Building theatre patronage : management and merchandising (1927)

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Distributed Matter 233 is read by one person and thrown down. Few will throw away a tag with a novelty attached. It will be shown to friends. The same applies to advertising pieces which are out of the ordinary. They will be passed along because of their novelty. Invitations. — Included in this category of novel throwaways are such things as the imitation summons in connection with legal or murder stories (distinct from the automobile summons, which is not favored), marriage licenses or wedding announcements (naming the hero and heroine of the advertised story) and a wide variety of invitations. For the last named where an address is necessary, the street number of the theatre should be used. Few persons think of a theatre by the street number, and many will come to see what "964 Main Street" is, when a novel mystery announcement is distributed. Licenses. — Somewhat similar is the membership certificate in some mythical club, and blanks similar to the familiar "Liar's License." All of these may be counted upon to have a circulation value of from ten to fifty readers for each piece, according to the acquaintances of the recipient. Money. — Money advertisements are good, if not used too often. Some popular forms carry a penny pasted to the announcement card with the suggestion that the coin be used toward the purchase of a seat to some special performance. Checks. — Bank checks for one cent are also popular, but the bank generally requires that a time limit be given on the check. Not many of them will be cashed, but the fact that they can be cashed carries an appeal of novelty. Another form is an imitation check promising a thousand thrills or laughs as may be most appropriate. Small checks are sometimes mailed with a letter stating "This is the recipient's share of 'Brewster's Millions' or 'The Miser's Hoard,' etc." Candy. — The candy known as "Life Savers" has been used for innumerable photoplays, mostly nautical. It is either tied to a cord or enclosed in an envelope. Generally the company will supply the candies if an agent can be reached. Capsules. — Advertisements printed on very thin paper can be compactly rolled and enclosed in capsules such as are used