Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

18 EXHIBITORS HERALD and MOVING PICTURE WORLD December 22, 1928 Kingdom jor a Name THE virile campaign now under way for a new name for "talkies," begun with such commendable spirit and activity by the HeraldWorld, and that's our story, has already enlisted popular interest. The daily press has taken up the cry, the public is at least curious, and the grateful industry is by no means bored. The flood of answers pouring in upon the charming mail-clerks of the HeraldWorld is testimony sufficient that a campaign combining the best features of interest and importance has been instituted. Apparently, there are more than a few who believe "talkies" to be vulgar, common, ordinary, unworthy of the empire that lies before them. In true frankness, we have not yet heard a suggestion that inclines us to roll over and play dead. We have not yet been knocked cold by anybody's suggestion, not even our own, and are still keeping a sharp lookout for the perfect word. Concentrating on the idea for a few weeks, well, anyway a couple of minutes, we hope to come forth with something that will make Mr. Hoover's majority turn pale in insignificance. * * * One sidelight seems to have unusual insignificance. We in the industry are familiar with certain trade names. We have heard them time and again and they are part of our language. We know all about Vitaphone, and Movietone, and Photophone, and Phonofilm, and many others. Having seen these names in print a number of times, we take it for granted that they are a part of general language. Apparently, we are kidding ourselves on that score. These terms are by no means as familiar to the world as we dream them to be. Imagine getting from a learned college professor in New Hampshire the suggestion that talking pictures be called "phonofilms" ! Hardly had we ventured the opinion that Dr. Lee DeForest might agree with that idea when a professor of language at Pcnn State, cap in hand, ventures forth with the suggestion that the new picture be called "photophone" ! Gentlemen ! New Hampshire and the great state of Pennsylvania are (or were at last reports) still in the Union. They are not so far from that great center of life and erudition known as Broadway. And they have never heard of either Photophone or Phonofilm ! * * * The answer to this is simple. Manufactured terms like these must be pinned into the dictionary with advertising. Kodak was not put over simply by inventing the term, rolling it a few times lovingly on the tongue, and then taking for granted (because you and your friends were familiar with it) that everybody knows all about it! This is a point of no small importance. It is clearly a signpost along the highway. * « * Palm Beach, N. V. JUt R HOWARD DIETZ, brain baron of *■ M G M, has solved the problem of how to go to Palm Reach without leaving New York. He gets one of those new sunlight arc lamps and sits, fanning himself, in front of a drop painted to represent the ocean. Of course, this is only a beginning. In another week he will have motion pictures of waves beating lazily upon hot sand, with an electric fan for breeze, and a synchronized score for soft m-isic and surf. Boy, Mr. Dictz's mint julep, please ! A Lady Born to Be Adored Peter Vise her. PXQUISITE femininity J— ' meets a heart of passion, guided by an eye for beauty — and the result is "Adoration." It is the latest starring vehicle of Billie Dove, who, as the title of the picture indicates, has a role remarkably suited to both her personality and dramatic gifts. Antonio Moreno is opposite her in this First National production. Right: Billie Dove and Antonio Moreno Above and below Miss Dove and Moreno are shown in two other scenes.