Publix Opinion (Apr 30, 1928)

q Stage Show |) Sell Your | Vol. Il. “INSTITUTIONAL S$ “Teave no stone unturned to give Publix the high standing it holds in the world of theatres.” Publix S Opinion Published by and for the Press Representatives and Managers of PUBLIX THEATRES CORPORATION 2 i SAM KATZ, President A.M. Borsrorp, Dr. Advertising BENJ. H. Serxowicn, Editor Contents Strictly Confidential. ——————————oooooooe=—_’wvor—wo | The Merchant, Theatre & Daily | (An Editorial in “Variety,” April 25, written by its owner and publisher, Mr. Sime Silverman, and reprinted by permission.) ow and then about merchants and theatres in Variety carries much thought behind it if digested. Such another item An obscure item n but a week or so ago was of an up-New York-state town’s only picture theatre being held open by a subsidy from the merchants of the village. Not the first story of that nature Variety has printed. The theatre has grown vastly important to the merchant. That is no longer a theory. That small town up-state may be graduated into any big city-effect is all the same. Ever ready are the merchants to tie up with the theatre. draws and in these days of everybody's car, they draw The merchant profits. Theatres make trade. The theatre from everywhere. gested to the promoters of a new and large theatre in a thriving drawing community of 1,000,000 inhabitants that the theatre propose to the merchants of the city that if they would promote the theatre in their advertisements, the theatre would reciprocate by advertising the stores on their screens. There was an especial reason in conjunction, to hold the community people in their section and keep them from going to a larger city. It struck the theatre men as a worth while suggestion, working two ways. Whether the idea was applied, that new theatre is reported unexpectedly prosperous for so early in its career. Not long since it was sug Theatres liven up dead sections of the town. They make business. Perhaps the reason may be the auto and its added trade as it tours the countryside. It brings people and people spend money. Theatre draws money and a picture theatre with its two-hour entertainment permits its patrons much time in an afternoon to shop. Women may want to come to town for two reasons, to shop and see the picture show. ‘They see the show, shopping before or after. aeaeineiicsecsssansessssssoerpeseoe aereeregennpesnissansngnctl esnpemeasssssensoanansnes’ sosaseoonronnsenes see ssenscnasessnsnssagetoeonsnvabsseats: wrrccotacssasssastessosssnnssenonnacseent prrerevoouerentreverrecceretante: It is notorious of a certain picture circuit in the west that its operators for several years fattened their bank accounts at the sacrifice of the circuit, but they did fatten. Understanding the theatre as they did, a site would be selected in a neighborhood, perhaps on one corner. Then “the boys” bought up the property on either side of the theatre site, also the other three corners, then announced the theatre. It did not fail in any instance that inside of three years all of that property doubled or trebled in value. It’s not a new trick but was never so continuously worked as by those westerners, to a degree that eventually cost them the direction. of the circuit. Stosaesansssersrasstemeeaest The up-state idea was quite simple in thought and execution. A theatre manager announced he intended to suspend operation for the season. Whereupon the merchants met and agreed to take up any losses if the theatre would remain open. The figuring of the i merchants was that the theatre drew the cars from the farms. Without the theatre there would be no incentive for the women to come to town and without the theatre or women, there would be no buying at the stores. Sroressscasrasenccseseneent Smart publicity men have long since discovered this angle. Many a tie-up between store and theatre has been accomplished through a sales argument from the theatre’s publicity man to the store’s manager. While on the record are any number of cases where a downtown site for a theatre, pronounced impossible, has built up that deadened section, even in a business district. With the theatre comes light crowds, ginger and other stores with their lights and more ginger, for the theatre is the after-dark magnet sasnsbecnssasecseranesssanseqerenese se pemveuerrertese eer TT STL sonenseonerpenraresrentewenr ere en aeet weltarasesevessssangianensecaneteenseeten More cooperation is possible between theatres and merchants, anywhere. No town or city is exempt. Both want to draw crowds and a eommunion of operation toward that end is apt to benefit both, for each has its hours and there is no conflict, Sistibeceenstessosaazeacosessne’ atiellolpevenareeeny rogrenrecners And since the theatre is on a daily crowd basis of business, meaning yolume, that the picture house must do, daily newspapers should recognize this to the same extent it does the department stores—-to Ht | give the theatre the run of the paper at the commercial rate. It should result in more business for the paper, as it seems but a matter of a short time that large local commercial advertisers will hook up with the theatres for reciprocity in advertising for mutual benefit. Daublix eee Publix Theatres Corporation, Paramount Building, New. York, Week of A ALES-THOUGHT, PLANTED IN ADS, TRAILERS, BLOSSOM INTO BOX OFFICE DOLLARS i "PUBLIX) NS ril 30th, 1928, ce enanaenanranesnNARN Ran NaseerenAiet AS TT EARN EWS, AND POSTER — SAM DEMBOW eat ROUTE OF PUBLIX UNI FOR WEEK BEG. MAY eens Sr HOT SHOTS FROM HOLLYWOOD LOTS By AROH REEVE Vol. I, Publix O (Special Wire to Publix Opinion) | City Theatre HOLLYWOOD, Cal., April 30.|New Haven ....,. Olympia . Rr ic. ns The recovery of Richard Dix|poston ......,Metropolitan Fri. from an appendicitis operation is|New York ..... Paramount Sat. i at eee the news from Hollywood this| Washington ..Loew’s Palace Sat. ...-+.+++++.++: week which will be of greatest in-| Baltimore ..Loew’s Century Mon. terest and pleasure to people over | Pittsburgh ... .Loew’s Penn Mon. mah the entire world. Everyone was] Syracuse .....Loew’s State Sat. ...-«+++++most anxious. Then he took a turn| Buffalo .....Shea’s Buffalo Sat. ......+-++-++:: for the better, and by this time he] Detroit .........-Michi ek ONC es ween is considered to be out of danger.) Cleveland ... .Loew’s Allen Sat. ........ane Just before his illness he complet-| Columbus ........+«+ Ohio Sat. ........+-5+: Hula Blues. are ed his latest picture, “Warming | Indianapolis ....... Fadinba Mat. oes lack casos .. Araby. .18— Up,’ a baseball comedy. St. Louis .....Ambassador Sat. ........-. Roman Nights.....1 Kansas City.Loew’s Midland Sat. ........++ .Pagoda Land.:17-1 Esther Ralston’s plan of encourChicago 6.3 0iee4s ChIcAgO' Mon, sj40d sie es Takachance.....1 aging and helping the extra play-| Chicago ......++++Uptown Mon. ...... Steps and Steppers.....1 ers in her pictures announced durChicago... 2545s UR a est aan YO TI aioe AS MWA ERE Clap # Germs. .14-2 ing the filming of “Half a Bride,”’| Minneapolis ....-Minnesota Sat. ......--+-+++++ Tick Tock.....1 has started to bear fruit, with two Seattle 26 ea tls eae Phares ik a eas «as Fast Mail.../1 likely young discoveries already Portland ¢....i... Portland, Thursy sacs. Dancing Feet. ....1 lifted across the gap from the ex-| San Francisco ..... Grounde: Pee SS au Ye es as Havana. tra ranks_and placed among those] Los Angeles . .Metropolitan Sat. ......--+6+55 Blue Plate...sey who have real parts. Denver -...+4.-5+> Denver Thurs. ......-Mikado of Jazz. .ss5, Omaha ys..+06 aE RN gy hye ge at re er Hands Up...s5 One thousand extras are to be Des Moines ........ Capitol OT. cae en ss Russian Revels. tere used in the street riot scenes of| Dallas ......-+++> .sPalace Sat. .6...---00:High Lights. sive Bartlett Cormack’s “The Racket,” | Fort Worth acess Worth Sat. 2 ce seecccs Merry Widow.4which Caddo Productions now is} San Antonlo ...-.4+. Texas Sat. .....-.--. Arabian ee making for Paramount release. Houston ...... Metropolitan Sat. .......-. Red Hot Capers. Thomas Meighan is the star. “The New Orleans .....-.Saenger Sat. .....Leap’ Year “ies. . Racket” is based upon the stage Birmingham ...... Alabama Mon. .....0...+6555i play of underworld life in Chicago Atlanta ..\.005 +06 Howard Mon. ......-++4which ran successfully on Broad*Indicates the issue of Publix Opinion, Vol. 2, in i) that particular stage production is listed. “Knick Knacks” lays off this week between Pittst cuse—‘‘Milady’s Fans’ between Chicago and Min Shots” between Minneapolis and Seattle——‘Treasure 5 Los Angeles and Denver. way this season. G. Pat Collins, who played the role of young Policeman Johnson in the legitimate version of the play, has been engaged for the same part. Lucy Doraine, a Hungarian film actress who hitherto has headed her own producing company under the UFA banner, has signed a contract with Paramount. She was born in Budapest, the daughter of a baron. She made her debut as a concert pianist when only 12 years old. Later she went on the stage . in Vienna. Teddy Joyce follows Don Albert as stage band leader) Penn Theatre, Pittsburgh, Pa. P| Jack Stanley follows Ray Teal as personality leader at the Theatre, Atlanta, Ga. Three titles of Paramount productions have been settled within the last day or two. The new Adolphe Menjou picture based upon the stage play, “Super of the Gaiety,” will be called ‘‘His Tiger Lady.” Babe Daniels’ new picture originally called ‘‘The News Reel Girl,” has been changed to “Hot | News.” Lou Goldberg, who made a most enyiable record as BD licity and Advertising for the “Denver” in Denver, and J "7 did the same at the “Olympia” in New Haven, Conn., ha so they can each be nearer to their parents. F y The Grand Theatre, Tampa will be anently closed April 28th. The lease on this theatre has been disposed Effective April 29th, the Franklin Theatre, Tampa will change with admsssion prices 10 and 25¢ all day. Mr. As’ Palatka succeeded Mr. McLoughlin as Manager of the 7 April 22nd, and Jack L. Hobby is at the Howell, Palatka um when this operation, with Ocala, Sanford and Gain ile over to Mr. EB. J. Sparks for operation. Reed Howes, who was the prizefighter hero in Clara Bow’s “Rough House Rosie,” will be the leading man in Esther Ralston’s new picture, “The Sawdust Paradise.” Howes replaces James Hall, who was occupied with another assign completed at the Rialto Theatre, April 30th, the theatre will rema ment. The story deals with a girl it will open with the Vitaphone policy evangelist. Effective this week, Mr. A. E. Hamilton of the Empire! an iaaal Bedford, is being transferred to the Federal Theatre, Sale Mr. Breed, resigned. J. 8, MacNeil is replacing Mr. Her Every department of the Paraa ae . mount studio now is functioning abr tie atten at full speed, with approximately 2,000. workers busy at their various acting, technical and manual tasks, turning out nine new productions. Norman Kerry, hitherto with|the story for Universal, has been signed by/| while serving a Paramount to play-a leading role| tence for bank in support of Pola Negri in her| next Paramount picture, “Fedora.” “The Perfumed ae rai, a story by Josef von Sternberg, director of Child, will be the “Underworld, and +The Last Command,” who is at present | production Oya) working on “‘The Drag Net” star-| taut Brook and | ring George Bancroft, has just) ending olen, signed a new contract to continue | ¥P° has just em with Paramount, | With the com ny, W Chief among the pictures now being filmed is the Ernst Lubitsch production, starring BPmil Jannings, ‘The Patriot.” It already has been announced that this picture will be exhibited as a road show. Others now in production are ‘Warming Pare Up,” a haseball story starring saigeoy if ea Richard Dix; “The Drag Net,”| Work is expected to begin with-| A half-milt -dol starring George Bancroft; ‘‘Half|in a few days on Clara Bow’s next} just been d picture, “Ladies of the: Mob.” Richard Arlen will be leading man, and the east will include Helen Lynch—who played the tough blonde in “The Showdown’, Robert T. Haines and Lorraine Rivero. The director will be William Wellman, the renowned maker of “Wings’’ and “The Legion of the Condemned.” Ernest Booth wrote a Bride” starring Esther Ralston; “The Magnificent Flirt” starring Florence Vidor; “The Fifty-Fifty Girl’ starring Bebe Daniels; ‘‘Fools for Luck” with W. C. Fields and Chester Conklin; “The Vanishing Pioneer” a Zane Grey western starring Jack Holt, and “The Big Killing’ with Wallace Beery and Raymond Hatton, ehh