Boxoffice (Jul-Sep 1938)

BOXOFFICE PRESENTS AN Al| TO BENEFIT THE ENTIRE N! New York — More than $1,000,000 is to be spent to carry this advertising campaign to the public through some 2,000 leading newspapers in every section of the country. The campaign is of such vast national scope it is bound to have a beneficial reaction not only at the boxoffice of individual theatres but is also designed to elevate the motion picture industry as a whole in the minds of the public. These ads have been cleverly designed to, first of all, sell institutionally that “Motion Pictures Are Your Best Entertainment.” There will be between 20 and 25 such ads running in about 2,000 leading newspapers throughout the month of September. Morning and evening newspapers will get an equal division of the ads, which run from five to seven columns, for a total of from 1.000 to 1,820 lines. The contest portion of the ads — the $250,000 bait which is thrown to the public — is an important part of each ad, although it is not overplayed and as a result the person who reads the ad gets a decided yen to see some of the motion pictures listed for release between now and December 31. Boxoffice suggests that in addition to utilizing the many banners and accessories listed in the industry’s press book, when these ads start appearing in your local newspaper, blow them up, mount them in your lobby and generally let your public know that your theatre is one of the “Movie Quiz” theatres participating in the great national motion picture contest. /f HW&XOG& Xb YOU from ALL those who make Motion Pictures THIS message comes to )0U from every one of us — not just from the disectors and stars whose names you know — but from the writers, the musicians, artists and designers, the men and women of 276 different arts, crafts and professions who work — most of us anonymously — behind the scenes. All of us have been busy for many months, each in his or her own way, to make this fall motion picture season one that you will never forget. Some of us have traveled to distant places — to equatorial Africa and to the frozen north — to bring you the unmistakable realism of authentic locales — Others of us have been delving into history, searching the museums and libraries of the world, gathering facts about the dress, the speech, the customs of days past — so that the pictures you see on the screen will be true to the spirit of their time and their place — Some of us have been writing — spinning for you stories of love and adventure — of intrigue and horror — of sacrifice and achievement — happy tales and sad — simple, homespun tales and tales of epic sweep — Others have been at work in the laboratory — constantly striving for the still further improvement of photography, color and sound — All working with the one objective of giving ; ou entertainment at its very best — pictures that will weave their magic about your mind, unroll for you the curtains of time and space and transport you from the commonplace work-a-day world into new worlds of wonder — free you from care — give you solid hours of relaxation and enjoyment. In this work we have been helped — greatly helped — by your criticisms and your praise in the past. Some of you like one type of picture and some another — just as some like apple pie, while others prefer ice cream and some like both. This very diversity of taste, this healthy difference of opinion, has challenged us to fresh endeavor — to constant research and experimentation. So you — as much as we — are responsible for the fact that this fall — as befits the eve of the Motion Picture’s Golden Jubilee — there is coming to your favorite theatre the finest array of productions ever released in any one season. See these pictures. We are proud of them and we sincerely think you will like them. MOTION PICTURES ARE YOUR REST ENTERTAINMENT Ad No. 16 6 cols, x 214 lines BOXOFFICE :: August 27, 1938 14-B