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Sunday, July 21, 1918.
Go the Limit On This and Don't Let 'Em See It Backwards
The Box Office Analysis for the Exhibitor
Alice Brady in
"THE ORDEAL OF ROSETTA"
Select
Boys — if your gang don't rave about this, then either I'm wrong or they are. Play Miss Brady to the limit for she sure n gistt ts all through this and be very careful not to tip the story — that will spoil the whole thing. It is very important that your folks don't see this backwards and I would use the suggestion I have made in the past of closing the doors during the last half hour of the offering. Advertise the fact that you are doing this and the reason therefor in your ads and lobby cards thusly : "In order that you may enjoy the full benefit of the splendid denouement and unexpected climax of this play, no one will be admitted during the last half
Try to get in at — (starting
hour of each performance, times) ."
The effect of the finish of this will be greatly heightened by a shot fired back of stage at the proper moment. This jolt will knock your patrons out of their seats, the picture being cut so effectively that the one shot will synchronize with the pistol shot iu the picture and the blowing of the auto tire.
Tell your folks that this is one of the most gripping photoplays you have ever shown, mysterious, at times tragic and yet delightfully sprinkled with romance and comedy touches and a happy ending.
You can go the limit in boosting this — but don't tell (hem the story andJ)OX'T LET THEM SEE IT BACKWARDS.