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i I'H Sunday, October 6, 1918
Go To This Strong. It's the Kind That Builds House Prestige
The Box Office Analysis for the Exhibitor
May Allison in
"THE RETURN OF MARY"
Metro
This should prove sure-fire entertainment with any kind of an audience. It's human, has a dramatic punch and a sure enough heart interest wallop and is thoroughly enjoyable to watch all the way with a happy finish logically brought in to send your folks out in a pieasant frame of mind feeling that they've been entertained.
May Allison has a winsome, appealing personality that clings in your memory and I am sure that a few more pictures like this one will put her over the top as a sure-fire box-office magnet. I'd display her photos
liberally in my lobby and newspaper ads and they might be interested in knowing that this is the screen version of a stage play by Hale Hamilton, who is also now a Metro star.
You might word your ads along this line:
"Do you love your sister so much that you are jealous of her suitors? See May Allison in 'The Return of Mary'."
"What would y.ou do if you had lived with folks whom you thought were your parents and whom you had learned to love, and a man who proved to be your real father came to claim you? May Allison finds a unique way out of this predicament in 'The Return of Mary'."
You can safely promise your patrons that this is one of the most wholesome and entertaining features that you have shown in a long time ; it's the kind of a picture that builds for house prestige and future business. Go to it strong.
Continuity
Thousands of dollars are wasted every time a director is started to work with a continuity which contains unnecessary scenes which are afterwards eliminated in the cutting room.
Every producer knows how his overhead piles up when the director must halt production to patch up bad continuity.
It's good business to get your continuity right before you start. That is where I come in. I am free lancing so that you may call me in immediately to straighten out that "sick sister."
ARTHUR EDWIN KROWS
155 Hawthorne Avenue, YONKERS, NEW YORK
My Phone is Yonkers 5492