Moving Picture World (Jul - Aug 1918)

1260 THE MOVING PICTURE WORLD August 31, 1918 naming," in the lower left hand corner. It seems to us that many will argue there was at least room for ten point mention. The second display shown is a ten-inch drop across the page, evidently used for an advance. That type title stands up much stronger than the drawn design on the full page. Type nearly always excels the drawn design for clearness EHLBSBP ALL THE WORLD LOVES A LOVER— UrJ*:ESS HE'S DECEIVING HIS WIFE WE CAN'T HAVE EVERYTHING I Greater Coliseum Symphonic Orchestra 30 Pieces A Ten-Inch Drop Across the Page. Compare the Title with the Drawn Design in the First Example. The Reduction Scale is the Same. of lettering and therefor legibility. It is seldom that the drawn design pays in a lettered panel. It's use is better in a full page than in smaller spaces, but it is better to use type for all lettering of importance except the house signature, the design of which is well known. The last example shows a two elevens, three fifteens and four seventeens. In the smaller space an arrow is again u6ed to connect a speech with the speaker. We think this the most attractive advertisement of the three. In the middle display the title is crowded too closely by the type. Note in the right hand display how differently the upper cut looks when compared with that in the left hand example. The paneling has suggested another cut. This last is also an advance ad WE CANT HAVE EVERYTHING GHUSiiW u We Cant Have Everything WE CAN'T HAVE EVERYTHING! mmm COUICUM CftlATtl ivmtum Three Examples of Daily Advertisements. Compare the Cut in the Upper Right Hand Corner with that on the Left. They Are the Same But Paneling Changes Its Appearance. vertisement. Cut it off from its fellows by covering the others with a slip of paper and study it by itself. At first glance it looks a little too formal, but you'll find that it looks better as you keep on looking. It is exceedingly well done and a good example of intelligent panel work. Dangers of Experting. George A. Bleicb, of the Empress, Grand and Queen theaters, Owensboro, Ky., sends in some samples of advertising and ask6 : Take a slant at the cross page ads sent you under separate cover and tell me if you think this sort of layout a bad one. The "ad" sharp in another of the journals pans this method "sumpin' fierce." He said it was even repulsive — repulsive, mind you. Honest, now, I want to know and am quite willing to be taught the right way to do these things, but I can't take the same space, say 28 inches, and make it look as well, to my eyes, in three nines as It does in seven fours. It Is absolutely necessary that I advertise my entire week's list of shows in the two Sunday papers because of the fact that these Sunday editions cover the entire country and the dailies do not, and I derive quite a large patronage from the ruralites. Again, the Sunday papers are read by the families in town lelsjrely and I know it to be a fact that the amusement page is turned to — not just found accidentally. This accounts for my giving nearly equal prominence to each day's show throughout the. week. But look at the Sunday layout of June 2 and compare It with the others arranged cross page. Do you think it as attractive? Consider also that I make up the pages of two edl . ym fsawCtat owt.-ca.-iKa k pimnrOP ■ No oratnmry AbrecUun otKr*dOn 4n> r**> Dtirfc* ibe LnUre Week! C*»*» TK->m Afll \lPtfrSS' . Every Ptclur« ProartfriMncd V« r \rrpOoaaU) t>ood Ml I 111 111 -\II I Dorothy Dillon , : Norma Talmidge — ^""~« i "IT BMT M MtlW" "Flare Up SaT F.OUSHMW "Red. While and MARY P1CKF0RD '"•WUSS" HARRY MOREY Attractions At The Theatres This Week Igj^gg TVK HOW Of HAH*! The Cross-Page Advertisement Used hy George A. Bleich For His Week's Program. The Space Drops 4% Inches. [W AR -'"'" "" S!"K0K 1H* IRHIKIIH,;. WORLD". MVi"r»s| ",'"(!!:,.f;N.,,T,7.,'T!" L'.'.C~' -ri Wood le V* Muslfol toatdy fa Attractions At The Theatres This Week j^^__^»__^^ E^CZZK #* *** Empress CHARLES RAY "The Family Skeleton" !»• Unraia Wrtr. H mil i mm unit! Si. Franota AcooVmy To Givt ~ T Bsuril For 77i« R«J Ciou ■ •*. mm Juk I'K'KFORD lilt MJUESTV BUNKKR BEAN " '""'Vtlrcl™ FOR THE FREEDOM OF THE WORLD tkTUTaNltl LINCOLN HHl TO I NT5B m kill Hi HllfPltUff DOIGLASJAIRBANIS ■ mu wiTuaik ■'■'-■ "" "CJg A Weekly Program of the Bleich Theater, Using Separate Advertisements. Mr. Bleich, by the Way, Is Also the Photoplay Editor of the Two Sunday Papers.