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THE MUSIC TRADE REVIEW
OCTOBER 14, 1922
CONDUCTED BY V. D. WALSH
MOTION PICTURE EXPLOITATION FOR POPULAR NUMBERS
Several Publishers Have Profited Through Featuring a Popular Number Written in Conjunction
With a Motion Picture—Added Avenues of Publicity Benefit Song and Film as Well
As was pointed out some time ago in these
columns there seems to be an increased inter-
est on the part of music publishers in the ex-
ploitation of songs in conjunction with the ex-
hibition of what are known as super-films.
These publicity arrangements have received, in
many cases, the fullest co-operation of not only
the producers of the films, but the local ex-
hibitors.
Both retail music dealers and the exhibitors
have found the arrangement most advanta-
geous and one by which publicity is accorded to
both music and films that would hardly be re-
ceived otherwise without the expenditure of
large amounts of money.
This is not to say, of course, that all songs
issued in co-operation with films are successful,
nor does it mean, on the other hand, that
films are always a success with the songs. But
there is invariably an activity in both direc-
tions that makes the arrangement worth while.
It is naturally impossible to put over a song
in a large way if it has no merit, as has been
proven in many cases. But the motion picture
house has nothing to lose as a result, for it has
its regular patrons, and the publicity received
from the additional combination of film and
song by publisher and retailer only adds to the
interest.
What, then, is the real value of such an ar-
rangement to the publisher when a hit song
is involved? Certainly, if the number has merit,
it will gain its quota of sales and if it is a super-
hit, such as "The Sheik," it would be almost
impossible to keep it out of the hands of the
popular music-loving public. The real value to
the music publisher From such an" arrangement
with a meritorious number is the fact that his
retailers can be induced to give window dis-
plays and place the number conspicuously on
the counters and otherwise feature it where,
under more normal circumstances, there might
be some hesitation. It allows the publisher to
cash in quickly over a short space of time; it
means intensiveness of sales and it means full
co-operation.
Another appeal to the publisher is the fact
that the co-operative arrangement with the
sheet music dealer in a given period can be
gained at somewhat less expense than is usually
the case. Tt also means that even in the small
towns and hamlets, where there are motion
picture houses and some sort of music stores,
the film publicity will create a sale for the song
There are very few songs written especially
for motion pictures that ever amount to any-
thing. A notable case, of course, was "Mickey,"
and a more recent case was "Sinilin' Through."
This latter, however, was not written for the
picture, but the picture was based on the song.
Numbers exploited in conjunction with the
picture need not necessarily carry the same
name as the photoplay title, as witness the
Waterson, Berlin & Snyder number, "You Gave
Me Your Heart," which is featured in conjunc-
tion with the Rodolph Valentino picture, "Blood
and Sand."
Undoubtedly there is much value in the ex-
ploitation of songs in conjunction with motion
pictures, but we hardly think that special songs,
written exclusively, or practically so, for a par-
ticular picture, are gaining the most out of the
possibilities.
Take a number of merit with its own indi-
vidual title and let it have the support of the
film producer and exhibitor and the tie-up
then becomes more valuable.
The motion picture producer, of course, will
not take so kindly to the idea and he will feel
that he is carrying most of the burden; but
that the exhibitor at least can be induced to
co-operate has been shown and the scheme can
be given further attention. Naturally, the possi-
bilities along that line arc limited and after a
few of our enterprising publishers sit on the
doorsteps of producers for a period of weeks
"selling the idea" it will lose any force it may
have at this time. The consequences will be
that the producers, who are no pikers when it
comes to talking money, will be asking royalty
for the license.
SONGS THAT SELL
Irving Berlin's Latest,
Greatest Song Hit
Homesick
Some Sunny Day
Don't Bring Me Posies
It's Shoestes I Need
Truly
Night
Send Back My Honey Man
While the Years Roll By
Just a Little Love Song
Kicky-Koo
Klcky-Koo
You tor Me—Me tor You
No Wonder I'm Lonesome
— My Cradle
Melody
Away Down South
Come Along
From Zlegfeld's Follies of 1922
FORM BOWLING TEAM
Our New Sensational
Song Hit
Members of Boston Music Publishing Houses
Organize Bowling Team
YankeeDoodleBlues
1
BOSTON, MASS., October 8.—Employes of the
Uoston music publishing houses have formed a
bowling team and on Friday evening they began
the season at the School street alleys, which
are about five blocks distant from th'e. pub-
lishing center. The houses interested .in the
team are the Boston Music Publishing Co., the
Oliver Ditson Co., the B. F. Wood Music Co.,
the White-Smith Co. and the Arthur P. Schmidt
Co. Harry Crosby, of the latter-named house,
is the treasurer of the team and George Kerr,
of the Ditson house, is the secretary. The team
will meet every Friday evening and there will
be prizes for the high and second high string,
and for the highest total for the year.
IRVING BERLIN, Inc.
1607 Broadway,
New York
GATTI-CASAZZA'S MOTHER DIES
Gatti-Casaz/.a, of the Metropolitan Opera Co.,
just before sailing from Havre on the "France,"
due here October 12, received word of the death
of his mother at Ferrara, Italy. She was eighty
years old and was the widow of Senator Stefano
Gatti-Casazza, one of Garibaldi's Thousand, who
died two years ago. The impresario's mother
had been in failing health since that time.
Hits that are setting fkt Crazy
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