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ADVERTISING
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and every effort is made to appeal honestly to the patron. Style has replaced worn out phrases, and good layout and illustrations have taken the place of extravagant use of space.
There is no uniform method of advertising for theaters that could be adopted nationally, since each city or town has its local problems which must be studied carefully. What may be good advertising for a theater in New York may not be of value in other localities.
Advertising, to be effective, must not necessarily be of the profusely lavish sort. There is a certain point beyond which large space may become waste. The law of diminishing returns makes it essential for each management carefully to analyze its advertising possibility. It is just as much folly to overadvertise as it is not to advertise at all.
Advertising is commercially divided into five different classifications :
(a) Publicity
(b) Newspaper advertising
(c) Bill-posting
(d) Exploitation
(e) Miscellaneous
These will be discussed separately, but with the idea always in mind that they are closely related and that their coordination is advantageous and desirable.
Publicity. This term is usually intended to mean newspaper stories, magazine articles, trade paper notices, and all mention of a theater or its attractions in a way which is not directly paid for. If a theater is of sufficient size to employ a publicity man or press representative, the investment is justified. Otherwise, the manager or a local newspaper man undertakes this work. The publicity man will keep in constant touch with the management, and will secure information in advance as to the motion picture features and other attractions booked for the theater. He will maintain personal contact with the editors of the newspapers, and continually study the story possibilities of all bookings. He writes up the coming attractions and plants them in the newspaper. He places photographs of important players or scenes with those news