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1945 Theatre Catalog, 4th Edition, Page 459 (433)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 459
Page 459

1945 Theatre Catalog, 4th Edition, Page 459

Unusual Uses for the Usual Accessories

Interesting Variations Will Be Obtained By Combination of Several Standard Items

Many exhibitors seem to feel that the present sizes of standard items are stationary and can only be used as such. They feel that a 24-sheet stand has to be used for such and for no other parpose. The same applies to a 6-sheet, a 3-sheet, and a 1-sheet.

Were I an exhibitor, I could let all these items speak a different language for my theatre. I would really make

ALL T00 FREQUENTLY, theatre advertising and publicity men get the idea that the available material on a picture has to be used in the precise manner indicated by the nature at the accessory: that, tor example, 3-sheets and 6-sheets must, of necessity, be used only in frames or on boards designed to take these special types of billing. But it Frequently happens that the particular accessories available are not especially suitable either for the theatre or its run. This does not mean, of course, that 6-sheet and 24-sheet boards become valueless. lndeed, it might be that by doubling up as suggested here, even more efie:tive displays might be arranged. As examples of the sort of material discussed in the present article, there is presented on this page samples at the 3-sheet, 6-sheet, and 24-sheet prepared by Warner Bros. for use in conne:tion with showing of "Saratoga Trunk," starring Gary Cooper and Ingrid Bergman. Presentation of this material here is through the cooperation and courtesy of Don Carle Gillette and the Warner Brothers Distributing Carp.


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the most use of them the same as a shrewd buyer could make the most use out of his investment. A point of issue would be that, if an exhibitor has a 3-sheet stand in his lobby or outside,

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and does not like the 3-sheet the distributor has prepared for him, he feels that he should not buy this, and prepares a homemade placard which he thinks can fill his need, to be placed in that 3esheet stand.

To my way of thinking, this is really very short-sighted. Giving credit to that exhibitor, that the 3-sheet he does not like to use in advertising a produc




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1945 Theatre Catalog, 4th Edition, Page 459