Publix Opinion (Jul 20, 1929)

DON'T Kika ee NOUN ILLUSION, 19 eee OF PARAN | WARNING Corroborating the warning carried in PUBLIX OPINION, Week of April 27th, 1929, Page 8, entitled, “‘Mr. Fool Killer! This Way, Please!"’ Messrs. A. M. Botsford, Lem Stewart, Milton Feld and other Home Office executives are soumtiing @ warning to all in Publix not to dispel the illusions which are the main drawing powers of . the theatre by divulging the inner} workings and mechanics of the business to the public. The subject came up for dis Get your] cussion as a re wen ng] SUlt of a_ tie-up back copy of made by a Pub Publix Opin-| }ix theatre man ion and read eh hes ith : solumbia recor¢ kee: artele store whereby a referred to] talking picture carefully.| record was dis-| “t played in the! Read the store window} message be-| with copy to the} low by Lem effect that this} 2 arene is what brings Rew ares, the human voice equally care-| to you in “A/| fully. If you ria SiR elec h an,’’ in whic € do that, YOU! cntire cast talks. will never! Also, a reference put yourself} was made to the in a position| fact that talking} Pe i pictures are rewhere yOU! corded on Columwill be a fit] pia records be-| subject for] cause of their} the fool-] superior quality. : The previous killer. week, the same manager had a} display in his foyer of his booth equipment which aroused considerable interest and attention. “Beware of advertising ‘rec-| ords’,” cautions Lem Stewart. “That is, beware of any advertising procedure which will make the patrons of your theatre’ think mechanically of the entertainment | which you give them. It will be better to lose a cooperative adver-| tising opportunity, than to pursue | any gesture which will make your| prospects conscious that Baclan-| ova’s voice, as given to them over} Paramount and’ the screen, is “synthetic,” or mere| Publix Home Of. ly a mechanical reproduction. This | ‘ is just as true of any individual | who sings or talks from the | mount . Conven: screen, as it is of Baclanova. / P , tion at Atlanti “Our patrons go to the thea-| City where aun tre seeking romance and gt shot was fired, in venture. In certain respects the | the form of the lives. of most of the people are New Show commonplace. The theatre busi| World, which ness. survives, and always has | will soon be survived, because it fills a gap| heard around the in human existence; it furnishes | world. human interest experiences of thrills, romance and; adventure, | and the emotional reactions that | the majority of people dream| about and miss. True enough, | these thrills and adventures, | and romance which our patrons | experience thru theatrical enter| tainment are illusions. But our | tivity of seiling records of; ics of our operations. to the extent patrons do not want to be aware | Tike eo; ; ‘ ne “ a » i Vasietin ville nlarie iia ae 1, SPO of that fact. To the extent that | theme songs in the lobby. These! that we are destroying the illuNSORS FU we make our patrons aware of| ™#¥ be sold in the lobby prof-| “ra Leap. oe will attract FOR ACCIDENT the fact that the entertainment | itably; but they should not be| . ‘ i tte ti ji pag) sca eg VICTIMS we are giving them is in the| featured to the extent that there wm ‘ pee ie mdi iy Fag v4 even: a final analysis, nothing but an| is too pronounced a tie-in with | sth ng “ron i = Me _ ad oat illusion, their interest in the| the mechanics of our theatre! bh pos ore, On tine mre theatre wanes, and our box of-| operations. There is the pos-| 2 fice receipts will decrease, and| sibility of a theatre operation , fice Executives at the Annual Para you are attracting the sort of ” ” ll, Mass., was quick to Swelling t ne attention that repels, rather than %¢ize the portunity of favorably | ble and « a3 sells, when you” flai the ».| PUDIicizing ublix theatres an, . ~. iin eitunlanee weet oak playing a popular Victrola rec-| °°! en 3 flaunt he me ee et atres and | the Publix Mia 4 chanics ib association with this ' , ruDLIx pre ge when he| ment gath d ord over the non-synchronous industry of ours.” : irrange ; ; Bai Sia hinge eg: device, in accompaniment to a| yi i wees | Bene ship of M. J Kular per Maintenance, M short travel reel, or something | ona Dishes os nih: le : aes ; acter, It is not} OH MY GOSH! and. Stent he Publix Merrimac | erly Clty ame “It does not take much imagination for a manager of experience, to realize how quickly people will come to think of all-talking films me ‘ . pid Suecheusent at va ane see wl ree prac| atl demon office boy, Mickey ployees who died courageously in the position | t window displays which especially ce whic ma sete conspicuous | nn, reports that he knows an an ccident which stirred " the "te » = tie-up disk records with the huthe fact that you are merely | opposition neighborhood theatre town . : nade: abandon man: Nélee. The tomiaeeiinins playing a record in the theatre, where the sound equipment operaThe tuned” bite thes | Murphy will not ausount of money whist io sae which anyone can play on their| tion and acoustics are so rotten the “Publix Peete en was Other dey ed in present day theatrical wen own Victrola at home. that echoes jerk the toupés and Fund This He i ms Cwspaper ter are the 8 t il Seeeatod ta give seuss We are playing with dynamite | false teeth out of the heads of old newspaper, and the ein : the | Slote asm illusions: And any practices which | W2e® We associate directly, Colum-| customers, mayor of Lowell win soees the | succeeding: Sade te héatroy these ‘ustete bia records or any other brand, “The echoes are so long and chairman of the svn ronorary — appointme will eventually ruin the invest. with the voices of specific stars strong,’’ says Mickey, “that last sured Perkins of poamaten, as| Manager ina 2 like Naney Carroll and we are night they were playing “The Wild {1 t)e local pupae inti has space ihe 8 using advertising practices to a| Party” with the echo accompanition of his shows aa oa wes 3 Discretion must be used even| disadvantage when we pursue any) ment from “The Letter,” which ated the fecling. Aut Substanti-| of Advert when you consider a minor ac-| practice which flaunts the mechan-| played there the week before.” thentne A hg that a Publix! the Toh | , ants nee there the work ) 18 a local institution. transferred of that character. It is not : : stran hes 2. tne ‘oa necessary in a case of this kind | Sty an a theatre for the! the newest familie iwae triisendate at oy Nve municipal em-! elent depen