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THE EXHIBITOR
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PROVIDENCE, RHODE ISLAND
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CLAUDETTE COLBERT DON AMECHE
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PHILADELPHIA
Hints on Newspaper Advertising
No. 3 7 — "Midnight”
(Paramount )
For variety , we haven’t seen a page of ads like this in some time.
Particularly ue call your attention to the ails from Providence and Omaha. The latter represents a new note through use of the cartoon idea in selling the qualities of the picture.
It may be that that is the mid-western policy. Frankly, not having seen many of the Omaha displays, we wouldn’t know.
Providence has an offering which wc didn’t spot in the pressbook, and although
it cats up a lot of space (which would make it prohibitive for most towns) it does catch the eye.
Philadelphia, as usual, comes through with two originals. The Stanley-W arncr crew always manages to contribute layouts of their own, and the boys also thought that a reminder of " It Happened One Night” wouldn’t do harm.
Minneapolis’ viewpoint is also refresh¬ ing, as are most of the others.
With the wealth of star names apparent, it might be a bit difficult to get the right combination, but include them all.
Examination of the pressbook reveals that there have been many of the sug¬ gestions outlined there used in this page of layouts, so we suggest that you also pay some attention to what the Paramount boys have offered.
The show, too, is a money maker, so this opportunity shouldn’t be missed by the exploitation men.
May 24, 19)9