Moving Picture World (Dec 1920)

620 MOVING PICTURE WORLD December 4, 1920 Selling the Picture to the^Public A elson Bell Finds New Name for the Smaller Features Nelson B. Bell, of the Crandall theatres, Washington, has discovered a new fashion for billing the small stuff. If you will look at the space for “The Devil’s Passkey” you will find that these are the “complements to the feature” which is putting it very neatly, for the short lengths are something more than fillers. They are put in not only to give length, but variety to the program j A PAIR OF BELL’S THREE ELEVENS and any billing which helps them to distinction is to be commended. It will be remembered that some time ago Mr. Bell was of the opinion that only hand work could give him results, but he has found that a combination is better and now he is turning out some of the best type ads in the weekly grind. He gets out a three tens or elevens which dominates the dramatic section and now that Tom North has left the Moore theatres, the chances are that he will have things even more his own way. He sold “Married Life” to better advantage than most because he took the angle that this was burlesque of the style made popular by Weber and Fields when they were a New York craze. He did not sell it as comedy, but as travesty, and people went in expecting to see what they saw and did not come out disappointed. No thinking person expects to find Mack Sennett turning out straight comedy, but thousands have been given the wrong angle and went to “Married Life” and “Down on the Farm” expecting something other than they saw, and in such circumstances nothing they saw could please them. The Metropolitan lately played “The Woman in His House.” They had a set of newspaper stills and the title, but nothing else was ready, not even a press book, so Louis B. Mayer sent down Bill Rudolph to act as a human press book, and Bell opines that Bill is all there. They cooked up a series that had the town looking for it. Starting Monday of the previous week, they ran a double column fifty line space that showed the cut of a house and the text: “This is His House, built by the man who had in mind a wonderful plan to make a fine nest for a beautiful wife, to live happy therein for the rest of his life. The Woman he chose to live in his house was a sweet, loving creature, a demure little mouse, and both were as happy as happy could be. But life is a strange thing as we shall soon see.” This was all there was to the hundred line space, but Tuesday showed the Man also and Wednesday the wife was added. The Child followed on Thursday with the villain on Friday and the theatre on Satur day. Until Saturday there was nothing to show just what was being aimed at. The cut shows the full column drop for the last day, cut apart to conserve space. It trN\ w Y : r-.: i i BEdSSlSG TOMORBdt. LOUS B. MAYER WILL < f BERKS T Tpz REAL MASTERPIECE OP < SI LEST DRAMA. i THE WOMAN IN HIS HOUSE _ _'°*™ WEES 0.1 LI AT ETRO P 0 L I TAN THE HOUSE-THAT-JACK-BUILT AD dropped down two full columns and the campaign broke the house record held by Nazimova in “The Brat.” Mildred Harris came down to make some personal appearances, and while she did not intend to stay the full week, she had to in order to satisfy the crowd. Mr. Bell has his own artist now, William C. Ewing, formerly of the Post, and figures on getting better results than ever, but as he is not going back to all hand lettering, for he has found that type lines and a lettered signature and title work much better. C hambers Used Ushers to Put Over Paramount Week Stanley N. Chambers used his ushers to put over Paramount Week at the Palace, Wichita. He chased them out to a resort park and. held a diving and swimming contest, while the still cameras clicked and he got some good pictures and a fourcolumn cut in the local paper and a lot of local comment. No Sennett bathing girls for him when he has such an accomplished bunch of usherettes. Mr. Chambers does not appear in these pages as often as he did, but only because his advertising is so uniformly good that nothing stands out above the rest. He has solved the problem of using the supplied cuts and he puts them into his own spaces and gets remarkable results. Some day we are going to take the time to paste up a page of Chambers displays just to show what can be done with the press book helps supplied by Paramount, First National and the others whose product he uSes. He discards the layout, as a rule, and devises his own effects with the cuts as a basis. —P. T. A.— Japanese House Programs Very' Much Like Our Own S. Yabe, of Okayoma, Japan, sends in his house program to give variety to these pages. There is not much we can read, but apparently it is a synopsis of the stories with the cast in English. One attraction seems to be the Corbett serial, while the other is “The Sundown Trail.” The serial number of the program is 71, which shows it to have been in existence considerably more than a year. Mr. Yabe also sends in some of his throwaways on the thin white paper peculiar to the Orient. Chinese and Japanese methods of advertising really differ but little from our own, and the interest in the pictures is so strong as almost to justify the numerous letters quoted by the personal press agents of the stars. They have several picture magazines in ideograph and they seem to be getting more up to date all the time. This program : » * ; a v S' , LK i* a ’A® + c 7 0 T 1 r fi > *> 15 7. © T X. g. e 0 •>' b Aft > * ( iliovi 2 * Till T : ^ O 14 A ® r » x * * * y i CAST Bob Oi>more<^Jixn Sieveits) Jaiu-’S. C-rbett — — Nell Morgan •-•Katl eUnO’ Connor Henry M rgan Joseph Girard John Gilmore Frbnk Jon asson Mort 1 ia G Umore G< "rg ie Wood i liorpe Hargreaves William SaMer FpiVe — — KolleJiJtre* ® E A G • *e 7 *J i * ’ F7 -7 t • i' ; 4 i > ' y 7 : S fi E 0 Ji tf R fiioci LXitb 1 SB 9, 0 GV Ana 0-0* Jr, *1 51 ** ft AH M9f ffi «o L«f: x a-* * i»V + i-* V** Rf*** * ■ VAo* 350 X* X V U 9 Lgtfill *0 U* oxn TJ{j *50 *0 l Ayft »50 0V&-L AUff 0-CTS fc * CS uS&fr mz 0# -1: rr H ♦ 04 g 85*-15 2 ? #0 R* /Ei " 0 41 : U T1 SSSS r. aUS/, a* S3 f*VO +72 41 ’70 u-»0A X A V ‘-9 b El ,cVo im nv x 1 *» S 4 T/C 5*602 •tf f VC Si! 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U V 1 t * a. o *3 <*» + sew ± ii 3 n S * if H if H 0 f.jauNM v' i: a; j•'fell 5 U X if = 3 • •i I i ■ S *” *1 nr: ^ 1 JSJOTTi t£ f ; T » : f x 5ft -f H » s ti L **l U *0 t£ tC * tn o < ii •> l > i: ■r *. S & on O fi i A £. * 0-0 4' V^r * v : «. n * * U W H : It * « a i * « ‘-Li S fit? + 0 $ i ttQS 0 II /-N ? n ft eh c Cif: SSii Chfti Sb XS s*. s vs^ 0 fp-Si #i: i t n tSo tr C + a*0 r. • ft ■ «. C H S * > -Co* £*-V f tl i ^ ' j : i »> ^ I4S‘ : I » r A xBf IT noft -C v if a at JLe r. o B 9*11 T SR tt ft VC II l ft *2T t ± C V If T. 4> 4 0*. CA 0 & 4 r. s * ^ ^ < o 'i n a rx 3 o n ? TS i *I4< . » 0 X £R i. ‘*5 . F'3F tf.-Fel 0 Jf ^ 3 V* *00 :« *9 it •V U SF lieu «1T«1 ott’T + fBJOJ 9 T V 0 li ?Bt SRoT-C i|UT * r. o c n <: s :rn 1 o *■: n o T * 7 * % T ft * B < • s | i :»V * * ft Ji'Si Tis c * T PROGRAM FROM S. YABE, OKAYOMA, JAPAN