Motion Picture News (Sept-Oct 1918)

2008 Motion Picture N e rZ/aurf c/cLgo, and Our<? STRAND THEATRE, Salina, Kan., supplies an excellent example of the theatre in the smaller city that knows the value of white space. Now here is an advertisement that occupies ten inches across five THEDA BARA The Soul of Buddha At the Strand Theatre Wednesday and Thursday 11. columns, yet there are only forty-five words in the whole thing besides the caption on the cut. One of the two-column cuts supplied by Fox has been used, and this has properly been placed in the upper left-hand corner. If you will study advertising you will see that a great deal depends on the position in which the cut is placed. Most managers seem to think that just so long one is used, it doesn't matter where. It is always well to have the border breaking into the cut, provided you leave plenty of white space so that it will stand out. No one who picks up the paper in which this display appeared will miss it. It is attractive, simple and convincing. In all of the specimens of the Strand advertising that we have seen, the same policy of using plenty of white space has been followed. And when such a policy is adopted in a city of 11,354, it is a good augury for better motion picture advertising. The stickler often gets things all gummed up. CUTS are highly important. They improve displays greatly, and they bring attention to many that would otherwise be passed over. But let all of us resolve right here not to use a meaningless cut under any circumstances, unless we accompany it by reading matter which may serve to explain it. Now, we defy any one in the world who has not seen the picture to tell what this cut on Mary Pickford in " M'liss " means. Zclda theatre, Duluth, Minn., uses it. It is a mass of lines, and that is all. The figure doesn't look like Mary Pickford, you can't tell what she has in her hand, and the box serves no other purpose than to occupy space. Now, we know that the exhibitor is often up against it on account of the poor matter that is furnished, and that he cannot afford to go to work and have a special half-tone made. In that case we would simply omit the illustration. In case of this picture we would certainly have said that it was a Bret Harte story made into a picture, and have put in selling arguments about the laughs that it contains. As it appears this is a mere label advertisement. Those who especially want to see Mary Pickford will go, but the hundreds that might be brought in are very likely to stay away. Advertising serves the same purpose as the holes in the pepper box. LAST week we mentioned the unique way that a theatre had used a number of " Reward " posters in advertising a picture. Now comes another, though different, example of the same sort of exploitation. Goldwyn has reproduced posters along this line for " Laughing Bill Hyde," the newest of the Rex Beach productions. You $500 REWARD FOR THE ARREST AND DELIVERY OF LAUGHING BILL HYDE CHARGED WITH BEING A NOTORIOUS BURGLAR ANO CONFIDENCE MAN DESCRIPTION Wm. Hyde. Whrfc bom In Key Wot. f la aoe. 3s years: occupation, machinist: Prominent atari and maricj. Front view mole MM center ot need, on left of chest, and right of knee. Nu a constant tendency to laugh when in danger A REWARD Of ISOO00 win t* paid tor Ml apprehension and delivery. MONTANA STATE PRISON BUnE, MONT will note that this makes no reference to the motion picture, and this could be used in advance and arouse a great deal of interest. And while there is no mention made of the picture there is sufficient description of the character, so that it will be immediately coupled with the photoplay when you do your first advertising on it. And the displays should be prepared so as to carry out the spirit of the reading matter as a part of the selling campaign. "Pull" never meant as much as "Push.' JUNPAY. MONDAY. TUESDAY & WtDNESDAY "mm Carmel Myers IN "THE pre, aw lajy ESSES! WHY HOT la 'Yl 1 -■ a mux ixpme of the pitcAtis or MOST YOU KG CWI.S. WHO IK THE LND COKE TO THE REALIZATION OF THX1&. GREATEST IREAH it is going to draw attention from all who look at the page, and no matter how many other displays are jammed up against it, it is going to stand out. Holman theatre, Montreal, has used an attractive cut of Carmel Myers, and the very beauty of the picture will cause the advertisement to be read. The black and white lettering matter has been well divided between the " caps " and lower case matter and the selling argument of the picture has been well brought out. The only possible trouble about the display is that it needs good printing to bring it out. We were sent a proof, and therefore do not know how it showed up in the newspaper. That is the only danger in such displays where the lettering is small — the pressman and stereotypers may make a mess out of it for you. It occupied ten inches across three columns. Keep your troubles in the safe with thai counterfeit dollar. Your patrons want neither of them. GEORGE E. CARPENTER, manager of the Paramount-Empress theatre. Salt Lake City, is always there with new ideas. A couple of weeks ago he walked into a Salt Lake restaurant and noticed that in complying with the Hoover rule on saving sugar, the proprietor wasn't taking a chance of any customer exceeding the speed limit, but that just the proper amount was supplied, and in a small envelope. Immediately it occurred to Carpenter that there was no reason why these envelopes should be bare, and so he offered to furnish the envelopes free to the restaurants if they would allow him to advertise his theatre HERE is one that fills nearly all of the qualifications of a good advertisement. In the first place, the artistic character of PARAMOUNT-EMPRESS If your wife talks too much come and enjoy the Silent Drama, or bring "her and enjoy her silence. Coming son., Mon., Ties,, Wed., Sept. 15-18 D. W. Griffith's Wonderful Production "THE GREAT LOVE" With prtctKAllv the mm cut that vou h* in th* "Birth of a Naban" and "IV Heart* W Worid" locJudb*: Lillian GUh Henry Walthall Oorft Fawc*tt Max field Sesoiay Robert Ha/Ton Rnitmary Tbeby Geory* Stetnaa Gloria Hop*