Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD thrown straight type copy of whatever nature is desired. It will be noted that the length of the space may be varied by using rules where the side border is broken. Pictorially the design is of high order. Psychologically, it has many good points. But its adaptability is the strongest argument for its use. It is a sufficient one. PaT<kce 'TEXAS'FINEf T PLAYrfOUlE UMIMULL 7^ STO££T u YJM g _ V 7LAYING I *. her <jirAt »t $u<v* ** j?a« 'AIk: vwraf hJfr Arty Stem pictorial daily >v\t'.nee9 m A "jazz" advertisement for what has been dubbed a "jazz" picture, used by Hulsey's Palace theatre, Ft. Worth. Tex. Hulsey's "Jazz" Ad Bristles With Life Occasionally, without warning and to the complete and pleasant surprise of all concerned, there appears upon the publication schedule a photoplay that dances and sings its way through the projector and smiles joyfully upon the world from the screen. It is as if the star, director, cast, technicians and all concerned in its making took joy in their work and the story told itself. When such a picture comes along it is always a popular success — providing the exhibitor advertiser does his work properly. Here's an account of an exhibitor who did his work as it should have been done. "Upstairs," Mabel Normand's Goldwyn production, was playing at Hulsey's Palace theatre, Ft. Worth, Tex., and the management knew the sort of picture it was. It had nothing to do with seriousness. Yet it wasn't exactly "slap-stick" either. It was that characteristic type of comedy with which Mabel Normand's name has come to be associated. And it was fresher, more keenly alive, than any of her previous publications since the renowned "Mickey." "Jazz" was the word that suggested itself to the advertising man after he had seen the picture. The word isn't old enough to have an exact definition, but everybody knows approximately what it means. And practically everybody is interested in it. "A jazz ad," was the next thought, and then imagination began moving too fast to have its steps recorded. The display that resulted is presented herewith. It measured three columns wide in the original. Here it is reduced, but the general nature of it is readily grasped. There is nothing "regular" about it. The lettering is jazz lettering. The stair steps to the right are jazz steps. The copy is written in jazz style. And the word "jazz" is worked in to make sure of registering the desired effect. It would be safe to assume that the Palace audience was largely composed of young people during the showing of the picture. Which is as it should have been. The star is a young people's star. The story and the picture are of like nature in appeal and cast. Jazz is popular. It is a live topic. The Palace advertising man couldn't have done better. 'Romany" Press Book Built For Show Men A campaign book that seems destined to fullfil its purpose, that of aiding the exhibitor in advertising his picture, has been prepared for "Romany, Where Love Runs Wild," to be distributed by World Film exchanges. It has been written with exhibitor's working conditions in mind and reaches a high point of efficiency. The advertising material includes a 24 sheet stand in six colors; six sheets, three sheets, one sheet, advance ones, half sheets, heralds, and other accessories. There is a plan book which does not involve the spending of enormous sums of money to properly place the merits of the picture before the public. The scheme of the 16-page plan book is based on the elemental principles of showmanship, many successful, helpful suggestions are embodied therein. Of stunts there are many and all are practical, efficacious and inexpensive, as well as sample ads in which white space predominates over black, thus giving a conspicuity highly desired by the man who pays the bills. The sample press notices have the salient features of a special story and add interest to reading notices that in so many instances in picture production are sterotyped and not interesting to the picture fans. The intent of these newspaper notices is to create a desire on the part of the public to go and see the picture. As the press book states, "the lobby is to the theatre what the show window is to a store," and helpful suggestions are given to the theatre owner to make his lobby as attractive as possible in order to get the public up to the box office window. These suggestions are as applicable to a small town as they are to a city and the mediums employed in making the lobby attractive are of such a character that no great burden is imposed on the theatre owner in fixing up his "show window." 88 Simple Material Wins For Houston Exhibitor That old saw about time and tide refusing to heed the commands of mere man is never more keenly appreciated than by the exhibitor who has a limited number of hours or minutes to make the newspaper dead line and finds his supply of advertising material insufficient or unprepared. Something must be done, and that quickly. Which circumstance is a good test of the exhibitor's metal. Something like that set of circumstances seems to have faced the Houston, Tex., exhibitor whose advertisement for "The Thunderbolt," Katherine MacDonald's First National production, is reproduced herewith. In this case the test did not find the exhibitor's metal wanting in quality. Her First Appearance Since ' The U'oman Thou Caveat Starts Today 4-Days-4 "The Thunderbolt" WITH Tom Meighan Star of "The Miracle Man" AND Katherine MacDonald The American Beauty "The story of a hasband who denied his wife the sacred right Iq motherhood — and how Pfovidence thwarted his wicked plan of revenge.' HodtiTon'a foremost orchestr A fine pen drawing of the star's head combines with a simple combination of rules and straight type to excellent advantage in this three-column display from the Liberty theatre, Houston, Tex.