Exhibitors Herald (Dec 1919)

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EXHIBITORS HERALD Favorite Returns to the Screen Irene Boyle, former Kalem star, who makes her return to pictures in Edgar Lewis' new production, "Other Men's Shoes," which will be distributed by Pathe. NOISE GATHERS A CROWD A Sermonette on Poster Use To Make Theatres Successful || By DANIEL PETIGOR iJiV Vice-President of the Riteliey I.itlio. Corp. JjV iiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiii^ iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ To gather a crowd make a noise! The town crier of old, stalking down the village street, to the tune of a clanging bell, brought forth into the highway all of its inhabitants — boys and girls, husbands and wives, giandsires and madams — and they all gathered together to hear his pronouncements. It's a long time from that day to this, and manners and customs have undergone considerable change. The picturesque town crier, through quite traceable evolutionary steps has given way to the pictorial poster. Of these there are many kinds for many purposes. Only one of them has any particular interest for us, and that one is the motion picture poster. It is difficult to realize the progress that has been made in their development, both as to their artistic and advertising qualities, until one compares the first posters produced for the movies to the best of those made now. * * * Despite the apparent simplicity of a fine modern motion picture poster, upon analysis it proves to be an exceedingly complex piece of work, and the great advances made over the early posters are almost entirely due to this increased complexity. To produce a really great poster requires expert knowledge of divers kinds, all properly utilized and properly directed. Such a poster can only result from the combined efforts of an advertising expert, a highly skilled poster artist, and a trained poster printer, and these men must be skilled in a superlative degree. Consider a while just what those qualities are that go into the making of line motion picture posters — the qualities that attract and interest, the qualities that make them real and convincing — in other words, the qualities that sell tickets! * * * The subject matter must be elemental, and at the same time universal in its appeal. The color must be strong as it is possible to use color, yet it must never be crude color. The workmanship of its execution must be perfect, else the qualities that the artist has labored for will be quite lost. These are the qualities that fine posters do possess and that all posters should possess. Posters of this sort make of the theatre lobby a miniature art museum Further, they give the public an esthetic education that paintings never can, for the simple reason that the art gallery is very seldom visited, whereas the movies are forever crowded. It becomes evident, therefore, that the production of fine motion picture posters does more than increase the general prosperity of the film industry — it likewise performs a public benefaction. New Printing Device Will Produce 9,000 Photographs Daily A new automatic contact printing machine for the handling of quantity photographs for the moving picture industry is soon to be placed on the market by the inventor, Joseph Shipman of Los Angeles, and who with his partner, Dr. A. J. Dix, is now giving demonstrations. A number of large concerns, it is said, have requested first opportunity to witness the workings of the machine which it is claimed will print from 7,000 to 9,000 prints a day with an absolute uniformity of tone. The machine is built to handle roll paper and will be made up in SxlO and 11x14 inch sizes, with a special size for post card work that will print six post cards at one exposure. It is run by motor and has a special timing device that the inventor says will allow setting the printing time to any desired fraction of time. The average negative will be exposed and the paper shifted in three seconds or less and as a 100-foot roll of paper contains 150 8x10 prints it will readily be seen, Mr. Shipman explains, that the speed of the printer is similar to cylinder press action. As the paper is printed it is automatically wound up on a light weight chain container, or rewind, which keeps the sensitized surface of the paper clear of the container at all times; when the roll, or any portion of it has been printed the chain is fastened and the container lifted out of the machine ready for development, while a fresh roll of paper and another re-wind is placed in the machine and the motor started. Cast for Second C. K. Young In support of Clara Kimball Young in her second Equity picture "The Forbidden Woman," will be seen Conway Tearle, Winter Hall, Milla Davenport, Kathryn Adams, Stanton Williams, J. Jiguel-Lahoe and John Mackinnon. 88