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.
308 Building Theatre Patronage
Program Units.
At the bottom of your layout space insert supporting features— the comedy, the news reel, orchestra or organ, etc. In this case, name the comedy. The mere word "Comedy'* does very little selling. In the same space an interesting comedy title would be much more effective. Do not use the mere words, "News Reel." Practically every theatre has a news reel. You might as well advertise "Also a screen" as to advertise "Also a news reel." The trade name of a particular news reel may have selling value. If it has, use that name. It may be that the news reel carries some outstanding event of local interest. Mention that fact. Letter-in your announcement and specify type size and type face.
In larger spaces the "corner cuts" supplied by many distributors of short subjects can be used to good advantage. An attractive comedy title will often sell seats when the feature would not.
Text.
Now you have specified title, illustrations, perhaps a headline, the theatre slug, play-date and supporting features, and located type position and specified type size and type face. There remains the selling text. This is the most important item. The text is what makes the sale. As far as preparation of copy is concerned, refer to pages 291-293. When your copy is written, indicate with lines on the layout the position this copy should occupy. These pencil lines for text position should be set as far apart as required for the type face and type size used.
It is better to typewrite your copy on a separate sheet and mark it with a number or letter corresponding to the number marked on the body type lines which only indicate where this copy should be set. Indicate type size and style of type you want; also indicate, if necessary, initial, caps, italics, boldface, etc. Most offices set by machine. Unless you indicate the style of type, the result may be unsatisfactory. For instance, if the linotype man has a Cheltenham magazine on the machine, he is apt to give you Cheltenham where Ludlow should have