Moving Picture World (Jan-Feb 1927)

64 MOVING PICTURE WORLD January 1, 1927 Open Spaces Give Most Pronounced Cut Values Takes an Extra Space For an Extra Seller Appreciating the pull of Red Grange, the Palace theatre, Toledo, took an extra large space for One Minute to Play and gave the star far more prominence than the title. It also gave him the triple title of “Monarch of Moleskins, King of Kicks and Prince ol Punts.” M | THE BEST IN PHOTO PI ATS fJ/lL/lvLU'3 snan SIACE FEATURES The Monarch of Mololdcs! The King . of Kkfcs! The Prince of Punts! SWELLING IT UP It did not waste space in unnecessary talk about the play. It was out to sell Grange, letting him carry the story, and gave a major portion of the space to the pictorial appeal. This is far better than starting in at this late day to tell who Grange is, or to seek to sell the drama which is merely the vehicle for the star. In a four tens it did a good piece of selling and then stopped. Open Display Is as Qood as Extra Cut This three sevens from the Kentucky theatre, Lexington, seems to be made up of a strip cut and part of another. It does not seem to match exactly, and yet it fits. The best attractor is not the cut, but the open display which gives punch to the few lines. Probably this sold better than a more elaborate appeal would have done, for there is more value to the suggestive than to the fully explanatory. Your interest is engaged in the situation pictured. You want to see what is is all about. A fuller explanation might satisfy that desire and unsell the ticket. Played up with plenty of white space, the reader is hooked and sold. Original Design Is Strong and Effective Generally the Circle theatre, Indianapolis, does not go in much for distinctive designs. It holds more to the conventional make up. But when Ace Beery does ask for something different, he gets it. For The Prince of Tempters the design was a heart practically filling a space about four nines. Strong stress is given the seven stars without detracting from the other sales talk, which is sufficiently remote not to be overshadowed by the heavy lettering. DIFFERENT AND GOOD The talk is in an attractie monotone eight point, well leaded to make for extreme ease in reading. Without leads those lines would be far too long for eight point, but with double leads (4 point,) there is no trouble in going to the end of the line. Two paragraphs are given the story, with a third to tell about the new director and his work. This is one of the best spaces the Circle has turned out in a long time. Increases Its Space To Sell Strong Man Generally the Pantheon theatre, Toledo, uses a reasonably small space for its attractions, but it took four elevens to tell about Harry Langdon in The Strong Man, and it certainly got conversational. Incidentally it achieved a novel layout. In a column at the left is given a concensus of New York opinion, the clips being taken partly from the tabloid sheets. This is set only seven ems wide, where the standard column is twelve ems. It is all in six point italic, but probably would have looked better in a variety of faces. A succession of italic, Roman, fullface, italic and italic fullface would have given more contrast and probably would have attracted more readers. There is a change of pace on the right where the type is in three different faces with “You killed my Jimsy and now — ” You have never seen drama until you see DORIS KENYON — WARNER BAXTER CHARLIE MURRAY — MAE ALLISON PHILO McCOLLOUGH IN MISMATES A FIRST NATIONAL PICTURE Starts Tomorrow AN OPEN DISPLAY THAT GIVES PROMINENCE