The Moving picture world (November 1926-December 1926)

November 6, 1926 MOVING PICTURE WORLD 39 Tells Story of Feature in a Variety of Cuts A Series of Cuts To Tell Rex's Story Pathe spread itself on the press book for The Devil Horse, and supplied exhibitors with a wealth, of material. This plate supplies practically the entire advertisement for the Colonial Theatre, Winston-Salem. ^^^THURS PRI ANn QAT CONCEDED Bi /i cnnii s TO m: m ONEOFEIf.in BRST l-KTI ra<^ '-'^ " ^m.-a a » Kilm of tin Kmd OF THf. ii-:\K ^■^^URS.. FRI . AND SAT. Mad "7^ Pafeplcture ^IfMF' > AIBERTa' VAUGHN IN "FIGHTING HF.ARTS' TALKING WITH CUTS This tells the groundwork of the story very graphically, and when a cut can tell a story, cut is to be desired above type. There is plenty of room in the reading columns for the type talk, and in a display a set of pictures which mean something are very much better than the most eloquent lines. This plate might easily have been spoiled — -as so many others have been — by too much shade and involved detail, but that trap has been avoided. Generally an artist works small drawings on a larger scale, finding it easier to work with more surface. He may produce a fine result in a four-times enlargement, but unless he can vision how the actual cut will come through, he is tempted to put in too much shading, with the result that the reduction will clog up and become a terrible mess. This is a matter that some exploitation departments do not watch with the care that should be exercised. If the drawing looks all right, they argue that the reproduction must be as good, so they make no allowance for the reduction and the consequent drawing together or the lines. And the tough part of it is that they never seem to learn through experience. Pathe gives good results because this ^'s watched. A Simple Space for a Prolonged Date The Victory Theatre, Denver, put over a continuation of The Black Pirate with a minimum of space and yet got a strong ef fect. This is only a three and a half across three, but keeping down most of the type gives it a strong play-up. Putting the announcement in "eight point would have pulled down the star and title until another inch would have been required to get the same effect. As it is, Fairbanks and his play gets practically half the space though the actual type takes up very little room. This is our idea of doing it neatly, effectively and cheaply; all three of which are to be desired. Sei;eral Qood Points in Marion Displays Because the Grand Theatre, Marion, Ohio, was playing The Flaming Frontier the same time as it was showing at Keith's Cleveland, a special mention of the fact is carried in a small panel just below the "Parents" in the display reproduced. It gives the reader the suggestion that the house tracks with the big towns. PQMAn#c* J'*"'' ^^^^ '''^ children to see arfSU\» this great epic drama of (he west. It is 1 — ,n iT«-i.r — I ht.storicaUy correct and will live in their [ K.iih . r.i.f.. a.t.i..»i [ memory forever. It's the Picture You've Been Waiting For. ^^The Flaming Frontier''* MON.-TUES.-WED. A JUNE 28-29-30 ^X^AJRV 'J"r""""-~ "-"r THEATRE FRAMING A SMALLER CUT Probably you can read the appeal to parents in the reproduction. If it does not come through it might be said that it tells them it is their duty to bring the youngsters to see this historically correct drama. It is only one of a number of good points in a set of display sent in, but it is one of the best. Another thing to note in the reproduction is the framing of a two column cut for a three column space. This will not always work, but with this particular cut the rule work gives a finish that would be lacking in a raw edged cut. It suggests an old woodcut. Good advertising cuts should not suggest woodcuts, but these lines on the Frontier are far too full of detail. Another space, slightly larger than this, was run on the anniversary of the Custer fight and the panels are framed in six point rule to suggest a mourning border. The seller here is a reference to the anniversary with a well written bank on the famous last stand. Four strong spaces on a three day run is doing very nicely. Burns* Puppets Ad Is Brief and Qood Frank H. Burns sends in an advertisement for Puppets at the Beacham Theatre, Or 1 BEACHAM Now Playing | ^^^^^ C Hilton IILLS SIMPLE AND GOOD lando, Fla., that is little more than a two column cut in a three column frame. He figures that Sills should sell himself. He probably decided that the title was more ■ ^■■M^^ Du« to the f:rtr«ne populi ^■^p"^ production and the ovenvht 1 ' ' WHERE THE BIG PICTUREi el^v" VICTORY THEATRE Due to the f:rtreme popularity of this mighty production and the ovenvhelmini; crowds, manj thousand Denvrrltrs were unable to we It last week and we are obliged to ext«nd the engagrmrnt (or seven days. DOUGLAS FAIRBANKS in "THE BLACK PIRATE" with elaborate almosphertr prologue on the stage, produced by Rons Pelroff and fcaturlnf l>orothj Berke.