The Moving picture world (November 1926-December 1926)

23(1 :\IOVING PICTURE WORLD November 27, 1926 Three Bad Men Is a Very Useful Display Title laid out a fairly good display, but there is no strong punch to action sketches too small to get over easily. One good smash cut would have been better than these three trian gles. The space is about a two sevens and these triangles have inch and one half sides, which is too small for the proper depiction of action. The race scene at the bottom is better done, but this could not be cropped out and used alone since the peak of the lower triangle cuts into the last horse. Had it been possible, it would have been better practice to have routed the triangles, but the cut is so designed that it must be used in its entiretv or not at all. THE ELITE PMOTO PL AV ♦fOUSE. | J FRIDAY SMURDAY REGULAR PRICES Sporting LiP£ BertLyteu nUILETTEOUVAI. Mi Marian NoiON Today -BERLENBAGH-DELANEY Today «"The Overland Limited" Suzanne Lenglui TOO UNIMPRESSIVE MosL art departments now realize that managers may want to reshape a cut and provide a design that may be taken apart and used in sections, but this is an exception to the rule. The Casino has done well with the material at hand, but it did not have much to start with. Three Bad Men Is Very Useful Title Probably the Fox production staff selected Three Bad Men as a title because it fitted the play and sounded attractive, but they could not have done better had their sole idea been to gain a good title to advertise. With six letter and one figure, it's almost impossible to sink the title. Here is how the Regent Theatre, Elmira, N. Y., turned the trick in a space about five and half by two. With the title so well displayed and evidently getting interest, no great amount of sellitig talk seems to be required, so here it is kept to a minimum. The cast is told above and below is the simple appeal of contrast with The Covered Wagon. This probably worked as well as larger spaces in a town where large spaces are not generally used. This is a very good example of straight type work with no particular attempt at display. It might be noted that the top lines are practically as THE USEFUL TITLE well displayed as though there were white space between the numerals and the title because the two lines between are so light as not to detract. They would be even less in the way were they in Roman instead of full face. Toronto Produces Nice Pirate Space Using a four-sevens, the Regent Theatre, Toronto, gets out a nice space for Fairbanks in The Black Pirate, using 28 inches in the fourth week of its run. Toronto Surrenders . ^ But It Can t > Sn, ^ Stay Always "Songs I of the Sea" i U^B^B^y gr*pl>cd In Naiural Colon DOUOAS FAIRBANKS rhelOackPirale A TORONTO PIRATE AD The six point italic below the top line tells that the picture is still going strong, but points out that other big pictures are to be shown and urges the reader to see it before it is withdrawn. This is about the best angle for a run. In the fourth week the selling talk has been about exhausted, and all that remair/s is to "see it" and "see it again." The space differs from most displays in that it cites the London approval rather than the New York success. Plenty of Cut Used to Splash Bad Men Feeling that it had something worth the cost, the New Theatre, Baltimore, went beyond its usual space for Three Pad Men and took 150 lines over four, which is nearly an eleven inch drop, but it got something worthwhile for the money. The Picture That Has Causes' The Nation To Stare And Gas? In Wonderment— 3 BAD MEN A THREE SHEET VALUE Like so many Fox cuts, there is far too much detail in the drawing to give real strength, but it makes a nice showing here and the presswork did not smear up the close lines. There are two good selling banks, and in every way the New conveyed the idea of bigness. It has done better with this title than any other theatre to date; and there has been some very good work shown on this big picture. In layout, typography and cut work this makes a fine smash. Shire Made Drive to Sell Tin Qods Charles F. Shire, of the Lincoln theatre, Lincoln, Neb., made a special drive on Tin Gods and used it to put over the house for the season, since the picture was the first big September opening. He sent out a crew of three men to cover 37 feedcd towns, one of the men doing the posting, while a second did the tacking and the third put heralds into the houses and negotiated for a mailing list from the local postmaster. This campaign was not only on Tin Gods but for Paramount Week and institutional advertising for the season. Eleven county newspapers, published by the same press, carried a full-page mat on the Meighan picture, and 500 radiator cards were distributed to Ford owners, most of whom kept them on their cars. As it was the "rush" season at the State University, Mr. Shire sent letters to the presidents of all fraternities suggesting the Lincoln as the best place at which to entertain prospective candidates and offering to reserve special blocks of seats as might be required.