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250 MOTION PICTURE THEATER MANAGEMENT
posters for his feature pictures, consisting of heralds or circulars, window cards, one-sheets, three-sheets, six-sheets, and twentyfour-sheets, and other sales aids. A one-sheet is a lithograph 21x48 inches, and is generally printed in four or five colors. Three-, six and twentyfour-sheets are multiples of a one-sheet, and are the standard sizes used in bill-posting. These posters are designed to sell the feature productions and principally illustrate in lithographic colors important scenes of the film. Many theaters use such posters in addition to newspaper advertising. The sizes and quantities used depend upon the population of the town or the city to be covered. The smaller sizes, such as window cards, heralds, and one-sheets, are distributed through a bill-poster, who is engaged at a weekly salary. The larger sheets are posted through the local bill-poster, who controls the billboard space. The value of billposting may best be illustrated through the fact that most large circus organizations depend upon it principally to sell their attractions. This accounts for the expression, "He circused the picture" — meaning, he advertised the attraction as if it had been a circus. Bill-posting is particularly effective when a motion picture feature lends itself to striking picturization, as in "action" subjects.
Exploitation is closely related to every branch of the line, and may be best termed "stunt" advertising. While attention-attracting, exploitation sometimes lends itself to criticism, when ideas of questionable taste are put into effect. On the other hand, exploitation has been the result of many worthwhile intensive campaigns. A motion picture may be based on an Oriental theme, and the exploiter conceives the idea of transforming the front and lobby of the theater to represent an Oriental bazaar, with quaint, Eastern music. The attendants and ushers are costumed accordingly, and the general atmosphere attracts much attention. Another example: A feature motion picture has for its principal motif an oldfashioned locomotive. In this instance the exploiter has built in front of his ticket window a compoboard or Upton-board semblance of a locomotive front (Figure 24). The tickets are sold through an opening in the boiler front.