Publix Opinion (Mar 19, 1928)

46. tor c¢ least two fit. ss rehearsal. |dience psychology. |8. tlstrive for that perfection |But it seems the illusion that objects take their proper place in the distance. MUSIC Music must always be properly balanced so that it will not slow up or speed too rapidly the beauty of harmony—and proper contrasts between “loud ard soft’? and “fast and slow.” Appropriate music should be carefully selected and songs sometimes specially written to fit the action and also Frank Cambria written in keys to fit the voice of the singer. Proper instrumentation _ must be suitable to the different orchestras. — ATMOSPHERE . Must envelop each number —seenically, musically and geographically. PERSONALITY Engage pleasing personalities, smart performers, and mag netic talent of every discription. All female performers should have the physique of ‘‘Venus”’ and voices similar to‘‘Lorelei.’’ Male performers. should be fashioned after ‘‘Adonis’” and have voices like ‘‘Arpheus.”’ Every dancer should be lythe, graceful, physically perfect, with the delicacy of a swan, the grace of a yaulting antelope, an enchanting smile showing. teeth of pearly white, the hands should move gently with the grace of a lily swaying in the twilight breeze. . REHEARSALS Rehearsals should be called at a specific time and all members of the cast are to be prompt whether they have had luncheon or no luncheon. No talking, interruptions or noise of any kind is to be permitted during rehearsals. This you will find quite trying. ; * Rehearsals should be held with intense concentration and ‘all are to work with equal attention including the principais and the prima donnas. Make sure to receive no telephone calls. f TITLE Every title must have box office value and an interesting legibility. ' INDIVIDUALITY We must have productions that are new, or that have a new twist or angle. Should be uncommon. Must be classy and have the feel of silk not of purlap—clean—charming —interesting —— magnetic — entertaining — not too blasé ——not ‘“low-brow.”’ ; 10. COMMON SENSE greatest of all directors. it and know it. When one has followed all these rules a number finally is presented to the audience but how little one knows of the auAs the old sage said: ‘‘God alone, can make a perfect thing—we mortals may that the audiences e judges of that after all. 5. 7 oi, the Study is see PUBLIX SINGER ONCE A CLERK The news of the engagement of Miss Agnes Helliwell for a featured role in “Gallopin’ On,” brought forth a special two colunin head story in ‘the Buffalo Evening News. Miss Helliwell was the winner of the Shea’s 3uffalo-Publix Opportunity Contest held last summer in co-operation with the Evening News. The engagement of the Buffalo girl for another tour of the Publix circuit is proof conclusive that the idea of the Opportunity Contest is well worth while. It certainly gave Agnes the opportunity she long had dreamed of. The story written by Charlie Taylor, and published by the Evening News, follows: Miss Agnes. Helliwell of this city has just begun her second tour of the country as a professional singer in the theater. A year ago she was a clerk in a Buffalo music store. In her spare time she studied and practiced singing, but the chance for early recognition seemed unlikely. A place in a paid church choir would help her gain experience, | she thought. She never dreamed of going on the stage, at least, not in the near future. But she had in the back of her mind a definite idea that some day she would be a-professional singer. Now that she has had her first experience she is looking to a broader career. She is young, hopeful, ambitious and seriously interested in music. She recalls how Mary Lewis developed from musical comedy to grand opera. Winner in News Contest Miss Helliwell was a winner in the Evening News-Shea’s Buffalo Publix Opportunity contest last summer. Some of her friends suggested that she enter. She thought there was not much chance of winning. The audiences would favor the jazz singers and dancers, she ‘believed, but she considered that it would give her an opportunity to sing before a crowd, so she decided to try. She played her own accompaniment and sang a couple of songs. They were different from the others and the audiences liked them. Through the applause of the audiences, she won first place. That gave her a contract to : make a tour of the entire circuit of Publix theatres in a revue known as “Young America.”’ She continued in it for weeks, including one week in this city. After closing that tour, she returned to Buffalo and appeared again, singing with the symphony orchestra in “Franz Liszt,” one of the Music Master series. Principal in New Revue Convinced that Miss Helliwell | had real ability, Manager Vincent R. MecFaul of Shea’s Buffalo, gave her a letter to. Nathaniel Finston, head of the music department of the Publix Theaters corporation. | She was given auditions in New York and at once was awarded a part in ‘‘Faust,” one of the recent overtures at the Paramount theater on Broadway. Asa result of her work in this preduction, she was given the opportunity to accept a principal role in a new revue, ‘‘Gallopin’ On,” which Frank Cambria was just arranging. This revue has opened in New Haven and will appear in the next few weeks in Boston, New York, Washington, Baltimore, Pitts-_ burgh and Buffalo. In all, Miss Helliwell will be on tour 35 weeks this time, and the tour will take her to California and all through the South. ; Mrs. Ruth Ashley Smith was Miss Helliweil’s teacher and she is pupil. ree So PUBLIX OPINION, WEEK OF MARCH 19rx, 1928 Hot Campaign For “Helen Of Troy” Manager Guy A. Kenimer piayed up the first letters of ‘‘Helen of Troy” in red letters in all his advertising on that picture at the Publix Florida Theatre, Jacksonville, Fla. Perhaps, one of the biggest stunts of the campaign was the stringing of three-foot cut-out letters across the street in front of the theatre. The first letter of each’ word was painted red while the others were painted white leading people to believe that the picture was of the risque type. These letters were spotted at night from either side and could easily be read for a distance of four and five blocks away. This was equally true in the day time. Several thousand novelty heralds were distributed by a man attired in the costume.of a Spartan warrior. This man was the center of attraction wherever he went and always made sure to be on the streets during the “busy” hours. He also carried a shield that was made out of beaverboard upon which was inscribed the title of picture, name of theatre and play dates. A window display in a store adjoining the theatre was worth its weight in gold. At any rate it was good for a large portion of the extra sale of tickets at the box office. The first letters in the title of picture were cut out and a piece of red transparent paper was pasted over.the back. Behind thiswas placed an electric lamp on a flasher which attracted attention every time the light flashed to the first three letters of the title—H—-O—T. The Public Library placed a sign on the balcony where people were bound to see it as they en tered. The Library also passed out book markers which carried the title, theatre and play dates. Drill for “West Point” Manager John D. Moody plan ned on using the students of a nearby military school to ballyhoo ING A PUBLIX PRODUCTION ““Gems”’ Gets Space Through Rubinoff When David Rubinoff hit Shea’s Buffalo in “Gems,” a tour of the high schools was arranged for him which brought an avalanche of publicity in the Buffalo Times, which paper sponsored the morning recitals in the school assemblies. All the principal high schools of the city were covered and the noted violinist received an enthusiastic reception from the students, the cheer leaders springing to the platforms and calling for yells for the artist. Among the institutions visited were the following high schools, Masten Park, Bennet, Hutchinson, East High, Saint Joseph’s Collegiate Institute, Lafayette and South Park. The Times used much art and many stories on the tie-up. Rubinoff was accompanied on the tour each morning by Bill Brereton, assistant to Charlie Taylor, director of advertising and _ publicity. Erwin Glucksman, pianist of the symphony orchestra, accompanied Rubinoff each morning. . “West Point” at the Publix Rialto Theatre, Chattanooga, Tenn. For some reason or other, the Commanding Officer of the school refused to furnish trucks to transport the students the distance of three miles that separated the sehool from the theatre. Undaunted by the apparent scrapping of his well-laid plans, Moody rented enough trolley cars to transport the cadets to within a few blocks walking distance of the theatre. : Here the cadets ‘fell in’ and marched the remaining distance through the main thoroughfare to a square in the heart of the business’ district where they gave an exhibition of various drill formations. POPULAR SONG HITS “What'll You Do?” “Fascination” “Dawn of Tomorrow” “Keep Sweeping Cobwebs” “Let’s Misbehave” “My Stormy Weather Pal” NEWEST DISK RECORDS ‘Victor No. 21172—Johnny Marvin and Ed Smalle, “After My Laughter Came Tears” and “Rain.” ais Columbia No. 1277—Clarence Senna, novelty comedy pianologs on “The Dempsey-Tunney Fight” and “How to Write a Popular Song.” Brunswick No. 3719—“Mother of Mine, I Still Have You” from “Jazz Singer” and “Blue River.” Victor No. 21097-—“Dawn” and “We Two” from “Golden Dawn” by The Troubadours. Brunswick No. 3706-—-Bélle Baker, “There Must Be Some body Else” and “Baby Your Mother” in her own style. Columbia—“When Honey Sings An Old Time Song” and “Blue Heaven.” Victor—‘“Mary” and “Changes” —Paul Whiteman and his Or -chestra. Columbia—‘“Girl of My Dreams” and “Tomorrow’—Eddie Thomas’ Collegians. “Victor—“Thou Swell”: and “My One and Only’—Johnny Johnson and his Statler Pennsylvanians. Columbia—‘“‘An Old Guitar and an Old Refrain” and “Why _ Should I Say That I’m Sorry?’’—Ralph Pollock and his Orchestra. ® Brunswick—“Just a Little Kiss” arid “So Tired”—Jules Her overjoyed at the success of her|| — buveaux and his Orchestra. A Chicago orchestra.