Publix Opinion (Nov 22, 1929)

a POU UU Let’s finish Publix’ greatest year by making December its greatest month! EXTRA! TAANTINNNSDDOOUBEDEBOEOOOOUUREAEEOUQUNNEOOORNNDY: Pn MAM PUNALACELISUOUSDOVEEDS TOU QSUAEFEORAUUDOTEEEDEDSTEO ETAT ET EEE Sixteen Big OSULDUUADEODDOOOERDINOGED tent ee oy December Prizes! Soe er ere el UN a Uses aa le ee Na A Ail ete a al carat eed ah AUDADEAUO‘ONOLDBDOAEREADELEONADODNEDEADEDDERDEREDRDEGDTODLEDLDENOPEDEVAD0napDa: DpRaTDEVEDGOUTEDREAPDEDDEDDDODEODADODDOUDDPDDDN?UDODURDEDDDCTOOD ODED AON EOONNONAN0ONON200000 0200100000000 01R0 1510111 THY Ee SUL NUE EUUUGENEUDEGOWENOUNOQENSNOEOESOUSNAONOUSUEBLZE Let’s finish Publix’ greatest year by making December its greatest month! EXTRA’ “AUELELLEELLCOUCLAAAHAGEOOGOBOO AEE EUEUELLTELL _ Vol. III Publix Theatres Corporation, Paramount Building, New York, Week of November 22nd, 1929 ALL PUBLIX AROUSED IN DRIVE FOR XMAS PROFITS Promptly accepting and meeting the challenge to their energy, ingenuity and resourcefulness contained in the December Profit Drive to combat the yearly pre-Christmas slump, Publix showmen all over the circuit have risen like one man, prepared for box office battle! From metropolitan deluxe palaces, from obscure, small town operations, from the North, South, East and West, reports come pouring in orieh bear eloquent testimony to the feverish activity going on throughout the entire circuit in an effort to present a solid front to turn in Publix’ GREATEST Month. With these reports, a flood of remedies, suggestions, and ideas _ have been submitted in response mio PUBLIX OPINION’S call ' for help in a former issue. Some of these stunts are already in work. Others, that were not adaptable to the operation of the sender, were submitted in the hope that they might be useful elsewhere along the “circuit. Most important of all, everyone is on the alert. Thinking, plan “ning, digging up old records, _ making tie-ups, planting stories, inundating their town with ballyhoo in every conceivable form. i It is evident that all Publix is deadly in earnest; Publix show_ men are firm: in their decision to make the coming month the banner profit-period of the year. (Continued on page 2) Sound News =i] = = “Paramount Sound News is a trademark for Paramount,’’ says A. M. Botsford, Director of Advertising and “Wherever pos TDUNUINULY ing please put in Paramount Sound News. You will notice that Fox thinks well enough of his sound news to insert it in all his theatre advertising and _ certainly Paramount, the best sound news service in the market, should proclaim its ‘presence in our Publix Theatres.” BOTTOM COLS. 1 and 2 ANNA 0 pjstso sun—racn 5 | peel DRIVE HUNCH ON PAGE 8-9 E 00100 AAS i AARAZ Af remaining in which to write. Do you want ’em? (6) reading-time. .C’mon! UWP YACAWVA AVA IAIN VAY VAANAWAVVAVAYAVANAWAVAVAVAVAVAN AGU AUAV AU NAN AN AVAWVAUAV AAV ANANAV 1040 AVAAWAVVAANAVANANAVAVVAVANA All Not Quiet On Western Front! With enthusiasm rapidly spreading all over the circuit as the big pre-Christmas push got under way, the West Coast Theatres have swung into stride and are concentrating all efforts to make the December Profit-Drive the biggest box-office stampede in _ history. Division Director Ralph E. Crabill has wired instructions to all towns under his jurisdiction which are now being put in effect. Special Christmas trailers are being prepared which will follow the Postmaster General news shot (if made) and sell the super-attractions booked to combat the pre-Christmas slump. In addition to this, the ad schedules are being carefully gone over with a view of using extra space for this period. Publicity Directors are dipping into the “old hokum bucket” and preparing a formidable array of stunts to be used daily in order to keep the drive alive. Here they are: (1) Elgin Wrist Watch (2) Watch (3) Cuff-links, stud and chain (4) Clarke lighter (5) Scheafer Pen-and-pencil set Bowman gold knife and chain (7) (8) Wrist Watch (9) Leather Briefcase (10) Gladstone Bag (11) Silver cigaret and cigar service, humidor, lighter, tray, individual ash trays, cigaret box (12) English kitbag (13) Remington Portable typewriter (14) Desk lamp and two fountainpens (15) Thermos motor lunch kit in leather case with service for six people, jugs and bottles—empty (16) Golf outfit, five clubs, dozen balls and bag. The judging committee is composed only of Your Editor, so there will be no dissenting voices .Hop ’em In’ Lively, Boys! "AvATATA'A’A’ATAVAYA’AYATAYA’ATA'A’A’A’ATAYA’A'AAYA’A’A'A’A’A’A'AA’AYA'A'A’A’A’ATA’A’A’A'A’A'A'AA’AYA'AAYAYA’A’AYA'A’A'A'A'A’A'A™A'A’A"A'AA'A'A'AAYA'A’A'AAA'A'A'A'A'AA'AYA'A' AAA’ ‘THE TRESPASSER’ BREAKS RECORDS “The Trespasser,”’ starring Gloria Swanson, broke records during its second week at the Rialto Theatre and was expected to also set a new mark for the third week of its run. It will be followed at the completion of its engagement by “The Virginian,” another retord-breaker. LAR RAARAAARARAARAARRAAAARAAAR AAA AA AAR AAA AAR AAD AA ADD ADL LLDPE DE EEEAEEELAELALS YOUR XMAS GIFT! Your Editor has promoted sixteen valuable gifts, enumerated below, which will be mailed out to the senders of the sixteen most practical 1-page special-delivery-air-mail letters received up to Nov. 29, on the problem of making the DEHCEMBER DRIVE FOR 31-CONTINUOUS PROFIT DAYS, an actuality. Up to now, nearly 100 have been received, but we won’t be satisfied until we hear from every theatre. restriction is on non-thynk communications and the seven days The only "aTa’A’AA’AYA'A’AYA'A'AAYAYA'A’A’AYA'A'AA'AYAYA'A’ AA’ AYA'A'AYAYA'A’A'A’A'A'A’AYA, TYVVY LYVV PV VV VV VV (VV Wahl Desk Set 9 VVVVVVVVVYS if your letter is worth ANNIVERSARY IS PROFIT GETTER The anniversary stage show at the Brooklyn Paramount Theatre, with Clara Bow’s ‘“‘Saturday Night Kid,” set new Friday and Saturday marks there and came within $100 of topping the Sunday high record. No “‘Santa’”’ Trailer From Home Office The newsreel shot of the PostMaster-General, if it comes thru eliminates necessity of the Home Office sending you a santa trailer. All “Shop Early’ trailers will have to be made locally by you from ideas and copy hunches already printed in PUBLIX OPINION. : of the important material contained in this _ issue, properly classified, will be found on page 12. Ana a oo | NATION-WIDE POST OFFICE TIEuP SOUGHT IN DECEMBER PROFIT-DRIVE No. 11 11 PARAMOUNT NEWS SHOT OF POSTMASTER GENERAL MAY START BALLYHOO AVALANCHE Developing the idea of a Santa Claus trailer for the December Profit-Drive, suggested in a former issue of PUBLIX OPINION, David J. Chatkin, General Director of Theatre Management, has made arrangements with’ Paramount Sound News to try to get a special news shot of the United States Postmaster General deliver° ing his “Shop and Send Early” ‘LOVE PARADE’ GIVEN GALA OPENING A crowded theatre of notables and celebrities welcomed Paramount’s new talking and singing sensation, ‘““‘The Love Parade,’’ to the Criterion last Tuesday evening. Maurice Chevalier, the star of the picture, was prevented from attending the premiere by an injury to his hand; which delayed completion of the film in which he is working on the Pacific coast. A talking short, showing Chevalier with his arm in a sling and in which he explains, humorously; the accident which kept him from coming opening, was exhibited before the feature picture. It was accorded such a reception that it will remain a part of the regular program’ until the star comes east later. The program opens with a sereen overture, especially written for ‘“‘The Love Parade,’ and played by an orchestra under the baton of Dave Rubinoff. The magnascope is used, giving the effect of a huge orchestra on the stage. Prior to the opening, Jeanette MacDonald, leading feminine player, was guest of honor at a banquet tendered her by General Leslie Kincaid at the Lexington Hotel. The guest list included the French consul general, consul and commercial attache, General William Wygal and other military ‘|and civic notables. Later the banquet party occupied boxes at the Criterion, which were decorated with American and French flags. Hight doormen, each a six footer, were on duty in front of the theater, garbed in the uniform of ‘“Tasmania,’ the mythical kingdom in the picture. east for the] message to a Santa Claus. This news shot, flashed in every Publix theatre, would be the basis of one of the most. sensational nation-wide advertising and exploitation drives in film history, which will boost the Dec. 1 to 31 anti-slump push into the box-office peak of the year. . The news shot would be limited to a general plea to the public made by the Postmaster General to Santa Claus who would, in turn, address the audience and ask them to follow the postal official’s instructions. Dove-tailed into this news shot will be the local trailer of the individual theatres. These will state that, in order to cooperate with the postmaster-general and to make this Yuletide a truly joyous holiday for everyone, this theatre has booked four stupendous attractions, sure to draw shopping crowds downtown four consecutive weeks before Christmas. The regular trailers on the four pictures booked will follow. The value of this combination news shot and trailer as an adver(Continued on page 2) LET’S GO, BOYS! The following wire was sent out by Division Director Arthur L. Mayer to all the division and district managers under his jurisdiction: I count on you boys to come through with a bang on the December Drive. Have you thoroughly di gested last two weeks PUBLIX OPINION, which is a mine of suggestions? Also have you or the man agers any additional good ideas? If so, send them in immediately. Everyone of us is going to be judged in great measure on the December showing. Advise me without delay what you are planning and how I can help you. Regards. PY Oeeeeyuus eee eEeUCEUCICEUSICESEEINEC ECC. SC COS ALE RARE RES R ERE = 4 4 6 8 4 5 5 5 6 8 4 5 4 5 5 8 5 5 6 5 5 5 5 5 8 6 5 5 4 5 6 4 5 8 5 4 ALSO SEE—PAGE 5 BOTTOM COLS. 1 and 2