Typographic cover frame

The pattern

This still is filed under Typographic cover frame.

Define

A stable type frame (masthead, rules, folio) that stays put so the image inside can change every issue.

Mechanism

Fixed architecture. Recognition lives in the frame. News lives in the picture. The two jobs stay separate.

Verdict

We publish on a fixed schedule and need instant recognition plus a new image every time.

Why it works

The theatre keeps the same frame every week: the name in quotation marks, a box on each side promising the curtain rises at 8 exactly, the troupe line, the stars, and the price ladder. Only the play titles in the boxes change, so a returning reader skips straight to this week's nights, and the repeated punctuality promise reassures anyone tired of shows that start late.

The big idea

A full week of Youssef Wahbi's repertoire, one play a night, under a promise printed twice that the curtain rises at 8 in the evening sharp.

The offer

Seven plays from 3 to 9 September, including Pagliacci, Tosca and Majnun Layla, at Ramses Summer Theatre in Zamalek; seats from 5 to 60 piastres, private ladies' seats, and phone booking.

The proof

Youssef Wahbi and Amina Rizk named in the lead roles, and the claim of the greatest open-air theatre and meeting place of the upper classes.

Lines from the ad

مسرح رمسيس الصيفى

Ramses Summer Theatre

ترفع الستار ٨ مساء تماما

The curtain rises at 8 pm sharp

يقوم باهم الادوار الاستاذ يوسف وهبي والانسة امينة رزق

The lead roles are played by Youssef Wahbi and Miss Amina Rizk

Steal this when

When advertising a weekly or recurring programme, fix the layout and the service promise so only the new line-up needs reading.