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62
EXHIBITORS HERALD
October 2, 1920
Precedent Is Set
By Audubon Lobby For Costume Play
The Rialto theatre, Hamilton, Ohio, photographed on the opening night, showing the architectural advantages for advertising that were kept in mind when the plans were drawn — and the crowd which responded.
New Rialto Theatre, Hamilton, O.,
Model of Advertising Architecture
Though good advertising is commonly regarded as a worker of miracles, and justly so, advertisers know that "something to advertise" and "something to advertise with" are practically indispensable working materials. It is a significant fact that men who are building theatres today make sure that every possible allowance is made for this phase of the theatre business before the excavation for the foundation is made.
The Rialto theatre, Hamilton, O., which was opened to the public Sept. 1, is a model of advertising architecture. The advertising man employed by the Jewel Photoplay Company, owners, will profit by the care taken in construction to provide adequate working materials of institutional nature.
As may be seen in the accompanying illustration, the opening was largely attended. The electric sign is not the least of the advertising equipment included.
A lighting system that permits use of practically any shade of illumination in any degree of intensity is installed, specially designed seats assure patrons comfort, a high grade ventilating system takes care of that angle and an orchestra of twelve pieces will be used to provide musical accompaniment superior to that usually found in a city of 33,000 inhabitants.
Though these are only a few of the
outstanding features of construction, they are sufficient for an advertising man to use as a basis for a steady institutional campaign of exceptional productivity, upon which, of course, special campaigns for individual attractions may be superimposed.
A striking example of the type of work that can be done in behalf of such attractions is the lobby display used at Fox's Audubon theatre, New York, with "If I Were King," William Farnum's Fox special production, a picture, by the way, which proves the entertainment power of the costume story.
The accompanying photograph of the lobby speaks for itself. Additional comment is unnecessary.
There is not an exhibitor in America who would not be proud to sponsor such a lobby display. There are few who will put forth the effort indicated to produce one.
Therein lies the chief reason for the alleged unpopularity of the costumeplay. Stating simply that this type of picture is not popular, the exhibitor does not face the fact that its unpopularity lies chiefly with himself.
As a matter of fact the unlimited store of fiction that lies beneath layers of dust on the shelves of producers who control the picture rights contain the cream of the drama of the ages.
A little concentration on advertising is sufficient to remove whatever opposition to the costume plays may exist. The exhibitor who makes an effort in this direction is a valuable member of the industry.
The lobby decorations used for the engagement of "If I Were King," at Fox's Audubon theatre, New York, is unusually attractive and shows graphically the high class effect which may be gained for the benefit of a costume play.
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