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1953-54 Theatre Catalog, 11th Edition, Page 370 (332)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 370
Page 370


1953-54 Theatre Catalog, 11th Edition, Page 370

Advertising Budget

Once you have determined what newspapers you are going to use, set up an advertising budget for your theatre. A well operated theatre will use between five per cent and seven per cent of gross boxofiice receipts per week for advertising. Less than five per cent is dangerous; more than seven per cent is wasteful. In setting up your budget, the amount of space you intend to use in each newspaper should be determined by the effectiveness of the particular paper which, in turn, is determined by its actual local and immediate circulation. It is not the press run nor the gross circulation but the actual number of papers which reach the most homes within your area that is the criterion of full coverage. This is your yardstick in deciding the amount of space you will use: a good paper that gets your ad before a sizeable number of readers who are your potential patrons is of value to you. A small weekly with a circulation of possibly 500 or 600 has a correspondingly small value to you unless it is typical of the only newspapers available. In that case, of course, its value is increased in relation to its actual coverage of your area. In other words, find how much money you can spend in newspaper advertising and proportion it according to the return you may expect from each newspaper. Remember, your advertising costs should be averaged over a period of months, such as a quarter of a year. The advertising budget should not be so rigid

and inflexible as to allot just so much per week.

Schedang

In opening your drive-in theatre, either newly constructed or reopening for a new season, your advertising should start at least one-and-a-half weeks ahead of time. Plan your newspaper advertising accordingly and hit all your newspapers at least that far In advance. In using dailies, build up the size of your ads until you sock the day before opening with a smash openmg announcement ad. Naturally, you Will want to supplement your newspaper advertising with other proven media, such as direct mail, outdoor posting, sound trucks, etc.

Advertising a drive-in theatre as coinparea to advertising an indoor theatre is as different as day is to night.

Stress Advantages

One reason for the spectacular growth of drive-in theatres is that they are different. They offer so many advantages over an indoor theatre that the public can soon be convinced that the ideal spot for motion picture entertainment during the summer months is outside, not inside. The smart drive-in theatre operator will take advantage of this fact and constantly plug these advantages. At the beginning of the season, or from a new drive-inls opening week on, these advantages must be pounded and pounded and pounded. In stressing these points, the drive-in operator is really uselling" his drive-in theatre to the public. Following is a partial list

of such advantages and these should be strongly emphasized in your newspaper advertising:

Come as you ares-you donit have to dress up.

Kiddies under 12 are absolutely free.

Smoke all you please and when you please.

Relaxation in the fresh air.

No baby sitters needed e bring the kiddies free and save this cost.

Bottle warmers available for warming the small fryis bottle at no coste bring the baby.

Courteous ushers to park you.

Two shows nightly*rain or clear.

Come and go as you please.

No parking problemeyou donit have to hunt for a parking place and then walk blocks.

Privacy among thousands-your car is your own theatre.

Each of these points may appeal to a different potential patron: for instance, a man with several children is interested in the baby sitter angle while an old bachelor who is a heavy smoker will be attracted by the smoking angle, and the farmer or the factory worker may be attracted by the Hdonit dress up" angle. Therefore, each of these angles should be definitely sold to the public since, in selling the advantages a drive-in offers, you are actually creating patrons for your theatre. And once you get them coming, theyill come back again and again if the theatre is run properly. Consequently, at the beginning of the season, as much as onethird to one-half of your ad should be devoted to these points, using the res

SAMPLE INSTITUTIONAL CUTS selling and resell ing the unusual services, policies and advantages

of attendance at open-air drive-ins, is a continuing

procedure. They serve as a reminder to those who

have attended in the past, and interest new patrons unfamiliar with drive-ins.

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TH EATIE CATALOG I 953-54
1953-54 Theatre Catalog, 11th Edition, Page 370