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Sunday, January 5, 1919
Trust to Loyalty of Alice Joyce Fans and Hope For the Best
Box Office Analysis for the Exhibitor.
Alice Joyce in "THE CAPTAIN'S CAPTAIN"
Vitagraph.
Providing this is coming to you on your Vitagraph program there's nothing much to do but pass it through quietly. It's all right enough on the production end, but you can't promise a great deal in the way of a story, so I wouldn't make statements that the film won't back up.
You exhibitors who go in for special short stuff would do well to bracket this with a strongly dramatic picture on the supposition that you are giving something to satisfy all tastes among your regulars. Certainly this is light and harmless enough to offset a big war weekly and may send your women folks home with a pleasant impression.
Alice Joyce is such an old favorite that you may safely count on her making good at the box office with your old standbys. They won't be seriously disap
pointed in her no matter what she does, but for the sake of winning new friends and strengthening Miss Joyce s stellar position, Vitagraph ought to give her better vehicles than this.
Whether or not it is wise to turn back the leaves of tne calendar and make a point of Maurice Costello being in the cast, is an open question; From where I sit it doesn't look like good business to pu 1 any celebration because tl e veteran Vitagraph favorite is playing up to Miss Joyce. Just mention his name along with the rest of the cast and that should be enough to attract the fans for whom his appearance will have an appeal. Julia Swayne Gordon Is another name likely to be remembered by your regulars.
For a catch line try: "You rave heard of Captain Kidd, but if you want to meet the real Captain Kidder, see 'The Captain's Captain.'" Or strike this angle: "If you think folks don't appreciate you, disappear for a while and watch the result. The experiment worked well in 'The Captain's Captain.' "
AMERICAN FILM COMPANY, Inc., Presents
MARGARITA FISHER
IN
Bv J. ANTHONY ROACH
"Fair Enough"
Directed bv EDWARD SLOMAN
A five reel comedy-drama that you can advertise strongly. It's light and frothy — has a special appeal for the younger folk — and zips along to a surprising climax that will set them all laughing. Margarita Fisher never had a more hoydenish role.
Produced by
AMERICAN FILM COMPANY, Inc.
Samuel S. Hutchinson, fres.
Other Fisher snbjecis ntiv banking:
"Money Isn't Everything" "The Mantle of Charity"
Distributed by PATHE
Established 1 910
QUALITY SERVICE
PERFECT
DEVELOPING AND PRINTING
Tinting — Toning — Titles MOTION PICTURES MADE TO ORDER
Industrial — Photoplaylets — Educational
MULTIPLE-SET STUDIO FOR RENT
1339-51 Diverscy Pky. CHICAGO