Publix Opinion (Jan 24, 1930)

Pde EAE FILM PROGRESS CONVERTS THE NEWSPAPERS Ten years ago, when the first Balaban & Katz deluxe motion picture theatre was opened in Chicago, this pretentious departure from the Nickelodeon type of theatre, came in for a great deal of kidding in the newspapers. “Balaban and Katz Service” received the brunt of ridicule because this firm originated the idea of comfort, luxury and courtesy in theatres. that the ‘‘West Point usher” plan originated, and provided the thought which in one form or another .won Can you get your local newspaper feature writers to “do? a local many an alleged story on this humorist a fiveinformation| dollar ‘“‘prizejfand other] joke’ check. facts you can With those think of? checks, the “humorists’’ purchased more tickets at B. & K. box-offices in order, to garner more gags to get more checks. No musical comedy-revue in Chicago was complete unless it had a skit on Balaban & Katz service. went to B. & K. theatres in constantly increasing numbers, to find that Balaban & Katz service, smilingly rendered, was infinitely preferable to ‘“‘legitimate’’ theatre box-office insolence and usher indifference. ' The first Balaban & Katz stage presentations were treated to another barrage of derision by the wags. They survived, however, 'and prospered, and brought pa trons to the theatres in such numbers that Chicago became educated to larger and finer lobbies for fhe accommodation of “‘standee holdouts.”’ Pianists, introduced in these lobbies for the entertainment of standees, were twitted by the newspaper wits, and when masters of ceremonies were placed It was at this time} Audiences roared, .and on the stages, movie critics and feature writers’ were beside themselves with joy at this new angle of attack. All in all, the joke-smiths seemed to resent. the strides made by Balaban & Katz in their efforts to improve the standards and surroundings of motion picture presentation. Gradually, however, these efforts were attended with public approval and financial success. Balaban & Katz standards of deluxe theatre operation, incorporated into the organization of Publix, spread all over the country, to be widely imitated by almost every branch of show business. Finally the fact that the verdict of public approval was unanimous, dawned upon the press. In one paper after another, chaffing gave way to eulogy. Staunch till the end, the Chicago Tribune was the last of the Chicago papers to capitulate. The first admission of its changed attitude is the following excerpt from the column conducted by Mae Tinee, movie critic extraordinary of the self-styled ‘‘world’s greatest newspaper.’’ So complete has the conversion of the Tribune been that this story is well worthy of being retold, verbally, to your local newspaper writers. The article follows: ‘Never Backward’ “There’s one thing about this great industry that we’re so in terested in—it never moves backward. Unfailingly it progresses, faltering sometimes, but never stopping nor losing ground. The motion picture which, only a few years ago, all but a few wise men thought a passing fancy, has become the enduring passion of nations. “The nickel show has flowered into a mammoth, multicolored enterprise. Great picture houses of comfort and beauty replace the one-time dingy movie theatre. Moving shadows speak, sing, and are increasingly alive with color. It won’t be long now till the black and white film will be as passe as the silent. film is becoming. ‘The enlarged silver sheet is here and the depth screen has been found wonderful, if, as yet, somewhat wanting in practicability. “Not so long ago the ‘legitimate’ actor put on his high hat FREE INSTITUTIONAL PUBLICITY Guy Kenimer promoted this free institutional advertisement for the Tampa, Victory, Strand, Franklin and Seminole Theatres in Tampa, Florida. The First National Bank paid for the four column, ten inch ad, congratulating Publix upon its investment in the city. You can get similar space for your. theatre if you go after it. . Tampa moving picture theatres. Corporation, which owns or controls five Tam; Tampa, Victory, Strand, Franklin and Seminole. of $65,000. her visitors. Franklin and Madison Streets 4 $3,000,000 Investment To Amuse Tampans Seventeen years ago, the first “movie” theatre, the San Souci, was opened in Tampa. Today, about $3,000,000 is invested in More than $2,000,000 has been invested by thé Publix Theatres theatres: e Tampa | Theatre alone cost more than a million dollars to build. Since its opening on October 15, 1926, neatly 3,000,000 persons have passed through its charming patio, and have seen many “first tun” pictures and listened to the great organ, built at a cost Scenes taken in all parts of the world are shown to thousands of persons daily in Tampa theatres. The moving picture industry of the world contributes to the amusement of Tampa and Likewise, in its own field of finance, The First National Bank ‘of Tampa brings to the services of Tampa and her neighbors facilities ‘of world-wide extent, the benefits of many years’ experience in Tampa and the strength of a conservative, timetested institution having abundant resources for sound banking. The First National Bank Of Tampa South Florida’s First Bank Opposite the Court House PUBLIX OPINION, WEEK OF JANUARY 24th, 1930 THE ‘PARADE’ IN FRONT This glowing account a the merits of Chevalier’s latest picture can be photographed, enlarged and mounted on an easel in your lobby as noted in PUBLIX OPINION, Vol. III, No. 19, page 3. SCREENLAND for February 1930 SCREENLAND and held his garments aside as the film producer passed by. Today the pick of stage talent stands with hand at ear eagerly awaiting a call to Hollywood. Vaudeville totters because all of its artists worth keeping have gone microphone, and the Kleig lights rival gayly the lights of old Broadway. “It cost you $6 once to see and hear Al Jolson. Now 35 cents brings you all you want of him. Is it a Ziegfeld revue you crave? Lo, Ziegfeld has contracted to screen it for you. An operetta? You have it. A girl show? Dozens of them! The sex drama, the hale and hearty out-of-door number, the study in psychology—all are yours for the asking. “Haphazard direction and snooty stars are tolerated no longer. Progress has demanded and obtained the balanced cast guided by men who know how. Classics are being more and more skilfully adapted to the sereen. Original scenarios are far better than they used to be. ‘Fans Set the Pace’ “We fans are important factors in this march of progress. Our increasing knowledge of what is mediocrity and our dissatisfaction with it are the industry’s digitalist, strychnine, and cod liver oil. Our indifference would spell its doom. “I’m no prophet, but this I know: that during 1930 the film industry will PROGRESS!” RIVOLI RECEIPTS BREAK RECORD In the story printed recently in PUBLIX OPINION telling of the eight or ten records broken by the Rivoli Theatre during the holiday week, the daily record established on New Year’s Eve was $14,500 instead of $12,000, according to Manager J. C. Wright. Previous daily record was $12,700, and this sum was exceeded by 10 p. m. on the day in question. Garden Theatre, Palm Beach, Fla., opened January 12. R. H. Layne is managing the house. S20 O20 OO e-O-2OeOO S-0O+OOS Oe SOS Oe OG So RETURNPRINTS ; i ¢ ; A general order has been : ¢ issued by Boris Morros, Di$4 ? rector of the Music Depart? ¢ ment, to the effect that all 4 ¢ prints from the Music Nov}$ ? elties Department are to be ; ¢ returned to the Paramount ; ¢ Building in New York City. ; Unless this is done, the full ¢ cost of the print will be & ; charged to the theatre. The $ s prints referred to include ; ¢ the Thanksgiving, Christ° ; mas, and New Year’s Novel¢ ties. : 2B e-B-Oe-O-0B -SOe-B-+G0-S-B-B 1B e-D-Oo-S + B+-D 0 Oe-@G8 -@28+-S HONOR PAGE Vive Maurice! Chevalier, salut a vous! Radio Program Arouses Fan Enthusiasm | An hour of scintillating musical enchantment, during which those three leaders of their respective fields, Paul Ash, Jesse Crawford and David Mendoza, shone in their most favorable light, won thousands of friends for the Paramount-Publix radio hour last Saturday, Jan. 18. The program, arranged so as to tickle the sensibilities of brows of all altitudes, elicited such an enthusiastic fan response as to leave no possible doubt concerning the growing popularity of the hour. George Bancroft, who was originally scheduled to appear, was prevented from doing so on account of additional studio work for his next picture. However, the three master showmen mentioned above, together with th other artists of the program, threw themselves into the breach with such an unbroken succession of tuneful selections that the hour was signalized as the most fascinating of the entire evening’s broadcast. Paul Ash and his crew scored heavily with a musical novelty entitled ‘‘The Flower Shop.’’ Other artists who contributed their share to the enjoyable program included Paul Small, Dorothy Adams, Har riet Lee, Fred Vettel, Veronica Wiggins and the Paramount Four. Opening Theatre Trailer Made For Publix | A special Publix ‘“Opening Theatre’”’ trailer has been devised by the Home Office which will be used by every theatre opening up under the Publix banner. Buddy Rogers makes a speech welcoming the people of the community to the new theatre, dwelling upon the institutional features of a Publix theatre and Paramount pictures. He then introduces a number of Paramount stars, whose heads appear enclosed in actual stars which form themselves around the mountain of the Paramount trademark. The trailer is a most effective bit of trick photography and presents an appropriate welcoming and Selling message in an unusual and entertaining fashion. ; The trailer was first used at the opening of the Publix-Shea’s Seneca Theatre in Buffalo and will next be used at the opening of the Paramount, Montgomery, Ala., a will take place on January RADIO STAR ON FEB. 1 10 BE MARY BRIAN Mary Brian and Richard Arlen, two of the motion picture world’s most popular players, will feature the regular weekly ParamountPublix radio hour to be broadcast over the national network of the Columbia Broadcasting System on Saturday night, February 1, at 10 o’clock (Eastern Standard Time). In the Paramount studio in Hollywood the two favorites of the screen will present a special act relating to ‘“‘Burning Up’, a motion picture soon to be released, in which Arlen is starred with Miss Brian supporting him. The presentation will be relayed across the country to station WABC and placed on the air over the coastto-coast hookup of the Columbia System. The stage show attraction, a weekly feature of the Paramount Playhouse, the deluxe theatre of the air, is entitled ‘“‘Step On The Gas’’, a musical novelty which will present such radio entertainers as Harriet Lee, Dorothy Adams, Paul Small, Fred Vettel and Mary Charles. David Mendoza will conduct the — symphony orchestra in a series of specially arranged compositions and Jesse Crawford will contribute an organ solo. Helen Kane will NOT appear on the Paramount-Publix radio hour, January 25. Mary Charles, making her radio debut, will be the featured artist. MUSIC SALES HEAD J. Seott Middleton has been engaged to head the Sheet Music and Sales Department, now a part of the Publix Music Department, replacing Herbert Hayman. . SCTE CHANGES | TMT Three Texas theatres will discontinue vaudeville shortly, according to Mr. D. J. Chatkin, and PULL LEE LLLL /Vresume a straight sound policy in its stead. The Fair, Amarillo, discontinues vaudeville on January 25th, tures weekly, opening on Sunday and Thursday. Orpheum, Waco, discontinues vaudeville, January 30th, and will show two pictures weekly with changes on Saturday and Wednesday. In Wichita Falls, the Majestic resumes sound policy on January 27th, with two weekly changes, on Saturday and Wednesday. Effective February 28th, Publix will have no further interest in the La Petite Theatre, Kankakee, IIlinois. Effective Mareh 15th, 1930, Publix will have no further interest in the Park Theatre, Richford, Vermont. Effective April 30th, 1930, Publix will have no further interest in the Garden Theatre, Palm Beach, Florida, and the Broadway Theatre, Dover, New Hampshire. YEA, SURE— This sign appears over the desk of Harry Royster, publicity director of the Publix Paramount, New York. It has prov‘ed very effective in stemming the pleas of the “aw c’mon’” fellows. Are you going to have your house artist draw one up? Cihcalic tickets de, mevchandisc BSR uUS TO =| ena y and will henceforth play two pic-. a 4 F BE) al | a