IV.
SOME FILM ADVERTISING METHODS FOR THE MANUFACTURER
Boosting Trademarks
I will first endeavor to show the proprietor of an advertised article the best uses to which the motion picture can be put, for some “copy” screens better than others, and the advertiser should use discrimination.
Now, one of the greatest assets a manufacturer can have is a trademark. This he uses as fuel when trying to point out to the public, by means of press announcements, posters and literature, not to accept substitutes. Be the trademark a good one for pictorial purposes, and a specialist is called in to give the branded article a lasting impression on the public desired to reach, and the results will please. I am a photoplay writer who specializes in writing such plays to order, so I know what I am talking about.
Making Catch Phrases More Popular
Catch phrases are also good plot germs, and are capable of being worked in the same manner as trademarks.
Not a few of our leading manufacturers have familiar persons in connection with their standard articles. The other year Messrs. Siemen Brothers, an English firm, brought their well-known “Wotan” maid and “Tantalum” man to life in a film. It was a comedy, and the plot’s mission, besides introducing these figures, was to bring home how 75 per cent. of the electric-light bill could be saved by the “Wotan” and “Tantalum” lamps. This play was first shown at one of the local theaters and was well received.
Bringing Romance to Light
Behind many commercial undertakings there is romance. It may be forgotten in the press of business, but human interest is too valuable as a publicity stunt to be overlooked. It is quite possible that these romantic stories are not appreciated at their full value until a motion-picture publicity expert comes along and squeezes all the “juice” out of them.
The motion-picture industry has made its marvelous progress through the lifelike stories that predominate in the picture theaters. It, therefore, only stands to reason that a real life story would have a better appealing power.