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16
THE EXHIBITOR
VEW YORK CITY
PROVIDENCE, RHODE ISLAND
Hints on Newspaper Advertising
No. 52 — "Invitation to
Happiness ” (Paramount)
Representing a crosssection of pressbook and original ads, this also illustrates an idea of how different theatres use pressbook suggestions.
Witness the top two layouts from New York City, and Proi'idence, the varied manner in which the name of the theatres appears in two different
styles as well as the use of the box at the bot¬ tom noted in one case for the acts while in the other for the second feature.
In the same manner, on the bottom, we see two different sizes from New York City, with the stage attraction getting almost equal billing in one case.
Use of a different face of type in the Boyd, Philadelphia, ad sought to bring a more feminine effect, to attract the women, we presume.
In Boston, the testimonial idea was used, with the personal endorsements a change, at least, from the usual run of ads.
Another Boston idea presents the title with the heart effect, which, while not exactly new. sets it off rather well.
The same heart idea appears with the heads of the stars in another Philadelphia contribution.
Generally, the boys are all agreed on the essentials, the names of Dunne and MacMurray being most important.
The Rochester line: "the grandest love story that ever reached the screen” is saying a lot, and we think something more pertinent to the story might have sold more seats.
All in all, this is diversified.
July 26, 19)9