Exhibitors Herald (Jan-Mar 1920)

E X H I I', I T O R S II !• KALI) at the theatre. If you can reach him in his home, at his dinner table, you have struck the psychological moment. The Temple clock appears in the body of the Temple advertisements. It has a prominent position. It cannot be overlooked. Other exhibitors have tried boxed copy similarly located. But such copy, composed necessarily of small type and figures, largely figures, is difficult to read and more difficult to remember. The clock arrangement is primarily attractive. It draws the eye of the stranger. It tells him quickly and in orderly sequence the starting time of each of the seven performances. For reference purposes it is vastly superior to the type box or the carefully worded editorial. Designs May Differ No doubt the Temple has a number of these designs made up. No doubt the Temple program varies in length, as do practically all programs, and there are times when other starting hours may be necessary-. Whether or not this is true of the Temple theatre, it is true of the majority of American theatres, so it is well to point out that a number of these designs should be made up to accommodate emergencies. An artist will prepare such a clock dial at comparatively little cost. Three or four of them, with varying starting hours, are certainly worth having on hand. When the first one is printed in your advertisement it should be religiously followed up with others in every advertisement that you publish. It will be found advantageous to accompany the first few insertions with a little editorial upon the advantage of arriving "on time." This point must be delicately handled, however, as the public resents anything resembling a "club." "The Miracle Man," an exceptional picture, is an exceptionally fit illustration of the desirability of a stabilized audience. If there is an exhibitor who has a better device for the stabilization of his audience to offer we would be pleased to hear of it. Fourth Unit SPECIAL MUSIC BY THE FAMOUS KNICKERBC: JER ORCHESTRA A press book illustration that relieves the advertiser of a great deal of his work is here used skillfully by the Knickerbocker theatre, Nashville, Tenn. First National Layout Has Universal Appeal The men who design the advertisements and the scene cuts, mats, stills, etc., for the press book that is to be utilized by exhibitors catering to all classes faces a problem peculiarly his own. The exhibitor who makes his own drawings needs but to shape them to meet his own requirements. The advertiser who can make his advertisements universally appealing is indeed gifted. We have reproduced for the purposes of the present discussion the four-column display used by the Knickerbocker theatre, Nashville. Tenn., during the engagement of "The Mind the Paint Girl." Anita Stewart's recent First National publication. It is made up, with the exception of the theatre title slug at the bottom, altogether of press book material. The man who designed this illustration has given it universal appeal. He appeals, in the picture of roistering men and women which is its central figure, to the popular disapproval of prohibition. With the passing of strong drink, its desirabilty is immediately increased immeasurably. Pictures that show people to whom, apparently, it has not been denied, are attractive. Here the first desire to attend the theatre is implanted. The copy which follows is ordinary until the last line is reached. Here the platitude. "Young man. beware of the painted beauties of the stage." appeals to the popular superstition that stage ladies are delightfully naughty, indiscreet, etc. It is at once gathered, by 68 Confidence in Advertising Truth begets confidence, and it is confidence that has built this theatre's esteem. What you read in our advertisements is a candid report on the advantages assured our patrons by experienced and untiring endeavor to obtain the best that the film market has to offer. Truthful advertising is news STRAND THEATRE COMPANY Copy reconstructed for exhibitorial purposes from the "news advertisements" used by Marshall Field & Co., Chicago. Its use by exhibitors will give prestige to theatre advertising generally by pointing out its news value. that great majority of the public who believe the platitude, that the picture shows these persons at the height of their attractively indecorous festivities. They want to see that sort of thing. They will want to see the picture. It has been said that the appeal of the layout is universal. It is that. Because it appeals to emotions that are not, perhaps, the most noble of human impulses, is not sufficient reason to criticize it adversely. The photoplay, with its high purpose, will compensate in the lesson it teaches, for this weakness. The fact remains that the man on the First National staff who made up the advertisement did something worth while. Space A volume might be written about space. No doubt such volumes have been written. If they have, they are not popular. The fact is that the most such a volume could be expected to achieve would be the buying of that essential advertisers' commodity in greater quantities. The advisability of that course scarcely needs exposition. A trial will demonstrate it to the satisfaction of all.