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520 HARVARD BUSINESS REPORTS
doormen and ticket takers, footmen, cashiers, lost and found and checking department, matrons and nurses, maids, porters, projection department, musical department, stage employees and artists, superintendent and engineers, firemen and oilers, and cleaning department.
Advertising and publicity were considered to be of great importance to the chain. The essence of showmanship, in the estimation of the company's executives, was to advertise the entertainment in an appealing way so that people would be tempted to come to see it. The company had formulated ambitious advertising plans to sell to the public generally the programs provided by the Publix theaters and the name Publix as indicative of the best in entertainment. The company's advertising department at the head office in New York City conducted that advertising which was intended to place the company's name before the public. It also prepared advertising helps for the theater managers. These included suggestions on general advertising and special advertising prepared for each picture. For each feature picture purchased by the company it prepared an individual advertising manual which was sent to each theater showing the picture. This manual contained model advertisements, rough sketches of possible rearrangement of those advertisements, suggested copy, descriptions of exploitation "stunts" which had been used successfully by other theater managers, and suggested publicity stories to be furnished to the newspapers. A manual like this was furnished by each distributing company for each of its pictures in the form of a press sheet. The Publix Theaters Corporation, however, drew up its own special manual for each picture.
The advertising of each theater and its programs in the local newspapers was entirely in the hands of the theater manager, with the assistance of such suggestions as he might receive from the advertising department of the head office. The newspapers and other media to be used, the type of advertisements and size of space to be used, the advertising in the lobby of the theater and on billboards, and special advertising and publicity campaigns were planned and executed by the theater manager. Some of the larger theaters were equipped with complete advertising departments but in the smaller theaters the advertising was carried out by the manager himself.