Exhibitor's Trade Review (Sep-Nov 1921)

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1124 EXHIBITORS TRADE REVIEW Volume 10 Number 16. They Use Mats in Oklahoma City Not many issues back we published an article pointing out how £M PICTURE PRESENTATION Continuous Eleven to Eleven De Luxe Performances: 2:15, 4:15, 7:15, 9:15 TODAY Harold "GetOufr, money can be saved and good effects obtained by the use of advertising Which Again Enables lis to Point Out Values Obtainable in Matter Sent Out by Producers mats prepared by many of the producing companies. Now it is brought to our attention that in Oklahoma City, which is one of the livest cities in the midwest, nearly all the theatres using newspaper space make successful use of the advertising layouts furnished by the firms whose pictures they show. And, being a modern city, the Oklahoma exhibitors could easily Cool and Comfortable FjEgataaa ^ >>'■ O L Ll Best Prices 10c, 20c Mary Pickford The World's Sweetheart In Her Latest and Most Entertaining Picture "Through the Back Door" TodayThru Tuesday have their own mats made and their own drawings for that matter. On this page we print some of the newspaper ads printed from supplied mats and inquire whether they are not as good, if not better, than most of the home made lay-outs. Some of these cuts are reduced in size. The favorite mat size seems to be two columns for every day use, while three and four column lay outs are favored for big week-end and Sunday splashes. Some of the enterprising producing and distributing companies are using the new dry mat just placed on the market, with the result that stereotype foremen in the newspaper composing rooms are welcoming them. The EMPRESS STARTING SUNDAY SETTAIE HAYAKAWA "WHERE LIGHT/ ARE LOW" FAQ CAttr,' His Bride-to-Be Was in Perill Her captors-demanded a fortune for her freedom. This man who loved her gave everything to defeat his foes. -* He forfeited bis rank and fortune and went into voluntary ilaverv And fi^ea he toughs them withNheir own brood-stained weapons against ,j terrific odds yon cannot goess tha cisrtome until the final fadeout, tad then your nervej reh\* and j-ya sigh with relief and satisfaction PATHE WEEKLY DE LUXE COMEDY Com« Where the Cool Breezes Blow The specimens on this page show the, variety of ads which can be obtained with ready made mats. Nearly all of the ads shown appeared in the same Oklahoma City newspaper, so variety is obtainable, after all. RIALTO — Presents — Norma Talmadge in "THE MOTH" With Eugene O'Brien and All Star Cast —Seared by sorrow and scorched by scandal. "THE MOTH" fluttered helplessly and dangerously on the verge — t. Well, Don't Fail to See This Powerful Drama. TWEEDY DAN COMEDY "HOG WILD" SPECIAX ADDED FEATURE — "KINETO REVIEW" "HUNTING THE SEA WOLF" like s trip on the Pacific on the greatest hunting trip ever staged. 10c SEE THE BEST 25c The EMPRESS LAST TIMES TODAY Christie Comedy Pathe News —Coming Tomorrow — ANITA STEWART in "PLAYTHINGS OF DESTINY" Come Where the Cool Breezes Blow