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Co-operative Advertising 239
Prizes. — If theatre passes are used as prizes for a contest conducted in connection with the co-operative advertising campaign, then the pass takes on a new value because it is a prize with the added value that comes from the pride of winning. The pass as a prize to the winner of a contest is a different matter than the pass as payment to the business man for co-operative advertising activity on a strictly business basis.
Advantages.
Trie main consideration which the theatre manager should set before a possible co-operator is the advantage of tying-in with a subject of widespread interest and exceptional timeliness. Photoplays and photoplay personalities have a widespread popularity which the manager can actually prove by figures of theatre attendance. The figures of the circulation of the fan magazines is another convincing argument. It can be shown that advertisers in fan magazines pay heavy advertising rates — as much as $1,200 per page — to be represented on pages which discuss the very subjects with which the manager is asking local merchants to tie-in the announcements of their products. The timeliness of the subject with which the manager is asking co-operative parties to ally their advertising is proved by the word-of-mouth comment which attends the announcement of the showing of a photoplay.
It cannot be denied that photoplays develop intense public interest. The displays of window cards, stills, cut-outs, and other advertising material wins an interest for a merchant's product which would not be possible otherwise.
When heralds, rotos and miniatures are distributed with a merchant's product and tied-in with advertising announcements of the merchant's, those announcements share the intense interest developed by the motion picture material.
The merchant's product is so familiar that it needs some outside influence to attract new attention. It needs something that is glamorous, something that is timely, something that is novel. It needs something to give it a human interest.
The public is interested in photoplay personalities. It is interested in what the stars wear, how they live, what they eat, etc. Consequently, when decorative motion picture advertising