Publix Opinion (Jan 3, 1930)

~ SOUND NEWSREEL WILL BE ISSUED TWICE WEEKLY So enthusiastic has been the reception accorded the Paramount Sound News by both the public and theatre management, that starting with the middle of February, it will be released twice weekly instead of weekly as heretofore. This action is the culmination of an appreciation that has lifted Paramount News to the top rank in the few brief years of its existence. It reflects the wisdom of the policy of. emphasizing news rather than novelty features which is the outstanding characteristic of the news service. BORROWS FROM BARNUM Manager M. BE. Remley of the Majestic Theatre in East St. Louis borrowed a page from Barnum’s book for the December Drive, and arranged for house-to-house distribution of 10,000 circus-type heralds. On colored news-print, his heralds effectively sold six pictures, popular prices, a morning show for children, suggestion of Majestic tickets for Christmas gifts, free parcel checking service and a New Year’s Hve midnight show. SUNN TT _DO THIS NOW FOR “7-DAYS LEAVE” On January ary 25, “Seven Days Leave” will be gen-_ erally released, and Russell Holman, advertising manager for Paramount gives PUBLIX OPINION a swell hunch to pass on to you, in connection with it. He suggests a daily co-op page in advance of the opening, in which the idea is: Gary Cooper, the heman lover and adventurer who stars in the picture has written to the editor of the news paper that will sell the co-op series, and asked for information about the city. He wants to know what is recommended to a person of his characteristics, should he happen to get “Seven Days Leave” to enjoy in that city. After ‘such a letter has been printed in the news paper as a news story, the Display Ad Sales Manager for the news paper gets up seven dummy-layout pages, and proceeds to sell them to ball rooms, restaurants, merchants, etc., who claim they can make it interesting for Gary Cooper in your town. We think Mr. Holman’s idea is practical, and offered sufficiently in advance to warrant its immediate promotion. If you have any confidence in what PUBLIX OPINION thinks, we'd like to give Mr. Holman a pleasant demonstration of your ability to take a live, practical sales-hunch, and knock it into a box-office stampede. a0 0000 = = ail ANN PUBLIX OPINION, WEEK OF sidan ano, 1930. Parade Stunt Stirs Em In Jamaica G. F. evans: bf the of the Palace Theatre, Kingston, Jamaica, British West \ Indies, a Publix-Saenger operation, finds in PUBLIX OPINION many stunts applicable to Jamaica, where many of the promotional ideas which are the stock in trade of the American theatre manager are rendered partially if not wholly impractical by virtue of}: local conditions. The auto-parade idea hit a hard and as a result he staged a “Motor Carnival’ that will be an annual event. Evans had seventeen of the twenty local motor car agencies lined up solidly behind him, and before the date of _the parade it was evident that he) had also sold the papers and the townspeople solidly on his project. With such support it was inevitable that every agency in Kingston fell into his idea with enthusiasm. The event was tied up with coming attractions. Merchants fell in solidly behind the Motor Carnival, with the result that the streets of the business section were decorated and a band was promoted. Announcement of the judges, who were the Mayor, |the manager of the public utilities in Jamaica, and the manager of the foremost bank in Kingston, netted more space in the papers. The total cost was expenditure of $90 in prizes—the cost to motor agencies for decorating each of the twenty cars in the parade exceeded that amount—and plenty of energy. The $90 came right back into the box office of the Palace in increased attendance on the night the prizes were awarded. COLUMBIA ISSUES PARAMOUNT HITS The Columbia Phonograph Company, in their December list of dise releases, features the following song hits from recent Paramount pictures: MY SWHETER THAN SWEET (From “‘Sweetie’’) — Played by the Ipana Troubadours— Record 2006-D WHAT WOULDN’T I DO FOR THAT MAN (From “‘“Applause”’ and and ‘“Glorifying the American Girl’ )—Played by The Charleston Chasers— Record 1989-D MY LOVE PARADE (From “The Love Parade’’)—Played by the Columbia Photo Players—Record 2000-D DREAM LOVER (From ‘The -Love Parade’’) — Played by the Columbia Photo Players —Record 2000-D, reverse side of preceding disc. Novel Co-operative Ads Gets Many Contestants The pictures of movie stars in a merchant’s co-operative page were displayed by Manager Sidney S§S. Holland of the Publix Rialto, Brockton, Mass., with photos of the players on the local high school football team. The novel tie-up was applicable to the feature, ‘‘The Forward Pass.’’ The persons, correctly matching the seattered portions of the pictures in each ad, and then naming the player and his position, re ceived prizes, ranging from a $5 gold piece to an admission ticket. POST OFFICE IN THEATRE The Editor of PUBLIX OPINION received a wire from Rufus A. Garner, postmaster at Ogden, Utah, stating that he is installing a temporary post office in the Publix-Orpheum Theatre—a part of Manager F. L. Clawson’s December-Drive. Manager Clawson says the postmaster is co-operating with him 100 per cent. The postal Nee told him that next to ‘“‘P. .’” (Post Office), ‘““P. 8S.” (Publix nee ae are the best initials he knows. (Incidentally, ‘‘P. O. ee stands for PUpITS OPINION® al-| | SO.) HOME “OFFICE DEPARTMENTS Here is the sixth of a series of stories about Publix Home Office Department personalities who depend upon your effort, just as you depend upon theirs. To know and understand each other’s person alities and problems will lighten the burdens of everyone, and make our tasks enjoyable. For this reason, PUBLIX OPINION is devoting an important part of its space to these brief biographical sketches. CHESTER L. STODDARD, Director of Front House Operation It is particularly fitting that much of the work of developing man power in the Publix organization, making possible more complete fulfillment of the Publix policy for promoting from within the ranks, should be entrusted to Chester L. Stoddard. For Mr. Stoddard is an outstanding example of the application of this policy. He began his career with this company on June 1, 1925, as an usher in the Chicago Theatre. In less than five years ‘he has been advanced to his pres ent post as director in charge of front house operation. The department which he supervises is unique in character. It represents the first organized effort to establish uniform qualities of economy and efficiency in serv ~B-*B2-B-2O2-O-+Oe-D-OeDOs SOs SOs 0: DOs O G+ SOs OOo BOOST ’EM! At the recent convention of the Paramount Distribution Department, held in New York City, Jesse L. Lasky predicted future stardom and popularity far greater than movie stars have ever known before, for such players as Claudette Colbert, Helen Kane, and a few others. Mr. Lasky’s statement should be taken at its full face value by everyone in Publix. He knows what he is talking about. Publix showmen will find a great deal of pleasure and satisfaction in promoting the local “discovery” of the enormous popularity of players mentioned by Mr. Lasky, and in doing all they can to hasten the day when Mr. Lasky’s prediction comes true, é O1O+ © +0+ OO" O--O+-O--O+-O+0> S++ O20 O+O° O10 O1O+ OO S109 S OO" O10 O01 O10" OO" OO OO OO OO! BOS :O1 OO SOS OH F ; : ; ; ; ! ; } : 0B e-O-$B 2-0-9 O2-O-+8°-O-O-D-O°-O--B°-O + O:-O+B°-O+O-O+G:-O9: \ ice .set-ups, cleaning operations and box-office and treasurer’s work throughout the circuit.. Ten well trained men, specialists in these lines of activity, are scattered throughout the field under Mr. Stoddard’s supervision. One is assigned to each division and by close contact with the managers of theatres in his territory, gives them the advantage of circuit experience with phases of front house operation. . Mr. Stoddard is a native of Stoughton, Wisconsin. His parents moved to Chicago when he was 10 years old and he was graduated from high school there. In preparation for West Point examinations he took a_ post-graduate course at the Missouri Military Academy in Mexico, Mo., in English and mathematics. Pending his appointment, he taught the lower school at the academy for a year, during which period he married. He then met Ralph Crabill, who induced him to return to Chicago for a conference with John Balaban, As a result, he began duty as an usher and three months later was transferred to the Uptown Theatre as assistant chief usher. A few weeks later Mr. Stoddard was sent to Boston to set up the service staff in the Metropolitan Theatre and remained there as second assistant manager. In ¢|January of 1926 he went to Los Angeles to install front house operation in two theatres there and later he performed similar functions in four San Francisco theatres. On October 1 of that year he was transferred to Denver and after a month in the Colorado territory he came to New York for the opening of the Paramount Theatre. He was assistant man ager of this ace house for more| than a year, following which he spent two months in MA Re pOuS and St. Paul. Then his A to the Home Office occurred, as front house organization expert. In December, 1928, he was made personnel director including handling service matters. In September, 1929, the department was split, and Jack Barry was made director of. personnel while Mr. Stoddard became director of front house op eration. exclusively. various | trespasser was the only girl in the ‘7DAYS LEAVE, TO BE RADIO HOUR TOPIC Hollywood again\is to contri _| bute its share of the regular week ly Paramount-Publix radio hour — on Saturday night January 11, when a program dedicated to the motion picture, ‘Seven Days Leave,’’ will be broadeast at 10 o'clock (Easten Standard Time) over the national network of the . Columbia Broadcasting System. From the Paramount studio in ~ the film capitol will come a portion of the hour in honor of the sereen play in which Gary. Cooper is starred for the first time with Beryl Mercer in support. Both these stars will broadcast. This part of the program will be relayed to Station WABC, New York, and thence _ broadcast throug h the associated stations of > the Columbia System. ie With such radio favorites as — Paul Ash, David Mendoza, Jesse Crawford, Clyde Doerr, Paul Small, Dorothy Adams, Macy and Smalle and Fred Vettel, the balance of the hour will be a melange ~ of musical novelties. Paul Ash will present his regular stage show in the Paramount Playhouse, the de-luxe theatre of the air, this week entitled ‘“Milady’s Jewel Case.’’ Other highlights include popular dance and vocal selections such as “I Have to Have You,” and a symphonic arrangement entitled ‘“‘Gems of Melody.” TITLE CONTEST | FOR PICTURES A newspaper contest sponsored by Manager R. L. Ripley effectively sold the titles of his coming attractions at the Publix Codman Sq. Dorchester, Mass. Theatre tickets were given to the first ten persons correctly naming the pictures in the contest. re The paragraph which made up the contest was: salute the Virginian, because he was out on the isle of lost ships with Marianne, his sweetie. The show, who had seen fast life, and although she was behind with the footlights and fools, she had really seen big time; this made her very hard to get. Way down on side street, they were celebrating the return of Sherlock Holmes; this was his glorious night. Wise girls would not consider this place a — woman trap, because the Saturday night kid was there with one of the gold diggers of Broadway. It was there that the taming of the shrew occurred.” CAGE FOR UNTAMED Trying to fit a proper display to. the picture “Untamed’’, Manager Thomas H. James of the Empire Theatre, Montgomery, Ala., had a cage effect, containing a cut-out head of Joan Crawford, carted through the city by horse and — wagon, PARODY SONG CONTEST A parody song contest in cooperation with a local newspaper helped manager James lough of the Madison Theatre, Peoria, Illinois, sell the ‘‘Hollywood Revue.” The best original choruses for “Singin’ in the Rain’’ ) . received prizes from the paper but — were played by the organist, Milton Herth. FOOD SHOW TIH-UP Proving to a merchant who had — no use for movies that a tie-up might be of advantage to him in a business way enabled manager Walter B. Rose of the Strand Theatre, Brockton, Mass., to get a Food Show put on during the ~ dull weeks in December. The merchant served refreshments in the lobby to shop weary patrons, and the windows in a large market were available for displays. In addition, food show and theatre were ‘mentioned in all advertising. “You'll have to > MecCul| not only . 4