Motography (Jan-Jun 1918)

April 20, 1918. MOTOGRAPHY 7(k Publicity That Makes for Profits CLEVER AND ORIGINAL IDEAS IN ADVERTISING Motography Launches New Department Will Be Devoted to Best Methods of Creating Interest in Pictures and Boosting Box Office Receipts THE success of a manager depends altogether upon his ability to fill his house. He can increase attendance and hold patrons by showing programs that are better than his rival's, but he cannot smash box office records without going farther. He must advertise! This theory, disputed when the industry was young, no longer is even questioned. It is a fact as well as a theory. The trade as a whole now recognizes that advertising is the key to success, assuming, of course, that the pictures involved are meritorious, and it is not a question of merit as much asexcellence, as bad pictures are the exception, not the rule. Though recognizing this fact, many managers do not advertise as they should. Many could afford to double the space they are using in the newspapers, not to speak of personal letters to the patrons, proper distribution of programs and original stunts that can be carried out with nearly every film. Realizing what a vital part advertising has in the exhibitor field, Motography has decided to create a publicity department in which striking and original advertisements will be reproduced along with clever and original publicity methods attaining success in various parts of the country. The department begins with this issue on this and the following page. It will appear weekly or every other week as the occasion demands. Exhibitors are urged to send in samples of their work together with a description of it and the success attained. The first illustrations which appear show some really good work from an advertising standpoint, and certainly must have had the effect of boosting receipts. The advertisement of the Strand Theatre of Syracuse, N. Y., (next page) is striking. It catches the eye where others would not. Of course, "there's a reason." There always is. The advertisement is an engraving, and not put together in the ad alley. It cost money, but it is pretty safe to assume that it compelled attention all out of proportion to the extra expense. The advertisement of the Newark Theatre of Newark, N. J., stands out unusually well. First it is of unusual shape, being of full column depth, two columns wide, with an engraved name plate at the top. S The Drama of the Screen Is Always Best at Albany's Strand A REAL THEATRE All the Best Motion Pictures Are Shown at the Colonial at Colonial Prices MONDAY , TUESDAY , , WEDNESDAY , , —THURSDAY ME COLONIAL fvS FANNIE WARD in "INNOCENT" Actptsd from the sensational cucceaa of the stage. Fearing th*t his own weakness might appear In . t)Is daughter, her father brought har up In •;. elusion. He died and hsr guar* dlan told her the who showered attai her waa "not a fit p< to associate with." IRENE CASTLE in "CONVICT 993" Widow or Captain Caatlo In a thrilling drs He waa a crook and so. Had spent almost fchrty year* In crime. Ve her to keep out of the Jewe behind the curtain her love and heard. he t MARY MILES MINTER in 'POWERS THAT PREY' In which printers' Ink mixes conseguences ensue. Also RUTH ROLAND, in "The Sin of innocence'* of the popular "PRICE OF FOLLY" Sterles BiLLIE BURKE in "ARMS AND THE GIRL" The irresistible Billie in a delijhtful romance in wartern Belgium. She meets with thrilling adventures among the German invader*, but eventually achieves a double tri u»ph. Friday and Saturday MARY PICKFORD in "THE LITTLE PRINCESS" ca's Sweetheart" now appear* aa a lovely flrl Who enjoys riches and suffers poverty ktlons abounding with humor and pathos. An adaptation ef the celebrated story gy , Hodgsen Burnett. a«r tOTOin "A ONE NIGHT STAND" Dally AdmlMlon— Aft.n »c: Evanlnas, 6.10.1SC Reaerved. Saturday The advertisement of the Colonial Theatre of Albany, N. Y., i. in the "something different" class. It is laid out in a clever fashion after the program style, and with illustrations of uniform size makes a layout that will catch the eye of many fans. lERSEYS THEATRE BEAUTIFUL WW THEATRE MARKET ST. ft.STEP E&SJfflF BROAD "T Sunday to Saturday Inclusive Two More of the Greatest Feature Pictures EverSereene*. This Entire Week Two More of the Greatest Feature Pi< Mary Pickford in "Amarilly of Clothes Line Alley" "The Man Without a Country" Starring FLORENCE LA BADIE and H. E. HERBERT ,1'^r Thursday, Friday, Saturday "My Father" Third Chapter ot the 'Son of Democracy' FOURTH CHAPTER tMARCH2l>: -MY FIRST JUBV Comimiou.s— .Voon Till / ) P. M. -COMING-CHARLIE CHAPL mvmSSttm "A DOG'S Ut'iV -First Shnw Advertisement of the Colonial theatre of Albany, X. }'., in the Albany Pre. Advertisement of the Newark theatre, Newark, N, .1 ., in the Newark Ledger.