Exhibitors Herald (1927)

38 EXHIBITORS HERALD March 19, 1927 black to various colors vi^eek to week. It carries no commercial advertising, is done in strictly newspaper typefaces not always borne out by the tenor of text run under the well balanced headings, and gives spot position (center of inside spread) to the current bill, well detailed but not quite so complete as to names as might be desirable. Page 1, under the drawn name plate, is very strong, a three-line streamer leading into matter concerning a coming attraction always represented by halftones. Pages 2 and 3, however, suffer some loss as to readability by reason of a three-column scheme thrown out of balance through use of the middle spread and the lower half of page 2 for double-column display. The text is very good, however, and this shortcoming could be corrected readily by shifting the program to run solid on page 3 with the text and editorial matter doing a straight three-column drape on page 2, facing. Page 4 is especially strong, being devoted regularly to an art layout of stills from forthcoming attractions. The Cleveland Allen Variation of ink for issue distinction is a policy aspect also of “The Allenette,” another 4-pager with the inside spread somewhat damaged by deviation from column makeup. Issues at hand are in black, green, blue and red, always on white stock. Page 1 is devoted in each case to the coming attractions, sometimes screen and sometimes stage dominating. Type selection varies, also use of halftones, with the uniformity of disorder the only prevalent one. Page 2 carries a masthead over house data as its only fixed content, other matter varying from week to week, and page 3 carries the current program in such cases as it does not lap over on page 2 or occupy the center space when the paper is run to six pages with a double fold which makes reading difficult. The back page is variously ordered billing for a coming attraction. Operated as a combination program and house organ, but made up rather in the style of a herald, “The Allenette” depends upon uniform size and two or three fixed features for its week-to-week hold on readers. It would gain much and lose nothing if placed upon a set makeup basis and developed editorially and departmentally rather than structurally. The San Antonio Texas The program of the San Antonio Texas, reproduced in the February 19 issue, has continued in the same form since and still stands as the practically perfect example of non-commercial house organ publication. It measures 5% by 7 inches and, like others mentioned above, varies ink color as the simplest and safest means of differentiating issues. As is Publix policy, the program does not give name of house manager or staff, but perhaps a request addressed to the theatre will get you a copy if you wish one. The Summit (N. J.) Roth-Strand Three changes of bill weekly, with two feature pictures on each change, is the problem neatly handled by this house in a 4-pager which gives the front page over complete to a drawn cover and the back page to commercial ads. It’s done by spreading the program matter over the middle spread in as neat and effective type display as has been encountered thus far in the survey. The masthead says the house is under personal direction of L. A. Roth and he’s to be congratulated on the job. San Antonio Aztec The 4-pager published by the Aztec looks as if it might be a commercially profitable enterprise, since it runs about 85 per cent paid advertising, but it could be made a distinctly better house paper by a matter so simple as type selection. As it stands, ads and program text are in the same faces and practically indistinguishable. One or two faces could be reserved for text purposes to the immense betterment of the paper. The size also could be cut down a bit from its present by 9 inches (approximate) but no doubt the ad revenue is responsible for the dimensions. The Cuyahoga Falls ( O.) Falls There is no paper in the country (unless it’s been kept under a blanket it doesn’t deserve) remotely comparable to “The Falls Theatre News.” It is, in fact as in form, a newspaper. It sells for a penny and is worth it. The issue at hand, dated March 1, is in four pages and contains 35 advertisements approximating half its space but made up in strict newspaper style and beneficial rather than detrimental to the paper’s purpose. The ads, incidentally, are straight copy, such as the same merchants no doubt use in whatever other newspapers they may patronize. Yet text matter of the paper, handled in strict newspaper style, is solely motion picture matter. It is not practical to cover the “Falls Theatre News” in the confines of this survey. Requests for copies should be addressed to E. E. Bair, Managing Director Falls Theatre, Cuyahoga Falls, O. The Sheboygan (Wis.) Uptown Louis C. Shimon’s publication for the Sheboygan Uptown comes nearest to Mr. Bair’s paper in point of advertisements carried, although it is not put up in newspaper style, running instead in 8 pages, 8% by 12 inches and adhering to house organ or magazine makeup. The issue at hand (March 5) contains 20 advertisements, ranging from 1 inch single column to full page, occupying about half the space. Page 1 is made up in display form, using always a prestige editorial for feature. Page 2 is divided between week’s programs (which are springled along from here on) and advertisements. Page 3 has a timely feature and ads, page 4 the masthead and ads, page 5 straight ads, page 6 ads and index to same, page 7 a column of humor by the editor and more ads, page 8 a solid page advertisement. Mr. Shimon’s paper looks like another money-maker and the suggestion made in the San Antonio Aztec comment applies — that differentiation between house text and ad type would be beneficial to both. The Hamilton (O.) Palace The survey ends, quite properly, with a few more words added to the million or more written in this department during past years about the “Palace Revue,” formerly “Palace Magazine,” which is under editorial direction of Joe H. Mayer since Fred S. Mayer, who built it up to its position of supremacy in its class, took leave of the Palace and Hamilton. The book is familiar to more exhibitors than any other in the house organ field and comment here need only include mention that it’s going along like the well built paper it is, the February number running 52 pages and the March issue 66. If you are not on the big mailing list which the management generously sustains, you should be. Home Organ Copy Again Next Week Ye Departmental Conductor declines to risk his reputation as the greatest of all house organ copy writers by submitting in this issue, wherein he has spoken so plainly about your various papers, the usual weekly crop of text for your use. The service, counted one of the most valuable rendered by the department, will be resumed next week.