Before the First World War standard admission price for cinema presentations was a nickel. Motion pictures came to replace vaudeville as popular working- class entertainment, partly because theatres like the Monarch in Edmonton generally offered a new picture every day.
This two-day run of "Ivanhoe" was an exception. Note that the city was still small enough in October 1913 to make it worthwhile to use a gimmick like the "knight" galloping around on horseback to advertise the picture. The large signs over the ticket wicket were an attempt to attract those walking by in the course of their daily activities.
Courtesy: Glenbow-Alberta Institute (NA 1328-2116)
