Publix Opinion (Oct 4, 1929)

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4 GREAT RADIO SHOW STIRS BROOKLYN The Majestic Radio Show was brought into the Brooklyn _Paramount for the week beginning September 21, following the successful Food Products Show. As in the case of the Food Show, Lou Goldberg, Director of Publicity, and his assistant, Ray Puckett, planned a campaign which was forcefully tied-up with the box-of* fice. Publix Opinion has sounded warnings about Radio Shows which give the exhibitors a 90 per cent Break and the theatre the embarrassing balance. The campaign of the show’ at the Brooklyn Paramount exemplifies what all Publix theatres are entitled to, in exchange for space in houses to radio manufacturers and dealers. Me: In the issues of Publix Opinion for March 2 and May 25, the idea of radio shows was fully explained, emphasizing the fact that they are primarily intended to sell theatre tickets. The theatre is entitled to ‘at. least a 50 per cent break in all ‘advertising and publicity. Special Section ' With the opening of the Majestic Radio Show in the Brooklyn Paramount, a twelve page special section was run in the Standard Union. On page one of this supplement, an eight column streamer announced the. show in this manne Majestic Radio Show and ‘Dance of: Life’ Double Pro gram }at Brooklyn Para mount.” The lead story on page one was handled by the Radio Editor of the Standard Union. A two column, double decker head, carried the name of the house. The lead in the story as well as the balance made mention of the theatre. In a two column display, also on page one, running eighty inches, was the announcement of the screen and stage attractions. A twelve line box topped the display, announcing that “every one who visits the Majestic Radio Show at the Brooklyn Para-. mount Theatre. has_a chance of winning a Majestic Electric Radio Set.” It was explained that one set would be given away every night during the week of the show. “Byvery visitor will receive,” the box read, “ a blank to be filled out and deposited in the ballot box. The winning ticket will be drawn during each night the show is in progress.” Plugging Picture Below the display was an attractive three column cut showing the revue scene from the “Dance of Life.” A three column caption was carried with the cut, with an excellent plug for the attraction. Also on page one was a two’ line filler on the screen attraction. On the back page of the supplement was an eight column display headed “Two Mighty Monarchs,” with a large cut of Paul Ash and the usual endorsement. Below the Ash cut were additional plugs for the theatre and attractions. All display space throughout the section carried the name of the theatre and the announcement of the Radio Show. In the news copy, stories on the “Dance of Life” and the stars, together with two column pictures of Hal Skelly and Nancy Carroll were conspicuously displayed. In addition to the supplement, the show was billed avith window streamers in 800 stores throughout Brooklyn and Long Island. Fifty trucks were hannered and announcement of the show was spotted over the national radio chain used by the Majestic company. SPRINGFIELD ORGANIST Joe Alexander, organist, closed at the Piccadilly, Rochester, Tuesday night, Sept. 24th and opened at the Paramount Springfield, on Friday, Sept. 27th. PUBLIX OPINION, WEEK OF OCTOBER 4rn, 1929 * 7” Lou Goldberg and Ray Puckett bore in mind the warning printed in PUBLIX OPINION about radio CORRECT TIE-UP GETS SPACE RESULTS] shows when they made the tie-up with the Majestic company for an exhibit in the foyer of the Brooklyn Para mount Theatre. As a result, the theatre, the feature picture and the stage show were given equal space with the radio show in the special edition of the. Standard-Union, tear sheets from which are shown here. Demand at least a 50 per cent. break for your theatre in advertising and publicity when you muke tie-ups of this character! You can get it. stasnunn ©! ea oe JOIN TIE-UP WITH VICTOR HOUR ON SWANSON FILM Publix showmen are urged to’ tie-up with the big Victor campaign on the Victor Radiola, which is being featured with Gloria 5 aaa Swanson’s _ perbusiness| sonal rendition is Reported by of two theme Buffalo an 5 Detroit for SOUS from “Trespasser”? ‘The Tres ’ : Beate | passer, whieh she will sing over sixteen N. B. C. stations at 10:30 Eastern Standard Time, Thursday evening, October 10. She will be accompanied by: Nathaniel Shilkret’s orchestra -as she offers ‘“‘Love’ (Berlin) and Tosselli’s ‘‘Serenade”’ (Boston Music Co.) The latter number is on R. S. piano rolls as used by Miss Swanson as an accompaniment in the picture. Victor distributors will run a great parallel campaign of window displays and advertising. in connection with this event, which you can tie up directly with your showing of ‘‘The Trespasser.’’ Get your local Victor distributors interested through the advertising manager of your local newspapers. They are to make a drive on the Victor Radiola, which reproduces the Victor Record 22079 on which Miss Swanson hds personally recorded both songs, and which also serves as a radio receiving set which can pick up Miss Swanson’s singing on the radio. Each distributor has ad mats and copy besides window display material and publicity storied prepared by Lord & Thomas & Logan, 247 Park Ave., New York (attention Howard Rocky.) Get your local distributor of ae Pe CaaS ® . us "Oh ROW ees ic j Manes at —~ wi we Tes ALO ors a 4 Victor. Records to advertise, and also to tie up with your ‘showing of the picture with a co-operative page of Victor retail dealers, for a sale of the Victor Radiola, and the Wictor record 22079, and the new Victor record 22114-B which presents the orchestration -of “Love,” ‘the theme song. This is a unique and exceptional chance for exp¥oitation. Go to it! SSSBBSES BSS BBSBAZ Parade” Paramount’s new from’San Francisco: KEDESSESSSLODLEEESSELEDSEADDEDDA? SB SSR? instant success. BESBSSSSSL KAZ BESSA S & S S Europe would like to give with Cocoanuts. SSBBSLEASASLBSSSAIBESA2 BESSEBSSESSES Schulberg present. Studio Wad Hal py pe ees Positi PVH exp Unique ig Radio Wong MeedtOR JOINS Woes oe id ee pe, Mae Aut Pr PrANDUED Cy, "HAR ctor vagy INS 1) beth) haben TEL Pies r rR Der Rp pa Potoc fos = Radig Hoes oo May Be Cup Ot cron ; had SURVEY THEATRES. FOR REFRIGERATION ‘Survey of Publix theatres that require refrigeration ‘plants has been ordered for immediate attention. Those theatres now operating under the Publix trademark that are not now so equipped, will doubtless have the nécessary machinéry inoperation in timeto meet next summer’s heat. 555565645445 SESEABASILALSSEBESLEESBAASABSSB SEBS Wow! The following enthusiastic report on “The -Love Maurice Chevalier “picture, was wired to Mr. Sidney Kent by Mr. Jesse L. Lasky Previewed Love Parade Paramount Theatre midnight Friday unanimous opinion it is greatest sound entertainment made thus far. Every number was applauded and laughs were tremendous. ‘Chevalier’s performance absolutely sensational and everyone feels this pieture will make him greatest of male stars.’ Jeannette MacDonald It is long run two-dollar picture for New York and as it is first true operetta produced on screen if it could be placed in legitimate theatre for long run it would undoubtedly become most talked of picture in New York and play to capacity. business. Ben Schulberg is with me and as he sails Friday afternoon for Love Parade a preview at Paramount Theatre midnight Thursday same as we did This preview. will demonstrate true value of picture as it cannot be judged without audience also as compliment to Schulberg would like to run Sweetie Thursday at five'o’clock at Criterion and invite as many Paramount employees as well as executives as possible to get audience reaction on this picture with staff worked Saturday and Sunday until time for our departure to finish prints of both picture which we are bringing. with us. Please do your best to arrange Paramount midnight preview and Criterion showing. Regards, JESSE L. LASKY Doughnuts in Lobby | EXTENDED TO COLLEGES Upon completion of close | scrutiny of available manpower for — development in keeping with Publix policies, Personnel Director — Jack Barry will immediately com— mence a search of lists of recent — college graduates from. about thirty leading American institutions. These men will be placed in theatres for primary training, to . be followed later with intensive schooling in the Publix Management School directed by Elmer J. Levine. In this way, it is expected that properly educated men of intelligence, poise and mental discipline will be absorbed into the organization to meet the constant demands for men who can be promoted. | MANPOWER HUNT : RT Acai. Gets Much Space Because doughnuts play rather an important part of the comedy | situations in Paramount’s “Fast — Company,” Manager-Paul Ellis ar— ranged with a doughnut company to make a huge doughnut, four feet in diameter, and place it in the lobby of the Publix. Paramount, Youngstown, Ohio, on a2 easel. A beaverboard was used for the background, with copy attached, stating that patrons gueSS-— ing the correct weight of the | doughnut would be admitted gratis to see the picture. : The stunt blocked traffic and 4 picture of the crowd viewing the over-sized doughnut was plante in the local newspapers, in addi. tion to numerous stories about 4 the unique lobby display. ~ i ae