Moving Picture World (May-Jun 1925)

986 MOVING PICTURE WORLD June 27, 1925 School behind it, the house can do some wonderful production stuff that is well worth talking about. There is an idea in this general style, if you want to adapt it to your own use. Processed Cut is Very Effective This 80 by 2 for Thomas Meighan in Old Hotlie Week was Ed. Olmstead’s Sunday announcement for the Rivoli Theatre, New York. This is different from the usual layouts, and it got the spotlight because it did look different. The< (copy 3ells Meighan Overture SELECTIONS from "FAUST” "A Musical Stereoscopik” Thomas \ Meighan SOME stars draw the crowds without creating the slightest public affection for themselves. Tom Meighan is different. People think of him as the soTt of friend they would like to have come visiting their home. “We don't merely respect him, we love him!” Tom Meighan’s widest fame dates from "The Miracle Man.” Plenty of folks have never missed a Meighan picture since, judging by box-office records his army of admirers is everincreasing. Some men seem made to play Big Brother to people. They have strength and heart, enough and to spare. Perhaps it is this feeling coming out in Tom Meighan’s pictures which has made them so successful. It Jumps Right Off the Screen "A Hot Time in Iceland” An Aesop Fable DIVERT1SEMENTS m* DOLORES FARRIS. ‘Dante Clatoqy BETTY PAULUS, Mezzo Soprani RIVOLI BALLET RIVOLI 3' WAY AT 49 ST ^ HUGO R.IESENFELO TTlg-Vir fOLD HOME WEEK” From the Wholesome American Story by Qeorge A de Tom Meighan' Latest Picture. It opens at the Rivoli today. Lila Lee featured Vmmouhft Picture . A Paramount Release A DROPOUT CUT rather than the story, though it runs into a few glowing lines about the play at the bottom, and the smaller features are carried below the portrait cut. This latter is interesting because it is made by the drop out process, which completely cuts out the highlights and gives greater strength to the cut than where a lighter stipple stands for the white. It costs more, but where space costs w-hat it does in the New York papers, a slightly higher cost for a cut that will double the pull is a highly profitable investment. This was the same process that was used on the Beaucaire cuts. Well done, it doubles the value of a halftone. Ride Supplements Small Sized Cut Arthur Swanke, who does the work for the Rialto and Mission theatres, El Dorado, Ark., writes that this is about the best he could get with the one available cut, but we are inclined to think that he has done better than he might have done with a larger cut. He has resorted to the use of twelve point solid rule to work the single column cut in a three column cut, and the rule really gives more strength to the display than an involved cut might have given. Swanke does the lobbies as well as the newspaper advertising, as numerous examples have shown, and he is first of all an artist. Probably he was not even conscious of a striving for effect when he made the rules of dissimilar length. It is likely that he used these merely because he knew that this would be better and not through any conscious study for effect, but using two rules of equal length above and below the title would have given much less effect. It is the contrast in length which gives them their chief value, and this device is further useful in that the shortened rules give the type title more display. His compositor seems to have the common failing of wanting to set all advertising lines in all capitals. There is not an entire lower case line in the entire display, other than the three DAYS MISSION MON. EVERYBODY’S FAVORITE THOMAS MEIGHAN “TONGUES of FLAME” THE STORY OF AN “EASY MARK ” HIS NAME UNJUSTLY BLACKENED. BECOMES HARD-BOILED AND MAKES IT CLEAN. IT S A STORY YOU’LL LIKE: PATHE || MACK BENNETT COMEDY || MISSION NEWS || “THE BEL OVED BOZO" 1 1 ORCTIESTRA A Paramount Release NOTICE THE RULES words of address just under the signature, but the lines are mostly short and keeping them up does not hurt as much as is the case where four and five line banks are used. There is also a slip in running that all cap line across five and a half inches, down at the bottom. The eye will slip off these too easily. Setting that upper and lower, and in two columns, would have helped a lot. Apart from this he has produced a very creditable advertisement ; the first he has sent in. He does most of his selling with his excellent lobby displays. That is most generally the case in small towns. Starts Now to Tie teature. Doubtless you can get your own. paper to use this idea if you have the series booked. It is a good example of keeping an eye peeled for opportunities. It gives interest to the Terminal right now. The stories will not be released before fall, but if you read the stories it is because you are interested in them. If you read that the Terminal is to have them, you get not only the direct appeal but the general idea that the Terminal deals in interesting stories. Single Five is Pretty and Qood Here is one of the displays used by Ed Olmstead for the Rialto Theatre, New York. It is the same size that appeared in the paper, a single five. The picture is not a portrait, but it is a decidedly attractive face, and the light treatment, backed by the black shadows ■toith ALICE TERRY to a Fall Series This cut shows a box set into a current Helen and Warren story in the Newark, (N. J.) Call. The paper runs these stories regularly and since the Fox house is certain Her sister — And she’s they examine pound bag?” “Wait, where’re you going?” clutching his arm. he grunted, ut — feel like knocking ?” if I shouldn’t lock, I’ll send acquiescence sed surprise, ce how 9he ' you ? She J “Helen and Warren” To Appear in Movies The Fox Film Corporation Is making a series of eight pictures based on the “Helen and Warren” stories by Mabel Herbert Urner. They will probably be released in the fall and will be shown from time to time at Fox’s Terminal Theater, this city. ] stunts Ilk don’t you Slamrn the corri< Ignorir out after She re as he en unpteasai notice he: “Mrs. brusque opened tl “Yes, i called. * pression, wrong ?” “Dead wi A For Release STARTING IN EARLY to get the Helen and Warren Fox releases in the fall, the Terminal theatre has persuaded the paper to run the announcement. Probably this was done without cost to the house since the fact that the stories are to be screened adds to the value of the newspaper STARTS DIAl TO BWAYTODAY l\ I A L I KJ &42ST hucso PjESEbiFELD -"managing Director fc A Paramount Release VERY ATTRACTIVE gives it a reach for the eye that beats larger spaces to the attention. You look at this first because it seems to be well worth looking at. The panel is evidently printed in larger type and then pasted onto the art copy ; a device that should be more generally employed by houses having staff artists. Hand lettering in that size would have been lost, but the reduction still preserves the ciarity of type and it gets over, though the small lines are about a four-point. It’s different from the usual New York display, and decidedly better, too. Look at that last panel in the Rialto ad and swear off hand lettering in small spaces. OVERTURE "doming, Noon and Night in Vienna " RIESENFELD’S CtASSICAL JAZZ MARTIN BREFEL . . Tenor AUGUST WERNER . . Baritone cDuet from "La Forza del ‘Destm i" DANCE DIVERTISEMENT "A Bit of Peter Pan” ’’PAPA’S DARLING," A Fox Comedy