Publix Opinion (Feb 21, 1930)

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10 Easy To Plant News Story On Work of Theatre Staff Following up the repeated suggestion of Publix Opinion to plant institutional stories in local papers, Manager Fleming of the Austin in Nacogdoches, Texas, was able to persuade the editor of the local newspaper to publish the following story, which appeared under a two column, three line boldface heading, entitled ‘‘Polite Young Doorman at Local Theatre Gets Kick Out of Greeting Throngs.’’ Here is the story: “How would you like to have the job of greeting several hundred persons a week? “You may say it would be very tiresome and tedious. Not so, says one who has done it for six months, but rather, it is a very fascinating and interesting work to say nothing of the educational possibilities in human nature and crowd psychology. “The hero of this story is “Hllis.’’ And wherever that name is mentioned in Nacogdoches, most everyone immediately thinks of ‘the smilingly, polite, attentive and cordial doorman at the Austin theatre. Public Recognition “Few people in public service at any age near Ellis’ have won the popularity and praise and the public recognition that. is his. From the small boy at the: matinee, who looks with admiration at the neat clothes and stately bearing to the blasé ‘high brow” through whose mask of dignity comes a show of interest and the twinkle of a smile in response to Hllis’ ‘‘Thank You.’ He is known and called by name to more people, perhaps, than any other Plant this story in your paper local local after izing and rewriting it. “NY PUBLIX Theatres, single person in Nacogdoches. Every age is the friendly age towards Ellis. The elderly persons usually nod, the ladies smile, with perhaps a spark of admiration for the handsome features of the youth, many men slap his shoulder, in passing, and it is no secret that the girls by the dozen stop for a second’s chat, while hand and hand, Ellis tells them something that sends them away with a laugh. “Although but 16 years old, Ellis Gaston is a veteran in handling of crowds. He knows what to do and say when to do it in case of an emergency. He has learned the valuable art of calming excitement usually by his calm, reassuring manner, but if necessary by force. ‘In case of threatened panic,’’ says Ellis, “‘and someone starts a riot, my instructions are to calm the first one who starts it with my flashlight. It may be a little rough, but would possibly save lives in the end. And besides, I have an extra flashlight.” Knows Hundreds “Millis has a long record of service without the skip of a single day and almost as long a record of having not been late. He knows hundreds of Nacogdoches’ people and manages to get in a smile or word of recognition to most all of them however busy he may be, with each ticket he receives, ‘“‘Thank you, Mr. Brown” or “How are you tonight Mrs. West”’ or “I have been expecting you sir,’’ are the kind of remarks that may be heard. He knows what type of picture most of the patrons like, keeps posted on coming attractions, and tells enquirers frankly his opinion as to whether or not he thinks such and such is the kind they like most.”’ It Perrre PUBLIX OPINION, WEEK OF FEBRUARY 2isr, 1930 Acc ‘PUB administrators ! woo AAAAAKATTATV = in Publix!! fulness thru your help!!! all the time! while!! ly “skimmed over” Ln the industry at large!! OPINION. <: EIN The Biggest School of Showmanship the W orld Has Ever Known! ! Of Course, It’s Your OPINION’ It has an enrollment ot oe over 25,000 students !! : It has a teaching staff of over 1500 of the world’s _ greatest showmen —specialists, experts, fechnicians, Every contributor is a teacher! _ What an opportunity for illumination this publication affords to those of us fortunate enough to be But it can only reach its fullest measure of use-. Youve got to. “POT. Remember—YOU are one of the Contributing Editors, responsible for its helpfulness. YOU must offer constructive criticism! must offer constructive contributions! YOU must see that the copy you get is not merein reading—but is read with a pencil-and-notebook-in-hand. Only thus can immediate orders be given to put into quick work, all of the weekly tips, ideas, and suggestions that are collected from the experience and thoughts of those splendid showmen in all of our 1200 theatres, in the Home Office, in the Paramount organization, and in YOU are the most important factor in PUBLIX LIx You can’t play “Take” once in a YOU “RR NLU PLUG THESE HIT SONGS Beginning and during the week of March 8, the radio and theatres will be concentrated upon to exploit two numbers from ‘“‘The Love Parade.’’? These hit songs ‘‘Dream Lover’? and “My Love Parade,”’ should be plugged by every theatre manager and advertising manager. “PUBLIX OPINION” DAILY FORECAST CALENDAR |STUDENTS GIVEN TRAINING AS ‘SPEAKERS In conjunction with the advertising course which occupies the seventh session of the Publix Managers Training School, now in its sixth week, the men attending are being thoroughly drilled in the art of effective expression. “Rew things are more impor tant to the theatre manager,” said — Elmer Levine, director of the school, in his initial lecture on ex— pression, ‘than the ability’ to make an effective speech. From the time of his arrival in a new operation to the day he leaves it he is faced with the possibility of being called on for a speech before his local chamber. of commerce, luncheon club, or similar civic gathering. It follows that if he possesses the ability to speak clearly, concisely and interestingly, he will not only reflect credit upon himself but also on Publix. “Ten things are essential to effective speech. These are clear enunciation, good facial expression, simple language, good personality, proper gestures, proper breathing, pitch of voice, volume of voice, lack of speech defects, and lack of nervousness. These can be grouped under the heading of delivery. ‘There are other considerations, however, of equal importance, and these include selection of subject matter and organization of material. “To be interesting and effective, a speech must have a live subject. Then the speaker must be fully prepared on this subject, so that he may speak freely and convincingly. His material must be well organized; the speech must start well, hold the interest of the audi— ence, and finish well. Quality, posture and pronunciation must be taken into account in delivery of the speech.”’ PUBLIX Theatres i 'D] ON’T LET FAULTY SOUNDMANIPULATION COST YOU YOURJOB! Nothing less than constant, alert, vigilant, intelligent supervision will do! Too muchisatstake for your audiences, for stars, authors, directors, | G2) and company! This is YOUR first and most important worry! There can be no weakness, temporizing or failure! You must demand and GET perfectionalways! YOUR JOB depends upon it!!-PUBLIX OPINION. | t Pe a eee | fullweek ra erie st peli icy, keep your program-plots for each weck, here. Jot down titles, footage, features, shorts, trail i] campaign plans.) inning time, running order, distributor, stage show, lobby-talent, and Caalee "dot down here WHAT is unfinished for Ate week and WHO ‘was assigned to follow through.) Ate you building SUNDAY matinee business? (See ’ PUBLIX OPINION, Vol. III, Nos. 10, 12) é Prepare Fourth of July decorations, entertainment, and advertising copy slants!” Father’s Day is Today. FAKES WIN NO APPLAUSE IN PUBLIX! Are you building SUNDAY matineebusiness? (See PUBLIX OPINION Vol. III, Nos, 10, 12.) Whatare you going to do to bring the people to YOUR theatre and away from the ‘beaches? What tie-ups do you plan? Plenty of reference remedyin PUBLIX OPINION. ARE YOU PLUGGING HIT SONGS, through sadio, music shops, orchestras, etc.? Send resume to Real Estate Department, New York office, on growth of city, new industries, new theatres and any special public improvements. What about a “refrigeration show’? Special newspaper supplement to launch the exploitation of your theatre. cooling plant. to stop the waste in good, repeatable ideas. Tell ’em TODAY to PUBLIX OPINION ® (the official “voice” and “idea exchange”). Hot copy for cool shows gets coin! Trailers, ads, posters. NOW! . Noisy entrance and exit. . Loud and discordant tuning. . Untimely eleva. | tor. . Lack of proper “elevator” music. DON’T SELL YOUR SHORTS “SHORT”! «Write to Homie Office sound and projection chief for “anti-flutter” test GET local merchants toassume cost of buying, imprinting and distributing heralds and rotos from exchanges. Exploit shorts just_ as you would if they were stage acts.— PIT, . Wrong levels of elevator. 6. Orchestra out of tune. . Lack of uniformity in bowing of violins. » Wrong combination of instruments. (Copyright 1930—Publix Theatres Corporation) Do you spot Publix and Paramount trademarks in ads? |, Get an ice-cream _ tie-up and build your theatre 66. Caribe | 5) personality”; performers or screen stars. MANAGERS! Send in your weekly reports GN TIME. |—Independence Day (July 4th) is just around the corner. Where are you? 9. Ineffective speedometer signals. 10. Untidy music racks. 11. Talking in the pit. 12. Tardy\ cueing of news reel clip. 13. Cueing to the Clean inside of all roof tanks. Justa few more days 1 until June 21st, the longest day of the year. to sell tickets? Check footage on special trailers at least once a month to make sure you get what you’re paying for. ORCHESTRA CHECK news reels improperly timed. 14. Poor arrange ments. . Inefficient use of mutes. . Selections too lengthy. A Leader’s show manship. Copy slant. Don’t let your MONDAY BUSINESS turn into “blue” or “red”. Today is Flag Day. Decorate Marquee! Don’tlet your MONDAY BUSINESS turn into “blue” or “red”. Don’t let your MONDAY BUSINESS turn into “blue” or “red”. . Glare from instru ments. . Traps and sound effects. . Overplaying voice or picture. Defective group ing of musicians.