The Exhibitor (Nov 1938-May 1939)

BM-24 BETTER MANAGEMENT tievi yoflrt cit> ^yiAcu'Sf, New ycfi.K rirtiWi/lf-o Loretta YOUNG Richard GREENE SPECIAL NEW YEAR’S MIDNIGHT SHOW TONIGHT! i)eT«oiT TWB*w~l REV TEAR STARE o# °*xo^L u«*^ A Glorious ^ ^Romantic Drama of the / Qtt< • Blue Grass Country’s Beautiful Women, Chivalrous Men, Magnificent Thoroughbreds enriched by the Splendors of Technicolor— p climaxing in the Famed Kentucky Derby climaxing in me runcu in. cm Kejvtuci Vi LORETTA YOUNG L RICHARD GREENE WAITER BRENNAN AND A NOTABLE CAST &Wk°°e, Tow a Fll0llc ?S%xrn PBll ADtcpH/A Powerful In Romance! Sweeping in Scope! ' Strong in [motion! BRILLIANT IN TECHNICOLOR ! 6«au'ifut women.rchi»alrouj’m«n, mag-, nificen! ihofoughbradi— aristocrats all! A'romanlic drama of lK* Blu* Croit country r.v. .-climaxing in’tha <om«d Kentucky Derby I YOUNG GREENE — . . Living TECHNICOLO* WALTER BRENNAN bfrol latest Issue — MARCH of TIMt Maralarenc* "Th/ REFUGEE T-L HGSU^ NeNA; YdK STARTS TODAY 11 A. M, . BALC. 1 Sc TO 3 THEROMANtE... THE PROUD TRADITION ...THE SPLENDOR ...OF THE BLUE GRASS COUNTRY ... All lit THE AfWElEO HUtS Of ItCHHICOlOH! LORETTA YOUNG RICHARD GREENE WALTER BRENNAN Favorite of millions... on tbe screen in person! LITTLE ORPHAN ANNIE ARK 6ILLIS ROBERT KENT JUNE TRAVIS NEW MARCH OF TIME "THI REFUGEE— TODAY AND TOMORROW" The First True Story Behind The Headlines — — ATLANTIC MTV EMBASSY SrSi TODAY! EXTRA ADDED ATTRACTION Walt Disney’s Latest Technicolor Cartoon “Mother Goose Goes Hollywood" (E»en B«tl«r Than Ferdinand Ihe BulL) Hints on Newspaper Advertising No. 5 — "Kentucky” Even though it possesses a title famed in song and story, has a plot which pays tribute to an American institution, is performed by players far from unknown to the American public, and is photographed in technicolor, eastern theatre advertising men, for the most part, went to the press book for their ideas in laying out the advertisements for 20th Century-Fox’s production "Kentucky,” with Loretta Young, Richard Greene, and Walter Brennan in the principal roles. All but two — those of Detroit’s Fox, Baltimore’s New — have been selected from the press book, in toto or in part. In the Detroit lay-out, it is obvious that the importance of a personal appearance of Tony Martin and Lola Lane on the same bill would be such as to relegate any film to a secondary position. The advertisement of Philadelphia Fox is, so far as the press book is concerned, practically new. Here the romantic angle has been emphasized almost to the exclusion of the thoroughbred-horse angle. Atlantic City’s Embassy advertisement was practically lifted bodily from the pressbook, with some of the original copy re-set for the present purpose. Syracuse’s Keith’s and Rochester’s RKO-Palace advertisements show clearly their press book origin, but changed to fit local needs as indicated. Best juggling of press book advertisements was done by New York's Roxy. Liking the advertisement as shown, there remained, however, the necessity of getting in somewhere notice of the stage show. Shifted from the lower right of the press-book lay-out were the speeding bangtails, and in the theatre lay-out appeared the Santa Claus vouchsafing a stage show. The shift permitted also the use of the space at the "heel” of th: horseshoe for the signature slug and other necessary data. Unlike other pictures which have been considered in this series, "Kentucky” was without serious opposition on double bills, both the upstate New York houses having companion pictures — Universal’s "Newsboys Home” at Syracuse, Paramount’s "Little Orphan Annie” at Rochester — which, with no discredit to them, would naturally find lower billing. January 18, 19}9