Talking pictures : how they are made and how to appreciate them (1937)

Strange Jobs appearances on the screens of the world theatres that their comings and goings have become "news." What they do and where they go is of interest to millions. Studio publicity men translate what happens within their studio into accustomed journalistic vernacular. To give an idea of the extent of newspaper and magazine demand for data about film personalities and film making, over three hundred different newspapers, magazines, and telegraphic news syndicates maintain paid reporters in Hollywood to gather such material. Much of the effort of a studio publicity department is expended to discover items for this important group, responsible for at least 60 per cent of the film news seemin the periodical columns of the world. A studio advertising department may create a complete advertising campaign, or merely outline ideas in sketch form which will be completed in New York. A studio advertising department recruits some of its employees from commercial advertising agencies, but most of its people come to it after four years or more of experience in writing advertisements for theatres in various parts of the country. Besides copy writers, a studio advertising department employs sketch artists to prepare layouts and drawings. Finally, the average studio advertising office usually prepares "trailers" for use by theatres. "Trailers" are a form of advertising which has reached its highest development in the film field. To make trailers, a competent film editor is joined with a good advertising copy writer. The film editor picks out certain key scenes of a coming picture. The copy writer supplies intriguing [123]