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How was Chicago's Iroquois Theatre advertised just five weeks before it burned with 602 deaths in December 1903?

From the story
The Iroquois Theatre Fire of 30 December 1903, Which Killed 602 People in a Building Advertised as Absolutely Fireproof

Five weeks after opening, Chicago's Iroquois Theatre — advertised as "absolutely fireproof" — burned during a matinee packed with women and children. Locked gates, inward-opening doors, and unfinished fire equipment killed 602 people in about twenty minutes, the deadliest single-building fire in US history.

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