The Moving picture world (May 1922)

May 13, 1922 MOVING PICTURE WORLD 189 Selling^ the Picture to the^Public torn and only Lloyd Hamilton in "The Rain Maker" gets better than six-point mention, but the six-point is so handled as to give a larger effect than ten-point would yield with some treatments. It's another example of the place A CIRCLE SUCCESS ment of type. It demonstrates it is not size which counts as much as handling. In the cut the six-point does not show, but in the fourcolumn display it gives all the necessary publicity to the program because it is not required to fight anything else in the vicinity. —P. T. A.— Too Much Detail Is Rough on a Drawing In this space for "At the Stage Door" the artist of Loew's Palace Theatre, Washington, is evidently after a repetition of his successful sketch on "Just Around the Corner," but he overplays. In the former drawing the force of the sketch came largely from the simplicity A CASE OF TOO MUCH DETAIL of line. Here he has put in so much detail that he robs the figures of their prominence. There is so much background that the figures do not stand out and the effect aimed at is lost. Moreover, this is not at the stage door, but through it, and it does not run characteristic of the title, though it may be true to play. Sketches such as that used for "Just Around the Corner" do not come when they are called, but they at least have the advantage of setting a standard which will keep the artist reaching for better work, and while he may not rise to the height, he will do better work than if he did not try. This would be a good design were it not in competition with better work, and the two taken in conjunction may point out to him the great truth that force does not arise from a multitude of details, but from a few figures thrown into strong relief. If you will turn back to the former reproduction you can see better how adding more background has killed out the figures in the foreground. Probably this looked much better on white bristol with blossy black lines, but on slightly yellowed print paper with the blacks faded down it does not come up as well. There should have been more white to give contrast. —P. T. A.— Barry in Person Has Drag With the Kiddies Here is a personal appearance advertisement for Wesley Barry, who is cleaning things up in the Middle West with "Penrod." This is from the State Theatre, Cleveland, and is a very well laid advertisement for a program which includes a Chaplin reissue as an added attraction, with the philosophical suggestion that while the patrons wait for "Pay Day" they enjoy again the old laughs in "A Dog's Life." This is a new idea for the Chaplin reissues as it hooks the comedian to his impending comedy while making use of the older material. The cut work here is of too fine a screen to bring the best results, but the like WESLEY PERSON — and in ihiMcpUiof Booth Tarkin^on's NROD "THE LAST DAY OF SCHOOL" CHARLIE CHAPLIN in "A Dog's Life" PRICES Ne.l Wrrl-N,™. T.lmadgt in "The Pa.f.on Flo> A PERSONAL APPEARANCE AD nesses are unmistakable, and that is the chief point. —P. T. A.— Booked Next Spring on Fashion Showing John B. Carroll, of the Imperial Theatre, Ashcville, N. C, is going to have a fashion show next Spring. That's because he had one this year and the department store he worked with asked for a repeat next year. That's booking pretty well ahead. It was worked on "Her Husband's Trade Mark," and in addition to the fashion show Mr. Carroll obtained a double truck on trade marked goods, which worked nicely with this title. This is a new idea in hook-ups, and a decidedly good one. In addition to the double truck, the department store gave all ' sorts of mention to the fashion show and drove the patrons in. —P. T. A.— Simple Designing Helps a Display This three nines, sent in by First National, did not carry the location of the particular Rivoli making this display, but we are using it because it offers such a nice study in proportion. In this it stands out from a generality of advertising displays and serves as a model A SIGHTLY ANNOUNCEMENT to others. They had an excellent line cut to start with, one not likely to mud under adverse conditions and which came up nicely with good press work. The border is simple and elegant, as isolating as a solid pica border and yet not ugly and depressing. The message is all put over in the top third of the space and the selling talk links to the cut. In between the players are announced and below the comedy is named. It is orderly, but it is more than that. It is exquisitely simple and appealing. One look at the advertisement sells you on the idea that it must be a good play or the manager would not have taken such pains with it. You start to read the story already, more than half sold on the idea that you want to see the production. Nothing in the copy will upset that decision, for it is all clean and simple, yet forceful. They do not even tell you it IS a great play, let alone "greatest." They tell you the story and let you form your own judgment, but the story, plus the cut, spells superlatives and lets you pronounce the word yourself. It is far better to suggest a great play than to merely say that it is, and this advertisement, through its layout and text, does more to create an impression than would the most glowing adjectives to be found in the press agent's vocabulary. ~P. T. A.— Reverse Losenge Is An Attention Getter Here is a good display from Boston on Monte Cristo, which is being given a run at the Tremont Temple, though it has not been re