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Co-operative Advertising 255
for an intelligent discussion. The advantage to the theatre is evident. Where a debate is to be arranged in advance of play-date, sections of the press sheet can be supplied. In one instance, every fourth subject of debate at a college debating society is based on something that the theatre manager has suggested and helped the director of the debating society to work out.
5. Restaurants.
Paper napkins supplied by the theatre and printed with a message of the production, including theatre name and play date, can be distributed. Thumbnail cuts of stars or directors or one-column cuts can be used as decorations on menus or on the back of dinner checks. Special menus can be arranged. For instance, titles and names from the production give a novelty to the menu — "Tenderfoot Steak,'* "Vegetable Stampede," "Salad a la Mix," etc. The title "The Vanishing American" was used in restaurant advertising to stimulate interest in what was announced as "The Vanishing American Dinner." Certain dishes or certain drinks can be named after the star or after the title. The restaurant welcomes these novelty touches because restaurant advertising as a rule needs the novelty and the glamour and the interest which can be furnished by tie-ups with motion picture advertising material.
6. Soda Fountains.
Dishes and drinks can be named after a star or after a title. For instance, "The Gilda Gray Shake," "Devil's Temptation Sundae," "The Happy Lovers Combination," etc. Stickers on the soda fountain window or the mirror, with stills and cut-out material help awaken interest.
7. Real Estate Companies.
The opening of a new subdivision offers the opportunity of interesting real estate companies in co-operative advertising for a photoplay with a "home" theme such as "The Enchanted Cottage," "The Home Owner," "The Pride of the Home," etc. Apartment and room-to-rent advertising receives an added