Paramount and Artcraft Press Books (1917)

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V/HAT A WORLD OF ADVERTISING YOU CAN GET ON THIS PICTUREREAD THE STORY ON ANOTHER PAGE FOR ADDITIONAL SUGGESTIONS—OR CONSULT YOUR SERVICE DEPARTMENT Lobby Display: . The picture deals With the love of three men for a beautiful girl — the locale being in Canada, with beautiful snow-capped mountain peaks, magnificent scenery and Canadian local color. If, therefore your lobby display artist (we assume you already have one) can construct a cardboard layout for your lobby with mountain scenery representative of the Canadian Northwest, on which are shown three men with arms outstretched toward one girl; she outlined against a sky of white clouds and blue sky, and beside her a mountain sign post, “THE WORLD FOR SALE,” you will have put across something that is bound to attract attention in proportion to the excellence of the display itself. If you have not the facilities for such scenic painting, get a big globe from your department or book store, and stick up a sign, “THE WORLD FOR SALE.” That ought to catch the passers by. Then make all of your advertising in stores and elsewhere correspond. Window Display: Ask your bookstores to feature globes — make displays of their globes in their windows, with a sign sticking out of the top of the biggest globe, “THE WORLD FOR SALE.” Then have your window card in a prominent place to the effect that “THE , WORLD FOR SALE” will be at the on date. Car Cards: You can make a very attractive car card for your trolleys with a picture of Sir Gilbert Parker in one corner and Commodore J. Stuart Blackton in the other — with a suggestion from your lobby display etched in, in the corner. Sir Gilbert Parker’s works are so well known to most everybody that you ought to feature him strong, and Commodore Blackton in Navy attire would catch many an eye that is now full of the war stuff. Newspaper Advertising: Hook up your ads in your local newspapers with all of the local stuff that you can. For example : “You Saw It. That display of ‘The World for Sale’ in Smith’s window yesterday. You know what it advertises, of course. It not only advertises Smith’s globes and merchandise, but it also advertises ‘The World for Sale,’ which will run in the Theatre on “Direct, personal appeal copy of this sort, aiming right at the hearts of your people, is worth tons of staid and stilted announcements which are so similar to your competitors that they only carry a proportion of the message that they should. Window Cards: You can get all kinds of ideas for this production on account of its splendid title for your window cards. If your lobby carries the mountain-peak idea, why not have your window cards printed in colors. A scene from some tourist folder gotten up -by one of the Rys will suffice — just enough to give your artist the idea. Then a hand-lettered sign, “The World for Sale,” stuck on top of a mountain peak, sets the whole adv. off in good shape and carries your message to the public. For Special Advertising Ideas for Your Theatre Apply to Service Department 4