The motion picture is next to the actual thing, for it shows everything as in real life without any tendency to exaggerate or allow false claims to enter. It can not be thought, however, that the deal can be clinched without the personal visit. The film serves to pave the way for this.
This is not mere theory conjured up from the vision of an armchair. The credit for putting the plan into actual operation is due to Western enterprise. I refer to the Newell Murdoch Company, who own the San Francisco suburb of Forest Hill.
Bearing the title of “A Drive Through Forest Hill,” the film opened by showing the grand stairway at the main entrance, with the tract office in the offing. Then came a number of panoramic views, introducing the spectator to the serpentine turnpikes, streets and avenues. Finished houses were revealed, as well as those in a partial stage of construction. A tract salesman is also shown meeting automobile parties of prospective purchasers. This film was presented for public exhibition in the ordinary way at twenty of the downtown theaters, where it created much interest and ultimately produced some more buyers.
It might also be well to show the interiors, for the inside of a house is even more important than its exterior aspects. This was formerly impossible, owing to the adverse photographic conditions and the difficulty and expense in installing adequate artificial lighting equipment. Lately, however, an invention has rendered it both possible and practicable.
Additional interest would be lent to the motion picture by introducing residents in typical poses, recreations, and so forth. This would enable the prospective resident to gain some idea of what his neighbors would be like. Another convincing touch would be added if the transportation facilities could be introduced.
Romance figures in practically every photoplay. Of all the themes, domestic troubles form the most prolific one for the scenario writer. It stands to reason, therefore, that motion-picture audiences would better appreciate a comedy. There is abundant material for introducing the advertising element, such as a newly married couple who finds paradise on your estate, or a family who experiences a great difficulty in securing the right house, and yours measures up highly to their exacting wants. These are but suggestions to indicate just what lines you should pursue. A story can be easily woven around your estate, introducing characteristic scenes in a perfectly natural manner.
The local theaters will be more than glad to have your film, if it conforms to the usual run of photoplay stories, and you may get them to show it for nothing instead of for a fee.
Maybe you would not care to go to the expense and trouble of fitting up a room in your office as a private theater and installing special motion-picture apparatus, so would suggest that you make arrangements beforehand with the nearest movie exhibitor for the hire of his hall and operator when not engaged. You can then show your dubious prospect at any time convenient to him.
XLV.
ADVERTISING YOUR DEPARTMENT STORE BY MOTION PICTURES
Department stores, whether large or small, in search of new ways and means of attracting the public in face of competition, will find in the versatile motion picture a publicity medium which fully comes up to their requirements. Having the novelty element, it is bound to create unusual attention, resulting ultimately in increased business.