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252 Building Theatre Patronage
who sells the books from which the great pictures are made and who lets his townspeople know he sells them, has available the largest source of patronage his community affords — enormous crowds that daily fill the theatres." Notice, this is the opinion, not of a theatre manager, but of a publisher. Remember that many a photoplay is produced from a story because there is a ready-made audience of millions who read the story as a serial in a magazine, in novel form, in newspaper syndicate form and in photoplay novel form.
2. Library Co-operation.
Public libraries have co-operated for displays of novels from which photoplays have been made. These displays include not only copies of the novel, but books of travel, biography, history, fiction and others connected in any way with the period, the theme, or the author of the novel. Library authorities are anxious to increase book loans at the library. They realize that if only one title is promoted and only a few copies of a particular book are on the shelves, the advantage to them will be negligible. Therefore, they are most interested in any co-operative plan which will move a number of books. They realize that a photoplay based on the Colonial period may stimulate interest in historical novels and history books of that particular period. A photoplay based on a novel by a popular author can be used to move a number of his other novels. They appreciate especially any plan which will help to move "non-fiction volumes." Consequently, the manager should do his best to point out all the general advantages to the library from the co-operative plan.
The library authorities should be notified as far in advance of play date as possible so that they can collect material for their display. Stills, posters, cut-out material, book jackets, should be supplied by the manager. Added interest is given to the library display if flags, antiques, trophies, decorations, etc., from museums and historical societies are added to the display.
An outstanding feature of the co-operative campaign with libraries is the distribution of book marks. Usually the expense of printing book marks must be met by the theatre. However,
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