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Advertising Materials 139
fact known. It gives your theatre all the prestige and standing that has been developed locally by this national advertising which also creates a demand and lessens the sales resistance to be overcome. Your newspaper advertisement should always carry the well-known trade-marks. Perhaps there is some blank wall space in your lobby where a panel could be set. This panel could carry the full-page reproduction in color of the national advertising in the Saturday Evening Post and other magazines. You are paying for this wall space with your rent. Use it. Managers who cannot afford to buy enough advertising material to cover such wall spaces display the full color page national advertisement. They have the entertainment atmosphere, they are attractive, they sell, they make regular patrons.
Watch the issues of the national magazines that carry motion picture advertising and try to arrange your play dates so that you can tie up with the timely national advertising and get the full benefit of it. Newsboys and newsdealers can insert your herald near the pages that carry the national advertising of a photoplay which will be shown at your theatre and thus the national advertising becomes local.
Fan Magazines.
The theatre manager should read at least two fan magazines every month because he is expected to know those things about screen personalities and productions in which the fans are interested. Patrons expect the theatre manager to know all about the industry. If they ask him about the gossip carried by the fan magazines and find him utterly ignorant, they wonder why he knows so little about his business. The fan magazines reveal the attitude of your prospective customers. The reports or reviews on photoplays are helpful because they are really a shopping service to the readers. The fan magazine reviews are based entirely on the entertainment value of productions. Where they are favorable for a photoplay which you will show, they can be used in your campaign.
When reviews are unfavorable, you can be sure that sales resistance has been built up and your merchandising can take this into account. A list of local subscribers to the different