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1954-55 Theatre Catalog, 12th Edition, Page 174 (140)

1954-55 Theatre Catalog, 12th Edition
1954-55 Theatre Catalog
1954-55 Theatre Catalog, 12th Edition, Page 174
Page 174

1954-55 Theatre Catalog, 12th Edition, Page 174

36 years and was among the first to realize the advertising potential of the drive-in. At the present time their clients are increasing their demands for more drive-in space. Alexander has agreements with 2,500 drive-ins and estimate that 10,000,000 people a week see their ads in drive-ins, with the figure increasing weekly.

Reliable Friend

Drive-in men will find that the film advertising salesman from a well established firm is a reliable friend who is sincerely interested in the theatres welfare. He is ready and willing to help. Most advertising film salesmen have worked in the motion picture business

a long time and are highly trained in theatre procedure. At the Alexander Film Company, the salesman is considered an thmbassador of Goodwill" wherever he goes. He is always telling his prospects about the merits of the theatre in which he sells service.

Advertisers are realizing that the drive-in affords an excellent medium for reaching the family as a group in the privacy of their car. Man and wife, and other family members who are in a position to buy, have an excellent opportunity to discuss the items advertised at the time they see them on the screen. Automobile advertisers, for one, have been quick to realize the point of selling automobiles and automobile equipment to the audience that came to the drive-in in an automobile. Local advertisers realize that most of the people who attend the drive-in are their potential customers.

Some Reasons Why . Here are some of the reasons clients give for, preferring screen advertising: Low-waste circulation witthhEentrated reader attention; local, sectional or na tional coverage . . . excellent farm circulation; product demonstration with full color; action and sound . . . strong

sales impact; easy to plan and use with the complete production-distribution service offered by the leading commercial film companies; surprisingly low cost . . about one-third of a cent per reader-hearer; outstanding quality . . . assured by long production experience plus millions of dollars in production facilitiesirand precision equipment.

THE HIGH quality of films produced for theatre screen advertising has stead'ly increased their acceptv once 'as a regular advertising medium. Studios, such as the one seen (above) have played a major role :15. bingmg about this improvement. The Alexander plant (below) occupies over 18 acres.


A drive-in owner can do much to add to his revenue and enhance his entertainment program by showing quality ads from a reliable film company. The film company pays the drive-in for running the service, takes care of the problem of selling space on the screen and collecting from the advertiser. All the theatreman must do is run the film as scheduled by agreement with the film company representative. The drive-in owner will find that theatre screen advertisingy pleasingly and originally presented by a reliable company, is now accepted by all audiences. He will find that good advertising will bring favorable comment to his theatre as well as business to the merchants of his community who are having their ads placed on the screen.

Revenue is high with film advertising. Compared with the running time of feature films the average rate paid by the Alexander Film Company runs about four cents per minute highs-r on film ads than on feature material.

The major film commercial companies have grown right along with th" entire movie industry. The latest developments in the field have been incorporated into their production to make them better than over, Drive-in owners are urged to check the advantages of screen 21dvertising with film commercial company representatives in their areas.

1954-55 Theatre Catalog, 12th Edition, Page 174