> > > >

1954-55 Theatre Catalog, 12th Edition, Page 172 (138)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 172
Page 172

1954-55 Theatre Catalog, 12th Edition, Page 172

Outdoor Screen Advertising

An Attempt to Better Acquath the Drive-In Operator With the Subject of Theatre Screen Advertising Films

The continuing steady growth of the drive-in, both in business and expansion, has launched an entirely new aspect for theatre screen advertising and the drive-in owners. More and more driveins are now screening commercial films

as part of their regular program.

Income Source

Screen advertising revenue is an income source on which the drive-in operator can definitely bank. He is paid by the film company at a rate determined by the value of the screen to the advertiSer based on attendance and by the class of the theatre. The number of ads run by the drive-in during a weeks performance is also an important revenue factor.

--- BRIEF: The purpose of this article is to better acquaint the drive-in operator with the steadily growing film advertising medium . . . and how it has an application in the outdoor theatre . . . The article discusses the di]?erent types of film advertisements . . . as well as the type of firms that prefer to use the various categories of films . . . There is also an interesting discussion of how the films are distributed . . . and the sort of agreement that is entered by the film salesman and the exhibitor . . . The ability of screen advertising to add to the revenue of a theatre . . . and the tremendous number of people who are reached through this medium . . . are also given thorough treatment.

One of the most important features of modern theatre screen advertising is the fact that todayis commercial films are actually entertaining and informative short subjects, employing Hollywoodis finest techniques. Skilled directors with experience are making these commerciaIS. attractive and pleasing to the audiences. Professional models, animation, trick effects, and all the setting and background materials used by entertainment film producers, have found their place in commercial film advertising. New models of cars and appliances are effectively and excitingly introduced by film commercials. Food and kitchen product commercials suggest helpful recipes and household hints for todayis modern housewife.

Different Categories

There are several different categories of theatre screen advertising which are offered to the theatre owner by the

WITH the number of fine drive-ins, such as the Ft. Worth Twin D-l. increasing. advertisers an turning more to outdoor screen advertising.

By PUBLIC RELATIONS DEPT. Alexander Film Company

leading film companies. The most common is the ad for the local business firm in the theatres community. It may be a drugstore, flower shop, garage, bank, lumber company or any one of some 50 different business lines for which ads are made. The film will be general and will advertise certain benefits to the customer by use of the businessmanls product or service. An average ad of this type will run 40 seconds.

Another type of 40-second film is produced specifically for a large manufacturers dealer organization. One of the largest of these programs handled by the film companies is the Seven-Up Company with dealers all over the United States. Seven-Up makes a series of films each year featuring their famous ffFresh-Up" family theme. Last year

over 50,000,000 people saw these films in theatres all across the country. Drivein and other concessions carrying SevenUpr benefitted tooeas an indirect result. The'Seven-Up Company has been using film advertising for 17 years and recognizes the value of drivedns as one of their most important audiences. More than 100 other national advertisers are using the theatre screen medium at the present time with more and more emphasis being put on drive-in advertising.

Still another form of ad which is popular with large manufacturers with mass distribution is the uMinute Movie." This 60-second film is used by a large national advertiser who supplies his product to dealers or retail outlets throughout the country. Chervolet uses theSe ads on a big scale in the drive-ins. Also typical is Ethyl Corporations use of the HMinute Movie" on more than 500 drive-in screens in their intensive 1953 ad campaign. Ethyl estimates they reached an audience of 3,350,000 in 1953,


1954-55 Theatre Catalog, 12th Edition, Page 172