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Co-operative Advertising 251
not because of the sales of the particular novel which might be made at the store. It is useless for the manager to argue to the contrary. In fact, with most photoplay-novel co-operative advertising, the main advantage to the dealer is the impression of the progressiveness created by such timely advertising.
Objections.
Managers should realize that book sales in the store because of the display will not begin until after the picture has opened at the theatre. This will usually be stated most emphatically by the book seller, and should be conceded by the manager. However, the display in advance of play-date is justified by the fact that this develops greater interest in the photoplay and will eventually help book sales.
If the book store has not on hand a sufficient number of copies of a particular novel and cannot secure jackets, a display can be built up with other novels by the same author — or with other novels from which other photoplays have been made — or with other novels about the same theme or the same locale.
Of course, a street window display is of most advantage to the theatre. If this cannot be secured, a show case display or at least a counter display can be requested.
Stills and illustrated advertising material which the theatre supplies are welcomed by the book seller. Cut-outs from posters as background for window displays are particularly favored. Of course, theatre name and play date should be as prominently displayed as possible.
The following statement from the president of one of the leading publishing companies of America is significant: "The motion picture is the most powerful single influence for the extension of the book business that has ever been developed. More than that, I think we are safe in stating that it is the most powerful influence that will be developed during your time and ours. Now the fact remains that if we, as book sellers, will grasp the wonderful opportunities which the motion picture producers have placed before us by selecting books for their photoplays, then spending millions of dollars in advertising them in every city and town in the country, we are bound to get new crowds of patrons into our stores. The book dealer