The Moving picture world (November 1925-December 1925)

November 7, 1925 MOVING PICTURE WORLD 79 Combination Gut Illustrates a Double Feature book cut. Mr. Nichols seems merely to have added the house signature, date and underling. Perhaps there may seem to be no meiit in this, but we have as much re Comint W«d.Thu— Ni Jack Pickford A Paramount Release FEW ADDITIONS spect for a man who knows when to let well enough alone as for that other who makes a completely new layout by cutting and piecing. Each man has done what is necessary. To do more often is to defeat the desired end. This is an adequate advertisement. To have added more would have been foolish, so he let it stand and got a nice display for the Paris Theatre. Qets One Cut to Serve Two Titles Gettiiig one cut to serve two titles is something new, but it was worked by Loew's Theatre, Newark, when they Patht and Associated Exhibitors Releases A DOUBLE DUTY CUT playe.d Black Cyclone with Now or Never for the double feature, without which it seems to be impossible to sell tickets to the frugal Newarkers. As the cut shows, the train on which much of the action of the Lloyd comedy happens is shown running into a tunnel in the mountain atop of which Rex makes his home. This makes a very effective display and gives an equal appeal for both pictures. Generally Newark theatres play up one feature and slide on the other, but it seems to have been felt that even in reissue Lloyd was worth strong mention. A Breezy Cut is Excellent Seller There are two good sales points in this display from the New Theatre, Baltimore. The better of the two is the smartly drawn cut, which pulls the eye over to the space and has the prospect half sold before he even LAUGHABLE LIKABLE ENJOYABLE DENNY AT HIS BEST maid NNY lUSbm Yen nie Town" ^■—■^ from ClmetyDtcW Fopular Flay HENNY ha*,Dever faicn mope (oTOusly atnv* In bringine bubbline, rolliclinK, ptppnj Uushler than In this xaf> trrcaponaible comedy. Th« ditightfuUy daring aiiiwiion's, the^foolhirdj atUmpI to show four J«afC IS women the rown, will send you off into fiearly peals of laughler. Don'l, don't, dun *I tnlaa tills filgfi-powered iMj^htng hit I "Cloudy Romanc*" ROME AND DUNN ■■"■"vANlflES'' New Theater (^r^bestja .(St. Of A Universal Release SELLS AT SIGHT starts to read. The other is the talk over to the right. This matches the cut for liveliness and will make the average man feel that there will be a hole in his life if he does not see I'll Show You the Town. This is backed up with a smaller cut and the announcement of an added act, but the cut will do most of the selling and the chat will complete the few uncertain sales. Vanishing American Charlotte Knockout With a 2,000 standout on the closing night, the Imperial theatre, Charlotte, N. C, wound up the biggest week it ever had, and this in spite of the fact that there was a Made in Carolina exposition to supply a strong counter pull. Perhaps it might better be written "because of," for the exposition officials got solidly back of the film in return for the work of Paramounteer W. J. Wall, who handled the exposition advertising on the argument that it would make a goodwill stunt. The Committee appreciated Wall's intelligent aid, and the Secretary of the Chamber of Commerce, who toured that section of the state for the exposition, had a good word for the Vanishing American, and whooped up the fact that this was the world premier and that Charlotte would see the picture some weeks in advance of the official New York opening. One of the cooperative stunts was a movie ball at which Lois Wilson and her sister acted as judges. Miss Wilson also made a personal appearance at the theatre the final night, which partly accounts for the excessive standout that evening, though the picture had been pulling big all through the week. A bannered trolley was used for three days in advance and during the week, and the Saturday before the opening the High School Band gave a traveling concert on the trolley, the only cost being a pair of seats to each player. The exposition shared the cost of 40,000 rotos used as an insert in a Sunday paper, and helped to a 40 foot banner across the Big Corner. The film was insured for $100,000 and much use was made of this policy. A notable feature of the engagement was the number of patrons who came two or three times. Full Publicity for Lost World George J. Schade, of Sandusky, played The Lost World to capacity. He deserves to, for he started in to promote this title last winter, after he had seen the Rothacker film. He arranged to be interviewed by the papers, and gave a different story to each, but always working in the suggestion that The Lost World was the Barnum and Bailey of the pictures. To keep things going he worked a stunt we do not recall having seen used before. He had noticed an occasional society item that someone had visited another town and had seen this or that picture, among other things. When the picture came to Cleveland, he gave a friend a pair of tickets to the show, and ran an item in the society column. He did this again when the show came to Detroit and repeated on the Toledo engagement. Each time other social lights went to see the film, just to be in the swim. As a result, interest was kept alive. People talked about the picture, and kept on talking. They knew it was coming to the Schade, and they were willing to wait, but they waited with some impatience. Then just before the opening, one of the newspapers was tied in to an identification contest on the correct naming of the various prehistoric beasts. There were stills at the theatre correctly labeled, and so the stunt was not too difficult. When the picture did come he played it at regular prices.