Publix Opinion (Feb 14, 1930)

Campaign Holds Vallee’s Film | Second \ Week — Rudy Vallee’s picture, “The Vagabond Lover,’ brought to the Madison Theatre, Detroit for a single week, preceded by reports _ of only fair business elsewhere, -got enough business to warrant holding it a second week, after an energetic campaign. Thirty thousand free tickets to a ““Rudy Vallee Ball’? held at Arcadia ball q room the eve of the opening were printed and distributed by the|. ballroom, which for ten days ahead used large cutouts of Rudy hooked up to play his best records in its lobby. : The batl room also advertised both its ball and the opening of the picture at the Madison with ) front page ads. Between 9,000 ' and 10,000 young people who attended the ball were given brief talks, urging them to see the picSire, at 15. minute intervals throughout the evening. A few star heads of Rudy, some 50 souvenir booklets of ‘‘Vagabond Lover” and a few guest tickets to the show were given as prizes during the evening. This was followed by a city-wide yoting contest for the most popu ’ lar orchestra leader (employees of Publix excluded) to be known as Detroit’s Rudy, and to be presented with a silver cup donated by the latter. One hundred thousand ballots, each a herald for the picture, distributed to hotels, cafes and dance halls. When filled out they were deposited in ballot box in lobby of the Madison Theatre. There proved to be brisk competition for the cup. Several of the leaders appealed for votes during their radio programs and mentioned the engagement of ‘‘Vagabond Lover”’ at the Madison. light Pamphlets Useful For Reference In addition to the pamphlets listed previously in Publix Opinion as being useful for reference purposes, the following are suggested _ py Francis M. Falge, Publix lighting expert. All are free, and will be sent to those writing for them. GETTING THE LIGHT YOU PAY FOR / ~ ELECTRICAL ADVERTISING JIGHTING THE STAGE . FLOOD LIGHTING PRICE SCHEDULES LIGHTING DESIGN DATA FUNDAMENTALS OF ILLUMINATION BETTER ELECTRIC LIGHTING IN THE HOME National Lamp Works Cleveland, Ohio : ‘STAGE LIGHTING CATALOGUES Major Equipment Co.. 4603 Fullerton Ave. ‘ Chicago, Ill. POCKET CATALOGUE Pittsburgh Reflector Co. Pittsburgh, Pa. DIMMER CATALOGUE Cutler-Hammer Mfg. Co. Milwaukee, Wisconsin DIMMER CATALOGUE _ Ward Leonard Electric Co. Mt. Vernon, N. Y. } “e 019+ O10+-0-10+0-102 O-102-O-10+ O10 O181O10" S18 OOO 8" PLANT THOSE “VAGABOND KING” Tunes On The ¢ LOCAL RADIOS TODAY! ! $ They’ll sell your tickets next month when you play the picture. § -O+0+-0+0:-0-0--0-8--0+8--0+0:-e ‘ (0+-0-+9-©-+0:-©-10+-O-0+-©-+0+-@-+0+-0-10:-0-10>-0+8:-0+8:-0-8: s Cup on exhibition in aprominent downtown window. industry ! PUBLIX OPINION, WEEK OF FEBRUARY 14th, 1930 — DO THIS FOR VAGABOND KING! The reproduction below represents the best co-operative advertising page that has ever come to the attention of Publix Opinion. With the exception of the few inches at the bottom, if the’ theatre itself had paid for the page, its message could not have been more effectively presented. Yet, it was free. Manager Charles M. Pincus, of the Paramount Theatre, merely sold the merchants in the vicinity of his theatre the old idea that a window-shopping crowd was a buying crowd, and there was no agency more powerful than the theatre for getting people to come down town. In helping to boost the theatre’s show, the merchants were only boosting their own business. This idea is a “natural” for “Vagabond King.” Certainly if a theatre were to be congratulated for showing any attraction since the beginning of show-business, it should be for Paramount’s beautiful, all-color dramatic and singing masterpiece—the highest peak in audience appeal ever attained by any picture in the history of the _ WHE ‘WORDD-HERALD: OMAHA, NEB, SATURDAY, FEBRUARY 1, 1930. (oe ‘VAGABOND KING’ TO HAVE FIVE BROADCASTS Five radio broadcasts will sell: “The Vagabond King” by air, and carry the stirring strains of Paramount’s all talking, all singing, all technicolor masterpiece to every nook and cranny of the . country. It will be the greatest and most concentrated air-selling campaign ever launched before in the annals of the motion picture SEVEN. SUNT oH g il || w The Chicago Lumber Co. 1824 Pierce St. Phone JA 0191 |} 18th. Dodge St. * Open to the Public Beard’s Barber Shop 227 8. 20th St. JA Commercial Duplicating Co. |} 92 5: 15+ 8. 4804 1511 Dodge St. JA Printing, Multigraphing and Mac the Printer Mimeographing . Phi 108 8. 14th St. Effective Tie-up Nets | Window Displays, Ad. An ad, 1114%x4 inches deep, paid for by the Washington Shirt Company, was the highlight of a |repeat Publix B&K tie-up with the leading shirt store chain in Chicago, in exploiting ‘‘Navy Blues’’. Roy Kalver and Milton D. Levy, of the B & K Advertising department are responsible for this contact ,which also placed elaborate window displays in all-of the Washington stores. No passes or moneys were given throughout the campaign. 20,000 PAPER BAGS Through tie-ups with the music stores in his city Manager, H. S. Orr of the Colonial Theatre, Winston-Salem, N. C. obtained free distribution of 20,000 paper bags for “The Show of Shows.” 9478 Hartung Transfer and Storage Co. This Page Made Possible Through the Courtesy of the Following Firms: Elks Club and Grill Room Independent Printing Co. AT 3911 [] 112 N. 14th St. JA 3960 Painters, Posters and ‘indow Oard: Maison Lorenzo 90 BEAUTY SHOP AT 1976 || Brandeis Stores, 3d Floor JA 2607 | Nickel Cab Co. one JA 2828 hone JA 3000 1518 Davenport Georgia Girl Doubles for Marilyn Miller To advertise Marilyn Miller in “Sally”, her first talking picture, Manager Robert E. Hicks of the Publix-Paramount Theatre, Atlanta, Ga., engaged a local singerdancer to impersonate the stage and screen star. — The talented local girl was sported in the program of various luncheon clubs a week in advance of the picture’s run. She also appeared at the Ansley Hotel Rathskeller and sang over WSB. She was introduced as ‘‘Martha Fisher, giving her interpretation of Marilyn Miller’s songs and dances at the Paramount Theatre, next week.’’ Monte Hance replaced Paul Warren as manager of the Strand Theatre, Hattiesburg, Miss. Mr. Warren is no longer with the company. qu Welcome to the Screen---Broadway’s Brightest Dancing Beauty Here comes the pride of Broadway .. « greatest star , . . most glorious of the ‘‘glorified’’ . . . richest of all the prizes the pictures have captured from the stage ‘Other Stars Can Dance—Other Stars Can Sing Other Starg Have Beauty—but Marilyn Miller Has Everything in Flo Ziegfeld’s | “Sally” (Entirely in Natural Color) New Songs, New Scenes, New Effects, With Enough Stars for Two Ordinary Pictures—Alexander Gray, Joe E. Brown, Pert Kelton, T. Roy Barnes, Ford Sterling, Jack Duffy and Others. WE Were Thinking of YOU in Bringing “SALLY” to the Paramount—for Three Big Days —Commencing— Monday, Feb. 3d Then Moves on to the WORLD for an Extended Run Due to the length and magnitude of “Sally” the Publix Stags NO E: Show had been discontinned—but will be shown Thursday, Fri@ day, Saturday, Sunday, with an entirely new all-talking picture. The Highest Standard of Entertainment Always at Regular Paramount Prices! Omaha Paste Co. 1818 St. Mary’s St. Phone JA 3760 Thé Paramount Cafe 08 Farnam 8t. _ Where ‘All Theatrical and Theater Goers Eat Quality Theatre Supply Co. Phone AT 7253 The Paramount Theatre, Publix house in Cheyenne, Wyoming, will open on Friday, February 21. SSL Va pe eee Se ie a ee 2 HUNT IMU oil business. Sunday night, March 9, from 8 to 8:30 P. M., Hastern Standard Time, the Endicott-Johnson Shoe Company will devote its half-hour. broadeast to “The Vagabond King.’ This broadcast is over the so-called Radio Quality Group consisting of WOR of Newark, N. J., WLW of Cincinnati and WMAQ of Chicago. While this chain comprises only three stations, they are three of the most powerful stations in the United States and pretty effectually cover the country east of the Rocky Mountains. This Endicott-Johnson broadcast will emphasize the feminine side of “The Vagabond King.’ The program, will consist of selections from “The Vagabond King”’ played by the symphony orchestra under the direction of Eugene Ormondy. Ada D’Orsay, soprano, will sing “Only A Rose” and a chorus will sing “‘The Song of the Vagabonds’’, accompanied by the symphony orchestra. Endicott-Johnson Shoe dealers .| throughout the country are being advised to cooperate with Publix theatres playing this production on March 7%. This broadcast, of course, will ‘| be without charge to ParamountPublix. It will be in addition to the following national broadcasts which will plug THE VAGABOND | KING: February 15—The ParamountPublix Hour, featuring Dennis King. February 22—The ParamountPublix Hour, featuring Vagabond King music. March 8—The Paramount-Publix Hour, featuring Vagabond King music. March 12—The Philco Hour, devoted entirely to ‘The Vagabond King.”’ ~ Thus there will be three national broadeasts plugging ‘‘The Vagabond King” during the engagement of this picture in the $1.00 top theatres. FURNITURE TIE-UP “The Thirteenth Chair’ suggested a furniture tie-up to City | Manager Terry McDaniel of Durham, N. C., so he secured a window display of thirteen chairs. The center chair was labelled with the picture title and carried copy on the attraction and the furniture store. On each of the other chairs was a card bearing a catchline on the picture. STROCK TO MINN. 'J. oC. Strock, supervisor of front house operation in New York, has been transferred to Minneapolis as supervisor of front house operation for the Northwest Division. He will work under Di‘vision Manager M. L. Mullin. | un Hittin, ; ee musical comedy’s The Peacock Inn OChiness and American Dishes 1818 Farnam St. JA 9812 T Ich’s Grill JA 9680 }) 24 Hour ae mn ahh aaa Farnam U.S. Oil Co. Supplies All Paramount Heat, to Make You Comfortable During the Winter Months new = BLUE MONDAY MONEY-GAG One of the reasons that Monday is a blue day in the average community is that it’s also wash day. No one regrets this more than. your local laundry, particularly if your operation is in a community which supports only one laundry. If every family in every city sent its clothes to the laundry the American Laundry Machinery Manufacturers Association wouldn’t be spending thousands of dollars on a tremendous national advertising campaign. Suggest theatre tickets, purchased by the laundry, as an inducement for local housewives to send their clothes to the laundry. PUBLIX OPINION thinks the plan will open an attractive avenue for newspaper advertising by the laundry, with effective and fascinating angles for getting over its message, and the theatre should receive both newspaper space and the backs of laundry slips, without cost or effort. Housewives, no longer worn out on Monday evening, will bring husbands, children and friends with them to the theatre, resulting in more paid ‘admissions at the box-office. Send your exploiteer to the laundry! NNUAL ail