Publix Opinion (Dec 6, 1929)

4 —_— LECTURES GIVEN ON VALUE OF POSTERS Continuing their work in advertising, the men taking the course at the manager’s school spent a busy week preparing specimen ads, and listening to lectures om the use of illustration in layouts, the effective use of press sheets, the preparation of posters and lobby displays, newspaper contact, trailers, and money making contests. An interesting talk on paints and colors was also given. In considering the use of illustrations in newspaper advertisements, Jack Barry,’ who delivered the lecture, brought out the fact that it is almost traditional to include some photograph with the copy and playdate. This, he felt, was not always necessary. An illustration attracts attention and often will help the copy deliver a message. But care must be exercised in the selection of stills. It must not prove attractive just to the advertiser but to the general reading public. Appeal to Women It must be chosen not because it will appeal to men, but because it will appeal to women—and better yet if it will appeal to both. Neither should too much space be devoted to it if copy will do a better selling job. Henri Schwartzburg, assistant director of the school, next took up posters and poster displays. He stressed the fact that a poster must attract attention, must tell | something about the show, and must sell the show. ‘The poster, he pointed out, is often the last contact between the patron and the box office. If, after being brought to the theatre, he is not sold by the lobby displays, he may never be sold as far as that show is concerned. The speaker considered the matter of poster development from the historical technical and selling angles. He also stressed the point that diplomacy and tact may be necessary in dealing with poster artists, Newspaper Aid The importance of newspaper ‘eo-operation was then discussed by Elmer Levine, the director of the school. The newspapers help the theatre sell its shows. It is therefore essential that the goodwill of the local publications be kept constant. As a rule, Levine declared, the newspapers are only too willing to cooperate with the theatres and lend them every bit of legitimate support. It will be necessary, however, to go to them for help | pecause they can rarely see the problems confronting the theatre manager. The question of rates, number and quality of circulation, and morning and evening editions were also considered. ; On Wednesday afternoon, W. W. Johnsen, of the Devoe and Reynolds paint company, discussed the manufacture of paints, the use of colors, indoor and outdoor mixtures, and ‘kindred material. His talk was succeeded by one on selling activities within the theatre, on Friday (no classes were held on Thursday, Thanksgiving Day). Friday afternoon and Saturday were devoted to criticising ads prepared by the students. When You Sign Name, Make It Decipherable There’s nothing like a good name, but many a man hides it ‘behind an illegible scrawl. The other day, PUBLIX OPINION received a letter from a manager in the South advancing a tip on December exploitation. The stunt was worth passing on and it was, but credit was not given the manager because his signature could not be deciphered—and there was no time to look it up. : Sign your name legibly. Better yet, have =~ v=owritten somewhere on v. tC: PUBLIX OPINION, WEEK OF DECEMBER 6rz, 1929 SALES ANGLES What may be sold in a picture— 1. The title. 2. The star or stars. 3. The type of production. 4. The author, director. The story—especially if taken from _ popular book or play. The timeliness of a theme — for example, a football story. Songs and music. Voices—new ones like Harold Lloyd, or other well liked ones. Va"a"a"ava"avavavA’a’a’a’A’A’A’A’A’A’AvA'A'A'ATA’A’A’A’A'A’A’A’A’A’A’A‘A’A’A’AYA’A’AYA’A OPERATOR JOINS DECEMBER DRIVE The big December Drive caused not only home office executives and theatre managers to rush to their typewriters to pound out money-making ideas but even influenced a non-syne operator in El Paso, Texas, to come across with a number of suggestions. He is H. J. McDonald of the Palace Theatre. In his letter he states, ‘““PUBLIX OPINION said ‘Come on everybody,’ so that is why I am offering my suggestions. I also have Publix interest at heart.”’ MeDonald advised taking advantage of the Christmas spirit for atmospheric decorations, Santa Claus parades, beauty contests, and shopper comfort selling copy. He also stressed the fine programs being offered at all theatres during the month. DUTIES INCREASE Perry Hoeffler, succeeding William H. Sohm resigned, has taken over the management of the Orpheum Theatre, Quincy, Ill., in addition to his duties as City Manager. Planning Good Selling Copy for Ads The preparation of a good advertisement requires careful thought and planning. It requires keen analysis and an abundance of facts. Here are a number of questions that every ad-writer must ask himself before submitting his product to a publication. What am I selling? What point or points must I | emphasize? To whom am I addressing my message? Where do these people live and how? Of what ages are they and of what sex? What are their reading and buying habits? What shall I put in my headline and first sentence? What type of illustration will help me put across my message? How large should it be? What media shall I use for the story I have to tell? How much space can I use to best advantage? If I use more space than I need I am wasting money) If I use less space than I need to reach the greatest number of readers and bring me sales commensurate with my outlay I am losing business. How shall I word my message and to what in human nature shall I appeal? Is my audience so varied that I must use different appeals to some? What action can I hope for on the part of my readers? What can I do to make it easy for that action to be taken? Is there any way in which I can; check my advertising to see that I am getting the most for my money? How can I follow up or supplement my newspaper advertising? How can I test the appeals in | WHAT’S BECOME OF THIS SIGN? Legitimate shows used it often. Why not for big movie attracions, too? AUT EEE TLE L hb 1. Important Notice For Next Week NO FREE-LIST DURING NIGHT PERFORMANCES of CHEVALIER in “THE LOVE“PARADE® Contractual Obligations to Authors of Same, Prevents. PASSES FOR THIS ATTRACTION WILL BE ACCEPTED. ONLY DURING WEEK DAY MATINEES AO a ZI = a ed — Cd wa = a Cd Cd — = — ad SE oe = ma =a a aa =a ora = = = El = — = — = am = = =e = = = a Es cal an = — = = = _— — =a ed Ll ad me coal = —= i — ad J — — = =a = = = = == ae = = 4 — = = = Cal = = = = aes — — Seal ae = — = om = Bae — = — Pod = =a — = MITTEE EEE EEL EELE EOL LULE CUPL LELE ELE LEE EEEEETE EET EEL TELE LELELLECEELULELELEL ELLE a4 my ads befcre spending too much money on them? EVERY AD MUST FIT THE PRODUCT, THE READING PUBLIC, AND THE PUBLICATION IN WHICH IT IS PUBLISHED. PUBLICITY GALE ON DECEMBER DRIVE! Harold Kayes, District Publicity Representative, in co-operation with Charles A. Goldryer and Herman Clamon, managers of the Publix “Olympia” and “Broadway” theatres, Chelsea, Mass., tied in the December Drive with the “TRADE AT HOME” movement of the local Chamber of Commerce which resulted in the slogan, “PUBLIX SHOP EARLY-TRADE AT HOME?” drive. The Mayor endorsed and officially opened the Drive. Merchants are carrying the slogan in their windows, newspaper ads and on delivery trucks. photographs, with certain women shoppers circled in red are displayed in theatre A roving cameraman takes pictu res of shopping crowds and the lobbies. All women in cluded in the circle are given passes. The Street Railway Company is giving a “two for one” ticket for rides within the city limits, giving passengers a free ride home from the theatre. Below is some of the free publicity gained by the theatre, practically all being front page “breaks.” —_ ee 2 ie MAYOR QUIGLEY ENDORSING SHOP EARLY, TRADE AT HOME CAMPAIGN i w@Bsirector of publicity in New England for Publix Theatres; Simon ‘Spated, left to right: Denis F. Mahoney, superintendent of Commerce retail merchants’ division; Hyman Kaplan, secretary, Chamber of Commer: lympia Theatre; R. J. O'Connell, W. T. Grant Co. store; Hi. C. Arn f Station WLOE; » Bel Hillam S. Henry; president, Obam! Will Help Stores Get Customers Fo: Early Shopping The movies will do their share this year to relieve the tires, aching feet af distracted shopgirls, mail carriers ‘nd expressmen, who annually bear the burden of Christmas shopping formatice rush, it is bring abou! conditions. campaign tie.” w: ment to shoppers. tine of the 14 most extraordinary and) exceptional pictures now scheduled}; for production ‘#ill be released between now ond Christmas and shown {n the 1.200 Publix theatres during, the pre-holiday season, to spread the shoppingyrush over four weeks instead. of the customary, hectic two weeks. ‘Talleles of suct: compelling interest will lure the public into the shopping districts for two jour performances, thus making it -asy for the shopping ta be done with ‘more lelsure. | with these super-attractions Turing H movie fans to the shopping district. Hin the various cities and towns, and fg screen announcement at each per Up?” wit 1328+ wo Fy in Cl ‘yous. 2 oy ordi SEARLAN Fas 5 SHOP “'yery & pect eler| shopping to avoid the last minute the sheatre campaign, augmented by the usual local ‘newspaper drive. ~ghop early and by degrecs."« will be the sense of the theatre screen Sli “shop early* campaign include: * lraen,” with George Arliss; “Welcome Qakie; “Saturday Night Clara’ Bow; ‘The Virginit Richard Arlen; “The (| George ‘Bancroft; These tio 3 fislae tek es any anzed through Cherian 2, Im the ol le ewe a re Store |} nite Store, [3h Herbert D. Hancock, Ev man’s Store; Herman Claman, manager Broadway Theatre, artd uiging “carly. Christmas hoped that the weight of will t a long sought change in lot M&nner, a “Don't postpone everything make your Ath Harold Lloyd; “Sweet| e Mighty.” with why Bring That, tomo; TTOW's Recor store 5 rd. Wat; ted In Hersome for ch for the frst plete \ hy tres wae bia 8:30 41 28 om and dase 1p 8:49, Te nh Mot ture ts 8, lhe Rene alr “away oroagaa i eres aca ay fer | teas, Gone State) TL Sttre Narayan ted, er ot 9, be the ‘eration systems in theatres. Crone onion, ween or prceumia en yo STUDENTS PREPARE SPECIMEN AD LAYOUTS PRE-VIEW PRINT. ROUTES ARE” CHANGED — The Booking Department ha announced a change in route 0 five pre-view prints, complete cor rected routing of which was rut in a former issue of PUBL OPINION. These changes are 0” casioned by the fact that the plat” has just recently been put in oper ation and a certain amount of der iation from the original schedult” must be expected before tht” routes are definitely set. The prints involved in th change, and the corrected rout” are: e, PRINT No. 3=—Charlotte, Imperial Spartanburg, Montgomery; Greet ville, Carolina; Columbia, Im perial;. Raleigh, Palace; Durham Paris; Greensboro, Carolina; Wil) ston-Salem, Carolina; Return ii Charlotte Exchange. ia PRINT No. 4—Jacksonville, Florida Daytona, Florida; Tampa, Tampi : Miami, Olympia; W. Palm Bead Kettler; Savannah, Lucas; Augiiy” ta, Imperial! Macon, Rialto; Ri turn| to; Jacksonville Exchange. — PRINT No. 5—Atlanta, Paramoutl Birmingham, Alabama; Annist0l Ritz; Montgomery, Empire; Chat) tanooga, Tivoli; Knoxville, Tem nessee; Asheville, Imperial; Ri turn to Atlanta Exchange. : PRINT No. 9—Omaha, Paramoutly ~ Sioux, City, Capitol; Des Moines Paramount; Marshalltown, Casind Waterloo, Paramount; Cedar Ra pids, Paramount; Davenport, (i lumbia; Grand Island, Capitol Columbus, Columbus; Return {¢ Omaha Exchange. i & PRINT No. 10—Minneapolis, Minnt) sota; St. Paul, Paramount; Ming . N. D., State; Bismark, Paramoul Fargo, Fargo; St. Cloud, Shermaiy Duluth, Lyceum; Rochestel Chateau Dodge; Faribault, Pard mount; Mitchell, Metropolitan Sioux Falls, State; Return to Mil neapolis, Exchange. ] “SOUTH” HELM “NORTH” FIGH BAD WEATHER (Continued from Page One all convinced that the energy, f sourcefulness and showmanslij which has been able to so su cessfully combat the ravages i) hot weather will have no difficulj in doing the same thing Will cold weather. q “In a past issue of PUBL OPINION, some excellent suggé tions were carried on “Bi Weather’ campaigns which shoil be carefully studied and adapted wherever possible. Also, mall other splendid suggestions {0 exploitation may be found in tl back issues. Too much: though cannot be given to this subjetl It is a serious problem, withol doubt, but like any other probleil has a solution. No Publix sho man worthy of the name will tu in the alibi of bad weather fort persistent drop in his receipts dul ing the winter months. “In the South, however, thei conditions do not for the mo part, exist. Consequently, I show like to see added effort a thought given by Southern sho men during the next few monil to the selling of their:shows wi a view of increasing their box-t fice receipts for this period. Al added revenue coming from th South will tend to overcome 4 possible shrinkage which may cur in the North. No organi tion, is working so efficiently th with extra thought and effort, cannot be improved. Now is iW time for that improvement, ticularly in the South, where theatres’ facilities are not burdened by the engrosiy struggle against bad weather I position. } NEW SYRACUSE THEA | The Paramount Theatre, } cuse, opened with a premier}//s formance the evening of Defy :