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Sunday. December 29,
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1918
Go After High Class Clientele With Dignified Advertising
Box Office Analysis for the Exhibitor.
Nazimova in
"EYE FOR EYE"
Nazimova Prod. — Metro Distrib.
Get this by all means and don't worry if you go a trifle above your customary price for the picture will justify the expenditure if you handle it properly. Obviously, the producers spent quite a bit of cash on the production and you can't blame them if they look to you to get it back while you get yours from the public.
So many of the present day specials deal with the war that it is a relief to find something of a high calibre which has no bearing on the European conflict. You may safely count on a run of several days drawing patronage, because this is the sort of a film that builds up through word of mouth advertising. Anyone who sees it is likely to spread good reports to his neighbors.
For a particular clientele Nazimova is one of the surest drawing cards on the screen today. On the stage she made a reputation as a truly great actress of intellectual and emotional qualities and her picture appearances have in no way diminished her prestige among followers of the best things in current drama.
It isn t often that anything comes your way strong enough to warrant going after the dramatic and literary club membership in your town; but 1 don't see why in this instance you shouldn't interest the supporters of just such organizations. Make a try at least and don't overlook the opportunity for newspaper writeups dealing with the career of the famous Russian woman.
Your lobby display should be along conservative, dignified lines to be in keeping with the reputation of the star and the artrstic calibre of the production. Fight shy of anything calculated to give your folks an idea that this is merely another "movie."'