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ADVERTISING
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in the Audit Bureau of Circulation's report (A. B. C). This report gives the number of paid subscribers of every newspaper in America.
Policy or institutional advertising, in which the theater itself is sold to the public, has proven a good business investment as well as a good will builder. Results may be obtained either in the use of large space occasionally, or in small space which is used insistently. A carefully planned campaign will bring good results. All ads should have a recognizable signature cut. Black and white illustrations, which specialize in short, breezy copy on the theater's advantages, make the most telling copy. The idea in writing the copy is to get a popular appeal. You can speak of the beauty and comfort of the theater — the service — the music — and the management's policies. The copy should take its keynote from the theater itself, and be reflective of its operation.
Striking illustrations help to tell your story and are attention attractors. It may be unnecessary to point out that a natural style, of simple wording, generally gets the best results. On holidays this kind of space gives an opportunity to tie-up with the holiday spirit through a few facts pertaining to the occasion. This method of advertising suggests timeliness as well as civic interest.
Bill-posting. The modern poster, or outdoor display, was first used in connection with theater publicity, and is to-day considered an important branch of theater advertising. It was in 1866 that Jules Cheret, a French artist, produced the first poster design, depicting Sarah Bernhardt in "La Biche au Bois." Cheret's posters thrilled Paris with their amazing colors — reds that were blazing, glowing yellows, blues that resembled Italian skies, greens, all harmonized into an attractive colored advertisement, which created most favorable attention. Thus Cheret introduced a new field, adapting art to advertising. Since then pictorial display has established for itself an important place amongst advertising mediums. It is in the United States that poster advertising has enjoyed its greatest development.
Practically every distributor of motion pictures furnishes