Showmen's Trade Review (Apr-Jun 1939)

June 3, 1939 6 T 1 [ ANNIVERSARY ISSUE Page 29 'Tkc -^di/etti^ino Clinic When The Mercury Goes Up, Make Your Layouts Reflect Cool Comfort By "OLD DOC LAYOUT" IF THE appearance of your theatre has meant anvthina, to you during these balmy Spring davs, vou've been sprucing up for summer. You've utilized cool, summery colors to make your house an invitmg place for those who wish relief from the hot summer's heat. And in doing this you have been on the right track. . But haven't you forgotten something.'' Yes we realize you've increased your exploitation activities in an attempt to stave ofif a decrease in business. But we ask again, isn't it possible that you've forgotten something? Can't guess what? All right, how about vour newspaper ads? Are you making them attractive enough to lure the public into your theatre? We strongly suspect that during the frigid, icy months you filled your ads with copy right up to the border. Perhaps blackfaced type was used, along' with black and white line-cut illustrations (mostly black), and halftones. Of course, we realize that different attractions require a variety of layouts, so that not necessarily were your ads all a big splotch of black. But unless you are an exception, space was pretty "dear, and you crammed all you could into it. Then there was another thing to consider. We'll bet that, other than the theatre, there were few if any other places for your patrons to go for their amusement. For that reason, you could hurriedly lay out an ad, summer. Yet, if you must date them in, try ADS FROM THEATRES ACROSS THE NATION A study of the wide selection of advertisements on the opposite page, chosen at random from the newspapers of average-sized cities throughout the country, reveal some interesting angles. Evidently two houses, the Des Moines and the Roosevelt, were both playing "Rose of Washington Square" in Des Moines, Iowa, so the two theatre slugs were placed at the top of the ad. If you are in a circuit which has more than one house in your town, and both theatres play the same attraction, you might follow this example and conserve on your advertising budget. The ad on "Sorority House" from Harrisburg, Pa., is in the form of a pledge, keeping with the spirit of the film. From top to bottom the ad reads continuously, so that one noticing it can't help but digest ail its contents, including the illustrations. From Butte, Mont., comes an ad about "Sacajawea," the Indian maid. If one reads the copy carefully, he'll find the theatre is also playing "Barefoot Boy"; but that fact is almost completely buried. The type ad from Richmond, Va., is one that easily draws attention when surrounded by displays featuring line and halftone illustrations. Study the page a while. You'll make many interesting observations, and at the same time get some ideas for your own layouts. WE'RE EXPERTS IN COOL COMFORT! Loow's Ihaalros plonootod In nir condllloninQ. Molt lhaa 15 yoaii ol prdclical Dupoilnnco hao lauqlil ui how I* assuro your comfoil and piorocl your h«allh rogafdlmii ol Iho mog) oxliomo outdoor tomporatuioB. Out woaIh«[ manulaclurlnq machlno Ir ODD ol Ibo largest, flneal, and nioal modem in Amoilca. It's biillt Into tho Ihcatta llDoIf . . . and opero/ej 365 dayn nl thi; year/ Kit COOL m SAFEGUARD VOOK HEALTH AT LOEW'S^ PUriNG AGAIN HIS FAMOUS O. HENRr "Ol-E ■ ■ MAKING iv LeoenDs with GUN AND GUITAIt! THE -A / ' ■ "EN"' GOROOM r S I Keep 'Em Coming With Light, Summery Layouts Here arc the type of ads you should use during the suiiuucr nwnths. Note that the feature attraction layouts shown have about an equal amount of white space, illustration and copy. A Loew's institutional ad is displayed in the upper right-hand corner, while another cool display in zvhich a new word, "Kiilo" is coined from "Cool Loew" is in the center. Also shown are cool elements to stick in your regular ads. taking care to get in only the essentials in a minimum of space, and be reasonably certain that regardless of whether or not it looked very attractive it would at least suffice to bring patrons into your theatre. After all, where else could the majority of them go? That was last winter. It's spring now, and in a couple of weeks summer will be here with its torrid temperatures, its outdoor amusements that lure folk away from the theatre. It will hustle you to devise exploitation stunts and arrange the front of your house in such a manner that you'll get your share of business. You'd better do something about those newspaper ads. You'd better change the style of your layouts. You'll have plenty of opposition, so among other ways, you might as well plan to combat it through the newspapers. Because your theatre is just as comfortable in the summer as in the winter; that is, if you have maintained perfect operation of your air-conditioning system, it is logical that the folk who attended while the snow was flying should attend now, unless, of course, they are away on vacation, a factor you must take into consideration. In layout and style of type used, your ads should be kept light. They should be able, if we may use the term, to "breathe." Bold-faced types and heavy black borders should be positively avoided; in their place, use light-faced types and li.ght rules. During the summer, even more so than in winter, most features are light, gay, romantic. There are usually a few musicals, too. In other words, stark tragedy and heavy drama are extremely rare for themes for screenplays while the mercury hovers around 90 degrees in the shade. Let your ads, therefore, suggest gaiety, romance, or music, whichever is most outstanding in the film being exhibited. Should any of the pictures you book have a heavy and sombre theme, they are not appropriate for exhibition in the as much as possible to stress the lighter phases of their entertainment in your ads. Each of the summer months should, in our opinion, be hailed in your advertising as a special occasion. For example, you could feature a "June Jamboree of Hits," or "Our July Festival," or "August augurs great entertainment for our patrons." These catchlines, perhaps somewhat varied, should be used in your ads throughout the summer. By making each month one of significance, you'll have patrons constantly scanning the amusement pages to see what next big attraction you're going to play. A week or so before each month begins, you could run a special ad in which your complete lineup of films would be revealed, along with a good, snappy catchline about each picture. Bear in mind that now is the time to get institutional copy into your layouts. It would be a good idea to now and then take space for an ad which extols the merits of your air-conditioning system, which tells why it is more healthful and a far greater convenience to enjoy a performance in the cool comfort of your theatre than to seek amusement in the hot, humid outdoors. However, if you don't feel like doing this, then you can make certain that every one of your regular ads carries at least a line of institutional copy. Why not make this copy a personal message to your patrons over your own signature? Patrons always feel there is more sincerity in a statement if it is signed bv the manager than if it bears no signature at all. And, by the way, if you've been using a black theatre signature plate, better reverse it and use black lettering against a white background, with "icicles" and "snow" worked into the design. Unless you reflect gaiety, romance and music, coolness and comfort in your ads, you can't expect the public to choose your theatre when they go out looking for entertainment. Make every layout light and summery, and you'll get the business.