Publix Opinion (Jan 31, 1930)

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wee NOTE INTRO CHR ITT . Mae Fag tigre sitll ini 0000 ‘VAGABOND KING TREATED LIKE ROAD SHOW etae ade "(Continue « + ADVERTISING MEN! The Philco Company tieup with Paramount, which involves “THE LOVE PARADE,” “STREET OF CHANCH,” and “THE VAGABOND KING,” is working out into tremendous propor from Page One) tions and Paramount is re Publix showmanship has earned. ceiving splendid support ‘ from Philco throughout the Intense Campaign country. ; Local Publix showmen in each community will put on the high pressure campaign for ‘“‘The Vagabond King’* with such intensity that non-Publix exhibitor-accounts of: Paramount in adjacent saleszones will also derive benefit. Through this method Messrs. Zukor, Lasky, Kent and Katz feel that not only Paramount and Publix will get every benefit it deserves from this phenomenal attraction, but non-Publix exhibitors who buy it will find it so profitable that Paramount’s share will be materially increased. National magazine and newspaper advertising campaigns, special news-reel trailers, special musical and radio exploitation will break far in advance of all ‘“‘Vagabond King” openings, saturating and stampeding the United States with ticket-buying desire of a magnitude never before possible in show business. Publix showmen thus, in effect, have two ad While there is no definite obligation to consider Philco radio tie-ups exclusive of any other radio tie-ups, it is to the interest of the com‘pany that we play ball with Philco to the fullest extent and at least give their representatives a chance on any tie-up, even though it does not involve the three pictures mentioned. A. M. Botsford }*-B-9Be-D-O-O-O+-O-1O*-B-0Oe-O--OOO °-O-18+-O-18:-O-09+-O 8» O02 OOo D+ OeS$ O2O89 D006 OO e-O-0 Or O-+ Oe D9 OeOOo OO e-O-0O-S -@O-OO HO OO° HO 4 ! ! t t ¢ t ; ; : : ¢ ; 5g ¢ ; : afterward. Starting today, I want every Publix theatre to make a weekly contribution towards saturizing the-entire country with ‘Vagabond King’ ticket-buying desire. “This means program plugs of the music, radio station plugs, lobby posters, and at least a weekly newspaper story, with a local angle of some sort, in addition to anything else that can be done Snes mere eee SS STTE ditional responsibilities in con-| locally,” nection with showing ‘‘The VagaThe. followin . Damepe ian Aare Z g theatres. will beming the tunctioes of’ the’ rom| guazge one dollar: Atlanta, Ga. show department, and _ second, Paramount; Birmingham, la., Alabama; Boston, Mass., Uptown; Buffalo, N. Y., Century; Charlotte, N. C., Imperial; Chicago, Ill., MeVickers; Dallas, Tex., Melba; Denver, Colo., Denver; Des Moines, serving as high-pressure missionary salesmen of the highest order, for all potential Paramount accounts that could be expected to share in ‘‘Vagabond King”’ profits. Ia., Des Moines; Detroit, Mich., Mr. Katz Enthusiastic Paramount; Houston, Tex., MetAfter previewing “The Vagaropolitan,; Jacksonville, Fla., bond King,” Mr. Katz decided that | Florida; Kansas City, Mo., is Newman; Los’ Angeles, Cal., it impossible for anyone to overstate. its entertainment and word-of-mouth value. “It is impossible to exaggerate the thrilling music, exciting adventure and high romance that this phenomenal attraction possesses,’’ Mr. Katz said today. “Dennis King and Jeannette MacDonald have established. a performance peak that has never been attained in the history of the screen, and everyone who sees this: picture will be glad to say so, min CCCCCCKTATCKTCKRNTRO : SALES DISCRETION! Commenting on the tendency of some theatre managers to confuse the public by trying to sell their ordinary attractions too far in advance, A. M. Botsford, General Director of Advertising and Publicity, pointed out that when managers are urged to be live wires, alert, and to take advantage of every opportunity for increasing business, it is not meant that they turn the town upside down for every attraction. “It is perfectly true that every time we over-sell an inferior picture,’ declared Mr. Botsford, “it makes it that much more difficult to get people to believe in The Vagabond King, The Love Parade or other real pictures. We have advocated getting behind the average picture, but when a manager gets behind a picture like the Duncan Sisters as if it were a per _ sonal appearance of President Hoover on the stage, I think it is time to send out some warning to managers to use some headwork in analyzing their campaigns in accordance with the .possibilities of the picture. _ 1 $ia the case of The Duncan Sister picture, where the theatre used radio announcements, hotel orchestra orchestrations, dance hall broadcasts, the Publix Special, synchronized and silent trailer, cooperative newspaper contest page, 10,000 programs, 10,000 traction company announcements, 10,000 special heralds, 3000 automobile hangers, taxicab tire covers, music store window displays, 100 i1-sheets, 6 3-sheets, 6 6-sheets, 4 24-sheets and 23 inserts, to an advertising cost that exceeded 10% of the gross, we should well realize what job that man is going to have to convince his public of the magnitude of a picture like The Vagabond King without .tripling his advertisement cost. . “f believe that many of our theatres are over-doing their advance selling, especially in the houses that change twice and three times a week. Any theatre changing three times a week, which runs a Sunday display in selling the three attractions, plus two more for the coming week, is putting a burden on the reader that is so diluting his advertising message that he -makes no impression at all. ‘“ believe the reason for all this over-doing of merchandising in the wrong way is due to general statements and general pressure about getting behind the merchandising. Are we not, in our efforts to enthusiastically sell each attraction, leaving out of consideration the necessary caution for dis = crimination; for better analysis of values; for better analysis = . of what the actual reaction is on the public; of trying to sel” = too much at once; for better analysis of the cost of over-doing = merchandising on average product so that we triple the cost: = for properly merchandising product that has big potential 2 possibilities.” >a MUNILUUUILNLUAUUUUUNUTTTALAUUA UT Paramount; Miami Fla., Fairfax; Minneapolis, Minn., Century; New Orleans, La., Saenger; Oklahoma City, Okla., Criterion; Omaha, Nebr., World; Rochester, N. Y., Hastman; Salt Lake City, Utah, Capitol; San Antonio, Tex., Aztec; San Francisco, Cal., St. Francis; St. Louis, Mo., Missouri; Tampa, Fla., Victory; W. Palm Beach, Fla., Kettler. The following theatres are among those which will probably _— OO rr ul KT PUBLIX OPINION, WEEK OF JANUARY 3lsr, 1930 STIFF IS MADE NEW DIVISION “MANAGER Recent promotions and assignments announced by D. J. Chatkin, General Director of Theatre Management, include the appointment of C. B. Stiff as Division Manager of the state of Arizona, under Division Director L. E. Schneider. Harry Nace has been named Arizona District Manager, and both he’ and Mr. Stiff will make their headquarters at the Strand Thea-| tre, Phoenix, Arizona. Replacing Ernest Morrison, transferred to the City Managership of Miami, Jack Jackson has been appointed District Manager in charge of Texas deluxe theatres, the Palace in Dallas, Texas in San Antonio, and Metropolitan in Houston. Mr. Jackson was formerly Publicity Director of the Toledo Paramount, and more recently, of the Rochester theatres. As Mr. Morrison included the management of the Palace, Dallas, with his other duties, Frank Shipley of the Metropolitan, Houston, has been transferred to the Palace as manager. E. E. Collins, City Manager of Houston, will also assume the management of the Metropolitan. John B. Carroll, whom Mr. Morrison replaces as City Manager of Miami, has been named District Manager in charge of the theatres in Youngstown and Marion, Ohio, and Lexington, Ky. Replacing J. A. Koerpel, who was recently named Division Manager of the Carolinas, Mr. Carroll will make. his headquarters at the Keith Theatre Bldg., Cleveland, Ohio. charge seventy-five cents: Columbia, S. C., Ritz; Augusta, Ga., Nonicoue Macon, Ga., Rialto; ontgomery, Ala., Paramount; Daytona, Fla., Vivian; Anniston, Ala., Ritz; Savannah, Ga., Lucas; Lakeland, Fla., Polk; Hartford, Conn., Allyn; Worcester, Mass., Capitol; Springfield, Mass., ©aramount; New Haven, Conn., Paramount; Newburg, N. Y., Academy; Poughkeepsie, N. Y., Bardavon; Toledo, Ohio, Paramount; Asheville, N. C., Imperial, Spartanburg, Ss. C., Montgomery; Greenville, S. C., Carolina; Raleigh, N. C., Capitol; Winston Salem, N. C., Carolina; Greensboro, N. C., Carolina; Knoxville, Tenn., Tennessee; Chattanooga, Tenn., Tivoli; Johnson City, Tenn., Majestic; Austin, Tex., Majestic; Ft. Worth, Tex., Worth; Galveston, Tex., Ft. Smith, Ark., Joie; Beaumont, Tex., Jefferson; Port Arthur, Tex., Strand; Amarillo, Tex., Fair; El Paso, Tex., Hllanay; Waco, Tex., Waco; Wichita Falls, Tex., Strand; Enid, Okla., Criterion; Colorado Springs, Colo., Paramount; Pueblo, Colo., Colorado; Boise, Idaho, Pinney; Provo, Utah, Paramount; Ogden, Utah, Paramount; Portland, Oregon, Paramount; Seattle, Wash., Paramount; Greeley, Colo., Rex; St. Paul, Minn., Paramount; Duluth, Minn., Lyceum; Fargo, N. D., Fargo; Rochester, Minn, Chateau; Austin, Minn., Para mount; Eau Claire, Wisc., State; Grand Forks, N. D., Grand; Madison, S. D., Lyric; Mitchell, S. D., Lyric; Sioux Falls, S. D., State; Baton Rouge, lLa., Columbia; Shreveport, La., Strand; Mobile, Ala., Saenger; Clarksdale, Miss., Manor; Texarkana, Ark., Saenger; Davenport, Iowa, Columbia; Sioux City, Iowa, Capitol; Rock Island, Ill., Fort; Cedar Rapids, Iowa, Paramount; Waterloo, Iowa, Paramount; South Bend, Ind., Colfax; Gary, Ind., Palace; Youngstown, Ohio, Paramount; Lincoln, Nebr., Lincoln; St. Joseph, Mo., Missouri. ASSIGNED TO BOISE A former pupil of the Managers’ School, W. B. Shuttee, who was recently student manager in the Salt Lake division has been assigned to manage the newly acquired Granada Theatre, Boise, Idaho. Queen; | al OOO 01 Os 08-10 O 101-0 Oe B+ Oe 6-181 @ 10+ 0-10 G80 LAMP ECONOMY Publix buys its electric lamps more cheaply than any other firm in any line of business, according to Mr. Frank Meyer, Purchasing Department Director. As the Graybar Electric Co.’s largest customer, Paramount-Publix for the past two years has received from Graybar the largest discounts, earned by its huge purchases, ever paid by that company. Each Publix theatre, therefore, gets its lamps cheaper than any other user. It is good business economy to order, not only lamps, but every commodity directly through the Purchasing De; partment. ~O$O-O 01-020 0-O-10+-O-10+-0+0+-O18'-0-+6:-0-0+ 68+ O0--O-8 HECKER—CHESS CHAMPS IN LIVE LOBBY STUNT (Continued from Page One) to have the two greatest boy checker and chess players in the world demonstrate in the lobby of the Michigan Theatre. One of them, Sammy Rachevsky, 18, is the boy who at the age of 12 defeated 50 United States chess experts at one sitting. Julius Rosenwald took an interest in him and prevailed upon him to stop touring in order to get a thorough school training. His appearance at the Michigan will be the first time he presents himself to the public since he was 12 years old. Nathin Rubin, also 18, has been checker champion of Michigan three times and is considered by experts as the greatest checker player in the world. MHe is the other boy appearing in the Michigan Lobby. Their trophies and medals are on display and they are’ receiving billing in trailers and ads as a special attraction. SILENT ORGANS CAN BE MADE ADV. ASSET (Continued from Page One) «4 contact with the organist will also — accomplish this, however, and obviate any possible objection on the _ part of the station. Requests Pile Up 7 “The number of broadcasts — weekly is immaterial, but if you — start them off on one period each — week, you will find them request_ ing permission to increase the — number of programs, as the results start piling up, and they will — consequently be more firmly and permanently sold on the idea. “The most inexpensive and yet — one of the most pleasing forms of radio entertainment is the organ concert. But one musician is nec© essary, and any city which has had : one or more theatre organs will — offer a choice of several organists capable of producing pleasing programs. 2 “As for the popularity of organ concerts with radio audiences, after Jesse Crawford had broadcast on a Columbia sustaining hour for two weeks, a total of four periods, six firms were bidding for the privilege of sponsoring the series. Royal Typewriter Company won. Marked Enthusiasm “But Columbia was so well sold — on the organ for sustaining programs that another series of daily broadcasts was instituted over WABC and affiliated stations. Boris Morros arranged for Miss Ann Leaf to broadcast from the Paramount Theatre organ studio each night from 12:30 to 1 p. m. So successful were these programs that another half hour, with Fred Feibel, is now broadcast every morning from 8 to 8:30. Shortly afterward Miss Leaf added two afternoon periods weekly to her schedule, so. marked was the enthusiasm of the air-audience. “It is likely that your organ is superior to any other instrument available to the station; this is true in most of the Publix cities. And with your organ the station can put on an effective sustaining program for less than the cost of | a string trio, a program which in all likelihood will develop into a commercial feature. “Most important of all,’ concluded Mr. Chatkin, ‘‘The silent organ in your orchestra pit is transformed from a liability to a live asset.”’ t i i ; 2 i t t i i { ; : : i : 1B °-@-+O:-O-+O:--8--S DO+-SO--O-O2-O-$O-O-2O-O-O+-O-6-OO -O-8+-O-0O2-@06+-@.9:-— Arthur Martel, featured organist of the Metropolitan Theatre, Boston, who has been filling a guest engagement at the State Theatre in Portland, will return to the Met. on February 6. He will be replaced in Portland by Joe Alexander, formerly of the Paramount, Springfield.. TOUR FOR SURVEY OF MAINTENANCE (Continued from Page One) partment, will inspect the Publix theatres in Indiana, Illinois, and Michigan with J. J. Rubens. The party will then return to New|two months. Improvements will York, after which the New Eng-/start immediately in accordance land Division under J. J. Fitzgib-| with company policy. 1 SIN What can managers and advertising men be thinking of when they allow The Love Parade to die in the newspaper ads while it still has three days to run? Several instances have come to the advertising, department wherein the newspaper ads, say on Thursday evening, play up “Coming—Norma Talmadge in NEW YORK, NIGHTS”, in big space and in a very small space at the bottom of the ad say —"‘Now Playing—THE LOVE PARADE”. And this, while The Love Parade still has Thursday night, Friday and Saturday still to run! On a big picture like The Love Parade, in fairness to our ‘prospective patrons we have no right to slight it in our advertisements. An ad that slights the current show confuses and misleads the reader. On a Thursday morning we are certainly . not through with The Love Parade and any advertising man worthy of his position should be sufficiently talented and skillful to publish a sales message on Thursday for The Love Parade, that, might help sell more tickets on Friday. Generally speaking, the impression created upon a crowd of readers by a display ad of any size, which merely underlines the ¢urrent, show and permits to dominate, an attraction which is coming, is ‘‘Don’t come today or tomorrow or the next day. What we have is not of much account and our real attraction doesn’t happen until next week’. So if you must follow the procedure of advertising the coming attraction, as well as the current show, let the current attraction appear in the first part of the ad where it belongs. ‘That means continuity of thought on the part of the reader. : And second, under certain circumstances when your picture to come is more important than your current show, your ad will be more clear and therefore more forceful, if you will publish two separate ads one directly below the other. —A. M. Botsford HNC bons, will be toured. Other divisions of the circuit will be covered at a later date. It is expected that-the survey proper will be completed inside of je fred | I ENA TU TART RN a