The Moving picture world (March 1923-April 1923)

March 17, 1923 MOVING PICTURE WORLD 335 gram components. Two of these features are holdovers, To Have and to Hold entering its fourth week, with Robin Hood credited with a longer stay than that. Only The Pride of Palomar is a one-week feature, and that is in its last day. It is odd that Grauman does not follow the usual course on the west coast and open on Saturday when he can make his Saturday and Sunday splashes work for more than one day. Opening Monday, he gets very little business out of his Sunday ads. Of course the Grauman houses are institutions and people go there week after week without particular notice of the feature, but there is still some business to be gotten from the transient trade if it were properly approached, and this would at least justify a Sunday opening, with the Saturday space given the coming attraction. —P. T. A.— Drops Down Deep foir Three Items Handling three features in a single space, H. Lichtenstein, of the State Theatre, Dayton, Ohio, drops nine inches down two columns. We think that three sixes would have been better than two nines, and would have cost the same. Many managers seem TUreeBii Headlinees on One great BiUU OVER th: BETTY COMPSOM '-'^TOM MOORE Tenure No,2 WILL Tn'O bi^ stars in a thrfll-s^ept romance of rte fr'ogen north. Where jmngglers clash with ttre Northwest Menu ted and a b& witching heroine defies the law. With the sensational climax actuaUy flhned in a ragringblizzarid. sixsmrs SISTERS Syncopaters of the LATEST SONGS and DANCE HITS ^ in a class all by themselves. \AROPm FOOL The Talkative "WHX'. In bis Funniest OMAGif ol the canti^ variety. FOLLOW THE CROWDS TO THE STATE DEEP STUFF to prefer the deep advertisement, but it is seldom that they achieve effects as striking as the better proportioned space. In this instance hand work further detracts from the effect. There is no advantage in hand lettering where type can be used to greater advantage, and in this space we think that type would have given a stronger display, as well as a prettier effect. With a three GRAUMAN'S RIALTO THEATP^ Fottrth Encore W««k Of Thi« AUorinj Lore Symphony AddpbZukor presents AGcoige Rtzmaimce Production, andToHokl Betty Cbmpson BatLvteU Theodore Kosloff Ravmond Hatton Walter Long and looo others, Mkd Atxacuaa ExbtuAJdti Pnatniaiun MS%aA^in Arnold Tamon ' jB.'%P«tn/ . HfluvwaoD iismm theatre NOW OR NEVER I IT ma SOON BB TOO LATE TO SEE *DOUGlllS KaiRBANKS IN ROBIN HOOD' IH THE MOSTaORIFIEOSemNe THIS LAVISH SPECT/Kle WIU. FVEA WOV-ENJOT fT TO THE UTMOST PRECEDED BV THE FAR FaMED NOTTINGtUM CASTLE PAGEANT so ARTrST5 IN THE *150.000 COSTUMCS OF THE mODUCTION iwm THE wotwn soiertzinoer SCORE PIAVED BV Tl^E HOtLVWOD EOVPflAN ORCHESTRA AND AMID THE LURC OF ANaENT CAIftO M AffEfUCA'S MOST DISriNCTIVE n^vMOuse. MILLIQN DOLLAR TffFATRF. I .(gst times today ACSmeo of Cafilbmias Soul PETER B.KYNEB "ThePtide, of Palomar MAiyORJE MW & fORREST STAMET cJI PamrnottPUbaz ^ 5li1 Otnunutn huods A Mkl-smmner Night ia Hobo-land' Brginning M^ndaj AN EXAMPLE OF NEW STYLE DISPLAYS FROM GRAUMAN'S. LOS ANGELES column width as against the present two both the title of the shorter feature and the vaudeville act should have been given a single line, with a hairline, part-length rule instead of the heavy paneling that makes the space look like a pigeon-holed layout. This would have permitted the stretching of the main title. Over the Border, to a single line, which, in an eighteen-point type, would have been more conspicuous than the huddled hand work, and the cuts could have been used without the signboard if the latter could not be stretched to three. It looks liVe a space built aiound a plan book cut instead of a plan book cut selected to fit a space. Since this cut means very little it might have been better to have dropped this out if another cut could not be found, but generally there is a cut in every plan book that Paramount puts out that can be made to work in a space if it is trimmed a little. In any event a little more white space would have helped ; all out of proportion to its area. This looks cramped and does not carry the suggestion of bigness, but rather that the space was too small, carrying the same suggestion as you get from a child in misfitting clothes. We believe that Mr, Lichtenstein can do much better than this. —P. T. A.— Hookups for Sixty Hookups were the main reliance of M. J. Melvin, of the Phiel Theatre, St. Petersburg, Fla., on Lorna Doone. The National Biscuit Company contributed a large display advertisement on Sunday and put two demonstrators into the lobby to sample the patrons, and stirred the grocers to displays. Another hookup was made from the book end. Between them they gave the business a sixty per cent hoist. 12)11 t-M SiCO FROM THE TOWER THEATRE, ST. PAUL