Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Liberty House Policy Determines Ad Style Advertising is becoming more and more institutional as it advances in importance. It is a good tendency. It makes for individuality. Individuality of the single member means progress for the mass of exhibitor advertisers. George F. Sharpe, proprietor of the Liberty theatre, Fresno, Calif., is a man with a policy. It involves the exhibition of two productions of feature length and a complete program of short subjects. It is a policy few exhibitors would care to adopt. Obviously, the house which maintains such a policy must be rich in seating capacity and cater to a clientele which can afford to pay a good-sized admission. Such a clientele not only could support a theatre of this style but would doubtless appreciate the efforts of the exhib WILLIAM RUSSELL • m mis wiST MRWH . SACRED SILENCR , "OtCCKCftS" £*e> MAUL NO*MAH0 "Jink A four-column layout typical of the advertising used by George F. Sharpe, manager of the Liberty theatre, Fresno, Calif., in exploiting his standard double programs. itor to thus give them a show especially suited to their demands. Mr. Sharpe's advertising is directed to that sort of a clientele. It is high class in every respect. He never allows an imperfect piece of copy or designing to appear representing his theatre. We have reproduced for purposes of illustration a four-column Liberty advertisement which may be taken as representative. As may be seen, two productions of feature qualifications are advertised. The policy is one that results in a comfortable show for the man whose house is qualified to work along the lines laid down. "An Advertiser Who Exhibits," H. A. Albright, Butte, Mont. Technically, H. A. Albright, proprietor of the American theatre, Butte, Mont., does not belong in the list of exhibitors who advertise. He is, strictly speaking, an advertiser who exhibits. For Mr. Albright was an advertiser before he was an exhibitor. Advertising is his chosen work. It is the work his early training, the most valuable training in the case of any man, prepared him for. But Mr. Albright's work, as manager of the American theatre, certainly entitles him to the title of exhibitor. Against sturdy opposition he has kept his theatre up to the minute in every respect and on a par with any situation of like magnitude in the country. The trend of the exhibiting business in the past year has been decidedly in favor of Mr. Albright. Advertising has become more and more the exhibitor's business. Its importance has increased to such a point that today the exhibitor who doesn't advertise is not an exhibitor for long. "Advertise or fail," is the rule in force. It is a rule that must fall pleasantly upon the ears of Mr. Albright. During the past year American theatre advertisements have figured prominently in this department. They have been reproduced individually and in groups, always with favorable comment. They have points that merit general discussion. For that purpose we have reproduced and present herewith a five-column display used for "The Egg Crate Wallop." It is neither the best nor the poorest of Ameri WHO, RAY? HOORAY! Thomas H I nee. propiu Charles f^b m i The E# Crate Wallop "BACK TO THE KITCHEN" A MACK SENNETT COMEDY PATHE NEWS H. A. Albright, of the American theatre, Butte, Mont., was an advertiser before he was an exhibitor. The two vocations merged, he is the right man in the right place. This reproduction from a five-column original. 127 can advertisements for the year. It strikes a fair average. "Who Ray? Hooray!" A typical American touch. An introduction of the subject to the reader that would be hard to better. A trick, if you will, but a harmless, pleasing one. The sort of trick that calls forth admiration for the trickster. Then the big box with the still. Another Albright habit. His early life was spent in billboard advertising of standard products. He learned to visualize big displays in big spaces. He still uses that style. Few of the American advertisements are less than page high. Few of them are less than four columns wide. It is not recalled that a smaller one has ever come to hand. Space of those dimensions costs real money. The advertisements must be productive of big returns to warrant the necessary expenditures. Mr. Albright makes his space pay for itself. He also makes it yield a comfortable profit. The methods used to bring about this result should be watched by all. It is our intention to continue to reproduce American advertisements in 1920. We believe that the exhibitor body should have them before them as examples of what may be done with big space and good material. "An advertiser who exhibits" describes H. A. Albright accurately. But "Ye Complete Exhibitor" tells it more completely. A Good Herald George A. Rea, proprietor of the Forum and Orpheum theatres at Hillsboro, O., published a remarkable weekly herald that is also a list of the week's attractions at the theatres mentioned. Unfortunately, the one at hand is upon red stock that cannot be reproduced. It reads : "High Street, one of the prettiest streets — in one of the best cities — in one of the grandest states — leads to the Forum and Orpheum — two of the finest theatres — in Ohio — and if your spirit needs fixing I'm going to fix it for you by showing you — " Here follows a list of the attractions of the week at both theatres, the whole appearing above Mr. Rea's signature. N'ot very remarkable as it stands, perhaps, but when it is disclosed that "High Street" and "Needs Fixing" are printed in great smashing letters, letters that, in connection with the statement the words make, demand the attention and reading of every citizen of Hillsboro, the powerful effect of the whole is at once evident. "I believe," says Mr. Rea, "in connecting up with matters of local interest," adding that the street mentioned really is badly in need of repair. The herald form for the weekly program has its good points. Under many circumstances, and certainly in this case, it is the preferable form for the publication of this important information.