Publix Opinion (May 25, 1929)

PUBLIX OPINION, WEEK OF MAY 25rn, 1929 2 THIS MEANS YOU! YELLIT! TELLIT!! SELL IT!!! If you have the original ; iH 28 of the Saturday Eveni on top gina, ae merce of t ay Evening Post of May 11, (we told you to get * L a in’ tke our a Ge ee ieee ifsaivinge ABOUT PUBLIX THEATRES! THIS IS 4 PUBLIX FRE ITRE fy wig esse avout to the feature-story editor'of your b story, then you can take this reproduction and have a ph “Show the ized photos, local names, etc. Y your best paper, and with Saturday Evening P. ‘ i iscutecte sibce soe: fe oval Yb fei n fall aoe 2 ening Post precedent, he'll grab it, particularly when i eae use. hom: time to tum | 1s owll | paragraphs here that will make good co instituti. i a ve ait ham ea he nS Ka ary ean: enn ee ore ier , $ usiness—and brought the theatre to its i serbife eubli present high prestige before the public. When they first inaugurat : : the saloon. ated the plan, it was met by derisive jeers of wits and half-wits of that day when the theatre was regarded adj f od as an adjunct o May 11,1929 THE SATURDAY EVENING POST ‘| WALLS OF ILLUSION 002 ig Told to Charles Gilbert Reinhart == = THE SATURDAY EVENING Post vv an vere gerh ghd | g = j | tardy and | igor aes te rt oe Sz tn ta cmp te pr | from the hushed 4 rascprsphrd aes “probabty affects torium, veld the I opera Brien particularly | head usher that crowded balcony | above. About bim leader to | ane oe aint Wom he ayers S Gebancn and clocks heels ow or her. oe cotaae roped nee ; which marks the tention. the sigNS mann whe, past the nal sumenoned the | Pa hgg gyre floor manager Rec; / « cogniaing the natu balmy June} he at in 5 id Semele } Ue ohardsaga? 2d him to the stairway. prepared to act if dipiamacy failed Thus st no tune had the patros experanced anything the screen before hor EDULES | pA ales Sars act time table | poop eid him Uners © ae sate received 20 order, ae car leaves | tsa con oes (p) e street car eee ae Re eT ne feardange »Bive you a great} titer at, Sar aay pars af ene Mociss—0 F-enring Tent snow fa Rasees cert iba | Se a eee edn ee creran mae Tie Tm ee bg faa Sccotan the tame 0 0d. aotormed aged es muniopel — aan op A ports oar _ltsage pi meant eat cto entorce ite rules and it retain that most important of year ie com wan amouth as bis plastered bait crstor's shoulder “Get out of tun. on the pow impnanoned * FS fs nanate—the good will of tbe publi: manner vorrect nnd sanded we bie tight Sing é « poy tree : emia. “You camnet gtand therm It bere, ramped iets oo oor” seas that had marked the Unater employer’ mesner You're cousing » fre menser.” A Background for Pletures ceased his oration. Swittl gyullatly be ‘The Ushers SOF Horauue Load iy ond A awey. mani among the waiting apecte PROBABLY no conten erratic Soest eae’ ary corporation with ite costly public-relations bares, LL ready, ”'K'mgoing vostay here,” he announced, “until when the program changed. sarees harder for public favor than dows the masinager of the ; where | the show Ae oume mansger of» modern mmcuran pierre theater I A nant os fate bye was proud of the way may bays had bandied the situation eas a larger, more critical pubbe to please More than supply the 100:000,000 petrons—be calls them quasta—sttend his theaters The usher argurd we further “Cory well, ov.” he re a re bas weet college or proim with sched-| ween eomeet News? glighity mare suave “has bus pred ocommer (On the orm of he ost tried to snip wy. yee at the ball Tiled ne” tie F j Babe Ruth | wn escent he plate does he Seger ce ser ee a Blatter is nin. re nd nd or to see your feasano sem te Sct ee St ‘the first home yh will take ' Sports page white space tiff i! Hil rt it reytes He THE Li ses to see your | Sk Oe Saeed. ta B, to the person correct lineup HALLS OF ILLUSION ) sed with femmes. Is thee ; the | aS ee _— wee way te ond trem tadure fn orm the nadienen’s comin i, te web loyahy to's thenae a Sometime tamataty im contact oo tt od uth antes ee service departznent, which inchaten Waters fretucing telson” pne oe ~ Termes, fovtumen, cashiers, 5 = women whe for 1 remember one supe eeeerecroninnd with the tins eee aod revt-reom scuredant. rey meine uate came er toeater premewtation. Virtually * rabainiy the manager's grestast COSTS SE a sarview ty delice, the flow Tene ’ pith stew Briatatenanser tone en Sater carmen + large music library tno Tae prepeameaning appearance sad SAU” SOTO svanty-tve dullam. Doormat x y to magneton of the ose mint Portormanee, he nlrte the seers after ee low corey of tae wall of where SE careotmen. who are generally prom’ 7 mane Nt thet she ss ming Sree ne ns In many theta the 4 \erticoabie ll targe sowie palnens SP OUI cahere’ rank, recetve about shot ete het one ees nk ore masse. Think =o much a0 stumction thin wtdenee of the eamention which OSG Oo A ce aahors, eis method SUNDAY FEATURE “* : proghwehredrede ded Snr} ee = sree sat sometimes eae cern ae ts woe ormnch SN Se con mus or br te , foureged er frame oka SY dm abun sm oe a Ue inners the com Tinian Several targe chsine of CaS Tolater. Ther respeneibitins ane OT . aye wonder eas ne OM * Pag ot hes * thomas of women and poh conduct chock tm rote Neeerer, becouse thay have lame Super romantic Ounere yowtae throug eertan a gil —reeree y the ienter greet mene eee ; Cee and pronation period balers on Pee ee ; Metding One's Patrons % Shey move fortenese eters che ten Seen teen with the Golieate and Sco en te ere t semen hetorte. Ln the m whe hed portant tek of repenseating coe Sess po Peper frat ‘hs the fest point of c00| the South : concrete anne trem the invents hows, the armadetwith his Aeninie whnes ‘ Permens) inch wich te Ce poaghod ‘eer ith the. pathic, har voice and ber = we Setinn picture manager portion 5 anne. holds mach copied tor permeate Pee smanner com inthagnce = patron's encine oe band leader | | mere thas Nera eaten ®t fr popalartay cee te able ware oa Se eae et a andthe toner balore be enters , Pi ro coat weskly © eemwety Sn Pratection may _ with daly artis, tha wide and gittaring lobby where enphetintion oretwainy _ Tiewcting them, sometionee a wreath on his | em nt many ow pees make samme tender ond he mee ae Sit eralty with vakeneed oppartanitin 2) VERN eS): : beet ineeneeSeeder hpemtchired strat protien — Men re we pectect chemastvan in the sacha Goodwit vy 4 = peritied mighm ty Srquaintanct béliew the lanes ot Sikng and eventually to ten to Bicker wits are atten mendes! i= the isin | i BY : Patron whe eelecta, * wil oweein Marre themtery majority of service eo ‘ ree Sight he rapes neg SE SSP. Meterday Lernna te aap tes tg Danie Gositions. The great salary of SO pests, which howe mest meter n cy ¥—J NE 21 flim sévertand for the teleost porte Node anche aah te tee nS ae oe ene eS Remit oe ne Si oe Me the rat hows Wt te tat part @ coe tom ort mpertan co That modern youth SP oO ee ame Une watt, make an en; cnet, be will o coum, indepen een epnaieations Tporupun tor eavenseies Se meet, re a ow pring t the: ot the bebt The aimee evdeeced bY roman purchased ber ticket. then. Nene ee ant Seat and be permanent Production manager ment fered by thew jobs © o Sachier passed it through the cage, turns, pose you : amp ag Oe et © he Et eet oes metas ' te tact that every big thester bee sai Poi, 10 fussble with ber Sandbag yo a | Js ane Me duty tw praduce mundrae of apolications tor apps ae eee af wind tifted the tieket from the ’ i. pe SN Owings, al mage mantra nda: ine condition can te AO SUL Shiclad K to the serert yw with it. Or | care at, ae Premation toast be ab hows Sreiations mame tae neat wee naticsoum a to wham selec, Od See ron retuned to go after ic, demand | girls tr fen guaeed to ects o, Senta Stich Seen wih mopiemenring r cvatronte, io tect. sori ecmende ing another Sar tne Uichet was regiatered | s rom the ange pregrom and wil gre the aoe etal wontecti nate, ee Sie ore ceetermation that inom aad Dy ART id, Toe he sve te SW aS guess Fabshowing a tral tangle may be suggested o the came sightn af the weak ee Lt lamewe ce os ss Sanka. That = becnune to meat pRae® am anes ease wan only | sears Soacoreses seowerenare. nin. for ues wah any sulety-Gest drive: ocerni calendar. ee Se te tetere os > Sotiemee Sener reprements management Neel tint Pat Tae ce seabat t the noes cevicen which net only story of the feature may be offered te local pee Wiangle drums of ate in ten. To be mucwmmntil, the Probably to we vocation apen te Vary YOURE oe core “and the cont was charged. alter x | regulate bencing and cocling bat eliminate newepapers ree of charge; 2 specal am t . SPs Sescwrs hares opers. The in © men be an o ee a vee « bagber qualixy of diplemacy amt anew bebe ~s the poussbility of drafts. paign aginst divorce i= codperehon wrth ; smnd purturen, which has semmeatene haan the sete and hire the sete por tee ssvatved seqouating, ee pee j [PER te engineering deperoment ‘efore: amociaors may be proponed st 2 / with 1 h a ee Chenu CRT & Large actor, Many Te unher works not enily in enmnparedive Ten set oe ae par en eereegn gran agrtiory method of arousing interest in s pecture t ight | Sem sir this nator sf sahance permet -e Aol onrevrcbar ales . dcnan wat in clnaan. Te commanione suereens ne coin SS rret provecting agsinat any fre hazard. which denls—asmany do—wich this modern a" The deminnst ohject of © which sight grace any smcheding * bate tore cclengum ox eapersers be wemelly T3Presnay <= wmek end The precautions takee against chu con prediem. National boddays local celebre1 of-a cool ineepictwetheter management nt iat “enters pers. Others rant Capends on signet. The siemstionnes of» throwe down & bi renege ener tingency are too numerous 10 list. In my tices, football ~ baseball victorven by the ini ‘maine the same—te hel nates '% Sementies lor their acts. Tha emai Ut « Strat the bask ben sirendy boon ot cashed nny without cheats. | | ceca municipal mapector ean! toa home imam and similar ever srw af }, Me reper ape, nereem Hemunde Paverte 2 enater than piainad Bot there are other signe simi gict's efforts te call there eer theater can stop any show inatantly J they blended into exploitative stunts deigned he-temal Mmmomne-gpaying 4s much we $10,800 le men eet Dom pad Tarty unobtrusive, similarly inforesntoe® thay. rovenenber and retire Seer" Sy can suspect 2 fre hazard. Virtually everything tw increase theater patronage Te achieve thie dankteretum the ence in» vendevillepcure boas ane Wt Mines, tor eoomsole, Ctieultin we WO Aone it is rey eho et {a the theateriefiregrocl. Ewer theacenery Ulimately, however, the reuponsibility nme huh up a -mpten ~—enge are paid five and ein tim me Man) ve Maperienced with & patron alresdty ie prove cemership. AD identi weed in presentations and the craperes for besvy attendance rents ce the Sam cae, ARS Sesniention. Hh leptimate peedere cannes” wae ety are separ “ian vammcn'ua corpard comin CoS, oval malins identi, wat 5 Seccctartemscesoceneed To coors i be eoden mare thea Ls ch in | Raneuparsted thaster oeon stm wy be ary . Such salaries ~ or tnger—genoting * oor tention of on beet ee = that « biow-terch flame could be divected theater, his community, his staff and bie ang a Sopartonewin, with tretens met various day's pertermanes they Appen tela Riser Dee tages lors twestripe— recognition: ae recent aguinstthem without coming them toignite program. Hestudie his audience. And. suecutiver et the heed af sack no tatiana, but Bre te at o ‘will bring the eibers; thee, the Tee ealeimenes = rag | No electric wire may be strung. om to « he ia cbeervant, he can find im it ax Wirilling | | partments he divide inte > the adted tntew coh epeean wil en En nhs band places ove insering department bane mS water pipe, lat a break im the pipe shortand aa interesting * spectacle at any on Sot mine % Oe Neptamaie enn, the tamowm stae, they aman nine ae the lett brenet—ayeabotiaing the badge of tact with the, public, WOe ine motion Srault the Mine. In most cities the trane stage of screen Jf s picture is a real DAY ; @ butnen, aod nea thester: tar more valushio—s nee sea tothe antherity—cummens the bowel, mente Seterte ne tng trocar former rocen canmet be beneath any room BO. A.—Bax Office Attrection—or 2 nd : | production, oad "Thee eet, put © new and Sppenciative ~ ~— Mr the torehend—demoting ® picture theater willehow i Sons end of in whied 90 mech a¢ 2 apigot 2 situated. Natural, be will note that the nadimnce Wmchasie Une en hme trent wit ee cone Persone whe cum Tye Sons 0 porter Sometimes 8 die Diack when ann are 000 peed of Advertining and publicity establish a lees silent and leaning forward im the snete , Savion, waintennes and engineerin ne twe te fear Qalee et paving trom Geet cough from an usher can convey © the yeer eee — noes personal but highly importast contact with during the dramatic parts and lnaghing | | Fartumente while tbe back te reaponarnis fo show tm which he appeun elt tat ate ~ errs cr mening to Nie immadiatngetenance may be were Sy ve mesos The public. Pe the modern theater every apontanecunty at the wisecracks and has arran ed | al etertainment femturen ¢ tor hits at Ohy-cont wilt ware to tthe ‘puperent theaters vary thesignela, repairs | «J attempt i@ made to emphasise the attrac. comedy bite. If the picture ina foreordained R Ge 0 of cum, poeta et We paral aa ie set thee lnc py er ey are roughly’ miler in all and are Trivial, allure of an inapector to pote nt Sonn of the thenter {teed an well 2eof the Dust the audience will be retinas and the } Associ d etartty and the proper degree of Whout fe taken part in a Growing power when Genigned. #ith the some purpase 18 Sars, repair a screw or thet ol outing? feavere film. Yet advertising, clever an it house will buss faintly with whiapered coxtate | hoot pseptay oma rama The nearer Meevlar production the ec the vecemary Uasinane of the Con rum wp a baw i me ‘ Stace canton comer up sd ineapertly vereations The sume rections te sings 4 Industri | Prine me hen ws <a pene al pried ete: pen reen S, Sntan Sed emamaver wien Bectively and in the ries | Retwwe the That Set on Sohedute — Ta. on cone ere, dene Se mad axiom, “means good advertising. A good ogra eres) vt erewadiling Xn a oued dremes crowd on Tuesday menses good show ance. At the conchusion of perform to offer time and for ot the ment intresting probleme Prom Priwate #0 Cat Ss remy nee wher sins ie | Tesedrtine mene uh te cere pom edeatg creer oye pe moet time MAAAGEOE | ha ve ‘Within recent yours girl users bave are abvigus. ‘and ingenious publicity and axploiteincunspicwous piace i the lobby ms the : this day. | suet after anatier in s tong tootere ate eee oaten in _ ne cade tained route te 8 Mein ee ene ones ve Bee ae cad capensis cay fer he tacugvar eccamn, iy, thee eeveedropping | | brenk or internation ee the star can never take for example, jnest every big modern theater Managers Ae npuring clochen fin tbe Monday crowd. The picture, the peasentaon bis patrons be learns enough to deter ¥ theat r-| | stem ne one. years seconde wf ahs ae ears. A bow —_— eae’ That masculine suthority ed iengrey OF | thom, the service, etal and. above all, tbe maine whether he will run thet typeof preere pe [eee me So tans Sect Seay mee memees he, RS caeeae oso! oe Se mee, ee ye hoe one tes Son Tee oe ; : “ : | at Say big thester Trellery ume in sont A metsom-picture progam ic plencer nine; particularly by women palscos. bee Mi goodwill. Kt reaponaiie an types af theaters apecialise = plomaren as, é to ‘‘play | | semmection with argas sles im hot ely to the mines bat eee net = neeaiete coe great wales ot ction: Net bane Oe averting comms ander five general for suumpia, the shecting-gulery boom, , Ae a ’ | Sento of future tentures emai be smsldy second. Ite five-minute Simest 1 the — picture patrons. ‘Thay have learned. too, fer ventilation Sar} oes sae heads: Publicity, newspaper ads, billpostwhieh runs caly Westerus, or the mowie pab ; Forgotten | studied. Ie % premmtntion house he At the wn O'lock morning show’ iment — Fat when there ie crush ageinet Use ropes cher thane conatatute wh intereet ce. exploitation and miscellanccus. In scemacew apartment-dcusedistrict, which ry . ‘epercibie fer the proper Te thet the went show will be ference ane fran the crowd waiting in back tor wesm, Tet eget ne tne esting snd the chain theaters it te generally directed from may plunge besvily on the many variations men’ h star, In nimomt All large thanters be It the encore % permitted met en wet igi are frequently net strong snoagl: © nn pret theater Ree naberel beak the central aifice of the aysiam. There are tortured cut of the triangle theme. J 6 homes) provered te throw on « leenily ie wt st mseeendiog shows, the tual age — Sed heen feat, Many theaters —parsicy: costing Ot fren the bodies of an nudtionce prepared and forwarded to local publicity These observations belp, bet they are by “ erent shed the regains sty ee, fA MAY sed thirty porto "i old ihe sraninr veighberhood bowese—” Sant ceadered Mace circulation of } Sie ue nyousn forthe ndverternents, the nomen cartain subi. Uiimnataly thers 7 | rool tot, Bound projection has tomate schediled chaning hour Th eae en we aa. vei aouploy eile, but the modern trend aet Oe S aenere confers in the | stories te be cllered mation-picture editors, i cme positive and tat | MEPS new and conapticotad Crowght management both pai can cont the besa wi oe baa of bigh moral and edtuestions peaeekre sir w actually laundered Ja lyr agp gee renga which determine wheter or sot s motos fi th | which double is reapenmibiitim sod ha Patrons coming in for the tar shone Sh a Siarecteristion capable of being wuinnd toe Digg hoc, ty pening 3 ehrough | exploltatice iden. > baportant fm may picture theater, whether in the millice oy or eC} | Sperenee ted bis. be tnoaves temas tase ear Snare — eens important saminiaretive pO tm many theaters OY Demraiad water | Sepenonted bya twen-sege Deskin con eterenteraineent-cubedra! caw = of wie fmminn! rector hae s mumiiarty tne Munieinns, hens aah ce ee Sian. As a remit, high-school wvedans cha oe weanee tad Gab | taining not nly. he information lowed the mere modest neighberhecd type, bs to | Sreene rome beter duee ae aoe be And other — wermamercum and cole by 0 wort cncough the theater | shows but suggestions oo. southode of co weccms. it ' the quantity o! quests, i) iH : be bender wf & symphonic arches of arty Game pay rpapitet pe ogg pe ll Teeane unknawe om the wacyice. » miditied ee Sicon depending en out operating Fith newspapers, toca. marchanc Realves saci dollars thet powrs mis the box orphans & sore fee comparing wot airayy ust soencae ay, Ys “® pp tnebe tnt Rete “hee containing « waiverwty, weuden't Pi der the main balcony sad washroom | wad te ‘a putting the office for adminsion allpe to feed the Gchet . hh * | | terecably in sbitity nad training with ten he wad ot jarane — <arahty mabe up the suppor ‘he wants, Betuaee of tbe | publicity ecrem. A ecmne (rom the fim chopper’s bungry maw. it | | newe angel wthentre: of the Kast, knagined. A Tires ler ine afternoen. and eS ‘sadience, the air when sdiaitied is 8 = es ad a ene. | | end comnplainad that the movi nrg ane. Pi lay penerely oneal Ne i ros me ee ‘aay tow temogratre thn the san i oldest fa-| | staaitty tempting Chats best man away trem ee 9s ret wg then Scecaaity tee typienl mnndern Pieter® ard eet for proper { i i | git terion with the peti mam tee ome’ — * ‘ tmncicol dioocter piian'« pregrem Trees i sate os res aan — Ore meme OF the largest in which “MY ANOTHER THEATRE | ABDOMINAL HILARITY! |¥* & Pathe, and the crowing | LIES : | rooster in the trademark ' The Paramount Theatre, NewPe poo teyyees lousy short sub-| the lady in her first ac a | oe anaes sig. head wee mes sikde he. Senaeadtinny:. salbouree & : ;serted a number of t Si wade, ‘opened ‘under SUKMIRIA @ gikenah’ Mintaan Mad u y “OQ00-00-00-0000-rr-00-00r!! | statements among ads corer aes RAL Geoninar at han suceet wartaie ik Which”, whiches Harry Rubin, on a seven-column spread for a vain attempt to lift a high one, | head of the Publix projection deot ee ene But the Truth” at the Publix Florida Thea House Manager is Mr. Myron devoloped a hearty laugh when | Partment, “is a good ’ way for an the projectionist, holding his sec-| operator to become known as a Ha Bg She cc alg be y popu ond one-reeler ready, let slip. It | humorous ex-projectionist.” contest