In this advertisement for “Caberia” in Monmouth, Oregon from the May 19, 1916 issue of the Monmouth Herald, the advertisement found on page 6 makes great exclamations about this film “CABERIA” coming to the town. With exclamations such as “Nothing like it ever before in Monmouth”, “Earth’s Greatest Spectacle”, and “The Wonder and Marvel of the Present Era”, we are able to deduce the true popularity and success that this film had cultivated in the town of Monmouth.
When finding this advertisement, the phrase that stuck out most to me was “Precisely as shown at the White House.” I found this phrase interesting to include in an advertisement all the way in Monmouth, Oregon and I began to wonder about the origins of this phrase and why the manager of the theater and/or the advertiser decided to include this information and what they were referring to with its inclusion within the advertisement. Upon further research into the matter I found that the newspaper had actually misspelled the popular Italian film of the time, Cabiria (1914). During my research, I learned that Cabiria was “the first motion picture to be screened on the grounds of the White House” (Drees). With this historically significant fact taken into consideration, we can begin to understand the true impact that this film had not only on the town of Monmouth, Oregon, but the United States as a whole.
Though the advertisement does not include much information about the film itself other than length (“12 Big Reels”) and run time (“3 Hours Entertainment!”), the positive reception of the film speaks volumes for the film and sufficiently advertises that this film is one not to miss. With the main focus of the advertisement to publicize the coming hit attraction to Norm Theater, the advertisement also includes the admission cost and states that “all seats reserved for evening performance.” This phrase further indicates the true success of this film by demonstrating that seats must be reserved in advance in order for citizens to view the film. With the influence of newspaper articles and advertisements driving the success of numerous theaters and motion picture programs, we can see firsthand with this advertisement how true success and influence was cultivated within the town of Monmouth, Oregon for the film. Through the inclusion of these overly positive phrases, we can see how the manager and/or advertiser were able to manipulate and persuade the citizens of Monmouth, Oregon to go to Norm Theater in order to view the film.
Sources
“Caberia.” The Monmouth Herald [Monmouth], 19 May 1916, p. 6.
Drees, Rich. “ Italian Silent Classic Cabiria Restored.” Italian Silent Classic Cabiria Restored, 23 Mar. 2006, www.filmbuffonline.com/News/2006/CabiriaRestored.htm.