Publix Opinion (Jun 8, 1929)

n Mdivisions and districts in the ict control for numerous towns, ui ' Un nro eee en i 7 MLL vanity RUT ED tances eae escmeeyei Oc suadsnvensssiabt rasa wnsavnertantiigs i : i sSNA sg oentsdsFANSMEDUOMARVENELDULIREvySNDALSLERESRIY INGA OU ROLE ETA AUT SPQUAU HY Sot eR TT ETOCS PORTED " 2 For Mrs. Boyle’s Story on “Shorts”’ | (8 ye? rd = Make Sure Your # prisvit Sal The Official Vues of Publix BE aon : Publix ‘Theatres Corporation, Paramount Building, New York, We ek of June 8th, 1929 No. 53 BOX OFFICE PUSH OVERe 1 “POUR FEATHERS” e Silent and with cynchronized sound effects, made by Cooper and Schoedsack, for Paramount. You remember what they dia with “Chang.” You can expect a _ better show than “Chang.” We saw it in the home office, and it’s a box-office tonic that is positively different! Thunderously thrilling naturedrama of the kind that andiences get only once in a lifetime. 2 “BROADWAX.” The e night-club, crook melodrama from the virile pen of Phil Dunning that rocked Broadway for two years as a stage play—now done for the talking screen with everything added that Stagelimitations couldn’t reach. It’s a profit-pushover. “THUNDERBOLT @ Promise your audiences everything. Read again what Arch Reeve wrote to Publix Opinion in the last issue. It's UNFORGETTABLE! It will make you pull every button off your vest and swallow every loose tooth in your ‘head! Bancroft lifts dramatic mountains! “COOCOANUTS” With 4,, ine Four Marx Brothers, sending N. Y. Rialto patrons into paroxysms of laughter that last from the theatre exit until the nearest cop thinks they’re nuts. Then the cop rushes over to get turned down on his badge. Drollery! Foolishness! Hysteria! Mad Merriment! Nothing like it ever before attempted on film—and how the audiences LOVE IT! It’s for SMART audiences, and you can SAY SO in your ads dumb audiences will love it, too!!! as W 1s announced by David J. Chatkin, General Director of Theatre Managena fine hot-weather enthusiasm thruout the organization. a eonten-| ——_—__—_—— 7 T(CONSTRUCTION theatre management department, as well as | 3 tor coming in conjunction with a general tight-| Management-organization, has resulted in another avalanche of promo-| | ; | | ‘DEPARTMENT PROMOTIONS. C. C. Hamilton, ponstraction| department chief, has been pro| moted to take charge of Publix | and Paramount construction activities in England, France, | Germany and elsewhere abroad. | He sailed last week on the S.S. | | Majestic. His knowledge of | theatre building problems will | supply to foreign countries that standard of perfection now en-| joyed by Publix audiences, and | required for perfect audience) satisfaction. . The domestic construction de-| | partment is now headed by Eu-| |gene Zukor, Morris Greenberg, | and B. B. Buchannan, with its| | functions divided in such a man-| iner as to insure prompt and ex-| | pert completion of every phase of | the many delicate problems it} [handles daily. Mr. Greenberg | will handle the administrative | burden, while Mr. Buchannan, who had: charge of the construction of all of the Balaban & Katz-Publix Theatres, as well as the “Metropolitan,” Boston, “Minnesota,” Minneapolis; the “Riviera,” Qmaha; “Seattle,” Portland, and many other houses, will have his scope enlarged to cover similar duties for all Publix activities in the United States. Mr. Zukor will add general supervision of this department to his many other duties. DUNCE BIG PROMOTION-LIST; EW DIVISION AND DISTRICTS OFFER MORE 0 WHERE ARE THOSE LETTERS AND PHOTOS @ A special letter from Mr. Chatkin, supplementing the request made in your last PUBLIX OPINION, calling for photos and letters of commendation tor Publix Theatres and Paramount Pictures has thus far brought response from two out af one hundred cities. Melvin J. Murphy, of Rochester, and Arthur Swanke, of Anderson, S. C., complied for first and second hoaors in making return. The Deadline is only a week distant! These letters are NEEDED to serve the purpose of portraying our position and prestige before the industry, the press, and the public, thru the columns of “VARIETY,” which will publish a special Publix Paramount Edition, jammed with institutional and statistical matter, some time in July. This material can be then used by ‘you for further intensified local such as screen trailers, tobby posters, and institu tional lines in your newspaper ads. Thus, they will scrve a double purpose. IT IS IMPERATIVE THAT EVERY CITY WHERE THERE IS A PUBLIX THEATRE, or a PUBLIX AFFILIATION, arrange to get letters from leading local citizens, heads of organizations, officials, etc., and forward same to A. M. Botsford. Not a single town should be missing from this list. There is no excuse whatever, for not complying within the time limit set by Mr. Chatkin. PPORTUNITIES! ‘AD BUDGETS ‘700 HIGH, IS ~ WARNING! | Déclaring that, despite the ex| travagances of other theatre opera| tors, Publix will sharply tighten ;up its advertising budgets, Mr. | Katz has inaugurated a program | of advertising budget cutting that | promises to be drastic. | “With promiscuous billboard ladvertising now limited to special selections of locations for special | pecasions only,” declared Mr. Katz, “advertising budgets have already | been cut to a large degree. Newslpaper display advertising space, | which has grown into a wasteful jorgy of habit, will also return to | first-principles of merchandising. | Ads will hereafter be written and | prepared in such a manner as to | have attention-arresting value in leopy and layout, instead of in j merely mammoth size. -Numerous | theatres have used huge space jsimply because the opposition did it. “In many towns, where the most thoughtful use was made of newspaper display space, ads have been | highly effective in half the space previously used. Thoughtfulness |in preparing trailer-copy, poster| copy, and news stories, has likewise resulted in increased business. “Lazy minded people have no | right to do the public speaking | for our theatres,’’ Mr. Katz says. “If a ten inch ad will get the business, that’s what we should | Duy. Simply because opposition | might endeavor to force attention thru big space is no reason why we should follow their lead. “We've got the kind of shows the public wants. All we have to do is let the public know when and what we have. There is no need for wasteful advertising expenditures, or even & gambling-tolerance in our advertising budgets. We should know exactly what |}mediums to use, and how to juse them. It is not even necessary | for us to be in every newspaper | every day. Rotation of ads is suf| ficient, with the desired publications getting the ad copy scheduled in the manner that does us the |} most good.” } : | | EA-EXCHANGE!! SWAP GOOD ONES HERE! of this publication is to serve as @ medium for the exchange of workable showmanship ideas! Money-getting, promotion ideas! Give and Take help here! For every helpful contribution you make, you have the opportunity to select from the best tds of other crack-showmen in Publix. It’s your chance to get a 1200-to-1 shot on a favorite! The odds are all yours! We'd like e from everybody in Publix, does it! And what a Gold Mine PUBLIX ps in every issue! A couple of tips from YOU and a coupl e to everybody! TAKE TIME TO TELL YOUR OFFICIAL PUBLICATION what you did! Don’t depend on someone else to tell binelude it in your weekly report, REPEAT it to PUBLIX OPINION, with full approval of Mr. Katz and all other chiefs. Any do is worth while repeating in this idea-exchange--which spreads your fame and increases your value to the firm. ww "W snvuevnevecequeeguuseuntqtuveeeasgeenearUneageeaes ketone NN r PONNSUEDOUOUANNASNSSUGSEUUACHSAAUSUOEINGTS )