Building theatre patronage : management and merchandising (1927)

Record Details:

Title:
Building theatre patronage : management and merchandising
Date:
1927
Publisher:
New York : Chalmers Publishing Company
Volume:
Building theatre patronage : management and merchandising
Leaf #:
000349
Language:
English
Subjects:
Motion Pictures, Motion pictures--Theatres
Collection:
Books
Format:
Books
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Date Added:
November 07, 2023
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Novelty Advertisements 323 made with standard printing materials and without artist and photo-engraving expense. Conclusion. The value of the novelty advertisement depends upon its occasional use. The familiar theatre directory or the display layout become so familiar, that they lose in attention value, and it is well to break the monotony with an occasional novelty advertisement. Novelty advertising, like other exceptional advertising, should be used when the program is exceptional. It is not good business to attract special attention to a program that is evidently inferior. It is novelty advertising that may attract the attention of those who are not regular theatre patrons, and their attention should be attracted at a time when the program is such that it may help to make them regular patrons by encouraging another visit to the theatre. A study of novelty advertising used for other products will suggest other ways in which the manager can occasionally escape from the routine use of some "typical theatre advertisement." None of the novelty advertisements discussed here require a staff artist. Standard cuts supplied by producer-distributors, and the regular supply of newspaper materials — types, ornaments, rules, borders, and cuts from the newspaper morgue — will suffice. Of course, if there is a staff artist who is really capable, unique borders, novel backgrounds, checkerboard, bull's-eye, and jazz layouts, inlays, Benday effects and others are possible; but without the extra expense of staff artist, local photo-engraving and electrotyping and typography, novelty is possible, and effective.