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292 Building Theatre Patronage
point so that those points will be discussed which will interest most; secondly, using words that he can understand better than any other language; thirdly, shaping that language so it will interest and convince.
Selection.
As far as the theatre advertiser is concerned, copy is first of all a matter of selection. Press sheets and other publicity material will give sufficient information and very often effective copy. But from all the information and copy that is offered, it remains for the advertiser to select what will be most effective for his particular readers. It must be remembered that the press sheet is prepared for national use. It is evident that no one can write copy which will be equally effective everywhere. Effectiveness depends upon phrasing a selling point so that it will be understood locally. Now and then copy can be lifted directly from the press sheet and used without change. But usually it needs some adaptation for local use and local space requirements. It is no reflection on the copy writers of the press sheet that sometimes change is necessary because of local conditions; nor is it fair to say that press sheets are written with the New York viewpoint A serious attempt is made to have press-sheet copy as close to general use as is possible. But if people differ locally, and they do, then a press sheet would have to have every variety of copy to suit every condition; such is evidently impossible. The theatre advertiser who understands his prospects best, other things being equal, will write the most effective copy.
Your Product.
Understand thoroughly what you are selling — your theatre and the program. The exhibitor who advertised the photoplay, Ibsen's "Doll House," with a line, "Be sure and bring the children," did not understand what he was selling. Understanding what you are selling means that you realize that every photoplay is different and that the more distinctive you can make your copy the better. In other words, generalized copy which might be applied equally well to any photoplay is not effective. Consequently, copy like the following is not