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Co-operative Advertising 253
the library authorities will prepare the material to be printed on the book marks and will arrange that the book mark goes into all volumes leaving the library.
In larger cities, the publicity representative of the main office of the library will extend the co-operative plan so that displays are shown at branches, school libraries and station libraries. It depends on the good judgment of the manager to select a photoplay which will appeal to the library authorities who exercise discrimination in selecting photoplays for which they will co-operate. They do not object to mentioning theatre name and play date in their display announcements.
3. Schools.
There are many ways in which schools may be included in the advertising plans of the theatre. Arrange "after-school matinees," which classes will attend in a body when a suitable photoplay is selected as the subject for a class exercise.
Special showings have been given for teachers when the manager feels that the teachers' interest in the photoplay will stimulate attendance among pupils.
Featuring the school orchestra, Glee Club contests, Cheer Leader contests, school dramatic playlets and other school activities on the stages of smaller theatres to promote an interest in appropriate photoplays is suggested.
Poster contests can be arranged with the art supervisor of local schools. These contests are approved because they give the pupils practice in using the training they receive. The contest should be started well in advance of play date if the theatre is to profit. School authorities can be supplied with lobby cards, one-sheets and stills of the photoplay which suggest subjects for the posters to be made by the pupils. These posters can be in crayon, charcoal, paint or crepe paper cutouts. With the latter material the designs are cut from crepe paper and pasted on colored backgrounds. Local stores where crepe paper is sold will supply booklets with detailed instructions for such contests. During the contest announcements of theatre name and play-date can be prominently displayed on the school bulletin board and thus stimulate word-of-mouth comment which will reach the homes.