Publix Opinion (Dec 20, 1929)

PHILCO TIE-UP ~ OFFERS HUGE AD MEDIUM A great advertising medium is provided for Publix theatres thru the Paramount pictures they play by the national tie-up made by Paramount with the Philadelphia Storage Battery Co., makers of the famous Philco Radio Receiving Set. As a result of this tie up, the radio company is linking up its 131 jobbers and 12,050 dealers throughout the country to co-operate with Publix theatres in every conceivable way. In order to illustrate its slogan “No blur—no _ distortion,’ the makers of this widely advertised set show, in all magazine, newspaper and bill-board ads, the difference between clear and distorted reception by using two adjacent photographs of some famous person, one greatly distorted, the other sharp and clear. Paramount stars will be used in these photos, and every piece of advertising matter will feature the star’s current production. ‘Love Parade’ First Each month, a big Paramount release will be selected for the tie-up. The first one will be ‘‘The Love Parade.’’ The other three tentatively selected so far for the list which is to follow are ‘‘The Vagabond King,” “Dangerous Paradise,’ and ‘‘Paramount On Parade.”’ Starting January 18, not a week will pass but there will be at least one Philco magazine ad tying-up with a Paramount star and picture. Many of these will be double page spreads and in color. The schedule for “‘The Love Parade’ is: Saturday Evening Post, Jan. 18 —2 pages. Colliers, Jan. 25——-2 pages. Time, Jan. 25—1 page. Twenty-four sheets, posters and window displays will be sold by Philco to all its dealers, who will be instructed to get in touch with the local Publix theatre for supplementary display material and to ALLOW THE THEATRE TO STRIP ITS NAME AND PLAY _ DATE on all advertising matter. Philco is preparing a book of instructions, giving full details of the tie-up, and exploitation suggestions for a tie-up with Publix _ theatres, which will be sent to all their dealers. With this book will be sent samples of Paramount rotos and heralds which will contain a suggested tie-up ad on the back. The book will explain that the Paramount advertising material can and must be obtained at the local Publix theatre. Eagles Started It Harry Hagles, San Francisco exploitation representative, originated the tie-up and Arch Reeve, SRR A ae REE: CARE ES ANOTHER TRAILER HUNCH Ralph L. Ripley, manager of the Publix Codman Scuare Theatre in Dorchester, Mass., is responsible for this snappy trailer hunch. He made a trailer with the telegram from R. M. Sternburg cn coming product. Needless to say, it got results! PUBLIX OPINION, WEEK OF DECEMBER 20rH, 1929 and Publicity of the Metropolitan Boston’s largest and most exclusive department store, publicity, including valuable window displays. The layout below tells the story. 1. HERE’S A MARK FOR YOU TO AIM AT! At the expense of nothing but pure gray matter in his brain-cells, Bud Gray, Director of Advertising effected a tie-up stunt with the Jordan Marsh Co., which brought him thousands of dollars of free Theatre, Boston, Specimen of newspaper campaign involving the most important newspapers (not less than three) 7 STORE TALENT, G00 CO-OP MEDIUM of the town, as well as college papers, theatre programs, etc. This will run for ‘three months at a total cost exceeding $3,000, without any expense to the theatre. 2. Herald enclosed in every parcel wrapped and sent out of the store, whether taken jin person or delivered. 3 e customers. 4. The same herald, unfolded. hy his firat select yrector © ; ss ae membership | or the week! chestra 8 i at any & contin not satisfactory: changed, SHIP SLIP EMBER ay ton Bos Company, Jordan Marsh oonecce cD a ROD floo’ ly autograe te Perce new eek Club. elections: Oo ther S: ; on if Rudy Vallie : 2 “Li ” : GC 1 bi Ipera mroupsdor' : ues hen Rains’ ott 3 ‘T Get the B wi It ( : mm big 4 «L ittle Pal” ‘ : = a ie o Ww oT each W To eac ner ber ill send, rice y er we ¥ il : ra) Y v tected by Gene Rodemt yu! ‘ ndin| it sonall ) SC Nes An 0 tsta' g hi M t h y record eX" ection tO Folded-end herald included in the weekly mailing list of the \ Gene Rodemich That Inimitable Leader Metropolitan Theatre Orchestra Selects For Jordan's Record-of-the-Week-Club “Moanin Low” By Leo Reisman _ Other Selections 3. “Miss You” Victor Rudy Vallee 2; a. eek Columbia ; pana Troubado : l tan Theatre Orchestra Ba Be = ee ote Metropo! “ost wee 4 “Lite Pal” Brunswick Jects for the firs Ben Bernie sé 99 e ~ RSH Qeeasanegews Segeweasvnwane Sawa ema oe ««Moanin Low By Leo Reismai JORDAN MARSH COMPANY. BOSTON ark sso ogee eg aes je. _ 2to3 ig Sites for the Gene Rodamich of the Metropolitan Theatre. yr anne, eee seeeoeee A recent issue of VARIETY tells of the condition in Norwalk, Conn., which has so many Fiveand-Ten Cent stores that the managers are resorting to the !methods of showmen to attract business. One store fired a girl who did a high dive into a river, and the store covering over 70,000 charge Jordan ae TRERSHIP SLIP next store immediately hired her Plea: ompan z B s e He send Reconpop > Boston for the jewelry counter, with a THE-W; PEK-Crup selection to big poster, advertising her as ‘‘The Pluckiest Girl in Norwalk.’ She ‘attracted big crowds. This ought to give rise to some good tie-up ideas from imagina Friday, August the nine tive showmen in Publix. Why from 2 to 3p 7, wouldn’t it be a good idea to en(Wale ee NE RODEMICK \ courage big department stores to Porsonaily to ac reed {second floor, ennex) develop several ‘it’ girls and OOF THEW eee Cape (°F the matinee idols who are_ really professional entertainers, and em: ploy them in the store? To build : up its personality store follow: ing, the merchant could arrange to have them work free on Publix stages and lobbies as added at &? ALE FFs tractions. This would build up ai E2Ehitees < the personality of the clerk-perefsieiefezs S&S former, which would be reflected Pa ees in increased sales at the store af olgirrs fa upon resumption of the clerking be gpeg he O88 tS job following the personal ap; po pede e%s 4 pearance at the theatre. : oe v5.85 % Thus everybody gets something > i y for nothing. The theatre gets a good attraction free, plus a lot of advertising from the store, and the store gets a permanent drawing card in one of its popular departments. Every department store of any size has an employees’ organization which puts on an entertainment at one time or another during the course of the year, and the wide-awake showman will discover some excellent amateur tal ent within the ranks of the salespeople in one of these organizations. Having the talent, all that remains is to make the merchant think he thought of it first and get him to advertise it—-and show it off in your theatre as a national “‘discovery.”’ West Coast publicity director and his assistant, William H. Wright, helped to line-up the participating stars and clinched the proposition for Paramount. The New York committee, which has charge of designing the advertising material and arranging the details of operation, consists of James A. Clark, Paramount ad sales manager; Sayre Ramsdell, and E. B. Lovemand, Philco sales promotion and advertising. managers respectively; Carlton Dyer, Duke Parry and Henry R. Joslyn, of the Erwin PRES EB eB RBIS, } Wasey Advertising Co., which handles the Phileco account; and Leon Bamberger, manager of Paramount sales promotion de partment. THE LOVE PARADE SONGS PUBLISHED “Let’s Be Common,” comedy number from ‘‘The Love Parade,’’ will be published by Spier & Coslow and Publix will have the benefit of a separate campaign on this number. “Nobody’s Using It Now” will be published by Remick Music Corp. The other published numibers in Love Parade, namely, “Dream Lover,’’ ‘““My Love Parade,” ‘“‘Paris Stay the Same,’’ and “March of the Grenadiers,” will be published by Famous Music Corp. SCOUT TIE-UP IN JACKSON A tie-up with the boy scout officials of Jackson, Miss., was completed by A. M. Jacobs, manager of the Publix Century, whereby all uniformed scouts of that town are admitted at half price to either the Istrione, Majestic or Century, all Publix theatres, at all afternoon performances. In return for this courtesy, the Scout Executive will appoint a group of scouts each month, to distribute heralds in the various schools. Inasmuch as the scouts are responsible and respected students of these schools, and therefore permitted by the school authorities to distribute circulars, etc., it was a most advantageous promotional stunt for the Jackso theatres. SOUND CAR GETS SPACE This clipping, reproduced from the Tribune in South Bend, Ind., proves that the sound cars are space getters. In this instance, @ tie-up was effected with the Community Chest campaign to crash the newspaper. «6 SOUL {|| SOUND TRAIN TOURS CITY. | COMMUNITY CHEST WORKERS GET RIDE. | ‘The glistening sound train of the, chest, and Miss Esther Ann Carlson Publix theaters, the local tour of | are on the right. which is sponsored by the Colfax} The Orphan's home in Mishawaka theater and The Tribune, continued | and the Healthwin hospital were to to attract attention of local residents | be visited by the train to-day, the ;|as*it visited all sections of the city | last day of the tour. The machine, to-day. its stacks belching smoke and its The above illustration shows a/jradio apparatus broadcasting the group of community chest workers | Notre Dame Victory March and Hike who were entertained by the sound | Song, led the Notre Dame students special on its arrival in the city.|in parade prior tao the pep meeting Seated in front are Miss Angéla Her-| last night and escorted the Notre tel, left, and Mrs, Mrs. Paul Rector, | Dame football team. to the Pennsylright. On the left are C. N. Brown, vania station. The Tribune and the |: the’ conductor of the novel train, and | Colfax were hosts to the Irish gridJ. W, Bryan, memer of the gom-/;men at a_ presentation of Sophle fiunity’chest publicity committee. B. | Tucker in “Honky Tonk” before their F, Fry. director of the community | departure for the Carnegie contest. AUTOMATIC °K | ROSTON CLUB Dt 5 Sr een at "AD