The Moving picture world (November 1922-December 1922)

866 MOVING PICTURE WORLD December 30. 1922 he did not expect them to fight their way through the bars. He does his selling on the talk, and plays up star, title and the word "miraculous," the latter referring to the playing of the dual role. The cuts and lining are merely the frame to the sales talk, and the effort is put into the talk. Bell usually writes good stuff, but he went over MKTROPOl.IT.VN A First Siilio:nil /;. ;<. I». STRONG TALK SELLS his best on this and made a wonderful appeal. It's better than the press book and is written in the style that will get people to the house; particularly those who will feel most strongly the appeal of the play. If the cuts were to do the selling, they should have been held free from the linear design, but we do not believe that >hey were expected to sell many of the tickets, but were merely thrown in for good measure. Still Going Strong ' Although in its second year, there seems to be a kick left in "The Queen of Sheba." B. B. Garner, of the Casino Theatre, Lakeland, Fla., played it lately, and got it over to good business — about 50 per cent, above the normal. For a week in advance he used teasers and four days ahead he skied a large banner, placing it well above the marquee that it might not be confounded with the current attraction, and bringing it down for the playing dates. Two of the circular pictures from the sixsheets were mounted on cloth and a background painted in. Then the entire panel was given a coat of shellac and the result was sufficiently like an oil painting to deceive the patrons. One was placed on either side of the lobby and did much to help the sale. Once More the White Beats Out Reverse If proof were needed at this late day to show that white space is better than reverse, we thinlc this three eights from the Allen, Cleveland, would clinch the argument, for the minor features lay all over the big feature for display. You can get the title in two loo'cs, but even then it lacks the strength of the type announcement of the costume review, and the cut is largely lost. Only the selling talk is played up, and if you like that, you can go back and find out that "Remem /1LLEN taiiiiiir |; l^PERT HUGHES X '-'"""^ of Arnericar^Vr > 5 ' ■ <r 1 Home'Life ' T'^'^s It has the Heart Pu It has tears, laug and frolics. It has everything! Hughe. ^ 'unch. n ghs, fights II LLOYD ^■te ^HAMILTON "jHE SPEEDER' COSTUME REVIEW Hrllewten nnJ Ftntj Drr„ CrtMlc, « fEK John Barrymore in 'SherlockHolmes' ^ A Goldwyn Release WHITE WINS AGAIN brance" is the title of the play you wish to sec. There is greater strength to the outline cut for Lloyd Hamilton than there is to the otherwise eflfectivc cut of Pop and the grandson. An outline would be better against reverse, if carefully handled, but a halftone on reverse is just rolling the money down the sewer. It goes, and you don't see where it comes out. This might have been better with a good black reverse, but good black in newspaper printing is a rarity not to be counted upon, and the goods were not delivered in this instance. That costume review is a novelty. They have had a couple of fashion shows, so this was made a display of fancy dress costumes and Hallowe'en clothes. Fashion shows are getting to be so popular that houses are now hard put to find new titles, and fancy dress displays give all the latitude an exhibitor could ask. —P. T. A.— -'-t-^ '••■m — > . HAIL THE 1«V Suits— Coals — W'™;» Emporia Hook-up Is Minus Any Contest A hook-up without a contest is almost a novelty these days, but the Strand Theatre, Emporia, Kans., negotiated a page "In acknowledgment of the splendid tribute to the new social and economic position of American womanhood" in the Ince-First National production. Only eight merchants contributed space, but they made a very pretty display, and the results proved that the straight hook-up will still sell a production, even though it may not be of very recent release. The cooperating merchants all appealed to women with the exception of a typewriter concern which came in because the machine was endorsed by the producer, and even here the woman typist was supposed to know the merits of the machine, which was another reason why the company acclaimed her. —P. T. A.— Eastman Theatre Ads Are Largely Uniform The style of advertisement used by the Eastman Theatre, Rochester, seems to be fixed. It is not pretty, but it gives a distinctive form in a small space, and where too much is not said, it gets over. In any event, it is better than a lot of cut work that means nothing. This is 85 lines on two, and most of the space is given to what the New York Herald thinks of "The Loves of Pharach." EASTMAN PHOTOPLAYS EVERY DAY EXCEPT WEDNESDAY Week of October 28 THE GIGANTIC SPECTACLE "W LOVES OF mww A Paramount Picture Prodaced by Ernest Lubitach, Creator of •DECEPTION" and "PASSION." "In "The Loves of PfaAnoh,' Lubitsch revcalt his power to euggest the mood and ch&ract«r of an epoch. 90 that the very wtlUs and statuary s«em to be playing & port. TUi tale . . . is convtantly feeling the priiiial urge of drama. Altogetlier, It ii one of the majestic pictorcs of the decade, aj mjt. t«rioa«ly fascinatin^f aa the Sphinx." — New York Herald. Special ii/ Arranged Prologue by Eastman Theater Orchestra and Eastman Theater Ensemble Arthur Alexander and \'ictor Wapncr Conducting. "TWIN HUSBANDS" a ^'ew CarUr Dc Ilavrn Cortudy A First Natioiial Release A ONE-PAGE HOOK-UP VLADI^IIR DUBINSKY, Cellist A l*(ir(i nioiDit /i ('.«< (/. V THE EASTMAN STYLE The text is better chosen than that in most quotations, for it really gives some idea of the play. It is the best chosen press notice we have seen in some time, but that does not convert us to the value of other town notices. \Vc think the house itself should have .more to say about what it has to ofTcr and not pass the buck. One expects better than usual from the Eastman, and it is to be hoped that a more original style of advertising is presently developed, for this is by no means in keeping with the character of the house. Perhaps when the novelty has worn off more of an effort will have to be made to get them in. —p. T. A — Start 1923 right: Gel a copy of P. T. A.