The Moving picture world (September 1923-October 1923)

252 MOVING PICTURE WORLD September 15, 1923 but that Homeward Bound is unusually good. The lower drawing possesses a vigor that has appealed to an unusually large number of agents, and it has been very generally used, either in whole or part, for this can be cut down from four to three columns and still be a useful design. Thii particular display is from the Princess Theatre. Toledo, but a dozen examples might be brou Jit forward from the first and second run nouses, and this is only one of the set, the others working about as well. The Toledo space is a four eights, and the agent has wisely held away from the overstuffed style. He tells about the Meighan picture, adds a few words about the comedy, and stands on that. He figures that Meighan, plus the suggestion of the play will sell about all the tickets he can dispose of, and he does not spoil those sales by talking too much and leaving the reader unsold through mental fatigue. This is a very sightly layout and while Mr. Bot'sford's department can take credit for the cut material, the agent has his little rose coming to him for not spoiling a good cut with useless talk. It's good stuff. Makes Keaton Play Give a Comedy Week Making Buster Keaton's The Three Ages the basis of a comedy carnival, the Garrick theatre, Duluth, uses a very striking art panel to get over the title and the still; the latter being well chosen to sell STARTS TODAY— LASTS ALL WEEK Komedy Karnival A Metro Release A GOOD KEATON STILL the idea. The star and title are set rather small considering that the space drops nearly thirteen inches across three columns, but the selling is done chiefly on the cut. You see the stone age stuff, you look to see who is doing it and when you see Keaton as the star you can figure that it is going to be something unusually funny. It is really better selling to keep the name down, since it is large enough for the Keaton fans to pick up and yet not so large that the chief appeal is killed into second place. Outside of the unusually large space this looks like big-city work and is artistic enough to serve for a romantic play. It seems to be a stock cut. If it is not, it should be routed 'out and the frame used again when the present use has been forgotten. Circle Theatre Has Ideal Trilby Space In line with the new dispensation, the Circle Theatre, Indianapolis, offers an exceptionally good display on Trilby, taking an additional 30 lines across three to get 180 lines deep for this announcement. Most theatres have used Trilby's legs as their offering, but the TRILBY taken from. Du Manner's Immortal Story IF recollection of the Dove) or any of -its stage Tensona cocoes to your MeiiJ, nothing wiE keep you from teeing a r, on the other hand, the story it one altogether new to /on. yon are to be enried the experiences too. hrrt in store— in the play of emotion, the keenest of suspense, the element of surprise — in this unusual romance of a strange young creature of the Pahs studios who. swayed by a sinister infaws. swept the entire world to her famoos feet. By aO means eoent! Yen H find RICHARD WALTON TVIXY A First Rational Release A FINE TRILBY DISPLAY Circle has an exceptionally good head, which will give greater appeal. The leg stills suggest more than is seen in the picture, or at least in the version shown under the New York Censorship, and persons will be somewhat disappointed, but the head will seil everyone and will not keep away those who may fear that the model angle has been played up in the picture to the exclusion of the story. In the selling talk the Circle devotes the first paragraph to those who have seen the play or read the original romance. Those are cared for in a couple of lines, and the more serious selling is directed toward those to whom both book and play are unknown except through hea"say. Trilby should be sold as a famous story and not as an exhibition of nudity, which it is not, and we particularly like the Circle's handling of the attraction. Breaks in a Comp. on New Style Ad. Earl Hall Payne, of the Kentucky Theatre, Louisville, sends in a two sevens with the remark that it may not be new elsewhere, but it is new in Louisville. He adds 'I Franl^Borzaee. • Gr*at*r to** h*!h bo tnta tfcan thla: That he aheuld u* tha With 1 Lloyd Hughe*, 1 Pauline Garon, Johnny Walker That l« tb# them* of tfaia rraai **rj That ia what btun form Ha tnamaau of baauty. nerlflc* ma naforaTettabla drama. A Craattd by iha a:..<l«e or moraaquf " Frank Bomr« knori Of a. kneara m* •moOon*. h/ioara tha BBoanania you lova to aaa. First National U lalkt of two arho live* bahind lh« **m*r that arp*me* rich a ad l>oor and or *»*« who triad to rat or to tha tore hahiad. Picture LTVT1 Tlf\' »T<rmv.. I\.r_,»> 1 V. V_> l\ I TOMORROW Matinees 10c. 15c Eveamft 10c, 20c A First Xational Release AN EXPERIMENTAL AD that he thinks that the eight point is a trifle small and wonders if it would not have been better to have used boldface. We think not. The essence of this type of display is the contrast between a few black lines and the mass of straight body type, and this can be gained only through the use of roman. Boldface will largely destroy the very effect aimed at. We think that a ten point, even with less space between the paragraphs, would have been better, for while this is an eight point slug it is really a seven point letter, which is what makes it look so small We think that Mr. Hall made a greater mistake in using the small cut for the title. Children of the Dust in an eighteen point display with a ten point "Frank Borzage presents" would have been more in keeping with the general idea of the layout. That cut is too inconsequential. It is too smart to give the space any dignity. It looks as though he would have used a larger cut had he had one, but lacking that, he did the best he could with the material at command. It often happens that a small cut will work well in a larger space, but this is not one of the times, and even with a better sized cut we think it still would have been an error to have used a cut of any sort in a form which is best reserved for all type. The left hand side of the space is very well done, but between the seven on eight point and the cut much of the effect is lost. He knew what he wanted, but either he could not convey his idea to the compositor, or, what is more likely, he could not talk things over with the man who set up the space. That is where the country manager can put it all over the city man. He can go out into the composing room, call the compositor by his first name, and talk it all over.