Exhibitors Herald (Jan-Mar 1920)

March 13, 1920 EXHIBITORS HERALD 69 * _ _ | E i I f * ft ft i ft ft ft Show* at 1:00, 2:30, 4:00, 5:30, 7:00 and 8:30A Complete Show After 10:00 p. m. Playing Till Thursday Nite The Picture all El Dorado Wants to See Try to Come Early — We Turned Hundreds Away Last Night ft ft i ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft ft One of the splendid effects gained by Mr. Ramsey in three-column width. The stock border employed lends itself readily to the purposes of theatre advertising. Admission Matinee* and Night Adults 30 Cents Childrn 10 CenN Cyril Faulders will sin i> "hi Old Kentucky" at 8:30 H.G. Ramsey Raises Standing Of Smaller Cities Advertising Due, no doubt, to the general nature of advertising, one of the most, if not the most, attractive business pursuits, ■MMOMM One of the most elaborate Ramsey compositions, a layout that was used in five column dimensions. there is an almost irresistible tendency to center upon the advertising of the "big town" exhibitor and do scant justice to the great majority of theatre men, those progressive pioneers who carry the banner of advance into the less densely populated districts. The tendency is lamentable. The importance of the exhibitor who advertises intelligently and well in those cities of smaller population, triumphing over lack of equipment and distancediminished exchange service, cannot be overestimated. It is vastly underestimated. Which, condition should be corrected. A few months ago we received a newspaper published in El Dorado, Kans. It contained an advertisement for "The Miracle Man," then playing at the Royal theatre, of which Howard G. Ramsey is manager. Compared with the elaborate advertisements from city exhibitors it was not prepossessing. But it contained an idea. It showed thought. We looked up the population of the town. It contains 10,000 people, according to its own estimate, which is probably subject to revision. Having advertised a theatre in a town of approximately the same character at one time we knew something of the difficulties that Mr. Ramsey faced. Accordingly, we reproduced the advertisement with comment upon the originality which had been shown in its make-up. And Mr. Ramsey read the comment. Whether or not this fact has had a bearing upon the case, the Royal adver tising has improved in the time that has elapsed since publication of that issue as has no other advertising with which we are conversant. That good old phrase, "nothing short of phenomenal," may be exactly applied to the progress that has been made in Mr. Ramsey's advertising. Doubtless many readers will recall the original Ramsey advertisement. These readers, particularly, will appreciate the advance that has been made after examining the Royal advertisements that are reproduced upon this page. Those advertisements, appearing less than six months after the original, represent hard work and ingenuity. There is study back of them. In every line evidence is seen of the remarkable lengths to which Mr. Ramsey has persuaded his printer to go. And anyone who has attempted to persuade a printer in a city of that size to put forth additional effort knows that it is no simple matter. Mr. Ramsey's campaign for "In Old Kentucky" was remarkable in many respects. He used many avenues to the public aside from the newspaper. He used space generously. And he took care that high grade content matter was provided for that space. Because it was so excellently printed, and because it is a ramarkable creation for a city of 10,000 population, we have also reproduced the "Gay Lord Quex" display which appeared recently. The three specimens, which would once have been considered beyond the pale of possibility in El Dorado, are among the best that have come to hand in recent weeks. The whole business of advertising in El Dorado has been benefited by the "work of Mr. Ramsey. The merchants, seeing the work that he has done, will certainly insist upon better results from their own expenditures. The newspapers, seeing the advantage of good advertising appearing in their pages, will lend aid. El Dorado advertising will improve. And, since editors exchange newspapers and profit from the exchange, other newspapers will benefit. In short, great good for all follows in the wake of enterprise such as that displayed byMr. Ramsey. He is a credit to the advertising and the motion picture industry. H. G. Ramsey, of the Royal theatre, El Dorado, Kans., used this well composed page two days before the opening of the picture. THRILLS— and More and More THK1LLS