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1953-54 Theatre Catalog, 11th Edition, Page 372 (334)

1953-54 Theatre Catalog, 11th Edition
1953-54 Theatre Catalog
1953-54 Theatre Catalog, 11th Edition, Page 372
Page 372


1953-54 Theatre Catalog, 11th Edition, Page 372

Don't neglect current attraction for coming attractions. Remember, the average newspaper reader wants to know what is playing tonight, not next week. Your ads should ttsellii in advance, but itinform" as to current information.

Donit set up an inflexible budget. Devote extra space, thus demanding attention to attractions that merit it.

Donit forget one picture is better than a thousand words. For instance, a scene mat is much more effective, by actual proof, than a stock reader lifted straight out of a press book,

And here are some dois:

Do make sure that every regular ad answers the fundamental rule of an ad: "what", ttwhen", and ttwhere." HWhatii being your attraction; twhenii, the play dates; Uwhereil, your theatre name and location.

Do get your copy to your papers before the actual deadline. Poor ads, as a. result of a rush composing job, may be your own fault.

Do determine what you want to feature and lay out your ads accordingly. To the composing room, upper case means ftpunchfi lower case means not so strong.

Do take care in making your layout. Print all copy; donit scribble. If feas

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ible, proofread all ads before they are on the press.

Do lay out your ads in advance. Go over them at least twice before submitting them to the newspaper; youill be amazed at the number of improvements you can make in many ads.

Special Shows

There are many special activities that mean extra money that are advantageous to a drive-in operation, such as cartoon shows, ladies night, buck nights, dollar day specials, midnite shows, stage shows, holiday shows, fireworks on the Fourth of July and anniversary programs. Because they are special, because they are a divergence from your usual program, they should be handled as such in your advertising. Special layouts should be used in order to punch across to the public that you have something out of the ordinary. Illustrated are a couple of just such layouts, and you can see for yourself how impressive they are.

Publicity

As to newspaper publicity, donit forget that drive-ins are a definite, established part of the entertainment picture.

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Get your share of newspaper publicity through stories, scene mats and listings in feature timetables. Co-op ads are just as available to drive-in theatres as they are to indoor theatres, so go out and sell them. The publicity you obtain will keep the drive-in before your public.

Summary

To sum it all up, what you get from your newspaper advertising is up to you. As proved by surveys conducted by the American Newspaper Association, a well designed ad is read by more people than a poor ad, yet you pay just as much for an inadequate ad as you do for a productive one. To get the most out of your newspaper advertising, analyze your drawing territory and your newspaper coverage in this territory, then sell the public on your drive-in theatre and the advantages it has to offer. And spend a proportionate amount of time on your ads depending upon each adis value to you. In so doing, you will get your moneyis worth out of your newspaper advertising # and, more important, you will bring more business to your theatre.

SPECIAL EVENT ADS should be bold and dramatic. hayouts and a change a! slyle from normal advertising is necessary to designate something special.

WEDNESDAY NITE

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" YES SIL. vouiuiiii

ITS OCCUPANTS

WILL BE ADMITTED FOR

ONE- BUCK.

(A ooLLAR 1'0 WALL...)

A REAL BARGAINL. A GREAT SAVINGSH Mo utn' YOUR KKK NITE PROGRAM!

THEATRE CATALOG 1953-54
1953-54 Theatre Catalog, 11th Edition, Page 372