The Moving picture world (November 1926-December 1926)

December 4, 1926 MOVING PICTURE WORLD 363 Olson Uses Burns' Style Layouts Nicely An Inner Frame Ad Small Reverse Has Qives Nice Display Qood Display Value This three nines from H. G. Olson, of Generally small reverse designs have poor the Jeflris Theatre, Janesville, Wis., is rem display value, yet this two threes from the iniscent of Frank H. Burns. He carries out Loew State theatre, Los Angeles, comes much the same idea and with the same good through surprisingly well in putting over Lew Cody in The Gay Deceiver. This is because the lettering is large in spite of the smallness of the space. The cast names ;ire almost lost and you have to study closely to get the smaller lines, but the star and title are distinct. effect. COPYING FRANK BURNS It cost about eight inches of space to get the outer frame, but those eight inches double the value of the other 19 inches, so it looks like a good buy. This is one of the best devices we know of for making a small space loom like a quarter page, and Mr. Olson has caught the idea exactly. Simple Selling for Colleen Moore Play The Pantheon Theatre, Toledo, takes a comparatively small space for Colleen Moore in It Must Be Love and yet gets the star over nicely in mostly cut. ToledO'-She^s Here! \ 11 DOING IT SIMPLY Miss Moore mostly sells by herself, so no great amount of argument is required, and in this. simple cut she is put over with a minimum of effort. To take larger space or use more words would be a waste. LtT 5 CO— 1 LARGE LETTERS HELP A correction which seems to have been overpasted does not help the looks of the space greatly, but it does no real harm. Either the main letters filled in slightly or else the outside letters were bendayed, for they are grey instead of white and yet come through fairly well. The white letters in the centre seem to lead out to the sides. This display seems to violate most of the rules of good layouts and yet gets over. Even the figure seems to help, though it i ^ too small to have any real attractor value. Probably the same matter set in type inside a quarter inch circle would have had e'>'en greater display value, but this two threes is not bad as it stands. Obscure Lettering Kills the Reverse Someone's foot slipped in making this reverse title for the Cameo Theatre, Pittsburgh. It's for The Midnight Sun, but the CAMEO FIFTH AVE. DOWNTOWN NOW PLAYING NO ADVANCEIN PRICES I liiliiidhlSiii) The CorgeoiM Qlittering Drama of a Gnnd Dukt and a Dancing To^! . H UURA LA PLANTE and PAT O'MALLEY RAYMOND KEANE, GEORGE SIEGMANN mii • BrilUut EDiemble of Omr 500 Pl«yor« BXTHA AODEp ATTRACTTON DEMPSEY-TUNNEY FIGHT PICTURES A3 REPRODUCED BLOW TOR BLOW m ElftC AT CAZETTZ SQUARE BY SANDY SCirarr AND AL QBATBE* MIDNIGHT SHOW TONIGHT light lines very promptly filled in with ink and it looks like the basis of a guessing contest. This is supposed to be a shaded letter, with hairlines for the centre of the M and to connect the down strokes of the other letters, but apparently no one ever told the artists that hairlines are lost in reverses. The result is that unless the reader is already familiar with the title he does not know what it is all about. Even if you had the original before you you never would dream that there was a "the" before the "midnight." It looks like a scratch on the plate rather than lettering. Apart from this the space is good display, but someone should be spoken to about the title. Taking Big Chance Qot Nice Display This two eights for the second week of Boheme in Cleveland gives the Stillman a nice display, though it was taking a heavy risk to try that cut, since you cannot gamble comfortably on Cleveland papers and cuts. 2 WEEK Mttro Cold^wyn Picture LILLIAN JOHN " GI3H GILBERT A GLORIOUS PICTURE! A PERFECT ROMANCE! and A MAEVELOUS CAST, includii^ RENEE ADOREE, ROY D'ARCY, KARL DANZ. EDWARD EVERETT HORTON, CEO. HA3SELL. CINO CORRAOO, FRANK CURRIER & OTHEftS Producvd hj KING VIDOR IT'S THE MIDNIGHT SUN THE CUT CAME THROUGH Probably Mr. Maianey figured that if the cut came through it was all to the good andif it didn't it at least served as an attractor for the space above, and nothing could have hurt that short of a "batter." The upper half of the space is about as nearly fool proof as it can be made. We would like a little less all capitals, but a good selection of faces makes this less awkward than usual.