The following is taken from a memo from the advertising director of the Super Screen Movie Production Company."According to a recent report from our marketing department, during the past year, fewer people attended Super Screen-produced movies than in any

The advertising director recommends that more money be spent on advertising in order to generate public awareness on the quality of Super Screen movies and thereby lead to higher attendance of its movies. However, the director has to address some questions before his suggestions can sound convincing to Super Screen Movie management.

How veritable are the movie reviews? Are they a representation of the general public taste or are they the views a of a few literary or movie critics whose appreciation of movie value maybe way advanced and different from that of the public. The director does not state the qualifications of the reviewers of the movie. Are they lay persons who attended the movie, or are they college professor of films and art, whose reviews tend to be more academic based than entertaining. The director needs to address these question so as to determine the validity of his assertion that the quality of Super Screen movies are commendable.

Moreover, the director needs to determine if there are other means of seeing Super Screen Movies other than attending their movie theatres. Perhaps viewers have discovered a cheaper or more convenient means of watching these movies without attending the theatre. If that is the case, then the publicity of Super Screen movies is not the issue and advertising would make no impact to the situation. Advances in technology such as the internet, and DVDs are now being used by the general public to see movies at cheaper costs. The director would have to research into these possibilities.

Lastly, even if publicity is the reason for its low turnout, the director did not explain what effects advertisements would have on increasing public awareness. How much has been spent on previous advertisements? What is the current level of advertising? What results have present advertising generated? These are questions that the movie management would like to have answered before they concede to spending more money on advertisment. If previous advertisement have not been yielding results, then the management may refuse to spend more money on advertising.

The advertising director would have to do more research in order to answer these necessary questions. Determining the validity of movie reviews, and the credentials of the reviewers would help assess the correctness of these reviews. Also, studying the movie distribution chain to discover if there are other means of boycotting Super Screen movie theatres would also help explain the reason for its low attendance. If this is the case, Super Screen can look into protecting their movies from such unwarranted proliferation.