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 321
Miscellaneous.
Novelty advertisements are not limited to teasers, scatters and open letter endorsements, or quotation of comment. Headlines from the local newspaper referring to a news event that can be associated with the photoplay advertised can be used.
Cuts of locally well-known buildings, of local school and college seals, can also be used to win attention for the theatre advertisement.
Institutional Advertising.
Patronage, admittedly, does not depend exclusively upon the program. Evidently, of course, superior programs attract more patrons; but selling the institution is important. Consult Chapter IV. Every distinctive detail of location, service, admission price, equipment, etc., can be a factor in building theatre patronage. Call attention to such factors.
Your community may not know that your projection is ideal, while at competitor theatres there is distortion or other defects. Your community may not know that the air condition at your theatre is superior, that the organ is superior, that seating comforts are superior, that location makes the theatre easier to reach. You have paid for these and many other distinctive features; sell them.
Summer.
During the summer months especially, if you are appealing to neighboring communities from which your theatre can be reached by automobile, your layout might show the roads leading to your theatre. Your copy emphasizes the fact that a cool evening ride on good roads brings people to your cool, well-ventilated theatre, etc. A road map can be used as the background for this layout. However, it might be better to have a hand-drawn art layout in which your theatre front can be played up, and in which the proximity of the nearby communities can be indicated better than by using the road map.