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The Gold Rush Clippings 309/363

Wilton W. Spencer, Exhibitors Herald, New York, Oct. 24, 1925.

Here you see Charlie Chaplin riding his hobby as

hard as he can. He really wanted to be the conductor of

a great symphony orchestra, but Fate said: „Charlie,

your feet will shuffle you into fame a lot quicker than your arms

can, brandishing a baton.“

(...) Photo, Motion Picture, Sept. 1925

& CHARLIE CHAPLIN

      Composes his own Songs for his picture

      „THE GOLD RUSH“

      And Personally conducts Lyman‘s California Orchestra

      during the recording of his Fox Trot compositions

      „Sing A Song“ and

      „With You Dear In Bombay“

Both on Brunswick Record # 2912

„The Gold Rush“ is at the Capitol Theatre this week.

(...) Ad, Gazette, Montreal, Sept. 28, 1925

& Capitol Theatre, exterior by day, Montreal, Canada,

about 1925, Musée McCord

& Capitol Theatre, auditorium with ceiling and, balcony,

Montreal, about 1925, Musée McCord

„It‘s a sure winner“

Editorial content. „The Theatre

      A Department for Advertising in Spencer Report (...)

      Showmen Are Using Much Gray Matter in the

      Exploitation of Their Merchandise“ (...)

      „Below there follows a report of Wilton W. Spencer, of the

Capitol theatre, Montreal, which reveals the manner

in which the latest release of Charles Chaplin was exploited

by the Capitol.

      ,Gold Rush‘ Campaign

      A Shock to Montreal

      (Prepared by WILTON W. SPENCER)

      Not in a very long time has such a big campaign been put

over on a picture in Montreal, and in some of the things

done it is safe to say that it was all new to Montreal, in fact

new to the theatre world. Manager Dahn went after

the whole advertising and exploitation campaign with the

utmost care, remembering that Charlie Chaplin‘s last

picture in Montreal, The Pilgrim, was no record breaker.“ (...)

      „Special Herald a Clever idea

      A special Herald which was entitled ,What I Know About

Horses‘ caused quite a lot of comment, and everybody

remarked that it was a most clever idea of putting it over.

They were distributed on all the race trains.

      Then the inside read: ,Nothing – But here you have inside

information on ,The Gold Rush Purse.‘ The entries

then followed, giving all the horses in that particular race. Then

it read next: ,Fregie Picks,‘ and gave the selection

of Montreal‘s favorite newspaper selector, ending ,and he knows.‘

It then went on to read: ,After winning yourself a good

bet, my best tip is to go and see Charlie Chaplin in The Gold

Rush at the Capitol next Sunday. It‘s a sure winner.‘“ (..)

      Capitol Theatre, 890 Rue Sainte Catherine O, Montreal.

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