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PUBLIX OPINION WEEK OF’ DECEMBER 13TH, 1929
PUBLIX CAR HEADS PARADE
DETROIT NABS FREE WEEKLY RADIO PLUG
The Publix Theatres in Detroit are effecting tie-ups with local commercial radio broadcasts in addition to the regular theatre broadcasting activities.
Fred Roche of the Paramount Theatre, co-operating with the leading local radio station, sold the Benton Store the idea of taking an hour each week and providing a program which would be of particular interest to ‘movie fans. The hour is called the “Benton Movie Club.” The merchant furnishes the time, the orchestra, all talent for the hour, and carries newspaper advertising on the program.
The musical features each week are built around the songs of some current picture attraction. They are presented as a radio | tabloid musical comedy version of the show with description of the stars and the action of the story. In addition to the tabloid musical comedy there is also a medley of the other leading hit songs from current pictures. The announcements carry mention of theatres where the attractions are being
GOOD ARGUMENT HELPS TO SELL AD TIE-UPS
Theatre advertising and publicity men seeking ad tie-ups with merchants are given a potent selling argument in the statement of Kenneth Collins, publicity director of R. H. Macy & Co., who told members of the Advertising Club in New York that $215,000,000 a year are wasted’ by advertisers because their ads bore the public.
Publix showmen will do well to bring this to the attention of the merchants in their community. An authority such as Mr. Collins can not be doubted. Inasmuch as your merchandise is entertainment —a distinct anti-boredom commodity—it should not be difficult to impress merchants with the value of using stills of your screen or stage stars in their ads or tieing up generally with such a sure-fire, entertaining eye-catcher as the theatre.
MANAGER BOOSTS HIS ‘RIVAL’ SHOW
The parade which preceded the University of Tennessee homecoming celebration in Knoxville was headed by the Publix entertainment special. Note the attention which the handsome sound car is commanding from the
crowds along the line of the parade.
A ‘question and answer’’ de
partment and contests worked about current or coming pictures
are other features of the broadAnnouncement of contest
cast. winners is made in the merchants store first, nounced on the air so that the contestants are induced to come to the merchant’s store. are also distributed at the store.
The theatre furnishes still photographs of stars for prizes, and the merchant furnishes the major prizes, for example, Spanish shawls in a Rio Rita Contest. No theatre talent is furnished for the broadcast.
N. Y. Paramount Ushers Value Service Awards
In order to stimulate interest among his usher staff, Manager T. E. Leaper*of the New York Paramount has been presenting credit awards to those deserving in merit in the form of checks for $1. Soon, however, he noticed that few of these checks were being cashed, the ushers apparently choosing to keep the checks as credit diplomas of their work. Whereupon Manager Leaper prepared a_ special engraved document with a detachable coupon redeemable for various prizes on permanent display on the loge floor of the theatre.
Manager Roy H. Brown used
' this rube ballyhoo to exploit Will Rogers in “They Had To See Paris” playing at the Publix-State Theatre, Cedar Rapids,
a week before an
So ee eee:
To all managers:
As per my discussion with you in our Weekly Meetings, this will serve as a reminder that you should send’ in to the editor of PUBLIX OPINION any material or ideas that will assist in putting over the December drive to offset the pre-Christmas Slump.
I want to urge you to get into your respective theatres and check into the December campaign and let’s kill the old worn-out idea that our business has to drop off during the pre-holiday period.
As I told you at a recent meeting, there is no doubt in my mind but that this territory is doing as many novel exploitation stunts, putting over as many good campaigns, has as many merchandising ideas as any section of the country, and yet we have been rather selfish inasmuch as it is a rare occasion when we send any of these ideas to Mr. Serkowich for publication. As I have repeatedly told you, it is very fine for us to get up a good campaign that will either increase our boxoffice receipts or offset a slump, but we should not stop there and we are not fair to our company when we do. It is going to bring a lot of praise to each of you if yeu not only insist upon these ideas and campaigns being submitted to Mr. Serkowich, but you are charged with the responsibility of seeing that they are sent in.
Let’s see some of your campaigns published in PUBLIX OPINION. lLet’s flood Mr. Serkowich’s office with novel ideas and selling angles and suggestions to offset any slump that may come along. But, on the other hand, don’t send in to his office any worn out or old ideas that are not unusual exploitation stunts because Mr. Serkowich understands and appreciates that these are being done regularly.
Yours very truly, Barry Burke, Division Man.
BASSIN IN NEEDHAM
Peter J. Levine has succeeded Charles Bassin as manager of the Publix Capitol Theatre in New Bedford, Mass. Bassin replaces J. V. Shea, resigned, as manager of the Paramount, Needham, Mass.
From Madeline Woods comes the following list of pictures endorsed by the Parent-Teachers Association. There should be no difficulty getting entry to school bulletin boards or arranging contests or tie-ups with any of these. Make a copy of this list and use it when you play any of these pictures.
Fast Company Flight
Girl in the Show The Great Divide The Hottentot Illusion
Mr. Antonio Mother’s Boy
Sailor’s Holiday Stairs of Sand Side Street
They Had to See Paris The Thirteenth Chair Why Bring That Up Words and Music Welcome Danger The Flying Marine His. Lucky Day Eternal Love Speedway
The Four Feathers Mysterious Island She Goes To War
Owl Club Organized In Cedar Rapids, Ia.
A new twist to the conventional Midnite Show, or Midnite Matinee as it is sometimes called, is the formation of an Owl Club in Cedar Rapids, Ia. Harry Herman, manager of the Paramount Theatre, started this movement to promote attendance for his midnite shows scheduled for every Friday nite.
The popularity of the shows is spreading rapidly for each week finds many new members of the Owl Club at the theatre to attend the regular meeting held on Friday nites. Before the showing of the feature attraction scheduled for opening the next day, the members are permitted to dance in the spacious lobby of the Para
THESE 27 PICTURES
Completed and Available for Stage Bands In the New York Paramount Theatre Library. eg Soges Cea ee ee
The Man I Love
Get Your Man
In My Bouquet of Memories
In The Evening
Log Cabin of Dreams
Memories of France
Just Like a Melody Out of the Sky
Mother Goose Parade
My Heart Stood Still
Saint Louis Blues
Song of the Vagabonds
It Goes Like This
Memories of Victor Herbert
Get Out and Get Under the Moon
On the Road to Mandalay
Hail, Hail, the Gang’s All Here
Back in Your Own Back Yard
Oh, You Have No Idea
Moonlight and Roses
Uncle Tom’s Cabin
Old Man Sunshine
Roses of Yesterday
Rhapsody in Blue
Second Hungarian Rhapsody
I Must Have That Man
Rainbow ’Round My Shoulder
I Can't Give You Anything But Love
All by Yourself in the Moonlight
Sweethearts on Parade
A novel stunt was instituted by Manager M. L. Semon of the Publix-Keith’s Georgia, Atlanta, who ran an enthusiastic selling trailer on “The Virginian’ at the “rival” Paramount Theatre in the same town on December 9. The trailer read that, although a manager seldom boosts a show at a rival theatre, yet this particular picture is so outstanding that he cannot help but urge his patrons to see that picture. The trailer then went on to give a detailed account of the excellence of “The Virginian.”’
Where the Shy Little Violets Grow
Doing the Raccoon
When Summer Is Gone
Precious Little Thing Called Love
Let’s Do It
Me and the
rH Get By
How About Me
Tll Never Ask For More
The One That I Love, Loves Me
Sweetheart of All My Dreams
The Song I Love
Are We Downhearted
Pretty Girls and Melodies
If I Had You
Just a Kiss to Remember
Mean to Me
Shut the Door, They're Coming Through the Window
Building a Nest For Mary
Down Amongst the Sugar Cane
Forgotten Kisses :
American Tune p
Baby, Where Can You Be
On the Alamo
Tll Always Be in Love
Feeling I’m Falling
Glorifying the American
You Were Meant For Me
They All Fall In Love
Pagan Love Song (Medley)
Here We Are
You Were Meant For Me
In the Hush of the Night
Man in the Moon
} ‘ We ‘es
Dy Collegiate Sam I You're a Million Dollar Baby i Flippity Flop 7