I’ve picked up publicity postcards from cinemas before, but I’m not sure if I’ve ever posted one. Most often, they’ve ended up blue-tacked to a wall or buried at the bottom of a drawer.
This postcard of a scene from James Cruze’s 1923 western, The Covered Wagon, made things easier for filmgoers by including a handy message on the reverse, so that all the sender needed to do was fill in the blanks.
I have just seen “The Covered Wagon,” the Great Paramount Picture, and enjoyed it very much. If you come to London don’t miss it!
In the case of this particular postcard, the attempt to generate word-of-mouth advertising missed its mark, and the message remains blank. But it’s an interesting trace of the extensive marketing campaign for the film, and an illustration of the way that West End film venues were becoming tourist destinations.
The London Pavilion, which had an exclusive deal to show The Covered Wagon as part of a staggered road-show release across the country, was famous as a variety theatre. But, in the twenties, it also lent itself to lavish film presentations like this one, often involving novel ‘exploitation’ methods (as publicity gimmicks were called). Before the first screening, it was announced in the daily press that ’20 living North American Indians from U.S.A. now encamped in the Crystal Palace grounds will appear at each performance’. These were said to be people from the Arapaho tribe, descendants of the Native Americans whose conflicts with pioneers were depicted in the film.
The run at the London Pavilion ended in March 1924 after 350 shows. A trade writer for the Bioscope regretted the film’s passing and the loss of the accompanying side-show, remarking that ‘the regions round about Coventry Street and the Haymarket will no longer be brightened by the presence of the picturesque redskin, his squaws and papooses, with whom we have grown so familiar’ (‘Gossip and Opinions’, Bioscope, 13 March 1924).
Afterwards, the Pavilion played host to a new Paramount epic, Cecil B. DeMille’s The Ten Commandments. The Covered Wagon moved on to other cities, takings its views of the Wild West with it.