The Moving picture world (May 1922)

80 MOVING PICTURE WORLD May 6, Selling the Picture to the^Public Back Pay Checks Are Good at Box Office The small check idea works well with "Back Pay," and B. H. Green, of Black's Broadway Theatre, Chelsea, Mass., issued them for the sum of one cent to his entire mailing list, sending them with a mimeographed circular stating that they are good either at the bank or the box office. The stunt was used to mark '4 '4 i i I BLACK S BROADWAY BfBMlce CREiSLtR LeUer . Sv\cioiLjL U^TUL. -J^^jU. ieV^W. Os. wJi ^^Sx rnw i'^i^a^>'U^ut\J*^ Xi, fcett«iA ^ col«brat« (.18 , WI T, . «r P»riL-iewt Plclur«» ^urtin( .nn.i^ar.e for 3 acys Uio iluviiic c' B/\CK PAV by FAWiaE HDItST S«» the tlrl wlOi cotton unduraaar t hovo • lot of Jii^.c; GREEN'S MIMEOGRAPH the tenth anniversary of the house and it was put over to a big splash, for a small check is always a curiosity and the average man will want to test it out to see if it is really good. The circular states that Mr. Green is handing the recipient his "Back Pay" and expresses the hope that he will take this opportunity to col lect it. Mr. Green's mimeographed throwaway is more interesting than the other stunt because it is better done than most, with its ornamental border. Very good results can be had where press work is not available, but tlierc are degrees of skill even in handling a mimeograph. This is above the average. —p. T. A.— Five Different Ones Sell Shea Feature Howard B. Franklin's artist has been exceptionally happy in his work on the singles for "A Fool's Paradise." Three of them run for two houses and the others were used for the Hippodrome alone. We like best of the lot the second from the right, which gives the clearest lettering. All are well done in this regard, but with two small cuts, that second space uses a larger letter and one so clearly cut that it might well have been done from type were their faces yielding so flexible a result. Light copperplate gothic will give almost this effect, but it is a little wider and most newspaper offices do not stock the four sizes in the six point. A?, a general thing we think it better to say that Dorothy Dalton is only one of the six stars to appear in the picture than to attempt to list all six in the narrow confines of a single column width. It has been better done in the middle example than in that at the extreme left where about the same width is had, but less height cuts the display down. We like both of the Hipp sketches and they probably sold better than the sketching for the joint displays. Vou have seen this advertisement for Picture Theatre Advertising week after week. Just because it was at the bottom of the column, you perhaps have not read it. You'll read it here. That's what "preferred position" means. Lots of other things are explained in this meaty book by the conductor of this department. Almost every page has a money-getting stunt and any one of these will be worth several times what the volume costs, and you get the other stunts free. It costs only two dollars the copy and may be ordered from the publishers cf Moving Picture World. Get a copy today. Makes bad business good and good business better. This Open Arraiigement Gives a Good Effect This open display for Katherine MacDonald in "Her Social Value" is from C. J. Appel, of the Allen Theatre, Brandford, Out., and is a capital example of the value of an open display. It has the added advantage of a good portrait cut which emphasizes Miss MacDonald's chief asset of good looks, but entirely apart from this it is a fine exhibition of good type work. The star name and title are not smeared on, but are given a handsome face and arc held apart from the remainder of the text, which yields a better display than would a larger face in a crowded space, and the choice of types for the various other features of the announcement is well made and each gains from contrast with the others. The wellwritten copy is on a par with the typographical display, and taken by and large wt do not believe that Mr. Appel feels that he has any kick coming. This sort of display is so charming in its appeal that sometimes we wonder how so many managers can go on and on, perpetrating typograhic monstrosities when they have such examples placed before them. This is rather large, a five-eights, but it can be reduced in the same proportions and taken down even to a three-column without material injury. The size merely aids in getting attention. The display could hold its own in half WELL-BALANCED ANNOUNCEMENT the size if necessary. The man who has never been told has some excuse for not knowing, but for nearly eleven years this department has preached the value of open display and always firds plenty of texts for new sermons. It is a pleasure to come across an occasional result such as this. It is a satisfaction to realize that not all compositors are ignorant hams and that s-jine managers know how to lay out their spaces with an eye to the best effect. This sort of work is particularly indicated in the MacDonald releases, which are polite society plays, appealing to those to whom good type display also appeals. —P. T. A — Hand Lettered Stuff Fails Again to Score \Ve do not recall the town from which this display for "Come on Over" was sent, but we are using it because it is such a good example of how not to do it. It would be a very simple thing to saw this cut to let in type between the cut and the signature and to mortise for the American Harmonists up above, but it went to the printer a solid block, and it is neither attractive nor readable, but just a Beginning Sunday Ihe Gloss Show of the Year I Cecil &. DeMijJe *9'ooZs . OOBCfTMV 06ATDN MILDRELD HARRIS CONQAO NAGE.L THEO KOSUDFP JOHN OAVIDSON -JULIA^ FA-YE. Sheas HIPP and No PARK SUPRCMC Pamdise Beginning Sunday Dorotty Dalton is only one of Ihe SIX stars that appear 200 a at REGULAR. Mipp pr.ioe:s OEX3INS TOMORROW Cecil E». -po-!;SH DeMille'5 gorgeous spedocle rt^^rt^ ALL STAR i-H|,slO' CAST SHEAS HIPP* NoftUW j0^p5'^ HIPP OPENS AT rlA"^ ^ lO A M TOR THIS iil'^vt ATTRACTION ■ HIPP^OME ■ HIPP^OME O A M THIS WEtK. Cecil BOeMilles POOQS OPtH lOAM /this week 'mats is/ OS/ CecilBOcMjlte's ^^ools Parodist y W^lTM AN ALU STAR CAST A1.5t Johns STBUOITFOOnnitUM HEGEDUS SISTER,S Sldcxa 5t3n[c»d FIVE INTERESTING SAMPLES OF SINGLE-COLUMN WORK FROM THE SHEA HOUSES IN BUFFALO