Work For The Eastman Theatre
Mr. Eastman disliked the publicity materials created by the movie studios and persuaded 22 year old Madalena to postpone his studies and remain in Rochester to create original posters for his Theatre. "He told me, 'You do anything you want,' " Mr. Madalena recalled. "The only thing was, the posters had to be seen from the trolley car that stopped in front of the Theatre. The trolley was pretty far away, so the posters had to be big, not fancy and finicky. The point was to get people to cross the street and stop for a while at the Eastman." Between 1924 and 1928 the artist created an average of seven posters a week, a total of about 1,400 posters for the Eastman Theatre. He was paid $4.50 per poster. The silent films he created advertisements for include Laugh, Clown, Laugh starring Lon Chaney, Madame Sans-Gene starring Gloria Swanson, and The Mysterious Lady starring Greta Garbo.
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