The Moving picture world (January 1926-February 1926)

February 27, 1926 Moving Picture World 803 London Newspaper Advertising for Iron Horse English Displays on Iron Horse in London Here are two displays on The Iron Horse from the original English run at the Capitol theatre, London. As was told in an earlier story in this department, the figure of the Judge was made a sort of trade mark, and a CA ITOL Haymarket, Piccadilly Circas 'Ulazing Ihe trn)l nt lore ni'd cirUhntinn.'^ 'Mightiest Peak of Film Achievement." — Daily Express. INSTANTANEOUS SUCCESS. Exclusive British Exhibition. Pally at 3, 6 & 9 (Continuous Perlormance 1.30 — II) A Fox Release USING THE JUDGE SENSATIONAL SUCCESS large cutout figure was used in Shaftsbury Avenue while some thirty impersonators paraded the streets reading specially printed heralds with the title and theatre in large letters. For this reason the opening ads were hooked to the familiar figure and made the attractor for the opening week as well as the advance. For the second week and later, the switch was made to the style shown in the second cut. This campaign was designed to prepare the provinces for the coming of the picture and so many media were used that were not strictly local, since there is a type of newspaper printed in London that goes all over the Kingdom. The result was a heavy campaign, but the spaces were not large, a four inch single being the average, though the English newspapers use a wider column than ours ; about 2% inches against our two, though some go even to a three or three and a half. Three showings a day were given, with a grind from 1 :30 to 11 on Sunday. England has not yet gone in for the big splashes in newspaper advertising, and it is to be hoped for the exhibitors' sakes that no one starts in. Since no one does, no one has to. is deep and string out the display. This is a space about six by nine inches, a three nine and a halfs. That is roughly 28 column inches. A better display could have been made in a five fives with a saving of space and a doubling of the appeal. That would have given a skyline twice as long, and still have left ample space for the enumeration of the other features. The artist has merely turned out the usual space instead of looking for a chance to get the best possible display. A little thought would have given a larger return at smaller cost. Colleen Moore Is Her Own Best Bet Most managers realize that a Colleen Moore play can best be sold through Colleen herself, and First National supplies the demand for portrait cuts on her titles. This one We Moderns is particularly good and the Rivoli Theatre, Baltimore, gives it a chance to do its stuff by not trying to kill it off with a lot of black letters. The cut is given every Skyline Again Is Used for Seller Bright Lights is another story where the New York skyline can be worked into the displays, and Loew's Aldine Theatre, Pitts — the Flapper was 1923 —the MODERN is A Fox Release FOLLOWING UP A Metro-Goldwyn Release THE SKYLINE RETURNS burgh, makes good use of a rather fantastic skyline. A better attractor for this title would be the electrical display around Longacre, but out of town they know the skyline better, and it possesses a strong appeal to the rural mind and pocketbook. And since the skyline is the big seller, we think that it would be better to use a space wider than it A First National Release JUST COLLEEN chance and we do not believe that this confidence was misplaced. This cut could have been dressed up with a lot of jazz dancers and things until it became utterly worthless for advertising purposes, but the arttist knew his business and he held the display simple and forceful. Some titles need a lot of picture material to get them over,