Exhibitors Herald (Jan-Mar 1920)

EXHIBIT 0 RS HERALD March 13, 1920 Novel Use of Figures Points Liberty Display The play, the novel, the short story, the painting, the statue, the original composition of whatsoever nature that lacks a point, is a failure. The works that have come to be regarded as standard possess, without exception, that very important ingredient. The successful advertisement must possess it also. But the advertiser has a difficulty to overcome in this regard that is peculiarly his own. The novelist, and his associated brethren, may choose their points. The advertiser must use the point of the photoplay which he advertises— or improvise a point that will pass ior genuine. This is not an easy thing to do. Thenare countless advertisements in the daily press of the United States that mirror the difficulty under which the exhibitoradvertiser who is forced to improvise his points labors. And there is, in that same great mass of published works, an occasional example of a man who has succeeded. There recently appeared in a Seattle newspaper an advertisement for "12:10, a Republic production recently published, As will be realized, after a moment of thought, there is not a serviceable point suggested in the title. And it is from titles that points arc most commonly taken. The gentleman who designed the advertisement created a point that serves as well as any that could have been contained in the plot of the story. It is [12:10 12:10 12:10 12:10 12:10 ,12:10 12:10 12:10 12:10 12.10 1i2:10 No« ttowinf— *n mfcn***T Mm* MoUiftrJ MnpvnK. *Mi K* u.t there— the ffr*l tho* pbm i hruit* i ■ • the ..ic. vtreet* of I , ■< ■ *M LonJoo Wl MARIE DORO A MY/TERY /TORY Of AMAZING NOVELTY, at Abroad w-d »Md ■ > ol thr n tha chBt leadwDon— A TWELVE-TEN WALLACE on «h WURLITZER best appreciated after a glance at the display and a perusal of the layout. The copy, unfortunately, could not be represented legibly because of the great size of the advertisement, which was page deep. Figures did it. They will do it for you, if you employ them as intelligently as they were employed in this case. It was a practical impossibility to pass the display without reading it in its entirety and there followed a genuine curiosity to sec the picture that bore that title. The point is obvious. Erstwhile Susarr frtm 1m Mak -aUBUttTT.' TIVOLI A photographic effect in two column dimensions used by the Tivoli, San Francisco Photographic Effect Gives Tivoli Ad Tone A unique touch, the stringing of the figures down the left border, stamps this three-column advertisement from the Liberty, Seattle, Wash., as novel. Prestige is invaluable. Whether it be possessed by a person, a place or a thing, that person, place or thing profits. The laws of nature are such that human beings define and detect prestige of their own volition. It is a mighty valued possession for an advertisement. William H. Jobelman. advertising for the Tivoli theatre. San Francisco, succeeded admirably in giving prestige to his advertisements. Among the numerous samples that have come to hand not the least remarkable is the two column display recently used for "Erstwhile Susan." Realart's production which introduced Constance Hinncy as a film star. A photographic effect, simple in the extreme and easily obtained, did the trick. The reproduction is true of the original and the effect is the same. Appearing upon a page of theatre advertising, sharing space with compositions of all shapes, styles and varieties, it possesses qualities that mark it at once as of a better class. It is the sort of advertisement that is read by men and women who pass over the ordinary effort without so much as a glance. These men and women are worth reaching. (It is not deemed necessary to state that the man who reads all advertisements will attach to the Tivoli ad a like prestige.) And there is no better method of reaching them certainly and unfailingly, than by the use of advertisements of this quality. Miners Theatre Spread Starts Serial Properly "Serials take care of themselves," is an exhibitorial statement heard all too often for the best interests of the serial form of entertainment and the exhibitors who use it. It is because of the robust nature of the serial as a business getter, rather than because of the advertising assistance given it by exhibitors, that it has succeeded as it has. Doctrine of this sort is dangerous. The better doctrine, the doctrine that makes for future prosperity of all concerned, is contained in the following account of one exhibitor's serial experience. Serials have long been a feature of the program at the Miners theatre, Collinsville. III., a theatre where the serial is given the treatment that it must be given if it is to be shown as successfully as it should be shown. Some time ago, the first episode of "The Midnight Man," a Universal serial starring James J. Corbett, began its engagement at the Miners. Fully aware of the importance of the event, realizing the potential earning power of the serial, the management took a half page to acquaint its patronage of the matter. Upon that page every important phase of the serial, gleaned from the press book published in connection with the film, together with illustrations and other matter, was given. We have reproduced one of the boxes used in this display, and call attention to the remarkable publicity story accorded the affair by the editor. Exhibitors who play serials are doubtless interested in the Miners theatre campaign. They will be more interested, no doubt, to hear the story first hand. A request is certain to meet with success. NOTICE FIVE DOLLARS REWARD WILL BE PAID TO ANY PERSON WHO CAPTURES "THE MIDNIGHT MAN BETWEEN' NOW AN DSATURDAY NIGHT HE WILL NOT TRY TO EVADE APPREHENSION BUT WILL COURT CAPTURE IF CORRECTLY APPROACHED HE WILL ROAM ABOUT STREETS, STORES AND OTHER BUSINESS HOUSES EVERY DAY GO AFTER HIM AND WIN FIVE DOLLARS FULL PARTICULARS GIVEN ON ANOTHER PAGE. Miners Theatre This box, appearing in a half-page announcement of the opening of "The Midnight Man" at the Miners theatre, Collinsville, 111., added greatly to the value of the spread.