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.
306 Building Theatre Patronage
the principles explained on pages 2 79, 283, and 285. You indicate the position of the illustration by cutting out the part of the illustration you will use as it appears in the press sheet. Paste this carefully on the layout, so that it will be turned exactly as you want it. In this connection recall Focal Point, Movement, Illustration, pages 280, 282, and 283-287.
Do not cut the mat or the electro. Mark on the mat or the electro a letter corresponding to the letter on the pasted clipping of that particular cut or part of the cut which you have placed on your layout. Show on the press book proof just what you want to use and send that along even if you use only a part of a cut.
Title.
Sometimes the cut will carry the photoplay title, so that the title and the illustration are one piece. If not, it may be necessary to cut the title from the illustration of another cut, or to cut the title from the illustration of the same cut which you have already used. If the title is separated from the illustration, put a letter on this as it appears on your layout and a corresponding letter on the mat with your particular piece of art work. If display type will be used for title, letter this in on your layout with pencil, indicating approximate size of type and its position. Then specify type face, type size, etc.
As far as position of title is concerned, confer pages 292 and 293.
Trade Mark.
The producer-distributor trade-mark, if it has a selling value in your community, deserves a place in the display advertisement. This does not mean that your layout should necessarily begin with the statement, "The Preferred Entertainment Company, Inc. — J. J. Smith, President; W. W. Brown, Vice-President — Presents . . ." It only means that the small trade-mark emblem or the small line of letter type which is available on cuts be included. This ties in the theatre with the national advertising of a well-known product. It makes it possible to attract to your theatre those who are already sold on the general quality of a particular brand of pictures.