Publix Opinion (Dec 6, 1929)

WORKS UP TO BIG CLIMAX (Continued from Page Three) a fected with an agency which is _ putting out a special holiday _ “Photoplay News” magazine. The _ ads of many merchants appear, but the theatres get publicity and i, program space at no cost whatso ever. David A. Lipton Publix-B & K With shopping about to absorb _ everybody’s attention, arrange ments have been made for pro_ Moting a master of ceremonies as _ ashopping tour leader! Al Kvale iy _ will be photographed in about. twenty of the leading shops. The _ merchants will run quarter’ page _ ads or more with half tones of the _M. C. and the headings will be _ “Shop Early—and let Al Kvale ' Show You Where the Best Values _ Are!’ _ ties have been arranged by Bala_ ban and Katz with the Chicago _ Evening American. The newspa_ per selects thousands of poor chil_ dren from settlement houses and institutions and they are admitted _ paper prints the story and _ pictures, giving the program which the children will see. This has _ been in effect several years and is _ how an annual event. With the co-operation of a ' chain of localpapers, a name hunt “contest has been started with passes as the prizes. Names and “addresses picked at random from the directory are printed among the advertisements for the day. Those who find themselves listed Teport to the paper and.receive the pass. The paper runs a large ad ‘and story each week listing the atiractions. Mr. Lustgarten at the Paradise Theatre 1s arranging to place a Santa Claus in his nursery with a pack of “gift stockings containing toys contributed by local merchants who re‘ceive mention on a card placed in the “nursery.. The theatre advertises— “Attend the matinee after your shop‘ping. Leave the children with Santa Claus in the nursery. A gift for every child.” / Paramount Theatre Marion, Indiana ay Basing his December Drive on the New Show World, Man_ ager J. C. King is planning a _ number of contests with news_ paper co-operation requiring _ the contestants to write brief _ reviews of current attractions. _ Window displays and merchants co-operative ads _ containing heads of thirteen new screen _ stars are part of the contest. | Minneapolis, Minn. 6. R. Prinsen In small towns the women folk are usually very busy two or three days before the holidays while the men wander about footloose. A special appeal to male audiences during that period might prove helpful. Of course, play action and outdoor pictures to get them in. 7 | Denver Theatre | Denver, Colo. A huge Christmas party with 2,000.00 worth of merchandise upplied by merchants) given to }audience as gifts worked exnely well for the Denver TheaJast year according to word \ J. J. Shelley, publicity diyw. It will be repeated this } & two weeks before ChristHprograms containing num! e distributed to all.patrons \\ PROFIT DRIVE! Special charity Christmas par _ to the theatre free of charge. The |. eo. MORE DECEMBER DRIVE BARRAGE! This is how Art Schmidt, Director of Advertising and Publicity of the Publix-Kunsky Theatres, Detroit, went about getting some space on his Shop Early campaign. The four column by 14 inches promotion tie-up ad shown, below is the first of a series to appear in the Detroit Free Press regularly from now until Christmas. _ \ PUBLIX OPINION, WEEK OF DECEMBER 6rx, 1929 The Most Successful Givers SHOP EARLY Christmas season? If you haven’t tried it .. read over the store advertising in today’s Free Press and plan your shopping tour at once! Then write the Shopping Editor of The Free Press your own discoveries of “Why I Shop Early.” Read the awards offered for the best letters, -.. And while you are downtown refresh yourself with a matinee at the theatres. You will find a seat promptly for a holiday program of fine pictures, especially planned for the early Christmas shoppers, Alen you one of those clever persons who has discovered for yourself the wonderful advantages of completing Christmas shopping early ... who already knows the convenience of personal service : from unhurried clerks , . . the joy of selec-. tion from stock that is fresh and lovely and arranged for thoughtful consideration ... of reaching downtown directly without irritating crowds to stop you...a comfortable seat on the street car or bus, or an actual parking space for your car . . . the joy and satisfaction in returning home with gifts that you are happy to present to your friends, much the lovelier for the thoughtful purchase made EARLY in the ‘ o, Xd ¢ Send in your letters—not over “THE MYSTERIOUS “MIGHTY,” starting Fri“OH YEAH,’ starting Specify the show you wish to hear in contest letter to The Free Press. THEATRE TICKETS for the Best Shopper Letters “WHY I SHOP EARLY” To Make Shopping Early still more interesting for you The Free Press is offering 25 pairs 6£ theatre tickets for the best letters each week on “Why I Shop Early.” 100 words—to the SHOPPING EDITOR, Detroit Free Press. Tickets will be good for one of the following Publix-Kunsky shows: “RIO RITA” STATE. “WELCOME DAN. GER” at the PARA:« MOUNT. at the ISLAND” at the ADAMS. “TAMING of the SHREW” at the UNITED ARTISTS. day at the MICHI.GAN. Friday at the MADI.SON, la ee attending the theatre. The program contains the announcement of the party, the prizes to be given, the names of the merchants contributing, when the awards will be made, and the program for the week of Christmas. Since this is in the nature of a lottery neither the newspapers nor the mails can be used to publicize it. But trailers and word of mouth spread the news. At the proper time the winning numbers are posted on a board in the lobby and a trailer tells about it. Those holding the programs containing the winning numbers report to the manager’s office to identify themselves and _ get their prizes. Last year the most important item was a $600 fur coat, this year it is planned to have a Chevrolet automobile. Capitol Theatre, Grand Island, Neb. Taking advantage of the Goodfellows group in the Elks, Manager Vogel Gettier has “been able to run. several pre-Christmas shows with apples and ‘potatoes as the price of admission. Of course publicity and good will resulted. The stunt will be re peated this year. However, in order to get parents and money into the theatre, a stage show made up of talent from local dance and drama schools is given dur |%%g several matinees. Publix-Great States Peoria, Ill. Theatre tickets may make good Christmas gifts! H. Stickelmaier, general manager of the theatres in Peoria, thinks so and proposes that a special atmospheric booth be constructed to facilitate the (Continued on page Six) QUICK REFORM DEMANDED IN ~~ PASS EVIL (Continued from Page One) for a single pair each. Everybody else pays, including Home Office employees of all film companiés who, if they can get away with it, Imay charge ticket costs on their expense accounts. Cut Bill-posters Passes for bill-posters are or dered out entirely. These have | always been “‘out,” in New York. In place of old fashioned outdoor billing printed window-streamers os make special tieups with chain stores, -ete., are delivered to the chain store sales-head, who displays them as a mutual-benefit, without ‘‘pay-off’’ passes for even himself, let alone all of the hundreds of his storekeepers. Passes for barbers, manicurists, garage attendants, _ girl-friends and Girl-friends-Aunt Minnie’s folks, are ‘‘out,’’ too. : Passes for reporters, editorial writers, composing-room_ chiefs, newspaper department-heads, are undisturbed. At the conclusion of the deliberations by the circuit officials, an iron-clad ‘‘pass-policy’’ will be issued. Before this is issued, house managers and advertising managers are expected to make up their own local ‘‘pass policy’’ and forward it to their district manager for approval on up the line for final okay by the executive committees This article in PUBLIX OPINION is. sufficient notification for the forwarding of letters containing local outline of the pass-situation. Tax Considered The pass-evil not only represents a giant-fortune in money, but it also “‘spoils’” potential theatre goers. In addition, it is the source of innumerable petty terrorizations, impositions and other annoyances. There is no such thing as a “‘pass courtesy,” but there definitely is an interchange of free admission in return for some other consideration of value to the theatre, and only under this condition may a pass be issued. A ten-cent ‘‘assessment-tax’’ is being considered for all passes issued, except those for first-magnitude, officials, and newspaperwriters. All others, it is planned, may be called upon to pay the dime, matinee or night. Trippasses, as well as other forms of passes, will be first presented at the box office, and a special checkup-admission ticket issued in each case, and the dime collected by the cashier at this time. This money will go into a separate fund, to be designated at a future date by Mr. Katz. Ray Teal, Master of Ceremonies at the Saenger, New Orleans, will be transferred to the Paramount, New Haven, when it opens on Dec. 2 Al Mitchell, formerly of the New Haven Olympia (now Paramount) opened at the Metropolitan, Boston, on Nov. 28. : Lou Calabreese, whose name for publicity purposes is b eing changed to Lou Breese, opened as Master of Ceremonies at the Saenger Theatre, New Orleans, Dec. 5. Gabriel Hines opened an engagement as Guest Conductor of the Metropolitan Theatre, Boston, pit orchestra on November 28. Alex Keese finished his engagement at the Metropolitan Theatre, Boston, and has been transferred to the Capitol Theatre, Allston, as pit leader. Harold Ramsay has been en-. gaged as organist at the Minnesota. Theatre, Minneapolis, replacing Eloise Rowen, beginning Dec. 7. ‘