Silver gelatin photograph of a man dressed as a clown wearing a giant fake hand, advertising a screening of the film 'He Who Gets Slapped' at a cinema in South Africa.

Gerald Spencer Darrell was an officer in the British Army in the first world war. He was subsequently asked to open the first Moving Pictures Theatre at the Savoy in a yet unidentified South African town (most likely Cape Town), this collection of images shows the marketing tactics used by Mr Darrell to bring customers to his cinema.