Publix Opinion (Dec 10, 1927)

now What Publicity Will ou K x F . ‘Steats no stone unturned to give Publix the high standing it holds in the world of theatres.” ch Published by and for the Press Representatives and Managers of _PUBLIX THEATRES CORPORATION SAM KATZ, President . M. Borsrorp, Dr. Advertising Joun E. McInerney, Editor Contents Strietly Confidential. c™D 7 SPECIAL CORRESPONDENTS yem Stewart. .....--e-++s FSG go Coy IR Home Office, New York City jam Palmer......+be ae iele Vig ae Ae ae Home Office, New York City Russell B. Moon .....0¢ceeseceeeer cers Paramount Theatre, New York City 3en Serkowich..... UR Lat ncwee wee adie t ens s Home Office, New York City ‘harles Pincus......---+Ase ea Olympia Theatre, New Haven, Conn. rnon Gray..,..s..-+ssee+++++++++-. Metropolitan Theatre, Boston, Mass. in McGrail........Ee Wate Koti a ain hace « Metropolitan Theatre, Boston, Mass. \. By BAPIOR so or oxi iL Parapet pi wlesmeid aioccuee Shea’s Buffalo Theatre, Buffalo, N.Y. i's’ & ahs Aidipe.= nie e crein asigyawe ap) brates Michigan Theatre, Detroit, Mich. Lee y ....Indiana Theatre, Indianapolis, Ind. W. K. Hollander. .-.+..+-++s0see00srreeeees Chicago Theatre, Chicago, Ill. awe Te Bs win es oe nin sen senate son cet cues ees Chicago Theatre, Chicago, Ill. ill Pi Chicago Theatre; Chicago, Ill. Chicago Theatre, Chicago, Ill. Chicago Theatre, Chicago, Ill. 2 6 © 06 oo te oo wee 6 08 96's 6 06 6b Oe oon) 80% 9 © ope 0.9 066 nre,0'b 8 6 Slels-2 eo, 6 4 6-9 6 Bee's o.a'b! Oe rela b © mimlek@, C1016 eve, bh .6)9 BO eRe > BaF Capitol Theatre, Des Moines, Ia. Riviera Theatre, Omaha, Neb. bis ko. 6 @:0 0. 0)0 0.6 4 (019 60) 80, 00.0 918 we 0 08 ‘bg bid olelalece a ek een. 0 o1dis 0) 2 0.0 of arare dee 6 e Bigger And Better — Entering its third year of catering to the discriminating theatregoers of America’s leading -cities, the Publix Theatres Corporation pledges to the pleasure seeking public of the coun‘ry an ever-new continuity of that supreme and varied entertain ment which it has been its privilege to originate. Since its in- ception the Publix Theatres Corporation has ever been on the wateh for the best in the theatrical field. MiHions of theatre patrons in New York, Boston, Chicago, Texas, Nebraska, Georgia and elsewhere around the country have enjoyed healthful reaxation and wholesome diversion from_the freshness and youth ind the talented experience that comprises its unit shows. _ Publix has brought to the stage at the minimum in admission ptices artists that it would have been impossible to otherwise see except at a greatly advanced scale of prices. Such stars as Gilda Gray, Paul Whiteman, Eddie Cantor, Borah Minevitch, the Duncan Sisters and others have appeared behind the footlights of Publix theatres. John Murray Anderson, whose name is synonymous in the show business with that of Ziegfeld and Dillingham in this country and with Max Reinhardt abroad, has fashioned many of its productions while a host of other exverieh ead HAGAN OER also keep the unit productions in the front rank of entertainment. ; Sinee its inception Publix has felt the public pulse and knows what that public wants in entertainment. The unit shows have become better and more entertaining. That playboy of Broadway who through the medium of a cigar and a derby became famous overnight—Joe Frisco—once happened to ask a brother actor where he had been. “Out on. a route,’’ was the reply. “Fih-how m-m-many w-w-w-weeks?’’ stuttered Frisco. “‘Wifty-two,’’ came the answer. _ i ‘A r-r-route,”’ sputtered Frisco,’’ th-th-that’s a c-c-c-career. i And that’s just what the Publix unit system is becoming. Denver opened a new house a few weeks ago, Fort Worth folowed, Birmingham is set for the end of the month. Artists are nsured of real contracts and plenty of work. And for this -eason Publix is enabled to get the cream. of talent. That neans better and better unit shows and they mean bigger and rigger business. The unit houses are now getting the material ‘o sell. Publicize them and through the medium of Publix Jpinion help the other fellow sell them. . ee 9 Let’s Hear About It Qnee more a plea is made for outstanding stunts on the stage shows. Ideas originated in Boston, Buffalo, Detroit and other cities on the early part of the route should prove equally offective in Omaha, Denver, Dallas, New Orleans and the other ‘ities that play the unit shows later. If you put over a good zag on the stage productions let’s hear about it. Do For You! BORIS PETROFF WITH “HAVANA” Audiences at theatres playing Publix unit shows will have a chance to see Boris Petroff, noted Broadway producer in person, when the stage production “Havana,” starts its circuit tour at New Haven on January 6. Mr. Petroff, who is rated as one of the world’s three outstanding instructors of all forms of dancing, will produce the show, and with Mlle Dorothea Berke, will present the principal solo dance interpretations. This announcement is of particular interest to directors of publicity and managers who are anxious to institutionalize the local connection with international stage resources. Mr. Petroff knows the theatre, and he knows the important part each local theatre plays in the gigantic Publix organization. He’ll make copy helpful to your theatre for the newspaper featurewriters and photographers. Among the things he plans to do is to hold several morning dancing auditions for the benefit of any exceptional talent in your city. If you’ve been reading the trade papers carefully lately, you know that producers are in erying need of young and beautiful girls who can sing and dance. Never before has there been such a shortage on Broadway. Mr. Petroff, instead of issuing a blanket inyitation to girls generally to come pellmell to New York, is bringing the opportunity of Broadway to your town. If he finds anyone suitable for future Publix productions, he’ll make arrangements there and then. This ought to make a good advance story for your newspapers. Start 1928 off with a bang by putting over a corking campaign on the Petroff ‘“Havana’”’ unit. Call For Cats Helped Build Big Business Ne \ (Cont. from Page 2) gelatine paper to throw out green flash instead of white. A special Saturday morning matinee was held for the kids. The newspapers published a story how the kiddies could see this picture for the small sum of 5 cents. By filling in the coupon at the bottom of the newspaper write-up giving your name and address and presenting it at the box office together with a nickel you were entitled to admission. The coupon was in the form of a pledge and read, “I will try to be kind to all living creatures and my little playmates. I will protect them from. cruel usage.” The lobby display consisted of a cat cut-out similar to the ones made out of beaverboard by the High School students. Green flasher lights were put in the eyes of the cat and the tail was made to work up and down by geared motor mechanism. Develop File System (Cont. from Page 2) come to us, begging for pictures tod illustrate telegraphic newsbréaks. In such case, we give them the pictures and let them know the name of the filmplay the star is soon to appear in at our theatres, which is invariably included either in the outlines or story. We also file the various catalogues of music publishers, instrument makers, phonograph companies, ete., which helps us in getting trailer information or facts adaptable for institutional advertising and publicity.” WHIRLING AROUND THE PUBLIX WHEEL THE LIME BROTHERS in their Golliwog number, one of the most noyédl acts now appearing behind the foottights, appear in John Murray Anderson’s first ‘‘Publix Annual Revue.’’ This original novelty was introduced to Europe about twenty-five years ago by the father of Emil Solbrig, whose first name spelled backwards gives the act its name. During the past three years Solbrig with his partners, Gus Knopf and Alfred .Time, have played in all the principal cities of Europe and South America, and also in Australia and this country. THE THREE KEMMYS, who appear in the first ‘‘Publix Annual Revue,’’ devised and staged by John Murray Anderson, are originally from Holland. After featuring variety bills in Holland, Germany, Portugal, Spain, France and England for a period of six years, they were induced to bring their talent to this country about fourteen months ago, since which time they have been an outstanding hit in big time vaudeville. SYLVIA YAFFEE AND CLEMENCE PERRIGNEY, two young products of the West Coast, are reputed to be in the front rank of tap dancers. Before joining John Murray Anderson’s ‘*Publix Annual Revue,’’ they had enjoyed a string of triumphs in productions, vaudeville and picture houses that stretched from coast to coast. Both girls were literally born in the profession. Clemence was a child actress of wide reputation before taking up dancing. Her partner, Sylvia, had scored a big hit in support of the Dunean Sisters in ‘‘Topsy & Eva.’’ FRANK CAMBRIA, afte* almost three months tour of Europe, returned to New York last week with eight wardrobe trunks; twenty-six words acquired in six different countries added to his vocabulary, two quarts of three star Hennessy brandy and a host of new production ideas. offering for the edification of Publix unit house patrons will be “A Merry Widow Revue,’’ starring that inimitable star of stage and screen-—the vivacious Mae Murray. THE HARVEST DRIVE COMMITTEE, under the direction ‘of D. J. Chatkin, is still busily engaged on the selection of win ners in the Harvest Month Drive held during October. Winners will be announced shortly as will the winners of the special exploitation prizes offered by the leading stars of Paramount, First National, United Artists and Metro-Goldwyn-Mayer. OWING TO THE SUCCESS enjoyed by the Sixteen Foster Girls, formerly with ‘‘The Cireus Princess’’ on Broadway and now touring with John Murray Anderson’s show, ‘‘Shadowland,’’ another group of these famous dancers has been engaged by Anderson for his forthcoming stage production, ‘‘High Lights.’’ . ROUTE OF PUBLIX UNITS FOR WEEK BEG. DEC. 3RD Band No. OPEN New Haven........Olympia 19 (Merry Widow) ...... ».... Friday New York) 25 4)4. Paramount 18 (Marchin On) .......... Saturday Boston. ci Metropolitan 17 (Publix Ist Annual Revue).Saturday One Week Lay Off 16 (Steppin High) ......... Saturday Buffalo... Shea’s Buffalo 15 (Listen In) ............ Saturday Detroit SaaS Michigan 14 (Moonlit Waters) ....... Saturday Indianapolis .......Indiana 13 (Shadowland) .....:.... Saturday Si: Taathinee we Ambassador. ia: CBIOrida) ee ee eG Saturday CRICARO ews Wem et Chicago 11 (Dancing Brides) .........Monday CHICME OG ee a pieces’ worcown; 20° COixieland) iy ci oti disks s bs ae Monday CHICHBO eee ices) 5a 6 ss Tivoli. °9 (Dance Caprice) .......... Monday Lay Off 8 COIR eR ice ee ae -,.Monday Des Moines ......:, Capitol Special (Making Movie)....... Friday CTIA 6 a5 Sy a SS ah'0 Riviera 6 (Jazz A La Carte)......... Friday DER VORS fae bias 's The Denver. SFOs (Bells). o...2 sala wees Saturday Lay off 4 (Way Out West) ........ Saturday VU) COA RA eS ne i a Palace. 5 «(Tokio Blues). 0... 23.0% Saturday Bt-wWorth 3... 6. The Worth 94A (Gypsyland) <........ . .Saturday San Antonio......... Texas: 2 (Banjomaniay”.0o05 foc Saturday Houston ......Metropolitan 8 Victor Artists .....°..... Saturday New Orleans....-.. Saenger 1 (Orange Blossoms) ....., Saturday Jy) Rs RD aa Howard 17 (Syneopated Menu)........Monday Unit Shows Now in the Making APA G USNR SARE or lg vis coh te 2s able als Caner ae Ina ce ae John Murray Anderson SCPE META RO MOIS do-5.4.8 Vilerwa arene Gevalace |e Sialiecs7a ene .,.Jack Partington PPEVOOSUPO UID hc a'vih) dies a wim bola lnce say ehie AGE RD he voles Sank: Cambria His first’ stage