Arizona republican., 1921-10-18
PANTOM|MESTO TOBE NOVEL FEATURE OF
 INDUSTRIAL SHOW

Dramatic merchandising" is the term applied to a new combination of art and sales'nanship which will be one of the novel features intro duced for the first time in Phoenix at the Industrial exposition during In- dustrial week, Nov. to 12 inclusive, according to plans laid before the ex- ecutive committee yesterday.
 Just as the art of pantimine has made what the motion picture is to- day, so this same art has been ap- piled to advertising with remarkable and telling effect. Fashion shows were the first step in this direction but dramatic merchandising goes on much further. bringing within it's scope the visUalization of comforts which surround any article of merit.
 The plans call for the production of number of little wordless plays in which living models. both men and women, set forth to the best ad- vantage the use of the various arti- cles demonstrated. A full sized stage is used, and this will be located at one end of the big canvas ampithe ater which has been secured for the occasion.
 One of these little plays introduces the use of an adding machine, a check writer, modern files and office fur niture; it reproduces a demonstra- tion and sale to the head of the firm of a well known typewriter. Inci- dentally also it introduces the latest and most appealing apparel as worn by the business man hero of this lit- tie drama, his fair "steno.," the of- flee boy, his wife and her lady friends, who one by one appear on the scene.
 played in presenting scenes which will combine large variety of articles and of different lines.
 This is just one of the little ideas which is increasing the popularity of Industria. week with the mer- chants of Phoenix. They see in it an opportunity for salesmanship such as has never been offered by any other medium. The idea was taken the coast by storm, not only with the merchants but the buying public, and this accounts for the growing popularity of industrial shows during the past year.
 A contract was signed yesterday for the use of a mammoth ampithe- ater of canvas to enclose the exhib- its. This is said to be the largest tent ever used tor exposition purposes It measures loo by 300 feet, thus af- fording 30,000 square feet of floor space.
 This tent is completely equipped with uniform booths. Light gas and water lines are laid throughout, thus permitting each booth to make al 1 necessary connections for demon strations of any kind whatsoever. The lighting effects are especially pleasing. The main brilliancy is fur nished by IS 1.000-watt dome lights each equipped with a dome reflector Additional lighting is furnished by | 500 globe lights which grace the sum-
 init of each column of the booths. Ar l additional 800 incandescents provide | illumination for the 300 foot runway
 and the stage.
 Industrial week headquarters vii be opened at an early date at some | down town location for the purpose
 of disposing of space. Here will bt | found photographs and charts show | ing the appearance and arrangement | of the booths, and here also will bt | found a busy corps of workers il | whose hands the working out of de | tails has been placed. These head quarters will be the source of all in | formation from it's opening until th'
 opening of the big show. Nov. z.