30 Aug 1926 – Cashing in on Death of Valentino

Desirous of meeting the public’s insistent demand for Valentino Pictures, while United Artists reported and appreciable increase of bookings on “The Eagle” which preceded “The Son of the Sheik” the late star’s last picture.  In many sections of New York, exhibitors who have deemed it good showmanship  to make these bookings are telling the world about it in no uncertain terms through the mediums of special marquee banners. The usual theater mailing lists are being worked plentifully in an effort to cash in on Valentino’s death.