Publix Opinion (Jan 24, 1930)

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PUBLIX OPINION, WEEK OF JANUARY 247u, 1930 WELCOMING ‘WELCOME DANGER’ An example of the activity of Les Kaufman of the Publix-Balaban and Katz publicity staff. 1. A one sheet poster mailed to 1350 gasoline stations throughout the city. 2. Window sticker sent to all retail druggists in Chicago. 3. Poster placed on all fire plugs throughout the loop. 4. Reproduction of telegram presumably sent by Leila Hyams. Used in 60 window displays. Although three of the four reproductions below were used PUBLIX RESPONDS — f: ‘ALERT WATCH TO SPRINGFIELD SAVES GROSS | sr Lop ant 2 Teese IN TOLEDO Advantages of flexibility in organization and alert attention to the effect of sales campaigns were demonstrated recently in Toledo during the run of ‘“‘The Love Parade’. The picture had been sold in advance with a logical campaign from obvious angles. . When the opening did not register as high as had been expected, a complete about-face in advertising and selling policy was made on the second day. Ads of an editorial type were inserted, with the theatre guaranteeing the merit of the picture to its patrons. It was hailed as another Chevalier triumph and the costume character of the production was ignored entirely, with no references to the story or background. As a result, grosses began to mount steadily and the receipts on the final day were the largest dur. ing the run. A similar experience is reported from Rochester. “These facts may prove of value in selling ‘The Love Parade’ in other communities,’’ says Milton H. Feld, division director. ‘It is certain that other Publix showmen would be wise to emulate the ‘about-face’. of the Toledo organization under similar circumstances, with this picture or with others.’’ WILL YOU? Scores’ of editorials have been written on ‘Disraeli,’ because of the important part the title name played as an English statesman. What showman will promote an editorial on some Paramount Pictures and send the clippings to PUBLIX OPINION? CALENDAR The amusement calendar piciured below has been devised by Ed Toerpe, City Manager of Galesburg. It tells a story of coming attractions in a most unique and effective way. It is three sheet size painted in bright colors on pressed boards, and neatly hung with silk cord and tassels. The very size of the calendar calls attention to it. Division Manager M. M. Rubens is so pleased with it, that he has instructed all managers to duplicate it from month to month. Word comes from Madeline Woods, publicity director of Publix-Great States, that the manager of the Madison in Peoria has placed a colored enlargement of this calendar in his lobby. on “Welcome Danger” they can be found useful for any other features. 34 SO.LASALLE gp Chicago, 1 SSC155 56 MW 4 ex a LOSANGELES cat ip DEC 17 4 HUDSON ROSS Rani g ae Core Dis TRIBUTORS CROSLEY RADIO 116 MEET THE BOYS! To promote acquaintance, respect and mutual understanding of the splendid individuals who comprise Publix, these one-minute biographies are offered. They’re not printed as vanity ticklers for the showmen here portrayed. We want the photo and biography of everyone in Publix for the benefit of everyone in Publix. BERT F. NAUS Bert F. Naus of the Rialto, Portland, Oregon, is another Publix manager who has risen from the ranks. He en tered the the #2) atrical field in 411922, as part ‘i time usher for the B. & K. Roosevelt, Chicago, while working for Mar#1 shall Fields Co. Pete 129-325 Naus went to Los Angeles and obtained a job as doorman for the ‘Met,’ now the Paramount. His zeal in performing duties, brought him rapid advancements, and in February, 1928, he was promoted to assistant manager of that theatre. One year later he was transferred to the Portland Theatre, Portland, Oregon, in the Same capacity. With the acquisition of the Rialto by Publix, Naus was given his first and present managerial position. Bert F. Naus EVERETT L. DILLEY Everett L. Dilley, manager of the Grand, Northfield Minn, entered the theatrical profession in 1915, appearing in Shakespearean roles. As a2 member of the Harry L. Dix3on Stock company, it was Dilley’s cask to act as 3tagze manager, besides nacting the piBard of Avon’s chari} icters. After two seasons of one night 3tands, Dilley ‘eased the Ware Audi[ Ree tes See eo eed ag 8 eee eee . his ome Everett L. Dilley core ee show attractions and home talent plays. In 1917, he installed motion picture equipment, changed the name of the house to the “Grand” and continued operating it until July 1, .1927, when Finkelstein & Ruben purchased the theatre, retaining him as manager. senting road DALE SIMON Dale Simon, manager of the Paramount, Bismark, South Dakota, has been in the theatr i2al profession for nearly fifteen years. He entered show. busiaess in 1916 as manager of the Barrymore Thea‘re, Marshall, Minn.,.for the Valleau The atres, Inc. He remain2d with this organization until the fall of 1925, managing numerous houses in ylowa and North Dakota. When the Northwest Theatre Circuit, a subsidiary of Publix, took over the operation of the Eltinge, Bismarck, that year, renovating and remodeling it into an atmospheric theatre, they re-named it the Paramount and retained Simon as manager. WALTER B. ROSE Walter B. Rose, manager of the Strand, Brockton, Mass., is a graduate of Neobraska Wesleyan University and the first Mantagers’ School. He has received most of his business experience in the engineering and contracting field, having worked in that trade: £07 more than six years. Upon his gradu ation from the ana eers school in 1926, Rose was assigned to the Fields Corner Theatre, Dorchester, Mass., as assistant manager. His last as sistant managership was at the Olympia, New Bedford, Mass., from which he was promoted to manage the Colonial Portsmouth, N. H., in Sept., 1926. Rose, since then, has managed various theatres in Massachusetts. Dale Simon Walter B. Rose EDWARD E. O’DONNELL A graduate of Loyola University, who has been in the employ of the Balaoe ee ee ey Se i O'Donnell ij left the: Western Electric Co., where he was employed-tn--the sales correspondence division, to work as a part time usher at the Ed. E. O’Donnell Central Park. : After studying under the tutelage of John Balaban, for many months, he was promoted to assistant manager. O’Donnell remained at this theatre seven years, after which he was transferred to the Chica= so Theatre, and later to McVickers, where he managed the first Vitaphone to come to Chicago. Other theatres that O’Donnell has managed for B&K are the Roosevelt, Senate and Paradise. THEODORE ‘C. CHAPIN Theodore C. Chapin, manager of the Riviera, Knoxville, Tenn., entered show business in 1924, as doorman of the Dixie Theatle; 20) Cana. Fla. He has spent time supervising outdoor | campaigns and writing feature stories for motion pictures. Toward the latter part of 1924, Chapin was made assistant manager of the Dixie and Temple theatres in Ocala, and promoted a few months Theo. E hapi later to man vis age the Howell, Palatka, Fla. Chapin man‘aged various other theatres in Florida, namely in Gainesville, Cocoa and Jacksonville, until September, 1928, when he was transferred to manage the Lyric, Jackson, Tenn. From this theatre, he was assigned to his present position. some’ CAMPAIGN = Institutional advertising is being stressed by the Paramount Theatre, Springfield, with a minimum of ballyhoo, according to Manager Herbert Chatkin. Strictly promotional stunts coupled with the institutional campaign have — been reflected profitably at the box-office, and so great has been the success of this form of exploitation that it is to be continued indefinitely. Current attractions are of course listed in the various media utilized, and sufficient attention is paid to this angle to be sure that it is not neglected. A “live lobby” is an integral part of the campaign to make the Paramount a habit-house, and Joe Alexander, organist at the theatre, is found in the lobby nightly, playing piano request numbers. The reaction has been excellent. Using Alexander, standard attraction, in this spot enables the house to present this added feature without additional expense. Alexander himself is enthusiastic over the reception accorded to the innovation, and finds that the requests made are a valuable indication of the relative popularity of numbers, which assists him in planning his organ solos. In the lounge, tea is served each afternoon, at no cost to the theatre other than the original investment in china. Manager Chatkin plans to combine daily bridge parties with the afternoon teas, in the early future. 6 eet eleeoioiolole i ietototetok * ASSIGNMENTS ! Ye ste teste Notes’ Ye eetotetotetototolokolok eleioioieeeeiiiqhheireiint token E. E. Wilson, formerly manager of the State Theatre, Minot, N. D., has assumed the management of the Garrick Theatre, Fargo, N. D. F. G. Nutting, formerly manager of the Chateau Dodge, Rochester, Minn., replaces Wilson at the State, and Gordon McKinnon has been promoted from the assistant managership of the Century, Minneapolis, to the managership of the Chateau Dodge. Allan Dummer, formerly assistant manager of the Fargo Theatre, Fargo, has been promoted to the managership of both the Orpheum and Strand _ Theatres, Minot. Formerly manager of the Strand, St. Paul, Morris Rosenthal has been transferred to the Lyceum, Duluth, as manager. The Indiana Theatre, Bedford, Indiana, is now managed by R. A. Walterson, formerly manager of the Marion Theatre, Marion, Ohio. Replacing E. A. Phillips, Hd. Krause has assumed the management of the State Theatre, Fargo, N. D. Mike Wainstock, formerly manager of the Strand, Eveleth, has assumed the management of the Orpheum Theatre, Sioux Falls. A. J. Molstad, formerly assistant manager of the State, Eau Claire, succeeds Wainstock. -H. L. Walker is now managing the Lyric and State Theatres in Aberdeen, S. D., Marion Walker is managing the Orpheum, and Howard Walker the Capitol. The State Theatre, South Bend, Ind., is now being managed by Herbert Sullivan. Frank Dameron has replaced Joe Burton as manager of the Keith Theatre, North Platte, Nebr. Mark Kempenich has assumed the management of the Moorhead Theatre, Moorhead, Minn., replacing W. A. Brown. F. C. Croson, formerly manager of the Fremont Theatre, Fremont, Nebr., has replaced R. K. Fulton as manager of the Princess, Sioux City, Iowa. “Mr. Fulton has taken over the management of the Broadway Theatre, Council Bluffs, replacing J. N. Krier, who is attending the current session of the Managers’ Training School. R.S., Thomas, manager of the Empress Theatre, Fremont, will hereafter be in charge of both the Empress sss eer! |aannd Fremont Theatres.