Chapter I: Front Matter

Advertising by Motion
Pictures

BY
ERNEST A. DENCH

_Author of “Playwriting for the Cinema,” “Making
the Monies,” Former Vice-president Photoplay
Authors’ League, and Editor of the Late
“Photoplay Writer”_

CINCINNATI
THE STANDARD PUBLISHING COMPANY

Copyright, 1916

The Standard Publishing Company

CONTENTS

PAGE

I Telling Your Advertising Story by Motion
Pictures 11

II Movie Advertising from the Viewpoint of
a Fan 18

III The Dollars and Cents of Advertising by
Motion Pictures 23

IV Some Film Advertising Methods for the
Manufacturer 30

V Slide and Film Advertising Contrasted 33

VI Using the Film to Secure Foreign Business 41

VII Approaching the Working Classes with a
Motion-picture Play 46

VIII Reaching the Public by Motion Pictures 52

IX Introducing Advertising into Motion-picture
Newspapers 59

X Employing Motion Pictures to Appeal to
the Children 64

XI Salesmanship Demonstrations by the Film 71

XII Equipping a Private Motion-picture Theater
for Business Purposes 74

XIII Introducing Competitions in Ad. Motion
Pictures 79

XIV Bringing Out the Individuality of Dry
Goods by Motion Pictures 85

XV Boosting Cities and Pleasure Resorts
by Motion Pictures 92

XVI Advertising Railroads by the Movies 98

XVII Getting Over the Pureness of Your
Food Products by the Film 105

XVIII Selling Automobiles and Accessories
by Motion Pictures 113

XIX Clinching Agricultural Machinery Sales
by Motion Pictures 120

XX How Publishers Can Capture Business
from the Ever-encroaching Film
Producer 126

XXI Advertising Your Newspaper with a
Motion Picture 131

XXII Selling Shoes by Motion Pictures 136

XXIII Film Advertising from the Photoplayer’s
Viewpoint 140

XXIV Advertising Film Circulation 146

XXV Covering the Motion-picture Field by
Magazines 152

XXVI Future Developments of Advertising
by Motion Pictures 156

XXVII Boosting Your Trade with a Popular
Player 163

XXVIII Boosting Your Business with an Advertising
Motion Picture 169

XXIX Pulling Movie-slide Advertising Out
of the Rut 173

XXX Maintaining the Interest in Slide Advertising 178

XXXI Individuality in Slide Advertising 183

XXXII The Personal Element in Slide Advertising 188

XXXIII Are Your Slides Truthful? 191

XXXIV Obtaining the Best Results From
Slide Advertising 194

XXXV Selecting the Theater for Your Ad.
Slide 199

XXXVI Handling the Anti-ad. Slide Exhibitor 203

XXXVII Having Your Movie Ad. Slides Shown
to the Best Advantage 207

XXXVIII The Ideal Slide Follow-up Medium 211

XXXIX Attracting Farmers to Town 215

XL Capitalizing Popular Screen Players
in Slide Advertising 217

XLI Attracting Trade with Photoplay
Stars 221

XLII Taking Advantage of Errors in Photoplays 226

XLIII How the Book Dealer Can Take Advantage
of the Movie Adaptation
Mania 230

XLIV Selling Real Estate by the Film 233

XLV Advertising Your Department Store by
Motion Pictures 238

XLVI Hitching Motion Pictures to Musical
Advertising 243

XLVII Developing “Have a Garden” Movement
with Photoplay Theater Help 248

XLVIII Naming Soda-fountain Concoctions
After Movies 252