Moving Picture World (Jan-Feb 1927)

January 1, 1927 MOVING PICTURE WORLD 65 Frank Bums Interestingly Experiments on Singles the bottom lines to match the top. This goes into rather full detail about the story, and suggests that possibly the house did not put the comedian over in Tramp, Tramp, Tramp, and is attempting to correct that error. PLENTY OF TEXT Had Langdon been put over right on his first full length, the probabilities are that he would not have required such intensive selling on The Strong Man. This space should turn the trick, however, for even though the prospect may not read all of the type, the fact that it is there will impress him. Too much sales talk is often fatal, but here there is so much more than “too much” that it becomes innocuous again. One shortcoming is that the signature is far too small for the space taken. The only thing that saves it is the fact that probably it is so well known that it is recognized even in its eclipse. Simple Space Sells Better Than Crowds Here is a simple little space about 4 y2 inches deep across three, that probably sold tickets because the copy writer did not talk his head off. It is from the Imperial theatre, Asheville, N. C., on It Must Be Love. When a girl cric» because she's happy and smiles because she’s blue — and does a lot of silly things she never thought she'd do— [I'VE FKT.T Tin: Alt HOW •AN SICE HOW IT'S UONf It's just a peach of a show SIMPLE BUT CONVINCING ) Two of the best lines from the press book are lifted over, and there is added the local endorsement of “It’s just a peach of a show.” You see Colleen Moore’s name, you gather from the title that it should be interesting, and your money slips into the box office without regrets on either side of the window. Good selling does not always mean the greatest number of words. Often it means the fewest. Qets New Style For Beacham Displays Frank H. Burns sends in a singularly attractive ad on Kosher Kitty Kelly that is a marked departure from his usual style. As with VIOLA DANA VERA GORDON and NAT CARR FRANK BURNS’ SINGLE this is a last day space, he uses a single column, and achieves a very nice result. This is apparently made with a plan book cut, but it certainly is an unusual one. Qets Herald and Ad With One Type Body M. W. Larmour, of the National theatre, Graham, Texas, sends in a set of colored heralds made from his two column newspaper space. After the paper was run off, he lifted the type and had it printed on brightly colored stock. A tremendous epic of American Womanhood = Doug. Fairbanks, Jr., in the United Artist masterpiece E= | STELLA DALLAS | == She married above her class. Sought to raise herself to higher = = station. But in this stop she indelibly placed upon her child of later = years a stigma that eventually not. only broke the mothcr’sh^ai t =: — but almost destroyed the child’s chances in life as well. Should — “ she act as a millstone about the neck of her child, or should she = divorce her aspiring husband, grown tired of her through' the = = years, that he might be free to advance without her as a burden? = = Here’s the smashing story that starred its millions of readers =£ ~ as 3 magazine serial and as a sensational novel that America := = is still talking about!, — Wed.-Thurs-, Nov. 24-25 Fri.-Sat., Nov. 26-27 == §[ Lloyd Hughes = Mary Astor and Dolores 1§ Del Rio in Julian Eltinge — and — Ann Pennington in “High Steppers” == The cyclonic comedy-drama EE of youth. A riot of farce, comedyfoolishness “Madame Behave” = nuiiiiiuiiiiiiiuiiiiiniiiiiiiiiiiiiiiii MR. LARMOUR’S DOUBLE The use of the newspaper advertisement for a herald is nothing new, but Mr. Larmour’s space is interesting. It is based on plan book mat CCD-4. This is a more or less complete ad with a lot of appended text. Mr. Larmour cut away all but the illustration and sawed off the eighteen point fact that Henry King made the production. He saved the title, but inserted the star names between the cut and the title, very impolitely giving Frances Marion the gate along with Mr. King. He saved about ten lines by the amputation. He selected sales talk better suited to his needs and got a nicely planned display that worked better for him than would the display as written. He knows just what will sell to his patrons, and he gets what he needs even if he has to wield the saw.