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Co-operative Advertising 247
tions should be considered by the theatre manager requesting window space for his advertising material:
1. It would not increase the store's prestige.
2. It was not suitable for the space available.
3. It did not promise sales to justify the
amount of space required.
4. It was not seasonal.
5. It was not distinctive enough.
6. It was too hard to put together.
7. It would appeal only to a small percent
age of the dealer's customers.
8. It would promote the sale only of an arti
cle which offered small profit.
9. It was too cheap looking.
10. It was too gaudy for the character of
the store.
11. It arrived too late for a tie-up that would
prove beneficial to the merchant. Selection.
In selecting the store windows where motion picture advertising material can be displayed the following should be considered :
1 . Circulation in the neighborhood where pro
spective theatre patrons are in the greatest number.
2. The prominence that will be given to the
motion picture material.
3. The quality appearance of the window.
4. The general attention value of the window.
5. Its appeal to women shoppers.
6. How close the product and policy of the
store are to the appeal of entertainment.
7. The close relation of illustrated material in
theatre advertising to the products in the window.
The following windows, because of their appeal, are particularly suited to the display of motion picture advertising — beauty parlors, candy stores, jewelry stores, drug stores, shoe stores, music stores, ladies' furnishing stores, florists.
With almost every feature photoplay, some item of advertising material is furnished which would be suitable for display in the stores mentioned.
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