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CHAPTER XXV NOVELTY ADVERTISEMENTS
THE directory advertisement and the display advertisement with its headline, illustration, copy, theatre name, and playdate, become so familiar, that it is advisable to occasionally use a novelty advertisement which, because it is unfamiliar, will have more attention value and will more likely be read. There are many varieties of novelty theatre advertisements. They can be grouped here for convenience under the headings "Teaser Advertisements," Scatter Advertisements," "Endorsement and Open Letter Advertisements," and others.
Teaser Advertisements. — The teaser advertisement should be used in advance of all other advertising. Its object is to arouse interest and curiosity so that when the final announcement is made and the "secret" is revealed, the impression created will be deeper. Because the teaser campaign is sensational in style, it is not appropriate for every type of photoplay. If teaser campaigns are used too often, they lose their value because interest and curiosity are lessened when people suspect that the "mystery" campaign is "just another motion-picture theatre stunt."
Of course, the teaser campaign can be used in newspapers, on the screen, on posters, in the lobby, with direct mailing, and with throw-aways. The value of the campaign lies in the cumulative effect of repeated "teaser messages."
As far as the newspaper teaser is concerned it is not advisable to use too much copy. Copy can be selected according to the title, and also according to the locale or the theme, or even the featured players. The following examples suffice to illustrate teaser messages that have been used and suggest others :
1. (For the photoplay, "The Flirt") — "Wives, watch
your husbands; I am coming to town. — The Flirt."
2. (For the photoplay, "Buried Treasure") — "You will
find Buried Treasure in this town." 313