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DEPARTURE IN POSTER PUBLICITY
United Artists has again done something new in theatrical advertising. For the posters of the new 20th Century Picture, "The Affairs of Cellini," starring Fredric March and Constance Bennett, the style of kidding the picture itself and its stars is employed with freshening’
departure from the average motion picture poster advertising.
In 16th Century Florence when medieval romance was at its height, the name of Benvenuto Cellini was known throughout each household as the greatest lover as well as the most skillful goldsmith of his time.
The modern version of his actions as interpreted in this picture, how~
ever, discloses the fact that he was also the greatest liar of his period. The nature of the advertising intensifies the pseudo-romantic strain running through the picture itself. In the past several months
the cycle of motion pictures in vogue has been one of costume, period. productions, practically all of which have been attempts at serious treatment of historical characters,
"The Affairs of Cellini," in contrast, is definitely a satirical comedy. The posters, in keeping with this spirit, convey this idea succinctly. Two are particularly convincing, One depicts Fredric March in caricature of Cellini hanging by a rope around his neck a good distance from the ground making passionate love to the Duchess, whom he holds in his arms while the Duke stands below astonished. The absurdity of the situation accentuates the comedy angle of the
film most effectively. The second poster discloses Cellini holding -the smiling Duchess under his arm in an impossible position with one hand, while he flees from the bewildered Duke in the background. At
the same time, he is shaking the finger of his other hand admonish-— ingly at his Highness.
The technique used in these posters is patch style, the cloth medium
of which, while common in commercial advertising, has not previously been utilized in the theatrical world. The "Cellini" poster sheets are solid color paper strips pasted rather than painted, to procure a cleaners; richer effect. The coloring of the costumes is done in vivid pastel shades arranged to create immediate attention value.
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ASTROM "STEALS" SWEDISH CONVENTION WITH STUNT
An example of alert showmanship was displayed in Stockholm, Sweden, recently during the annual Swedish exhibitors! convention when 20 of the most important store windows in King Street, the principal shopping district of the city, were given over to cooperative tieups with United Artists releases. The windows, representing 12 of the largest department stores and shops, contained stills, banners, testimonials
and greetings scrolls signed by United Artists players. Harald Astrom, United Artists manager who arranged the tieups, distributed
cards to the hundreds of exhibitors at the confab, through which all were invited to inspect the window displays. The names of the firms
‘ represented in the hook-up were printed on the reverse side of the
cards. oo Fw