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264 SOUND MOTION PICTURES
who are mechanically inclined are curious about the technical phases of sound apparatus, and they have methods of their own for procuring such information. Technical copy can only confuse the public. It is of no real interest to them, and may only create the impression that sound synchronization is another type of "canned" music or phonographic device. Therefore it would appear best to eliminate any technical description of sound devices. If the screen talks and sings, say so; say who and say what; and use all possible advertising channels enthusiastically and forcefully.
A specimen campaign that has been successful I submit, in outline, as follows :
Specimen Campaign
Note: Use the expression "See and Hear" or "Our Screen Will Speak and Sing" and similar copy, as explained later in this chapter.
1. A four to six-week "teaser," on the screen, the programme, the house banners, or in advertising underlines.
2. A special cooperative section in newspapers, with copy secured from local merchants.
3. Circus heralds on "See and Hear" in connection with personalities that will be thus presented.
4. Banners and posters on "talkies" placed wherever possible in the lobby and the theatre front.
5. One-sheet "See and Hear" material in every available vacant store window.
6. Banners at important street intersections and in hotels.
7. Window cards in windows of music stores, featuring songs that will be heard in first few sound shows.
8. Cooperative copy on mirror signs, mention on menus, in soda fountains, restaurants, etc.
9. Photographic and lithographic cutouts of personalities