Exhibitors Herald (Jun-Sep 1919)

EXHIBITORS HERALD AND MOTOGRAPHY . 6 | Sbowi ■ i For or> entire week HIPP fingagerriQnrt SxtracrcJirenj The s the first time trxs season Vat an «n&jpp*Tent Us ten ertendtd nAKY ncKrotiD TttE FIK.ST OF HER. fAILUOM douar. pteocxxrrions ptocxjced (5r her. own ccwamy rominc ■ M£R OAEER hAS EQUMLED "EE "naunpn as tme little orpwi WMO DLOSSCVNS FORTH IHTO A GCH?G£OVJS BUTTERFLY ITS THE COOLEST SPOT Irt TOWW .n artistic, attractive and convincing strip used by Shea's Hippodrome, Buffalo, to bring the best class of patronage to the showing of Mary Pickford's "Daddy Long Legs." It is well balanced, has great pictorial value and carries well written copy. Shea's Hippodrome Buffalo, Uses Unique and Dignified Ad When Mary Pickford's "Daddy Long egs," the amazing box office success hich marked her alliance with the First ational Exhibitors Circuit, was shown >r the first time to invited audiences lere were those who maintained that the jmedy, in the early reels, would spoil le entertainment as a whole for the bet■r class houses. Veteran exhibitors, too — ime of them — which little fact calls to ttention one of the reasons why nobody .•er leaves the film business, that "you ever can tell" element. The national success of the production as shown these critics to have been in ■ror. But the management of Shea's Hipodrome was not one to share that misike. We reproduce herewith an advertiseient used by that organization which tows clearly that the attempt was made. Dt to avoid appealing to the better asses, but to make a definite bid for 1st that patronage. I Dignity is the little word that de:ribes the advertisement completely. The designer of the layout knew what : was about. The drawn lettering is st heavy enough and not too heavy read comfortably. At the same time has grace and beauty, incidentally jalities possessed by the picture. Then the design of the whole comes for attention. The box plan was a sod one. And it came out perfectly, ach is easy to read. Each is worth ading, which fact leads to the reading t the next. It is obvious that the ader who read the first one read them L The box in the lower left-hand corner ates that this was the first engageent of the season to play a whole week. the advertising was as good on the hole as this specimen, there is no doubt lat the week was a big one. Paramount Booklet Contains Much Data One of the chief reasons for the arcity of straight publicity in the newspapers of the smaller cities, perhaps, is the lack of a ready source of detailed information from which to draw material in making up "dope stories." Certainly, the small town exhibitor is handicapped, and his brother in the bigger cities but slightly less so, by just this condition. It is no easy matter to run through the mass of press books that has accumulated in search of the history of a given star, descriptive matter, previous productions, etc., all the mass of data which is so important to the advertiser or the writer of an amusement column. Paramount-Artcraft has just published a book devoted wholly to just that sort of material. It is the same size as the usual press book, but contains forty-seven pages, straight type matter, and details the biographies, achievements, productions of some sixty stars, directors and officials identified at one time or another with that organization. Intended especially for a reference volume, no attempt has been made to make it attractive by the use of cuts or fancy borders. Cold facts only have been given space, and every page is used to capacity. For the advertiser, for the newspaper man. for anyone interested in the industry and having occasion to use the thousand and one little details that slip the mind so easily, the book is a valuable source of information. New Stuff in Borders From Billings, Mont. Here's a man who broke away from tradition. Give him your • attention. He deserves it. He took the old box border off his newspaper space and threw it away. He made up a new border and put it in place of the old. And the change gained him pre-eminence among the advertisers in the Billings (Mont.) Gazette. And look at the border. There it is — over there in the corner of the page. Look at it closer. A glance is not enough. The first time we glanced at it we thought the faces on the arrow were the stars that appeared in the pictures. The 67 chances are that every reader thinks the same. But a closer scrutiny discloses the fact that they are not star's faces, nor the faces of any individuals, but representatives of the types that attend motion picture exhibitions. Then we saw another number of the Gazette and the same border appeared with new copy. What do you think about it now ? Isn't it an improvement over the old hard and fast column-capacity system ? In the first place, it makes the design pictorially attractive. Secondly, it brings the type into a cluster, cuts down the wording and makes reading easy. Vet no power is lost in the operation. Lastly, it gives individuality which never varies. For the reference of regular readers it is especially convenient. The one improvement that might be suggested would be the changing of the BABCOCK 10e ud 20c — 10« *aA 25c STRAND ?fcHW' Hands Up A i imi)>»lli| drur.i with ' * I ^ — z=r~ Mutt and Wf|*«] ^K, > CAMERA IMC THROUGH V " I The Babcock and Strand theatres, Billings, Mont., gain prominence for their advertisements by this simple means of discarding the stereotyped border. Original three columns wide.