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Sunday, July 21, 19 1 8.
May Appeal to the Sensation Lovers But Is Not For Family Consumption
The Box Office Analysis for the Exhibitor
Catherine Calvert in
"A ROMANCE OF THE UNDERWORLD"
Frank Keeney Productions — Wm. Sherry Service
As this is purely for the seusatiou lovers aud has been titled and exploited to appeal to the element who are attracted by the underworld type of play, you knoAv whether this is for your particular gang or not.
Certainly it isn't for the theatre that is catering to a high class patronage in a respectable community. This will probably appeal to a certain element in certain sections and if you are catering to that element your advertising should be directed to the sensation lovers exclusively with all the glaring details played up.
This is for your protection as well as to your profit. You will get the gang that wants the underworld stuff
and will keep away the class of patronage who might raise a protest against being shown a picture of this type.
This is the same general class of production as "Dope", "The Drug Terror" and similar productions that we had in abundance a few years ago and while I think that the novelty and appeal of this kind of stuff has worn off since the better class of productions being made today have brought the appeal of the motion picture to the high class element, because of their entertaining qualities rather than because it afforded recreation within the means of the poorer classes, there may still be certain sections in which the sensational still holds favor.
That is for you to decide and if you are catering to a high-class community patronage, I don't have to tell yon to pass this up entirely.
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