Guild Theater Creates Ad For Orson Welles Film-This Day in Norwood History-June 9, 1950

ON THE TRAIL

In a playful nod to Hollywood noir, Al (Sam Spade) Brown, the well‑known local theatre proxy, was photographed creeping toward the shadowy corner of an abandoned shack off Route One, reenacting the suspenseful mood of The Third Man, the film soon to open at the Guild Theatre. The staged scene — complete with a weather‑beaten structure, dramatic angles, and a prominently displayed theatre sign — was part of a clever promotional campaign designed to bring cinematic excitement to Norwood’s own backyard.

Transportation for Brown’s “investigation” was provided by Boch Sales & Service, whose rugged vehicle — driven by Eddie Boch — was described as a “gas buggy built for rough terrain.” The pairing of a noir detective and a dealership’s off‑road machine added a humorous, distinctly local flavor to the stunt.

Brown paused his mock detective work long enough to share details about the film. The Third Man stars Joseph Cotten, Valli, Orson Welles, and Trevor Howard, and is renowned for its haunting musical score performed by Anton Karas, “the man with the magic hands,” whose zither playing gives the film its unforgettable, exotic tension. The atmospheric music, Brown noted, perfectly matches the danger‑laden mood of the story.

The entire scene — part parody, part advertisement — captured the spirit of mid‑century movie promotion, when local theatres like the Guild relied on creativity, personality, and community partnerships to draw audiences. The photograph, credited to Surette Photo, stands as a charming reminder of the era when Norwood’s entertainment scene blended Hollywood glamour with hometown ingenuity.

Norwood Messenger