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Co-operative Advertising 261
All this makes it clear that co-operative advertising has a double advantage for the theatre. It not only gives a more complete circulation of an advertised message at less cost than would be otherwise possible, but it develops good will for the theatre and those who have had satisfactory results are made to feel that the theatre is a beneficial influence.
It is no exaggeration to say that practically every merchant, school, club and society in your community is a possibility at some time or other for co-operative advertising.
Study the stills available for any photoplay and you will see illustrated countless articles similar to those sold by merchants. There is the basis for your co-operative display.
The title, the theme, the locale, the period — all offer possibilities. For instance, the banks are interested in the title which suggests thrift, the grocery store in the title that suggests one of its products or its policy, the luggage store in the travel theme, the shoe store in the Cinderella theme, the historical society in the history photoplay, the reading club in a photoplay from a well-known novel — and the museum — yes, even the museum is a possibility. Special exhibitions of paintings of the sea, paintings of war, paintings of mountains, paintings of western scenes, paintings of homesteads, etc., have been arranged and advertised and commented upon by newspapers when energetic theatre managers have convinced the authorities at the museum that such timely displays would attract the public — and incidentally help theatre attendance.
The social, fraternal, business and professional element of your community will co-operate — there is an advantage for them — if the local theatre manager does his part.