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THE MOVING PICTURE WEEKLY
" GREAT AIR ROBBERY " BREAKS TWO THEATRE RECORDS
(Continued from page 22)
Standard Tlieatre, Cleveland, where Manager Carroll broke all records with "Paid In Advance," and has just broken it again with "The Great Air Robbery."
UNIQUE LOBBY DISPLAY HELPS SMASH RECORD the news says
LAST October when Thomas Carroll, manager of the Standard Theatre of Cleveland, booked Dorothy Phillips in Allen Holubar's production "Paid In Advance" he had a feeling that something was going to happen to his attendance record and he did all that he could to cause this pleasant fracture. In the first place he started his advertising in plenty of time, beginning it with a teaser advertising campaign in the newspapers for a week and a half previous to the showing, starting the first day with a one inch single column white on black advertisement, increasing it an inch each day and running quarter ad pages in all of the papers on Sunday, with a special three inch advertisement during the entire week. Another unusual feature was the lobby. No production which Mr. Carroll has booked lent itself more effectively to lobby display than "Paid In Advance" and as the accompanying photograph shows he took every advantage of the
Alaskan locale to make his lobby look as unique as possible.
The title, "Paid In Advance," suggested another advertising stunt to Mr. Carroll and his publicity manager James H. Cummings. When a patron stepped up to the box office and received any change he was given a slip of paper which looked somewhat like a dollar bill. On it was the statement that this was "Pay In Advance" for Dorothy Phillips' production. This little stunt attracted a great deal of attention and thousands of these little "Paid In Advance" slips with the name of the Standard Theatre on them are retained by theatregoers in Cleveland as a souvenir of the production,
The record that he hung up at that time was not broken until Jan. 11th when the opening of "The Great Air Robbery" another Jewel picture, smashed the "Paid In Advance" business into a cocked hat. See what Manager Carroll says about this latest Jewel sensation in his telegram which is reproduced on page 22.
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enlist it among his properties and also sign up a courageous air pilot or two. Lieut. 0. L. Locklear has gotten a start on his rivals by becoming the star of this Universal thriller. The feats he executes here are plentiful enough for a flying circus. His outstanding stunt is when he leaps from his aeroplane to a rope ladder of a machine flying above him. The scenes are authentic and are apparently taken a few thousand feet in the air. The scenic embellishments are worthy of mention since you look upon vistas of the Grand Canyon far below.
Indeed you get all the thrills of flying from this picture without experiencing any of its dangers. You look with amazement upon the nerve of Locklear, and you wonder at the risks that he and his company have taken. A point worth emphasizing is the fact that the camera is literally on top of the actors most of the time. And everyone seems to violate the laws of gravity. Jacques Jaccard is the director.