The Moving picture world (November 1924-December 1924)

November 15, 1924 MOVING PICTURE WORLD 251 left, at the bottom of the space is one we do not recall having seen used in a newspaper display before. The benday was overprinted in black type before the cut was made, so that the lines stand out with type clearness against the grey ground, instead of being hand lettered, and therefore more or less illegible. A little more color on the por A First National Release A TINT GROUND trait and this would have equaled a magazine page, but considering the paper stock, the quality of the ink and the speed of the press this came through better than anyone had the right to expect, and it made a thoroughly appealing display, giving added strength to the panel. Through this device the small panel has the same strength than would be given had the entire space been taken for Perform. MM 11:00, 1:00, 3 00, 5:00. 7:00, and 9:15 A First National Release ANOTHER EXPERIMENT that type announcement and yet they have three times as much space for the attractor and achieve a result that is individual and artistic. 'In their second attempt they were not quite so fortunate. Here the grey ground comes out all right. It has to, since it is benday, but the two figures are a bit vague. As in the other the space is made fool proof by doing all the talking in type with the ex ception of the entirely safe reverse strip for the title. The Strand took a chance and won out, but it was a pure gamble and an effort to repeat might result in a loss, though with the precautions taken they are sure of a good type advertisement, no matter what happened to the cut. Fool Proof Space Is Terminal Idea We think that they could use roofing composition in the ink fountains and still get a fairly good impression on this display from the Terminal Theatre, Newark. Certainly the ji Rip-Roaring ComedyDrama that i of Arizona to the Palaces of Washington Back Again for a Sensational Road i 7,1 ■* Greatest of Tom • $cTORHENT , UNCDOH McCORIK •The Storm" COMEDY TIKMINAL CONCLRT 0RCHESTI& ' ■ | Coming ».a„ The Hew SYNCOPATION a ■>«■< j A Fox Release YOU CAN'T SPOIL IT cheapest grade of ink is going to give something that can be read, for there is not a letter in the entire four elevens that can be blotted out. Coming from a house which offered about the worst in the country last year, this is the more remarkable. The figure of Mix is done with benday to give a halftone effect without the halftone risk, and the lettering is all type, very little all caps and these lines not more than one inch wide. The pressman who can spoil this is a hand-made genius. The Terminal has used only one of the old-fashioned cuts this season, with five scene sketches and a lot of tiny hand lettered captions, but mostly it goes in for these bold effects and licks the entire amusement page. There is nothing "artistic" about this, but it is a fine example of common sense layout that will bring results. Beaucaire Cuts Make Good Ads One of the prettiest ads on Beaucaire yet to turn up on this desk is sent in by the Capitol Theatre, Pittsfield, Mass. Apparently the fine drop-out cut designed for the full page display in the press book encouraged Manager Frederick to use a good thing while he could get it, so he took the figure, cut it down to go into five columns and got something that sold just on the looks of the space. Had Mr. Frederick put nothing but the title into this five by seven teen and a half, he probably could have sold. He added just enough tal < and did not proceed to spoil it by adding more. He realized that white space was the proper setting, and he avoided the common fault of over stuffing the space and spoiling the entire effect. Before you ever see the title, you are sold on the idea that here is Something big, and of course the combination of star and play verifies that first impression. Wh^n a man Valentino Is Back! 2 W 7.20 By Booth Tarklntlen A Paramount Release ONE OF THE PRETTIEST ager learns that an extra large space does not call for an additional number of words, he is well on his Way to the Master Craftsman degree, and we think Mr. Frederick qualifies. He has turned out an exceptionally pretty display, not marred by the usual faults, yet he gives dates, show times and all other necessary details. But that cut is an incentive to good work. Flashy A cutout from the 24-sheet on Secrets was used several weeks in advance of the date at the Empress Theatre, Owensboro, Ky. To get attention it was lighted on the flasher system and few of the patrons during these weeks overlooked the cutout in spite of the fact it was above the usual sight line. The result was an exceptionally good three-day business when the cutout was removed to the front of the house with a "Now playing." Special Scaramouche When Scaramouche came to Berkeley, Cal., the Strand Theatre not only interested the public schools in the educational side of this production but arranged a special session for the students in history at the University of California. A special rate of twenty cents wa9 given on the special tickets, and the Professor at the head of the history department gave a lecture preparatory to the showing.