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MOVING PICTURE WORLD
January 17. 1925
Jersey Theatre
Finds Own Cut
Evidently the Metro-Goldwyn could not supply the Fulton Theatre, Jersey City, with a cut of the desired size on The Arab, but that did not worry the Fulton in the least. It used a cut from some other production that happened to fit the space. It looks like a holdover from Ashes of Vengeance, but probably few, if any, noticed the discrepancy. It was a cut and it got attention. The rest did not matter. There is no marked resem
TODAY
TOMORROW
TODAY
TOMORROW
RAMON NOVARRO & ALICE TERRY
in Rex Inormm'a Big Production
THE ARAB
A li, rilling Scrttd Virfton of Edgar SH«>n« famous Play
KENNETH MacDONALD in DYNAMITE DAN
\ Mrlodrama Terming Hi lit Love, Mystery «nd Adventurr
A Metro-Goldwyn Release
FAKING A CUT
blance between Norma Talmadge and Alice Terry, but the situation looked interesting and probably the space sold just as many tickets as would a cut specially made for The Arab.
Plan Book Cut
Nicely Notched
Most of this four eights from the Strand Theatre, Evansville, Ind., is a straight plan
A Metro-Goldwyn Release
USING THE CUT
book cut from Metro-Goldwyn, but it has been notched at the lower right hand corner to let in the added attractions and a little about the film itself. The result is a better
display than could be had with local facilities. Most plan book cuts can be notched with advantage and sometimes to the decided improvement of the appearance of the display. Here no improvement has been made, but the other house announcements appear in a space that otherwise would be occupied by unnecessary cut material. This seems to be a square bottomed cut, so all of the matter on the right is clear gain.
Unusual Placement Helps These Cuts
Frank H. Burns gets a different sort of advertisement for the Beacham Theatre, Orlando, Fla., working with rule and white space around a pair of very ordinary cuts. That square cut was a particularly difficult proposition. It would work as a single with the signature above and the dates below,
A United Artists Release
SOMETHING DIFFERENT
but Burns works it into the space by framing in rule and connecting it with the enclosing panel. The other was less difficult to get in, but it was not easy to make it look like anything in particular. Most of the value of the display comes from the white space, and shows good judgment in handling
Novel Menus
Hooking to a local restaurant gets Barry Burke nice advertising for the Palace Theatre, Fort Worth, Texas.
The restaurant blue-prints its menus with a sketch in one corner. This is touched up with color by hand, and gives a surprisingly good effect. Burke gets in on these sketches. For example one sketch shows an attractive girl at a table with the opposite chair turned down. The text reads: "I have his meals ready promptly at the Maryland, and I am never too tired to go out with him. Tonight we will take in the shew at the Palace, Why Men Leave Home."
Newspaper Ads Beat Press Criticisms
Reproduction of the newspaper criticisms of other cities seldom carry weight, but there is a real kick to this advertisement of the Capitol Theatre, New York, set into the space of Loew's Aldine Theatre, Pittsburgh. Incidentally it is an unusually good space for Pittsburgh, even if it does show up the local
composition with its cleaner display. It's about the only way to get a really well-set advertisement into a Pittsburgh paper. The holdover tells more than the most glowing criticism, and the management wisely let this fact speak for itself. This is 140 lines cross
LOEWS ALDINE
BEGINNING MONDAY, NOVEMBER 24TH
Gala Thanksgiving Show
R
Pittsburgh Will Do Likewise THE ONE PICTURE YOU WONT MISS!
OK THE ST*C€
JAN RUBINI
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LOUIS DORNAY
local rtf FflPrtl PH0HOFI1M! aldine NEWS rHKjtirrnuHuriini ORCHestra
WttKVf. -EDDIE CANTORS Z™.
A MetrO'Goldwyn Release
CLEVERLY DONE
four; rather a large space, but it is worth what it costs to get the big idea over. It is one of the prettiest handlings of a reproduction we can recall. It is a pity to cut it down, but we cannot spare the space it would take full size. You can get the idea, and you can do the same thing yourself, if you can get the right sort of advertisement to set in, preferably the $2 display of some big picture which you can offer at regular prices.
Sets Up Display
with Heavy Blacks
Here is a good example of how to get a lot of black into your space, for contrast,
WEEK Of OCT. <?6
A Paramount Release
EFFECTIVELY FRAMED