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ADVERTISING 275
most marvellous of musical comedy favourites ... all to you . . . and what's more ... for you to HEAR!]
This amazing miracle, prophesied thirty years ago, is no longer a dream . . . ITS A REALITY! THE FOX MOVIETONE TALKING NEWS [or Movietone or Vitaphone] gives immortality to the magnetic personalities of Lindbergh, Coolidge, Mussolini, Hoover, the Prince of Wales, Al Smith [or, "to the golden voices of Al Jolson . . . Marion Talley . . . Van and Schenck . . . Raquel Meller].
It's a magical step forward in entertainment progress . . .
and it is yours to enjoy as a regular feature at the [ ]
starting [date].
In the exploitation of sound pictures, the sky actually is the limit. Every channel or type of advertising or of exploitation fits sound pictures just as it does silent pictures, providing SEE and HEAR copy is included as the most prominent part of the message or the display. Any exploitation which makes clearer to the public the fact that your screen will speak or that you will have in your theatre audible events, is a good bit of exploitation for sound pictures. Some examples will be of interest. First, an enormous moving van circulates with a big sign on each side, reading: $50,000 in MODERN ENGINEERING MIRACLES ON THE WAY TO THE STATE THEATRE SO THAT YOU CAN HEAR THE STATE SCREEN TALK AND SING. [Don't show any machinery.] Second, any circulating contraption in which is placed a radio receiving equipment with a loudspeaker, or a phonograph that can run continually, and that can be heard as it passes down the streets, with a message emblazoned on the sides reading: "THIS IS AN EXAMPLE OF WHAT YOU WILL HEAR FROM THE STATE SCREEN"— will get your message over. Third, tests by psychologists from your local schools can show how much better emotions may be conveyed by the ear than the eye; tests to see if blindfolded people can recognize the stars on the screen