We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
280 SOUND MOTION PICTURES
novel stunts that are attention-attracters have been tried with some success. A mystery picture suggested a striking idea that helped to create additional interest in the presentation. After the regular trailer in this theatre had been shown the screen curtains were drawn and the auditorium was thrown into absolute darkness. A small green spotlight was directed across the stage slowly from the projection room. An announcement was then made by microphone attachment from the managers office that the Green Mystery was coming to that theatre next week. The announcement was made in a very dramatic tone to the accompaniment of soft organ music.
Another attractive use of the microphone is to place one, attached to the sound reproducing equipment, on the organ console, where the organist either sings or speaks the words of a song as he plays his instrument. When done properly this can be very effective. Similarly, loudspeakers arranged in the lobby, under the marquees, in lounging rooms, may be used to good advantage in entertaining a waiting audience.The use of the microphone suggests many unusual opportunities for initiative along such lines. For example, broadcasting stations have been of value in exploiting sound motion pictures. Instrumental selections on the programme, including theme songs of the feature, may be intermingled with announcements over the radio.
Earlier in this chapter I stressed honesty as the censor of advertising for sound. In doing so I was moved by consideration of the fact that there had already been many instances of ambiguity, if not downright duplicity. The anxiety and confusion that attend introducing a new thing to the market have brought such regrettable accompaniments once more; so my wish was to strike a warning at once. Hence I have postponed to this page the mention of something far more vital. Within the limits of good taste advertising for sound, as for any commodity, should