The Moving picture world (January 1926-February 1926)

214 MOVING PICTURE WORLD January 16, 1926 Somethin Advance*' is Correct on Paramount Press Books ANY elaboration to the use of the press book must be considered a definitely CONSTRUCTIVE move, and in this instance, Paramount has stepped out with "Advance Text Proofs — Complete Press Sheet Will Follow." The first impression, after glimpsing one of these advance proofs, takes us back to war days, when the censor "deleted" a lot of things, and ample white space testified eloquently to that fact. In every way, this specimen is the complete press book, with the exception of the ART WORK. And because it can be thrown out away in advance of li the time that would be required to wait for the art jl work, the text matter becomes INSTANTLY available to the-forces in the field, whether they be in the exchanges, in the exploitation division, or in the theatres that have booked Paramount pictures and await publicity matter. Several of these press sheets have reached our desk. There can be no doubt of their value, from the several points set down above. In the key cities, for instance, where the Paramount exploitation men throw out their lure away in advance of release dates, these "advance sheets" indubitably prove their worth. Mel Shauer, at the head of distribution, and Russell Holman, at the «iimii]iiuiimiiiiiimmiiimmtiimnimiiiimiiiti:iimMii«iii:»iiHih«iimi.iiMimiwiinii,flMm^^ Movirur Picture WORLD EDITOR WILLIAM J. REILLY Published Weeklj by CHALMERS PUBLISHING COMPANY, Bit Fifth Avenue, New fork, N. Y. Telephone: Murray Hill iaiO-l-2-S. Member Andit Bureau of Circulations. John F. Chalmers, president; James P. Chalmers, Sr., vice-president; Alfred J. Chalmers, vice-president; Bllza J. Chalmers, secretary and treasurer, and Brvln Hall, business manager. Branch Offices: Joseph Esler, 5434 Glenwood Avenue, Chicago; W. B. Keefe, 6404 Sunset Blvd., Hollywood, Cal. Managing Editor — John A. Archer; Advertising Manager — Frank Saunders; Circulation Manager — Dennis J. Shea. Subscription price: United States and its possessions, Mexico and Cuba. JS.OO a year; Canada, $}.50; foreign countries (postpaid), $10.00 a year. Copyright, 1925, Chalmers Publishing Co. Coprrlght throughout Great Britain and Colonies, under the provisions of the Copyright Act of 1911. (All rights reserved.) Other publications: Cine-Mundlal. Published In Spanish and circulating In all Spanish speaking countries of the world. Technical '^ooks. VOLUME 78 ^^^^^^5 NUMBER 3 g That Is head of advertising, seem to have hit upon a plan that will prove of even WIDER use than during the early weeks of its innovation. * * * REVIEWERS in the principal cities find this advance sheet of great value, and as it is instantly available through the Paramount publicity department, its use among the REVIEWERS is increasing. In laying the groundwork for PUBLICITY campaigns, the advance sheet bridges a gap and makes the first punch on a campaign a thing of ACCURACY, instead of a groundwork of surmises. Much of the material in the press sheets comes in handy in making up theatre PROGRAMS and HOUSE ORGANS, and in the hands of the motion picture editors of the dailies it gives them material to select from weeks in advance of the time they were enabled to cull from it in the old days. In the hands of the BRANCH MANAGERS and the SALESMEN, this material again proves a boon. The complete press sheets, containing the art work, would scarcely have an early value compared with the value of the publicity matter, and FACTS, available under the new scheme. * N( * THE advance sheets, for instance, on "Womanhandled," "A Kiss for Cinderella," "The Enchanted Hill, "Mannequin," strike us as being just so many HIGH SPOTS in exhibitor co-operation and in selling the pictures to the public. And so we say, may BLESSINGS be upon the head of Holman, Shauer, or whoever it was that broke the spell, and released these ADVANCE sheets weeks prior to the final release of the completed press book ! No ISourishment in the ''Rag'' PLENTY of people think that BEEFING and chewing the RAG, are the only way to get nourishment into the system of this VAST and, thank the Lord ! VIGOROUS, industry. But every so often a chap comes along who knows that there can be food for thought that needn't include the "beef" — and that you can open your mouth without chewing the well-known rag. L. O. Davis has become president of the Virginia Amusement Company operating a chain of theatres, by virtue of his constructive ability — his acumen in picking pictures that please his public's palate. That's why, when he presents something CONSTRUCTIVE in the way of a chat about patrons' picture INDIGESTION we are glad to call attention to it. Such a contribution is that from Mr. Davis which you will find on another page of this week's Moving Picture World.