From Motography, July 14, 1917:
“The accompanying photographs of the Woodley Theatre, Los Angeles, is illustrative of what can be done to draw crowds and get business by cultivating the fine lobby hobby.
Edward Holland, manager of the Woodley, is wide awake to the drawing power of the unusual, and realizes the value of good advertising. In regard to the ‘Teddy at the Throttle’ display he says;
‘ This engine pulled in so many people that it had to sand its tracks to keep from slipping. And the display itself was very simple. I took the interior of a real engine and surrounded it with a cab made of compo board. Behind this I had a boiler which kept twenty pounds of steam pressure all day. The steam which was allowed to leak through the injector valve created a very realistic effect. In the fire box there was a piece of red silk blown by an electric fan.
‘The display for ‘A Royal Rogue,’ while simple proved very effective. People like change. They like to see something new and I believe in giving them what they want.'”
For more on the Woodley (later Mission) theatre
Cezar Del Valle is available for theatre talks and walks in 2013.