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Newspaper Co-operative Advertising 341
Your Opportunity.
This request for contests gives the theatre an opportunity which does not exist for other local institutions. The general interest in photoplays, the glamorous appeal of contests based on current productions, and the fact that there is universal appeal in these contests are all recognized by newspaper executives. Illustrated material in the form of line and half-tone cuts is available to make such contests even more interesting, and to save the expense of newspaper art-work. Moreover, the problem of prizes for contests, which is always a difficult one, is solved in the case of co-operative contests executed by the newspaper in conjunction with the theatre, by offering theatre passes as rewards. The theatre pass, for some reason or other, always has a value as a prize far beyond the actual admission price.
Advantage.
In presenting theatre plans for co-operative activities to the local newspapers, the point to be stressed by the theatre manager is the reader-interest and circulation-building influence of the plan. Mention should be made of the other advertising activities of the theatre in connection with the particular photoplay discussed, to establish the fact that because of amusementpage advertising, lobby display, screen and program announcements, billboard and window display advertising, widespread local interest will be developed. Newspaper executives will be anxious to tie-in with something that will be of such widespread interest, because of the theatre's other advertising activity.
Some ideas which can be used by the newspaper in conjunction with the theatre are:
1. Classified Ads.
The theatre passes can be offered to those readers who find their names or their telephone numbers on the classified ad page. This induces more readers to examine that page and thus it is more valuable to advertisers. The advantage of this for the theatre is that the newspaper in announcing these passes