Publix Opinion (Dec 8, 1928)

thea Bos ees ne r ; ee rae cE ‘ li 6 PUBLIX OPINION, WEEK OF DECEMBER 8th, 1928 BROOKLYN PARAMOUNT NEW PUBLIX TOWN ADDED TO NATIONAL DELUXE CHAIN The newest jewel in the Publix chain of de luxe theatres was! ed when the new Brooklyn-Paramount opened November 24, hn L. McCurdy, from the Boston Metropolitan, aided by Steve io as First Assistant, and Lou Goldberg as Director of Adyerand Publ r ‘ising comprise the front of the house cabinet, while! Paul Ash and C Stag shows provide the activities backstage. The : ‘mi-atmospheric Italian in architecture, is actually ‘the a ° | Due to the geographical layout; = of New York City, and Brooklyn,| ensign in projection of: talking the job of selling the new theatre! i tures and probable development and shows to the public, both durof television: ete ing the pre-opening campaig pet spies : Sa ees Sip —— Sp Ah al A fourth idea is a piece-meal) pie pit ian dang ~| discussion of every attraction in ge proportions. ’ ee ane . {the theatre—the organ, the or-| newspapers in NeW} chestra lift, the acoustics. the! four in Srooglyt, | newly invented luxury-chairs made | ther mediums) exclusively for Publix, the colorful _ be contact-| ever-new magic in the atmospher-| > ha et the | ic Spanish garden effect in the au-| under (he! ditorium, ete. . tsford, with } the organr extra and | ente Twelve daily York City, beside the m for exploitation ha ed: The Home Offi | The stage band leader, and the} organist also make good institutional copy that' will have perma-| /nent benefit. If Paul Ash is to} "} go to the theatre, as a temporary ne! attraction, the temporary thought) ng a de) should be stressed. Likewise if he| ¢ thingS | is to be permanent. In either! tO NEWS| event, however, none of the insti-| billboards,|tytional facts should be over|looked or sacrificed in order to let adver-|Ash or any other personality Hanff-| dominate the story too soon on the campaign. We can always sell| a OS a eh nl ate RCA MEE tS Te i Sa ARAL ella hoon. pe Me ioe nt AP on 4S kee personality, but the theatre instiional story can only be told ef-| tively and with force at its wi} opening Suggest that we plan l/our ad-copy to tell the institutional istory first, and let it dominate, with a 1all mention of the fact that Ash is to be the personality, and then, close to the opening date of the theatre, let the Ash name mash out in domination of the with the institutional h i : ior uld be made and marke tr gle i ed whether we are to call the ideas which are still in work.}t theatre the “Brooklyn” PROPOSED PLAN FOR EXor the BROOKLYN -PA R APLOITATION AND PUBLICMOUNT.’ In either event, the ITY FOR THE “BROOKLYNt ress of the theatre PARAMOUNT” THEATRE > carried in all copy. {Planned and submitted by | For supplementary purposes, ajthe Paul Ash Personality Girl Benj. H. Serkowich l section of the New York/| quest, and the three winners will blix Theatres Corp. ivening Journal Brooklyn edition! get prizes of autos, diamonds, fur THE CAMPAIGN IDEA will ssued vs after the| coats, ete., which 1 will get from inee Brooklyn for years has! oper f the theatre. We won’t| the merchants free, in return for; need it on the opening days (Sat-| tie-up publicity breaks. urday and Sunday) but on the! (1) All newspaper and billboard } de 1 since Monday, it will help. advertising will be written, ‘and FE n ave ion to this, special shock| Placed by us thru the Hanff% 2 as onderfi will be used. This con-| Metzger Advertising Agency. This} tt ontac the the possible organiza-| agency will investigate the media te ee n of a civie or quasi-civie body | Selected, and rates, and will take to sponsor the collection of a|complete charge of all schedules. | ‘oO : fund of several thousand dollars.| This accounts for practically all c bloc This money to be spent in decorat-|f the appropriation except for| eae e = « town with flags; bunting,| about $2,000 which will be used he trade nners, ete., for daytime|for additional and supplementary | a nd colorful carnival elec-| exploitation as follows: = pe ights at street-intersections ¥ (a) Entertaining important | € olong-jat night; for parades, banners,| newspaper editors and public | xist special stunts of civie nature de-| officials, in order to facilitate | signed to stampede the town and} special privileges, publicity, etc. | ois ie bring people out onté the streets] Banquet to Press, etc. ‘ : for the benefit of retail-merchants, | (b) Special printing. . ‘ etc. This money to be spent by | (ec) Expenses incurred in} ges : he fund-raisers under my sole di-} handling campaign, such as F s rection, as usual, if and when ob-| taxis, hotel bills, luncheons, ete. : tained. [ (2) With the newspaper and} é ‘de He In order to stay in all newspa-| billboard phase of the campaign Co e 'pers every day for several weeks | being handled by Hanff-Metzger, | f< : Cc to the prion to the opening of the theatre, | under the direction of Mr. BotsE ré re as the writer of this plan will prepare| ford, the following supplementary | t] i OF RS OF ews stories, news pictures, ete,,| ideas will be undertaken. nd E LDING for the various daily and weekly| Dearly every case, in the follow-| YRLD THEApublications. Radio and newsreel |ing, the cost to Publix will be noth-| TE i that WE claim it tops| media will also be kept in mind.| ing, or almost nothing, except ard 1] our others, sounds convineing.| This will work up an excited inter-| 4vies for effort involved. rsistently im-|est climaxed by the theatre open¥ (a) A special section of the } permanent ing on November 24th. Brooklyn Edition of the New} Two contests for Brooklyn. or York Journal, to be issued on bt is that the; New York daily newspapers are November 26, two days after the PARAMOUNT thea-| contemplated, with the approval of theatre is opened. This will} advantage of knowl-|Mr. Partington of our Publix-| give us the largest circulation) of luxury and} Production department already} in Brooklyn, at no cost to us, as! eatre injgranted. One contest will be a| the section will be made up of ; of ADDI-| newspaper-theatre quest for ads from contractors, sub-conwy develop-|twelve (12) of Brooklyn’s most! tractors, ete. The section will) g and ope-| beautiful girls, to be trained by be composed of 65 per cent ad-! science one of our dance-producers for a vertising and 35 per cent news | A third idea is the fact that the| ballet to tour the circuit in a unit| of the theatre, institutional stoBrooklyn Paramount theatre is| show at $45.00 a week, sponsored | ries, pictures, etc. the FIRST theatre in the world to| by the newspaper. The other con-| X (b) Stenciled one-sheet 2-coli scially constructed for per-| test in another newspaper will be| or smash on all sidewalks af rating seien Vv (1) 14 stories designated to hit | Passenger. One storys story, Vv (m) Newsre: en for nationa! bution and for state where we Vv -(n)° 250oe Publix towns U. S$. broadeg salute for a wi new theatre, Le for three week X (0) Mayor to sentative in a governors and may vitation to open! V (p) All facto y for 10 minutes opens, ae V (a) Invitatio V (r) Tie-up ads @ latory ads that hit) in advance of op several days afte: wa papers, in addition supplement, ) _ X (s) Street parade Scouts; R, O. T. r | and industrial units ners on all trucks, owned by city; o trucks; on fleet of ¢ store delivery trucks, V (t) Pageant of raise fund to put” ored criss-cross festor tric lights on impo sections of streets, — ners, size 30x10 on ea streets. Cloth doubi | sheet banners, hung | With American flags 6 | ley wires. ‘a ) Vv (t) Drop theatre qj | checks for money frop : : ; on opening day. V (u) Inspire edito la newspaper; write “i and “Public pulse lett V (¥) Get stores to: windows and building | ry “Welcome Brook | mount” window can | committee furnishes | Classy 6-color stencil ¢ | VY (w) Paul Ash sum | with Ice Cream Com drug store chains. 4 Paul Ash radio @ department stores, ; ; Vv (X) Paul Ash ice @& important intersections. dae. Window tie-u V (¢) Posted 8x30 2-color snips | fountains, via a printes on all telephone poles, saying) strip delivered a ae “this street leads to the BrookVance. lyn-Paramount—wonder theatre A (y) Free of the world. Vv (ad) Testimonial dinner by Chamber of Commerce to thea-! tre owners, with attendant! newspaper and other publicity,| ing things were accompl} 2 weeks before opening. | 1... Seven Hundred | V (¢) Trailers in all local thea-| displays were obtained — tres five weeks in advance, ad-| cooperation with Mr. Hal vertising with “newsreel” shots|making use of the theme the various talking points of| ‘Manhattan Cocktail,” Be new theatre. sheet music and phonogr ¥ (f) Brooklyn-Paramount The| ords. Over 1000 Window atre Personality Girl contest to|and news Stand tack ¢ get four weeks of daily page one} obtained thru Brooklyn § publicity for theatre, costumes! Union Contest. ~ provided by local stores with| 2. Several hundred © added advertising. | Were obtained through the Vv (g) Story and photo in all | of the Crosley Radio set by papers nearly every day for) Paul Ash pose with the R three weeks in advance. |A half page newspaper ads X (h) Free cards displayed in-| eral papers also resulted. side and outside street cars say-| dow posters made and dist ing ‘‘Use street cars to Brook-| by us. 4 lyn-Paramount and forget park-| 3. Newspaper ads and ing troubles.” displays were also obtained ¥ (i) One-sheets sniped; tack|Thomas Hair endorsem cards; 2-faced ecards on fire-! Paul Ash. plugs, mail boxes, etc., all over| 4. A full page ad in Ne city. Window displays with| World was obtained free chain store tie-ups; tie-up news-|a want-ad tie-up on empl paper ads. of the usher personnel. e. V (j) 400 local and outstate 5. At-a cost of $100 weekly, daily and monthly| was a 50% reduction in @ papers covered in weekly clip-|"al asking price, the Of sheet stories about new theatre,| Radio Broadcasting Ai what it has, ete., in return for|¢mployed on the openti Press Passes. |This resulted in con Vv (k) Paramount-Publix insti-| newspaper publicity as tutional booklet to be sold to ad-| Causing valuable mouth € vertiser on backpage; booklet) Conversation regarding @ not a program but describing|ing of the theatre. The) the theatre and policy and Pub-|in the air for seventy) lix, distributed opening week in| flying and broadcasting @ the theatre. direction of the wri Ps 2x4 instite | stereotype in papers ff pass to theatre not ) days or Sundays or hell In addition to these, in AP, UP and INS national| ftom this tie-up made) news syndicates, which cover| break on press wire § field closely and internationally | (Continued on ue rae,