
Film studios often employed gimmicks as ways to build word of mouth, increase box office, and promote movie stars throughout the golden age of Hollywood. Pennants, dolls, photos, dishes, and even sheet music produced in conjunction with sponsors or major companies cost the studios virtually nothing but added bonus revenues to their coffers, a cheap form of advertising and promotion.
At the same time, sheet music publishers rushed to create songs around the newest craze, one-hit wonder, and popular novelty, anything to make a sale. These companies sometimes developed material that the studios either purchased or joined forces with in order to create synergy, and thereby sell more products for both. Selig Polyscope Co. employed a song titled “The Kathlyn Waltz” to help promote their action serial “The Adventures of Kathlyln” in 1914, while other sheet music companies also devised songs to play off the popular title.
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