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FOR ADDITIONAL SUGGESTIONS KINDLY APPLY TO SERVICE DEPARTMENT
LOBBY The heroine of this photoplay — “THE LAND OF PROMISE” — Billie Burke, lives most of
DISPLAY her life as the companion of a crabbed relative; finds that she is not remembered in the will;
married simply to obtain a home and protection from the world; and settles in a shack — much on the order of a log cabin.
Construct, either in carboard or in logs, a cabin that shall take in your entire lobby — your entrance to the theatre being the door of the cabin. At the entrance have a life-size cut of Billie Burke standing there as if to welcome every patron. On the side of the wall of the cabin paint some such catch line as this; “If you married simply to obtain a home and were unloved by your husband, would you then forgive him if he failed in business and your heritage saved him from ruin? See Billie Burke’s solution of this problem in ‘THE Land of Promise.’ ”
WINDOW The log cabin idea with Billie Burke as the central idea can be carried out in most of the
DISPLAY store windows in your town. Give a prize to the best display; and get your local window
dressers to enter into the spirit of the competition.
CAR CARD and For your car and window cards, take a photograph of the winning window display
WINDOW CARD and feature them prominently in your car and window card advertising. If con
venient, have your lobby artist make an attractive lay-out of the photograph plus the adequate information about the time and place of the appearing of the photoplay.
DASHBOARD Block type alone seems most appropriate for this car dashboard advertising which
ADVERTISING you will find — wherever it is possible to use same — will pay you handsomely. Bright reds against white are usually employed, although you might find that soft browns and blacks, so much used with effect in England, will be different from the usual advertisement. They can be made most artistic — thereby giving the thought of CLASS to your theatre.
NEWSPAPER We know of no better advertising in the newspapers than to make the advertising
ADVERTISING NEWS. If therefore, you have some photograph of a window display or of some news happening that is psychologic, and then feature same in your advertising you will have far better advertising than the usual stereotyped cold announcement. If John Smith has spread himself to make a good display of a log cabin and Billie Burke, give him credit for it and ask your people if they have seen it. Tell them what it is all about and WHY they should see this photoplay in your theatre.
TYING UP WITH If you were to be here at headquarters and see the advantage that the pro
THE MILLION gressive exhibitor is taking of the Million Dollar campaign, you too would be
DOLLAR CAMPAIGN quick— if you have not already done so — to advertise on billboards, electric
signs and in your advertisements everywhere the Paramount and Artcraft trademarks. This is MOST IMPORTANT. Paramount and Artcraft needs your co-operation, but you need the advantage of the trademark even more. Try this out! If you want additional suggestions as to what you can do with this “tying-up,” write to us. We will be pleased to go into the matter in detail with you.
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