Exhibitors Herald and Moving Picture World (Apr-Jun 1930)

44 EXHIBITORS HERALD-WORLD April 5, 1930 w THE THEATRE What Luck Do You Have with Composition of Newspaper Ads? Here’s Good Idea! ^ CATTERED throughout the country are newspaper situations which prohibit the composition of a clean ad. Such papers run amusement pages which are either black and unsightly, or so light and unvaried in set-up that there seems to be no difference in the ad layouts from day to day. This condition exists for the most part where composition and typesetting of the paper is lacking in punch, and can be eliminated very easily by the theatre advertising man who can spare a few dollars additional expense on his newspaper account weekly, through very little extra effort on his part. Study of any amusement page will reveal that one or two type faces predominate in the composition of all ads on that page. The advertising man can make his ads stand out forcibly from the rest on the page through the simple medium of the theatre printer. Must Understand Type First While only the larger theatres use original cuts or art ads, an ad set by a printer is not necessarily an art ad, as it usually comprises border, illustration, and selected type< copy; so that theatres whose policy is strictly against art ads can also profit through this medium. The method is simple. First, a good understanding of type, or a type book of the local printer’s selection of faces is neces From Rags And A 1 1 a I I Bedroom To Ermine And A Suite At The Ritz . . . Only Fo Abandon Fame And Fortune... For. . . . ! Another Sensational Performance From " Madame X" and " The I. nu tj hi nil Lady” Ruth licit tt rl oil IX PJRJMOIIST'S Taurhino .III -Talking Drama dll A Son" FREDRIC MARCH RESERVED SEATS SOtrrWBSTBBN PREMIER THURSDAY EVENING 8 J^O P.M. Paramount’s Romantic All Color Triumph ■ i ouuuuum » iwmamn. mi coiui iiiuiupii ^ AGABOND KING DENNIS KING— JEANETTE MACDONALD RESERVED SEAT TICKETS NOW ON SALE AT THE METROROLITAN-LEVY OROS.-R I C E HOTEL. RICES BALCONY SI 00 LOWER FLOOR SI 50 REGULAR rRIHl Y ENGAGEMENT T AlDil 1 MARCH 7-11 A.M. ENGAGEMENT BEGINS PRICES L. Floor $1.00 Balcony 7 Sc Children 2Sc SEATS NOT RESERVED sary. After these elements are considered, the work of laying out the copy is started. Never work in a space over twice the actual size in which the ad is to appear in the paper, as the printer, when setting in type, may in some instances want to force in type of less than 12 point, which when f\aAc vtf NOW PLAYING! Seats Not Reserved Paramount s Triumphant ALL COLOR BOADSUOW ACHIEVEMENT WITH DENNIS KING GOLD EX VOICEO HfKO O* TmC ORIGINAL RROCXJCTION JEANETTE MCDONALD LILLIAN BOTH WaBNEB OLAND iooo! CHORUS Of VVe* \ra£ tvto* \N ces» o\c& brought down to six point in the one-half reduction by the engraver, will become muddied. Lay Out in Actual Size The best idea is to lay out the ad actual size, and instruct the printer not to use any type under eight point, for quick reading and legibility. When the sketch of the ad is completed, paste or draw in the illustrations, either line drawings or halftones, as would be done in laying out an art ad. Then, with pencil, write in as you want it to appear, the copy for the ad. Specify at the margin of the ad just what faces of types you desire, and, as nearly as possible the case or size. After you have completed this much, give the copy and layout to the printer, with instructions to compose his type to fit the spaces you have laid out, with several good clean proofs to you on white enameled paper. When you have received the proofs, paste them in your ad layout, covering the penciled-in copy. Send this to the engraver, and the result will be a finished cut of your ad, without the necessity of added composition by the local newspaper. Ads Stand Out on Page In the illustrations on this page the true copy was set by the printer and proofs were pasted in the layout before the cut for the newspaper was made. This type of ad has proved to be highly successful in Houston, Texas, where the majority of the Metropolitan (Publix) ads are treated in this manner. The result is an ad which stands out on the page through its very different type construction, and an ad which insures relief from bad composition by the papers. ^ Again«x f FRIDAY The screen’s Creatcst Dra H regular matic Artist gives you a pow S prices II erful rple far su r p ass i n g ^ * “M a d a m e. X" and “The Laughing Lady”. RUTH CHATTEHTON in Paramount*