Moving Picture World (Nov-Dec 1923)

488 MOVING PICTURE WORLD December 1. 1923 The Small Cut Can Make Large Space This long drop for Mister Smith’s Theatre in Indianapolis is 125 by 2 and gives a nice display with an indifferent one column cut for a foundation. There is a lot of waste space, which some managers will very Tomorrow MR. SMITH’S ] THE FLIRT SHE was sweet of face and graceful of figure — so alluring in fact that she captivated herself. And often she pressed her lips to her own image in the mirro and murmured. “You darling!" She mowed the swains down right and left, and awoke to the shallowness of her soul only after she had involved her loved ones in grief and near tragedy. IT is such a story as Booth A Tarkinglon has always loved to write — full of dramatic situations, irresistible humor and just enough pathos now and then to arouse t^ie softer emotions. No one knows American life as Tarkinglon knows it; no one can depict it more graphically. ALSO ROUND 11 of FIGHTING BLOOD KINOGRAMS MUSIC 1 Universal Release FROM MISTER SMITH probably regard as an extravagant waste, but that white space is the most profitable investment represented, since it gives to a two column display the prominence of a three without the additional cost. Throw that panel out to the edge or even to within a quarter of an inch of the edge and the effect will be lost. It will be a two column display in a two column space, but with a one inch margin you cannot kill that display with anything else on the page except more white space, and it is hard to kill even with that. Coming as it does on a page largely given to heavy cuts, black type and splashy hand drawn titles, it stands out like the moonlit window in a dark barn. You cannot pass it by, and having stopped, you remain to read. Mister Smith’s is a little sister to the Circle, and good work is to be expected, but we think that in this display li’l sister beats big sister at a smaller cost. Too Much Filling Hurts This Effect There is a little too much type in this oblong from the Garrick Theatre, Minneapolis, to give the best artistic effect, but it is difficult to suggest any copy to drop. For that matter it would not even be well to cut the boldface italic to a lighter line. This might the line cuts on this subject better than make for effect in the art display, but it the half tones, but half tones work better probably would not give the same emphasis with the reverse strips, though they still since there is so little talk, so it might be as well to declare this all around good, even though it does seem to be a little too well filled. As a matter of fact there is such good selling copy that it would be a shame to waste any, and there is not too much, at best. It’s the right approach, not extravagant, but with an appreciation of the excellence of this production and just enough reference to the initial version to back up the “new” in the circular title. More, there is a nice appreciation of the need for hand work in the circle that is equalled only by the avoidance of this form where type was possible and preferable. It is a well considered layout 65 lines across six, which gives ample, though not extravagant display. It’s not a beautifully artistic advertisement, but it is far from being inartistic and it is intelligent and hardworking. The chief achievement to be noted is the display value of the circle and the care taken not to kill this with a too heavy border or too large a mass of cuts. That circle is something to remember and copy, but if you use it, keep large cuts away. A circle with large scene cuts on either side — and scene cuts are a terrible temptation to most artists — would have been a bust. IN A METRO PHOTOPLAY THAT TELLS KOW GEORCINE, THE LITTLE BEAUTY WHO LUP.F.S THE WEALTHY TO BUY RARE OLD FAKE ANTIQUES, FINDS HER TRUE SELF — IN A ROMANCE MOVING THRU SUMPTUOUS SCENES IN PARIS. NEW YORK. PALM BEACH. MISS MURRAY WEARS SIOO.OOO WORTH OF GOWNS! $500,000 WORTH OF JEWELRY! AND DOES THE MOST SENSATIONAL DANCING OF HEI CAREER, r OTHER FEATURES r including Loew's Valentine Orcheslra Prices — Aft., 20c. 30c. Eves., 30c. 50c A Metro Release NICELY HANDLED REVERSE Here’s Another Pittsburgh seems to be able to deal with straight type very nicely, as witness this display from the Cameo Theatre there. If we had the job we would have put the three lines under “The talk of Pittsburgh” in a CAMEO FIFTH A VC., NEAR SMITHFIELD ST. an The Talk of Pittsburgh! Carl Laemmle's Magnificent Low Spectacle BREAKING ALL PITTSBURGH AND NEW YORK RECORDS!!! 99 iLBlN, NORMAN KEF BY and SUPER CAST! SECOND TREMENDOUS WEEK! i Universal Release ANOTHER PITTSBURGH TYPE AD smaller face, because then it would have been easier to read, and the star names would have been plenty large in an 18 point, which would have given a little more spacing to throw the title into greater prominence, but after all the Pittsburgh busts, this is a sightly and effective contribution. A Nice Handling of the Reverse Strips Loew’s Valentine Theatre, Toledo, does a nice job with reverse strips f r the star and title on The French Doll. We like are not as good as line drawings. The problem here seems to have been whether to use type and line or reverse and half tones. The latter were decided upon, probably because it was felt that the strips would increase the prominence of the space, which is four tens, by the way. Set together so that star and title joined, this would give a black band that would cut off from the rest of the type, but by splitting it up and using a cut on the right to drop down, the entire space is practically framed by the two cuts and the reverse strips. It is a workmanlike job throughout, though we do not like so much all capitals. More Fancy Letters Spoil Display Value Here’s another good argument in favor of type for displaying a title. This is from the Stillman Theatre, Cleveland and offers a good proportion of type talk, with line cuts for the chief characters instead of halftone blotches, but the artist has lettered the title and with an outline letter he gets about a tenth the value of a similar sized letter in honest bold face type. Sometimes hand lettering will help a title display, but this is merely a slight departure from a regular outline letter, and even an outline type of the same size would have been better and a bold would have been greatly to be preferred. It might be suggested that since Arliss is the star and since his name will An entirely new and far perior screen version of famous REX BEACH Story of tho Cold Day If you got a thrill oat of the FarnamSantschi fig fit in tf\e old picture — just get a good hold on your teal when SILLS and BEERY start to disficure each other. Never Before Such a Ca»t SEVENTH NEAR NICOLLET A GcHd'ivyn Release _ A NICELY BALANCED DISPLAY, RATHER FULL, BUT WITH NOTHING TO REMOVE