Moving Picture World (Nov-Dec 1923)

400 MOVING PICTURE WORLD November 24, 1923 Wasted Space Marks Chicago Advance Ad It looks as though someone had wasted 54 lines in this opening grind for Monna Yanna at the Harris Theatre, Chicago. That bottom cut is 27 lines deep and we do not think that it sold one half of one percent, of one admission. The whole space is a bit soggy, but this bottom cut seems to be throwing money down the sewer. That fancy title is pretty poor, too, but people might study that for a while, though it will not get the man who is most desired : the man who is not looking for amusement THEHTRE DETLRBOJftt ATXm<E \ LAST TIMES } TODAY wmm \com 5MRTIW8 TOMORROW KISKT VflLLUSl rex TRESEKTS The most stupendous production in the history of motion pictures. SCENES OF MASS1YE SPLENDOR . BREATH-TAKING BITS OF BEAUTY, 000 PEOPLE IN THE CKStJ A Fox Release MUCH LOST MOTION and who is caught as he turns the page in search of something else. That title will never reach out and grab his eye as it travels over the page, but it may interest the amusement hunter. The waste cut might have been made to do double duty had the practice followed in the top cut been used. Had this been mortised to let in a type, not a hand lettered, “Scene from Monna Vanna” it would have been the best selling element in the entire space, for the man interested in the rather shadowy picture would have looked around for Monna and have discovered that the white streaked lozenge above told about her. Type would have stood out and would have carried out the title to the eye where the decorative plate is more decorative than informative. Even so small a thing as setting the limited selling talk in type would have helped more than a little, but the space is entirely hand lettered, though other spaces prove that the 'Chicago papers have a good dress of display in various sizes. The usual explana tion of the big town agents is that only through hand lettering can they get the effects they desire, but that is an alibi rather than a real excuse. New York gives real results in type and any city office will give as good if the agent is persistent, but he sends down a few type layouts, does not get just what he wants, and turns to the deadly hand lettering forever after. It’s laziness, not display, that forms the real reason. Pittsburgh All Type Is Neatly Disposed Pittsburgh, the home of the poorest amusement advertising in the country, can occasionally come through. This is an 85 by 2, or about two sixes, for the Cameo Theatre there, and it is as nice an example of clean typesetting as you can ask for. It is not only clean, but it is good display, ^IHIIIIIIIIIIIflllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllJ 1 CAMEO 1 | 5th A ve., Near Smithfield St. | = CARL LAEMMLE Presents e EE That Versatile Two-Fisted, Heroic Fighting Farceur EE ! HERBERT RfflLIU I scribers who get the four page paper will have to read all of this to get their money’s worth. Mr. Mclntire is a red hot local patriot and he probably would not care if he lost a little on Fairbanks so that he might brag that his town had the big-city pictures. If all of the town had the same ROSE THEATER Monday and Tuesday— September 10th and 11th BURLINGTON ONLY ANNOUNCE THE REOPENING OF THE ROSE THEATRE— ALL REMODELED OUT A.'O OUT -Lip 5T AIRS A.*D DOW I THE ROSE IS NOW AN EXCLUSIVE WHITE HOUSE CATERING TO AHTTE PEOPLE Of* lubLnli A United Artists Release — /no Comedy Thriller by H. H. Van Loan, == — America's Leading Screen Writer, == = a THE CLEAN-UP n = = With a Saper-Cast including CLAIRE ADAMS, ~ == CLAIRE ANDERSON, HERBERT FORTIER, = = MARGARET CAMPBELL and FRANK FAR = = RINGTON. = McINTIRE’S FLYER intense local pride, Burlington would be even bigger, but Mr. Mclntire is doing the best he can. We don’t think he lost money on Robin Hood with a campaign such as this and with a 35 cent top. It would be a waste of opportunity not to see it. Reverse Panel Is = CENTURY COMEDY! INTERNATIONAL NEWS! I Lucille Hale Presides at Giant Wurlitzer = Universal Release NICE TYPE DISPLAY and it comes from a town where the agents say they cannot get good type work, so they get worse hand lettering. Frost of the Rowland and Clark houses, is winning his battle with the comps, the same of the other houses work in type, and now the Cameo gets into a line with a display that possesses ten times the value of the sort of hand lettering you get through poor press work. When they can get such results from the comps, why do they keep on paying money to artists to muss up the spaces? Darned if we can answer our own question. Rose Blooms Again in Full Page Size Just to prove that his home town of Burlington. N. C., is no slouch of a city, W: C. Mclntire shoots a page to announce the reopening of his Rose Theatre in that miniature metropolis of the South. Northern managers will be interested in the announcement that the Rose is to be exclusively white. He even draws the line at negro nursemaids. We gather that the Rose has previously opened a negro gallery. At any rate it is white enuogh now to please even a klan^man of the K. K. K. There is a lot of reading in this space, but there is more time to read, and most sub Good as a Novelty This display from Washington, D. C., is better in the reproduction than in the original since the color values will be stronger than in newspaper work where poor .1 United Artists Release A NOVEL LAYOUT blacks and a yellowed print paper give a negative result. That white rose is worth a dozen scene cuts, and the title works in better than where there are figures to dis