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1948-49 Theatre Catalog, 7th Edition, Page 507 (492)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 507
Page 507

1948-49 Theatre Catalog, 7th Edition, Page 507

able seating, the electronic color schemes are included. What gave these columns their unusual interest was the informality of the style and the intimacy of the messageetruly an effective adjunct of the ttO-T" advertisements.

Advance Display

Three days before the theatres opening, the first big display advertisement appeared for one day in the three Toronto dailies. Measuring 5 columns wide by approximately 14 inches deep, the space was devoted to a definite and dig nified announcement of the official openning. Here, the theme itShowplace of the Dominion" was given a dominant position rather than the specific name ttOdeon-Toronto" although the latter was stated at least twice.

This striking advertisement depicted a luxurious curtain being rolled back to disclose a stylized rendering of. the new structure (which had been similarly but more starkly represented in the earlier and smaller ads) and its claim to being a new cultural center on the Canadian scene. Again, advertising copy was kept to a minimum and featured only the opening date and the opening presentation. Dominating legend on the curtain was: uAnnouncing the ofiicial opening of

EXCITING AND APPEELING DISPLAY on the eve of the big event established the location of the theatre. in a wash drawing, and listed some of the unusual attractions available for the original price at admission. Notice how

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the Showplace of the, Dominion, Thursday, September Ninth, at Eight-thirty p. my Notice that even the numbers have been spelled out for added dignity. On the lower part of the curtain information on the opening presentation is given, but this, with the exception of the title "Oliver Twist" in an aristocratic script, is printed in a much smaller typeface than the announcement.

In the lower right-hand corner of the advertisement and directly under the drawing of the new ttOdeonii advance information about theatre facilitiese probably considered by the management to be of primary importanceeappeared. This included: MSmoking in all Loges"; HReserved seats in the Loge Circle available one week in advancel,; and ttTheatre Restauant open noon to midnight}y At bottom center the signature of the theatre and its addressefigure tttwentyli written out, no abbreviation for tistreetii brought the advertisement to a close with a quiet dignified flourish.

Two days before the opening, another distinguished d i s p l a y advertisement measuring 8 columns wide by approximately 101/{2 inches deep and occupying a half-page in the three Toronto dailies, appeared before a possible 754,307 people of Toronto and suburbs (calculation

based on latest available figure on the combined circulation of the three dailies).

This half-page display drew emphatic attention to the actual location of the new Odeon-Toronto. Dominating the skyline as usual, the new theatre was orientated in close proximity to Eatonts, (the largest department store in the British Empire); to the Kresge unit (largest in Canada) on the opposite corner; and to the Hydro-Electric Commissions skyscraper which adjoins the Odeon-Toronto Theatre. Once again the focal point of the illustration was the nine-story tower of the new theatre with its ten-foot letters spelling out ttODEON" in vertical style and its breath-taking luminosity bursting out as vividly as a Fourth of July night iireworks display. And in this advertisement reality came several steps nearer, with the portrayal of automobiles and trolley cars running on the street past the ODEON-TORONTO (after stopping to discharge patrons, of course!). In the sky, stars lent a romantic touch to the Scene and the caption in the sans serif reverse plate capitals, nRISING MAJESTICALLY ON THE NEW SKYLINE . . . CARLTON AT YONGET, established a mood of quiet dignity.

this Ihalt-page ad, like all the others in the series. preserves an air of dignity, but at the same time catches the eye with a host at attractive qualities. It sets a style that can well be carried out in all continuing campaigns.

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1948-49 Theatre Catalog, 7th Edition, Page 507