Movie Classic (Mar-Aug 1936)

"My complexion cleared up like Magic!" *■■''■ ':■ , "\RELVOH TWS TRULY MODERN LAXKTWE" A dull skin, blotches, and bad breath — these may be warnings of constipation — accumulated poisons in your system. When you notice such telltale signs, do as millions of others do — place your confidence in FEEN-A-MINT and the "three-minute way." The "three-minute way" means that you simply chew delicious FEEN-A-MINT for three minutes,* preferably while going to bed — and in the morning you will find gentle but thorough relief. The very act of chewing makes FEEN-A-MINT better. Its tasteless, medicinal content mixes thoroughly with saliva and goes to work easily, gradually — not all at once. No unpleasant after-effects. And the children love it for its clean, refreshing taste. Get a box for the whole family, 15 cents and 25 cents — slightly higher in Canada. * Longer, if you care to JeSS/ producer famed Y "•Ftszr Mary Pickford Offers $1,000 for trademark ideas! Put on your thinking cap — and win a fortune! Suggest a symbol to identify the new Pickford-Lasky Productions! ONE thousand dollars in prizes for a trademark idea! That's the offer of the newly organized Pickford-Lasky Productions, in cooperation with Movie Classic and the Fawcett Motion Picture Group of magazines ! Seeking a trademark that is distinctive and unusual, Mary Pickford and Jesse Lasky offer you the glory of creating a major studio trademark and winning a grand prize of $500 ! In addition, they will award five $100 prizes to the winners of individual contests appearing in Movie Classic and four other Fawcett film magazines. From this group of five, the $500 winner will be chosen. You can enter the contest right now. Merely send in a clear description of your trademark idea. A drawing may or may not accompany the description. All you have to do is to get the idea across ! Fancy embellishments or professional drawings will NOT influence the judges! "The importance of trademarks in advertising products cannot be over-estimated," says Miss Pickford in discussing the decision to launch the contest. "Intelligently created trademarks become so definitely associated with some products that often the buyer seeks the trademark rather than the name of the product. Mr. Lasky and I have prepared an ambitious film production program. Naturally, we anticipate better-than-average pictures, and it is necessary that we have a better-than-average trademark." The history of motion picture trademarks that have become world-famous offers good tips in thinking of one for the Pickford-Lasky Productions. Nearly every good trademark was born of sudden inspi Movie Classic for March, 1936 ration. Perhaps you will be the one who puts down a fleeting idea on paper, an idea so good that it will become the trademark of Pickford-Lasky Productions. One of the newest trademarks on the screen is that of RKO-Radio Pictures. You have seen it many times — a jagged flash of lightning searing through a black triangle surmounted by the name, Radio Pictures. The design came from one of RKO's staff of artists after the group had been told to find something that could have only one association — and that with Radio Pictures. The trademark of Paramount Pictures is an outstanding example of a brain-child that grew to maturity. W. W. Hodkinson, one of Paramount's driving forces even in its early days, was born in Colorado. Thinking of the inspiring mountains of his native state one day, he sketched the picture of a mountain peak on a desk blotter and placed the name Paramount over it. That was the humble beginning of a worldfamous trademark ! PERHAPS some inspiration flashing through your mind is destined to take its place .on the screen ! You never had a better opportunity to get one of your ideas used by films ! 20th Century-Fox Studios wanted a trademark with a modern connotation. Putting their heads together, producers Darryl Zanuck and Joseph Schenck evolved the idea of 20th Century in huge lettering with an array of spotlights playing across the design. When the 20th Century-Fox merger occurred, Fox became the foundation of the design. Harry Cohn, [Continued on page 61]