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.
Novelty Advertisements 315
pages of the newspaper. Scatter advertisements for society photoplays can be placed on the society page, and those for football, baseball, college life, and athletic photoplays can be placed most effectively on the sporting page.
The value of the scatter advertisement lies in the repetition of the message. The small scatter advertisement, because of its position, or because of place on a page usually not carrying theatre advertising, will win attention when the regular theatre announcement might be passed unnoticed.
The scatter advertisement can be used to call attention to the complete announcement in the regular theatre advertisement on the amusement page — for instance, "See the Gem Theatre ad on page 12.'*
The same layout and the same style of type helps to make the cumulative value of the repetition more effective. However, scatter announcements of the title, using a different style of type for each scatter advertisement, are effective.
Endorsements and Open Letter Advertisements.
The personal endorsement of a photoplay by a manager is effective if the manager's opinion is considered reliable in the community.
Of course, if the advertising of the theatre is generally exaggerated and untrue, the personal endorsement is worthless. If the manager has personally endorsed photoplays which did not satisfy patrons, his endorsement of a coming attraction will carry little weight. The personal endorsement advertisement should be used sparingly. It should be used when the manager is certain that his patrons will not be disappointed. This does not imply that it is limited to exceptional productions with powerful selling points. Some productions, because of title and a cast that is not outstanding, may be so far above average, and yet lacking in high-lights which can be appropriately advertised, that the manager's personal endorsement is really the most effective advertisement that could be used. It is evident that if the manager is new in the community, his personal endorsement will mean very little.
When a theatre's advertising has been reliable over a long period of time, the personal endorsement advertisement not