Citation :
« Lou H. Rose, who sells Chalmers and Maxwells, opened most of his space for seats for spectators of a motion picture, Something New, featuring Nell Shipman and the Maxwell car. The film was shown every hour, and capacity of 200 was filled at every showing. Rose estimates that more than 10,000 persons saw the film. »
-- Motor Age

Source :
MOTOR AGE. « Showing the car in its recreational setting: How the San Francisco dealers put over a big idea by cooperation and by making all dealers' establishments units in a city wide show », Motor Age, vol. 41, no. 19, 11 mai 1922. [en anglais]