Universal Weekly, March 25, 1933:
“Edward Helwig, who manages the Rivoli Theatre in Paterson, N. J., believes in plenty of showmanship ballyhoo. This is clearly evidenced by his fine exploitation for ‘The Mummy.’
“Two giant cut-out heads of Karloff were used on top of the marquee with the star’s name and picture title in large cut-out letters. Under the marquee the front was decorated with cut-outs and flash shadow boxes.
“An amplifier was hooked up in the lobby with connection to the projection booth and the punch dialogue of the picture was carried to the street. The horn was concealed and the volume turned down so as to stir the curiosity of passerby.
“The local Rosicrucian Society was contracted and letter of endorsement from the leader published in the newspaper.”
Since 1996, legendary theatre historian, Cezar Del Valle has been conducting a popular series of theatre talks and walks. Currently accepting bookings for 2017: historical societies, libraries , senior centers, etc.
He has also joined with Local Expeditions to present a series of walking tours.
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.
Currently editing and updating the third edition of the Brooklyn Theatre Index, Volume I.