Additives

The Hollywood advertising community is doing it, too.

First, it was the discovery of “toothpick” type font for all the credits in movie print ads. All names in capital letters! All egos gratified! And they are almost readable in full-page size.

Now it’s the “torn page” format. Somebody obviously credited it with the success of “Fatal Attraction.” Now look: It’s the basic layout for “The Hidden,” “The Killing Time” and “No Way Out.”

Hit movies breed sequels and take-offs. But ad campaigns?

BOB CONROY

Costa Mesa