The Moving picture world (July 1925-August 1925)

46 MOVING PICTURE WORLD July 4, 1925 while. It must be remembered, too, that in a sense this double truck sold the picture to all of Australasia. It was not merely the advertisement of the local showing, but an appeal to showmen everywhere. Even at that it is a notable display, for sfze, conviction and elegance. Sells a Producer Instead of Title Figuring that Griffith's name was worth more money at the box office than a title, A. J. McGinness, of the Kings and Rivoli theatres, St. Louis, worked out this neat lettering for Isn't Life Wonderful. This has A United Artists' Release SELLING THE PRODUCER been done very artistically and is one instance where hand lettering is much superior to type. We think that design got the eye better than any possible use of cut and there is a positive selling value in the Griffith name. We do not always like the KingsRivoli spaces, for the artist works overtime, but this is exceptionally well done. Reduces a Cut for a Better Display M. W. Larmour, of the National Theatre, Graham, Texas, sends in his display on The Narrow Street with the plan book mat from which it was made. The original is a two nines, the National ad is a two sevens, and I Mr. Larmour not only saves four inches of ' space but we think that he has produced a more inviting display. The main idea, however, was not so much to save space as to get a place for a kicker line at the top of the space. Mr. Larmour knew that he would have to raise his voice to get attention, and he wanted that "it's a howl" where the Warner trade mark runs in the original. He knew, too, that the illustration would look better to his readers if set at the top, and would have a more immediate interest, so he sawed the cut apart, on a slant at the bottom, matched it in with the title and got what we regard as a more attractive space than the original. There is a much better display for the reading matter. It is set in straight Roman instead of full face, gets a larger letter and is easier to read, and yet the net space is shorter than the original because a lot of excess illustration has been cut away. It does not always pay to slice the mat, but very often a manager can get a mort practical result than he would obtain from the original layout. The staff artists do not always turn out good advertising. They seem more concerned with pretty looking spaces than good sellers, but you almost always can work it over into a sensible and practical seller if you will set down and think instead of just cussing around. Mr. Larmour cannot afford a house artist, but he does not need one, for he has good taste himself and fine co-operation from his pr nter; in which he is very fortunate. Another Qood Idea From the Beacham A poor advertisement from the Beacham Theatre, Orlando, Fla., would be more of a novelty than a good one, for Frank H. Burns has trained the compositors to help him realize his white space ideas, so he gets large values from small space investments. This is only a three sevens, but it looks more because the blank border and the open composition both serve to give the suggestion of a larger space. The lettering is very probably taken from the press book, as we be Gloria $wanson A t'aramouyit Release SELLING GLORIA lieve that he has no house artist, but it fits as though it had been specially drawn for the space, and gives a suggestion of elegance which is highly desirable in advancing this unusual picture. The right hand panel announces the soloist and paves the way for the following attraction, as the singer is using the plugger song for Sally, which was largely advertised on the question of "I wonder what's become of Sally." 'howl MON.-TUES^ APRIL M Out of a blinding storm and into his bachelor quarters in a quaint little i row street — and into his quiet life — she stumbled — this beautiful girl of mystery! From that time on things of which he had never dared to dream began to happen. No more interesting talc of love and adventure has been written in years. Dellciousiy Humorous lutriguingly Mysterious Appeal ingly "Romantic r\oma DOROTHY DEVORE orfMATT MOORE Monday and Tuesday, April 6-7 _ **■ DHicionsly Humorous Intriguingly Mysterious Appeali ngly Romantic DOROTHY DEVORE ^MATT MOORE A Warner Brothers Release CHOPPING A PLAN BOOK MAT TO GE T A BETTER EFFECT