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24
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DAILY
Sunday, July 14, 1918
Subordinate Meaningless Title With Catchlines and Try To Get Them In
The Box Office Analysis for the Exhibitor
Kitty Gordon in
"TINSEL"
World Pictures
I don't remember of ever having seen a film in which Kitty Gordon registers the combined beauty and sincerity of appeal that we get in this. Muriel Ostriche also screens beautifully and the other members of the cast acquit themselves admirably, Frank Mayo and Ralph Graves being especially good.
The title is brought out in the story, but it is very poor from a selling standpoint because the mere word doesn't mean anything. I would subordinate it with catchlines like these: "The story of how a woman was brought back to her first love when she observed her daughter falling into the social quicksands that had estranged her from her husband," or, "Proving that money and gaiety do not produce happiness where there is not love." You might shoot some questions at them like this: "Have you ever contemplated a divorce? Kitty Gordon in 'Tinsel' may change your ideas."
"When a couple obtains a divorce, who should rightfully be granted custody of the child if it is a daughter? See 'Tinsel'."
This is in reality one of-those "Enlighten Your Daughter" types of plays, but it has been handled in such a clean, wholesome manner without ever approaching the objectionable stage that I have a hunch it will drive home the thought more forcefully than any of the pictures dealing with the same theme in the sensational sense. You can safely recommend this to any audience, and I think it will be accepted as capital entertainment by the great majority. Certainly it will win many friends for Kitty Gordon and every member of the cast.
I would play up the fact that there are some beautiful gowns displayed in this, as that will pull the women — and this is a woman's kind of a picture. Although this would have ordinarily been a rather serious theme, it has been lifted by delightful little touches throughout. I wouldn't play up the "problem" angle too strongly unless it pulls business for you.
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