Publix Opinion (Feb 16, 1929)

DOOB FILLS ; _ NOVEL ADS Ph neat bit of merchandising, demonstrating that there are other ways of selling pictures besides erely using adjectives, is shown in tl e layout of ads in the next column which were used by the Michigan, Capitol and Fisher Theatres of Detroit. Oscar A. Doc, ertising Manager for Theatres, is respon » Theme unsky-Publix houses wanted some way to emphasize to the public that they considered Flying Fleet” and “Home ars” two exceptionally good es. So the selling argument g-run pictures forced into week engagements” was used, indirectly also plugging the y-Publix long-run theatres Detroit, too (Adams, Madison nd State). | Straightforward copy, not in unlarge space, but.displayed different manner than had been before, turned the trick. All three theatres had exceptionally opening days and the merits of ‘pictures put them through for, 1 weeks. dentally, the Capitol followed mmediately with a similar ¢ argument, announcing anlong-run picture for a speone week engagement,” and a very big opening for “The Doctor’s Secret,” despite stiff opposition from Ted Lewis, in person, Michigan. mount Theatre, Paris, rethe first appearance ‘in xs asa ican made Paramount picnocents of Paris.” note from the tenor of r that it is designed prifor theatre managers. For mation, we wish to adthat this sales promotion vehalf of “Innocents of eing mailed direct from r date of February Ist, anager whose name we “special mailing list, all filled in and signed Same as the sample ad you. suggest that the letter sed by theatre managers r publicity. ON J. BAMBERGER, ’ Manager Paramount Sales _ Promotion Department. y ist is the publication Grosset and Dunlap’s 752 picture edition of S. S. ; celebrated novel, “The urder Case.” Striking , printed in red and rtising the edition, to all booksellers in es, One side of the as Philo Vance. your local book novel. If people o| 2y can hardly ee to see the ars the picture of) PUBLIX OPINION, WEEK OF FEBRUARY 16th, 1929 DETROIT DISPLAY-ADS, NEW $4.50 ROSES GET NATIONAL BREAK FOR “ABIE” “Rowan Miller, Publicity Director for Publix theatres in Lincoln, Nebraska, got the following story on the Associated Press wires, thus receiving national as well as local publicity, by the simple expenditure of $4.50 for two dozen roses. “In the midst of the legislative activity in the house this morning, Speaker Bern R. Coulter was presented with a bouquet of green roses which he placed in a vase on his stand. Speaker Coulter’s bouquet aroused considerable comment among the house. members, but he was at a loss to identify the donor, as the card said ‘from Abie.’ But the mystery was partially cleared when some one suggested that these were ‘Abie’s Irish Roses,’ from Abie himself.” At Our New York Theatres WEEK OF FEBRUARY i6 Paramount (New York) in . Strange Cargo Sins of the Fathers Brooklyn-Paramount Wolf of Wall Street Criterion Redskin phi fl Detroit sees and hears then with ear slarburate serreonding Ty aeapeete oat ol amp cool plant SSPE a Ago ae cena, sr Tam WEEK —OOOY Tea TEE }OREER PROGRAMS an 4 boc or Me a PARAMOUNT-CHRISTIE|FRONT PAGE AD TALKIE WILL STAR THE GLEASONS James Gleason, author and star of “Is Zat So” and “The Shannons of Broadway,” and his wife, Lucille Webster Gleason, have been secured by Al Christie to play the sketch, “Meet the Missus,” for one of the Christie Talking Plays which will be released by Paramount this spring. NUMBER CONTEST PROVES EFFECTIVE Manager T. Y. Walker, of the Publix Noble Theatre, Anniston, Ala., made instant use of a numerical contest which had just been devolved to advertise Billie Dove in “Adoration.” The contest got plenty of mouth to mouth advertising with 560 answers being turned in at the box office. BUD GRAY NOW WITH WOR Bud Gray, formerly Director of Advertising and Publicity for the Metropolitan, Boston, is now one of the directing managers of WOR, nation-wide radio chain with headquarters at Newark, N. J. TIE-UP SELLS MANY SEATS Manager N. L. Tower, of the Publix Rosetta Theatre, Little River, Fla., effectively publicized the showing of “Gang War” at his theatre by tying up with the local merchants on a full page ad in the North Miami Journal, the weekly paper of the town. e On the first page of the paper, under a streamer headline, “GANG WAR IS HERE!” a news story with the -sub-head, “Little River Merchants Join Fight as Gang War Hits Town,” tells how “coincident with the outbreak of ‘Gang War’ at the Rosetta Theatre tomorrow afternoon and evening,” the mer-| ( chants whose ads were shown on that page were going to slash their prices so that their stocks would be considerably reduced by the time the “gansters” arrived. The story continued in a laudatory description of the picture. The rest of the page was devoted to ads, including one of the Rosetta Theatre. The only cost to the theatre was $5 for this ad. SALES IDEA sg te, Pi oota? ere smite 0, POPPA CHARLEY RAYMOND Telegraphic dispatches from Harris Wolfberg, District Manager for M-G-M in St. Louis, spread the news on Broadway that Charley Raymond, noted ex-advertising and publicity manager, now managing director of Loew’s State in St. Louis is in a frantic delirium of happiness because the stork brought him a nine-pound future press agent. The boys on Broadway had a big party in celebration and sent the bill to Charley. GET HOT!! Masque HOTEL ASTOR... MAR. bruas ~ aan L. J. BAMBERGER Room 1252, Paramount Bldg. New York ad SA 2A EERO IIE RARE TE _ ———