The Moving picture world (November 1923-December 1923)

December 29, 1923 MOVING PICTURE WORLD 827 Distinctive Pictures Corpor?ti«n pnoti Second yputh john lvnch -w(th Alfred Luut Mimi Palmcti Wolter Catlett al»crtTa«kw qS iiMFrt wcvci Herbert Cortholl Jobyna Howland » tynii Fontatine co,rt John Held, Jr., whose drawings are to be seen in many magazines, seems to have become quite popular as a movie poster artist lately. Here is one he has just finished for Goldwyn's forthcoming "Second Youth" FOX has issued a bigger-than-usual campaign on "Six-Cylinder Love." Bigger-than-usual chiefly meaning more comprehensive. The campaign as outlined in the colored press book and the black-and-white section covers the ground completely, from publicity stories to trailer. The reviewers say the picture is good, so, with the help of the campaign books, the exhibitor should have no trouble in putting it over successfully. the Independents are right up with the leaders when it comes to turning out seat-selling campaigns. GOLDWYN'S most ambitious "yellow supplement" has just been issued. It is an 88-page symposium of ideas on how to put over "Little Old New York." Every mimeographed page contains something of interest to the showman who has booked Marion Davies' big offering — than which little more could be said of anything issued for a similar purpose. AND we notice that Eddie Bonns, who is mainly responsible for the Goldwyn "yellow supplements," has just been promoted to the position of Special Sales Representative. Here's our best, Eddie ! A good-looking and practical press book is that issued on "Innocence" by C. B. C. Sales Co. It is complete in every detail and fully lives up to the standard of one or two predecessors which, as we have stated, show that ADVERTISING agency sharps have figured that forty words is a maximum for copy on a street-car card — that the reader's attention cannot be held beyond that point. Wonder what they'd think of some of the slides issued in this industry — slides with about twelve words of selling copy, including the title, and forty or more words of credit lines? And that's not exceptional. We examined photographs of dozens of slides lately, and our conviction is that anyone who reads the average slide through certainly must have considerable patience. We know that credit lines are a matter of contracts, but we're going to keep plugging to get them off advertising aids directed at the public, especially the smaller aids. IT seems to us that we've had the knocking hammer out quite frequently lately. If there is anybody whose toes were stepped on, or who has anything to say, whether boquet or brickbat, remember that this is the place to say it, and that these columns are always open to any idea that will help anybody who has anything to do with the advertising of motion pictures. INASMUCH as this is the season of prophecies for the coming year, we are going to be different and not make any. JUST one parting shot for 1923: If the same degree of intelligence had been put behind the making of certain of the year's pictures that was put behind the advertising and selling of those pictures, there would have been a much different story in the grosses recorded. THIS is an acknowledgment and appreciation of all those Christmas greetings we are about to receive. Wishing you the same — and lots of 'em. Advance hints of what to expect for "Black Oxen." Here are the slides. Looks as if tho keynote of the layouts was going to be tho idea of the book strikingly carried out — the rejuvenation of a woman MZBMAIP COM0P/0S JackWhite Productions LAUGHS-THRILLS LAUGHS A HALF HOUR OF FAST FURIOUS FUN snnua fTt S — =h DISTRIBUTED BY limnUIUI K^^^^^1 HPIKOTUtUim* FXCRMJES.INC >f Mirth LLOYD HAMILTON in , HAMILTON * COMEDIES " Two twenty-fours posted by Educational. We understand that these are available for exhibitors at Educational Exchanges. Plenty of room for a date strip on both of these for the exhibitor who wants to boost his short subjects— and they certainly are worth boosting