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1953-54 Theatre Catalog, 11th Edition, Page 369 (331)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 369
Page 369

1953-54 Theatre Catalog, 11th Edition, Page 369

Some Considerations of Drive-In Newspaper Ads

A Professional Analysis of the Value and Use Of Newspaper Advertising for Outdoor Theatres

Advertising is the profession of creating public demand for certain commodities and services, and in no other profession are there so many divergent ideas. Practically every theatre manager fancies that he is an outstanding advertising man, and, as a matter of fact, the best managers really are. However, no two will agree entirely on the relative merits of direct mail, outdoor advertising, stunts and ballyhoo and so forth, but almost all agree that the newspaper is the primary medium of advertising for a theatre and its attractions.


BRIEF: Finding the best methods of newspaper advertising . . . and the correct approach to the preparation of such advertising . . . has always plagued the average businessman who . . . by neceslity . . . must handle such details himself . . . The drive-in theatre operator is no exception in this situation . . . In fact . . . advertising is of possibly greater importance to him 'since his business is highly promotional in its very nature.

In too many instances advertising is handled as a distracting task . . . receives only casual attention . . . with too little appreciation of its value in the successful operation of a drive-in business . . . In many other cases . . . the operator or manager finds himself at a loss on how to proceed . . . because of his lack of experience and knowledge of the manner in which advertising functions.

This article provides fundamental principles of newspaper advertising in its particular application to the drive-in theatre . . . as seen through the practiced eye of an advertising expert . . . Although the author limits the use of these principles to the average outdoor theatre . . . it could very well be the basis of operation for roofed theatres in key cities . . . as well . . . In fact . . . much of his thinking could be profitably adapted for use by average businessmen in many other fields.


This article is an attempt to cover some little part of newspaper advertising as it applies to a drive-in theatre. It is aimed only at the ordinary drivein, operating near the average city, using average daily and weekly newspapers, and not toward key city opera[10".

What Newspapers?

The average drive-in theatre operator must first decide what newspapers he must use to secure as complete coverage possible. From past experience, I have always taken a map and, using



Drire-In Theatre :ldrcrtixinl Service Company

the theatre location as the center, described two circles around the location. The first and smaller circle represents primary coverage within a radius of about 20 miles. Every newspaper in any town within this circle is a definite hmust." You must use these newspapers to secure complete coverage for your

theatre. The second and larger circle has a radius of 40 miles. Check the territory between the two circles and determine what newspapers lying in this area you can use to advantage. Some of this may be marginal territory covered by another drive-in theatre; but, if it is not, then by all means use the newspapers within this circle, too. Always keep in mind that drive-in patrons will come 40 to 50 miles to attend a drivein theatre.

SAMPLE SIGNATURE CUTS used by current theatres to trade-mark their day-lo-day and institutional advertising. The repetition oi such signatures builds their importance to the show-shopping patron.


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1953-54 Theatre Catalog, 11th Edition, Page 369