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The Big Ads
How the Yiddish Theatre Publicized their Productions


"Molly Dolly"
at the Second Avenue Theatre

The opening performance was on Monday, December 28, 1925.
The advertisement below appeared in the December 27, 1925 edition of the Forward.
A second, large advertisement appeared in the February 21, 1926 Forward.

Click in the image to see the much larger version of the double-page ad.

Joseph Edelstein presents Molly Picon in Rumshinsky and Kalich's sensational operetta, "MOLLY DOLLY," at Kessler's Second Avenue Theatre, now being played on Monday, Tuesday and Wednesday evenings, December 28th, 29th and 30th; Thursday evening (New Year's Eve), December 31st; Friday Matinee and Evening (New Year's Day); Saturday and Sunday matinee and evening; January 2nd and 3rd -- and every Friday Evening, Saturday and Sunday matinee and evening.

Libretto by Anshel Schorr.

CAPTIONS, left to right:

Cameo: Molly Picon in her new role as "Molly Dolly."

Row 1:
1. Annie Thomashefsky, William Schwartz, Isidor Meltzer, Lucy Levin and Max Wilner, in a mirthful scene in "Molly Dolly."
2. Jacob Kalich, regisseur of "Molly Dolly."
3. Molly Picon, star of "Molly Dolly."
4. Joseph Rumshinsky, composer of "Molly Dolly."
5. Molly Picon, William Schwartz and Boris Rosenthal, in a very comical scene in "Molly Dolly."

Cameo: Molly Picon as the old-fashioned bride, in the 1st act of "Molly Dolly."

Row 2:
1. Molly Picon's appearance in the 1st act of "Molly Dolly."
2. Molly Picon (Molly Dolly) with her Ladies Band.

Row 3:
1. The chorus in a minuet dance in the 2nd act.
2. William Schwartz and Max Wilner with the chorus in the prologue of "Molly Dolly."

Row 4:
1. Annie Thomashefsky and Isidor Meltzer in a comic scene in the 2nd act of "Molly Dolly."
2. Cameo: Molly Picon and William Schwartz in a comic scene.
3. Molly Picon, William Schwartz, Boris Rosenthal, Mildred Block, Lucy Levin, Max Wilner, Annie Thomashefsky, Isidor Meltzer, in the 2nd act of the sensational operetta, "Molly Dolly."
4. Anshel Schorr, author of "Molly Dolly."
5. Molly Picon and Max Wilner, with the chorus in the sensational Apashe dance of Molly Picon's famous song, "Vos zal ikh ton az ikh hob im lib (What Shall I Do If I Love Him)?"
6. Lucy Levin and Max Wilner in a comical scene in "Molly Dolly."
7. Molly Picon and William Schwartz in a scene in "Molly Dolly."




It seems to me that Molly Picon, who is playing at present in "Molly Dolly" at the Kessler Second Avenue Theatre, is as fine a comic opera star as we have in this country at the moment. I saw her last night for the first time and she is, to my way of thinking, as good as Beatrice Lillie, Mitzi Hatjos and Yvonne George all rolled into one. I do hope that every half-baked music comedy prima donna will go down and watch her. They could learn so much about attack, and breadth and subtlety. I should like every one who appreciates true merit to take the easy trip to the Kessler Second Avenue Theatre, and see if Molly Picon does not give him ore entertainment than most of our inhibited marcel-bobbed imperious flappers. Every one who appreciates talent and sincerity and the giving of full measure will go down to see "Molly Dolly." Personally I am going to start a course in Yiddish tomorrow so that I can go back many times to laugh at Molly, and really know why I am laughing.

-- Harry Wagstaff Gribble, New York, November 29.


"Once an operetta! A production" like Broadway has commanded. You find here everything that your heart desires: Russian music, sweet songs, the richest furnishings, splendid costumes, good, enjoyable actors, humor, action, pep, a little bit of heartbreak, and a lot, a lot of cheerful merriment and lustful fresh cheerfulness.

Rumshinsky's music is symphonic and waltzes and jazzes and melodies and twists and turns and hold on to yourself, and hold your breath and your feet and your heart -- God be right! Do not assume that the ceiling rises. With a masterful hand Rumshinsky pours out his thrillers across his large orchestra, and this then storms and waves and cools and melts and weeps.

It is an overly rich operetta.

Molly Picon has brought into her new role all the fine qualities that she has manifested in her earlier successes. I even believe that this time Molly is still artistically is as she was. Her acting is referenced, effectual and self-assured. She is now more effective with her natural dexterity and talent than with preconceived "effects." She is now not only funny, but also humorous. She is now not only funny, but also humorous. She is still the most wonderful soubrette on our stage.



" ... Finally an operetta!
"Molly Dolly" is a dancing, a singing, and a loud-laughing joke. It's the operetta with its authentic whimsical face. It's a cheerful naughtiness, a lively, a cheerful anecdote ...
The Second Avenue Theatre now has a good troupe of operetta actors ... and with such actors, they can play a musical comedy no worse than in the Broadway theatres.

There only needs to come the sweet and practiced hand, which such a troupe could produce. And as it turns out, Jacob Kalich is the right regisseur for the operetta.




"Understand that one puts together such a gang as Joseph Rumshinsky, Molly Picon, Lucy Levin, William Schwartz, Boris Rosenthal, Max Wilner, Mildred Block, Annie Thomashefsky, Izzie Meltzer. In addition, no money is charged on the performance or the equipment, and a beautiful thing must come out [of it]. And "Molly Dolly" is a beautiful operetta.

Molly Picon amuses the audience no less than always. With such a great appeal she performs her role, that it was a true delight. She was touching and poetic. She had in other times convinced us, that the young, lively Molly had so much ability, such a feeling, such grace, that it is a wonder how it all has been placed into the lovely little Molly."



"Molly Dolly," the new musical play that is now playing in the Second Avenue Theatre, is without doubt, one of the most successful, one of the most amusing and most beautiful operettas that is when written down from the pen of Joseph Rumshinsky.

With "Molly Dolly," Rumshinsky has shown that he is exactly as capable in modern operettas, as in Yiddish ones. ... "Molly Dolly" will occupy the same place as "The Rabbi's Melody" and the "Cantoress." From the first minute that the curtain rises, until the last minute of the closing of the production. There is not one boring moment in the operetta, "Molly Dolly." The operetta is highly successful, not only in the music, but also in the stage direction. For the outstanding direction a compliment goes to the director of the play, Mr. Jacob Kalich.

Molly Picon in the main role of "Molly" is never not so artistic, so amusing. She comes out to play in the most diverse scenes ... in this, or course, is Molly Picon's great success ... She is a complete operetta star.





List courtesy of YIVO (Yiddish Institute for Jewish Research).

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