Publix Opinion (Mar 16, 1929)

eT # wie i} HeSeyo ~ we Ra * SORT Nemes OHIO EDITOR RAGES OVER CAMPAIGN What was intended as a vicious rap by the editor of the Delta (Ohio) ‘‘Atlas’’ bécause his paper was not included in the ad-schedaule for the opening of the new Toledo ——Paramount theatre, is unquestionably the finest endorsement of ‘the sales efficiency of Publix organization that has come to the attention of Publix Opinion in many years. Jack Jackson, as advertising manager, and Sidney Dannenberg, as Managing Director of the Theatre are particularly entitled to the laurels, though, of course, various | home office officials who laid the groundwork for the campaign sev-| eral months before the opening, are also entitled to some of the glory. Every Stunt and gag, and every subtle institutional selling thought that has ever been successfully used elsewhere, was repeated, and in addition, Mr. Jackson and Mr. Dannenberg invented countless new ones. This front page “knock” in the tiny Ohio weekly newspaper should be an in ration to every body in Publix. Wethe merehandise to seli— > sell it AT LAST the Toledo Paramount theatre is open! We can now £o® ahead wath the inauguration plans, Lindbergh's engagement, the Chicago killings and the Byrd expeditien. ‘IT RE icone! more ty to open Mr. ncgiper els ig an house than at did te put over a Loan arive. J » Pied Piper, the preas agent, hawk Telede and mnorthweaterm @hio hewlimg. Ome would he led to believe that the millenium hag been reached im Toledo. TER Tolede Week — ‘the mont slemimi Toledo happening im a decade’ othe most maodl= erm theatre im the wWorld’—ma gm isl ete. What a ¢ over otherwise Four owt of every ve anything they mee PN fs ty by THE CITY SPAPERS pesedly immunized te public editers, fave F aA @wat tham ta ze amd corruption, he theatre cos 9 whe plays the oreem, whet te / acating capacity is, whe did the excavating, hew many yards of carpeting were required, whe care rice owt the ashes and what a Imeky city Toledo is? THE EXCHANGE CLUB teck the eran tt too. time for alll the world Mike it was elping im «a Red Creas the € ab chartered am alrCHEE imvittatione to mayors amd editers. of Gotham » When arive, Co THE EFIDEMIC teeck heavy tel im the wamke of the melehbbor-tow™m Lured by the promine e¢ dmeats dezeme of ediweek after EZave aol wmmas ef space te the Toledo nheow hemuse. REWERARE PES. of : tors, week, while they had mot ome Inch of free space fer their local mevie. THE WORLD tis drenched with publicity—always hee beem, Feople Wace it, Where is mo antitoxin for At, TWELVE PAPERS RAN HIS STORIES FOR PASSES Whitaker i deof publicity for “Alias playing at the Manager E. rived a lot Fim my Valentine,’’ Theatre Publix Montgomery tanburg, S. C., whem he got twelve out-of-town newspapers to publish about the pleture he sent them, with a notation that a pair of passes to the Montgomery would be theirs by sending in a copy of the story. The papers begam coming im, some of them with two-column heads to the story. reams @f | six years ef age | MOS | | poll conducted / PUBLIX OPINION, WEEK OF M ARCH 16TH, 1929 ASH SNOW BANKS The huge blizzard of snow which recently swept over New York furnished just another means to Lou Goldberg to ballyhoo Paul Ash and the Brooklyn-Paramount Theatre. The Ash gale scattered all over Brooklyn and even spread as far as Broadway and 42nd St., New York, under the direction of Leu and Raymond Puckeit. res Oe Reewiye PARAMOUNT THEATRE Ses Ramee mana He fom AN ae Ae PARAMOUNT TOPS;|DO YOU SIGN LIST IN FILM DAILY POLL “The Pawinning third place Last Command,’ Best Pictures of 1928” by the Film Daily among the critics of the entire netion, Paramount pictures once again established its world leadership in the industry. Of the 49 picturés selected for the _ Hongr Roll, Paramount can boast of 14, the greatest number of any producer listed. The other Leading the list with triot,”’ and with “The “The Ten 12 are “The Racket,” “Old Ironsides,” “Docks of New. York,” Ls egion of the Condemned,’ ‘Spec Wedding March,” e Net,” “Forgotten Aces,’ Sabreur,”’ “Beggars of Life,” “F leet’s In” and “Ladies of the Mob.’ The poli embraced 295 eritics representing 326 newspapers, 29 trade and fan publications and three newspaper syndicates, “‘Editor and Publisher’ estimated that ] 3 public tiems cevered a pop | lation of 23,850,980. YOUR NAME LEGIBLY? | Re cently Mr. Chatkin sent out a letter, in | brief biographical sketch of each} | Division, District, Advertising and 7 House Manager. Imspection of some of the returns indicate that Publix has manpower of exceptionally brillient qualifications. In instances, however, the typed biographies were signed in such a manner that handwriting experts were baffled. At least a dozen photos and biographies will have to be sent back to the town of origin, to be identified, because the signatures are 80 careless or fancy as to be unreadable. Modern business practice has long established the custom of signatures being written under a typewritten signacases where the “‘trick’’ hard to read. several neatly over or ture in signature is PARADE BAN ‘FOL LED! Here’s a Ama fire! Tampa was going hay-wire over a big parade, and advertising-floats were from the line of march stop the resourceful make box-office ‘pip’? to remember! do, sometime! ! It’s sure elvi¢ of course barred Did that gents who whoopee for the “PTampa’ theatre? It did not! They got up a’ float, bannered it with George Bancroft “Wolf Of Wall Street’, mounted eutouts on itapnd put a man on top cranking a movie camera at the police, the crowds, the mayor, the committee, and everybody else, Unfortunately the film fogged, and that prevented the showing on the screen-——but the hundreds of thousands who witnessed the parade got a hot eyeful of “Wolf Of Wall Street.” Under the direction of Manager A. M,. Koy, the entire “Wolf Of Wall Street’’ campaign, as out lined in the Home Office special manual was executed, with great box office results. HOTELS COPY * PUBLIX PLAN OF SERVICE Another indorsement of the famous Balaban and Katz Publix usher service, which later became the foundation of the now equally famous Publix service, came in the form of a request, received by a B & K representative from the owner of several prominent hotels in Chicago, to have his elevator boys and attendants drilled in the theatre service manual. Because of the evident appeal this type of service has upon the ‘public, apartment hotels all over | the country are planning to install it in their hostelries. The hotel managers figure that a smartly dressed, courteous attendant, well trained in extending thoughtful, unobtrusive service to the patrons would be a great selling appeal to their tenants. “It should be a great flash for the apartment hotels,” one of these managers said. “At present most of them are using ordinary untrained youngsters who care little about service and plenty for Dead-Eye Dick story magazines, They run their elevators between paragraphs. “Other managers are with me in the desire for the picture house type of service, and we're gding to have it soon,"’ HERE’S A GOOD ONE TO WORK Notified by the local distributor asking for photos and a/of Liberty Magazine that the ¢ur remt issue carried a favorable review on “Shopworn Angel,” the picture playing his theatre that week, Manager Murray Pennock, of the Minnesota Theatre, Minneapolis, inserted leaflets advertising the picture Im 12,000 Liberties, which was the entire local distribution, The insert, printed in large red type on bright yellow paper, read: “SEB PAGE 23 of Liberty Magazine. Frederick James Smith Gives ‘THE SHOPWORN ANGEL’ and says: ‘Miss Carroll has done nothing to equal this before, nor has Gary Cooper ever before reyealed such engaging humor.’ THE SHOPWORN ANGEL now at 'THE MINNESOT. Manager Pennock had »previously contacted the magazine distributor so that he might be advised of any favorable review in Liberty on a picture which was playing or was about .to play at his theatre. THEME SONG PICTUK PICTURB SONG I'm All Close Harmony Do Things Carnation Kid Blossoma Children of the Ritz Louise Innocence of Paris Ma Ch Lady of the Pave ments Lucky Boy Trial of '98 True Heaven Weary River Wild Party Wolt of Wall Street Wolf Song eeeeeenemenen eneameemeraesanticamesiimemmntenmeniemnnimnemmmmmnauntel seal At a iri hi st ali aa en Ns “ith: ’ pay master at the Mark York, has been sign for a year at the Chic Bourman was at the § _ We're vi quick roadie we go to the mor any more t static in our ¥ We see so ing everywher nd not hunting ity scope. If we can’t an eyeful, th take it in. a So, it should page-turning ber, the adv fighting for atte a thousand othe how thick th getting! (, The picture s story. } 4 The headline 1 matize it. a The copy sho it simply and The store entrance, cle combination, 8 Yes, mi long message ¥ Teally necessary | Simplicity does against that. Bu vertisement sho “bull’s-eye” som that when a legion turners see only the the name of the pre an active headlir advertisement I message — will tered. : Make the Thumb throu zine, Give ¢ seconds. Then the advertisem: Now turn back them. You : find the six built) ter” ines. The @ a story whether 7 finer print or not) not ashamed to be vertisements bec are not too proud | gage an WITH Anatole Bourman, years. q A’ Twitter I yam Go Places & PF Some Sweet Day Wait yn You See It's A Habit of Mine — Where Is the 8 Songs For My Mother's Eyes, Outcast Another Kiss Redskin Redskin Scarlet Seae Blossoms I Found Gold When I Found You True Heaven Weary River I'm’ Thirsty For Why Be Good Kisses, Hungry For Love My Wild Party Girl vassal Love Take ‘My Heart ‘Famous Yo Te Amo Mi Amado PUB ne st Irving Bertin, I es Feist, Inc