Meralta Theatre, 2035 E. 1st St., Los Angeles, CA 90033

Meralta

 Exhibitor’s Trade Review,  April 29, 1922:
“K.C. Manny, manager of the Meralta Theatre, a Los Angeles suburban house, put Goldwyn’s Watch Your Step over by means of two unique exploitation stunts at very little costs.

“Obtaining an old steam automobile with a high-speed record, he place it in the lobby. Running a wire from an ordinary electric socket to a buzzer placed under the hood of the machine, he obtained the suggestion , which was further heightened by a mounted six-sheet hung directly over the automobile, and a row of stills stretched from stern to stern of the ‘old boat.’

“Taking advantage of the possibilities of the title, Mr. Manny had a stencil  made, reading

‘Watch Your Step’

and lettered the sidewalks within a radius of half a dozen blocks of the theatre, in addition to stencilling the title on the automobile. Three-sheets, one-sheets and color enlargements, obtained from the exchange, added color to the lobby display.

“A ten-dollar bill more than met the cost of both stunts.”

Meralta Theatre

Cullen Landis

Watch Your Step

Above photograph is from Exhibitor’s Trade Review, May 27, 1922

Cezar Del Valle is the author of the Brooklyn Theatre Index, chosen 2010 Best Book of the year by the Theatre Historical Society.

He is available for theatre talks and walks in 2014-15, historical societies, libraries, senior centers, etc.

 

 

 

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