Publix Opinion (Dec 20, 1929)

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a boards. 4 PUBLIX — ION, WEEK OF DECEMBER 20rH, 1929 _ STUDENT MANAGERS CONSIDER DISPLAYS INSTITUTIONAL ADVERTISING DISCUSSED A variety of activities helped further the work of the manager’s school in advertising during the week of December 9. Outdoor displays, window displays, institutional advertising, and unit show exploitation were among. the topics covered. _ Harly in the week the work of outdoor poster agencies was explained by Elmer Levine. He pointed out that in the larger cities it was not always possible for the manager to choose his He buys a full, half, or quarter ‘‘showing’’ depending on the amount he pays. A full showing means complete coverage while the other showings are fractionally less. The value of a poster display depends on the quantity and type of circulation and, where the manager choose his spots, this deserves attention. The following day there was a discussion of window displays. Very often the theatre manager, having effected a tie-up with a merchant, has the privilege of dressing the merchant’s window. The selling value of the display will depend on the thought and labor put into the preparation of the window. On. Wednesday, institutional advertising was covered by Henry Schwartzberg. Often the favorable impression the patron has of a theatre will be the determining factor in theatre attendance when there is not much difference in the attractions at various houses. Habitual attendance on the part of a patron is also due in most cases to a response to the in Exploitation Hunches Ever run out of holidays for exploitation? Here are a few that may be used most any time you want someSome of them can be used only at certain times of the year, others whenever you wish. thing special. Air mail week. Anniversaries (of anything and Appreciation week (music, pictures, etc. ) Athletic week. Apple week. Boost town) week. Better homes week. Be kind to animals week. Boys’ week. Boy Scout week. Better lighting week. Bunker Hill day. _ Carnival day. Convention week. Classical vs. Jazz week, ~ County fair day. Dollar day. Drama week. ‘Date night. Eat an/Apple a day week. Education week. Foreign holidays. Father and Son day. Forest protection week. Garden week. Golden Rule Sunday. ‘Gala Spring Festival. Grandma week. ‘Help the Blind week. Hospital week. June Bride week. Know Your City week. Laugh month. Local dates. Laundry week. Lee’s Birthday. Mardi Gras. Milk week. Music week. Moving day. N. V. A. week. Newspaper day. National Brigade week. “© Book week. “© ~~ Blouse week. Can | stitution rather than to the product alone. The matter of vaudeville and unit shows was next taken into consideration. Jean Finley, who prepares unit show manuals, ex-|. plained the preparation of one and the proper application of the material in it. He also suggested that the men draw up selling ideas for two of the shows in New York at the time, ‘“‘The Match Box Revue’? and “Mardi Gras.’’ Later in the week, Finley listened to the reports and criticized them from the point of view of practicability, ticket selling value, safety, etc. Included in the work of the week was a visit to the Wurlitzer headquarters, where the workings of the organ were explained. It was declared that even when an organ is not being used it deserves as careful attention as it has ever received to prevent the instrument from _ deteriorating. Many organs it was stated, not used for several months, are now too defective to be played without extensive and costly repairs. A good portion of the week was devoted to a consideration of the advertisements and campaigns prepared by the men. : TRADE IN THESE MERCHANTS HAVE ENDORSED}; NO “WISECRACKS” S555 DURING PREVIEWS frosts | _ the SERANES Attention is again called to : proper etiquette on the part of|* those who attend previews in screening-rooms. Mr. Chatkin advises that in the future, only those designated to attend previews, as part of their duty, will be permitted to do so. He further advises that those 'who do attend will refrain from ‘wise cracking” which might color the opinions of others who are trying to judge picture merit. In the home office, no telephone calls or interruptions of any nature, are permitted during sereenings. Ba feg of Your a and aMule aes anceo—plus the big p on rere "RIO Rita and The M aera erie Attractions DECEMBER Paramoi Pe Muaeal Comedy Hit— — “SWEETIE” NANCY mous, Hi Rod LaRoque cs KANE Jack K OAKIE tad Ziegfeld's Colewal rasa) Mua er ‘RIO RITA” ELLIS BROTHERS * “RA! low” 5 Free Radon oe ee a Ley Sand Patrons} e advantages of “EARLY MAILING~ Postmaster ( Gow Says— Shop and Mail Now F, Ch Wrap Parcels ete creas e Rien Mail Plainly fe Street and Ni . Postal Employees Will Be at Home. Clutieaa, Da: iy ‘apes SHOP EARLY F. W. WOOLWORTH CO. 779 DUDLEY STREET DORCHESTER, MASS. S. S. KRESGE CO. 780 DUDLEY STREET MYERS DEPT. STORE 743-748-747 DUDLEY STREET FREEMAN FURNITURE CO. § DORCHESTER, MASS. : 756 DUDLEY STREET DORCHESTER, MASS. STRAND BEAUTY SHOPPE ¢ Permanent Waving and All Beauty Culture @ Work by Appointment Fy Call Col 9523 Opp. PIOTTiIrs 760 DUDLEY STREET =. ‘Your Radio Now for Xmas i ‘ge—No Interest Strand Theatre i i JOIN OUR CHRISTMAS CLUB = DORCHESTER SAVINGS BANK fj Urbam's Corner, Sq., Mattapan Sq. Sevigny’s “Kandy Kettle” 15 STOUGHTON STREET Bone ESTER, MASS, Ribbon Candy— BIRD PHARMACY Select Line of Xmas Specialties 393 Columbia Rd., Dorchester, Mass. W. T. GRANT CO. 770 DUDLEY STREET Try “et Mts ie Your Mouth” DORCHESTER, MASS. xz ——<—a—wrrroawmn“"39##{_ Upham’s Specialty Baby Shop ; COMPLETE LINE OF M. VIROTE SHOES AND HOSIERY ij _ LADIES’ and CHILDREN’S WEAR FOR LHE ee PES Yi ij Toys — 751 Dudley Street — Novelties | Col. 5699 30 Dudley Street & NAN RENE RESTAUDANT AND AMERICA! i SPECIALTY & Tel. Col..2830. 553 COLUMBIA ROAD, DORCHESTER 3 ELLIS BROS. ' THE STRAND THEATRE RADIO SHOW Entire Week of December 14th «+ Free Radios to Lucky Strand Patrons - Pree erervenereryer GRATEFUL FOR IDEA Timid theatre-merchandisers, who were afraid to go to their local postmaster for a tieup that would put a tack-card on every mailbox, and get the hundreds of letter-carriers to distribute heralds—free, may now note, with chagrin, two outstanding cases of nearly. 100 that PUBLIX OPINION already knows about. Harry S. McWilliams, who made the tieup for Toledo, received a letter of gratitude from Postmaster W. T. Huntsman, in which full credit is given the theatre for lightening the post office burdens by “diffusing the sending and shopping period over four weeks instead of two weeks.” Similarly, the postmaster of Springfield, Mass., wrote to Managing Director Herbert Chatkin of the Spring encarta Old Home week. Anniversary of Opening of Sound Pictures. Paint up week. Personality week. Patriots’ day. Publix Celebration week. President’s day. Popularity day. Self-denial week. Safety week. Special Anniversaries (25th of invention of airplanes, etc.) Theatre week. Thrift week. ¥ : Valco « Chance week. field, Mass., Publix theatres. In Truth week. UII LULL Temperance week. _ Victor Herbert week. LINE-UP YOUR Visual Education week. Window Display week. : Walk and Be Healthy week. % & & The dedication of a monument or building in your locality. The opening of a new institution. Anniversary of granting of local charter. Dedicate certain days or weeks to large industries in your towns. Have short subject reels with sound made of the industry and run it at special shows. SELLING AIDS Have all of the sellingaids placed before you on “Tove Parade,” ‘General Crack’, “Sally’? and ‘Show, Of Shows.’’ They’ll be available for you for the week of Jan. 3—which is a tough week unless you have an extraordinary attraction and an unusually appealing campaign. If you haven't got your accessories on these attractions now, be sure to get them at once. They are all big box-office record cruehe ers. ST patil alia UII. a Ei ees POSTMASTERS| = TR WE TOLD YOU SO! ' This spread, in the form of a Christmas herald, was sold to local merchants by Manager J. J. Dempsey of the Publix Strand, Dorchester, Mass., as suggested by PUBLIX OPINION for a “Shop Early” campaign. Dempsey also reproduced the front page of this booklet and placed it in all of the merchants’ store windows. — — — it spreads Xmas Cheer to Everybody, says HAROLD LLOYD Star of « “Welcome Danger” Patronize Your Lo Remember. cal Merchants for Christmas Gift 3 “Tra D | es = Ea beck ee OR CHESTER” | Uphams Commer; : Market A Dorchester Institution !! The World’s Largest Market The.Result of Years of Fair Dealings There is a certain feeling of prideand satisfaction that Dorchester should be the home of the world’s largest and greatest market. 4 Over 500 People to serve you i Our Prices are the lowest Our Variety is the largest é Our Quality is the highest F 4 Your Loyalty in Helping a Home Institution to Main§&% tain a World’s Leadership is Deserved : : : and merited by the a : Uphams Corner Market 4 ; World’s Largest : 3 600 Columbia Road ‘ & Free Parking Continuous Food Fair & x s Telephone Columbia 6000 & both cases, these Publix ticketsellers ran a locally made trailer from the postmaster, and promoted merchant-paid-for-heralds and full page ads. The theatres paid for NOTHING, but for its promotional effort, and for its IDEA, the following benefits were derived: (1) Free cards on mail trucks and mail boxes, specific pictures. (2) Free distribution of heralds, which were paid for by merchants, and advertised ALL DECEMBER ATTRACTIONS IN ALL PUBLIX THEATRES. Be Stop Now: MAIL, EARLY | advertising SELL PICTURES, NOT NAMES, IS LASKY IDEA “Do not be afraid when you see so-called new names,” is the advice of Jesse Lasky, vice-president of Paramount, to Publix theatre managers. “It is our policy now to use a good ‘picture name’ and we know that it is wisest for you to believe in and sell the individual picture.” : He pointed out that the advent of sound has caused a change in conditions that is_ startling.. Whereas it was necessary at one time to build a player for several years before that actor could be billed as a star, now stars are. made with one picture. He cited ‘Maurice Chevalier and the Marx Brothers as examples. “Think of the quick rise of Helen Kane and Jack Oakie. And keep your eyes on Claudette Colbert. She is just coming into her own. She is the Norma Talmadge of the sound screen.”’ The same, he felt, holds true for many other newcomers. “Think of the rapid rise of Gary Cooper, William Powell, and Charles Ruggles. And Jeanette MacDonald. If ever a girl had a great opportunity and the public recognized an artist in a moment, they certainly did it in New York and in San Francisco. Jeanette MacDonald is ‘over’ and we will get back of her with everything. Watch Stanley Smith and Lillian Roth and the others. “Never mind if there is a Helen Kane or a Maurice Chevalier in .|your picture, if it is a Paramount picture. It has entertainment and we believe today that real entertainment will draw and that the public will get on to it in a few hours. “Let us test out that theory this year. We do not just hope, but we are sure that Dennis King in his one picture will go over, almost if not exactly, like Chevalier.”’ PUBLIX-PAR HOUR IS BEST ON AIR (Continued from Page 1) sponse that made the enthusiasm of Publix-Paramount employees insignificant by comparison. The men who are in the business of presenting radio programs, praised the Paramount-Publix effort without stint. Many of them called it the best hour on the air at any time. Nearly everyone (3). Newspapers solicited spe-| agreed that its present hour is an cial co-op full page display ads. ideal broadcasting time. HE USED Me. campaign. This reproduction, showing front and back side of heralds, was distributed to prospective patrons by the postal clerks of Biddeford, Frank A. Vennett, manager of the Publix Central, used these cards as a follow-up on a former tip in PUBLIX OPINION, called ‘Your Usher Is Not An Eavesdropper, together gel his Shop Early HUNCHES