Exhibitors Herald (Jan-Mar 1920)

EXHIBITORS HERALD Perspective in Advertisements Obtained By Practical Method now — a V»t.l Tfci.tiaj Ktffifa Mf lU UMi t*4 tone » ' TW Nlrult .f IM ■*» MIRACLE LOVE •ARAMOi.NT \RTCRAFT PfcOCM-CTtON "I CUT ffl)S,: mm urn twi < F'ATK SI THE ORCAI Hearts of graduated sizes lend perspective to this three column display used by Stanley Chambers, of the Palace theatre, Wichita, Kans. That very desirable third dimension probably most accurately termed "perspective" is a strong feature of the two Palace, Wichita. Kans., advertisements which are reproduced herewith. Exhibitor advertisers everywhere will find the method of obtaining this effect used by Stanley Chambers, manager of the Palace, easily adaptable to their needs. The originals of the reduced reproductions made herewith are three columns in width. They follow the usual Palace style as to general outline and have the characteristic lines that are incorporated in practically all of Mr. Chambers' advertisements. Particular attention should be given to the series of the spots of graduated sizes which add to the usual good points of Palace advertisements the perspective which so heightens their effect. The device is simple. It may be used in various forms in connection with almost any film production. Half a hundred figures might be drawn in as many minutes, each as well suited to the purpose in hand as the hearts and circles which Mr. Chambers has used. Crescents, squares, triangles, pentagons, hexagons and rectangles are figures that come to mind instantly. With these few as a working basis it is a simple matter to select a suitable one whenever the device is thought advisable. It is not wise, of course, to work the trick too often. It is, after all, but a trick. And the value of a trick lies in its unexpectedness. Too often repeated it becomes commonplace and ineffectual. There is probably little need to dwell upon the value of perspective in your newspaper advertisements. The grocery, dry goods, clothing. IVvlALI; UNTIL SAT. NITE Introducing Merfuente CUrVi New . ' » i -i i M»n. Ch*rUe Meredith, who promiMi la create ■ flutter of excitement <jW / » hat* enr th»i p 1b 1 , n ■orietee! MARGUERITE CLARK "LUCK i» PAWN" Circles of increasing diameter bring the reader's attention to the stars and then to the copy in this Palace, Wichita, display. hardware, etc., advertisements in your newspaper are flat creations. Depth is a dimension not attempted by the business men who design these displays. Their advertising may be depended upon to remain the same straight type and rule stuff day in and day out. The theatre advertisement must stand out in relief against the mass body of these trade compositions if it is to draw the attention of readers deeply interested in necessities, attention which naturally fixes itself upon merchant advertising first. Numerous devices have been adopted with an aim to gaining this predominance. The stills which have been used so extensively were prompted, whether or not conciously, by this need. The elaborate drawn lettering equally common had a similar original purpose. Stanley Chambers, a man whose advertising ability springs from deep study of advertising psychology and is at once practical and unique, has gone about the business of making his work thus stand out in logical manner. He has begun a serious attempt to put perspective into his displays. Already he has got results. Already his advertising has improved in this particular aspect. No doubt further improvement will be made from time to time. We are going to watch Palace advertisements with this point in mind and record his advance from time to time for the benefit of readers of this department. First Pearl White Fox Production Is Nearing Competion Pearl W hite, whose work in serials has made her an international favorite, has almost completed work on her first iox production, E. Lloyd Sheldon's screen version of Frank L. Packard's famous story of the under world. "The White Moll.-' She is being directed in her first Fox picture by Harry Millarde, who has as his assistant Anthony Merlo. "The White Moll" is not a serial. It is a Fox special production. Mr. Packard is the author of "The Miracle Man," "From Now On" and other screen successes, and "The W hite Moll," which appeared in the Blue Book Magazine, is said to be one of the strongest stories that has come from his fluent pen. E. Lloyd Sheldon adapted it for the screen. A strong supporting cast has been given to the star. Richard Travers will play opposite Miss White. Walter Lewis, Blanche Davenport, William Harvey, George Puancefort, John Woodford and John P. Wade are other well known players. Gibson With Model Co. Tom Gibson, formerly Hank Mann's director, has been signed by the Model Comedy Company to handle the direction of comedies starring Gale Henry. "The Champeen," his first picture with Miss Henry, was written by Mr. Gibson. Gale Henry's New Comedy Gale Henry has just finished work on a new comedy, "The Champeen." The story was written and directed by Tom Gibson, under the supervision of Bruno J. Becker. 76