Building theatre patronage : management and merchandising (1927)

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The Development of Theatre Advertising 19 individual exhibitors, and stopped right there, because there was little exchange of ideas and meagre advertising assistance from producers. Exhibitors with mechanical ability devised animated lobby displays and street ballyhoos. With the advent of five reelers, three sheets were available and cut-outs for lobby displays became generally used. This practice was carried farther. Built-in-fronts began to be generally used. They gave a "circus atmosphere*' to the motion picture theatre at this time. Star personalities were emphasized— fan mail developed tremendously. The personal appearance of stars was encouraged. Rubber stamped autographed star photographs were very popular. Impersonation contests based on star popularity were common. Amateur night, the country store, lotteries of every kind, farmers' matinees, school contests and free ticket prizes were generally used to build patronage. When mat service and cuts were supplied by distributors, press sheets became the main guidance for exhibitor advertising. The crude newspaper advertisements, which had been little more than announcements, began to improve. Because motion picture theatres could afford to purchase more newspaper advertising space than the average legitimate theatres, an impression of importance was created in the minds of readers and also of newspaper editors. And it was generally felt that the motion picture theatre had left the class of the museum and the circus. It represented a more stable and more dignified type of entertainment. Exploiteers. The period from the fall of 1915 to 1920 marked the most striking advance in advertising. In 1915, came the Paramount release "The Miracle Man." The quality of this production justified higher rentals. But exhibitors did not admit that increase in receipts to justify the rentals asked were possible. It was decided to assist exhibitors in their advertising campaigns for this production. Paramount as the distributing company, engaged a number of dramatic press agents, newspapermen and publicity experts organized in the first Department of Exploitation. Exploiteers were sent around the