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1945 Theatre Catalog, 4th Edition, Page 458 (432)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 458
Page 458

1945 Theatre Catalog, 4th Edition, Page 458

spaces which lack sufficient vertical area for 40x60 displays, but do provide for plenty of width. In such cases, the banner actually enhances the motif by providing, in addition to its seat-selling value, a pleasing balance to the planned arrangement of advertising display layout.

The 24x60 banner is devoted entirely to title and cast, sometimes including a ticatch-line." The 24 x 82 banner has added to the bold display of title and cast a Photo-Art reproduction of one or more of the stars from the picture.

Frames are frequently prepared in a larger size, to accommodate either the 24x60 or the 24x 82 banner, plus 24 x 24 daters and 24x24 second feature banners.

Banners are especially adaptable to the remodeling of theatres, whereby oldfashioned transoms over doors may be converted into beautiful lighted coves to accommodate banners, or, even more economically, may be covered by banners. They also serve an ideal purpose

over doorways in high-ceilinged lobbies and foyers, by providing added advertising display and cutting down the optical height of the walls.


Dating back to the old-fashioned method of mounting and cutting out 3*sheets and 6-sheets to provide easel displays for lobby and foyer, the standee, modern version of this versatile, showmanlike display, has gained tremendous popularity in the modern theatre. Specially prepared to provide an optical change-of-pace, through its cut-out design, the standee accentuates star value and adds an extra selling-facet to the display campaign. Artistically produced in several beautiful colors, power and drama are ingeniously woven into the craftsmanlike composition of this unusual advertising medium.

Approximately 5 feet high and 3 feet wide, this cut-out, silk-screen-processed display fits into a simple, sturdy easel,

STANDEES show effective cut-out designs which give startling etTectiveness. Standees created for serials are purchased outright for use throughout the run of the serial and is adaptable to otherwise unused corners, staircase landings, up in front of the theatre, or any place where this colorful point-of-contact advertising can do the most good. Standees for use in connection with the regular runs may be rented at a nominal charge.


SUGGESTIONS for banners include (A) swing, (B) front overhead, and (C) transom banners for outside display, and (D) over doors and (E) stairs and walls within the theatre. Banners may be reasonably rented.

which avoids Nframing" the display, while at the same time providing adequate solidity. Easy to assemble and easy to move around, standees gain effectiveness through their adaptability to awkward corners on landings, in front of the theatre, in the lobby, near the doorman, or practically anywhere that adds to the point-of-contact possibilities between patron and display.

The standee looks unlike any other display in your theatre, because it is cut out, and unframed! It is so totally different that it adds Showmanship and interest to the lobby, foyer, or front. Available on a rental basis on all big pictures, standees are low in price, and a logical advertising medium for any theatre.


The colorful beauty of specialty acressories, in addition to providing highlyprofitable point-of-contact advertising, also offers desirable relief from the severity of modern design. Against the dignified elegance of wood-Veneers, Formica, tile, or other decorative media, specialty accessories provide the glow of Showmanship, without which the moe tion-picture theatre loses its identity, and the increased patronage justifies the extensive remodeling 01' lavish design of the theatre.

Advertising displays should be made the nucleus of theatre design. Plan around the displays, that they might be enhanced and, in turn, enhance the effectiveness of your blue-print for sales. That the modern theatre may achieve its purpose in bringing new patrons and, at the same time. urge your old patrons to return, it must be a setting for showmanship!

1945 Theatre Catalog, 4th Edition, Page 458