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Screen Opinions Tells the Truth
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Keep Crowds Coming
The ranks of theatre owners today are filled with keen business men. Not so many years ago any one with a vacant store, the necessary equipment and capital enough to operate from month to month could own a motion 'picture theatre.
The last three years has seen a change. Running a successful motion picture theatre today demands business methods plus progressiveness. It is becoming a survival of the fittest. It is no different from any other business — the bank, the merchant, the hotel.
The motion picture exhibitor is simply a merchant ; he sells entertainment. And the theatre in the locality that sells the best entertainment, and is the best known, gets the crov/ds night after night.
Mr. Exhibitor, the merchandise you sell is entertainment. It is good pictures that deliver satisfaction and bring the customer back regularly for more of the same good entertainment and amusement.
But the successful merchant, bank, hotel, does not wait for customers to discover them. Hanging out the sign is not sufficient advertising. You never saw a department store that put out an advertisement occasionally and let it go at that. Efficient business follows a definite hustling plan; it advertises regularly and well. Successful theatres follow the same plan. That is the way they become successful — the way one theatre grows into a chain.
The most effective and most economical advertising for neighborhood theatres is attractive house literature, with program, and business-winning information, and entertaining reading matter about the screen and stars, distributed regularly in the theatre and throughout the neighborhood.
The big city theatres follow plans along this line. They have been able to do so because the considerable cost of this type of advertising has been distributed among many theatres and thus reduced. The individual theatre has heretofore depended on the old-fashioned program — good in itself, but not so effective.
There is a vast field for helping theatres through efficient motion picture advertising plans and services — syndicated so that the cost of such advertising, otherwise too costly, is reduced to a figure that every theatre can afford.
To prepare such a real service for exhibitors SCREEN OPINIONS has had experts working for months, basing efficient crowd-winning methods on the practical conditions we are facing in neighborhood theatres — large and small — in cities and villages. The principles are the same in all. Success depends on getting out before the field interestingly and regularly and persistently, according to a plan — showing the people what you have for them and exploiting the many services your theatre performs for the public.
Write us for information regarding these services for bringing the crowds to your theatres through practical advertising plans at low cost.