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140 Building Theatre Patronage
fan magazines in your community is available, and this list could be used for direct mail advertising for certain types of productions, so that you can tie in with articles the fan magazines are carrying. The fan magazine has developed an interest and it is for you to capitalize on it. Incidentally, the full-page portraits that appear in the fan magazines can be used to good advantage in lobby panels. This applies particularly to smaller theatres where the budget does not permit the purchase of sufficient standard material to make the lobby attractive. Many theatres have attractive displays made of full page star photos from fan magazines.
Conclusion.
Because the cost of standard advertising materials is relatively small, it is false economy to risk the loss of possible patronage by a penny-wise and dollar-foolish attitude towards advertising materials. It is ridiculous to make substitute material and hope that it will equal the quality of the standard materials prepared by experts. The material is made for the theatre manager. Quantity purchase makes low cost possible. If you or a local artist can improve on the standard material, there is fame and fortune waiting in the field of commercial art. If you make substitute material just to justify your pride — it may be a costly indulgence.
Advertising material is improving. Do not let your opinion of it be determined by what was available five years ago. Progress is rapid. Study what is available to-day. If there is an occasional blunder and a piece of material is inaccurate, or carries a scene not actually shown in the photoplay, or lacks a real punch — remember this is occasional and not the regular practice.
Without advertising material you are working alone — and with empty hands. Programs will not sell themselves. Selling requires salesmen. Your advertising materials are just so many salesmen. Send them where you must have your program sold. Appreciate the high standard of the material that is available. Be familiar with each item. Know every one of its possible uses. You can use methods to check up on the returns. The check-up tells the story.