Motion Picture News (Jan-Feb 1922)

February 4 , 1922 863 Thirty Part “Molly O” Campaign Roth-Partington Forces Wake ’Frisco with Their Exploitation [uge Cut-outs Sell “Lying Lips” for Schade HUGE cut-outs prominently displayed at the base of his electrically illuminated sign, so that they attracted attention a couple of squares away on both sides of the entrance to the Schade theatre, Sandusky, Ohio, aided George J. Schade, owner and manager, to put over “ Lying Lips.” The “ flash ” was made with an ordinary billboard layout, several strips of lath, a few nails, a couple of cans of paint for “ touching up ” here and there, and a can of varnish. Cut-outs Basis of Howard Theatre Lobby Display As a lobby display for “ Get-Rich-Quick Walljford,” when it played at the Howard theatre, lanta, cut-outs showing money-bags tilted at ch an angle as to show a stream of golden ins pouring forth, were used. These two bags were large enough to hold veral stills from the picture, and the words 3et-Rich-Quick Wallingford ” were lettered I the down-pouring stream of gold. Cards about twenty-two inches wide, of a le yellow were lettered in gold and black, and ad “ Come in and get your share of a fortune laughs,” “ The screen story of George Ranlph Chester’s best-known character,” “ Fanny II for J. Rufus — and you won’t wonder after iu’ve seen him ” — “ His sinking fund was rty-three dollars — but in a month he was jrth a million,” and so on. These cards w're mg about the lobby, in eye-catching places. Inside the big main lobby was decorated wnh combination of Christmas spirit and the spirii the picture. An enormous pine-tree so tall that its top emed to touch the ceiling of the lobby, was ng with colored lights, artificial snow, and rious ingenious gifts — a doll made from a t-out of J. Rufus, a package of stage money, jelled “For my good friend, Blackie Daw,” d so on. Holly, mistletoe, pine-branches and 'ored lights wound around the broad marble ircase added a note of Christmas to the iiole thing, making a most effective display. A Fine Example of a Good Prologue an espousal of the cause of good prologues .'I photoplays and their value thereto, Managi Director Joseph Plunkett, of the Mark : and theatre, N. Y., presented a unique intductory setting and symbolic music to “ Hail 1 Woman.” "he background is gained by the use of iijer gauze drapes and the pedestal effect in I foreground center is achieved by proper llping with similar material. Upon the openr of the scene the full view is that of an imnjssionistic gray dawn. An amber spot is coni’d to the center of the pedestal, giving the •learance of a very early sunrise. A baby It on the singer’s face completes the illusion the sun’s first rays. he soprano (Kitty McLoughlin), mounted '’the pedestal, sings “Awake” (Hahn), and s he finishes the blue borders gradually break c h over the entire background. The heavens Je been brightened by the sun’s awakening, /hen all the lights are full up as required by h set, the tenor (Richard Bold) steps out r n R. and sings “ Come Love Divine ” Uoncavello) . A duet of the same number "figs the prologue to a close. /l0LLY O ” exploitation in San FranI y I cisco, when the picture played the Roth and Partington theatre, the California, was divided into 31 separate and distinct parts, each of which might be elaborated into a complete story, but which lack of space forbids. Here is an abbreviated account of what the California publicity staff put over: 20 Window displays in down-town district. Telegrams from Mabel Normand and Mack Sennett to theatre management, used as newspaper ads. The “ Molly O ” Trio featuring the song “ Molly O ” one week in advance of showing. “Molly O” Trio appearing, by courtesy of California theatre, at Actor’s Fund Benefit, Tuesday, December 20th, Century Theatre and featuring “ Molly O ” song from stage and in program. 30 24 sheets “ Molly O ” stands displayed for 2 weeks ; 100 1 sheets ; 100 3 sheets. “ Molly O ” Hats on sale at Hales Department Store, with big window display. “ Molly O ” silk on sale and window display at Emporium ; “ Molly O ” crepe on sale and window display at Emporium ; “ Molly O ” doll on sale and window display at Emporium. “ Molly O ” doll contest in S. F. Bulletin — strictly for children. Three “ Molly O ” dolls given as prizes. Portola-California-Imperial and Granada theatres all running slides announcing coming of “ Molly O.” Orchestrations in waltz and fox trot time distributed to all hotel and cabaret orchestras and now being played by them. Will King Musical Revue Co. — Casino theatre— will put on “ Molly O ” number week of showing at California. Chorus in Irish costumes. “ Molly O ” record, released by Victor Talking Machine Co. in January release. Photos of William Robyn (lyric tenor and exclusive Victor artist, now in seventh week at Mission theatre, Los Angeles), standing beside Victor machine and singing “ Molly O,” shown in all windows where Victor records are sold. Show-case in lobby of California theatre displaying “ Molly O ” tie-up merchandise and names of merchants selling same. S. F. Call — Jingle contest — $150.00 in prizes — Picture of the prologue zvhich Joseph Plunkett, staged for the showing of “ Hail the Woman,” playing recently at the New York Mark Strand theatre. Two Jingle lines on “ Molly O ” are run in the paper daily. Those adding the two best additional lines share in the prize. S. F. Call — “ Molly O ” Week in San Francisco. Two full page double truck ad carrying California theatre’s ad in “Double Truck” and surrounded with “ Molly O ” ads of every merchant in city who is handling “ Molly O ” tie-ups. Tie-up with Model Lamp Shade Co., 239 Geary street, S. F., to manufacture and place on market Mabel Normand “ Molly O ” floor shade figure and night lamp — lamp to be 18 inches high and to be an exact reproduction in every detail of Miss Normand in ball-room scene costume. Retail price $25. Special stories in all papers of S. F. beginning 12 days in advance of “ Molly O.” Teaser ads in papers week in advance. Novelty lobby card — “ A reflection of a little bit of life — ‘Molly O’ — Coming.” Written on card backwards and reflected in lobby mirror. “ Molly O ” put on as revue number at Marquard’s, exclusive cabaret, girls wearing “ Molly O ” hats and house dresses. “Molly O” sung as ballad by tenor at Taits all week. “ Taits-At-The-Beach ” — “Molly O” played by jazz orchestra for dances. Sung by Jack Clifford with organ and saxophone accompaniment. Portola, Granada and Imperial orchestras playing “Molly O” as jazz number. Two signs, formerly reading “ Greater Northern California Straight Ahead,” to be changed to read “ Stop ! ‘ Molly O ’ is Here.” Placed in street in front of California. “ Molly O ” stands in California theatre — one on mezzanine floor and one in downstairs lobby. “ Molly O ” sung by Frank Shaw, entertainer at Techau’s. Marquees inside lobby of California theatre • — anouncement of “ Molly O.” Programs — week in advance of showing contain space for “ Molly O ” — coming week’s attraction. “Molly O” Trio from California theatre, singing at Letterman General Hospital, Friday afternoon at five o’clock, under auspices of S. F. Examiner. Haas Brothers, Market street, special “ Molly O ” box of candy for sale and in window. “ Molly O ” hats advertising used in Hales Company display ads. Cooley Arranges Special Children Shows CD COOLEY, general manager of the Consolidated Amusement Co., • of Tampa, Fla., arranged a mass meeting to which all mothers and all members of the Women’s clubs were invited. The meeting was held in the Victory theatre. It was a big success, both in attendance and interest. Mr. Cooley outlined a plan of giving special shows for children and requested the co-operation of all mothers and all members of the Women’s clubs. Those present were unanimous in their approval of the plan, and so Mr. Cooley has booked a number of these special children shows.