization to benefit is a settlement, a hospital, visiting nurses or tubercular cases. Keep telling the people through the newsnan<=r. the net profits of the entertainments and the amount needed to complete the work in hand. It mav be possible, about one evening in six, to have a thoroughly inspiring travel or scenic evening, but it is important to have some speaker to talk as the films progress.