Exhibitors Herald (Jan-Mar 1920)

March 27, 1920 EXHIBITORS HERALD 67 ;M Circle ^■^■-1 tmm mint a«t ADVERTISING is not often mentioned as one of the forces that exert a tendency toward the much desired advancement of the motion picture, sometimes called, "the uplift of the screen." This, no doubt, because a comparatively minor fraction of the advertising done really exerts such an influence. As representative of the best work done in this line, advertising with a tangible and permanent effect, S. Barret Mccormick's Circle theatre advertising is especially interesting. The above specimens are fair examples. They should be saved for reference. McCormick's Circle Advertising A Force for Screen Advancement Scarcely a week passes that some man prominent in affairs of the screen does not offer a new suggestion for "the advancement of the screen," by which general term is meant the raising of the estate of the motion picture to a higher plane in the estimation of the world. And seldom does one of these suggestions remain in the memory for more than an. hour after its reading. The object of such suggestions, however, cannot be assailed. Advancement is always desirable, despite the fact that the motion picture has already reached a higher estate than any of its related mediums of expression, a fact attested by statistics showing the number of persons attending theatres daily. Greater prosperity, attendant upon greater achievements, is the stimulant responsible for the advancement that has been and is being made in every branch of the industry. The desire for advancement is eternal. And every force working toward attainment of further advance must be recognized. The advertising done by S. Barret McCormick for the Circle theatre and Mister Smith's theatre, Indianapolis, Ind., is not the least of the important forces working in this direction. Without being definitely informed upon the matter, we feel safe in saying that the motion picture theatre patronage of the theatres mentioned embraces a higher percentage of what is characterized as "better class" citizens than any theatre of like qualifications in the . country. McCormick's advertising appeals to that class of readers, the class that passes over the cheaply written and cheaply constructed advertisement which, because of unfavorable history, has come to be associated with the motion picture theatre. McCormick's advertisements are pictoria'.ly excellent. There is in them an artistry that scores with the so-called better class as effectively as with the likewise so-called common people. Without an appeal of this sort to the classes mentioned, the winning of their patronage, which implies their support of the screen, is a practical impossibility. W ith it there is no limit to which this same class of persons, whose contempt is an influence to be combatted, cannot be depended upon to aid the art. W e have reproduced for purposes of illustration some of the recent advertisements used by the Circle and Mister Smith's theatre. They are distinctive in every respect, as unlike the stereotyped theatre advertisement as it is possible to make them. Yet they are neat, artistic, pointed and direct in their appeal. They make no rash promises. They employ no superlatives. They compare favorably, more than favorably, with the advertising of such familiar institutions as Tiffany. Gorman, Field and others that have become nationally known because of the excellent advertising given them. When motion picture theatre advertising on a national scale reaches the standard set by McCormick's work tinestate of the screen will have been raised materially. That body of reserved, cynical scoffers which has looked down upon the motion picture since its inception will have been brought into line, converted into supporters. Their support, by the way, will be sincere and productive of great good. It is worth every exhibitor's time to make the effort. THEATRE LOUISE GLAUM "The Lone Wolf's Daughter" LOUIS JOSEPH VANCE Mto * "THi: UWK »OLF mm* "FALSE VACmV A sharply pointed appeal is made in Mr. McCormick's clever arrangement of star and drawing.