Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD Come to school again! Learn the alphabet oi the heart La.. Mae Murray the Maid of Many Mood* teach you the joy of -aifetbon "The A. B. C. oi Love' A — Adore B— Beloved C — Car cm D — Devotion E-^ EctUcy F — " F&ia nation G— Gently Hug I— Idealize J — Jealous K — ICm L— Us* M — Murmm N — Nettle O— OttulMion P— Pop Q-Quettion R — Respond S " Sigh T — Tieraor U —Utter V — V.IKI W Whupei X-The unknown quantity of the heart Y — Yearn Z Zenith CLASSES RUNNING ALL WEEK MAT & EVENINGS AT 1 HE ORPHEUM BRING YOUR HEART AND A HANDKERCHIEF An advertisement taken bodily from the Pathe press book which may be readily adapted to the requirements of any theatre. Pathe Campaign Book Has "Ready-Made" Ads One of the most difficult tasks that confront the exhibitor, called upon to present to the public a new advertisement daily, is the matter of keeping out of the well known and generally feared "rut." Variety is desirable, but it is difficult to obtain. Here is one way of getting it. If you are playing or are going to play "The A. B. C. of Love," Mae Murray's current Pathe production, and you wish to advertise it in something other than your usual style, feeling that you've been sticking pretty close to a well defined channel, you can do little better than to open the folded sheet which you will find in the press book and order the material that figures in the prepared advertisement presented herewith without alteration save in size. The original was two columns wide. Here is a truly "ready-made" advertisement. We have changed it in no detail. It is exactly as it appeared in the sheet supplied with the press book. All that any exhibitor need do is to order the necessary material, give it, with the clipping of the complete advertisement, to his printer, tell him to change Orpheum to whatever happens to be the name of his theatre, and put it out of his mind. Here is a single example. You will find the great majority of Pathe campaign books supplied with advertisements almost if not quite as good as this one. Of course you can't logically make it a rule to use all of them. To do so, if, Pathe productions are regular features of your weekly schedule, would be to lose the value of the variety mentioned above. But the occasional use of such an advertisement, or an advertisement patterned after it closely, with or without the material which must be bought, is highly commendable. And Pathe press books are not the only ones that contain such material. It must be said for them that they maintain a higher average in this respect than is common, but all companies provide material that can occasionally be used entirely to good effect. Today when the fault is conurrJtte* WtfflAM hide* herself MAN walk* »oudry erect I «*p**°°Siii C. L. Branigin of the Luna-Lite Theatre, Marion, Ind., believes in giving due notice of coming attractions. This three-column announcement appeared before any mention was made of playing dates. Luna-Lite Announcement Points Out Good Policy Some weeks ago, due to misinformation, we printed comment upon a reproduction of an advertisement used by the Luna-Lite theatre, Marion, Ind., erroneously crediting the work to another Marion exhibitor. It was favorable comment and stands as written. C. L. Branigin, who owns the Luna-Lite theatre, did not demand an apology. But he used another advertisement which demands reproduction. Reproduction cannot be made without correction. So we offer our humblest herewith. Apologizing is not a pleasant business. Nobody likes to admit that he is mistaken. But the "Unpardonable Sin" advertisement, reproduced herewith, the 132 original of which was three columns in width, could not be denied. By this time you have looked at the reproduction, doubtless, and are wondering just what is so remarkable about it. Well, how big a space do you usually use to announce a coming attraction? Mr. Branigin's advertisement for actual playing days averages two columns in width and run averagely high. Just what the size averaged on "The Unpardonable Sin" is not known but the foregoing is true to custom. Has it occurred to you that it might be a good idea to vary the established order of things and to advertise the coming attractions more strongly than the attractions presently upon exhibition? What do you think of the policy? Don't decide in a minute. Think it over. It's important. American Posters Rich In Color and Pictures The importance of good billboard paper is more keenly appreciated by producers and distributors today than ever before, chiefly because exhibitors are using it more extensively than at any time in the past. Today the motion picture posters compare favorably with the billboards of the national advertisers which dot the country. There is good reason to believe that they will soon reach a position of superiority. Posters that show exceptionally skillful designing with an eye to the demands of exhibitors and the psychology of picture-goers, are those composing the series issued by the American Film Com American Firm Company, Incorporate Samuel & Hutchinson. RcJcm presents—^ — *9 Eve m Exile with Charlotte Walker and a notable cast From the Play and Novel o/Coemo Hamilton, author of "Scandal** Seven Acts Dittributed by Pathe A three-sheet published by the American Film Company for exhibitors showing "Eve In Exile."