Exhibitors Herald (Apr-Jun 1922)

April 15. 1922 EXHIBITORS HERALD NEWSPICTURES PERFECT THE SERVICE OF THE PRESS WHAT you read in newspapers makes up the bulk of your general knowledge. WHERE the newspaper leaves off, with word description and still camera illustration, the screen begins. NEWSPICTURES perfect the vital service of the printing press to civilization by "showing you** what the newspaper "tells you about." SEE the news at — THE PALACE The Type Talks TYPE talks. Illustration tells a story without words. In policy advertising, the point of which is to drive home a fact 01 series of facts, illustration runs a poor second to straight type as a medium of expression. It is difficult to picture an abstract thought. That's why sign language gave way to words. The first jnit in the series of educational advertisements introduced in "Nov. spictures" last week is reproduced above. a concrete example of the eloquence of orderly type composition. Tt is of the common ingredients included that the best house copy is made up. An Editorial (Concluded from page _<y) unfolded with the miraculous power of the camera to produce effects. The two love stories reveal the steadfastness of the lovers to sustain affection above the shock of tragedy and the test of time. That, if only an illusion, is one which people want to cherish an.d one which gives them inspiration to try to cherish. The old lover who loses his bride by the shot of a jealous rival carries his sublime romance into eternity with him. The young lover who nearly loses his girl through the passion of hatred the old man has for the family of the assassin and again through the maiming he suffers in war and the consequent self-depreciation, is. you 1cnow, as durable in fealty and fine in emotions as the older man. People in their stumblings through life try to keep their eyes fixed on a star. We do not believe that in realistic plays they should be deluded, but we believe that a tonic of romance does the spiritual man good. We believe that people will go into a spiritualized world in "Smilin' Through" and that they will return from it with an inspiration. They may have been looking into a mirror deceiving them with a grace and beauty and worth which is not to be found in their mirror of life Even as an illusion it is good. Man should be noble if onlv in his dreams Lists Stars on Star Banner to Announce Coming CMRST NATIONAL stars, pictures and the brand name were given undiluted representation by the — Empress theatre, Shenandcah, la., in ths striking ftontaJ display reproduced abeve. Mass effect and detail prominence are infrequently combined in a single layout without loss of force. The Empress management scores heavily in the present arrangement. ABOVE the sidewalk in front of the Empress theatre at Shenandoah. Ia.. a huge five-pointed star bearing in its center the imprint of Associated First National Pictures, Inc.. announces on its five points the stars of coming attractions listed. By this means H. Simons, manager, is enabled to keep the front of the theatre clear for flash display. The photograph reproduced above gives a clear idea of the manner in which the system is worked out. At the time the photograph was taken "'Man-Woman-Marriage." Allen Holubar production, was in exhibition. At this time the star announced, on its inner lower point. Wesley Barry as Saturday's star, on the outer lower point. Marshall Neilan as Friday's star, on the inner upper point. Anita Stewart as \\ ednesday's star, and on the upper outer point a lady whose likeness does not identify her to our humble eye. In the bottom point copy for First National Week is set forth. The star is kept up to date by replacement of photographs as pictures arriv and elaboration of the lobby display to place extra emphasis upon those currently visible. The striking layout for the Holubar film tells of the manner in whicl, this is done. In the center of this layout, it is worthy of note, a huge reproduction of the First National franchise held by the theatre is set up. Alongside this the trade mark that has been performing all sorts of gymnastics of late advances upon the observer with pennanted notification of the week being observed. To the left are stars. To the right are stars. And at right and left also the legend. "Home of Stars," is brightly emblazoned. The whole constitutes a veritable constellation, the whole backed by the theatre itself, properly credited by the public with the obtaining of this array of talent. Much decorative ability is evident in the layout. It is clear that definite laying of plans and unhesitating execution was responsible for the spread