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September 'J , 192
761
Katz, in Exclusive Interview, Discusses Publix Plans
By William A. Johnston
(Copyright^ 1927, by Motion Picture News, Inc. Repu
SAM KATZ, President of Publix Theatres, gave me an interesting interview last week. Just back from a rest trip to Europe and vigorously at his job, he talked frankly and for the first time about Publix theatres presentations.
"There has been from the beginning, just one big idea back of Publix presentations," he said. "That was to build in the public mind the belief that a Publix theatre is a class theatre, a type of theatre different from any other theatre.
"It has been a big undertaking, a far step ahead, but the result has been worth the effort.
"The thing has been accomplished. You might call it an advertising campaign; certainly it has been a building campaign.
"And now that it has been accomplished, now that we have established in the public mind just this conception of the Publix theatre, we now propose to make the second step and that will be to give the public just the type of presentation they want.
"If they want it 'red,' we'll give it to them. If they want 'gold' we'll give them 'gold.' This will be easier than the first step.
"Certain facts must be borne in mind:
"A new type of theatre exists today. The investment is very large, greater than was ever dreamed of. The nut of these luxurious theatres is as high as $35,000 a week, without the cost of the show itself.
"Now, the show has got to be in keeping. It's got to be a big show. Also it must pull and keep pulling a high admission price.
"Not only that, but you must have ample protection on motion pictures. And you must have ample protection on presentations. You cannot expect people to pay seventy-five cents for that which they can see a week or so later for fifteen cents."
"In other words," said I, "vou seek to widen keep wide the gap between the high admission and the low admission house?"
"Exactlv," he replied.
"How about the secondary house — the one that charges forty cents?" I asked.
"Well, there oomes up another problem." Mr. Katz said. "This house often runs vaudeville. Presentatics are exoensive, but vaudeville has become ver^' expensive. Both are too expensive for th's admission charge.
blication rights granted providecl full credit is given)
Sam Katz, President of Publix Theatres
"As presentation people we say to the vaudeville circuits: 'You take off vaudeville and we'll keep presentations from the secondary runs.'
"To which they reply: 'Vaudeville is an established institution.'
"Well, that may be true; but it's just as true that a combination vaudeville and picture bill is unfair competition with a straight picture bill."
"Have you completed your Publix expansion program?" was my next question.
"No," Mr. Katz replied, "but in pushino our Publix policy ahead we are forming local unit partnerships in the case of our secondary theatres. We are placing these under the manas^ement of men who are thoroughly familiar with the communities.
"We are giving these theatres the local touch, but they still remain Publix houses, and are operated under these local unit partnerships by {Continued on page 765)