Harvard business reports (1930)

Record Details:

Title:
Harvard business reports
Date:
1930
Publisher:
New York : McGraw-Hill Book Company, Inc.
Volume:
Harvard business reports
Leaf #:
000465
Language:
English
Subjects:
Motion Pictures, Motion picture industry
Collection:
Books
Format:
Books
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Date Added:
March 28, 2024
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BALDWIN PICTURES CORPORATION 443 that local advertising may later be effective in causing a recurrence of an interest aroused earlier. There is an interesting question as to whether national advertising might not well stress the names of distributor-controlled theaters from time to time. Emphasis could be placed upon the convenience of such theaters, upon the courtesy displayed, comfortable seats, good ventilation, etc. This would also have an advantage in that it would, in part, avoid the problem of attempting to time announcements with exhibition. Furthermore, in all theaters today pictures of various producers have to be shown. It may be urged that independent exhibitors might object to such advertising. While this argument has weight, it would seem to be significant only where independent exhibitors actually compete with distributor-owned theaters. In such cases the chain theater wants the business anyway and cannot expect to make sales to independent exhibitors. Where such competition does not exist the independent exhibitor has no ground for complaint. Up to the present the names of the theaters have been presented to the public through local advertising. This would always be necessary, but it would be an interesting experiment for a distributor owning nationwide chains to attempt occasionally to stress the names of his theaters. November, 1929 H. T. L.