Exhibitors Herald (Dec 1921 - Mar 1922)

58 EXHIBITORS HERALD February 11, 1922 "Molly O" Attraction at Anniversary of Branford The first anniversary of the opening of the Branford theatre, Newark, N. J., was celebrated with a combination of "Molly O," an elaborate prologue, special displays and a number of tie-ups that resulted in one of the best weeks in the history of the house in attendance and box office receipts. The Mack Sennett-First National comedy was chosen for the festive occasion and it scored a big hit. The newspapers took cognizance of the general excellence of the presentation and the extent of the exploitation, and devoted considerable space to the anniversary. Preparations for the week were made well in advance, following numerous conferences between D. J. Shepherd, managing director; Gordon Reid, production manager, and M. J. Cullen, director of publicity, at which the details of the celebration were decided upon. The opening gun in the campaign consisted of one inch teaser advertisements in the three daily newspapers, with daily change of reading matter. On the day of the opening an original advertisement, executed by the staff artist, four columns wide and 15 inches deep, was used in the evening papers, and the same amount of space in the Sunday Call and Sunday Ledger. The lobby display included ten 40x60 frames in the outside lobby, and frames of the characters of the play were hung from the chandeliers in the inside lobby. A large holly wreath, with "Molly O" formed with wire in the center and covered with red paper, was hung directly over the main box office and attracted considerable attention. In addition to the newspaper space, fifty 24 sheets went to the billposting company, 1,000 one sheets and 1,000 cards were used for window displays, 20,000 heralds were distributed and 15,000 programs were sent out on the mailing lists. Effective tie-ups were arranged with a number of Newark merchants of the highest class. L. Bamberger, the largest department store in the state, handled the "Molly O" silk and gave their utmost co-operation; L. S. Plaut gave a full window display of the "Molly O" hat; the Sonora phonograph agency contributed an attractive window display of Mabel Normand photographs, and T. M. Ward, one of the largest grocery concerns in the state, featured "Molly O" biscuits for that week and had a life-size portrait of Miss Normand in the front window during the period. * * * All of the music stores in the center of the city featured the "Molly O" song used in the prologue. Every tie-up proved more than a success, as there was a large demand for every article advertised in this manner. The prologue was in two scenes, opening with "The Alley" and closing with "The Ball Room," with a cast of twelve. The first scene represented an alley at dusk, with a faint glow in the windows of the houses. An amber spot picked up Miss Norma Leyland, soprano, who was dressed to resemble Miss Normand in the picture, sitting on a suitcase. After she had sung "You'll Come Back to Me," George Dale, tenor, came on, dressed as a laborer, and after a short exchange of words he sang "Molly O" by Emery and McNeil. As they made their exit the drop was taken up and the second scene represented a ball room with the Branford mixed Quartette dressed as the guests in the ballroom scene in the film. The opening song was "Drink to Me Only With Thine Eyes." Miss Beise and Miss Shapiro then sang the duet from "Tales of Hoffman." Following a song by the quartette the dancing girls came on, and went through the graceful gyrations of a Grecian dance arranged with the music. At the close of this number, Miss Leyland, dressed to resemble Miss Normand in an evening gown, and wearing a mask, appeared. Stepping forward, the tenor declared: "I know everyone here but this lady. Who. are you?" As she removed her mask the entire company exclaimed: "Why, it's Molly O." Following a dance the entire ensemble sang "Molly O" and came down in front of the plush curtain. While they were still singing the sheet was lowered and the film started, the song being timed to end as the first title was shown, giving the production a flying start. In the ballroom scene the dominating color was blue, thrown on by spots and strip lights, and the soloists were picked out with an amber spot from the booth.