> > > >

1948-49 Theatre Catalog, 7th Edition, Page 508 (493)

1948-49 Theatre Catalog, 7th Edition
1948-49 Theatre Catalog
1948-49 Theatre Catalog, 7th Edition, Page 508
Page 508

1948-49 Theatre Catalog, 7th Edition, Page 508

Again the itshowplace of entertainment" theme was stressed but, in this instance, the luxurious appointments and the many innovations of the $2,000,000 structure were incorporated in the copy in unique italic type-face. A host of "firsts" were promised in a wide column beneath a handsomely engraved script "Tomorrow" and smaller sans serif cap itals fiAT EIGHT-THIRTY P. M."

These finew and appealing innovations for your pleasure and convenience" were evidently considered to be important factors in Canadian customer appeal: "luxury-loungingll seating space; thhyratron electronic wall-painting" with light; a Theatre-restaurant; a "processed-weather" plant; clear screen vision and firealisticii sound reproduction; organ; courtesy desk; check rooms; prize mural; contour curtaining; Art promenade; wall-to-wall carpeting. With this advertisement, the ODEON-TORONTO began to bring up its big guns and throw everything in the public relations books at the public; but even with the pressure on, the reserved atmosphere of the messages persisted and not once did a copywriter lose his head and begin screaming, ffColossal, Super-Colossal, Etc, Etc."

Opening Day Display

Finally, on the day of the opening, a climactic full-page advertisement was placed in all three dailies. Here, the anatomy of the theatre was the selling point. Because the message itself, outlining the theatrels many features, would have been too lengthy and involved for the average newspaper readerls perusal, an open-section or isometric drawing became the dominant unit in this display. Removing a wall of the building enabled the reader to filooki, directly into the building as into a dollls house with its miniature rooms. Points of more than ordinary interest, and there were at least twenty-one including the 86,000 gallon water storage tank, were labelled with letters and identified at corresponding

letters by a legend in the lower righthand corner.

In the upper left-hand corner, the time of the opening was definitely established by the prominently printed phrase, ftThis evening at eight-thirty"; and the claim inherent in the HShowplace of the Dominioni, slogan was bulwarked by this information: nThe ODEON-TORONTO swings wide its doors, welcoming you to . . . . . tone of the five most distinguished cinemas in the world, if, followed by an asterik which led to the convinc ing footnote: "Opinion of Internationly Known Authoritiesfi

As if all thiseand additional comehither mention of the opening presentati()n-were not enough to lure the cash customers into a line stretching beyond the city limits of Toronto, the management saw fit to add two more delectable morsels of patron appeal. One of these was the in-person magnet, a small adwithin-an-ad modestly stating: (fin Person Tonight, Patricia Roc, Trevor Howard, Leading British Stars, direct from Paris and London". The other was the appeal of music, a simple two line announcement that ifComnlencing Tomon row doors open 11:45 A. M., Organ Interludes At All Performances".


Augmenting this super-advertisement, columnists Jack Karr of the Toronto Daily Star; Roly Young, and Bruce West of The Globe and Mail swung into action the day before and the day of the premiere, divulging even more advance information on guest stars, guests of honor, art work, weight of the contour curtain, and even the pronunciation and derivation of the name uODEONllvin short, wringing the last drop of legitimate exploitation from the available data.

The Result

The premiere was just about the ultimate in success and judging from the population concentrated at Twenty Carlton Street, Thursday Evening, September 9, 1948, the advertising campaign functioned beautifully, scoring bullseye after bullseye in its psychological marksmanship. Here are some of the effects of a skillfully planned, intelligent ly managed campaign which did not feel it necessary to scream to high heaven about non-existent wonders or froth at the mouth in a synthetic exhibition of enthusiasm. This page of recent motion picture history is from the hand of Jack Karr, Toronto Daily Star columnist.

tiThere was white-tie-and-tails stuff on Carlton Street last night. There was a blocked sidewalk, bright fiashing lights, and a movie actor and actress waving from a balcony to the crowd below. When the doors of the new Odeon-Toronto theatre were finally opened, people whold been standing in line since 5 p. m. lunged forward to sample the luxury of the countryls newest movie mansion. They werenit in white ties and tails, these folks. The formal dress was worn by the dignitaries in the loge circle who came by invitation and didnlt have to wait in the queue which, at one point, stretched almost around the block."

CLIMAX OF THE CAMPAIGN came in a full page opening day ad, featuring a huge anatomical display. The cut-away view enabled prospectiva patrons to visualize all the promised delights.

nMWM-mwm. .umwmwmvm,wnmgwmmww

Zi%%u ileum , . f

(T %l 9 9 E 5* 96%;?afswinga w? e "#st0129, waterway you to '1. one. of the

most distinguished cinemas in the amfdiiik



, OI'LTWE nouxulau mm ,- Purina Rm! v @ n o H c) r3) Y Trevor Howard . . . i . .

m ms emit do am. net-hens,

- \\ 'lWWWH\MN\MNNM\NWM\limwmmmmmm

a 3.ka alum om Ir Bx: 095m

1) Pen may in a: llama; Mama! imam? mnmw \' tawny gamma

1: \latmmli summit 0 mm mm

D hauls out imam mm > p It Wham-mg Malt P if: Haw

" *W'NW tmm q amnwmmm

u YMMV- diltmand n Mamme !

1 mian W it may IAme i .- mm M \

I hit] Mm; min loyal and min MNMM v Emmi mi main .

r mm

in mm.

hterN isxzrtw , ,.

\wwwuwwmww .,
1948-49 Theatre Catalog, 7th Edition, Page 508