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ADVERTISING SUGGESTIONS FOR “THE SPIRIT OF T7”
LOBBY This story has to deal with the activities of a Boy Scout who saves a situaDISPLAY tion due to the machinations of German Secret Agents. He co-operates with Grand Army Veterans in accomplishing this result. The photoplay has all the range of advertising possibilities — from those of the Grand Army; old swords, guns, etc., to Boy Scout equipment — to say nothing of hardward display, such as might be used by miners. For example, you could have your display (if your policy permits) suggesting the entrance of the mine where the strike occurs, with cut outs of Jack Pickford leading Grand Army veterans against the mob of strikers.
One of the most striking lobby displays we have seen recently was in the Garrick Theatre, Minneapolis, where the regular lithographs are cut out; pasted on cardboard backing; with hand drawn lettering. For first run houses, particularly, this method of handling lobby display is most attractive, especially if the artist’s brush is used to liven the coloring of the lithographs.
In other localities — especially in second, third and fourth run houses, the lobbies permit of artistie decoration. In such localities, cut outs and special fixtures pay handsome dividends on the investment.
STREET A boy in Boy Scout uniform beating a drum, accompanied by men in Grand
DISPLAY Army uniform with a banner calling attention to “The Spirit of ’17” would
undoubtedly draw much attention to your performance of this photoplay in your theatre. Try it. One of the “vets” could carry a banner ; another could be beating a large sized drum ; while the boy might carry his little drum and beat it lustily. The advertisement for your theatre would get most of your town talking about the unusual procession,
WINDOW We have already spoken of the possibilities of this picture for window disDISPLAY play. This is a subject to which the exhibitors are paying more and more attention. They find that the merchant sells more goods — and the exhibitor sells more tickets. One of the exhibitors said to us recently: “I wouldn’t have time to pay any attention to these window displays. They would be a great thing for my theatre. Yes, But who would take the time to devote to the subject?” The question is not: “We can’t do< it.” The proposition for you to consider is : “Do it now.” This window display advertising will pay you. The more you look into it, the more you will see its possibilities. Let us know when you have started ; tell us how far you got the first time ; perhaps we may be able to supply you with an excellent idea for your next production that some live exhibitor has conceived on this partieular coming production. It’s worth the try. Try it.
FOR ADDITIONAL SUGGESTIONS APPLY TO EXHIBITORS SERVICE DEPARTMENT, 485 5th AVE.
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