The Moving picture world (August 1921)

608 MOVING PICTURE WORLD August 6, 1921 Selling the Picture to the^Public Open Display Good for Hook-up Pages Amike Vogel, the Seattle Paramounteer, has the right idea when he writes that he tries to make the merchants who come into hcok-up pages keep their displays open. He sends in a sample double truck from the Seeley Theatre, Pomeroy, Wash., in which his ideas are carried out. If you will compare this with some of the overstuffed displays you have seen in the past, you'll get the idea. Give a man too much to read and he will read nothing. Be more modest and he will read it all because it is so easy to absorb. If you take a space and fill is so full it is not read, the expenditure gains you nothing. If you pay for the same space and get your message over, then you've made a good investment. It never pays to be a hog, least of all when you are trying to hog the other fellow. You can't make anyone read your stuff. You can coax him to by making your space attractive. And this goes for your individual advertising as well as for hook-ups. It goes perhaps even more strongly, for here you stand all alone, and must frame your space so that it stands out on the page. And here is another point. If you plan a hook-up page and some merchant wants to jam it full of type, argue with him. If he will not listen to reason, tell him that you won't spoil your page by putting his blot in, tell him in a nice way, and then make your exit. Get someone else in the space and next time he'll come in and lay his stuff properly. If you spoil your first hook-up, you'll find it hard to get another, but if you get results for your co-advertisers, then you can pull a hook-up once a month and get a vote of thanks into the bargain. —P. T. A.— Shaded Panels Better Than Solid Reverses Edward L. Hyman gained a very satisfactory- result lately with the shaded panel instead of the solid black. It is summer and he knows that too black an advertisement will not be as attractive as a lighter display, but he wanted to throw "Cabiria" into bold prominence, so he outlined the letters with black and then shaded the background, getting as prominent an effect A HYMAN ADVERTISEMENT without smearing the space all up. Somehow these advertisements of the Brooklyn Mark- Strand suggest displays intended for women, for they are as light and dainty as something WHY CHANGE YOUR WIFE VVhy Change Your Wife? Why Change Your Wife? P0MEB0 Y, PHAR MACY mwi-p- Cecil B DeMill lev] SlfWHY CHANGE m YOUR WIFE? -SctiWi Batk" ^ '■;■>- ,».-, Yoar Why Change Your Wife? yawn < v. L r Konut It C* THE SEELEY ™»™ 1 THURSDAY-FRIDAY AMIKE VOGEL'S DOUBLE DECK HOOK-UP WITH PLENTY OF WHITE SPACE for the vanity case, and yet they do not lack- vigor and appeal. He does as much in a double seventy lines as many can in half a page and he puts every line over. If you pick up the New York or Brooklyn papers and turn to the dramtic ads, you can spot his announcement at the first glance. They are different from everything else on the page, and the oval signa- ture stands up like a light house. —P. T. A.— Scent of the Woods Clings to This Ad Gordon's Scollay Square, Boston, seems to be the first to get Day's "The Rider of the King Log" and in a small space of only two sixties, it manages to get the smell of the pines and the suggestion of the sweep of the Maine rivers, without detracting from the type display. This is a good summer idea; particularly in Boston, where so many know from their own visits the fl g 5COLL*y.tq. OLVAMJI ' EXTRA —BIG DOUBLE BILL A Picture Flarored With the Scent ef the Pine Woods of Ma "The THE BOSTON SPACE charm of the Maine woods. This also carries a local appeal as Judge Day is now a resident of Boston, but the chief appeal is the woods, and we think it would have paid to cut down the size of the double bill announcement to lead out and make this more conspicuous. It would have helped, too, to have given Harold Lloyd a larger letter, even at the cost of cutting out "3,000 feet of laughter." Apart from these small faults, the advertisement is above the average. —p. t. As- Made Double Deck Pay for a Section John P. Goring, of the Paramount Kansas City office, tried something new in hook-ups. He got six merchants to come into a double deck for "Something to Think About" at the Dreamland Theatre, Herington, Kans. Then he got the publisher to throw in the other two pages of a special motion picture section, and this extra space was devoted to the advertise- ments of fifteen Paramount pictures booked on the same contract. The whole section ran for the Dreamland and it cost the theatre noth- ing, yet the merchants did not pay the cost, for they got their spaces at the regular rate and were given the extra pull which comes from a co-operative advertisement. They got theirs and more, the theatre got what it wanted and the paper was pleased. The question is, "Who paid for it?" It sounds too much like a Sam Lloyd puzzle for this hot weather. —P. T. A.— Jasper Has a Novelty Jay (Jasper) Emanuel, of the Ridge Avenue Theatre, and other enterprises, is always on the lookout for novelties. He has dug up a lot of postcards from somewhere, the kind that fold up with some novel design in color on the back. He is using these for the weekly mail program, and it's safe to say that he gets a great deal more attention for his announce- ments than he would gain from a straight mail- ing card, and he needs all of the attention he can win for his house these hot Philadelphia days. By paying a few dollars extra for stock, he gets many times the attraction value. It pays to hustle, as Jasper found out long ago. —P. T. A.- Make some preparations for a fall opening if it is only taking the slip covers off the seats.