Ridgewood Theatre 55-27 Myrtle Avenue, Ridgewood, NY 11385

Exhibitors Herald, February 19, 1921:

Ridgewood THEATRE“The dominant advertising thought among Brooklyn exhibitors is for the advertising of the theatre primarily, the attraction being given second place in the majority of cases.

“S. L. Whiting, manager of the Ridgewood theatre, shown in accompanying illustrations, gave evidence of this tendency in his 4th Anniversary Week, in progress at the time the photograph was taken.

“Though ‘The Mark of Zorro,’ Douglas Fairbanks’ most recent United Artist production, was the attraction, the theatre and the anniversary were brought most prominently into the foreground in practically all publicity efforts made.

“The policy is thoroughly commendable in almost every respect. There lies in the adoption of such a policy a single danger, the possibility that an attraction of unusual merit may be given less than its due amount of advertising and the engagement therefore yield less than its potential profit, but that danger is one which should not give pause  to the man who realizes as every man should realize that it is by his theatre rather than by attractions exhibited therein that he must succeed or fail.

“The possibility is easily avoided by an extension of budget limitations to accommodate extra advertising for the theatre itself rather than pay for it out of the general advertising budget.

“Brooklyn exhibitors display sound showmanship in thus focusing attention upon their theatres. Theatre thought of the day evidences a remarkably unified movement toward improvement in that direction. The service of the leaders in this movement is a genuine one which should not be permitted to pass unappreciated.”

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Douglas Fairbanks, Creator of Zorro

We Love Ridgewood Theatre

After the Final Curtain

NY City Lens

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

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

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