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Co-operative Advertising 257
ing performances at the theatre, especially when the photoplay is connected in some way with the ideals or the purpose of Boy Scout activities.
11. Laundries.
Shirt boards printed with production, play date and theatre name bring the theatre's message into the home. The expense of cardboard and printing is usually divided between the theatre and the laundry. The distribution of heralds, rotos and miniatures in laundry packages is favored by those in charge of the laundry if some appropriate advertising ran be imprinted.
12. Music Stores.
When a photoplay title is based on well-known musical comedies whose selections are on sale at the music store, co-operative advertising in the form of window displays is possible. Very often the selections used by the theatre orchestra and popular songs played at the organ give an opportunity for securing the co-operation of music stores. In some cases a section of the music store window is secured regularly for a tie-up with the song that will be featured in the organ solo. Photoplays with a well-known music theme offer similar possibilities. Theatres which show vaudeville and stage units have even more possibilities in this connection.
13. Recruiting Stations.
Army and navy recruiting stations will give "A" Board space to display theatre's advertising for photoplays with patriotic appeal. Heralds can be distributed at the recruiting station. A soldier or a sailor in uniform can stand on guard outside the theatre.
14. Law Schools.
A mock trial based on the theme of a photoplay where the discovery of evidence motivates the action, has been conducted by members of law school clubs. In one case the public was invited to the mock trial and newspaper accounts of the activity helped to develop further interest in the photoplay.