Moving Picture World, October 21, 1911:
“The Gaiety of Montreal cleared $300 profit after a three days run of the Thanhouser two-reel production of Romeo and Juliet. The manager writes that the success of the pictures were phenomenal. All the highest averages of previous successes were broken.
“The Gaiety advertised the pictures well in advance. It plastered up the front of the house, as the cut shows, with one sheets and three sheets.
“It covered the town with handbills and posters. The results far exceeded their most optimistic expectations. The returns they got not only demonstrates what live-wire advertising methods will do, but illustrates the drawing power of classic films.”
Cezar Del Valle is the author of the Brooklyn Theatre Index, a three-volume history of borough theatres. The first two chosen 2010 OUTSTANDING BOOK OF THE YEAR by the Theatre Historical Society. Final volume published in September 2014.
He is available for theatre talks and walks in 2015: historical societies, libraries, senior centers, etc.
Now selling “vintage” on Etsy.