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14
AILY
Sunday, July 14, 1918
You Might Sneak This Over but I Wouldn't Promise Anything
The Box Office Analysis for the Exhibitor
Edith Roberts in
"THE DECIDING KISS"
BIuebird=Universal
This production really has nothing to recommend it, it being just an ordinary program picture that barely more than holds your attention throughout the five reels.
This is the first time to my knowledge that Miss Roberts has been exploited as a star, hence her name will mean nothing to your fans, her previous screen work having been confined to supporting roles in Lyon and Moran Comedies for Universal, Her work in these may have familiarized her name with a few but certainly not enough to make her name really mean anything in the box office.
As they started out here with one idea and finished with another, the impression left isn't hardly what most audiences will enjoy. This has been played all through to create the impression that hero and shero would be united at the finish but for some reason they have
changed the order of things and left shero out in the cold while Miss Greenwood and hero triumph in the end.
If your audiences have been accepting recent Bluebird offerings as a steady diet, you might be able to slip this over on a rainy night. This has one of those "wished on" titles and may get the romance lovers in but certainly it has very little to do with the plot.
If you have arranged to play this, you might use catch lines like this : "If you were a little girl adopted by a wealthy society woman and her fiance expressed his preference for you — What would you do? Would you give up the man you loved because you were morally obligated to your rival?"
Since there is nothing to conscientiously advertise on this picture, you don't really stand much show of getting any business with it unless you have a clientele who come in as a matter of habit regardless of what your attraction is. I wouldn't make any wild promises about this and I think it would be very advisable if you do play it to go out and get a good comedy or other short subjects to offset this just passable offering.
FRANK LLOYD
Producing Director Fox Films
"Les Miserables," The Tale of Two Cities," William Farnum in "The Riders of Purple Sage
"The Rainbow Girl"
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