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262 SOUND MOTION PICTURES
quences," in order not to lead the public to believe that an all-talking picture is being presented. For the latter category the best line is "a ioo per cent, all-talking picture." This carries the message definitely and with clear understanding.
The next classification covers sound pictures, without dialogue, but containing singing voices, sound effects, etc. Such films have synchronized scores and contain singing, or perhaps sound effects, such as the whirr of the airplane, the report of guns, the clamour of crowds. In all such cases the sound element naturally may be advertised, and a phrase similar to "with musical accompaniment and realistic sound effects" may be of value.
The "talking news" is a clear designation. It is selfexplanatory. The Fox Movietone Talking News has become well known wherever sound motion pictures are shown. It exploits current events so that they may be seen and heard, and is of great value, not merely because it brings to the screen personalities that appear as though in the flesh, but because it is so human and natural. It shows, on the screen, such simple matters as ducks quacking, a rooster crowing, children swimming in an "old swimmin* hole," automobiles roaring around race tracks, or a Lindbergh taking off, and thus brings into the auditorium subjects that have strong audience appeal. Sound has endowed the news reel with a greater importance than ever before, and if the fullest value is to be obtained this feature of the programme should be properly advertised. Naturally, it should be advertised by its full title, emphasizing equally the two words "Talking News." In addition, each important personality or event should receive added mention, and the whole should be heavily billed with the words "See and Hear."
Another important classification is that of talking and singing short subjects. These consist of different kinds of