Exhibitors Herald (Dec 1919)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




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.

EXHIBITORS HERALD McCormick Breaks With Tradition In Advertising "The Thunderbolt" A Wonderful New Star s Coming To the Circle Next Week -You'll Call Her "The American Beauty" ^wStt OF THE ULENT ART First unit in a series of splendidly designed teaser displays used by S. Barret McCormick to introduce Katherine MacDonald to his patronage. Original three columns wide. Merit scores. Football, literature, business. It is always the same. The man who possesses real ability leads. His name is in the public mind and on the public tongue. Naturally, it appears frequently in the public prints. S. Barrett McCormick is a name that promises to dominate the American exhibitorial body. It has always been a prominent one. Ever since his Circle theatre at Indianapolis opened its doors, a little over three years ago, his newspaper advertisements have been widely copied and commented upon. Always has that comment been favorable. Last week it was our good fortune to be able to write the story of his Mister Smith's Theatre, something new in theatredom and a great step forward when considered from the advertiser's standpoint. We thought, with justification, that it would be some time before even his fertile brain could create anything to rival this event in importance. But we were wrong. Herewith we are presenting two of the finest motion picture advertisements that it has fallen to our lot to reproduce since the inauguration of the Exhibitors Bureau. There is no need to tell you to look them over carefully, for you have doubtless done so already. They are advertisements of the sort that "won't wait." You've already read them and formed your opinion of them, doubtless a good one. These advertisements, three columns wide and of proportionate height in the original, do not represent such gigantic enterprise as did the "Mister Smith" advertisements displayed last week. But they are not one whit less noteworthy. Just as the business of building and naming theatres passed a milestone when Mr. McCormick started the career of his new theatre, so has display advertising for motion pictures "turned a corner" with the publication of these American Beauty compositions. There can be no over-estimating of the ability of the man who builds a Brooklyn bridge. But because one man has built a structure of that colossal nature is not sufficient reason for the slighting of the watchmaker who constructs a chronometer that will fit into the head of a lead pencil. Both achievements are phenomenal. None can say which required the more skill. But McCormick is not a "one stunt" man. His new theatre may be compared to the well known Brooklyn span. His American Beauty advertisements may be likened to the watchmaker's fine creation. Circus methods are not beyond the scope of Mr. McCormick's ability. He has used them. And his campaigns have been wonderfully successful. It required finer workmanship to produce the designs here exhibited. And it required the courage of conviction which is born only of success. Katherine MacDonald may be stated, practically without opposition, to be the most typically American beauty in the public eye. There is no alien cast to her features. Her name may smack of the blue heather, but no more acceptably American name exists. That she is beautiful, extremely beautiful, there has not been » recorded denial to date. No better method could have been chosen for introducing the star to Indianapolis audiences. McCormick's advertisements, aside from the excellent, suiting of means to ends, mark the appearance of a new and highly desirable trend in motion picture advertising. It steps boldly "out of the rut." It dispenses with the traditional flowery English and superlative description. The star is simply presented at her best. It is a best which promises to make her, This is "The American Beauty" — the wonderful new star who comes to the Circle next week. She is Katherine MacDonald great beauty, t t beloved player '^|-"fj JIWNE OF THE SILENTAKT . The star's name is announced in the second unit of the Circle's artistic and effective introductory campaign, also three columns wide. in a little time, a leading screen beauty. As here introduced to Indianapolis there is not a possibility of doubt that her conquest is considerably more than half won before her first picture is flashed upon the screen. There should be more advertising of this nature. It is distinctly better than the sort that has come to be accepted as typical of the industry. Its impression upon the public cannot be otherwise than good. As in a host of other things, McCormick leads. But he is a leader that none should hesitate to follow. In this case he should be followed by every exhibitor who advertises. Lifting The Bushel Remember th low Room" ad page 91 of our one used by B. tre, New York made it up. A "When a man his fellow man one thing well is "Mystery Of The Yelthat we reproduced on November 8 issue. The S. Moss' Broadway thea? We didn't know who nd so we wrote: discovers and reveals for a new way of doing any he has advanced civiliza TO >ltL LOVERS 5? I THEATRE-COIRS* WMOHWtfffV nee paces cast: ? Co to THe BROADVAY TOMORROW _ AND SEP. e nVSTERV YdtowRooM AN MILE CHAUTARO PRODUCTION ™n.i»s tion, as well as that particular portion of mankind directly influenced by his discovery. He has served the purpose for which he was born. He should be credited for the achievement." Well, we've discovered the identity of the author. A friend of his and a reader of Exhibitors Herald knew who did it. But he couldn't get his consent to send us his name. So he informs us, tactfully, that "I violate no confidence in saying' that the advertisement was designed by the exploitation manager for Realart special features. When announcement of his engagement in this capacity was made, several weeks ago, his name was Bert Adler." So the bushel is lifted. And we think enough of the advertisement to re-produce it. The things we said before still hold good. Good work, Mr. Adler. People, and especially amusement seekers, are very much like moths. They like light, lots of it. It is natural to shun dark corners. It is impossible to illuminate your lobby too brightly. There is absolutely no danger of driving anybody away by the glare. There is absolute certainty of drawing people into your lobby by sheer force of its brilliancy. Light up. It is good advertising. 85