Publix Opinion (Jun 22, 1929)

™ i» | | age | Years Ago???? ws WERE g001! we A Yo! a ¢ — $ Aca unas Oe.Ue see HOT COPY FOR entertainment! Or none at all! hot, stuffy, old-fashioned theatres, | Beene: Part of sketch a the weather!! sweet, spring air! here are now PEAK-CROWD and neighbors are all about you— in perfect luxury and comfort! —-—$ Scene: Part of sketch it A acon AP this miracle! 3 0 refrigeration engineers. st and costliest standards of entertain RE, or ANYTIME! Scene: Part of sketch tool and Healthful!” COOL SHOWS GETS COIN NOW! to offer them that the opposition can’t equal is to tell the facts. Your refrigerating plants, or your cooling systems should he SOLD to the puble NOW or never. ' Change your copy every week. Tell ’era in posters, trailers, and newspaper-ads. On either side of this column, Clip out the poster-copy, mount it on a one-sheet board, and have your poster artists paint a picture of a bathing. beauty on a surfboard being propelled by a team of polar bears. Have it in bright colors, and have her pointing and light on this poster in your lobby, newspaper reporters over and MAKE ’EM READ IT and promise a feature-story based on It. runs 52-hours, enough dirt (three-bushels and two pecks, the dry-cleaning com you ‘tell ‘em that—and show ‘em the dirt if they don’t be DON’T breathe in your theatre. does, and that sales effort. you can get a breath of clean,| pure air as fresh and heaithful as| lieve it, they’ll write a story | 2 about how much bad air you)2 They'll get a giggle out of their | = readers by planting potatoes in |= those three bushels of dirt. In-|2 cidentally, they'll tell the story | 2 of what plant | 2 permanently in the minds of | = their readers who are your per|= manent customers. And you'll |= have accomplished a powerful | 2 Dr. Herman Bundensen, Coroner | = ef Chicago, once said, when he|= was City Health Commissioner, |= “The Only Place In Chicage where = Sell that freezing plant. story| i The way to convince your = public that you have something |Z you'll find red-hot fact-copy, laid| =z out typographically for emphasis. |= yelling at the COPY. Put a spot-|= or on your sidewalk. Drag your 2 Did you know that every / time your air-conditioning plant | 2 to be exact) is removed from = partment | = to raise a peck of potatoes? ? ?7|2 Neither did we! Neither did |Z the newspaper reporters! When | 2 . as . Heat! aa MACHINERY removes moisture and it was made by the hand of God, is im a Balaban & Katz-Publix Theatre!” That line afterwards became. fa /Only 18 inches to expulsion! the air and cleanses it! It also tempers prescribed by medical authorar under every 82-seconds. The WN under your chair and expelled i you breathe HERE is EXCLUSIVELY i, ad Scene: Part of sketch —— _ —— it aperture under your chair!! Every get NEW, dry and fresh, clean air! ean ; Part of sketch gigantic resources of the Publix such a miracle for your lux do not confuse this machinery mn or fans. Huge investments and . uired to maintain it for you. : Part of sketch 1 luxurious comfort made possible 8 t, enables us to provide the mer shows we offer! iS Lene May aon ae 6: Part of sketch we constantly strive to degive us, when you repeat the : cot ees ALWAYS, from a WW e Disappointed! ! Your Editor told it to Dr. Bundensen, and showed him the plant. Afterwards, he agreed that it was correct, and signed his name to the testimonial. You can do the same) in your town. Your air conditioning | apparatus should be a great source | ticket-sales medium easy to promote, YOU CAN USE THIS IDEA RIGHT NOW In your last PUBLIX OPINION is a drawing of a freezing If you cut it out, and cut it apart into six separate pieces, each one of which pictures an important = | = = = | mous as an institutional thought. = of what the freezing plant does, it makes great art-work to use in embelShow show and arate function of the plant. When you've done that, you've INTELLIGENTLY ated your. plant to customers, and yoa give ething to talk of free publicity every year—and a/= WE REVERSE THE WEATHER “FOR YOUR COMFORT AND ENTERTAINMENT! Only a few years ago, theatres were accustomed to suspend during the hot summer ‘months! You had no place to go for re laxation and comfortable recreation! Those months are now the PEAK CROWD MONTHS for this theatre! See! All your friends and neighbors are here! Costly and. difficult efforts were required before we could win your presence here, regularly, in the summer. We had to turn the calendar backward to produce cool weather. We also had to supply the finest of shows. We did it! First, we used ALL the gigantic, world-wide resources of the great PUBLIX and PARAMOUNT organiza . > 7 . tions in order to get a continuous summer season of ESPECIALLY GREAT enter tainment. . You wouldn’t go to a hot, stuffy theatre in the summer, even if the shows were good. So we installed REFRIGERATION machinery, developed by the miracle-making genius o{ engineering science! We were then enabled to TURN BACK THE CALENDAR and CHANGE THE WEATHER! ! It cost a vast sum of money! But it did make this theatre luxuriously COOL and DRY even on the hottest days. There is only one way to really make a theatre cool. That is by REMOVING the MOISTURE in the air by freezing it out. Our machinery does it. First it washes and purifies the air. Then it expels the used air and introduces a complete new supply every eighty-two seconds. Medical authorities prescribe the healthful degree of temperature changes for each day. Thus, with THIS theatre providing the same COMFORT AND LUXURY the year around—we are enabled by your patronage to provide THE HIGHEST AND COSTLIEST standards of entertainment obtainable ANYTIME OR ANYWHERE! Because we have been able to successfully provide splendid entertainment in summer months, offered under ideally comfortable circumstances, YOU, and YOUR FRIENDS and YOUR NEIGHBORS have encouraged us to still further effort. We want you to know that your loyal confidence spurs us on to even more diligent efforts in earning and holding your confidence! We want you always to believe in the patron created slogan: “Expect The Best Of Everything,—ALW AYS, From A Publix Theatre! YOU WON’T BE DISAPPOINTED!” Sigs Sos ota Uh oe ge if rs STS if roe Kies Fee