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16
TsiiJtA
DAILY
Sunday, January 12, 1919
Give Director's Name Prominent Display, Well Known Title Will
Surely Attract
Box Office Analysis for the Exhibitor. Cecil B. DeMille's Prod. "THE SQUAW MAN"
Artcraft
This really justifies your making a lot of noise because it's just about as much worth while as your fans can expect or wish for. In the first place, it's a Cecil B. DeMille production, which typifies classic distinction and artistry, and generally a well selected cast.
If possible and you'd certainly not make a mistake in doing so, I'd get this for more than one day's run, because your folks will surely talk about it when they come out and pass on the good word to others. If you go about your advertising in the proper way, you'll have no difficulty in cleaning up. You can boast of an excellent cast featuring Elliott Dexter, remembered for his fine performance in "Old Wives for New" and many others; Ann Little, Thurston Hall, Kathryn MacDonald and Jack Holt.
Your big drawing card should be the name of Di
rector Cecil B. DeMille. If you are conducting your theater along sure fire methods, your fans ought to be well acquainted with his name and ought to momentarily associate in its connection, such productions of merit as "Old Wives For New," "We Can't Have Everything" and "Till I Come Back To You." If you have not done so heretofore, make it your business to have your fans look for the name of a director for good productions, for beyond the shadow of a doubt, it is the director who makes a production what it is. Hammer this fact hard by playing up big the name of prominent directors always mentioning their other fine films.
Another point to help you is the fact that the novel from which the screen version has been adapted is well known and has been widely read and your fans will recognize in the story material good screen possibilities. Cooperate with your local bookseller in suggesting to your fans that they lose no time in securing a copy of the book since it will add greatly to the interest in seeing the production.
\fgAT SHALL
WE DO
with him
McCLURE'S-WORLD Harry Revierf Director