Moving Picture World (Jan-Feb 1927)

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February 12, 1927 MOVING PICTURE WORLD 511 Larmour Gets A Double With A One Column Cut most persons will not take the trouble to read through difficult banks in an advertisement. They don’t have to and they simply will not. Washington printers seem to be slipping on typography. There was a time when they did model work. Using a Single For a Good Two Columns Here is another example of how M. W. Larmour, of the National Theatre, Graham, Texas, saves money by using a single column cut for the basis of a two column display. He needs two columns, because he has to sell three titles in his weekly paper, but we show only the top portion of the space in which he supplements the single on Denny in Where Was I? with some breezy added talk. X NATIONAL Monday-Tuesday, October 18-19 CARL LAEMMLE presents Wild women making Denny madder and madder every minute. It’s a bachelor’s comedy of terrors. filted with explosive laughs. A LARMOUR LAYOUT Mr. Larmour can sell three titles in less space than is needed by some managers to sell a single title. He never made any heavy splashes, so his modest fifteen or twenty inches is regarded as a big splash and reacted to accordingly. It’s a great thing to train your patrons properly, but of course you cannot always do this if you have opposition. Mr. Larmour has the field pretty much to himself. This Line Portrait Is Better Than Halftone When you can get a good line portrait, it is greatly to be preferred to the sort of halftone that the average newspaper can handle. The only trouble is that it is not an easy matter to get an artist who can give a respectable portrait. The Palace Theatre, Toledo, achieves a reasonably good cut and so gains a very presentable three tens on The Third Degree. In an effort to gain contrast, the artist has streaked the space with white to let in the title, so that the eye does not get a first impression of Dolores Costello in The Third Degree, but rather gets either the star or the title first, but the two are so closely connected that this is unimportant. However the title is robbed of some of -its strength through the lighter letter because the line is bendayed instead of a strong black, and the surrounding black kills it down. It would have been better had the title been in a solid black. It needs to be to fight the reverse area successfully, and this is a stage title with a real sales value. NICELY DRAWN It is a good space, and yet it will be noted that the all type on white is far stronger than the star and title, though they are less important. The thing that saves the reverse section is the white in the cut. Without the cut this space would be distinctly poor, but probably the artist would not have given this treatment without the portrait. Action Cut Used to Back Up Sales Talk Most of the selling on The Ice Flood at the Garden Theatre, Baltimore, is done with the type talk, but this action cut helps to get attention to the talk, and so it performs its duty. As usual, the Universal artist has GARDEH if«8» 1VE BIG ACTS OF SUPERIOR VAUDEVILLE INK AT WHOLESALE splashed the ink with unsparing hand. They must get a commission from the supply man. Not only is the drawing too black, but the star names are so heavy and so closely set that they look more like another blob of ink than a couple of names. It would pay to notcht his cut and set the names in type. The drawing is not particularly good. It looks more like a quarry than an ice jam, but the title explains the picture, and there is enough action to get attention for the talk, and the talk will do the selling. Too Much Emphasis On a Comedy Angle There is a good punch to this display from the Stillman Theatre, Cleveland, on Tell It to the Marines, and once more the black circle performs its usual efficient work. With three other good ads running across the bottom of the page, this layout claims the first reading largely through the value of the design. AN EYE-WINNING CIRCLE TILLMAN STARTS TO PAY First Show S!arto 1:30 with ELEANOR BOARDMAN WILLIAM HAINES CARMEL MYERS THE glorious film epic of the "Devil Dogs” is herej immortalizing the most colorful body of fighters in the history of the world. The text is all type and upper and lower case, at that, which means it is much easier to read. It is well done, but we think that both text and cut lay too much stress upon the comedy angles. Comedy is, of course, the most valuable sales factor, but there is a fine dramatic punch to many of the scenes that could be sold, as well. Certainly there is no call for the dancing figures which bottom the space. A miniature of the Boxer fight would have been much better for the bottom. Shading the title letters might be objected to on the grounds that it lessens their importance were it not for the fact that it is Chaney who does the selling, rather than the title. Even at that we think a black inline would have marked the title better.