Exhibitors Herald World (Oct-Dec 1930)

October 11, 1930 EXHIBITORS HERALD -WORLD 51 ^Si^iSS^a^^^m^^ii^taiTa^^'^t^T^T^fj^f^S I I I? I s ! STRAND THEATRE PLAINFIELD Hear the Talkies! Saturday and Sunday Evenings Sept. 27 and 28 MAN T&01ML Comedy — College Hand? She hungered, tor k, prayed for it, fought for it, — LOVE. Stumbling upon it unexpectedly she had" to fight harder than ever — -test she lose it dfeain. She knew men, she hated them, too, and then came tVe man of her dreams, bringing her more "Man Trouble" than she ever knew before. DOROTHY MACKAIL, MILTON SILLS NEWS REEL Wednesday and Thursday, OctObr 1-2 An All-Talking Picture With RICHARD ARLEN. FAY WRAY Man-fighting Woman-loving ter rors of the gold lands. Destroyed by a woman they can't understand. The great est of Western istory-tellers created it. Like "The Virginian", all-talking, allout-doors. Spectacular, action! Backgrounds of thrilling beauty! Stirring romance in a land where a woman is a rarity. IAN E GREY'S THE BORDER LEGION" dQtatanmtQlcbat UM <% Good Comedy 1 § % 5 I % % % % l I s g $ I I $ Admission, 25 and 15c % I hT SHOWS BEGIN AT 8:15 SHARP -4 No. 1. (Left) Shows a layout with cuts which was used by the Strand theatre at Plainfield, Wis. No. 2. The Adams Opera House theatre at Adams, carried a two-column five-inch ad such as this with the conservative note emphasized. No. 3. Theatre manager and printer must have put their heads together on this ad, for Hancock is a town of only 400 population. Considering that fact, this is really an admirable display of type. The Hancock theatre has had many interesting illustrated ads but here the manager has demonstrated what he can do with cold type. x-x«^>x-:":->>:-->>>;k-:<-:->;,:->>:^^-:-:^^-x-:_x-:<<-<-m-s->>> TALKIES ADAMS | OPERA HOUSE f Saturday and Sunday September 20-21, 7:30 p m. They're With Us Apiin! JANET GA.YNOR and CHARLES FARRELL That delifihtful pair of young, sincinc lovers, in HIGH SOCIETY BLUES They were great in "Sunnysicle Up", but you will like them still more in this all-talki ns . singing, Movietone come'ly A Good Talking Comedy Admis.ion 15c and 10c Wednesday and Thursday September 24-25, 7:30 p, m. WILL ROGERS the world's foremost humorist in one of the most entertaining comedy dramas of the year, SO THIS IS LONDON R.ch Ma Soil,. See and Hear Will Hogers in this rib-tickling, side-bursting comedy of an American family and an English family adjusting their viewpoints of each other. A Good Talking Comedy X DANCE — Rube Tronson's famous cowboy ba | WLS, Chicago, will furnish music at Commu * Friendship. Monday night, September 22. U $ NO DANCE SUNDAY NIGHT, SEPTEMBER 21 HANCOCK THEATRE WEDNESDAY THURSDAY SEPTEMBER 17-18 One Show Each Night At 8:15 The New Movietone Follies oi 1930 with Your Favorite Funster EL BRENDEL plays Romeo to three sweet little — hard boiled gold diggers — and he sings in his own hilariously Swedish style in this newest edition, this comedy romance with seven scintillating songs and enough pretty girls to outshine the previous season's brilliant "Movietone Follies." Others in the frolicking cast MARJORIE WHITE WILLIAM COLLIER, Jr. NOEL FRANCIS FRANK RICHARDSON MIRIAM SEEGAR Comedy and Vitaphone Act Admission, 15c and 35c Greatest Screen Triumph Hancock Has Ever Seen! SATURDAY and SUNDAY, Sept. 13-14 (One Show Each Night At 8:15) SONG AFLAME She Sings The Melody Heard 'Round The World! Modern Joan Of Arc — a Song lor a sword — a voice that sets a great nation afire — a heart that is seared by her flaming song when it dooms the man she loves. Thousands of people in the cast! Gigantic riot scenes! Gay parties of pampered princesses. AH the mighty drama that made it Broadway's greatest operetta made doubly thrilling by the greatest of all singing casts. ALEXANDER GRAY BERNICE CLAIRE NOAH BEERY — ALICE GENTLE All In Technicolor This picture is now being shown in Milwaukee, CI and Minneapolis Theatres. COMEDY, "Skeleton Dance" Also Vitaph Usual Admission, 15< and 35c , (_ ii^ago hou^aKct and they know this. They also feel that an advertiser knows this or should know it. Consequently, the advertiser, the exhibitor in this case, realizing that the readers will want to know the truth about what he has to offer, will tell his prospective patrons in his ad what he knows to be the facts, in the most inviting manner possible, thereby winning the confidence of the readers. This kind of advertising, though it may not bring big, immediate results, will be found a consistently good paying method in the long run. Don't Let Printer Plan Your Ads There is an old but true saying "You can't make a silk purse out of a sow's ear" — Neither can an editor make a good, talking picture advertisement out of nothing. Some exhibitors rush into the newspaper office, half out of breath, just before press time with the following: "Oh, Mr. Editor, I just got word that I am to have a big special Saturday night — 'The Big House' — Here's a press sheet — fix up a good ad— put on the dates and the prices are the same as last week." And away he goes, maybe fishing, hunting or what have you. The editor, proficient in his own business, as most of them really are, is really incapable of writing a suitable ad from the viewpoint of showmanship, and struggles for a few brief minutes trying to pick out something from a maze of material for an ad, doing the very best he can under the circumstances. Perhaps, if the editor's time happens to be taken up with something more important, the task of writing the ad is delegated to the office boy, who cares less than anyone else in the world whether the exhibitor does good business with "The Big House." And then when show time comes at Mr. Exhibitor's theatre, you will hear him say something like this : '"Gosh, but there's a slim crowd out for a show like this special. It's a dandy evening too, and nothing else doing in town. Wonder where all the folks are tonight anyway. Well, that just goes to show that newspaper advertising doesn't pay." Merchant Doesn't Do It True enough that kind of advertising wouldn't pay. It would be just like a merchant sroing into the newspaper office and saving: "Mr. Editor: I'm going to have a sale of dresses of the latest styles and creations and new material at reduced prices, next Saturday. Just slip in a couple column fiveinch ad, that I have a new lot of dresses just arrived and I will sell them Saturday for $6.75 each." Of course, Mr. Progressive Merchant does not say this at all. What he does do is this : He studies what he has to offer, very carefully in advance, writes a stunning piece of copy with real selling appeal, requests the editor to put in an illustrated cut, as marked in space on the copy, and brings it around in time so the newspaper force does not have to fall all over itself to get it in type and printed. But in many cases Mr. Exhibitor will trust the copy writing and arrangement of his newspaper ad, if he has any at all, to Tom, Dick or Harry, and expect record breaking crowds at his shows. Instead of studying his orogram and the exploitation possibilities it offers for newspaper advertising, the exhibitor shuns this important medium of publicizing his attraction. Mats Big Help in Small Town Several successful small town exhibitors are now using the mat illustrations in their ads with good, pulling results. In the writer's (Continued on next page, column 3)