In the 1930s, movies didn’t open on thousands of screens the same day and suck every dollar they could from moviegoers during their opening weekend. They started out in first-run theaters where, if successful, they were held over for one or more weeks. Then they made their way to neighborhood houses, playing at “popular prices.” Here’s an unusual trio of advertisements touting the Los Angeles run of Walt Disney’s Snow White and the Seven Dwarfs, which enjoyed an extended stay at the Carthay Circle Theatre before moving to two other prestige houses in the city. These customized ads clearly helped extend the movie’s lifespan, week after week after week. No wonder it was a box-office sensation.
By Leonard Maltin | Leonard Maltin July 24, 2014 at 12:00AM