Moving Picture World (Jan - Feb 1919)

210 THE MOVING PICTURE WORLD January 11, 1919 but sometimes the pressman betrays air. Gates' confidence, and the house signature does not stand up as it should. This shows in t lie three fifteens for "Tarzan," AT THE DAYTON ALL WEEK — BECINNINC TODAY A Two Fours Used for the Run of "Tarzan" by the Sayton Theatre. of Dayton this does not matter so much, for the very size of the space identifies it as a display of the Dayton institution. The Dayton not only takes larger space than the other houses, but makes better HOT SUKOII ,i THE DAVTON A Three Twelves for Mabel Normand and Three Elevens for Ethel Clayton. Type Is Used to Hook on the Underline. use of it. In the case of "Tarzan" a type heading was employed at the top for greater definiteness. There is less hand lettering in these displays, and this is a distinct gain, for no hand lettering can possibly be as legible as the clean-cut type faces. The Nazimova display pulls up two big moments for selling talk, but the moments are too much alike. A smaller point would have been better for the second paragraph even had it been less dramatic. For the run of "Tarzan" a two fours was used, which stood out well and kept the interest up. The silhouette effect used at the bottom works better in a small space than the sketches used in the larger displays. They get the same effect in smaller compass. The Mabel Normand space is a three twelves. The type line for this feature is above the average. It runs, "She was the worst paper hanger the town ever saw — but in a bathing suit — well — you'll have to see her." The smaller space, a three elevens, turns to type for the "Tarzan" underline possibly because this was an afterthought. At that it might have been premeditated, for it gives a distinct change to the announcement, and sets "Tarzan" apart from the current show. A three fives for Mabel Normand is prettier than if it were set in type, but it is not as easily read. No doubt this was read, but it would have A Three Fourteens for Nazimova and a Three Fitteens for "The Romance of Turzzn" from the Dayton Theatre. a white streak between the first two letters of the house name cutting into the display. We think that it might work to draw a very fine line just inside the white to define the letters. In a town the size nsmsr /tow showing manor* yCTT THE DAYTOM, FOR THE LAST TIME 5 5 "The Romance of Tarzan" H A gripping, thrilling and astounding continuation I C of "Tarzan of the Apes." \ Also a Lyons and Moran Comedy g ^t TOMORROW 1±A NAZIMOVA in "TOYS OF FATE" i TO&fi at theTJauton MAMJORttAfclD ~9nJ'A Perfect 36" \A snail iown boarding kotweVeniw did not seviiie world on fir? as a rhUVvvaivC saleswoman-. BUT ■*She wa? the sensation of the iilfca^fceacliesShe toured in a UKi?lerjous jewel rofebevtj-J She was Uie worrl paper hanger -the town ?vev fenew.'s.-^ She caused a sleepless niihl on a ciowded Pullman and Hlled the lw8 her with edventm'e -•■>.%• <^~ik @AYT®M A Three Fives for a Current Showing. done better in that it would have been easier to read. The argument is good, but if you have to puzzle, even slightly, over the letters some of the force of the selling talk is lost. Outside the excessive use of hand lettering, the Dayton keeps coming strong. Poorly Done. Here is an excellent example of how not to advertise. It is a two two-and-a-halfs taken from an Indianapolis paper. "Full THE KING of DIAMONDS The biggest thing In a screen production In many o day, featuring HARRY MARCY Full of thrills and realistic spectacles. ALSO A GOOD COMEDY A Poorly Displayed Advertisement. of thrills and realistic spectacles" is not going to sell many seats, and only the most expert fan will recognize this as the Vitagraph production in which Harry Morey is starred. Most of them will suppose it to be some wildcat production. In these days of following the stars it is worth some extra trouble to get the names right, and in a five-inch space it should be possible to tell something about the play. It would probably pay to tell what that "good comedy" is instead of keeping the line running, but the whole advertisement suggests that the management knows little and cares less about the show that is coming in. "The biggest thing in a screen production in many a day" is the sort of line a man writes when he does not know what he is talking about. If he knows, then he tells why it is the biggest thing instead of making the general statement. Taking only three and a quarter inches, single, the Keystone manages to get in the street address, three stars and six lines on the story in addition to announcing the underline — and it does it just as legibly. Good advertising is not YSTO 150 N. Illinois St. SUN., MON., TUES., WED. "We Can't Have Everything" — FEATtJRINGr Kathlyn Williams Elliott Dexter Wanda Hawley "No matter what they have, most people want something more — they all got what they wanted, put how' they got It! — that's what makes this such a wonderful comedy-drama." THURS-, FBI., SAT. 8E9SUB HAYAKAWA In "The City of IMm Faces." A Three and a Half Inch Single Which Gives More Data and Takes Less Space. a matter of column inches, but of what use is made of the space. Set in the same page, the Keystone stands out just as well and has several times the pulling power of the other display. Try This. Charles H. Ryan, of the Garfield, Chicago, used a good line recently on his program front. It was a large "hang me," with a smaller "up in your home for ready reference as to what is playing at your theatre this week." Used on a calendar or hang-up it would be even better, for the Garfield program has no means of suspension. If your audience is largely composed of fans, it pays to have the announcements punched that they may be hung up and consulted, and the "hang me," if set in large type, will help to fix the habit. Picture Theatre j Advertising By EPES WINTHROP SARGENT Conductor of Advertising for Exhibitor* In the Moving Picture World a TEXT BOOK AND A HAND BOOK, a compendium and a guide. It tells all about advertising, about type and typesetting, printing and paper, how to run a house program, how to frame your newspaper advertisements, how to write form letters, posters or throwaways, how to make your house an advertisement, how to get matinee business, special schemes for hot weather and rainy days. All practical because it has helped others. It will help you. By mail, postpaid, $2.00. Order from nearest office. MOVING PICTURE WORLD 516 Fifth Ave., New York Schiller Building, Chicago, 111. Wright & Callender Building, Los Angeles, Cal.