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October 25, 1941 SHOWMEN'S TRADE REVIEW
The ADVERTISING CLINIC
Page 17
by Old Doc Layout*
Two Holiday Dates Worthy of Note in Show Advertising are Armistice and Thanksgiving;
November brings two holidays which must be taken into account by the showman. The first, and lesser in importance (but worthy of note) is Armistice Day. More generally significant from the showman's standpoint, of course is Thanksgiving Day.
We give you one layout suggesting how a single illustration worked in for atmosphere, imparts the Armistice Day flavor, and very simply.
Here are Layout Ideas for You to Stress the Theatre's Appeal in Connection with Public Celebration of These Important Events
Put Spotlight on Your Theatre
You will note a greater variety and number in the suggestions for Thanksgiving Day displays. Remember, you must compete with home parties on that day, and that means a very disappointing box office take at matinees and evening performances, unless you put on some extra pressure to keep your public theatre conscious by means of special seasonal advertising and displays at your theatre.
So long as there's a Thanksgiving Day, the turkey, traditional feasting dish of America on this occasion, will be the symbol by which theatres as well as merchants put themselves into the spotlight in connection with this holiday. Try your hand at combining these layouts with press book illustrations for the feature you present over the holiday. And by all means keep these layouts in your scrap book.
Thanksgiving is a time for a "treat," and the theatre will be expected to do something special for patrons over that holiday. Play up the "treat" line in your newspaper and program advertising. The 2-column layout at right shows how this can be done with sufficient space allotted for billing on the feature and supporting subjects. Left, an idea for Armistice Day — same idea can be used also for Decoration Day. Directly below, a Thanksgiving Day slug for decoration of a layout in most any size of display. Across bottom are three more Thanksgiving Day suggestions.
*'Hank' Harold Advertising Director, Regent-State Corp., State Theatre Bldg., Springfield, Ohio