Scarcity close

The pattern

This still is filed under Scarcity close.

Define

A real limit (time, units, seats, eligibility) that makes delay cost something.

Mechanism

Loss of option. The close is the disappearing chance, not a louder adjective. Fake scarcity is a different and worse pattern.

Verdict

The limit is true

Why it works

The command 'watch' is printed three times down a strip of film, so the eye runs the reel before it reaches the festival name. The copy then fences the offer: films never shown before, first time in Cairo, 29 February to 11 March, two weeks only, and at the usual ticket prices, which removes the fear that a festival costs more.

The big idea

Films never shown before, from the stars of Asia and Africa, in Cairo for just two weeks and at ordinary ticket prices: a rare chance not to miss.

The offer

The second Afro-Asian Film Festival, 29 February to 11 March 1960, at Cinema Rivoli, Cairo, at the usual prices.

The proof

Billed as an international film festival held in Cairo for the first time, with stars of the Asian and African countries and the festival emblem on the film strip.

Lines from the ad

شاهدوا شاهدوا شاهدوا

Watch, watch, watch

إنها فرصتكم النادرة لتشاهدوا روائع الفن السينمائي فى أسبوعين

It is your rare chance to see masterpieces of film art in two weeks

بالأسعار العادية

At the usual prices

Steal this when

A short run of something new needs people to book now and not assume it is expensive or will come back.

The emotion

Written to Excitement. It makes the Say move.

'Watch, watch, watch' down a film strip leads with what will happen, films never shown before, then closes with the dates, 29 February to 11 March, Cinema Rivoli and the usual ticket prices.