Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD "Artistic Composition Always" [Edward L. Hyman's Rivoli Rule jWILLIAM FOX E. L. Hyman, managing director of the Rivoli and Isis theatres, Denver, believes in artistic and dignified advertising. Original of this typical design three columns wide. Edward L. Hyman, managing director of the Rivoli and Isis theatres, Denver, Colo., is a believer in the efficacy of art in advertising. He is a believer to the extent that he backs up his belief with every advertisement that he uses. Further than this, he has gone into the matter so deeply as to have made a selection of the exact school of composition which he believes best suited to the advertiser's purpose. It is a sturdy style, statuesque rather than otherwise, a style combining art and business effectively. It is no little task to direct the management and the advertising of two theatres of the standing of the Rivoli and Isis. Both are "live" institutions, up to the minute in every respect, leading theatres in a town where the motion picture theatre has been developed to a high standard. Denver theatres compete more keenly, perhaps, than any others in the country. Through some chain of circumstance, practically all of them are upon a single street and within a few doors of each other. The appeal to the passer-by must be strong indeed to attract especial attention. Consequently, newspaper advertising has gone ahead rapidly since the beginning. The most successful argument for attendance is that made to the reader of the newspapers, because it exerts its influence upon him before the line-up of competitors' houses has a chance to work against it. We are reproducing herewith a threecolumn display used by the Rivoli during the engagement of "Sahara," which maybe taken as indicative of the style characteristic of the Rivoli theatre. It is a comparatively small display, as are the majority of Rivoli advertisements, but it is big in potential selling power. Mr. Hyman's policy favors the expenditure of large sums for art work rather than for space. Local conditons must always be taken into consideration when the work of an advertiser or exhibitor is under study. Local conditions have had a splendid effect upon Rivoli advertising. Ordinary methods would not have served in this instance. Hyman's methods are extraordinary. The current specimen is a strong argument for attendance at the showing of "Sahara." The picture of the star, set against a rising sun, in the upper righthand sector, is sufficient argument from the star angle. The stills from the play, worked into the bottom portion of the drawing, give a rather definite idea of the general style of the picture. The theatre name and the few words of copy are well placed for readability and consequently effective. The sum of the units is quality. Quality is Edward L. Hyman's strong point. Chattanooga Exhibitor Uses "Add-A-Box" Idea One of the important suggestions offered in this department during the past year was the "Add-A-Box" style of layout structure. It was so simple that nearly everybody tried it, so effective that most of those who tried it used it extensively. But monotony must be avoided. There hasn't been a great deal of it done of late. Wherefore, it may be well to reproduce the work of one man who uses the idea today. The Alcazar theatre, Chattanooga, Tenn., advertises extensively. Big space Wm. S. Hart 'The Money Corral" A PERFECT LOVER! No Woiua. CouJd Rmbu Hue —He Only t Poor Anat -Bdi Hi» Charm* S*l « iUd Ar. i t-r'H.. fftDlrJ ibo Lota of ibp On Womu Wbo WooM N«v Fall Victim to II Oarma — Aad So F!; (;>.■ t> I.ojury to Sunt. MONDAY— TCESDAY Eugene O'Brien "The Perfect Lover" Hie fmt tOO Mi'* "ving of "TH? pcanxtr lovek" I 1 of Eiiftnf <V|< " Whrrr Qaaltty Memtt Alcazar Whir* Qutll.ty MetU" A three-column layout showing the working out of the "Add-A-Box" plan used by the Alcazar, Chattanooga. 128 is bought. Expense is disregarded. There is little doubt that the Alcazar advertising budget is greater than the Alcazar ALICE JOYCE "The Vengeance of Duranct" Good Morning! -OffVe 'Tb* VlrfMB* V»mT>" Readability and continuity of copy are two points of merit in the Alcazar (Chattanooga) advertising. total operating expense of many theatres of similar size. Under these circumstances it would not be strange if the management went in for the more elaborate styles of display and composition generally popular. That the combination of boxes and rules as suggested is used instead must argue its effectuality. If you've used the idea you know its value. If not, you should give it a tryout. Among its other merits it may well be called "the exhibitor's friend" for its emergency value. Women are good picture patrons. But what are women? It has been stated again and again by surface observers that women are sentimental, the point drawn being to the effect that advertising of the "slush, mush and gush" school would increase feminine attendance. The belief has gained credence. It should be dissipated. Women are sentimental. So are men. But both men and women of today are intelligent. They no longer believe in fairies and elfins. In fact they no longer believe in much of anything. Appeal to sentiment in your advertising. It is good advertising logic But keep your appeal intelligent. A laugh is a lost admission. Judgment There are two kinds of writers, incidentally two kinds of advertisers. One type of writer reads his work and unhesitatingly pronounces it perfect. The other pronounces it hopeless. Both need criticism. One-man judgment is one-man power. War is romantic between book covers. Show your advertisements to somebody, to several somebodies, before you let the printer have it. It will pay you.