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1954-55 Theatre Catalog, 12th Edition, Page 173 (139)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 173
Page 173

1954-55 Theatre Catalog, 12th Edition, Page 173

FIRMS which produce advertising lilrns use all of the facilities of the Hollywood studios. The film in the laboratory (above, left) is going through a drying process. Proper storage and routing oi films (above right) is

and 1954 will mark the fourth consecu< tive year that Ethyl has used the drive-in campaign with very satisfying results. Other mass distribution nMinute Movie" advertisers are Chiquita Banana and Kellogng cereals.


All film advertising is distributed by the various film companies after a representative has reached an agreement with the theatre on the rate, to be paid for each ad unit. Most ads run for one week and all are complete units which are merely spliced right into the theatrcls regular entertainment program. The film company agrees to pay the theatre owner a certain amount for each week of screening and ads are sold in conjunction with the theatre's guidance as to ad limit, etc.


equipment (below)

A rigid shipping schedule to the theatre is maintained by the film company, and all film units are shipped to the theatre at least one week ahead of the scheduled screening time. Return postage is provided by the film company to facilitate the prompt return of the film after screening. Ease and convenience for the operator is of importance to the film company in assuring the advertiser that his films will be shown as scheduled.

Film advertising is popular with advertisers. The drive-in owner will find that by cementing good relations with the advertisers who are showing ads on his screen he will win many real friends who are in a position to help him by recommending his theatre, pictures that are playing, and in aiding him with promotions.

important and given the proper emphasis. Alexander ships out over 160.000 feet of film a day. Since sound is also important. part oi the studio consists of the finest sound facilities availablet

Trend Growing

The trend toward advertising on the drive-in screen is continually gaining in importance. Recently one of the world largest advertising agencies prepared a special film for use in presenting the idea of drive-in screen advertising to their account executives, who in turn will use it as an effective means of selling the screen advertising medium to the companys clients. Recognition such as this is giving the drive-ins a solid reputation for showing good advertising and will increase the owners chances in further increasing screen ad revenue,

The Alexander Film Company, which is the worlds largest producer and distributor of theatre screen advertising films, has been in the business for
1954-55 Theatre Catalog, 12th Edition, Page 173