Publix Opinion (May 25, 1929)

— | OF TALKING SHORTS 1S _ STRESSED IN CAMPAIGN orfanee Of the short talking subject y, and the Pital role it is playing, ana will continue to play, Wiisement industry, with the gradua! lent Irom the stage is causin: out The @ntire cirenit for an or: nding, wse and exploitathe talking short. short talking subject is an inereasingly important Our PRORMAMIS every day,’ | declared Mr. Sam Katz at a recent age 3) meeting of Home issue] Office executives article | “It is here to in the entertainment field elimination of flesh and Publix to marshal its forces anized drive to effect a better tire industry, and thru the ir The Official Voice of Publix Publix Theatres Corporation, Paramount Building, New York, Week of Sean 1 Pr 25th, 1929 ATIONAL DRIVE ON “SE | SaTNUTITNENETANN / j SUUUUUUonceecececceececeeeceeenncnanannnnit DANGER! During his reeent tour of inspection throughout the circuit, Harry Rubin, Director of Projection and Seund, found many sound installations which were receiving power from lines also used for other purposes such as finsher signs, vacuum cleaners, motors, lighting cirenits ete. ‘Trouble developing in a cireuit from any of these uses would naturally affect the power to the sound equipment. 4 (LEAR AND INDEPENDENT FEED CIRCUIT MUST Bk RON AND SEPARATELY FUSED FOR SOUND EQUIEPMENT! The fuse and switeh for this circuit should be PLAINLY MARKED to. prevent accidental opening during performances, eUUEROCELOCOSUEAEECETULEEOEUEECE EEE OEE: “The eee eC CSCS 0900006005005 tcee cette cesses eee PARAMOUNT PUBLIX “VARIETY” ISSUE SOON As a means of officially dis seminating information to the enlustry, to the public, arrangements stay. Consequenthave been completed by Mr. Zukor, Mr. Katz, Mr. Lasky, Mr. tly, it behooves Kent and Mr. Dembow, for a special Paramount-Publix number Pevery Publix of “VARIETY,” the “‘bible’’ of show-business: showman to ac Preparation of material for this number of “Variety’’ is en; rusted to A. M. Botsford, and Russell Holman, who, by direcquaint himself trusted to A. a j whieh ‘Yhoroughly with tion of Mr. Katz and Mr. Kent, will obtain the cooperation of every angle of every one in the Home Office and in the Field for both organi: thi s decis ve faczations j : tor co which The complete story of Paramount and Publix will be told in will be licated the nature of a celebration of Paramount's 20th Anniversary, he success or and Publix fifth birthday. failure of his Anyone who has ideas, or material for news, feature stories, presen + or institutional copy suitable for this issue, is expected to forerst nt ne ward it immediately to Mr. Botsford or Mr. Holman. t ; we “ “Variety” will print 21,000 extra copies in addition to its said ate talk usual huge circulation, which will be sent to all of the Para lenzth features, is equally le to the shorts. They | bring to obseufe com , acts that are never seen a few cities, Thes ; exabied is the same q if act were coming h and place on the should be earefully and ® planned.” ae Saal, Director of and Film Buying for Pubres, oes that the be taken in the new EA i of artiBLIX OPINION by mem| Department a ruct, bene| men in the! preceded by a special letter, In addition, “Variety” xers, hewspaper pu matic advance, edition will contain future ical business on the theatri and by Paramount industry course mount and Publix contacts thruout the world calling attention to the will send a letter to all theatre manablishers, editors, managing editors, and dracrities, radio station directors, etc., to the number, and informing them that the special information and statistics of vital importance which will be of continuous valuable use to them in the is well as furnishing current authoritative information Naturally, this special issue must contain extra advertising. In addition to special institutional pages paid for by Publix, many persons and firms not directly eonnected with the company, will want to be represented in order to advertise their part in helping to build leadership in this By virtue of high-standard merchandise or service sold to Paramount or Publix, such firms or persons are responsible in a measure for our success and high standing and, of are therefore entitled to the privilege of publicly asso These will be number. ealling attention in Yo are urgently re-, v, Make Sure Your E Staff Reads ALL of = Publix Opinion = USGUNASOKEOEOONEDSONOGODEEEOBORENNAUON0008NREG No. 52 SHORTS” CONSTANTLY! © The danger ate of the unconscious laxity which comes with prosperity and the vital importance that this were stressed by Mr. Sam Katz, = executives. advent of perfected | sound,’ declared Mr. * | box, office appeal, has appreciably ‘ /inereased the grosses of our thea¢ tres all along the line. As a re* sult of this sudden burst of pros4 | perity, some of our theatres show ¢/a certain laxity in that strict and 5 constant surveillance of expendi¢ |} tures which is the base and mainstay of all successful operations.” “That tendency must be stopped ;the instant it makes itself evident. “It is true that with the change in many phases of operating con¢ ditions brought about by the new | sound era, a number of the eare¢|fully thought-out systems and checkups on theatre expenditures eee 0 ee ; ceased to function as efficiently as } | before and a certain amount of | looseness necessarily set in. It is everyone’s duty to see that his ; operation is geared up to the new }order of ‘things with the least delay possible and that the same, | methodical, business-like check up | of expenses is in effect as before.’ | “Every dollar that comes into ithe Publix coffers represents the sweat, the brain-labor and the enlergy of the entire Publix organi| zation. “No Publix showman is worthy of that mame if he spends that dollar without the same labor pains with which it was earned.” | MR. LASKY PICKS ANOTHER At a farewell party for Messrs. } Jesse L. Lasky and Walter Wanger in Paris recently, Mr. KEEP A CHECK ONEXPENSES CONVENTION IN tendency be checked constantly in| | theatres now piling up big grosses, | | Distribution and Production Depresident of Publix Theatres, in a} recent meeting of Home Office | | convening in St. Katz, } |““bringing in the splendid array of ¢ | all-talking pictures with distinct | | Hotel, | Manager of Paramount, Lasky was so impressed by the! ANNUAL SALES 2 SESSIONS | The annual Me chdcnat Sales Convention at which many Publix Home Office Executives will ke present in order to be closely in touch with the activities of the partments, will be held in two sessions this year, the Western Division executives and salesmen Louis on Saturday, June 15th, and the Eastern Division delegates assembling in Atlantie City on Friday, June 21st. Between 200 and 225 Paramounteers will foregather in the middle West while the New Jersey resort will harbor from 250 to 275. Company executives and representatives of the Long Island studio will leave New York for the Middle West on June 13th, while production heads and sales representatives of the Pacific Coast will entrain from Hollywood on June 1ith. The St. Louis convention sessions will be held at the Coronado where the delegates will S. R. Kent, General will forPantinwsd On Page 3) A KNOCK-OUT! “The best talking picture to date,’ and “a positive knockout’: are only a few of the enthusiastic expressions contained in the report of George Walsh, District Manager of New York State, to Mt. Sam Dembow on a preview of the Paramount picture, “‘The Lady Lies,’’ with Walter Huston and Claudette Colbert, which took place in Yonkers. Mr. Walsh’s opinion was based on audience re-action, backed up by his own judgment. “George Walsh is rather conservative -in his criticisms,’ declared Mr. Dembow,‘‘and, coming from be quartered. Le MTs ba ehutinnrdensadcsovcccckss,......,...... SOOO SS OSS OSES Ss | possible way! ciating themselves with ts in this issue ‘short product quested to get up a list of such persons and firms, forward it to ‘fontain valu-| the Home Office, and to co-operate in every other way possible. ‘--<. <<< © ee © © @ oe © ee eee ee oO eo Oe eee CO ee OOOO ee ee eee ee ee a ae ue ee cere Lact marin tM i Te = = = = voice of Nina Martini, Italian | him, I think the picture tenor, that he immediately gave | miust live up to what he says the singer a five year contract to | about it,’ make talking pictures. eaten 24s HOLE CEU na eee a Home Offce and Studio executives have reviewed the following big attractions which your theatre will soon play. They're the big ones. The verdict DON’T WAIT until a few weeks before playdate! Hit ‘em up NOW with special 1-frame trailers, lobby-1-sheet Reduce your advance information to a personal and local basis—what Arch Reeve wrote you from the studio, or what Mr. Katz Personality in news does it too. Localizing your 5 int enthusiastic on these. your district manager, or to you. | SMASH NUMBER 2: MWwill lose | CASE”. Also written by two exHere’ § | how to build box-office. The au@/thors, Mr. and Mrs. Edington | fhter. | won $3,000 with it as PHOTO-| Bac| PLAY’S prize serial. Over 2-mil-| ‘ lion readers are wild over it. It's a best selling novel and it | makes all other mysteries pale} into insignificance as a vehicle of comedy, thrill, chill, spill, and kill. The inside dope on Holly bets you can pick the guilty one— Personality on the stage wallops an audience. J Greatly ‘to its local interest!! Use some of these Askar anv now!! ico THESE BIG ONES!! GET HOT NOW!! TEASE YOUR TOWN!! SMASH NUMBER 3: | | and you lose four times. Plant ve > stu RDER | THE STUDIO MU ithe e. Her voice | picture press agents who know Secnamigbeigonedbaey ‘don't tell who did it’? gag Don’t feature “THE THUNDERBOLT.” Read what Arch Reeves says | the cast. They're not first-magnt-/ snout this George Bancroft pic jtude — but PERFECT in each role. Neil Hamilton, Doris Hill, |Chester Conklin, are the names /jing for this one—winning by a After | tonsil over adjective hurlers as | Oland, your audiences know. MARVELOUSLY Warner ture, elsewhere in this issue. Mr. Reeves out-lungs the field in yell they’ve seen this picture, they'll SORb aw A: We Botatora, Your elevate them to stardom. Talk ing pictures are like that, nowa 11 itwood, plausibly pictured is exc in, ing, newsy! No Sherlock Holmes a ‘uff, A my y that makes you da aunaueraeent STUEUURLEEOELEGUELE Editor, and the usual run of Studio and Home Office Names. die Dowling. now, packing ‘em in. story of a happy-go-lucky minstrel man! above star or title. It's a humanheart entertainer for everybody of all ages—and makes another great and new screen-star. Four MARX BROTHERS, now panicking the ““‘N. Y. Rialto’”’ sUUHELNAELUUEEEUHoeUeNeUeAeuuneanencunenaneraueauteeeueencuseennenaasnaeantasecogsssaanenaan SMASH NUMBER 4: “RAINBOW MAN” with EdIt’s on Broadway What a Play up the story SMASH NUMBER 5: “COCOANUTS” with The