The Moving picture world (November 1926-December 1926)

162 MOVING PICTURE WORLD November 20, 1926 Making a Two Column Space From One Column Cut Eastman Holds to a Standard Form Practically ever since its opening, the Eastman Theatie, Rochester, has held to substantially the same layout. Sometimes it is deeper than at others, but the signature has never varied and the general layout holds the same. EASTMAN ALL WEEK Sail the Seas of Adventure With the Bold Buccaneer of the Screen 'Sons* the Pirate* Sins'* DOUBLE MALE QUARTET "WiUUim TeW EASTMAN THEATRE ORCHESTRA Anniversary Week. Srpt. S.-^Gloria Swanson [n "Fine .Manner' fc7> A A A A Ay!>k A A A A A A A A AttVA-^ THE EASTMAN STANDARD Generally the space is a little longer, often it is very much longer. It all depends upon what has to be advertised. Sometim.cs there is a switch for an evening and then the space runs well down. This display for The Black Pirate is a little better than usual, though in the same general form. Some managers would figure that they could not sell the Ringling show in type that size, yet it put Fairbanks over very nicely. It can sell any title with such ac-display, yet it is only a two sixes. Just look at this a little whije and you'll realize how good it is — and why. Reverse Backing Is Proper Here Loew's Aldine, Pittsburgh, runs rather too much to black grounds for its spaces, but this is properly employed here where the faces showing through the reverse carry out the suggestion of the sinister aspects of the play. Better still, the black helps to throw into relief the white around Chaney's name. The white panel for the added attractions pull some of the effect by diluting the black, but a jazz orchestra for the stage seems to be regarded as absolutely essential in many places, and probably the insert sold in excess of its apparent importance. But it is pleasant to find so much type in any Pittsburgh space. Two years ago it would have been regarded as absolutely necessary to letter the entire space. Today they handle type well and get much more legible displays. Thir, is an unusually good Pittsburgh space and gave this better than usual picture a chance to get over with advance selling. WHERE BLACK HELPS And it might be noted that the better your picture, the more you need advance selling, for the larger your opening houses the greater the volume of verbal advertising early in the week. One Column Cut in Two Column Space Finding the two column press book cut on Puppets too large for the contemplated space, the Capitol The-itre, Nashville, turned out a good looking space with a single column cut. Now! America** ('^CS HE-MAN Actor MILTON SILIS Hit Latest Gigantic, Smashing Drama it PVPPETS 99 IT LIVES WITH THE DRAMA OF A BIG HE-MAIL GREAT IN COURAGE GREATER III LOVE! WORKS AS WELL It is possible that the two column cut might have been cropped to make a fit, but the single column works well enough as an attractor and involves less work. The only trouble with the one columns is that they are apt to be clinches, because the clinch is about the only thing that will work well in a two inch space. The idea here seems to have been to use the cut merely to get away from the store style of advertisement, and to this end the cut works very well. Maynard Cut is on Old Familiar Lines The cut supplied on Ken Maynard in Senor Daredevil is along ;he lines of the design originally used for The Bad Man and later copied by Fairbanks and others. It is useful in that it will work in almost any space into which it can be put and will look aswell in a four column as it does in this two sevens for the Loev/ houses in Cleveland. LOEW'S LOEW'S Willing f« -AND WHAT A HORSE! PARK CONCERT ORCHESTRA -Angelo Vitalet Conducting Umm Unit: -Aey Ice Torfiy Ud, "Vileoc. Angela jnd Hii Cans oB the 9liK« LOOKS FAMILIAR Considering the wealth of material in this story, the text is a bit lukewarm, for the picture is a whizzer, but it sells well and is nicely displayed. A cut like this is like a circular signature. It does not have to be carefully placed to prevent its looking out of proportion. You can put it in anywhere and it will look right. A scene cut has to be considered in relation to the other components of the space, but you can't go very far wrong with this, no matter where you put it. Qood Selling Helps Poorly Drawn Cuts If art work alone sold tickets, the Cameo Theatre, Pittsburgh, would have been in poor shape the week it played Her Big Night.