Publix Opinion (Nov 1, 1929)

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III ASH IN /RETURNS FROM THEATRE FOR BOX-OFFICE RALLY Profiting by the experience of past years, Publix showmen over e entire circuit will make a concerted effort to combat the Elecon Day radio opposition and to convert all the hectic enthusiasm f the period into a mammoth, rip-snorting box office rally. Elec ion Day, this year, falls on November 5th. “With the gradual growth of dio-appeal, a number of people ye formed the habit of remain Publix j The Official Voice of Publix gat home on election nights and tting the returns by radio,” deared ‘David J. Chatkin, General irector of Theatre Management. t is to combat this tendency t the energies of every Publix owman must be concentrated.” The most effective way of remying this condition is to furnish ection returns from the theatre. ontact the promotion manager f your’ best daily newspaper for t FREE and EXCLUSIVELY in eturn for advance promotion on our screen. Paper Will Boost Tell your patrons that election pturns will be furnished in your heatre at brief intervals, with imortant news bulletins, through he courtesy of the Daily Newsaper. It will be to the interest f the paper to print several romotion stories and display ads mentioning feature picture, star nd play date) on the stunt from hich you will benefit. If you can’t get the newspaper to do it, you can install & radio in the theatre for the news. Be sure to serve the returns to the audience in such & fashion as not to be a nuisance Or constant interruption. Do it in slide bulletins between each program unit. j Local elections generally create lore excitement in a community lan national ones. ‘The whole Wh unusually infected with a dliday and merry-making spirit. ash in on this and sell your town ithe idea that the most logical Ace for festivity and merry-mak§ is your theatre. Point out to em that the entertainment, comTtable seats and luxuriant surndings of your theatre provide More enjoyable setting for such 1 Occasion than the crowded Petts, or the accustomed banal¥ of home, Get Publicity, Too! , Election Day should also furSh you with an excellent means | Dublicity for your theatre. 'Wapaper picture editors are al on the look-out for wellOwn personalities or attractive tls to pose for cleverly-conceived pictures. How about having © of the girls from your stage it show pose in a silk hat and cigar? Or a picture of your Meader or organist at the le? Or paying an election bet? ere are only a few days left (the time to act is NOW. Most ing managers and publicity 1 have already worked out er Campaign and put them in ®t by this time. If you haven’t he 60, THERE IS STILL TIME! mt sit by idly and “take it on ’ chin,” from radio opposition you have the opportunity Making Election Day one 0 } Breatest box-office events of September 14th contained detailed instructions for readjusting adver ars genera eine ei musement Co., with headquarters another veteran sh recently been recruited lix henne. : ointe f AS the. mp ablix-Saenger circuit under Division Schneider. THREE AIDS FOR BLUE MONDAY SET FORTH Letters from managers replying to Mr. Katz’ telegram on low Monday grosses are still arriving, with very few remaining to be heard from. Vivian Moses, who is in charge of this ‘Blue Monday’ campaign, states that a majority of these letters, besides. analyzing conditions, contain what the writers believe to be measures effective for a remedy. “Tt is’ very evident,” says Moses, “that Mr, Katz’ telegram has started our managers thinking and thinking deeply on the Monday problem. This in itself. is ‘bound to prove of inestimable value in stimulating business in our theatres, not only for this day but throughout the week. “There are three things which every theatre confronted with poor Monday business should do at once and without waiting for further advices. As simple as these three things are it is evident from many of the letters that they have been neglected. “1, RE-ADJUST YOUR ADVERTISING SO THAT YOU ‘WILL RUN LARGE, PROMINENT DISPLAYS ON MONDAY. “Where you have a Friday opening, Monday copy should be a return to,100% space. It is natural that you will run a hurrah, hopup ad on Monday, quoting reviews that are outstanding or telling your public what great entertainment your patronage found in the theatre in the last three days. “where Sunday is your opening day copy will naturally have to be a littla different and you might be unable to quote reviews, but the one idea of a big hurrah ad still holds good. F Ne “In this connection do not Loret that PUBLIX OPINION of (Continued on page 2) O'Donnell, New Saenger Circuit Division Manager for the past Donnell, for the j Robert O’D tecamawaniosithe at Dallas, Texas, is owman who has to the PubMr. O’Donnell has d Division Manager Director Louis E. , Publix Theatres Corporation, Paramount Building, New. York, Week of November Ist, 1929 Tp SIMA CAC Holidays? Nov. 5—Election Day Nov. 11—Armistice Day Nov. 28 — Thanksgiving Day Dec. 25—Christmas Every week-end during Football Season The Holiday Season is upon us, bringing in its wake some of the most powerful box-office days of the year. Are you ready for them? Have you planned your compaigns for them? Are you prepared to squeeze every bit of juicy profit from these rich plums which are about to drop into your lap? Have you given special attention to your show schedule on these days, without exception running continuous performances? Have you figured out whether or not you can increase admission prices and the number of shows’ that day? How about special morning shows for children? Don’t miss a single opportunity in cashing in to the last penny on this golden season! © aOR ARCA 12 Paramount Prints Routed for Pre-views Following the plan for advanced screening throughout the country to enable Publix showmen to execute intelligent and vigorous ticket-selling campaigns announced in the last issue of PUBLIX OPINION, the routing of twelve Paramount prints has definitely been set. The route of prints shipped from the West Coast Laboratory, giving the town and theatre, is as follows: PRINT No. mount; Youngstown, mount; Rochester, Hastman; Buffalo, Buffalo; Newburgh, Bardavon; Poughkeepsie, Stratford; Return to New York Exchange. PRINT No. 2—Boston, Metropolitan; Springfield, Paramount; Wartford, Allyn; New Haven, Paramount; Woonsocket, Stadium; New Bedford, Olympia; Pawtucket, Imperial; Return to Boston Exchange. PRINT No. . 8—Charlotte, Imperial; Spartanburg, Montgomery; Greenville, Carolina; Columbia, Imperial; Raleigh, Palace; Greensboro, Carolina; Winston-Salem, Carolina; Re = =I [=] = = SS s S = = = = = = = =| i = Ss = = = AOU UTA Ht E.G TTR =U} 1—Toledo, ParaPara turm to Charlotte Exchange. (Continued om page 2) ) q eh OEE ee ats? timeo* of Vorassaastoorase ir SJNNNILIODODGTOLENTTDOTTTTTODNODOONOOOOODDNNNET 2 Make Sure Your = Staff Reads ALL of Publix Opinion SUAEUOGOODONOOOODODOO0OCOLOD0O0GUESOQEO200000001 <> CATT 2 OO || THNNUOUENUDNNNNOADS Z 9 a 4 y i> LL CRA LOCAL NEWSREEL SHOTS OD WAY TO FIGHT © SEASONAL OPPOSITION If you’re not vigorously and dominantly selling the football shots in your newsreel, and getting locally made football shots to advertise, you’re missing a lot of possible profit. Only a few more weeks remain of this year’s football season, so do it immediately, by all means. Ballyhoo the idea as a BIG special added attraction. Those who attended the game want to re-live the thrill. @ =a Those who missed it, want to see it, and you can show it to em. High school games as well as college games are great business getters. ‘THE VIRGINIAN HOUR ON AIK SATURDAY A radio picture of the Old West, a page from the days of ’74, will make up the colorful ParamountPublix hour to be broadcast over the national network of the Co Extra! EXTRA! lumbia Broadx peremilexee not casting System e rgin’ jan” in Seat.| 2t.10 o’clock tle, Portland,| (Eastern Stan dard Time) tamorrow night (November 2nd). The program, known as “The Virginian” hour, in honor of the screen play of the same name soon to be released and which features such Paramount players as Gary Cooper, Richard Arlen, Mary Brian and Walter Huston, will bring to radio audiences all the atmosphere of the range together with the romance of the roarin’s galoots who graced the plains of Wyoming during that period. Occupying a high spot on the program will be John White, known to radio audiences as one of the greatest singers of cowboy tunes and ditties. White was born in Oklahoma, spent his boyhood (Continued on page 2) RIALTO OPENING TO BE COLORFUL The night of Gloria Swanson’s New York premiere of “The Trespasser,” at the Publix Rialto on Noy. ist, will be a most gala and pretentious affair. ’ Miss Swanson has postponed her intended departure for the coast, in order to make a personal appearance for her first all-talking dramatic sensation, which ‘has already proven its melodramatic greatness, both abroad and here. Celebrities of the theatre industry, and persons eminent in business, social and political circles are slated to be present including Mrs. William Randolph Hearst and a party of 50 guests; Edmund Goulding, director of the picture, and his party; Joseph Kennedy and his guests etc. Minneapolis and other cities have resulted in huge, recordsmashing grosses. Use shock-advertising methods to sell them. Your editor, has for the foregoing reasons, taken advantage of several chances to quietly “survey and gather some interest_ing sidelights on football, which by the way, is the greatest competition ever placed in opposi tion to show business. . College foot ball for the last five years has averaged well over $50,000,000 annually in net profit. This year it will reach at least ten million more, due.to extra added night football games mado possible by illumination of fields: These figures may well cause a gasp of surprise from any show= man who is capable of recognizing competition. Just how much good this survey and these sidelights will do for you, is a matter for your own ingenuity and energy to decide. Don't Fight It You can’t fight against local college athletics, so your only course is to ride along and CASH IN!! (Continued on page 2) SO Serer One, “SWEETIE” IS BROADWAY RAVE Seldom has a picture opened with such a spontaneous burst of enthusiasm as “SWEETIE,” Paramount’s all-taliing, all-singing, alllaughing picture, which lured such immense crowds that even the mammoth Paramount Theatre in New York had to stand them up in the streets on opening day. It was one, long protracted howl of laughter from beginning to end. Nancy Carroll, Helen Kane and Jack Oakie were a panic! This triple-star machine, backed by an unusually effective cast, crashed into the hearts and funny-bones of the audience like a whirlwind and, a few moments after the picture started, pandemonium broke loose. Veteran showmen unanimously agree that in “Sweetie,’’ Paramount has a box-office magnet that has never beeh equalled to date. Dae eee ee we eae 0 OOOO SO One