Publix Opinion (Mar 16, 1929)

Anat a BRR Na cee a Teac eee oe cee ye Hee! HAS COSTLESS SALES WOW Louis J. Finske, City Manager for Publix. Theatres in Kansas City, who graduated from the Publix School for Managerial Training two years ago, is effectively merchandising the Royal and Newman Theatres. Mr. Finske, who was a lawyer before coming with Publix, took to showmanship like a duck takes to water, and as assistant to Sidney Dannenberg in Birmingham, made an enviable reputation. In the attached layout, Mr. Finske shows a letter from a chain-store manager, praising the effectiveness of theatre tieups. A front-and-back-fac-simile of the 65,000 weekly heralds which the store pays for and distributes, is also shown. All the theatre does}. ¥ is post a list of 40 weekly winners of single tickets which the theatre gives. In addition to the 65,000 free weekly heralds which the store prints and pays for and distributes, nearly forty stores plaster up their windows: each week with posters advertising the shows at the Newman and Royal, at no cost of passes or even printing. Another case of where a good idea did all the work. Each herald has a consecutive number, and 40 numbers are picked weekly for prizes. HERE’S A GOOD SCHOOL TIE-UP FOR YOU Manager C. F. Millett, of the Strand Theatre, Pawtucket, R. L., hit upon a most. effective scheme of tieing up with the art department of the local publie school for considerable newspaper as well as mouth to mouth advertising. Manager Millett’s scheme is to give the art department.of the high schools the press sheet of a coming attraction and allowing _ TRY THIS SUCCESS KANSAS CITY them to.go ahead and work out | a poster campaign or a special lobby display. In this manner, not only will the picture itself bé advertised, but additional publicity will be created for the theatre and the attraction in that the high school displays will be set in the theatre lobby. Plans are being considered for the remodeling of the Strand Theatre. If these plans are definitely approved, Manager Millett will ask for suggestions from the pupils of the art department, as well as the director, for the most artistic layout or color scheme. Although, in all probability, none of the suggestions could be used, a great deal of newspaper and word of mouth publicity will be obtained. prmssansnnsesssonessnsecssnessveases: aseynanrenngnnnanesoanes eo scuniaonsnsitessortasanrecgeRi oon A LESSON! Little Thing Called Love,” theme song of “Shopworrn Angel,” is listed ns the best seller to-day. This tremendous success was achieved without any pluxzging prior to the playing of the picture. Had this been done, it would have meant a eorresponding inerease, even to the highly satisfactory box office results that the picture “A Precious enjoyed. We cannot afford to make this mistake again, Start plugging “YO TE AMO,” theme tune of “Wolf Song,” another prospective big hit, at onee! Also anyof the theme sengs, listed in another columm, whose pictures did not play your theatre yet. e404 /Urveeevacaataanana enna vongnununaaennanagsanavaenennueiyy res regetngangnneteaneenagd ivi tinernccanen dutta Shanvvevtveusceeecveapetnnaeneeensaunganeencneetetaanmrdaeaeae a atcaata aetna aU enna TEETER EteENELTEAEeEAA Enea r : : 3 | | ny dete hs eR At RAD FUL IDEA 0 elt a er Nae READ EVERYTHING IN THIS LAYO Ajter you've done it ence with your biggest chain of grocery or drug stores, it becomes routine, requiring no special effort to lots of business for you. Remember, IT HAS Been done! ‘ { : . PUBLIX THEATRES CORPORATION é Inter-Company Communication Sheet & Date. Ben J. Serkowi te, Ponn 12a0-2eoRADHe-S8-8O%, _wareh 8 Laie Hom offie®, _ Louis J, Fins ke ee Kamas City, Xissourl. Subject Dear Mr. Serkowi te: ° sthe Local oper ating y I am enclosing herewith letter parece with a coy of ’ a stores : | reget im cooperation ee Page | ight be interested in knowing , T thmght you ® . | ly-@igely pay Bach ee we meralees ur, rans a ore other than the by ae ou ton . Somer ana sy ‘ theatre ide of the berald. ch week in 12th & Main . 5 advertised on the one ® or 50 free tickets es K Street — ve ive mn som hat there is rr ee Seton mak ifatgeo Chty, Missouri connection : the lobby & . ctype agra Henge ee yaeers of o lucky circuler Dear ur. Finske; week to want are ladies to You will undo: wot] love that many of then purchaw —ee MMecay be intere to velieve ° we mave cor? rent ae are not sae alee of 0 Tey scigperetia os th you anil ls with a tickets * 4t is mighty page yr men tory, past few = gircular. pager Theatre coopers On ane get cial there UPON thie idea bd on received nume poses gyre er heretd might ve of some 1218 theaselyes “* upon encl os Such 7 other theatres. ent Mr. bs ask? our in we bave found day dows at the Stare It: pighly and wre Stith Deen cuite grine time handbinis wn Oar cored to TGs Oe See id in Kansas Ct bh of nye 2 *4t¥ing ana ills to be Teneimrassed vy me. wonderful WORE YO. om then OB on Mite te undoudtears yee +a = pg om receiving meh considers ¥e be that th f am 0) But 1 i lan count. y be: of ad ; ms an apprecenetiofal Sree a With kindest personal regards, 2 om ble increase eos nee 5 y ali “oO 12°! You may take a Ee best of all, save you buy! PLUNES soosweet, Post Bran 4 dciighrul Fs SAUSAE Pore Pork, Farmer Style Tub Lard 0% Pore We reserve the right to OF COURSE YOU DO IT THIS WAY, TOO Work This One On Any Star Of Your City ' Kansas City is William Powell’s home town, and he is a graduate of Central High School here, class of ’11. Manager C. Claire Wood of the Royal Theatre secured a wire from Powell to a member of this class inviting his classmates of that year to be his guest at a certain showing of the picture. About fifty were in attendance and there was good newspaper publicity on the stunt, as well. A member of the class, now residing in Denver, wired his regrets at being unable to attend, Lloyd D. Lewis, one of Amer] — ica’s foremost authors and jou nalists, who has for eight year been a member of the Balaban & Katz-Publix advertising and pub-|' licity department, has resigned in order to spend a year in Burope.|1 Mr. Lewis is the author of many short stories, and recently his dag fda book, on the] eo raham Lincoln, was} is made up of six insert strips list-| hailed by literary authority as the ing six coming attractions. Sim-| Most outstanding work of its kind ultaneously, of course, you have a|@VeT written. Jack McInerney, |: trailer that does the same work oc vanga of the New York Hi for you. rh One of the effective old-time selling ‘‘sure-fires’’ of the theatre is a 3-sheet-size lobby frame made up of @ one-third top-piece that yells: “Look What's Coming Soon!”’ and the other two thirds