Publix Opinion (Mar 16, 1929)

and theatres eh a degree of rehant that he’s e entire burden ed by a story in oledo, O., which , paid for h Department ern of Macy's excitement in the opening of ramount Theage window disinterior of the “and mezzanine theatre. As a Was constantly “huge crowd of of course was re. The thealitted the store im advance peep ng, and at the orators’ plans. n & Katz Chibuilt, Marshall Breatest depart‘world, did liketwo precedents ® of a merchant srt theatre-inter, it ought not he salesman of fe to get specely by provid new theatre to stay in bom vas plugged by ‘an extent that e conscious Treative force ping. Window iO are easy to get ‘PASSES, and so in the newspapers. impaign for the atre was one of ‘in the history Ampaign was ex| Feld, John nenberg, Jack Stonebrook, d of the home lined and super gns as that of re, Tivoli, Chiatres of Chicago, Detroit, The The Riviera in yer in Denver, aramount, and dix Theatres. were outlined 1, and most, of ully negotiated. free program r by a departtions to nearby . via airplanestencilling; nated festival on downtown tieup slugs in ' a story and lily newspaper week in 100 plete special three daily attention ouse’”’ play om-tom and within the reate weird SPENDS; 9ch store took | ae there over Sat| Theatre, | PUBLIX OPINION, WEEK OF MARCH 16TH, 1929 THIS IS AWINDOW DISPLAY! It cost Toledo department store several thousand dollars too! Note the reflection of theatre across the street. 109 Alad § XId GSaloe bIMAT? 3¥ FILE THIS FOR NEXT YEAR! This is the Valentine Card which Manager Jess Day of the Capitol Theatre, Des Moines, Iowa, sent out to his mailing list, and distributed in his theatres. It created a great deal of favorable talk, particularly among the younger feminine element who greeted each other with: “Oh, I got the loveliest valentine from Don Galvan! Did you?” ‘Dalentine Greeting from # DON GALDAN & THAT SPANISH BANJO BOY 2 SEE HIM’ EVERY WEEK AT THE CAPTROL 7 sDO CAMPAIGN STAMPEDED OHIO WATCH THIS COLUMN EVERY ISSUE FOR SOUND TIPS! These bulletins are issued by the Projection Department for information about talking picture equipment. Let everyone in your thea tre read them!! BULLETIN No. 2 Your success with SOUND PICTURES and their future value is dependent upon your ability to inspire and retain public interest in this new phenomena. This can only be accomplished by refined, quality performance— the kind of performance that will amaze and mystify your audience with its realism and approach to the actual personal appearance of the artist. It is your -first duty to eliminate to the greatest possible degree any phase of your projection of SOUND that gives to the audience the feeling that it is purely a mechanical result. Set as the ideal performance, the actual presence of the performer on your stage—then—-don’t be satisfied with your results until you have done. everything within the scope of your equipment to approach this ideal. To properly direct your projectionist, it is necessary that you have a thorough knowledge of your sound projection equipment, its installation and _ operation. During its installation, devote as much time as possible to becoming familiar with the equipment. Don’t hesitate to ask questions and inspire your projectionists to do likewise. Before the engineers in charge of the installation leave your theatre, you and your projectionists should have a thorough understanding of every detail of the equipment and its operation. Remember that this engineer is not an employee of Publix and not under Publix direction, therefore, approach the problem of having him give you full instructions on your equipment, and its operation, in a courteous, diplomatic manner. Be present at every test and analyze the result from every section of your auditorium. The time to solve accoustical errors is while the installation engineers are on the ground. Attempt to ereate the various conditions in your theatre during the test periods that you experience when the house is in operation—such as the use of ventilating equipment, opening and closing the doors, draping of stage, ete. Confer with a representative of Publix Maintenance Department, who will be present during the installation, about any necessary structural changes or repairs. The Electrical Research Products, Ine., will supply you with a complete manual of operating instructions. Go over every word of this manual with your projectionists not only for your own benefit, but for their benefit as well. You can’t achieve good re | sults unless you know how to go after them! Follow these instructions religiously and don’t hesitate to ask for help from the district Maintenance Department, or this office, when you need it! Have each projectionist keep a log of each period that he is on duty, noting any difficulty, whether minor or major, in detail. Make notes of your own observations. Discuss them periodieally with your District Manager and Publix Maintenance Department representatives. You will find after study that the equipment and its operation are comparatively simple. Don’t permit this to cause you to lose interest in the improvement of results. You can only make such improvement by constantly studying your installation and_ its operation. You must know how it’s done to do it well—and remember—it is your duty and definite obligation to get the best possible results—don’t be satisfied with less. BULLETIN No. 3 Immediately upon receiving your advance bookings from the Booking Department, check to determine the following:— 1. Which subjects are synchronized. 2. Location of exchange frdm which you will be served each synchronized subject. 3. Whether synchronized subjects are recorded on discs or film. The Booking Department will designate film recording by the letter “F” placed immediately following the title of the synchronized picture. The letter “D" indicates that the recording is on Dises. If no letter appears following the title of the picture, you will know the subject is not synchronized. 4. Arrange to have each synchronized subject in your possession sufficiently in advance of play date to enable. you to preview same and secure replacements if your prints and discs are imperfect. Request your district booker to use his influence in this connection and make every effort to get synchronized subjects in your possession four or five days in advance. In event film and records are not in good order, immediately notify district booker, keeping dis: trict manager advised. 5. Upon arrival of disc recorded synchronized subjects check each record against the film. Do this personally and take nothing for granted. 6. On film recorded synchronized subjects check physical condition print. 7. At the earliest possible moment after arrival personally preview each synchronized subject and be certain that prints and discs are in good order. INTERVIEWERS MUG JAZZ-BO DURING PLANE FLIGHT Bill Pine, a B-K Publixist, who has been publicizing the Oriental Theatre since Paul Ash left there, has been up to his hips in masterof-ceremonies who lasted a few weeks each. He had to get up campaigns gn each, so Chicago has almost reached the stage where a parade makes the citizenry automatically rush to the Oriental just like an auto-backfire makes ‘em send. to: St. Louis for two new Democrats. When Jackie Ostermann was signed, Bill borrowed a ten passenger plane and loaded it with Chicago reporters and cameras and so forth, and flew up to Detroit to meet him and fiy him back. He was interviewed and mugged enroute and broke into all six dailies with illustrated feature lay out. PRIZE WINNER PLUGS THEME In order to plug the theme song of “Wolf of Wall; Street” a week in advance at the Greater Palace Theatre in Dallas, Billy Muth, organist, obtained the services of a popular singer of the city, Miss Virginia Anderson, winner of the district Atwater-Kent radio contest. The singer was presented at the regular organ solo, with appropriate announcement slide, singing ‘““‘Love Take My Heart.” Copies of the number were sold in the lobby, and plugged by a Panatrope loud speaker arrangement to standees and on the breaks. An announcement was run on the screen to the effect that the song could be obtained in the lobby.. On the big-breaks, ushers sold copies, which were also obtained from information girl.