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ADVERTISING 263
entertainment, such as vaudeville acts, sketches, miniature musical comedies, vocal soloists, or instrumentalists. Such attractions should be advertised along lines similar to the talking news, with emphasis on the "See and Hear."
The final classification is that of musical synchronization, which, while of genuine importance in itself, is the type that has generally been most misrepresented. Such motion pictures are accompanied by musical scores, synchronized to the action of the story. They contain nothing else. It is needless to point out that advertising must not claim any more for them than that. When properly conceived, musical synchronization is of great help to the enjoyment of a feature motion picture and thus may legitimately be emphasized in advertising.
Naturally, when "sound'' installation has just been made in a theatre, the first and most important problem is to advertise and "sell" the installation of the equipment and the inauguration of the first programme. To do this in the most effective manner requires a carefully planned campaign with one object in view — that the public be told that your screen will on a given date talk or sing or both. The campaign may profitably be modelled along lines similar to that of inaugurating the opening of a new theatre or of the celebration of an anniversary. In order to get the best result every publicity medium should be used. Efforts should be exerted to secure the fullest cooperation of the newspapers, and to develop, perhaps, a special section by securing cooperative advertising with transportation lines or by any other means that may be available. The plan must of course be based on the fact that the copy shall sell the talkies first.
All that the public is interested in, after that, is the entertainment value. They do not care how the phenomenon is brought about any more than they are interested in the specific operation of a radio set. Only those