Heralds were small inserts that used to come in newspapers or go in grocery bags. Sometimes they went out in the mail. Theatres used to order heralds by the thousands and spread them all over town. If you were shopping during the week of April 15-21, 1934 in Sidney, N.Y., chances are exhibitor W.T. Webb somehow got this flyer into your basket. Check out his reference to the magazine saturation for It Happened One Night, as well as a radio broadcast two months earlier in which the film was featured. I like the local high school teacher’s endorsement of Eskimo --- note how they refer to him as "professor" --- none of my H.S. instructors were ever accorded such respect! Finally, we have the assurance of a "clean and well ventilated" theatre, at a time when Spring and Summer months could mean suffocating heat for audiences.