The Cure Clippings 65/70
Terry Ramsaye, Photoplay, New York, September 1917.
Real Press Work
Press work, as it should be properly understood, has
been used by H. A. Gillespie, of the Mercy Theatrical
Enterprises, North Yakima, Wash., for Chaplin‘s „The Cure.“
Mr. Gillespie writes:
North Yakima people have taken „THE CURE.“ Five
times a day for three days they „took“ it, in droves
and flocks. Here is how it happened:
About two weeks previous to our dates for playing Charles
Chaplin in „The Cure,“ a small item appeared in one
of the local daily papers to the effect a night watchman was
sure he saw the powerful lights of a flying machine.
Now, I‘ll leave it to you if he didn‘t need the CURE. By the
token, so did the rest of the population of the city
if they later also „saw“ the „night prowler.“ Well, they „saw“ it
and then, as the inclosed newspaper clippings – many
of which appeared on the front page – will testify.
Now that they have „taken“ „THE CURE“ many of them are
of the opinion the flying machine effect was secured
by means of powerful searchlights on nearby hills; others
believe small balloons were used; while some of the
of the few who did not see „THE CURE“ still believe they
actually saw a flying machine – or the lights of one
or two. At any rate, it is significant that now that North Yakima
has „taken“ „THE CURE“ the „aeroplane“ is no longer
keeping people awake at night. I might also state the newspaper
dropped the „story“ immediately after the appearance
of the two ads inclosed. (...)
Mr. Gillespie does not explain how he actually worked
the stunt – which is selfish, but he offers a couple of
suggestions. For that matter it is possible to get advertising zeps
to send up in a pinch. Whatever was done, was well
done, for the daily papers ran front page stories turning to an
inside page some of them being almost two columns
long. Not a word was said about the film. It was treated as
straight news work, and indeed it is probable that
after the story was launched there were many to actually „saw“
the plane and old the papers about it. All of the stories
use names and addresses, the first thing being a night watchman
who saw the plane and also noted signals sent from
one of the office buildings. Then a three tens did not explain
the mystery, but apparently endeavored to take
advantage of it. It is headed „Aeroplanes and numerous
other things that he saw in the night caused Charlie
Chaplin to take „The Cure,“ and he sure needed it. Hundreds
of Yakima people are in the same fix. They are seeing
things and need to take ,The Cure.‘“
(...) Advertising for Exhibitors Conducted by EPES WINTHROP SARGENT, Moving Picture World, July 21, 1917
„Chaplin comedies are not made. They occur“
Editorial content. „Chaplin –
And How He Does It
By Terry Ramsay
Illustrated by Herbert M. Stoops
BEFORE agreeing to give this article with its priceless
information to the eager waiting world, the writer
weighed most carefully his duty to literature and the public
against the selfish advantages to be gained
by holding the secrets and starting a school of Chaplinism.
It‘s a big opportunity. Imagine a line of
get-the-money ads –
WANTED – a million young men to take our course
in Charlie Chaplining. Highest paid profession
in the world.“ (...)
„Firstly – Chaplin comedies are not made. They
occur.“ (...)
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