The Moving picture world (September 1925-October 1925)

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54 MOVING PICTURE WORLD September 5, 1925 Fred Meyers Plugged Paths to Paradise Fred Meyers, of the Palace Theatre, Hamilton, Ohio, is one of the few managers who frankly admits that he cannot understand why his patrons do not give their support to the right pictures. Probably most managers feel the same way about it, but Fred is not ashamed to admit it. In the autopsies he holds in his monthly magazine there are interesting obituaries on some very worthy plays and mild surprises that the public flocked to see some trashy offering. But he determined that if the whole town did not see Paths to Paradise they would not be able to hang it on him. He not only took extra space for his regular ads, but he started in early with single column appeals, a pair of which we reproduce here. These are singles, and there were three or four of different lengths, the deepest be Warning! Amid eiaessive best; keep cool; don't get ejeitlearn to laugh; start the day with a smile, and you 11 feel bappy and eon I tented «U the rest of the I day. 8o will those with whom yon come in eontact Don't stood in line for ■n hour or more next Sunday night, when all Hamilton will pay tribute to 1 America's greatest comed Don t see Raymond Griffith in "Paths to ParadisV' unless you're prepared to laugh heartier, louder and oflener ttnu yon ever have before. Don't come here Sunday night if you can possibly attend in the afternoon because Raymond Griffith "Paths To Paradise" will establish a new rer cord for summer attendance at the PALACE next Sunday! Banana Oil! Some say Chaplin; ©then Lloyd and ' other* that KeaU>n is the screen 'a greatest comedian. We say Banana Oil! The funniest man ia Motion Pictures today U RAYMOND GRIFFITH and the funniest picture of this or any other year "PATHS TO PARADISE" Prepare yoorself for a sweb aa you've enrjtajfcin others, but ne^ar enjoyed yourself. The pleasure is all your* next Sunday at the PALACE — ol course — lived in or near Hamilton. It is a model space in which the selling is done through talk, since there is little in the scene cuts to carry the same suggestion of comedy. You can show some good stills, but they will not carry the same urge as talk, for no one picture is as funny as the play. If you use cuts you limit your appeal on this. Type is much better. houses excel, but even they seldom do as well as this. It really makes you desire to see the picture when you read what is said about it. And it is not so much what is said as the way it is gotten out. There is a ring of enthusiastic sincerity to the lines that are .worth real money in the box office. It is a little fuller than the usual summer spaces; about 5V2 over three. Nice Selling Done For Norma Shearer Loew's Columbia Theatre, Washington, D. C, does nicely with its space on Waking Up the Town. The cut did not come through as well as usual, but you make no mistake on the identity, and between the legibly displayed star, name and the portrait, you do A Paramount Release ADVANCE WORK ing eight inches; the "Warning" shown on the left. The text is well written and sounds as though he believed in what he was saying. That's the real trick in writing. You cannot sell if your own conviction is but half formed. Fred knew it was good before he started out to sell. He talked with convincing earnestness, and we hope he got the business he deserved. His opening was a five tens and a very nice looking space. There is a lot of talking, but no suggestion of crowding and so little heavy type that there is no oppressive blackness. It is all light and airy, as becomes a comedy advertisement. Did you ever stop to figure out that a heavy black announcement cannot carry the fullest suggestion of comedy? It does not. Meyers knows it and he kept this as open as a latticed summer house, with the result that it was more carefully read. And if you read it and if you ever go to the pictures, it is a cinch you saw this one, providing that you Strong Display in This Limited Area Frank H. Burns sends in some more samples from the Beacham Theatre, Orlando, Start* Monday LOEW'S COLUMBIA THEATER %laNetfri THE CHARMEIC A United Artists Release COMPACT AND COMPREHENSIVE not need the traditional three guesses. You get it the first look. But even better is the type selling. In this the Loew Washington A Paramount Release LOOMING LARGE Fla., but we reproduce only this one on Pola Negri in The Charmer. A pair on Old Home Week get away from the usual Burns style and achieve only an average display. They A Paramount Release MYERS OPENING SPLASH ON PATHS TO PARADISE