Exhibitors Herald (Mar-Jun 1919)

EXHIBITORS HERALD AND MOTOGRAPHY Clever Use of Boxes In Loew Theatre Ad To Loew's Columbia theatre, Washington, D. C, is due credit for the enterprise displayed in the use of what may well be called "home made" boxes in its advertisements. The one reproduced herewith is but a single instance of the success which has been characteristic of the Columbia's newspaper representation. A series of similar insertions has been running in the Washington papers for some time, always holding their own against the more involved and ornate productions of competing advertisers. The idea is a sound one. The boxes are extremely simple of construction. Composed of rules which are plentiful in any printing establishment, there is no great cost consequent upon their preparation. The rectangular shape of every item in the layout makes for ease of copy writing and does away with the changes upon proof due to composing room misinterpretation of involved directions. The simple balancing of boxes further cuts down the labor of the designer. The points in favor of the style are many. The advertisement is attractive, it is easy to read, it gives the impresson of containing much information and still avoids the massed appearance so common to layouts that say too much. By prolonged usage the style has come to be considered typical of the Columbia. Yet it is a style that does not tire. Setting forth information in straightforward, orderly manner, attracting the attention of the stranger and coming in for its rightful share of the accustomed reader's consideration, it serves its purpose well. Triangle Will Publish "Lady Windermere's Fan" Triangle will publish June 15 the best known of Oscar Wilde's stories, "Lady Windermere's Fan." The story tells of a mother who sacrifices her own good name that her daughter's may be saved; of the struggle against pride, and the final overwhelming triumph of motherlove over the desire for personal happiness. When first published "Lady Windermere's Fan" brought forth a torrent of criticism, favorable and otherwise, and the fame already enjoyed by Oscar Wilde was considerably increased. This play has served as a starring vehicle on the legitimate stage for such actresses as Lillian Russell and Margaret Anglin, and its presentation by Triangle as a photoplay production is sure to attract the attention of the theatre-going public. The cast, composed of feature players, is said to be exceptionally well picked, and the settings and photography are excellent. Plan Billboard Campaign One of the biggest billboard and newspaper advertising and publicity campaigns ever used to exploit a serial motion picture and will soon be launched by Pathe Exchange, Inc., for "The Great Gamble," the serial produced by Western Photoplays, Inc., co-starring Anne Luther and Charles Hutchinson, which will be published on August 3. [ Amoved Umt«i) Program BRYANT WASHBURN SUPPORTED BY SHIRLEY MASON IN THE FUNNIEST OF COMEDIES "PUTTING IT OVER" AN ADAPTATION OF GEORGE WESTON'S POPULAR STORY "THE VILLAGE CUT-UP" SUPPLEMENTED BY Har* BT Will* in v an I>« Wall Late mt Hetr*D*>a Opera Heaae "PHOTOPLAY MAGAZINE SCREEN SUPPLEMENT" JUNE ISSUE Clever, Intimate pictures of all the favorite players at work and at play MUTT and JEW Cartoon and Topical Tip* Reproduction of an attractive yet simple ad used by L,oew's Washington, D, C, Theatre, the Columbia. ^iiiiiiuiiiiiiiiiiiiiiHiiniiHiiiiiiiiiiiiiiiitiiiiiiiinnn^ 1 Seek Higher Art in Advertising Posters | I Daniel Petigor, Vice President of Ritchey Lithographing Corporation, | Invited to Give Series of Lectures to Students at New York Evening School of Industrial Art. icmiiiiKiiiiaiiflainiian Sometimes it is a mighty narrow line that, divides decency from indecency and modesty from suggestiveneSs. Just where that line should be placed in motion picture posters is a moot question, and at the present moment gallons of ink are being spilled upon tons of paper in an effort to ascertain, once and for all, it's exact location. Precisely what constitutes an objectionable poster, and why it is offensive, are something more than ethical questions. The photographic material used for the questionable poster may, or may not, be of a suggestive nature when it is turned over to the artist to be put into its final design. If that individual is not a highly trained and thoroughly competent poster artist the resultant paper will be repellant in it's crass vulgarity— on the other hand if he really understands his art he will produce a poster which will have ten times the pulling power of the vulgar variety, and yet depict nothing that the most fastidious can fairly object to. Technique Chief Factor It is therefore quite plain that the question of poster technique is the chief factor to be considered, and from that point of view great credit should be given to the New York Evening School of Industrial Art. That institution has invited Daniel Petigor, vice-president of the Ritchey Lithographing Corporation, to deliver a series of talks on this sub 49 ject to the students in the poster designing classes. The school is to be congratulated upon its choice, for Mr. Petigor, a founder of the Poster Artiste Association of America, is the recognized authority in this country on the lithographic poster. It is quite possible that Mr. Petigor may only discuss the artistry and craftsmanship of posters, but it should not be forgotten that there is an ethical side to the subject, for posters are displayed publicly and prominently, so that he who runs may read. The tendency of the small boy is not to run; it is rather to stand studiously still, absorbing every detail. That fact furnishes the censor with an argument, although, as a matter of common knowledge, paper of that type is not often seen upon the billboards. This applies particularly to the motion picture poster in contrast to the other theatrical varieties. Prohibition Seeks Outlet Nevertheless, now that prohibition has been put over, some outlet must be found for the pent up energy of the purity leagues. For the moment the motion picture poster is the shining mark, next week it may be the advertising matter for Ladies' Hosiery, — or Beautifying Compounds, or Corset Covers. You never can tell: but in any case the motion picture industry will be perfectly satisfied to pass the buck.