The Moving picture world (November 1925-December 1925)

MOVING PICTURE WORLD Xovenil)er 7. 1925 Dominating a Page With Very Little Cost Dominates a Page With Small Space It's not so much the space you take as the relation of this space to others and the use you make of it. A. S. Rittenberg, of the Fulton Theatre, Jersey City, sends in several clippings which show how he hogs the local theatrical pages with small space investments, though these are larger than BUILD STAMUM ' \ v.. VkKLCOME H0>1E A Metro-Goldwyn Release DOMINATES THE PAGE the others, though not much larger than for the State, just above, which looks smaller because it is so filled with type. This is a 90x2 or a drop of a little more than six inches, but by using ample margin on a one-column cut from the press book on this Cosmopolitan production, he makes Zander the Great stand out above everything else on the page. A two column cut would have spoiled this result, for the effect is gained almost wholly through the white space and an absence of the usual type filler. This is not an accident of chance, for the same effect is gained weekly. It's fatal to feel that you simply must use a two column cut in a two column space. Often the single column will do much better, just as a two or three may work better than a four in a fourcolumn width. Don't feel you must use type to hold a cut in position. They have quoins and furniture to wedge in with. A Chariot Chase Most of the lobby work at the Modjeska Theatre, Augusta, Ga., is done in a bannerstyle shadow box above the entrance. For The Ten Commandments Frank J. Miller cut five chariots from the lithographs and placed them so they have the impression of a whole flock of Egyptian jitn-;ys racing across the scene. AH Type Appeal For East Lynne Because it had Fox's East Lynne for its world premiere, Keith's Palace Theatre, Cleveland, worked extra hard on the picture, employing among other ideas a number of reader ads to pave the way for the regular campaign. This is a two sevens, apparently one of a series of three. Twentyfive years ago hardly a town was too small PRESTIGE Builds gigantic enterprise and is the foundation of all honest industry;: And it abo makes great dramatic sue cesses. EAST LYNNE Ha^ more prcslige than an}^ pla\f ever presented anyjTvhcrc in America. Since f86f it has been America's one. ^reat outstanding love story. It has been played by nearly every great group of players, in practically every city and totfn throughout the tt-Zfo/c United States. IN ALL THOSE TOWNS. IT IS LOVED AND ADORED AS AMERICA' SOWN CHEAT PLAY It is filing that America's finest playhouse be chosen for ihc Tvorld premiere of the marvelous Fox film version of this rare dramatic treat. PALACF X B. F. KEITH THEATRE WITH REITH ALBEE VAUDEVILLE! A Fox Release SELLING EAST LYNNE to escape at least two Uncle Tom's Cabin shows and one East Lynne. It was in the repertoire of every "rep" show, was tented through the smaller towns and was a favorite even in the city theatres supporting stock companies. Generally you could count on at least one Ten Nights in a Barroom, too. Today the old favorite seems to need a little explanation to the rising generation, and this has been done very nicely by the Cleveland management. This is a good line for city and even town theatres to follow, though we believe that East Lynne is current still in the remoter sections. Camera Contest To put over California Straight Ahead, which naturally appeals particularly to Californians, the National Theatre, Stockton, sold the Evening Record on a contest for the best amateur photographs of the beauties of the city and state. It gave an extra boost to the business, though this Denny picture is a self-seller in California. Coast of Folly Has Qood Cut Material One of the most effective cuts offered on any Swanson picture in a long time is the cut of Gloria in a beach hat which the Columbia Theatre, Washington, D. C., used in abbreviated form in its two sixes on this production. This is the essential portion of the cut, and the oddity of its shape helps to get attention for it. A squared cut would take up much more room and not give as good an effect. The lower line cut seems to be a reduction of a larger four column cut, but it works as well in the narrower space. The selling talk in the upper jart of the space is well done, but it offers lb* A Paramount Release TWO GOOD CUTS star "in a remarkable dual role," which is a hackneyed line. To tell what that dual role is and how well it is played would sell many more tickets than the reference to Sans Gene. It would mean more to the patron and create a greater desire to see the star. Qave It the Air One of the best sellers in the campaign of the Terminal Theatre, Newark, N. J., on the Fox release. As No Man Has Loved, was the broadcasting of excerpts from Edward Everett Hale's story on which the production is based, with a sketch of the intervening, incidents. It coaxed them away from their loud speakers to see the rest of it. Another valuable hook-up was a special showing to the Sons of the American Revolution as well as the oflicers of the 'American Legion. Officers of both bodies urged the full membership to attend. Valuable use was made of an enthusiastic letter from a local minister, who also gave pulpit mention to the picture. With several good book tie-ups, the picture was sent over to real business. Adds a Signature For Complete Ad Don Nichols, of Durham, N. C, sends along this three sevens on Are Parents People, in which the foundation is a plan