Motography (Jan-Jun 1918)

February 23, 1918. MOTOGRAPHY 345 Advertising Is Key to Success MONEY-MAKING HOUSES ALWAYS THE ONES THAT PLUNGE ON PUBLICITY BORN SUCCESSES are very rare these days. Men proceed toward commercial achievement along the path of certain recognized principles. One of these principles which is recognized by all successful motion picture exhibitors as a fundamental is the necessity of proper advertising and publicity. It is extraordinary to what a degree this well recognized fundamental of success is neglected by many exhibitors. For instance, it is assumed that Exhibitor A has just as attractive a theater as Exhibitor B doing such excellent business near him. A has been established for some time. His service in every way compares favorably with that of his competitor B. A might be showing pictures of a quality even superior to that of B. Advertising Spells Success Why is it then that the business of Exhibitor A is greater in volume, steadier in patronage and more profitable than B? Evidently there must be an answer to the riddle. It has been supplied by many exhibitors who are consistently successful. The answer is wise, judicious, carefully-maintained publicity. It must be remembered that the motion picture business is a branch of the show business. The success of the show business has to a great extent been made by proper publicity. Every one knows that the public is keenly alert for amusement. Entertainment is recognized as a universal necessity. But nevertheless people have a lot to think of these days. If the exhibitor wants patrons to think of him and ihis theater he must concentrate their attention on his theater. Public Is Fickle Then, again, the public wishes to be told who has what and where it will be shown. The public is fickle to a great extent. The motion picture business has developed into a sort of shopping venture. The possibilities of amusement in one picture are weighed against those in another. How powerfully does the exhibitor make his appeal to the public for his theater? That is a decisive factor very often at the box office. Here is where the right kind of advertising brings fche crowd to the theater. A good press story often stimulates the curiosity of the public, arouses interest and discussion, paints visions of more than ordinary entertainment before amusement hungry eyes. A snappy display advertisement gets attention and rivets interest on a particular picture to be shown at a particular theater. Lobby Displays Big Factor Then there is the lobby. Is the lobby utilized in an advertising way to arouse the interest of the passerby? The neglected lobby display is a weakness in many an exhibitor's battle line. If the lobby were of little advertising value why would such giant organizations as the Shuberts, Klaw and Erlanger, Keith, Albee and others, devote such study and so much time and money to the use of the lobbies in their theaters? Whether a town is great or small the lobby should be utilized to the utmost. Shoppers will frequently stop to idle a few moments over the photographs or display cards and be drawn by the suggestion of drama or comedy to spend an hour or two in the theater. v Triangle Suggests Ideas Triangle, in its magazine issued each month, seeks to suggest practical attention compelling lobby display ideas for the various pictures on the proram. Take for example Triangle's suggestion on the Japanese American photoplay, "Her American Husband." It ran in this wise: "Lobby — Paper lanterns should be hung in the lobby and lighted in the evening. Ushers may wear Japanese costumes. Balloon kites of fantastic Japanese design (butterflies, dragons, etc.) and paper parasols might be suspended from An exclusive picture of Baby Marie Osborne, Pathe child star. the ceiling and Japanese pictures hung on the side walls. A canvas painted to represent the entrance to a Tokio house would make an attractive front. Any school geography will suggest simple designs for the execution of these ideas. Expense Is Small The expense for all or a portion of this sort of decoration is decidedly small. And yet one cannot help but conclude that the theater daintily trimmed to suggest the orient by any or all of these methods would be very likely to exercise a powerful influence over possible patrons, suggesting the romance, magic and lure of the orient. The exhibitor who responds to such suggestions finds that business brightens up to a remarkably surprising degree. Catch lines are also very effective to pique the curiosity of the public. Triangle constantly suggests vigorous, terse, curiosity-arousing catchlines that can be cheaply lettered op cards and mounted in frames. Then there are the one, three and six sheets. Are they put up with sufficient care and early enough, or are they neglected? Are enough of them used? Despite the fact that they are economical there are a surprising number of exhibitors who economize on this most important advertising element. Good Films First Essential It must be remembered that the foundation of successful advertising is a product of superior merit whether the article exploited is silverware, shoes, service or pictures. Pictures, like any other commodity must measure up to the printed claims made for them. The public may bite on poor films for a while, but not forever. Personality Big Asset Above all, it should be born in mind that personality is a great advertising asset. The exhibitor should advertise his optimism to his patrons. There are many conditions today that tempt the exhibitor into gloomy moments. He should brush this pessimism aside. He should indicate that he is successful, that he is an experienced showman, that he likes his business and is proud of it. Success begets success. This spirit of optimism means dollars and cents at the box office, and if it has been permitted to slip away for a while because of some sly, small voice that has whispered gloom, the exhibitor should just face about and smile.