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MOVIES MAKE AD 



FOR MILLIONS 



Flowers in motion picture plays are a means of advertising that reaches 

 millions. No printed medium carries its message to so many people, or com- 

 mands so strongly their concentrated attention. Greater use of flowers in the 

 films will enhance those productions and increase patronage of florists. 



HEN Marguerite Clark op- 

 ens the box which has just 

 come from the florist, arid 

 picks up the roses in her 

 arms, the tender emotion 

 which she "registers" for 

 the camera is conveyed 

 from the screen to her 

 audience of — how many 

 million people do you sup- 

 pose see a film of so popular a star as 

 Miss Clark? Estimates vary, but 10,- 

 000,000 is a conservative figure, and 

 some persons seriously put the number 

 as high as 20,000,000! 



When the movie hero hearkened to 

 the slogan of "Say It with Flowers," 

 the heroine, in her rapture — expressed 

 with all the fervor with which a film 

 actor depicts emotion — transmits the 

 message of those four now famous 

 words to every one of the ten to twenty 

 million persons who see the Paramount 

 picture, "Girls." When the florists 

 contracted for a page advertisement in 

 the weekly which emblazons on its 

 cover the fact that its circulation is 

 "Over Two Million a Week," they paid 

 $5,000 to carry the message of ' ' Say It 

 with Flowers" to approximately 8,000,- 

 000 readers, based 

 on the estimate of 

 four readers to each 

 copy of the maga- 

 zine. Judge, then, 

 the value the flo- 

 rists derive from a 

 motion picture 

 which carries the 

 same message in 

 fully as emphatic 

 manner to, let us 

 say, twice as many 

 people as read the 

 Saturday Evening 

 Post. 



Message Emphatic. 



Remember that 

 the illustration on 

 this page is only 

 one in a succession 

 of pictures that 

 show the box of 

 flowers brought in, 

 handed to the hero- 

 ine, opened; the 

 card found and 

 read; the flowers 

 taken up, examined, 

 fondled, admired; 

 and the pleasure 

 and joy of the girl 

 at receiving ^o love- 

 ly a gift. The in- 

 cident occupies sev- 

 eral minutes in the 



"SAY IT WITH FLOWERS." 



Sweetheart, 1 would send you flow'rs, 

 On your breast I'd pin them, 



Were It not the Freudian pow'rs 

 See such syralwls In them. 



There is not a flower that blows 



Free from hlntings hazy. 

 From the fragrant, flagrant Rose 



To the modest Daisy. 



I am strictly Peter Bell 



On this floral question, 

 Yet the Primrose, Freudians tell, 



Reeks with dark suggestion. 



"Pansies, that's for thoughts" — hear! 

 hear! 



Naughty little Pansy! 

 She is Just as bold, my dear. 



As the shameless Tansy. 



I would send you Violets — yet 



Even of them I'm fearful. 

 In the complex days, my pet, . 



One can't be too keerful. 



— B. L. T. in Chicago Tribune. 



course of the story, during which the 

 beauty of the actress and the interest 

 of the drama hold the attention of 

 every person in the audience spell- 

 bound. During those few minutes, as 

 surely as though the words were flashed 

 on the screen in type a foot high, the 



Maif[uerite Clark Registers Rapture on Receiving Roses. 



message of "Say It with Flowers" is 

 borne home to all the audience. 



You can never be sure, after you have 

 bought space in a magazine, that your 

 advertisement will be noticed by every 

 reader, or, if it is noticed, that it is 

 read with more than a casual glance, 

 and, even if it is read, that it really 

 strikes home. It is a good bet, how- 

 ever, that every man, woman and child 

 in a movie theater has his or her eyes 

 fixed on the screen, and that he, and 

 she, are taking in every item in the 

 picture. That 's the lure of the screen, 

 which produces fans more rabid than 

 the denizens of the baseball bleachers, 

 fills columns in the daily papers, builds 

 palaces that surpass the luxury of grand 

 opera houses, and pays to stars salaries 

 of over a million dollars a year. You 

 can be sure that the audience, every 

 one, gives as much attention as does 

 the heroine herself, to undoing the box 

 and admiring the roses. Most of the 

 spectators know just how the flowers 

 are packed, many just what variety 

 they are, etc., etc. He'd be a lucky 

 florist, wouldn 't he, who had his label 

 in a conspicuous place on the box! 



From the point of 

 view of the motion 

 picture producer, 

 flowers are an im- 

 portant addition to 

 the stage effects, 

 and might be used 

 to a far greater de- 

 gree than they are 

 now, increasing the 

 possibilities of con- 

 veying emotions and 

 sensations, so vital 

 to the silent drama 

 in its lack of the 

 spoken word. 



Mutual Benefit. 



To the florists 

 the use of flowers in 

 motion pictures is 

 of great value. Just 

 the publicity given 

 to flowers and their 

 use, is, of course, a 

 means of encourag- 

 ing and urging the 

 public to more gen- 

 eral purchase of 

 them. But a more 

 special and particu- 

 lar benefit may be 

 derived from 

 spreading broadcast 

 through the movies 

 the uses of flowers 

 in other than the 



