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MOVING PICTURE WORLD
December 25. 1920
Sawdust or Cork?
ORDS and epithets of sufficient contempt can not be found to fittingly describe that contractor who sells life preservers wherein he has substituted sawdust for cork. Yet such so-called life preservers are made, — and they are sold, too, but how many of them would be sold if the man who had to trust his life to them did the actual buying? The motion picture exhibitor is not unlike the passenger whose life may depend upon a rotten life preserver. In the exhibitor's case his living, if not his life, depends, in a great measure, upon the posters with which the distributor supplies him. If the passenger is wise to examine the life preserver before sailing, — the exhibitor should likewise examine the posters before booking. To know that the film he comtemplates using is to be accompanied by RITCHEY posters is to know that such a film will yield the maximum returns to which his efforts have entitled him.
To the exhibitor the RITCHEY poster is directly profitable. It serves to intensify his every effort by centering his patrons' attention upon his program in the most attractive possible way. It is definitely designed to be his chief aid and main assistant, and if his program is as the sail that carries him to success, RITCHEY posters are as the ropes and rigging, that, holding the sail firmly in place, effectively prevent a financial shipwreck!
RITCHEY LITHO. CORP.
406-426 W. 31st STREET, NEW YORK TELEPHONE, CHELSEA 8388