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bp~——<$=—— 12 ict DAILY Sunday, December 15, 1918 }
Play Up Star and Trust to Loyalty of Her Regular Followers. Box Office Analysis for the Exhibitor.
Clara Kimball Young in “THE ROAD THROUGH THE DARK” Select
The advertising possibilities of this picture look better to me than the material. You ought to be able to get folks into your house, but if you are careful about not disappointing them, I surely wouldn’t bill this as the best thing that Clara Kimball Young has done, or make any extravagant claims.
Miss Young is sure to have a following in your community and if they are disappointed in what she does, they are not likely to find fault with you for running the picture. of their favorites, and with a really well established star, there isn’t much danger in offering something that isn’t quite up to the mark, because after all, there are a lot of people who will want to see Miss Young in whatever she does.
—WYBLAT SHALL WE DO
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Also, vou are safe in figuring that a large part of your regulars won’t bother about defects in technical detail and will go after the dramatic points in the production without wondering about their plausibility. Needless to say, Miss Young should figure big in all your exploitation, and I would try to get a human interest touch in your advertising catchlines, playing upon the sacrifice the shero made to save her fellow countrymen.
Something after this fashion might be used: “Would you sacrifice your honor and happiness to prevent the destruction of your town by Huns? See how one brave French girl decides this question in “The Road Through the Dark,’ ” or “Is it possible for .a French girl to live in luxury with a Hun Prince, and remain loyal at heart to her country and lover? See Clara Kimball Young in ‘The Road Through the Dark’ ”
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