Publix Opinion (Oct 11, 1929)

NEW SET-UP IN Following is the set-up for (Lewis E. Schneider, division director, and his division and district managers. Barry Burke, division manager; Charles F. Sasseen, special division manager: Arcadia Theatre, Dallas, Texas; Marshall, Texas; Fort Worth, Texas; Little Rock, Ark., Oklahoma City,’ Okla.,, Lincoln, Neb., and St. Joseph, Mo. W. E. Paschall, division manager: El Paso, Texas, and Albuquerque, N. M. James O. Cheery, district manager: Melba and Old Mill, Dallas;’ Kirby and Queen, Houston; Empire, Princess, Rivoli and \Old Majestic, San, Antonio;Queen and Tremont, Galveston. _ Ernest Morrison, district manager: Palace; Dallas; Metropolitan, Houston; Texas, San Antonio. T. Wilson Erwin, district manager: ‘Austin, Denison, Waco, Vernon, Amarillo, and Wichita Falls, all Texas; Chickasha and Enid, Oklahoma, and Fort Smith, Ark. gy T, B: Novle, district manager: McAllen, Brownsville, Weslaco, Harlingen, Abilene Pharr, Donna, Mercedes and Breckenridge; all Texas. PUBLIX OPINION, WEEK OF OCTOBER 11, 1929. MAN COIN MAKERS? “Jn ‘Sweetie’ and ‘Love Parade,’ Paramount has ‘for a certainty the two biggest money pictures made by us | since the inception of talkics.’ E Albert Kaufman EMU HOW ‘APPLAUSE’ WAS SOLD IN NEW YORK “Applause” which introduced Helen Morgan as a _ screen star, and Rouben Mamoullan as a motion picture director, was sold in New York mainly on the strength of these names by J. E. McInerney, Director of Advertisjng and Publicity for the Publix Criterion Theatre where the picture opened Oct. 7. Morgan was played strongly in a special display: treatment. A number of prominent artists drew sketches of Miss Morgan and other players in Bes {WUHAN UL PUA EMAL the cast for the display with pow-| erful adjectives heading copy. The sketches of Miss Morgan were also used in the ads. Dignity was the keynote of the New York campaign, the world’ premiere of “Applause” being sold as an event of the greatest importance and the greatest thing since Sarah Bernhardt passed out of the dramatic picture. SE ee eS ee ee ee foreign depar ‘ment atre. to light. TOE OUR MANCHESTER, ENGLAND THEATRE For over-200 years, a theatre stood on the site where Paramount’s is building a brand new Publix-type de luxe theIn tearthg down the old structure this photo and playbill came CHESTER » ye v A. , ots Wiss pas MONDAY, DECEMIIIEK the rnshy 979%” a Yrepoee SUDDEN: FEAT ¢ aes pees ‘ in ‘ Lover Qu Ts Coo oe ISS eet oe * s as woes <setct ape. RENCH FLEETS, | i) a 16 and Mamoulian, -|"Maxine Elliot, Otis Skinner, Wil HERE’S A TRAILER HUNCH This isa frame from a locally made trailer—the idea of George _D. Tyson in Indianapolis. His process in the manufacture of the trailers is described in detail in an adjoining column. Read it and adopt the. idea yourself this week! ‘ See hen stunning gowns .. . the newest models fron) Paris} Three Premieres In fact, it was made so important that three premieres were staged. The first was for critics, the second for society and the third a special theatrical premiere in honor of Miss Morgan whose Theatre Guild productions of ‘Porgy’ and “Wings Over Europe” have made him a theatrical somebody. This theatrical show was held |. on Tuesday at midnight and among those who were there were all principals of ‘““Sweet Adeline,” in which Helen Morgan is currently starring on Broadway, and all members of the Theatre Guild, Morgan, Mamoulian, Beth Brown, author of ‘‘Applause,’ Lee Shubert, Florence Ziegfeld, -Eddle Cantor, Elsie Ferguson, Louis Mann, Violet Heming, Anne Forest, Ted Healey, Erin O’Brien Moore, Wilton Lackaye, the Dodge Twins, Peggy ,Cornell, Beatrice Hereford, Barbara Newberry, Jimmie Savo, Shipman, Roy Atwill: and a host of other stage celebrities to the number of 400, along with special Broadway and feature newspaper writers. Anniversary Programs In conjunction with the, opening of ‘Applause’ the Thirtyfifth anniversary of the Criterion was featured. All the old programs (101) of the plays which played there and photos of all the prominent stars such as Ethel Barrymore, Lionel Barrymore, Elsie Ferguson, Julia Marlowe, James K. Hackett, Maude Adams, liam Collier were exhibited. For this exhibit a comprehensive catalogue that covered fortyfour pages and gave an interesting biographical sketch of every prominent player that éver spoke a line across the Criterion footlights. . aor : Many Good ‘Tie-ups The anniversary idea enabled the Publicity Department to tieup with any number of Broadway shops and stores that have also been doing business in Times Square for a long period, ‘“Applause” as apicture offers numerous garden variety of tie-ups such as the book, the song number “What Wouldn’t I Do For That Man,” etc. BLACK FOR SHELDON Replacing Gene Sheldon,. Zizz Black ‘has opened at the Publix Minnesota in Minneapolis as stage band leader. NEW ASSISTANT Mitchell Smith, formerly of the Rivoli Theatre in New York, now is assistant manager at the Publix Eastman Theatre in Rochester. svgvryiqonaeesavannacesgegangnb00c 0000000009 G0E0RCEUE AETHER MRS. T. G. WINTER FILM COUNCILOR Mrs. Thomas G. Winter of Minneapolis, Minn., will represent the organized women of the country in the motion picture industry. Mrs. Winter, an author and clubwoman, will interpret the feelings and wishes of the womanhood of the country to the makers of pictures. A committee of nine, all prom inent in national women’s organi-: zations, selected the Minneapolis woman for the post. The committee was delegated for this purpose by a conference of 200 religious and civie leaders from twenty-one states and the District of Columbia. : Mrs. Winter’s headquarters will be in Hollywood, where she will be associated with Colonel Jason S. Joy, director of Studio Relations for the Motion Picture Proee and Distributors of Amerca. THEATRE WEATHER! Refrigeration copy is okay in Florida, Texas and. other points south—but up in Duluth they’re taking down the ‘‘freeze’m” signs. THEATRE-WEATHER . goes — by the thermometer, instead of the calendar—which is a good thing for alert showmen to remember in making their sales-appeal. olis, offers PUBLIX OPINIO) idea about trailer-making { looks good. i The locally made trailerg ¢ enhanced considerably by a combination of type, still-phot” and those ‘transparent Ber shading-sheets from Bourges ¢ ice, as explained a few months in this paper. Mr. Tyson takes one of the |, tractively designed shading she, (or shading-paper) and makes cutouts: from stills, gtill-cutouts, he pastes onto background of shading-paper, the center, is a panel, or cir! type-copy. The poster artist all this under the supervision Tyson, whose ideas he puts practice, and, when it’s comple it is turned over to the local tr er-maker, with his movie-camera. The reg jis a classy looking locally mgo: trailer. In an adjoining colur; you'll. see an illustration mgs from an enlarged negative. |Tyson calls it a great time sa too. Clive Brook Splendid in ‘Sherlock Ho Clive Brook’s work in “S lock Holmes” will add many to his list of Admirers, accor to Leon D. Netter, who atten a preview of the picture at Strand Theatre, in Yonkers. says a packed house was hel rapt attention by the film f ip beginning to end. , “Judging by the audience action and the favorable com a at the end of the picture, it subject that is going to be talk”! about,’”’ Netter says. “The showmen should be advised in #' vance of the possibilities in t picture.” HAVE YOU “NAME” Wendell Hall, radio played at the Paramount theai Toledo, during the week of # tember 27. Theatre managerté other cities where there are lw radio “names” might profit by?! idea by obtaining permission add one to their show as an adu _ | attraction on the stage. > ; ‘ VTi TTA AATATATTANHNKNNAAKORURK RNAS ‘tors Will Believe.” ’ theatre offices. Publix box-offices. read. ad copy. If you PTOI ELL LER 4 PUBLIX SYMBOLS _ In the Paramount-Publix issue of “Variety,” pages, entitled ‘“Dedicatory,” “An Open Letter to and “An Open Letter to The Stage Performer.” page of similar permanently valuable copy, was published in. PUBLIX OPINION under the caption “So That The Edt Another reason for framing and displaying these fo pages is that they’re constant reminders of keystone policies of your organization in every city. You'll often have for some of the paragraphs or thoughts contained in. th pages, when you write institutional trailers, news haven’t received your four copies, write toL. ‘ Edwards, Home Office publicity department and he'll s them to you. Besuretodoit. . 4 . To 4 See a | were three The Press’) Another ’ All four of these pages have been reproduced and arg being mailed to each Publix theatre, with the instructto that same should be framed and hung in theatre manage and theatre advertising managers’ offices. The thought back of the suggestion is that they be fra and so displayed as to be seen or important civic’ or mercantile When they do, ¢ alight on these framed pages, and probably their curios will be aroused to the extent .of reading each one. ig Jf they do, permahently valuable thoughts will have bee implanted in their minds that will always be reflected You'll find them repeating what th by visitors from the pr organizations who visit their eyes will unconscrol stories, :