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Selling Within the Theatre 153
Only one of these slides carries the advertising message, but the other four focus the interest on that one.
Trailers.
To promote your coming feature photoplays, a good trailer service should be subscribed to. Use slides for house announcements, but even in a small theatre, the trailer service for features will more than repay its small cost. Figures have been collected to show that trailer advertising at different theatres has been primarily responsible for the attendance of over 1 5 per cent of audiences. The cost of trailer service is so small that the expense is less than Yi per cent per person. This service is cheap, dependable, efficient. In calculating its efficiency consider not only those who actually see the trailer, but also those who are reached by word-of-mouth comment.
Preview.
One of the very best inside activities is the special showing or preview for an unusual photoplay. This should be held in advance of the opening, if possible a week or ten days in advance. To this preview are invited the Better Films Committee, educators, clergymen, physicians, city officials and others whose opinions carry weight in the community. These should be asked to write out their opinion or endorsement of the photoplay before leaving the house (cards being supplied for that purpose). The best of the these can be used in newspaper advertising. The remainder may be posted on bulletin boards in the lobby.
The preview can be used to stimulate word-of-mouth comment when a program is booked on such short notice that sufficient advertising is not possible. Invite the general public to a free morning preview.
When the theme of the photoplay will interest some special class or group, as the police, or firemen, or lawyers, or ministers, or automobile owners, etc., those presumed to be especially interested should be invited in addition to your general invitation list. For instance, at the preview for a photoplay of college life, your guests can be athletic teams with their