Moving Picture World (Jun 1919)

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June 21, 1919 THE MOVING PICTURE WORLD 1797 act idea. It works as well in a weekly advertisement where you have but the one chance for a display advertisement. The Family gets out a snappy little program with good clip stuff and some original material to make people ask for it. The best way to get your program into circulation is to make it readable, but so many managers drop the effort after a half dozen issues. We could fill half a column with the names of those who have fallen by the wayside, and it would not take ten lines to enumerate the stickers. But the Family has run fifteen numbers so far, and they may be listed among the stickers. Ruff Staff. Ralph Ruffner believes in playing up a comedy now and then, as this four seventeens on the right shows. There is plenty of space in which to advertise Miss Gish in the longer story, but he plays up the comedy above it because he knows that comedies sell some patrons who do not respond to the appeal of fulls. It is all type save for the three scene cuts and portrait in the margin, but he talks strongly. The upper half of the display would class an an advertisement by itself, but the lower portion carries on the argument and clinches the desire to see the play. It is characteristic Ruff stuff, particularly the line "Beach at midnight s-h-h-h No one around but a seal and he's on the rocks." These little touches give distinction just as the underline, "The girl who threw the brick" in the Gish advertisement, backs up the cut in the lower right hand corner. He took a whole page for Bill Hart in The Poppy Girl's Husband and describes this as "A smashing, crashing dynamic story of a raging, surging hell in the breast of a man robbed of his wife and boy and sent up for fourteen years in solitary. Photographed in one of America's most celebrated prisons." The cut is a combination of line and halftone, but the background looks more like a fort than a prison. Barred windows are better than battlements for a prison suggestion. The same cut is used for a four tens for the last day, the descriptive line remaining the same. The display on the left for Shirley Mason included a A Foiv Seventeens from Ralph Ruffner in Which the Comedy Is Featured Above the Drama. the longer play and do pay their money to see the comedy. He does not do it each time, but he gives the comedy a special splash now and then to make his RiALTO EASTER GREETINGS THE POPPY GIRLS HUSBAND" A SMASHING, CRASHING, DYNAMIC STORY OF A RAGING. SURGING HEU IN THE BREAST OF A MAN ROBBED Of MS WIFE AND BOY AND SENT UP FOR FOURTEEN TEARS IN -SOLITARY" PHOTOGRAPHED IN ONE OF ^-AMERICA'S MOST C A Three Seventeens With a Lower Bank of Type Cut Off. three inch bank of type belt, the portion shown. He trusts more to the star than the attraction here, and announces her as "Shirley Mason, (95 pounds, 6 feet 4 inches high. Good looking? Well, A NEW HELP FOR MANAGERS Picture Theatre Advertising By EPES WINTHROP SARGENT Conductor of Advertising for Exhibitor* In the Moving Picture World a A Full Page for W. S. Hart From the Rialto, Butte. patrons realize that the comedies are a part of the show and not merely an infliction intended to make the show long enough. The display on the left is four TEXT BOOK AND A HAND BOOK, a compendium and a guide. It tells all about advertising, about type and typesetting, printing and paper, how to run a house program, how to frame your newspaper advertisements, how to write form letters, posters or throwaways, how to make your house an advertisement, how to get matinee business, special schemes for hot weather and rainy days. All practical because it has helped others. It will help you. By mail, postpaid, $2.00. Order from nearest office. MOVING PICTURE WORLD 516 FIFTH AVENUE, NEW YORK Schiller Building:, Chicago, 111. Wright & Callender Building:, Los Anareles, Cal. rather!)." The "She went and done it," is not particularly descriptive, but it rivets attention and then you pick up the fact that the design below shows that she spilled the beans, for the can is properly labeled and the beans are in evidence. The goose on the right is thrown in to help along, and it balloons "Gosh it must have been awful." This is not dignified advertising, perhaps, but it is wonderfully effective. Ruff gives his stuff a certain twist that people come to look for and they read his advertisements even if they are not looking for a show, and then they go because they have been sold by the advertisement. From Reading. C. L. Carr, of the Colonial Reading, Pa., sends in a four seventeens for Nazimmova in Out of the Fog, and asks for an opinion. The first impression is that is far too full of type, but this is not the case. The column of text to the left not as intrusive as it seems. Anyone THE SHRINE OF THE SILENT ART COLONIAL Four Day,~MONDAY. TUESDAY. WEDNESDAY, THUBSDAY MARY PICKFORD Captain Kldd. Jr. T» Than Wkt Matt end fTn**eT ,::,:. Week OF ALL ACTRESSES, THE I MOST WONDERFUL I IN THE WORLD COLONIAL PATHE DAILY NEWS OUTING CHESTER TRAVELOGUE MUTT and JETT CHRISTIE COMEDY MUSICAL SELECTIONS COLONIAL CONCERT ORCHESTRA , ROBERT C. HENKE ■ DOROTHYGJSH "Peppy Polly'' A Four Seventeens Which Seems Too Full of Type and Yet Is Not. reading quickly can get the message from the big lines without having to stop and read the rest. This portion of the display does as much as would the same space minus that side column because the type is kept small and is not permitted to intrude upon the more important lines. It is not quite as good as white space, perhaps, but it is almost as good and tells a lot more. Half as much in a heavier type would have spoiled the advertisement utterly, but as it stands it is a combination of sight and reading. For the Autos. About now is the time to go after the auto crowd. Get out a few painted signs on the roads they frequent, and try and get three sheet stands in the parking j-ards of road houses nearby. Get a list of license holders and do some special circularizing. Don't see your possible patrons get out of town without making some effort to get hold of them on their way back. It may even pay to hire a special watchman for parked cars.