This is a great post and there is lots to be learned here. First let me quote from that excellent source of information on American playing cards - the Hochman Encylopedia!
"
SE7 MOVIE SOUVENIR PLAYING CARDS,
M.J. Moriarty, 1916. This deck features the ‘53 Most Prominent Stars in Filmdom’. The fact is that there were many different stars shown on different decks leading one to believe that there were many more than 53 prominent stars! The deck was published for several years and an alternative theory is that fame was quite fleeting in early days of ‘Filmdom’. The backs feature a painting of a chariot race and the Joker in every deck is Charlie Chaplin. An interesting piece of trivia is that Mr. Moriarty was the purchasing agent for USPC who printed the cards for sale and distribution by Moriarty."
The value of this deck ranges from $40 to $80 for Excellent to Mint.
It appears that the seller beat the expert at the Pawn Shop! The main reason, of course, that it is not as valuable as it appears it should be, is the large number of them around. Most vintage collectors who want one, have one.
Now visit the 52 Plus Joker auction which is currently in progress
http://www.52plusjoker.org/dnn/Auction/tabid/76/Default.aspx View lot #68 on page 10 where you will find a very good condition Moriarty deck, with slipcase, at a minimum bid of $20.
Finally, there were a number of early decks with stage stars - USPC had three different ones - the first saw the light of day in 1896 and the last in 1908. In addition, Craddock Soap had an advertising deck made by USPC in 1895 which featured 53 different stars of stage at the time. One of the Stage decks is also in the Club auction [Lot #28], as is the Craddock deck [Lot #9]. Have fun and get your bids in!