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1945 Theatre Catalog, 4th Edition, Page 460 (434)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 460
Page 460

1945 Theatre Catalog, 4th Edition, Page 460




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FIGURE I.-Above is the simplest form of utilizing two 6-sheets on a 24-sheet board for the advertising of the current attraction and a coming one, either the next in line or one booked for a later date.

FIGURE 2.-Utilization of two 3-sheets posted on one 6-sheet board is shown to the left, Here, as is shown in Figure I, a present and a future attraction is proclaimed to the theatre's potential customers.

FIGURE 3.-A method for treating double features, and even proclaiming a future attraction, is shown immediately below. Six-sheets on the current bill and a three sheet on one coming makes for, perhaps, the best use of all the space of a 24-sheet board,

FIGURE 4.-Comparable with Figure I, the drawing at the bottom of the page shows a use of 6-sheets for advertising present and coming attractions, with the stand embellished further by special art work and slogan separating the two posters. These suggestions.can also be applied to the present engagements of double features. All drawings on this page have been prepared by and used through the cooperation of the author and National Screen Service.





tion is not suitable, what would prevent his using a 1-sheet in that 3-sheet stand? He could dress the otherwise blank space on the stand with a group of 8x10 photos or a 22x28 lobby piece on the same production, together with the display copy in between the l-sheet at the top and the 22x 28 at the bottom.

The same thing applies to 6-sheet stands. If the 6-sheet available at the exchange is not suitable, he could use a 3-sheet on his present program and a 3-sheet of a coming production, such as is shown in Figure 2.

Some time ago, the advertising director of one of the circuit houses in-Kansas City was asked by his New York office why he did not use one of the prepared mats instead of making up his own advertising material at a tremendous expense to his firm. He replied that the 4-column mat available from the producers for the production in question was not suited to his needs, either in size or in illustration. Accordingly, he made up his own layout from other material shown in the press book and had hits cuts made.

The matter was presented to me as art director of the film company at that time. In writing to that advertising director, I showed him how he could have re-vamped for any size that he wanted a mat available to him. It was proved that a wise exhibitor could take a 7-column mat, if he so desired, and cut it up for a l-column usage.

In View of this I advance the suggestion that the same thing could apply for standard accessories.

If the exhibitor has a 24-sheet stand on the wall of his theatre or on a regular display stand along the highway, and he has a double feature or wants to advertise a present and a coming attraction on that stand, he could use two 6-sheets, one on each side of the stand, and some display copy, which he could have made locally at nominal cost. (Figure 1).

Or he could use tw0 6-sheets of a double feature that the exhibitor has on his screen with the 3-sheet of a coming attraction alongside of it such as Diagram (Figure 3).

Or he might use a ttNow Playing" and ttComingit 6-sheet with the name of the theatre in the center (Figure 4).

Some of these methods have been used in scattered spots, but if exhibitors everywhere would take a little more time in nursing their standard accessories along, I am sure that their investment would be profitable to them. Exhibitors should take a pointed lesson in the use of advertising material put out by the electric appliance companies, the Coca Cola people, and the drugstores, whose retailers go to town in Securing advertising material and making good use of it in their windows, from the Triple A stores, comparable with the first-class runs, down to the neighborhood stores, comparable to subsequent houses. In this post-war era, when there will be many new items, such as Plexiglas, Lucite, and other plastics, a vast field will be opening in their use to promote better results in displaying not only standard accessories, but any other material which exhibitors may purchase.

1945 Theatre Catalog, 4th Edition, Page 460