The Moving picture world (October 1922)

October 7. 1922 MOVING PICTURE WORLD 497. way are wholly artificial, and some of them smell pretty strongly. Apart from the hid- ing of the star's name, we think this a cap- ital display, but the artist has considered if^^' oj^IHSy tvjlUortZ.I^ J a glUtcving dvaina of nigVit life on tVio most rdanqerous stfecl in tkc ■' iDorlA Theatre A. Metro Release THE FIRST NEW MURRAY AD only his effect and not the display value, and effect should be used to enhance the announcement rather than hide it. —P. T. A.— Faulty Proportions Waste Good Space Here is another example of the innate depravity of Los Angeles' artists. This time it is the Kincnia which is the offender. The Grauman spaces are so poor that we have A. First National Release TOO MUCH INK stopped using them. This Kinema space is 145 lines by four, and yet so much space is wasted on cut and reverse that the pro- gram has to be run in six point unleaded, and you need a magnifying glass to read it. There is some good stuff listed, but that panel down in the southwest corner of the space might as well have been mere black ink for all the good it does. In eighty square inches of space the artist cannot put over a twelve letter title decently and he prob- ably thinks he has done a good job. He has no more appreciation of proportion than a child has of the theory of relativity. He not only wastes his own salary but most of the money put into advertising space, and yet he is doing no more than the rest of the Los Angeles' artists. They are r.ll pretty much alike. In the scene cut there is a suggestion of a man and woman racing before a stampeding herd of cattle, but rot- ten drawing almost obscures the cattle and you have to look at the space carefully to tell that they are there. A lighter line would have brought up the details and might have sold interest in the story, but Los Angeles' artists apparently do not know what light lines are. —P. T. A.— Makes Ford Agent Help Sell Seats If you will look twice at the large cut on this page for "Across the Continent," you will realize that only one is a theatre ad- vertisement. The other is the advertisement of the Ford agent in Pueblo, Colorado. When Harry E. Gardner, of the Rialto, saw the Ford angle in the Wallace Reid play, he generously offered to loan the Ford agen- cy a cut with which to illustrate their hook- up advertisement, and he was careful to give them the same one he was going to use. Of the two we think that the Ford advertisement sold more seats to the Rialto than the house copy; not that the house copy is poor, but because the agent had so much more to say about it in his direct appeal to Ford owners. The hook-up in- cludes the loan of a car for lobby display and this is alluded to in the advertisement, persons interested being advised to go and look the coupe over. The house took 125 lines by three and the agency went fifteen lines deeper. The use of the same cut is the big,point in the display, since it works from one to the other and helps both spaces. Mr. Gardner, by the way, is follow- ing Sivitz into Los Angeles. He writes that the altitude is getting hard on him and he thinks that the Coast will be better, so he is setting sail for Los as the first point of call. He has nothing in sight, but he can no more keep out of theatre management than he can avoid eating, and he will prob- ably be heard from soon. He sends in some more examples of his chatty adver- tisements, but writes that these were cut out by the higher ups after he had been running them only three weeks. They were fine business makers and we think the bosses made a mistake in ordering them out. —p. T. A.— Once More The 12,654,847 kid matinee to be given on Jackie Coogan in "Trouble" was worked by the De Luxe theatre, Utica, after the newspapers had firmly refused to be coaxed into another impersonation contest or « newsboys' parade. They even told Nathan Robbins that he could do with a Boy Scouts turnout, but the Press fell for the Orphans and one more mark was added to the long list. The only new angle was the standing out of the pay patrons until the parade had been let in and given the best seats. —p. T. A.— Got Double When he planned to send up an aviator to advertise "Hurricane's Gal" at the Strand theatre, Milwaukee, Manager Weisfeldt gave a secondary angle to the sturit by sending up a sob sister who was doing a series of feature stories for her paper on odd employments. She had to do a story a day and the jobs were going rapidly, so she and the pub- lishers were glad to get a real novelty to write about, and she simply had to mention the First National in her story to tell what it was all about. Just another case of making two blades of grass grow where one formerly parked, but it shows that Weisfeldt knows all about intensive farm- ing. ^p. T. A.— Don't overlook the real aids the press books give just because Ihey are press books. \^a.eLS\\^^ THE UNIVERSAL CAB Friend Dust Eaters! WALLACE REID'S LATEST AliTO RACE PRODUCTION "Across the Continent" Follow him from New York to l^a Angees in Ihc "Dent" which is in realily a FORD, get a thousand lauehi and thrills. stArlinff at the Rialto Theater TODAY r family or friends, Enjoy BUSINESS OR PLEASURE the l>oundlc.ii bc^tiM of nature, a H^hing, hunting or rr- . .. YOU CAN TN A FORD, Mlllons h«ve earned by Mpenence thai to own and fp- er»te a FORD i.i not extravairancc: they have ItameJ th.il ihc many peanurea derived from a FORD takea (he place of other pleniurco. and the utvtnK thus made often p«ys for the car. and ita maintenance. L«t'.i lAlh this matter over Get the facta and liRUrea. SEE THE 1922 MODEL FORD COUPE ON DISPLAY AT THE RIALTO THEA- TER LOBRY. THEN SEE ' WALLY" REID DRIVE A FORD IN THE PICTURE. The Bettiiner Mofor Co. nlrul nnil trans A*e. Telephone 717 The Arkansei Valley Auto Co. Tlh and Court Tt-lephme 9TZ funoifBt of all the Reld Wally at his betC and % great supportinut cast, in- cluding Theodore Roberti and Mary MacLaren. etory by Byron Morgan WALLACE REID AIM PATHE NEW3 "^^CROSS^ The €ONTiNENT^ TODAY, I\IOND.\Y. TLIESnAY and WEDNESDAY RIALTO C«m<dy. -A PAIR OF SEXES" A I'aramount Release A FORD ADVERTISEMENT HOOKING TO THE THEATRE DISPLAY