Publix Opinion (Aug 3, 1929)

1929 HUNCI PARAMOUNT 1. Booking departments get all stage and screen attractions set for every theatre by Aug. 5.” 2. Theatres not set on bookings within week from date, to wire to. Mr. Chatkin, who will set them. 3. A different news story daily, containing the titles and starnames, and a paragraph about the plot, for all four Paramount pictures to be played during the month, (a) Daily news-story, locally written, highly localized via telegrams supposed to have been received from ‘stars, directors, et al. THIS STARTS TODAY. Weekly or twice-weekly change of advance-trailers, telling what is coming during Paramount month. Flood lobby and theatre front with posters, each having a red-silk ribbon tied to it, and all ribbons centering on a key-poster reading “PARAMOUNT MONTH”? Starts .Sept.. TI. FOUR GIGANTIC ENTERTAINMENT PROGRAMS YOULL NEVER FORGET! News-reel inserts, using the one made in New York, and also any local ones you wish to make, which include CLOSEUPS OF EXCERPTS AND SIGNATURES of some of the LETTERS COMMENDING PUBLIX THEATRES AND PARAMOUNT PICTURES. HUGE 3-sheet poster made up of photostat copies of commendatory letters, in lobby 3 weeks in advance of Sept. 1. Teaser ads reading: “CHIEF } OF POLICE JOE DOKES will be glad to know that we’ve gone him one better! He says he's pleased with | our theatre and entertain-/} ment—but WATCH WHAT WE’VE GOT FOR PARAMONT MONTH, Sept. 1. A teaser ad on half a dozen of your best local “‘names,”’ and make trailer copy, too. | Radio Salute—see back files | Publix Opinion. t Co-op page or supplement or | newspapers on idea. ' 4. Each year there is a Para| mount Month in the life of every-/ one. Which month of the twelve | is it, and what usually happens to’ one during that month, as judged | during the past four years? This is a newspaper and radio station contest and the. prizes are | CASH and tickets to PARAMOUNT MONTH attractions at your theatre. Letters of 100 words to decide. Can you do it? 5. Get your local Paramount exchange to wire to get you stills, mats and press books (or proofsheets of pressbooks if they’re not completed) on any picture you’ve got booked. Mr. McCarthy, Mr. Botsford and Mr. Holman GUARANTEE that you'll have enough advance information to merchandise the entertainment booked, IF YOU ASK THEM FOR IT. It necessary, special ‘mimeograph press sheet will be sent out in advance by Publix, and you can use star-stills and head-photos of the stars, taken from the files of pictures they've already played in. The Paramount PRODUCT BOOK about which PUBLIX OPINION told you of a month ago, has nhearly everything you need. If you haven't already got one, MAKE YOUR EXCHANGE WIRE,. OR LEND YOU TWO, TODAY. ft will be a lifesaver for poster artists, and. trailer-preparation, 6. In 18 months PUBLIN OPINION has printed enough stunts and promotional ideas for publicity, advertising, ex 4 MONTH ploitation and promotion, to be the basis of fifty campaigns. Likewise with the manuals. issued by Lem Stewart. Ditto of your tickler files and back file of press books. Spend a night going over the back files of these three sources of tips and reminders and make up a list of 200 ideas. That will give you about seven stunts a day to schedule for each of the 30-day campaign, Start your stunts in work AUGUST 5, so they'll develop and be completed in scheduled order. A lot of them will have to be completed 2 weeks in advance of September 1, 7. Can you arrange rehearsal 30 days in advance, of all the film you'll show during those 30-days, and HAVE EVERY PUBLIX AND PARAMOUNT EMPLOYEE PRESENT during the four special PRIVATE midnight or morning rehearsals. Everybody to have a pencil and paper pad to make notes. of things to do, or say or write or arrange, that will help STAMPEDE THE PUBLIC TOWARDS THE BOX OFFICE. 8. Two parades daily for 30 days. It’s a job for 2 months for a smart promoter. Parade at noon and 6 p. m. Promote free bands, or make up a bannered flash motortruck float, with an orthophonie victrola, AMPLIFIED, playing QUICK-STEP MILITARY BAND RECORDS, to lead each parade. The ‘parade’ toe be groups. from _ stores, . factories schools, automobile companies, milk wagons, fraternal societies, boy scouts, etc. They all want publicity. The parade gives it to them. If they'll do it noons, let them in FREE. Nights half price. It's only a couple of hundred ad-| missions, but they're earning it by | the ballyhoo they make in their parade. Let each group have its EXCLUSIVE parade. Schedule | them. You'll find each tries to} outdo the other. Have stock-ban-| ners for them to carry, and add one new one for each parade that) carries the name of the schoolclass, group, etc. Many of these groups will get their own band or | ballyhoo. Tell each group that the parade route and down tgwn district will be bannered and decorated with pennants and that the merehants association and every civic group endorses their spirit of liveliness and participa and city-enlivening periods. Take a local news-reel movie shot of each parading group. Arrange with the newspapers to print still photos of the parades. Then go to the merchants association and tell them what you’ve already accomplished to enliven’ the business district 60 times during September. They'll participate with window displays, ad-tieups, and doubtless see the selfish advantage of chipping-in enough money to pay for the street decorations as well as give Parade Prizes daily. They know that excitement is good for business and they'll welcome the opportunity to get 60 different periods of friendly excitement. | It takes a crack-promoter to pull this and he'll work 14 hours a day for 60 days to get it over. It’s by ay his salary if he does half of it. You'll find you'll have no difficulty in getting enough groups to parade. Every enterprise or organization will readily see that it’s great show-off publicity for themselves. 4 Remember the schools. When school starts, so does class rivalry. Let each high school parade twice on a different day, and start your parades with your schools and colleges. Get a police squad to lead each parade. DON'T SAY IT CAN'T. BE DONE, YOU'LL FIND THAT AT LEAST 50 PUBLIX ‘TOWNS WILL DO THIS AND IMPROVE AND AMPLIFY IT MANY FOLD, ie OPINION, WEEK OF AUGUST 3xp, 1929 These 3, 2, and 1-column ads, run every other day off amusement pages, ! Morris Rubens, Wm. Elson and Madeline Woods of Publix-Great States T. AVOID STREET | _ DANGER Be 2 meses, IF YOU CAN'T OR WON'T, GET SOMEONE WHO CAN OR WILL. You'll never have a better reason, or a more profitable epportunity, or a better pian that is entirely practical and workable—providing some energetic and enthusiastic salesmen put in 14 hours a day MAKING it work. ®. There has been a tremendous lot of national publicity and ad |tion on the 60 pulse-quickening| vertising of every one of the four shows you'll have. Puta 2x 4 ad in the paper, offering free theatre tickets for the best and most com| plete letters giving you the most information about each picture Caption it: “What Have You Heard About These Shows?” State in the ad that prize winners agree to permit letters to be published. | Use the stuff in your advance ads, saying: “MRS. MINNIE BLIGENFUSS, WIFE OF THE MAYOR IS GOING TO SEE ‘DR. FU MAN-| CHU’ BECAUSE SHE HEARD THAT ITS THE GREATEST THRILLER HOLLYWOOD EVER PRODUCED! 450 OTHER | PEOPLE OF THIS TOWN HAVE | WRITTEN TO US, DECLARING SIMILAR INTENTION. HERE ARE A FEW NAMES OF THOSE WHO WROTE: (list some of the names)?! 10. By all means get every body you can possibly coax or persuade, who has a writing job on any publication, or a talking job in eon tact with big groups, like preachers, Radio Announcers, etc., to see your pictures 30 days in advance Ask them to talk about the pie tures, Ask them to write stories, Give them angles to write or talk about. They'll do it they're FIRST to know what the rest of the town has not ye joyed. t én betause | AVOID INSECT PESTS RECREATION aT i e* aii. “we & ti, =< ‘ 3 Wale ae GREAT STATES THEATRES M/OID THE SUWAER HEAT ENJOY COOL WEALTH FUL RECREATION AT Ae k 4 a | es a ne LEONARD AND JENKINS NEW REALTY DEPT, SUB-CHIEFS Theodore C. Young, Director! of Publix Real Estate Depart-| ment announces two important additions to his department. . William K. Jenkins, whose! theatre experience dates back to the days of the Lynch Southern} Enterprises, in which he was a partner, Real Estate! Division Director for the entire south eastern part of the United} States. Mr. Jenkins was also a! partner in the Wilby Circuit, and later became District Manager| tor Publix with headquarters in| Atlanta, . ; f _ The other addition to the Real Estate Department. is made by! the appointment of M. G Leon-| ard, attorney and former partner | im the Great States Theatres] group, who recently sold his im-| terests. Mr. Leonard will be the Middle West District Director with headquarters in Chicago, His experience as a showman covers.a dozen years of the most varied kind of work for which: ihis ability as an attorney gave him particular aptitude, — becomes