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1945 Theatre Catalog, 4th Edition, Page 465 (439)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 465
Page 465

1945 Theatre Catalog, 4th Edition, Page 465

DURING THE WAR institutional advertising played a part in the motion-picture industry's efforts in the various drives. The statue of Liberty Enlightening the World is by this time the industry's most famous display, but other examples of institutional and current-feature advertising are shown in the picture. The most

about it, so they do not need to bother beating a path anywhere. They will just saunter along and will see only what is strategically put before them, and will keep looking at what is so colorful, so brilliant, so amusing, or so interesting as to hold their interest, after their attention has been attracted. Thus they see only the electric sign which insinuates itself into their line of vision, and will

INSTITUTIONAL ADVERTISING is a big field for the maker of out-size displays. That the Roxy Theatre sign really is out-size is apparent by comparison with the standard 24wsheet and the 24-sheet-size liquor display. particularly in New York-such institutional advertising by theatres is common,


In the maior cities-and


not immediately look away only if what they see can hold their attention through the medium of light, action, color, or downright interest.

However, just as there are a limited number of first row center seats, there are a limited number of prime Grade A locations. Despite the fact that a location may not be most desirable; to overcome this, factors such as light, action,

famous traveling'message Sign in the world-that around the New York Times Building on Times Square, New York-is also seen. In the some way that these over-size displays created interest-and results-in the various drives-and good will for the industry-they will continue to Serve all in the years of peace.

color, and motion are then produced.

The history of Manhattanis sparkling Broadway has been a fascinating one, but it is in its infancy. With the World at peace, with men turning to peaceful pursuits, with their efforts and ideas focused on things better, brighter and more beautiful, the epoch of sign display has yet to try its wings in the World of TolllOl'liOW.

a part of the long-time, over-all exploitation no less than is the spectacular displays created for current attractions on screen and stage. In the post>war years, these institutional signs will, no doubt, become bigger and better as the materials for their construction and for their illumination become available to sign makers.
1945 Theatre Catalog, 4th Edition, Page 465