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336 Building Theatre Patronage
learn of a piece of news that would make good copy, let the newspaper know about it, whether it is theatre news or not, and you thus show your interest in the newspaper's welfare. You might witness an accident that the newspaper would be glad to know about. You might know in advance of the visit of some well-known personage to your community. You might know of some important move in the industry that would be of particular interest to local readers. You, as well as any other citizen of the community, might notice business details which have a bearing on the welfare of the newspaper — for instance, certain newsstands might be covering up particular newspapers; certain newsboys might be overcharging or otherwise discriminating against a particular newspaper; certain unfair comment regarding the editorial policy of a newspaper might be in circulation. You bring these facts to the attention of the newspaper, as an evidence of your interest in its welfare and not with any selfish motive.
All this makes it evident that besides the strictly business relationship with the newspaper, besides the co-operative advertising activities with mutual advantages, there are instances where friendly relationship can be developed, where you can go out of your way, as any other fair-minded citizen would, to help the newspaper.
Fairness.
Never try to "put anything over" on the reporters. If you are trying a novel exploitation stunt, do not deceive the newspaper. Never lie to the reporters; you may deceive them once, and be successful in securing a so-called "publicity story," but your chances for a repetition of deception are negligible.
The motion-picture industry is still suffering from the "publicity stunts" and "scare-line ballyhoo" of hoax-makers. The stunt which endangers human life, the fake which ties-up traffic, the false alarm to bring the engines near the theatre where a fire photoplay is showing, with the evident danger to the pedestrians and with the risk of possible accidents, at the expense of taxpayers* money — may look clever; it may even be responsible for a story in the newspapers. The fake drowning in the park lake, the fake murder which keeps police and detectives