The Moving picture world (February 1920-March 1920)

2184 THE MOVING PICTURE WORLD March 27, 1920 Two New Chicago Houses Adopt the Typhoon Fan THE Typhoon Fan Company of New York and Chicago have recently closed contracts for the entire cooling and ventilating of two of Chicago's largest and most beautiful new theatres — the Panacea and the Strattford. Ventilation has become one of the most important items in theatre construction and the Typhoon Company this year are showing great activity. A new branch office of the Typhoon Company has been opened in Philadelphia, corner Thirteenth and Vine streets, where Jack Brown, experienced motion picture expert, has been put in charge. Mr. Brown reports that he has already closed in his specialist with a reputation that is built upon great native talent, plus long intensive training. Among them are such men as Ira D. Cassidy, A. Wilbur Crane, Domingo Francis, Marius Periconi, Harry M. Guthrie, Ralph Iligan, Michael H. Lipman and a host of other well-known artists. If all posters were designed by men of this calibre there would be mighty little demand for a poster censorship, for a poster is only offensive when it is vulgarly treated. The same subject matter that is often decried can be so handled that it's appeal is intensified, and at the same time it will in no way be open to criticism by the most punctilious observer. For posters are sometimes offensive, not on account of their subject matter, but rather on account of the crass vulgarity of their design and execution. Applies to Coloring as Well. The same thing applies to poster coloring as well. Color combinations can be crude, loud, vicious, and offensive. On the other hand there can be pure and brilliant color combinations that are much more effective, and tremendously more attractive. Is it possible to conceive of stronger color than that which appears in the tail of a peacock? Or on the wing of a butterfly? Or in the sunset skies ? Or, it might be added in a Ritchey poster? CONTSTAKCE TH E STOLEN KISS^ Two More of Ritchey's Above, Gaumont's "Husbands and Wives.' that he has only to add that the posters are Ritchey posters, and the exhibitor will at once know that the film in question is bound to be a box-office record breaking program feature ! Save $4.80 by subscribing direct for Moving Picture World. News men charge the 15 cents per copy price. Send $3 and get your paper every week, by early mail. Twenty-Four Sheets. ■ Below, Realart's "The Stolen Kiss." territory several important contracts for the Typhoon system, and before the arrival of the hot weather he fully expects to close many of his present prospects. Increases Capital Stock. At a special meeting of the directors of the Typhoon Fan Company, held in New York City recently, it was decided to increase the capital stock of the company one hundred thousand dollars ($100,000). This increase in the capital stock is made necessary by the great improvements being made in the construction and the equipment of the new Typhoon factory, and a considerable portion of the money will be used for the equipment of Typhoon offices now being opened in several of the larger cities. Equipment Note. Says O. Gallagher of the Strand Theatre, Atlanta, Ga.: Strong, brilliant, pure color must used to make a really great poster, but such color is exceedingly difficult to use in an attractive and refined way. Only a very great poster artist can do it, and only a highly trained poster lithographic artist can reproduce it. Men Who Can Do Things. In the Ritchey organization are men who do these things successfully, as the originals of the posters reproduced herewith give ample testimony. Such posters as these add very definitely to the value of the film they advertise. "They make a strong selling argument for the distributor as well — for when he can say of his photoplay that it stars a great actor — that it's scenario was written by a great author, that it was produced by a first rate director — the Ritchey organization declares Cashiers are nervous. Granted ! They are often seen chewing tickets. Granted ! Some patrons are sensitive. Granted ! Do they like to handle a ticket that is wet and bitten? They do not! Granted ! — Enterprise Square Dealer. Why not get an automatic ticket seller and restrict the cashier to chewing the rag? Uuted Pichireltedbtsof Aaniu;. Kitty . Gordon PLAYTHINGS PASSION Another Pair of Ritchey Box Office Helps. Illustrating some artistic work that aided the Robertson-Cole and United Campaigns.