Motion Picture Theater Management (1927)

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252 MOTION PICTURE THEATER MANAGEMENT Park, and earned unusual newspaper stories. All of these ideas come from the exploiter. He is the "soldier of fortune" of publicity. Another form of exploitation is the use of the window display space of the retail stores. Many stores are willing to arrange a tie-up with theaters advertising an attraction for their mutual benefit. The right kind of a theater display attracts the attention of the people to the show window, and in that way both the retailer and the show benefit. The theater managers must strive to make such displays as they offer as effective as possible. Miscellaneous. Under this heading may be grouped other forms of advertising which are used for business promotion. Direct mail advertising is of great value when a mailing list can reach a substantial part of the population. In large cities proper circulation by this method would be prohibitive because of the expense, but direct mail advertising is of value in neighborhood and small town theaters. At any rate, it cannot be overestimated. Well-written, interesting letters on coming attractions are really business producers. Announcement cards of programs are of value. There are innumerable lists for circularizing — the blue book, the social register, the directories. Street-car advertising and other forms too numerous to mention all have their places in advertising, depending upon local conditions. Where programs are used, the front cover offers a good opportunity to advertise coming features. Photographs of featured players are always of interest to the patron and serve to advertise the next attraction, besides making the program cover attractive when the art work is carefully executed. There is one form of advertising, which is within the reach of every theater and which should be used consistently — screen advertising ! The force of screen advertising should not be discounted. Here you reach directly the patrons you depend upon for support. Therefore, screen advertising is entitled to your very best effort. It is the most valuable medium at your disposal. Indeed, it is more potent and enduring than anything that could be obtained from another medium. It reaches the