Photograph of Thelma, Ruby and Myrtle Darrell standing outside the Savoy Theatre in an unnamed South African town.

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.