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260 Building Theatre Patronage
fectly correct list. The possibility of a full-page co-operative advertisement tying-in with the photoplay is evident. Hie merchant is interested in the contest especially because it brings so many to the store window. Of course a hope chest contest should only be arranged in connection with the showing of a photoplay whose theme would be appropriate for such an idea.
Conclusion.
Many of the co-operative advertising plans outlined above can be expanded to include co-operative advertising pages in the newspaper. Many of them could be made more effective by introducing some kind of contest where the prizes will be theatre passes or souvenirs donated by the co-operating merchants and others. Newspaper stories and articles on the amusement page are further possibilities when co-operative advertising campaigns develop widespread interest in the community or have introduced some news value feature.
Co-operative advertising has a mutual advantage. It has a business value for the merchant and others just as it has for the theatre.
However, it can be overdone if the manager approaches the same merchants too often. Many a good prospect has been lost because the co-operative advertising idea was suggested too often. Therefore the manager should attempt to change the co-operating party as often as possible. He should try to leave the merchant so satisfied with results that when another plan is suggested it will not be hard to convince him.
A letter of thanks and appreciation for the co-operation shown should never be omitted. The merchant, even if he feels that he has had a fair break and that his expense and efforts were justified by results, likes to have a letter making it evident that the manager is appreciative.
Display material should not be left in the merchant's window after play date. The merchant is not expected to safeguard materials that are removed from the window and left at the store. If he is inconvenienced in this way by the neglect of the manager, the chances of further co-operation are lessened.