Building theatre patronage : management and merchandising (1927)

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Principles of Layout 289 able material does not satisfy, you might find something much better in your own file. This file costs nothing, yet it is an asset at any theatre especially in an emergency. Variety. Do not use the same monotonous combination of cuts, display type, body type, shape and size in all your advertisements. Try to make each new display a little different, and yet follow a certain form which makes it recognizable as of a particular theatre. In striving for variety you can at times omit a cut and use all type, or run an open letter occasionally for an exceptional program, or use many of the other novelty advertisements suggested in the chapter, "Novelty Advertisements." Newspaper Reproduction. There are definite limitations of type and paper in newspaper reproductions. Do not study advertisements as they appear in magazines on gloss paper and expect that you can get the same results on coarse newspaper stock. Keep in mind these limitations. Avoid cuts and types so small in detail that satisfactory reproduction on a newspaper page is impossible. Avoid cluttered-up backgrounds that will only appear as a smudge on the newspaper page. Avoid eccentric and elaborate illustrations and decorations. Avoid a jumble of many different type faces. Avoid too many units in any one layout, because these give a disorganized, or, at least, a polka-dot effect, unless arranged by a master hand. Drop every unnecessary detail, not so much because it may mean saving a few pennies on the space used, but because the cluttered-up advertisement does not invite reading. If, because of "art for art's sake," you still persist in using a staff "artist" rather than the standard materials, try to convince him that nothing is more effective than black type against white background. Coax him to handle engraving tricks rarely. Beg him not to fog up your advertisement with too many Bendey backgrounds. Urge him not to use line upon line of hand-lettering, because the standard type faces are more legible. When you appraise his work, study it not as it appears engraved on the clear white background of the bristol-board, but as the