Publix Opinion (Nov 1, 1929)

\ | 6 PUBLIX OPINION, WEEK OF NOVEMBER Isr, 1929 4 POSTER SERVICE, BOON TO THEATRE ARTIS P, 0. SUBMITS|| BETTER ART POSTERS THIS WAY! Figure 1 represents the print of the original drawing made by the Service Com i, artist, Tide is in b 6 A | ) i 0 i serted in the projection machine, flashed against a cardboard of any size and traced By ths heaae ahic oh lining the various shades, gray, black and white as shown in Figure 2. By means of the color chart, (Figure 3) the exact colors of the original poster are indicated. The top row of boxes indicates the actual shades of the print, (Figure: 1) while the lower row of boxes contains the corresponding colors of the original poster. The artist has only to fill in the indicated colors to have an exact reproduction of the original painted poster. In accordance with the policy of this publication to bring to the attention of theatre managers and their staffs any device, process or Figure 4 is a sample of a poster designed for use in heralding a stage attraction. Fi 5 designed for the Richard Barthelmess picture “Drag.” i i ih atiet geal service which might aid them in more effectively presenting and selling their merchandise, PUBLIX OPINION submits the Poster Art Design Service whereby the talents and technical abilities of America’s foremost commercial and theatrical artists are made available weekly at the cost of approximately $2.75 a week. This service brings to your sign man miniature posters, designed by the best theatrical artists, on pictures which are to play your theatres. The printed miniatures, issued every two weeks in loose leaf form to fit a specially indexed’ binder supplied with the service, can be kept on file ready for use when needed. Designs on File As soon as your sign man is notified as to the coming attractions, he consults his index, locates the designs needed, clips them from the page and is ready to go to work. Through the use of the Posterscope, Balopticon, mirrorscope or whatever instrument the theatre possesses, these miniatures can be projected onto a cardboard of any desired size, and the outlines of the portrait or poster easily traced in pencil or charcoal. With the aid of the color chart supplied with the service, your sign, man, regardless of his knowledge of art, immediately becomes a first class poster .artist able to paint large, impressive posters just as attractive as the originals, designed and painted by the highest salaried men in the business. In addition to poster designs for feature pictures, each issue contains a series of four Vaudeville posters, picturing colorful dancing girls and other theatrical costume figures. These can be used for any stage attraction or talking short you happen to play. Flashy Displays Each issue also contains poster backgrounds which your artist can paint in his spare time and keep on hand-to insure a flashy display GOOD WILL A remarkably successful tie. with the.Omaha News and Mo ing Bee, piloted to increased tronage and good will building M. L. Elewitz, publicity direc and Charles M. Pincus, manag of the Publix Paramount theat in Omaha. | A theatre party was planng for all girls under 14 years of a who, upon entering the thea that particular day, were to sho as invitations, any type, style condition of doll.' ne door were not taken up at the door. order to create further interest this ‘dqll party,’ an airplane used to transport from Lincoln Omaha hundreds of dolls, wh were presented to the childrejj Besides donating the dolls, th leading department store algo paj for a full page ad in the Oma News, giving prominent space ¢ the theatre and attractions. | A ‘doll lady’ column was pul lished in the News every day fq .| more than a week, personally tej ing the children of the wonderfi time in store for them at th Publix Paramount's ‘doll party As can be seen in the adj ing column, considerable space the Omaha News and Morning B was procured, free of char First page prominence was gf a number of times, together photos showing the child massed in front of the theatre ¢ the joyous day. The children wi attended the party are going form an organ club to plug Paramount’s organist. THEATRE TIES-UP SCHOOL, DA One of the stunts used by M ager Harle M. Holden in plu “Hollywood Revue” playing at Publix Fairfax Theatre, M Fla., was a typing conte} with the commercial dep ment of the local high a Bach student ‘was required type a full page of the foll ing sentence, “The Hollywood R vue plays at the Publix Fair Theatre for one week beginnit Saturday, Oct. 5th.” This senten was repeated over and over ag& until the page was filled and student with the least amount | | GOLD-DIGGING QUINTET OE id EVENTS ) EA i A perambulating living billboard was devised by Jack Jackson of Madeline Woods, publicity di‘I Rochester to boom “The Gold Diggers of Broadway” at the Publix Sites rs yess Sig ea ‘ane in case of last minute bookings, Rast Th ri b per icd glorified pick occasional designs for the more] ||: Hastman Theatre. Five attractive girls plied glorified picks and shovels i i ibe important short subjects, and on the truck. Below is an extra length sign on a truck which was ~ rocue yoy me area meee eee ait nace ’ | theatre. i dri b ha « 2 . driven about Omaha for five days before “The Argyle Case” came to gathered in front of the news plans for shadow boxes and sea: . \\the Paramount. French horns attracted attention to. the display. sonal displays. This service is an asset to the /poster artist, irrespective of his ability, because it not only saves him the time he expends in a constant search for effective ideas for his displays but it also brings him brilliant and impressive color combinations and masterfully posterized lobby displays originated by foremost poster designers. If this service will be of any value to your operation, get in touch with your District Manager who has been sent complete details of the service by the Home Office Advertising Department. The news of the contest spr all through the high school al eventually into the homes of students. : i Another excellent stunt was, tie-up with the Southern Dairi whereby 10,000 milk caps, copy attached were placed on bottles distributed throughout t city. Another Negro Novelty | For Christie Com , Recently produced by Christ was “The Lady Fare,” a sid and dancing novelty with an 8B negro cast and cabaret performet which regjstered great auceer’ its first showing at the _ ni paper office where the World Series returns were being broadcast and distribute cards and other similar material to advertise atsaa at the local Publix theatres. . In addition, one of these girls appeared on the roof of the newspaper building just above the score boards (where the construction of the building and the board permitted this) and carried a large’ sign advertising the current program. She appeared periodically ; parading back and forth and attracted unusual attention. You i can do something like this for big football games. : CHANGES TO PARAMOUNT Merchant Co-operative Ad For Enid Theatre A full page merchant co-operative color contest was procured by Adna M. Avery, manager of the Publix Criterion Theatre, Hnid, Okla., to exploit “On With The Show.”’ ‘Illustrations accompanied each merchant ad. Those coloring the illustrations in the most at Theatre, New York. It is 0 the Octavus Roy Cohen stori Following this, Christie will troduce another unusual ans the Cohen series of stories by ducing “Brown Gravy,” with ¢ introduction of a chorus of + of the famous Georgia Ju? Singers presenting the harmo melodies of several negro ® The Colonial Theatre, Idaho Falis, Idaho, will be operated by Publix commencing November 2, under its new name, Publix Paramount. TT. R. Karl, formerly manager of the Plaza, Asheville, will assume management of this house. This theatre will be in Ralph Crabill’s division. CIKEAIESS . $ a SI q All Talking « Sig O'DONNELL PROMOTED Ee oe tractive fashion were awarded | U@ls.” paw Sy yk i poe e AWS prizes, ranging from $7.50 to inJames O’Donnell, formerly asibVamer at a | Se (CA SK Al : : orm CKEO. i z rei Testaidhaty. bE 2A a 1 Elo wy pir Ml Morey dividual passes. , SOUND CAR IN RO pistent mansger 2 the Washing ‘Late AH Taking iyste = eugan When the Publix Entertain Special came to Rockford, a driving rain, Louis St. it city manager there, directed the schools and factories; it proved sensational a . 7 taining to the great throns NEW THEATRES IN GEORGIA Publix has taken over the operation of the Lyric and Orpheum Theatres, Waycress, Georgia. These theatres will be under J. J. Friedl's supervision. ton Street Olympia, Boston, took over the management of the Rialto, Lowell, Mass., replacing H. ¥. Kayes, assigned to publicity or for Frank Hockailo’s disTict. on NOW SHOWING "C2