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.
314 Building Theatre Patronage
3. (For the photoplay, "The Shock") — "The Shock is
coming"; and "Prepare now for The Shock."
4. (For the photoplay, "Bachelor Daddies") — "Wanted
— A young man to act as Bachelor Daddy to five children."
5. The use of a slogan (for the photoplay, "Three Mus
keteers")— "All for one and one for all."
6. The use of a mark, such as the mark used in "The
Mark of Zorro"
7. The title printed in foreign languages.
8. Warnings, announcing the coming of a mystery char
acter— a Raffles, a swindler, a vamp, etc., according to the theme of the photoplay.
9. The progressive teaser gives in each successive adver
tisement another letter of the title, until the complete series reveals the full title.
1 0. The progressive teaser can be used with details of the illustration — for instance, with a Chaplin photoplay, using in the first issue the shoes, in the next issue add the coat, in the next issue the derby, then the cane, etc., until the familiar figure is completed.
1 1 . Another variation of the progressive teaser is to increase the size of the title or the illustration from microscopic detail to the regular size. This increase of size gives the impression that something is approaching.
Scatter Advertisements.
Their main purpose generally is to supplement the regular theatre advertisement. The most generally used size is one column over two. The scatter advertisements can appear on the amusement page, but preferably on the news pages. There is no limit to the variety of forms to be used. Title, theatre name, and play-date appear in each scatter advertisement.
The theme of the production often makes some page locations better than others for the scatter advertisement; for instance, a very effective position for the announcement of a matrimonial photoplay would be after the marriage licenses. Photoplays with a title like that of "Classified" and "Wanted — A Wife" suggest scatter advertisements on the want ad