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322 Building Theatre Patronage
Holidays.
Many holidays suggest a striking headline and copy in the spirit of the holiday; for instance, for Thanksgiving the program can be arranged like a dinner menu; for Independence Day the copy can emphasize the fact that real liberty depends upon certain entertainment, etc.; for Mother's Day the copy can suggest that family visits to the theatre keep the family together, and that there is no better time to start this worthwhile habit than on Mother's Day because a mother's joy is greatest when she sees the entire family together and happy as they are at the Theatre. For Christmas Day a possible heading would be "The Christmas Gift of the Theatre to the People of Blanktown." Columbus Day suggests the headline: "435 Years Ago Columbus Discovered America, but here is another discovery . . ." The possibilities of this holiday timeliness in theatre advertising are evident. Timeliness is not limited to big holidays. Every outstanding local event offers the same possibilities. Concerning copy and illustrations for holidays consult Chapter XXIII and Chapter XXIX.
The News Reel.
There are very often instances when an event of exceptional interest is a unit in the news reel. In such cases the announcement of this event pictured on the screen will win more attention, and perhaps sell more tickets, than would the announcement of the other units of the program with the wornout words, "Also a News Reel.**
Occasionally — very occasionally — the theatre advertisement can be set upside down, or the illustrations can be set right side up but the copy can be set upside down. When the title of the photoplay is appropriate, this is likely to be more effective. However, like any other novelty, too frequent a repetition of this is disastrous; generally this is a "just once."
When the regulations of the newspaper permit out-of-theordinary layout shapes and the title is suggested by the shape, your layout can be broken at the column lines. As illustrated in the appendix there also other novel layouts which can be