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1948-49 Theatre Catalog, 7th Edition, Page 506 (491)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 506
Page 506

1948-49 Theatre Catalog, 7th Edition, Page 506


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TWENTY CARUON STREET Showplace ol the Dommnon

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for the official opening ceremoniu

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THIS FINAL TEASER AD rounded out the theme of the 'lO-T" series with a direct appeal to action.

Twist" as the feature presentation, the multiple adaptability of the two initials was early discerned in the preparation of the advertising layouts.

During the subsequent six days, the ifO-T" theme was stressed more fully. In an augmented series, the bold TO" and ffTii caps were followed by an over grown asterisk which referred readers to three plays on the initials underneath a strongly delineated outline of thenew theatre with the pertinent name ffODEONli set vertically on the side of the tower. The footnotes proclaimed ffODEON-TORONTO" (and in sotte voce smaller type ffTwenty Carlton Street, Showplace of the Dominion"); ifOpening Thursday" (and in reading glass type uSeptember 9th at 8:30 P. M., North America Premiere of"); ffOliver Twist" (and finally in another two lines of miscroscopic type "J. Arthur Rank presents, Charles Dickens masterpiece").

1n the final insertion, the invitation to be'ffOn Time" was added to the list of th-Tl, data and made specific by the phrase fffor the official opening ceree monies" placed in small type beneath the introductory ifO-Tll phrase. These advertisements of less than one column width were set in a space two columns wide and 53/; inches deep in order to


gain attention with white space on both flanks of the announcement.

Advance Publicity

The campaign acquired added momentum during the teaser days. Roly Young, popular amusement columnist of ifThe Globe and Mail" devoted at least two of his columns to a diverting account of the wonders of the new theatre. One column described the big pylon with its offices and its elevators, mentioned the stage and its dimensions, the orchestra pit, the mammoth pipe-organ, the lighting equipment and closed with this paragraph ideally designed to set the moving picture devotees of Toronto in a perfect ecstasy of anticipation: ftAll workmen being concentrated on getting the theatre ready to open by Sept. 9, this office part will be finished later in the year. According to present plans, opening at traction will be tOliVer Twistl. Looking at the place now, one would expect Oliver Twist to be fully grown before they had the theatre ready [.0 open, and I, for one, shall never cease to marvel if they make it any time in the month of September."

On another day, Mr. Young took his readers on a conducted tour via his column of the new Odeonis air conditoning system U31 different and separate air conditioning plants in the building") and showed them "the immense pool with some 150,000 gallons" (actually it is only 86,000 gallons) of Lake Ontario sloshing around in it to provide a cooling station for the air circulating through the theatre building. The Odeon-Torontols Restaurant and convenient eating arrangements for theatre patrons receive special mention; and the extra-comfort FORMAL ANNOUNCEMENT of the debut provided a dramatic moment in the campaign, with a luxurious curtain opening to reveal the striking lines of the "Showplace oi the Dominion." and added details.

1948-49 Theatre Catalog, 7th Edition, Page 506