Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD The reproduction shows the good effect gained by the use of the line drawing of the star which was placed atop the box body. It is a good drawing. It came up well on the newspaper stock. And it served the very important purpose of attracting attention to the advertisement. As the rules and simple type which make up the remainder of the composition have been displayed a high efficiency has been attained. Made with a single, simple picture, in addition to the stock supplies of the average print shop, it points the way for other exhibitors similarly placed. Parable We used to run a theatre. One day our show didn't come and we had to run a "junk" substitute. We told our customers about it as they came to the box office. We reduced our price and promised each person his money back if he didn't like it. We waxed eloquent upon the weak points of the play. And Lo ! Not one patron requested his money back. Not one voiced his disapproval of the picture. And one man insisted upon giving us the dime which brought his admission up to standard price. SixffirfbUE William H. Koch, who personally guarantees the attractions playing at his Aster theatre, Minneapolis, Minn., makes his lobby a real advertising agent. Koch and Johnston's Team Work Bring Success to Aster Theatre Team work, which is but another name for organization, is the secret of efficiency. And efficiency has come to be regarded as an essential of business success. It is not strange, therefore, that the New Aster theatre, Minneapolis, Minn., is a successful theatre. For team work is a mark of the institution. William H. Koch is the manager of the theatre. J. L. Johnston is the man who writes the theatre's advertising. The harmony between the two is of that smoothly blending variety which should always exist between men similarly placed — but seldom does. Harmony was necessary before the two could put into effect the excellent personal guarantee campaign which is being executed at the present time. No campaign in current advertising is better founded in good business logic. The work of the duo first claimed attention in this department because of the onesheet which was posted in front of the theatre during the showing of "Six Feet Four," William Russell's American production. This was reproduced with a few paragraphs calling attention to the splendid logic back of it. This week we are presenting a photograph of the lobby as it appeared during that showing, with the one-sheet placed directly in front of the box office. The other lobby decorations, cutouts, etc., are also shown. Obviously, the engagement must have been the success reported. We are also reproducing, this week, a three column advertisement, the work of Mr. Johnston, which is notable for many reasons. Mr. Johnston, be it known, includes in his daily routine the writing of advertisements for two Duluth theatres, eleven Minneapolis houses and an even St /1STER COMMENCING SUNDAY Mabel ormand First Lady of Cinema Comedy 'erley Pbore Sneenariy ^c(timei^ornarice A three-column display drawn for the New Aster theatre, Minneapolis, Minn., by J. L. Johnston. The policy of personally guaranteeing his attractions is shown carried into the newspapers by Wm. H. Koch, the manager. 89 dozen in St. Paul. He writes his own copy and draws his own displays, handles all billboard work and publicity. A man that can attend to that volume of work and maintain the standard of quality which he does maintain, if this reproduction is a fair sample, is a man to be reckoned with. Advertising needs more men like him. The general composition of the advertisement needs little comment. It is well constructed and sufficiently unusual to gain prominence upon any page. The copy is well written and logical: It is the kind that gets business. But especial attention should be given to the scroll in the lower right hand corner and the copy which it carries. Because the reproduction is small the text of it is here given. To the public: Recently we told you that William Russell in "Six Feet Four" was one of the very best Western dramas ever shown at the New Aster. After seeing the picture, no one has said that it was not. We kept a promise to the public. In Mabel N ormand' s latest filmplay, "Upstairs," we believe we are presenting an entertainment even funnier than "Mickey." After seeing our presentation of "Upstairs" those who do not believe we have judged the feature correctly can obtain their admission at the box office. New Aster programs are dependably good. That is the sort of work that results from harmony between members of an organization. The advisability of a personal guarantee has been dwelt upon in these columns before. No need to elaborate. Sufficient to say that William H. Koch and J. L. Johnston are showmen and advertisers extraordinary. Advertisers extraordinary should be emulated.