We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
288 Building Theatre Patronage
Not only can particular elements of a particular cut be used so that parts of a one-column cut are used in a one-, two or three-column layout, but also cuts which are marked twocolumn, three-column and seven-column offer possibilities for use in one-column and two-column layouts. Thus, a striking element from the seven-column cut could be used while the rest of the cut is discarded. So also one, two or even three distinct elements of a three-column cut could be selected for use in a one-column layout.
Attractive elements from different size cuts can be combined in one layout. For instance — the hand-lettering might be taken from the one-column cut: a striking silhouette might be taken from the two-column cut; a small head of the heroine might be taken from the three-column cut; a small head might be taken from the two-column cut, and a skyline outline from the seven-column cut might offer two inches of striking display material to be used in the one-column cut. But this, of course, is an extreme example.
Countless other examples might be given of possible uses of the cut material available for the feature photoplay; but these make other uses evident. It should be remembered, also, that cuts can be cut with diagonal lines or striking corners, or used with panels, rules, etc., either to connect or to set off different display elements.
Evidently, as far as illustration is concerned, the main problem of the theatre advertiser is one of selection. He has a wide variety of possibilities. Careful study of available material as illustrated in the press sheet, keeping in mind the size and shape of layout generally used by the theatre, will reveal these possibilities.
These uses of the standard cuts involve no extra expense. The printer or newspaper compositor will mortise away unnecessary parts. It is often only a matter of straight sawing and the use of a file; new etching is not necessary.
Cut Files.
Used mats and electros can be returned and filed. Then you have a supply on hand for any emergency in case the exchange cannot furnish material in time. Besides, if the avail