AMC Loews Harvard Square 5

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3/19/38 promotional handout & copy courtesy of Captain Bijou Facebook Page.

BIG DEAL - Perhaps it’s hard to believe that – in the days before mass media marketing – the arrival of radio’s THE LONE RANGER on movie screen’s across the country, was such an important event. Those of us who saw serials at our local bijous remember the excitement of actually seeing Superman, Batman or Captain America on the screen, but we may have been unaware of how important these brief fifteen minutes of film were to the smaller, neighborhood theatres.

Here’s a promotional handout for Saturday, March 19, 1938 at the University Theatre in Cambridge. Massachusetts. Look at the prominence given to the announcement that chapter one of THE LONE RANGER serial will be shown on that date. The title of the feature film, SERGEANT MURPHY starring Ronald Reagan plus cartoons are listed almost as an afterthought.