Exhibitors Herald (Dec 1919)

EXHIBITORS HERALD pany in conjunction with Pathe for its new "Flying A" special, "Eve in Exile." These include a one-sheet which gains favor not only because it is striking, but because it presents the two lovers in a pleasing pose that manages to convey their sentimental interest in each other without resorting to the hackneyed device of the "clinch." There are two three-sheets, one a gracious full-length portrait of Charlotte Walker, the other a dramatic still of the horse-whipping scene, with Thomas Santschi, Violet Palmer and Miss Walker making up the group. The six-sheet shows the star facing Thomas Santschi as he towers above her on horseback, and the twenty-four sheet is a clever play of the artist's brush upon the Garden of Eden theme suggested by the title of the film. One of the poster series is reproduced herewith. An attractive 22x28 portrait of the star herself, in colors, is being supplied for lobby and window use. "Speed Maniac" Argument For Action in Layouts When a motion picture proves, in circulation, that it has exerted an influence upon the advertising of the exhibitorial body it should be brought to judgment. A picture which exerts an influence for the better should be kept in mind by producers. The opposite variety, of course, should be considered also, for the opposite purpose. It is an established fact that a certain few pictures during the past year have left indelible traces upon the surface of the exhibitor advertising industry. Their influence has continued to be felt after the pictures themselves have gone the way of all pictures, having served their purpose. To the list of these should be added "The Speed Maniac," the Tom Mix Fox production which has had unusually wide circulation and advertising. Its especial mission has been to stimulate interest in action advertising. It is a style that has not been developed to the highest possible point. Action advertising is typically motion picture advertising. The spirit of the motion picture is action. Action is demanded by motion picture fans. It is natural to assume that advertising built upon action stills or drawings will be found powerful business getters. As is fitting in a discussion of this kind, we have reproduced a four-column display from the Symphony theatre, Los Angeles, during the engagement of the picture at that playhouse. It is one of the better advertisements that have been used in connection with the play. Pictures that stimulate a move toward better things in any department of advertising should be duly noted and more of the same variety encouraged. "The Speed Maniac" is such a picture. California Theatre Is Distinctive Advertiser It isn't necessary to add, when you mention the name of Napoleon, Lloyd George, Rockefeller, Shakespeare or Lincoln, a thumbnail biography of the man named. They have reputations. So have certain theatres. The California theatre, San Francisco, doesn't need to be described in detail by San Franciscoans who mention the institution. Everybody knows what the theatre is like and the type of show it houses. S. M. Pincus, advertising manager of the California, takes full advantage of the established reputation of the theatre in his advertising. He doesn't deal in detailed descriptions of the current programs. He leaves the bulk of the work to the house's standing, a standing which he knows will carry the burden. California i'r-7, NOW PLAYING the MiR\oi>i?VE ForbiddciY Two double-column drawings used by the Superba theatre, Los Angeles, a theatre which depends upon its reputation rather than a wealth of ad copy and devotes especial effort to the gaining of pictorial effect. We have reproduced two doublecolumn advertisements used by Mr. Pincus during the California engagement of "The Miracle of Love." They are typical of the general advertising policy of the organization. Graceful illustrations, delicately drawn lettering, the whole against a solid background and under a stock head, the actual composition of the advertisements is extremely simple. But it is the simplicity of the artistic that marks the California designs. And the artistic in advertising is the order of the day. The California, and Mr. Pincus, are well in the foreground of present day exhibitor advertisers. -» hitting on all iwelye in ever^ fool of f\\m. rjee the greatest auto vrecK. ever ^roadway between 6th Z, 7th jjf Action dominates this four-column composition used by the Symphony theatre, Los Angeles, a display that attracted considerable attention upon the page which carried it. 133