Motion Picture Theater Management (1927)

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CHAPTER XXV Advertising iHERE are many and varied angles to theater publicity and advertising. Both are closely related and should -** be coordinated as much as possible. In the small theater, it is quite customary for the manager personally to undertake the work pertaining to advertising and publicity, sometimes with the aid of a local newspaper or advertising man. In the larger theater, expert publicity men are responsible for the advertising of the theater and its attractions. Advertising is of extreme importance. It is the mouthpiece of the management, the instrument through which the theater speaks to its public. It is the one medium which a theater can use in lieu of salesmanship. It is salesmanship. The institutional advertising done by the Balaban & Katz theaters in Chicago as well as the West Coast Theatres was effective in convincing the public that their houses and their operation were superior, and resulted in building a good will, and at the same time in setting up an ideal to aim for. Such advertising fulfills its mission in the broadest sense. (Figures 22 and Management must display showmanship in advertising, just as much as on the screen or the stage. Advertising can do a great deal towards adding to or detracting from the good will of a theater. Advertising must always be honest with the public. There can be no exaggerations, if advertising is to be effective. Great strides have been made in the past few years in the character of the advertising of motion picture theaters. Extravagant adjectives used to be very commonplace and even to-day motion picture patrons read such ads with a great amount of tolerance. In the better theaters, however, advertising is prepared by men who carefully plan their campaigns, 23O 242