Building theatre patronage : management and merchandising (1927)

CHAPTER XX CO-OPERATIVE ADVERTISING THE motion picture theatre, by allying itself on a co-operative advertising basis with merchants, schools, societies, clubs and newspapers, can get a more complete circulation of its advertising message at less cost than would be otherwise possible. Co-operative advertising has been used more extensively by the motion picture industry than by any other. Theatre managers are mainly responsible for the continuance and the development of this beneficial practice because co-operative advertising requires individual handling and adaptation to local conditions. Considering the benefits which the theatre can offer to the co-operating parties, the fullest possibilities of co-operative advertising have not as yet been secured. This can be traced either to neglect, or to a failure to realize the possibilities that exist. In some cases co-operative advertising is not secured because the matter is not presented convincingly. Mutual Advantages. Co-operative advertising to be completely successful should offer mutual advantages for each of the co-operating parties. It is not good business for the manager to arrange a campaign of co-operative advertising which will benefit only the theatre. By misrepresentation and exaggeration, the other co-operating party might be persuaded to contribute effort and money. But after the co-operative advertising campaign has been executed, if the benefits were negligible, it is not likely that another plan would be accepted. Thus one possibility is permanently lost to the theatre. Besides, there is developed ill-feeling and a natural grievance. Those who have failed to benefit by co-operating with the theatre, criticize its methods. The circulation of this criticism influences 236