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ADVERTISING
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though it may be a very worthy sheet, might be hardly suitable for the readers of the Journal of Commerce.
Forced publicity is not desirable for high grade theaters. By this is meant a type of exaggerated and hackneyed stories which are only resented by editors and public alike. Publicity that is telling should be based on new and interesting stories, and such efforts require the best available imaginative writers. It is entirely legitimate to capitalize on publicity and every effort should be made to secure it, to the fullest extent. For those who are interested, the subject is a broad one, and many valuable books have been written on it.
Management should constantly strive to make the theater a social center of the community. It should be a natural meeting place. Therefore the operator should take an active part in all worthwhile civic events. The theater should help to spread the holiday spirit on patriotic holidays, and should permit the use of its screen for such purposes as will benefit the community. By furnishing high grade, clean motion pictures and attractions, as well as fine music, the house makes a splendid contribution to the community, in addition to attracting the good will of the best element. Its civic obligations must be recognized, because it is a community enterprise. No other business is so sensitive to public opinion. The publicity must therefore do everything possible to cultivate the community spirit, so that people will think of the theater as their theater. Publicity is an instrument that must be sharpened continuously and wielded incessantly. Used persistently, it will bring surprising results.
Newspapers are the most powerful means of reaching the public. The press has been important to the motion picture theater, and the motion picture theater has been of importance to the press. It is a case of genuine mutuality. Advertising in newspapers may take one of two forms. It may be designed to "sell" the show and the theater, or it may be the directory type of advertising, consisting of informative copy in small space. During week days, except Saturdays, many large theaters depend upon the directory form of advertising. On Saturdays and Sundays, the flash, or selling copy is used.