The Moving picture world (November 1926-December 1926)

December 18, 1926 MOVING PICTURE WORLD 523 Strong Black Design Yields a Good Single greater advantage than the opening, though something went wrong with the cut. Generally cuts are a safe bet in Washington, but this one failed to come through. For the second week the sales talk has to do with the first week's success and this is conveyed in a few lines of especially well written copy. There is an absence of adjectives that suggests that the copy writer felt that he did not have to exaggerate about the hit; that the success was so well marked that it has only to be alluded to. The result is far more convincing than too extravagant praise. Qood Single Made From a Fox Stock This single column space based on a Fox stock cut, is from the Grand Theatre, Terre Haute, Ind., and not only sells Fig Leaves but in a five-inch measure makes a specific appeal for two otlier program features. It is shown in original size. GRAND-Today YOUR LAST TWO DAYS TO SEE THIS BEAUTIFUL PICTURE. Have You Heard the Popular Jack O'Grady Varsity Entertainers? SUNDAY "BACHELOR BRIDES" ROD LA ROCQUE" A NEAT SINGLE No more than this is needed, and this might even have been cut an inch without materially spoiling the eflfect. It is a good ad if it sells tickets, and this probably did that very nicely, followng an earlier sales campaign. There is no sense in wasting two column spaces where ones will work unless you want to help the publisher pay his bills. Selling Lines Are Best Kept Well Up Possibly John Gilbert is a better seller in Detroit than Lillian Gish, but even at that we think the Pantheon Theatre made an error in keeping her name down, even though the type set gives her almost as much prominence as the hand lettering for Gilbert. LILLIAN GISH ExijidsUelv fraoile a» "MimT Renee Adoree 'Ro'rD'Arcy Karl Dane SLIGHTING MISS GISH Possibly this was made through cutting and pasting, which made it necessary to hold Gilbert large, since he is a part of the star design above, but the name would have worked as well set in type, with the name cut from the star. From another angle it does not look well to mix type and hand letters in a single section. This is not up to the Valentine's best work. Design Saves Space For a Small Single The North Centre Theatre, Chicago, uses an inch and a half single for its Sunday CiiiTiR •rODAY ONLY; LKATRICE JOV tn . "THE CLINGING VINK" AIIMIN HAND and Rig BanA In a New Novel "Overturart" Tomor.— "MldnlKht Kiss' ^rt. i Eve. 600. 2U. DESIGN SAVES SPACE ads and saves money by giving most of this to a design. Getting away from the rest of the page with this border, it is able to put over Leatrice Joy in The Clinging Vine, a musical attraction and the underline. Where not too many houses use the same idea, the design is ideal for a small space, since this gives the necesslary attraction value at the least possible cost. Using the oval, the design actually takes but three lines from the height, getting most of the display from the slanting lines to the corners. This is an exceedingly useful device. More Type Lines Might Help Here If you will compare the type inset in this space for the State Theatre, Pittsburgh, with the general hand lettering, you will probably agree that this is far more legible. Apparently the State is trying to get extra display through the use of a lighter space than its neighbors, but the same efTect can be gained through the use of some hand lettering and more light faced type. IttOtTKlAP IRENE RICH ^ CONV^V TEARLE STyART HfoLNTES- JANE WIMTOM MIDNITE FROLIC TONITE • ♦ NATION'S IDOlT' HAROLD^GRANGE "^One Minute To Play* WARNERS' NEWS RALPH HARRISON AND HIS HIDNITE SONS FIFTH AVE • • • PONVNTOWN LIGHT FOR CONTRAST The idea is sound policy, but the lettering is a little too irregular to serve its purpose. This space puts over My Official Wife nicely, but it might be a trifle more distinct. Animates an Eleven For The Quarterback at the Riviera Theatre. Knoxville, Fred W. Brunelle used a shadow box showing a football field with a huge crowd of spectators. In front of the backing an endless belt carried a set of figures toward one of the goals. It was effective in helping to sell tickets.