Publix Opinion (Feb 21, 1930)

a aD eat. BRANCH MANAGER PRAISES PUBLIX PATRON-TREATMENT From his impartial vantage point as a distribution executive, selling film to all houses, Oscar A. Morgan, Paramount Branch Manager at Kansas City, Mo., and a member of the local Publix Theatre Operating Board, finds the favorable reaction of Publix patron-treatment “startling,” and Publix’ concentrated, exhaustive methods of getting every dollar into the box PUBLIX OPINION, WEEK OF FEBRUARY 2lst, 1930 PLUGGING PICTURES The three smaller photos in the layout below were used in a “Love Parade” overture presented at the Publix Brockton Theatre, Brockton, Mass., one week prior to the opening. Manager Joseph Cahill instructed the lad, seen in the center still, to march across the stage, an' nouncing the overture. The other two photos, used in the prologue, were comprised of color effects and moving clouds. The window display was the result of a tie-up with local ‘music stores by Manager Berton Perkins of the Strand, Newport, R. I. office on every picture a “revelation.” “An exchange man over a pe riod of years,’’ says Mr. Morgan, “naturally comes in contact with a great many exhibitors, and also has the opportunity of seeing the} operation of. all types of theatres. For instance, it might be presumed that an exchange man personally knowing the manager of, we will say, a Fox Theatre or a Warner Theatre, has a different kind of entree than a Publix Theatre man, possibly \ because the opposition house would feel occasionally that the Publix man had a motive in comine to his theatre often, whereas a Paramount exchange man could simply be passing the time of the day. Therefore, it has been a great deal of pleasure, and, of course, instruction and knowledge to have the privilege of sitting on the Publix Theatre Operating Board in Kansas City, which I have done now for about a year. This privilege has caused me to frequent Publix Theatres more often than I did in the past, and it is my firm belief that we see things in the operation of tthe theatres that the men employed there take as a matter of course or instruction from their Home Office. Always Courteous Service “Not being an employee of Pub Oscar A. Morgan A “LIVE” LOBBY! Following Mr. Katz’ request for “live lobbies,” W. J. Murphy, District Advertising Manager of Utah-Idaho, sent in this photograph of a gypsy fortune-telling booth used in the lobby of the Paramount Theatre, Salt Lake City, during the run of General Crack. _ This fortune teller had quite a locat reputation and her presence in the lobby brought in a lot of extra money to the box-office. The stunt created quite a bit of comment, especially among the women, and there were times when the entire lobby was crowded with those waiting to have their fortunes told. ALL MANAGERS! : i The Purchasing Depart+ ment again emphasizes the @ importance of immediately $ signing and returning the 3 “OC”? copy of the Purchase ; Orders, when the material Pf called for in the order has ¢ been received. ? The cooperation of all 4 managers in this respect is $ earnestly requested, so that ; the Purchasing Department 2 may promptly pay the in$ voices and benefit by the ; cash discount. ; 4 OD Oe O-$Be-O-9Oe-DOe D0 Oe-O-+OD9 Os-D-+Oo-S-» Oe-D-0 O0-O-2O0-O--Oe-@ O°-S*0*-O+O+-O+0+-© 18+ 1s-©10+-©-0s-@ 0+-O10+-@20:-0-8 lix, or definitely associated with the theatres, [ am treated with respect, of course, but I do not think with any more respect than the general public. Never have I entered the Newman or Royal Theatres without spending about ten minutes on the lobby floor watching the operation. “It is the most refreshing thing to see the way patrons of Publix Theatres are handled, when business is slack and when there is a rush of business. “There is never any difference in the treatment, and it occured to me perhaps the ushers, themselves, from whom spring the future theatre managers, may some times not appreciate the responsibility that is placed on them, and the foundation they are laying for their own future. Perhaps such an usher might feel that his work was monotonous—day after day the same ultra courteous treatment to the customer, but the effect it has on the public is really startling. “There is not a week that goes by that I fail to enter opposition theatres, so when I say that it is startling I mean just that, because it is really startling to attend one opposition theatre, then possibly the next evening walk into a Publix house, and I think perhaps that some times it might do the ushers some good if they could get to see the same reaction that we do. “It is apparent to me that the Publix foundation of operation is very sound, and that most certainly the public is aware of it, and every usher, even if he is just starting with Publix, will, I am sure, appreciate that the routine which this remarkable theatre organization has laid out for him is just as beneficial to his advancement as it is to the good name of Publix and Paramount. Meetings a Revelation “From that point, to enter into the weekly theatre meetings, and to grasp the very able manner in which all problems are confronted is indeed a revelation. If every one working for Paramount and Publix could sit in on one of those meetings they would get a remarkably broad view of the care and brains and sweat that is put behind the exploitation of every picture. “The thing that strikes me most forcibly in these meetings is that the Publix boys always look for the good in a picture, believing Pu BLIX THEATRES 7 1, *) Y Gromer ~ srasemamnanage ~==_— ] ma wey 2 am. February 8, 1930 One Big Push! A shoulder to the wheel, to roll Your Division, Your District, Your Thgatre, over the quota line ‘for profits—that is what the forth ‘The Love Parade’ Sensation in London The second foreign premiere of “The Love Parade,” at the Carlton theatre in London, was the occasion of one of the greatest receptions ever given a motion picture. The presentation of Maurice Chevalier’s Paramount special was greeted by the press and public as one of the finest exhibitions in the history of the British industry and it is expected that the picture will continue for many months at the Carlton. The verdict of the London press, according to cabled advices, was that ‘‘The Love Parade’’ is the finest musical production shown to date. . Over on the other side of the world, ‘“‘The Love Parade’’ is continuing to play to capacity business in Sydney, Australia, and the engagement will undoubtedly be of record breaking proportions. Premieres will take place shortly in a number of other foreign countries, as a part of the Foreign Department’s extensive exploitation and distribution campaign for the production. fA SH EI A SS EEE SEIT SE that once a picture has been bouked to them, their duty is to properly exploit and handle the good points of the picture. “This optimism is another refreshing instance of the spirit in Publix. I don’t hesitate to say that it makes “one feel that their co-operation is a small thing in comparison with what the organization itself does. Brought up in these meetings is the handling of a future program, and no stone is left unturned to exhaust every possibility in getting every dollar into the box office that is available. Such training is invaluable and the usher should set his sights higher, because if he can attain a coming SECOND QUARTER PRIZE CONTEST really means. The motive is to help, and the object is to secure profits — those profits to which your theatres have been obligated. The ‘ ball’s been set a-rolling. You'll see! —V.MM. position entitling him to sit in at these theatre meetings he will receive a schooling that I do not believe is possible anywhere else.’’’ Three Pianists Added Paramount Attractions Three pianists contribute to the added attractions at the New York Paramount. Chief of the trio is, of course, Hans Hanke, who is almost a fixture in the Music Room. In the Elizabethan Room, the grand lounge, Hans Schumann holds forth twice daily, and a third pianist, costumed as an usher, plays a studio upright in the Hall of Nations in connection with the music booth. veil MERCHANTS OF ENTERTAINMENT 3 RADIO AUDIENCE “THRILLED BY DENNIS KING What is considered by many to have been the best ParamountPublix radio hour since the inception of the programs, brought to millions of listeners a full halfhour of the extraordinary talent and bewitching personality of Dennis King in a _ selection of songs and recitations, most of which were from “The Vagabond King.’’ At the completion of his numbers, Dennis King announced his departure to England immediately after the world premiere of his picture Wednesday night, and made a gracious speech of farewell to his nationwide audience. He sails to play the part of D’Artagnan in the stage :production of the ‘“‘Three Musketeers” in London. Opening with the light operatic and ever popular music of Oscar Strauss’ ‘‘Chocolate Soldier,’’? the baton of David Mendoza was succeeded by Jesse Crawford at the grand organ who played his superb “Chant of the Jungle.” The high grade of music up to this point was maintained in the next selection when Hans Hanke, concert pianist at the Paramount Theatre in New York made a skilfull rendering of Saint Saens’ “The Swan’ with orchestral accompaniment. Paul Ash’s theatre of the air then presented the show ‘‘Pageant of Flowers’ with the smooth voiced Paul Small and the popular Harriet Lee doing the vocal honors. In addition to the “Pageant” ballads, they sang “Honeysuckle Rose,’ ‘Crying for the Carolines,’’ and ‘“‘Hanging on the Garden Gate.”’ The next half-hour was devoted to Dennis King. He sang “If I Were King’? and several other numbers, with stirring vocal introductions, recited one of the better-known sonnets by Elizabeth Barret Browning with musical accompaniment, sang a number of less well known lyrics in his own inimitable manner. CANDY MACHINES IN LOOP HOUSES Installation of vending machines in all of the loop theatres of Chicago is going forward this week so that District Managers and other Publix executives attending the convention there on March 10th will have ample opportunity to familiarize themselves with their details. M. L. Schosberg, head of the Lobby Merchandising Department, and Bruce Powell are in Chicago how superintending’ the installations, and will remain there to explain the company policy on matters pertaining to by-product income to the circuit. OO 101 OOo +O © O+ O00 OO OO O-1O+-O-10:OOO & MUSIC DOPE! The concerted effort on the part of every branch of the Paramount-Publix organization to put ‘“‘The Vagabond King’’ across on an unprecedented scale, has caused, the east coast division of the Paramount music department under Morris Press to prepare extremely valuable information on all the music in the picture, records, piano rolls, and the lives of the composer and lyricists. This information is designed to be of aid in the exploitation of either the picture or of sheet. music. For each song, there is a report of the publishers, writers, and by whom and how rendered in the production. It is arranged in handy reference form. This material can be obtained by writing to Morris Press, Paramount Music Department, Paramount Building, New York. 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