Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD She's Here! TEL NtV £ MARY PICKFORD . n the Glory Kay . f„L1er Oar tIEART OTHE HILLS' rROM THE BOOK BY JOHN FOX. JR MACK 5E.NNETT SALOME. V5. Com, ppepBrerf To scream with Laughter. "SALOME VS. SH EN ADO AH" Is the funniest comedy we have seen 'AUFORMA ORCHESTRA Henxij Spiller Has Prepared a Surprise Prograir ■* • — W ih. Great Morton Organ SVN-MON-TUES-WED. fSUNDAY SHOWS KTABT AT 1—3—5—7—9 Pncos 25c. 35c 50c. 75c Plni the Tu ADaysOnly Come Early! An attractive and informative two column display used at the opening of the New California theatre, Santa Barbara, Calif. The purpose of the advertising, then, was obviously to bring out the fact that the program to be played at the California were in keeping with the house itself. Even the reduced reproduction of the California advertisement which accompanies this account shows that this end was accomplished in excellent manner. The dimensions of the original were well gauged to attract attention and to compel a reading. The copy is well written and carries through from the first line to the last. Excellent arrangement of illustrations to assist in keeping the eye of the reader intent upon the California's message is another strong feature of the display. This is informative advertising. It is advertising exceptionally well suiteti to the purpose for which it was used. It is also advertising which may be adopted for permanent use. If California advertising maintains the standard which has been set by this composition the theatre will thrive. Criterion Advertiser Knows Unit Placement cently used for "The Isle of Conquest," Norma Talmadge's publication upon the Select schedule, this -kill i quite promiently in evidence. It give that advertisement the striking power which makes it stand out from this page even in its reduced dimensions. The -tills are logically placed. They give, in the total, a clear idea of the general nature of the photoplay. Yet they do not frustrate the ends of suspense by telling too much about the story. Believing in the strength of the star's name as a drawing card, it was seen fit to display this name prominently, the name of the theatre sharing with it the foreground of the layout. The plan is not always perfect in its operation, but when the star is as widely and well known as Norma Talmadge there can be no doubt of its effectuality. The Criterion advertiser is particularly able in the laying out of displays. It is .in ability worthy of the effort it takes to acquire, it. Men whose talent lies along other lines should give it study. Of the billions of men who do the world's work no two are precisely alike. Naturally, neither does the work of any two follow exactly the same lines. Which is a fortunate arrangement. It makes for variety. And variety is essential. The man who draws up the advertisements for the Criterion theatre. Atlanta. Ga., is particularly proficient in the placing of units. His skill in this department of advertising is the outstanding feature of Criterion advertising. In the five column advertisement re The men who build a house begin with a plot of ground and a set of plans. They work systematically, laying brick upon brick, and the structure stands erect, square and firm. It endures. The man who builds an advertisement should use like methods. The newspaper is your lot. Words are your bricks. If you are to build logically you must have definitely drawn plans. If you are to build solidly you must lay your bricks (irmly, squarely, and use plenty of mortar. SEE. TIRST NEW TRODUCTIOIT Tf?e ISlt OT CDRQUIST .^.daptcJ toj JoKivTraerfon. aad Anita loot f non\_ ' \~Mfuir Horiblow-S famoai ncMtl'Bi|fig|it of Conquest' Tffi STOEY 01 ASKS JlfittT TOR JiATTI UFS^ MUTT Sr'JEFI COMEDY AJsTD "FOX NTLWS T1US1C-. CRITERION CMESTRA, TFTHE. ct^ESA^ Well balanced make-up, good use of stills and lettering, lend strength to this fivecolumn display from the Criterior theatre, Atlanta, Ga. 74