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Accounting, 49, 164-166, 200, 214, 220, 222
Advertising, 92, 242-257 bill posting, 249-250 budget, 248, 255-256 campaigns, 26, 177 classifications, 243 color in, 274-275 Covered Wagon, 254 department, 46, 48, 177 direct mail, 252 exploitation, 250-252 good-will campaign, 255 lighting effects, 251, 275 lobby, 262 newspaper, 247-249 publicity, 243-249 screen, 252
stage presentations, 299
table of average expenditure, 256
trailers, 145, 255
musical instruments in, 287 Advice, expert, 237-241
varieties available, 239-241 Albee, E. F„ 186 Albee Theatre, E. F., 265 Alexanderson, Dr. E. F. W., 340 American Federation of Musicians, 178
American Iron and Steel Institute, 202
American Telephone and Telegraph
Company, 341 Ash, Paul, 301
Audit Bureau of Circulation, 249 Auditing, 48, 164-166 Automatic draughts, 313
Balaban & Katz Theatres, 242, 265,
299
specimen institutional advertising, 246
Bankers' Magazine, The, 190 Beau Geste, 294, 339 Beethoven, Ludwig van, 278 Belasco, David, 268 Belasco Theatre, 268 Ben Hur, 292, 294, 295, 339 Bernhardt, Sarah, 249
Biche au Bois, La, 249 Big Parade, The, 16, 24, 292, 294, 339 Birkenhead organ, 285 Birth of a Nation, The, 16, 24, 269,
292, 294, 295 Boone, Daniel, 77 Building, equipment, 96-103
theater, 87, 113-115 Bureau of Business Research, Harvard University, 202 Burgess, George K., 345 Butler, Nicholas Murray, 344
Caesar, Julius, 175
California Theatre, graphic chart, 211
Chaplin, Charlie, 289 Cheret, Jules, 249 Color, and lighting, 268-277
photography, 337 Columbia University, 344 Conferences, staff, 170-176 Counterweight rigging system, 315 Covered Wagon, The, 16, 24, 244, 251, 254, 275, 281, 292, 294, 295, 339
Culver City, Calif., 188
Davis, Harry, 296 Definition of terms, 301-303 DeMille, Cecil B., 340 Department of Commerce, 241 Distribution, 25-29, 188-189 Dubois, Cardinal, 16
Edison, Thomas A., 15, 331 Electricity, 157-163 daylight hours chart, 162 meter charts, 158, 159 Engineering, 49 Exhibition, 188, 190 Eastman, George, 279 Eastman Conservatory, 282 Eastman Research Laboratories, 339 Eastman School of Music, 279 Eastman Theatre, 282
Fagade architecture, 258-267 Fanchon and Marco Revues, 300
361