World Film and Television Progress (1937-1938)

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Advertising by Film By P. B. Redmayne Film advertising has developed enormously during the past few years. In particular, the use of road-show programmes of different kinds, generally 16 mm. sound, has increased. For the most part, however, these programmes are run by Film Companies for manufacturers. All too often there is little sign that the manufacturer has given careful thought to these programmes. Cadburys are one of the oldest and most consistent advertisers by means of films. They started using them in pre-war days, and have used them, in one form or another, without a break since the War. For this reason their experience may be of particular interest. Generally, film publicity is divided into two kinds — (a) "Shorts" in cinemas. (b) Longer programmes generally given as road-shows and not in cinemas. The purposes and costs of these are so entirely different that they can hardly be compared. Taking first of all the 500 ft. "short" in cinemas, the general estimated cost for this is between 155. and £1 per 1,000 viewers. It is difficult to judge the value of such films, and almost impossible to assess by sales returns. It can be said, however, that they are most useful for giving general publicity to the product and its name, and for this purpose a film which is 90% entertainment and 10% advertisement is often used. As such, I think they should be used only by very large companies who have the extra money available for spending on this form of publicity to back-up their general advertising. Another way in which they can be used is in what might be called "institutional" advertising — that is, making an interesting picture concerned with the firm or with the manufacture of the product. Here again, this is primarily for a large firm. While we have used this type of film for many years the tendency more recently has been to reduce our advertising in this way and put more and more into road-shows. To my mind, the more important form of film advertising is that usually associated with roadshow programmes. I say usually associated because, of course, the same programme can be given in a different way — hiring cinemas during the morning, and sometimes in the afternoon, and showing to specialised audiences. About this type of programme, there are two theories: one, that the major part of the programme should be pure entertainment with one or two short films reserved for advertising ; the other, that such a programme is not worth doing unless you can do the thing in a thoroughly interesting manner with the propaganda which you wish to put across. The first theory (pure entertainment and a little advertising) is, I believe, most generally held. Probably because it is much the easier, and the cheaper programme to prepare, and films have to be sold to many firms who could not afford, or provide, material for a whole-length programme. The danger in this is the difficulty of getting good films cheaply. Several of the programmes I have seen were very dull efforts, suitable perhaps Advertising Manager of Cadbury Brothers for a Sunday School treat on a wet afternoon, but not as a piece of advertising for people in the habit of going regularly to the cinema. Of this type of programme I cannot speak from experience because we have never used it. I can only give my opinion that the standard of quality is often deplorably low, and that the advertisers need to be very careful that nothing is shown which is not first-class entertainment. I believe that a generally accepted cost per head for these shows works out at about 6d. The advertiser must consider whether he is getting sixpennyworth of advertising to each of his audience. The type of film advertising we ourselves have used most is a film programme, lasting 1^ hours, dealing with our own firm and its raw materials. Little of this programme is "direct" advertising for any line; in fact, the whole programme is "institutional" or "background" advertising. I consider that a story presented in this way is of very great value. It is the next best thing to an actual visit to the Works. If people are prepared to spend \\ hours seeing a programme of this kind, and their interest can be kept for the whole time, then I think it is good advertising. A programme of this kind must be done well. If it is second-rate the interest of the audience will be lost and the value of the whole programme ruined. This means that it is only worth while if a considerable amount of money can be spent on it to justify the production cost of anything from £5,000 upwards. Besides sub-standard units, we run continually three full-size 35 mm. sound units which tour the country with lecturers. Audiences naturally vary according to the parts of the country we arc in, but we rarely show to less than a quarter of a million people in a season. Where it is possible we book up a local cinema, but this can only occur in the smallest places. Usually we have to hire a hall in the town, and give performances in the afternoon and evening for three days. The unit is always accompanied by two men who are responsible, not only for booking halls and for local showing arrangements, but for linking up with our customers in the town and attending at the hall every day to give tickets and reserve seats. We find these public performances are considerably cheaper than showing to specialised audiences. We get the whole thing for a cost of under 3d. per head. We also run similar shows with sub-standard machines to women's institutes, schools, social clubs, etc., but there the cost is more than double the cost of public performances. We also book cinemas on Saturday mornings and show to school audiences. This is best done through arrangements made with the local Education Authority, so as to get their support and the interest of the teachers. New uses of any media are always most valuable. I have left our most striking success till last. That is a long educational film for our customers. I had seen similar things shown on sub-standard sets to Grocers' Associations, etc.. hut the comfectionery trade is much bigger and less organised. and we decided that the only way to interest them would be to give shows in cinemas in the mornings. We have now been round most of the country. The film was very carefully prepared and was primarily a contrast between a sweet shop run by an old lady, who was always in a muddle. and that run by a modern confectioner. We felt that just to make the contrast would be loo heavy going for the majority of audiences, so the "pill" was wrapped up in a light storj form. The cost of these showings is hardly comparative with the others because the numbers in the audiences varied, and also because we always ga\e refreshments, etc. In some places it came out at several shillings per head, but even this high figure we feel would be justified if we were successful in getting half of our customers to do but one of the things advocated in the film to be ready for our travellers when thc\ call instead of keeping them waiting or asking them to call back again later. 35