Publix Opinion (Dec 27, 1929)

» 8 PUBLICITY MAN WINS UNUSUAL PROMOTION Myron Shellman, former district publicity manager of Springfield, Mass. was recently promoted to the district managership of New York State. This is one of the rare occasions, in the history of Publix Theatre, that a publicity man has been promoted to a district manager. After a varied career, which be gan when he graduated from business college, Shellman joined the Marlow Music Company to handle their sales and advertising in northern California, after having spent a number of years in numerous orchestras as a drummer. While in the employ of the Marlow firm, Shellman effected an excellent tie-up on Paramount’s picture, ‘‘The Covered Wagon,” which prompted him to resign from the music company and associate himself with the picture Myron Shellman corporation. Given the added advantage of working for such a large company, Shellman made the best of opportunities afforded, by studying advertising and exploitation under the able guidance of Herman Wobber and also as PUBLIX OPINION, WEEK OF DECEMBER 27tH, 1929 sisting him in the handling of the first ad-sales coach on the coast. Becomes Manager Shellman later was assigned to Charlotte, N. C., as exploitation representative where he remained for a short time before he went to Atlanta in 1925 to assist Harry Ballance. When the Atlanta exploitation department was abolished, Shellman accepted an offer to manage three small theatres in Sebring, Florida, but resigned six months later when George Weeks hired him to supervise the opening campaign on “Old Ironsides.”’ The U. S. Navy yard in Boston, Mass. was used as Shellman’s headquarters to sell miniature reproductions of that gallant old ship. The proceeds of the sales went towards the ‘‘Save Old Ironsides Fund,’ which was originated you plant stories on them. Did pages 6 and 7.) Park, Kensington and Bailey the PRE OPENING DISPLAY Entire Main Street window of the Wurlitzer store in Buffalo showing large console of Wurlitzer organ to be placed in the Publix-Shea’s new Seneca Theatre which opened Christmas Day. Advantage was taken of the opportunity to plug Henry B. Murtagh, organist at Shea’s Buffalo, by using photos showing Murtagh explaining various parts to one of the Publix dancing girls. same that were used for the opening of the Brooklyn-Paramount Theatre and re-printed in PUBLIX OPINION with the suggestion that After two weeks on Main Street, the entire display was moved to a location near the new theatre. Shea’s Seneca is the largest community theatre in Buffalo. It will be managed by Robert T. Murphy, former manager of Shea’s North (These photos were the You Do It? See Vol. II, No. 41, atres. _ HERSCHEL HENLERE™ ire ERRESRS an}. BOSTON SELLS ‘DISRAELI These are specimens from the advertising compaign which brought extraordinary business to the Publix Metropolitan Theatre in Boston with ‘Disraeli,’ starring George Arliss. ah Tae Avie: (aynze hoes i bbe rey soe Noo na ‘a. Yue VeaR's "meat . [0 ib % : ; 4y)8 OLOROE ARUSS er @ ry o #'DEISRAELI Z ‘> ‘i Rune Mra aero age, another Publix Revae replete with Se rateat tanefuy mnale and surprises galore} OO / THE JOYOUS FUN BEGINE— af — WTS OUR ATH BIRTHDAY! iN POLEITAN BEB * sotting naw, high sfandards “ev phetoplay “entertaloment! R in his veatest role , ADISRAELT: Warner Brothers ‘Vitaphone trump} at: epi” STAGE, TREATS: “SKY “Ne in . -te-the-minute Revue with a, talented ensemble. UBINOF F. apy degen wiolin, HESTRA THE GREATER sone! sh é m —4 Full Show oe Teature 11:30 a. SEEN—' IN ONE! “The Maivel of Music’? and his vitile violin JHE GRAND ORCHESTRA rthur Golsster, conducting See te! : Getlaitdee Gran, by A. M. Botsford, present general director of advertising and publicity for Publix Theatres. This stunt proved so successful and was so well handled that in August, 1927, when Shellman left the Navy yard, he was appointed Senior Grade Lieutenant by Secretary Wilbur. On December 15, 1928, after Shellman had operated a small neighborhood theatre for one year, J. J. Fitzgibbons gave him the task of defeating the proposed 10 per cent tax on amusements that was being presented in the Vermont legislature. Shellman, with a strategic campaign, defeated the bill. Since then he has been in the ranks of Publix, aiding in the opening and re-opening of theatres and also in the exploitation of picture premieres. Upon receiving his district manager’s appointment, he said, “I feel that I owe this opportunity to the schooling given me by E. A: Cuddy, my district manager and also to PUBLIX OPINION, because of the many ideas it has given me.” NEW ASSIGNMENTS Robert J. Boyle has assumed management of the Park Theatre, Rockland, Me. relieving J. J. O’Hara, who returned to the Strand, Rockland as organist. Harry Browning, formerly manager of the Uptown, Boston, and publicity representative for the Washington and Uptown Theatres, has become exploitation representative of the Metropolitan in the same city. <A. E. Fowler, formerly of the Fenway, Boston will manage the Uptown. Mr. Harrison will replace Fowler at the Fenway. A. E. Hamilton, former manager of the Broadway, Springfield, has been assigned the management of the Strand Theatre, Yonkers. PARADE OF TRUCKS FOR “THE MIGHTY” A Mack truck agency and a local brick dealer aided Manager Al Weiss, Jr., in the exploitation of “The Mighty,’ at the Publix Florida, Jacksonville. The truck laden with brick and bannered with copy about the picture, drove through the crowded streets of the town. All those guessing the correct number of bricks on the truck, received passes. Block and Sully Make An AIll-Talking Short Block and Sully, a veteran vaudeville team who have played all of the big time circuits, are being directed in an all-talking short subject by Monte Brice at Astoria. Their screen vehicle was written for them by Brice. Harry Short is featured in support of Block and Miss Sully. THANK PUBLIX FOR DRIVE Not only did the and-send-early’ campaigns launched in every Publix city have the desired effect of helping the box office, but it has also earned the gratitude of the United States Post Office department in scores of cities, according to letters received ‘by PUBLIX OPINION from theatre managers and advertising managers. The idea was launched as part “shop of the ticket selling DECEMBER DRIVE. The drive itself was for the purpose of getting a runningstart on ticket selling effort that would overcome the annual 14day pre-Xmas box office slump. By spreading the shopping rush over four weeks, instead of the customary two weeks, time for theatregoing was made available. A natural additional result was that the burden of clerks, mailcarriers, and other Xmas workers, was considerably lightened, there |by creating much good will for local Publix theatres. In nearly every case, the theatres benefitted in addition by getting easy access to window tie-ups that would not otherwise have been possible. Postmasters also permitted letter carriers to distribute unstamped theatreheralds that carried the shop-andsend-early message! Thus 1929 saw two great American national headaches cured by Publix. The first one was making Halloween ‘‘safe and sane,’ and now Publix’ aid in removing the hardship of Christmas shopping has resulted in making the holiday season a vastly more cheerful one to millions of people. Both of these efforts were accomplished without cost to Publix, and with great benefit to all concerned. Therefore, PUBLIX OPINION hopes they will be annual events in Publix theatres. CREATING GOOD WILL entire mailing list. We SZ REPRESENTATIVE PUBLIX THEATRES P, -METROPOLITAN gbout the country. Always Look for a Publix Theatre! —it’s the BEST Entertainment PUBLIX THEATRES CORPORATION—SAM KATZ, President Tw STRAND isa splendid example He of the type of theatres that comprise the nation-wide chain of PUBLIX Theatres. Their combined resources 1n finance and. organization enable the STRAND to present programs that are far out of the scope of a theatre operating individually. PuBLix Theatres organization has also developed new standards in theatre management at once evident in the equipment, personnel and comfort features of the STRAND at Uphams Corner. An effective bit of institutional advertising was accomplished by J. J. Dempsey, manager of the Publix Strand Theatre, Dorchester, Mass., when he forwarded attractive booklets, as pictured below, to his “The Light that guides to better Entertainment” An Announcement of the PUBLIX STRAND THEATRE UPHAMs_ CORNER DORCHESTER MASSACHUSETTS Always A Good Show at the Strand— 52 times a yeat—' There's a good show at the Strand”. Don’t miss one! EvERY WEEK—a selection of the best in talking pictures, such as Paramount offers. EVERY WEEK-—a program so perfectly balanced: that you are always sure to find whatever you like best, Every WEEK — you'll enjoy every minute of the show—and take keen delight fn looking forward to the next! No week is complete without seeing the show at the Strand! POSTAL HEADS —