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Co-operative Advertising 243
central office of the manufacturer, so that local dealers and retailers throughout the country are supplied with material. Thus the national manufacturer meets the expense of preparing advertising material such as broadsides, counter-cards, mats, heralds, bulletins, window display material, etc. In many cases these national tie-ups have proved the opening wedge for a theatre manager to secure local tie-ups.
The local dealer is more impressed when he receives material and endorsement from the central office of the manufacturer whose products he handles. He knows then that the national manufacturer is convinced of the value of co-operative advertising. The fact that the initiative is taken by the manufacturer of his product puts him in a more receptive frame of mind.
It remains for the local theatre manager to be familiar with these nationally arranged tie-ups, and to visit local dealers on time to arrange details. In some cases all that the manager has to do is to acquaint the local dealer with theatre name and play date and perhaps work out a few details of some contest.
Nevertheless, because of neglect, some communities have had no representation in these national co-operative campaigns. The manager should be alert to use such national tie-ups in appealing to those merchants who hitherto have been unwilling to take a part in co-operative advertising.
Window Displays.
Photoplay advertising material displayed in the windows of merchants is the most general application of co-operative advertising. In approaching merchants for window space, the manager is more likely to succeed if he is familiar with principles of window display and understands the problems of the individual merchant.
To-day, window display is a well-developed science. Retail merchants generally believe that the show window is the most valuable part of the store.
Each year hundreds of thousands of dollars are spent to make window displays effective. The rental charge for window space alone in some establishments totals close to a half