A Look Back at Movie Theatres of Years Gone By: Advertising Slides
07.10.07 By Val UbellI hate to admit it, but I am old enough to remember having a piano player in movie theatres. Not that they were playing when I was a kid, but my folks talked about them. And we did have an old ‘school-type’ piano behind the faded velvet curtains at one of the show houses I attended. The movies of days-gone-by were such fun – an event! We would all wait for the curtains to open so we could catch up on the latest episode of the ‘serials’ they’d show. If they did not open on time, we’d stamp our feet and clap! Then we’d watch our heroes: Flash Gordon, Captain Marvel and the like. And of course, several cartoons with Mickey, Woody and Little LuLu. Ahhhh, those were the days.
But years ago, before the projectionist would start the film a-rolling, they’d present a group of slides. They were often advertisements for local merchants or perhaps offered a ‘community sponsored message.’
A few weeks back I bought a box of old slides from that time-frame (1920s and 30s) and have enjoyed going through them. Being from Wisconsin, it was nice to see a representative mix! The first slide shows an old Bergstrom stove, made by a company from Neenah, Wisconsin! We are told that it was “no friend to the Coal Man because it reduces your coal bill!” I bet all the kids at the theatre were thrilled to know that!
Another Wisconsin company featured men’s fashions. This slide has a picture of a “Nobby belted suit” which could be found at People’s Clothing Company in Appleton, Wisconsin! What a dapper gentleman! You could pay with cash or credit!
And check out this advertising slide – for Foot Rest Hosiery for Children. What a cool looking group of kiddees! These were sold at Barnes Vatiety Store.
Adler’s Collegian Clothing was another slide that advertised fashions! Look at these ‘hip and trendy’ folks, wearing what was ‘in.’ The lady has an outfit with fitted cap and matching cloak, silk stockings and high-heeled Mary-Jane shoes. The gents are in full 3-piece suits, ties and hats. One smokes a pipe, the other has a walking stick. I dare you to pass by any college campus today and find that they are dressed like this for class! But when you see that the phone number of the Chozen’s Dept. Store was “300”, you know that these collegiate fashions are ‘long gone.’
Another advertising campaign by Chozen’s was for Enna Jetticks Shoes (for women who want comfort, style and economy.) And at $5 and $6 a pair, we agree.
Do you remember when there was an “Intermission” at the theatres? This was so the projectionist could take a bathroom break, and perhaps the crowd could go to the lobby for a box of 2 cent popcorn!
Community was very important years back and these two slides tell how crucial it was to know that “This town is Your Town” and to support local business. Civic Loyalty was featured in this one that quotes Patrick Henry “If we don’t hang together, we’ll hang separately.” It was put out by the local Chamber of Commerce.
I recently attended a movie and was bemoaning all the commercials before it started. But after seeing these old slides, I realize, it has been going on for a long time. Somehow, it was more fun to see these earlier attempts at marketing, than those of today.
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Article Tags: Adler’s Collegian Clothing, ads, advertisement, Barnes Vatiety Store, Bergstrom, Chozen's, Enna Jetticks================
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July 10th, 2007 at 3:33 pm
Very neat! I wonder how many of these slides they showed before a movie? Was it 1 or 2 or like 10?
July 10th, 2007 at 6:10 pm
I believe they showed a number of them. Probably closer to ten then just 1-2. May have depended on the size of the theatre and who the sponsers were. Thanks for the interest/