Publix Opinion (Jun 11, 1928)

: seateeosien Recassussbecssnsavananen Tpesamssenssmmoscessstetossane’ seressostasssasesscses esceatacongesorenees gosoascisvannomeoerss settsnassasssessesenasemeeseense anccctsssspnscssnsiesssensasaeasnesenst etesetessseesees osccanphetsasseneosse errrrerertenstiersticeresntstsvesstenersvore Discacsseecscasasssassasansnenessescasasenne veastessnupeenesssrsesssasanai wosesassnasanmresssnsnerseotnstensetensestes) asahsnsenneene enone ss sranssnasassssssspessranssoneranssassaeesensesst minnsansasasnasnscosssssnssansennense 2 DOOB PLUGS CIRCUIT, AND ALL PHASES OF THEATRE, ON SCREEN Oscar Doob, Director of Publicity and Advertising for KunskyPublix has worked out an interesting institutional stunt in Detroit which could be adapted in most cities. Endorsements, praising different features of the Michigan and Capitol theatres have been secured from the Governor of Michigan, the Mayor of Detroit, and the leading personalities in the business and art world of the State. These comments have been made up into a series of trailers, and one is used each week in the thea-, tres, under the caption, “What the Michigan and Capitol Theatres Méan To Detroit.” The endorse| ments will also be utilized in the | institutional newspaper copy for | the celebration of the twentieth anniversary of Kunsky Theatres which takes place in July. Géod For Circuit In addition torthe straight plug | for the music, and other features | of the theatre, the stunt is of in| stitutional value to the chain, and | to the motion picture industry generally. It sells the thought that the amusement business is a staple and important industry and recognized by the leaders as a real | facter in civic affairs. The trailers open with the | sti¢k-out signs of the theatres, | then the, caption is faded in, fol| lowed by a scroll with the statement appearing over the facsimile signature of the author. An underline appears in the corner) “Number Blank of a_ Series.’’| Here are some of the statements which should be generally applicable. Suggestion Is Hot Weather Aid One of the little things that helps build up a big idea is contained in a suggestion sent out by Mr. L. R. Kent, associate-executive in charge of Publix Stage Show production department. It is proposed that a small printed sign be tacked up on all bulleting boards, in stage dressing rooms, orchestra rooms, etc., as follows: “Bach Publix theatre is equipped with a costly Refrigerating Plant for the benefit of the audience. This makes it possible to keep the theatre open during hot weather, thus furnishing employment steadily to ALL of the theatre personnel. We spend a huge amount of money every summer advertising our COOL theatre and its “miracle cold-weather making freezing plant.’ You can HELP by suggesting during your act how COOL it is in the theatre during the summer! The suggestion will make your own act and the whole show vastly more enjoyable to the 3; 3° May 1 congraraist’ vou audience. on the Michigan an ‘apito You can HURT by / Theatres, They are a distinct f | contribution to the Motion Picthoughtlessly jesting or || ture Industry ‘in Detroit.”—-Govremarking about “how ernor Fred Green. 2 “Theatres like the Michigan and Capitol do much to make for a happier and greater Detroit.’—Mayor John Lodge. 3. “By offering fine music to thousands the Michigan and Capitol. Theatres stimulate Detroit’s love: and appreciation of the masters.”—Director of Local Symphony. 4. “The Michigan and Capitol rT res are attractions which help make Detroit one of .the greatest convention cities of the rorld.”—President of Convention Bureau. 5. “Impressive theatres like the Michigan and Capitol do much to spread the fame of De hot it is here!”’ Many thoughtful and gracious Publix troupers whose act requires tremendous physical exertion, refuse even to mop the perspiration with their kerchiefs while in view of the audience. That’s “SHOWMANSHIP!” We would appreciate your reaction to this and any suggestion you have to improve upon it.” Mibsaede ater odd SENG Ne reas EERO Rivoli Has Hit | | ; | | | } troit.’—President Chamber of Commerce, | > 66 9? | 6. “Magnificent theatres like Stunt on Dragnet the Michigan are an educational } factor in the community in ad, 4 dition to their initial purpose Of 3 Managing Director Larry Shead | providing fine music and wholeof the Rivoli, in New York, adap some entertainment.” — Univer| ted the old dialog stunt for ad sity President. y : ‘6 Zs These sample leads with outvance advertising on “The Drag-| net” when that picture was play-| ling at the Paramount and sched| uled for the Rivoli two weeks later. The idea can be used by | lany theatre, however, merely by | jsubstituting a “long distance”’ | telephone conversation between ames make it easy to many more as is deother important ch may be quoted on a f individual features. standing PUBLIX OPINION, WEEK OF JUNE Iltx, 1928 ee teenies ae NEW HAVEN SOLD “SERVICE” Lou Goldberg scores with Publix Opinion want-ad hunch. | , | | The OLYMPIA Theatre Secured these marvelously trained ushers through EXCLUSIVE use of Journal-Courier Want Ads. A million pairs of eyes annually will see these smart looking, finely trained ushers supplied by Journal-Courier Want Ads. | , ) When you first enter the Olympia Theatre your first delightful impression will be given you by those fine young uniformed theatre attaches. The Olympia Theatre asked through the Journal-Courier for men for their staff who have possibilities for future advancement — out. of hundreds of applicants from their Journal-Courier Want Ads, these young men were selected. Moral — If you seek help — put a Journal-Courier Want Ad to work for.you. Results are certain. : ; i | cr Charley Murray Makes Appearance Theatre Staff Dons | “Gaucho” Coe st The value of the 1 of the daily newspaper oughly appreciated by_ O’Hare, manager Theatre, San Antonio, every available idea for into these columns thing of reader interest. — Two months ago, Bob Kelley, advertising manager of the Texa and Jack Williams, who handle: much of the newspaper contact work, approached the San Anto Light with a raft of ideas f want-ad editor. First, a fu was run on Friday, the called the “Jinx Day Page. page was preceded with ches of free office space, theatre mats on picture attrac tions, announcing the stuni, Per sons whose names appeared various ads, dispelling the that Friday 13th is an unlucky day, received tickets to the Texas. Two hundred and ten inches were obtained on this stunt for fifty passes. The next stunt was a misplaced line affair, with five misplaced lines appearing in an office ad daily, from the classified section, together with mats on the picture at the Texas. Persons who correctly placed the lines in the corresponding ads Were awarded passes. This cost Sve passes daily, and ran two weeks, with not less than fourteen inches every day. On “Speedy” and “Legion of the Condemned” on tures of automobiles ad in the classified section were rum in office ads, with the usual theatre mats, and announcement was made that the first correctly identifying were to receive one One hundred inches four weeks, for an avel passes per week! q In Jackson, Tenn., Saturday edition of t Sun, so Manager Emil persuaded the rT out and circulate a 4,0008 cial edition by calling i) Theatre News.” The eclal tion was composed of @ fail (the front page) rtain “The Patent Leather ing at the Publix and the other three dummies. a a Merchant Pays — Tribute to By. Manager R. BE. Morr 66 99 Speedy Mule! ithe “boy” and “girl.” At the RiManager Chas. S. Morrison Manager. John McKenna had his |#" attractive advance Out in Rock Island, IL, they |voli, the dialog was staged belearned that Charlie Murray was|entire theatre staff attired in play for “Sadie figure a mule is faster than a |tween a Paramount “cashier” and } Visiting relatives in Jacksonville, “Gaucho” costumes to ' exploit|the Publix Strand horse aS was evidenced by Man-|a Rivoli “usher” on the stage, | 5° Morrison switched his pictures | Douglas Fairbanks as ‘‘The|4en, Mass., that the c ager Evert R. Cummings using, a | each seated at a telephone under |and played Murray's latest Gaucho” playing at the Publix largest local furniture sto mule to pull a specially-built and |a spotlight during the unreeling “VYamping Venus” at the. Publix | Imperial Theatre, Charlotte, N. C. that it be placed in the si bannered beaver-board trolley car of “The Dragnet” advance trailer. | Arcade Theatre, Jacksonville, Fla. With the staff all dolled up and | ¢°w during play dates. through the streets to advertise | Harold Lioyd in “Speedy” at the Publix Fort Armstrong Theatre. Conbes: Sold “Legion” to S. R. O. Manager Roy L. Smart round out that an unusually large mum: ber of people knew quite a 101, about aviation when he planted a contest in one of the local newspapers tying up with ‘‘The Legion of the Condemned” playing at the Publix Florida, St Petersburg, Fla. Aviation terms were listed such as prop, joystick, haywire, conk, etc. The persons best defining these terms were awarded the prizes. The first and second prizes were a ride in the air with a local aviator and the third to fifteenth prizes ranged from ten tickets each to one ticket each. | The following is the dialogue: Girl: Hello, hello, Tom? Boy: Hello, yes; is that you Mary?) | Girl: Yes. Say Tom, what time will} you be through today? (for mat|} inee) tonight (for night show). | Boy: Gee, I don’t know Mary; the crowds are something fierce-down | here. I may be on late. | Giri: What’s the parade? Boy: It’s this picture “The Dragnet.” We're dragging ’em in by the subway load all day iong. Girls Why? What is all the drag in “Phe Dragnet?” Boy: Gee, Mary, you ought to see | {t! I saw it the first show and I | haven't got over it yet! Remember “Underworld?” | Girls Sure, we had it up here. | Boy: Well “Underworld” is a spring zephyr compared to “The: Drag| net.” Bancroft is in it you know, | and Evelyn Brent—what an eyeful| | ghe is, Mary! | | Girl: Is that so? | Boy: Yes, really Mary, she’s marvel| ous! She plays the sweetie of a| swell gangster—that’s William | Powell and he’s marvelous-—and | them she meets Bancroft, a plain | othesman that sets out to clean ut the gang. Well talk about ex| citement! You sit on the edge of your seat at the opening shot and | you _can’t relax until it’s over! | Girls Who made it? Boy: Yon Sternberg. He's the man who made “underworld” and “The 1 | i | ing Venus.” ance was advertised three days in | advance. ee After the switch of the pictures, |Teéady to go anywhere, a rented } Murray was persuaded to appear automobile was secured to trans| on the stage during one of the | port them about town. / evening performances of ‘“‘Vamp| Was decorated with large banners | |announcing the picture, theatre |demned” played the The car Charlie’s personal stage appear| and play dates. Flivver Ballyhoo going to put it in the Rivoli next | p aoe a, os Tire-Cover Ads : Is that a fact Tom? wenty-five employees of the Boy: Sure Mary, it opens up there|Metropolitan” in Houston own next Saturday morning with your ‘owll be so busy sellautomobiles, so Manager Pincus ing tickets you won't be able to| made each one of them a present k at it ’till midnight.) of a niece spare-tire cover, On it was painted “Always a GOOD Girl; Gee, Tom I can’t go to the mid-|show at the Publix MET,” and as : a result the theatre is always in Boy: Never mind Mary Ill come upithe public eye. Mr. Pincus on. ive jot of ‘em down| promises not to sue any other ve heard a hore say they ge surely going to | theatre management for infringe eee. ae ment if the idea is copied elseto the Rive nent 2 aa come” | where. Last Command” but “The D . of. th ; whe PP lt @ | lication st Co ” but “The Drag-|one of those “I do c to | w : net's” the best of ‘em all. You|run” flivvers to ballyhoo “Thanks | ith a local org: =| “Legion” Hit in Bo When “The Legion of # tre, Boston, the theatre ment headed by H. E broke into every ne city, as well as every A tie-up plimentary tickets wer limited groups from which got the pictur by the entire schoo the film went over