MOTION PICTURE ADVERTISING.

Manawatu Standard, Volume L, Issue 253, 20 September 1930, Page 10

MOTION PICTURE ADVERTISING.

NEWSPAPERS THE BEST MEDIUM

After a careful survey of the field of motion picture advertising, the Fox Theatres Corporation, operating hundreds of movie houses between the Mississippi River and the Atlantic seaboard, announces that it has instructed its house managers, without decreasing their advertising appropriations, to drop all other forms of advertising, and spend the money for newspaper space. The Fox Company has found newspapers the '“logical medium to advertise current programmes to the motion picture public,” G. S. Yorke, director of advertising, declared. _He listed six reasons for this decision. (1) “Frequently the theatres must make quick changes in programmes. These can always be advertised in newspaper columns. (2) “The newspaper columns also permit the best use of deoorative advertising, which is so essential to the advertising of our theatres. *(3) “Increased space is always available in newspaper columns. (4) “Newspaper advertisements can be changed or corrected with greater dispatch, minimum cost, and ’greatest convenience. (5) “Except in rare cases, theatrical advertisements in the newspapers do not have to compete with non-theatri-cal copy. (6) “Newspaper advertisements can be digested at the convenience of the reader.”

The decision was based largely on the experience of the Roxy Theatre in New \ork, which has used newspaper advertising exclusively.