The Moving picture world (July 1924-August 1924)

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394 Ancient Goddesses to Typify Cytherea The Allen Theatre, Cleveland, used this set of advertisements for Cytherea, which was shown convention week. Cytherea, Venus and Aphrodite are used to typify the character of three of the personages in Cytherea, and are used for an advance series, in a set of 125 by 2, or about two nines. This is different from the usual appeal, and the use of the line sketches of the mythological ladies, in connection with their modern types not only makes for a pretty layout, but it gains unusual advance interest in the production. This is rather heavy advance advertising, but it probably proved a profitable investment because it gained so much more than the usual notice. For the opening of the attraction a 125 by 4, or about double the space, was employed, with the accent upon the modern story. Stress is laid upon the fact that this is a pre-release for Convention Week. The layout is kept invitingly open with the bulk of the selling appeal in the "Sweethearts, here's your drama of Love" just below the signature. If these mythological figures are from the press book, they should be used in the newspaper or as heralds, for they offer a new approach and will make for strong interest in the MOVING PICTURE WORLD play. It is not an easy matter to find something new, but this is not only new but good. If you cannot use cuts, you can at least August 2, 1924 A First National Release TO OPEN THE RUN adopt the copy. And if you have not used the drawing contest, you might try that; with the children eliminated and a higher grade of drawing required. CU 0 emis Ideal Womanhood Gay Fascinating Good for Programs This little chat on fillers from Frank H. Burns, of the Beacham Theatre, Orlando, Fla.. is good stuff to run in your own house organ, if you have one, as you should. "I liked the feature, but the comedy was awful," is a statement commonly heard among patrons of certain theatres. The owners of such theatres are those who speak of short subjects, in the trade, as "filler." They buy them "by the bunch," as you buy clothes pins or matches, without regard to individual merit. The management of this theatre takes another view on the matter. We believe when you entrust an hour and a half or two hours of your valuable time to us we are obligated to give you something worth while for every minute of it, not for just a part of it. For that reason we select our short subjects, our comedies, scenics, news pictures and novelties with exactly the same degree of care exercised in the selection of our feature pictures. We believe that the twenty minutes you spend looking at a two reel comedy is just as valuable to you, in proportion, as the hour you spend at the feature picture. We feel amply rewarded for our pains when you speak of the program as "a good show," instead of "a good picture." udlierea I Beauty Mystery mm % mm mi Irene Rich Fanny Randon Like Venus, cold yet attractive, love means home and kiddies to her Her drama 15 too strong a devotion in 5 mm CYTHEREA Goddess of Love ALUS A First National Release Afext Week Constance Bennett " Minna Raff Like Aphrodite, flame is her name; foolish men her prey. 3he lures, then discards in "Cytherea" Goddess of Love ALLEN— NEXT WEEK Creek Sculptor CVTHEREA f ■•■ Ltrt Cpddrn 1 llu h BttuelU Like Cytherea, with eyes of ice and soul of fire — ihe wins and loses all. Her drama is a great love 10 'CYTHEREA' Goddess of Love WEEK A CLEVER UTILIZATION OF MYTHOLOGICAL FIGURES FOR CYTHEREA