Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Chicago Advertisers Develop Skill in Miniature Designing Chicago exhibitors have found progress in advertising especially difficult. Space in Chicago newspapers comes at a high figure, which is something of a restriction, but the policies of the majority of the newspapers form the real barrier. Of the four evening and two morning papers, all of which carry motion picture theatre advertising, just two, an evening and a morning publication, practice commendable co-operation. The direct result of this circumstance, of course, is a large amount of theatre advertising in these mediums. Largely because of necessity, the other publications are given what exhibitors consider their minimum patronage. But the upshot of the whole existing condition has been the confining of practically all theatre display advertising to column widths. Theatres dubbed "legitimate" occasionally overstep the arbitrarily established boundary, as do a few film theatres, but these events are of such rare occurrence as to be of negligent importance as regards their influence upon the general trend of Chicago advertising. Column-widths allow for little variation in style or elaboration of design. Yet Chicago advertisements must be very well made up if they are to attract especial attention, the same set editorial policy having decreed that they shall appear upon a single page, under a box head and jammed together mercilessly. Restrictions always bring results. Sometimes, more often than otherwise, the results are undesirable. They have been, in one sense, in this case, for the majority of Chicago exhibitors long ago abandoned the idea of making their newspaper ad This single-column "spot" design, with variations, was used by the Randolph for the Chicago premiere of "Heart O' The Hills. vertising consist of anything more than type announcements. There are a few, however, who have refused to be beaten. These few have accomplished something. The restrictions have but stimulated their desire to produce advertising which will dominate the page upon which thex appear. The advertisements reproduced herewith are advertisements that have accomplished that aim for their creators. They are, in a sense, miniature designs. They have the merit of the well-painted miniature. The Woodlawn advertisement is one made up for the occasion. It is brilliant work. It drew first attention when it appeared. Furthermore, it is typical of the Woodlawn advertising, advertising which changes daily, yet maintains a set standard of excellence. The Pantheon theatre has changed its style many times since its opening, always keeping its work better class and always Sheridan Road at Wilson TODAY. TOMORROW £ WEDXESDAY Coming Thdrsiw ItPays To Advertise^ A single-column display used by the Pantheon, Chicago, illustrating the tendency toward the artistic currently in force. keeping a position in the foreground of Chicago advertisers. The present design has been in use for some two or three weeks and seems durable. It is artistic. It doesn't tire. It will probably be used for some time to come. The Randolph theatre uses yet another policy. With each attraction booked a style is adopted. The one that has served for the preceding production is discarded. The new design is used throughout the run The miniature talent of the artist who prepares the advertisements used by the Woodlawn, Chicago, has made Woodlawn advertising the most attractive in the city. of the picture — and pictures run one or more weeks at the Randolph. Thus from an evil has sprung a benefit. When the reactionary newspapers follow the lead of the progressives, a lead that will be followed as sure as light follows darkness, Chicago advertisers will be prepared to take advantage of the larger field opened up to them. Their advertising should set a new standard. Try a Sing W. C. Watson, proprietor of the Regent theatre, Bay City, Mich., recently played "The Hoodlum," Mary Pickford's First National Production. He used two methods of advertising and one pul 'vity stunt. The bill boards and the newspaper were the advertising mediums employed. The stunt demands attention. A baritone singer who was experienced in conducting community sings, was brought to Bay City and employed to sing "The Hoodlum," the song published by Watterson, Berlin & Snyder, for a week before the presentation of the picture. But that was only a part of his work. That much of the stunt has been tried before. It is a permanent feature in some theatres. The community sing which was conducted at the close of the solo was the innovation. It was built around "The Hoodlum." It drove that melody home in the memory of those who took part. The singer could not have cost more than most of the stunts that are suggested by exploitation experts would have cost. It was more effective than nine out of ten of them. Worth trying? 129