Exhibitor's Trade Review (Sep-Nov 1921)

October 15, 1921 EXHIBITORS TRADE REVIEW Italians Strong for Setting Details 1415 If One of the mass scenes shot in "Theodora," the Italian spectacle which Goldwyn is releasing. Like the German scene architects, the Italians cover the minutest detail. It will be interesting to compare Von Stroheim massive sets with this one or type face that can be easily read. There are a number of type faces that make easy reading; the best is always a "bold" face, the type of all one strength, that is, without any variation in thickness, because a letter that has thick and thin portions will present difficulties for photography, inasmuch as the thin portion will •lot reproduce. Type presents one or two minor difficulties in spacing. Letters, for instance, have .to be spread out to justify a uniform length of line, causing the title to look a little weak in parts. There is also a difficulty at the present time to obtain good quality white foil, with the result that under present circumstances, an even white is not always attainable. Hand-lettered titles have an advantage over printed ones. In the first place, an even strength of white will always be assured, the letters can Be spaced and balanced without upsetting the appearance of the title, and, again, they are much better looking, as they do not have the hard appearance of a type face. Much of the success of a hand-lettered title depends upon the style of lettering. There have been cases of letterers running riot in the use of ornament, such as enormous tails on g's and y's, etc., the result being a mass of "curly queues." We now come down to that very interesting subiect of Art titling. One or two of the leading: directors in the States have made a practice of illustrating all sub and spoken titles. The result of illustrating a spoken title can only confuse the reader, for the essential point in a spoken title is that it is read quickly, and does not hold up the action. Sub-titles, however, benefit greatly by some kind of illustration, as illustration gives color to the action of the story and helps to space the episodes. The quick reader derives some benefit also from an Art title, for he reads the title, and then his mind is occupied in looking at the picture until the fade out, thus giving continuity to the story. There is much to be said about the type of illustration used in the title. Co-oper ation with the director will always be productive of the best results, because a situation may exist in the picture, and can be improved by the use of an appropriate symbol in the accompanying sub-titles. Experience in this studio in the matter of subjects has found that still life is the most effective, as it can be most easily interpreted by the audience. If figures are used, they often clash with the actual photography, for the mind has been reading photographs all the time, and comes up against a change which is too sudden. A Page for Studio Workers J. Justice Harmer would call particular attention to the beautiful lighting effects in George Arliss' Productions, "The Devil" and "Disraeli." Sun-Light Arc Corporation 1600 Broadway, New York Sun^IAght Arc Lamps can be purchased outright or rented by the day, week, month or year. Their light resembles and is equivalent to natural sunlight. EVANS' DEVELOPING and PRINTING has kept pace with the rapid strides toward photographic perfection. Now, more than ever, competition demands that you employ the best of service — EVANS' SERVICE of course. EVANS FILM MFG. CO., 416-24 West 216th St., New York fltV Telephoue. ilCW lOm Ksliy WBd8Worth 3443-3444