Publix Opinion (May 21, 1928)

i 1 “= aasete. Meters ianessicatscecsssnenguasearescassarssscsseabrases eerie lasnssasarsreerabseresanasanerecarmsenenapoosnes! poprreesettrevesesrsatetccestebesnre: Sieeretyeracenyesere sinteetasieleccoralapehansasmer notre! insetecerepsze! Me AEA ere RRR I A LARNER NNR nee! neh a parerpeatorns THER FELLOW’S EFF posrtncwaracasncse ssiecespanerstany en mn ereenere nal eo ina SSR nan en ern RENNIE aes ore nneEe ream e sy 2 NEWS 22 A school of journalism student may not know much else, but he’s had it drilled into him that “If a dog bites a man it is NOT news, but if a Man bites a dog, ah, that’s something worth an extra!’”’ So Oscar Doob, Director of Publicity and. Advertising for the PublixKunsky Enterprises in the Detroit “Leave no stone unturned to give Publix the high standing it holds in the world of theatres.” Publix © Opinion Published by and for the Press Representatives and Managers of PUBLIX THEATRES CORPORATION SAM KATZ, President A. M. Borsrorp, Dr. Advertising Beny, H. Serxowrcn, Editor Contents Strictly Confidential. a dog and gave it to Freddy Stritt, to bite. Fred is a master of ceremonies. SLAY THE Hot-WEATHER-JINX | With the arrival of fine weather, you face your worst Opposition. It is no problem at all for the de luxe theatres equip-| ped with freezing plants and hard-hitting merchandis-| ers. Summer time is the peak-time for good business in| such theatres. But other theatres can approximate the| campaigns of the big modern houses. Numerous things can be done to make your patrons. buy tickets, instead of golfing, fishing, motoring, etc. | Doubtless you know many of the sure-fire remedies. | If you don’t, wiite in to the home office, and get the in-” formation contained in the manual for summer-time! business. It will supply you with enough ideas to tease’ your own imagination into sparking up a good cam-' paign. One of the best ideas is to get the City Health Com-| missioner and two pretty nurses, and have a newspaper, take them on a tour of your freezing plant, and make Photos of the tour. It’s good newspaper copy. If you! can get a picture of one of your chorus girls in a bathing | suit, under a shower, and use it as a spray-room illustra| tion it makes good publicity copy. Some refrigerating | plants are so constructed that it is mmpossible to get into} ‘With the photo tucked under 7 |his vest, and surrounded by the spray-room, and the shower-bath photo has to be relau guards io keep. polio’ sorted to in order to illustrate the point. If you cam get|paper reporters who were schoal 7 : ; ; a4? ;of journalism grads from buying a bathing girl to pose in the spray room, tho, it’s better |? ilcse snk aemsering Wie for the newspapers of course. Borrow a fur coat and|order to keep the old “dog-bite” T iss} ; | gag alive for future generations of have the health commissioner wear it as he poses for Tad) pomeaaticne’ Cuieas picture inside your freezing plant. — | safely made the offices of the edivi i Bees y | tors and those gruff old gutterLet your ad-artist use some sort of cooling inspiration in every | journalists promptly printed it. a i i : b : 4 Osear was given a gold medal by ad—a corner show ing a bathing girl astride a polar-bear, with your GuaMaaiie” all (et wtiomn “wete freezing plant institutional copy—a sail boat—a snow-capped moun| grateful because now the reporters ‘ 5 e é i from schools of journalism will tain peak—a bathing beach—and every scene tied up to strong type-| ose te Worry bout the quest for copy that sells the fact that your mammoth freezing plant makes your theatre as cool as any vacation spot in the world. start looking for white slavers and other good news. The Detroit Sidewalk and lobby posters devoted exclusively to your f reezingbres hyn Roatan Tuiteiin. plant should be changed every month. Make a canopy display | ism, for cool weather, You too ean earn the undying gratitude of the old fashioned editors by telling them this story and offering to have a male member of any of your stage shows, bite a small-size dog. The only ile criticism of Mr. Doobs picture is Post a card backstage, requesting actors and musicians not to|that he unwittingly established mop perspiration while before the public, as it gives the lie to your pet yg yi ye pany campaign. Tell the performers, by all means, to please refrain from| back. You ean make your man annvuncing “Goodness, it’s hot!” when they come back for a bow appear more manly by standing ; ; face to face with the dog and then or an encore. They may be hot from exertion, but the audience was cool until otherwise reminded, biting. ‘ Carry a note on your posters, screen and newspaper ads that your entertainment program for June, July and August has been selected especially as “cooling entertainment for hot weather.” * “KOKO” AGAIN SIGNED Paramount has ajso renewed with Max Fleischer for another series of 26 ‘one reel Imps’ cartoons featuring the cartoon character, “Koko’’ and his dog. Td, All of your trailers should be made up with “frozen” borders, so that all advance advertising suggests coolness within the theatre. Your projectionist can throw a small picture, and the “frozen” border effect can be had with a separate slide on the other» machine. Your projectionist can tell you how to do it. territory went out and borrowed | a man biting the dog, and they'll | ae AAR RENAE AL dh NRE OH RNRREDI LT ROUTE OF PUBLIX UNIT: FOR WEEK BEG. MAY 2 Vol. II, Publix Opinion City Theatre Opens New Haven ....... wre le | EE si Gini glia! Rita oan Roatan ees. Metropolitan Fri. New ‘York 20)'+ Paramount Sat. | Washington ..Loew’s Palace Sat. .........5.. Baltimore ..Loew’s Century Sat. ......,... | Pittsburgh ....Loew’s Penn Mon Syracuse ....,. Loew's State ‘Satie. cuss. eas Buffalo ..... Shea’s Buffalo Sat PRISUCLOSE Se at eed Michigan Sat.) oo cou 0, | Cleveland Kivints RAO TO Aen: Sate yee ais KCOn ma DUR sc Wa aie ve i Re esi PR bebe bret | Indianapolis ....... Indiana Sat. pet. Louis. 3/...) Ambassador ‘Sati 3.6600. bes ea | Kansas City. Loew’s Midland Sat } LORIGRRO |S Wi hace Crleaed: Mons ie el ee 8HORIORRO is a eros Uptown) Mon. ee oi os Roman Nights. . ae POhics@oG Kees TIPO Mans ee Cad Pagoda Land. .1% | Minneapolis ..»Minnesota’ Sat.) 3). UU Steps and Steppers... .1 RR a aN TI Seattle Thurs. 2.200.005 Miladys Fans..... Portions: 36k cs Portland: Thire. UN de he oo Tick Tock... San Francisco. .....Gramada Thurs. ........... Snap Shots. ... Los Angeles ..Metropolitan Fri. ............-4Fast Mail. .o9 | Denver ARV OL IE ta Hlenvar LOUte xi okay ee Havana .§ § fOueeba ib. stung Riviera Thurs. ...... ...,Blue Plate. aay |Des Moines ......., Capitol Thurs, ......,. Treasure Ships. 6 ESET ERS 5 Palace Thurs ...Mikado of Jazzi; Fort Worth ........ Worle Wr evs cidee iawn Hands Up. # Sam Antonio...) 5 vac Nexae BRE ss Oe ws Russian Revelgyy |Houston ...... Metropolitan Sat. ............ High Lights.@ |New Orleans ...... Saenger Sat... 6 6 cies’ Merry Widow 4= Birmingham ...... Alabama Mon. .........Arabian Nights * Be ena I AO gE Howard Mon. ........ Red Hot. Capersyy *Indicates the issue of Publix Opinion, Vol. 2, in wh | that particular stage production is listed. ‘ “Cameos” lays off this week between Pittsburgh and Sym | ‘“Takachance” between Chicago and Minneapolis—“Gems" © Y | Minneapolis and Seattle—'Dancing Feet’’ between Los Pe Denver. “‘Inkwell| Note: Loew Theatres * || To | the } mew : * | APCALREE GORE | UNIT THEATRE MANA City Theatre 1 New Haven, Conn....... Olympia 2 Boston, Mass........ Metropolitan |}: 3 New: York City ou...2. Paramount E * 4 Washington, D. C..Loew’s Palace * 6 Baltimore, Ma. oi. .sie.es .-Century }* 6 Pittsburgh, Pa.Loew’s U. A. Penn * 7 Syracuse, N. Y,....4...;,/0, State Wm, Saxton ...... S: stele Iie Bosw Piva caan 9 Detroit, Mich..........,.Michigan Geo, Trendle..,.., 10 Cleveland, Ohio. oi dec yy n William Haines... “11 Columbus, OHIO... Velivaueers Ohio B. Melinicker....... 42 Indianapolis, Ind......... Indiana Geo. Tyson ....... 18. St. Louis, Mov... sae Ambassador §, Skouras ......, 14 Chicago, Whi ilice, Valin, icago John Balaban .... Ab Chicago, Bis ev deles Wiad Tivoli John Balaban .,.. 16 Chicago, Mihi ils sa sremiy ahs Uptown John Balaban,, 17 Minneapolis, Minn...,.. Minnesota Ed. Smith ..i.. 18. Seattle, Wash.,,...........Seattle WH. GC. 19 Portland, Oregon. ....... Portland Robt. 20 San Franciseo, Cal....... Granada 21 Los Angeles; Cal.....Me tropolitan 42 Denver, Colo, 646. a6 ds Denver 23 Omaha, Nebie cee diesvieas. Riviera 4 Des Moines, lowa........, Capitol *26 Kansas City, Mo........,Midland 26 Dallas, Texas) i..0..66..... Palace Al Mason 4.0.0) 24. Ft. Worth, Texas. ....... Worth ] 28 San Antonio, Texas......., Texas 29 Houston, Texas..... Metropolitan 30 New Orleatis, Lal... Saenger 31 BirmingrWam, Ala....... Alabama 82 AGAReay Ra Kou cue Ny Howard FILE THIS FOR F