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"MODERN TIMES" — THE LAUGH HARD ROUND THE WORLD
CHAPLIN FILM IS NEW ALL-TIME BOX OFFICE CHAMPION
After an absence of five years, Charlie Chaplin returned to the screen in a picture appropriately entitled, "Modern Times," and within ninety minutes proved that he was still Chaplin, the genius; still Chanlin, the ageless; still Chaplin, the comedian too funny for words; still
Chaplin, the greatest box office draw in pictures, :
"Modern Times" justifies the label “the laugh heard round the world" because the world premiere of the picture at the Rivoli Theatre in New York on the night of February 5 was more widely featured in the world press than any other opening in the history of the screen. There were 42 foreign correspondents on hand, representing every country in the world, every one of them an eye-witness to the riotous scenes that took place outside and inside the theatre. Competition among the news and vhoto syndicates covering the event was so keen, that the INS photo service rushed pictures of the opening by plane
to Argentina the same night}!
Since that memorable evening, "Modern Times" has skipped from one triumph to another, repeating its riotous success in every key city in the United States and in many world capitals, London, Paris, Barcelona, Madrid, Copenhagen, Warsaw, Vienna and Shanghai. It easily ranks as the box office champion of all times, having shattered every record for receipts and attendance, besides establishing new highs in sales, guarantees, etc. |
In New York, "Modern Times" played six weeks at the Rivoli, surpassing every record established at this house during the eighteen years of its history. Two new large vertical electric signs spelling out the name of Charlie Chapvlin were specially built for the front of the Rivoli during the picture's engagement. Production received extra publicity by reason of the fact that the drama critics, who don't usually mention films, leaving that to the screen reviewers, devoted columns of praise to it. An interesting sidelight was the fact that over 100,000 entries were received by the New York Journal which conducted a "Charlie Chanlin Characteristics Contest." WOR, radio station, polled its listeners on the question, "Should Chaplin talk?" Out of hundreds of replies received, 93 per cent said they were satisfied to have Chaplin remain silent.
The London opening at the Tivoli Theatre on Feb. 11 rivalled the New. York premiere, 50 policemen being necessary to control the thousands of Chaplin fans who mobbed the box office for last-minute seats, which sold for 35 each. Among those who were not present was Charles Laughton, who was unable to obtain six tickets for himself and a party of guests. Francis Meynell, U.A. publicity chief, tried to get the tickets for the star by advertising for them in the London Times. He didn't get a single replyt "Modern Times" now in its 8th week at the Tivoli, is expected to stay at least three more months’ The only person in London who saw the picture privately was King Udward Vilb, for whom it was screened at Windsor castle. During a debate on employment in the British House of Commons, the Rev. G.S. Woods put
in a vlug for the Chaplin film. He said: "I think it would be a
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