“Do you advocate the film as an advertising medium?”
“Well, yes, and then, no,” he remarked, thoughtfully. “It is the forceful methods adopted in film advertising to which I am opposed, and which, incidentally, are responsible for the medium not having attained the popularity of its older sister—press advertising.
“One of the points in favor of the latter is that you are not compelled to read the advertisements. They win out on their own merits, for if one is sufficiently compelling your attention is automatically attracted.
“But the ‘make-up’ of the motion-picture theater screen differs in that only one thing may be presented at a time. If an advertising film is unfolded, you have no other alternative in the darkened hall than to give it your attention.
“Nothing is more abhorrent to the people of this democratic country than compulsory methods,” Mr. Earle continued, “and it is my belief that motion-picture advertisers unconsciously get in bad with their prospects. It is a human trait in buying to be able to choose between goods of the same kind, but as the exhibitor only rents out his screen to one advertiser in each trade, the public can not possibly discriminate.
“You will have to go far to find a magazine or newspaper that doles out monopolies to advertisers. I honestly think that this condition of things has a tendency to make advertisers dull and listless. Competition is the life and soul of publicity, and makes the advertisement writer put plenty of ‘pep’ into his copy.
“Once the present forceful methods in film publicity presentation are abolished, the medium will enter an era of prosperity.”
“Do you consider this treatment can be avoided?” I asked.
“That all depends,” Edward Earle replied. “You see, the average photoplay program occupies two hours. To lengthen this in order to include advertising picture, the exhibitor has either to open his show earlier or else curtail his performance. The former step would not be practical, as his busy times are from seven to eleven in the evening, in which hours he has to give two performances. The latter move, however, would not meet with the approval of his patrons.
“If the advertising film was about one-reel in length, the exhibitor could just about squeeze it in. This should be shown at one theater for only a day, as the regular fans dislike to see a picture more than once. It will also allow other advertisers a look-in.