Advertising by Motion Pictures

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Standard Publishing Company, 1916 - Advertising - 255 pages

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Page 222 - Although the motion-picture theater is a democratic institution, the well-to-do working classes prefer to patronize the classy building which has been exclusively erected for motion-picture entertainments. It is not because they refuse to associate with their poor brothers and sisters; quality is the deciding factor. For five or ten cents more they see a longer and better program, amid more comfortable surroundings.
Page 263 - ... 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.
Page 168 - 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.
Page 171 - 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.
Page 169 - 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.
Page 169 - 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...
Page 21 - This would produce an exquisite blend of entertainment and advertising. All in all, it is action by which you have to tell your story.
Page 170 - 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.
Page 240 - In the first place, it is out of the question, for the photoplayer, unlike his legitimate brother, does not travel from town to town.
Page 195 - From a study of the motion-picture screens up and down the country, I have come to the conclusion that the average dealer does not take the trouble to get the fullest possible value out of his investment.

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