Publix Opinion (Jan 17, 1930)

| a i BS } Weta ee a tet RO ea =e eed Ree nen ee ee ee er eee | lebiahniele Witte keene nee eres Le ees VIEWS OF SHORT FEATURES : ee UPPERCUT O’BRIEN (18 min.) SHORTR By A. P. WAXMAN, 3 Advertising Director, Warner Brothers (Not For Publication) | The great American actor, great star of stage and screen, in a picture suited to his artistry, his dignity and his reputation as one of the richest box-office prizes in picturedom. John Barrymore is “General Crack” and “General Crack” is John Barrymore. Here is a complete blend of play and player in perfect accord—a great actor presented in a great photoplay. Wide sweeps of characterization for the star from the digni fied scion of the purple to the reckless abandon of the passion mad Gypsy. The depth of scorn, the heights of triumph; the dashing soldier, the great lover; the loyal friend, the vengeful enemy—pride, passion, playfulness and dignity flowing on in time-eliminating interest. Settings and costuming, touched with Technicolor; great sweeps of far-flung battle areas; high-ceilinged ball-rooms, alive with lovely women; massive sets, troops of soldiers, scores of royal followers. ‘ A story that baffles the plot-detectives. turns in swiftly moving narrative. Surprises and suspense. Action and more action. The surge of passion; the sweep of vengeance. Love scenes that only John Barrymore can depict— fervent, emotional and realistic: Sell John Barrymore in the greatest vehicle he ever was provided witH on stage or screen. Put everything you have beund what you say and there’ll be never a question from your audience. Sell Barrymore’s voice, heard now for the first time from the screen. And what a voice! Attuned to every mood of the moment; soft and cajoling; strident and passionate; becoming with anger; purri® 3 with the impulses of passion. Had the talkies been perfected only to diffuse from the screen the voice of Barrymore its achievement was at once a boon and a triumph! Sudden twists and SELLING “GENERAL CRACK” By LOUIS NOTARIUS | Publix Theatres Booking Department PARAMOUNT a AFRAID TO GO:-HOME IN THE DARK (7min.) <A Song Cartoon that is sure-fire as comedy and will make them sing. Excellent entertainment on any program. -MOONBRIDE’S WEDDING (11 min.) A novelty orchestra com posed of native Indians with Chief Shunantona in the lead. (He is well known on the vaudeville stage throughout the U. S.) It starts off with an Indian Love Theme and winds up with a fast jazz band, in front of which Chief Shunantona does some excellent hoofing and singing. Eye-appealing with its photographic interpretations by means cf double exposure —giving it a touch of ‘class.’ May grace any program as a closing number immediately preceding a dramatic feature such as “‘The Mighty.’’ LET ME EXPLAIN (20 min.) <A two reel comedy with Taylor Holmes and Murray & Oakland; three names which undoubtedly mean something at the box office. Here we find Mr. Holmes, the husband, trying to explain away a letter which his wife received advising her of his faithlessness. After succeeding in his efforts, a sudden twist to the situation finds him again in a hopeless dilemma. A comedy that is ‘class’ all the way thru and may be used to advantage in a number two spot with a slapstick comedy feature. 2 DISNEY JUNGLE RHYTHM ei min.) An excellent cartoon comparable with “SPRINGTIME.” Perfect synchronization, with comedy. situations and movement well thought out. Sure-fire in any “A” house. HAUNTED HOUSE (7 min.) Another fine cartoon similar in many respects to “THE SKELETON DANCE.” Fast moving and at all times in synchrony with the music. Entertains from beginning to end. The broad, and at times vulgar comedy makes it necessary to book this one in the ‘“‘B” houses. < WALRAD PICTURES l TOWN SCANDALS (20 min.) This is one of the Kiddie Trouper Series containing such child talent as Buddy Raymond and Little Miss Rambeau, a niece of the famous Broadway dramatic star, Marjorie Rambeau. Consists, in its entirety, of precocious children who sing and dance, with a little backstage story to hold it together. Good as a novelty and will appeal to children. : EDUCATIONAL Clyde Cook and Eddie Grib bon do all the clowning in a slapstick boxing comedy with the usual broad gags which will get laughs. Most of the action takes place in a prize ring with Cook as a Manager, and Gribbon as a Would-be-Champion, who gets the K.O. This combination is sure-fire. Will serve excellently with a dramatic or sophisticated picture. TIFFANY-STAHL VOICE OF HOLLYWOOD (11 min.) Here we have what may be called a ‘‘Screen Snapshot.’’ It uses Fraser, the sereen actor, as a radio announcer. He introduces such screen per sonalities as Lloyd Hamilton, Arthur Lake, Olive Borden, Rudy Vallee and Sally Blane, who try to be funny over the mike. Far inferior to the Screen Snapshots put out by Columbia Pictures. CASTLE FILM LAND O’LEE (11 min.) This is a synchronized scenic done in color. It has the earmarks of being sponsored by the Illinois Central, but holds the interest and is pleasing to the eye. It takes you from Chicago, in an observation car, and travels all thru the South, going as far as Havana—-stops off at various places and shows you the sights that draw tourists to these spots. A pleasing theme song is sung at intervals. Would not hesitate to use it when it can be sét into a program appropriately. Should prove very interesting in our Southern territory. Ke Seok we S| ALL POSTER ART WORK WILL BE CENTRALIZED A plan whereby all local lobby poster artists in Publix theatres will benefit by the experience, information, talent, ideas, and direc. tion of district supervision from key points, as well as by direct aid from the Home Office, is being worked out by A. M| Botsford, Director of Advertising and Pub-: licity, and L. L. Edwards, associate. Be, According to the present scheme, Duke Wellington, of the New York theatres Poster Art Department, will be in charge of poster art. work all over the circuit. His office, in the building occupied serve aS a general clearing house for all poster art ideas. Not only will new ideas be orig-— inated here and broadcast to the | various key points, but any thought originated by a man in the field without the ability to carry it through, will be sent here and, if practical, will be developed, put on paper, and submitted to the entire circuit. Complete information as to new processes, general instruction, ete. will also be sent out. Tours Key Cities Wellington’s first task under the new set up will be to make an observation tour of all the key centers in the circuit where Publix has a well established Poster Art Shop of its own or large shops doing work for it. ‘VARIETY’ PICKS BANCROFT AS LEADER Here’s a tip on how to play up the name of George Bancroft, when you get a chance. “Variety”? did not attempt to rate the stars of the various producing companies in the order of their box-office drawing power this year, because the introduction of sound made such a selection difficult. But it did pick the undoubted leader among all the stars of all the companies, in its opinion, and here’s how: Be “With a changed and more settled condition in the picture field’s box office the past year, created by the talker, the selec. tion of the best drawing card, if a selection can be made with surety at this time, would be George Bancroft, of Paramount. Bancroft is a consistent picture player and therefore appears regularly at the theatres for endorsement by the grosses.’’ Theatre Gets Thanks For Xmas Toy Stunt The entire fire department of Gloucester, Mass., signed a letter addressed to District Manager Frank Hookailo, thanking him for putting on a ‘‘Poor Kiddies Toy Matinee’ on December 14th. With the co-operation of Man ’ Bow and Buddy Rogers. by the New York Art Shop, will | PUBLIX OPINION, WEEK OF JANUARY 177, 1930 _ SELLING “BURNING UP” BY RUSSELL HOLMAN, Advertising Manager, Paramount Pictures (Not For Publication) ; Here’s a swift action-romance that’s bound to please. the type of picture that skyrocketed Wallie Reid to fame. It’s a love tale with automobile racing as the background, Ten times as entertaining as the old Reid auto classics because it’s so ideal for sound. Imagine the snappy dialog and the smash racing climaxes of ‘‘The Roaring Road” or “Excuse My Dust’? 100 per cent in sound and you can understand why ‘‘Burning Up’”’ is swell even before you see it. The title refers to both the romance and the subject mat It enables you to sell the show three ways: 1. Sell the love story between Richard Arlen and Mary Brian. Both are coming into popularity like a house afire. Both have just scored heavily in ‘‘The Virginian” in recent weeks. Arlen has just been made a star by popular demand; “Burning Up” is his first star picture. Mary Brian ranks third in fan mail at the Paramount studio, just below Clara She’sa draw. The folks liked them together in ‘‘The Man I Love.” They’ll enjoy them even more in “Burning Up.” Copy: Dick and Mary Are in Love Again! Most Lovable Pair. Brian. 2. Sell the story. Copy: ‘Suicide’ ‘Larrigan, the man who never lost a race or a woman, is coming to town. Love at 100 Miles an Hour. lLarrigan never drove his car at less than 60 miles an hour, so how could she walk home? Smashing all records for romance and thrills. See and Hear the amazing auto race for $25,000 and the heart of a beautiful girl. See Richard Arlen fight for his girl and his life at 100 Miles an hour. Now at last—the greatest of all auto racing romances completely in sound. : 8. Sell a combination of 1 and 2. It depends upon your town what angle you choose to sell. From where I sit it looks as if the straight auto racing copy would go best in the middle-sized and small towns. The title and the stars, with the love angle emphasized, will probably be the best approach in the larger centers. : Several obvious and some not-so-obvious tie-ups. Auto stores are good bets for display of stills, of course. You should be able to break into the auto columns in the newspapers. You might have a man in auto racing costume drive around town in a racing car with banners. You might use teaser ads kidding them that a real auto race is coming to town between ‘Suicide’ Larrigan (Arlen) and ‘Bullet’? Mc ter. Screendom’s Richard Arlen Burning Up with Mary e days. for $25,0.00. “Burning Up.’’ Good tie-up with the title. rected. ‘Tip: Rialto Operates Continuously for 42 Hours Emulating the record for continuous operation of thirty-nine hours set by the Paramount Theatre in Paris, on New Year’s, a simultaneous drive by the Rialto, New York, which extended over a period of forty-two hours, kept the record on this side of the Atlantic by a margin of three hours. Opening at 9.00 A. M., Tuesday, Dec. 31, the house operated without a let-up until 3.00 A. M., Thursday, Jan. 2—almost two full Two sets of batteries for sound reproduction were used, as ager Charles B. Craig of the Strand Theatre, children were admitted free providing they brought a toy, broken or otherwise, as an admission ticket. These toys were repaired by the Fire Department, and distributed to poor children on Christmas Day. Christmas Bank Tie-up Helps Pre-Holiday Slump To combat the usual pre-Christmas slump, Manager F. C. Croson of the Fremont Theatre, Fremont, Nebraska, sold a local bank the idea of distributing checks through the theatre which had a value of $1.00 if used to start a Christmas Club account. Five thousand of these checks payable to bearer and furnished by. the bank were distributed to theatre patrons. well as two amplifier boards; there were several shifts of theatre per Ghan (Francis MacDonald, the heavy in the picture). Spring it at the last minute that the race is in power in the town fails and the lights go out. A race How about a BURNING UP WEEK during which all the citizens of the town would clean up their premises and burn up all the junk that disfigures the burg? from the municipal authorities might be secured for this. Official co-operation Eddie Sutherland, always good in shows of this kind, diBesides Arlen and Brian, Francis McDonald (very good), Tully Marshall, Sam Hardy (‘‘The Rainbow: Man’’) and Charles Sellon are in the cast. In certain erucial scenes in the show the electric You might use these stills for a tie-up with the local electric light company: THIS DOESN’T HAPPEN IN JERRYVILLE. in such a manner and at such. times that the patrons were not aware of it. Incidentally, J. C. Furman, publicity director of the Rialto, crashed every New York daily, without exception, with a story of the feat, effectively tying in the current attraction, “The Virginian.” Northwest Has Drive For Greatest Profits The Publix Northwest division is staging a three months drive for ‘greatest profits.’ Under the leadership of Division Director Edmund R. Ruben, aided by a special committee including Harold Finkelstein, Martin J. Mullin, Harry French, E. A. Smith, Rube Bolstad, Nat Wolf, and Don Chambers, cash prizes are being offered for distribution among the theatres presenting the best showing at the end of the three months sonnel, and the house was cleaned! period. 2 onmHHHNAHNNOHNHNAONHHHNHKAKMAANMHNNHHHHHHNHHHAHN HHO : Record No. Titles Artists Type 2 = 2000 P IF I HAD A TALKING PICTURE OF YOU Annette Henshaw Voc.-Orch. : Eng 3 (from Sunnyside Up)..........ecc.cceeee = 2 TM A DREAMER, AREN’T WE ALL? Annette Henshaw Voc.-Orch. Ea, (from; Sunnyside: Up). ois eS, = = 2001 P IF I’M DREAMING (from Sally)........ Publix Ten Dance : 2 HAVE A LITTLE FAITH IN ME (from Paramounteers Dance z = spring: Is) Here) oi icaviees ccs ove eae eae = = 2002 P Ses Ge es ea ees YOU (from It’s a Great Paramounteers Dance-Voe. = = PRE a ralig FS hcN tales see Na Ce AN SL. = = _ A YEAR FROM TODAY (from N. Y. Paramounteers Dance-Voec. = E NGRHES) Ge cot sees oe aes a ON Sees a = = 2008P SHEPHERD’S SERENADE (from Devil Paul Small. Vocal : = MavEs Gare) s ine toe saci w odie otk unubvca eek ee = = NEEDIN’ YOU LIKE 2 2e acelagereit cles! «teat Paramounteers Dance-Voe. = 2 2004 P LUCKY ME—LOVABLE YOU (from ChasParamounteers Dance-Voc. A 2 ane RaIMbOWS)i—<cs ieee ofa Poke Okie bee was = = CHARMING (from Devil May Care)..... Paramounteers Dance i = DUTT WOCUeenaeeccececaccetaacoeeaaugeaouecttaceangeuaceacnoeeagooeengoceeugguececteceeccueecscegegcuesianuacueuaneeggacangnscocenncresnooueenseusssaeettage.c