Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD Exceptional Pictorial Value Dominant Note in Sidney Ads Louis K. Sidney, managing six theatres in St. Louis, Mo., whose splendid method of chain theatre advertising was set forth in this department recently, has contributed three adVertisements used for "Flame of the Desert," Geraldine Farrar's Goldwyn production, which recently played his theatres. They are of interest as individual advertisements and of particular interest as representative of the fine style which he has adopted for his especial requirements. In this instance the picture began its run at two of the six theatres for which Mr. Sidney prepares the advertisements, being introduced at the other four houses before the run at the first two was concluded. By means of the splendid picture which appeared with the first two-column display the general character of the play was made known to all to whose attention it came. That is the function of pictures in advertising. It should never be lost sight of. Yet the newspapers of the nation are packed with advertisements in which the illustrations, in many instances taken from the play, really tell little or nothing about it. It is not an unusual occurrence to come across an advertisement for a Western picture which uses as its illustration the scene which is faded in for a moment as a part of the principle character's revery. The error of such a course is obvious when set down in black and white. Yet is an error made by a surprisingly large number of exhibitors in the course of a year. Louis K. Sidney, however, is not one of these. He cannot afford to make such an error. In the case of an exhibitor who has but one theatre to care for the mistake : A MOTION PCTUDt TDEAT CEMLDH MRRflR" f Flame of, the Desert ■unth LOU TELIEGEN -t :'w4 Great Picture—. ;A Wonderful Qorrrance Ji-vuith the Barbaric ^Splendors of oki ?E<3qpt as the t ground. •/• •/• •/• : KING/ SHENANDOAH MAT. OA1.* 1 JO TONIGHT TA».D 9 ROYAL JUNIATA LIN DELL oummjcn *Mi tonight i»»;9 MMOn i»io9 GRAND-FLORIJXANT Second in the Louis K. Sidney series of "Flame Of The Desert" advertisements, showing the attraction playing at six theatres. Two column width prevailed throughout. might be made with comparatively trifling loss of prestige or profit. Here that loss wuold be multiplied by six. And in matters of this sort multiplication partakes of the nature of geometrical progression. The first Sunday advertisement strikes the keynote. It tells what kind of a picture "The Flame of the Desert" is. It tells where it is to be seen. St. Louis readers know that it will later be seen at the other theatres as well. The second and third composition:carry the same note. They elaborate upon the first impression. They also introduce the other theatre names. The scheme of the whole enterprise extends to embrace the complete and effectual exploitation of the feature for the Sidney houses in St. Louis. Having worked out a method of chain theatre advertising superior to anything GERALDINE FARRAR 'n' Flame op the Psjmrt" LOU TELUEGSN '-.ic- ? ?Wf&pi*~i<tt for'Az~!bOO Cane's ■low SH©wi*j<; At KINGS KBJhX>OftlLM 1 3D Used in two column width at the opening of the picture's run at two Louis K. Sidney St. Louis theatres. else being presented, many an advertiser might have settled back in snug contentment and "let it go at that." Xot so Mr. Sidney. He has gone on. He has developed a technique that might well be adopted by exhibitors large and small throughout the country. Pictures figure prominently in that technique. They should figure prominently in all advertisements for motion pictures. Rialto Advertisement An Artistic Creation The two column advertisement used by the Rialto theatre, San Francisco, reproduced here in reduced proportions, needs little comment. Art is eloquent. Therein lies a great deal of its charm. Therein, also, lies its value to exhibitor advertisers. If we wrote at length about the advertisement many followers of this de 75 Third step, a forceful reminder, in Louis K. Sidney's exploitation of "Flame of The Desert," at his St. Louis theatres. partment might not read to the end, hence might miss the important point made. Look at the reproduction. Consider its simplicity, and its singular power. Use something like it as an experiment. You will continue the practise. An unusual and highly artistic two column advertisement used by the Rialto, San Francisco.