Moving Picture World (Nov-Dec 1927)

December 24, 1927 49 can make it. And that is why it becomes expensive — because we cannot fail exhibitors who post these twenty-fours, and must make certain that those who read will come! I am not revealing the secret of why American Legion paper costs less, I am only assuming it. And if I am right it certainly is no reflection against the Legion. Their paper is ! effective, but their business is not motion pictures and their heart is not centered in motion pictures, as is Mr. Laemmle’s and other great producers. Mr. Laemmle will not let a single accessory go out unless it ’s “exhibitor-proof.” It must contain the ingredients of audience -appeal and contain what most exhibitors want. FOR SALE Lease Equipment & good will of Modern Vaudeville Theatre. 1700 seats. Located in Bethlehem, Pa. Address ALBERT McEVOY Receiver in EQUITY GLOBE THEATRE Bethlehem, Pa. Straight from the Shoulder (Continued from page 34) UNDERSTANDING HEART. Featured cast. Fine as silk, my folk like these kind and come out telling me about it and that is the thing that suits me. Made no money on it, but not the fault of the picture. Have had a scurge of Diptheria, Measels in the Camp and I don’t make any money on any picture. Do well to come out. Oil field class town of 300. Admission 10-25. W. H. Clower, Liberty Theatre (350 seats), Wirt, Oklahoma. Previous reports, good 2, poor 1. WINNERS OF THE WILDERENSS, Star, Tim McCoy. An extraordinarily good picture. Pictures of this type are a pleasure to run as they please nearly a hundred percent. Print fair. Tone and appeal, good. Sunday, yes. Not a special. Good appeal. Stephen G. Brenner, Eagle Theatre, Baltimore, Maryland. THE STRONG AUTOMATIC LAMP The Reflector Arc Lamp that has won its way into hundreds of Theatres on It’s Own Merits. THE STRONG ELECTRIC COMPANY 2501 La Grange St. Toledo, Ohio. of the best pictures we have run for some time. Jackie did splendid work. We did a nice business on this one. The director, too, deserves great credit. Ray P. Murphy, Old Trail Theatre, Hebron, Ohio. Universal Paramount BUGLE CALL. Star, Jackie Coogan. This is one DRUMS OF THE DESERT. Featured cast. This is an excellent Zane Grey story that went well with my patrons and will please any audience where westerns are liked. Zane Grey always goes good with me. L. O. Davis, Virginia Theatre, Hazard, Kentucky. LAZY LIGHTENING. Star, Art Aeord. Not much to it. Same old round. Art don’t take here much. Oil field class town of 300. Admission 10-25. W. H. Clower, Liberty Theatre (350 seats), Wirt, Oklahoma. Stage and Pit (Continued from page 45) of the song the girl throws the rose to the youth and, leaving the balcony, appears a few moments later at the door. Introduce Spanish dance either to band playing “An Old Guitar” or special dance number. Curtain. Drop down to conceal Spanish Cottage set for encore number. THE SETTINGS. Figures i and 3. a, is a light frame 24 to 30 inches high and of border length, covered with blue plaster board on which the railing is painted and the surplus paper trimmed away. Two appropriate railing designs are shown in fig. 1. The shawl, b, of bleached muslin, obtainable in widths up to 90 inches, has decorative stuff in bright colors and a long fringe cut in the material. A white shawl and fringe with flowery designs in reds, blues and greens is very attractive. The painting should suggest embroidery. The size of the shawl depends on the size of the stage, the fringe from two to three feet long. The dotted lines on the scrim c indicate the square on which the slides are projected, j, figure 3, is a drop of plain dark material such as black, blue or purple plush or sateen, hung back of and close to the scrim. This is to absorb the light escaping through the meshes in the scrim and which would otherwise illuminate the set in back of the scrim and render the slides almost illegible. The walls, f, are paper-covered frames with a strip of wall board tacked on the top to give it thickness. Finish in cream plastic or stucco of a rough texture. The platforms are covered with grass mats ; or paint to suggest a tiled terrace. The house exterior, e, is in three or four sections of paper or canvas covered flats. The shuttered window has panes of oiled paper or tracing cloth with a hood, H figure 3, to shield the light and prevent spill on back drop. The walls are cream stucco. Red tile on edge of roof. Orange and black predominate in doors, shutters and trellis. In localities where natural greens such as cedar, holly, etc., are obtainable, trees can be built that take the light wonderfully. Artificial trees are, of course, suitable, but, to be of sufficient size, prohibitive in price for any but the largest theatres. The dotted lines across central part of the house indicate height of balcony platform in back of the house, from which steps lead down to the lower platform. The backing, G, is a plain blue sky drop.