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SIGNS and SELLING
RECENT OUT-FRONT PROMOTION
Above: The Lord Baltimore theatre, Baltimore, using Adler attraction advertising equipment, still gets plenty of white space on end panels despite small size, and adds an Adler panel over the entrance for coming attraction promotion. Left, the five ine Adler panel of the Lansing theatre, Lansing, Mich., with emphasis balanced between two pictures by giving larger letters to second attraction.
An orderly, highly legible arrangement of copy, making effective use of Wagner 4-inch letters with 10inch on a panel of medium height, is shown above on the Euclid theatre, Lucas & Jenkins house in Atlanta. The marquee and sign equipment installation was part of a complete new front treatment by Balton & Sons, Memphis, using porcelain enamel.
At left is pictured the use of billboard advertising at the corner of the theatre itself for coming attraction promotion, as on the 20th Century theatre in Cincinnati. Mounted on the side of the building, the board does not intrude upon front architecture, yet is visible up the street.
Getting Theatre Itself into Copy Is Crowing Trend
By A-MIKE VOGEL
Chairman Managers' Round Table Motion Picture Herald
WHEN money is tight the theatregoer is apt to shop more for his entertainment.
In flush times, there is less emphasis in this direction.
The defense program and attendant expanding pay-rolls clearly are making these factors known more generally among theatremen. The appeal of individual pictures is variable. Entertainments of lesser worth are apt to follow strong attractions in the same theatre. The manager cannot honestly sell both features with the same vigor. He can somewhat equalize the audience value of both programs by a consistently aggressive advertising on behalf of other and more permanent appeals.
That these institutional factors are being depended upon for more dividends is indicated in the growing consciousness of exhibitors now tending to stress theatre as well as pictures in their regular advertising.
There are many ways of making capital of these permanent values. The Apex theatre in Washington, D. C, a unit of the K-B circuit managed by William Smith, and a neighorhood situation has been promoting of late its soundproof, glass-enclosed nursery, from which patrons with infant children are invited to view the performance without incurring any annoyance to other patrons.
Another "permanent-value" being promoted by Apex is the "Embassy Room," also sound-proofed and glass-enclosed, where smoking is permitted.
In Monroe, Mich., the Butterfield circuit's city manager, J. R. Denniston, devotes large space in his advertising to theatre service and equipment. Recent copy under the heading of "What Makes the Movies Move and the Talkies Talk?" emphasized the physical comfort of the theatre, detailing the high points of the ventilation, the sound, the screen, and other tangibles, noting that the circuit had invested in excess of a quarter million dollars in Monroe in theatre building and equipment to insure patrons the finest of entertainment and comfort.
These are but a few of the straws in the wind to show a growing trend in theatre public relations.
BETTER THEATRES: November 15, 1941
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