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Novelty Advertisements 317
Form.
The personal endorsement advertisement follows the form of an open letter. The heading can be addressed to the patrons of the theatre, or to the people of the community. The text should be simple. There should be no exaggeration and no bombast. It is well to include a reference to certain details of cast and theme. However, the personal endorsement can be used without even mentioning the title, if the manager feels that his opinion of the program alone will attract patrons. A signature cut of the manager's name makes the advertisement more attractive. It is evident that the use of the theatre slug and the use of cuts is not necessary, but of course theatre name and play-date will be mentioned. By not using a standard cut the "open letter'* advertisement wins more attention.
The personal endorsement can be directed to groups in the community by using headings like "TO THE SWEETHEARTS OF BLANKTOWN," "TO THOSE WHO ENJOY A GOOD LAUGH," etc.
Instead of his personal endorsement, the manager can sign a "confession." In this "confession" he states simply that over a period of years he has been writing copy for photoplays and has not found it very difficult to set down in print the entertainment value of the productions advertised. But in the case of (giving the name of the photoplay) he finds it impossible to master words which will give an indication of the merits, etc., of (here naming the photoplay, with cast, etc.), and ending with the suggestion that patrons come and see for themselves (theatre name and play-date) why it is impossible to adequately describe (name of photoplay). This advertisement would carry the manager's name. The familiar theatre slug and other cuts need not be used. A headline like "A Confession," or "I Can't Do It," or "Words Are Useless," or "No Man Could Tell — or Woman Either," etc., are suggested.
Series.
Very much like the endorsement advertisement is the series in which the names of prominent local personages are used to head the advertisements; for instance, advance advertising of