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248 MOTION PICTURE THEATER MANAGEMENT
Large space is necessary in order to display copy that sells. There is no established rule as to how great such space should be. In large cities, the cost of big space is prohibitive, and therefore the size of display ads is governed by the newspaper's rates.
There is no definite ratio of the sum expended generally for newspaper advertising. It varies according to the type of theater and its location. A first run theater in the downtown section of a city expects to attract patronage from every section, and consequently its campaign is planned to reach all sections. In New York, for example, a first run theater on Broadway will spend approximately from fifteen hundred to five thousand dollars a week on advertising. The theater which is located in a residential section and expects to reach only persons living there, will limit its expenditure accordingly, and localize its advertising campaign. Management must study its possibilities in providing a budget figure for this purpose, since budgeting necessitates careful analysis as to requirements, and also compels a consistency in the advertising program.
Advertising copy is generally prepared by the publicity man or the manager. In large theaters, special copy men are employed for this purpose. There is no magic formula for success in this field. Good, constructive ideas and resourcefulness are the basis of good advertising. It should inject the personality of the institution into its form and copy. Advertising unity has become an art and calls for imagination and ability of the highest order. Truth is the prime essential. The writing of copy is being developed to the highest standards through the efforts of many who recognize it as worthy of the best and most serious effort. Good advertising is based on simple and effective expression in few words, on carefully planned copy, and on typography and design that are attention-attracting, and yet artistic. Illustrations may be used to advantage. A Chinese adage says that one picture is worth 10,000 words. An exaggeration, no doubt; but it emphasizes the point.
Advertisers should govern their newspaper expenditures upon the circulation of the newspapers to be used, as shown