What better way to promote a movie playing in Los Angeles
than by announcing a personal appearance by its director and stars?
It’s a ploy that still works, judging by recent showings of Boyhood
and Calvary here in LA. In 1938 there was no more famous a filmmaker
in America than Cecil B. DeMille. Not only did the veteran showman appear onscreen
in promotional trailers for his films; he came into millions of American homes
every week as the host of the hugely popular radio show: Lux Radio Theater. He was, in fact, the only director of this period
to become a household name — a status that only a few filmmakers can claim. So if
the box office returns for his latest was sagging a bit he had no hesitation about
beating the drums in person, and bringing along some of his (less stellar)
actors as well.