Moving Picture World (Jan-Feb 1927)

292 MOVING PICTURE WORLD January 22, 1927 Warner Theatre Gets Novel Letter Form one not especially good line at the top, but the cut is a ninety percent seller. The top line is poor because it leaves the imagination cold. In case you cannot read it in the cut it runs : “Her heart was his goal — and the score against him was him.” This is too general. Her Heart Was His Got and the Score Against Him Was High! «« FOREVER AFTER” Ha had baerd thoow.di (boat wbe u be eraibed tcrom tbe Koe for m touchdown — he'd board tbe bi* d>ells acreem m MARY i mASTOR I «. f LLOYD HUGHES RTVOLI SYMPHONY ORCHESTRA. FELICE IULA Cooduetln* A COMPREHENSIVE CUT The value of a kick line like this is that it brings the reader’s eye to the rest of the announcement partly sold. It must have a real punch to get over properly. It cannot merely make a cold statement. It must carry a high-pressure appeal. A line to sell should suggest more than this. Possibly “A game that was a classic for a girl who was a peach” would have sold more. It would at least put in more of a punch. The type has been nicely laid in. The title gets the width of the space all to itself and the star names are placed where nothing else can interfere. Possibly it might be argued that the division of space is a little too stiff and regular, but that is a question. Personally we think that it sells well in this form. Appeal to Women Is Corporal Kate Seller Most of the appeal on Corporal Kate in the space of the New theatre, Baltimore, is the appeal to feminine pride in the announcement that this is the first picture to play up woman’s part in the World War. This gives an excellent top section and starts the reader off with a willingness to be sold the rest of the way. In the lower section the play is sold on the general appeal to laughs and pathos, but the big appeal comes at the top, The cut seems to have been derived from the plan book. We think it would have helped had the star and title been cropped from the cut to be reset in type. The lettering is too small for the width of the space. It conveys a sub-conscious suggestion of inferiority that certainly does not help the play, though it may not seriously militate against the ticket sale. Resetting the title in a good fat “Corporal” with an extra-extended “Kate” would have given much more suggestion of an important play. This may seem to be a very trifling matter, but good advertising is made up of trifles and if a little cutting and resetting would have carried a better impression, it would have been worth while to go to the extra trouble. iiiiiiiiMii'iiiiiiiimiiiiiminiiiiiiiiiMiM'mmmiiiiiiiimiiiimiiiii ATTEN--SHUN!! The First Motion Picture | to Show and Give Credit | to the Woman’s Side of the § WORLD WAR! j You will Love these B.-ave Girls | for the Part They Played § «£>[1S * i Julia Fay and Kenneth Thomsen A SUPREME STORY that tugs at the heart strings, yet i* packed with laughs A superb picturlration of the noble self sacrificing deeds of three girl hud dies” in the great conflict' JTAOEr ATTRACTION THE FORD DANCER IF CRISP SISTERS-LUCRETIA CRAIG— HFRBFP MANNY MORRIS Conducting Uo..MnV'*' New Theatre Orchestra ' III 111 M 1 1 1 M 1 1 1 Ml I 1 1 1 1 1 1 1 1 II 1 1 III 1 1 1 1 1 II 1 1 » 1 1 1 ■ I 1 1 < iiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiimiiiimiiiiiiiiiiniiiiiiri! APPEALING TO WOMEN You know that a 24-sheet carries a bigger appeal than a 6-sheet, you you do not always realize that a large letter title may be more imposing than one which seems lost in a space. Cartoon Is Libel But Snappy Seller The Brockton, (Mass.) theatre, uses a cartoon of Colleen Moore as part of its display on It Must Be Love. It seems to be locally produced, but it is cleverly done and is a good change from the usual plan book cuts, though it scarcely is flattering. A CLEVER CARICATURE The space is about double that shown, for there is a large display of the vaudeville acts, but this is the usual panel stuff and not interesting. It is a three column width and in that space commands plenty of attention. The lettering is a bit too crazy, but it matches the cartoon style and the short title is readable enough. Gets a New Idea For A Clever Form Letter Open letters are always good sellers when used as a now and then, but generally they follow one general style of layout, with white space used to get all the display. Generally it does, but we like very much this display from Warner’s State Theatre, Pittsburgh, not only because it is different, but because it is clever. IZZY MURPHY." featuring GEORGE JESSEL, star of "The Jan Singer," supported by Vera Gordon, Natt Carr and Palsy Ruth Miller. “PRIVATE IZZY MURPHY’’ has proven so popular during the past week that there have been numerous requests to hold it for a second week's We deem it a genuine pleasure to announce that this extraordinarily appealing photoplay will be shown in this theatre for a second week starting icith the usual Midnite Show Sunday, which also features RALPH HARRISON’S MIDNITE SONS. Signed _ T HE MANAGEMENT WARNERS’ STATE THEATRE A NEW FORM LETTER STYLE The original space is only a two sixes, so the addition of the envelope cannot be called a waste of space. Twelve inches is little enough for a form letter, and if you can take a little more than half the space to get extra attention, the extra space is well taken. The value of this idea is that it makes the display look different. That’s the advantage of the straight form letter. Put the form letter into a page with plenty of cut ads and the straight type will get most attention just because it is the only space without a cut. Now if you can get this advantage from a form letter and then get attention for the envelope idea, the space becomes even better. The envelope puts over a form letter that is set in smaller type than the average and yet is read as carefully. This is an eight point italic instead of the usual ten point, but it is legible and carries a full message about Private Izzy Murphy. It should be noted that the envelope is made from rule work instead of being drawn in. The rules are set around a house plate and you get the effect of a drawn design without the usual art cost. This is a new and good idea.