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ADVERTISING 261
patronage is concerned there is undoubtedly very little distinction among the designations of the different types of sound-recording apparatus. Beyond the fact that the trade names "Fox Movietone," "Vitaphone," and "R. C. A.-Photophone" have been widely advertised, it is questionable what significance, if any, they may possess in publicity. They surely do not tell the public the form or proportion of sound that will be heard. "Sound Picture" is the general title used throughout the industry to describe a film synchronized with sound, but it is not sufficient for advertising purposes. The kind of synchronization should be clearly advertised so that the public may determine the differences. It is wrong, for example, to advertise a picture with mere sound effects or with a musical accompaniment as a "talking picture."
In designating the different kinds of synchronization the aim should be to make the patron understand that some productions have greater value at the box office than others. It is unethical to misrepresent. Eventually such duplicity will act as a boomerang and will result in loss of confidence. To advertise a film that contains musical accompaniment as a "talking picture" is absolute misrepresentation.
Every progressive element in the industry realizes the danger. Therefore we have recently classified the various degrees of synchronization. The classification removes any difficulty by making it very clear to the motion picture public just what they may expect to hear. In the first group we have put talking feature motion pictures, which are of feature length and contain dialogue. In the beginning there were some films which contained talking sequences, while others were all-dialogue pictures. It was in connection with these that confusion in exploitation arose. A talking motion picture which contains talking sequences should be advertised with the phrase "containing talking se