Publix Opinion (Feb 7, 1930)

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MANAGER NABS 2 PAGES FOR FILM NEWS Two full pages, devoted exclusively to selling his show, at a practically negligible cost in each of the two papers in town, rewarded the efforts of W. H. Hall, manager of the Publix-Saenger Theatre, Pine Bluff, Ark., who sold the publishers of each paper the idea that motion picture news is the one thing, more than any other, which makes people read their papers. Hall’s achievement should serve as an example to all enterprising Publix managers in towns having |. newspapers that need livening up. It’s a push-over, according to Hall. All he did was to get to the owners of the paper with local statistics on the circulation of fan magazines and other national publications who go in heavily for motion picture news. . Hall pointed out that no other activity in town attracts the entire interest of the local population as ‘does the movies. The people are hungry for movie news. If they can’t get it in their local papers, they are forced to go to the fan magazines for it. And with them would eventually go many good national advertising accounts that might just as well have gone in the local papers. This clinched the matter. The wide-awake theatre manager is one who realizes that the newspaper is his best bet, and he concentrates his best selling effort in that direction. The arguments mentioned above are irrefutable. The facts are all on your side. Transmit them to your friend the newspaper publisher. Sell him on that idea. If you do so, not only will you find his editors more willing to devote more space to your _theatre, but you will have a powerful support in combatting any attacks which such an important and wide-spread activity as the motion-picture industry is bound to invoke from jealous or conniving sources, from time to time. PUBLIX OPINION, WEEK OF FEBRUARY 71, 1930 A FREE STAGE SHOW! Proving ae praéticability of school tie-ups as ee ati in PUBLIX OPINION two weeks ago, City Manager F. J. Miller of Augusta, Ga., put on a stage show at the Imperial Theatre in co-operation with a dancing school that brought an increase of more than $500 in receipts in three days for an expenditure of about $50 for siage sets and stage hands. Music was provided by the non-sync and was considered much more effective than a local orchestra would have been besides being much less expensive. Note below some of the publicity obtained. The revue, which made use of over twenty performers, was given at the 5 and 9 o'clock shows. To fill the Saturday dinner show, Miller arranged to have each patron who attended given a can of Alaca Syrup. There were window tie-ups on this which caused a good deal of discussion. ’ 4 SUNDAY, JANUARY 12 “THE AUGUSTA STA _HERALD, _AUGUSTA, GA. IFT MATINEE AT IMPERIAL SATURDAY OF] ‘EERS. THREE. a SREAT. PROGRAM Vera Baxter Watkins to Preset Dance Revue Here ‘With 30 Talented Artists to Appear BS Added ttraction at Imperial for Three Days we eature Picture, Dancing = Review and Gifts Offered “A Song of Kentucky”, Featuring Lois Wilson, Is ‘Talkie ‘At Gorgeous’ Boxee traction; Special Can of Alega' Syrup to Be Given Sse some ened ee Boas as ‘Talk about your .inoney/s worth, that i what you will get and then Som z fast “ae gears who have Sea Somesting gp elaborate at the Imperial Sat afternoon at the five oclock performance, ‘ call its | iD at when Vera era Banter Watkins brines er ye the all talking feature ye pictur “A Song xen imperial Theatre, Thursday, Friday, then ‘Vera Baxter Watkins "Variet conceived ana irained by, this well known : | Added Attraction at Impe: / {NORMA SHEARER i Gnenne Ja: PEL, NODKY 2a Bo aoa ever witnessed in this city i ted for this engagehas been constructe tt with special lighting effects “a the costumes will excell, any oan ‘ever before seen on any stage. Mrs. Watkins is not unknown to |x Norma} ‘The ease with With which Shearer steps from one character zation to another of wide depare Bases, aul se fo be 2 won-| presents a ture .will never cea! Berean es. Each year she ie which is warmly . who are fortunate fae time Ve ney datiys 'Vera Baxter Watkins’ “VARIETY REVUE Dance Artists as Added Attraction at 5:00 and Performances. is if tip-top shape for (pena as follows Tomorrer’ special added attraction’ VerS) “MILITARY AP. Mary Sylvester GEORGE, xter Watkin's “Variety Revue,” | Nana Clerke. Hildegrad . Helen S ich will be pres oe--daceg| Sibert, Perey esse Borsthy days. commentttig today at: the Imhiarell ,eatnerne Te age TOK jerigh This Elaborate Revue will be Re Tevue being, stafed only ts NC and 9: tp. Y Ther Mee te encugh to gain admitt eet dunng, these three days, She sent talented artis} tay’ soni, Sances SUT DES showt pallet 0” product nsw 7 S PRONE costumed ye i en ‘s sand 9P 1 cial and, go re ciale this 7 ects SNe a il ee “PUBLIX OPINION” DAILY FORECAST CALENDAR ‘Sally’ Ties-Upa With Radio, Ballroom Before the opening of ‘‘Sally’ at the Publix Paramount Theatre, Detroit, the picture was given ex tensive plugs over the air, in the — newspapers and througn tieups. The night before the opening a “Sally Ball’ was given at the Arcadia, Ballroom, the largest in the city. The ballroom owners printed and distributed 25,000 free tickets to this. More than 6000 flappers and their escorts gathered there to hear more about the picture, and to watch judges select the 20 prettiest girls in Detroit named “Sally.”” The ballroom also bought front page ads to plug the stunt. The pretty Sallies were guests at the opening of the picture. A tie-up arranged with the Kresge stores included the naming of luncheons, sodas, and sun ‘3a v4 F i Be a daes after the title of the picture. | a The lunch and soda counters were decorated with ‘Sally’ and even the paper napkins used -were imprinted with the story that ‘ ‘Sally’ ’ Theatre. Another radio tie-up was staged in the form of a memory contest. Passes were given to the five persons who sent the longest list of ‘Sally’? songs to the radio station. Announcements of this contest were made at frequent intervals during the day and evening, for five days prior to the opening. was at the Paramount SELLING ‘““CONDEMNED” Manager F. F. Smith of the Melba Theatre, Dallas, Texas, effected tie-ups with a National banners | a ca Shirt Shop and with a tie shop on Ronald Colman’s ‘‘Condemned.” Shops had displays of merchan dise with bands around the shirts and ties giving information about picture and playdates. Shops also distributed heralds. Eu OST box office benefit may be had from a theatre only if programs are planned for the satisfaction of audiences, instead of for the personal taste of the manager. The patrons are the ones to be satihed: In selecting each unit of a program, bear in mind past audience reaction to stars, themes, director and author. Then get an interesting arrangement of contrast and balance in setting up the program, so that the climax of one unit will help build up the one that follows.” WILLIAM M. SAAL, General Director, Film Buying and Booking Department (Whether full-week or split week policy, i your program-| -plots for each week, here. Jot ES, titles, stars, features, shorts, trailers; footage, running time, running order distributor, stage show lobby-talent, and sales campaign plans ) Outdoor advertising season “Leave no stone unturned to help Publix maintain the high standing itholdsinthe world of theatre§.” Are you “plugging” your band leader or organist? “Music Week” is in May; ask music dealersto tie-in. is here! Institutional tack-cards and paper on roadsides? Arrange Your Are you building Programs SUNDAY matinee business? (See PUBLIX OPINION, Vol. III, Nos. 10, 12) doing about local holidays? Anniversaries? Store, anniversaries? Correctly! Your District Booker should help plot each one, Kill that punchdestroying word A-N-D in your ads, posters, trailers. Use SHORT punch sentences. HOLY WEEK Place a theatre or : circuit institutional Starts April 13th story in your local papers! Contact for Mother’s Day. (May 11th.) Get co-operative The minute show business becomes “routine” it loses the Lenten Period 2 attractiveness it must Today is have in order to come * merchant ads, etc. mand attention. a Easter. Sunday ticket-prices need adjusting? Discuss it with your staff. How can the Home Office serve you? Don’t hesitate to speak up. The Home Office is YOUR seryice station. Are you giving ‘Paramount Sound News” the exploitation it Send some constructive criticism of PUBLIX OPINION . va to your Editor. deserves? What are you — How about staging a “Spring Frolic?” | Local talent, etc.? Does your lobby attract and hold attention? Colorful, bright posters? It’s important to give short subjects space in newspaper and lobby advertising, closes, prepare for increased matinee business. Juvenile theatregoers, you Daylight Saving Time will soon be here! Get publicity! PUBLIX GOLD BRICK @ A Publix “gold brick” is the chap who reads PUB LIX OPINION, the man-: uals, and the trade press, and if he doesn’t find his name mentioned, thinks that “there’s nothing in the paper.” See dancing school teachers and arrange for their spring programs in your theatre during May. Costs the theatre no extra money and always attracts lots of parents and children. Are you tying in with rainy weather? (Umbrella rental service?) The tennis season is approaching! (Newsreel tennis shots—place tennis stills in newspapers.) The Best Salesman is the one who has the most information about the thing he is. selling. You can get all the advance information you want from dozens, of PUBLIX sources. Help to stop the waste in good, repeatable ideas. Tell °em TODAY to PUBLIX OPINION, (the official “voice” and “ideaexchange’”’). Today is “GOOD FRIDAY” Write to the Home Office for your refrigeration. trailers, ads, etc. Got down here WHAT is unfinished for the week and WHO was assigned to follow through.) Aid the training of newcomers to Publix! Let them study the back issues of PUBLIX OPINION for company policies, ideals, traditions. Straw hat season starts May 15th. (See Publix Opinion Index) Don’t let your MONDAY BUSINESS turn. into “blue” or “red”. May 15th opens straw hat season. Make it sell tickets and get exploitation. “Business today is beyond the one man stage — teamwork gets the de 199, | sired result!??— SAM KATZ