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28
jMi
DAILY
Sunday, July 14, 1918
Emphasize Sympathetic Characterization of Miss Glaum. They'll Like It
The Box Office Analysis for the Exhibitor
Louise Glaum in
"WEDLOCK"
Paralta=Hodkinson
I think you can make quite a little noise about this, because while many of the situations are very familiar, the story has been given several good twists and the presence of Miss Glaum and a well balanced supporting cast make this class as a better than average offering. As a whole, this has been very artistically produced, and the star is certainly beautiful and appealing and has been well-lighted throughout.
I would lay quite a lot of stress upon the fact that Miss Glaum is seen in a sympathetic role in this and woidd use her photos freely in my lobby. You probably have some stock photos which you use every time you have a Louise Glaum picture, but if these show Miss Glaum in "vamp" attire I wouldn't use them in advertising this picture. Try to get some straight poses
of the star and play up the sympathetic role angle in your advertising.
You might use catchlines like these:
"Do you believe that a star who has made you hate her in previous productions can make you love her when she appears in a sympathetic role? See Louise Glaum in 'Wedlock.' "
"Could you continue to love your husband after he had divorced you and married another woman? See 'Wedlock.' "
"How much would you do for the man you loved? See 'Wedlock.' "
"If the man you once loved came back to you, a fugitive and a derelict, would you take him back again? See 'Wedlock.' "
Tell them that Louise Glaum, who has ruined the lives of many men — on the screen — in her past productions, has at last been given a production in which she is able to show the sweet and appealing side of her nature, her real self.
cTWme. Petrova
in "Tempered Steel
>>
A he fourth special vehicle of the distinguished Polish Artiste. Published via The Exchanges of The First National Exhibitors' Circuit.
PETROVA PICTURE COMPANY
Frederick L. Collins, President NEW YORK