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276 SOUND MOTION PICTURES
by their voices; and so on, ad infinitum; all make good newspaper copy. Fourth, if a radio station is available, the mere announcement that your screen will speak is enough. More if you can get it, of course; but more along the same lines.
Fifth, in advertising prominent personalities who have made phonograph records the entire channel of music and record dealer tie-ups, of windows, of dealer's cooperative ads, or phonograph playing, and of cut-outs is available and should be used just as though the star were appearing in person at your theatre.
Sixth, a Hoover, a Lindbergh, an Al Smith, the Olympic Games, a football game, a World's Series baseball game, must be advertised prominently in the press, in stories, in the lobby, the marquee, on flags, on the radio. They'll all mean money. Exploitation for them will not be so easy, but the message must be gotten over . . . and orthodox channels will usually have to do. In the case of football and baseball games, watch all clubs (principally athletic) and schools.
In marquee and lobby announcements we may use copy similar to the catchlines that fit the situation. Every lobby card should feature: "See and Hear" or words to that effect. Marquees should be covered with "Talking Pictures" and "See and Hear" copy. A novel way to make up a lobby card is to have phrases lettered in panels issuing from the mouths of the persons pictured. This tells the story at a glance. A loudspeaker or a phonograph in the lobby, coupled with the right kind of big placard with "See and Hear" or "Talking" copy, gets the message over very well.
In preparing publicity for newspaper stories the suggestion is again offered that the writer should not be tempted to indulge in technical copy in connection with sound pictures. It may be wiser to talk about the fulfilment of the new science and the expense of the installation; about the miracle of adding the golden voice to a silver sequence;