Publix Opinion (Jan 31, 1930)

LIBRARY AID IN BUSINESS LIKE “MANAGEMENT Thoroughly convinced that a good library is necessary for the most efficient and spirited management of every theatre, PUBLIX OPINION herewith publishes a list of books in various fields which deserve not only shelve space but careful. perusal by every member of the executive staff of every Publix house. The list has been compiled by Publix Opinion and A. M. Botsford, Director of Publicity, with the assistance of Elmer Levine, Director of the Manager’s School and has been passed upon by the various department heads including Mr. David Chatkin, Director of Theatre Management, Boris Morros, Director of Music, Harry Rubin, Director of the Projection Department, and John F. Barry, former head of the Manager’s School and now Director of Personnel. Check this list at your local public circulating library. You will be surprised at the number available and read by the members of your community. Borrow them to see how useful they can be. If you find them helpful don’t hesitate to buy them. The list follows: THEATRE MANAGEMENT| BUILDING THEATRE PATRONAGE =: ae by Jack Barry and Epes W. Sargent; published by Chalmers Publishing Company, 516 Fifth Avenue, New York City. MOTION PICTURE HISTORY : THE STORY OF THE FILMS edited by Joseph P. Kennedy; published by A. W. Shaw and Company, Chicago and New York. | A MILLION AND ONE NIGHTS by Terrence Ramsaye; published by Simon and Schuster, New) York City. : THE HOUSE THAT SHADOWS BUILT by Will Irwin; published by Doubleday, Doran and Company, Garden City, New York. GENERAL SUBJECTS ANIMATED CARTOONS | by F. G. Lutz; published by Charles Scribner’s Sons, New York City. . MAX REINHARDT AND HIS THEATRE by Oliver M. Sayler; published by Brentano’s, New York City. OUR AMERICAN SERIES | published by Dodd, Mead, and Company, New York City. Volumes in the series are:— ARBOR DAY CHRISTMAS EASTER | FLAG DAY INDEPENDENCE DAY LINCOLN’S BIRTHDAY MEMORIAL DAY MOTHER’S DAY THANKSGIVING DAY WASHINGTON’S BIRTHDAY ADVERTISING—GENERAL HOW ADVERTISEMETS ARE BUILT by Gilbert P. Farrar; published by D. Appleton and Company, New York City. HOLIDAY | ? PUBLIX OPINION, WEEK OF JANUARY 3lsr, 1930 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 s howmen here portrayed. We want the photo and biography of everyone in Publix for the benefit of everyone in Publix. R. A. BRENNER | R. A. Brenner, a graduate of Indiana University, who received his first taste of showmanship while exploiting football games for his alma mater, is manager of the Princess, Bloomington, Indiana. The Voderschmitt Amusement Enterprises’ in Indiana employed Brenner, soon after his graduation, to do exploitation work for them, One year later, Brenner entered the m,ana gerial end of business, obtaining a job as assistant manager of the Tivoli, Michigan City, Ind. He remained at this theatre for six months and was then transferred to the Marion and Munice theatres, Ind. as emergency manager, from where he was assigned to his present post. Brenner can speak both German and Spanish. R. A. Brenner GUSTAV W. CARLSON The present manager of the Peoples and Savoy theatres, Su: perior, Wisc., Gustav W. Carlson, has been in the theatre game since 1914. He Finkelstein & Ruben’s Palace, Minneapolis, and worked his way up through the ranks while in the employ of that. organization. Except when he was in the army during the World War, ‘Carlson has devoted all his time in the F. & R. circuit, studying theatre management and its various phases. He has also done considerable building of theatre fronts and exploitation of all descriptions. Carlson’s managerial assignments have been centered in Wisconsin and Min_nesota, thus equipping him. with a ‘valuable knowledge of the reactions of the people of that locale. G. W. Carlson the: EDWARD L. KIDWELL A University of Kansas graduate who has had a rich and : varied theatrical career is Edward L. Kidwell, manager of the Strand, ‘Waterloo, Ia. Kidwell, started his theatre work as usher of the Burford, Arkansas City, Kansas, in 1919. His conscientious and excellent work was rewarded by rapid promotions and in 1925 he was made assistant general manager of three houses, for that company. He left : this organization and joined the Dickenson Circuit remaining there until 1928, when he got a job with Universal as manager for two of their theatres. Realizing the advantages that were inherent in such an organization as Publix, Kidwell resigned from Universal to take an assistant managership with Publix at the Fort, Rock Island, Ill. He>rapidly adapted himself to the Publix Showmanship requirements and was soon appointed house manager of the Paramount, Waterloo, Ia., from where he was transferred to his present assignment. HOMER LE TEMPT A manager who has had more than twelve years of theatrical ex perience, five of which were spentas a projectionist, is Homer Le Tempt, graduate of the Managers’ School and at present assigned to the Queen, Galveston Texas. Prior to his entrance into the school in 1927, LeTempt worked as. assis E. L. Kidwell manager and|’ projectionist for a local theatre. Upon the tion course at the Managers’ H. LeTempt School, Le: Tempt was assigned to manage the Queen, Austin, Texas. A short while later he was transferred to the Majestic, in the same town then to his present. position. HOWARD C. HOLAH A former newspaperman who has had more than twenty-five years of theatre experience as projectionist, booker, picture exchange and theatre manager is Howard C. Holah, manager of the Birming-. ham, Birmingham, Mich. Holah’s first theatre job was as usher in the Lyceum and Cleveland theatres, Ohio in 19038. Realizing the value of a newspaper knowledge in the theatre game, he got a job in the advertising department of the Cleveland Press and Leader, two years later. He reentered the theatre business in 1907 filling the various capacities mentioned above, for different organizations, until 1916, when he again associated himself with a newspaper as manager of the motion picture dept. of the Chicago Herald. He left the Herald’ two years later and got a job at the Milwaukee Pathe Exchange. In 1920, Holah became manager of the Parkway, Madison, Wis. and has managed various theatres ever since. On Nov. 1, 1929 he joined Publix and was assigned to his present position. B% R. MASON HALL -R. Mason Hall, manager of the Liberty, Johnson City, Tenn., has been associated with combination and picture houses for i more than twelve years. and is thoroughly experienced in exploitation. Hall, who is a college graduate, served in the H. C. Holah Theatre, Inc., ~ in Welch, Va. in1918 andre; mained with R. M. Hall them for four years, before purchasing his own theatrical enterprise. 2 A SHORT COURSE IN ADVERTISING by Alex F. Osborne; published by Charles Scribner’s Sons, New York City. PSYCHOLOGY OF ADVERTISING AND SELLING by E. K. Strong; published_by the McGraw Hill Pub. Co., New York City. ADVERTISING TO WOMEN | by Carl A. Naether; published by Prentice Hall, Inc., 70 Fifth Avenue, New York City. THE ART OF COLOR by Michel Jacobs; published by Doubleday, Page and Company, Garden City, New York. ADVERTISING—LAYOUT ADVERTISING LAYOUT | by Frank H. Young; published by Pascal Covici, Chicago, Ill. LAYOUTS FOR ADVERTISING | by John Dell; published by Frederick J. Drake, Chicago, Ill. LAYOUT TECHNIQUE IN AD VERTISING by Richard Surrey; published by the McGraw Hill Pub. Company, New York City. ADVERTISING—COPY THEORY AND PRACTICE OF | anvERTISING COPY ADVERTISING by S. Roland Hall; published by McGraw Hill Pub. Co. New York City. OUTDOOR ADVERTISING by Wilmot Lippincott; published by McGraw Hill Pub. Co., New York City. ° by George Burton Hotchkiss; published by Harper Bros., New York City. COPY by George P. Metzger; published by Doubleday, Page and Company, Garden City, New York. { ADVERTISING— TYPOGRAPHY MAKING TYPE WORK EFFECTIVE TYPE USE FOR) ADVERTISING both by Benjamin Sherbow; published by the author at 50 Union Square, New York City. TYPOGRAPHY OF ADVERTISEMENTS THAT PAY by Gilbert P. Farrar; published by D. Appleton and Company, New York City. MANUAL OF TYPOGRAPHIC | STANDARDS published by the advertising department of the New York Times, New York City. NEWSPAPERS PUBLICITY by Wilder and Buell; published by the Donald Press Company, New York City. NEWSPAPER MAKEUP AND HEADLINES by Norman J. Radder; published by McGraw Hill Publishing Company, New York City. WHAT IS NEWS? by Gerald W. Johnson; published by Alfred A. Knopf, New York ity. MUSIC COMMON SENSE OF MUSIC by Sigmund Spaeth; published by Boni and Liveright, New York City. BORODKIN’S GUIDE TO MO TION PICTURE MUSIC _by Maurice M. Borodkin; published by the author. At the Home Office music department. THE SIMPLE STORY OF MUSIC by Charles D. Isaseson; published by Macy-Masius, New York City. WHAT WE HEAR IN MUSIC by Anne Shaw Faulkner; published by the Educational Department, Victor Talking Machine Company, Camden, New Jersey. DECORATION — LIGHT AND SHADE AND THEIR APPPLICATION by M. Luckiesh; published by D. Van Nostrand Company, 8 Warren, Place, New York City. ART OF DECORATING SHOW WINDOWS AND DISPLAY MERCHANDISE : _ by Lewis A. Rogers; published by the Merchant Record Company, Chicago, IIl. a NEW BACKGROUNDS FOR A NEW AGE : by Edwin Avery Park; published by Harcourt, Brace, and Company. HANDBOOK OF WINDOW DIS PLAY by William Nelson Taft; published by McGraw Hill Pub. Company, New York City. TECHNICAL SUBJECTS HANDBOOK OF PROJECTION by F. H. Richardson; published | by Chalmers Pub. Company, 516 Fifth Avenue, New York City. TELEGRAPH RADIO TIE-UP PROVES BIG WINNER In connection with an organ broadcast over WCSH of Portland, — Maine, by Arthur Martel, guest © organist at the Strand, Portland, William T. Powell of the Portland district office made an effective tie-up with Western Union. Arrangements were made with the telegraph company to have every major Western Union office in Maine, New Hampshire and Vermont open between the hours: of 11.30 and 12.30 P. M., for receipt of special messages. to Martel. With the exception of a very few of the larger cities, Western Union offices in New England usually close at 9.00 P. M., and the announcements of the late opening were given extensive publicity in every city. The Western Union also offered gift money orders as prizes for the telegram coming from. the point farthest from Portland, the first wire received, the best musical number requested, and the first wire from Portland proper. The flood of wires received — necessitated the continuance of ~ the broadcast for an additional half hour, and New England Western Union officials expressed themselves as eager to participate with the Strand in further tie-ups. As a coincidence, the winner of the distance prize, E. O. Cutler of Kew Gardens, Long Island, had |luncheon the next day with Nor man Collyer of Paramount Famous Lasky. In telling Mr. Collyer of the incident he promised to reciprocate by turning the prize | money over to his children for a theatre party at the New York a Paramount. MANAGERS’ ROLES ~ QUALIFY GREEN — When Harry Green, the George @ Washington Cohen of vaudeville, — quits the screen, he plans to be— come a Publix Theatre manager. © His screen roles are giving hima managerial schooling all his own. ~ He managed a picture theatre in — “Close Harmony,’ and a legiti— mate theatre in the Moran and © Mack picture, ‘““‘Why Bring That Up?” Later he became Richard — Arlen’s manager in “The Man 1 © Love.” Now, according to recent announcement from the Paramount studios, Green will manage Jack Oakie, fifth-rate pugilist breaks into society, in ‘‘Marco — Himself,” soon to be filmed from ~ the Octavus Roy Cohen story of © the same name. me Green joins a cast that already : includes Richard ‘Skeets’ Galla— gher as well as Oakie, this trio © having provided the comedy ele4 ment in ‘‘Close Harmony.”’ Organist Puts Over P. O. Tip In Big Way J. Ed. Gagnon, organist at the q Park Theatre in Barre, Vt., read in PUBLIX OPINION of the “Record-of-the-Week Club” organ— ized by Bud Gray of the Metropolitan, Boston, and forthwith act— ed on the tip. Idea was sold toa — local music store, which got behind — it in a big way in the newspapers. — Four records recommended by Gagnon for the first week were of numbers from pictures about to play at the Park, and the fifth was a Jesse Crawford recording, with the music store plugging him as organist at the New York Paramount. SARE EI 3 EA ner mci AS THE PROCESS AND PRACTICE OF PHOTO-ENGRAVING by Harry H. Groesbeck, Jr.5 — published by Doubleday, Page and Company, New York City. STAGE LIGHTING by Theodore Fuchs; published by Little, Brown and Company, Boston, Mass. who |