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58
EXHIBITORS HERALD
October 2, 1920
Lighted Cutout Lobby Display Draws
Crowds from Heart of Loop District
STRONG in contrast and bearing a distinct relationship to the picture advertised, "The Street Called Straight," the cutout lobby display, arranged by Harry S. Lorch, Goldwyn exploitation representative for the Chicago territory during the Barbee's Loop theatre engagement of the attraction, establishes a high mark for lobby work in Chicago's business section. At night the old-fashioned lamp posts were illuminated and drew sharp attention from passersby.
ONE of the most striking street displays ever produced in the congested "loop" district of Chicago was constructed recently by Harry S. Lorch, Goldwyn exploitation representative, for Barbee's Loop theatre, situated in the heart of the business section and drawing its patronage largely from passersby. The photographic reproduction of a flashlight showing the lobby reproduced herewith gives as good an idea of the effect as may be conveyed without artificial illumination.
The mid-day appeal of the lobby was less effective than the night effect, naturally, but the need for a strong attraction is correspondingly less during the daytime hours when the streets are crowded with shoppers.
The contrast between the old fashioned lamp posts with their red, twinkling lights and the modern illuminants which are in constant use was one of the strong attention points of the display. A novel touch, it caused many to stop and investigate.
Then the cutouts, with the wording which they bore, were scrutinized and the appeal for attendance registered. The lights served the purpose of holding attention long enough for the advertising copy to score.
The big cutout across the top, bearing the name of the picture against a city skyline supplied the finishing touch of conviction. The buying of an admission ticket was the next natural step.
The advertising used by this institution during recent weeks has won it a reputation for progressive showmanship throughout Chicago trade circles. This fact can be definitely verified by casual discussion of exploitation with exchangemen and exhibitors in their accustomed gathering places.
The place that it has won for Barbee's Loop theatre in the estimation of the general public can be less definitely determined, but the consistency with which the work is being maintained since its commencement is such as to indicate highly satisfactory results.
The cooperation accorded by Mr. Lorch and his organization is the type of assistance that should be offered by exchanges everywhere. The day that it becomes general the trade in all its branches will share in the profits of the greatly increased efficiency of motion picture advertising and presentation.