In 1916, Paramount became the first studio to officially release trailers, though they only bothered to spend the extra effort with their highest-profile films. By August 1919, the studio had set up its own trailer division and was actively assembling previews for all of their upcoming films. The other studios were slow to follow, which opened the door to a number of New York-based companies who recognized the profit potential in the movie-promotion business. Since none of the firms could actually gain early access to the footage they were advertising, these early companies concentrated on offering attractive slides rather than short filmstrips to movie theaters.4
For the most part, studios still dismissed trailers as an afterthought, a pesky side venture that the exhibitors could worry about. But as the studios began buying theaters and theater chains, they also became far more active in considering advertising strategies that would maximize the box-office take. In late 1919, just as studios were looking for a way to produce more effective advertising materials for their films, three New York ad guys joined together to form National Screen Service with the extravagant goal of overseeing the distribution of promotional materials for all the major studios. Most studios had neither the time nor the staff to manage such matters on their own. When presented with an ambitious upstart company willing to offer them an ideal promotional opportunity for nothing more than the actual cost of producing such materials, the studios lunged at their offer. Over the next few years, NSS sought out and secured contracts with the most significant producers in the industry. In exchange for delivering trailers to theaters around the country, the studios granted NSS exclusive advance access to footage from their upcoming films.
From its inception, NSS served primarily as a distributor of motion picture marketing materials. "From about 1927 until way into the '70s, National Screen Service distributed the one-sheets, stills, and trailers for all the major studios," says Kuehn, who started with the company's New York branch in 1960 and now operates Kaleidoscope, one of the industry's most successful trailer firms, in Hollywood. "However, with regard to the trailers, they had on staff a producer, sort of a copywriter / editorial supervisor, whom they assigned to each of the studios. The studio then supplied an editor from their staff to work with that producer in-house."
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