Music Trade Review
Issue: 1922 Vol. 75 N. 14 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
SEPTEMBER 30, 1922
A NEW DANCE CRAZE
STUMBLING
A FOX TBOT ODDITY
iou cant &o wron&
With any FEISTsongT
w
\^
m
w
i
9
ig
I
HEAR IT NOW
^~1 1
5tum-blin#alU-round,Slum-blir$ all a-round,tfuir]blir#all d-roundso fun-ay,
MOTION PICTURES AND MERCHANDISING
By HENRY S. JEWETT, Wholesale Promotion Department, Aeolian Co., New York
With his unlimited understanding of human
nature, Rudyard Kipling must have had an in-
nate sense of sales promotion and his theory
that "The Colonel's Lady and Judy O'Grady
are sisters under the skin" is a very strong
guide in taking a sales message before the
movie millions.
When W. H. Alfring, wholesale manager of
the Aeolian Co., outlined his plans for taking
the Duo-Art message to the movie millions,
each item was checked from the theatrical angle
of how to make the film s^tory 100 per cent in-
teresting to movie patrons, in other words,
how to meet any prejudice against the indus-
trial or commercial film more than half way.
When producing my educational film, "The
Electric Heart," it was passed for distribution
because it covered the story of a storage bat-
tery from the angle of the millions of automo-
bile owners and told them a story they were
glad to hear—how to get home safe at night
and avoid stalling their cars in Main street.
In writing a music film certainly there should
be no difficulty in assembling a scenario full of
theatrical interest, for no art or science has
more tradition, more fiction and dramatic in-
terest than music.
But where is the merchandise to feature to be
of value and not run against prejudices long
established and in many cases warranted? The
solution comes by facing the objection on both
sides. Naturally, when you are promoting an
article or propaganda your creative fuel is en-
thusiasm. Many things of importance to you
THE POINT OF VIEW
(Continued from page 7)
from doing; something much against his own
interests. Well, if the dealer likes to think that
way one supposes that nothing on earth can
make him think otherwise. But he is very fool-
ish, nevertheless. The plain simple fact is—so
far, at least, as concerns the player trade,
about which we can speak from knowledge—
that manufacturers are not going to fill up
their floors with stock on a mere chance of
orders. If they do not get advance orders
now they will wait till they do get them, and
if those orders come too late the dealers will
suffer. That is the truth. Manufacturers will
not take the risk of overproduction again and
so they will wait for orders to come. If orders
do not come till the last minute dealers will
have a chance to realize that production sched-
ules require preparation and that negligence
brings disappointment. This is no joke. The
time to place orders for holiday delivery is
NOW.
i
IFOR TONE, BEAUTY
A N D LASTING
^
ACCOMPLISHMENT "
might fail to register with an audience which
has come to the theatre primarily to be diverted
and amused. These are the items a scenario
writer must blue-pencil without mercy.
If, however, a trade name is part of a fiction
idea or legitimately theatrical, a cutting out of
this element is the result of prejudice, not
reason.
I recall being asked to outline a scenario of
railway transportation for the Lackawanna
Railway, but when I was told I would have to
ular they will lose prestige. In holding their
heads high they tip over backward. I do not
believe a custard-pie farce is appropriate to pro-
mote a large moral propaganda or magnificent
piano, but I think a simple human story, full of
life, color and variety, is perfectly appropriate
to the best article in the world.
Recently I saw a Prizma-colored film of the
"Moonlight Sonata." It would make an ex-
cellent commercial film, but probably if the old
Steinway or Weber name appeared on the
piano some local theatre would refuse to use it,
although the name added to the authenticity of
the film.
Another interesting film was "Nanook of the
North," and as I have lived in the walrus coun-
Scenes From Motion Picture Based on the Duo-Art
1—Swaying trees and classical draperies interpret the "Melodie in F." 2—The graceful minuet carries the message
of Paderewski's music. 3—An authentic East Indian episode helps con vey the spirit of the "Song of India."
try I was disappointed not to see the name
leave the initials D. L. & W. off under their
cars I realized on what narrow-minded shoul- of the trading station, and I kept trying to
ders of prejudice the toga of authority often place incidents in places where I had been
falls.
across the Behring Sea and north from Nome.
In writing the film story for the "Duo-Artist" Revillon Freres, I understand, spent many
Pesetzki, and later Huston Ray, we selected thousands of dollars on this picture. It brought
music which had popular appeal. We presented a very interesting story to movie audiences, but
these stories with a fictional surrounding. Take much local information must have been cut out
for instance Paderewski's "Minuet" played by to pass the many censors who might think the
himself. This could have been illustrated by showing of a white fox near a trading-post
showing a close-up study of Paderewski's
sign was a direct bid for sales. And by the
hands. Such a film would be of value to stu- same token, I suppose, if some African trading
dents and musicians, but not theatrical in ap- post were supplying rare woods for piano or
peal. The beautiful Colonial setting was de-
phonograph cases the name would have to come
cided upon with graceful figures dancing on a
from the door. These are elements where
wide lawn. Theatrically, this is similar to a prejudice has befogged reason and the public
high-grade dancing act in vaudeville. Its mes- is the loser. The stories of all elements, wood,
sage could not so well be given without the steel, ivory and fabrics which go into piano
Duo-Art, so the instrument receives its due manufacture would supply scenarios for inter-
share of glory and the audience is never bored. esting industrial films, but when you come to
Another angle the dealers in a high-grade assemble them into an instrument, watch your
product sometimes get is the overimportance of
pen, scenario writers, watch your pen, or at
dignity. They think that if their story is pop- least watch your typewriter!
TY.e WERNER INDUSTRIES CO
THE
MUSIC TRADE
REVIEW
SEPTEMBER 30, 1922
A NEW DANCE CRAZE
STUMBLING
A FOX TBOT ODDITY
iou cant &o wron&
With any FEISTsongT
w
\^
m
w
i
9
ig
I
HEAR IT NOW
^~1 1
5tum-blin#alU-round,Slum-blir$ all a-round,tfuir]blir#all d-roundso fun-ay,
MOTION PICTURES AND MERCHANDISING
By HENRY S. JEWETT, Wholesale Promotion Department, Aeolian Co., New York
With his unlimited understanding of human
nature, Rudyard Kipling must have had an in-
nate sense of sales promotion and his theory
that "The Colonel's Lady and Judy O'Grady
are sisters under the skin" is a very strong
guide in taking a sales message before the
movie millions.
When W. H. Alfring, wholesale manager of
the Aeolian Co., outlined his plans for taking
the Duo-Art message to the movie millions,
each item was checked from the theatrical angle
of how to make the film s^tory 100 per cent in-
teresting to movie patrons, in other words,
how to meet any prejudice against the indus-
trial or commercial film more than half way.
When producing my educational film, "The
Electric Heart," it was passed for distribution
because it covered the story of a storage bat-
tery from the angle of the millions of automo-
bile owners and told them a story they were
glad to hear—how to get home safe at night
and avoid stalling their cars in Main street.
In writing a music film certainly there should
be no difficulty in assembling a scenario full of
theatrical interest, for no art or science has
more tradition, more fiction and dramatic in-
terest than music.
But where is the merchandise to feature to be
of value and not run against prejudices long
established and in many cases warranted? The
solution comes by facing the objection on both
sides. Naturally, when you are promoting an
article or propaganda your creative fuel is en-
thusiasm. Many things of importance to you
THE POINT OF VIEW
(Continued from page 7)
from doing; something much against his own
interests. Well, if the dealer likes to think that
way one supposes that nothing on earth can
make him think otherwise. But he is very fool-
ish, nevertheless. The plain simple fact is—so
far, at least, as concerns the player trade,
about which we can speak from knowledge—
that manufacturers are not going to fill up
their floors with stock on a mere chance of
orders. If they do not get advance orders
now they will wait till they do get them, and
if those orders come too late the dealers will
suffer. That is the truth. Manufacturers will
not take the risk of overproduction again and
so they will wait for orders to come. If orders
do not come till the last minute dealers will
have a chance to realize that production sched-
ules require preparation and that negligence
brings disappointment. This is no joke. The
time to place orders for holiday delivery is
NOW.
i
IFOR TONE, BEAUTY
A N D LASTING
^
ACCOMPLISHMENT "
might fail to register with an audience which
has come to the theatre primarily to be diverted
and amused. These are the items a scenario
writer must blue-pencil without mercy.
If, however, a trade name is part of a fiction
idea or legitimately theatrical, a cutting out of
this element is the result of prejudice, not
reason.
I recall being asked to outline a scenario of
railway transportation for the Lackawanna
Railway, but when I was told I would have to
ular they will lose prestige. In holding their
heads high they tip over backward. I do not
believe a custard-pie farce is appropriate to pro-
mote a large moral propaganda or magnificent
piano, but I think a simple human story, full of
life, color and variety, is perfectly appropriate
to the best article in the world.
Recently I saw a Prizma-colored film of the
"Moonlight Sonata." It would make an ex-
cellent commercial film, but probably if the old
Steinway or Weber name appeared on the
piano some local theatre would refuse to use it,
although the name added to the authenticity of
the film.
Another interesting film was "Nanook of the
North," and as I have lived in the walrus coun-
Scenes From Motion Picture Based on the Duo-Art
1—Swaying trees and classical draperies interpret the "Melodie in F." 2—The graceful minuet carries the message
of Paderewski's music. 3—An authentic East Indian episode helps con vey the spirit of the "Song of India."
try I was disappointed not to see the name
leave the initials D. L. & W. off under their
cars I realized on what narrow-minded shoul- of the trading station, and I kept trying to
ders of prejudice the toga of authority often place incidents in places where I had been
falls.
across the Behring Sea and north from Nome.
In writing the film story for the "Duo-Artist" Revillon Freres, I understand, spent many
Pesetzki, and later Huston Ray, we selected thousands of dollars on this picture. It brought
music which had popular appeal. We presented a very interesting story to movie audiences, but
these stories with a fictional surrounding. Take much local information must have been cut out
for instance Paderewski's "Minuet" played by to pass the many censors who might think the
himself. This could have been illustrated by showing of a white fox near a trading-post
showing a close-up study of Paderewski's
sign was a direct bid for sales. And by the
hands. Such a film would be of value to stu- same token, I suppose, if some African trading
dents and musicians, but not theatrical in ap- post were supplying rare woods for piano or
peal. The beautiful Colonial setting was de-
phonograph cases the name would have to come
cided upon with graceful figures dancing on a
from the door. These are elements where
wide lawn. Theatrically, this is similar to a prejudice has befogged reason and the public
high-grade dancing act in vaudeville. Its mes- is the loser. The stories of all elements, wood,
sage could not so well be given without the steel, ivory and fabrics which go into piano
Duo-Art, so the instrument receives its due manufacture would supply scenarios for inter-
share of glory and the audience is never bored. esting industrial films, but when you come to
Another angle the dealers in a high-grade assemble them into an instrument, watch your
product sometimes get is the overimportance of
pen, scenario writers, watch your pen, or at
dignity. They think that if their story is pop- least watch your typewriter!
TY.e WERNER INDUSTRIES CO
Future scanning projects are planned by the International Arcade Museum Library (IAML).