The Moving picture world (November 1926-December 1926)

December 11, 1926 MOVING PICTURE WORLD 439 Tom Mix Picture Has Fine Action Attractors but not letter. Most of the lettering is a clear as type and much of it suggests an extra fancy cast letter instead of hand work. Where hand work is so legible its use is better than type, for the objection to han lettering is not based on the fact that it is done by hand, but that it is not legible. : ^^RK_ -.-^ ■ "t)^^' \T|2i|N| I iik RED ^^JjL*PpW^J^P Oc'to^T GRANGE ^K^^^SZwi^»^n^i^^s!^*ff^^ ^9* mi MINUTE TO play:.- TOPICAL REVirV On the Stage. Elaborately staged Proloqui? CAMPUS FRdUCS IhfHAinriiiDMEGUNS LEONARD WORKMAN and WINSOME CO EDS FAMED MARK ST12AND ORCHESTRA of Varst^ SoloUls A HYMAN DISPLAY This is a Sunday space, the show startingen Saturday, which explains the ears. Sometimes when we see these Hyman ads we wonder why the production companies cannot offer as good lettering in their press book ads and mats. The trouble in most art departments seems to be that the artist is permitted to letter in the text. Hyman uses a special man for the text and has a second for figure work when this is used. Strong Action Aids Amateur Qentleman One good action cut is worth a lot of flossy but meaningless detail, and this First National cut on The Amateur Gentleman certainly packs a punch hterally as well as We«k AH Thi. Week HERE, WORCESTER FOUS, IS OUR DICK' AGAIN! In k dntma of lh« boy who m«n'l too proud lo flghl for lha honor of baing krwwn ■* ■ go'^"*"^*"' • RICtlARD B^UELMESS LAURA LAPLANTE Id "HKR Bia NIOHT** figuratively. The underline ties into the cut with its reference to the boy who was not too proud to fight and with the subtle suggestion of "our Die" sells without much argument. This is a by 3, which gives a nice proportion. There was a time when the nearly square ad was almost as standard as the long and deep space now is. In many ways we like this proportion better, tbough most cuts are schemed to run down the page instead of across. P'ook and magazine pages are the result of long experiment, and they bear the same relative proportions, yet most managers seem to run to deep cuts for no apparent reason. Just because the others do is one very good reason why you should get contrast with a different style. New Mix Release Qives Fine Cuts Most managers seem to appreciate the good cuts supplied on Tom Mix in The (Ireat K & A Train Robbery, and the star is getting a better play-up for this release than in most recent releases. Read's HipIJodrome, Cleveland, takes a two-eights to let in the cut. REAPE'S j MDBtANO 8[nC0 FOB VOUH MONEY nm ANVWHERC ElSt IN TOWN StoHln^at peon today K&A TRAIN ROBBERY V/u'f ffios/ waici 'I ih'ilh ojlk qnaiat watem star # PRESENTJ^ONS f MR&IIN PRICK -^^Ss1 K ^^JrilS^'^l n.F.VW.AND ANU UOWRBr tb '-A flatlrs On rpc«*nl Dm ConJluim." WAul'i'jAi'K'o.v * "a CAhl.IHI.E A r.AMAt In ■ Til* IntrnU" PL'sNTY OF ACTION MIX IN ACTION The panel at the right contains more text than is usual on a Mix story, but there seems to be plenty to talk about, and the house is going strong. There is a lot of five and six point type in this display, but it is legible enough save in the vaudeville section, where the lines are too close together. An even better display is made by the Garden Theatre, Baltimore, on the same picture. li ^ In Hla OrealcM nctnre of the Tor!. GREAT K«A TRAIN ROBBERY GARDEN Tom pilM op thriD af[«r ihrin at a fatf' ndin', aMlH* ihoolin' loviUc nilroaj im4i^-l.lA.HII-Jj.Jl.lrIV.»l|i]^Tf|Ty:^ ANOlHtR MIA Col Here the space is nearly a three sixes, with only five lines of selling talk for the play and a special box for Tony over on the right. The way they play up Tony suggests that the latter must have a personal press agent, though Tony deserves all the space he is given. Advance Prologue Using its prologue the week in advance, the Kinsman Theatre, Cleveland, put over Tlie Midnight Sun with a girl dressed as I^aura La Plante in the ballet scenes. A rayed sun effect in gold and lacquer red was placed in front of the screen curtains and disclosed by raising the asbestos. The girl was picked up with a dark green spot which changed to blue as she rose from her crouching position and with a dramatic gesture threw off her chains, the light coming on full amber. This was used the week before the showing and repeated for the run of the feature. During the advance week announcement cards were spotted with white following the tableau. STARTS TODAY Mem wmsmm xisi CHARLES masmmx cabmel myers A thrilling picture porti'sya) of «hat happcriB in th« show of Life when Fate crackt the whip A beauty alonef The tncQ's ploU and count* I'-plots Norma Shearer at her greatest in t drama of ■ woman i love and Complete Showt h3-7-9P.M. A NICE DISPLAY ON THE DEVIL'S CIRCUS FROM H. G. OLSON, OF JANESVILLE. WIS.