Publix Opinion (Nov 29, 1929)

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PRACTICAL IDEAS ARE OFFERED | (Continued from Page One) cation to December business. In the ideas presented here _ with, starting page 1 of this issue you will find greatest effectiveness if put into work immediatea Read them carefully, and go over your back issues of PUB _ LIX OPINION for the last four weeks. Make notes of those things you feel you could do for your theatre. If you launch fifty things for each of the four _ weeks in December, and only ten ideas or stunts are completed, ~ you'll still have a great average. If you actually register fifty _ ideas on each of the four weeks in December, you'll have accomplished a super-showman’ s job of selling—and your 31-continuous days of December profit will be assured. The main idea is to “have plenty of selling effort in December, instead of the customary December losses that are “usally due to non-thinking and ' non-working showmen who are willing to “take it on the chin, q and laying down.” | Publix-Balaban & Katz | _ plashing the slogan “1929 “Ends In A Blaze Of Entertainment Glory’ on every bit of pos' ter, ad, and trailer copy, PublixBalaban & Katz, Chicago opera_ tion is off on a big start for its 31 continuous profit days in December. A supplementary slogan reads: ‘“December will be a month of unusual values in our theatres.”’ In the loop district, one depart‘ment store printed and distributed 400,000 tabloid 12-page newspapers, devoting a full page to all of the December attractions in Publix B&K loop theatres — ex' actly the thing PUBLIX OPINION suggested to you last week. While ‘we were suggesting it, B&K “merchandisers were doing it. The arguments printed in last week’s paper, plus a few passes devoted to a contest in the ‘‘tab‘ put the stunt across. ‘as usual. That’s where the post ‘office ticup originated—five years ago, when Oscar Doob hooked “Xmas shopping onto Harold ‘Lloyd’s “For Heaven’s Sake, Shop Early,” and got a poster on every mail box, mail wagon, and free herald-distribution via postmen. Great-States and Fitz Patrick-McElroy “Big Show Month” is the way the December campaign is being sold to the public in the Great States and FitzPatrick-MacElroy districts and the preparations made by Madeline Woods for ballyhoos throughout the month ' mean that the holidays will have » little chance to interfere with receipts. _ To impress the public with ‘‘Big Show Month,’’ cash prizes should be given for brief comment on the ictures being played. Hverybody s cash for Christmas, everyy will be impressed by the lity of the products. et the employees in your theajo consider ways of improving Less during this month. Let who make workable sug\ns help carry them out. In B&K also tied up the post office, PUBLIX OPINION, WEEK OF NOVEMBER 291g, 1929 HERE’S DECEMBER DRIVE AMMUNITION! terest and united effort will help build receipts. In all your ads mention free checking service. Co-operate with merchants on early shopping stunts. Make the store keepers hand out coupons good for admission to the theatre to all those who buy a certain amount of merchandise before the Christmas rush. For every coupon presented for admission the mer-|: chant must pay the REGULAR PRICE. Details as to whether these are to be matinee or midweek evening tickets can be worked out to suit local conditions. Under no circumstances should these tickets be given to the merchants at a discount. Where the drawing contest was not used as a Thankgivineg stunt, it ean be utilized as a Christmas money-getter. Have the sehool children make drawings of Santa Claus, arrange for window displays, have a local committee pick the ‘winners, and make the announcement and award the prizes in the theatre. Try a street car tie-up for the month of December. It has been put over successfully in Joliet for the Monday night slump, and the transportation company is more than satisfied. Signs carry the legend ‘‘Ride the street cars to} Publix Theatres. Avoid parking problems. Get a free ride home! Ask the conductor.’’ Expense for the free ride is borne by the car company. If arrangement cannot be made with car company try to arrange reduced taxi rates during this period. People attending matinees will receive tickets entitling’ them to this reduced fare. Women will be interested especially those who |must take their children with them while shopping. Show the merchants how reduced car or taxi rates will attract buyers from out-of-town. Get their support in putting this stunt across. Try to tie-up with a local dancing teacher for a Christmas show given by the pupils. This is being done in ‘Anderson, Indiana, by Harry Muller, manager of the Paramount Theatre. Show should not take more than thirty minutes, and should not run more than three nights. Try to get the stores to enclose your heralds, dodgers, programs, ete., in their packages. If they won’t, perhaps you can provide the stores with stickers or gummed tape which will carry an advertising message. . If storekeepers will permit it, imprint the large shopping bags which they give their customers this time of the year. If necessary, go fifty-fifty on the cost of the bags. Olympia, Broadway Chelsea, Mass. Co-operating with a ‘‘Shop Early —Trade in Chelsea’’ drive the two Publix Theatres have made arrangements for a picture—pass contest. The newspaper cameraman will ,snap a picture of part of the crowd _|in front of the various stores along Broadway. Part of the’ picture ae be ringed off. Those whose ads appear in the circle when the photo is published in the paper will receive passes to the Publix theatres from the merchants in front of whose windows the picture was taken. ‘These pictures will be taken every day for a number of weeks. Chas. A. Goldryer and Herman R. Claman are managers of the Olympia and Broadway Theatres, respectively. Paramount Theatre Springfield, Mass. An active “‘Shop Early Campaign’”’ has been Worked out for Springfield, Mass., by Herbert Chatkin and Myron Shellman and is rapidly being put across. The Chamber of Commerce, the newspapers, and the _ post-office have been lined up with the theatre. So enthusiastic was the post HE DID IT FIRST! Following the instruction of PUBLIX OPINION, Harry McWilliams, Director of Publicity and Advertising of the Toledo Paramount, got 5,000 of these Shop and Mail Early cards (actual size, 22x14 inches) placed by postal employees—2,500 of each. Merle Clark i is the organist and Paul Spor the M. C. at the Toledo Paramount. In ad dition to these, 200 process cards are being placed in post office master over the ‘‘Mail Early’’ idea that he appointed Mr. Chatkin director of publicity for the Springfield post offices. It is planned to have large posters used on all delivery vehicles in the city including post office wagons. Large heads of stars like Nancy Carroll, Clara Bow and others will appear with copy. Naney Carroll ‘says, “Shop Harly and Avoid the Rush.’’ The use of the stars will of course sell entertainment. Sterling Theatre Greeley, Colo. An unusual idea for a herald comes from Manager C. T. Perrin. A special herald will be used with a hole out in the center of it. Through this will appear copy reading, “XMAS BARGAINS.” Women opening these heralds will find inside copy on the bookings for the entire month. The outside of the herald will be blank except for the words showing through the hole. ( Rialto Theatre Denver, Colo. This suggestion for a selling Santa comes from Manager M. D. Cohn. A proper looking Santa Claus will distribute candy, pop corn, etc., to children in the streets and stores. Rialto plugs will appear on his hat and on the sack that he will carry. Stores that he will visit will be asked to mention the fact in' their advertising. The same Santa will put in time at the theatre promoting happiness and helping with front house publicity. Publix Theatres Rock Island, Il. Mr. Emerson has promoted an automobile to be given away Christmas Eve. Tickets are being distributed three weeks in advance. Mr. Cummings has made the following suggestions. “Discarded Toy Week.’’ Have local organizations hold contest. to see which can get most discarded toys through help of the Publix Theatres. Newspaper publicity of course. Old folks home inmates repair ’em to give to Orphans Home Kids. Giving away bank accounts on Christmas Eve. Everyone coming to the theatre that night will be given $1.00 with which to start an account. Money cannot be touched for one year. Draw from stage, for awarding to some in the audience paid up accounts of $10.00, $25.00, $50.00, and a| branches. C’mon, boys! Let’s see you duplicate it! NoMail Deliver XtiasDav * grand prize of $100.00. Vary amounts to suit conditions. This will all be done by the bank at no cost to the theatre. Bank will also take care of newspaper adadvertising. All ads carry com plete ‘‘selling ad’”’ for your current attraction. Try Midnight Shows. Records show that they proved successful last year. Rivoli Theatre Muncie, Indiana Harry Arlington advances several pointers for the use of radio. Suggestion is that talks building up coming programs at-the theatre, and radio programs consisting of local talent be presented during regular radio period this time of the year. See back numbers of PUBLIX OPINION for ideas regarding radio exploitation. Paradise Theatre Chicago Harry Lustgarten advances an idea for the use of special stage money carrying advertising messages. Tying up with a newspaper and the local chamber of commerce, have special “Shop Harly Money” printed. Front of it will carry that message, plus the district in which the shopping is to be done. The back will carry the December attractions 6f the theatre. Cost of printing will be borne by the local: merchants who will distribute the, ~ | money. Alabama Theatre Birmingham, Ala. Robert C. Frost sends along an idea for building supper shows which he credits to his secretary. During the weeks of Dec. 9 and 16, department stores will issue cards to their employees entitling them to matinee prices up to 6:30. p. m. Since stores close at 6:00: p. m. these employees never have: a chance at bargain prices. This. will give them an opportunity tofill the theatre before the eight. o’clock show and of course will help fill the theatre during two ee the bad weeks. Kentucky Theatre Lexington, Ky. From the Kentucky Theatre comes the suggestion that the Christmas shows be sold during December 1 and 10 from the screen and in Sunday ads. Reason is that during the Christmas | season the pages will be too crowded for theatrical advertising to get a break and so this advance building up is suggested. Some street exploitation should be tried during this period because streets are almost always crowded with people full of the holiday spirit. — Colfax Theatre South Bend, Ind. M. A. Baker presents a plan for the distribution of food for the needy in name of current screen star during Christmas. For about a week prior to the holidays, admit children bringing potatoes to the theatre. Tie-in with some local organization like the Elks which will attend to the distribution on Christmas. Newspapers will go strong for this stuff. Empire Theatre — San Antonio, Tex. A chance to cash in on the national radio broadcast is explained by G. M. Purcell of the Empire Theatre, San! Antonio. Hook up with the ParamountPublix Hour through local station announcer. At conclusion of program have him make announcements regarding early shopping, current attractions, bargain matinees, and the checking of packages. e In, addition, arrange for a big Shop Early parade through local Retail Merchants Association. Have ‘parade headed by post office trucks. All. banners should tie in the name of the theatres, current attractions and coming attractions. POISON WARNING !! ALY? @@ee & Look out for inohaaiie polte poison gas!! a If you ever use the idea given in last week’s PUBLIX ‘§ OPINION on page 10, which shows the automobiledriven TALKING 24-SHEETS THAT MOVE, remember that it is a shut-in structure which imprisons the. POISON MONOXIDE GAS from the eee geek EXHAUST. Therefore, be sure that the TOP is Sonipietelt: open, and ALSO that your 24-sheets are mounted on cheese cloth, with PLENTY OF BIG AIR-VENTS on all four sides. Monoxide poison-gas from an auto-exhaust works fast, and is deadly! Don’t take ANY chances! Don’t be afraid to lessen the artistic appearance of the display by over-emphasis of air-vents! If you don’t make this pre caution your FIRST consideration, DON’T DO IT AT ALL. This is an order from Mr. Chatkin, and concurred in by both our medical and insurance departments. You can’t even do it on your own responsibility. Don’t bolt a pipe-extension onto the auto-exhaust and trust it to carry off the poison-fumes. the driver. It might jolt off, and poison — Also, this perambulator needs two people. One to drive it, and the other to be the “‘observer.”