Shoulder Arms 1914 1919 next previous
Shoulder Arms Clippings 133/246
Evening World, New York, November 18, 1918.
Taking Full Advantage of Circumstances
The perfectly legitimate way in which a marriage
which interested the whole world
was turned to account by the Broadway.
PROFITING by circumstances, in a species
of fore-handedness by which every exhibitor should profit. (...)
Photos. Front of lobby and interior of Maurice A.
Kashin‘s display at Broadway Theatre, New York, for „Shoulder
Arms“ and „Borrowed Clothes,“ New York
– Reproduction of invitation card over main entrance with slogan
“T WILL BE Your Unique PLEASURE TO SEE
Mr. & Mrs. Charles Chaplin On The Same Program“
(...) Moving Picture Weekly, Dec. 7, 1918
& Broadway Theatre, exterior by day, marquee
JOHN MASON & HAZEL DAWN IN
THE FATAL CARD, New York, 1915, Old NYC Photos
(...) Moving Picture Weekly, Dec. 7, 1918
BroadwayNY19151003k
Motion Picture News, Nov. 30, 1918 and
„The real pulling power“
Editorial content. „Mr. and Mrs Charles Chaplin Featured in
Lobby Display and on Bill at the Broadway
MR. and Mrs. Charles Chaplin are both appearing at the
Broadway theatre this week.
This clever idea was conceived by M. Kashin, manager
of the Broadway, as soon as he red the announcement
that the secret marriage of the comedian and Mildred Harris,
Universal star, had been made public.
Chaplin was appearing in the fourth week of his engagement
in Shoulder Arms, and with this Mr. Kashin booked
Borrowed Clothes, in which Mildred Harris is starred. The bill
made an immediate hit, with the result that as this
edition of the NEWS goes to press the Broadway was packing
them in, with every prospect of continuing the run
of the same bill for another week.
The front of the lobby, which is shown in the photograph
printed above, was very simple and showed a large
oval of Miss Harris in bridal clothes and Chaplin in his trench
outfit. On either side were two more paintings of the
stars. All the cards and other matter impressed the public
that they were recently married.
The inner lobby showed the reproduction of wedding
announcement from the bride‘s parents. This was
carried out in the usual style, though, of course, greatly enlarged.
Other details of the decorations were little cupids,
some of them as cameramen and others as ministers.
The idea was carried out in the same way
on the screen. Preceding the showing of Shoulder Arms there
was a special title bearing the wedding announcement.
It gets a big hand at the Broadway. The same thing was done
last week, the wedding announcement being used
as a trailer to announce Borrowed Clothes for this week.
It was simply a case of taking advantage of an
opportunity, and any other manager can do the same thing
with the two pictures. There is no danger of giving
offense with a stunt of this sort. There is probably not an event
in the history of motion picture that has caused more
discussion among fans than the marriage of the million-dollar
comedian, and certainly the greater share of them,
no matter how familiar they are with the way Mildred Harris looks
on the screen, will want to come to see her again.
Incidentally, it might be stated that as the result of the
policies that Mr. Kashin is pursuing the Broadway
is now at the height of is success and playing to packed houses.
The greatest reliance is placed on the lobby displays
and on the mailing system that is employed. For instance,
this week some five thousand of the wedding
announcements were sent out. These go to carefully selected
lists of people, and the returns from them have been
unusually good.
The Broadway theatre was never a success as a motion
picture house until Mr. Kashin took charge of it, though
various managers had spent immense sums in the high-priced
New York newspaper advertising. While Mr. Kashin
continued the use of the newspapers, he figured that with
so many thousands passing in front of the theatre
every day his lobby ought to have the real pulling power, and so
he set about to make these as striking as possible.“
(...) Motion Picture News, Nov. 30, 1918.
„To See for the First Time MR. & MRS. CHARLES CHAPLIN“
Advertisement. „‘T will be Your Unique Privilege to See
for the First Time
MR. & MRS. CHARLES CHAPLIN
In Their Latest Offerings on Same Program
MRS. CHAS. CHAPLIN
(Mildred Harris)
in ,BORROWED CLOTHES‘
MR. CHAS. CHAPLIN
(Himself)
in ,SHOULDER ARMS‘
BROADWAY Theatre“ (...)
Broadway Theatre, 1681 B‘way (at 41st St.), New York.
Shoulder Arms is released
by First National October 27, 1918.
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Shoulder Arms 1914 1919 next previous
