Building theatre patronage : management and merchandising (1927)

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240 Building Theatre Patronage material ties in with the product of the merchant, an interest is given to that product which it otherwise would not have. Because the public is so interested in motion picture entertainment, any announcement of new productions, and especially art and photographic reproductions of high-lights of new photoplays, attracts attention. This is the trend of argument which should be followed by the theatre manager. He is rendering a service. Co-operative advertising with the theatre can bring attention to the product or the institution which could not be otherwise secured. Endorsements. Recently national conventions of advertising managers have gone on record as endorsing the effectiveness of co-operative advertising with motion picture theatres. Consequently, there usually exists not a detrimental prejudice, but rather a willingness to benefit from what the theatre has to offer if it is properly presented. Sales. The manager should never overlook the important fact that the merchant's main interest in considering co-operative advertising is its power to help sales of his products — either immediate sales or sales that come from establishing good-will for his institution. Whether or not co-operative advertising with the theatre helps primarily to immediate sales, or primarily to establish the reputation of the institution as an up-todate enterprising establishment, need not be discussed. It is not advisable for the manager to stress the immediate sales that will result from co-operative advertising with the theatre. The merchant can check up immediate sales. He may then limit his consideration of the value of the co-operative advertising to immediate sales, and not see enough to justify further co-operation with the theatre. Some phases of co-operative advertising increase considerably the immediate sales. Some do not. But an advantage which should always be emphasized is that co-operation with the theatre gives the establishment a tone of enterprise and of up-to-the-minute activity which reflects credit. The