Advertising by motion pictures

by Ernest A. Dench

The idea, however, is not new to England, for the well-known London department store of Selfridge’s, owned by the American of that name, had a one-reel film produced some time ago. This showed how customers and staff are treated by the firm, dealing with accidents and illness, and keeping the employees fit by physical-culture drills on the roof garden.

The picture, besides capturing the fancy of the public at a cinematograph exposition held in London, was also put on at the principal theaters throughout London and suburbs.

To acquaint the public with how their welfare is studied and that of the employees is just the very thing to form the basis of a successful film. It is, on the other hand, hardly practicable to extend the advertising to specific bargain offers, such as you often set forth in newspaper announcements. The boiled-down stories of every-day life, which are so frequently seen on the movie screen and are so popular with the majority of picture-play-goers, offer their counterpart in the advertising field, so department stores would be wise to follow the fashion.

Such a photoplay would stir more interest than an ordinary industrial, and it is safe to say that your points would get home better. Audiences would be delighted in recognizing it as a home product, set amid familiar scenes in the neighborhood. It might also be advisable to introduce well-known local players in the cast.

There is abundant scope for a trained scenario writer to block out an interesting story. You can have, for instance, Mrs. Brown, all tired out and discontented after a tour of all the shops except yours. She happens to meet Mrs. Smith, her friend, on her way home. Mrs. Smith is the picture of content, through trading at your store, and, after sympathizing with Mrs. Brown, invites her to try your store. She takes the tip and is too pleased for words.

This is just a rough outline so as to give you an idea of what can be done.

You could also have the story written up in fiction form and insert it in the columns of the newspaper you favor, announcing at the bottom where and when the film version is being presented. The exhibitors of the theaters in question will be more inclined to entertain your proposition and accept a smaller fee if they know they are going to obtain some additional advertising.

As much discretion in selecting motion-picture theaters must be used as if you were selecting reliable press mediums. You will find that the downtown theaters attract the workers of both sexes in the lunch hours, and in the afternoons the audiences, for the most part, comprise ladies seeking relaxation after shopping tours.

But out in the suburbs and residential districts business men and their wives go to the shows in the evening after supper to drive away the worries and irritations of the day.

If yours is a high-class store, it naturally will not do to have your film shown at a nickeldrome attracting the poorest of the working classes. I would especially advise you, before putting your motion picture into circulation, to make a tour of the photoplay theaters in your territory. It is not enough to judge by the outside appearance—mingle with the audience—and size each one up from the point of view of your proposition.