Publix Opinion (Mar 19, 1928)

PUBLIX OPINION, WEEK OF MARCH 19ru, 1928 WELL, WHY NOT? IT’S LEAP YEAR x 1 > . WA, : a a) s, comedy star of “Leap Year Fancies,’ demonstrates on her PAINE IN THEIR ARMS “The easiest way into a man’s arms is the old-reliable way of fainting. | Chivalry demands that he catch you and when you get that far girls, the rest is easy.” and make them like TREAT HIM ROUGH “Show your strength,” says Patti, ‘‘and before long he’s sure to ‘fall.’. In leap year it’s the woman’s turn to ‘treat them rough beau.”’ HE POPPED IT ae : Wear Brought Popular Dancers Together As Team Leap Year is responsible for inging together two of the best ieers and comedians on the age; Patti Moore and Sammy wis hOw playing at the ....... leaire in Boris Petroff’s, Publix) age show “Leap Year Fancies’’.| Sammy claims that Patti prosed to him, though he admits he lldn’t say “yes” fast enough. itti Moore who has been a feared headliner for years engaged mmy tO dance, with her in one her productions and Patti being| 600d showman realized that| mmy Lewis was an asset to her L Besides she readily admits + had certain nice ways about mM, anyway they are now marand are being featured in| cap Year Fancies’? Boris Peff's big Publix stage show at e Theatre. Female funsters are few and far! tween, but Patti Moore is right the top and her quick wit and merous gags are the hit of the Ww. Sammy and Patti both do entric dances that bring forth} mS of laughter, and their tap| hee on the stairway is both difult and entertaining. Keys Keyed Patrons Manager Walter League used a Ser campaign in explaining by W degrees the use of a key in nection with the exploiting of a of Troy” at the Publix! ! 4 Theatre, St. Petersburg, pe first day the newspaper thay) cut of a key with the ie, Private Life.’ The second Be ons With the cut of key| Ee The Private Life of| ne Troy... . Florida Theatre | thine Friday, Saturday.’’| ae td day, the regular ads ap—also the distribution of Y compoboard keys, fea attached to the keys read, | bint this key to the Florida qe roel and if it opens the ts © Private Life of Helen Y you will be awarded two hole See this outstanding at HOW 66 Talent Wanted West Coast Circuit Stages Opporiunity Contest Inspired by the unequivocal success of the nation-wide Opportunity Contests conducted by the Publix Theatres Corporation in 1926 and 1927, the West Coast Theatres Circuit is currently sponsoring a similar contest. It is styled the Fanchon and Marco Talent Opportunity Contest and embraces the principal cities in which the West Coast Circuit has theatres. As was the case with the Publix Opportunity Contests, leading newspapers are cooperating and giving it valuable publicity space. The Opportunity Contests conducted by Publix were hailed as the best publicity stunts of the last two years. In the contest conducted in 1926 by Publix, the winners were champion exponents of the popular Charleston dance. In the production “Charleston’’ they did exceptionally big business all over the circuit. In 1927 the National Opportunity Show brought together girls from sixteen different cities who in the Publix unit ‘Young America” proved the best box office attractionever sent over the Publix wheel. Know Your City In conjunction with the showing of “The Big City,’’ Lon Chaney’s latest picture, the Denver Theatre, Denver, tied up with the Denver Rocky Mountain News on a con test through fifty dollars in gold to those who identified five street corners, photos of which were run in the newspapers. In addition to identifying the scenes pictured, the contestants were asked to write slogans embodying their ideas as to why Denver is the big city of the Rocky Mountain region. which was offered. BUFFALO PLUGGED PATENT LEATHER KID” Extensive Campaign Put Over for Feature By Charles Taylor When ‘‘The Patent Leather Kid”’ was shown at Shea’s Buffalo the week of March 8, a publicity barrage was laid down that resulted in drawing in a\.splendid week’s business despite Lent and some stiff competition from other theatres, including the local premiere of ‘“Wings.’’ The exploitation stunts directed by C. B. Taylor were especially notable. <A tie-up was arranged with the local U. S. Army recruiting office, through which 60 A-boards were obtained in the finest spots in the city on which were placed one sheets with the theatre’s spot dates on them. The co-operation of the 106th Field Artillery was also obtained and one of the outfit’s tractors was borrowed and placed on the streets with large signs, cut in the shape of a tank, placed on the sides. Manned by two members’ of the 106th, this great ballyhoo was driven about the streets every day of the showing. Attractive signs in color, containing boosts for the picture in the form of telegrams, were used in all the local Postal Telegraph offices. A number of sports stores were used for unusually fine displays, the best of which were in the windows of the Spaiding stores and the Weed store. Three thousand dodgers, especially printed for the occasion, were distributed in the Broadway Auditorium, on it.’ Try it on your bashful ’ offers a few practical suggestions to the girls on how to take advantage of Leap Year. She partner—and husband. That’s how she got him this year, she says. REVERSE ENGLISH “Don’t wait for him to make love,”’ Patti advises would-be brides, ‘‘remember its Leap Year and take the offensive. nique is right he won’t resist and when you have If your tech him falling—phone for the preacher.” Mimic Helped Adve: tise ‘““The Student Prince’’ Manager A. M. Roy relied almost wholly on music to advertise “The Student Prince’ at the Publix Tampa Theatre, Tampa, Fla. During the three days previous to play date, the orchestra piayed as the overture a mediey of the song hits from THE STUDENT PRINCE. During this, a young lady sang from the pit, the DEEP IN MY HEART number along with the orchestra. This was followed by a slide on the screen saying, “These same immortal melodies will also be played through the picture which starts on Sunday.’’|. The stunt went over very well and certainly helped to sell the picture in advance. During the showing of the picture, Roy used his own so-called vitaphone. He borrowed a Victor Hlectrola which had excellent orthophonic tone and then used the Victor record that has all the song hits on it. In the picture where the boys come in singing at the beer garden, Roy cued in the ac tual chorus singing en the record.|P It was a sort of Vitaphone idea and was even better than Vitaphone in tone. perfectly and the patrons seemed real pleased with the stunt. Got Big Ballyhoo Thru Organ Program For the first time in the history of the Publix Arcade. Theatre, Jacksonville, Fla., the organ program was given an advertising background such as is usually ac the occasion of two prize fights. |corded the feature picture. ‘Streets The dodgers were. placed on the seats before the battles began.. Several thousand cut-out hangers were used in parking spaces of the city and the Statler garage. Thousands. of red cut-out sticker hearts were pasted on every piece of mail that left. the Shea Buffalo office. Ten thousand rotogravure sections were distributed in the residential sections of the city. There were special stories in the sport pages, teaser ads a week in advance and all the usual stories and photos in the newspapers, in addition to publicity in a score of community papers. All this work helped to keep ‘‘The Patent Leath of Shanghai” was the current picture during the first three days of the week in conjunction with the organ program. Bob Mitchell, the organist featured the solo, ‘‘“Henry’s Made a Lady Out of Lizzie’. and on this one number, Manager Chas. C. Morrison was able to tie up with the local Ford agency in a series of stunts that caused business to jump upwards. er Kid,” on everyone’s lips during the showing. The campaign was put over by Charlie Taylor and his assistant, Bill Brereton: It was cued in ‘GOLF MATGH BY LONG DISTANCE Bob Kelly Stricken With Novel Idea Promoting Dix Picture San Antonio, Texas, March 18th —Press agents have wonderful imagination, but it took positive genius to think this one up. Bob Kelly of the Texas theatre is the author, and the object is—et’s see, what could the object be? Oh, yes, the object is to get some publicity for the Texas theatre, to be sure. Stand back, please, while we unveil the big idea. i Monday morning at 7 o’clock,. Burney Stinson, cornet expert in the Texas orchestra, will hie himself to the Brackenridge park golf course and shoot a golf score. Mr. Stinson is quite adept at that; he’s left-handed. but that doesn’t keep him ‘out of the law eighties. Accompanying Mr. Stinson as official scorer will be none other than our hero, Robert Mortimer Kelly, the ublicity man. Bob will preserve that score. He will put it under lock and key in his. ‘desk. Then he will sit down and await the mails from Los Angeles, Calif. In the mails wilt be a golf score card from Richard Dix, the athletic hero of the Texas theatre’s movie showing this week, entitled “Sporting Goods.” ‘A long-distance golf match, Kelly calls it. Something like a telegraphic rifie shoot, track meet or bowling-match, common in sports. When Stinson has shot his score and Dix’s score arrives, the results will be compared. The winner will get four passes to the Texas theatre. ““Scholegiate” Night Packs The Greeley _ ‘Scholegiate” Night at the Sterling Theatre, Greeley, Colo., packed ° the house to see Raymond Hatton ° and Wallace Beery in “Wife Savers.” “Scholegiate” is a coined word that purposes to be the first of al Series of special nights dedicated to the local college and high school. The bands of both appeared on the stage in a ¢contest that was to determine the-winner for this particular night. . Each band played two numbers and the prizes were awarded according to the applause of the audience First prize amounted to $10.00 and second prize—$65.00,