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*V AS IN BARNUM 267 Mr. DeMille thought it would be wonderful not to have to raise admission prices. "Our thinking is along that line," said Top Sales. Top Publicity pointed out that American in Paris was coming out at advanced prices and a percentage basis, Streetcar Named Desire was asking $1.30, Quo Vadis was anybody's guess, G.S.O.E. would look awfully attractive at 50-50 and no ad- vanced admission prices. Provided, DeMille spoke up, the exhibitor does not think the picture is bad. "He'd have to believe that we were offering him a very attractive deal. I think the way to handle it is for me to make the announcement, in an interview, that I object to any raise in admission prices, that this picture was made for every man, woman and child in the world, that it is a picture they will take to their hearts—and I might even say it is a good piece of merchandise." Top Publicity picked up the thought. "If a newspaper has a big story on Page One it doesn't raise its price to seven cents, so why ask the public to pay more to see a great piece of merchandise in the form of a picture?" then adding, "We would give it to Louella Parsons or some other important outlet perhaps two weeks before our opening sales date, to make it part oi the campaign." The wording on circus sketches prepared by New York refers to "their spirit, sweat and supreme courage." Mr. DeMille thinks sweat is not a good word; it is offensive to him. This would be checked. Top Publicity suggests huge posters be held aloft during all future circus performances with wording to the effect This picture soon to be shown on every screen. Mr. DeMille objects. He feels there will be a kick-back from circus spectators who have just paid $4 each to get into the circus and are hit with an advertisement to see the same show in a movie. "A circus atmosphere must be created-in dry goods stores