XXIV.ADVERTISING FILM CIRCULATION
Motion-picture advertising has presented its crop of new problems, and probably none so involved as circulation. Let us, first of all, compare the film with printer’s ink. To my mind, a motion picture is like a press agent’s story syndicated to a chain of newspapers throughout the country, yet it is different in some respects. A write-up may be released for simultaneous circulation and published in several thousand newspapers on the same day, but this stunt would not be practical in the case of a motion picture.
The regular photoplay producers have specified release dates for their productions, and although several thousand exhibitors may book the same production,their dates will be spread over a period of about six months. Each print supplied by the film manufacturer costs the exchange at least $100. The leading theaters are in a position to pay the high rental demanded for first run, but the exchange has to keep that print working overtime in order to make a profit, so it is hired out to other exhibitors at proportionately reduced rates.
Now, suppose you have a one-reel industrial film produced. The negative, we will say, costs $500, but for every print you need the charge is $100. Now, if you are going to have your film shown at every theater simultaneously, it means that you will have to supply one print for each theater. As the picture will only be retained for a day or so, it is extremely doubtful whether the expense will be justified, so it is best to utilize only one print in each territory. A film does not generally begin to show signsof wear and tear until after about six months’ constant use, and, if we allow one day for each theater, each copy of the picture will be shown in about 156 theaters. Allowing an average audience of one thousand at each of the two evening performances, the film will have been seen by 312,000 people. There are more in these than appear on the surface, for, although a publication may guarantee such a circulation, you have to allow for those readers who skip all advertisements. In the motion-picture theater this can not be done, as only one thing is shown on the screen at a time, and in the darkened hall a spectator can not turn his attention elsewhere.
Another thing which must be taken into consideration is the fact that the one-reel film occupies the screen for eighteen minutes, which is several times greater than the time a reader devotes to a press advertisement.
The film must be charged to the copy writer’s account, for an exhibitor charges from $12.50 to $50 per week for renting out his screen for advertising purposes. A film, I admit, represents a big outlay for the copy writer’s services, but it is a worth while investment.
The Maxwell Motor Sales Company, for instance, had a series of films produced which were presented over five thousand times in America, Canada, Australia and England. It is estimated that they were seen by at least two million people. The circulation was mainly achieved by dealer co-operation, the dealer making arrangements with the local exhibitor and presenting free tickets to all who cared to accept same.
Those advertisers who do not make their appeal to the general public will find that quality circulation is far preferable to quantity circulation. Hoggson Brothers, the New York contracting designers,realized this when they showed their film exclusively to business men who contemplated having buildings erected or remodeled.
The film owned by the Columbia Paper Manufacturing Company, of Washington, D. C., was exhibited by one of their traveling representatives before printers in various parts of the country.
The film which boosted the products of the Peabody Coal Company, of Chicago, was shown at a number of educational institutions, as well as to individuals interested in the coal business.
The Reliable Incubator and Brooder Company took advantage of a recent poultry show held at Quincy, Illinois, to present a motion picture, “taking spectators through their plant and showing their poultry-raising methods.”
Both the French China Company, of Sebring, Ohio, and the National Tube Company were represented at the Panama-PacificExposition by motion-picture exhibits.
Under these conditions, the motion picture becomes a catalogue in celluloid. It is more powerful than the printed page, and helps to substantiate the claims of the salesman. Whether it is best suited to general or class circulation is determined at the outset, after which it is necessary to seek the right channels, these being determined by the character of the proposition.