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DAILY
Sunday, July 21, 1918.
Will Get By, But No One Will Enthu se Over It
The Box Office Analysis for the Exhibitor
June Caprice in
"MISS INNOCENCE"
Fox
You are not apt to do very big business with this because the story isn't there. It is well produced, however, and the cutting was done intelligently enough to cover a lot of the bad spots. In spite of the fact that "Miss Innocence" is the title, it will not be to your advantage in the advertising to harp much on its virtue. Don't promise anything to an intelligent patronage save a new June Capi-ice picture adequately acted and well photographed. If you promise much more you'll be getting the crowd to your theatre under false pretenses.
There is enough in the heroine's alibi of attributing her love to high life to her mother to let you claim a
morale for the play, and to permit you to emphasize the fact that it is "the story of a pure and pretty girl pitted against the selfishness and sophistication of the world." But watever you do in the way of advertising, don't convey the idea that it's off color. In the first place, it's not that; and even if it was, the statement would act only as a boomerang on your business in the long run.
Your biggest hope on the picture lies for you in the number of June Caprice fans you have in your clientele. If you have a number of them the day is saved for you; if you haven't — well, the success of it depends whether your gang is willing to take 'em as they come and feel satisfied with the week's percentage at your theatre.
In short, it looks very much as though this is one of those hang-over pictures that has been on the shelf waiting to be unloaded at the fag-end of the season.
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