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FOLLOW UP CAMPAIGN

Since THE ROBE - or the first CINEMASCOPE picture you play - will hold for an extended
run, provision must be made for an adequate advertising and publicity campaign for
additional weeks, do not let down after you have held your premiere. Experience to date
has proved that a CinemaScope picture can be sustained at a profitable level three, four
and five times longer than any good feature you have previously played. Do not stint on
your advertising budgets for the hold over weeks.

CONCLUSION

The foregoing outline for the promotion of CINEMASCOPE, a process consisting of the
anamorphic lens, the Miracle Mirror Screen and 4-track stereophonic sound, opens up
unlimited opportunities for the alert showman. Exert your best showmanship knowledge in
order to make full use of CINEMASCOPE’S technical advantages so that the public will get
the complete benefit of this overwhelming entertainment, which is so much better than
anything offered heretofore.

Twentieth Century-Fox is happy to welcome you into the ranks of CINEMASCOPE
exhibitors and wishes you every success with THE ROBE and all succeeding
CINEMASCOPE productions you are privileged to play.

FROM THE PAST . . .

MR. W. P. KIRKWOOD, a member of the syndicate which holds the Australian rights for Dr
Lee de Forest's invention, the Phonofilm, recently arrived in Sydney.

The Phonofilm is a contrivance by which the voice of a person in a moving picture, or music
by any description, can be recorded on the actual cinematograph film, and reproduced so
that it synchronises with the physical movements of the speaker or players.

Mr Kirkland says the invention has been widely used in America, where it first saw the light.
For instance, in the last presidential campaign, Messrs Coolidge, Davis and La Folette, the
principal candidates gave speeches throughout the country by this means without having to
be present in person. "I do not suppose that the Phonofilm will altogether take the place of
the silent screen drama, but it will give welcome variety to the programme of motion picture
theatres," said Mr Kirkwood.

The Phonofilm apparatus is quite small, and comparatively inexpensive, and can be fixed to
any moving picture machine. Standard cinematograph film is used, and Mr Kirkwood hopes
to set up the manufacture of Phonofilm apparatus in Australia at an early date.

75 YEARS AGO --The Geelong Advertiser, Weekend Magazine. Saturday July 15, 2000.