Building theatre patronage : management and merchandising (1927)

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The Development of Theatre Advertising 21 and contests of every kind for which theatre tickets were the prizes. The newspaper hoped for increased circulation because of the interest in such activities, and the theatre received publicity that was hitherto unthought of. More "readers'* were carried on the amusement pages. The experienced exploiteers knew how to prepare copy for newspapers and knew what arguments would convince editors to accept them. They had more time to give to this subject than the busy exhibitor, and by experience they knew what best to use. They taught exhibitors how to make shadow boxes and other displays. Because the exploiteers traveled from town to town, they could pick up ideas and give other exhibitors the benefit of their wider knowledge. Lobby displays improved. Advertising of every kind became more effective. Even though advertising was more intensive, it was markedly improved in tone. There were fewer wild statements, less buncombe, better reasoned copy and a more reliable air about it. It became more varied because fresh ideas were circulated. Selling points were more carefully selected. Appeals were less vague. The year 1920 marked the end of the exploiteers service as an indispensable factor. Of course, the exploiteer continued to function. Other companies had sent their men into the field to do for their productions what had been done for Paramount productions. But in a way the exploiteer had served his main purpose. He had taught the exhibitor what was possible in receipts when skillful and intensive advertising were introduced. Exhibitors had been .taught to think in terms of showmanship. Methods and practices were explained that had not been generally understood before. The training period was over, and exhibitors could now rely on their own resources with more confidence and with a fund of helpful ideas. They had had intimate guidance. Hereafter, instruction could be carried on through printed mediums sent from the office of distributors. Recent Changes. In more recent years, the trend of motion picture theatre advertising has been towards dignity and a more efficient use of a greater number of mediums. Waste has been less