Publix Opinion (Jan 31, 1930)

; ’ : EXTEND LOBBY PUBLIX OPINION, WEEK OF JANUARY 3lst, 1930 oS NIKITA BALIEFF es oa si eee SELLING OVER STAR OF NEXT | a Note reproductions below of two full page ads which appeared in the January 8th issue of Variety. Paramount is giving the low down on its product in pungent, ticket-selling language, and every wise showa man will. remember some of these lines when he does his own advertising on these hits a la 1930. Did i) you get that enlarging glass we advised ‘you to get? 4 Max Schosberg, for the _ last fourteen years merchandising expert for the department store of Gimbel Bros., in New York City, has been called in to head the Lobby Merchandising Department for Publix. Work on increasing profits from by-product sources, particularly in lobby Merchandising activities throughout the circuit will start immediately. Bruce Po the Manager’s Training Sehool has been in charge of the department for the past three months. He will serve as associate to Schosberg. av naet aise sh fe akgjatie : The Lobby Ses ee Nancy Carroll and a s if eugene planned it that : oy ar ae es ee vais So | Merchandising new favorites are PARAMOUNT, eh ee ee cuder av ue remencers _ 7 Issues a Week ae Department has been in an experimental stage for the last six months during which time an attempt was made to gauge the results of this theatrical by-product. So profitable have lobby vending machines been in the thirtyfive theatres in which they have been installed, and so insistent have been requests from managers Max Schosberg for them, that it has been decided. to spread this merchandising activity over the entire circuit. A considerable profit is realized from these sales with little effort. A tour of the circuit to survey conditions and make plans for the installation of the proper equipment is being contemplated by Schosberg who is at pres In addition to the sale of candy PARAMOUNT ist giving you only meet today’s cha e G Common sense tells 5 1930 is way! PARAMOUNT months ag = ised production and star lists to meet 1930 public demands. q ll of PARAMOUNT’S 31 es from now to August are brand-new — never announced or sold till now. The other 20 were a year ahead of their time when first planned. @ Don't FE New Personality,|NEW DISCS Al Mary Charles, Radio Hi adio rit Mary Charles, new personality of the Paramount-Publix radio hour, scored a decisive hit with the fans last Saturday night, when she made her debut. Miss Charles, a charming singer and impersonator, was selected from more than 150 candidates. Other high spots of the hour he one company 1930-style hits to nging tastes! SS 1930 PARAMOUNT bits right Soe to the fea 11 Zane Gre qudiences have changed in stuff is outs outdoor e of the old-time valier, Oakie, Gary grosses the PARAMOUNT ex* pibitor is piling UPHe's not pulling 1929 pictur the ice box and hoping the es out of SCREEN Sones . yl . he’s giving them eat ‘em Upi he’s giving off the fire and they're flocking | att® IN ANNOUNCING ATTRACTIONS A metal disc, cheaply recorded by a newly invented process, has been used in several Publix theatres in conjunction with trailers and special announcements with such excellent results that Publix Opinion is suggesting their use wherever localized or _ special Year’s show at the Paramount NEW HITS In addition t0 20 spring Bes la 193 oO? Linurice Chevalier in Ernst “ih SEANECt machen rade”? "7 “PAR: INT ox AMOUNT ON PARADE” of revues, The grand march of “THE Bon! DER LEGION? “RETURN OF FU MANCHU» Jean ‘cit Hamilton and PARAMO UNT Sou Feb. 26: € 5 HRISTIE TALKING PLAYS PARAMOUNT SILE [) |PEP CLUB HOLDS PARAMOUNT rount Pictures already sold DENNIS KING in “The Vagabond King” o ith JEANETT “THE TEXAN?” wi, GARY Coorrn The OOPER and big cast rp CUND NEWS NEWS TALKARTOONS ANNUAL AFFAIR The annual motion picture ball of the Paramount Pep Club, a social organization of Paramount and Publix home office employees, will be held at the Hotel Astor, Friday evening, February 7, 1930. The entertainment, which will be recruited from the ranks of the stage and screen will be headed by Charles Ruggles, who will act as master of ceremonies. The entertainment, lasting from 11:30 P. M. to 1:00 A. M. and Appearing for the first time before the microphone in:a nationwide hook-up Nikita Balieff, with his internationally famous revue, ‘‘Chauve Souris,’’ will be the feature of the regular weekly Paramount-Publix radio hour on Saturday night, February 8. ‘The program will. be broadeast. from Sta See your loeal chain station and tie your local se well, graduate HELEN KANE os ae ae ia iat ane tion WABC, of Yale UniFupareenoee ee MURDER oN. ments into New York City, versity and : thishour. al-] . at 10 0’ clock (Eastern Standard Time) and over the coast to coast network of the Columbia Broadeasting System. In addition to this musical and novelty treat, the stage show coming from the Paramount Play so plant photos and stories on your local radio news pages. in which such popular radio en tertainers as David Mendoza, the Paramount orchestra, Paul Small, Macy and Smalley, Harriet. Lee, Mary Charles, Jesse Crawford and others, will appear. Following is the complete program: Overture—Liszt Melodies, Paramount Symphony © Orchestra, with Hans Hanke at the piano. Organ Solo—Jesse Crawford. Vision of Gettysburg — Quartette and orator. Stage Show—‘“BLUE SKIES”. “Tt Must Be Heaven’’—Orchestra with Paul Small, tenor. “There Must Be Somebody Waiting For Me”’—Harriet Lee, contralto. Comedy duo—Macy and Smalley. ‘“Havana’’—Orchestra. “Bind Me a Primitive Man” — Mary Charles, personality singer. “Crying for the Carolines’? — Orchestra. Acts from CHAUVE SOUR IS, ent workirwg| Hundreds. of congratulatory] talkie effects are desired. ! a VE § L i h Nikita Balieff introducing on “Chicago,| telegrams recelved at the ColUm-| "Ono of these metal records was| froadcast over station WA BC.| artists. Detroit, and|bia station during the broadcast) ysed at the New York Paramount : . St. Paul. As|indicate that the new artist is @| with a silent trailer on “Seven 2 oieke as pos-|sensational discovery. She deDays Leave.” ‘The disc was a re-|= sible, the en-| voted her portion of the hour t0| production of a talk read by one é6 99 ans gr MAA ah Ae ats of ae seer as of the men connected with the | = A BOUQUET TO PUBLIX Bruce Powell wil e eov-| Gertrude Lawrence, Irene Bordoni| theatre. The same type of record = 2 : seed and Helen Morgan. was also used to sell a special New |= FROM THE OPPOSITION from vending machines, Schosberg will consider the advisability of adding other merchandise and extracting from each theatre every possible source of revenue consistent with Publix policy. were the musical offerings of David Mendoza and the Paramount Symphony orchestra; Jesse Crawford, the poet of the organ; Lillian Gordon, Paul Small and other artists. EYE AND EAR CATCHER © Although the stunt illustrated below was conceived hastily to ex ploit a last moment booking: of “Paris” at the Publix Florida in Theatre in New Haven. Reproduces Well The record is played on the nonsyne and reproduces as well as standard records or sound-on-film. These records are made by the Brooklyn Speak-a-Phone Studio and cost about three dollars for a 10 inch disc. Publix Opinion has ascertained that the studio will undertake to have written speeches read on to a disc in cases where personal visits \to the studio can bership. A compliment from a source that every showman in Publix will hold in high esteem, is contained in recent press-wire reports of activities of the Actors Equity Association, which just now is probing the legitimate theatre in the hope of bettering conditions for its mem One reform the actors are demanding in the legitimate theatre is that: “We shall see to it that a stop is put to the discourtesy and supercilious insolence practiced in most legitimate theatres by box office attendants and other employees who come in contact with the public, as contrasted with the unfailing courtesy of the employees of the (Publix) picture houses which are the chief competitors complained of by the (legitimate stage) managers...... 9 HNC FI ETE SEAS, The Publix credo of “courtesy and service,” first sponsored in the Balaban & Katz theatres, and later part of the general. makeup of Publix, is a cornerstone in the success of Publix. In the friendly, sincere willingness to be perfect hosts to our patrons, Publix showmanship stands alone at the peak of the amusement industry. ‘That the show is good, and worth the time and money expended, is taken for granted by the patron, who expects his money back if disappointed. That the theatre is clean, safe, and secure, is also guaranteed. But that the personnel of a Publix theatre is constantly aware that they are there primarily for the pleasure of their guests, is the Publix innovation that has left all others in show business far be hind—even the imitators. Credit for this condition goes, of course, to our far-sighted leaders who could visualize the benefits of such a policy, and whose courage could maintain it in spite of staggering costs and frequent ridicule. Credit also goes to those theatre managers who organize and supervise this policy to its present state of perfection. However, the lion’s share of the credit goes to the men in Publix uniforms—the living symbol of all that Publix means. . These well-bred young men, chosen from the best of families, are invariably the highest types of American youth obtainable. They are striving for personal progress which they know is attainable in Publix as rapidly as they can master the principles of the business and reach the next step. The Publix policy of “promotion from within the ranks” is another stout bulwark for the spirit behind the alert courtesy and smiling service the name “Publix” represents to thirty-five million theatre goers every week, all over these United States. _ Jacksonville, Manager Jonas Perlberg found it an effective one. These pretty girls, carried the huge hat boxes along crowded thoroughfares. The boxes were decorated in brilliant colors and contained portable ‘phonographs, which played the hit songs from the picture. not be made and where the message is sent by mail. This will be done at no extra cost. The Brooklyn Speak-o-Phone Studio is located at 132 St. Felix Street, Brooklyn, New York. Managers wishing to experiment with these discs should communicate directly with the studio. ‘Has Many Uses Some uses for these records are as. follows. Special announcements for Lincoln’s and Washington’s birthdays, and other holiday shows, for use with silent trailers on pictures, contests, and PublixParamount Saturday night radio broadcasts. . Can be used, also, for street and lobby ballyhoos, with local silent news reel, for special local announcements through the entertainment special loudspeaker, etc. _ Copy the address in case the need for one of these inexpen EOE lise sive records ever arises. E00