Exhibitor's Trade Review (Mar-May 1924)

56 Exhibitors Trade Review Merchandising the Big Little Feature B (Continued from page 8.) UT, after all, we do not need to go out of the entertainment field to find the examples of lOO per cent advertising such as should be the general rule rather than the exception in the motion picture theatre's appeal. The original appeal of motion picture to the public was more like the appeal of vaudeville than of any other stage entertainment. Diversity has made and kept vaudeville the most popular amusement on the stage. Diversity made motion pictures popular in the first place. It will always be its biggest drawing power. In vaudeville this appeal of variety has always been recognized, and vaudeville advertising shows it. Every vaudeville bill has it headliner. But practically every vaudeville advertisement not only tells about this headliner, but announces the other acts on the bill as well. Certainly the feature picture is in most cases the biggest box office attraction on the motion picture program, and should be treated accordingly, being given the largest share of the newspaper advertising space and the first consideration in the "show window," or lobby, display. But at the same time the exhibitor who wants to make a lOO per cent appeal to his patrons must give adequate treatment to the cojned) and the other units on his bill. This need not in any way detract from the force of the appeal made by the feature, but rather will add to this appeal. We mentioned at the beginning the rare cases in which the value of the diversified appeal in adyertising was understood. Fortunately some of the WELDED WIRE REELS for Sale by ■* Howells Cine Equipment Co^;; 740 7th Ayr; New york: ,:^;^ biggest representative theatre:: in the country are beginning to give more thought to the advertising of their Short Subjects — the first signs of understanding that the public which shops so carefully for its merchandise, is going to shop just as carefully for its entertainment, spending its money where it has the best chance to get full value and where it runs the least risk of being disappointed. ^ ^ ^ The Showman and The Short Feature {Continued from page 28.) length program that amuses and entertains and incidentally, at times, also, instructs. We endeavor to present in interesting and entertaining fashion in Bray's Magazine, for instances, views and news from all parts of the world, scenics, scientific discoveries, nature studies, sports, thrills and comedies, carefully selected and arranged with the object of meeting the widest variety and entertainment. In the Bray Nature Pictures, also, we endeavor to meet with a popular demand that we find is constantly increasing. These are rare and exceptional pictures of bird, animal and sub-sea life gathered by eminent naturalists, such as Professor Pycroft of the British Museum and the staff of the American Museum of Natural History, as interesting and novel as they are informative. Radio -Mat BADIO-UATS At yonr Dealer. IS THt STATIOHERY OF THE SCREEN 1896 LEWIS 1923 THEATRE BROKERS The intelligent service we have rendered to the profession has been appreciated by thousands of our clients. The same service will be given to you in BUYING SELLING LEASING We Are Specialists. Consultations and Advice Free. THOUSANDS OF TESTIMONIALS Offices, 1002 Mutual Life Bldg., Buffalo, N. Y. To return to my premisj, while the comedy and cartoon will probably always be the leaders in popularity among picture-goers in the short feature field, I am firmly of the belief that the exhibitor-showman is going to realize more and more that he should give the most careful consideration in selecting his entire short program. * * * Keeping the Showman in Mind In Making 'Shorts' (Continued from page 43.) "Every exhibitor should encourage you in your good work by running every issue of Screen Snapshots as this reel is not only excellent entertainment, but it is doing much to offset the unpleasant and untrue publicity regarding life in Hollywood, as it being played up in the daily newspapers."— "There is a great need for good short material," says Mr. Cohn, "but it must be carefully selected. The day has passed when short subjects on programs were regarded as 'fillers.' It is now a definitely thought out part of a program, and is attracting the attention of the critics. The public and the exhibitors have been educated up to the feature calibre release." CLASSIFIED AD DEPARTMENT Rates For Sale, 8 cents per word. Help Wanted, 6 cents per word. Situations Wanted, 4 cents per word. Special rates on long time contrac's. CAMERA EXCHANGE Motion Pictures made to order. Commercial, Home or Industrial. We have excellent facilities, and the best cameramen. Our price 20c per foot. Ruby Film Company, 727 Seventh Avenue, New York. Motion Picture and "Still" Cameras rented, sold and exchanged. Portable lights for sale and for rent. Keep us advised of your wants. Ruby Camera Exchange, 727 Seventh Ave., New York City. FOR SALE— 1150 OPERA CHAIRS High-class second-hand m good condition red panne plush upholstering. Front (■! backs entirely covered. Available for delivery after June first. Full particulars upon request Box C. S. A., Exhibitors Trade Review. WORLD'S LARGEST EXCLUSIVE AMUSEMENT TICKET PLANT TWENTYE16HT YEARS EXPERIENCE AT YOUR SERVICE ROLL FOLDED arcusTicket/s / ^ 352 N. ASHLAND AVENUE \V ~ rnir&.r.f\ li i iMnic ^ TICKETS CmtAGO, ILLINOIS best for the least money quickest ollIvery correctness guaranteed 1 <^0A Paintings ^ ' of Film Stais 220West ^V^^St.NewySTk. LOUIS SEEL, INC. ARTISTIC ANIMATED FILMS LEADERS ^TRAILERS 220 West NFwYnnif Chicker'mg 42"^ Street newyork ^^^^