Publix Opinion (Feb 7, 1930)

5 Wan ane RAR NGO AT at a pom ae iE et YOU HAVE THE MERCHANDISE ‘SELL IT! Vol. WI YOU HAVE THE MERCHANDISE SELL IT! Publix Theatres Corporation, Paramount Building, New York, Week of February 7th, 1930 Functioning of the Cost Control Committee is a definite form of profit insurance for future business. It is making it possible for us not only to produce an increased volume ipated cost. \ “Leave no stone unturned to help Publix maintain the high standing it holds in the world of theatres.” Publix S Opinian Published by and for the Press Representatives and Managers of PUBLIX THEATRES CORPORATION SAM KATZ, President A. M.,Borsrorp, Dr. Advertising Benj. H. SerKxowicu, Editor ; Contents Strictly Confidential : PUTTING ON PRESSURE Getting first class attractions constitutes only one phase of showmanship. Equally important is the ability to sell your attraction. There are various ways of selling it but, in the final analysis, these various ways simmer down to exerting the maximum effort in high powered creative showmanship. No matter how beautiful a theatre you may be operating, nor no matter how high the calibre of its entertainment you cannot keep it moving at top speed without consistent pushing. The most mechanically perfect locomotive in the world is worthless without an engineer to guide it, without a fireman to keep supplying it with fuel. The fastest motor car remains stationary until some one steps upon the accelerator. The manager of a theatre is both engineer and fireman. To him is entrusted the task of seeing that his operation keeps moving at the highest possible speed. He has to supply the accelerative control. How does he supply this pressure? Not by calmly stating that he has a great show and then waiting for people to come in and agree with him. He has to constantly feel the pulse beats of his patrons, know not only what they want but to create in them the belief that what they do want he has. Pressure in show business, however, is not merely confined to selling the current attraction or following attractions. There are innumerable ways you can apply the motive power. Dressing your lobby properly is as important a factor in showmanship as window dressing is to the merchandising of mercantile products. There is no excuse for triteness. The progressive showman is the one who is continually on the watch for improvements in the treatment of his lobby changes. With each new attraction try to have a different treatment. You can exert pressure by making certain that your reception of patrons is such that they will be made to feel at home in your theatre no matter what the calibre of your attraction. No matter how small nor how large is your operation, you cannot make it attain the acme of success unless you make of it a theatre in which your patrons will take fully as much pride as you do. . LIVE LOBBIES MEAN CAS George M. Cohan has one of the happiest axioms in the show business. It is “Always leave them smiling when you say ‘Goodbye.’” . Your slogan might well be, “Keep Them Smiling From the Time They Say ‘Hello.’” aoe One of the best ways to keep them smiling is to keep them entertained from the minute they purchase a ticket. Lobby entertainment is the medium. Lobby entertainment is applica ble not only to the large theatres where its primary use is for the entertainment of lobby holdouts; it can be made equally effective for those smaller theatres where holdouts are few and far between. Good lobby entertainment in such smaller theatres will go a long way towards putting them in the class where eventually they will need it for long lines of waiting custom ers. In other words, good lobby entertainment properly ap plied will pay dividends. In these days where theatre patrons shop for their entertainment, the proper selection of lobby entertainment is as important as the selection of your program. Theatergoers come to you for entertainment and if you can supply it immediately you are one jump ahead of your opposition. Not only that but it puts your patrons in a receptive frame of mind for the bigger entertainment that is to follow. of business, but to do so at a proportionate, antic —SAM DEMBOW, Jr., Executve Vice-President, Publix Theatres Corp. SOUND TIPS From Publix Department of ‘Sound and Projection. HARRY RUBIN, Director SOUND BULLETIN No. 45 Oil Causes Movietone Troubles It is very necessary to keep the movietone amplifier and all associated parts clean of oil. ’ A drive gear that leaks—some do—should be replaced quickly. It puts an impossible difficulty in the way of the projectionist, who cannot stand beside it all day and wipe away the oil or grease as fast as it leaks out. Furthermore, a leaky gear will go wrong eventually thru lack of lubrication, and bind up, stopping a show. But barring leaky gears, there is no reason why the movietone amplifier cannot be kept clean of oil. The amplifier itself uses none. What leaks into it from other parts of the equipment in ordinary use can be wiped away. Open your movietone amplifier compartment and wipe out the surplus oil at least twice a day. At least twice a week, if not oftener, the little box on the back of the machine (old type) should be opened and wiped dry. Care should be taken in oiling the projector that too much oil is not used. Any surplus that may be spilled should be wiped away at once. Oil under the movietone amplifier causes the rubber pad on which the amplifier rests to swell. The amplifier will be pushed out of position in its cradle, till it touches the mechanism and picks up mechanical noise. Or it will be raised up until the connections on top touch the cover of the amplifier compartment, grounding Fi We HIN NEW YORK PROGRAM ff PLOTS e Week Beginning Feb. 7 New York Paramount . Liszt Melodies—Overture.... (5) . Paramount Sound News and Sound Trailer on ‘Dangerous Paradise’”’ > . Organ Concert—Crawford... . “The Family Next Door’— Paramount Comedy . Publix Unit—Vallee . “Burning Up’ — Paramount Picture . Trailers ublix Lineoln Subject in news on February 12. 180 minutes Brooklyn Paramount . Prelude . Paramount Sound News and Sound Trailer on “Dangerous Paradise” . Organ Concert—West . “Vagabond: King” Sound Trailer . Dennis King—In Person.... . “The Family Next Door’’— Paramount Comedy (1 . Publix Unit . . “Burning Up’ — Paramount Picture . Trailers ublix Lincoln Subject in news on February 12. = 185 minutes Rialto “Street of Chance’—Second Week Rivoli “Condemned’’—Second Week Criterion “The Love Parade’’—Twelfth Week = ENN HA es — = =, HWA AE FILE THIS! IT WILL HELP PLAN PROGRAMS Watch Publix Opinion for this service in every issue! Watch the trade papers for it, tool! ; LENGTH OF FEATURES Make First Nat'l Subject Son of the Gods—9 reels (AT) Hell Harbor—10 reels (AT).. United Art. Mexicali Rose—7 reels (AT).. Columbia Anna Chrystie—10 reels (AT) MGM Happy Days—9 reels (AT)... Fox Melody Man—7 reels (AT)... Columbia Murder on the Roof—7 reels A Columbia Paramount —8 reels (AT) (AT)—AIl-Talkin LENGTH OF TALKING SHORTS PUBLIX ares Independent 7 bation © aliens 5 re erie rere ae Br eee e RC pu are hte Abraham Lincoln ....... : PARAMOUNT Street of Chance, (Trailer) Burning Up (Trailer) News No. 53 Dangerous Paradise (Trailer) Roadhouse Nights (Trailer) WARNER Poor Aubrey Jest for Awhile Jack McLallen—Oh! Sarah Mme. Alder Verdi—‘‘Ave Maria” Two of a Kind All Stuck Up COLUMBIA Mexicali Rose (Trailer) \ UNITED ARTISTS Be Yourself (Trailer) Sky Hawk (Trailer) Not So Dumb (Trailer) Bishop Murder Case (Trailer) IRRFANY Peacock Alley (Trailer) Length of Synchronous Shorts PARAMOUNT Radio Riot (Talkartoon) Length of Non-Synchronous Shorts PARAMOUNT News No. 53 Review No. 10 Oe @-$ ©+-@-+00-B-O+-O-209-O-O2-O--9e-O-1O+O-O2BOO 0° OO OO OO? 0 -O-10:-O-2 0+ B02 O-2O--B-2O° D1 O9-O-18-G-8e-O-82-O-1 82 @ 18°10: S10 S10" OO" ‘ 4 the circuit. On the connection block, or in the cable carrying the movietone amplifier connections to the six-pole switch, oil will rot the rubber insulation and -eventually cause a high-resistance short across these delicate and ; Page Col. = -MERCHANDISING Live (Lobbies Theatres Find Lobby Attractions Aid Gross.... Selling Short Subjects Saal Urges Attention to Programs “Build Up” With Shorts by William M. Saal.... Reviews of ‘Shorts’ by Louis Notarius Special Pictures he Vagabond King...... sell Holman The Green Goddess by A. P. Waxman New York Nights Street of Chance Disraeli Sophomore The Love Parade Also _ Also The Lady Lies Special Stunts : Newspaper Circulation Tie-up Let _ Hotel Sponsor Pre tation Anniversary Co-op Page. 3 Tying Up With Local Events Birthday Radio Show .... Singing in the Bathtub.. Bad Weather Co-op Idea Smart Bad Weather Stunt Numbered Handbills Used “Pyblix Paragraphs,” Breezy Screen Feature. Inexpensive Ore Sheets. -8 o anak ee critical circuits. Then the cable will have to be replaced. On the universal type base excessive oil getting into the contacts of the film-dise changeover switch may cause a drop in volume or complete loss of sound. ; PP COO a en a i se rl ei INDEX | Full Page Radio Tie-up.. 9 Hooking Up With Brooklyn’s Radio-Vues Nabbing Full Pages for Motion Picture News.. 10 Free Stage Show Through School Tie-Up .......-. 10 Texas Midnight Premiere 11 Watch Weather Forecasts 11 Two National Window 4-5 : A 11 Title 9 | ¢ ¢é All Holiday Trailers from Music Department .. 1 Weekly Radio Program.. 3 Review of Radio Hour... 3 — Biography of Boris Morros 7 Victor Told to Plug Songs from Pictures il PROJECTION ROOM ADVICE Sound Quiz and Answers 4 1 Sound Tips divs GENERAL INFORMATION Lobby Vending Machines 4 Meet the Boys 6 April Forecast Calendar.. 10 Editorials 12 New York Program Plots 12 Length of Features Meta GENERAL NEWS Live Lobby Idea Invades ¢ Circuit é ; 27 Managers Promoted to ; District Commands .. ; Chicago Pow-wow in March to Launch ° $25,000 Campaign ..... District. Heads in Session | at Home Office Remodeled Ninth Floor Offices Occupied ..Assignments ...~~ Ginger Rogers ” ords for ~ Writer J Press 4 10 -@-20+ ©20+-O--80-O-0'-O-10+0-0" O-+0-S10 O10" OO O20 O10 2Bc-Qoe~ , iar % a J 4 , i ie) \ ( ‘ & \