Exhibitors Herald (Jul-Sep 1922)

42 EXHIBITORS HERALD July 1, 1922 Buildings Are Civic Interests A building excavation used as a poster location by the Fort Armstrong theatre at Rock Island, 111. A good idea. A Study in Split Bill Technique The split bill, at one time or another used by every theatre, presents its distinctive problem to the advertising man. What to do, what to feature most prominently, how to divide attention without losing it, these are aspects of the proposition. It was very well handled in the case illustrated herewith. AT the Mark Strand theatre, New York, "The Rainbow," starring Alice Calhoun, and "Steemeart," featuring William Duncan, both Vitagraph features, were combined on a single program. Both were well advertised. No Focus Attempted Absolutely no attempt was made to focus attention upon one feature to the detriment of the other. The two were listed in identical display in every department of advertising. As two values, each independent of the other, the two attractions were represented. The photograph reproduced on this page shows the light and banner announcement arrangement of the theatre front. Although coloration was transposed on the banner, the lettering was identical. And the single line above, "Two Big Features," was spread properly across the two. Equal Credit Accorded The arrangement of the lights, obviously, was dictated by the shape of the sign and the length of the names. The whole display is evenly divided. The theatre got credit for having two good attractions, not for one good one and another not so good. That is the way to advertise a double feature bill. Mystic Numbers The mystic numbers, "2-4-6-8-1,0," recently appeared irregularly and without explanation, in Lansing, Mich., newspapers. The first advertisement of the Gladmer theatre on "Her Husband's Trademark" disclosed the fact that they indicated the starting, hours of the five daily performances. The idea can be used with any picture. Civic pride, important motivant of good citizens, is bound up in industrial progress. New buildings are, in a sense, synonymous with public interests. Everybody wants to know all about them. Everybody watches them grow from excavation to dedication. Theatres wishing to build firm business foundations do well to identify their institutions with new buildings. TJ^XCAVATION was made for a new 1-j building to be erected in Rock Island, 111., shortly before the Fort Armstrong theatre was to exhibit "Orphans of the Storm," D. W. Griffith's United Artists production. People were interested in the building, asking questions about it, watching its progress as they passed the location. Poster Is Mounted The management of the theatre got in touch with the contractor in charge, effected an equitable arrangement, and upon the rough scaffolding surmounting the excavation appeared a 24-sheet advertising the picture. This is one instance of a perfectly well founded advertising stunt that is being practiced more and more widely as time passes and frequent demonstration proves its merit. Possibilities Numerous There are numerous possibilities of elaborating this idea, many of which will be discovered only as individual cases are reported. The basic idea, the identification of the theatre with civic progress, is one of the essential fundamentals of good theatre advertising. Two Vitagraph features were used in a single bill by the Mark Strand, New York, and billed with equal prominence.