Publix Opinion (May 8, 1927)

RE Marea aes, Oe Er ry: u blished by and for the Press Representatives and Managers of PUBLIX THEATRES CORPORATION ; SAM KATZ, President Dr. Advertising Joun E. McInerney. Editor i ; SPECIAL CORRESPONDENTS Ss vias oe aeuerate es .~Home Office, New York City Ae O ame Office, New York City .......-Paramount Theatre, New York City BPR ue she sce 4 5a Olympia Theatre; New Haven Shea’s Buffalo Theatre, Buffalo .Metropolitan Theatre, Boston a RSE . Michigan Theatre, Detroit Balaban & Katz Theatres, Chicago PO aisles e'' ia fe: Balaban & Katz Theatres, Chicago ..,Balaban & Katz Theatres, Chicago ARUP ae ah a Da ES eat Saletaatias ag Newman Theatre, Kansas City ‘ ',.Riviera Theatre, Omaha Capitol Theatre, Des Moines REI ate elaine es Palace Theatre, Dallas Pt Aaa ene ap Texas Theatre, San Antonio RG LN hue Metropolitan Theatre, Houston Saenger Theatre, New Orleans , .Loew’s Palace, Memphis Riaecmiioabar eneowae Howard Theatre, Atlanta merrevolmn Theatre, Los Angeles San Francisco ee eee ee a a ee ed Ce ee es Bie we melee eee ele ers is 66 06 ee elelw ies 8 e's . We Thank You ‘he Inanner in which our first copy of PUBLIX OPINION was d and the enthusiasm it has already developed makes us connt that it will grow bigger and better. We know now that we your full.support and 100 per cent co-operation in putting it to the benefit of every Publix Theatre. Letters received by OPINION reveal the support our paper is getting. Charles Director of Publicity in Buffalo wrote in part: ‘““PUBLIX a wow. It should be a real help to the boys all over the were able to use quite a bit of the ‘Way Down South’ faurice F. Barr, Supervising Manager of the New Orleans ote that it should be of valuable aid to all managers. ital letters said it. was ‘‘Great.” Bud Gray, Director of at the Metropolitan Theatre, Boston, also labelled it a her ‘letters were equally enthusiastic. With such support PINION is going right over the top. deage Bands Popular stage band idea is proving its popularity in a great many t operations. In St. Louis, Brooke Johns is now the Paul issouri Theatre while in Boston, Gene Rodemich has un esting personality to the Metropolitan. Atlanta, Dallas, Haven and other of our key cities are responding generously to ew plan. Like other innovations, this one is only as big as it is ld and it is gratifying to see the wonderful campaign work being e. The building-up process is even more important and it will be ce ting to watch the ingenuity of our press representatives and gers in developing a follow-up drive to sustain record business ilts. Again, let me emphasize the importance of supplying xX OPINION with your campaign high-lights, not only for Unit Stage Bands, but for your pictures and institutional fea. We are all in this business together and our concerted far fn overcoming hot weather handicaps. hesraue KATZ. Ask Me Another en do you analyze your advertisements? Are you sure tting your money’s worth? Does your copy zoom out of nd catch your eye? Is every advertisement an invitation or nouncement? Is your copy the same week in and week ‘your catch-lines full of worn out adjectives or do they ribe your performance in a convincing way? How about j play? If your newspaper advertising is strong enough rons to your theatre, are you sure they will not be at} the street by a smashing display on the opposition ur worrying about hot weather or are you making a keep on top all summer? Are you upset about last ntments or are you preparing your greatest campaign What are you doing this very minute to keep the box did you do today to improve business? Do you our work to want it described in PUBLIX OPINION? to see your current advertisements reproduced in ON '? Are you going to give the other fellows some 3 80 and can sitet theirs to you? Sure. —A. M. BOTSFORD ( ow What Publicity Will Do For You! .. Ambassador Theatre, St. Louis mer. Constant hammering and brilliant exploitation will | SELLING “CHEX” IN BULK FOR (No “Chex” Publicity to be Released— Yet.) ; The possibilities for selling “Chex Books” to quantity buyers are great, and -every manager should begin at once combing his territory to find possible outlets for ‘‘Chex’’ in quantity. “Chex” will make excellent premiums and any merchant operating with a premium policy cannot help to appreciate the attraction which ‘Publix Chex” have for his customers. Millions of dollars are spent every year for premiums. Let’s get our share! We have touched upon: the point of pushing the sale of ‘‘Publix Chex’’ for prizes before, but it cannot be emphasized too strongly. Prize contests, of some nature, are being conducted in most all towns the greater part of the! time, and the task of selecting suitable prizes is not an easy one. It will be well to always make every effort to get in touch with the contest committees and em ‘phasize the general appeal that “Chex Books” will have. In.most instances prizes are selected for their general appeal, for this way the interest of the family is in the contest, even though only one member may be eligible for a prize. One obligation which the average wholesaler feels, is to entertain his out of town buyers. There is no reason why ‘‘Chex’’ should not play a big part in this connection. Sell the wholesalers in your town on the idea of buying ‘‘Chex for distribution to their out of town buyers., Even though the book may not be exhausted during the buyer’s visit, chances are very good that there is a ‘‘Publix’’ theatre in his home town, where the balance of the ‘“‘Chex’’ may be redeemed. Envelopes may be furnished with books sold for this purpose, on the front of which could be printed, ‘‘Compliments of’? ete. One manager is already working out a plan~-similar to this, and is receiving very favorable response from wholesalers to whom the proposition has been presented. As we have stated before we 1feel the absolute necessity for real salesmanship during the time that these books are being introduced, and we cannot afford to overlook any opportunities for sales promotion. The More Chex Books Sold in June The Fewer Empty Seats You Will Have in July HOFFMAN DANCER IN “BIRTHSTONES” (Continued from page 2, col. 1) Girls. This well known troup of Girls, all natives of Philadelphia, was developed and trained by Ger |trude Hoffman and sent out on a vaudeville tour four years ago. Originally there were 6 girls, but this number was augmented to 16, and the following year they proved a sensation on Broadway -when they opened in the 1924 edition of ‘fArtists and Models.’”’ Later they went te London and played nine consecutive months at the Alhambra Theatre, followed by an engagement of six months at the Follies Bergere in Paris. They were then brought back to this} country to appear in the last edition of “Artists and Models.”’ When that production closed recently and then disbanded, Miss Kligge was immediately engaged by John Murray Anderson for his “Birthstones”? production. will oa S PUBLIX OPINION, WEEK OF MAY 8rg, 1927 The opening of the Indiana Theatre, Indianapolis, has been changed to Saturday, June 18th. This theatre will have a Sunday opening. When “Convoy” played the Olympia. Theatre, New Haven, Charlie Pincus had a good tie-up with the local recruiting station of the U. S. Navy. A small envelope jointly advertised the picture and the theatre and labelled with seme U. S. Navy enlistment propaganda, in which a half dozen candy life savers were placed. The gag line was,‘ Have a Life Saver on Us.”’ Jack Redmond, professional golf champion, who was recently featured in Earl Carroll’s ‘‘Vanities,” has been engaged to appear in Boris Petroff’s forth-coming production “Sports Review.” The coming productions which will open at the Paramount Theatre and then tour the unit houses include ‘‘Patches” (John Murray Anderson); ‘Sports Review’’ (Boris Petroff); ‘Yankee Rose’ (Frank Cambria); and ‘““Neptune’s Daughters’ (Frank Cambria), featuring Lottie Mayer and disappearing ballet. Gene Rodemich is going over better than ever in Boston. Evelyn Hoey, held over for the third week, is still stopping the show at the Metropolitan in that city. y|| WHIRLING AROUND THE PUBLIX WHEEL What Are You Doing For Publicity? FRISCO AD PEP Here are some of the hot catchlines that catch business in San Francisco for Publix! “And more of that Marvelous Music from the best Orchestra in California.” “Vavara, aristocrat of jazz! leading the band, — and how.” “Every artist a star! Every minute a riot! The greatest act in history!” “Me too! Felix.” “San Francisco knows what love is now. Thousands waited in line Saturday and Sunday to learn—and they learned!” (for ‘The Night of Love’). “As amazing in its theme as it is amazing the vast crowds attending.” (for “The Night of Love’). WHERE UNIT SHOWS ARE WEEK OF MAY 8TH Vienna Life. (Cambria): Pouce cc! PATAMOUNT Is \. Aste bees New r Birthstones (Anderson).............. Olympia sak New ven Coen Borrah Minevitch (Cambria)......... Metropolitan Bho or) Sea Boston, Mass. The Sampler (Andersen)............. MEPL ALO es sia Saisie etee es Buffalo, N. Y. Way Down South (Cambria)......... Mich termi so Niaiaiks Detroit, Mich. Memory’s Garden (Anderson)........ CHICAS Ps ao iva ole site eos Chicago, Til Mamilty Al Buln ae uailoaw ene ekumeok Timolie ure y se che wees Chicago, Ill Milady’s Perfumes (Anderson)....... TDEG WE oP Giniécn eras! Seasens Chicago, Ill EVD Es ChOEtHOtny Liigicue te Sa woe a Ya Lavan. CAR itis Bis bis wikeet cantare ote oie Stone Age Follies (Anderson)........ Ambassador.........St. Louis, Mo. Alpine Romance (Cambria).......... Newmans ....000. 00% Kansas City, Mo. Sea Chanties (Anderson)............. Riy ole PA RS URC SA ty Omaha, Nebr. Paper Revue (Petroff) GV eis A SRR fey sea MLL ot ee i iS Des Moines, fa. CAD PTY: Vigig ee yas aratalaranene elu s < Wicker PALACE a Giivic Sewn: 5 URNae ee Dallas, Tex. Chinese Jade (Anderson) ............ PROMS Wu iaretel tiers pc San Antonio, Tex. Opera vs: Jazz (Cambria).........5.. Metropolitan ......... Houston, Tex. PUDVESLS SCHON sie 'a Wanels)s fis olne sl 6Fe SASNEER GY ee ee ees N. Orleans, La. Gertrude Ederle & Co..........0...., Loew’s Palace....... Menphis, Tenn. Pompadour’s Fan (Anderson)........ BOWALE essere ones pee Atlanta, Ga. «A JOHN MURRAY ANDERSON PRODUCTIO diamond, Ruby, What’s your birthstone? ‘ s ‘ ‘ s 4 ‘ 1 5 5 5 ‘ ‘ 5 5 ’ ‘ s ‘ 4 ‘ ‘ ‘ ’ 4 ‘ ’ ‘ ‘ 5 4 ‘ ‘ ‘ ' ‘ u 5 ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ ‘ ’ ‘ 4 4 ‘ ‘ ‘ ‘ ’ ‘ ’ ‘ ' 8 ’ ’ ' ' ‘ ‘ 5 ’ ‘ ‘ ‘ ’ ‘ U ‘ . Ui U ‘ ’ uy ‘ t) ‘ ‘ ‘ ' s J ’ ‘ 5 4 ‘ ‘BIRTHSTONES N emerald, everybody loves “Birthstones.” See your own birthstone in the and see MYRIO & DESHA World’s greatest dance team in A production of jewels; A jewel of productions. sapphire,—alive, sparkling, The priceless gem of. revues, “Birthstones.”’ Living jewels in settings of harmony and rainbows. Mystic gems, lucky stones, gorgeous jewels! January, June, May, November—all the beauties of all the year in Murray Anderson’s _ BIRTHSTONES? Flashing color, whirling dances, Stirring music! See Kendall Capps in his “Lucky Stone Dance.” See Emma Kligge in her gorgeous “Diamond Glitter.’’ “Necklace of Jewels”’ The Birth of the Opal Make el now, not to miss this great show!