Publix Opinion (Mar 16, 1929)

PUBLIX OPINION, WEEK OF MARCH 16rtn, 1929 ci PREDICTION OF. EST IN’ GLORIFYING THE HORSE! |’ Scvears Aco COMES TRUE In a fecent issue of ‘‘Variety,”’ | a reprint of an interview in a Chi-| : cago newspaper of 14 years ago, is | published. The interview was|} with A. J. Balaban, who predicted | at that time the present high! standard of entertainment, luxury, | comfort, ideals and ethics in the! popular theatre. The occasion was the opening of the Balaban & Katz ‘‘Central Park’ Theatre which at that time was the height of luxury and appointment in cinema theatres. He said that the theatre was built by his brothers and Mr. Katz in anticipation of meeting the needs twenty years in the future. The theatre seats 3,000 and in completely equipped with freezing plant, stage, and conveni “ * A GAG! Both the Western Union and the Postal Telegraph Companies, are tied up with the American Telephone and Frelegraph Companies, in promoting telephoto transmission of check-signatures, identifications, photos, etc. The rate is unusually high, based on the zone system and also on the size of the photo matter transmitted. Both companies are cager to get their service before the public. Can't you with your local telegraph office manager to buy a newspaper ad and give you window displays, containing the _—_———— The head of the big horse parade lines up in front of Michigan theatre for the judging. The parade was half a mile long and the street was not long enough to hold it all at one time. In the lower picture, part of the crowd of 10,000 which jammed Perey Avenue in front of the theatre blocking traffic for more than an hour. | Art Schmidt, of x publicity staff, e supervision of mtising and Pubut over a camc and his horse hat succeeded in that Motor City —and how! -eame to a peak tation stunt that iwn in a spectacular m on the Monday foi' This stunt was a under auspices of umane Society, pro make a deal *D b jed-UD | demons owing | ‘horse-P he Michi movie star whose 36-point autograph, playdate, theatre name and other advertising in ad material is written Moted B Roche. A horseences that are only matched in the ; ea fete parade if pital of the autonewest and finest theatres, and its le a hedg pena A Belg Pobile” proved an idea shows and staff service became nabe i ; that ap d to the public imagitionally famous overnight pany manager to pay for the that api 1 to p & : telephoto message, the ad ng the horse ‘“‘kingMotor City’ got a ve publicity. Sto-| he parade with the and the windows, you're GOOD—as good as’ a few of the other sales-aces Publix already is cheering for pul nation. for-a-da ot of | ‘Ties U MOVING VAN FOR SINGERS Manager C. T. Perrin, of the mt by making the mor of Tony, Mix’s ‘ hundred horses arade, stretching a The parade end‘the theatre, where men did the judg-| Mi pat ouph ed in promi ing. 7 Neith the par the p FREE, ‘nor Tony were in is bad policy to let Such an attraction resented the troons after the paade was headed by yalry and a troop of A silver model the main trophy. st 1) School band headed parade fer 50,000 people lined sidewalks h uge closed motor ‘only gasoline engine in labelled ‘‘Tony’s Remember the UNT: To reach the Schmidt arranged a Recreation Departere to cut out of of Mix or Tony. Two is were submitted d in Michigan theatre in advance of engagecontest became talk Ss. Detroit Free Press. the usual essay thing: words on ‘‘Why Is the d Man’s Best Friend?” lay ads were carried ewspaper and also stothousand letters reprize that attracted was the opportunity to shake hands with ng $8.50 each, were * Mix autographed Dp anted stories that Dehout stables for Tony. ‘stables in phone book. ‘City had no place for ‘se!! The columnists J The Detroit Leland t and best in town,— promotion—offered to A yacant store xe boudoir for, Tony and ter. Windows of store ed over, with announcethis room was reserved THE HORSE WAS BY PUBLIC. ©STUNTS: Mix coalmost anything. He to work with. Visited y ill at hospital for a A picture... UTS—Bulletin sent out ops announcing Mix enand assuring parents that show was clean. PER LUNCHEON — Mix ‘paper people. He talks d all papers carried e talk Monday during Over leading station. On interviewed by movie over station WJR. E—Story on Tony’s The boy was once a oe e shows daily and siness stunts during curtailed to a couple ER CONTEST: Tieup | FRAMED IT!! Mr. B. H. Serkowich, Editor, Publix Opinion, New York City. Dear Mr. Serkowich: In Publix Opinion of February 16th, 1 note “Tragedy Threatens Any Showman.No Matter How Expert If Not Eternally Vigilant With ‘Talkies”” It is to the point. This has been framed and placed in our booth. Also read to entire house staff and talked over to great length. — Yours very truly, Frank A. VENNETT Manager, Central Theatre, Biddeford, Maine. P. S. Could I have two more copies of the above. SCHOOL CONTEST HELPS BOOST FILM The biology class of the largest high school in St. Joseph, Mo., beeame especially interested in “White Shadows of the South Seas,’ the picture playing at the Publix Missouri Theatre, when prizes were offered for the best short stories dealing with some phase of the picture. The class was allowed to see the picture first before writing their stories. The class instructor recommended the picture highly and the class in turn told their friends which also helped to publicize the picture to excellent results. PUBLIX SERVICE IN THE SNOW Publix Sterling Theatre, Greeley, Colo., got plenty of free publicity and increased attendance by tieing up with the local furniture company in the promotion of a vocal radio contest. transported to the theatre via the furniture company’s trucks which were bannered with notices of the time and place of the final contest. ' sye-e.e-0-0--0-0-0:0--0-0-0-0-0-0-0-0-8-0-8048 AREAS Manager H. F. Kayes, of the Publix Temple Theatre, Houlton, Me., a snow and blizzard section, won the gratitude of his patrons, particularly the women and started some favorable talk about town by arming his doorman with a whiskbroom to brush the ladies’ coats.and furs before entering the theatre. It was noticed that most of the women patrons would not sit down until they had brushed the snow from their wraps. The doorman was properly instructed so as to perform the task in a mannerly way, ‘‘TRAIL OF ’98”’ MAKES GOOD AUTO TIE-UP Here’s a good auto tie-up on the “Trail of ’98.’’ Manager Victor B. Lowery, of the Publix Burns Theatre, Colorado Springs, Colo., got a quarter page ad from the Hupmobile people reading ‘The Dog Sled Led the Way in the Trail of ‘98 but the new Century Hupmobile Leads the Way in ’29. See the Trail of ’98 with Dolores Del Rio now showing at the Burns.” Manager Lowery also got the Studebaker people to stage a parade in which a covered wagon carried the sign: “Studebaker led in the Trail of ’98’’ followed by several new Studebakers withthe sign: ‘‘And Studebaker still leads.” In addition to auto tie-up, a donkey with a pack carrying the sign: “See the Trail of °98 starting tomorrow at the Burns,’”’ was led up and down through the business thoroughfare. ling this new idea. Original photos with autographs will be supplied “for this purpose by Publix Home Office. Just wire to A. M. Botsford and tell whose picture you want sent telephoto, and what you want the autograph to say. he ¢ : . : : ; ° ; : ? é « : ; : ¢ « é : : ¢ : ¢ ¢ ? « ‘ ; ; photo of your next big hot ¢ ® ¢ ¢ ¢ ° ? { ° ¢ é } : $ The finalists were : FREE! Oscar Doob sold the Detroit Free Press the idea that it would be a good boost for the paper if it followed up the Tom Mix contest which it had recently conducted with this institutional ad. Naturally, the paper grabbed the idea. And, incidently, the Mix Campaign Ballyhoo was appreciably augmented. This ad can be used by any paper after any children’s contest. Also, it helps to sell the paper on its own contest. a path from home to your counter Y OU who sell to the school children of Detroit and their parents will be interested in this little story. Last week The Free Press was asked by Tom Mix, noted star of the screen, to arrange a contest which would reach Detroit school children and arouse their interest in kindness to horses. This contest brought forth many thousands of letters front children representative of practically every school in Detroit, both public and parochial. It brought about discussions in homes everywhere. It spur“red entire families to action. You’re Welcome Mr. ‘Whix! Mr. H, E. Mitchell, Menezing Editor, Detroit Free Press. Deer Sir: I have just been look ing over the thousonds of letters received from Detroit children ix response to omr little contest. FT ever sow sucn an enthusiastic ine terert. The Free Press surely must be close to the bearts of De troit's children amd their parents, Please accept my themks for your kelp in geting over my message about horsds to the troit. You extecded hopes. You may mot Byow it, Sut gon have inspired a mational move ment, for 1 am going to thom other fofers what you hove done as I travel from city to city. Gratefully yours, Here isavery definite measure of evidence of the ability of The Free Press to wield influence in good homes—an influence that reaches through from the smallest tot to the oldest of the family. Here is one newspaper you can depend on to carry a selling message to homes—into the school—into the confidence of its readers. Obviously the reaction is results from printed salesmanship. ee Se DD OO OO i Oe SO i SE SO SOR SS SO OH ®