The national advertiser often links up his products with that of a popular photoplayer by christening a branded article after the actor. Failing this, he secures a testimonial, for which privilege he pays handsomely. The reason is obvious, for the stars are worshiped by countless thousands all over the country, in smallest village and largest city, and, naturally, the use of a name means a big boost for the article advertised. You see, the fans do not see their idols in the flesh, which causes them to evince unusual interest in anything to which the player’s name is attached.
Perhaps motion-picture audiences have been spoilt through the ever-changing flow of new productions, as this demand for something new has had a marked effect upon slide advertising. The dealer never hesitates to try out something original.
The value of an article linked up with a photoplayer increases a thousand-fold when advertised in the photoplay theater, and consequently the slide on which mention is made of a screen favorite will attract more attention than the slides you are at present using.
I am not going to suggest that you apply to the fountain-head, so that you may follow in the footsteps of the national advertiser. In the first place, it is out of the question, for the photoplayer, unlike his legitimate brother, does not travel from town to town. Now and then, it is true, he does tour certain motion-picture theaters, but these occasions are not sufficiently frequent for you to wait for one to occur in your town.
I have a method in mind which will cost you nothing additional outside of the slide. This is just a rough draft of the wording:
“We Know of a Girl Who Tried to Manufacture Dimples Because She Envied Lillian Walker’s.
“As Miss Walker is Famous for Her Dimples, so Are We for Our Candy.”
At the side of the slide you should have your slide manufacturer reproduce a photograph of this popular Vitagraph player.
This item about Miss Walker, you will note, implies no recommendation from her, so the same can not possibly be misconstrued. Here follows the original paragraph, as submitted by Lillian Walker’s press agent: “Don’t you dare attempt to manufacture dimples; they are a monopolized product, and Lillian Walker has the motion-picture field all to herself. The other day the popular Vitagraph player received a letter from a girl admirer, who, desiring a beauty dent on each cheek, endured great pain, but all to no avail.”
The press agents in the motion-picture field are so prolific that seldom a week goes by without one appearing which may be adapted to your business.
If you adopt the photoplayer slide, it is imperative for you to change the slide frequently, not only because spectators dislike to see the same thing over again, but because each fan has his or her favorite, and by constantly changing the players you eventually cover them all, and thus please each and every patron.
If your local newspaper runs a motion-picture department, study it thoroughly for possible material. If it does not, one of the many motion-picture publications will admirably serve the purpose. As the items are news, there is no copyright.