Publix Opinion (Jan 3, 1930)

above the other and behind each THIS EXPLAINS TECHNICOLOR PROCESS When a motion picture producer decides to make a picture in Technicolor he must get new cameras, more lights and new equipment. The process of filming pictures in color differs from the black and white system in many respects. Technicolor cameras are specially made—each one requires about three months to manufacture— =< and there are at the present time only about thirtyfive of them in existence. Hach Here is an interesting story for your local newspaper! Rewrite [ a one costs, now, uw as an inter-| about $14,000. jview, to get! That is because the local anthey are being gle, and give it to the editor at once! made at the rate of one a week to eet meet the enormous demand for color pictures. The first Technicolor camera cost more than $100,000 to make. In outward appearance, a Technicolor camera looks exactly like any other large, electric-motordriven motion picture camera. Internally its principles of construction are much the same, but there are new features which make all the difference. For instance, it does double work in exposing film before the lens, and travels twice as fast. For every frame of film! exposed by a black-and-white camera, the Technicolor machine exposes two, at exactly the same instant. Thus two simultaneous images are imprinted on the film, one above the other. They are identical in line but not in mass and shadow, owing to differences in the composition of. the film stock. : Prisms and Filters Usually three or more Technicolor cameras are employed on a production at the same time, to obtain a variety of angles and close-ups. Behind the lens of each technicolor camera is a prism which produces two separate complete images of the scene which is being photographed. The ray of light leaving the set has been split in two, but each carries a_ perfect image of the scene photographed. Then come two filters, one tinted red-orange, the other a tertiary shade of green, or roughly speaking a blue-green. One of these is of them is one of the frames of film already mentioned. Filter A (red-orange) passes the light through to the film just be-! hind it, intensifying the photographic effects of the reds, oranges, rich browns, yellow-reds, or golds, and so on. Filter B (bluegreen) intensifies the opposite colors, such as greens, blues, bluegreens and blue-blacks. And now it must be remembered that each of the pairs of film frames that photograph each scene simultaneously have been treated differently with a chemical subStance. Frame A (corresponding to Filter A) receives its light ray with one color dark, the opposite color light, and the shades between in their proper gradations. Frame B (corresponding to Filter B) receives the colors in precisely the contrary manner. Printing is Next Thus the ray of light from the motion picture set has been photo 4 p AI = AF YOUR NEW YORK THEATRES ® WEEK OF JAN. 8 THEATRE PICTURE Lie lt | I LRUULENAUU A ! Paramount, The Laughing Lady SAGES eases tee The Virginian RUrviOl = Wes. SS The Mighty B’kiyn Paramount, The Laughing Lady Criterion ($2), The Love Parade IQA mL ec nn a 5 et ) ‘PUBLIX OPINION, WEEK OF JANUARY 3rp, 1930 THIS IS A NEW ANGLE Milk bottle top exploitation has been used before, but George M. Watson, manager of the Publix Des Moines theatre in Des Moines, Ta., used it with a novel and effective twist on “Hollywood Revue,” getting distribution from the Flynn Dairy for nine consecutive days. The card explaining the contest was distributed the first day and the number of passes issued was limited by printing only that many caps with the name of one of the eight stars. Names of the other seven were used without limit. In making this tie-up, eliminate restaurants and soda fountains from the stunt. Restrict it to the homes, if possible. Drink at least a quart of Flynn Perfectly Pasteurized Milk Each Day john Gilbert Norma Shearer Ukelele Ike Joan Crawford HE FLYNN DAIRY Hollywood REVUE CONTEST STARTS TOMORROW Look on the cap of every quart bottle of Flynn Pasteurized milk for the name of one of the stars appearing in “HOLLYWOOD REVUE” A complete set of the following stars will entitle you to two free admissions to the DES MOINES THEATRE Starting Saturday, November 16th Bring your complete set of caps to the Des Moines Theatre and exchange them for’ admission tickets. Contest closes Sunday, November 17th New Telephone Number—Des Moines Theatre aS: Dial 3-6706 he Hind “aicy Company Seventh & University Ave. _ oy Ne 5 st Conrad Nagel Anita Page Charles King Bessie Love Phone 3.6211 “Welcome Danger’’ Sold With Drawing Contest A drawing contest in co-operation with the local newspaper was used by Hugh Smart of the Imperial Theatre, Charlotte, N. C. in exploiting ‘‘Welcome Danger.” A photograph of Lloyd appeared along side of a blank space containing nothing but a picture of the famous goggles. The likeness was to be drawn around these goggles. A ballyhoo in the form of a bannered street car was also used. graphed twice, instantaneously, and when the scene is completed the result is a strip of black and white negative film made up of pairs and frames, identical except for differences in mass and shading. Now comes the' printing of the positive film, which is only half the length of the negative, because the double-frame system will have served its purpose after the color process is completed. The color and sound track are printed on only one side of the positive print. Dr. Herbert T. Kalmus, one of the inventors of the technicolor process, is President of the Technicolor, which was eleven years ago in Boston, where Dr. Kalmus was a professor at the Massachusetts Institute of Technology. The Corporation now has two laboratories in Boston, two in Hollywood, as well as an administration building. Andrew J. Callaghan, in Hollywood, is business manager of Technicolor. established | Use Aviation Wind Tunnel In “Flight’”’ Exploitation the aviation thriller When “Flight”? played: the Fort Theatre, Rock Island, Ill., Manager Grove borrowed a Curtiss-Wright wind tunnel, such as is used tooperated the machine. se SE LEAPER LAUDS ‘THE KIBITZER’ EK. T. Leaper, Managing Director of the New York Paramount Theatre, and a member of Mr. Katz’ home office executive cabinet, calls PUBLIX OPINION’S attention to the fact that anyone who has not yet played “THE KIBITZER” had better instantly realize that it is the big laugh hit of the Tee year. It outranks ‘‘Potash and Perlmutter’? or any other entertainment based on Jewish humor. He regards this attraction as one which lends itself particularly to intelligently worded advance newspaper exploitation. LL LLC Lee TT SUT eee MUL OTAGO AUT CATT OCHECTE TURIN OTTO T TT cd i Publix Exercises Option on Marcus Theatres Complete control of the Louis Marcus theatres in Utah and Idah has been acquired by Publix, it was announced last week. At the same time it was advised that Mr. Marcus, for twenty-five years theatre owner, operator, and since July ist, Publix partner would retire from the business. When Publix bought half interest in the Marcus holdings last July, it obtained an option on the other half. This option was exercised upon the return of Mr. Marcus from a trip abroad. TRIO OF EXPERTS IN EACH DISTRICT By the set-up of management under which Publix operation is decentralized to the point where each district is an entity within itself, altho responsive to centralized control, local theatre managers will have the benefit of three completely informed and experienced showmen who are in constant contact with the home office. The district booker, the district advertising director, and the district manager will comprise the trinity that will provide to each theatre that quick action and liaison that successful show business requires. train aviators, and displayed it in the lobby of the theatre. An attractive young girl dressed in a leather jacket and flying helmet 9 STAFF HELPS WITH WORD OF MOUTH ADVERTISING Word of mouth advertising, it is generally conceded, is the best possible kind of advertising. A suggestion for taking advantage of the entire theatre personnel in exploitation of this sort has been made by Harry Watts of the Northwest Division, who reports that it has been used with excellent results during the Christmas Drive. ““*Pep’ meetings,’”’ writes Watts, “are being held in each theatre and employees have promised to each tell fifty people about: the show. Managers are giving their staffs full and complete information regarding their coming shows so that they may enthuse and spread the word. “In addition, the employees have been asked to assist the publicity men and the results have been phenomenal. Windows and merchandise tie-ups have been obtained on personal grounds that publicity men could not obtain in the regular manner. At one theatre, an usher brought in a hundred windows. “Results have been so great that from now on each manager is going to issue a special bulletin each week telling the staffs about the coming show in its entirety.’ To PUBLIX OPINION this looks good not only during a special drive or for any one picture but for all time. Try it yourself and see how it works. Pajama Clad Students Parade Thru Ft. Worth The band of Texas Christian University, attired in pajamas and parading through the streets of Ft. Worth acted as advanced ballyhoo for ‘Sweetie,’ at the Publix Worth. Manager Marsline K. Moore invited the band to a special midnight preview of the picture. Tie-ups were obtained with the local candy merchant for the distribution of sample candies, windshield stickers, process cards and menu stickers. OLD CLOTHES MATINEE City Manager C. T. Perrin of Greeley, Colorado, undismayed by the fact that a local independent and one of the service clubs have been using a ‘“‘broken toy matinee’ yearly, sold the Kiwanis Club on an “‘Old Clothes Matinee.’’ The Kiwanis Club paid for all the advertising, and Perrin profited by front page newspaper stories which were SIXTY per cent selling talk on his current feature. GARY MEETS CHERRY SISTERS Rapids. Cooper stayed long enough to make three pe respects to the Cherry Sisters, Hammerstein stars of yesteryear. graph, but in these days of high-powered press agentry THAT’S Gary Cooper, Paramount screen star, visited Harry Herman, Manager of Publix Paramount Theatre, Cedar rsonal appearances at the Paramount Theatre and pay his The Cherry Sisters wouldn’t pose for a photoNEWS, so the newspaper ran a story headed with a two column cut about Cooper calling on the famous stage stars of promise to see ‘The Virginian’ when it played Cedar Rapids. a few years ago and about their