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DAILY
Sunday, June 26, 1921
Use Your Own Judgment on This One
Box Office Analysis for the Exhibitor
Grace Darmond in
"THE BEAUTIFUL GAMBLER"
Universal
This is one on which you'll have to use your own
judgment pretty much. You know best just how this
type of picture goes with your audience and can act
accordingly. It's one of those "if they like this sort
of thing, they'll like this." Houses in business
sections catering mostly to men may find that
it will go over in their particular theater. It isn't
trade. Not that there's anything very offensive, but just the fact that the bar-room atmosphere makes it a bit rough.
Universal is starring Grace Darmond in this picture so if your folks have come to like her in her supporting capacities they will be glad to see her starred. Stills of Miss Darmond in the lobby will attract attention, and catchlines can be used to good advantage if you decide to show them "The Beautiful Gambler." The title isn't a very alluring one. Sort of reminds you of
the kind of a feature suitable to the so-called family "Mabel the Cloak Model" and the like.
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A NNO UNCEMENT
The Palmer Photoplay Corporation announces the consolidation of the play brokerage agency of ALFRED A. COHN with its Photoplay Sales Department.
With the merging of these two interests Mr. Cohen becomes Director of Sales of the Photoplay Sales Department of the Palmer Photoplay Corporation.
Kate Corbaley, for the past two years in charge of reading and sales for this institution, continues as Department Manager.
Palmer Photoplay Corporation
"Story Headquarters"
LOS ANGELES
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