Looking for Mabel Normand

 

Among the numberless exploitation stunts which Manager H. B. Wright of the Strand theatre, Seattle put over for “Molly O” none brought such excellent results as a “Jingle Contest” put over in co-operation with the Seattle Star.

 

 

Each day Manager Wright gave $5 to the author of the best “Molly O” jingle that was published in the paper.  The only requisite for a successful jingle was that it contains the name of the picture, the star and the Strand theatre.

 

All of the jingles turned into the paper were in turn turned over to the Strand. Where they were placed in a large glass case in the theatre lobby, where they formed the basis of another contest in which local firms donated prizes.

 

Among the prizes were a Sonora phonograph, several pairs of “Molly O” pumps, several “Molly O’ dolls, a number of “Molly O” hats, and other valuable merchandise prizes.

 

These exploitation features were emphasized by all the city papers, the magazine published by the management of the Strand theatre, and on the screen of all theatres under the direction of the Jensen – von Herberg circuit directors of the Strand.

A baby contest ran in conjunction with the Seattle I ‘net-Intelligencer, also helped make the run a success.  Each day motion picture of a number of Seattle infants were shown on the Strand screen as part of the Post-Intelligencer’s plan to select the Seattle children best adapted to screening tests.  These pictures were changed daily and attracted a large number of people interested in the newspaper’s contest.

 

Attendance at the Strand the second Saturday and Sunday of “Molly O” surpassed attendance during the first two days’ according to Manager Wright, who was very well pleased with the showing made by the picture.

 

 

 

 

February 18, 1922

Motion Picture News